P. 1
Strategic Electronic Marketing: Managing E-Business, 2e ch03

Strategic Electronic Marketing: Managing E-Business, 2e ch03

|Views: 0|Likes:
Published by agenius1st
Chapter 3 ppt
Chapter 3 ppt

More info:

Categories:Types, Business/Law
Published by: agenius1st on Apr 22, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less

04/22/2013

pdf

text

original

Chapter 3

:

E-Business Communication

For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing

Chapter 3 Slide: 1

LEARNING OBJECTIVES (1)
• List the audiences with whom an e-business would need to communicate. • Compare and contrast a one-to-many and many-to-many communication model. • Explain how the communication process works. • Describe the role involvement plays in Web site design.
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing

Chapter 3 Slide: 2

LEARNING OBJECTIVES (2)
• List the various types of e-business communication platforms. • Recommend a strategy for developing an email marketing campaign. • Conceive an integrated internal communication system for a business. • Specify the overall economic welfare considerations related to the use of ebusiness communication platforms
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing

Chapter 3 Slide: 3

Case 3.1: In The Web Driving Seat
• Thinking Strategically – Visit the BMW Web site (www.bmwusa.com). – Determine if the site is designed just for current BMW owners or if it is targeting potential owners as well. – List the types of e-business communication platforms used by BMW. – How does BMW develop and maintain relationships using these platforms? – Decide if this site appeals to individuals with high or low levels of automotive involvement. – Visit a Web site for another automobile manufacturer. – Determine if that site is designed to appeal to the same individuals as the BMW site. – Specify why a potential customer or owner would return to this site.
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing

Chapter 3 Slide: 4

– External audiences include customers. the general public. • Integrated marketing communication: Uses a variety of communication technologies to reach organizational goals. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 5 .The Internet as a Communication Medium • The Internet is used to communicate to constituencies or audiences both external and internal to the e-business. – Internal audiences can include both employees and suppliers. stockholders. and other specifically targeted audiences. For use with Strategic Electronic Marketing: Managing E-Business.

interactive television. • Examples: World Wide Web. – Hypermedia environments are distributed network that allow for hyperlinks and nonlinear search and retrieval processes to collect information. and other portable devices. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 6 . interactive Web based cellular telephones.Hypermedia • Hypermedia allow companies to deliver targeted messages to specific audiences. For use with Strategic Electronic Marketing: Managing E-Business.

• Linear communication follows a scripted flow. is sent by one source and seen by many without the opportunity for immediate feedback. such as a print ad or television commercial. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 7 . For use with Strategic Electronic Marketing: Managing E-Business.Linear Communication • Traditional media often follow a one-tomany communication model where a single promotion.

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 8 . – Most conversations individuals have with others are non-linear. • Non-linear communication allows for a free flow and exchange of information. For use with Strategic Electronic Marketing: Managing E-Business. Good sales presentations are free flows of communication.Non-Linear Communication • Interactivity and hyperlinks allow for a type of two-way communication between the ebusiness and its audience.

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 9 .Figure 3.1: Hypermedia Connections to Multiple Pages For use with Strategic Electronic Marketing: Managing E-Business.

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 10 .Figure 3.2: The Communication System COMMUNICATION SYSTEM SENDER Encode NOISE MESSAGE Media Decode NOISE TARGETED SEGMENT FEEDBACK For use with Strategic Electronic Marketing: Managing E-Business.

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 11 . For use with Strategic Electronic Marketing: Managing E-Business. • Hypermedia become a meeting place where anyone can communicate with anyone else.Many-to-Many Model (1) • The many-to-many model places the hypermedia in the center of the communication process. • Both firms and customers can obtain and deliver content.

Typology Of Interactions • Consumer-to-consumer (C-to-C) – (Internet based) • Business-to-consumer (B-to-C) – (Internet based) • Consumer-to-business (C-to-B) – (Internet based) • Business-to-Employee (B-to-E) – (Intranet based) • Employee -to-Employee (E-to-E) – (Intranet based) • Business-to-business (B-to-B) – (Extranet based) For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 12 .

Figure 3. 2e Copyright 2003 South-Western College Publishing Custome r Custome r Custome r E-Business Communication Platforms (Hypermedia) Chapter 3 Slide: 13 .3: Many-to-Many Model Custome r Fir m Fir m Employe e Employe e For use with Strategic Electronic Marketing: Managing E-Business.

These can be placed in a repository or chat room for viewing at later times or could be “live. HTML Email A HTML based computer-to-computer messaging system designed to look and work like a Web page. or the inclusion of multimedia. Text Email A text based computer-to-computer messaging system. A chat online involves a number of individuals who leave messages for others to see. 2e Copyright 2003 South-Western College Publishing Chat Chapter 3 Slide: 14 .1: E-Business Communication Platforms Platform Icon Description Web page An HTML based information document. For use with Strategic Electronic Marketing: Managing E-Business. HTML based email is allowing for the growth of rich media email.Table 3.” with individuals writing to others in real time.

Table 3. or single conversation by indicating a response to the prior message. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 15 .1: E-Business Communication Platforms Platform Icon Description Discussion Group (Forum) Allows individuals to add to an initial message with successive messages. Rich media refers to the use of Internet technology that adds more than just text. Instant Message Rich Media For use with Strategic Electronic Marketing: Managing E-Business. graphics. or sound alone. Newsgroup users add to a thread. Messages are available for others to read and are indented under topic headings: Initial Post First response Second response. etc. The process of send messages instantaneously from individual to individual through land line based or wireless devices.

– The Web site can be designed to allow links to other individuals who share the same interests.Hypermedia Communication Goals • A Web site can provide a little or a great depth of information for a site visitor. For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 16 . • A single site can be designed for goaldirected buyers as well as for those who are net surfing and are looking only to experience the site.

For use with Strategic Electronic Marketing: Managing E-Business. such as attempting to gather information to make a purchase. • Involvement levels of individuals can be high when they are goal directed. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 17 .High Involvement (1) • Individuals with high involvement for a product or product category are: – likely to see a topic as interesting or important – attend to information more – are more likely to comprehend complex messages – may be willing to spend more time with a Web site.

For use with Strategic Electronic Marketing: Managing E-Business. – Enduring involvement exists when an individual has a high level interest in a topic over and extended time period. and engage in net surfing to obtain high levels of interactivity with sites. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 18 .High Involvement (2) • Individuals can also have high enduring involvement with products or product categories.

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 19 . – This can be seen as a simple extension of traditional media campaigns. – Brochure sites should be designed to enhance the overall promotional campaign. For use with Strategic Electronic Marketing: Managing E-Business. – May contain the same information as a business’ print material.From Public Relations to Supporting Relationships • Brochure sites are designed as an advertising or public relations tool. – These sites are designed to make visitors aware of and informed about a business's image or products.

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 20 . the Web page may be the only chance a customer has to interact with the business.The Public Face of a Business • For non-brick and mortar pure-play Internet businesses. • The Web page must project and protect the image of the company. • Protecting a company's image is a concern on the Internet. For use with Strategic Electronic Marketing: Managing E-Business.

com  Volvo Cars of North America: volvo!#%*.com !#%* represents a deleted offending word For use with Strategic Electronic Marketing: Managing E-Business.com  Cox Communications Inc.com and schwab!#%*.com  Vail Resorts: vailresorts!#%*.Web Sites and Company Image Some companies that have registered domain names to prevent attack include:  Charles Schwab: !#%*schwab.: Cox!#%*.com.com  Playboy Enterprises: Playboy!#%*.  BellAtlantic: Bigyellow!#%*. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 21 .com  Chase Manhattan Bank: Chase!#%*.

– Sites can designed for individuals with high levels of enduring involvement. For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 22 . chat groups. or other interactive components to maintain relationships with customers.Relationship Sites • Relationship sites target individuals who may have higher levels of information involvement. – They often contain games.

For use with Strategic Electronic Marketing: Managing E-Business. – Speculate on how this could make a transition to other broadband devices for individuals. – Describe the advantages that individuals could gain by wireless banking.1 Banking on a Relationship • Thinking Strategically: – Describe how Wells Fargo develops and maintains relationships with customers. – Justify the use of ATMs for broadband Internet delivery. – Speculate on the future of a wireless as a banking tool.Case 3. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 23 .

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 24 . servers. – Bandwidth inside organizations is often higher than home users allowing for the potential for applications such as voice. • Intranets use browsers. but are not open to unauthorized users.Communicating Through Extranets and Internets • Extranets and Intranets use the common IP interface and have the same communication considerations as Internet based Web communication. For use with Strategic Electronic Marketing: Managing E-Business. video. and conferencing online. and Internet protocols.

much the same way as direct mail. or signs in at a Web site and agrees to receive email based direct marketing. • Virtual prospecting using bulk lists is not permission based. • Targeted e-mail allows firms to directly contact individuals. For use with Strategic Electronic Marketing: Managing E-Business. – Targeted e-mail is one of the most effective hypermedia communication platforms. While this can be very cheap. • Permission marketing is where the customer ops-in. – Targeted e-mail works best with individuals who have already given their permission to receive messages. – E-mail is the most common e-business communication platform. the email can be seen as spamming.E-Mail Marketing • E-mail marketing allows an e-business to direct messages to specific market segments or to customize messages for individuals. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 25 .

This maximizes the chances of not being seen as sending spam. please log in and update your email preferences.com /login. Customers are notified as to the terms of the permission. Do you wish to subscribe to our weekly email newsletter? Yes No Double Opt-In Thank you for registering for our email letter. This gives permission for the company to send email.2: Types of Op-Ins Alternative Description Example Single Opt-In Customers supply email address or check on a box to allow email to be sent. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 26 .html Thank you! For use with Strategic Electronic Marketing: Managing E-Business.Table 3. Customers are expected to reconfirm by replying to a confirmation email.companyX. or to allow other third party companies to send email to the individual. As in the single opt-in. In order to serve you better. You can log in at the web address below: https://account. customers supply email address or check on a box to allow email to be sent.

2: Types of Op-Ins Alternative Description Example Opt-Out A subscription is assumed and the customer must click to remove the subscription if they wish to opt-out of receiving email for the company or other third party companies. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 27 . If you do NOT want to receive such offers. please check here.Table 3. Occasionally we send our subscribers email special offers from relevant businesses/organizations. For use with Strategic Electronic Marketing: Managing E-Business.

• – Include clear instruction on how to unsubcribe. Clearly indicate that email will be used in-house only. Respond quickly with first targeted email. Allows for the handling of complaints from targeted individuals. • – Maintain records of registration. Ask permission before sending to third party. • • – – Don’t send unsolicited bulk email. Clearly state the confidentiality policy. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 28 . Collect information that can be used to personalize the email. For use with Strategic Electronic Marketing: Managing E-Business. Attempt to maintain low unsubscibe rates. A thank you and restatement of subscription decreases likelihood of opting out. • – – Acknowledge the registration with a return email.Recommendations For Developing An Email Marketing Strategy • – Capture email addresses at a point of customer contact. This has a higher cost per sale and risks being seen as spam.

• – – Assign an email manager or team.Recommendations For Developing An Email Marketing Strategy • – • Content: Personalize content. – – • Create content for both text and HTML formats. Optional: hire an ASP for email services. Avoid untargeted messages. Have a contact person to handle responses and problems. Keep content short for small file sizes and quick reads. but be sure they link to content relevant pages. Test messages and analyze results. For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 29 . Hyperlinks can provide access to larger amounts of content at a website. • – Keep email list secure. Do not allow email receivers to obtain lists so a “reply to all” does not create spam. – – Change email content over time to limit individuals opting out.

9% $18 100% 2.3: Cost Effectiveness Of Direct Marketing Alternatives Customer Acquisition Direct Mail to Rented List Cost per 1.2% $71 0.8% 2.0% $100 3.0% $286 NA 3.5% $2 For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 30 .5% 2.Table 3.000 (CPM) Clickthrough Purchase Rate Cost per Sale $850 Banner Advertising $13 Email to Rented List $200 Customer Retention Direct Mail to In-House List $686 Email to InHouse List $5 NA 1.

2 Email Flower Power • Thinking Strategically – Use Figure 3.Case 3.4 to illustrate how Proflowers models its targeted email campaign. – Evaluate the outcome measures for this campaign. – Explain why this campaign would be effective for these customers with this product. determine if these could be improved by the use of other measurements. For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 31 .

4: Targeted Email Marketing Model Customer 1 Target Website Purchased Database (Prospects) Individual’s Permission Dynamic Data Email Server Directed Links Sniffer Current Customer Database (relationship maintenance) Viral Marketing Friend’s Customer 2 Email For use with Strategic Electronic Marketing: Managing E-Business.Figure 3. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 32 .

org) For use with Strategic Electronic Marketing: Managing E-Business. e-mail spammers do not need to purchase postage for every message sent and therefore are able to greatly expand the number of people they can reach. – Spam is unlike postal junk mail. Mail Abuse Prevention System (MAPS) (http://mail-abuse. the better their chances. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 33 . This shifts costs from the sender to the network and receiver.Spam • Spam is the practice of sending unwanted email to a large number of individuals. – Spammers believe that the more email sent.

by indicating their response to the prior message. Messages are available for other to read and are indented under topics headings: – Initial Post • First response – Second response For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 34 . forums) allow individuals to add to an initial message with successive messages. or single conversation. This allows a newsgroup user to add to a thread.Mailing Lists & Discussion Groups • Threaded discussion lists (newsgroups.

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 35 . This could be a friend. • Chatting – Online involves a number of individuals who leave messages for others to see. – This can be placed in a repository or chat rooms for viewing at later times or could be “live” in that individuals write to others in real time. or someone who has been identified as having shared interests.Instant Messaging & Chat • Instant messaging (IM). – Messages are send instantaneously from individual to individual through buddy lists allowing individuals to know when someone else is online. For use with Strategic Electronic Marketing: Managing E-Business.

Figure 3.5: Rich Media Process Images Sound Authoring Software Or HTML Based Multimedia Streaming Server Graphics Video Programming For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 36 .

• Political elections around the world have demonstrated that candidates are able to use the Internet to spread information at a fairly low cost. human rights information. and alternative political parties to provide information to those who gain access to the Web. • Political thoughts can also travel across borders allowing dissidents.Free Speech • Large media companies no longer control widely broadcast public speech. For use with Strategic Electronic Marketing: Managing E-Business. Small independent communications systems have shifted power. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 37 .

products. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 38 . For use with Strategic Electronic Marketing: Managing E-Business. – Rumors: • Spreading of un-truths online. or organizations. – Rogue sites: • allow individuals to express their feelings about a companies.Free Speech • Free speech issues: – Cybersmearing: • defaming online.

2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 39 . For use with Strategic Electronic Marketing: Managing E-Business.Rumors • The ease of posting information over the Internet allows for the dissemination of rumors. – Consumers of Internet information learn "Net Literacy" or how to evaluate information that they find online. – Internet users to learn to gain a critical eye for information sent over the Internet. – This could be due to the lack of research undertaken by the sender of information. or it could be purposeful sending of misinformation.

language. Behave as if you were having a conversation with someone in person. For use with Strategic Electronic Marketing: Managing E-Business. Jokes and sarcasm may not travel well. • The Internet is a global medium. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 40 . – This includes the rules for common courtesy online and the informal "rules of the road" for cyberspace. • Basic considerations of going online with email are: • Be respectful of others online.Netiquette (1) • Netiquette: proper etiquette over networks. others online may have a culture. and humor that is different from the sender.

• When in a chat group. UPPER CASE LOOKS AS IF YOU'RE SHOUTING. • Don't send chain letters through e-mail. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 41 .Netiquette (2) • Basic considerations of going online (continued) • Respect the copyright on material reproduced. For use with Strategic Electronic Marketing: Managing E-Business. • Don't send large amounts of unsolicited information to people. Chain letters are forbidden on the Internet. • Use mixed case. • Keep file sizes small. observe the discussion to get a feel for the group culture before making comments.

Exercise 3. • List the measurement criteria used to determine if the campaign was successful. For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 42 . • Use the Targeted E-Mail Marketing Model (Figure 3. • Evaluate the e-mail marketing campaign used by the company.4) on page 85 to illustrate how this campaign was designed.1 Evaluate Web Sites • Read the E-Mailing to the Shower short case.

• Include information on the profile of the market you plan to target.2 Developing E-Mail Marketing Campaigns • Develop a strategy using e-mail marketing techniques to market a product or service. • List the measurement criteria used to determine if this was a successful campaign.Exercise 3. • Use the Targeted E-Mail Marketing Model (Figure 3. For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 43 .4) on page 85 as a guide.

• Determine the types of communication needed within the firm. • Which platforms would best serve those communication needs? • Speculate on new platforms the employees may be using in the future and decide how your business will respond to these new technologies.3 Devising a Strategy for Intrafirm Communication • Assume that you have been placed in charge of developing an integrated e-business communication system to facilitate employee-to-employee and business-to-employee communication. For use with Strategic Electronic Marketing: Managing E-Business. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 44 .Exercise 3.

• What new platforms will your customer base be using in the future? • How will your business use these new technologies? • Justify why your plan should be adopted by your company.Competitive Exercise 3.4 Devising a Strategy for Business-to-Customer Communication • Assume that you are asked to develop an integrated ebusiness communication system to serve your customers. 2e Copyright 2003 South-Western College Publishing Chapter 3 Slide: 45 . For use with Strategic Electronic Marketing: Managing E-Business. • What types of communication would your customers like to have with your business? • Identify the platforms that would best serve those communication needs.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->