電子商務(wù)講解課件英文lecture(參考版)
2024-10-19 15:24本頁面
【正文】 offline Convergence 2021/11/12 29 Players Avenue A – AVEA Digital Impact – DIGI DoubleClick – DCLK Message Media – MESG – MYPT 24/7 Media – TFSM YesMail YESM 2021/11/12 30 The drivers of Online Research Increasing inter usage Offers advantages over traditional methodology Improving sample representativeness Respondent cooperation levels 2021/11/12 31 Advantages over traditional methodology Lower cost ? larger, more robust sample, or lower cost ? Enables surveys of niche markets Fast turnaround ? Less than 10 days of eight weeks ? Results in real time Versatility ? Interactivity of telephone ? Visual capability 2021/11/12 32 Advantages over traditional methodology User Friendly ? No interviewer, no bias, the Unedited Voice ? Convenience : 24 / 7 ? Incentives provided (Beenz) Automated data collection ? No coding or data entry 2021/11/12 33 Improving sample representativeness Online samples approaching ?representative? in some demographics / buyer groups … ** Client prepared to tradeoff … cost/speed for accuracy … confidence is increasing High response rates are key ? 10% 20% response rate on 100% population ? Some cities have 50% peration 2021/11/12 34 Director EMail Marketing Post Date:21 Feb 01 Responsible for the strategic development and implementation of pany39。 unique links to know who amp。s average response rate of 18% is positively dreamlike. HTML will bee the central point of customer contact as it delivers not just marketing, but also transactions and customer service. 27 2021/11/12 19 Writing Email That Sells Target To The Right Audience To The Point ? Jupiter Communication research, only 15% read entire message. % read the 1st sentence and decide whether of not to con
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