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Learning outcomes
! Outline different methods of acquiring customers via electronic media ! Evaluate different buyer behaviour amongst online customers ! Describe techniques for retaining customers and cross- and upselling using new media.
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! Chaffey, D. (2011). E-business and E-commerce management, chapter 9: Customer Relationship Management, pp. 450-523.
E-CRM a definition
! Applying! Internet and other digital technology! (web, e-mail, wireless, iTV, databases) ! to! acquire and retain customers (through a multi-channel buying process and customer lifecycle)
Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012
! Analysis.
Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012
Through technologies such as data warehouses and approaches such as data mining
How the Internet can impact on the buying process for a new purchaser
! Off-page optimization
! Link-building
! External links
! Links In ! Backlinks ! Inbound links
! Behavioural
! Popularity of sites from toolbar
! In Google AdWords, Live Search and Yahoo! Quality Score especially important
You lost a customer ($$) because you did not act on your data
Bounce rate The percentage of entrances to a web page that result in an immediate exit from the website
Viral marketing
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