Dave Chaffey is a leading internet marketing consultant, trainer and author. PR Smith is an international speaker, marketing consultant and author of a range of books including digital marketing planning and integrated marketing communications. He also founded www. Today, Covisint is no longer an open marketplace, instead it is used by a handful of motor manufacturers. C2C models and the social media to support them have proved one of the most disruptive examples of online business technology.
Social interactions are now so important that they are reducing consumption of other forms of digital media and traditional media, so all companies need to develop a strategy to engage these consumers. In this model, a potential buyer approaches a marketplace of sellers who then compete for the sale. In the consumer market, Priceline www. Groupon has established a group-buying model where previous models like LetsBuyIt. C2B also involves customers developing their own content online, which is known as user-generated content UGC , with businesses facilitating it.
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For example, many smaller travel companies, such as Superbreak www. Do you have a plan for UGC? It has since changed its product offering to accommodate this new segment. The main business contribution is through sale of these products. Provides information to stimulate purchase and build relationships. Products are not typically available for purchase online. Information is provided through the web site, along with email marketing, to inform purchasing decisions. Such sites also help by adding value for existing customers by providing them with information of interest to them.
Visit these sites: B2B examples are management consultants such as Pricewaterhouse Coopers www. Provides an experience to support the brand.
Products are not typically available for online purchase, although merchandise may be. The main focus is to support the brand by developing an online experience of the brand through content marketing integrated with social media outposts.
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They are typical for low-value, high-volume, fast- moving consumer goods FMCG brands. Visit these sites: Lynx www. The main purpose of these types of intermediaries or publishers is to provide information and content. The term portal refers to a gateway to information or a range of services such as a search engine, directories, news, blog content, shopping comparison, etc. This is information both on the site and via links through to other sites. Visit these examples: Yahoo! A site enabling community interactions between different consumers C2C model. Typical interactions include posting comments and replies to comments, sending messages, rating content and tagging content in particular categories.
Well-known examples include Facebook and LinkedIn, but there are many less well-known niche communities that may be important within a market. In addition to distinct social network sites, social interactions can be integrated into other site types through plug-ins or application programming interfaces APIs. Remember that these are not clear-cut categories of web sites, since many businesses will have sites which blend these elements, but with different emphasis depending on the markets in which they operate. Vets Now is a great example of an engaging brand page.
Some 17 per cent of fans convert to the app where they can share stories, follow other pets and meet other pet owners like them. Within any orga- nization, developing a common understanding for terms such as e-commerce, e-business and e-marketing, and how they interrelate and who will manage them, is important to enable development of a consistent, coherent strategy. E-commerce is primarily about selling online or the ability to transact online.
This includes e- tailing, online banking and shopping — which involve transactions where buyers actually buy and shoppers actually shop. Some suggest that e-commerce includes all online transactions such as responding to an enquiry or an online catalogue search. It also includes using the web site to facilitate customer leads, sales and managing after-sales service. As with mainstream marketing, e-marketing is a way of thinking, a way of putting the customer at the heart of all online activities; e. It involves getting close to customers, under- standing them better and maintaining a dialogue with them.
It is broader than e-commerce since it is not limited to transactions between an organization and its stakeholders, but includes all processes related to marketing. This dynamic dialogue is at the heart of good marketing. E-marketing builds on the database of customers and prospects and creates a constant flow of communications between customers and suppliers and between customers themselves. Dynamic means what it says.
Dynamic does not mean static brochureware web pages — you do still see them! The power of this dialogue is that it not only engages audiences, but gives associated boosts to search engine optimization SEO and social media optimization SMO through the backlinks and social sharing that it creates which give positive ranking signals to the search engine.
E-marketing can help create a business which is customer led. Every customer interaction or response to a com- munication should be followed up by a series of relevant communications delivered via the right combination of channels web, email, phone, direct mail to elicit a response or further dialogue. Right balance of value between both parties Dave Chaffey, www. We return to this topic in Chapter 8 on E-CRM where we explain how to develop the right contact strategy. How do you allocate the channel to the outcome?
When an existing customer returns to a site, a personalized container should be available on every page to deliver relevant personalized promotions. Similarly, dynamic content panels within emails do the same. Effective right touching requires that messages stay engaging, relevant and do not become too intrusive or too repetitive. So you should put limits on the maximum number of emails that are sent in a period e.
It means that you may be able to upweight email communications for some customers because they interact and respond to them, so reducing costs of direct mail. But other customers on an email list may not respond to or dislike email, and so direct mail is upweighted to them.ataldetective.com/wp-includes/inmate/2850.php
Can you identify the Next Best Product for previous purchasers? So right touching requires that testing is built-in to deliver the right messages and right sequences of communications for different audiences. What does e-marketing involve? Finally, there is a proliferation of online secondary sources of research such as those given in Table 1.
Customers often welcome suggested books from Amazon. This is old technology. So without knowing your name, it knows your interests. It recognizes your device and records which types of sites you visit interests you have. So when you visit a web site and an unusually relevant banner ad drops down, this is no coincidence — cookies have anticipated your desires and needs. The dialogue maintains permission to continue communicating and then adds value by delivering useful content in the right context right time and right amount.
This also, of course, provides some protection from the inevitable onslaught of competition. E-business is broader, including e-commerce, and is a means to optimize all business processes that are part of the internal and external value chain. Yet com- mon sense is not common. Sloppy e-marketing has become commonplace. Today, through online sharing of experiences, the experiences can be shared much more widely. New models are required and the e-models chapter invites you to create some new models and examine other new emerging models.
Depth of relationship Acquisition Reasonswhycustomersdropout First impressions Product selection Failed delivery No email notification Card validation error Price uncompetitive High shipping costs No real-time stock information Unengaging look and feel Unclear marketing message Awkward selection Clumsy site navigation Slow page load Wrong audience 0 Payment and fulfilment Figure 1. This may result from unclear objectives, lack of strategy or simply lousy execution. Marketers should assess and minimize the risks before embarking on e-marketing. The following sections on objectives cover the purpose or reasons why businesses go online.
eMarketing eXcellence: Planning and Optimizing Your Digital Marketing by Dave Chaffey
They examine the kind of clear objectives and goals that will drive good e-marketing. What are the objectives? Apart from competitive paranoia? Reinforce brand values in a totally new medium.
First, consider objectives. Their market is characterized by intense competition with other suppliers such as Optimax, Optical Express and Accuvision. Before developing a digital strategy, Ultralase had relatively low brand awareness and was struggling with a long sales cycle and relatively uninformed customers. Service is delivered by specially formulated frequently asked questions FAQs. The content on the site also reduces the need for more expen- sive brochures in mailings. Key messages are delivered through a high-impact carousel at the top of the page.
As we review the 5Ss, we will relate them to Ultralase. Although just about anything can be sold online, the Internet has a greater impact on some industries than others, particularly education, entertainment and advisory services — many of which can be digitized and delivered down the line.
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