Direct Marketing in Retail and E-commerce

Course Overview

Redesign customer business processes for multichannel marketing as you learn about payment processing, online shopping and fulfillment, affiliate programs, “care and feeding” of online customers, and measurements of success.  Discover how to create, maintain, and optimize a successful e-commerce site, including the design of the “perfect” shopping cart.

Course Content

Appreciate the importance of e-commerce and how it has changed the customer buying experience; and learn how business practices must be redesigned to meet these changes successfully. Develop basic website components, including the all-important landing page, to make navigation easy and user-friendly and help increase your conversion rate.

• Overview of catalog marketing and the development of e-commerce
• Effective catalog marketing
• The importance of e-commerce in future market development
• How retail, catalogs and e-commerce have come together

The Online Buyer/Seller Model

• Differentiation between the online and offline buyer.
• E-businesses explanation: pure play, integration, and transformation

Basic Components of The commerce Enterprise

• The interaction between e-commerce sectors - B2B v. B2C
• Main components of an e-commerce enterprise
• Given an insight into successful e-commerce techniques
• Successful e-commerce techniques
• Resource Planning (ERP)

Three Ways to Measure E-commerce Marketing Success

• E-commerce data and information
• Effective measurement of e-commerce success
• Marketing to support e-commerce
• Application of measurement techniques to determine the success of an e-commerce enterprise

Growing e-commerce

Examples and Applications