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Finding . . . and Getting Found Chapter 7

Finding . . . and Getting Found Chapter 7. First, of course, know your target market ! Isn’t my business Web site advertising ? Why would I want to put more advertising on the Internet? . Finding . . . and Getting Found Chapter 7.

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Finding . . . and Getting Found Chapter 7

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  1. Finding . . . and Getting FoundChapter 7 • First, of course, know your target market! • Isn’t my business Web site advertising? • Why would I want to put more advertising on the Internet?

  2. Finding . . . and Getting FoundChapter 7 • Your Web site is advertising only to the people who visit it! • "If you build it, they will come" does not apply to the vast majority of Web sites. • You must drive them there. Internet advertising of your Web site is one of the ways you do that.

  3. Finding . . . and Getting FoundChapter 7 • The advertising opportunities on the Internet are nearly endless. • You must evaluate and select the locations and types of Internet advertising that will serve you best and within your budget. • listings and enhanced listings • banner and tile ads • affiliations and sponsorships

  4. Converting prospects to customers • A five stage process • Measure the success of each stage Awareness Attraction Contact Conversion Retention

  5. Caching and undercounting • Previously retrieved pages can be stored in a cache • Server will not record accessing these pages as hits • Undercounting • Proxy servers exacerbate undercounting

  6. Counting • A continuing marketing problem • Readership • Viewership • Caching is a new variation of an old problem • Web is more measurable than most media

  7. Marketing communication Relative Communication Effectiveness Low High Ads PS Web?

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