Marketer's Toolkit (11)- Interactive Marketing - New Channel, New Challenge(Harvard Business School HBS Note).pdf - BooksEN - chomikbob7

Interactive Marketing:

New Channel,

New Challenge

EXCERPTED FROM

Marketer’s Toolkit:

The 10 Strategies You Need to Succeed

Harvard Business School Press

Boston, Massachusetts

copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860

ISBN-10: 1-4221-0264-5

ISBN-13: 978-1-4221-0264-0

2645BC

Printed in the United States of America

This chapter was originally published as chapter 11 of Marketer’s Toolkit ,

No part of this publication may be reproduced, stored in or introduced into a retrieval system,

or transmitted, in any form, or by any means (electronic, mechanical, photocopying,

recording, or otherwise), without the prior permission of the publisher. Requests for

permission should be directed to permissions@hbsp.harvard.edu , or mailed to Permissions,

Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.

copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860

Interactive Marketing

New Channel, New Challenge

Key Topics Covered in This Chapter

•

The rising tide of online commerce

•

E-mail campaigns and best practices

•

Web-based merchandising best practices

copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860

uses the Internet to advertise and sell goods and services

to consumers, business, or nonproﬁt organizations and

government. At the highest level, the traditional issues of marketing

apply. Like their ofﬂine cousins, online marketers must give the same

attention to product, price, and promotion. They must think just as

deeply about segmenting, targeting, positioning, creating awareness,

building trafﬁc, and motivating people to buy.

As one Web marketing expert put it, Internet marketing is “a

daily grind of doing lots and lots of simple things well. It’s about

being useful. It’s about creating a Web site that is convenient and

fast.” 1 The element that differs more than anything else from tradi-

tional marketing is “place,” for the Internet represents a new and

unique channel of distribution. This chapter examines the two key

forms of Internet marketing: e-mail and Web-based merchandising.

Growing Online Sales

The online sales of consumer and business products have grown

tremendously in recent years, and that growth is forecast to continue

(see “Areas of Fastest Online Retail Growth”). On the retail side,

copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860

T HE TERM Internet marketing refers to any activity that

Interactive Marketing

Areas of Fastest Online Retail Growth

A study conducted by Forrester Research on behalf of Shop.org,

a unit of the National Retail Federation, projected the most rap-

idly growing categories of retail online sales for 2005.

Projected

Projected total

growth rate

sales (2005)

Tr avel

20%

$62.8 billion

Cards and gifts

30%

$4.8 billion

Cosmetics and fragrances

33%

$1.6 billion

Jewelry and luxury items

28%

$3.2 billion

SOURCE: Mylene Mangalinda, “Online Retail Sales Are Expected to Rise to $172 Billion This Year,”

Wall Street Journal ,May 24, 2005, D5.

2004 U.S. online retail sales reached more than $89 billion—$26 bil-

lion during the Christmas holiday season alone—and Jupiter Research

has forecast that those sales will continue to grow at a compound an-

nual rate of 17 percent through 2008. Others forecast an even

higher rate of growth. As if to conﬁrm that rosy outlook, ﬁrst-quar-

ter 2005 online sales in the United States leaped 24 percent above

sales during the same period of 2004, according to the U.S. De-

partment of Commerce.

Although 2004 Internet sales account for only about 5 percent

of total U.S. retail sales for that year, they may represent only the tip

of the iceberg as far as the Internet’s inﬂuence on buying behavior is

concerned. It is generally believed that 30 percent of all purchases

made in bricks-and-mortar retail stores are inﬂuenced by prepur-

chase research conducted on the Internet. In other words, millions

of consumers obtain information, read product descriptions and re-

views, and compare prices online before they go to a store to make

a purchase. 2

copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860

Marketer's Toolkit (11)- Interactive Marketing - New Channel, New Challenge(Harvard Business School HBS Note).pdf

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika: