Chapter 4 Marketing on the Web


Chapter 4

Marketing on the Web

Understanding the Opportunities for Doing Business on the Web

Opportunity 1: Branch Office

Opportunity 2: World Market

Opportunity 3: Direct Sales

Opportunity 4: Networking

Opportunity 5: Segmented Market

Opportunity 6: Competitive Advantage

Understanding the Opportunities for Doing Business on the Web

Opportunity 1: Branch Office

Read the brochures in the rack by the door,

Pick up a copy of your "Common Questions People Ask About our


Solve their own problems with your detailed Troubleshooting


Scribble messages on the pad of question forms you've provided,

Look at detailed information and specs about each product you offer, and, if you have a vending machine in your lobby,

Make purchases day or night.

How much is rent for the branch office?

Understanding the Opportunities for Doing Business on the Web

Opportunity 2: World Market

Canada 30 million

USA 300 Million

Europe 377 Million

Asia ??

Middle East ???

Margin * Volume

On the Internet, geography has ceased to be a barrier

Understanding the Opportunities for Doing Business on the Web

Opportunity 3: Direct Sales


Catch 22

Agony! What do you do when the Dell

Computer equivalent in your industry sells directly over the Web, pulls in $14 million per day in revenue, and grows faster than any other competitor?

Understanding the Opportunities for Doing Business on the Web

Opportunity 4: Networking

Why does a company network its desktop computers?

Bern, Switzerland, is closer to Abu Dhabi, United

Arab Emirates

Affiliate networks

Understanding the Opportunities for Doing Business on the Web

Opportunity 5: Segmented Market

 this vast network automatically segments the market into demographic units

Want to market only to those searching for your particular product or service?

#3 on an Excite search for the phrase "body surfing" or "sand candles.“

( for an industry keyword

 a fellow learner rather than a salesman

Understanding the Opportunities for Doing Business on the Web

Opportunity 6: Competitive Advantage

Small business to compete with larger business

Web Marketing Strategies

The essential issues of marketing are also referred to as the four Ps of marketing.





Market Segmentation

Geographic segmentation – location

Demographic segmentation – information, such as age, gender, family size, income, education, religion, or ethnicity

Psychographic segmentation – variables, such as social class, personality or their approach to life

Communicating with Different

Market Segments

Identifying a group of potential customers is just the first step in selling to those customers.

Equally important is the selection of the communication media to carry the marketing message.

Media selection can be critical for an online firm because it does not have a physical presence.

Trust and Media Choice

Segmentation Using Behavior

In the physical world, businesses can sometimes create different experiences for customers in response to their needs.

The creation of a separate experience for customers based on their behavior is called behavioral segmentation.

Customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor is called usage-based segmentation.

Segmentation Using Behavior

Researchers have begun to identify common patterns of behavior and to categorize those behavior patterns.

One set of categories that marketers use today includes browsers, buyers, and shoppers.

A person might visit a Web site one day as a browser, and then return later as a shopper or buyer.

Segmentation Using Behavior

Recent study conducted in 2000 by a major consulting firm examined the behavior of 50,000 users and identified six different groups of active internet users







Choosing a Targeting Strategy

Undifferentiated Marketing

Differentiated Marketing

Concentrated Marketing

Customized Marketing

Market Segmentation on the


Customer-based Marketing


Web sites can be created that are flexible enough to meet the need of many different users.

Instead of thinking of their Web sites as a collection of products, companies can build their Web sites to meet the specific needs of various types of customers.


Product-based Marketing


Managers at many companies think of their businesses in terms of the products and services they sell

When customers are likely to buy items from particular product categories, this type of product-based organization makes sense


Offering Customers a Choice on the Web

Dell Computer has done many things well in its online business.

Dell offers customers a number of different ways to do business with the company.

Dell has links for each of the major groups of customers it has identified and also includes links to specific product categories.

Customer Relationship Intensity and Life-cycle Segmentation

Customer Relationship Intensity and Life-cycle Segmentation

Five stages of loyalty:






Advertising on the Web

Advertising is all about communication

Communication between a company and its current customers

Communication between a company and potential customers

Communication between a company and its former customers

To be effective, firms should send different messages to each of these audiences.

Advertising on the Web

Most companies that launch an electronic commerce initiative will already have an advertising program.

Online advertising should always be coordinated with existing advertising efforts.

For example, print ads should include the company’s URL.

Banner Ads

Most advertising on the Web uses banner ads.

A banner ad is a small rectangular object on a Web page that displays a stationary or moving graphic and includes a hyperlink to the advertisers Web site.

The most common sizes of banner ads are:

Full banner

Half banner

Square button

Banner Ad Placement

There are three different ways to arrange for other Web sites to display your banner ads.

A banner exchange network coordinates ad-sharing so that other sites run your ad while your site runs other exchange members’ ads.

The second way is to find Web sites that appeal to one of the company’s market segments and then pay them to carry the ads.

A third way is to use a banner advertising network.

Other Web Ad Formats

Another format of Web advertising is the pop-up ad.

A pop-up ad is an ad that appears in its own window when the user opens or closes a Web page.

Another type of pop-up ad is called the popbehind ad.

A pop-behind ad is a popular ad that is followed very quickly by a command that returns focus to the original window

The window is parked behind the user browser waiting to appear when the browser is closed.

E-Mail Marketing

Since advertising is a process of communication, it is easy to see that e-mail can be a very powerful element in any company’s advertising.

Many businesses would like to send e-mail messages to their customers and potential customers about new or existing products.

However, industry analysts have severely criticized some companies for sending e-mail messages to customers or potential customers.

Some companies have faced legal action after sending out mass e-mailings.

E-Mail Marketing

Unsolicited e-mail is often considered to be Spam.

Sending e-mail messages to Web site visitors who have expressly requested the e-mail messages is a completely different story.

A key element in any e-mail marketing strategy is to obtain customer’s approval before sending any them any e-mail that includes a marketing or promotional message.

Permission Marketing


Many businesses may send e-mail messages to their customers and potential customers.

The practice of sending e-mail messages to people who have requested them is a part of marketing strategy called permission marketing.

One Web site that offers opt-in e-mail services is

Customer Relationship


The nature of the Web allows firms to gather more information about customers’ behavior and preferences than they can gather using micromarketing approaches.

Technology-enabled relationship management occurs when a firm obtains detailed information about a customer’s behavior, preferences, needs, and buying patterns, and uses that information to set prices, negotiate terms, tailor promotions, add product features, and otherwise customize its entire relationship with that customer.

Customer Relationship


Although companies can use technology-enabled relationship management concepts to help manage relationships with vendors, employees, and other stakeholders, most currently use these concepts to manage customer relationships

Technology-enabled relationship management is often called

Customer relationship management (CRM)

Technology-enabled customer relationship management

Electronic customer-relationship management


Creating and Maintaining Brands on the Web

A known and respected brand name can present to potential customers a powerful statement of quality and value.

Branded products are easier to advertise and promote, because each product carries the reputation of the brand name.

Companies have nurtured and developed their branding program in the physical marketplace for many years.

Cost of Branding

Transferring existing brands to the Web or using the Web to maintain an existing brand is much easier and less expensive than creating an entirely new brand on the Web.

Promoting the company’s Web presence should be an integral part of brand development and maintenance.

Integrating the URL with the company logo on brochures can also be helpful.

Brand-Leveraging Strategies

Rational branding is not the only way to build brands on the Web.

One method that is working for wellestablished Web sites is to extend their dominant positions to other products and services.

Yahoo! is an excellent example of this strategy.

Brand Consolidation Strategies

Another way to leverage the established brands of existing Web sites was devised by

Della & James, an online bridal registry.

Della & James offers a single registry that connects to several local and national department and gift stores, including Crate &

Barrel, Dillard’s, Gump’s, Neiman Marcus, and


Affiliate Marketing Strategies

In affiliate marketing, the affiliate firm’s Web site includes descriptions, reviews, ratings, or other information about a product that is linked to another firm’s site that actually offers the item for sale.

The affiliate site receives a commission.

The affiliate site also obtains the benefit of the selling site’s brand in exchange for the referral.

Viral Marketing Strategies

Viral marketing relies on existing customers to tell other persons about the products or services that they have enjoyed using.

Viral marketing approaches use individual customers to spread the words.

Search Engine Positioning

Potential customers find Web sites in many different ways.

Some site visitors will be referred by a friend, others by affiliates, some will see the site’s

URL in a print advertisement or on television.

Many site visitors will be directed to the site by a search engine.

Search Engine Positioning

A search engine helps people find things on the


A search engine has three major parts

The first part called a spider, a crawler or a robot

The second part called its index or database

The third part of the search engine is the search utility

Search Engine Positioning

Marketers want to make sure that when a potential customer enters search items that relate to their products or services, their companies’ Web site URLs appears among the first 10 returned listings.

The combined art and science of having a particular URL listed near the top of a search engine results is called search engine positioning.

Search engine positioning is also called:

Search engine optimization

Search engine placement

Web Site Naming Issues

The legal and marketing aspects of Web site naming can be complicated.

Obtaining identifiable names to use for branded products on the Web is important.

URL brokers sell or auction domain names.

The Internet Corporation for Assigned Names and Numbers (ICANN) maintains a list of accredited domain name registrars.