Week 12

1) Read the affiliate marketing article. What is the difference between affiliate marketing and PPC (Pay per click) marketing and what are the advantages and disadvantages of both.

2) How is CRM relevant to affiliate marketing?

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!

4) In the powerpoint presentation there is a link to Overture which was a 'key word' search tool. You will find that it is no longer there - one of the ongoing issues with web resources. Yahoo bought Overture and shut it down. Do your own search and see if you can find an alternative to Overture. Also see the discussion page and share your thoughts there.

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?

Search engines (currently) do not recognise images, so it is neccessary to provide an alternative text description of each image. This is particularly important for company logos.

week 11

1) What did Monster.com want to use CRM for?

They wanted to use a package to provide their sales force with instant information on prospective buyers.

2) What were some of the issues and problems caused in the first 12 months and how were they resolved.

PROBLEM: The system was slow and sales people couldn’t access the database for one year.

RESOULTION: lots of money and management time was invested into the system .

The article states that 'Simply put, CRM software is designed to help companies keep track of their customers and boost revenues by increasing customer loyalty'

3) Do some research yourself. Who were the major CRM vendors in 2002 (from the article) and are there any new players now? See the video in the powerpoint presentation as well.

MAJOR VENDORS: Fortune and a telecommunications company

4) What is the main reason CIO's (Chief Information Officer) run into trouble with the introduction of CRM systems? What is the best way to achieve a successful introduction?

The main reason is that employees don’t have the skills and training to be able to use the system properly. They are implemented to quickly and employees actually don’t want to have to use them

5) Find three additional references on CRM and write several paragraphs to demonstrate your understanding of the key elements of CRM.

What is CRM – custom relationship managament.

What is E-CRM

Assess the relevance of the concepts of relationship, direct and database marketing marketing on the Internet. It also evaluate the potential of the Internet to support one-to-one marketing and the range of techniques and systems available to support dialogue with the customer over the Internet.

CRM Applications

1 Sales force automation

2 Customer service management

3 Managing the sales process

4 Campaign management

5Analysis

Examples of CRM data

• Personal and profile data

– Contact details

– Preferences

• Transaction data

– Sales history

• Communications data

– Campaign history

– Research / Feedback / Support queries

– Contact reports (B2B)

CRM incorporates permission marketing. Therefore, no spam, requires opt-in and opt-out.

Some companies who do good CRM are:

· Blackberry

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 – they know exactly what product they want and use the web to track it down. They check price, availability, delivery time, delivery chargers and after sales support.

The Hunter- doesn’t have a specific product in mind, but they know what sort of product they are looking for, ie digital camera. They probably have a feature in mind, the use the net to reseach products and make an informed decision about the available alternatives.

The Explorer – They don’t have a particular product in mind, but they have an objective – buy a present for a friend.

2) Given that the main fears about using the Internet are securtity and privacy, what can organisations do to reassure customers?

Organisations need to establish systems so that customers feel sucure about the purchase. This can be done by setting up a blog encourgaing users to rate how satisfied they are. They could also implement a 30 day money back if the product is not delivered. Furthermore, they need to make a privacy statement reassuring customers that there information is sercure.

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.

Explain what is meant by each of these stages.

EXPOSURE – is the site reaching your target market? Are the customers exposed to it?

ATTENTION- does the site appear to attract the attention of your target market?

COMPREHENSION AND PRECEPTION- does the target market see the advertisment in the way you want them to?

YEILDING AND ACCEPTANCE- do they accept the add and the message in the add? Will the buy the product?

LOYALTY- will these customers become repeat customers?

4) How can customer loyalty be improved? Discuss the importance of loyalty and give some examples that would help build loyalty online.

The primary determinants of loyalty online include quality customer support, on-time delivery, good product presentation, reasonable pricing and clear privacy policies.Customer loyality can be improved by creating a loyalty program that encourages return business. An example – giving 20% off their next purchase. Online businesses could also create an online community –depending on the product, but if it was a game, an on line community would be prefect to encourage consumers to continue buying the product from yor site. Users could trade hints, compete with each other etc

5) It is very cost effective to conduct online market research, but there is also potential for sampling errors. One of the powerpoint slides 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.

This figure could very well be accurate depending on the target amrket. Because it the target market was over 40 it is a possabily that they may want a pet rather than a husband, because they have already been married once or don’t believe that they will ever get married again after tehprevious experience. At the younger end, these people are career orientated and no not wish to be in a relationship now. But posibly they will in the future. However, i cant see a dog doing some of the more active things that a husband could do, such as driving the kids to school.....

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?

i don’t think this will have a dramatic impact on the PC market, as businesses are still going to want their standard PC, the same as families and anyone who is only purchasing one computer for a group of people. Although, it will affect the sales of laptops, if consumers can replace their laptops with lighter, more moblie devices they will – purely for the profitability aspect.

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?

8) Watch the Yahoo video (or just the 2 minute version). What are the key elements of a social network that are identified?

Week 9 Reflection chapter 10

I think that new media has come a long way as pretty much everyone knows, coming from the old days of boy bands and computer games that housed about 3 different colours in total. Now the sophistication that is in the world today, the I-Phone, I-Pad just to name 2 that wouldnt even be in the wildest dreams of the child i once was.

The world used to be completly controlled by the governing body which at the time was the corporation its self, now days its very much focused on the consumer. If a company still operates in the old way, itsw a matter of time until they dissapear inot this air.

The consumer likes to be in control and almost determine what a corporation should make and do and how to operate, massive power and influence!