ebay战略分析.ppt

* * * * * * * * * * * * * Making Banner Advertizing Work Tools For Promoting Online Presence SMS Email Marketing Source: Target Online (2001), In O’Connor et. al. (2004) Email Marketing According to O’connor et. al. 2004: 76% think direct mail is unethical 71% think sale of lists between companies is unethical 67% do not think direct communications provide information 47% consider direct marketing to be an invasion of privacy But you use it, right? Email Marketing Eg. Internet for PR Investor Relations Product Service Information Press Releases Recruitment O’Connor et.al. 2004 Other Useful Web Sites * * * * * * * * * * * * * * * * * * * * * * * * * Interactive CommunicationsLinks to Direct Marketing and Future of E-commerceMain Source (if not stated otherwise):Prentice Hall Digital Tools for E-Communication People With Access Digital Tools For E-Communication Everyone Mobile Telephone (GSM) Voice mail on mobile / Text Messaging Cards with bar code (eg entry cards etc.) Smart cards (e.g., credit cards, phone cards) Most People Personal Computer Net Access E-mail Fax Fewer People WAP /GPRS / 3G / In-Car Communication Palm Pilot (hand help PC or Communicator) / Laptop Interactive / Digital TV Virtual reality on PC Video mail / Video Communication Real audio Other multi-media on PC Diagram adapted from Bishop (1998) From One-to Many to One to Some One-To-One ”Consumers can interact with the medium, firms can provide content to the medium, and in the most radical departure from traditional marketing environments, consumers can provide commercially oriented content to the medium” - Hoffman Novak (1997). From One-to Many to One to Some One-To-One From One-to Many to One to Some One-To-One ”This potential has not yet been fully developed since many companies are still using the internet to provide standardized information to a general audience. However, some companies provide personalised Internet-based services to key accounts” A