Web-based brand marketing communication network for enabling e-commerce transactions using Multi-Mode Virtual Kiosks (MMVKS)

• US 20080021778A1
• Filed: 06/28/2007
• Published: 01/24/2008
• Est. Priority Date: 04/21/1999
• Status: Abandoned Application

• Current Assignee: IPF Incorporated
• Original Assignee: IPF Incorporated
• Inventors: Perkowski, Thomas, Muchhal, Vaibhava
• Application Number:
  US11/823,828
• Publication Number:
  US 20080021778A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0248 Avoiding fraud
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Internet-based enterprise-level Brand Marketing Communication and E-Commerce Enabling Network which provides brand owners command and control over the wide range of brand-building assets, messaging and promotions scattered throughout the Web, and how they are communicated to directly consumers at diverse Web touch points, using server-side driven Multi-Mode Virtual Kiosks (MMVKS) having client/brand/agency and consumer programmable modes of display, as well as transaction tracking and commission-earning services, so as to provide better ways of and means for brand marketers and their agencies to reach empowered consumers, involving and enaging them with the client'"'"'s brand in new ways, so as to create value and build loyalty, in a participatory manner.

Claims

1-7. -7. (canceled)

8. A Web-based brand marketing communication network, comprising:

a Web-based subsystem for allowing brand management team members to remotely and independently create and deploy a plurality of Web-based Multi-Mode Virtual Kiosks (MMVKs) for a plurality of consumer products that are registered on said network so that said plurality of MMVKs can be installed in and launched from a plurality of HTML-encoded documents accessible on the World Wide Web (WWW) by consumers using a Web browser;

wherein each said MMVK is implemented by (i) a computer-executable server-side component stored on a first Internet-enabled information server operably connected to the WWW, and (ii) a MMVK tag that references said computer-executable server-side component and is embeddable within any said HTML-encoded document, and

wherein each said MMVK, when generated by said first Internet-enabled information server, has a graphical user interface (GUI) that is characterized by a plurality of independently programmable display modes selected from the group consisting of (i) an advertising display mode for displaying one or more advertising spots, (ii) a promotional display mode for displaying one or more promotional spots, (iii) a brand information display mode for displaying a set of consumer product information resources arranged for selection by the consumer; and

(iv) a consumer-generated content (CGC) display mode for displaying consumer-generated or selected content;

a second Web-based subsystem for allowing brand management team members to remotely and independently program said set of consumer product information resources displayable during said brand information display mode of each said installed MMVK; and

a third Web-based subsystem for allowing members of the brand management team to remotely and independently program the advertising and promotional display modes of each MMVK with one or more advertising and promotional spots, as a given application may require; and

a fourth Web-based subsystem for allowing consumers to remotely and independently program the CGC display modes of each MMVK with consumer generated or selected content;

wherein, upon the Web-browser of the consumer encountering one said MMVK tag installed in one said HTML-encoded document, the computer-executable server-side component corresponding to the MMVK tag is automatically executed and the corresponding MMVK is generated by said first Internet-enabled information server and served to the Web browser for display and review by the consumer.

9. The Web-based brand communication network of claim 8, wherein said second Web-based subsystem allows members of the brand management team of any registered consumer product to create and manage, for each registered consumer product, a brand information network (BIN) link structure comprising the following items:

(i) a Universal Product Number (UPN) assigned to the consumer product;

(ii) a Trademark (TM) assigned to the consumer product; and

(iii) a set of URLs for a plurality of brand information resources located on the WWW, that can be selected to program said set of consumer product information resources for the consumer product.

10. The Web-based brand communication network of claim 9, wherein, for each MMVK created and deployed for a registered consumer product on said network, the computer-executable server-side component associated with the MMVK comprises the UPN assigned to the consumer product.

11. The Web-based brand communication network of claim 9, wherein, for each MMVK created and deployed for a registered consumer product on said network, the MMVK tag associated with the MMVK is indexed using the UPN assigned to the registered consumer product.

12. The Web-based brand communication network of claim 8, wherein, for each MMVK created and deployed for a particular consumer product on said network, the computer-executable server-side component associated with the MMVK comprises a consumer product information (CPIR) requesting servlet loaded onto said first Internet-enabled information server.

13. The Web-based brand communication network of claim 9, wherein said BIN link structure further comprises, for each consumer product,

(iv) a Product Descriptor (PD) associated with the consumer product;

and

(v) a set of display attributes associated with each consumer product information resource in said CPI link structure.

14. The Web-based brand marketing communication network of claim 8, wherein said set of consumer product information resources are selected from the group consisting of product videos, audio files, product images, product specifications, product advertisements, and product promotions.

15. The Web-based brand communication network of claim 13, wherein said set of display attributes are selected from the group consisting of text for said URLs, graphical icons displayed next to said URLs, and sound files associated with said URLs.

16. The Web-based brand communication network of claim 9, wherein after a BIN link structure has been initially created for a registered consumer product using said second Web-based subsystem, then a member of the brand management team can create and deploy one or more MMVKs for the registered consumer product using said first Web-based subsystem, and then program the advertising and promotional display modes of said one or more MMVKs.

17. The Web-based brand communication network of claim 8, wherein said HTML-encoded documents are selected from the group consisting of Web pages, product images, product documents, and graphical icons.

18. The Web-based brand communication network of claim 8, wherein said HTML-encoded documents are associated with an e-commerce site of a retailer.

19. The Web-based brand communication network of claim 13, wherein said Universal Product Number (UPN), said Trademark (TM) and said Product Descriptor (PD) associated with each said BIN link structure are imported into said network from the manufacturer'"'"'s supply-chain information management system using electronic file transfer techniques.

20. The Web-based brand communication network of claim 8, wherein the Web browser of the consumer is supported on a client computing machine selected from the group consisting of a desktop computer, a portable computer, a portable digital assistant (PDA), and mobile computer, and physical retail kiosk.

21. The Web-based brand communication network of claim 8, which further comprises a second Internet-enabled information server for serving a library of MMVK tags on the WWW for said plurality of consumer products registered with said network;

and wherein each said MMVK tag in said library is accessible from said second Internet-enabled information server for installation in an HTML-encoded document by embedding the MMVK tag in the HTML-based document.

22-36. -36. (canceled)

37. An Internet-based brand marketing communication network for managing and delivering brand marketing communications over brand marketing communication channels (BMMCs) to consumers present along E-Commerce (EC) enabled marketspace on the World Wide Web (WWW), including EC-enabled WWW-sites, EC-enabled stores and EC-enabled online product catalogs, said Internet-based brand marketing communication network comprising:

a plurality of e-commerce platforms supporting a plurality of EC-enabled market spaces selected from the group consisting of EC-enabled WWW-sites, EC-enabled stores and EC-enabled online product catalogs, wherein each said EC-enabled market space includes a plurality of HTML-encoded pages containing images and/or text descriptions of consumer products which are offered for sale through said EC-enabled market space;

a first Internet-based subsystem for allowing brand management team members, associated with a particular consumer product or group of consumer products, and/or authorized parties, to create and deploy a plurality of Internet-based Multi-Mode Virtual Kiosks (MMVKs) for a plurality of consumer products that are marketed on said Internet-based brand marketing communication network, so that said plurality of MMVKs can be installed in and launched from a plurality of said HTML-encoded pages located in said EC-enabled market space, and accessible by consumers using a Web browser;

wherein each said MMVK is implemented by (i) a computer-executable server-side component stored on a first Internet-enabled information server operably connected to the WWW, and (ii) a MMVK tag that references said computer-executable server-side component and is embeddable within any of said HTML-encoded pages located in said EC-enabled market space;

wherein each said MMVK, when generated by said first Internet-enabled information server, has a graphical user interface (GUI) that is characterized by a plurality of independently programmable display modes selected from the group consisting of (i) an advertising display mode for displaying one or more advertising spots, (ii) a promotional display mode for displaying one or more promotional spots, (iii) a brand information menu display mode for displaying a set of brand-building information resources arranged for selection by the consumer using said Web browser, and (iv) a consumer-generated content (CGC) display mode for displaying consumer-generated or selected content

wherein each said installed MMVK establishes one said brand marketing communication channel (BMMC) between members of said brand management team and the EC-enabled market space where said MMVK is installed;

a plurality of Internet-based information servers operably connected to the WWW, for storing and serving said one or more advertising spots, said one or more promotional spots and said set of brand-building information resources to said Web browser, for display to the consumer through said plurality of independently programmable display modes of each said MMVK;

a second Internet-based subsystem for allowing brand management team members and/or their agents to independently program said set of brand building information resources displayable during said brand information menu display mode of each said installed MMVK; and

a third Internet-based subsystem for allowing members of the brand management team to independently program the advertising and promotional display modes of each MMVK with one or more advertising and promotional spots, as a particular marketing and/or merchandising program may require;

a fourth Web-based subsystem for allowing consumers to remotely and independently program the CGC display modes of each MMVK with consumer generated or selected content;

wherein, upon the Web-browser of the consumer encountering one said installed MMVK tag along said EC-enabled market space, the computer-executable server-side component corresponding to the MMVK tag is automatically executed and the corresponding MMVK is generated by said first Internet-enabled information server and served to the Web browser, for display of said display modes in a programmed display order, and review by the consumer at the EC-enabled market space.

38. The Internet-based brand marketing communication network of claim 37, wherein said second Internet-based subsystem allows members of the brand management team of any consumer product to create and manage, for each consumer product, a brand information network (BIN) comprising the following items:

(i) a Universal Product Number (UPN) assigned to the consumer product;

(ii) a Trademark (TM) assigned to the consumer product; and

(iii) a set of URLs for a plurality of brand-building information resources located on the WWW, that can be selected to program said set of consumer product information resources for the consumer product.

39. The Internet-based brand marketing communication network of claim 37, wherein, for each MMVK created and deployed for a consumer product on said Internet-based brand marketing communication network, the computer-executable server-side component associated with the MMVK comprises the UPN assigned to the consumer product.

40. The Internet-based brand marketing communication network of claim 37, wherein, for each MMVK created and deployed for a consumer product on said Internet-based brand marketing communication network, the MMVK tag associated with the MMVK is indexed using the UPN assigned to the consumer product.

41. The Internet-based brand marketing communication network of claim 37, wherein, for each MMVK created and deployed for a particular consumer product on said Internet-based brand marketing communication network, the computer-executable server-side component associated with the MMVK comprises a MMVK-enabling servlet loaded onto said first Internet-enabled information server.

42. The Internet-based brand marketing communication network of claim 38, wherein said BIN further comprises, for each consumer product,

(iv) a Product Descriptor (PD) associated with the consumer product;

and

(v) a set of display attributes associated with each brand-building information resource in said BIN.

43. The Internet-based brand marketing communication network of claim 37, wherein said set of brand-building information resources are selected from the group consisting of product videos, audio files, product images, product specifications, product advertisements, and product promotions.

44. The Internet-based brand marketing communication network of claim 42, wherein said set of display attributes are selected from the group consisting of text for said URLs, graphical icons displayed next to said URLs, and sound files associated with said URLs.

45. The Internet-based brand marketing communication network of claim 38, wherein after a brand information network (BIN) has been initially created for a consumer product using said second Internet-based subsystem, then a member of the brand management team can create and deploy one or more MMVKs for the consumer product using said first Internet-based subsystem, and then program the advertising and promotional display modes of said one or more MMVKs.

46. The Internet-based brand marketing communication network of claim 42, wherein a supply-chain information management system is used to import said Universal Product Number (UPN), said Trademark (TM) and said Product Descriptor (PD) associated with each said BIN, into said Internet-based brand marketing communication network.

47. The Internet-based brand marketing communication network of claim 37, wherein the Web browser of the consumer is supported on a client computing machine selected from the group consisting of a desktop computer, a portable computer, a portable digital assistant (PDA), and mobile computer, cell phone, and physical retail kiosk.

48. The Internet-based brand marketing communication network of claim 37, wherein said Web browser of the consumer encountering one said MMVK tag further comprises the consumer clicking on a graphical component at which said MMVK tag is embedded in said HTML-encoded page.

49. The Internet-based brand marketing communication network of claim 37, wherein the GUI of one or more of said MMVKs includes a call to action button, which when selected by a consumer automatically displays an associated HTML-page enabling the consumer to act upon the consumer product associated with said MMVK.

50. The Internet-based brand marketing communication network of claim 37, wherein said call to action button is a Buy Now button, which enables consumers to purchase the consumer product associated with said MMVK.

51. The Internet-based brand marketing communication network of claim 37, wherein the GUI of one or more of said MMVKs includes a Send to Friend button, which when selected by a consumer automatically displays an associated HTML-page within the GUI of said MMVK, enabling the consumer to send the MMVK to a friend, associate or other person, by way of email transmission.

52. The Internet-based brand marketing communication network of claim 37, wherein the brand information networks (BINs) of multiple consumer products are used to program at least one said MMVK with brand marketing communications associated with said multiple consumer products.

53. The Internet-based brand marketing communication network of claim 52, wherein said multiple consumer products are marked with a common trademark that is associated with a single product brand.

54-81. -81. (canceled)