Marketing ch 8 Flashcards
Web 1.0
Static content provided by the creator site. Dominated by businesses and was commercially and technically-based.
web 2.0
content that was socially based and generated by the audience
Web 3.0
advanced to the integration of content and communications emphasis on real-time communications. Sites driven by online metrics
Web 4.0
focuses on 1) customer engagement and 2) cloud operating systems. 3) Web participation is essential now:
Channel Intergration
Essential: If a company has offline catalogs, they must match its online catalogs. Ordering has to be available through multiple platforms beyond the web such as mobile phones and tablets as well as through Comps. (saves time)
Brand engagement strategy
Successful e-commerce provides -opportunities for brand engagement. blogs, reviews and feedback- mechanisms allow consumers to become involved with a brand. -Reviews- are an emerging trend in Web 4.0 and provide a way for customers to -express their thoughts and feedback-emerging trends in Web 4.0 and provide a way for customers to -express their thoughts and feedback.
They can serve as positive word-of-mouth endorsements. Visitors to a site appreciate personalization and customization of pages and information. Web 4.0 is characterized by websites with faster loading times as well as information more relevant to the browser. Success also requires a coordination of offline and online advertising. Also Offline and online advertising. EX Facebook and twitter allow customers to “like” a brand and become fans. Review and feedback pages build customer confidence and trust in the brand.
What incentive types are cyber-baits (AKA E commerce incentives)?
Cyber-bait is a type of lure or attraction that brings people to a website. Below are the three types:
1) Financial incentives
2) Convenience Incentives
3) Value added incentives
Financial incentives
(Reduced price, free shipping, or e-coupon). This can be offered because conducting business online provides cost savings through reduced shipping and labor costs. Free shipping has remained the most popular form of online promotion. Two Ingredients: 1) should be changed periodically, 2) should be changed periodically to entice new customers to buy and to encourage repeat purchases by current customers. (ex discount or special price on pair of jeans).
Convenience incentive
Instead of traveling to a retail store, online stores allow customers to shop from home, work, or on the go (mobile app). The convenience and speed of purchasing merchandise online drives many consumers to e-retailers.
Added value incentives
changing purchasing habits over the long term. Differences between ordinary and exemplary site. added value can be customized shopping whereby system recognized patterns and offers matched to past purchasing behaviors or searching patters. Adding engagement tools on the website such as Facebook, twitter, and Pintrest. Can download app to find nearby locations (e. site include game or weekly fashion tip.)
What does effective mobile marketing involve
understanding social and shopping nature of mobile phones and incorporates it into a firm’s mobile marketing strategy. 43% pop using smartphones.
Smartphones used for:
social interaction, search for product info, and means of shopping, 7 mobile marketing strategies (MMS)
(MMS) Display ads
The first online advertising was banner ads. It still accounts for 22.6% of online advertising. Companies can embed videos and widgets into the banner ads.
(MMS) Search Ads
The largest category of online expenditures is now for search engine optimization (SE). about 41% of online advertising is for SEC. About 80% of Web traffic begins with an online search, so having a presence in that search process is important. Two methods of SEO: 1)paid search insertion or 2)natural/organic
Video ads
like on YouTube. 50% US pop watch vid ads
Text Messages
Ex restaurant sending a discount around lunch time. Two keys is gaining permission of mobile and careful timing
In app advertising
about 32 billion apps are downloaded each year 2.9 billion spend on in app ads
QR codes, digital water mars, 2D barcodes
appears in magazines, (popular in home, family beauty, health, and fashion. Videos provide behind the scenes look and build opt-in Lists.
Geo Targeting
Designed to reach customers where th eyare located based on contacting their mobile communication devices
Interactive marketing
Two way communication between customers and businesses. Internet is ideal medium. can tract activity where a person goes and what they do. Can personalize messages. Two emphasis: Target individuals and Engage consumers
interactive marketing: target individuals
Helps target potential and current customers with personalized information
Interactive marketing: engaging consumers
engages customers, with company and product. Tactics include: Award prizes, branding, building loyalty, build email list, collect personal data, generate leads, generate sale,s offer incentives, drive to website, generate additional leads, creates trust.
Geo-targeting
designed to reach customers where they are located based on contacting their comm device. First customers should be in control of engagement (opt-in) second should be offered something in value. Check in services to receive discounts. McDonald’s Pandora app allows customers to click ad with interactive pop-up map. targeting by designated marketing areas is a broad approach reaching a high number of consumers with a specified DMA. Geo fencing targets individuals within a short distance of a retail location. Audience data targeting adds information about consumers to the geographic location information. Geo aware uses real time location information to target individuals close to the retail outlet.
