Chapter 18: Implementing interactive and multichannel marketing. After reading this chapter you should be able to: Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences; explain why certain types of products and services are particularly suited for interactive marketing;...
Trang 2LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO:
LO2 Explain why certain types of products
and services are particularly suited for interactive marketing.
Describe what interactive marketing
is and how it creates customer value, customer relationships, and customer experiences.
LO1
Trang 3LO4 Define cross-channel shoppers and the
role of transactional and promotional websites in reaching these shoppers.
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO:
Describe why consumers shop and buy online and how marketers
influence online purchasing behavior.
LO3
Trang 4SEVEN CYCLES ONE BIKE YOURS.
Trang 5CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
CUSTOMER VALUE IN MARKETSPACE
Trang 6FIGURE 18-1 Trend in online shoppers and
online retail sales revenue in the U.S.
Trang 7FIGURE 18-1A Trend in online shoppers in
the U.S.
Trang 8FIGURE 18-1B Trend in online retail sales
revenue in the U.S.
Trang 9CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Trang 10CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
INTERACTIVITY AND INDIVIDUALITY IN MARKETSPACE
Trang 11FIGURE 18-2 Seven website design
elements that drive customer experience
Trang 12CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
Trang 13CREATING CUSTOMER VALUE, RELATIONSHIPS,
AND EXPERIENCES IN MARKETSPACE
CREATING AN ONLINE EXPERIENCE
Trang 14USING MARKETING DASHBOARDS
Sizing Up Site Stickiness at Sewell Automotive Companies
Average Time Spent per Unique Monthly Visitor
Average Time Spent per Visit (minutes)
LO1
Trang 15ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE
WHO IS THE ONLINE CONSUMER?
per Year Online = 87% of Sales!
Trang 16MARKETING MATTERSMeet Today’s Internet Mom on a Mission
LO2
Trang 17ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE
WHAT ONLINE CONSUMERS BUY
Trang 18FIGURE 18-3 Why consumers shop and
buy online
Trang 19ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Trang 20ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Trang 21ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Trang 22ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Trang 23ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE
WHY CONSUMERS SHOP AND BUY ONLINE
Trang 24MAKING RESPONSIBLE DECISIONS
Who is Responsible for Internet Privacy and Security? LO4
Truste
Trang 25ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE
WHEN ONLINE CONSUMERS SHOP AND BUY
LO4
Trang 26CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
WHO IS THE CROSS-CHANNEL SHOPPER?
Cross-Channel Shopper
• Compare Products Among Retailers
• Obtain Information Not in Stores
• Reduce Trips to Multiple Retail Locations
LO4
Trang 27CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING
Trang 28CROSS-CHANNEL SHOPPERS AND MULTICHANNEL MARKETING
IMPLEMENTING MULTICHANNEL MARKETING
Pampers LO4
Trang 29FIGURE 18-4 Implementing multichannel
marketing with promotional websites