Download Internet Marketing - Missouri State University

Internet Marketing
Barbara Weathers, M.A.
Campus College Chair
University of Phoenix, Springfield Campus
So you have a Website –
Now what??
Built it and they will come
will NOT work.
So what will??
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Build it correctly
Search engine placement both natural and paid
Banner advertising
E-mail marketing
Web Analytics
Types of Websites
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Static or HTML - web pages that are not
changed before being displayed in a web
browser
Dynamic – when accessed a program
generates instructions to call up and
construct the dynamic pages, usually
created from a database
Dynamic Websites and Search Engines
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Not all Search Engines can index dynamic
sites. Ways to help:
Use static URLs to reference dynamic content
 Link to dynamic URLs from static URL
content, ie. develop a static HTML site map,
link to other high quality sites or even better
have them link to you.
 Pay for inclusion - AltaVista, Ask
Jeeves/TEOMA, FAST, and Inktomi
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How Search Engines Rank Websites
Through algorithms (a set of rules):
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Keyword frequency and location
Incoming links from relevant quality sites
URL, webpage title, meta tags
Quality content that gives genuine value
Properly working website without errors
Search Engine Placement Tips
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Pick targeted key words based upon consumer
search patterns
Position keywords in HTML title tag, copy
headlines, high up on the page
Relevant copy – search engines look for words
NOT graphics
ALWAYS have an HTML sitemap
Don’t frame linked websites
Tips Continued
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Build high quality links, especially incoming,
even if you have to pay for them
DON’T use automated search engine
submission software – hand submit once and
let the spiders find you
Be patient – it takes a while to develop natural
placement sometime 5-6 months
Don't obsess over your ranking
Learn More
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http://www.searchenginewatch.com
http://www.freepint.com/gary/direct.htm
http://www.searchengineguide.com/searchengi
nes.html
http://www.infogrid.com/
http://www.allsearchengines.com/
http://help.yahoo.com/help/us/ysearch/slurp/in
dex.html
Pay Per Click
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Every major search engine with significant
traffic accepts paid listings
They allow you to ‘bid’ on certain keywords
which is called "pay-per-click" (PPC) or a
"cost-per-click" (CPC)
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Overture – Yahoo, MSN, AllTheWeb, AltaVista
Google’s AdWords – AOL, AskJeeves, Netscape,
Teoma
Banner Ads
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Usually priced by Impression (CRM) Although
they don't measure the effectiveness of a
branding campaign, they do measure how
many visitors were exposed to it
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The typical click-through-rate is something under
1 percent, and click-through rates significantly
higher than that are very rare
Think of it as Brand Exposure – like a billboard
What websites does your target market visit??
E-mail Marketing vs. SPAM
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E-mail is still the best way to reach a mass
online audience of current or potential
customers.
The question that remains unanswered is when
is it overstepping the bounds to become
SPAM??
The definition of SPAM varies depending
upon who you ask. How do you define
SPAM?
CAN-SPAM
CAN-SPAM Act of 2003
 It bans false or misleading header information
 It prohibits deceptive subject lines
 It requires that your email give recipients an
opt-out method
 It requires that commercial email be identified
as an advertisement and include the sender's
valid physical postal address
Where to get e-mails
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Customer database – Do you keep records on
your customer?
Think of ways to collect e-mails of potential
customers.
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E-Newsletter
Register to win
Trade shows
Web Analytics
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Measuring the success of Internet Marketing
campaigns
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Need a web analytics tool – WebTrends, Hitbox
Two types – server log file and page tags
Both have strengths and weaknesses
Visit www.webtrends.com and/or
www.websitestory.com for more information
Log Files
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The server stores visitor information in files
with the .log extension. Here is how the log
file records a single request to a Web server:
209.240.221.71 - - [03/Jan/2001:15:20:06 0800] "GET /Inauguration.htm HTTP/1.0" 200
8788 "http://www.democrats.com/"
"Mozilla/3.0 WebTV/1.2 (compatible; MSIE
2.0)"
Server Log Files Tell You
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Which pages get the most traffic - and the
least.
What sites are referring visitors to you.
Which pages visitors look at.
What browsers and operating systems are
most popular with visitors.
When search engine spiders and directory
editors visit.
Page Tags
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Information collected is non-identifying through
the use of cookies
Includes user behaviors such as visits and buys,
responding to off-site or on-site promotions, and
product viewing
Collects user characteristics, including profiles of
visitor’s hardware and software
Provides information on pages visited, number of
visits, and various timing and duration measures.
Word of advice – monitor what is
successful and what is not. Internet
Marketing can be expensive use it
wisely .
Questions??