Internet Marketing Study Guide
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October 2MKTG 470 Exam 1 Study Guide(Chapters 1, 4, 5, 12 and 15)Chapter 1: Internet Marketing as Part of the Communications MixWeb 2.0Services not packaged software, scalabilityUnique (behavioral) dataUsers = co-developersWeb 3.0Real timeSemanticOpen communication/data transferMobile and geolocationProfile of the Internet & UsersInfluencersInternet = intergral part of lifeMany followersKlout score: score your online influenceBig mobile internet user, almost always connectedBig online shopperCommunicatorsLove talking and expressing themselvesKnowledge-SeekersUse internet for informationNot big on social media, but wants to hear from like minded peopleUse a lot for purchase decisionsNetworkersWay to establish and build relationshipsBusy life, internet necessary to maintain relationshipsHome userDoesn’t post many opinionsAspirersTrying to create a personal space onlineNew to the internetNot doing much at the moment, but desperate to do more laterFunctionalsInternet is a functional toolDon’t express themselves onlineLike email, checking sports and weatherNot really interested in social media/networking via internetOlder, using internet for a whileChapter 4: Direct and Database FoundationsThe 4 I’s of Internet MarketingInteractiveTwo-way form of communicationInformation DrivenWe are always trying to collect informationBundle/cartition pricing – bundle price of shipping into the item, so give free shippingStudy click patterns, SEOImmediate (Interaction)Don’t have to wait for responses anymoreInvolvingHave a media rich websiteThe Basic StrategiesBehavioral vs. attitudinal loyalty        Behavioral → not enduringAttitudinal → harder to change but the goal is to be the go to even when just thinking of buying (ex. Amazon)Strategy ElementsOfferProduct, service, positioningListTargeting mechanismHopefully from databaseCustomer list you’re targetingList brokers – never as goodMediaCreative ExecutionActual looks of website, graphic designTrust in website/products directly related to aesthetics and look of websiteService and Support** All direct response promotions have a clear call to action **
Front end – all activities leading to saleBranding, marketing, advertising, website or retail displayGood back end = satisfied customer = higher CLVBack end – All post-sale activitiesFulfillment, customer service, customer support/helpOwned media your own media; you create and produce        Ex. Your website, your magazine/newsletterPaid Media media you buy, mass mediaEarned media bloggers, tweets, facebook posts        When people are talking about your brandTestingShould be continuousA/B Test → only change 1 elementMost common with email marketingTest big thingsTest execution        Test new vs controlTest version a vs version bHierarchy of database marketingCustomizationPersonalizationTransactionInteractionInformationThe Database Imperative → marketing management, marketing support, external, other business areasChapter 12: Developing and Maintain Effective WebsitesStickiness – get customer to stay on site as long as possible → more likely to be and stay engagedRoles/Objectives of WebsitesIncrease sales revenueIncrease visibility/brandingAdvertiseProvide customer serviceGenerate sales leadsRetain and grow customersBuild an online community Provide cost savingsMultichannel shoppers → purchase more frequently, make larger purchases, prefer Internet shoppingWebsite Development ProcessEstablish Site ObjectivesDevelop based on consumer lifestylePay attention to branding vs. sales objectivesIdentify and Describe Target MarketWho is your target? What would they like?How do you get info about them?Design Site Content and Navigation StructureWhat is the necessary content and the appropriate presentationSimplify message and improve visual appealEyes first land on upper leftLook at 5 headlines before clickingUse heat mapsDivide website into 16 quadrantsPriority = upper left2nd priority = middlelowest priority = bottom and rightdevelop a simple graphical flow chart for navigational structure & mock ups of pagesConduct Usability TestsShould be able to navigate without instructionsVisitor should be able to do 2 things if all else failsRefer to a site mapShould have 1+ links to homepage on every pageWebsite Usability CriteriaValue – of content to userNavigational StructurePresentationTrustDeploy and Tune SiteTechnical stageFine tune to ensure the fastest speedMeasure and Evaluate Site EffectivenessResponsible for measuring business effectivenessTechnical Task – measuring and improving site performanceMarketing Task – measuring and improving business effectivenessResearch Based ApproachExploratory research – how those who want to use site should comeConcept testing – refine design & navigationPrototyping – page mock upsBeta TestingCustomer feedback & usage statsOngoing exploratory researchRefine and Improve Site Effectiveness4 Dimensions of Customer Experience1. Physical presence & appearance2. Cognition3. Emotion or attitude4. ConnectednessChapter 5: Online Branding and Video MarketingMake your media choice based on your brand objective Consumers now used to on-demand media at all timesHaving a strong and trusted brand is essential to success on the webBrand equity measures the strength of a brand         Set of associations that allow it to earn more and have a sustainable advantage        Is a financial asset and competitive advantage