E-Customer Relationship Management

Transcription

1 E-Customer Relationship Management Rony Medaglia Proposta 2 Associate Professor Department of IT Management [email protected] Monday 25 March 2013

2 Learning outcomes Outline different methods of acquiring customers via electronic media Evaluate different buyer behaviour amongst online customers Describe techniques for retaining customers and cross- and upselling using new media.

3 Session 9 Readings Chaffey, D. (2011). E-business and E-commerce management, chapter 9: Customer Relationship Management, pp

4 The four marketing activities of customer relationship management

5 a definition Applying Internet and other digital technology (web, , wireless, itv, databases) to acquire and retain customers (through a multi-channel buying process and customer lifecycle) by improving customer knowledge, targeting, service delivery and satisfaction

6 Business value of customer relationship management 1. Increased customer satisfaction 2. Reduced direct-marketing costs 3. More effective marketing 4. Lower costs for customer acquisition/retention 5. Increased sales revenue 6. Reduced churn rate

7 Marketing applications of CRM A CRM system supports the following marketing applications: Sales force automation (SFA). Customer service management. Managing the sales process.

8 Marketing applications of CRM Campaign management. Managing ad, direct mail, and other campaigns Analysis. Through technologies such as data warehouses and approaches such as data mining

9 How the Internet can impact on the buying process for a new purchaser

10 Relationship between satisfaction and loyalty

11 Online and offline communications techniques for e-commerce

12 Measures used for assessing campaign success

13 Information sources when researching/considering a product or service

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15 Stages in producing natural search engine listings

16 Which are the ranking factors affecting position in Google SERPs? On-page optimization Document meta data Document content Creation of new pages Off-page optimization Link-building External links Links In Backlinks Inbound links AND Internal links Behavioural Popularity of sites from toolbar Google s search spam filters

17 Which factors affect returns from paid search? Amount bid (Max CPC) Clickthrough rate Match types especially negative matches Use of content network Landing page quality Click fraud! In Google AdWords, Live Search and Yahoo! Quality Score especially important

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19 Web analytics: what is it? A tool that analyzes website behaviour. Using website analytics you can find out: Where your website visitors are coming from What website visitors are looking for, based on the keywords they used to find your site How long visitors stayed on your site What pages they visited

20 Web analytics measurements Channel promotion % of referrals Cost per acquisition Channel buyer behaviour Stickiness: Page views/ visitor sessions Repeats: visitor sessions/ visitors Bounce rate: home page views/ all page views

21 Bounce rate The percentage of entrances to a web page that result in an immediate exit from the website

22 Online PR categories and activities

23 The affiliate marketing model

24 Viral marketing

25 Effectiveness of viral marketing Creative material the viral agent Seeding Tracking

26 Next session: 8/4: Network economics and ebusiness lock-in Rony Medaglia Mobile: