網路行銷工具 — 從大眾到小眾
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網際網路行銷 Web 2.0. 網路行銷工具 — 從大眾到小眾. 本章學習目標. 了解資料庫行銷 了解資料探勘 了解電子郵件行銷 (E-mail Marketing) 了解病毒式行銷 (Viral Marketing) 了解許可式行銷 (Permission Marketing) 了解聯盟網站行銷 (Affiliated Web Sites Marketing) 了解關鍵字行銷 了解部落格行銷. 導讀個案 — 啤酒與紙尿布. 如果您到超市買「啤酒」,您會順帶買什麼? - PowerPoint PPT PresentationTRANSCRIPT
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Web 2.0
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* (E-mail Marketing) (Viral Marketing) (Permission Marketing) (Affiliated Web Sites Marketing)
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* (Wal-Mart)(Wal-Mart)
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*
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*
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* () ()
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* (Up-Selling)(Cross-Selling)
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* (Corporate Needs Analysis) (Compiling Data) (Initial Analysis) (Profitability Analysis) (Trends Analysis) (Defining the Market) (Developing the Marketing Programs) (Tracking Results and Trends)
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*
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*
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* (CRM)
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*
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*
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*
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* RFMRFM(Recency)(Frequency)(Monetary)RFM
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*RFM 1. Recent 2. Frequency
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*RFM3. Monetary 4. RFM
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*RFM1.
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*RFM2.
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*RFM3.
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* 1. (Prospects )
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* 2. (Responder)
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* 3. (Established Customers)
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* 4. (Former Customers)
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*
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*
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* (Data Mining)
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* (Data Cleaning)(Noise) (Data Integration) (Data Selection) (Data Transformation)(Summary)(Aggregation)
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* (Data Mining) (Pattern Evaluation) (Knowledge Presentation)(Visualization)
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*
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* (Directed Data Mining) (Undirected Data Mining)
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* (Bayesian Network)(Cluster Analysis)(Training Data Set)(Testing Data Set)(Decision Tree Induction)( Conceptual Clustering)
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*(Database-Oriented Approaches)(Neural Network)(Rough Set)
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*
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*
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*
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* (Customer contact cycle) (Acquisition phase) (Testing/conversion phase) (Retention phase)
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*(Junk mail)1%
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*80%(UCE, Unsolicited commercial E-mail) (Permission E-mail)
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*
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*
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*E-mail1. (Customer relationship)2. (Corporate newsletter)(Hyperlink)
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*E-mail3. () (Reminder service)4. (Permission list marketing)Opt-in list(List manager)
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*E-mail5. (Sponsorship newsletter)6. (Discussion list)
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*E-mail7. (Friend referral)8. (Partner co-marketing)ABBA
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* /
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*
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*
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* (Open rate)10 50(Click through rate)(hyperlink)
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* /(Conversion rate)(ROIReturn on Investment)
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*(Viral Marketing)E-MAILe-mailemailBBS
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*http://www.justin-photo.idv.tw/aegean/
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*
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* = + +
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* 1 23
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*(1) (2) (3) (4) (5) (6) (7) ()PARTY(8) (9)
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*(Permission Marketing)Email (What User Wants)
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*(Affiliated Web sites)
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*
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*
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*BlogWeb Log(Blogger)Blog1997BloggerBlogBloggerBlog
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*BBSe-mailGoogleYahoo!
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*NissanNike
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* (7 Up)20033(Raging Cow)6(The Raging Cow Boycott)
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* 1. Blog(Nissan)2005Tiida(http://blog.nissan.co.jp/TIIDA/)
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*2.
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*3. Blog4. Blog
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* GoogleYahoo(Search Marketing)(Keywords)GoogleYahoo!
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*http://tw.emarketing.yahoo.com/ysm/
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*
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*
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* ()()
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* (13.92%)(10.83%)
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* 3 0.5 10531050.55.5
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*(Cost Per Click, CPC)Yahoo 3 100 Yahoo 300
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* ()()Yahoo ++ C
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* ()