Online & New MediaClass Introduction

SNC-MKTG350October 9, 2013

Tonight’s Agenda: eCommerce Tools• Quiz on Wednesday, Oct 9th

• Company descriptions due– Post to blog before class

• Discussion:– Ecommerce and payment tools: Paypal, online

payment options, Bitcoin

• Reading: Ch. 14, Analytics: Launching a New Product

Reading Recap: Ch. 14, Analytics: Launching a New Product• Familiarity with the product life cycle

provides structured approach to decision making about:– Promotions– Analytics– Evaluation of success

Product Life Cycles and the Boston MatrixSales

Time

Development Introduction Growth Maturity Saturation Decline

Typical Life Cycle

What’s possible with better

digital analytics

Reading Recap: Ch. 14, Analytics: Launching a New Product

Reading Recap: Ch. 14, Analytics: Launching a New Product• Introduction: Collect feedback on:

– Product attributes– Consumer data– Throw off bad assumptions– Identify new opportunities

• Breakdown the feedback by product attribute

• What are their concerns?

Reading Recap: Ch. 14, Analytics: Launching a New Product• Growth: Collect feedback on:

– Brand preference– Differentiation– What triggers buying behavior?

• Ask:– What else can we do to increase growth?– How does conversion translate to sales?– Which sources should be ignored? Valued?

Reading Recap: Ch. 14, Analytics: Launching a New Product• Maturity: Collect feedback on:

– Consumer reactions to competitors– Consumer awareness of the brand– Their evaluation of value vs. price

• Ask:– What are competitors doing?– How has market changed since launch?– How has our buyer changed?

Cross-branding

Reading Recap: Ch. 14, Analytics: Launching a New Product

Apple did a great job with “I’m a Mac” Campaign to capitalize on what consumers didn’t like about the mature PC.http://www.youtube.com/watch?v=DZSBWbnmGrE

Tools: eCommerce

Tools: eCommerce

Need a shopping site:-Show products-Allow browsing- Allow credit card processing

Tools: eCommerceDetails page:-Size options-Descriptions-Alt. views-Option to buy-Reviews-Sharing-Related products

Backend:-Funnel tracking-Security -Product info-Credit card processing

Tools: eCommerceCart confirm.:-Is this what you thought you ordered? - We’re going to send it to you-Want to buy more?- Confirm our confirmation

Backend:-Funnel tracking-Account verification

Tools: eCommerceAccount Verify:-Are you who we think you are?-Verify yourself-Good security for site and client-Breadcrumbs on top show process

Backend:-Funnel tracking-Account can be updated-Account can be added

Tools: eCommerceOrder Verify:-Verify your order-This is when we will ship it to you-Good security for site and client-Breadcrumbs on top show process

Backend:-Funnel tracking-Order can be changed-Shipping can be changed

Tools: eCommerceCard Processing:

1.User’s card # entered in site

2.Sends to a GATEWAY

3.Sends to Merchant’s bank PROCESSOR

4.Sends to NETWORK

5.Sends to USER’S BANK

6.Sends to MERCHANT’S BANK

Keeps 2-4%

Keeps ~1%

Keeps ~1%

Tools: eCommerceCard Processing:

1.User’s card # entered in site

2.Sends to a GATEWAY

3.Sends to Merchant’s bank PROCESSOR

4.Sends to NETWORK

5.Sends to USER’S BANK

6.Sends to MERCHANT’S BANK

Keeps 2-4%

Keeps ~1%

Keeps ~1%

Plan Assignment: Descriptions• Insights?• Process?• Questions?

Next week:

• Quiz on Monday, Oct 14th

• Blog Post: – How in the world can you make money on Twitter?

• Discussion:– Search engine optimization (SEO)– Search engine marketing (SEM)

• Reading: Ch. 5, Analytics: Search Analytics