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8 Cards in this Set
- Front
- Back
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E-enabled Communication Mix:
Interactivity |
-Customized content
-Immediate Feedback -Self selection info depth -Easier to track customer response -Faster feedback on effectiveness -Ability to change on the fly |
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E-enabled Communication Mix
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Promo/Personal: ecoupons, virtual test drivers, etc.
Advertising: banners, intermercials, homepage, adver Selling: live contact, collaborative filtering Public Relations: online events, media sponsored websites, features links Relationships: customization, email, communities |
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Online Impact Metrics
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Unaware to Aware: ad frequence, exposure, click-thru, site visits, keyword counts
Aware to Informed: site visit length, product visit length, specs inspection Inform to Prefer: page revisits, info requests Prefer to Consider: shop cart checkout, coupon redeem, product registration Buyer to Loyal customer: revisits, volume bought |
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Gartner Hype Cycle
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The cycle in which new technology is developing
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E-Business Model:
Brokerage Model |
"Bring buyers/sellers together & facilitate transaction"
-Marketplace Exchange: Orbitz.com -Demand collection system: Name your price -Auction broker: eBay -Transaction broker: PayPal -Virtual Marketplace: Amazon.com |
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E-Business Model:
Advertising Model |
"Extension of trad. media broadcast model"
-Portal: search engine: Yahoo.com -Classifieds: Craigslist.com -User registration: Nytimes.com -Query-based Paid Placement: Google Intromercials: CBS |
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E-Business Model:
Infomediary Model |
Information intermediaries, assist buyer/seller to understand a market
-Advertising Networks: collect data about web users-doubleclick.com -Audience measurement services -Incentive marketing: Coolsavings.com Mediamediary: provide comprehensive info does not sell any product |
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Metamediary
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Provides comprehensive information, does not sell any produce.
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