Marketing on the Internet Lecture網(wǎng)絡(luò)營(yíng)銷(xiāo)課件

1、Marketing on the Internet”Lecture 2:E-Marketing (1)By Clare ShamEmail: 7/20/20221Well cover Definition & insightsWeb Marketing vs Traditional mediumWeb Marketing Objectives & StrategiesSearch Engine Optimization7/20/20222DefinitionE-Marketing is any activity that promotes or enhances business opport

2、unities that reliesin whole or in part on internet presence. E-Commerce deals with the actual transaction of business and receipt of payment over the internet or related arenas. 7/20/20223Some Insights If you have a website you are doing e-marketing.Your website can enhance or degrade your companys

3、marketing programs.The integration of conventional marketing with e-marketing is a critical component of e-marketing. Integration and balance in your marketing program. 7/20/20224Strength of InternetFast and inexpensive compared to conventional mediathe internet levels the playing field for all kind

4、s of business enterprises. It provides statisticsAbility to reach millions simply, effectively and inexpensively. 7/20/20225Web vs NewspaperThe larger the papers circulation and readership, the higher the ad cost.Only a handful of newspapers can claim a truly international circulation.Circulation la

5、rgely determines ad exposure, only people who take the trouble to buy the paper have the opportunity to see your ad.Newspaper advertising doesnt allow you to truly target your market. You take a shotgun approach when you advertise in a newspaper.7/20/20226Web vs MagazinesMagazines offer distinct adv

6、antages over newspapers when it comes to targeting your market - niche publications.The great disadvantage of magazine advertising is cost.Circulation is limited7/20/20227Web vs RadioBroadcast advertising differs from print in a number of ways. Radio ad allow the creativity and flexibility - from re

7、gular spot to an on-air plug read by a DJ or talk-show host.Buying air time on a single radio station is simple and inexpensive.But radio advertising is mostly local. Each station reaches only the listeners within its broadcast range. Advertising in multiple channels or an international network incr

8、ease cost significantly.Radio doesnt allow you to target a very specific audience. You waste 60 or 70 percent of your radio advertising dollars on listeners you dont want to reach.7/20/20228Web vs TelevisionTelevision advertising is powerful but expensive.Multimedia effectTelevision provides instant

9、 exposure, but it can also drain all but the most expensive marketing budgets.7/20/20229Web vs Direct MailDM is very effective to get your companys message to a specific type of customer.But DM is not cheap! You must design, write, print, and mail every postcard, letter, brochure, or catalog.Another

10、 drawback is its limited effectiveness. An average piece of DM generates responses from only about 3% of recipients.7/20/202210Pros & Cons7/20/202211Web Marketing ObjectivesMarket ResearchGenerating Sales LeadsPre-sale and Post-sale SupportInventory verificationImage BuildingPress releasesCatalogsOn

11、line DiscussionsDemonstration ToolsPersonnel RecruitmentSupport for Traveling PersonnelsCompany Policies and MemorandaWEB7/20/202212Website Marketing StrategiesCatch EyeballsBe FoundGet PermissionDatabase-driven437/20/202213Catch Eyeballs“Information Era” is Past TenseInformation floodingScarcity is

12、 at Consumers AttentionGround for eCommerce 447/20/202214Be FoundOver 1.2 billion web pages worldwideWhy visit your website?Be Found more important than web designBe Found more important than content7/20/202215Get PermissionWhat is Permission Marketing?Permission Marketing vs Interruption MarketingA

13、dvantages of Permission MarketingHow to get Permission?Example: www.HungryForW7/20/202216477/20/202217Database-drivenDatabase is one of the foundation to success in Internet MarketingInformation could be unlimited while searching is easyevery customer is unique human being but not just a number reco

14、rdexample: A Recommendation7/20/202218 Search Engine Optimization primary ways that Internet users find web sitesdramatic increase in traffic. Normally free-of-chargeSearch engine optimization means ensuring that your web pages are accessible to search engines and focused in ways that help improve t

15、he chances they will be found.7/20/202219Web Directory vs Search EngineSearch Engines create their listings automatically. Search engines crawl the web, then people search through what they have found. extremely large database, different robots & spidersDirectories: A directory depends on humans for

16、 its listings. You submit a short description to the directory for your entire site, or editors write one for sites they review. A search looks for matches only in the descriptions submittedYahoo! a web directory, not a search engine7/20/202220Metasearch vs MegasearchMetasearch pages let you build a

17、 single search; then apply that query to multiple sites simultaneouslyMetaCrawler, one of the oldest and best metasearch tools on the Web, collates pages found from Lycos, Excite, Infoseek, AltaVista. Ask Jeeves: natural language queryMetafind, mamma (7e), dogpile (14e)7/20/202221Types of Search eng

18、inesMajor Global Search EngineEg. Google, Inktomi, Excite, AltavistaChinese Search EngineEg. Goyoyo, Yam, WhatsiteMultimedia search / MP3 SearchEg. Napster, MP, Getsongs, AudiofindPaid Listings Search Engines Eg. goto, bay9, findwhat, ah-haRewards Search Engines Eg. iwon, efind, sportula, epilotVert

19、ical Search & a lot more.7/20/202222How Search Engines Rank Web PagesKeywords appearing in the title Keywords appear near the top of a web pageFrequency: how often keywords appear Link popularity With associated directoriesKeywords in their meta tagsPenalize if detected spamming. 7/20/202223More inf

20、o on Search Engine 7/20/202224Criteria for Successful Web MarketingGeared toward a specific target audience. Use graphics interesting or directly related to your business. Provide the ability to communicate (via form or email link) Use colors that are found in nature & pleasing to eye. Provide usefu

21、l and easy-to-follow links. Website is quick to load. Easily navigated. Have original content on your site (not just a list of links) Provide an incentive for visitors to return. Provide a FAQ (frequently asked questions) link. Visitors leave satisfied and prepared to make future return7/20/202225Do

22、nts of Web PublishingDONT use so many graphics ( load time 30 sec).DONT use overpowering backgrounds. DONT forget to include links forward and backward. DONT have too many levels of links. 3 to 4 the maxDONT use under construction signs. DONT overuse the “blink” command. DONT make the user have to w

23、ork at finding things. DONT have tytpos.typos. DONT mislead users. 7/20/202226Sources of TrafficSearch EnginePurchased (ie. Banner ad)Reciprocal Link ExchangesAffiliate and Partnership Programs7/20/202227Reciprocal Link ExchangePromote: send email to “related” site, requesting a link exchange Only add links to your pages that reciprocate with a link to you. Re-Verify occasionally!Do not link to unrelated websites ( search engines reduce your ranking for too many unrelated links. Surfer profiling: Program to determine the quali