Today we discussed metrics. For this task, list 2 objectives you think your brand may be trying to achieve via their website or any other online marketing channel.Position it as a SMART objective – you won’t know what their real SMART objectives would be, but if it was your job to develop them for your brand, what would they be?
Next, list the corresponding metrics that would be needed to measure each objective – think about the task that you are asking the visitor to complete – what would you need to evaluate in relation to this task to identify if it was successful, if you could improve, if you should change anything in the future.
Segmentation Metrics is explained as the information in which is gathered from sources all across the web in which segment all the users into different categories. Segmentation metrics has just recently become popular because businesses are noticing that it provides them great incite as to where their customers and how their customers are finding them. By following the segmentation you are able to make changes quickly and stay on top of your business, allowing you to be able to produce more money for your company.
For your website and business maybe it is not time on site that is important, maybe it is page views, maybe it is the conversion rate , maybe it is number of leads, maybe it isDM Campaigns, maybe you only rely on PPC/SEM. This is why segmentation metrics is key because it can do all that and more.
Here's is a video about a program in which is used specifically for segmentation metrics.... http://www.demandmetric.com/content/market-segmentation-and-analysis-tool
E-commerce
is the buying and selling of services through any electronic medium, such as
the Web or a Smartphone. The growth of e-commerce is astounding. Over 86% of
all Web users worldwide have made at least one online purchase. This shows a 40% increase in the past 2
years, and it includes 93% of all Web users in Europe, and 92% of all Web users
in North America.
Virtually
anything that can be found offline can now be found online. Amazon.com has been
ranked one of the top ten most visited sites Web, which makes it no surprise
when we see that books are the most popular online purchase, sitting at 41%.
Some of the other most popular purchased items are as follows: Clothing/Accessories/shoes
(36%), Videos/DVDs/Games (24%), Airline ticket/Reservations (24%), Electronic
equipment (23%), and Music (19%).
Some Pros and Cons to E-commerce:
Pros: -Convenience -Not bothered by salespeople -Able to see online reviews -Easy comparison shopping -Less expensive -Personalized selection -Wider selection -No sales tax -Historical order record
Cons: -Possible shipping payments -Delivery wait time -Lack of non-cash payment options -Inability to experience -Lack of trust -Wider selection -Unsocial -Lack of assistance
But what about the future of E-commerce? Where will it be in a
few years? What will change? How will it be better and will I like it?
The Future of E-commerce will be:
a
Custom-Tailored, Dynamic Experience for each Individual Customer.
Thus we see through the advancements and insight into
the online shopping world of e-commerce a perceptive and experienced look into
the future would be: a custom-tailored experience that can retain information on
your preferences, gauge your level of interest in a certain item, and make
dynamic adjustments to the price and options, all in order to make the sale,
rather than miss an opportunity. By implementing advances in dynamic
programming, combined with thoughtful design, e-commerce of the future will bear
a resemblance to a catalog less and less, and feel more and more like an
in-store encounter.
User-specific promotions are just
one example of how the new, dynamic e-commerce experience will change the way
you shop online. All retailers comprehend that a smaller profit is always more
beneficial than no profit, and that quantity or volume can make up for smaller
margins. This is a practice that has been accomplished by brick-and-mortar
merchants for many years, but has been largely absent from e-commerce. You are
more likely to make a purchase when you feel like you're getting a deal, just
as you are when having an in-store experience. The ability to adjust pricing
and make deals on the spot… without the need for human oversight could, and
most likely eventually will, transform what would have been an impersonal and
boring online shopping experience into a rewarding, exciting, and enticing
opportunity.
By becoming more familiar with the consumer and
tailoring the experience to the shopper's personal taste, retailers can present
products of interest and evade wasting time on items that do not matter to that
customer. Websites will already "know" what customers are looking
for, even before they begin browse. Sites will eventually become so good at
anticipating the personal taste of the individual that everywhere a person
shops will be a next-generation experience, created with them in mind.
E-commerce is a thrilling stage in the development of
technology, and watching and experiencing it unfold; more tailored to own our
desires and expectations is incredibly exciting!
By: Jocelyn DeBoer
Bibliography:
Perry, James T., and Gary P. Schneider.
New Perspectives on E-commerce. Boston, MA: Course Technology, Thomson
Learning, 2001. Print.
Reynolds, Matthew. Beginning
E-Commerce with Visual Basic, ASP, SQL Server 7.0 and MTS. Birmingham, UK:
Wrox, 2000. Print.
Rayport, Jeffrey F., and Bernard
J. Jaworski. Introduction to E-commerce. Boston: McGraw-Hill Irwin
MarketspaceU, 2004. Print.
Comscore. "The Future of E-commerce." YouTube.
YouTube, 09 Feb. 2012. Web. 19 Nov. 2012. <http://www.youtube.com/watch?v=EoaOy2sTRKk>.
Miletsky, Jason I. Principles of Internet Marketing: New
Tools and Methods for Web Developers. Boston, MA: Course Technology, 2010.
Print.
Filling in the gap between the
online and offline world in regards to e-commerce, and online customer service
is expensive and time consuming. Consumers like having the option of mixed
options to fulfill their needs and problems.
If businesses were to take the
physical and personal interaction away from customers it has the potential to
have a negative impact on sales and branding. Through online customer service
the personal customized interaction with the customer is lost.
What customers really want is:
-To be treated with respect and dignity
-An explanation to their problems
-To be reassured the problem wont reoccurrence
-They also want a chance to get their negative
experiences and emotions out.
Social media websites are a way
to connect with consumers in a positive way, and it’s where consumers go to
relax and get away from issues that they are having. Having a balance between
online resources, face to face, and over the phone customer service would be
the best option for success. Customers like having options and the Internet may
not be what everyone prefers to use. Yet through the aid of the Internet,
customers can become more independent and certain companies such as, rogers do
have online self help/ online representative to help solve problems. It is faster
and the feedback can be stored automatically, yet it’s not personal. Customers
don’t feel like they are special, or there’s no customization with the service
or help. Through online all emotions are lost and it can feel as if a company
doesn’t have the time or care enough to take the time to personally talk to
you, and listen to what you your concerns are.
The Internet provides businesses
with a fast innovative way to solve problems, and get instant feedback, but it
shouldn’t be the sole source of customer service. If businesses are able to
perfect the way they communicate with customers via technology this may
positively influence a business and how customer service is conducted. By
taking information we receive and learn through the aid of technology we can
optimize how we customize and optimize they type of customer service our
customers receive.
Website evaluation tools are online services
or software programs that help people and their businesses determine the
performance of a websiteand
if it meets accessibility guidelines.
These programs and services offer assistance with
search engine
optimization (SEO), usability, technology, social media and accessibility
reviews. They help people to better their websites or show people which
websites are credible and a good source to get information off of. The
following websites are examples of both of these:
BDC offers paid help to people on improving their websites. Their
expertise is divided into 4 main sections:
·Search engine optimization (SEO)
Provide a list of keywords
relevant to your industry and analyze your site's ranking on search
engines.
·Usability
Conduct an evaluation of your
site design, ease of navigation and mobile device compatibility.
·Technology
Identify broken links, faulty
coding, browser compatibility and more.
·Social media
Evaluate your presence on the
popular social media platforms.
By getting a website diagnostic and
answering an online questionnaire that allows the BDC technicians to review
your website and give you recommendations, both in an online discussion and
in electronic form.
They also offer information and
communication technology (ICT) diagnostic, internet strategy and system selection
support. Everything to get your website working perfect and be the number
one website searched.
Achecker is a free website that
allows you to search websites and see what areas of the website need improvement,
such as language codes and text issues. You type in the website you want to
review and up come all of the reviews about the website.
The following are 5 easy steps
to help you diagnose a website yourself:
1.Accuracy of Web Documents
Who wrote the page and can
you contact him or her?
What is the purpose of the
document and why was it produced?
Is this person qualified to
write this document?
Accuracy
Make sure author provides
e-mail or a contact address/phone number.
Know the distinction
between author and Webmaster.
2.Authority of Web Documents
Who published the document
and is it separate from the "Webmaster?"
Check the domain of the
document, what institution publishes this document?
Does the publisher list his
or her qualifications?
Authority
What credentials are listed
for the authors)?
Where is the document
published? Check URL domain.
3.Objectivity of Web Documents
What goals/objectives does
this page meet?
How detailed is the
information?
What opinions (if any) are
expressed by the author?
Objectivity
Determine if page is a mask
for advertising; if so information might be biased.
View any Web page as you
would an infomercial on television. Ask yourself: why was this written
and for whom?
4.Currency
of Web Documents
When was it produced?
When was it updated?
How up-to-date are the
links (if any)?
Currency
How many dead links are on
the page?
Are the links current or
updated regularly?
Is the information on the
page outdated?
5.Coverage
of the Web Documents
Are the links (if any)
evaluated and do they complement the documents' themes?
Is it all images or a
balance of text and images?
Is the information
presented cited correctly?
Coverage
If page requires special
software to view the information, how much are you missing if you
don't have the software?
Is it free or is there a
fee to obtain the information?
Is there an option for text
only, or frames, or a suggested browser for better viewing?
Next time you’re checking out a
website to use for research or thinking of making your own, use these
simple website and easy steps to help you evaluate your website.
