Internet Marketing ERIC Week 5-7 Flashcards
What is E-Commerce?
conduct of business involving the sale and purchase of products and services through the use of technology using internet
What do online shoppers tend to have (trends like income) in relation to bricks and mortar shoppers?
- Higher annual income
- Higher levels of education
What are the Benefits of E-commerce (from customer perspective)?
- not being bothered: no pushy salespeople
- easy comparison shopping: ability to compare prices and features between retailers quicker than going store to store
- Wider Selection: web retailers don’t have to contend with shelf space issues
- convenience: shop any time of day, no waiting in lines, no crowds to push through
- Less expensive: many offer reduced online prices
- personalized selection: due to tracking online buying habits & order history
What are the Drawbacks of E-commerce (from customer perspective)?
- shipping payments: fairly pricey, form barrier to purchase
- delivery wait time: 24hrs - month wait before delivery
- non-cash payment options only: must pay through credit card or other non-cash methods
- inability to experience: can’t try on clothes or feel texture before purchase, heavily reducing product experience (can be overcome using ‘Augmented Reality’ = virtual fitting rooms)
- lack of trust: private information not stolen
- unsocial: online = less social than shopping with friends irl
- wider selection: can be overwhelming
- lack of customer assistance when needed: overcome with FAQ’s, Live chat
What pricing considerations need to be made when starting in an online space?
- overall cost of doing business
- volume of business they expect to do
- overall demand for what they are selling
- prices set by competing companies
- what the market will bear (how much consumers willing to pay?)
- how well established the brand is
what are customers reasons to purchase?
NEED for certain product
WANT a certain product
COMPELLED to buy an item at or around time of purchase (impulse)
What are the aspects of the online ‘store layout’?
- spotlight specific items that marketer wants to sell
- lead customers to other promotional areas
- provide clear navigation that organizes products into categories
- only 2 clicks to shopping cart from anywhere
- indexing: organize products (no confusion)
- site depth: info lower down ranks lower with Google
info high up might be to much for visitor (need balance)
PAGE LAYOUT = floor space for traditional retailing
How do you get ‘Direct Sales’ using online tools (tip: video)?
- video content or podcasts: demonstrates how product works, benefits of it, build excitement, and provide regular content
What are the aspects of ‘Feedback and reviews’ on customer buying behaviour?
- customers trust their peers more than marketers
- therefore include trust factors: ratings (users rate product on scale), reviews (users allowed to leave reviews of product)
- shoppers typically seek reviews before purchase
- shoppers more likely to buy from sites with reviews and drive higher satisfaction and loyalty rates
What are some aspects of paid membership and subscriptions?
- sell paid mems/ subs instead of physical products
- may be for info or usage
- good source of ongoing revenue, subs can be hard to sell
What are the aspects of the Shopping Cart & check out process (what does it do)?
- shopping cart holds items that consumer wants to purchase
- calc. price x quantity
- maintains a running total
- ability to review cart
- ability to add or remove items
Why is there ‘Shopping cart abandonment’ by consumers?
- nearly 75% of all online shoppers abandon shopping carts due to:
- process to long, confusing, cumbersome
- to much personal info required
- to many extra charges added to sub-total before final check out
- page layout of shopping cart or process is poor or disorganized
- brand not built enough trust with consumer to encourage online purchase
- need to reassure security of payment service being used (paypal)
What are the ‘10 THINGS TO CONSIDER WITH SHOPPING CARTS’?
- don’t overcomplicate the process
- use an ‘add to cart’ button instead of ‘buy now’
- keep customer in the store
- have the shipping costs up front
- allow for discount postage on multiple purchases
- avoid requiring registration before accessing cart
- don’t forget the GST
- ensure flexibility
- avoid need for written instructions to use checkout process
- inform customers if an item is out of stock
What data capture is needed at checkout?
- shoppers shipping address
- method of payment
- billing address
- desired shipping method
SEO vs SEM: roles of each = what are the advantages and disadvantages of SEO?
SEO: search engine optimization (natural or organic search): advan. - better response since majority of clicks are organic - more return traffic - lower cost - long term mktg solution - brand recognition and loyalty - highly targeted - potentially low cost visitors due to clicks from organic searches - long term mktg solution (always on) disadvan. - results are not immediate - ranking difficult to predict - ITI (initial time investment) and time is major cost - takes time for results to be displayed - ongoing investment
SEO vs SEM: roles of each = What are the advantages and disadvantages of SEM?
SEM: search engine marketing (Pay per clicks):
advan.
- immediate results based on bidding system in which theres no charges for clicks received
- daily budget can be limited
- gives definite search volume
- easy to change focus
- unlimited keywords
- ability to test (keywords, ad copy, landing pages etc.)
disadvan.
- easy to lose ranking or spot
- daily budget can be expensive depending on keywords
- unqualified clicks
How does SEO (organic) work? (tip: crawling)
- crawling (bot):
- program automatically searches web to find web pages that might be relevant
- search based on keywords in webpage which are hidden from website visitors (but visible to crawler)
- keywords are enclosed in HTML tags called META TAGS - indexing:
- pages gathered by crawler are indexed/stored in database - ranking or scoring:
- weighting of factors that search engines use to decide which URL’s appear first on particular searches
- known as ‘page rank’:
- secret algorithm gives each web page a ranking based on number and quality of other web pages that link to it - search utility:
- takes terms supplied by users, searches the index/ database and returns a results listing
Why do you need to improve your ranking? (What is ‘consumer search engine behavior’?)
consumer search engine behavior:
- searchers value credibility: perception that companies at top of organic search listing are the top in their field
- many searchers don’t look beyond first page: if they haven’t found what they seek on first page, will most likely change search parameters / terms
What is ‘organic SEO influencers’? (pyramid 6 points)
pyramid shape (top to bottom)
- web hosting
- social footprint: mentions, syndication
- overall website traffic: click-throughs, bounce rate
- domain name authority: age, mentions, brand influence
- on-page factors: architecture, tagging, content
- link building: volume, diversity, trust factor
What is ‘organic SEO influencers’? (pyramid 6 points) detailed.
6.link building
build linkages for creds or importance: volume, diversity, trust factor
internal link structure: links within pages of your website
external link building/backlinks/inbound links:
- links to your content areas
- directories of links
- traditional media sites
- niche online-only media sites
- trade associations
- manufacturers, suppliers, other business partners
- press release distribution sites
- bloggers including customers and business partners
- social networks
