IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING 2003 Mc

IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

10 -year trend in Internet/Web users and online retail sales revenue in the United States © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN THE NEW MARKETSPACE • Customer Value Creation in Market • space Interactivity, Individuality, and Customer Relationships in Marketspace • Choiceboard § Collaborative filtering • Personalization § Permission marketing © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN THE NEW MARKETSPACE • Creating an Online Customer Experience © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Website design elements that drive customer experience © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE • The Online Consumer • Profiling the Online Consumer © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Internet web access at home among U. S. households © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Online consumer sales by product/service category: 2001 and 2005 © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Why consumers shop and buy online © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE • Why Consumers Shop and Buy Online • Convenience § Bots § Eight-second rule • Choice • Customization § Customerization © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE • Why Consumers Shop and Buy Online • Communication § Web communities § Spam § Viral marketing © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN MARKETSPACE • Why Consumers Shop and Buy Online • Cost § Dynamic pricing • Control § Portals § Cookies © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

MULTICHANNEL MARKETING TO THE ONLINE CONSUMER • Integrating and Leveraging Multiple • Channels with Multichannel Marketing Implementing Multichannel Marketing • Multichannel Marketing with Transactional • Websites Multichannel Marketing with Promotional Websites © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

JC Penney Customers The multichannel marketing mutiplier © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Implementing multichannel marketing with promotional websites © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin