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Dec 01’75%45%
40%Own mobile phone Use Internet anywhere Have digital TVE-marketing 643
1 Have access to different channels. Figure 25.2, a
curve typical for most western countries,
shows that digital TV and mobile phone access
are increasingly important for B2C marketing,
while in B2B markets Internet access is higher
(Figure 25.3).
2 Are influenced by using which channel or
channels? Although the proportion of
e-commerce transactions for all purchases is
low, the role of the Internet in influencing
purchase is significant for high involvement
purchases such as financial services, holidays
or cars. For example, it is now estimated that
over half the purchasers of new cars in some
western countries will research the purchase
on-line, even though the proportion
purchasing entirely on-line is only in single
figures. Understanding the reach of a
website and its role in influencing purchase is
clearly important in setting e-marketing
budgets.
3 Purchase using which channel or channels? The
propensity to purchase on-line is dependent on
different variables over which the marketer has
relatively little control. However, factors which
affect the propensity to purchase can be
estimated for different types of products. De
Kare-Silver (2000) suggests factors that should
be considered include product characteristics,
familiarity and confidence, and consumer
attributes. Typical results from the evaluation
are: groceries (27/50), mortgages (15/50),
travel (31/50) and books (38/50). De
Kare-Silver states that any product scoring
over 20 has good potential, since the score for
consumer attributes is likely to increase
through time. Given this, he suggests
companies will regularly need to review the
score for their products. The effectiveness of
this test is now demonstrated by data for
on-line purchases in different product
categories (Figure 25.4).Figure 25.2 UK rates of adoption of new media (with kind permission of e-MORI, http://www.e-mori.co.uk))