chapter 5 web marketing strategies. agenda marketing strategies on web web design rules attract...

Chapter 5

Web Marketing Strategies

Agenda

• Marketing Strategies on Web

• Web Design Rules

• Attract Visitor

• Online Measurement

• One-to-one Marketing

• Direct Marketing

• Internet Service Provider (ISP)

Marketing Strategy on Web

• Brands: Web site

• Change: constantly

• Conciseness: short and sweet

• Content– New information– Picture and illustration

• Dynamic sites: use new technologies


• 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


• Promotion: promote web site everywhere (traditional methods)

• Syndication: co-brand services and product

• Technology: use Internet technology to maximize the marketing objectives

Agenda



• Attract Visitor





Web Design Rules

• Content

• Consistency

• Density

• Design

• Size

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)

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

Consistency

• Company rules for e-mail, newsgroup postings and web design

• For common recognition

• Same navigation and graphical logos or icons

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)

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

Size

• Right graphic file size for bandwidth

• Text version for image– Search engine index– Different users– Different happy

• Match the user’s modem speed for download

Agenda



• Attract Visitor





Attract Visitor

• Content

• Personalization

• Marketing

• Service

• Localization

• Promotion

Content

• Real-time and up-to-date information

• Something new all the time– Next visit

• Free information, product and service– Incentives or discounts

Personalization

• Greeting & other information– Registration– Free give-away

• Customer needs– Database– Data mining

• Privacy notice– Confidential

Marketing

• Dynamic cross-marketing or cross references – Products and services

• Event marketing– Infotainmnet– Edutainment– Real time multimedia presentation– Victoria’s Secret

Marketing

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

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

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

Localization

• National Forum on Cultural Difference

• Legal

• Currency

Promotion

• Domain name

• Banner

Domain Name

• Fit the business needs

• Check availability– InterNic for American– Ripe for European– APNic for Asia and Pacific region

• Apply IP address

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

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

Banner

• Exchange– Exchange site for ad– Tap

• Narrow target market (Web sites)

• General purpose exchange agencies

• Selling agency

• New sites with low costs

Agenda



• Attract Visitor





Online Measurement

• Measurement units

• Measurement methods

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

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

Measurement Methods

• Software– Log files analyzer

• On server side

– Online rating agencies• On client side

• Only for individual

• Exclude corporate

Agenda



• Attract Visitor





One-to-one Marketing

• Strategies

• Customer profiles

• Measuring satisfaction

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

Strategies

• Tacking– Every transaction for every single customer

• Customization– Product module– Information part– Service components

Customer Profiles

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

Customer Profiles

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

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

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

Measuring satisfaction

• Types– Attribute importance– Customer satisfaction– Customer value added

• Database & data mining

• Damage control

Agenda



• Attract Visitor





Direct Marketing

• Spam

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

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

Agenda



• Attract Visitor





Internet Service Provider (ISP)• Types

– Dial-up connections– Lease line

• Selection criteria– Cost– Local point of presence– Performance (speed)– Availability– Reliability– Backbond capacity– Internet’s Network Access Points (NAPs)– Support– Required hardware & software

Discussion

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

Points to Remember



• Attract Visitor





chapter 5 web marketing strategies. agenda marketing strategies on web web design rules attract...

Documents

web marketing strategies

web web design rules

download slide

marketing strategy

ascii slide

confidential slide

marketing objectives

web promotion