Electronic Marketing
Electronic Marketing
Tutorial Exercise 6 (Questions 1 – 8, p.378)
RELATIONSHIP MARKETING USING THE INTERNET
1. Why is the Internet a suitable medium for relationship marketing?
The interactive nature of the web combined with email communications provides an ideal environment in which to develop customer relationships, and databases provide a foundation for storing information about the relationship and providing information to strengthen it by improved, personalised services.
The costs of managing individual relationships in one-to-one marketing are very high and most companies apply CRM by using approaches which automate the tailoring of services to develop relationships with customer segments rather than individuals. As such, the Internet becomes a cheaper and easier way of bringing about this automation.
2. Explain ‘personalisation’ in an Internet marketing context.
Refers to customisation of information requested by a site customer at an individual level; delivering customised content for the individual through web pages, email or push technology.
3. What is meant by ‘customer profiling’?
A method of understanding individual consumers online by recording data such as age, sex, content preferences and interest (B2C) or size of company, industry and buyer decision making position (B2B), through methods such as installing cookies, collaborative filtering and monitoring content viewed.
Online customer profiling can be used to target advertisements, personalise web sites and match services to a specific customer's needs.
4. Explain the concept and benefits of the ‘sense and respond’ approach to customer communications.
• Delivering timely, relevant communications to customers as part of a contact strategy based on assessment of their position in the customer lifecycle and monitoring specific interactions with a company’s website, emails and staff.
This involves use of web technologies by online marketers to track the past behaviours of customers in
Tutorial Exercise 6 (Questions 1 – 8, p.378)
RELATIONSHIP MARKETING USING THE INTERNET
1. Why is the Internet a suitable medium for relationship marketing?
The interactive nature of the web combined with email communications provides an ideal environment in which to develop customer relationships, and databases provide a foundation for storing information about the relationship and providing information to strengthen it by improved, personalised services.
The costs of managing individual relationships in one-to-one marketing are very high and most companies apply CRM by using approaches which automate the tailoring of services to develop relationships with customer segments rather than individuals. As such, the Internet becomes a cheaper and easier way of bringing about this automation.
2. Explain ‘personalisation’ in an Internet marketing context.
Refers to customisation of information requested by a site customer at an individual level; delivering customised content for the individual through web pages, email or push technology.
3. What is meant by ‘customer profiling’?
A method of understanding individual consumers online by recording data such as age, sex, content preferences and interest (B2C) or size of company, industry and buyer decision making position (B2B), through methods such as installing cookies, collaborative filtering and monitoring content viewed.
Online customer profiling can be used to target advertisements, personalise web sites and match services to a specific customer's needs.
4. Explain the concept and benefits of the ‘sense and respond’ approach to customer communications.
• Delivering timely, relevant communications to customers as part of a contact strategy based on assessment of their position in the customer lifecycle and monitoring specific interactions with a company’s website, emails and staff.
This involves use of web technologies by online marketers to track the past behaviours of customers in