Transcript E-Marketing - Ronny Fch web log | yuk sama sama belajar

E-Marketing
(Internet Marketing)
M. Fakhrurrazi
([email protected])
E-Marketing
Marketing:
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A comprehensive process that involves every aspect of a
business from designing its products, setting the pricing strategy
to analysing sales statistics and collecting customer feedback.
E-Marketing:
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Refers to using technology such as the internet, website and
email, sms, including its wide variety of options and tools to
conduct your marketing activities and achieve your marketing
objectives.
E-Marketing Tools
E-Marketing tools and strategies include:
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Business websites;
Search Engine;
Email;
Online newletters/e-zines;
Online catalogues;
Online press releases;
Online surveys;
Online customer service;
Banner advertising;
Affilate marketing.
Mobile telephone marketing;
Online Community (Frendster, youtube) - new
Web Log (Blog) - new
The e-Marketing Concept
The objectives of marketing are to:
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get the right product
promoted in the right way
sold at the right price
distributed at the right place
profitably
The e-Marketing Concept
Examples of e-Marketing include:
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online surveys to conduct market research
web site to display and sell your products
internet advertising to promote your business
software to collect and analyse your
customer information
The e-Marketing Concept
The Key to e-Marketing:
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The key to successful e-Marketing in today's business
environment is to place your clients in control. Allow
them to choose how often and what type of messages
they receive, thus creating a more meaningful
relationship with your business.
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This is commonly referred to as Permission Marketing.
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Your e-Marketing messages and tools should aim to
deliver information that the consumer wants - that they
perceive to be valuable.
Integrating e-Marketing into
your Business
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e-Marketing is not an alternative to your existing
Marketing Plan, in fact you may already have a
"Marketing Plan" that identifies your marketing
objectives, outlines your key strategies designed to
achieve those objectives, and guides your daily
marketing activities.
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With e-Marketing you can develop techniques to
enhance this existing plan to make your marketing
activities more effective (smarter) more efficient
(cheaper) and you may even find that you can tap
into new markets both locally and overseas.
How would e-Marketing enhance
my existing marketing plan
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With the use of internet-based product
catalogues you can reduce your printing
costs and maintain a higher quality of product
information for your customers.
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By utilising marketing information systems
you can analyse your sales information to
make more informed decisions and
customers all over the world can view your
products with a website.
Can My Business Afford e-Marketing?
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The cost of e-Marketing depends on which strategies
you choose to implement.
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Any business can start using simple e-Marketing
techniques such as email, newsletters, computer
based data management and internet research by
purchasing a computer and connecting to the internet
which can be achieved for less than $2,000.
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Businesses can also spend many thousands of dollars
utilising the services of a professional e-Marketing firm
to create and implement a complete e-Marketing
package. The choice is yours!
The Marketing Process
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A comprehensive marketing process and
resulting Marketing Plan is critical for the
success of your business.
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An effective marketing process should provide
you with the information, strategies and
solutions to any and all obstacles you might
encounter along the way in building and
running a successful and profitable business.
The Marketing Process
An effective marketing process has these
foundational elements:
The Marketing
Process
Market Research
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Market Research is the process of collecting information about your
customers, competitors and your industry environment and then
interpreting this data to enhance your marketing efforts.
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Market research will identify:
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its target market (customers) and then determine what its customers
want (product/service),
how much they are willing to pay for it (price),
what's the best way to tell them about it (promotion) and where it
will be available (place)
The Marketing
Process
People
People can be both internal and external to your business.
The best way to determine who your existing and prospective customers are is to:
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Identify your market or group of customers.
(If you sell or wish to sell computers your market will be "computer users“)
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Segment your market into sub-groups or market segments
(The personal computer market can be segmented into market segments such as
business people, home users, students)
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Target the particular market segment you wish to sell your products/services
to. (You may decide that you wish to target the "business people" market
segment of the personal computer market)
The Marketing
Process
People
There are various methods of segmenting consumer markets. The table below
provides some categories for segmenting your market.
Geographic
Demographic
Psychographic
Behavioural
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Suburb
City
Region
State
Country
Age
Gender
Income
education
Social class
ethnic origin
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Personality type
Lifestyle
characteristics
Values and
beliefs
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Benefits
desired
from product
Rate of
product
usage
The Marketing
Process
Marketing Mix
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Once you have identified and gathered information about your
target market, the next step is to determine the marketing mix
that will satisfy this group of like minded customers.
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Your marketing mix is made up of four elements; product,
price, promotion and place
The Marketing
Process
Online/Offline Integration
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For example, you may currently advertise each week in the local newspaper
and your customers respond to your advertisement by calling your business to
find out more or visit your store in person.
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If you determine that a large enough percentage of your target market has
access to the internet you may decide to create a web site where your
customers can see all your products including prices, specifications and a map
showing the location of your store.
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In your next newspaper advertisement you can then print your web site address
(www.yourbusiness.com.au).
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Your customers then have two options for responding to your advertisement
and they can browse your products without actually visiting your store. If they
like what they see they can then use your online map and visit your store to
purchase your products.
The Marketing
Process
Sales
The final step in the marketing
process is to actually sell
your products!
So far you have...
conducted market research to determine your target market
established that e-Marketing can help you access new markets
decided on your marketing mix that will satisfy your target market
identified how you can integrate e-Marketing with your traditional marketing plan
E-Marketing Topics
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Affiliate Program
Search Engine Optimization
Email Campaigns
Banner Exchange
Business Website
Mobile Phone Marketing
Affiliate Program
M. Fakhrurrazi
([email protected])
Affiliate Program
Affiliate Marketing Program
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Affiliate marketing is where you refer customers to other
businesses via links to their web site from your web site or emails
and receive commissions for each customer you refer to the
other business. They are essentially revenue sharing
arrangements between online vendors or sellers and resellers or
affiliates.
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If the business is "multi-level" you also receive commissions from
the customers referred by other businesses you have introduced.
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Conversely, you can set up your own affiliate marketing program
to have other businesses sell your products and services for you
by paying them a commission.
Affiliate Program
Affiliate Marketing Program
Affiliate Program
Affiliate Marketing Program
Affiliate Program
Affiliate Marketing Program
Affiliate Program
Affiliate Advantages
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Increased sales.
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Improves search engine link popularity.
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The Internet becomes your sales team.
4.
Low operating costs.
5.
Sites with affiliate programs could be perceived
as more significant.
Affiliate Program
Affiliate Disadvantages
1.
Potentially expensive up-front costs.
2.
Administrative overhead.
3.
Accounting overhead.
4.
Some profits go to the affiliate.
Affiliate Program
Affiliates vs. Advertising
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In most cases, an affiliate program has a
distinct advantage over an advertising
campaign since you only pay your affiliates
for traffic they generate to your site or sales
they generate.
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Thus, with an affiliate program, you pay for
results after the fact, whereas advertising
costs are all up-front and have no guaranteed
results.
Affiliate Program
Affiliate Types
Commission Based
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A commission-based program, also referred to as pay-per-sale,
will pay the affiliate a commission for all sales that come directly
from them. Meaning if a customer clicks a link on the affiliates
site and then purchases from you, that affiliate would make a
percentage of the total sale price. www.Amazon.com is the best
example of this type program, they pay up to 15% of the sale
price.
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The commission is based on what the customer pays and not the
retail price, so if the customer gets a discount, then the affiliate
commission will be lower.
Affiliate Program
Affiliate Types
Flat-Fee Based
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A flat-fee-based program, also called payper-lead, will pay a fixed amount for each
new customer regardless of how much they
spend. www.paypal.com is a good example
of this model, they pay a $5 referral fee for all
new customers sent by an affiliate.
Affiliate Program
Affiliate Types
Click-Through Based
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A click-through-based program, also called
pay-per-click, will pay the affiliate a fixed
amount for each visitor they send to your
Web site. www.overture.com is a good
example of this model, they pay 2 cents for
every click through. It doesn't sound like a lot,
but it can add up quickly.
Affiliate Program
Affiliate Types
Banner-Impression Based
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A banner-impression-based program, also
called pay-per-impression, will pay the
affiliate a fixed amount for each banner
impression displayed on their site.
www.doubleclick.com is a good example of
this model, they pay about $5 per 1000
banners displayed.
Affiliate Program
Agreement Terms
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The Affiliate Agreement Terms state how the affiliate
will get paid, when they are paid, how refunds are
handled, what the restrictions are, and any other
terms on which you decide. The affiliate agreement
is a very important part of your program and must be
thought through completely.
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This lesson will cover most of the considerations
that will be in your affiliate agreement, but you will
want to visit a major site such as www.Amazon.com
for a more thorough sample of how affiliate terms
should be worded.
Affiliate Program
Affiliate Payments
Payment Type
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For consistency purposes, all payments should be made in U.S. dollars. This is because U.S. dollars are
more universally accepted than any other currency. Next, be sure to mention United States Dollars (USD)
when you refer to how much the affiliates will get paid so there is no confusion.
Payment Amount
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To determine a fair price to pay your affiliate, first visit some sites with similar programs and see what
they offer their affiliates. Next, in most companies it is assumed that about 12% of your budget is
advertising. Thus you might allocate 10% of that towards the affiliate payments and 2% towards
maintaining the program.
Payment Minimum
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It is pretty standard practice for affiliate programs to have a reserve amount that must be met before
payment is sent. For example www.amazon.com will not send you a check until you have accumulated
$25 USD or more.
Payment Frequency
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How often you send out payments can impact the loyalty of your affiliates as well. When possible, it is
recommended that you send affiliate checks out once a month, or at worst quarterly. Be sure to define
the payment schedule in your affiliate agreement and pay promptly according to that schedule.
Payment Delay
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Due to fraud and refunds, it is necessary to have a built-in delay for payment in your affiliate program.
Typical delays range from 45 days to 60 days. This allows time for any refunds or charge backs to
surface before you pay out to the affiliates.
Affiliate Program
Building Affiliate Program
Out-sourcing
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Creating the code to run your own affiliate program is the biggest task. Most
Web site owners will choose to out-source this project to a Web development
company that specializes in E-Commerce solutions. You are encouraged to
review affiliate programs already in place by your out-source options before
finalizing the deal.
Third Party Vendors
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Another option is to purchase a third party package to add an affiliate program
to your site. We recommend looking at www.AffiliateZone.com as a possible
solution. They have a $75 USD setup fee and monthly fees of $34.95 USD per
month.
Writing Your Own
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The last option is to create your own. This requires some programming
experience, but is a solution worth considering given the costs of outsourcing
the project. Next it has the advantage of integrating completely into your site,
unlike the results you might expect by attaching a third party affiliate program to
your site.
Affiliate Program
Promote Affiliate Program
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Mentioning your affiliate program in your newsletter
is a great place to start promoting your affiliate
program. You will also want one or more links to
your affiliate program within your Web site. There
are also some nice affiliate directories where you
can list your program for free.
Affiliate Directories
1. www.AssociatePrograms.com
2. www.Associate-it.com
3. www.CashPile.com
4. www.Refer-it.com
Affiliate Program
Affiliate Screening
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You will want to review all Web sites
requesting to participate in your affiliate
program. This helps to ensure that sites with
questionable content do not display a banner
to your site. In most cases, the quality of the
affiliate's Web site is not the issue, only the
nature of the content for the site.
Affiliate Program
Affiliate Approval Notice
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Once approved, you should send a
confirmation email to new affiliates along with
their affiliate ID and instructions on how to
place the ad banner or link on their site. You
should also remind them of any restrictions
included in the affiliate agreement terms
within the email.
Affiliate Program
Affiliate Code
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For an affiliate to get credit, they need an affiliate ID. These
typically come in two flavors, a promocode or an affiliate code.
An affiliate code is granted to owners of Web sites that have
been approved for linking to your site.
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The affiliate code is added to their link to your site so that they
can get credit for sales coming from their site. The example
below passes the affiliate code 1047917.
Affiliate link sample syntax:
http://www.webmastercertification.com/wcoassociate.cfm?aff=10
47917
Affiliate Program
Affiliate Tracking
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Response tracking from an affiliate program can be
handled easily by two methods. First, the campaign
will contain a Web page address that is unique to
the affiliate program with the affiliate ID tacked on
the end. Then you will be able to track the sales for
the associate ID.
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Using both methods would allow you to compare
how many people visited from the affiliate links
relative to how many people purchased from them.
Affiliate Program
Affiliate Graphics
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You will need to provide some graphics and link code to your affiliates
so they can easily link to your site. The code would be the same for
everyone except the affiliate ID would be different. The example below
is a sample of what is used with Webmaster Certification Online's
affiliate program.
Result:
Source Code:
<a href=http://www.webmastercertification.com/aff.cfm?aff=21099>
<img src=http://www.webmastercertification.com/images/aff3.gif
width=230 height=33 border=0 hspace=0 alt="Get Webmaster
Certified"></a>
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You are encouraged to offer multiple graphic options in different sizes
and colors to allow for more compatibility with your affiliate Web sites.
Search Engine Optimization
M. Fakhrurrazi
([email protected])
Search Engines
Overview
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A search engine is a service where internet users can go to the
search engine web site and search for web sites that interest them
by inputting keywords. The search engine then displays the results
of their search starting with the web sites that best meet the search
criteria down to the web sites that least fit the search criteria.
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Search engines are becoming ever more popular especially when
you consider how many web sites there are on the internet today
and most users have limited time to find what they are looking for.
Search engine optimisation is the process of getting your web site
address or URL as close as possible to the top of the search results
when someone using the search engines is looking for the products
you sell.
Search Engines
Search Engine Optimisation
Search Engines
Search Engines and Directories
A directory site is one that contains manually
compiled categories of Web sites, whereas a
search engine uses automated spiders to search
the Web for content and organize it by keywords,
with little regard for the true category under which
each site should fall.
Search Engines
Search Engines and Directories
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User's Point of View
Over the years there has been plenty of debate over whether search engines are
directories and vice versa. From the user's point of view, it would appear that all
directories could be considered search engines since they all have an input box to
search the content of the site, regardless of the method of acquiring data.
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E-Marketing Point of View
From an E-Marketing point of view, we are more concerned with the method by which data
is added and ranked, as this will determine how we adjust our placement strategy for
each. It is the intent of this lesson to optimize placement in the search results for
search engines and directories.
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Blurring the Lines
It is important to note that many search engines get some of their results from other search
engines and directories, many of which are owned by or partnered with each other.
The dynamics of these relationships are ever-changing, but a visit to
www.SearchEngineWatch.com can update you on the current state.
Search Engines
Can the Search Engine War Be Won?
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Many people believe that great placement in the search engines is a lottery at best. For
example, the authors of Web Marketing & Project Management said in their book, "I don't
believe this game can be won."
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For argument's sake, let's do a quick test to see if, in fact, search engine placement is
possible. By clicking on a link below, the corresponding search engine box will appear. Do
a search for "Webmaster Certification" in any of the search engines listed below. Once
there you should find "Webmaster Certification Online" and/or "WebYoda" listed in the top
five, probably both in the top 5 with one of them listed #1.
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Is WebmasterCertification.com the luckiest company alive when it comes to search engine
placement? Not likely. The truth is, we have applied the strategies we are about to discuss
in order to achieve the placement we currently enjoy. Your results will likely vary, however,
as you can clearly see, these strategies are proven effective.
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Most people think search engine placement is a lottery at best. Many who do attempt top
10 placement without the appropriate training often fail miserably. This leaves the door
open even wider for those of us who are persistent and trained correctly.
Search Engines
Search Engine Basics
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Good placement in search engines results from a
combination of preparation and opportunity (aka
LUCK). Search engines claim you can get results in
as few as 24 hours, yet it can often take 2 months
before most search engines cycle through their
backlog of new entries. With 90% of the sites
indexed in search engines being junk, getting good
exposure via search engines is difficult. Use the tips
in this section to improve your placement odds.
Search Engines
Search Engine Tips
1.
Submit Web site to search engine (http://google.com/addurl).
2.
Use keywords in the content near the top of the document.
3.
Keywords placed inside clickable link text ranks higher.
4.
Use descriptive Web page titles.
5.
Use a descriptive URL, for example:
www.webmastercertification.com/webmaster-courses.cfm.
6.
Encourage other sites to link to yours.
Search Engines
Search Engine Tips
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Purchase alternate Web names, point them all to your Web site, then
submit those names.
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Use Meta Tags correctly
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Visiting your own link in the results of some search engines can
improve your ranking.
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Avoid frames, Web sites using frames can not be picked up by all
search engine spiders.
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Avoid keyword spamming, any excessive use of keywords can hurt your
placement in the search engines.
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Use an entry page through which people can access your Web site, but
is optimized with the rules above, thus more desirable to the search
engines.
Search Engines
Search Engine Urban Legends
The list below contains factors that are presumed to improve search engine placement
but typically do not.
1.
Using popular search terms unrelated to your content does yield more traffic but not quality
traffic.
2.
Search engines are not case sensitive. Searching on "webmaster" or "Webmaster" will
yield the same results.
3.
The order that keywords are typed into a search engine does not affect the results.
4.
Placing keyword content on a Web page that is the same color as the background will hide
it from users, but search engines will often interpret it as spam.
5.
Meta Tags are presumed to be the key to high rankings; however with many search
engines, they are primarily used to determine what words to index a site with, and not as
much how high to rank it.
Search Engines
Hidden Content Alternative
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It is true that content that is the same color as the
background color can be detected as spam by the
search engines; however, two colors do not have to
be exactly the same to appear exactly the same. For
example, while the color white is "#FFFFFF", the
color "#FEFCFD" is not white, although it visually
will appear so.
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Another technique would be to set the background
to the color's text name ("white"), and then color the
content with the color's number ("#FFFFFF"). It is
rumored, however, that this practice is more likely to
be detected as spam.
Search Engines
Keyword Search Terms
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Keyword search terms are either single words or multiple words that are
typed into a search engine. Web developers typically put these words in
the title, meta tags, and content of the Web pages to improve the
likelihood that the pages will be found by search engines.
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One typical oversight is to put all the single search words in to the meta
tag as single keywords separated by commas. As it turns out, the focus
should be on multiple keyword terms. For example, a user interested in
Webmaster courses is likely to type "Webmaster Certification" or
"Webmaster Training" into a search engine.
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First make a list of every keyword search term you feel is relative to
your business. Next go to inventory.overture.com and search on each of
the original terms. Look in the search results for a section called "Refine
Suggstions to narrow you search." This tells you other keyword search
terms on which users have searched. Add all that you feel are truly
relative to the list for your business.
Search Engines
Doorway pages
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Doorway pages are Web pages that point to other
pages in a Web site but the Web site pages do not
point to them. These pages can be individually
optimized for each search engine and each search
term.
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The main example for doorway pages was deep
linking. Recall that deep linking is the act of making
special pages that advertising can point to so that
the effectiveness of the advertising campaign can be
tracked.
Search Engines
Doorway pages
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Keyword Optimized Pages
Keyword optimized pages are pages where each page in a set of pages focuses on one
keyword search term. The keyword meta tag should only include the target keyword
and the description meta tag should include the target keyword in a sentence. Next,
the title should be worded to contain the target keyword term, preferably twice, but
never more than twice. For example, we might use the following title for a doorway
page about "Webmaster Training."
Webmaster Training - Quality Online Webmaster Training 25% Off
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Misspelled Keywords Pages
Another interesting and effective strategy is to build gateway pages that are optimized for
misspelled keyword terms. First, choose your most effective keyword terms, then
misspell them using the following patterns.
Examples: ebmaster Training WWebmaster Training eWbmaster Training Wbmaster
Training Weebmaster Training Wbemaster Training Wemaster Training Webbmaster
Training Wembaster Training
Search Engines
Doorway pages
Link the Gateway Pages
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Assuming you have hundreds of gateway pages, it would be
neither practical nor advisable to submit all the pages to the
search engines individually. It would be very time consuming and
would likely be detected as spam.

Alternatively, you can make a set of hidden links to your target
keyword pages from one page within your main site, then on
each target page put hidden links to the misspelled pages for that
target keyword. Once complete, the gateway pages become a
connected part of your Web site and when your site is spidered
by the search engines, these pages are likely to be included.
Search Engines
Search Engine Popularity
About the Different Search Engines

You have integrated your keyword terms into your Web pages
using the techniques previously discussed. But this only prepares
your pages for what the search engines like to see. The goal now
is to convince the search engines that the visitors to your site are
satisfied as well.

Many of today's search engines incorporate methods to track the
popularity of links in the search results returned. The more
popular a link is, the higher in the rankings the site will appear.
We will discuss different techniques next and how to make them
work for you.
Search Engines
Link Popularity (off page)

The first method search engines use to grade a Web site is how many
Web sites point to them. Hence if your site has 100 other sites linking to
you, but your competitor has only 10, your site will rank higher in some
search engines. As a byproduct, every site that links to you is a
potential entry point for your customers.

There are many options to getting linked, most of which are byproducts
of other E-Marketing techniques discussed throughout this course.
Some examples include business directory sites, Web awards, Internet
top 50 sites, resource sites, banner sites, blind links, affiliate links, free
Web sites and reciprocal links with other non-competing Web sites.

Once you are linked by any of these methods, it is advantageous to
submit the sites that point to you to the search engines as many of them
may not be indexed. This not only tells the search engines that they
exist but also that they link to you.
Search Engines
Link Popularity
Blind Links
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Blind links are links in a Web page that are not visible to the visitor, but visible to the search engines. It is
possible to put these links in other pages that you create and point them all back to your main site. This
can be accomplished by making very small 1x1 graphics that display the same color as the background
of the page. Simply name the graphic(s) something meaningful like "webmastertraining.gif" and point the
link to the corresponding Web site.
Affiliate Links

Affiliate links are links to your site where the site containing the link to your site earns money either by
people visiting your site or by producing sales. For example, WebmasterCertification.com has an affiliate
program that pays 5% of all course sales that come from the affiliate site. As a byproduct, the affiliate
sites are linked to you and can be submitted to search engines to improve your popularity.
Free Web Site

Another option is to create free Web sites at places like www.angelfire.com/ and have a link to your site
from them. The problem with this idea is that the page you are submitting is not likely to be a very useful
page, thus you are improving your link popularity at the expense of submitting dead weight to the search
engines.
Search Engines
Click Popularity

Click popularity is a measure of how often your link in search results is clicked.
In some search engines, the more often your link is clicked, the higher your site
ranks in the search results. Thus, in popularity-driven search engines, you can
search on your keyword terms, then go through the search results clicking on
every link within the results that links to your site. Over time this will improve
your position in these search engines.

The more savvy search engines keep track of how much time you spent at a
given link, this is referred to as popularity stickiness. If you click on the first link
in the search results, then back up and choose another link immediately, the
search engine assumes you did not like the first result very much.

A good strategy for you is to set your browser's home page to the search engine
you would like to target, and each time you open your browser you search on
your keywords, click on your link, then leave that search engine alone for a while
(the exact delay time is unknown).
Search Engines
Click Popularity
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Focus on multiple search terms
One of the biggest oversights in the search engine placement wars is focusing
all your energy on one really good search term. You need to target multiple
keyword terms, ones that have proven to be good search terms relative to
the people doing the searching. WebYoda made this mistake early on as we
did not focus on the search term "Web Design Training" as much as we
should have. However, with your help in the next exercise, you can help
correct this oversight.

Visiting Competitors Sites
It is often valuable to visit the competition's Web site. Remember that if you click
on their links, you are improving their popularity as well. Instead, manually
type the URL for the competition Web site into your browser location bar.
This will get you to their site without giving them click popularity credit.
Search Engines
Popularity Search Engines
How to Identify Popularity Search Engines

You can assume that all search engines that allow you to submit Web sites are
monitoring link popularity at some level. However, click popularity is not as
common. The most obvious way to know a search engine potentially uses click
popularity is if the links within the results visit their server before heading to the
destination site. Meaning if you put the mouse over a link, the status bar at the
bottom of your browser will show the link pointing back to the search engine.
Identifying The Ones That Don't Want to Be Found

One might assume that if you put your mouse over a link in search results and
the status bar shows the true URL to the destination site, that the search engine
does not use click popularity. However, this may not be the case. Some search
engines will purposely set the onMouseover text to display the destination URL,
but have the link set to visit their server first before going to the destination site.
This can be detected by creating a shortcut to the link then viewing the
properties of the shortcut to see where the link really goes.
Search Engines
Popularity Search Engines
List Of Popularity Search Engines

The following search engines are believed to use click popularity. Some
of these get their results from the same source. For example,
www.directhit.com provides search results for www.askjeeves.com. It is
still assumed to be advantageous to visit all sites, whether they are
related or not, to improve click popularity.

Click Popularity Search Engines
1) http://www.yahoo.com
3) http://www.altavista.com
5) http://www.lycos.com
7) http://www.aol.com
9) http://www.nbci.com
2) http://www.google.com
4) http://www.excite.com
6) http://www.msn.com
8) http://www.askjeeves.com
10) http://www.iwon.com
Search Engines
Hand-Reviewed Directories

Hand-reviewed directories are ones where a real person looks at each site before it is
added. This means it is not a good idea to submit the same site over and over again as it
may be detected as spam. In addition, submitting any or all sub-pages of a Web site is
discouraged.

Open-Source Directories
Open-source directories like dmoz.com and NBCI.com, are ones where anyone who gets approved can
become an editor for the directory. Dmoz.com for example, has over 30,000 editors. Once you are
an editor you can submit Web sites for approval at will and they are typically approved within 48
hours.

Proprietary Directories
Proprietary directories are ones in which the editors are hired by the directory company. This means it is
very hard to influence the inclusion of your site within these directories, the time delay for inclusion
can be months, and you are not notified if the site is rejected.

Pay-Per-Review Directories
Pay-per-review directories are also proprietary directories. Basically, for a fee of typically $199 you are
guaranteed your submission will be reviewed within 48 hours. If your submission is approved, you
will be immediately added to the directory and you should start appearing within the directory within
a week. If you receive an email of approval, but do not find your site in the directory within two
weeks, you are encouraged to call to confirm placement.
Search Engines
Pay-Per-Click Directories

Pay-per-click search engines are search engines where the listings are ordered
by the highest bidder per keyword term. The minimum bid is $0.05 US, and you
only pay if someone clicks on your link. The two major pay-per-click sites are
www.findwhat.com and www.overture.com.

www.findwhat.com is the second largest pay-per-click site. They have a review
policy, so your submissions do not appear until they have been reviewed (about
24 hours). One of the neatest features findwhat.com has is the ability to get
groups of keyword term statistics. Meaning that if you query on "Webmaster," it
will return the top 50 most frequently typed search terms. This is very valuable
for determining what keywords on which to bid.

www.overture.com is by far the largest pay-per-click site. They are a review site
as well, meaning, once you submit your sites, they must be reviewed by their
editors before they are added. This takes about 48 hours, but ensures the
quality of the listings.
Search Engines
Metacrawlers Search Engine

Metacrawlers are search engines that return the
best results of the other search engines. In theory,
the Metacrawler results should collectively be better,
however, at closer inspection you find that a lot of
the listings are also pay-per clicks. Meaning, most
metacrawlers are used to capture affiliate dollars
from the pay-per-click networks they list.

This does strengthen the argument to use the payper-click sites since if you are #1 in the pay-per-click
sites, you are likely to enjoy top placement in the
metacrawlers as well.
Search Engines
Standard Search Engines














www.yahoo.com
www.google.com
www.msn.com
www.lycos.com
www.hotbot.com
www.dmoz.com
www.alltheweb.com
www.aol.com
www.netscape.com
www.allthesites.com
www.webcrawler.com
www.northernlight.com
www.altavista.com
www.excite.com
Search Engines
Pay Per Click Search Engines



www.overture.com
www.findwhat.com
www.kanoodle.com
Search Engines
Mirror Search Engines








www.askjeeves.com
www.supercybersearch.com
www.att.net
www.earthlink.com
www.compuserve.com
www.go.com
www.Infoseek.com
www.opendirectory.net
Search Engines
Meta Search Engines












www.metacrawler.com
www.dogpile.com
www.gohip.com
www.thebighub.com
www.mamma.com
www.whatuseek.com
www.monstercrawler.com
www.go2net.com
www.canada.com
www.search.com
www.searchalot.com
www.iwon.com
Email Campaigns
M. Fakhrurrazi
([email protected])
Email Campaigns
About Email Campaigns

Email or electronic mail has revolutionised
communication. Anyone with access to the internet
and an email program can send a written message along with attached documents - anywhere in the
world within seconds via the internet.

Email campaigns are targeted emails that work
much like conventional direct mail campaigns. They
come in various forms such as direct email,
newsletters, newsgroups, and press releases.
Email Campaigns
Direct Mail vs. Direct Email

Direct mail is very expensive compared to direct
email. Most of us have received multiple versions of
the AOL CD via direct mail, which in most cases
makes a great drink coaster at best. Most of us can
not afford to make a billion pieces of direct mail like
AOL, but, fortunately, there is direct email.

The creation cost for both are about the same but
the publication and distribution costs for direct email
is much less. This gives you the opportunity to use
direct email on the Internet on a much smaller
budget.
Email Campaigns
Spam Email

A sharp line divides email marketing from
spam. Basically email marketing is solicited
email (requested), and spam is non-solicited
email (not requested).

The gray area begins to form when you start
arguing over how a recipient asks.
Understanding this division is the key to
ensuring you do not come across as
spamming.
Email Campaigns
Opt-out Email

Opt-out email is email sent to target groups who have shown an interest
in a specific topic. Once the email is received, the recipient has the
option to "unsubscribe" from receiving further email from you.

Opt-out email is considered solicited email because at some point the
recipient filled out a form somewhere that landed them on a list of
people who have agreed to receive email.

Opt-out list may start as a legit email list, but those lists are often
bought, sold, shared, rented or exchanged by others with similar lists.
This results in your email address being vulnerable to anyone, including
spammers.

Opt-out email is often mistaken for spam since you don't specifically ask
for opt-out email.
Email Campaigns
Opt-in Email

Opt-in email is email that has been specifically requested. This
email approach will be well received by your target audience
since they ask you to send it to them.

The recipient must explicitly request to be placed on your opt-in
list, or you run the risk of looking like a spammer.

Most Opt-in sign ups are single opt-in, meaning you enter your
email address then you click a submit button and you are
subscribed.

Double opt-in requires you to reply to an email confirmation
before you are added to the list. This helps ensure someone else
can not add you to an opt-in list without your permission.
Email Campaigns
Purchased vs Rented Email Lists

Every time you turn around, someone is trying to sell you a list of
1,000,000 email addresses. At best you are purchasing a static
list of opt-out email addresses that are not targeted towards any
particular demographics. At worst you are buying a near dead
opt-out list of emails, and those you do reach will view your
company negatively because they have already received too
much spam email from the same list.

Rented email lists are living opt-in lists where people subscribe
and unsubscribe daily. In most cases, you never actually see the
list, but instead the company submits your email to their list for
you. Rented lists are more easily targeted because you can
choose a company or companies whose audience matches your
target audience.
Email Campaigns
Renting a List

When you rent a list, your email is distributed
for you to individuals all over the world who
sign up and receive email messages on
specific topics.

You can visit Web sites that have similar
demographics as yours and see if you can
rent their list. For example, would likely rent
from www.searchenginewatch.com because
of similar demographics.
Email Campaigns
Building A Better Email

In direct mail marketing, the envelope has two primary purposes:
branding and to encourage the recipient open it.

In email marketing, the envelope is the email's From: line, Subject: line,
and To: line. Following a few simple rules can increase the success of
an email campaign dramatically.

You should start the email off with a headline at the top which is set
apart from the rest of the email by single dashed line on the top and
bottom of the header. The header should be two lines at most and
summarize exactly what you have to offer.

The signature is the section at the bottom of your email that allows you
to identify yourself and offer contact information. Using a signature at
the bottom of your emails ensures that the recipient knows who
originally sent the email, even if it is forwarded.
Email Campaigns
Test Your Email

Before sending any email campaign to the
rest of the world, be sure to send a copy to
yourself to make sure everything looks
exactly the way you expect it to. Check your
links in the received version to see that they
all work, check the contact information for
correctness, and check to see that the email
meets all the length and formatting rules.
Email Campaigns
Avoid Email Attachments

Some companies have found email attachments
containing postcards, slide shows, or even
commercials. Though this method can have some
effective results, it should be avoided as many users
assume any attachment from a third party is a
possible virus.

Next, if the attachment contains the bulk of your
payload and is not opened, then your message will
never get seen. By simply supplying a link to a Web
address containing more information, you can grab
the prospect's attention without the fear of a
potential virus.
Email Campaigns
When to Send Email

Conventional wisdom suggests that everything
should be waiting for you first thing Monday since
you are fresh and ready for a new week. However,
reality will show you that your email box is bulging at
the seams on Monday and you just want to get
through it at any cost.

Instead, email early Friday afternoon. Most people
are winding down for the weekend at that time and
putting off tasks till the next week. This allows for
more light reading of the few emails trickling in on a
Friday afternoon.
Email Campaigns
The Unsubscribe Option

Even if you are using your own opt-in email list, you
must offer a way to unsubscribe from the list in
every email. This applies to direct email,
newsletters, and all other email promotions. This
shows your respect for their time when they decide
to no longer receive direct email.

The option to unsubscribe can be placed near the
bottom of the email with easy-to-follow instructions.
Probably the simplest unsubscribe method tells the
recipient to reply to the received email and place the
word "Unsubscribe" on the subject line. This is quick
and easy, thus the recipient does not feel trapped.
Email Campaigns
Response Tracking

Response tracking from email marketing can be
handled easily by two methods. First, the campaign
can include a Web page address that is unique to
the campaign, and you can track the visitors to that
page. Next, you can associate a promocode with the
campaign and track how often it is used.

A combination of both methods would allow you to
compare how many people responded relative to
how many people acted on their response.
Email Campaigns
Response Staff

There are many methods for automating this process, and it is fine to send an
automated response so long as it is followed with a real person responding soon
after. Many prospects rely on the human element to close the deal, therefore it
is essential you supply it for them.

How quickly you can respond makes all the difference in the world. A 24-hour to
48-hour window of response time is preferred and anything faster than 8 hours
is viewed as an unreal response time. By responding quickly you demonstrate to
your visitors that you are very serious about customer support.

One of the most annoying things on the Internet are those sites that do not offer
any phone support options. DirectNIC for example, one of the leading domain
name resellers, offers some of the best rates at $15 per year and provides more
free features than you know what to do with. The problem is, they only offer
support via email. This in itself could cost them millions in lost business.

It is very common for visitors to ask the same questions. To help speed up the
response process, your response staff is encouraged to have form emails
already prepared that address the most common questions.
Email Campaigns
Newsletters

Newsletters, in this case, are email messages distributed by a company or organization to
an opt-in list on a set schedule. Newsletters typically announce sales, specials, schedules,
events, product releases, as well as a payload of useful information that makes the
newsletters newsworthy.

There are two types of marketing opportunities with newsletters. You can either offer your
own newsletter or you can advertise in someone else's newsletter.

Setting Tone: To create an effective newsletter that people want to read on a regular basis
requires choosing a topic that you can be the authority on and that the readers will look
forward to reading.

Setting the Frequency: You must determine how often the newsletter should be mailed out.
Too often and readers feel overloaded and will likely unsubscribe. Too infrequently and
readers may forget who you are and think you are spamming them.

Archive Your Newsletters: If you do offer both ASCII and HTML versions, then archiving
your newsletters on your Web site will be very easy. Each month you simply add a link to
your monthly newsletter within the archive section and add the new newsletter with a new
name.
Email Campaigns
Newsletters (Getting Subscribers )

First, a link to receive the newsletter should be available on your main
page and maybe on all pages.

Next, the sign up process needs to be very easy, with just enough
questions to understand who your readers are, but not so many that
they may hold them back from signing up.

Finally, you need to clearly explain your privacy policy so your readers
feel secure. You should never give your list to anyone, never email your
list for anyone, and let your users know that is your policy.

Word of Mouth: Another way to increase readers is through your current
reader base. You can encourage your readers to pass your newsletter
on to friends by adding wording at the bottom of each newsletter letting
them know you need their help to spread the word.
Email Campaigns
Newsletter Advertising
Selling Ads In Your Newsletter

There are two reasons you might sell ads in your newsletter. First, the whole purpose of your newsletter
might be to sell ad space. In this case, you build your revenue model around making money off
advertising sales in the newsletter.

Second, if your newsletter is good, you will be contacted by those wanting to advertise in your newsletter.
Unless your company is in the advertising business, you should not consider putting ads from other
companies in your newsletter. Your newsletter is a great place for you to educate your readers, sell them
on your products, and solve technical problems for them. It is for you and you alone.
Newsletter Special Announcements

Though you do not want to put ads from other people in your newsletter, you might want to make a
special announcement about a partner company who is willing to do the same for you.

If you choose to do this, be sure that both companies are in a position to benefit from the partnership,
both are in a position to give a strong recommendation about the other, and neither are competing
directly with each other.
Advertising in Other Newsletters

There is no shortage of newsletters out there looking to sell ad space. Your goal is to find newsletters that
match your client demographics, have a strong reader following, and the content seems worthwhile. The
list below is a good place to start, but you are encouraged to sample the newsletters of your final choices
to ensure they will benefit your ad campaign.
Email Campaigns
E-Promotions

An E-promotion is an email sent to your own opt-in email list
about your specials, discounts, contests, or giveaways. Epromotions must be well-planned and well-timed. They should
have something very worthwhile for the readers such that they
merit having their own email instead of being part of the
newsletter.

For example, WebYoda wanted to build new prospects'
awareness about the success that past students had enjoyed.
WebYoda ran an E-promotion asking for readers to submit
success stories. In return, WebYoda picked a submission at
random, and gave away a Palm VII to that lucky person.
Email Campaigns
Newsgroups

A newsgroup is a kind of electronic bulletin board where people who are
interested in like subjects can post and respond to conversational
"threads" or topics. There are literally thousands of newsgroups hosted
all over the world, and covering every conceivable topic about which
humans converse.

Each newsgroup has a following of readers along with self-proclaimed
gurus who police each group for unwanted traffic. This means you will
need to gain the acceptance of the group gurus in order to build a
reputation within each group.

Newsgroups are where spam originated and thus is least tolerated.
Before you begin posting to newsgroups other than the test groups, you
need to understand how they work. Newsgroups are like real
communities. All members have real personalities, and you must be
accepted by the group before your messages will be respected.
Email Campaigns
Newsgroups

Because of the spam problems associated with
newsgroups, blatant advertising is usually banned,
but you're welcome to give advice, answer
questions, and pass on information. Be sure to
include your signature block at the bottom of all
messages just as you would for an email.

Pick no more than three groups in which to
participate and try to post messages at least twice
per week. Don't let the newsgroup gurus for these
groups discourage you. In fact, if they give you a
hard time, this may draw attention to you and
thereby bring you more traffic.
Press Releases

An Internet press release is the same as a traditional press
release except it is internet based.

As with any press release the idea is to send a document to a
news provider with the hope they find your document
newsworthy enough to publish.

With an internet press release you send an email with your
newsworthy document attached.

A great way to generate a lot of traffic to your web site is to get
yourself mentioned by the press. In fact, a press release is one of
the world's and Web's most effective marketing tools. As such,
announcing your web site via a press release is a great way to
create the initial promotional momentum a new web site requires.
Email Campaigns
Press Releases

Though press releases are generally considered conventional
marketing and not E-marketing, it is important to discuss their
importance.

For example, every press release which www.BusinessWire.com
distributes in the U.S. is transmitted to a myriad of Internet sites,
online services and databases.

In total, they reach over 16,000 points online, more than any
other commercial wire service. They make news available in
every major content syndicating service. The other significant
press release company to consider is www.prnewswire.com.
Email Campaigns
Press Releases
Setting the Tone

The goal of a press release is to be informative of current and future events
within your company. It should not be written to sound like a marketing
campaign. Instead, it should be worded more like a headline news story.
Setting the Time

As with newsletters, it would be a good idea to publish your press release on a
day other than Monday to miss the rush. For press releases, Thursday
afternoon is a good target since it won't hit most presses or online services until
the next day anyway. Next if it is picked up by any newspapers, they might even
run it as a weekend story, which would yield even more readers.
Press Release Tracking

Response tracking from a press release can be handled easily by two methods.
First, the press release should contain a Web page address that is unique to the
press release. Next you can include a special offer within the press release
using a promocode to track sales. Using both methods would allow you to
compare how many people visited from the press release relative to how many
people purchased because of it.
Press Releases
Banner Exchange
Banner Exchange
M. Fakhrurrazi
([email protected])
Banner Exchange
Banner Advertising



A banner advertisement is an image placed at the top or
bottom of a web page, to catch the viewer's eye and
possibly prompt them to click on it.
It can either be static, that is, simply like a billboard
displaying the name of a website, or dynamic,
encouraging the user to click on the banner image to be
transferred to that website.
Banner advertising is based on one-to-many advertising
rather than one-to-one. It has traditionally been the most
common form of promotion on the web.
Banner Exchange
Banner Advertising
Banner Exchange
Banner/Link Exchanges

A banner exchange (link exchange) is a cooperative
advertising program where participating businesses
work together to promote each other's
products/services and websites on an exchange
rather than paid basis.

Banner exchanges have management systems that
track when and where banners are displayed
throughout the network. Every time you display the
banner of another member, you receive a credit.
Based on these credits, the management system
ensures that your banner is displayed at other sites
in the banner exchange network.
Banner Exchange
Banner/Link Exchanges
Banner Exchange
Banner/Link Exchanges
Banner Exchange
Banner/Link Exchanges
Banner Exchange
Banner Branding vs. Click-Throughs
(impression vs click)



There are two goals of a banner campaign,
branding and click-throughs.
A branding campaign is more concerned with
how many people see the brand name and
not as much with how often it is clicked.
Coke, for example, just wants to bring their
name to mind, visiting their Web site, is
secondary.
Banner Exchange
Banner Terminology

Banner Impression - You display a banner on your Web site one time.

Banner Exposure - A banner company displays your banner one time.

Exchange Ratio - How many impressions you must display to receive an
exposure.

Click-Through Ratio (CTR) - the percentage of clicks on a banner relative to the
total number of banner displays.

CPM - Cost per 1000 impressions, a typical purchase rate is $10 per thousand.

Banner Dimensions - The standard banner size for nearly all banner networks is
486x80, meaning 486 screen pixels wide and 80 pixels tall.

Real Traffic - any visitor who clicks a banner to visit a page then subsequently
clicks a link on that page.
Banner Exchange
Banner Optimization
Banner Size

How quickly a banner loads can determine whether a banner is
seen at all. Many banner networks will allow you to place a banner
up to 10K in size, which can take 5 seconds to load. You should
avoid any banners larger than 4K as this ensures your banners
load in 2 seconds or less.
Banner Exchange
Banner Optimization
Banner Colors

Bright colors get the most mileage. Yellow, orange, and green
attract more attention than red, blue and black. A banner that
gives the appearance of a yellow page ad is highly effective.
Banner Exchange
Banner Optimization
Banner Graphics

Simple animated graphics and animated banners which
switch between three frames of text are very effective.
Banner Exchange
Banner Optimization

Next, banners that look like error messages, selection
boxes, submit buttons, or a scrollable windows are also
very effective.
Banner Exchange
Banner Optimization
Banner Content


Of course the banner message is very important. The message should convey what is in it
for the visitor: how they can save, how they can benefit, why them, etc. The content
should focus on emotions like fear, curiosity, humor, or the big promise.
The word "FREE" is still the most powerful word in advertising. Offer a free drawing, free
subscription to an e-zine, free advertising, free trial offer, free download for software, etc.
For example, WebYoda offers a free tour of the Internet which is pulled as a sample of the
Mastering the Internet course.
Banner Exchange
Banner Optimization
Banner Branding

Since nearly 99% of all banners are never clicked on, you
need to get as much mileage out of the non-clicked banners
as you can. Branding at least leaves the opportunity for the
surfer to see your company name, Web address or logo.
Banner Exchange
Banner Optimization
The Submit Button Call to Action

A call to action is also known to raise response rates. Simple
phrases such as "Click Here," "Visit Now" and "Enter Here" tend to
improve response rates by 15%. These phrases should be
strategically placed in the ad, preferably on the right side, as this is
where the eye will be drawn.
Banner Exchange
Banner Optimization
Cloaked Banners

One fairly new technique is to build a banner with a clear background, no
border, option buttons, and text instructions. When done correctly, the banner
will appear to be an integral part of the Web site and lose the banner look all
together.
Banner Exchange
Pay Per Banner Impressions

Overview
The www.doubleclick.net banner network is by far the largest pay per banner
network, with fees starting around $15 per thousand impressions. A visit to
any major site that displays banners other than their own is likely to feed
from www.doubleclick.net.

Web Site Specific Banners
The key advantage to purchasing banners on a specific Web site is to ensure a
quality demographics match. For example, if you sell sports cards, then
placing a banner campaign at a sports cards magazine site, such as
www.beckett.com, ensures your banners are displayed to visitors who are
likely interested in sports cards.

Search Engine Banners
Another method to qualify your traffic is to purchase banners on a search engine
site such as Yahoo.com, Google.com , and DirectHit.com. Google.com for
example, places three banner ads to the right of all search results. The
pricing is $15 per 1000 impressions.
Banner Exchange
Pay Per Banner Impressions
Banner Program Options

If you do decide to purchase a banner campaign, don't forget you
may have options. First, consider purchasing click-throughs and
not banner impressions as this will yield more quality traffic. If
branding is your main focus, then a banner impression campaign
may be right for you.

Next, be sure to target your banners to best fit the demographics
of your potential traffic. Last, be sure to check your banner
statistics supplied by the banner network regularly to see where
your best traffic is coming from. This can help you fine tune your
banner ad campaign.
Banner Exchange
Free Banner Exchanges

Free banner exchanges agree to display your banners for free in
exchange for you displaying other member banners on your Web
site. For new companies with little to no advertising budget,
banner exchanges are an option to consider.

www.bcentral.com is by far the largest of the banner exchanges,
meaning they have the largest Web site participation base. This
does not always equate to the best option however, as we will
see.

It is important to note that banner exchange networks also
generate revenue by selling banners across their network, but
you are NOT required to purchase banners.
Banner Exchange
Grading Banner Exchanges
Not All Banner Networks Are Equal
 There are literally thousands of banner exchange
networks, many of which come and go on a daily
basis.
Banner Exchange Ratio
 The typical banner exchange ratio is 1:2 or 50%,
meaning for every two banners you display on your
sight, your banner will be displayed once across the
banner network. Some banner networks will give
you an exchange ratio as high as 1:1 or 100%, but
as we will see later, this may be too good to be true.
Banner Exchange
Using Banner Exchange
Real Traffic Per Week
Choose a banner
exchange

First you must
choose the banner
exchanges in which
you would like to
participate. The
chart below ranks
our top 12 banner
exchanges based
on how many real
visitors we received
each week from
them, with all other
variables the same.
Rank Link Exchange URL
RT/Week
1
http://www.hitexchange.net
4.27
2
http://www.exchangead.com
3.19
3
http://www.sitebrand.com
2.77
4
http://www.bcentral.com
2.31
5
http://www.LinkBuddies.com
2.28
6
http://nbe.net-on.net
2.24
7
http://www.click2net.com
0.95
8
http://www.ms-links.com
0.81
9
http://www.free-banners.com
0.63
10
http://www.exchange-it.com
0.56
11
http://bannersxchange.com
0.11
12
http://Webmasters.bpath.com
0.07
Banner Exchange
Using Banner Exchange
Starting a banner exchange campaign

The steps to starting a banner campaign are simple. Use the
steps below as a guide for any of the banner exchanges.
1) Create a 486x80 banner.
2) Choose a banner network.
3) Enter your Web site information.
4) Upload your banner as per their instructions.
5) Grab HTML code from their site to add banners to yours.
6) Add the HTML code to the top of a page on your site.
7) Wait for banner approval.
8) You will be emailed when you are approved.
Banner Exchange
Using Banner Exchange
Test Banners

Test your banners to see which are the most effective. This is
done by running multiple banners on the same banner campaign
and watch how they fare against each other. You do not need
separate accounts for each banner as most banner networks will
allow you to rotate multiple banners at once.

You must allow banners to be displayed a minimum of 1000
times on the banner network for an effective gauge of how well
they are performing. The example below was one of our banner
tests.
Banner Exchange
Free Banner Drawbacks
Losing Visitors to Other Sites

When using free banner exchanges, you potentially lose traffic to the banners
displayed on your site. This damage should be minimal if your site truly has
something great to offer the visitor. People are typically compelled to leave only
when they are not satisfied where they are.
Ugly Banners On Your Site

In most banner networks, you have little control over the quality of the banners
displayed on your site. Fortunately, all of the top 12 banner networks we
recommend review all banners before they are displayed.
Inappropriate Banners Displayed

In this case the damage from inappropriate banners can be minimized. In some
banner networks, adult-oriented banners are allowed. None of the 12 we
reviewed for this course promote adult-oriented Web sites.
Banner Exchange
Free Banner Drawbacks
Wasted Banner Exposures

Fake Banner Exposures - Faking the banner systems to think you are
displaying banners. You will be caught!

Hidden Banner Displays - Hiding the banner you are supposed to
display in a hidden frame. You will be caught!

Contest Sites - Requiring visitors to click hundreds of times on a site to
receive a free prize.

Free Gambling Sites - Allowing visitors to gamble free for small prizes
where each page has a new banner.

Free Game Sites - Free online games that refresh banners at the top
while you play.
Banner Exchange
Paid vs. Free Banners

Paid banners are preferred if your advertising
budget can afford it. The truth is, free banners come
at a price. You are given free banner impressions by
the network in exchange for cluttering your site with
banners that may lead to traffic leaving.

On the flip side, if you have a minimal advertising
budget, then the free banner exchange may be the
best solution for you in the early stages.
Banner Exchange
Reciprocal links

Reciprocal links are very similar to banner
exchanges except there is a simple agreement
between two web sites rather than an organised
exchange.

Your business places a linked banner on an
associated web site and they put their banner on
your web site. It is common that the two web sites
will sell associated products or have some sort of
common theme however this is not necessary.
Banner Exchange
Reciprocal links
Banner Exchange
Business Website
M. Fakhrurrazi
([email protected])
Business Website

Technically speaking a web site is a related collection of World
Wide Web (WWW) files that includes a beginning file called a
home page. A company tells customers and potential customers
where to find their website on the internet by giving them the
address (or URL) of their home page. From the home page, you
can get to all the other pages on their site. For example, the web
site for the Small Business Development Corporation (SBDC)
has the home page address of http://www.sbdc.com.au

Web sites may be very complex and consist of hundreds of
pages of information and even provide the ability for your
customers to purchase your products on the internet.
Alternatively, they can be quite simple, consisting of only a few
pages that do little more than inform your customers of your
businesses address and contact details.
Business Website
Banner Exchange
Mobile Phone Marketing
M. Fakhrurrazi
([email protected])
Mobile Telephone Marketing
Mobile Phone Marketing

Mobile telephone marketing is the use of
mobile phone technologies such as voice,
text and multimedia message services to
promote products/services to consumers.

With the significant increase in the use of
mobile telephones in Australia in recent
years, there has been a corresponding
increase in marketing via these technologies.
Mobile Telephone Marketing
Mobile Phone Marketing
Currently, the main mobile telephone
technologies used for e-Marketing are:




Short Message Service (SMS)
Multimedia Messaging Service (MMS)
Wireless Application Protocol (WAP)
General Packet Radio Service (GPRS)
Mobile Telephone Marketing
Mobile Phone Marketing - SMS

Short Message Service (SMS) is a message that can be sent to and from mobile
telephones. The messages can be both text and simple line drawings. Mobile
phone users can also download screensavers for their mobile telephone.

The main use of SMS is by mobile phone users especially the youth market
sending messages to each other via their mobile phones or via a computer to
mobile phones.

There are also technology companies that offer the service of sending bulk
SMS's to multiple mobile telephones at one time.

For the purposes of e-Marketing, small business can send SMS messages via a
personal computer or have a specialist technology company send the messages
on their behalf to prospective and existing customers. The messages can
promote almost anything such as advertising product specials, promoting a web
site, inviting them to a function, to participate in a competition etc..
Mobile Telephone Marketing
Mobile Phone Marketing - SMS