The Marketing Book 5th Edition

E-marketing 647

 Total numbers of sessionsorvisitsto a website.
(Note that ‘hits’are a spurious measure, since
when a web page is downloaded to the PC, a
number of separate data transfers or hits takes
place, usually one for each HTML and graphics
file. Marketers should measure page impressions
because they are a real measure of customer
traffic to your site and, for an advertiser, this
equates with other familiar measures such as
‘opportunities to view’.) Attraction efficiency
(Figure 25.5) indicates the proportion of your
target audience you attract to the site or its
reach.
 Repeat visits– average number of visits per
individual. Total number of sessions divided by
the number of unique visitors. Update your

site more often and people come back more

often.Cookiescan help track repeat visits.

 Duration– average length of time visitors spend

on your site (but remember that for some

areas of the site such as on-line sales or

customer service you may want to minimize

duration). A similar measure is number of

pages viewed per visitor.

 Subscription rates– numbers of visitors

subscribing for services such as opt-in e-mail

and newsletters.

 Conversion rates– the percentage of visitors

converting to subscribers (or becoming

customers). This is critical to e-marketing. Let’s

take an example. Say 2 per cent of 5000

visitors to a site in a month convert to 100

Table 25.2 A stage model for e-business development

1. Web presence 2. E-commerce 3. Integrated
   e-commerce
   4. E-business

Services available Brochureware or

interaction with

product catalogues

and customer

service

Transactional

e-commerce on buy-

side or sell-side

Buy- and sell-side

integrated with ERP

or legacy systems.

Personalization of

services

Full integration

between all internal

organizational

processes and

elements of the

value network

Organizational

scope

Isolated

departments, e.g.

marketing

department

Cross-organizational Cross-organizational Across the

enterprise and

beyond (extraprise)

Transformation Technological

infrastructure

Technology and new

responsibilities

identified for

e-commerce

Internal business

processes and

company structure

Change to

e-business culture,

linking of business

processes with

partners

Strategy Limited Sell-side

e-commerce

strategy, not well

integrated with

business strategy

E-commerce

strategy integrated

with business

strategy using a

value-chain approach

E-business strategy

incorporated as part

of business strategy

Source: Chaffey (2002).