MARKET COMMUNICATIONS
Marketing communication is the process of informing, reminding, and persuading the consumers about a particular product or service. A brand is the name, logo, symbol, or design that is the unique identity of a particular product or service. It differentiates that particular product or service from other products or services in the market. A brand exists in the minds of the consumer. The consumers identify with some associations when they hear the name of the brand. Stronger is this association; the more successful is the brand. An intense promotional program is imperative for the establishment and sustenance of a brand over time. The paper examines the role of marketing communications in branding.
BRANDING
Brand marketing is the art/science of making the right impression on prospects. It’s the active process of discovering, developing and bringing the right image or identity of your company to the marketplace. Too often, clients are focused on the later stages of the brand identity development process, such as the presentation on a Web site or advertisement in a magazine.
Effective Brand Marketing is a complete process of researching the market and developing an image for your corporate identity, and then engineering its presentation at optimal times and places. Since search engine users are looking for a specific product or service, having your well-constructed brand presented in search engine listings, is perhaps one of the best brand impressions you can make.
ELEMENTS BRAND MARKETING
The elements of brand marketing are:
• Target market research: collecting information on prospect needs and preferences
• Features and benefits: identifying target prospects are interested in and which will move them to purchase
• Brand presentation: designing a web page that maximizes the impact and impression of your business.
• Brand experience: creating a Web site or other advertisement that makes the users meeting with your product or service memorable, fun or useful.
A strong brand is a big asset both online and offline. On the Web, creating and building a well-differentiated brand is worth the challenge. It's not enough just to reach customers today. You have to reach them in a way that is compatible with their beliefs, language, needs and expectations.
Monday, January 29, 2007
Session 4 - Customer Interface e-Business Strategy
Seven Design Elements of the Customer Interface
There are seven design elements of the customer interface (7Cs). It examines the characteristics of each element and gives a way to classify any website using the 7Cs Framework.
Look and feel Determination for Context classification
The look-and-feel of a website has two dimensions:
Form (or aesthetics), it focuses on the artistic nature of the site. Function, it relates to usability. Some argue that these are opposing deign aspects a involve unavoidable tradeoffs, while others believe that advancing technologies are leading new techniques and fever compromise as a both aesthetic and functional dimensions continue to expand.
Content Classification
The three content classifications are:
Product-dominant, the website’s priority is selling goods, although it often offers information as well (subcategories of Superstore, Category killer and Specialty store).
Information-dominant, websites exist for the purpose of providing information, generated either internally or externally.
Service-dominant, the websites help users perform a task, such as investing money.
Community
Users are motivated to join the community by involving the feeling and common interest sharing to create a group of people relationship.
There are three kind of community classified according to its functionality:
- Nonexistent Community
Sites that have no community offer no way for users to interact with one another
- Limited Community
Sites offer features such as reading and posting information, stories or opinions
- Strong Community
Sites offer interactive community functions such as chat rooms and message boards
Customization
• Generic
Displays the same face to every user
Example: newspapers, government agencies
• Moderately Customized
Customized to some extent, but not so customized that the website varies wildly with each user
Example: Most e-commerce websites
• Highly Customized
Makes extreme efforts to give each user an individualized experience
Example: My Yahoo!, Amazon.com
Communication
• One-to-Many, Nonresponding User, Websites send broadcast communications to defined audience, usually through e-mail newsletters or website events
• One-to-Many, Responding User, Websites send messages to registered users and invite them to submit comments or responses
• One-to-One, Nonresponding User, Websites send personalized messages to address users’ specific interest or needs
• One-to-One, Responding User, Websites send personalized messages such as reminders, but in this case users can respond, by e-mail or through live interaction
Connection
Connections can be divided into two basic types, depending on whether the pathway of connection leads the user off the original site or whether the user can retrieve materials from other sites without leaving the site. Outside links always cause a user’s exit from the original website, while framed links, pop-up windows, and outsourced content cause the retrieval of material from the same or other site without an exit from the current website.
Commerce
Commerce can be classified according to the ability to process the transaction (Low, Medium or High).
There are seven design elements of the customer interface (7Cs). It examines the characteristics of each element and gives a way to classify any website using the 7Cs Framework.
Look and feel Determination for Context classification
The look-and-feel of a website has two dimensions:
Form (or aesthetics), it focuses on the artistic nature of the site. Function, it relates to usability. Some argue that these are opposing deign aspects a involve unavoidable tradeoffs, while others believe that advancing technologies are leading new techniques and fever compromise as a both aesthetic and functional dimensions continue to expand.
Content Classification
The three content classifications are:
Product-dominant, the website’s priority is selling goods, although it often offers information as well (subcategories of Superstore, Category killer and Specialty store).
Information-dominant, websites exist for the purpose of providing information, generated either internally or externally.
Service-dominant, the websites help users perform a task, such as investing money.
Community
Users are motivated to join the community by involving the feeling and common interest sharing to create a group of people relationship.
There are three kind of community classified according to its functionality:
- Nonexistent Community
Sites that have no community offer no way for users to interact with one another
- Limited Community
Sites offer features such as reading and posting information, stories or opinions
- Strong Community
Sites offer interactive community functions such as chat rooms and message boards
Customization
• Generic
Displays the same face to every user
Example: newspapers, government agencies
• Moderately Customized
Customized to some extent, but not so customized that the website varies wildly with each user
Example: Most e-commerce websites
• Highly Customized
Makes extreme efforts to give each user an individualized experience
Example: My Yahoo!, Amazon.com
Communication
• One-to-Many, Nonresponding User, Websites send broadcast communications to defined audience, usually through e-mail newsletters or website events
• One-to-Many, Responding User, Websites send messages to registered users and invite them to submit comments or responses
• One-to-One, Nonresponding User, Websites send personalized messages to address users’ specific interest or needs
• One-to-One, Responding User, Websites send personalized messages such as reminders, but in this case users can respond, by e-mail or through live interaction
Connection
Connections can be divided into two basic types, depending on whether the pathway of connection leads the user off the original site or whether the user can retrieve materials from other sites without leaving the site. Outside links always cause a user’s exit from the original website, while framed links, pop-up windows, and outsourced content cause the retrieval of material from the same or other site without an exit from the current website.
Commerce
Commerce can be classified according to the ability to process the transaction (Low, Medium or High).
Tuesday, January 16, 2007
Business Models Session 3 e-Business Strategy
Business Models
Components of a business model
Many different conceptualizations of business models exist. They all have various degrees of resemblance or difference. The model conceptualization describes a business model as consisting of nine related business model building blocks. Thus, a business model describes a company's business:
value propositions: The company's offers which bundle products and services into value for the customer. A value proposition creates utility for the customer.
target customer segments: The customer segments a company wants to offer value to. This describes the groups of people with common characteristics for which the company creates value. The process of defining customer segments is referred to as market segmentation.
distribution channels: The various means of the company to get in touch with its customers. This describes how a company goes to market. It refers to the company's marketing and distribution strategy.
customer relationships: The links a company establishes between itself and its different customer segments. The process of managing customer relationships is referred to as customer relationship management.
value configurations: The configuration of activities and resources.
core capabilities: The capabilities and competencies necessary to execute the company's business model.
partner network: The network of cooperative agreements with other companies necessary to efficiently offer and commercialize value. This describes the company's range of business alliances.
cost structure: The monetary consequences of the means employed in the business model.
revenue model: The way a company makes money through a variety of revenue flows.
These 9 business model building blocks constitute a business model design template which allows companies to describe their business model.
Today, the type of business models might depend on how technology is used. For example, entrepreneurs on the internet have also created entirely new models that depend entirely on existing or emergent technology. Using technology, businesses can reach a large number of customers with minimal costs.
Business Models for Online Business
Specific for Business online, we should consider:
• Core Benefits and Proposition
The core benefit for company and buyers (customers) shall be well defined as company gets benefits for providing service access, information and transaction reversed to buyers to get all those deliveries as required.
• Online Offering
Company should Identify the scope of the offering, Identify the customer decision process and Map the offering to the customer decision process
• Key Resources
Company needs a strong brand name that signals both credibility and trust, reliable technology to facilitate bidding, an active community and strong back-office support.
• Revenue Model
The revenue model may include transactions, product sales and advertising.
• Key Threats
Online business becomes broaden around the world. Innovative value-added services on the part of competitors who offer alternative can easily threaten the profit stream.
Components of a business model
Many different conceptualizations of business models exist. They all have various degrees of resemblance or difference. The model conceptualization describes a business model as consisting of nine related business model building blocks. Thus, a business model describes a company's business:
value propositions: The company's offers which bundle products and services into value for the customer. A value proposition creates utility for the customer.
target customer segments: The customer segments a company wants to offer value to. This describes the groups of people with common characteristics for which the company creates value. The process of defining customer segments is referred to as market segmentation.
distribution channels: The various means of the company to get in touch with its customers. This describes how a company goes to market. It refers to the company's marketing and distribution strategy.
customer relationships: The links a company establishes between itself and its different customer segments. The process of managing customer relationships is referred to as customer relationship management.
value configurations: The configuration of activities and resources.
core capabilities: The capabilities and competencies necessary to execute the company's business model.
partner network: The network of cooperative agreements with other companies necessary to efficiently offer and commercialize value. This describes the company's range of business alliances.
cost structure: The monetary consequences of the means employed in the business model.
revenue model: The way a company makes money through a variety of revenue flows.
These 9 business model building blocks constitute a business model design template which allows companies to describe their business model.
Today, the type of business models might depend on how technology is used. For example, entrepreneurs on the internet have also created entirely new models that depend entirely on existing or emergent technology. Using technology, businesses can reach a large number of customers with minimal costs.
Business Models for Online Business
Specific for Business online, we should consider:
• Core Benefits and Proposition
The core benefit for company and buyers (customers) shall be well defined as company gets benefits for providing service access, information and transaction reversed to buyers to get all those deliveries as required.
• Online Offering
Company should Identify the scope of the offering, Identify the customer decision process and Map the offering to the customer decision process
• Key Resources
Company needs a strong brand name that signals both credibility and trust, reliable technology to facilitate bidding, an active community and strong back-office support.
• Revenue Model
The revenue model may include transactions, product sales and advertising.
• Key Threats
Online business becomes broaden around the world. Innovative value-added services on the part of competitors who offer alternative can easily threaten the profit stream.
Friday, January 12, 2007
Update Telecommunication and IT
There will be no more IT (Information Technology) but ICT (Information and Communication Technology).
Update Telecommunication and IT
There will be no more IT (Information Technology) but ICT (Information and Communication Technology).
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