The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli. These new tools and methodologies came to the market researcher's mind to help them to decode in greater depth the behaviour of consumers, by providing brands with better and greater information to reduce risk in decision-making. Being able to measure the biometric impact (unconscious response) of a marketing stimulus on consumers was one of the main advances in this sector.
Relationship, one-to-one, and permission marketing are just some of the new marketing lexicon terms used to describe online marketing strategies. It appeared to the authors that although these terms were much in evidence, little empirical work had been undertaken to measure the components of such strategies. This paper describes the results from a unique pan-European research study designed to understand the determinants of one of the elements in these strategies: a sticky website. It provides an explanation of the construction and parameterisation of a unique stickiness metric and explains why such a metric is important in helping eCommerce companies optimise their marketing mix. Fundamentally it demonstrates why purely behavioural measures are not enough and why attitudinal measures are important.
Commerce players have a compelling economic incentive to retain customers, because it is more expensive to acquire new customers than it is to retain existing ones. While companies have used a multitude of tactics to foster loyal relationships, special loyalty programs have experienced exceptional growth in the United States. While effective in driving transactions, these programs are often costly and inefficient. Consumers, in most cases, remain loyal when companies meet their needs and expectations, changing allegiance only when they experience a disappointment or they believe a superior alternative exists. Does loyalty manifest itself differently online than in traditional channels? What are commerce players doing effectively and ineffectively to drive loyalty? Will consumers be loyal to commerce players on the web? What solutions are available to implement loyalty strategies?
The bloom is off the rose for eCommerce companies. Some have already experienced financial difficulties, while many others are not likely to survive for long. This paper focuses on successful strategies for offering products and services on the web, and offers some perspectives on the types of companies that are most likely to succeed at eCommerce. The paper also explores some of the ways that researchers can focus on brand development and other issues that will influence the success of eCommerce ventures.
This paper's main argument is that 'ethnic' and other forms of specific target marketing offer an opportunity for marketing efforts to be precise, relevant and coherent to suit various consumer search behavior patterns. Personal care products address the most potentially sensitive differences between individuals (highly visible differences as well as more subtle ones). We will show how marketing strategies can gain in consistency and success thanks to the demands of very specific target groups and the ensuing opportunity for empathy marketing.
This paper describes how community-based and ethnographic marketing research have been used as the basis for community-based marketing strategies. These approaches are particularly important for the study of ethnic sub-communities because they address several deficiencies of current ethnic marketing research methodologies. Synthesizing several American case studies, the report reflects on the general principles which may be gleaned from these experiences, including the tactics and objectives that must guide community-based research.
This paper considers the value of understanding peoples attitudes towards mineral water. Its concern is to assess whether behavioural intentions can be predicted from the Extended Fishbein Model and to explore the ways in which the components of this model can be used to appreciate the characteristics of different user groups (non users versus heavy users) and hence form an input for marketing strategy development. We open by considering the growth of the mineral water market in the UK, showing its potential compared with other European countries. The original positioning strategy behind the main brand, Perrier, was to enable the user to express their status values. However with increasing consumer demand and awareness of water pollutants, it is thought that mineral water brands now satisfy a stronger functional need. From 25 depth interviews we elicited salient beliefs and key referent influencers, which were used to build a model of behavioural intentions in the mineral water market, following Fishbeins Extended Model. Based upon a further 100 interviews, we tested this models efficacy, and found from multiple linear regression that we could account for 75% of the variation in behavioural intention. Respondents were classified into non-users, light, medium and heavy user categories and using principal component analysis we investigated how these groups could be described in terms of their evaluated beliefs and social norms. Focusing upon the heavy user and non-user we considered how these groups differed and using discriminant analysis we were able to correctly allocate all respondents on the basis of their altitudinal components and social norms. We conclude by considering the value of these findings as an input to marketing strategy.