Transcript Marketing Strategies on the Web

Chapter 5
Web Marketing Strategies
Agenda
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)
Agenda
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)
Marketing Strategy on Web
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Brands: Web site
Change: constantly
Conciseness: short and sweet
Content
– New information
– Picture and illustration
• Dynamic sites: use new technologies
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
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
Agenda
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)
Web Design Rules
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Content
Consistency
Density
Design
Size
Content
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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)
Content
• Feedback and online surveys
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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
Consistency
• Company rules for e-mail, newsgroup
postings and web design
• For common recognition
• Same navigation and graphical logos or
icons
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)
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
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
Agenda
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)
Attract Visitor
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Content
Personalization
Marketing
Service
Localization
Promotion
Content
• Real-time and up-to-date information
• Something new all the time
– Next visit
• Free information, product and service
– Incentives or discounts
Personalization
• Greeting & other information
– Registration
– Free give-away
• Customer needs
– Database
– Data mining
• Privacy notice
– Confidential
Marketing
• Dynamic cross-marketing or cross
references
– Products and services
• Event marketing
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Infotainmnet
Edutainment
Real time multimedia presentation
Victoria’s Secret
Marketing
• Affiliate networks
– Portals
– Reseller web sites
– Legal issue for pyramid scheme
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
Localization
• Act global but think local
• Culture
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Country or region specific web sites
Local language
Local customs (date, address, professional title)
Avoid offending other culture or religions
Localization
• National Forum on Cultural Difference
• Legal
• Currency
Promotion
• Domain name
• Banner
Domain Name
• Fit the business needs
• Check availability
– InterNic for American
– Ripe for European
– APNic for Asia and Pacific region
• Apply IP address
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
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
Banner
• Exchange
– Exchange site for ad
– Tap
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Narrow target market (Web sites)
General purpose exchange agencies
Selling agency
New sites with low costs
Agenda
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)
Online Measurement
• Measurement units
• Measurement methods
Measurement Units
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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
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
Measurement Methods
• Software
– Log files analyzer
• On server side
– Online rating agencies
• On client side
• Only for individual
• Exclude corporate
Agenda
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)
One-to-one Marketing
• Strategies
• Customer profiles
• Measuring satisfaction
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
Strategies
• Tacking
– Every transaction for every single customer
• Customization
– Product module
– Information part
– Service components
Customer Profiles
• Identification
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Login and password
Digital certificates
Browser cookies
IP address
Customer Profiles
• Methods
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Newsgroups
Chats
E-mail
Survey
Feedback
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
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
Measuring satisfaction
• Types
– Attribute importance
– Customer satisfaction
– Customer value added
• Database & data mining
• Damage control
Agenda
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)
Direct Marketing
• Spam
• Newsletter
– Push: sent to all
– Pull: users pick and choose newsgroup
– Meaningful information to users
Direct Marketing
• E-mail
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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
Agenda
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)
Internet Service Provider (ISP)
• Types
– Dial-up connections
– Lease line
• Selection criteria
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Cost
Local point of presence
Performance (speed)
Availability
Reliability
Backbond capacity
Internet’s Network Access Points (NAPs)
Support
Required hardware & software
Discussion
• How does this e-business marketing
strategies and methods affect traditional IT
management in terms of
– IT department
– System analysis and design
– Implementation
Points to Remember
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Marketing Strategies on Web
Web Design Rules
Attract Visitor
Online Measurement
One-to-one Marketing
Direct Marketing
Internet Service Provider (ISP)