電子商務--網絡營銷】ppt107頁(編輯修改稿)

　

【文章內容簡介】 hen the user opens or closes a web page. The window in which the ad appears does not include the usual browser controls. The only way to dismiss the ad is to click the small close button in the upperright corner of the window’ s frame. other Ad formats ?Popbehind ad彈底式廣告 ——is a popup ad that is followed very quickly by a mand that returns the focus to the original browser window. The result is an ad that is parked behind the user’ s browser, waiting to appear when the browser is closed. other Ad formats ?Interstitial ad插頁式廣告 ——when a user clicks a link to load a page, the interstitial ad opens in its own browser window, instead of the page that the user intended to load. They often open in a fullsize browser window and offer the advertiser even more space than the popup ad format. other Ad formats ?Rich media ads (also called active ads活動式廣告 )——instead of opening in a separate window, they generate graphical activity that “ floats” over the web page itself. Rich media ads are certainly attention getting and are even more intrusive than popups or interstitial because they occur on the web page itself and offer users no obvious way to dismiss them. Users can only be accustomed to seeing active ads. other Ad formats ?Adblocking software can prevent banner ads and popup ads from loading. site sponsorships 網站贊助 ?Some web sites offer advertisers the opportunity to sponsor all or parts of their sites. These site sponsorships give advertisers a chance to promote their products, services, or brands in a more subtle way. site sponsorships ? Companies that buy web site sponsorships have goals that are similar to those of sporting event sponsors or television program sponsors, that is, they want to tie the pany or product name to an event or a set of information. ? The quality of the event or information set will carry over to the pany’ s products, services, or brands. ? Rather than to generate immediate sales, sponsorships are used to build brand images and develop reputatioin. effectiveness of online advertising ? The effectiveness of online advertising remains difficult to measure. ? A major problem is the lack of a single industry standard measuring service. ? Television broadcasting ——Nielsen ratings ? Print media——the Audit Bureau of Circulations procedures ? Another problem is the ways in which site visitors change their web surfing behaviors and habits. An experienced web user is far less likely than a new web user to click a banner ad. effectiveness of online advertising ? Many panies are finding that online advertising an be an important element in a prehensive marketing strategy that uses several different media to deliver messages to potential customers. ? 《 Ad Ages》 reported survey results showed that more potential car purchasers would be influenced by an online ad than by a television ad. Very few people would buy a car based on an online ad, but online ads might prove to be an effective way of building brand recognition and conveying information about cars to potential buyers. ? Online ad will be much more effective if it is properly targeted and reaches to visitors who are looking for something specific that is related to the ads meassage. 5. Email marketing——電子郵件營銷 ? Sociologists and cultural anthropologists have proclaimed to be one of the greatest tools for human munication to be developed in the 20th century. ? A key element in any marketing strategy is to obtain customer’ s approvals before sending them any that includes a marketing or promotional message. ? There are many unsolicited mercial (often called “ spam” ) issues which are severely criticized by industry analysts. permission marketing ? 廣告的轉換率 ——響應廣告者占收到廣告者的比率。 ? 向某些詢問過某個專題或特定產品信息的人發送的電子郵件稱為許可電子郵件，這種方式稱為許可營銷策略。 ? 許可電子郵件的轉換率一般是 10%30%。比橫幅廣告電點率要高得多，橫幅廣告的點擊率目前不到 %，而且還在不斷下降。 permission marketing ? 隨著現代生活步伐加快，時間也成為有價值的商品。人們不再愿意花時間去傾聽和評價不感興趣的產品或服務的廣告與促銷訴求。 ? 指向明確表示過愿意接收某種產品或服務的促銷信息的顧客發送特定信息，這種方法的效果要比通過大眾媒體發送一般性促銷信息的營銷策略好得多。 ? 某些網站向它們的廣告主提供電子郵件地址，收費取決于所推銷產品的類型與價格。 ? ?PostMasterDirect bining content and advertising ? 許多公司發現讓客戶接受電子郵件的一個策略是將內容（細分市場感興趣的文章和新聞）與廣告信息合并起來，從而可以提高電子郵件接受率。 ? 為了避免包含大量多媒體信息的電子郵件很快占滿接收者的收件箱，傳送內容的辦法是在郵件里加上鏈接，將客戶引導到網站上相關內容區域里。 ? 所有營銷策略都要考慮的一個重要因素是 ——不同媒體的協同。因此，如果一家公司使用電子郵件來促銷，應當確定同時所進行的其他營銷活動（如新聞發布會、印刷媒體廣告、廣播媒體廣告）來傳遞與電子郵件營銷一致的信息。 outsourcing Email processing ?同意接受電子郵件的客戶數量上升很快，處理電子郵件地址列表以及發送電子郵件的工作占用的成本越來越多。 ?有些公司專門提供電子郵件管理服務，其他中小企業將自己的電子郵件處理業務外包給這些公司。 ?這些外包公司幫助處理電子郵件地址列表的維護和處理及購買。 6. technologyenabled customer relationship management （ eCRM） ? 網絡具有： ?雙向溝通特性 ?連接跟蹤能力 ? 網絡營銷使企業首次能夠了解到顧客和潛在顧客的消費行為和偏好信息，即顧客在收集信息進行購買決策過程中所發生的所有活動。 ? 網站收集到的訪問者信息包括瀏覽的頁面、停留的時間、瀏覽次序，被稱為點擊流。 ?技術支持的關系管理是指企業獲得了消費者行為、偏好、需要和購買模式等詳細信息，使用這些信息來確定價格和談判策略、改進促銷活動、改善產品特性，從而能定制同顧客的關系。 7. creating and maintaining brands on the web ? A known and respected brand name can present to potential customers a powerful statement of quality, value, and other desirable qualities in one recognizable element. Branded products are easier to advertise and promote, because each product carries the reputation of the brand name. ? The value of trusted brands far exceeds the cost of creating them. elements of branding ? The key elements of a brand are differentiation, relevance, and perceived value. ? Product differentiation is the first condition that must be met to create a product or service brand. The pany must clearly distinguish its product from all others in the market. ? Example: ? Procter Gamble Ivory soap brand —— differentiation: contains a high percentage of air