Internet Marketing Terms

Front 1

Chapter 6

Relationship Marketing using the Internet

Virtual Communities

Back 1

Marketers have the choice of creating a virtual community or forming a relationship with an existing community.

Virtual communities have great “positive feedback loops”

Independent virtual communities are naturally self segmented.

Independent virtual communities may accept links to merchants and display advertising if it is closely related, and doesn't divert from the community.

Front 2

Mixed mode buying

Back 2

Customer's purchase decision is influenced by a range of media such as print, TV and Internet.

Front 3

CH 7

Page Weight

Back 3

the size of the site's pages, measure in kilobytes. Lighter is better (faster).

:

Front 4

CH 7

Persuasion Marketing

Back 4

Encouraging users to follow a specific path instead of giving them complete choice in their navigation.

Front 5

CH 7

Landing Page

Back 5

A destination page that corresponds with an advertisement. It is typically not the home page, but a page featuring a focused message about the offer in the advertisement.


For a site to be successful, user's actions need to be completed effectively (find what they are looking for) and efficiently (find it fast with few clicks).

Front 6

CH 7

Web Merchandising:

Back 6

Maximize the sales potential of an online store for each visitor. Connect the right products with the right offer to the right visitor.

An important part of web merchandising is “usability.”

You can't sell anything if your site does not work, or if your transaction system is broken.

Online shoppers have very little patience.

Front 7

CH 8:

Trialogue

Back 7

The interaction between the company, a customer, and other customers: “many to many communication.”

Facilitated by online communities, social networks, reviews and comments.

Think about community from the customer's perspective.

Focus on community to re-define your brand: a good or service that can bring people together. People get involved through their interaction with other people.

Front 8

CH 8:

Define Noise and Decoding

Back 8

Noise: external influence that affects the quality of the message: slow download times, plugins, too much information.

Decoding: the process of interpreting the message: depends on the cognitive ability of the receiver, influenced by their Internet experience.

Front 9

CH 8:

6 Steps to Online Campaign Planning

Back 9

6 Steps to Online Campaign Planning

1. Goal Setting and Tracking

2. Campaign Insight

3. Segmentation and Targeting

4. Offer and Message Development

5. Selecting the Digital Media Mix

6. Integration into overall media schedule or plan

Front 10

Mass Marketing:

Back 10

Mass Marketing: Spray and pray... push marketing

Front 11

Customer-centric:

Back 11

Customer-centric: One to one, gathering information from customers about their needs

Front 12

Campaign Planning for Digital Media

What are Typical Objectives for Online campaigns?

Back 12

Traffic building goals: both online and offline promotions driving visitors to the site.

Conversion and engagement goals: shape customer perception.

Third-party-site reach goals: media sites, portals and social networks.

Multichannel marketing goals: support mixed mode buying.
Customer's purchase decision is influenced by a range of media such as print, TV and Internet.

Front 13

Reverse Marketing

Back 13

Reverse Marketing: Products are tailored to consumers' needs.

Front 14

Relationship Marketing:

Back 14

Relationship Marketing: Using up-to-date knowledge to maintain a long term relationship that is mutually beneficial.needs.

Front 15

CH 8

Continuous e-communications activities:

Back 15

Continuous e-communications activities: long term e-marketing communications to generate site visits for customer acquisition and retention.

You may focus heavily in some of the digital media for a short time. This is the online equivalent of a campaign:

“Some methods tend to work best continuously; others are short term. Short-term campaigns will be for a site launch or an event such as an online trade show.”

Front 16

Sense and Respond Communications:

Back 16

Sense and Respond Communications: Assess a consumer's interaction with the website and offer timely, relevant communication.

Example: Amazon and personalized recommendations.

Front 17

Net Promoters

Back 17

Net Promoter Score: a measure of how many advocates a company has who would recommend it, compared to the number of detractors.

Improve your NPS by facilitating advocacy / managing detractors.


However, NPS scores are simplistic and may be misleading:

An NPS of 40 = 70% (promoters) – 30% (detractors)

Vs

An NPS of 40 = 40% (promoters) – 0 (detractors)