Exercises
1) Find an article on affiliate marketing (for example search
http://www.iabuk.net ) What is the difference between affiliate marketing and PPC (Pay per click) marketing and what are the advantages and disadvantages of both?
Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts. Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. PPC involves "focusing on keywords and phrases that are relevant to a company's target market. Then, when a consumer types a matching keyword into a search engine, or visits a website that has content relevant to that keyphrase, the company's advertisements are displayed." (http://www.yourwsiadvantage.com/pay-per-click-marketing.aspx)
Affiliate marketingAdvantages
* One of the biggest benefits of affiliate marketing, is you can work from home and the work is minimal
* Easy way to create additional income for both merchants and websites
* Increase brand exposure
* If done correctly, knowing customer needs and desires can create a knowing of market trends which can help future sales in the sense that the website knows how to market products more effectively next time
* Merchants can gain more customers without spending valuable time in searching for them
Disadvantages
* High commission costs
* Brand may be misinterpretated
* Increase search engine costs
* Fraud - Link hijackers have been known to get paid instead of the merchant hacking into sites
* There are also false advertising, unlawful use of trade names, logos, or brands
Pay per Click
Advantages
* Instant Traffic - Pay per click advertising can provide instant traffic to your website
* Control & Flexibility - Pay per click advertising offers you greater control and flexibility than regular search engines
Simple to develop
No need to change website
Large range advertisers (search engines)
Disadvantages
* One main disadvantage to using this advertising has a lot to do with your market. If you are not trying to appeal to a niche group, this could have you in direct competition with a few hundred other marketers for select keywords
* taking the time to learn all the complexities involved with it
* Can become a bidding war
* Visiters may be competitors or people playing pranks
* Can be costly over long term
* Can be subject to fraud
2) How is CRM relevant to affiliate marketing?
CRM and affiliate marketing would seemingly be a perfect match. So much of what affiliate marketing handles is customer-driven, it only makes sense for the affiliate marketer to want the customer base to be satisfied. The result is a customer who feels valued. The relationship between affiliate marketing and customer relationship marketing can be said to be one where one party acts as a means to attract the consumer and the other helps to improve retention and brand loyalty.
3) Where does viral marketing fit into this mix? For an example check out the 'Obama girl'. Who/what is the purpose of the Obama girl. Find your own links for this one!
Viral marketing "refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives" (http://en.wikipedia.org/wiki/Viral_marketing). Viral marketing fits into this mix because it is using pre-existing social netowrks to increase the awareness of their brands.
The purpose of the obama girl is to raise awareness to Barrack Obama's presedential campaign. The way the video was done appealed to the younger generation who took notice. I also think she may have had an ulteria motive, such as trying to make it in hollywood by riding on the back of a popular canditate for the presidency. I think this is evidence in the fact she continued to make another video with her friends and another girl who was a supporter of McCain.
5) Methods used to improve search engine ranking include
Frequency of occurrence in body copy
Number of inbound links
Inclusion in directories such as dmoz
Title HTML Tag
Meta tags
Hidden graphic text
What is dmoz? Read about dmoxz in wikipedia. What seach engines use dmox? I have a personal online book business called OZRURAL. Is it listed in dmoz?
The Open Directory Project (ODP), also known as Dmoz is a multilingual open content directory of World Wide Web links owned by Netscape that is constructed and maintained by a community of volunteer editors. ODP uses a hierarchical ontology scheme for organizing site listings. Listings on a similar topic are grouped into categories, which can then include smaller categories. ODP data powers the core directory services for many of the Web's largest search engines and portals, including Netscape Search, AOL Search, Google, and Alexa. Yes OZRURAL is listed on Dmoz.
Monday, October 26, 2009
Tuesday, October 13, 2009
Online Customers - Week 10
1) In Chaffey (2008) chapter 4 three types of shopper behaviour are identified. These are the tracker, the hunter, and the explorer. What are the characteristics of these customer behaviours and how in particular might you encourage an explorer to purchase online?
The tracker is the individual who knows what they want to purchase. If they are able to find the product that they want it will take little persuasion to convert them or convince them to purchase the product. They may compare with other sites. They seek for specifics such as price, availability, delivery time, etc.
The hunter is the consumer who uses the internet as a such of information gathering. They know what kind of product they intend to buy and some features they are after and use the internet to compare products and help to make a decision to purchase. They need more information and help in their purchase process.
The explorer are individuals don’t even have a particular product in mind when browsing. They might have defined objectives or no objectives at all. They might be shopping for a friend/killing time/or looking for ideas for the house. Therefore it is important to offer guidance techniques to help with the possible objections that they might have, such as gift ideas, themes, new styles/releases.
2) Given that the main fears about using the Internet are securtity and privacy, what can organisations do to reassure customers?
* Make security a priority, especially consumers private information
* Maybe have a customer feedback section where customers can write about there experience, positve feedback is always something i look for if im buying something from a website
* having a good layout of the webpage that is easy to navigate
* Have privavcy statements that the consumer can eaily understand
3) Onsite information processing can be divided into 5 stages. - 1) Exposure, 2) Attention, 3) Comprehension and perception, 4) yielding and acceptance and the last is 5)loyalty. What do you think is meant by each of these stages?
Exposure is ensuring that the content is available.
Attention is where the website wants to draw attention to... where they want to customer to look
Comprehension and perception is the use of media forms, such as graphics and text.
Yielding and acceptance is that consumers will demand different information.
Loyalty, i think this means if the consumer is loyal to you, if they have a good experience then they generally will go back to the website.
4) How can (online) customer loyalty be improved?
I think customer loyalty can be inproved by on time deliveies, good producst that do what they say they do, having customer support a top priority and having a good communication timeframe if a customer asks about a product or about their order, and shipping and handling prices that are reasonable.
5) It is very cost effective to conduct online market research, but there is also potential for sampling errors. The article extract below shows that 78% of women would rather have a pet than a husband. Do you think this figure is accurate? Give reasons for your answer.
An online poll released by DogCatRadio.com, shows more women would rather have a pet than a husband.Of the 103,900 votes cast in a period of seven days, an overwhelming 78% voted for a furry rather than a hairy companion. The poll has a sampling error of plus or minus three percentage points.While it's been said that a dog is "Man's best friend", the radio station says that 87% of its listeners are women between the ages of 23-49.
No I dont think this figure is correct. Seven days is not a long time to have a vote open for, the women who voted could have voted multiple times, as the poll was done online there is no guarantee that only women voted, and i think that more data would be needed to come to a more conclusive result. Also maybe the majority of women who voted were single, this could have had an impact on the result.
6) As more and more services can be delivered via mobile devices, there is already talk of the post-PC consumer. What impact will this have on marketing?
This will probably make marketing more targeted to the individual, nowadays you can sign up for sms notifications from your telephone bill to whats happening at your local club on saturday nights.
7) Watch the 1800 flowers video. If you want to just watch the 2 minutes versions. How does 1800 flowers optimise fresh delivery of flowers in all states of America?
I couldn't access this video
8) Watch the Yahoo video (or just the 2 minute version). What are the key elements of a social network that are identified?
The tracker is the individual who knows what they want to purchase. If they are able to find the product that they want it will take little persuasion to convert them or convince them to purchase the product. They may compare with other sites. They seek for specifics such as price, availability, delivery time, etc.
The hunter is the consumer who uses the internet as a such of information gathering. They know what kind of product they intend to buy and some features they are after and use the internet to compare products and help to make a decision to purchase. They need more information and help in their purchase process.
The explorer are individuals don’t even have a particular product in mind when browsing. They might have defined objectives or no objectives at all. They might be shopping for a friend/killing time/or looking for ideas for the house. Therefore it is important to offer guidance techniques to help with the possible objections that they might have, such as gift ideas, themes, new styles/releases.
2) Given that the main fears about using the Internet are securtity and privacy, what can organisations do to reassure customers?
* Make security a priority, especially consumers private information
* Maybe have a customer feedback section where customers can write about there experience, positve feedback is always something i look for if im buying something from a website
* having a good layout of the webpage that is easy to navigate
* Have privavcy statements that the consumer can eaily understand
3) Onsite information processing can be divided into 5 stages. - 1) Exposure, 2) Attention, 3) Comprehension and perception, 4) yielding and acceptance and the last is 5)loyalty. What do you think is meant by each of these stages?
Exposure is ensuring that the content is available.
Attention is where the website wants to draw attention to... where they want to customer to look
Comprehension and perception is the use of media forms, such as graphics and text.
Yielding and acceptance is that consumers will demand different information.
Loyalty, i think this means if the consumer is loyal to you, if they have a good experience then they generally will go back to the website.
4) How can (online) customer loyalty be improved?
I think customer loyalty can be inproved by on time deliveies, good producst that do what they say they do, having customer support a top priority and having a good communication timeframe if a customer asks about a product or about their order, and shipping and handling prices that are reasonable.
5) It is very cost effective to conduct online market research, but there is also potential for sampling errors. The article extract below shows that 78% of women would rather have a pet than a husband. Do you think this figure is accurate? Give reasons for your answer.
An online poll released by DogCatRadio.com, shows more women would rather have a pet than a husband.Of the 103,900 votes cast in a period of seven days, an overwhelming 78% voted for a furry rather than a hairy companion. The poll has a sampling error of plus or minus three percentage points.While it's been said that a dog is "Man's best friend", the radio station says that 87% of its listeners are women between the ages of 23-49.
No I dont think this figure is correct. Seven days is not a long time to have a vote open for, the women who voted could have voted multiple times, as the poll was done online there is no guarantee that only women voted, and i think that more data would be needed to come to a more conclusive result. Also maybe the majority of women who voted were single, this could have had an impact on the result.
6) As more and more services can be delivered via mobile devices, there is already talk of the post-PC consumer. What impact will this have on marketing?
This will probably make marketing more targeted to the individual, nowadays you can sign up for sms notifications from your telephone bill to whats happening at your local club on saturday nights.
7) Watch the 1800 flowers video. If you want to just watch the 2 minutes versions. How does 1800 flowers optimise fresh delivery of flowers in all states of America?
I couldn't access this video
8) Watch the Yahoo video (or just the 2 minute version). What are the key elements of a social network that are identified?
Tuesday, October 6, 2009
New Media and the Brand - Topic 9
reflections on 'New Media and the Brand'
People all around the world are now spending more and more time online, reuslting in less time spent reading newspapers, listening to the radio and watching tv, as basically all these things can be done online. Social netowrking websites have become very popular and have the ability to put you in contact with thousands of people. Helen Walters stated that "If the population of Brazil is on facebook then advertising on it is like sending Brazil a postcard" Nearly every website has advertising on it, and with so many adds on our favourite websites many people just ignor them, the key is to have an advertisment that catches the attention of the person on the website, otherwise it is just a waste of space and money. Placing brands on social networking web sites such as facebook and twitter is a great way for companies to get there product out there.
People all around the world are now spending more and more time online, reuslting in less time spent reading newspapers, listening to the radio and watching tv, as basically all these things can be done online. Social netowrking websites have become very popular and have the ability to put you in contact with thousands of people. Helen Walters stated that "If the population of Brazil is on facebook then advertising on it is like sending Brazil a postcard" Nearly every website has advertising on it, and with so many adds on our favourite websites many people just ignor them, the key is to have an advertisment that catches the attention of the person on the website, otherwise it is just a waste of space and money. Placing brands on social networking web sites such as facebook and twitter is a great way for companies to get there product out there.
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