MAR 4933001

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MAR 4933-001

• E-Commerce Marketing
• Summer 2003
• Communication and Design
• Rich Gonzalez
• University of South Florida
• June 17, 2003

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URLs

• www.useit.com
• www.websitesthatsuck.com
• Several, see slides

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Agenda June 17, 2003

• WAP 3
• Nielsen Guidelines
• Site/Model Evaluation Discussion
• Communications Design
• Participation Event (Pop Quiz)
• Due For June 19

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For Today June 17

• Read Nielsen Tahir Guidelines
• WAP 3 Initial Critique of Web Site
• Online-Ad Sales Show Signs of Return To Growth,
  Carl Bialik, wsj.com, June 12, 2003

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For June 19

• Read Nielsen Tahir Guidelines
• www.useit.com
• (Be Ready To Discuss Nielsens Guidelines
  Philosophy)
• United to Install In-Flight E-Mail In Bid to
  Court Business Travelers, Susan Carey, wsj.com,
  June 17, 2003
• Playing the Search-Engine Game, Mylene
  Mangalindan, wsj.com, June 16, 2003

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For June 19

• Post To the Listserv Your Suggested Article in
  the June 16 E-Commerce Section of WSJ

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Online-Ad Sales

• Takeaway?
• 2002 4Q ---- 1.58 B
• Banners, Paid Search Listings, Pop-Ups
• 2000---8.0 B2001---6.5 B2002---6.0 B
• Online Advertising Is Viable
• Rich Media Is Crucial
• Wi-Fi?

Online-Ad Sales Show Signs of Return To Growth,
Carl Bialik, wsj.com, June 12, 2003
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3 Fundamental Business Shifts
03

• 1. Most transactionsB2C, B2B, C2C and G2C are
  becoming self-service digital transactions.
• 2. Customer service is becoming the primary
  value-added function in every business.
  Personalization and customization are ways to do
  this.
• 3. Customer service requirements force firms to
  adopt digital processes---to meet and/or beat
  competition.

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E-Commerce All Around

• Starbucks Express
• Ball Park Ordering
• Alamo Car Rental
• Biggest Complaint About Rentals?
• How Long Does It Take To Return a Car?
• Transponders Location, Mileage, Gas Level
• Park and Go
• Lihue HIDenver Co
• National Rollout by Year End

Faster Way to Return Rental Cars, Kortney
Stringer, wsj.com, June 12, 2003
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Participation Event

• Take 2 minutes and write down
• 1.) the worst web site you can think of and why
• 2.) the most impressive site you can think of and
  why
• Dont worry if you cant remember the URLWe can
  find it

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Web Site/Business Model Evaluation Assignment

• 100 Points
• 50 Summary Paper
• 50 Presentation
• 1. Web Site Usability
• 2. Business Model Description/Critique
• Due July 1, 2003More Details To Follow

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Jakob Nielsens Homepage Guidelines

• 1. Communicating the Sites Purpose
• 2. Communicating Information About the Company
• 3. Content Writing
• 4. Navigation
• 5. Search
• 6. Graphics and Animation
• 7. Customization
• 8. Gathering Customer Data
• 9. Fostering Community
• Homepage Usability 50 Websites Deconstructed,
  Nielsen Tahir 2002

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In Class Handout

• Nielsen Tahir Critique of YOUR Selected Web Site

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Weekly Analysis Paper 3

• Pick Onewww.cdbaby.comwww.theknot.comwww.usf.e
  du
• 1.5 Page Report, Cover Sheet
• Guideline2. Communicating Information About the
  Company4. Navigation
• Do They Want To Be Contacted?
• Describe and Critique
• Due in class, June 17, 2003

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Communicating Information About the Company

• Clear Way To Find Out About Firm
• Credibility
• Who Is Behind the Service?

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Communicating Information About the Company

• www.cdbaby.com2nd only to Amazon.com In
  Volume400 K CDs SoldDidnt Use Microsoft For
  Web SitePhilosophy About Real Musicians,
  etc.NEVER Sell Personal Info2nd PageSecure
  CertificateWe Trust CD Baby
• www.theknot.comIn 2 spots --top and
  bottomContact Info Detailed NicelyDifferent
  Depts., CategoriesEasy!!!! To Find
  StuffColorsLight BlueVery Nice Very Girly
  Web SiteVery Open and Trustworthy

In Class Exercise
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Navigation

• Find Navigation Area Effortlessly
• Similar Items Next to Each Other
• Simplicity, Focus
• Language
• Customer-Orientation
• The Shopping Cart!
• Final Goal Find the Stuff

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Navigation

• www.cdbaby.comClean, Clear, SimpleLinks are Big
  FontBlueTop Navigational BarA Problem/Nice
• www.theknot.comEASY-EASY-EASYGrouping of Items
  Is GoodChannels Kind of MysteriousSimple
  Icons--Nice

In Class Exercise
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Does the Firm Want To Be Contacted?

• Customer Service Level
• Ease of Contact
• Diversity of Contact
• Hiding

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Does the Firm Want To Be Contacted?

• www.cdbaby.com9 Different Ways to
  contactFriendly
• www.theknot.comEasy, But Topic Dependent
• www.usf.edu

In Class Exercise
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We Stopped Right Here
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Customer Interface 7

• Virtual Representation of Firms Value
  Proposition
• Information
• Navigation
• Is the site worth spending time at?Should I
  flee?
• i.e., Download Time
• War Developers vs. Marketers(Customers)

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Marketing Experience
Pre-Purchase
Post-Purchase
Purchase
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The 7Cs of the Customer Interface
Context Sites layout and design
Content Text, pictures, sound and video that
webpages contain
Commerce Sites capability to enable commercial
transactions
Community The ways sites enable user-to-user
communication
Connection Degree site is linked to other sites
Customization Sites ability to self-tailor to
different users or to allow personalization
Communication The ways sites enable site-to-user
communication or two-way communication
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For June 19

• www.useit.com
• Be ready to tell us what Jakob Nielsens
  philosophy/guidelines are.

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Jakobs Law of Internet User Experience

• Users spend most of their time on sites other
  than on yours.