[经济学]信息社会的商业规则:技术、行为、文化、经济、经营.pptVIP

[经济学]信息社会的商业规则:技术、行为、文化、经济、经营.ppt

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[经济学]信息社会的商业规则:技术、行为、文化、经济、经营

New Numbers 1.2bn dating market (onnline + offline) m/c problem From a topline perspective, the good news is that all brands indicate there should be a higher percent of the budget online. For Colgate, which actually started with a 7% budget in online, should have put 11% online, which would have dramatically increased their key metrics, imagery up 34% and Intent up 20% Dove started with 2%, however they should have allocated 15% to online which would have results in an average +8% increase in all the brand metrics and a 14% increase in Purchase Intent, which they say is a good measure of sales impact For McD’s, their 1% budget in online should have been 13%, which would have achieve an 8% increase in brand awareness, as a result they Added 6 Million new consumers that are aware of McDonald’s Grilled Chicken Flatbread Sandwich. These are significant findings. And there are more to come from KCC, AstraZeneca, Universal, and ING. “McDonalds joined the chorus last week, saying that it plans to devote more money to digital marketing, quite possibly at the expense of the millions of dollars it spends on TV commercials…McDonalds is just the latest major advertiser to step up its rhetoric about the Web. Half of the top 20 online advertisers in 2002 were Fortune 500 companies--up from about two in 2000including A, Estee Lauder, SBC Communications, General Motors and Barnes Noble, according to market researcher Nielsen NetRatings…” - CNET, April 24, 2003 It’s given consumers more options, more information – and they’ve responded accordingly. We live in a world of multi-channel shoppers – and they’re often browsing in one channel and shopping in another. Internet retailing was the bright spot in a gloomy holiday season. A study we conducted of consumers in January showed that 60%…….most importantly, multi-channel shoppers spent more money than those who just shop at retail or just shop through catalogs. INSERT BARNEY SHOPPING.COM HERE Order Channels 订购渠道 Offer Channe

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