Transcript Chapter 2

Principles of Internet
Marketing
Chapter 2
Types of Web Sites
Objectives
In this chapter you will learn about:
• The roles and responsibilities behind the
development of a Web site
• The different types of sites that make up the Web,
how each differs from the other, and how
marketers can take advantage of each type of site
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The People Behind a Web Site
• Web sites are usually built by a team of people who
each play their own, important role in development
• Owners
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Own the company or organization the site is for
Have the initial idea for the site
Organize team
Typically are strong motivators and communicators
• Venture capitalists
– Provide seed money to fund the site
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The People Behind a Web Site
(continued)
• Creative directors
– Work with site owners to understand purpose and
specific site requirements
– Responsible for creative vision and concept
• Look and feel
• Layout
• Mood and message
– Convey concept to other team members
– Develop site schematic to organize content
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The People Behind a Web Site
(continued)
• Account and project managers
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Oversee entire development process
Manage timelines and deadlines
Handle all quality control issues
Interface with internal team and outside vendors
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The People Behind a Web Site
(continued)
• Programmers
– People who bring the site to life
– Need to understand site as envisioned by owner and
creative director
– Need to determine how site can be built, what can
be done, and what can’t be done
– Help put together development timeline with account
and project managers
– Build the site
– Test the site
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The People Behind a Web Site
(continued)
• Graphic designers
– Responsible for artistically interpreting the creative
directors concept
– Work closely with programmers to provide correct
graphics and in proper formats
• Copywriters
– Responsible for writing content for site
– Work with creative directors to interpret message
– Work with graphic designers and programmers to
understand how much copy is needed
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The People Behind a Web Site
(continued)
• Marketers
– Run campaigns and various efforts to increase site
exposure
– Responsible for driving traffic to the site
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Types of Web Sites
• Web Portals
– Help users locate information dispersed throughout
the Web
– Typically, portals use search engines to locate sites
based on keywords that users enter into text field
– Thousands of sites may be returned, so being
among first sites shown is valuable to marketers
– Portals provide information on other sites (not just
their own)
• Google is a Web portal
• Amazon is not
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Types of Web Sites (continued)
• Web Portals (continuned)
– Portals are often a starting point for users
– Because they act as frequent starting points, portals
often offer other services or info (such as e-mail or
news headlines)
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Types of Web Sites (continued)
Figure 2-2: Google is a portal that offers other services along with search
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Types of Web Sites (continued)
• Web Portals (continuned)
– “Distributed portals” pull info from other sites based
on central theme such as employment
• simplyhired.com
– “Niche portals” concentrate on a specific topic, but
largely return info from their own site along with
outside links
• espn.com
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Types of Web Sites (continued)
Figure 2-4: SimplyHired.com is a distributed portal that returns
information from around the Web about job opportunities
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Types of Web Sites (continued)
• B2B (Business to Business)
– Business don’t always sell directly to consumers,
some businesses sell to other businesses
– B2B sales may take longer
• More emphasis on relationships between buyer and
sales person
• Longer sales cycle
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Types of Web Sites (continued)
• B2B (Business to Business) (continued)
– B2B sites have specific goals:
• Reinforce company name
• Highlight that the company understands prospects
needs and can solve their problems
• Encourage visitors to contact a sales rep for more info
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Types of Web Sites (continued)
• B2B (Business to Business) (continued)
– To reach their goals, B2B sites develop sites with
specific features:
• Use more copy and specific info more frequently than
graphics and animation
• Emphasize case studies and client testimonials to
illustrate benefits
• Make white papers, brochures and catalogues
available for download
• Include info about the company and its executive staff,
along with newsroom for updated news
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Types of Web Sites (continued)
Figure 2-6: A typical
B2B site, with
important features
pointed out
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Types of Web Sites (continued)
• B2C (Business to Consumer)
– Online, B2C is most often done through e-commerce
– B2C companies typically try to reach a wide
audience
• Less personal interaction between company and
customer
• Shorter sales cycles
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Types of Web Sites (continued)
• B2C (Business to Consumer) (continued)
– B2C sites have specific goals:
• Building consumer loyalty
• Differentiating their product or service from
competitors
• Making consumers’ decision making process quick
and easy
• Maximizing dollars spent per purchase
• Creating a positive shopping experience
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Types of Web Sites (continued)
• B2C (Business to Consumer) (continued)
– To reach their goals, B2B sites develop sites with
specific features:
• Uses imagery and product photography more
frequently than long bodies of copy
• Personalize site for individual users
• Features more popular products on Home page
• Allows customers to leave and read product reviews
• Shopping cart and check-out functionality to make
purchases as easy as possible
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Types of Web Sites (continued)
• C2C (Consumer to Consumer)
– Consumer sites sell products or pass information on
from one consumer to another directly
• eBay
• Craigslist
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Types of Web Sites (continued)
Figure 2-7: Craigslist is a C2C site
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Types of Web Sites (continued)
• C2C (Consumer to Consumer) (continued)
– Benefits of C2C sites:
• Lower prices due to little if any mark-up
• Practically limitless selection
– Drawbacks include:
• Rely on consumers trusting other consumers
• Increased chance the purchased items won’t be it
good shape upon delivery
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Types of Web Sites (continued)
• B2E (Business to Employee)
– Companies often need to communicate to their
employees
• Large number of employees
• Employees spread out across many locations
– B2E sites can provide information, such as:
• Corporate announcements
• Online training
• Access to personal info including benefits statements,
insurance, information, etc.
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Types of Web Sites (continued)
• Social Networking
– Facilitate connections among people
– Have helped turn Web into global, ongoing, and
ever-changing conversation
– Most social networks derive revenue through
advertising rather than selling products directly
• Few, but not many, derive revenue by selling
memberships
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Types of Web Sites (continued)
• Informational
– Primary purpose is to provide information on one or
more topics, rather than sell products
– In order to generate revenue, they need to draw
enough visitors so that they can sell advertising
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Types of Web Sites (continued)
Figure 2-10: RottenTomatoes.com is an
informational site that gives content about movies
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Types of Web Sites (continued)
Figure 2-11: WebMD.com is an informational site
that gives content about health issues
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Types of Web Sites (continued)
• Informational (continued)
– To generate higher traffic, informational sites take
specific steps
• Provide content that is interesting to their market
• Present information in attractive layout, with an easyto-use navigation
• Update content regularly
• Aggressive and ongoing marketing campaigns
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Types of Web Sites (continued)
• Entertainment
– Exist specifically to provide an entertainment outlet
to visitors
• Games
• Videos (amateur and professional)
– Have significantly grown in popularity, in large part
due to YouTube
– Require new and updated content regularly
– Marketers can use entertainment sites to relay
messages and promote their name
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Types of Web Sites (continued)
Figure 2-12: HP uses YouTube to showcase their
printers and provide how-to demos
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Types of Web Sites (continued)
Figure 2-14: Denny’s has created an
online game to help promote its brand
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Summary
• For most business-related sites, a teams of people
is needed to create it
• Site development requires various needs and skills,
including:
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Financial
Creative
Programming
Organizational
Marketing and communication
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Summary (continued)
• Sites fall into a variety of categories, including:
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Portals
B2B (business to business)
B2C (business to consumer - e-commerce)
B2E (business to employee)
Social networking
Informational
Entertainment
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Summary (continued)
• Each type of site has a different set of challenges,
goals and needs, for example:
– B2B sites focus on gaining users’ trust and
encouraging them to contact the company to
establish a relationship
– B2C sites focus on heightening user experiences,
and encouraging visitors to make immediate
purchases
– B2E sites focus on getting company info to their
employees
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Summary (continued)
– Social networks, information-based sites and
entertainment sites focus on maximizing audiences
through updated, relevant content in order to sell
advertising.
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