Lecture5.pdf - BITG 2113 E-COMMERCE AND WEB DESIGN Lecture...

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BITG 2113 E-COMMERCE AND WEB DESIGN Lecture 5 E-Marketing: Concepts and Techniques
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Basic Marketing Concepts Marketing -- the strategies and actions firms take to establish a relationship with a consumer and encourage purchases of its products or services Internet Marketing is using the Web -- as well as traditional channels -- to develop a positive, long- term relationship with customers, thereby creating a competitive advantage for the firm by allowing the firm to charge a higher price for products or services than it competitors can charge
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Market Research for EC WHAT ARE THE METHODS FOR CONDUCTING MARKET RESEARCH ONLINE? WHAT ARE MARKETERS LOOKING FOR IN EC MARKET RESEARCH? MARKET RESEARCH FOR ONE-TO-ONE Direct Solicitation of Information Implementing web-based surveys Online focus groups Hearing directly from customers
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Market Research for EC Observing Customers transaction log A record of user activities at a company’s Web site. clickstream behavior Customer movements on the Internet. Web bugs Tiny graphics files embedded in e-mail messages and in Web sites that transmit information about users and their movements to a Web server. spyware Software that gathers user information over an Internet connection without the user’s knowledge.
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Cookies Cookie is a small text file that Web sites place on visitor’s client computers every time they visit, and during the visit, as specific pages are visited. Cookies provide Web marketers with a very quick means of identifying the customer and understanding his or her prior behavior
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Cookies Placed by Amazon.com
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Market Research for EC clickstream data Data that occur inside the Web environment; they provide a trail of the user’s activities (the user’s clickstream behavior) in the Web site.
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