Module 7
Evaluating performance and opportunities
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MEASURING AND EVALUATING MARKETING PROGRAMS
- Online marketing is using internet services.
- Mainly there are 3 reasons to go - price, time saving.
- 81% of the company will conduct
- Measuring and evaluating web marketing task.
- Many businesses that have been choosing the right metrics.
- Metrics means a number used for
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- Doing right metrics can lead to business successful.
- For eg. FRESH DIRECT, it's a small company starting. company got sales amounting $300 million and expansion years.
- Use of metrics helps in achieving the goal
- By using measures they can generate growth in sales, brand
- Marketers need to determine different way to evaluate like ease performance, errors etc
- They can count the no. of times users clicks and views, the awareness, etc.
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APPROACHES TO PERFORMANCE MANAGEMENT
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- Mainly there are two types
- Click/ hits approach and measurement driven approach
- In the first approach, users click on an ad or visit
- Second approach is the blind following of strategy they accept measures promoted by software companies
- To contribute to an organisations competitive advantage activities must be aligned with the general organisation with the strategic objective of the marketing function.
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REASON FOR MEASURING WEB MARKETING
- E marketing is important to corporate success
- Org.website are more impotent source of information investors, employees, trading partners etc.
- E-marketing activities is expanding beyond marketing give more importance.
- It is different than traditional marketing
- new way of interacting with customers
- stacks of information's will be available
- It is "pulled” by users as needed, rather than “push
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- E-marketing financial returns required
- Evaluating E-marketing is possible
- for eg. A company can briefly post an online consumer response in real time. this allows directly compare financial returns to the investment them. many case outcomes are more complex
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SOCIAL AND REGULATORY ISSUES IN WEB MARKETING
- The scope of electronic marketing increases over due to the growth in electronic commerce
- Major social and regulatory issues include
- Privacy
- Security
- Intellectual property
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PRIVACY
- Most online marketers have become skilled at collecting information
- Marketers can easily track website visitors, and may participate in web activities.
- Here there is a chance of abusing the customers information
- Some companies with exchange the databases to other companies
- Many customers and policy makers worry that marketers violating consumers rights to privacy.
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SECURITY
- Proper security is required
- If the E-commerce security is weak, it may be that business is allowing criminal access to information have had access to.
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INTELLECTUAL PROPERTY
- IP is a legal term that refers to industrial and related rights.
- IP consist of new ideas, original expression appearance that makes product unique and
- E-commerce based business usually holds in IP; so the valuation of E-commerce business whether they have protected their IP.
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MOBILE MARKETING
- According to mobile marketing association “It is a set of practices that enables organisation and engage with their audience in an interactive manner through any mobile device or network
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