© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMPLEMENTING INTERACTIVE AND

MULTICHANNEL MARKETING

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10-year trend in Internet/Web users and online 10-year trend in Internet/Web users and online retail sales revenue in the United Statesretail sales revenue in the United States

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Customer Value Creation in Market-space

• Interactivity, Individuality, and Customer Relationships in Marketspace• Choiceboard

Collaborative filtering

• Personalization Permission marketing

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES

IN THE NEW MARKETSPACE

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Creating an Online Customer Experience

CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES

IN THE NEW MARKETSPACE

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Website design elements that drive customer Website design elements that drive customer experienceexperience

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• The Online Consumer• Profiling the Online Consumer

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN

MARKETSPACE

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Internet web access at home among U.S. Internet web access at home among U.S. householdshouseholds

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Online consumer sales by product/service Online consumer sales by product/service category: 2001 and 2005category: 2001 and 2005

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Why consumers shop and buy onlineWhy consumers shop and buy online

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Why Consumers Shop and Buy Online • Convenience

Bots Eight-second rule

• Choice

• Customization Customerization

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN

MARKETSPACE

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Why Consumers Shop and Buy Online • Communication

Web communities Spam Viral marketing

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN

MARKETSPACE

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Why Consumers Shop and Buy Online • Cost

Dynamic pricing

• Control Portals Cookies

ONLINE CONSUMER BEHAVIOR AND MARKETING PRACTICE IN

MARKETSPACE

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Integrating and Leveraging Multiple Channels with Multichannel Marketing

• Implementing Multichannel Marketing• Multichannel Marketing with Transactional

Websites

• Multichannel Marketing with Promotional Websites

MULTICHANNEL MARKETING TO THE ONLINE CONSUMER

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

JC Penney CustomersThe multichannel marketing mutiplier

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Implementing multichannel marketing with Implementing multichannel marketing with promotional websitespromotional websites