This thesis focuses on connecting the opportunities of the World Wide Web (WWW) as a marketing medium with the development of integral marketing strategies with measurable goals. It explains how WWW marketing activities can help marketers on their way from the traditional one-to-many marketing concepts to the new many-to-many marketing. The thesis provides marketers with an overview of the variety of WWW marketing opportunities, a "WWW Marketing Module and Inspiration Kit," and two detailed real life cases.
Table of Contents
1 Introduction
2 WWW Marketing and Efficiency Measurement
Introduction
The Mechanics of WWW Measurement
Technical Limitations of WWW Measurement
1. Big Domains
2. Multi-file Pages
3. Proxy Servers
4. Shared Computers
5. Dynamic IP-Addresses
6. Cache Servers
7. Search Engines/ Agents
Performance Limitations of WWW Measurement
1. Performance Issues
2. Storage Issues
Conceptual Limitations of WWW Measurement
How to Overcome these Limitations
1. Counting Pages
2. Page Grouping
3. Educated Guessing
4. Session ID
5. Third-Party Rating Systems
Who is Offering WWW Measurement Tools?
Off-Site WWW Measurement Solutions
On-Site WWW Measurement Solutions
What is WWW Measurement Good For?
The Broadcasting Approach
The Narrowcasting Approach
The Experimentation Approach
Conclusion
3 WWW Marketing and Integral Marketing Concepts
Introduction
The Death of the Salesman or the End of Mass Marketing
Knowledge Based Marketing
Experienced Based Marketing
How to Overcome Conceptual Limitations?
Towards an Integral WWW Marketing Strategy
4 Opportunities in an Integral WWW Marketing Concept
Introduction
Opportunities for Customer Information and Pre Sales Services
Opportunities for Sales Service
Opportunities for Customer Support and After Sales Service
Opportunities for External Communication/Public Relations
Opportunities for Internal Communications
Opportunities for Corporate Purchasing
Conclusion
5 Modules for an Integral WWW Marketing Concept
Introduction
WWW Marketing Module and Inspiration Kit
Conclusion
6 WWW Marketing as an Integral Part of an Integral Marketing Strategy: The Case of Octave Systems Inc.
Introduction
Description of the Business Background
Description of the General Marketing Strategy
The Home Page "www.octave.com"
Educating the Visitor
Selling to the Visitor
Servicing the Visitor
The Media Mix
The Promotion of the Site
1. Registering with Web Directories and Search Engines
2. Intuitive Web Addressing
3. Paid Pointers (WWW Advertisements)
4. Reciprocal Pointers (Co-linking)
5. Voluntary Pointers
6. News Group Marketing
7. Traditional Media Channels
Measuring the Effectiveness of Octave's Web Site
Future Outlook
7 WWW Marketing as an Integral Part of an Integral Marketing Strategy: An Implementation for the Santa Clara Fred Astaire Dance Studio
Introduction
General Framework
1. Analysis of the Business Background
2. Analysis of the General Business Goals
3. Analysis of the Competitive Advantages
4. Analysis of Areas where the Competitive Advantages Become Most Obvious
5. Analysis of the Current Marketing Channels and Activities
6. Marketing Goals for the WWW Marketing
7. Ways to Communicate the Benefits and Advantages of the company
8. Ways to Promote the Web Site
9. The Digital Version
10. Measuring the Success of the WWW Marketing
Proposal for the WWW Marketing of the Santa Clara Fred Astaire Dance Studio
1. Analysis of the Business Background of the Fred Astaire Dance Studio
2. Analysis of the General Business Goals of the Fred Astaire Dance Studio
3. Analysis of the Competitive Advantages of the Fred Astaire Dance Studio
4. Analysis of Areas where the Competitive Advantages become most obvious
5. Analysis of the Current Marketing Channels and Activities of the Fred Astaire Dance Studio
6. Marketing goals for the WWW marketing of the Fred Astaire Dance Studio
7. Ways to Communicate the Benefits and Advantages of the Fred Astaire Dance Studio
8. Ways to Promote the Web Site of the Fred Astaire Dance Studio
9. The Digital Version of the Fred Astaire Dance Studio's Web Site
10. Measuring the Success of the Fred Astaire Dance Studio's WWW Marketing
Conclusion
8 Efficiency Measurement in an Integral WWW Marketing Concept
Objectives & Core Topics
This thesis aims to establish a systematic approach for integrating the World Wide Web into corporate marketing strategies. It challenges traditional one-to-many marketing paradigms and proposes an "integral" strategy that leverages the WWW as a many-to-many communication medium to create measurable business value.
- Limitations of traditional WWW marketing measurement metrics (hits, impressions).
- Shift from mass marketing to knowledge- and experience-based marketing.
- Strategic implementation of WWW marketing across diverse organizational communication fields.
- Methods for evaluating WWW marketing effectiveness through cross-functional collaboration.
- Real-world case studies demonstrating innovative and successful WWW marketing applications.
Excerpt from the Book
Technical Limitations of WWW Measurement
At first glance, looking at the host names and IP addresses may appear to be a safe indicator of who the users are or where they are located. But, in fact, there are some limitations in the technology of the rapidly growing Internet, that limit the value of these information:
1. Big domains
2. Multi-file pages
3. Proxy servers
4. Shared computers
5. Dynamic IP-addresses
6. Cache servers
7. Search engines/ Agents
1. Big Domains
If a marketer wants to know some more about the demographics of its Web site visitors, the domain name might be distortions. If there is a hit from the domain uni-wh.de this could lead to the assumption that the visitor comes from Witten/Herdecke University in Germany. If there is a hit from nu.edu it is already more difficult. The domain is National University, but is the visitor located in San Diego or in one of the regional learning centers? And what if there are hits from aol.com, compuserve.com or att.com? These are domains with users all over the world. These users can be located all over the United States or all over the world, but as far as your Web server is concerned, they come from aol.com, compuserve.com or att.com.
Summary of Chapters
1 Introduction: Provides an overview of the role of the World Wide Web in modern business strategy and sets the research context in Silicon Valley.
2 WWW Marketing and Efficiency Measurement: Analyzes the technical and conceptual limitations of current web measurement methods and discusses how to improve them.
3 WWW Marketing and Integral Marketing Concepts: Examines the paradigm shift from mass marketing to many-to-many communication and introduces knowledge-based marketing concepts.
4 Opportunities in an Integral WWW Marketing Concept: Lists practical marketing opportunities the web opens for various corporate functions, including support, sales, and internal communications.
5 Modules for an Integral WWW Marketing Concept: Presents a "WWW Marketing Module and Inspiration Kit" with examples of innovative company strategies.
6 WWW Marketing as an Integral Part of an Integral Marketing Strategy: The Case of Octave Systems Inc.: Details a real-life case study of Octave Systems Inc. and their experience with WWW marketing.
7 WWW Marketing as an Integral Part of an Integral Marketing Strategy: An Implementation for the Santa Clara Fred Astaire Dance Studio: Develops a concrete marketing strategy and implementation proposal for a dance studio based on the previously defined framework.
8 Efficiency Measurement in an Integral WWW Marketing Concept: Summarizes the necessity for integral, customer-centered measurement approaches in the service economy.
Keywords
WWW Marketing, Integral Marketing, World Wide Web, Marketing Strategy, Efficiency Measurement, Many-to-Many Communication, Knowledge-based Marketing, Experience-based Marketing, Consumer-centered, Online Measurement, Case Studies, Silicon Valley, Service Economy, Digital Strategy, Communication Medium.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis focuses on how managers can develop "integral" WWW marketing strategies that are connected to their company's core processes and generate measurable results.
What are the central themes of the document?
Key themes include moving beyond simple "hit" counts to more sophisticated measurement, shifting from traditional mass-media one-to-many models to many-to-many communication, and ensuring web activities support overall business objectives.
What is the primary objective of the work?
The goal is to provide marketers with a systematic, strategic approach to the web, bridging the communication gap between technical departments and business management to maximize marketing effectiveness.
What scientific methods are utilized?
The authors employ an in-depth field research approach, including interviews with industry leaders in Silicon Valley and analysis of existing marketing publications and web-based case studies.
What topics are covered in the main section?
The main sections cover current technical limitations of web measurement, new marketing paradigms, operational opportunities in various communication fields (sales, PR, internal), and practical implementation strategies for real-life cases like Octave Systems and Fred Astaire Dance Studios.
Which keywords define this work?
Key terms include WWW Marketing, Integral Marketing, Efficiency Measurement, Many-to-Many communication, and Customer-Centered Strategy.
Why are standard web traffic measurements considered insufficient by the authors?
The authors argue that standard "hit" counts provide technical data that often lack marketing relevance, failing to capture user demographics, motivations, or the quality of the interaction.
How should a company successfully integrate its marketing and technical departments?
The thesis advocates for the creation of cross-functional project teams that combine technical expertise with communication and business strategy perspectives to ensure web initiatives align with company goals.
What specifically does the Fred Astaire Dance Studio case study highlight?
This case demonstrates the practical application of the research framework, showing how a local business in the service sector can use the web to build a student community and improve customer relationships.
- Quote paper
- Dr. Uwe Trillitzsch (Author), Simone Schweikert (Author), 1997, Towards Integral World Wide Web Marketing Strategies. Creating Points of Communication that Count, Munich, GRIN Verlag, https://www.grin.com/document/185317
