ch 21 implementing interactive and multichannel marketing
Terms
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copy deck
- marketspace vs traditional marketplace
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marketspace-an internet enabled digital environment characterized by face to screen exchange relationships and electronic images and offerings
traditional-face to face exchange relationships - interactive marketing
- involves two way buyer seller electronic communication in a computer mediated environment in which the buyer controls the kind and amount of information received from the seller
- choiceboards
- an interactive, internet enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options
- collaborative filtering
- a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases
- personalization marketing
- the consumer initiated practice of generasating content on a marketer's website that is custom tailored to an individual's specific needs and preferences
- permission marketing
- the solicitation of a consumer's consent to receive email and advertising based on personal data supplied by the consumer
- characteristics of online consumers
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click and mortar
hunter gatherers
brand loyalists
time sensitive materialists
hooked, online and single
ebivalent newbies - creating an online customer experience
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context
commerce
connection
communication
content
community
customization - 8 second rule
- customers will abandon their efforts to enter and navigate a website if downloar time exceeds 8 seconds
- cookies
- computer files that a marketer can download onto the computer of an online shopper who visits the marketer's website
- why consumers shop and buy online
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convenience
choice
customization
communication
cost
control - multi channel marketing
- the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships iwth ocnsumers who shop and buy in the traditional marketplace and marketspace
- blog
- a webpage that serves as a publicly accessible personal journal for an individual
- viral marketing
- an internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via email