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Outline 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 Introduction Choosing a Domain Name Internet Marketing Research Web Design E-mail Marketing Promotions E-business Advertising 4.7.1 Banner Advertising 4.7.2 Buying and Selling Advertising on the Web Webcasting and Interactive Advertising E-business Public Relations Customer Relationship Management (CRM) 4.10.1 Keeping Track of Your Visitors 4.10.2 Customer Registration 4.10.3 Personalization Business-to-Business Marketing on the Web Search Engines Internet Marketing Risanuri Hidayat, Ir.,M.Sc. 4.13 4.14 4.12.1 META Tags 4.12.2 Search Engine Registration Partnerships 4.13.1 Affiliate Programs 4.13.2 Creating an Affiliate Program Marketing to the World 4.1 Introduction Internet marketing campaigns Advertising, promotions, public relations, partnering, Customer Relationship Management (CRM) systems, affiliate programs and search engine registration Target market The group of people toward whom it is most profitable to aim your marketing campaign Use Internet marketing with traditional marketing to enhance overall corporate marketing strategies 4.2 Choosing a Domain Name Domain name The name used in the URL for a Web site Recognizable, easily typed, worldwide interpretations Dot-com (.com) Dot-net (.net) and Dot-org (.org) Available domain names decreasing ICANN (Internet Corporation for Assigned Names and Numbers) considering new suffixes Registration Domain-it.com, register.com and Network Solutions 4.3 Internet Marketing Research Traditional: focus groups, interviews, paper and telephone surveys, questionnaires and secondary research Findings based on previously conducted investigations Internet: faster option for finding and analyzing industry, customer and competitor information Relaxed, anonymous setting for focus group discussions and questionnaire distribution 4.3 Internet Marketing Research Research current industry trends for ecommerce Forrester Research , Adknowledge, Jupiter Communications, Media Metrix Data collected from Web site provides valuable research Technologies exist that can reveal consumer preferences 4.4 Web Design Low switching costs The ability to select one product over another Appealing, user friendly, simple to navigate Privacy policy Details intended uses of consumers’ private information Frequently asked questions (FAQs) link Links to answers of common questions Provide consumers with less complex technology with simpler but equally effective Web pages Understanding customer preferences enables the creation of more effective Web sites 4.5 E-mail Marketing Fast, cheap, far-reaching Can arrive if recipients are busy or away Receivers can read e-mails at their convenience Telemarketing Can be more expensive than e-mailing Offers benefit of being interactive People likely to answer phone whereas can ignore e-mail Global businesses send translated e-mails 4.5 E-mail Marketing Define the reach The span of people you would like to target, including geographic locations and demographic profiles Determine the level of personalization Personalized direct e-mail targets consumers with specific information and offers by using customer names, offering the right products at the right time and sending promotions Response rate 4.5 E-mail Marketing Traditional direct marketing includes sending information by mail and using telemarketers to contact prospective customers Used in conjunction with e-mailing to reach largest number of possible customers Direct mailing often more expensive, more difficult to analyze and has lower response rate than direct e-mailing Direct mail specialists: Eletter and MBS/Multimode 4.5 E-mail Marketing Outsourcing Parts of a company’s operations are performed by other companies Used when direct e-mailing is too difficult to manage due to e-mail volume and inadequate staff or technical support Messagemedia, Digital Impact, iLux, 24/7 Media and e-Contacts Internet mailing lists Include contact information for people who have expressed interest in receiving 4.5 E-mail Marketing Opt-in e-mails are sent to people who "opt-in" to receive offers, information and promotions by e-mail PostMasterDirect.com will send your e-mail campaign to those on a list who have expressed interest in your business category Yesmail.com and Xactmail.com create lists of people who have opted-in to receive information about a certain subject Spamming Mass e-mailing to customers who have not expressed interest 4.6 Promotions Online and offline e-business promotions Attract visitors to sites and may influence purchasing Frequent-flyer miles Offered to consumers for making online purchases Increase brand loyalty, offers a reason return visits ClickRewards allows customers to accumulate ClickMiles Points-based promotion Customer performs a prespecified action and 4.6 Promotions Offer discounts when purchases are made online Offer free trials Online coupons for online shopping Place coupons on sites to bring them to your site Sites that advertise coupons include DirectCoupons, Coolsavings.com and valupage.com Offer free promotional items: free.com, 4.7 E-business Advertising Traditional: television, movies, newspapers and magazines Prime-time television slots most expensive times to air commercials (monster.com advertisement) Establish and continually strengthen branding Brand is a symbol or name that distinguishes a company and its products or services from its competitors and should be unique, recognizable and easy to remember Publicize URL on direct mailings and business 4.7.1 Banner Advertising Banner ads Located on Web pages, act like small billboards, usually contain graphics and an advertising message Benefits include: Increased brand recognition, exposure and possible revenue Created in different sizes and placed in various positions on a Web site Banner advertisements are losing their effectiveness 4.7.1 Banner Advertising Inventive color schemes and movement Flashing, scrolling text, pop-up boxes and color changes Pop-up box is a square screen containing an advertisement that appears separate from the screen the user is viewing, pops up randomly or as a result of user actions Determine the best position on sites for a banner Web sites cluttered with ads annoy visitors Space can be more expensive during high 4.7.2 Buying and Selling Advertising on the Web Buy advertising space on sites that receive a large number of hits and target a similar market Selling ad space on a site provides additional income Monthly charges for online advertising rarely used today CPM (cost per thousand) A designated fee for every one thousand people who view the site on which your advertisement is 4.7.2 Buying and Selling Advertising on the Web Unique visitors versus total number of hits Visiting any site registers one unique visit Hits are recorded for each object that is downloaded To determine the value of a Web site for advertising purposes, use the number of unique visitors, not total hits Advertising payment options Pay-per-click: you pay the host according to the number of click-throughs to your site 4.7.2 Buying and Selling Advertising on the Web Selling advertising space Provide appropriate contact information on your Web site Register with organizations that will sell your space for you These companies typically charge a percentage of the revenue you receive from the advertisements placed on your site: ValueClick, DoubleClick, AdSmart and LinkExchange 4.7.2 ValueClick Feature ValueClick acts as a broker for people who want to buy and sell advertising space Gives you the option of targeting specific markets To buy advertising through ValueClick: Design a banner Contact a representative of ValueClick to determine what program best fits your advertising needs Pre-pay for the service based on the number of 4.7.2 ValueClick Feature Offers many segmented markets for advertising Segmented markets are people or companies that are grouped together based on similar characteristics Earnings depend on number of click-throughs resulting from the advertisements Pays host monthly if revenues are greater than certain amount Offers four options for hosting advertisements on your site 4.8 Webcasting and Interactive Advertising Webcasting Involves using streaming media to broadcast an event over the Web Streaming video simulates television, streaming delivers a flow of data in real time. Resource Marketing, Clear Digital, Navisite, CyberLogics, www.streamingmedia.com and Macromedia Many people have relatively slow Internet access The slower the connection, the more disconnected the video appears 4.8 Webcasting and Interactive Advertising Bursting There is a substantial build up of content at the receiving end, causing a video to appear smoother Burst.com Interactive advertising Involves using a combination of rich media (such as audio, video, images and animations) and traditional advertising forms (such as print, television and radio advertisements) to execute an advertising campaign Involve consumers in the advertising process 4.9 E-business Public Relations Public relations (PR) Keeps customers and company current on latest information about products, services and internal and external issues such as company promotions and consumer reactions Methods Chat sessions Bulletin board Special events or functions on Web site Trade shows and exhibitions Press releases (can be delivered over Web, 4.9 E-business Public Relations Crisis management Another responsibility of PR, is conducted in response to problems the company is having 4.10 Customer Relationship Management Customer Relationship Management (CRM) system The aggregate of a company’s customer service solutions Can include Call handling (the maintenance of out-bound and in-bound calls from customers and service representatives) Sales tracking (the tracing and recording of all sales made) Transaction support (the technology and personnel used for conducting transactions) as well as other 4.10 Customer Relationship Management Customers should be able to conduct transactions and get answers to their questions through a call center House customer service representatives who can be reached by 800 numbers, e-mail, text chatting or realtime voice communications Data mining Uses algorithms and other statistical tools to find patterns in data gathered from customer visits Data Distilleries, Applied Metrix and Data Instincts 4.10.1 Keeping Track of Your Visitors Log file analysis Log files consist of data generated by site visits, including each visitor’s location, IP address, time of visit, frequency of visits and many other indicators Cookie Technology that keeps a profile on each visitor Data gathered used to personalize each visitor’s experience, find trends in customer use and demonstrate Web site effectiveness 4.10.1 Feature: WebTrends WebTrends provides solutions for tracking visitors Offers products allowing you to profile site visitors and measure the effectiveness of each of your Web pages After downloading a WebTrends product, the user must specify the source of the log files, types of reports and location where data is stored The analysis is conducted automatically The program can be scheduled to analyze 4.10.1 Feature: WebTrends Offers free-trial versions of many of its products View reports in one of many applications including Microsoft Word, Excel, HTML and text format Will report its progress as it analyzes the data View demographic and geographic data, technical analysis of the Web site’s effectiveness and top-referring sites 4.10.2 Customer Registration Customer registration Requiring visitors to fill out a form with personal information that is then used to create a profile Recommended when it will provide a benefit to the consumer Require only minimum information Give customers an incentive to register Free-trial run or a free demonstration to familiarize the user After customer registration, send an e-mail 4.10.3 Personalization Personalization The customization of a person’s interactions with a company’s products, services, Web site and employees Involving customers in personalization process will make them feel more comfortable and more in control of site visits Allaire, Blaze Software, NetGenesis and Personify Human-to-human contact E-mails that confirm purchases and offer new products 4.10.3 Personalization Personalization versus privacy Ethical implication of personalization technology Some customers are not aware that cookies are stored on their computers Marketers must be careful how they use the personal information gained from data research Filtering Combing through content to determine what the consumer would like to access versus 4.11 Business-to-Business Marketing on the Web Emerging key to business-to-business (B2B) ecommerce is effective Customer Relationship Management (CRM) In the context of B2B e-commerce, CRM includes integrating systems to combine selling, buying, marketing and front-end and back-end operations performed within a company and between companies B2B marketing versus B2C marketing When you sell your product to another business, you may be selling to someone who is not the direct user of your product 4.12 Search Engines Search-engine ranking important to bring consumers to a site Method used by search engines to rank your Web site will determine how "high" your site appears in search results Make sure all Web pages have been published on the Web and linked correctly By registering with search engines a company will increase traffic to its site 4.12.1 META Tags META tag An HTML tag that contains information about a Web page Does not change how Web page is displayed Can contain description of page, keywords and title of page Most search engines rank your site by sending out a spider to inspect the site The spider reads the META tags, determines the relevance of the Web page’s information 4.12.2 Search Engine Registration Submit keywords and a description of business Search engine will add information to its database Registering will increase the possibility that a site will make an appearance in search-engine results Many search engines do not charge a fee for registering AltaVista, Yahoo!, Lycos, Excite, Google and Ask Jeeves 4.13 Partnerships Partnering Forming a strategic union with another company legal contracts written to define the relationship precisely and to protect the interests of each company E-business partnerships typically require some level of technical conformity Provides consumers with complementary services and products Exchange technical research or customer 4.13.1 Affiliate Programs Affiliate program An agreement between two parties that one will pay the other a commission based on a designated consumer action Establishes new income streams for affiliates When a person clicks through the merchant’s site via the link on the affiliate’s site and makes a purchase, a commission on the sale is typically awarded to the affiliate Creates a "win-win" situation 4.13.2 Creating an Affiliate Program Decide on a reward structure Pay-per-click model rewards an affiliate for each click-through that is generated by a banner hosted by the affiliate click-throughs can be generated falsely. Pay-per-lead model rewards affiliates based on the number of qualified leads generated Pay-per-sale model compensates affiliates for each sale resulting from affiliate-hosted advertisements the reward to the affiliate is usually larger than other model rewards Track the effectiveness of each affiliate 4.13.2 Be Free, Inc. Feature Offers BFAST BFAST product is an affiliate-program enabler Allows its merchant customers to retain the look and feel of their brand on the interface that affiliates use to manage their programs Rewards determined by merchant Acts as intermediary, tracking impressions, click-throughs and sales for merchant and its affiliates Merchants place promotions on affiliated Web sites that are relevant to their industry. 4.14 Marketing to the World Sensitivity to linguistic, legal and cultural differences International interaction with Web sites Content in various languages Currency differences (exchange rate information) Distribution methods Costs of shipping to various countries Translation services and software Translations will not be perfect Transparent Language and Alis 4.14 Logos Group, Italy Feature Logos, an Italian translation company, provides translation assistance and an online language translation dictionary Its “Multi-lingual e-translation portal" will instantly translate any typed word or phrase into many different languages You can click on a button to hear how the word is pronounced If you are not sure how one of the translated words is used, Logos’ Wordtheque demonstrates the use of the word in context You can click on the Word Exchange Forum,