210 likes | 347 Views
Chapter 2. Marketing on the Web. Objectives. Understand the nature of Web marketing Learn the marketing strategies that work Learn how to attract attention to your site. Marketing Decisions. What should your marketing accomplish? To whom should you market?. Standard Marketing Fare.
E N D
Chapter 2 Marketing on the Web
Objectives • Understand the nature of Web marketing • Learn the marketing strategies that work • Learn how to attract attention to your site
Marketing Decisions What should your marketing accomplish? To whom should you market?
Standard Marketing Fare • Your chance to make an impression – take it! • Product is visible • Claims about your product is credible • Advertising copy is flawless • Define your target audience
Web Marketing Caveats Build it and they will come Interactivity
Non-Traditional Approach • Content space! • Informality • Free • Nonlinear Nature
Marketing Strategies • Don’t rely on search engines • Word of mouth is still viable • Customer perspective site design • Passion • Client oriented
Getting Attention • The traditional methods still work • From another interaction with your company the consumer may seek your web site which will provide the details about your product/company.
Press Releases • Newspaper Lists • http://ajr.newslink.org/news.html • http://emedia1.mediainfo.com/ • Commercial Services • http://businesswire.com/ • http://prnewswire.com/ • Web Based Services • http://newsbureau.com/ • http://prweb.com/ • http://www.mediafinder.com/
Email Newsletters • Email is a powerful marketing tool • Low cost, easy to produce • Keep customers up to date • Build trust • Vehicle for news not advertising • Display your knowledge
Email Options • Self – program requirements: • Filter • Import lists • Bcc • Services • http://egroups.com • http://listbot.com • http://www.lyris.com/ • Determine the level of commitment you can provide to the task • Or the level of service desired from the email company
Email Concerns • Your list is money • How much is enough • Annoy vs. Forget • Personal touch – Etiquette • Permission • Opt out • Don’t sell • Provide information
Links from Other Sites • Have others link to you! • Search engines use this as a “popularity” factor • Complementary or Supplementary companies • Provide the linking partners a reason to link with you. • http://linkpopularity.com/
Affiliate Programs • Bring visitors from one site to another and reward the directing site • Program Types: • Per sale • Per inquiry • Per click • http://clicktrade.com
Ad Banners • Very effective tool • What is a good banner ad? • Awareness vs. response • Visually compelling • Call to action • Web response form – entice your visitor • Your home page • Pay another site to have your ad: • Impression • Click thru • Advertising Exchanges
Ad Sites • http://adcastdelivers.com • http://www.engage.com/engagemedia/ • http://www.doubleclick.net/us/
Web Response Form • Customer fills out online to get something free • Gather the demographics to assist in your marketing strategies • Thank the customer for visiting
Traditional Marketing • URL prominently located on all printed materials. • Web site touch should follow your company’s printed look and feel • Advertise in relevant magazines
Web Rings • Collection of sites arranged around a common theme • Members negotiate to each other • Common community • Promotes your focus
Domains • Professionalism • Domain name should be trademarked • Acquire a name in the beginning and don’t change it!
Yellow Pages • Be sure you are in the phone directory • Pick up the yellow book? • look on-line • Geographic barriers are decreasing