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Kunnskapskilden – E-Business
Kunnskapskilden – E-Business –
E-Business, E-Customer, Relationship and Interactivity
Dissertation
The E-Business, the E-Customer,
their Relationship and Interactivity
Jan Vig
Dissertation av Jan Vig om E.Business, E-Customer, Relationship and Interactivity (286 sider) i forbindelse med Masterstudie i Information Technology and Communication Juni 2000.
The E-Retailer Business, the E-Customer,
their Relationship and Interactivity
Table of Contents
Chapter 3 |
The E-Retailer Commerce |
Chapter Three E- Retailer Commerce3.1 Introduction |
3.7 |
The E-Retailer and Promotion |
The first thing E-Retailers need to do before beginning their marketing and promotion campaign is to decide what they are promoting, what they want to achieve, and who they are targeting. Online promotion techniques in tandem with offline promotion channels will serve to enhance the E-Retailers image. The E-retailer has a lot of possibilities for promotion both online and offline their E-Retailer Commerce Site.
Promotion mix is divided into four major parts: advertising, personal selling, sales promotion (SP) and public relations (PR). Participation in fairs or exhibits gives added value to the E-Retailer. By using sales promotion as a promotion tool, The E-Retailer is able to get stronger and quicker responses from the customers. Public relations highlight the E-Retailer’s status by giving publicity to the company. PR, used in a right way, gives the company high credibility and expressiveness in its actions. News and stories given in a form of press kits, speeches, seminars, annual reports or sponsorships and read from a newspaper by the customer usually seem more authentic and credible than advertising itself.
The E-Retailer can use direct mailing to gain customers. This will enable the E-Retailer to establish direct contact between the company and the target market. The E-Retailer can distribute brochures to the customer Groups. The E-retailer could advertise in business newspapers with the Web Site, through centers and at trade fairs. Using online promotion techniques in tandem with offline promotion channels will serve to enhance the E-Retailers image. This could be achieved by well-placed and targeted advertising campaigns.
The E-Retailer has different possibilities for promotion as mentioned above. In the Figur below is Internet pronotion described in four levels:
Source: Birch, Gerbert and Schneider(2000:123)
Figur 3.4 Internet promotion on four levels
According to Kent and Calishain (1999) the E-Retailers has the following main possibilities for promoting:
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See Appendix 5 for further online promotion possibilities.
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