Cyberspace Image: Secrets of Internet Marketing

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Cyberspace Image Secrets of Internet Marketing
Duncan Herrington Radford University Phone (540)
831-5309 Fax [phone] Email
dherring_at_runet.edu URL www.runet.edu/dherring
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Overview

• Should Your Organization Be On the Internet?
• The Benefits of a WWW Presence
• The Options for Developing a WWW Site
• Planning Your WWW Site
• The Nuts and Bolts of WWW Site Design
• Suggestions for Effective WWW Sites

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Should You Even Bother?
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Topic 1 Should You Bother?

• Online Population Consumers
• B2C Sales (1999) -- 33.1 Billion (1.3)
• Currently Online by
• Households -- 46.5 million (50.5)
• Age --
• Gender -- Roughly 50/50
• Education --
• Occupation --

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Topic 1 Should You Bother?

• Online Population Consumers (Cont.)
• Predictions
• Households -- 90 million by 2004
• Sales -- 61 billion by 2000 (2.4)
• Sales -- 400 billion by 2003 (16)

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Topic 1 Should You Bother?

• Online Population Businesses
• B2B Sales -- 145 billion in 1999
• Current Access -- 6.3 million (1999)
• Predicted Online
• B2B Sales -- 4 trillion by 2003
• Predicted Access -- 8.3 million by 2004

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Topic 1 Should You Bother?

• Type of Product
• High Complexity (e.g., computers)
• High Involvement (e.g., collectibles)
• Digital Delivery (e.g., information)
• Still Dont Know? -- Ask!
• 20/80 Rule

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So What Are the Benefits of Being Online?
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Topic 2 The Benefits

• RE Providing Information
• Can handle more requests
• 30k tracking requests/day at UPS in 1997
• Can provide as little/much information as needed
• See Kodak
• Faster delivery of information

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Topic 2 The Benefits

• RE Providing Information (Continued)
• Less expensive delivery of information
• Compared to Yellow Pages (Roanoke)
• 4HS 2 inches -- 101/month
• Double Half Column Four-Color -- 671/month
• Compared to Newspaper (Roanoke Times)
• 1/8 page -- 10,151/month
• 1/2 page -- 36,821/month

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Topic 2 The Benefits

• RE Providing Information (Continued)
• Less expensive delivery of information
• Cost of a WWW Site
• U.S. Internet
• iPlus
• Citizens InterNET

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Topic 2 The Benefits

• RE Providing Information (Continued)
• Round-the-clock access to information
• Faster dissemination of time-sensitive
  information (e.g.,)
• Interactive/Multimedia brochures (e.g.,)
• Rapid changes in product information (e.g., )
• Reach specialized markets more efficiently

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Topic 2 The Benefits

• RE Customer Service
• Receive complaints/suggestions faster
• Hands-free/Self-Service customer service
• FAQs (e.g., Kodak)
• Online Ordering (e.g., Lands End)
• Online Maintenance/Problem Solving (e.g.,)
• Online Training (e.g.,)
• Customer Feedback (e.g.,)

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Topic 2 The Benefits

• RE Customer Service (Continued)
• Maintain contact with remote customers
• Better communication between employees,
  customers, vendors, etc

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Topic 2 The Benefits

• RE Other Benefits
• Improved corporate image
• Leveling of competition
• Expand geographic markets
• Highly desirable market