module 3

• Internet marketing campaign components

  • Marketing research
  • Advertising
  • Promotions
  • Public relations
  • Search-engine registration
• Web-site traffic generation


  • Keeping user profiles
  • Recording visits
  • Analyzing promotional and advertising results
• Target market


  The group of people toward whom it is most profitable to aim your marketing
• Use Internet marketing with traditional marketing
• Brand


  • Typically defined as a name, logo or symbol that helps one identify a company's products or services
  • Customers' experience can be considered part of its brand
• Brand equity


  Includes the value of tangible and intangible items, such as a brand and its monetary value over time, customer perceptions and customer loyalty to a company and its products or services
• Internet-only businesses must develop a brand that customers trust and value
• Brand uniformity will increase brand recognition
• Branding on the Internet

  • It is difficult to protect a brand from misuse
  • Rumors and customer dissatisfaction can spread quickly
  • It is not difficult for people to use other companies' logos on their sites or products illegally
• Companies can attempt to protect their brands

  1. Hiring people to surf the Web and look for news, rumors and other instances of brand abuse

  2. Brand monitoring activities can be outsourced to companies such as eWatch and NetCurrents
• Marketing mix (4Ps)


  • Product or service details and development
  • Effective pricing
  • Promotion
  • Distribution
• Traditional marketing research


  • Consists of focus groups, interviews, paper and telephone surveys, questionnaires and secondary research
  • Findings based on previously collected data
• Online marketing research


  • Faster option for finding and analyzing industry, customer and competitor information
  • Provides relaxed and anonymous setting to hold focus-group discussions and distribute questionnaires
• Demographics


  Statistics on human population, including age, sex, marital status and income
• Psychographics


  Can include family lifestyle, cultural differences and values
• Segmentation


  Can be based on age, income, gender, culture and common needs and wants
• Traditional focus groups can allow customers to touch, smell and experience products or services
• Online focus groups


  • Conducted to allow current or potential consumers to present their opinions about products, services or ideas
  • Comfortable setting for participants
  • Leader of the focus group cannot interpret a participant's body language as a form of communication
• Online surveys


  • Conducted from Web site or through e-mail
  • InsightExpress.com, GoGlobal Technologies and QuickTake
  • Test your site and marketing campaign on a smaller scale with focus groups and trials
• Data collected from a company's Web site

  • Used to evaluate campaign results
  • Measure costs and benefits of campaign
  • Helps with development of a budget for marketing activities
  • Identify growing and most profitable segments
• Marketing-research firms


  • Forrester Research
  • Adknowledge
  • Jupiter Communications
  • Media Metrix
• Freeware and shareware


  Both are no cost software distribution; however, shareware is distributed with the expectation of donations in return
• Pricing


  • Some products priced to reflect competition
  • High pricing to influence perception of high-value
  • Can use prices to position products and services on the Internet
  • Positioning includes affecting consumers' overall views of a company and its products and services as compared to the way those customers view competitors' products or services
  • Positioning strategies can be based on price, quality, use and competitors' positions in the market
• Distribution cost and time contributes to success or failure
• Fulfillment


  Execute orders correctly and ship products promptly
• 1. mail marketing


  Fast, cheap, far-reaching
• Define the reach


  The span of people you would like to target, including geographic locations and demographic profiles
• Determine the level of personalization

  Personalized direct e-mail targets consumers with specific information and offers by using customer names, offering the right products at the right time and sending promotions
• Response rate


  Shows campaign success or failure by measuring the percentage of responses generated from the target market
• Global businesses send translated e-mails
• Outsourcing


  • Parts of a company's operations are performed by other companies
  • Used when unmanageable e-mail volume and inadequate staff or technical support
  • Messagemedia, Digital Impact, iLux, 24/7 Media and e-Contacts
• Audio, video and graphics

  • MindArrow, inChorus and MediaRing.com
  • Customize based on receivers' preferences and their readers'
• Plug-in


  A small application designed to extend the capabilities of another product, such as a Web browser
• Improve customer service


  • Add an e-mail link to Web site
  • E-mail systems set up so that incoming e-mails will be sorted automatically and directed to the appropriate people
  • Track location of orders, inform customers of when to expect delivery and possible delays and providing information such as the carrier's name
• Permission-based marketing


  • A company can market its products and services to people who have granted permission
  • Internet mailing lists include contact information for people who have expressed interest in receiving information on certain topics
• Opt-in e-mails


  • Sent to people who "opt-in" to receive offers, information and promotions by e-mail
  • PostMasterDirect.com will send your e-mail campaign to those on a list who have expressed interest in your business category
  • Yesmail.com and Xactmail.com create lists of people who have opted-in to receive information about a certain subject
• Spamming is mass e-mailing to customers who have not expressed interest, which can give your company a poor reputation
• Traditional direct marketing


  • Includes sending information by mail and using telemarketers to contact prospective customers
  • Used in conjunction with e-mailing to reach largest audience
  • Direct mailing is often more expensive, more difficult to analyze and has lower response rate than direct e-mailing
  • Direct mail specialists: Eletter and MBS/Multimode
• 1. mail can arrive if recipients are busy or away, receivers can read e-mails at their convenience
• Telemarketing


  • Can be more expensive than e-mailing
  • Offers benefit of being interactive
  • People likely to answer phone whereas can ignore e-mail