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Chapter 5

Chapter 5. Web Marketing Strategies. Agenda. Marketing Strategies on Web Web Design Rules Attract Visitor Online Measurement One-to-one Marketing Direct Marketing Internet Service Provider (ISP). Agenda. Marketing Strategies on Web Web Design Rules Attract Visitor Online Measurement

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Chapter 5

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  1. Chapter 5 Web Marketing Strategies

  2. Agenda • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

  3. Agenda • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

  4. Marketing Strategy on Web • Brands: Web site • Change: constantly • Conciseness: short and sweet • Content • New information • Picture and illustration • Dynamic sites: use new technologies

  5. Marketing Strategy on Web • Finances: new markets with low advertising pricing schemes • Free give-away: freebee for loyal customers • Global village: think global , but localize • Live Events: online events create awareness fast • Niche market

  6. Marketing Strategy on Web • Promotion: promote web site everywhere (traditional methods) • Syndication: co-brand services and product • Technology: use Internet technology to maximize the marketing objectives

  7. Agenda • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

  8. Web Design Rules • Content • Consistency • Density • Design • Size

  9. Content • New information • Pictures and illustrations • Understood on a world-wide basis • Summary of the content in title page and URL • Two to three links, no more than ten links • Fast download speed (old computers and modems) • Accessibility for different type of users (disable) • Alternatives for document download (HTML or ASCII)

  10. Content • Feedback and online surveys • A separate page • Reason for the feedback • Name and e-mail address • Link to frequently asked question page or database • Reward for the survey • Frequently asked questions • A separate page for every service or product • Up to date knowledge base or database • Newsgroups

  11. Consistency • Company rules for e-mail, newsgroup postings and web design • For common recognition • Same navigation and graphical logos or icons

  12. Density • Break up content into little pieces without tearing it apart • Meaningful labels for sets of web pages • Good navigation (simple and clear) • User friendly site (user control)

  13. Design • Two or three meaningful colors to support the messages • Myth.com or artomatic.com • Printed copy consideration (color) • Different network appliances (different resolution) • Personal-based: mobile phones • Passenger-based: devices in transportation vehicle • Place-based: kiosks

  14. Size • Right graphic file size for bandwidth • Text version for image • Search engine index • Different users • Different happy • Match the user’s modem speed for download

  15. Agenda • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

  16. Attract Visitor • Content • Personalization • Marketing • Service • Localization • Promotion

  17. Content • Real-time and up-to-date information • Something new all the time • Next visit • Free information, product and service • Incentives or discounts

  18. Personalization • Greeting & other information • Registration • Free give-away • Customer needs • Database • Data mining • Privacy notice • Confidential

  19. Marketing • Dynamic cross-marketing or cross references • Products and services • Event marketing • Infotainmnet • Edutainment • Real time multimedia presentation • Victoria’s Secret

  20. Marketing • Affiliate networks • Portals • Reseller web sites • Legal issue for pyramid scheme

  21. Service • Use concise straightforward language • Support online and offline reading • Fast service • Simple-to-use search engine • Simple and powerful navigation • Three click principal • Interactive user groups for each service or product • E-mail • Chat • Newsgroup

  22. Localization • Act global but think local • Culture • Country or region specific web sites • Local language • Local customs (date, address, professional title) • Avoid offending other culture or religions

  23. Localization • National Forum on Cultural Difference • Legal • Currency

  24. Promotion • Domain name • Banner

  25. Domain Name • Fit the business needs • Check availability • InterNic for American • Ripe for European • APNic for Asia and Pacific region • Apply IP address

  26. Domain Name • Visibility of the Web site • Appear with company logo • Exchange banner advertising and links with other sites • Register web site with search engines and directories • Use traditional media methods • Consistent image or standard for web pages

  27. Banner • Advertising rules • Keep banners small: visible within a few second on slow connection • Invest in design: concise message • Avoid complex animations: download time • Make it readable: proper fonts • Make sure the link works • Design a compelling message: short

  28. Banner • Exchange • Exchange site for ad • Tap • Narrow target market (Web sites) • General purpose exchange agencies • Selling agency • New sites with low costs

  29. Agenda • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

  30. Online Measurement • Measurement units • Measurement methods

  31. Measurement Units • Page view: download page • Hits: every access • Visits: single customer • Visitor: e-mail address or cookies • Ad impression: banner views on a web page • Ad click: on a banner

  32. Measurement Methods • Methods • Counting: • web server log files • Auditing • Rating • Problems • Spiders: little robots sent out by search engines • Proxy servers: save web sites on cache for performance

  33. Measurement Methods • Software • Log files analyzer • On server side • Online rating agencies • On client side • Only for individual • Exclude corporate

  34. Agenda • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

  35. One-to-one Marketing • Strategies • Customer profiles • Measuring satisfaction

  36. Strategies • Identification • Customers buying patterns for every single customer • Interaction • Automated assistance • Pre-selecting goods, information and products • Differentiation • Values and needs for every single customer

  37. Strategies • Tacking • Every transaction for every single customer • Customization • Product module • Information part • Service components

  38. Customer Profiles • Identification • Login and password • Digital certificates • Browser cookies • IP address

  39. Customer Profiles • Methods • Newsgroups • Chats • E-mail • Survey • Feedback

  40. Customer Profiles • Technologies • General • Up-selling or cross-selling • Learning agent technology and collaborative filtering (preferences) • Rules-based filing (question and answer) • Firefly and Amazon.com

  41. Customer Profiles • Products • Broad Vision: display product and services to a particular customer • Cold Fusion: rapid application development and site design • Edify: for e-banking • GroupLens: filtering solution with rating services for content or products • WebObjects: access legacy for e-business application

  42. Measuring satisfaction • Types • Attribute importance • Customer satisfaction • Customer value added • Database & data mining • Damage control

  43. Agenda • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

  44. Direct Marketing • Spam • Newsletter • Push: sent to all • Pull: users pick and choose newsgroup • Meaningful information to users

  45. Direct Marketing • E-mail • Signature: two lines with business name • Auto-responders: e-mail address or web site • Received conformation message • Emoticon (or simley) • Use opt-in mailing list • Building database • Free gifts • Survey • Opinion

  46. Agenda • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

  47. Internet Service Provider (ISP) • Types • Dial-up connections • Lease line • Selection criteria • Cost • Local point of presence • Performance (speed) • Availability • Reliability • Backbond capacity • Internet’s Network Access Points (NAPs) • Support • Required hardware & software

  48. Discussion • How does this e-business marketing strategies and methods affect traditional IT management in terms of • IT department • System analysis and design • Implementation

  49. Points to Remember • Marketing Strategies on Web • Web Design Rules • Attract Visitor • Online Measurement • One-to-one Marketing • Direct Marketing • Internet Service Provider (ISP)

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