Transcript file3 - Delab

E-Commerce:
Fundamentals and Applications
Chapter 14 : Web Advertising and Web Publishing
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Outline
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Traditional versus Internet Advertising
Internet Advertising techniques and Strategies
Business Models for Advertising and their Revenue Streams
Pricing Models and Measurement of the Effectiveness of
Advertisements
Web Publishing – Goals and Criteria
Web Site Development Methodologies
Logical Design of the User Interface I – Abstract User Interface
Object
Logical Design of the User Interface II – Flow of Interaction
Usability Testing and Quality Assurance
Web Presence and Visibility
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Traditional vs. Internet Advertising
Traditional advertising channels:
 Newspapers and magazines that utilise text and image
 Radio that utilises audio
 Television that uses video
 Direct mail that utilises text and image
 Telemarketing that utilizes audio
The Internet provides a new media -- mix text, audio,
images, graphics, animation and video.
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Internet Advertising Techniques and
Strategies
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It is appropriate to deal with them together.
It is useful to separate the techniques into mass
marketing and targeted marketing strategies.
Mass marketing techniques include:
 E-mail
 Banners
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Emails
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Advertise messages to people on the internet.
Email advertising is increasingly being tied to the use of
promotions and gimmicks.
The advantages include:
 cheap to implement
 can include the facility for feedback and return
messages
 will allow one to progressively tailor the email
advertisements based on this
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Banners
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Widely used technique for advertising
A banner is a small display on the web consisting of
text, graphics, animations
May appear randomly
Two important issues:
 to ensure that the banners are initially viewed
 to achieve high click through rates
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Targeted Advertising Techniques
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Targeted marketing techniques include:
 Broad targeted marketing
 Chat Rooms
 Thematic web sites
 Portals that provide keyword linked banners
advertisements
 Personalized targeted marketing
 Purchasing circles
 Data mining based associative advertising
 Permission marketing
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Web Publishing – Goals and Criteria
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A web site could be used for:
 conveying information
 carrying a marketing message
 allowing interactivity say to place an order, or
customer service
 exchange information and opinions as in a chat
room.
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Web Site Development Methodologies
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The development of a web site or client side of an ecommerce system like another other software systems
requires a clear understanding of:
 the purposes of the web site
 the functions of the e-commerce system that the
client side must provide. (This would be identified
during the systems analysis and conceptual
modeling stage.)
 the audiences that the web site is meant to address
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Categories of Systems
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Encounter several different categories of system.
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No Web-site exists and the system is developed completely
from scratch
An organizational Web-site already exists
A mediator between the audience category and several websites or data sources
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Web Based Mediator
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WebSite 1
WebSite N
Database
Web-Based Mediator
User Application
and/ or Interface
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Logical Design the User Interface I –
Abstract user Interface Object
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The logical design of the user interface involves:
 navigation related aspects of the user interface
design
 data related aspects of the user interface design.
External representation of the system
A new category of Petri-nets -- Flow of Interaction Net
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The Conceptual and Logical Design
of UI
REAL
WORLD
Conceptual
Design
Conceptual
Model
Perspective
s
Logical
Design
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Logical Design the User Interface II – Flow
of Interaction
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The user interface associated with the Web site there
are only certain actions available to a user
Thus any action a user is allowed to take must be
associated with a set of preconditions
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Concrete UI Objects for Customer
Hotel Guest Register
Customer
New
Shangri-La Hotel
OK
Cancel
Participant Detail
Last Name:
:
Help
First Name:
Affiliation:
Organization:
Post Address: Street :
City
Country
Zip Code
Phone
Fax
Email
Accommodation
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Functional and System Testing
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Quality Assurance of the e-commerce application:
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Data Validation and Error Handling Testing
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Database and End to End Testing of different functions
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Legacy Interface Testing
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Exception Handling Testing
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Response Time and Down Load Time Testing
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Stress Load Testing
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Security Testing
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Web Feature Testing
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Testing the features of a web site: client and server
sides.
There are several things that need to be tested
including
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Hyperlinks Testing
Validation of HTML code
Script Testing
Compatibility Testing
Resolution Testing
Server side Testing
There are several software tools that can be utilised for
web feature testing including:
 Site Owner
 Web Site Garage
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 Net Mechanic
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