This chapter is meant to serve as a resource to HCI practitioners and researchers who wish to understand the existing body of research in the areas of Internet marketing and e-commerce systems. In particular, we report on research that will be useful to designers of interactive marketing and e-commerce systems. We look at the design of interactive marketing and e-commerce systems as a two-actor system, with the role of the marketer and the customer being the two primary roles. The chapter is not a primer on marketing, Internet marketing, e-commerce system or HCI methods. Rather, a firm foundation in each of the above-mentioned areas is assumed. Our goal is to introduce many of the topics related to Internet marketing and e-commerce as they relate to HCI, and to provide valuable references to existing research. A comprehensive treatment of these topics is well beyond the scope of a book chapter.
The chapter starts with a discussion of some foundational knowledge, which will be of value to most HCI practitioners who are venturing into the world of the design of interactive online marketing/commerce systems.
Next, we move into a discussion of the marketing lifecycle, which breaks down the relationship between a seller and a customer through the various phases of buying and selling. Where possible, we report on research results that will inform the activities of designers. Additionally, we identify interesting research opportunities.
We conclude by discussing a series of topics that typically span the entire marketing lifecycle. These topics are all active areas of research and/or development, and many HCI practitioners and researchers will find themselves working in these areas for years to come.