08. E-Commerce Marketing Mix Collaboration

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08. E-Commerce Marketing Mix – Collaboration

E-Commerce Marketing Mix – Collaboration

• Code: 166145-01

• Course: Electronic Commerce Marketing

• Period: Autumn 2011

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• 01. E-Commerce Waves • 02. E-Commerce Marketing

• 03. E-Commerce Environments

• 04. E-Commerce Consumer Behaviors • 05. E-Commerce Marketing Researches • 06. E-Commerce Marketing Goal

• 07. Segmentation, Targeting, and Positioning

• 08. E-Commerce Marketing Mix – Collaboration

• 09. E-Commerce Marketing Mix – Contentware • 10. E-Commerce Marketing Mix – Commitment • 11. E-Commerce Marketing Mix – Communication • 12. E-Commerce Marketing Mix – Channel

• 13. Website Establishment

• 14. Integrated Marketing Strategy • 15. Internet Society and Law

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• Code: 166145-01

• Course: Electronic Commerce Marketing

• Period: Autumn 2011

• Professor: Sangwon Lee, Ph.D.

08. E-Commerce Marketing Mix – Collaboration

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• Collaboration

• A method to deal with others or join together for mutual benefits among subjects on the network

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• Importance

• A customer on the internet is a partner. • New related concepts appear.

• Symbiotic marketing, linkage marketing, affiliate marketing, relationship marketing, …

• There could be a collaboration with even a competitor. • Cf. Coopetition = cooperation but competition

• Ex. Covisint: an alliance company by GM, Ford, Chrysler, … for co-procurement

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• Types of Collaboration • B2C collaboration • B2B collaboration • C2C collaboration B2C _B2B C2C

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• B2C Collaboration

• Reciprocal actions between a company and a customer

• A company provides a customer with customized information. • A customer provides a company with his/her information.

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• Importance of B2C Collaboration

• Maintaining prolonged customer relationship

•  Increasing efficiency of customer acquisition • Ex. Lifetime value

• Increasing customer participation

•  Decreasing cost of contentware production or marketing • Ex. Prosumer (= producer + consumer)

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• An Example of B2C Collaboration

• Dongyang Magic Corp. at www.magicmall.co.kr

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• An Example of B2C Collaboration

• Coolsavings at www.coolsavings.com

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• B2C Collaboration Management

• B2C collaboration starts from understanding customers and providing them with contentwares that they need.

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• Methods of B2C Collaboration Management • Personalization of contentware

• Real-time recommendation of productions/services • Campaign management

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•  Providing what a customer likes and uses on the first page view. • It needs information about a customer.

• Real competitive power comes from learning relationship between a company and a customer.

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• Process of learning relationship Process of Learning Relationship

Stage 1 • Understanding needs and tastes of a customer by _{interactions and feedbacks}

Stage 2

• Satisfying a customer by personalization of

product/service

• Maintaining information of a customer

Stage 3 • Learning needs of a customer by continuous _{interactions with a customer.}

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• Methods of contentware personalization • Rule-based filtering

• Collaborative filtering • Learning agent

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• Methods of B2C Collaboration Management

• Real-time recommendation of productions/services

•  Recommending product/service that a customer prefer to a customer in real time.

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• Real-time recommendation of productions/services • Methods of real-time recommendation

• Rule-based filtering • Collaborative filtering

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• Real-time recommendation of productions/services

• An example of collaborative filtering at www.amazon.com

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• Methods of B2C Collaboration Management • Campaign management

•  Planning/fulfilling/managing a marketing campaign for a customer.

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• B2B Collaboration

• Reciprocal actions between companies

• A company exchanges information with other companies.

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• Importance of B2B Collaboration • Sharing resources and risks

• Easy to approach and secure a market by cooperation • Create a new value by synergy effect

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• Phenomena of B2B Collaboration

• Lively partnership among different industries as well as the same ones

• Sharing customers as well as transferring techniques • Partnership even with a competitor

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• An Example of B2B Collaboration

• Shinmoorim Co. at www.moorim.co.kr • Hansol Co. at www.papermall.co.kr

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• B2B Collaboration Management • Commission-based programs • Bounty/flat-fee referral programs • Click-through programs

• Cost-per-thousand impression programs • Customer sharing programs

• Banner sharing

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• Effects of B2B Collaboration

• Increasing marketing efficiency • Decreasing cost

• Making synergy effect

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• C2C Collaboration

• Reciprocal actions between customers

• A customer exchanges information with other customers.

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• Importance of C2C Collaboration

• It improves profits or creating values by use of C2C collaboration •  Establishing virtual communities

•  Establishing peer-to-peer environment

• It improves a customer’s fondness for a company. • Virtual culture plays a role of exit barrier.

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• C2C Collaboration Management • Virtual community

• Establishing virtual consumer communities • Establishing virtual company communities • Peer-to-peer (P2P)

• Sharing information

• Supporting virtual communities

Virtual Communities Examples

Virtual

Consumer Communities

Locations Seoul, New York, Paris, …

Demographics Parents, Children, …

Themes Politics, Music, …

Virtual

Company Communities

Vertical Industries Agriculture, Bio, …

Functions Procurement, Logistics, Marketing, …

Locations Seoul, Iksan, …

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• An Example of C2C Collaboration

• Grugru P2P at www.guruguru.co.kr