Lecture 1 – Introduction
Ecommerce: Concepts
Inbound Outbound
Pull strategy Push strategy
Attract leads by providing content that is Show content to as many users as possible to
helpful for them and will organically lead to increase chances of reaching an interested
engagement audience 2
Types of media
Owned – media that you create and have control over
- E.g.: website, mobile site, blogs, shared content
Paid – paying to drive traffic, conversion and lead creation to owned media properties
- E.g.: social media adverts, paid search, display ads, paid influencers
Earned – free publicity generated by consumers, PR and influencers who speak about your
brand or product
- E.g.: shares, reviews, mentions, reposts
Traditional Media vs. Digital Media
The Buyer’s Journey
- The process a buyer goes through to become aware of, evaluate and purchase a new
product or service
,Stages of the Buyer’s Journey
A 360-marketing campaign covers
the entire buying cycle, where every
marketing medium is utilized in an
integrated, consistent marketing and
branding strategy
Call-to-actions (CTAs)
- An image or text that entices a person to perform some type of behavior
- The goal = usually to drive someone to a landing page
Landing page
- A single web page that appears in response to clicking on a search engine optimized
search result or an online advertisement
- Tip: put important information above the fold
Anchoring
- People evaluate information by referencing so, pay attention to the order in which
information is presented
Search vs. Experience goods
Search goods – quality can be assessed without trial
Experience goods – quality cannot be assessed without trial
Lecture 2 – Strategy
Strategic planning – the continuous process of making present entrepreneurial (risk-taking)
decisions systematically and with the greatest knowledge of their futurity; organizing
systematically the efforts needed to carry out these decisions; and measuring the results of these
decisions against the expectations through organized, systematic feedback
First mover advantage
Patents – on “business models” (e.g.: Amazon’s patent on ‘one click’ ordering; Priceline’s
patent for ‘reverse auctions’)
Network effects – (also known as network externalities, or demand side EOS) arise when the
value of a product or service to a given user increases with the number of other users
,Positioning Statement
- A succinct expression of your market position that is externally focused, describes the
target customer, primary benefit, references the competition and answers the question:
why should I buy from you?
- Great positioning statements result from hours of efforts and multiple editing cycles.
Make drafting this statement a collaborative process
Product
- What is it? How does it differ from the competitors? What are the competitive
advantages of this product?
- Marketers must make 5 general product decisions that comprise its bundle of benefits to
meet customer needs
o Attributes
o Branding
o Support services
o Labelling
o Packaging
- A product is essentially a bundle of benefits
- VALUE = the entire customer experience
o Begins with first contact, and ends with post-purchase
o Value involves expectations. If a product falls short of expectation, customers will
be disappointed
o It is often better to over-deliver & under-promise – exceeding customers’
expectations which creates “delight” (satisfaction) – increase WOM and loyalty
o Creating a strong brand is important – value, facilitate trust, loyalty
Price
- What will the price be? Competitors’ price for competing products?
- Discounts / incentive to be offered? Will prices vary across geographic lines?
- How much do the target customers value the product? (willingness to pay). Will the
product be priced at or below its perceived value?
- Price transparency: branding, trust, risk, efficient market
What is the Market Maturity Level?
, Marketing Channel Ranking Tool
- Data we need to create strategic decisions when doing digital marketing – guide decisions
on where those limited marketing resources get spent
- Lead generation quality – how good was each channel in generating leads?
- Brand promotion quality – how good was each channel in terms of promoting the
brand?
- E.g.: Press releases – very cheap, but they have high LGQ + BPQ = should spend more
$$ on press releases
- E.g.2: Website – very expensive, but is the best channel in terms of promoting our brand
and generating leads
- * size of the bubble = cost
Lecture 3 – Web Analytics
Web Analytics
- Involves collecting, measuring and analyzing website data. WA tools can provide lots of
useful information about the origin of website traffic, how website users navigate and
interact throughout a website, what content and web pages they are most engaged with,
and how they exit the site.
Advantages:
1. Insight into who the customers are and their interests
2. Conversion challenges – persuasion of the customers
3. Enhanced appreciation of what consumers like or don’t like
4. Understand of how to improve user experience for the consumer – want to have pleasant
experience when interacting with us to build brand association
Ecommerce: Concepts
Inbound Outbound
Pull strategy Push strategy
Attract leads by providing content that is Show content to as many users as possible to
helpful for them and will organically lead to increase chances of reaching an interested
engagement audience 2
Types of media
Owned – media that you create and have control over
- E.g.: website, mobile site, blogs, shared content
Paid – paying to drive traffic, conversion and lead creation to owned media properties
- E.g.: social media adverts, paid search, display ads, paid influencers
Earned – free publicity generated by consumers, PR and influencers who speak about your
brand or product
- E.g.: shares, reviews, mentions, reposts
Traditional Media vs. Digital Media
The Buyer’s Journey
- The process a buyer goes through to become aware of, evaluate and purchase a new
product or service
,Stages of the Buyer’s Journey
A 360-marketing campaign covers
the entire buying cycle, where every
marketing medium is utilized in an
integrated, consistent marketing and
branding strategy
Call-to-actions (CTAs)
- An image or text that entices a person to perform some type of behavior
- The goal = usually to drive someone to a landing page
Landing page
- A single web page that appears in response to clicking on a search engine optimized
search result or an online advertisement
- Tip: put important information above the fold
Anchoring
- People evaluate information by referencing so, pay attention to the order in which
information is presented
Search vs. Experience goods
Search goods – quality can be assessed without trial
Experience goods – quality cannot be assessed without trial
Lecture 2 – Strategy
Strategic planning – the continuous process of making present entrepreneurial (risk-taking)
decisions systematically and with the greatest knowledge of their futurity; organizing
systematically the efforts needed to carry out these decisions; and measuring the results of these
decisions against the expectations through organized, systematic feedback
First mover advantage
Patents – on “business models” (e.g.: Amazon’s patent on ‘one click’ ordering; Priceline’s
patent for ‘reverse auctions’)
Network effects – (also known as network externalities, or demand side EOS) arise when the
value of a product or service to a given user increases with the number of other users
,Positioning Statement
- A succinct expression of your market position that is externally focused, describes the
target customer, primary benefit, references the competition and answers the question:
why should I buy from you?
- Great positioning statements result from hours of efforts and multiple editing cycles.
Make drafting this statement a collaborative process
Product
- What is it? How does it differ from the competitors? What are the competitive
advantages of this product?
- Marketers must make 5 general product decisions that comprise its bundle of benefits to
meet customer needs
o Attributes
o Branding
o Support services
o Labelling
o Packaging
- A product is essentially a bundle of benefits
- VALUE = the entire customer experience
o Begins with first contact, and ends with post-purchase
o Value involves expectations. If a product falls short of expectation, customers will
be disappointed
o It is often better to over-deliver & under-promise – exceeding customers’
expectations which creates “delight” (satisfaction) – increase WOM and loyalty
o Creating a strong brand is important – value, facilitate trust, loyalty
Price
- What will the price be? Competitors’ price for competing products?
- Discounts / incentive to be offered? Will prices vary across geographic lines?
- How much do the target customers value the product? (willingness to pay). Will the
product be priced at or below its perceived value?
- Price transparency: branding, trust, risk, efficient market
What is the Market Maturity Level?
, Marketing Channel Ranking Tool
- Data we need to create strategic decisions when doing digital marketing – guide decisions
on where those limited marketing resources get spent
- Lead generation quality – how good was each channel in generating leads?
- Brand promotion quality – how good was each channel in terms of promoting the
brand?
- E.g.: Press releases – very cheap, but they have high LGQ + BPQ = should spend more
$$ on press releases
- E.g.2: Website – very expensive, but is the best channel in terms of promoting our brand
and generating leads
- * size of the bubble = cost
Lecture 3 – Web Analytics
Web Analytics
- Involves collecting, measuring and analyzing website data. WA tools can provide lots of
useful information about the origin of website traffic, how website users navigate and
interact throughout a website, what content and web pages they are most engaged with,
and how they exit the site.
Advantages:
1. Insight into who the customers are and their interests
2. Conversion challenges – persuasion of the customers
3. Enhanced appreciation of what consumers like or don’t like
4. Understand of how to improve user experience for the consumer – want to have pleasant
experience when interacting with us to build brand association
