Post on 13-May-2015
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Using the Internet Using the Internet for for Marketing Marketing
CommunicationsCommunicationsChapter Chapter 99
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.
Building Customer-Centric Websites
• 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
The 6 StepCommunication
Process
ViralViral((Word-of-MouthWord-of-Mouth) )
MarketingMarketing
www.marketingterms.com/dictionary/viral_marketing/
Internet Internet MarketingMarketing
Cool Examples
• T• X• X• X• X• X• x
In In Ne
In In Ne
Resources