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E-MARKETING

UNIT 1
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Customers in 21st century

• Looking for the best price


• Looking for the best product
• Looking for the latest/newest
• Looking to buy now
• Looking for an experience
Type of internet users
• Net evaders(Internet is not good use of
time)
• Net Dropouts(tried and stopped because
of cost and technology)
• Truly unconnected(low income with little
education)
• Intermittent users(Users are online but
leave it for extended periods)
Type of internet users
• These people are the hustlers in looking
for great deals in the internet and
identifyinng which sites are offering bogus
items.
• This made the internet a huge shopping
place at the comfort of their own hands
These users are always on social media platforms like Facebook and
twitter.
They share the photos and they use the internet to tell the world about
them.
They made the internet a big dairy.
Type of Online shoppers
The Net Newbie
• The Net Newbie , there are still plenty of people
who are new to the idea of shopping online. They may
be thinking of just using the Internet to research a
purchase rather than actually taking the plunge and
buying online.
• What you need to give them: an easy to navigate site
with a lot of product information and pictures. The
checkout procedure should be as simple as possible and
you should have an easy and preferably immediate way
for these customers to contact you and have their
questions or concerns addressed without delay.
• The Scaredy Cat Shopper — They like the
idea of buying online rather than taking a trip to the
store, they really do, but they are worried about security
and privacy issues.
• What you need to give them: very clearly stated security
and privacy policies and instant online customer support
to quell their concerns. These shoppers have quite
possibly read all those articles that offer tips to online
shoppers so will have been warned many times that
doing business with a site that is difficult to contact or
track down is a no-no.
• The Bargain Hunter — The bargain hunter is not one for
brand loyalty and has likely mastered any number of
online tools to help them find the best possible price on
what they are looking for. The keenest bargain shoppers
are willing to spend hours surfing around the net to save
money.
• What you need to give them: you have to convince these
shoppers that they have indeed found the best deal and
that there is no need for them to continue their search
any longer. Posting sale prices prominently or offering
special "one day only" deals are effective ways to capture
these customers.
• The Surgical Shopper — The surgical shopper goes
online knowing exactly what they need to buy and
purchases only that item. They will purchase, but only
when they are sure that they have found what they are
looking for.
• What you need to give them: information. Product
specifications, product reviews, product pictures. The
surgical shopper needs to be assured that they have
indeed found exactly what they were seeking.
• The Recreational Shopper — these are the customers
that every website wants to capture and turn into
regulars. These people shop for fun without any specific
product in mind. Some people go to sites like Amazon
and eBay each and every day, just to see what they
might be able to find.
• What you need to give them: these shoppers are fun
loving people and a boring looking site will probably have
them clicking away quickly. Offer them lots of pictures
and product descriptions as well as customer reviews.
segmentation
• Geographic segmentation
• Languages on web pages
• Local marketing
• State
• City
• Region
• Country
• Demographic segments
• Age
• Gender
• Education
• Ethnicity-ethnic groups
• Income
• Millennials- people between 1979-94
• Kids
• influentials
• Psychographic segments
• Interests-communities(GD, Ad,online events)
• Attitudes and Behaviours( c the table pg 186)
• Activities
• Opinions
• Values
• personality
• Behavioural segmentation
• Benefits
• Usage level (Home, work, wifi)
• Online engagement
• Use status
• Industry specific usage segments
• Marketers use two important strategies to reach
the segments
• 1)Niche marketing
• Nano car
• Target one segment and develop best marketing
mix to satisfy the need of the segment
• 2)micro marketing-  is a marketing strategy in
which advertising efforts are focused on a small
group of highly-targeted consumers.-ola
CONSUMER NAVIGATION BEHAVIOUR

• Navigational characteristics.
• • Website structure.
• • Website organization. •
• Effectiveness of its content.
• • Website informativeness.
• • Website entertainment
Online exchange process affects
consumer navigation behaviour
• Technological, Social/Cultural and Legal
contexts
Outcomes
Individual
•Connect
Characteristics
Internet •Create
resources
exchange •Enjoy
•Learn
•Trade
Technological context
• Home connection Speeds
• Changing landscape of digital receiving
devices such as mobile phones
Social trend
• Trusting each other
• Types
1.Sophisticated consumers
2.Information overload(attention economy)
3.Multitasking(Millenials)
4.Home and work
5.I want what I want when I want it
6. Online oxygen
7. Self service
8. Privacy and data security
9.Online crime
Legal
• Piracy is missing
• Unsolicited mails
Individual characteristics

• Individual differences in their character


• 1) demographics
• Age income gender occupation
• Ethnicity etc
• 2) positive Attitude
Consumer resources
• Money
• Time
• Energy( switch on system to see mail)
• Psychic costs(Technical Problems)
Internet exchange
• Browser helps the consumer
OUtcomes
• Connect
• Create
• Enjoy
• Learn
• trade

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