Rise and fall of Kulula.com, an airline won consumers by different marketing ...
Interactive Marketing
1. G.L. BAJAJ INSTITUTE OF
MANAGEMENT &
RESEARCH
PRESENTATION ON
INTERACTIVE MARKETING
PRESENTED BY:
VAIBHAV PANDEY
PUSHKIN SRIVASTAVA
HARDIK MEHROTRA
VED PRAKASH
ROHIT ANAND
PRESENTED TO:
DR. SUGANDHA AGARWAL
3. MarketspaceMarketspace
Marketplace
• traditional
• buyers & sellers interact to trade
in face-to-face relationships, in
a physical environment
Marketspace
• digitized
• buyers & sellers interact to trade in
face-to-screen relationships, in an
electronic environment
4. WHY is MarketspaceWHY is Marketspace
growing?growing?
Value creation is greater in Marketspace than in
conventional physical Marketplace.
In Marketspace, consumers can get information from
marketers anywhere and at any time.
Consumers can customize a product/
service anywhere and at any time.
6. ChoiceboardChoiceboard
= an interactive Internet-enabled system that allows
individual customers to design their own products &
services by answering a few questions, & choosing
from a menu of product or service attributes, prices,
& delivery options
9. Collaborative filteringCollaborative filtering
= process that automatically groups people with similar
buying intentions, preferences, & behaviors, &
anticipates future purchases
• software is programmed to reason that if 2 customers who
don’t know each other buy the same items over time, then if
one likes a particular product, the other will probably like it too.
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10. PersonalizationPersonalization
= consumer-initiated practice of generating content on a
marketer’s web site, that is custom-tailored to an individual’s
specific needs & preferences
• increasingly valuable in a mass-produced, mass-connected
world
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11. 7 website design elements drive customer7 website design elements drive customer
experienceexperience
13. Why consumers shop & buyWhy consumers shop & buy
onlineonline
CONVENIENCECONVENIENCE
• 8-second rule = customers will be
patient for 8 seconds, after which they will
abandon efforts to enter & navigate a web
site; downloading time must be ≤ 8
seconds; SITE NAVIGATION MUST BE
QUICK & EASY
• Bots = ‘robots’ or electronic shopping
agents that scan web sites to compare
prices & features of products/services
14. Why consumers shop & buyWhy consumers shop & buy
onlineonline
CHOICECHOICE
1. Selection of products/services available to
customers - shop at individual company or at general
merchant (like specialty stores & department stores)
2. Choice assistance - via interactive electronic dialogue,
e.g.
15. Why consumers shop & buyWhy consumers shop & buy
onlineonline
CUSTOMIZATIONCUSTOMIZATION
Some customers prefer unique items that cater to their
specific needs (or wants).
Customerization
= customizing a product + personalizing the marketing & overall
shopping & buying interaction for each customer
• offers consumers the right product at the
right time at the right price + choiceboard &
personalization
• makes shopping experience enjoyable,
personal, memorable
• fosters loyalty, i.e. repeat purchases &
positive word-of-mouth
16. Why consumers shop & buyWhy consumers shop & buy
onlineonline
COMMUNICATIONCOMMUNICATION
Online consumers like communication via Internet technology.
1. Marketer-to-consumer (notifications, promotions)
2. Consumer-to-marketer (requests)
3. Consumer-to-consumer (chat rooms, IM, social
networking sites, e.g. Twitter, Facebook)
Blog = “web log” = publicly accessible personal journal for
individual or organization; e.g. Frito-Lay routinely monitors
blogs to gather customer opinions
Spam = electronic junk mail; 75% of email
Viral marketing = promotional strategy enabled by the Internet that
encourages people to forward messages to others via email;
messages can be embedded, encouraged by incentives, or
so brilliantly marketed that people can’t resist passing it on
17. Why consumers shop & buyWhy consumers shop & buy
onlineonline
COSTCOST
Prices are often better on line than in physical
retail stores.
Dynamic pricing = changing prices for products/ services
in response to changing supply and demand conditions;
used for time-sensitive items (e.g. airline tickets), scarce
and out-of-date items
18. ShowroomingShowrooming
Showrooming = shoppers check out merchandise in
store, then purchase on line from a rival at a lower price
and versus
Half shoppers who buy online have checked out items in
brick-and-mortar stores.
19. Forms of Interactive
Marketing
Email – Delivering ads, deals, and
notifications through email is an effective and
economical way to communicate with customers.
Sponsorships – Partnerships with companies
that have a more established online presence can
be a great way to connect with new customers.
20. Forms of Interactive
Marketing
Offline Activation – Companies must actively advertise
their URL and Twitter handle in offline environments so
that customers can easily find them online.
Social Networking – Sites like Facebook and Twitter
have millions of users and are critical spaces for
connecting with customers
Targeting – Certain ads can be targeted at certain
customers. When customers are exposed to advertising
that is relevant to their needs, they purchase more.
