Transcript 5.04 Demonstrate the use of technology in promotion World Wide Web

5.04 Demonstrate the use
of technology in promotion
World Wide Web (WWW)
• Collection of internet sites that
are available to users with an
internet connection
E-Commerce
• The electronic exchange of
products and services.
Web site
• Can contain numerous web
pages.
Key components of a web site
• Text is the written words coded in
Hypertext Markup Language (HTML)
that tells the web browser how to
view each web page
• Photos or video clips include team
photos, footage of sports events,
concerts, or movie trailers.
Key components of a
web site
• Graphics are clip art or
drawings on web pages.
• Hyperlinks are links to other
web pages within a web site,
or to another web site
Types of E-Commerce
web sites
1. Product Information
• Includes descriptions of products
offered for sale
• Product payment information
• Return and warranty policies
• General information about business
• Contact information for company
Types of E-Commerce web
sites
2. Customer Interaction
• Provides opportunity to:
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Place product orders
Pay for orders
Obtain shipping costs and dates
Obtain tracking information
Advantages of E-Commerce
• Instantaneous and direct
communication with customers
• Customers can place orders at their
convenience
• Lower start-up and operating costs
• Allows small company to reach global
markets
• Companies can gather information on
customer buying habits and interests
Disadvantages of
E-Commerce
• Lack of personal contact with
customers
• Increased competition between
companies that sell same products on
web
• Customers might use site to obtain
product information, but purchase
from local businesses
• Customer service can be a challenge
when problem exists with an order
Advertisements on the WWW
• Banner ads used to promote a
web site or company through
use of hyperlinks
Advantages of banner ads
1. Opportunity to reach millions of
potential customers
2. Relatively low cost per contact
3. Capability to use appealing
graphics and sound effects
Disadvantages of banner ads
1. Ads might not reach intended
target market
2. Can be perceived as “junk” and
ignored
3. May not be cost effective based
on target audience
Use of e-mail as a form of
promotion
1. E-mail ads can offer special
offers and promotions
• Sometimes perceived as
unwanted e-mail or spam
2. E-newsletter can provide
information, special offers and
promotions to customers
Use of e-mail as a form of
promotion
E-marketers compile or purchase
customer databases from sites
visited by consumers.
• E-marketers may use this
information to tailor messages
for target marketing