Cyberspace Image: Secrets of Internet Marketing - PowerPoint PPT Presentation

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Cyberspace Image: Secrets of Internet Marketing

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The Nuts and Bolts of WWW Site Design. Suggestions for Effective ... 30k tracking requests/day at UPS in 1997. Can provide as little/much information as needed ... – PowerPoint PPT presentation

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Title: Cyberspace Image: Secrets of Internet Marketing


1
Cyberspace Image Secrets of Internet Marketing
Duncan Herrington Radford University Phone (540)
831-5309 Fax (540) 831-6261 Email
dherring_at_runet.edu URL www.runet.edu/dherring
2
Overview
  • Should Your Organization Be On the Internet?
  • The Benefits of a WWW Presence
  • The Options for Developing a WWW Site
  • Planning Your WWW Site
  • The Nuts and Bolts of WWW Site Design
  • Suggestions for Effective WWW Sites

3
Should You Even Bother?
4
Topic 1 Should You Bother?
  • Online Population Consumers
  • B2C Sales (1999) -- 33.1 Billion (1.3)
  • Currently Online by
  • Households -- 46.5 million (50.5)
  • Age --
  • Gender -- Roughly 50/50
  • Education --
  • Occupation --

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8
Topic 1 Should You Bother?
  • Online Population Consumers (Cont.)
  • Predictions
  • Households -- 90 million by 2004
  • Sales -- 61 billion by 2000 (2.4)
  • Sales -- 400 billion by 2003 (16)

9
Topic 1 Should You Bother?
  • Online Population Businesses
  • B2B Sales -- 145 billion in 1999
  • Current Access -- 6.3 million (1999)
  • Predicted Online
  • B2B Sales -- 4 trillion by 2003
  • Predicted Access -- 8.3 million by 2004

10
Topic 1 Should You Bother?
  • Type of Product
  • High Complexity (e.g., computers)
  • High Involvement (e.g., collectibles)
  • Digital Delivery (e.g., information)
  • Still Dont Know? -- Ask!
  • 20/80 Rule

11
So What Are the Benefits of Being Online?
12
Topic 2 The Benefits
  • RE Providing Information
  • Can handle more requests
  • 30k tracking requests/day at UPS in 1997
  • Can provide as little/much information as needed
  • See Kodak
  • Faster delivery of information

13
Topic 2 The Benefits
  • RE Providing Information (Continued)
  • Less expensive delivery of information
  • Compared to Yellow Pages (Roanoke)
  • 4HS 2 inches -- 101/month
  • Double Half Column Four-Color -- 671/month
  • Compared to Newspaper (Roanoke Times)
  • 1/8 page -- 10,151/month
  • 1/2 page -- 36,821/month

14
Topic 2 The Benefits
  • RE Providing Information (Continued)
  • Less expensive delivery of information
  • Cost of a WWW Site
  • U.S. Internet
  • iPlus
  • Citizens InterNET

15
Topic 2 The Benefits
  • RE Providing Information (Continued)
  • Round-the-clock access to information
  • Faster dissemination of time-sensitive
    information (e.g.,)
  • Interactive/Multimedia brochures (e.g.,)
  • Rapid changes in product information (e.g., )
  • Reach specialized markets more efficiently

16
Topic 2 The Benefits
  • RE Customer Service
  • Receive complaints/suggestions faster
  • Hands-free/Self-Service customer service
  • FAQs (e.g., Kodak)
  • Online Ordering (e.g., Lands End)
  • Online Maintenance/Problem Solving (e.g.,)
  • Online Training (e.g.,)
  • Customer Feedback (e.g.,)

17
Topic 2 The Benefits
  • RE Customer Service (Continued)
  • Maintain contact with remote customers
  • Better communication between employees,
    customers, vendors, etc

18
Topic 2 The Benefits
  • RE Other Benefits
  • Improved corporate image
  • Leveling of competition
  • Expand geographic markets
  • Highly desirable market
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