Electronic Commerce

Tenth Edition

Chapter 4
Marketing on the Web
 Learning Objectives

In this chapter, you will learn:

• How firms use product-based and customer-based
marketing strategies
• About communicating with different market
segments
• To identify customer relationship characteristics
• About the customer relationship life cycle
• How companies advertise on the Web

Electronic Commerce, Tenth Edition 2

 Learning Objectives (cont’d.)
• About e-mail marketing strategies
• About technology-enabled customer relationship
management
• How to create and maintain brands on the Web
• How businesses use social media in viral marketing
campaigns
• About search engine positioning tactics and domain
name selection strategies

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 Web Marketing Strategies
• Marketing mix
– Element combination to achieve goals
• Selling and promoting products and services
• Marketing strategy
– Marketing mix with elements defined

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 The Four Ps of Marketing
• Product
– Physical item or service sold
– Brand: customers’ product perception
• Price
– Amount customer pays for product
– Customer value: customer benefits minus total cost
• Promotion
– Any means to spread word about product

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 The Four Ps of Marketing (cont’d.)
• Place (distribution)
– Need to have products or services available in many
different locations
– Getting right products to the right places at the best
time to sell them

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 © Cengage Learning 2013
FIGURE 4-1 The four Ps of marketing contribute to marketing strategy

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 Product-Based Marketing Strategies
• Web presence must integrate with image and brand
• Managers often think in terms of products and services sold
– Useful Web site design when customers use product categories
• Web site examples: Home Depot and Staples
• https://www.youtube.com/watch?v=5qOT-Uexu7Q
• https://www.youtube.com/watch?v=DJfxsw49HuI
– Not a useful Web site design when customers look to fulfill a
specific need
• Design Web site to meet individual customer needs
– Offer alternative shopping paths

Electronic Commerce, Tenth Edition 8

 Customer-Based Marketing Strategies
• Web sites to meet various types of customers’
specific needs
– Initial step: identify customer groups sharing common
characteristics
– Make site more accessible and useful for each group
• Companies need to take view beyond internal
perspective
– Example: university Web sites today focus design on
needs of stakeholders (current students, prospective
students, parents of students, potential donors,
faculty)
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 Communicating with
Different Market Segments
• Communications media selection to carry message
– Physical world
• Uses building construction and floor space design
– Online firm
• Communications media selection: critical
• No physical presence
• Customer contact made through image projected
through media and Web site
– Online firm challenge
• Obtain customer trust with no physical presence

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 Trust, Complexity, and Media Choice
• The Web
– Broad intermediate step
• Between mass media and personal contact
• Web communication offers:
– Advantages of personal contact selling
– Cost savings of mass media
• Mass media advertising offers lowest trust level
– Still used successfully because costs spread over
many people

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 © Cengage Learning 2013
FIGURE 4-2 Trust in three information dissemination models

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 Trust, Complexity, and Media Choice
(cont’d.)
• Complexity level inherent in product and service
– Important factor in media choice
• Products with few characteristics and easy to
understand
– Promotes well with mass media
– Mass media: expensive to produce
• Used primarily for short messages
• Highly complex products and services
– Promote well with personal contact
• Customers may ask questions

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 Trust, Complexity, and Media Choice
(cont’d.)
• Web occupies a wide middle ground
– Offers various elements
• Mass media messaging
• Personal contact interaction
• Anything in between
• People now resistant to mass media messages
– Successful mass media campaigns
• Rely on passive nature of media consumption
• Web user likely to be in an active state
– Better to use a trust-based model approach

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 Trust, Complexity, and Media Choice
(cont’d.)
• New Internet communications modalities for
individuals and companies
– Web log or blog
• Website allowing people to post thoughts and inviting
others to add commentary
– Retailers experimenting with blogs and social media
as adjunct communication means
• Companies use the Web to engage in two-way
communications resembling a high-trust personal
contact mode of communication

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 Market Segmentation
• Divides potential customer pool into segments
– Defined in demographic characteristics terms
• Micromarketing
– Practice of targeting very small market segments
– Hampered by cost increases
• Three categories to identify market segments
– Geographic segmentation
– Demographic segmentation
– Psychographic segmentation
• Television advertisers use all three categories
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Electronic Commerce, Tenth Edition 17
FIGURE 4-3 Television advertising messages tailored to program audience

• Companies try to:

– Match advertising messages to market segments
– Build sales environment for a product or service
• Corresponds to market segment trying to reach

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 Market Segmentation on the Web
• Web opportunity
– Present different store environments online
• Juicy Couture site targets young, fashion-conscious buyers
• Talbots site targets older, more established buyers
• www.talbots.com
• Limitations of physical retail stores
– Floor and display space
– Must convey one particular message
• Web stores
– Separate virtual spaces for different market segments

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 Offering Customers a
Choice on the Web
• One-to-one marketing
– Offering products, services matched to needs of a
particular customer
• Example: Dell
– Offers several different ways to do business
– Home page links for each major customer group
• Specific products, product categories links available
– Dell Premier accounts
• High level of customer-based market segmentation

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 Beyond Market Segmentation:
Customer Behavior and
Relationship Intensity
• Recap
– Companies target similar customer groups as market
segments
– One-to-one marketing
• Chance to create individually unique Web experiences
• Next step
– Use the Web to target specific customers in different
ways at different times

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 Segmentation Using
Customer Behavior
• Same person
– Needs different combinations of products and
services
• Depending on the occasion
• Behavioral segmentation
– Creation of separate customer experiences based on
behavior
– Occasion segmentation
• Behavioral segmentation based on things happening at
a specific time or occasion

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 Segmentation Using
Customer Behavior (cont’d.)
• Online world single Web site design
– Easier to meet needs of different behavioral modes
– Can include elements appealing to different
behavioral segments
• Usage-based market segmentation
– Customizing visitor experiences to match the site
usage behavior patterns of each visitor or type of
visitor
• Categories of online behavior patterns
– Browsers, buyers, and shoppers

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 Segmentation Using
Customer Behavior (cont’d.)
• Browsers
– Visitors just surfing or browsing
– Web site must offer something to pique visitors’
interest
– Trigger words
• Prompt visitor to stay and investigate products or
services
• Have links to site explanations, instructions
• Include extra content related to product, service
– Leads to favorable impression (bookmark)

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 Segmentation Using
Customer Behavior (cont’d.)
• Buyers
– Ready to make a purchase right away
– Offer direct route into purchase transaction
• Shopping cart
– Part of the Web site
• Keeps track of selected items for purchase
• Automates purchasing process
– Page offers link back into shopping area
• Primary goal: get buyer to shopping cart as quickly
as possible

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 Segmentation Using
Customer Behavior (cont’d.)
• Shoppers
– Motivated to buy
– Looking for more information before purchase
• Offer comparison tools, product reviews, and
features lists
• People do not retain behavioral categories from one
visit to the next
– Even for the same Web site

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 Segmentation Using
Customer Behavior (cont’d.)
• Alternative models
– McKinsey & Company’s six behavior-based
categories
• Simplifiers (convenience)
• Surfers (find information, explore new ideas, or shop)
• Bargainers (search for good deals)
• Connectors (stay in touch with other people)
• Routiners (return to same sites over and over)
• Sportsters (spend time on sports, entertainment sites)
• Must identify groups and formulate ways of
generating revenue

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 Customer Relationship Intensity and
Life-Cycle Segmentation
• One-to-one marketing and usage-based
segmentation value
– Strengthen companies’ relationships with customers
• Good customer experiences
– Create intense loyalty feeling
• Typical five-stage model of customer loyalty
– First four stages show increase in relationship
intensity
– Fifth stage (separation)
• Decline occurs, relationship terminates

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 © Cengage Learning 2013
FIGURE 4-4 Five stages of customer loyalty

• Touchpoints
– Online and offline customer contact points
• Touchpoint consistency
– Goal of providing similar levels and quality of service at all
touchpoints
– https://www.youtube.com/watch?v=4EdQD5jqU3A

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Electronic Commerce, Tenth Edition 30
 Customer Relationship Intensity and
Life-Cycle Segmentation (cont’d.)
• Characteristics of the five stages
– Awareness
• Customers recognize company name, product
– Exploration
• Customers learn more about company, products
– Familiarity
• Customers have completed several transactions
• Customers aware of returns and credits policies
• Customers aware of pricing flexibility
• Customers just as likely to shop competitors

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 © Cengage Learning 2013
FIGURE 4-5 Funnel model of customer acquisition, conversion, and retention

• Funnel model: tool for conceptualizing and

evaluating alternative strategies
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 Advertising on the Web
• Effective advertising involves communication
• Five-stage customer loyalty model helpful in
creating advertising messages
– Awareness stage
• Advertising message should inform
– Exploration stage
• Message should explain how product, service works
• Encourage switching brands

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 Advertising on the Web (cont’d.)
• Five-stage customer loyalty model (cont’d.)
– Familiarity stage
• Message should be persuasive, convince customer to
buy
– Commitment stage
• Customer sent reminder messages
– Separation stage
• Customer not targeted
• Online advertising
– Always coordinate with existing advertising efforts

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 Banner Ads
• Banner ad
– Small rectangular object with stationary or moving
graphic
– Includes hyperlink to advertiser’s Web site
– Versatile: informative and persuasive functions
• Attention-grabbing banner ads
– Use animated GIFs and rich media objects
• Created using Shockwave, Java, Flash
• Interactive marketing unit (IMU) ad formats
– Voluntary standard banner sizes
– Universal ad package (UAP)
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 Banner Ads (cont’d.)
• Leaderboard ad
– Designed to span Web page top or bottom
• Skyscraper ad
– Designed to be placed on Web page side
• Remains visible as user scrolls through page
• Advertising agencies
– Create banner ads for online clients
• Price range: $100 to more than $5000
• Companies can make their own banner ads

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 Banner Ads (cont’d.)
• Banner ad placement
– Use a banner exchange network
• Coordinates ad sharing
– Find Web sites appealing to company’s market
segments
• Pay sites to carry ad
– Use a banner advertising network
• Acts as broker between advertisers and Web sites that
carry ads

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 Banner Ads (cont’d.)
• New strategies for banner ads
– Banner ads were a novelty initially
• Lost ability to attract attention
– Solutions
• Introduce animated GIFs with moving elements
• Create ads displaying rich media effects (movie clips)
• Add interactive effects (Java programs): respond to
user’s click with some action
• Create ads acting like mini video game
• Create ads appearing to be dialog boxes

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 © Cengage Learning 2013
FIGURE 4-6 Disguised banner ads

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 Text Ads
• Short promotional message
– No graphic elements
• Usually placed along Web page top or right side
• Deceptively simple but very effective
• Example: Google
– Initially criticized for including unobtrusive ads on its
pages
– Now clearly labels ads to prevent confusion
• Inline text ad
– Text in stories displayed as hyperlinks

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 Other Web Ad Formats
• Pop-up ad
– Appears in its own window
• When user opens or closes Web page
– Considered to be extremely annoying
• Must click close button (small) in window of ad
• Pop-behind ad
– Pop-up ad followed by a quick command
• Returns focus to original browser window
– Appears when browser is closed
• Ad-blocking software
– Prevents banner ads and pop-up ads from loading
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 Other Web Ad Formats (cont’d.)
• Interstitial ad
– User clicks link to load page
• Interstitial ad opens in its own browser window
• Instead of page user intended to load
– Many close automatically
– Others require user to click a button
• Rich media ads (active ads)
– Generate graphical activity that “floats” over the Web
page itself
– Example: 30 second ad before television show

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 Mobile Device Advertising
• Tremendous usage growth for mobile devices
connected to Internet
• Some mobile software applications (mobile apps)
include advertising element
– Messages displayed from advertisers
– Part of the app screen or in a separate screen
– Mobile apps’ advertising space marketed in same way
as Web sites’ banner advertising

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 Site Sponsorships
• Web sites offer advertisers opportunity to sponsor all
(or parts) of their sites
– More subtle
• Goals similar to sporting event sponsors, television
program sponsors
– Tie company (product) name to an event (set of
information)
• Ethical concerns raised
– If sponsor is allowed to create content or weave
advertising message into site’s content

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 Online Advertising Cost and
Effectiveness
• Companies want Web sites to make favorable
impression on potential customers
• Raises issue of measuring Web site effectiveness
• Cost per thousand (CPM) for mass media
advertising
– “M” from Roman numeral for “thousand”
– Dollar amount paid for every thousand people in the
estimated audience

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 Online Advertising Cost and
Effectiveness (cont’d.)
• Measuring Web audiences (complicated)
– Web’s interactivity
– Value of visitor to an advertiser
• Depends on information site gathers from visitor
• Visit
– Occurs when visitor requests a page from Web site
• Trial visit
– First time a particular visitor loads Web site page
• Repeat visits
– Subsequent page loads

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 Online Advertising Cost and
Effectiveness (cont’d.)
• Page view
– Each page loaded by a visitor
• Ad view
– Occurs if page contains an ad
• Impression
– Each time banner ad loads
• Click (click-through)
– Action whereby a visitor clicks banner ad to open
advertiser’s page

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 FIGURE 4-7 CPM rates for
advertising in various media

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 Online Advertising Cost and
Effectiveness (cont’d.)
• New metrics to evaluate advertising yield outcomes
– Measure number of new visitors who buy first time
after arriving at site
• By way of click-through
– Calculate advertising cost of acquiring one customer
on the Web
• Compare to how much it costs to acquire one customer
through traditional channels

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 Effectiveness of Online Advertising
• Online advertising effectiveness
– Remains difficult to measure
• Major problem
– Lack of single industry standard measuring service
• Solution (2004)
– Set of media measurement guidelines
• Used by all online advertisers
• Produce comparable ad view numbers
• Difficulties remain
– Site visitors change Web surfing behaviors, habits

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 Effectiveness of
Online Advertising (cont’d.)
• Online advertising as one element in marketing
strategy
– Use variety of media to reach potential customers
• Online advertising developments
– AdAge.com, eMarketer, Online Publishers Association
• Online advertising much more effective using
market segmentation

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 E-Mail Marketing
• Can be a powerful element of advertising strategy
– Used to announce new products or features
– Used to announce sales on existing products
• Unsolicited Commercial E-mail (UCE, Spam)
– Electronic junk mail
• Wastes time, disk space, and consumes large amounts
of Internet capacity
• Key element
– Obtain customers’ approvals
• Prior to sending marketing or promotional e-mail

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 Permission Marketing
• Conversion rate
– Percentage of recipients responding to an ad or
promotion
– Ranges from 10 percent to more than 30 percent on
requested e-mail messages
• Opt-in e-mail
– Practice of sending e-mail messages to people who
request information
• Part of marketing strategy: permission marketing

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 Permission Marketing (cont’d.)
• Opt-in e-mail (cont’d.)
– More successful than mass media general
promotional message
• Makes better use of customer’s time
– Return Path offers opt-in e-mail services
• Provides e-mail addresses to advertisers
• Rates vary depending on type and price of the product
– Minimum of about $1 to a maximum of 25–30 percent of
the selling price of the product

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 Combining Content and Advertising
• Using articles, news stories of interest to specific
market segments
– Increases acceptance of e-mail
• Advertisers send content by:
– Using hyperlinks inserted into e-mail messages
• Takes customers to advertiser’s Web site content
• Easier to induce customer to stay on the site and
consider making purchases
• Coordination across media outlets
– Important element in any marketing strategy

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 Outsourcing E-Mail Processing
• Number of customers opting in to information-laden
e-mails
– May outgrow capacity of an information technology
staff
• Solution
– Company may use an e-mail processing service
provider

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 Technology-Enabled Customer
Relationship Management
• Clickstream: the information gathered about visitors
• Technology-enabled relationship management
– Firm obtains information on customer behavior to
• Set prices, negotiate terms, tailor promotions, add
product features, customize customer relationship
– Also known as:
• Customer relationship management (CRM)
• Technology-enabled customer relationship
management
• Electronic customer relationship management
(eCRM)

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FIGURE 4-8 Technology-enabled relationship management
and traditional customer relationships
Electronic Commerce, Tenth Edition 58 58
 CRM as a Source of Value in
the Marketspace
• Marketspace
– Commerce in the information world
– Value creation requires different processes
– Firms use information to create new value for
customers
• Track and examine Web site visitor behavior
– Use information to provide customized, value-added
digital products and services
• Early CRM efforts failed
– Overly complex

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 CRM as a Source of Value in
the Marketspace (cont’d.)
• Current CRM efforts more successful
– Limit data collection to key facts
• Relevant to salespeople and customers
• Customer touchpoint
– Any occurrence of contact between customer and any
company point
• Data warehouse (large database)
– Contains multiple sources of information about
customers, their preferences, their behavior

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 CRM as a Source of Value in the
Marketspace (cont’d.)
• Data mining (analytical processing)
– Technique that examines stored information
– Looks for unknown, unsuspected patterns in the data
• Statistical modeling
– Technique that tests CRM analysts’ theories about
relationships among customer and sales data
elements

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 © Cengage Learning 2013
FIGURE 4-9 Elements of a typical CRM system
Electronic Commerce, Tenth Edition 62
 Creating and Maintaining Brands on
the Web
• Branded products
– Easier to advertise and promote
• Each product carries reputation of the brand name
• Value of trusted major brands
– Far exceeds cost of creating them

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 Elements of Branding
• Three key brand elements
– Product differentiation
• Clearly distinguish product from all others
– Relevance
• Degree to which product offers utility to customer
– Perceived value (key element)
• Customer perceives a value in buying product
• Brands can lose their value
– Environment changes

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 FIGURE 4-10 Elements of a brand

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 Emotional Branding vs.
Rational Branding
• Emotional appeals
– Work well if ad targets in passive mode of information
acceptance
• Television, radio, billboards, print media
– Difficult to convey on Web
• Active medium controlled by customer
• Rational branding
– Offer to help Web users in some way
• In exchange for viewing an ad
– Relies on cognitive appeal of specific help offered

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 Affiliate Marketing Strategies
• Affiliate marketing
– One firm’s Web site (affiliate site)
• Includes descriptions, reviews, ratings, other
information about a product linked to another firm’s site
(offers item for sale)
– Affiliate site receives commission
• For every visitor following link from affiliate’s site to
seller’s site
– Affiliate saves expenses
• Handling inventory, advertising and promoting product,
transaction processing

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 Affiliate Marketing Strategies (cont’d.)
• Cause marketing
– Affiliate marketing program benefiting charitable
organization
– Visitor clicks on link (on affiliate’s Web page)
• Donation made by a sponsoring company
– Page loads after visitor clicks donation link
• Carries advertising for sponsoring companies
– Higher click-through rates than typical banner ad
click-through rates

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 Affiliate Marketing Strategies (cont’d.)
• Affiliate commissions
– Pay-per-click model
• Affiliate earns commission
• Each time site visitor clicks link, loads the seller’s page
– Pay-per-conversion model
• Affiliate earns a commission
• Each time site visitor converted from visitor into
qualified prospect or customer

Electronic Commerce, Tenth Edition 69

 Affiliate Marketing Strategies (cont’d.)
• Affiliate commissions (cont’d.)
– Affiliate program broker (clearinghouse or
marketplace)
• Sites running affiliate programs
• Sites wanting to become affiliates

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 Viral Marketing Strategies
• Viral marketing
– Relies on existing customers
• Tell other people (prospective customers) about
products or service
– Use individual customers to spread the word about a
company
– Example: BlueMountain Arts
• Electronic greeting cards
• E-mail messages that include link to greeting card site
– Social media sites being utilized
• Key to viral marketing: post often, but not too often
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 © Cengage Learning 2013
FIGURE 4-11 Viral marketing through social media
Electronic Commerce, Tenth Edition 72
 Search Engine Positioning and
Domain Names
• Ways that potential customers find Web sites
– Referred by friend
– Click a link on a referring Web site
– Referred by affiliate marketing partner
– See site’s URL in print advertisement, television
– Arrive unintentionally after mistyping similar URL
– Use a search engine or directory Web site

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 Search Engines and Web Directories
• Search engine
– Web site that helps people find things on the Web
• Search engine major parts
– Spider (crawler, robot, bot)
• Program that automatically searches Web to find
potentially interesting Web pages for people
– Index (database)
• Storage element of search engine
– Search utility
• Takes terms, finds matching Web page entries in index

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 Search Engines and Web Directories
(cont’d.)
• Web directories
– Provide classified hierarchical lists of categories
• Search engine ranking
– Weighting of factors
• Search engines use factors to decide which URLs
appear first on searches for a particular search term
• Search engine positioning (search engine
optimization, search engine placement)
– The combined art and science of having a particular
URL listed near the top of search engine

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 Paid Search Engine Inclusion and
Placement
• Paid placement (sponsorship, search term
sponsorship)
– Offer good ad placement on search results page
• For a price
• Buy banner ad space at the top of search results
pages that include certain terms
• Search engine positioning: complex subject
• Spending on online advertising
– Grew rapidly in the early Web days
• Virtually zero in 1995 to about $8 billion in 2000 (U.S.)

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 © Cengage Learning 2013
FIGURE 4-12 U.S. online advertising expenditures, actual and projected

Electronic Commerce, Tenth Edition 77

 © Cengage Learning 2013
FIGURE 4-13 U.S. advertising expenditures by medium, 2010 estimates

Electronic Commerce, Tenth Edition 78

 Paid Search Engine Inclusion and
Placement (cont’d.)
• Search engine placement brokers
– Aggregate inclusion and placement rights on multiple
search engines
• Sell those combination packages to advertisers
• Google does not use placement broker
– Sells services directly (Google AdWords program)
• Contextual advertising (potential flaw)
– Ads placed in proximity to related content
• Localized advertising
– Ads related to location on search results

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 Web Site Naming Issues
• URLs should reflect company name or reputation
• Troublesome domain names
– Purchase more suitable domain names
– Examples:
• www.iflyswa.com changed to www.southwest.com
• www.delta-air.com changed to www.delta.com
• Companies often buy more than one domain name
– In case user misspells URL
• Redirected to intended site
– Have different names or forms of names

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 Web Site Naming Issues (cont’d.)
• Buying, selling, and leasing domain names
– Example: Artuframe
• Purchased the URL art.com from Advanced Rotocraft
Technology
• Combined new domain name with other marketing
strategies
– Joint marketing agreement with Yahoo!, affiliate
advertising with other businesses and not-for-profit art
organizations
– Leasing the rights to domain names is an option to
selling

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FIGURE 4-14 Domain names that sold for more than $2 million
Electronic Commerce, Tenth Edition 82
 Web Site Naming Issues (cont’d.)
• URL brokers and registrars
– Sell, lease, auction domain names
• Internet Corporation for Assigned Names and
Numbers (ICANN)
– Maintains accredited registrars list
• Registrars offer domain name search tools
• Domain name parking (domain name hosting)
– Service permitting domain name purchaser to
maintain simple Web site
• So domain name remains in use

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 Summary
• Achieve Web marketing goals
– Use principles of marketing strategy
– Use the four Ps of marketing
– Product-based marketing strategy
– Customer-based strategy
– Web enables companies to mix strategies
• Market segmentation works well on the Web
• Online advertising
– More intrusive since introduction
• Various types available

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 Summary (cont’d.)
• Use Web to manage customer relationships
– Focused CRM efforts
• More successful than earlier comprehensive attempts
• Use rational branding instead of emotional branding
techniques on the Web
• Critical to success
– Successful search engine positioning
– Domain name selection
• Companies must integrate Web marketing tools into
a cohesive and customer-sensitive overall marketing
strategy
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