Information Technology Reference
In-Depth Information
full integrated part of the hole marketing and communications strategy, requiring on
the general principles of e-marketing:
Interactive and Flexible
Informative
Instantaneous
Measurable
Affordable and
Intuitive navigation
It is important to set up the e-business model in such a way that it uses the 6
principles of e-marketing on the one hand and on the other hand meets the customer's
or user's personal requirements for services, products and information. This requires
to know and to understand the behavior, needs and expectations of the target group.
Apart from traditional marketing based on market research e-marketing can and
should use the data given by users while they are navigating through the web site.
Focusing on permission marketing where the user allows you to use his data for
further communication, you are able to build up a long-lasting customer relationship.
By this you can see customer data as the real treasure. To use it requires a good e-
business model, data warehousing and especially data mining techniques.
A good user model is the basis for all activities. However, such customer groups are
not static, they will chance over time. The internet is a fast medium. The interest of
customer groups will change quickly. Customers will move away from one provider
to another one. Besides that arises the question: Are your services or products
appropriate to get sold via the internet? What should your web pages look like? What
technological facilities has the customer who is visiting your web site?
To keep the customer's attention for your web presence requires to build up a strong
customer relationship and to offer services which attract the customer to visit the web
site frequently and purchase products and services. The need to develop specific
marketing strategies for the internet implies that some traditional principles are
adapted, or even reinvented. An online-shop offers all the incriedents (for e.g.
marketing/selling data, server data, web meta data) to solve and to automate these
tasks successfully (see Fig. 1). While a customer is visiting a web site he leaves a
trace of data which can be used to understand the customers needs, desires and
demands as well as to improve your web presence.
3 The Data
In an e-commerce site are available data across the merchandising data, marketing
data, server data, and web meta data. These data can be used for data mining to better
understand the marketing and selling processes, the site organization and the server
itself (see Fig. 1).
There are different types of data: user entry data, server and cookie logs, web
documents and web meta data.
