Often times you don’t think about how employees can be champions of your business when it comes to marketing. In my experience executives and business owners don’t help themselves by setting goals for their companies, define the future, and define what their success will be. Much of the time, when these are not met by the owner or business executive, the employees don’t have a clue what they are doing. Many of the employees waste valuable money sitting around doing nothing, because they don’t have a clear and concise picture of where the business is going.
Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts
July 28, 2010
Chapter 11 - Business to consumer Internet marketing
Learning objectives
In what ways do individuals engage in online shopping?
Over time customers expectations have changed for online shopping. Customers have a higher expectation than in the past, when engaging with an online e-Tailor. There are several things that customers expect when shopping online. One such expectation is the delivery of the product or service. Customers expect this to be sent in a timely fashion and, in fact, the customers that receive their product or service quickly will purchase from the same online store repeat times. Today, customers also want online businesses to respond to them in a timely manner when questions are posed to the business. A business should respond to the customer in the quickest manner possible, whether by phone, email, or some other channel to create a trust relationship with the customer. The business should also make sure that all products or services are available to the customer, which includes a wider variety of products or services. It should be easy for the customer to be able to find the product they need on the website, whether it be through navigation or through a search functionality. The customer also wants to feel as though the customer service is top notch and can follow through with any requests that they might make. All in all, the customers' perception and expectations have risen over the years, which has made if very important for businesses to adhere to the standards the customers are wanting from an online business.
In what ways do individuals engage in online shopping?
Over time customers expectations have changed for online shopping. Customers have a higher expectation than in the past, when engaging with an online e-Tailor. There are several things that customers expect when shopping online. One such expectation is the delivery of the product or service. Customers expect this to be sent in a timely fashion and, in fact, the customers that receive their product or service quickly will purchase from the same online store repeat times. Today, customers also want online businesses to respond to them in a timely manner when questions are posed to the business. A business should respond to the customer in the quickest manner possible, whether by phone, email, or some other channel to create a trust relationship with the customer. The business should also make sure that all products or services are available to the customer, which includes a wider variety of products or services. It should be easy for the customer to be able to find the product they need on the website, whether it be through navigation or through a search functionality. The customer also wants to feel as though the customer service is top notch and can follow through with any requests that they might make. All in all, the customers' perception and expectations have risen over the years, which has made if very important for businesses to adhere to the standards the customers are wanting from an online business.
July 27, 2010
Chapter 10 - Evaluation and improvement of digital channel performance
Learning objectives
What are the necessary tasks for managing an online presence?
There are six different tasks that are important when managing a website. The first includes creating the text that will be added to the website. This includes creating the process for approving website text, the formatting of the text, and any images that will be added to the text. This is important, because a business does not want to add inappropriate content or unformatted text to the website. The next task includes reviewing the website for text that maybe misspelled, contain grammatical errors, or changes that need to be made due to product or services that have changed. The business must also be constantly making corrections and updates to the website by modifying and text or images that needs to be changed, added, or removed on the website. A business must then publish any corrections they made to their website and then review further for any other changes that need to be updated. Testing needs to be involved at all stages to make sure there are no styling issues, technical issues, or any other issues that can be disastrous to the business. Lastly, the business will need to make the website modifications available to their customers.
What are the necessary tasks for managing an online presence?
There are six different tasks that are important when managing a website. The first includes creating the text that will be added to the website. This includes creating the process for approving website text, the formatting of the text, and any images that will be added to the text. This is important, because a business does not want to add inappropriate content or unformatted text to the website. The next task includes reviewing the website for text that maybe misspelled, contain grammatical errors, or changes that need to be made due to product or services that have changed. The business must also be constantly making corrections and updates to the website by modifying and text or images that needs to be changed, added, or removed on the website. A business must then publish any corrections they made to their website and then review further for any other changes that need to be updated. Testing needs to be involved at all stages to make sure there are no styling issues, technical issues, or any other issues that can be disastrous to the business. Lastly, the business will need to make the website modifications available to their customers.
Chapter 9 - Marketing communications using digital media channels
Learning objectives
What are the different types of digital channels?
There are many different types of digital channels that can be used by a business to use in online campaigns.
- Search engine marketing (SEM) - This is used to gain top ratings on the search engines or the use of pay-per-click.
- Online public relations (e-PR) - Exposing the business to third party websites such as social websites to maximize the number of people hearing about a product or service.
- Online partnerships including marketing - This is used to build long term relationships with other companies that can expose the product or service being offered.
- Interactive display advertising - The use of ads on other websites to draw people to the company's website through pay-per-click advertising.
- Op-in email marketing - The use of email to communicate to customers that have signed up for e-newsletters or product updates through the company's website.
- Viral and electronic word-of-mouth marketing - The use of Internet to create a massive awareness of a product or service through the use of video, social media, etc.
July 25, 2010
Chapter 7 - Delivering the online customer experience
Learning Objectives
What are the stages involved in the development of a new website or re-launch of an existing website?
What are the stages involved in the development of a new website or re-launch of an existing website?
When developing a website, whether new or redesigning, there are a few stages that a business must plan on going through. The first stage is the pre-development tasks, which include the some of the initial technical planning of the website. This might include, where the website will be hosted, what the domain name will be, and what the basic objectives of the website will be.
The second stage includes the analysis and design of the website. Tasks included in the analysis and design stage might include developing the business rules, business objectives, identifying the audience, and prototyping the website. This is an important part of the development process, because it lays the framework for the outcome of the website's success.
The third stage includes content development and testing. The business must decide what messages are going to be contained in the website. They would also producing any graphics, database integration, and any usability and performance testing. At this stage the website must be tested on all popular web browsers to make sure the website is consistent across them all.
The forth stage of development includes launching the website. This includes making the website live to the public.
The fifth stage of developing a website is to promote the website. This includes optimizing the website for search engines or putting a small public relations article in the local newspaper. The business, at this stage, wants to get the word out to the public that they have a website and they want people to come to the website.
The sixth and final stage is the ongoing promotion of the website. The business would use the ongoing promotions to create discounted promotions, search all the major search engines to make sure the website is optimized on the search engines, use pay-per-click marketing, etc. This is an important part of the process to make sure the online business is growing and maturing.
July 21, 2010
Internet Marketing Video - E-commerce Evolution
The above video is about the evolution of e-commerce, which is an important part of commerce history world wide. With the invention of the Internet, a few businesses blazed a path of discovery that has led to new and inventive ways to deliver products and services to people all over the world. Many of these businesses set standards that are now used today in the development and online management of e-commerce websites. They also created inexpensive ways to deliver their products and services to their customers, by using the Internet as a tool in marketing. More importantly, if these businesses had not explored this new medium without hesitation, businesses today would not be reaping the benefits the Internet has provided in changing the way businesses do commerce.
July 18, 2010
Virtual Value Chain
The virtual value chain is essentially a business model created to allow businesses to find added value by using information that is obtained online or in the “virtual” environment to create new products or services, adding new value to the businesses current line of products or services. Many company use information they obtain from the sales of their products or services to better understand their customers. An example of this would be the emergence of online tracking by Federal Express. By creating this free service that people can use online any time, Federal Express created value for their customers, increasing their customer loyalty. Another example of the virtual value chain is banks offering services such as free online banking or online bill pay. These types of services add value to their existing business products, checking accounts.
The process of a business to create value in the “virtual world” entails them to gather, organize, select, synthesize, and distribute the information in a way that will allow them to exploit new opportunities or added value. By following these steps, a business can collect the raw data and add value to existing products or services. The raw data can be used by the business to create a closer relationship with their customers and also learn more about the products or services they offer.
References:
- http://tutor2u.net/ebusiness/ebusiness-strategy-business-models.html
- http://www.oc.edu:2184/login.aspx?direct=true&db=bth&AN=6648066&site=ehost-live
- http://www.oc.edu:2184/login.aspx?direct=true&db=bth&AN=9708062887&site=ehost-live
- http://www.oc.edu:2184/login.aspx?direct=true&db=bth&AN=507204&site=ehost-live
July 12, 2010
Chapter 4 - Internet marketing strategy
Learning Objectives
How does Internet marketing strategy relate to both marketing and business strategy?
The Internet marketing strategy is basically a part of the bigger picture in the traditional marketing strategies. It allows a business to create a set of goals, so that the business can manage this part of the multichannel marketing of the company. The Internet marketing strategy also relates to the business strategy by ways of making sure that all of the Internet marketing strategies align with what the business is trying to accomplish.
The Internet marketing strategy is basically a part of the bigger picture in the traditional marketing strategies. It allows a business to create a set of goals, so that the business can manage this part of the multichannel marketing of the company. The Internet marketing strategy also relates to the business strategy by ways of making sure that all of the Internet marketing strategies align with what the business is trying to accomplish.
July 11, 2010
Chapter 3 - Internet macro-environment
Learning Objectives
How does a macro-environment impact the execution of an organization's Internet marketing strategy?
There are several key macro-environment elements that can impact the Internet marketing strategy of a business. Each element can impact a strategy in their own unique way, which is why a business needs to plan for each one carefully.
The first type of element that can impact a business Internet marketing strategy is society in which they sell their product or service. Society influences how a person will use the Internet and if they will buy a product or service online. There are some societies that do not have access to high-speed Internet, which can lead to them not buying online. In some societies, people do not have the trust in buying products or service online, because they paying cash when making purchases. All of these factors can shape the way a business creates and executes their Internet marketing strategy.
There are several key macro-environment elements that can impact the Internet marketing strategy of a business. Each element can impact a strategy in their own unique way, which is why a business needs to plan for each one carefully.
The first type of element that can impact a business Internet marketing strategy is society in which they sell their product or service. Society influences how a person will use the Internet and if they will buy a product or service online. There are some societies that do not have access to high-speed Internet, which can lead to them not buying online. In some societies, people do not have the trust in buying products or service online, because they paying cash when making purchases. All of these factors can shape the way a business creates and executes their Internet marketing strategy.
July 6, 2010
Marketing Mix
There are many marketing strategies that can be used by a business in order to make their e-commerce business successful. In the following summary we will work our way through some of the more important aspects of e-commerce marketing strategies.
The Product
One important part of the marketing strategy would be the product or service. The product or service, itself, has to be marketable. The product or service must meet the needs of the customers being targeted. One way to meet the needs of the customers and insure there is a demand for a product is to use mass customization. This allows a customer to choose the exact specifications they want from your product or service. It is a huge competitive advantage for a business, because there is cost savings associated to producing a product or service that a customer wants. There is also a satisfaction from the customer side of things, because they get only what they need.
The Product
One important part of the marketing strategy would be the product or service. The product or service, itself, has to be marketable. The product or service must meet the needs of the customers being targeted. One way to meet the needs of the customers and insure there is a demand for a product is to use mass customization. This allows a customer to choose the exact specifications they want from your product or service. It is a huge competitive advantage for a business, because there is cost savings associated to producing a product or service that a customer wants. There is also a satisfaction from the customer side of things, because they get only what they need.
July 4, 2010
Mass Customization
Mass customization is the ability to take a product or service and customize it to the consumers specific wants and needs. This allows a company to have a strategic advantage over their competitors and it also gives the product or services a better added value. With the invention of the Internet most businesses are now able to integrate this model into their Internet marketing strategies, thus making the products or services more attractive to their customers and a lot cheaper on themselves. A good example of mass customization would be ordering a computer from an online computer manufacturer such as Dell. When a customer comes to their website, they are able to select the properties and functionality they want on the computer. This allows the person to better customize their computer for their personal needs such as gaming, photos, or even web development. Other examples of the use of mass customization would be computer software, which can be tailored to the needs of the customers that need the software to provide specific functionality for the company’s business processes. By allowing for the customization of products and services, companies save time and money that they have not been able to do in the past.
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