Dr. F.J. Lin

網路行銷：以入口網站為例

林豐智電子商務研究中心 主任

企管系 副教授逢甲大學

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Dr. F.J. Lin

網站行銷

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方塊廣告

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Do e-ads have a future?

• Excite@Home: web portal– 收益： $635m (2000) 來自於線上廣告– Overhead screen

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Banner

• 點選率 (click-through rate)– 30%, 1994 0.3%, 2001– 比電子郵件 (direct mail) 的回覆率低 1~1.4%

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Dr. F.J. Lin

傳統行銷者仍對網路廣告的價值存疑• 網路廣告的成長

– 自 1997 年起每年成長 100%– 2001 年的成長率只有 17%

• 網路公司的存活– 75% 線上廣告： Yahoo, AOL, Excite@Home 與其它六大入口網站

– 25% 線上廣告：數以千計的網路公司展開爭奪– 未售的廣告空間大幅增加

• 各類廣告售價下降 10%~15%(2000, Q4)• E-mail marketing price 下降 25% ，到達 $150/per thousand

messages

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新戰國時代

• 藉廣告收益生存者– Pseudo.com (entertainment site) – 1stUp.com (free ISP)– 明日報

• Online Publisher– 需用 $200m~250m 達到損益平衡– 預估現存的一萬家線上出版業僅有 14 家存活 (Leh

man Brothers)

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Dr. F.J. Lin

Portal

A doorway, gate, or entrance, especially a large

and imposing one.-- Webster’s New World Dictionary

The only place anyone has to find something,

connect with someone, or buy anything.

--Yahoo! Mission statement

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WHAT ARE PORTALS, AND HOW DO THEY ADD VALUE FOR USERS?

• Navigation help– Directories

– Search engines

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Directories

• Compiled by human editors and organized by category

• User followed a hierarchy of headings and subheadings

• Critical success factor– Comprehensiveness and clear, coherent

organization of hierarchies

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Search engines

• Compiled key words from webpages into databases that users could query

• Critical success factor– The number of webpages indexed

• How do we give user just what they want?

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The definition of a portal kept changing

• A doorway to the web• A user continually returned to throughout the

day– Managing a multitude of daily online activities

• Checking news headlines, stock • Sending e-mail, instant messages• Joining chat groups

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Portal’s functions

• Search services• Content

– Topical information• News headlines, stock quotes, weather forecasts

– Reference information• Maps, dictionaries

– Entertainment options• Games, internet radio stations

– Third-party produced content

• Community-building features– Chat rooms, message boards, instant messaging service

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Portal’s functions (cont.)

• Commerce offerings– Advertisements– Auctions – Shopping

• Personal productivity– Web-based e-mail– Address books– File storage– Bill payment services

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Partners with others

• Search service– Yahoo! Partnered with Google (the leader of webp

ages indexed)

• Content– Yahoo! and Snap! offered the same mapping featu

re licensed from Vicinity

• Shopping – Portals were not retailers (not making goods and s

hipments)

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PORTAL BUSINESS MODEL

1. Acquiring new users

2. Turning new users into repeat visitors

3. Monetizing user traffic

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Acquiring New Users (1)

1. Utility Services– For communication or for improving personal productivity– E-mail, online greeting cards, instant messaging, web-

based file storage– Portals often acquired these services as free-standing

companies and then integrated them into their homepages • Microsoft acquired 9.5 million Hotmail users (paid $400 million

for the free web-based email service, 1998)

• Lycos acquired 1 million Tripod users (paid $81 million for the personal homepage and community building)

• AOL acquired 34 million ICQ users, 1999

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Acquiring New Users (2)

2. Internet Access Enablers– Distribution deals with PC manufacturers

– Vertically integrated browsers• MSN.com or Netscape.com

– ISP partnerships• Portals often partnered with ISPs to provide their subscr

ibers with a start page

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Acquiring New Users (2) cont.

– Vertically integrated ISPs/OSPs• Enter the access business1. Companies could own both an ISP and a portal

– Excite and @Home (ISP)– Microsoft’s MSN (portal) and MSN (ISP)

2. Portals outsourced their branded ISP operations to another company• AltaVista and 1stUP.com

3. Online service providers (OSP)• Walled gardens: only the OSP’s subscribers had ac

cess to the walled garden, which was organized as a portal

• AOL

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Acquiring New Users (3 & 4) cont.3. Vertical Integration with Destination Sites

– Portals could become the owner of content and commerce destination websites

– Disney’s Go Network• Disney.com, ESPN.com, ABSNews.com

– MSN• CarPoint, Expedia, MSNBC.com

4. Offline Promotion through Affiliated Media Properties– Companies owned both internet portals and offline media

• Run promotional ads in offline media to drive new users to portals

• Disney Go.com• NBC NBCi• Time Warner AOL

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Retaining Traffic

1. Offer comprehensive and high quality directory/search services and content

2. Develop community-building features• Chat, instant messenger services• Yahoo! Spent $4 billion in 02/1999 to acquire GeoCities

3. Offer a wide range of personal productivity applications

• E-mail, bill payment services, file storage

4. Provide users the ability to customize their homepage

• Deliver news and information tailored to users’ interests

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Retaining Traffic (cont.)

• Portals asked user to register to boost retention– Users provide an e-mail address and additional

personal information

• Portals had become increasing homogenous in terms of content, search technology, and even site structure and layout– Users are likely to frequently several different

portals in any given month

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Monetizing User Traffic

• Advertising comprised approximately over 90% of portal revenue

• Advertising on portals took a variety of forms– Banner ads– Search keyword

• HP buy the search listings for a query in laptops

– Sponsorships of contextually relevant content• Autoweb.com sponsor Yahoo! content on new cars

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Monetizing User Traffic (cont.)

• CPM– A typical portal could be expected to sell 25~30% of its

inventory at CPM of $20~30, with each page carrying 2~2.5 ads

• Tenancy deals– Multi-year commitments– 2/3 of online retailers had a portal deal in place in 1999

• Of those that did not, ½ planned to develop some portal relationship in the future

– Jupiter estimated 18% of online shopping transactions in 1999 resulted from portal deals

– eBay – AOL, 4 years, $75 million

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Monetizing User Traffic (cont.)

• Forrester Research, 1999– 57% retailer said portal deals were worth the price

• 69% of them planned to renew the deals

• Petstore.com– The acquisition cost per new customer had been $200 throu

gh a Yahoo! Portal deal, compared to a $20 target– Failed by late 2000

• Yahoo!’s renewal rates for its advertising deals had slipped in late 2000 but still remained quite high– 85% of its 200 largest clients renewed the deals

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Dr. F.J. Lin

網路行銷的主題

• 網路經營模式• 顧客支援與線上品• 個人化• 流量與品牌建立

網址 /品牌 搜尋 /目錄

宣傳外部連結

付費廣告

終點網站