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Internet Marketing Intelligence
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Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Content
Chapter 5 |
Market Analysis |
Chapter 5 Market analysis5.1 Trends5.1.1 Mega trends 5.1.2 Emerging Web Trends 5.1.3 1999 Web Trends 5.1.4 Where in the world is the Net taking us? 5.1.5 Future.sri.com 5.1.6 Predictions for the Web in 1999 5.1.7 Other trend forecasts 5.1.8 E-Commerce 5.1.9 Trends Technology 5.1.10 Drivers for Change – Consumers 5.1.11 Demographics 5.2 Internet statistics5.2.1 Internetstatistic.com 5.2.2 E-Marketer STATISTIKK 5.2.3 NUA 5.2.5 Activmedia 5.2.6 Dataquest 5.2.7 Surveyn.Net – Internet User Survey #2 5.2.8 Other Statistik 5.2.9 Web shopping Statistics 5.3 One to One marketing / Relationship marketing5.3.1 Relationship Marketing 5.3.2 1:1 marketing 5.3.3 Permission marketing 5.3.4 Power tools for 1:1 5.3.6 Critical Questions 5.3.8 The state of one to one online, part II 5.4 Customer care/ customer service5.4.1 Customer Care Pricewaterhous & Coopers 5.4.2 Customer Relationship Management CRM 5.4.3 Customer service 5.4.4 Collect customer information 5.4.5 Customer service 5.4.6 Internet Customer Service 5.5 Personalization5.5.1 Personalization: Marketing to one: 5.5.2 There are 4 ways to ad personalization to the web site 5.5.3 Different articles about personalization 5.6 Privacy5.6.1 Information sources on Internet concerning privacy 5.6.2 Articles about privacy 5.7 Security5.7.1 Different articles concerning security 5.7.2 NUA Security Issues 5.8 The Market place 1to1 after Peppers & Rogers5.8.1 Communications and Media 5.8.2 Customer Knowledgebase 5.8.3 Mass Customization 5.8.4 Distribution and Channel 5.8.5 Organizational Structure 5.9 The future of One to One Web Technology5.9.1 The Future of One-to-One Web Interactivity 5.9.2 The Future of One-to-One E-Mail 5.9.3 The Future of One-to-One Web Site Personalization 5.9.4 The Future of One-to-One Push 5.2.5 The Future of One-to-One Community 5.9.6 The Future of One-to-One Web Presentation and Conferencing 5.9.7 The Future of One-to-One Advertising and Promotion 5.9.8 The Future of One-to-One Web Site Tracking and Analysis 5.9.9 The future of tracking in a word: databases. 5.10 Products and customers5.10.1 Who is buying what over the Internet? 5.10.2 Customer-business interaction 5.10.3 Business relationships and communications 5.11 Changes in the market place5.11.1 Drivers of Change 5.11.2 Consumer Behaviour 5.11.3 Industry Response 5.12 Changes in the market response5.12.1 Product & Service Offering 5.12.2 Relationship Marketing 5.12.3 One to One Marketing 5.12.4 Mass Customisation 5.12.5 Future Delivery Mediums 5.13 Changes in delivery mediums5.13.1 Post 5.13.2 Fax 5.13.3 CDs and Disks 5.13.4 Kiosks 5.13.5 Pagers and PDAs 5.13.6 Telephones and Smartphones 5.13.7 Interactive TV 5.13.8 Web TV 5.13.9 Internet E-mail 5.13.10 Internet World Wide Web 5.13.11 Proprietory ISPs 5.13.12 Summary |
5.3 |
One to One Marketing / Relationship Marketing |
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Customer Communications Group http://www.customer.com/
At CCG, we know relationship marketing doesn’t happen overnight. Instead, it demands a time investment and commitment from every level of your organization to establish and maintain a successful program. Like the simplest of construction projects, relationship marketing builds upon a strong foundation —
customer loyalty.
5.3.1 Relationship Marketing
5.3.1.2 FAQ’s
Q. What is relationship marketing?Relationship marketing identifies and markets to your most loyal existing customers to increase profits and lifetime value. Q. Why are existing customers so important?Customers become more profitable to a firm over a period of years for several reasons:
A base level of profitability is achieved year after year. Satisfied customers use a firm’s services more and more each year which increases revenue. The cost of servicing a customer declines each year. Satisfied customers generate new business through referrals. A five percent increase in customer retention can equal a 25 to 85 percent increase in profitability (depending on the industry).
Q. Why is customer communication so important to relationship marketing? Customers appreciate it when you take the time to talk and listen. Just as you wouldn’t try to enhance and build a personal relationship without some form of communication and interaction, the same holds true for building customer relationships. If they are your best customers, they will respond positively to recognition and rewards.
Q. Who uses relationship marketing? Anyone interested in reducing marketing costs, increasing customer lifetime value and growing their return on investment.
Q. How do you get started? It’s important to choose a marketing firm that is compatible with your unique needs. There are some important questions to keep in mind when choosing a partner:
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5.3.1.3 MKT 7008
http://www.cad.gu.edu.au/mkt/pgrad.html
http://www.cad.gu.edu.au/mkt/mkt3005/lecture/ lecture4/home.htmhttp://www.cad.gu.edu.au/mkt/ugrad.html MKT 3005 Lecture 4 5.3.2.1 Some Stats
5.3.2.2 Cookies
5.3.2.3 Problems with cookies
5.3.2.4 Server Logs
5.3.2.5 1:1 marketing
5.3.2.6 Communications Era (1995 (?) to ?)
5.3.2.7 New market segmentation
5.3.2.8 Technographic example
5.3.2.9 Two Foundations of 1:1 marketing
5.3.2.10 Three principles of 1:1 marketing
5.3.2.11 Future of 1:1 marketing: Microchips
5.3.2.12 Example of 1:1 marketing
5.3.2.13 Potential dangers of 1:1 marketing
5.3.2.14 Other pitfalls to avoid
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5.3.3 Permission marketing
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5.3.4 Power tools for 1:1
4 basic ways personalisation is conducted with technologyKeyword-based customisationCollaborative filteringRules-based personalisationCase-based personalisation |
5.3.4.1 Keyword-based customisation
5.3.4.2 Collaborative filtering
5.3.4.3 Downside of collaborative filtering
5.3.4.4 Rules-based personalisation
5.3.4.5 Challenges with rules-based personalization.
5.3.4.6 Case-based personalisation
5.3.5 Summing up 1:1
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5.3.6 Critical Questions
5.3.6.1 Behind the success stories of one to one marketing — a «will-be» success story
WEB MARKETING STRATEGY
http://www.webcmo.com/jwmr/jwmr06.htm
Suppose one to one marketing was an excellent marketing concept. After so many years of practice, wouldn’t we expect to see NUMEROUS success stories? Even if one to one marketing was an «adequate» marketing concept, we would still expect to hear of SOME success stories.
5.3.6.2 Success story of British Airways
(http://www.1to1.com/tools/success_stories/ss-ba.html )
How likely is BA to be able to increase its customer loyalty from these VERY LOYAL
customers?
5.3.6.3 Behind the success story of one to one marketing (2) –Value driven marketing strategy
http://www.webcmo.com/jwmr/jwmr07.htm
I have never claimed I am an expert of anything. However, I am afraid I have to claim that I am an expert on one to one marketing after reading the success story about Pitney Bowes –if we could call it one to one
marketing. As well, I do believe I know a bit more on this subject than Peppers and Rogers do.
5.3.6.4 Success story of Pitney Bowes
(http://www.1to1.com/tools/success_stories/ss-pb.html )
The key point of this marketing strategy is to focus your resources on the most valuable customers. |
FIRST-EVER REVIEW OF WORLD’S BEST 1to1 WEB SITES
http://www.1to1.com/articles/i1-040199/index.html?VT=UWi_mUeZ9FOijIi_aQ2DibtUcidqcuKD7B_jlJC13T
Bruce Kasanoff
Today we release a comprehensive report, The State of One to One Online (Volume 1.0), which profiles the best 1to1 Web sites. This is the first in a series of reports that will track best practices of companies using the Web to build a loyal customer base.
Starting with some 500 sites nominated entirely by the 100,000+ readers of this newsletter, our analysts culled the list to 51 sites, all of which we rated on more than 85 subjective and objective criteria. These sites come from five different categories: Information Technology, Direct-to-Consumer, Financial Services, Travel & Hospitality, and Innovators – a category we added to capture the noteworthy
activities of sites outside our focus industries. Our report profiles 32 of these Web sites in considerable detail.
The 100-page report also identifies 21 capabilities that enable leading sites to build competitive advantage with 1to1 strategies. Each of these capabilities is backed by one or more best practices, demonstrating the capability in action. Here are two examples:
The top Web sites leverage the low cost of interacting with customers online to gather and store information on individual customer tastes and preferences. The sites then use this information to make recommendations to a customer based on what other, like-minded customers would want.
One way to accomplish this is through a technique known as collaborative filtering, in which a site combines the preferences and interactions of similar users. A site compares your preferences with those of other customers in its database, and then makes recommendations to you. The more it knows about a given customer, the more useful its recommendations can be. Collaborative filtering can provide a powerful incentive for customers to be loyal, and it can help your firm increase the number and size of transactions a customer does with your firm.
A relatively small, if growing, number of sites uses this technology today. Those that do, however, have met with success in increased sales and loyalty from customers.
While many companies do an effective job of attracting users to their sites, keeping them coming back can be somewhat of a challenge. Many of the Internet portal sites like Excite http://www.excite.com and My Yahoo http://www.my.yahoo.com ! know that gaining customer loyalty often requires offering the best products available, rather than developing unique products of their own. Even sites that are focused on selling their own products and services can benefit from partnering with companies that offer complementary products.
The integration of a partner’s products and services should appear seamless to the user, however. For example, many travel sites use a back-end flight information database from Sabre. Sabre allows a partner to access Sabre data while using its own front-end Web systems. Thus, the user may never find out that the actual functionality is being provided by an outside vendor. In other cases, it is in the best interest of a site to leverage the names of its partners – either the ones to which it supplies services, or the ones from which it buys services.
Across all industries, we found 73 percent of today’s best sites had partnership arrangements with at least one other company. We were pleased to find that for the most part the integration of the partner site was done well.
5.3.8 The state of one to one online, part II
http://www.1to1.com/articles/i1093099/top25.html?VT=fBi_mUeOAMHijIi_aQ2DibtUcidqcuKD7B_jlJC13T#a1 Julien Beresford, Director of Research and Publications September 30, 1999 Inside 1to1
How well does your Web site identify customers and prospects, and differentiate them by need or value? How well does your site interact with customers? How good are you at forming the kind of Learning Relationships that lead to loyalty and customer retention on the Web? How well does your site compare to
others in your industry?
Overall, we found that one to one marketing online has advanced slowly since our first report. Financial Services sites are the leaders among all industry categories for several reasons. First, they provide customers with Internet-based, easily digitized financial information and tools to manage their portfolios. Since the Internet is a natural medium for financial services, there are literally thousands of competitors from which customers can choose. This «hyper» competition typically drives a market quickly to a mature state, and we found most of the Financial Services sites quite sophisticated in their deployment of one to one marketing techniques.
While there were many differences in the degree to which sites and industry groupings used one to one marketing, there were also some striking similarities across the four IDIC dimensions we used (Identify, Differentiate, Interact, and Customize) to evaluate sites:
Identification: Most one to one sites respect customer privacy and offer enticements to register, but are still learning how to gather the data. Consumer Goods and Financial Services were the leaders in identifying customers online, with the other industries closely following. Differentiate: All top one to one sites recognize returning customers, and many are organized around customer needs, but most lack differentiated customer support and rarely incorporate data from other parts of the enterprise into the Web experience. Travel and Hospitality sites do a far better job overall of differentiating customers by need. The various types of travel arrangements required by business and individual travelers make it imperative for competitors in this industry to offer different features for different types of travelers.
Interact: Since the Web provides an efficient way for customers to interact with a company, it’s not surprising that all of the industries represented by the sites we reviewed did a good job interacting with customers. Financial Services and Consumer/Business Services are the leaders in interacting with customers.
Customize: All one to one sites personalize the Web experience to some degree and allow their customers to tailor the site. Portals and media sites are the clear leaders in customizing the online experience for users and customers. The keen competition for eyeballs and «stickiness» in this segment demands that sites customize the information provided to the end user. |
One of eight categories or industries:
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