Find two examples of what you consider to be an effective use of Internet marketing.For each example, describe what Internet marketing method(s) or technique(s) are used, discuss what you think is the purpose of the marketing campaign (customer acquisition ? customer retention ?), and evaluate which of the following Internet properties the online marketing campaign takes advantage of:
interactivity or two-way communication
pull marketing
personalization or one-to-one
greater hold on user's interest
measurable and trackable
***********************************************
McDonald’s
One of the most famous and cute branding in the world. They are not just a fast-casual restaurant or burger provider. The funny pictures can keep customers interest with their website and they also build up a society concept with their band name. They contribute a lot of charitable event, fundraising programs, such as McDonald’s House Charities. Everybody know that McDonald’s is a fast food provider, but they are sending a very strong message to the public which is to provide healthier eating option. McDonald’s are using the One-to-one and greater hold on user’s interest method to build up their brand. The internet marketing technique can help them to acquire new customers, help to extend existing customers and build up the customer relationship.
www.mcdonalds.com.hk/chinese/index.htm
Below is the YouTube of McDonald’s, it provides an interactive way for customers or fans to exchange their experience.
www.youtube.com/watch?v=0eN9KP6lOZs
From the below online video in the web of McDonald’s, which also find the advertising from web, TV, etc., the purpose is to attract more customers to know their products and increase their profit.
Can take advantages to the following Internet properties are:-
Two-way Communication
McDonald’s post some online cooking games to interact with the customers.
Pull Marketing
McDonald’s provides some interactive advertising on web, it helps to draw attentions, make noise and expand its customer base
One-to-one
We may send individual questions by e-mail directly to the customer service of McDonald’s.
Greater Hold on User’s Interest
McDonald’s provides a user friendly search engine to the customers. With the funny and cute online video, it’s really draw customers interesting and attentions more effectively.
Measurable and Trackable
McDonald’s search engine can help to track the most popular products, so that the management could know the measurable results.
United Airlines
Is a marketable and provided an attractive way to their customers. We may do the travel arrangement from the web directly. United Airlines is one of the famous airlines in global, they are using a full range of Internet Marketing Methods. For instance, Search Engine, Social Network on Facebook, Online Video on YouTube. We may find the Planning Schedule, Flight booking, Itineraries, Check-in, Mileage Plus, Services & Information from the Search Engine. If we have any queries regarding to the flight status, we just go to log in and then enter the Mileage Plus members numbers or email address, even we can print the boarding documents online. For technique, our mobile browser can help us to quickly access the travel information wherever we are. It is a great user friendly searching system for passengers.
www.unitedairlines.com/
Below is the Facebook of United Airlines, it is providing an interactive way for customers to exchange their travel requirements. I believed this is a good way to attract more passengers to share their flight experience.
www.facebook.com/search/?q=united+airlines&init=quick#/group.php?gid=6038425823&ref=search&sid=645786309.3183261141..1
Can take advantages to the following Internet properties are:-
Two-way Communication
United Airlines provides guest feedback survey with different languages, so that we can select our preferred language to express the queries. It gives an interactive communication to customers.
Pull Marketing
Their members can earn bonus points from Credit card, so that they can keep and encourage more customers coming back.
One-to-one
The Customer Services Representative can answer any flight updates via phone, email or paper. The passengers can log in and get personalized account and payment information
Greater Hold on User’s Interest
The easy-to-use online tools let us manage the travel. Besides, they also provided some more travel packages, hotels, rent cars arrangement and promote its new routing on the web.
Measurable and Trackable
The management can measure the feedback from the customers so that they can improve their flight services to valuable customers and to track the most frequent travelers and routes choose.
2009/10/24
2009/10/18
Assignment One: Question Two
Individual Assignment: Question Two
Based on this job description, what would you say are the main responsibilites of a CRM manager ?
Based on this job description, I would say the main responsibilities of a CRM manager is to manage customer relationship, drive product development from idea to launch. Help to develop, implement and execute of all customers campaigns. He/she may direct interaction with customers. To liaison, build up and enhance good relationship with clients, expand customer database. Lead the marketing teams to integrate product marketing activities with consumer lifecycle programs as an integrated consumer calendar. Work close with sales, marketing, service staff and regional team members. Plan and organize all brands and programs including compelling online/offline consumer information. To improve customer retention, product offering and by identify the organization’s most profitable customers. Can be analyzed in order to plan target-marketing campaigns, such as market share, number and types of customers, revenue, profitability. More focus on customer behavior in order to make decisions relating to products and services. Monitor marketing program performance and measure effectiveness, for real-time marketplace feedback and trends.
Do any of these responsibilities involve in-depth or hands-on knowledge of information technology?
I believe these responsibilities involve in-depth or hands-on knowledge of information technology. CRM manager is not a IT person, but he/she need to know the customer’s specific situation and computer-based information systems, such as software/ hardware system, etc. If he/she know more about the information technology, I think its help to build up more business. Refer to the recruitment, CRM manager need to design, develop and implement the customer database. And he/she need to support, monitor and analysis for multi level of customers. That’s why the CRM manager should have the knowledge of information technology.
Based on this job description, what would you say are the main responsibilites of a CRM manager ?
Based on this job description, I would say the main responsibilities of a CRM manager is to manage customer relationship, drive product development from idea to launch. Help to develop, implement and execute of all customers campaigns. He/she may direct interaction with customers. To liaison, build up and enhance good relationship with clients, expand customer database. Lead the marketing teams to integrate product marketing activities with consumer lifecycle programs as an integrated consumer calendar. Work close with sales, marketing, service staff and regional team members. Plan and organize all brands and programs including compelling online/offline consumer information. To improve customer retention, product offering and by identify the organization’s most profitable customers. Can be analyzed in order to plan target-marketing campaigns, such as market share, number and types of customers, revenue, profitability. More focus on customer behavior in order to make decisions relating to products and services. Monitor marketing program performance and measure effectiveness, for real-time marketplace feedback and trends.
Do any of these responsibilities involve in-depth or hands-on knowledge of information technology?
I believe these responsibilities involve in-depth or hands-on knowledge of information technology. CRM manager is not a IT person, but he/she need to know the customer’s specific situation and computer-based information systems, such as software/ hardware system, etc. If he/she know more about the information technology, I think its help to build up more business. Refer to the recruitment, CRM manager need to design, develop and implement the customer database. And he/she need to support, monitor and analysis for multi level of customers. That’s why the CRM manager should have the knowledge of information technology.
2009/10/02
2009/09/29
Session 3
CRM
Customer Relationship Management
Our company's CRM Manager is a pretty, smart girl, but actually she's a Superior Sales Admininistor!! She's not a IT person, but work close with Sales team, in order to generate/maximize the Sales Revenue and the main responsibilites are gather customer information/ data, (e.g. consumer behaviour, pattern, etc) then the Sales person can still follow up what happened to the customer even after the sales.
One more things.....coz there is no conflict/quota, this job entitles her to a free lunch/dinner with clients all the time. heehee^^
Customer Relationship Management
Our company's CRM Manager is a pretty, smart girl, but actually she's a Superior Sales Admininistor!! She's not a IT person, but work close with Sales team, in order to generate/maximize the Sales Revenue and the main responsibilites are gather customer information/ data, (e.g. consumer behaviour, pattern, etc) then the Sales person can still follow up what happened to the customer even after the sales.
One more things.....coz there is no conflict/quota, this job entitles her to a free lunch/dinner with clients all the time. heehee^^
2009/09/23
Session 2
ERP
Enterprise resource management is a software solution that managed the end to end manufacturing processes. (sound like CA slogan!!). my ex ex company!!
ERP can be applicable to other businesses as well. But, when people talk about EPR, there is some sort of relation to manufacturing.
Enterprise resource management is a software solution that managed the end to end manufacturing processes. (sound like CA slogan!!). my ex ex company!!
ERP can be applicable to other businesses as well. But, when people talk about EPR, there is some sort of relation to manufacturing.
2009/09/14
2009/09/11
訂閱：
文章 (Atom)
