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Chapter 2

Chapter 2. Marketing on the Web. Objectives. Understand the nature of Web marketing Learn the marketing strategies that work Learn how to attract attention to your site. Marketing Decisions. What should your marketing accomplish? To whom should you market?. Standard Marketing Fare.

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Chapter 2

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  1. Chapter 2 Marketing on the Web

  2. Objectives • Understand the nature of Web marketing • Learn the marketing strategies that work • Learn how to attract attention to your site

  3. Marketing Decisions What should your marketing accomplish? To whom should you market?

  4. Standard Marketing Fare • Your chance to make an impression – take it! • Product is visible • Claims about your product is credible • Advertising copy is flawless • Define your target audience

  5. Web Marketing Caveats Build it and they will come Interactivity

  6. Non-Traditional Approach • Content space! • Informality • Free • Nonlinear Nature

  7. Marketing Strategies • Don’t rely on search engines • Word of mouth is still viable • Customer perspective site design • Passion • Client oriented

  8. Getting Attention • The traditional methods still work • From another interaction with your company the consumer may seek your web site which will provide the details about your product/company.

  9. Press Releases • Newspaper Lists • http://ajr.newslink.org/news.html • http://emedia1.mediainfo.com/ • Commercial Services • http://businesswire.com/ • http://prnewswire.com/ • Web Based Services • http://newsbureau.com/ • http://prweb.com/ • http://www.mediafinder.com/

  10. Email Newsletters • Email is a powerful marketing tool • Low cost, easy to produce • Keep customers up to date • Build trust • Vehicle for news not advertising • Display your knowledge

  11. Email Options • Self – program requirements: • Filter • Import lists • Bcc • Services • http://egroups.com • http://listbot.com • http://www.lyris.com/ • Determine the level of commitment you can provide to the task • Or the level of service desired from the email company

  12. Email Concerns • Your list is money • How much is enough • Annoy vs. Forget • Personal touch – Etiquette • Permission • Opt out • Don’t sell • Provide information

  13. Links from Other Sites • Have others link to you! • Search engines use this as a “popularity” factor • Complementary or Supplementary companies • Provide the linking partners a reason to link with you. • http://linkpopularity.com/

  14. Affiliate Programs • Bring visitors from one site to another and reward the directing site • Program Types: • Per sale • Per inquiry • Per click • http://clicktrade.com

  15. Ad Banners • Very effective tool • What is a good banner ad? • Awareness vs. response • Visually compelling • Call to action • Web response form – entice your visitor • Your home page • Pay another site to have your ad: • Impression • Click thru • Advertising Exchanges

  16. Ad Sites • http://adcastdelivers.com • http://www.engage.com/engagemedia/ • http://www.doubleclick.net/us/

  17. Web Response Form • Customer fills out online to get something free • Gather the demographics to assist in your marketing strategies • Thank the customer for visiting

  18. Traditional Marketing • URL prominently located on all printed materials. • Web site touch should follow your company’s printed look and feel • Advertise in relevant magazines

  19. Web Rings • Collection of sites arranged around a common theme • Members negotiate to each other • Common community • Promotes your focus

  20. Domains • Professionalism • Domain name should be trademarked • Acquire a name in the beginning and don’t change it!

  21. Yellow Pages • Be sure you are in the phone directory • Pick up the yellow book? • look on-line • Geographic barriers are decreasing

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