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Challenges Facing ECommerce Marketing

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'Christmas 2002 was Amazon.co.uk's busiest ever, with over 6.2 million items ... just credit cards. Careful with Passwords, ... Perhaps Funny (but be careful) ... – PowerPoint PPT presentation

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Title: Challenges Facing ECommerce Marketing


1
ChallengesFacing E-CommerceMarketing
2
Challenges Facing E-Commerce
  • For some people computers still take too long to
    turn on.
  • Longer than opening a book or making a phone
    call.
  • The logic of consumers saving money through
    internet is often flawed.
  • It costs money to buy a computer.
  • Computers use electricity.
  • Internet costs telephone charges and often other
    charges.
  • Logic of reduced costs by selling through
    internet is often flawed.
  • see next page.
  • The electronic Marketplace, whilst global, is
    still relatively small. It needs to be bigger in
    order to make more buyers want to be a part of
    it.

3
Conflicting Logics ?
4
Conflicting Logics ? Amazon Solution
Christmas 2002 was Amazon.co.uk's busiest ever,
with over 6.2 million items ordered from November
1 through to Christmas. The busiest dispatch
day was December 17 when over 200,000 items were
sent from Amazon.co.uk's distribution centre in
Milton Keynes. Amazon.co.uk, January 24, 2003
5
Conflicting Logics ? Amazon Solution
We continue to focus on offering customers the
best possible shopping experience through
lowering prices, increasing selection and
providing a site that's quick and easy to use.
Shipping charges can be one of the main
barriers to shopping on-line and with free UK
delivery now in place we're hoping that more
customers will try our service this Christmas.
Quite simply - if you're shopping elsewhere,
you could be wasting time and money. Robin
Terrell, Managing Director of Amazon.co.uk, Nov
4, 2002
6
Conflicting Logics ? Amazon Solution
7
Challenges Facing E-Commerce
  • There is as yet insufficient evidence to support
    the value of the various forms of e-commerce.
  • Would you spend a lot of money on involvement in
    a business if you have no idea how many and what
    sort of people will be aware of your business.
    At least in a city centre you can see the
    traffic of people ?
  • The simplicity of e-commerce means that there
    are often too many competitors and therefore
    business is spread to thinly.
  • Internet is not always the best source of
    information
  • It is often quicker to get information by asking
    an expert than by searching on the internet (eg.
    travel agencies).
  • Positive expectations lead to confidence which
    leads to investment and involvement by business
    and customers.
  • Expectations are wobbly at present.

8
Challenges Facing E-Commerce
  • E-commerce businesses are often run by people
    who are inexperiences in the areas of
    business in which they are involved (eg boo.com
    ?)
  • E-commerce is such a new industry that many
    major mistakes are inevitable as part of the
    learning experience.
  • We learn by our mistakes and all great business
    ideas incur a risk. It is perhaps better to try
    and fail then to never try at all as long as the
    risk was reasonable and calculated.
  • The Internet /world-wide-web contains so much
    unorganised information that information
    overload still often inhibits its efficient
    operation.

9
Challenges Facing E-Commerce
  • You cant touch things through internet
  • You cant hold things through internet
  • Your cant always clearly see things through
    internet
  • You cant always test or try on things through
    internet
  • E-commerce and Internet still do not contain
    enough sound, action or smell to excite the
    user.
  • Internet / e-commerce is often stressfull /
    uncomfortable.
  • Many people still cant imagine reading a
    computer on their laps before going to bed. You
    dot get a headache reading a book.
  • Often and for many people, internet and
    e-commerce unfortunately lack the social element
    of traditional commerce.

10
Challenges Facing E-Commerce
  • E-commerce marketplaces often favour price
    rather than other dimensions of a product or
    service.
  • E-commerce is still not very interactive
    presentations rather than discussions.
  • Business to business entertainment is still
    effective and pleasurable and enables empathy,
    trust and loyalty elements to be included in the
    business relationship.
  • E-shops often sell less (have less selection)
    than traditional shops
  • Who knows how many customers e-commerce
    companies really have.
  • How many times have you registered for a
    service, forgoten your password and then
    re-registered.
  • How many times have you registered for a service
    more thsn once with different or
    false personal information.
  • Italian Internet company Freedomland 20 of
    customers believed to exist only on
    paper, not in reality.

11
Challenges Facing E-Commerce
  • Customers have come to expect free information
    on the internet and are often unwilling to pay
    for information.
  • How many times have you left a web site as soon
    as it asks for money.
  • How many times have you purchased e-commerce
    services.
  • Finding the right e-commerce site and then the
    right product often takes longer than going to a
    shop or service etc. in person.
  • Many customers still do not trust Internet
    Security and Privacy
  • No powerful, independent proof and certification
    yet exists.

12
Requirements For Good E-Commerce
There are many more than can be described here
but some are
  • E-Marketing is not a Lone Ranger (integrate
    with other marketing mix. ex Dell).
  • Build Brands not just Internet Sites.
  • Add Value, not just Alternatives.
  • Prepare for the Future of Internet (eg. Mobile
    Internet) but also for Now (Short Visions
    Long Visions).
  • Differentiate.
  • Research and Develop (Overcome the limitations
    of e-commerce).
  • Think big best (there may be only one winner),
    but spend wisely.

13
Requirements For Good E-Commerce
  • Think realistically.
  • Look for free publicity (eg. news articles etc.)
  • Direct Marketing Promotion (eg. e-mail
    marketing) as well as, if not more than
    Advertising.
  • Tout a marketing partners services in messages
    to your companys existing clients.
    (Marketing News, AMA, Sept 2000, 1,16-17.)
  • Partnership is Essential.
  • Do not just do what the others do.
  • Spread Risks
  • Obtain a broadly experienced and educated
    workforce

14
Requirements For Good E-Commerce
  • WEB SITES
  • Up-to-Date
  • Realistic Technology Usage
  • Operational (it works) and Efficient
  • Fast
  • Consistent (Image, Colour, Layout, Logic etc.)
  • Clear, Simple, Uncluttered (eg. not too many
    scroll bars)
  • Logical
  • Safe and Secure
  • Honest and Trustworthy
  • Suitable for Laptops, small screens, mobile
    internet.
  • Multi-Lingual
  • Interactive (not essential but desirable)
  • Local (eg. .fi or at least Finnish) this is
    related to security
  • More ways to pay than just credit cards
  • Careful with Passwords, people forget them

15
Requirements For Good E-Commerce
  • WEB SITES
  • Easy to find site, info and products
  • Easy to navigate
  • Attractive, visually pleasant
  • Friendly and Personal
  • Perhaps Funny (but be careful)
  • Test the site research customers opinions and
    potential customers.
  • Perhaps Gimmicks (but be careful)
  • Professional in Appearance
  • Treat Customer as Relationship Customer
    (relationship building)
  • Provide a Whole Service
  • Target the Audiences needs (eg. Saga)
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