E-Active Marketing Chapter 9 Chapter Overview
Author : kittie-lecroy | Published Date : 2025-05-16
Description: EActive Marketing Chapter 9 Chapter Overview Internet has changed US culture Global customers competition Eactive marketing eCommerce Interactive marketing Consumer ecommerce Businesstobusiness ecommerce Interactive marketing
Presentation Embed Code
Download Presentation
Download
Presentation The PPT/PDF document
"E-Active Marketing Chapter 9 Chapter Overview" is the property of its rightful owner.
Permission is granted to download and print the materials on this website for personal, non-commercial use only,
and to display it on your personal computer provided you do not modify the materials and that you retain all
copyright notices contained in the materials. By downloading content from our website, you accept the terms of
this agreement.
Transcript:E-Active Marketing Chapter 9 Chapter Overview:
E-Active Marketing Chapter 9 Chapter Overview Internet has changed U.S. culture Global customers, competition E-active marketing e-Commerce + Interactive marketing Consumer e-commerce Business-to-business e-commerce Interactive marketing methods E-Commerce Selling of goods/services on the Internet >50% of U.S. households use e-commerce Online sales is 12% of total U.S. retail sales E-commerce sites also used for info gathering E-Commerce Components Catalog Shopping cart Payment procedure Customer service FAQs Public relations Optional elements Cyber Shopping Categories Travel $53B Office, home, and garden $16B Computers & accessories $12B Apparel $12B Financial Incentives Attract first-time purchaser Effective incentives Reduced price Free shipping E-coupon Incentives must be meaningful and changed periodically Reduces costs through Lower shipping costs Lower labor costs Lower personnel costs Convenience Incentives E-commerce available 24/7 Used to obtain product information Update and change Web site Easy to locate merchandise Convenience services Event registries Popular items Measurement charts Concerns About E-Commerce Seller opportunism Security issues Information privacy issues Brick-and-mortar purchasing habits Value-Added Incentives Change purchasing habits – long term Personalized shopping Examples Merchandise available only online Free online courses Free information, household tips Interactive Marketing Two-way communications Customer involvement Tracking of Internet activities Personalize targeted Online Interactive Tactics Newsletters Online Advertising Increase in online budgets Effective method for reaching today’s consumers Becoming “standard” Click-through response rate – 0.27% Traditional integration - Brand spiraling F ig. 9. 8 Types of Online Advertising Display or banner ad Classified ads Search advertising Media/video ads Banner Advertising First online advertising Accounts for 32% of online advertising Can embed videos and widgets Targeted display ads Auction exchanges Matches audience Online Advertising - Rates CPMs will rise more than 75% over next 5 years Overall growth of online advertising will grow more slowly. Average CPM will rise from ~$2.66 in 2012 to $4.68 by 2017. Largely due to “Visible Impression Standard” Source: Advertising Age, October 9, 2012, “Forrester Reduces Its Forecast for Online Spending” Online Advertising - Rates Visible Impression Standard: Advertisers pay only for ads that are visible on the screen. May mean fewer impressions; offsetting CPM gains. Online growth rate overall for 2012 ~17%, down from 20% in 2011. Classified and Media/Video Advertising Online classified ad popular Media/video ads fastest-growing format Mobile phones and hand-held devices Dwell time, rate higher for video ads Blogs Online musings Power of online buzz 50% go to social networks Download coupons Search for information Upcoming sales Discounts 22% read or write a
