Options for replacing people

• 
  Auto-responders
  
• 
  E-mail notification
  
• 
  Call-back facility
  
• 
  Frequently Asked Questions (FAQ)
  
• 
  On-site search engines
  
• 
  Virtual assistants
  

• 
  Make contact point clear
  
• 
  Use FAQ to reduce enquiries
  
• 
  Use drop down lists to categorize queries
  

• 
  Use auto responder
  
• 
  Give alternative information source
  

• 
  Personal and Prolife Data
  

• 
  Contact details
  
• 
  Preferences
  

• 
  Transaction Data
  

• 
  Sales History
  

• 
  Communication Data
  

• 
  Campaign History
  
• 
  Research / Feedback / Support Queries
  
• 
  Contact reports (B2B)
  

• 
  Are small portion of the total customers, contributing to the valuable profitability, normally purchasing more or accepting the higher-value product.
  
• 
  Objectives: Focus on their loyalty.
  
• 
  Strategy: focus on retention more than extension.
  
• 
  Action: Use continuity-selling programs & focus on differentiating them by value.
  

• 
  Show potential to become valuable, their lifetime value is lower than valuables, but they are profitable in general.
  
• 
  Objectives: Focus on their continuity of adoption.
  
• 
  Strategy: Focus on extension.
  
• 
  Action: Use cross-selling & focus on up-selling by recommendation, personalize e-mails and web offers.
  

• 
  Are unprofitable, those who have purchased once or never, providing very low lifetime value.
  
• 
  Objectives: Convert them into growables or minimize the investment on them.
  
• 
  Strategy: Focus on selection.
  
• 
  Action: use cross-selling & lower-cost by selling service online
  

• 
  Customer Development
  
• 
  Managing e-mail list quality
  
• 
  Implementing e-mail marketing
  
• 
  Data Mining
  
• 
  Personalization and customization
  
• 
  Customer service quality and multi-channel experience.
  

Select  Acquire  Retain  Extend 

A model for assessing & achieving e-marketing activities Selection, Extension, Acquisition, and Recognition.

• 
  Identification – can the customer be recognized for different channel contacts?
  
• 
  Individualization – Can communications and products be tailored?
  
• 
  Interaction – Are communications two-way?
  
• 
  Integration – Is there a 360 degree view of the customer?
  
• 
  Integrity – Is the relationship built on trust?
  

• 
  Customer agrees (Opt-in) to be involved in organization's marketing activities – usually as a result of an incentive.
  
• 
  
  

• 
  Anticipated: Offer the prospect an incentive to volunteer.
  
• 
  Relevant: Using the attention offered by prospect to show him your product, and reinforce the incentive to ensure that prospect maintain the permission.
  
• 
  Personal: Offer additional incentives to get and increases his permission.
  
• 
  Timely: Use the permission to convert prospect into valuable customer.
  

Key Concepts:

• 
  Not interruption marketing or paused marketing
  
• 
  Not SPAM
  
• 
  Requires Opt-in incentives (online to e-mail)
  
• 
  Don't make Opt-out too easy!
  
• 
  Learning about the customer (watch, but don't ask interruptive questions)
  
• 
  Initial and continued relationship is based on incentives
  

Options for Mass Customization and Personalization using the Internet

• 
  Stage 1: Attract new & existing customers to site.
  
  • 
    Extend your appearance online through: Search Engines, Portals, Banners, Links
    

• 
  Stage 2: Give incentives and capture information.
  
  • 
    Incentivise visitors to action: lead generation offer & sales generation offer based on web quality & credibility.
    
  • 
    Capture information to maintain relationship: convert un-profited visitors to profiled potentials)
    

• 
  Stage 3: Maintain dialogue using online communication to encourage site visit repetition:
  
  • 
    Email, Display specific information on the website, Use push technology such as RSS feeds, loyalty programs, news about products, prices, and new features, personal reminders, customer support, etc…
    

• 
  Stage 4: Maintain dialogue using offline communications to encourage site visits:
  
  • 
    Use direct mail, phone calls, & personal face to face contact to encourage and inform potentials about your e-activities.
    
  • 
    Educate them about the benefits they can get through their e-visit.
    
  • 
    Give incentives & focus on sales promotion (discounts, coupons, awards, trials…)
    

• 
  A part of CRM strategy is to define measures which indicate activity level (purchases, frequency of use product, order, online services, web access…
  

• 
  The aim of using theses measures is to:
  
  • 
    Increase number of new users weekly, monthly…
    
  • 
    Increase number of active users & decrease numbers of inactive users
    
  • 
    Decrease percentage of dormant users.
    

• 
  Online customer experience = Effective online presence = Quality of content and design + communication that must deliver relevance to the target audience.
  

• 
  Online customer experience is the total combination of rational & emotional factors of using a company's online service that influences customers' perceptions of a brand online.
  

• 
  Prototypes are trial versions of a website that are gradually sophisticated through iterative process to become closer to the final version.
  

• 
  When using prototyping approach, company must decide whether to go with hard launch (a site is launch once fully with complete hard promotional efforts) or soft launch (a trial version of a site is launched with limited publicity).
  

• 
  If there is necessity to establish a presence rapidly, the soft launch will help in this regard.
  

• 
  Usability (ISO)
  
  • 
    The extent to which a product can be used by specified users to achieve specified goals/tasks with effectiveness, efficiency and satisfaction in a specified context of use.
    

• 
  Accessibility
  
  • 
    An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired.
    
  • 
    Also helps Search engine optimisation
    

• 
  Persuasion / Conversion
  
  • 
    Maximising returns from web investments through measurement and optimization using techniques including web analytics and usability studies.
    

• 
  Using different marketing research techniques to identify the needs, wants, preferences, and expectations of the web audience.
  

• 
  6 Ws is useful guide that helps you in this analysis
  
  • 
    Who are the key audience for the website?
    
  • 
    Why should they use the site?
    
  • 
    What will appeal to them?
    
  • 
    What should the content of the site be?
    
  • 
    Which services will be provided?
    
  • 
    How will the web content be structured?
    
  • 
    How will navigation around the site occurs?
    
  • 
    What are the main marketing outcomes we want to achieve?
    

• 
  Web feeds, focus group, experts, Research sample from different segments?
  

• 
  Example:
  
  • 
    Assign task for users by sending them e-mail. (find the best ticket fare in our web)
    
  • 
    Identify users why access the web (by attaching the site link to the e-mail sent)
    
  • 
    Make assessment of task completion to know the effectiveness (Task completion) and efficiency (task completion's time and clicks number) to judge the site usability.
    

• 
  Bevan (1999), suggested 9 issues to optimizing the user experience through user-centred design:
  

1. 
   Who are the important users?
   
2. 
   What is their purpose for accessing the site?
   
3. 
   How frequently they visit the site?
   
4. 
   What experience & expertise do they have?
   
5. 
   What nationality are they? And can they understand your language?
   
6. 
   What type of information they are looking for?
   
7. 
   How will they want to use the information: read it on the screen, print it, download it…?
   
8. 
   What type of browsers will they use? How fast will their communication links be?
   
9. 
   How large screen will they use with how many colours?
   

• 
  Information architecture – the combination of organisation, labelling and navigation schemes constituting an information system
  
• 
  Site map – A graphical or text depiction of the relationship between different groups of content on a web site
  
• 
  Blueprints – Show the relationships between pages and other content and can be used to portray organisation, navigation, and labelling systems
  
• 
  Wireframes – Schematics – a way of illustrating the layout of an individual page or page template
  

Narrow & Deep, Broad & Shallow Organization Schemes.

The End of Chapter 7, and the Beginning of Chapter 9

• 
  6 main approaches to improve the results from SEO:
  

1. 
   SE Submission
   
2. 
   Index Inclusion
   
3. 
   Key-Phrase Analysis
   
4. 
   On-Page Optimization
   
5. 
   External Linking (Page Rank)
   
6. 
   Internal link structure
   

• 
  What is? (Two definitions)
  
  • 
    The management of reputation – the planned and and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.
    

• 
  The managed process of communication between one group and another… (it) is the method of defining messages and communicating them to target audiences in order to influence a desired response.
  

1. 
   Attracting visitors through search
   
2. 
   Engagement & Dialogue
   
3. 
   Building Campaign
   
4. 
   Defensive Crisis
   

• 
  E-PR Activities:
  
  • 
    Blogs
    
  • 
    RSS Feeds
    
  • 
    Brand Protection or Monitoring using Social Media
    
  • 
    Press Releases
    

• 
  What is?
  

• 
  Options to do e-affiliate marketing:
  

• 
  Aggregators
  
• 
  Review Sites
  
• 
  Rewards Sites
  
• 
  Other related sites
  

• 
  What is?
  

• 
  Options to do Sponsorship:
  

• 
  B2B
  
• 
  B2C
  

• 
  The term for displaying a paid advertisement on a web site, using rich media or graphics.
  
• 
  Often the advertisement will be served from a web server different from the site on which it is placed.
  

1. 
   Appropriate Incentives are needed to achieve click-through.
   
2. 
   Creative design needs to be tested extensively. Alternative designs for the advertisement
   

• 
  Different creative designs may be needed for different sites on which advertisements are placed. (The use of the words "click here!" or "Click now" can dramatically increase click-through)
  

3. 
   Placement of different advertisement and timing need to be considered carefully.
   

E-mail marketing may achieve the 5Ss

• 
  Outbound e-mail marketing, where email campaigns are used as a form of direct marketing, sales promotion and publicity to encourage trial and purchases and as part of a CRM dialogue (Customer retention & acquisition)
  

• 
  Inbound e-mail marketing, where emails from customers such as support inquiries are managed to obtain customer data and enhance the value delivered.
  

• 
  Email is used to transmit a promotional message to another potential customer. (C2C).
  

• 
  Suggestions to make a viral campaign effective:
  

1. 
   Creative Material: Ensure creativity! "The viral agent"
   
2. 
   Seeding: Spread the virus!
   
3. 
   Tracking: Monitor its effect