Internet Marketing News Analysis:
Source: http://www.emarketer.com/Article.aspx?id=1006198&src=article_head_sitesearch
E-Mail Marketing still works
Author: Unknown
Date: April 21, 2008
What I learned: This article talks about how permission based marketing is working. The articles says that e-mail is second only to customer reviews when it comes to influencing on-line purchases. On the other hand, about 1/3 of this studies participants had stopped doing business with at least one company because of their poor e-mail marketing practices. Most consumers only want to receive messages that are only relevant to them and there seems to be a big gap in what consumers and marketers feel to be. Once again it puts spammers in a negative light as they seem to ruin it for everyone by just pushing mass mailings that lack content pertaining to the recipient. This corresponds with chapter 12 in the way that consumers are not always trusting of actions preformed on the internet due to things that have gone on in the past.
Reflections: Chapter 12, Social and regulatory Issues, talks about trust between the internet marketers and the internet's users. The lack of trust on the internet does add up. the book says that 43% of internet users have used filters to block emails that were considered un-wanted and 84% of users have refused to give out their information on a web site because they felt as though it were too personal and unnecessary. The fact that people are willing to take such precautions to protect their information could hinder the efforts of marketers. They are realizing this and becoming more and more concerned.
Saturday, April 26, 2008
Friday, April 18, 2008
Chapter 11 Internet Marketing News Analysis and Reflections
Internet Marketing News Analysis
Source:http://www.emarketer.com/Article.aspx?id=1006193&src=article1_home
On-line Banking is old News. Hello Mobile
Author unknown
April 18, 2008
What I learned:
This article is about the use of cell phones in connection with banking. In the past, cell phones have not been popular with consumers when it came to banking for a few issues, the most important being that cell phones get lost, and consumers didn't want just anyone to have access to their account information. Bankers are now finding that more and more people want to be able to do simple things with their cell phones, such as checking account balances. It is said that by making it simple, mobile banking is to move beyond the early adopter crowd. 61% of todays users would like to be able to check their balances via text message, while 57% want to be able to do it with their internet browsers. Banks are predicting by offering such services, it will strengthen customer loyalty.
Analysis:
This relates directly to the chapter 11 readings in the sense that Marketers need to know how to most effectively use their web sites and stay up to date with what new data is available, and what metrics are needed and how to obtain them.
Reflections:
Chapter 11 is about the fact that marketers need to know what data is available, what metrics are needed and how to obtain them in order to best market their products. In order to determine effectiveness and clarity of an ad, marketers use many techniques, one of them being usability testing. Usability testing is is not considered non conventional marketing research and is exclusively designed to see if the site works in a user friendly fashion. It goes hand in hand with quality assurance and is divided into three categories, concept, prototype and full testing. There are different methods to this technique and as everything in marketing research, the techniques have their advantages and disadvantages.
The Pareto curve is a technique used to show 75% of a sites usability problems in as little as 2 days. It is said that eliminating or skimping on usability testing is a false economy and is essential part of launching any web-site. It can be done throughout the stages of construction on a web-site, however the later in development, the more cost that may incur as changes may become harder to make. Many site creators believe that it should be regarded as an integral part of the development process to ensure that the site has an enjoyable and satisfying visitor experience. It is important at the point of the sites launch to be able to measure attainment of the pages communication and business objectives.
An important measure of the business effectiveness of a site is to measure the number and quality of its visitors. It is an essential way to make improvements and establish advertising rates. Traffic data is usually obtained by measuring activity on the web-site as well as looking at the behavior of those visitors. Hit counters are popular in doing this, and they count the number of visits to the site with a small piece of software inserted into a web site. Coded web pages are another technique and uses a cookie like device that returns an image about the users activity on the page.
However obtained, good internet metrics is essential to devoloping a sucessful web-site. There is almost infanite amounts of data to be obtained and tons of methodologies that are yet to be developed in doing so. Although very complex, methods are becoming more and more useful in determining traffic, audience and campaign metrics all the time. To marketers, it is a must to pursue this though as it seems to be the feature of marketing everywhere.
Source:http://www.emarketer.com/Article.aspx?id=1006193&src=article1_home
On-line Banking is old News. Hello Mobile
Author unknown
April 18, 2008
What I learned:
This article is about the use of cell phones in connection with banking. In the past, cell phones have not been popular with consumers when it came to banking for a few issues, the most important being that cell phones get lost, and consumers didn't want just anyone to have access to their account information. Bankers are now finding that more and more people want to be able to do simple things with their cell phones, such as checking account balances. It is said that by making it simple, mobile banking is to move beyond the early adopter crowd. 61% of todays users would like to be able to check their balances via text message, while 57% want to be able to do it with their internet browsers. Banks are predicting by offering such services, it will strengthen customer loyalty.
Analysis:
This relates directly to the chapter 11 readings in the sense that Marketers need to know how to most effectively use their web sites and stay up to date with what new data is available, and what metrics are needed and how to obtain them.
Reflections:
Chapter 11 is about the fact that marketers need to know what data is available, what metrics are needed and how to obtain them in order to best market their products. In order to determine effectiveness and clarity of an ad, marketers use many techniques, one of them being usability testing. Usability testing is is not considered non conventional marketing research and is exclusively designed to see if the site works in a user friendly fashion. It goes hand in hand with quality assurance and is divided into three categories, concept, prototype and full testing. There are different methods to this technique and as everything in marketing research, the techniques have their advantages and disadvantages.
The Pareto curve is a technique used to show 75% of a sites usability problems in as little as 2 days. It is said that eliminating or skimping on usability testing is a false economy and is essential part of launching any web-site. It can be done throughout the stages of construction on a web-site, however the later in development, the more cost that may incur as changes may become harder to make. Many site creators believe that it should be regarded as an integral part of the development process to ensure that the site has an enjoyable and satisfying visitor experience. It is important at the point of the sites launch to be able to measure attainment of the pages communication and business objectives.
An important measure of the business effectiveness of a site is to measure the number and quality of its visitors. It is an essential way to make improvements and establish advertising rates. Traffic data is usually obtained by measuring activity on the web-site as well as looking at the behavior of those visitors. Hit counters are popular in doing this, and they count the number of visits to the site with a small piece of software inserted into a web site. Coded web pages are another technique and uses a cookie like device that returns an image about the users activity on the page.
However obtained, good internet metrics is essential to devoloping a sucessful web-site. There is almost infanite amounts of data to be obtained and tons of methodologies that are yet to be developed in doing so. Although very complex, methods are becoming more and more useful in determining traffic, audience and campaign metrics all the time. To marketers, it is a must to pursue this though as it seems to be the feature of marketing everywhere.
Friday, April 11, 2008
Chapter 10 Internet Marketing News Analysis and Reflections
Internet Marketing News Analysis
Source:http://www.internetretailer.com/dailyNews.asp?id=26029
What I learned:
This article is about a company called aCemo that has spent the last two years collecting anonymous data from about 140 million on-line customers and 375 retail sites. With this data they select which banner ads to display where by how much the advertiser is willing to pay and how likely it will result in a sale. This company claims to be the first to use consumer behavior to determine which ads to display. The systems analytics also determine what a consumer might buy next. Since they only get paid when a transaction is made, they are very picky about where they are placing their ads. In the event that a click on an ad leads to a sale, the advertiser agrees to pay a percentage to a sale or an agreed upon average order-value. Its no wonder that a system like this has been developed with everyone wanting targeted marketing. I think that this means to us as consumers that we will be watched more closely as to what we do on the internet, and also we will be seeing more and more ads that are directed directly at us using the information they have acquired from our history on the internet.
Reflections:
Chapter 10 talks about developing and maintaining effective web sites. The book says that there are two primary roles that a web site plays in the marketing strategy. One is for a channel for providing information, and the other is to generate sales. Thats probably why the book also states that Marketing is clearly responsible for the important step in the Web development of identifying and describing the target market. More and more of the internet is simply marketing.
Source:http://www.internetretailer.com/dailyNews.asp?id=26029
What I learned:
This article is about a company called aCemo that has spent the last two years collecting anonymous data from about 140 million on-line customers and 375 retail sites. With this data they select which banner ads to display where by how much the advertiser is willing to pay and how likely it will result in a sale. This company claims to be the first to use consumer behavior to determine which ads to display. The systems analytics also determine what a consumer might buy next. Since they only get paid when a transaction is made, they are very picky about where they are placing their ads. In the event that a click on an ad leads to a sale, the advertiser agrees to pay a percentage to a sale or an agreed upon average order-value. Its no wonder that a system like this has been developed with everyone wanting targeted marketing. I think that this means to us as consumers that we will be watched more closely as to what we do on the internet, and also we will be seeing more and more ads that are directed directly at us using the information they have acquired from our history on the internet.
Reflections:
Chapter 10 talks about developing and maintaining effective web sites. The book says that there are two primary roles that a web site plays in the marketing strategy. One is for a channel for providing information, and the other is to generate sales. Thats probably why the book also states that Marketing is clearly responsible for the important step in the Web development of identifying and describing the target market. More and more of the internet is simply marketing.
Saturday, April 5, 2008
Chapter 9 Internet Marketing News Analysis and Reflections
Internet Marketing News Analysis
Source:http://blog.clickz.com/080404-144226.html
What I learned:
This article is about super targeted ads , this one featured on Facebook. Companies are now taking information used to set up user accounts in these on-line communities to market directly to individuals. As the article says, Facebook along with many others, "strip-mine" profiles to determine demographic, psychographic and interest based information. As shown in this ad of a career possibility, the idea behind all of this advertising is not simply marketing products any longer. Being able to market directly to consumers on a personal level makes the possibility's endless when it comes to getting peoples attention on-line.
Reflections:
Chapter nine is about customer service and support in web space. As discussed in the previous chapter, customer service and satisfaction is of up-most importance. Lack of satisfaction is costing companies lots of time and money. The unfortunate thing of it is, through out the global economy, the enduring chorus of complaints about customer service suggests that most companies are either not getting the message about customer satisfaction, or are not mastering the techniques to solve the problems. The first step in solving the problems is to listen to what the customers want.
45% of customers responded in a survey that they simply wanted a timely response to their questions. 22% wanted informative content, while only 17% wanted to be able to actually speak to a live person. On the flip side of things, only 39% of companies studied sent a response within the first 24 hours of contact, and only 17% of those had a full and accurate answer. More then 100 companies out of 300 did not respond at all. The cost of poor service is enormous and increasing. It is being realized in two ways.
First off, business' are loosing sales. Many e-tailers can count the number of shoppers who have abandoned their shopping carts before the make their purchases. Secondly, business' are experiencing higher customer service costs.
Source:http://blog.clickz.com/080404-144226.html
What I learned:
This article is about super targeted ads , this one featured on Facebook. Companies are now taking information used to set up user accounts in these on-line communities to market directly to individuals. As the article says, Facebook along with many others, "strip-mine" profiles to determine demographic, psychographic and interest based information. As shown in this ad of a career possibility, the idea behind all of this advertising is not simply marketing products any longer. Being able to market directly to consumers on a personal level makes the possibility's endless when it comes to getting peoples attention on-line.
Reflections:
Chapter nine is about customer service and support in web space. As discussed in the previous chapter, customer service and satisfaction is of up-most importance. Lack of satisfaction is costing companies lots of time and money. The unfortunate thing of it is, through out the global economy, the enduring chorus of complaints about customer service suggests that most companies are either not getting the message about customer satisfaction, or are not mastering the techniques to solve the problems. The first step in solving the problems is to listen to what the customers want.
45% of customers responded in a survey that they simply wanted a timely response to their questions. 22% wanted informative content, while only 17% wanted to be able to actually speak to a live person. On the flip side of things, only 39% of companies studied sent a response within the first 24 hours of contact, and only 17% of those had a full and accurate answer. More then 100 companies out of 300 did not respond at all. The cost of poor service is enormous and increasing. It is being realized in two ways.
First off, business' are loosing sales. Many e-tailers can count the number of shoppers who have abandoned their shopping carts before the make their purchases. Secondly, business' are experiencing higher customer service costs.
Subscribe to:
Posts (Atom)
