Internet marketing is using digital technologies to help sell the goods or services. Complements tradidtional marketing methods such as direct mail, PR and advertising. It is 24-hrour global reach, lower cost, trackable and measurable results, personalized/one-to-one makreting, more interesting campaigns, seamless experience.
Internet marketing is now affacting our shopping behaviour, more company is paying more investment on this.
There are two examples of company adopting the internet marketing.
1. PCCW Mobile
I think many people always receive adveritising SMS. PCCW send SMS to the customer to introduce the lastest promotion. The content advertisement are not the same, PCCW may follow different target customer to send different content. The personalized sms treat each customer as a valued customer. Some SMS is to play a game to win a big prize, such as "It's Mid-Autumn Festival again!Play Riddle Game via WAP!", under the content is always included the a link to direct connect with that website. This type of marketing campaign is used to be customers retention, customer think that PCCW have considered each customer needs.
This is the effect of one-to-one marketing.
When customer apply the new service which has been mentioned in the SMS, PCCW can measure and track to consider the next marketing strategy.
If searching the key word of PCCW mobile in Yahoo, Google etc. PCCW mobile is shown at the top prioirty. The advantage is 24-hour global reach and lower cost. There are so many competitors in Hong Kong, easy to apply the serives is an important way to acquire new customers, in the website, customer can find the price and plan and apply 24 hours. The definition of pull market is to develope advertising and promotional strategies that are meant to entice the prospect to buy the product or service. PCCWmobile often send the email to cooperate or resident to give the special discount. The advantage is to hold on user's interest.
2. TriStar Pictures (District 9)
Tristar pictures is a film produce, the promotion item is District 9. Before District 9 release, producer advertise the website D-9.com which had an application presented by the fictional Mulit-Nation United. The website had a local alert system for Johannesburg, news feeds, behavior recommendations, rules and regultaion. This can completely hold the interest of the customers, they got updates news and seemed to playing a role in the movie. There is always a forum, produced always update the news of the film and people can leave message and comment in the forum, it is interactivity. Another interesting material to promote the fim is the blog, ie an anti-MNU blog runed by ficional alien acharacter Christopher, and an MNU-sponsored educational website. The number of people who browsed the website can be measureable, this can forcast the box office recipites.
Podcasting in youtube is one of the way to promote the fim, people can watch the trailer in youtube, customer maybe attract by the story and the graphic of the film. Producer then can acquire more customers to watch the film. After watching the trailer, people can leave comment of the film. The online marketing campaign take advantage of pull marketing and greater hold on user's interest.
2009年10月26日 星期一
2009年10月14日 星期三
Assignment 1 Question 2
Based on this job description, the main responsibility of a CRM manager is to identify, attract, differentiate and retain customers to drive profitable growth.
A key modern CRM concept is to fulfill customer’s needs throughout their entire lifecycle. The lifecycle consists of selection, acquisition, retention and extension. Being a CRM manager, he/she has to learn about those fields to build up a good enterprise image to customers to gain more business. As per the job description, the CRM manager has to work with regional CRM Director and analytics team to understand key drivers of consumer lifecycle and consumer behavior, analyze program effectiveness and utilize learning to improve future program planning process.
Other than getting information from consumer, CRM manager also needs to find a contact point, which is a method of interaction with customer. Wherever there is a touch point, there is an opportunity to begin or maintain a relationship with customers. As per the job description shown, CRM manager has to lead the respective affiliates to develop and execute consumer contact strategy (through execution of consumer calendar) to achieve key CRM performance metrics, review and analyze key learning.
By using the CRM system, it captures and combines customer date from all over the organization, so that it can be analyzed and the results can be distributed to different people, such as local affiliates, regional CRM Director. It can provide enough information and analytical tool for CRM manager to work close with other department for decision making.
Lastly, the job description states that this is not an analytics position, it means it is an operational CRM. This position is to delivers the brand CRM strategies and execution of the consumer calendar.
A key modern CRM concept is to fulfill customer’s needs throughout their entire lifecycle. The lifecycle consists of selection, acquisition, retention and extension. Being a CRM manager, he/she has to learn about those fields to build up a good enterprise image to customers to gain more business. As per the job description, the CRM manager has to work with regional CRM Director and analytics team to understand key drivers of consumer lifecycle and consumer behavior, analyze program effectiveness and utilize learning to improve future program planning process.
Other than getting information from consumer, CRM manager also needs to find a contact point, which is a method of interaction with customer. Wherever there is a touch point, there is an opportunity to begin or maintain a relationship with customers. As per the job description shown, CRM manager has to lead the respective affiliates to develop and execute consumer contact strategy (through execution of consumer calendar) to achieve key CRM performance metrics, review and analyze key learning.
By using the CRM system, it captures and combines customer date from all over the organization, so that it can be analyzed and the results can be distributed to different people, such as local affiliates, regional CRM Director. It can provide enough information and analytical tool for CRM manager to work close with other department for decision making.
Lastly, the job description states that this is not an analytics position, it means it is an operational CRM. This position is to delivers the brand CRM strategies and execution of the consumer calendar.
2009年10月13日 星期二
Assignment 1 Question 1
I have chosen SAP and Microsoft Dynamics NAV to compare as they are the most well-known sources of IT industy.
First, their features are similar. They can explore solution based on the customer's need, there are three aspect.
Business Need, Industy and Role. Different position need differernt infomation and support, both software can take care of all industies..
Microsoft Dynamics NAV emphasizes their product is Simple, Smart, innovative. She collects your business's functions into one integrated system.
With close visual and functional ties to Microsoft Windows Vista and Microsoft Office, it’s easy to learn, simple to use, and quick to implement.
This feature is very important to most companies, microsoft window and office is the most popular OS and office tool. User-friendly and convenience are really a good features for Microsoft Dynamics NAV.
SAP has two main type of software, Business Management Software and Business Intelligence Software.
Business Managament can help company streamline operations across your entire business, under this catagory has three product, Business One, By Design and All-in-one. Business Intelligence Software enables company to gain the same insight into the business information and performance that large enterprises enjoy. Under this catagory has Crystal Reports Solutions, Xcelsius and SAP Businessobjectsedge solutions.
Those two direction can provide versatile product to company to choose. The software can support 10-2500 employees, from small company to large company, they can also choose the software base on their needs.
For Microsoft Dynamics NAV, there is only two Business Ready Licensing editions.
Business Essential and Advanced Management.
Compared with SAP, Microsoft Dynamics provides a low cost of ownership. Microsoft Dynamics is engineered to cost-effectively support the changing requirements that are frequently necessary for customers to adapt, grow, and maintain a competitive edge in their business. Independent research has demonstrated that, on the whole, Microsoft Dynamics offers a higher return on investment (ROI) and lower overall costs than other major competitive offerings. Microsoft Dynamics licensing is designed to be cost-effective. It is based on concurrent users versus named users and has no imposed user minimum or maximum, so it evolves with you for the life of your business.
It is hard to determine a firm should impletment enterprise resource planning souftware when it is a new company. First of all, we have to estimate the naturel of the business, is the business really need a system or is there other cheap subsitutition can replace the system. Second, the capital of the business, establish a new company will cost a large amount of money, and the system will cost large as well, the business is just started to run, company has to take the risk if the business is not good. If the new firm has fixed cilent and the revenue is guarantee, I do suggest that that firm should implement enterprise resource planning software as it can prevent the conflict between each department and ERP can integrate multiple department, the business will be smooth and consistent.
If a firm is start from nothing, I recommand it should implement ERP software after it goes to be mature.
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