网络营销技术

1Chapter4

MarketingontheWeb2024/11/912FourPsofmarketing:

Product Price Promotion Place4.1WebMarketingStrategies34.1WebMarketingStrategies2024/11/93Product-BasedMarketingStrategiesCustomer-BasedMarketingStrategies44.1.1Product-BasedMarketingStrategiesBusinessissellingproductsandservices.54.1.2Customer-BasedMarketingStrategiesIdentifygroupsofcustomerswhosharecommoncharacteristics.64.2TrustandMediaChoiceMassMediaTheWebPersonalContactFirst: IdentifyCustomer;Second: SelectionofCommunicationmediaTrust74.2TrustandMediaChoicePeoplearelikelyignoreorfeeltiredaboutthemassmedia.RemotecontrolofTV.Inapassivestateofmind,evaluatemessagesIncontrast,webusersarefarmorelikelyinthatmind.Blogetc.(Web2.0)84.3CommunicatingwithDifferentMarketSegmentsMarketSegmentationMarketSegmentationontheWebOfferingCustomersaChoiceontheWeb94.3.1MarketSegmentationGeographicsegmentationDemographicsegmentationPsychographicsegmentation104.3.2MarketSegmentationontheWebPresentdifferentstoreenvironmentsonline.Allowcustomercreatetheirownstores.114.3.3offeringcustomersachoiceontheWeb124.4BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensityBehavioralsegmentation:thecreationofseparateexperiencesforcustomersbasedontheirbehavior.Usage-basedmarketsegmentation:customizingvisitorexperiencestomatchthesiteusagebehaviorpatternsofeachvisitorortypeofvisitor.134.4BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensity144.4BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensity154.4BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensityWEBMINING(Web挖掘)数据挖掘（DataMining)164.4.1SegmentationUsingCustomerBehaviorCustomerbehaviormayindifferentwaysatdifferenttimes.Behavioralsegmentation.(occasionsegmentation)BrowserBuyerShopper17考虑他们如何去产生收益是一个好方法来思考电子商务。P107第一句。P107….模式。。。和免费模式。收费模式；参差不齐；18P147第6点：了解管理这家公司的人事组织。获得总体的信息关于公司或组织。P147第五点，第六点。保单。P147第3点。（英语翻译，前后倒装)19P151第三点：夸张的市场报告；（膨胀的?）（通货膨胀的)P151第八点：测试可见度被监听在很小的范围。？？？，航海标志控制；航行管制；文本知名度较小；P151第九点：削弱访问者的视觉；削弱色盲的浏览者的视力；P151第十点：通过各种类型的站点带领可用的试验来可能给使用者导航。性能实用性测试由站点用户驾驭通过几个站点的版本。由潜在网站用户对网站的几个版本的浏览来进行可用性测试。P151第七点：导航控件。避免使用专业术语，游客可能不明白。做网站时要为游客着想。204.4.1SegmentationUsingCustomerBehaviorSimplifiersSurfersBargainersConnectorsRoutinersSportsters214.4.2CustomerRelationshipIntensityandLife-CycleSegmentationAwarenessExplorationFamiliarityCommitmentSeparation224.4.3Acquisition,Conversion,andRetentionofCustomersAcquisitioncost.Conversioncost.Retentioncost.234.4.4CustomerAcquisition,Conversion,andRetention:TheFunnelModelThewiderthebottomofthefunnel,thebetterthestrategy:Thatmeans:Themoreprospectsaregoingtobeconvertedintoloyalcustomers.Thefunnelmodelcanbeusedinplanningmarketingstrategiesbycomparingtheprojectedresultsshowninthediagramwiththeresultsforalternativestrategiesshowninseparatediagrams.Thefunnelmodelcanbeusedinplanningmarketingstrategiesbycomparingtheprojectedresultsshowninthediagramwiththeresultsforalternativestrategiesshowninseparatediagrams.漏斗模型可以被用来通过比较在流程图里显示的预计结果和在不同流程图里显示其他策略的结果的区别来进行营销策略的计划。漏斗模型可以被用来通过比较在流程图里显示的预计结果和在不同流程图里显示其他策略的结果来进行营销策略的计划。244.5AdvertisingontheWebAwareness:newproduct(improvementproduct);Exploration:encourageswitchingtothatbrand.Familiarity:purchasespecificproductsorreceive salespersonscalls.Commitment:remindermessages.Separation:N/A254.5.1BannerAds264.5.1BannerAdsin threedifferentways.Useabannerexchangenetwork.Placeonthewebsitesthatappealtooneofthecompany’smarketsegmentsandpaythem.Useabanneradvertisingnetwork.Web2.0concept.(Adsense).27MeasuringBannerAdCostandEffectivenessMeasuringmassmedia:measuredbyestimatesofaudiencesize,etc.(收视率).CPM=costperthousand.Measuringwebaudiences:Trialvisitrepeatvisitspageviewadview28FourWaystoIncreaseBannerAdEffectivenessIntroduceanimatedGIFswithmovingelements.Displayrichmediaeffects,suchasmovieclips.Createbanneradsthatappeartobedialogboxes.DesignSkycraperad294.5.2OtherWebAdFormatsPop-upadsPop-behindadsInterstitialadsRichmediaads/activeads30AbanneradinMSN,Yahoocosts$500,000perdayBusinessWeek

Mousefocus.Brainwaves(eyemoves).314.5.3SiteSponsorshipsBwin(onlinegambling)MilanMotorola，pepsi

The

Back

Dorm

BoysAcer

JingLeiXu’sblog324.5.4EffectivenessofOnlineAdvertisingProperlytargeted.usingE-mailadvertising.334.6E-MailMarketingAkeyelementistoobtaincustomers’approvalsbeforesendingthemanye-mailthatincludesamarketingorpromotionalmessage.344.6.1PermissionMarketingConversionrate.Percentageofrecipientswhorespondtoanadorpromotion.Conversionrates/click-throughratesSende-mailstorespondedrecipients.354.6.2CombiningContentandAdvertisingCombinecontentwithe-mail.(hyperlinksine-mail,interestedmessages.Coordinateacrossmediaoutlets.Consistentwithe-mailad,pressreleases,mediaads,etc.364.6.3OutsourcingE-MailProcessing外包电子邮件处理业务374.7Technology-EnabledCustomerRelationshipManagementClickstream.Technology-enabledrelationshipmanagement384.7.1CRMasaSourceofValueintheMarketspaceValuechainmodel.Howinformationbeasourceofvalue?Trackandexaminethebehaviorsofvisitors,andusethatinformationtoprovidecustomized,value-addeddigitalproductsandservicesinthemarketspace.Findinformationeasilycustomizeinformationencouragethecustomertobuy.394.8CreatingandMaintainingBrandsontheWeb404.8.1ElementsofBrandingDifferentiation.Relevance.Perceivedvalue.414.8.2EmotionalBrandingvs.RationalBrandingEmotionalbrandingtraditionalmediapassivemodecustomers.Rationalbrandingwebmediaactivemodecustomers424.8.3BrandLeveragingStrategiesGoogle:Searchengine.E-mail.gmailInstantMessenger.gmailMaps.googlemapVideo(youtube).onlineoffice(word,excel.calendar).Photomanagement.picasaInputmethods.Adsence.Googlecheckout.Onlinebanking.Androidmobile.Opensourceprojects.

4344Alibaba.ABtoBTaobaoCtoCAlimama.PaidcommercialadsAlipay.O