Using the Internet Using the Internet for for Marketing Marketing

CommunicationsCommunicationsChapter Chapter 99

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Customer-CentricCustomer-Centric Marketing Marketing

CommunicationsCommunications

• The Internet is the IDEAL medium for communicating between firms and their customers.

• Great for targeting specific segments with customized offers and messages.

• Internet facilitates MASS CUSTOMIZATION through real-time one to one dialog.

• Customer-centric: customers EXPECT high degree of interaction and individualization.

• Relationship marketing demands excellent communication strategies.

Internet CommunicationsInternet Communications

Customer-Centric Marketing• Interactive marketing enables customers to

react with the firm.• Customers can customize the firms’ website

based on their wants, needs, interests.• Demands a robust database marketing system.• Leverage customer registration information to

customize their interactions with the organization.

• Vehicles to focus on your customers include: customized newsletters, individualized content based on their click-through activity and their defined preferences.

https://www.usaa.com/inet/pages/why_choose_usaa_main?wa_ref=pub_global_usaaandu

Building Customer-Centric Websites

http://www.practicalecommerce.com/blogs/post/638-Creating-Customer-Centric-Web-Sites

http://www.customercarewords.com/

http://www.youtube.com/watch?v=cd_eQwoovaw

http://newagemarketing101.com/2011/04/02/8-steps-to-ensure-that-your-online-web-presence-is-customer-centric/

http://www.mimecast.com/

• The marketer or the client/prospect can start the conversation.

• The firm gets information on the customer in three (3) different ways:– It’s database.– How the customer came to their website (click

stream data.)– How the customer navigated through the website.

• PEOPLE LOVE TO BE RECOGNIZED AND PEOPLE LOVE TO BE RECOGNIZED AND TREATED SPECIALTREATED SPECIAL.

• There are 44 categories of communication a firm

has with its customers ->->

IndividualizationIndividualization

MASS offline Personal offline MASS online Personal online

4 Communication Channels4 Communication Channels

• Personal websites• Wireless devices• Dynamic ads• Interactive TV• Email marketing• User forums / online communities

Personal Personal Online

Interactive TV

http://www.clickz.com/clickz/column/1697492/interactive-tv-ads-real-life-examples

http://abcnews.go.com/Technology/google-tv-system-combines-television-shows-online-video/story?id=11795074

http://itvt.com/

The 6 StepCommunication

Process

ViralViral((Word-of-MouthWord-of-Mouth) )

MarketingMarketing

www.marketingterms.com/dictionary/viral_marketing/

http://www.youtube.com/watch?v=9l4kAUdcxls

http://www.blogstorm.co.uk/the-top-10-viral-marketing-campaigns-of-all-time/

http://www.briansolis.com/2011/10/our-digital-society-in-the-next-30-years-an-interview-with-john-battelle/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+briansolis+%28Brian+Solis%29

http://sixrevisions.com/web-technology/6-predictions-for-the-future-of-the-internet/

http://www.youtube.com/watch?v=NwVBzx0LMNQ

http://www.youtube.com/watch?v=off08As3siM

Internet Internet MarketingMarketing

http://www.theinternettimemachine.com/marketing-blog/2010/12/what-does-the-future-hold-for-internet-marketing-in-2011/

Cool Examples

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