ppt_9 - RETL369 13-1 E-active Marketing Web 1.0 Web 2.0 New...

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Unformatted text preview: RETL369 13-1 E-active Marketing Web 1.0 Web 2.0 New ways of communicating E-active marketing e-Commerce + Interactive marketing E-commerce programs Interactive marketing methods International challenges 9 Chapter Overview RETL369 13-2 Web 2.0 Companies shifting dollars to online communication Changes consumer communications and interactions with companies Pushing to real-time communications Instant communications and instant service Instant response to negative events Companies now employ individuals to monitor Twitter and social media sites RETL369 13-3 RETL369 13-4 Selling goods and services on the Internet - Services are offered, deals are mediated, and products are shipped Pure e-tailer (click-only operations) Multi-channel retailer (bricks-and-clicks) Source of information for shoppers first, purchase at a physical store, then online purchase later Online sales account for nearly 8% of total retail activity. E-commerce RETL369 13-5 RETL369 13-6 E-Commerce Components Catalog Product information Product navigation Shopping cart Select products, Save or Wish Payment system Easy, quick, convenient checkout Multiple forms of payment RETL369 13-7 E-Commerce Components Store locator Customization functionality (based on browsing pattern and purchase history) Recommendations Promotions Customer reviews or feedback options Emerging trend Provides opportunity for interaction Provides level of confidence F I G U R E 9 . 2 Building the Next Generation of E-Commerce Sites Consider how users will interact with the brand - then develop means of brand engagement. Allow for drill-down search results by grouping products around brands and common parameters. Maximize traffic through effective search engine optimization. Encourage consumer interaction via blogs, feedback applications, or customer reviews. Develop a simple, secure checkout procedure. Source: Adapted from Mike Fletcher, How to Create the Perfect E-Commerce Web site, Revolution, March 2009, pp. 6- 63....
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ppt_9 - RETL369 13-1 E-active Marketing Web 1.0 Web 2.0 New...

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