Web Marketing Strategies

1
Chapter 5

• Web Marketing Strategies

2
Agenda

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)

3
Agenda

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)

4
Marketing Strategy on Web

• Brands Web site
• Change constantly
• Conciseness short and sweet
• Content
• New information
• Picture and illustration
• Dynamic sites use new technologies

5
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

6
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

7
Agenda

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)

8
Web Design Rules

• Content
• Consistency
• Density
• Design
• Size

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Content

• 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)

10
Content

• Feedback and online surveys
• 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

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Consistency

• Company rules for e-mail, newsgroup postings and
  web design
• For common recognition
• Same navigation and graphical logos or icons

12
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)

13
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

14
Size

• Right graphic file size for bandwidth
• Text version for image
• Search engine index
• Different users
• Different happy
• Match the users modem speed for download

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Agenda

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)

16
Attract Visitor

• Content
• Personalization
• Marketing
• Service
• Localization
• Promotion

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Content

• Real-time and up-to-date information
• Something new all the time
• Next visit
• Free information, product and service
• Incentives or discounts

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Personalization

• Greeting other information
• Registration
• Free give-away
• Customer needs
• Database
• Data mining
• Privacy notice
• Confidential

19
Marketing

• Dynamic cross-marketing or cross references
• Products and services
• Event marketing
• Infotainmnet
• Edutainment
• Real time multimedia presentation
• Victorias Secret

20
Marketing

• Affiliate networks
• Portals
• Reseller web sites
• Legal issue for pyramid scheme

21
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

22
Localization

• Act global but think local
• Culture
• Country or region specific web sites
• Local language
• Local customs (date, address, professional title)
• Avoid offending other culture or religions

23
Localization

• National Forum on Cultural Difference
• Legal
• Currency

24
Promotion

• Domain name
• Banner

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Domain Name

• Fit the business needs
• Check availability
• InterNic for American
• Ripe for European
• APNic for Asia and Pacific region
• Apply IP address

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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

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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

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Banner

• Exchange
• Exchange site for ad
• Tap
• Narrow target market (Web sites)
• General purpose exchange agencies
• Selling agency
• New sites with low costs

29
Agenda

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)

30
Online Measurement

• Measurement units
• Measurement methods

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Measurement Units

• 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

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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

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Measurement Methods

• Software
• Log files analyzer
• On server side
• Online rating agencies
• On client side
• Only for individual
• Exclude corporate

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Agenda

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)

35
One-to-one Marketing

• Strategies
• Customer profiles
• Measuring satisfaction

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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

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Strategies

• Tacking
• Every transaction for every single customer
• Customization
• Product module
• Information part
• Service components

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Customer Profiles

• Identification
• Login and password
• Digital certificates
• Browser cookies
• IP address

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Customer Profiles

• Methods
• Newsgroups
• Chats
• E-mail
• Survey
• Feedback

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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

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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

42
Measuring satisfaction

• Types
• Attribute importance
• Customer satisfaction
• Customer value added
• Database data mining
• Damage control

43
Agenda

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)

44
Direct Marketing

• Spam
• Newsletter
• Push sent to all
• Pull users pick and choose newsgroup
• Meaningful information to users

45
Direct Marketing

• E-mail
• 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

46
Agenda

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)

47
Internet Service Provider (ISP)

• Types
• Dial-up connections
• Lease line
• Selection criteria
• Cost
• Local point of presence
• Performance (speed)
• Availability
• Reliability
• Backbond capacity
• Internets Network Access Points (NAPs)
• Support
• Required hardware software

48
Discussion

• How does this e-business marketing strategies and
  methods affect traditional IT management in terms
  of
• IT department
• System analysis and design
• Implementation

49
Points to Remember

• Marketing Strategies on Web
• Web Design Rules
• Attract Visitor
• Online Measurement
• One-to-one Marketing
• Direct Marketing
• Internet Service Provider (ISP)