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MOD5_E-MARKETING.docx - E -MARKETING-MODULE 5 RNSIT – MBA...

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E -MARKETING-MODULE 5RNSIT – MBAE-MARKETINGMODULE 5Customer Acquisition and Retention:Profile of Consumers – Browsing Behaviour Model –Elements of Social Media – Social Media Strategies – Social Media Performance Metrics –Building Customer Relationships – Relationship Marketing – Stakeholders – Three PillarsOf Relationship Marketing – Customer Relationship Management (CRM) – CRM BuildingBlocks – Ten rules for CRM SuccessProfile of ConsumersWeb server sends requested pages to the requester browserIt can be configured to archive these requests in a log file recording– URL of the page requested– Time and date of the request– IP address of the requester– Requester browser information (agent)Advantages of collecting data at the client side:– Direct recording of page requests (eliminates „maskingdue to caching)– Recording of all browser-related actions by a user (including visits to multiple web-sites)– More-reliable identification of individual users (e.g. by login ID for multiple userson a single computer)• Preferred mode of data collection for studies of navigation behaviour on the Web• Companies like comScore and Nielsen use client-side software to track home computerusers.Browsing Behaviour ModelCustomer value = benefits – costsValue is the entire product experience.Value is defined wholly by the mental beliefs and attitudes held by customers.Value involves customer expectations.Value is applied at all price levels.Internet can increase benefits and lower costs, but it can also work in reverse.This document is intended for internal circulation in the Dept of MBA, RNSIT only.Page 1
E -MARKETING-MODULE 5RNSIT – MBAElements of Social Media“Social Media is like water. On its own, water does some cool things, but when combinedwith other compounds it enabled the evolution of all forms of life”.User generated content – The days of visiting a website and merely reading contentwritten by someone else are all but gone. Now we are all participants, authors andcontent creators. Even commenting on a blog or replying to someone publicly be-comes a content. This is what is known as Web 2.0.Conversation – this is not a one-way medium. Anything anyone posts via social mediahas the potential to start a conversation. And with technologies such as Twitter, youcan be part of this ever-evolving 24/7 conversation, with the ability to jump in and outwhenever you feel like it. As in real life, you may contribute as little or as much asyou like, thereby shaping the conversation.

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Term
Spring
Professor
dr bhagat
Tags
Marketing, Customer relationship management, Dept of MBA

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