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Matakuliah
Tahun
Versi
: J0324/Sistem e-Bisnis
: 2005
: 02/02
Pertemuan 12
Understanding Marketing
Strategies on Internet
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• menguraikan konsep dan aplikasi strategi
pemasaran di Internet
2
Outline Materi
•
•
•
•
Attracting Visitors to Your Site
Virtual Societies
Promoting Your e-Business
Banner Ad Campaigning
3
Succesful Online Banner Campaign
In order to implement a successful online banner
campaign, you should follow rules:
• Keep banners small : The message must be
visible within a few seconds, even on slow
connections.
• Invest in design : Use a concise design to
display your message.
• Avoid complex animations : Animations are cute,
but take up a lot of time for downloading.
4
Next…..
• Make it readable : Don't use ornamental fonts.
Display your message in such a way that
everyone is able to read it.
• Make sure the link works : The best banner ad is
useless if the link leads to nowhere.
• Design a compelling message : Make a short,
compelling statement about your product or
service.
5
Measurement Units
The most commonly used measurement units are the
following. The results can be very different, so be careful.
One visitor, for example, can be equivalent to 10 visits,
50 page views, and 200 hits. One ad click can be
equivalent to 1,000 ad impressions. So get the Web
server log files and verify the results yourself This is not
very difficult.
• Page view : An HTML page that has been successfully
downloaded, including all embedded elements (such as
graphics).
• Hits : Every access to the Web server, including HTML
pages, graphics, sounds, and frames.
6
Next…..
• Visits : A sequence of page views performed by a single
visitor. If the user does not view a page for 15 minutes,
then the visit is over.
• Visitor : A visitor is a user who can be identified by
certain properties, such as email address or cookies.
• Ad impression : Number of banner views on a certain
Web page.
• Ad click : Number of clicks on a banner for a certain
Web page.
7
Successful One-to-One Marketing
In order to develop a successful one-to-one
marketing strategy, you need to follow the
principles of one-to-one marketing:
• Identification : Identify your customers in order to
understand the buying patterns for every single
customer.
• Interaction : Offer your customers automated
assistance by preselecting goods, information,
and services that may be valuable to a particular
customer.
8
Next…..
• Differentiation : Treat all customers on a
personal basis. Address the values and
needs of every single customer.
• Tracking : In order to understand your
customers better, it is necessary to track
down every transaction for every individual
customer.
• Customization : Build product modules,
information, parts, and service components
that can be adapted to the needs of every
single customer.
9
Direct Marketing Rules
• Audience : On the Internet, the audience targets
you and not the other way around.
• Clarification : Question and confirm any
message that appears to contain a critical
mistake in typing.
• Cross-borders : The Internet is open to any
culture and nation. Be sure not to offend your
target audience.
• Customers : Use one-to-one marketing
technologies to gain information on your
customers.
10
Next…..
• Lists : Don't rent or sell customer lists without
written permission.
• Log files : Don't rely on Web server log files. Try
to find more meaningful data.
• Privacy : Privacy is important. Treat any
personal information as confidential.
• Spam : Never misuse email for spam; it
provokes more anger than positive responses.
11
•
Source
: Amor, Daniel (2002). The
e-Business (R)evolution. Prentice Hall.
PPT for Chapter : 5
12