E-Commerce
description
Transcript of E-Commerce
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E-CommerceAdvertisement & Customer Relationship
Management in the EC
Inst
ruct
or: S
afaa
S.Y
. Dal
loul
E-Business Level 2
2013-2014
Try to be the Best
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Elements of Lecture
What is an Ad?
Why Ad?
Ad Methods
Ad Strategies
Customer Relationship Management
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Web Advertisement
• It is an attempt to disseminate information in order to affect buyer-seller transaction.
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Internet Advertising Terminology
Ad views: The number of times users call up a page that has a banner on it
during a specific time period; known as impressions or page views
Button: small banner that is linked to a
web site. It may contain downloadable software.
Click: A count made each time a visitor
clicks on an advertising banner to access the advertiser ’s Web site
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Internet Advertising Terminology
Hit: a request for data on a web page or file.
CPM (cost per thousand
impressions): the fee an advertiser pays for each 1,000 times a page with a
banner ad is shown.
Visit: A series of requests during one navigation of a Web site.
A unique visit: by asking the user to register on placing a cookie on the user’s computer such as forums.
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Why Internet Advertising ?
Co
st
Speed
Unlimited Information
Coverage wide area
G
row
ing
Rapi
dly
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Advertisement MethodsBanners
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Advertisement MethodsStandard Ads
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Advertisement MethodsEmail and SEO HW
: Sea
rch
abou
t Se
arch
Eng
ine
Opt
imiz
atio
n SE
O
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Advertisement Strategies
Internet-based Ad. Design
Pull (Passive) Strategy
Push (Active) Strategy
Associated Ad Display Strategy
Viral Marketing
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Advertisement Strategies
Internet-based Ad. Design: to have a
fantastic design your design should include
the following:
Visually Appealing (i.e. Color, Shape, Size)
Target Specific Group
Use Company Brand
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Advertisement Strategies
Internet-based Ad. Design: website
designing factors:
Page Loading Speed
Business Content (clear and concise)
Security and Privacy
Marketing Customer Focus
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Advertisement Strategies
Pull (Passive) Strategy: Strategy of waiting for customer passive
access.
This strategy focuses on how we can
attract the customers.
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Advertisement Strategies
Pull (Passive) Strategy: Effective and economical when Advertising
to open and Unidentified potential
customers.
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Advertisement Strategies
Pull (Passive) Strategy: When there are many web sites open to all
customers, directories are needed that can
guide customers to targeted sites, they
are available on many portals for shopping
and business opportunities such as
yahoo.com
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Advertisement Strategies
Pull (Passive) Strategy: Pure advertisement site.
Retail Storefront
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Advertisement Strategies
Push (Active) Strategy
Merchants need to actively advertise to
the targeted customers. This kind of
strategy is called push (active) strategy. “It
includes sending e-mails or SMS’s or using
banners, etc.”
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Advertisement Strategies
Associated Ad Display Strategy :
Text Links:
Display advertisement that has
relationship with another
advertisement.To view an Example Click Here
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Advertisement Strategies
Viral Marketing:
“World-of-mouth” marketing by which
customers promote a product or service by
telling others about it.
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Effectiveness and Pricing Advertisement
Click-Through• An attempt to develop a more accountable
way of charging for web advertising. • The payment for a banner ad is based on
the number of times visitors actually click on it, so it is a count made each time a visitor clicks on an advertising banner to access the advertiser’s Website
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Effectiveness and Pricing Advertisement
Interactivity
While the payment based upon click-through
guarantee exposure to target ads. It doesn’t
guarantee that the visitor liked the ad or even
spent any substantial time viewing it.
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Effectiveness and Pricing Advertisement
Interactivity• The Interactivity model suggests that
basing ad pricing on how the visitor interacts with the target ad. Such as interactivity measure could be based upon • The duration of time spent viewing the ad, • The number of pages of the target ad
accessed,
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Effectiveness and Pricing Advertisement
Interactivity• Such as interactivity measure could be
based upon • The number of additional clicks
generated, • Or the number of repeat visits to the
target ad.
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Effectiveness and Pricing Advertisement
Actual Purchase
Marketers are interested in outcomes, and the
ultimate outcome is a purchase.
It’s obvious that 1000 people visiting a site is
worth something, but a site that only five
people visit can be worth much more if they
are actually shopping there.
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Effectiveness and Pricing Advertisement
Actual Purchase
In an outcome-based approach to pricing,
web advertisers start by specifying exactly
what the marketer would like the target ad
to do.
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Effectiveness and Pricing Advertisement
Actual Purchase
Many merchants ask consumers to place their logo
on their web sites.
The companies promise to pay the affiliate a
commission of 5 to 15 percent if customers click on
their logo on the affiliate’s web site and eventually
move to the merchant site to make a purchase.
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CRM
What CRM?
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CRM
What CRM?
CRM is defined as integrated sales, marketing, and service strategy that precludes lone showmanship and depends on coordinated actions.
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CRM
Three phases
of CRM?
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CRM
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CRM
Acquiring New Relationships
Acquiring new customers demands a great deal of planning.
Research shows that the probability of sales goes up when prospects receive a response to their request within one to three minutes.
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CRM
Enhancing Existing Relationships Companies prove their commitments on a daily basis by taking time to hear customer’s concerns and by developing a service focus. For example, a buyer who has selected a camera can be offered a tripod. Or an agent can suggest a similar product of better quality (up-selling).
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CRM
Retaining Customer Relationships Retaining customers requires a complete understanding of the needs of the customer and a determination to stay in the relationship. The business of growing a company can be framed as a matter of getting customers and keeping them. While customer retention is increasingly the focus of companies that operate in a competitive environments, it will likely become an obsession for all companies as customer choice increases and switching costs become lower.
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CRM
Why CRM?
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CRM
Why CRM?
Use existing relationships to grow revenue: enhance profitability by identifying, attracting, and retaining the best customers.
Use integrated information for excellent service: use customer information to better serve his or her needs.
Introduce more repeatable sales processes and procedures: In order to enjoy continued success, companies must improve consistency in account management and selling.
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CRM
Why CRM?
Create new value and instill loyalty: it can be your point of difference, your competitive advantage for the ability to respond to needs and accommodate requests.
Implement a more proactive solution strategy: instead of just gathering data and eventually using it, eliminate issues before they reach the crisis stage.
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CRM
Organizing Around the Customer: The New CRM Architecture
1. Are most of the company’s applications designed simply
to automate existing departmental processes?
2. Are these applications capable of identifying and
targeting the best customers, those who are the most
profitable for the organization?
3. Do these applications keep track of when the customer
contacts the company?
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Any Question