e commerce advertise your website

8/6/2019 E Commerce Advertise Your Website

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E-Marketing Advertise Your Web Site

Dave ColbyMarketing & Business Instructor Mid-State Technical CollegeBy David E. Colby 2002


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We will discuss:

Basic Site ConsiderationsOffline AdvertisingSearch Engine UseE-mail MarketingBanner Advertising and Other High Tech OptionsHow to Monitor TrafficInternational, Legal, Ethics, & Tax Issues


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Marketing Your Web Site can:

Bring in New CustomersReinforce Current CustomersIncrease TrafficIncrease Profitability

Establish New MarketsEnhance Your Business Image


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B randing

URL (Uniform Resource Locator) is part of your marketingplanEmotional Branding

Emotional shortcut between company and customer(www.kleenex.com , www.xerox.com )

Rational BrandingProviding a functional service(www.autotrader.com , www.hotmail.com )


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Web Presence Goals

Attracting visitors to siteInteresting visitors stay and exploreEncourage visitors to follow linksReinforce or create an imageEncourage visitors to return

Build a trusting relationship


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H uman Information Processing

ExposureMaximum information with scroll bars

AttentionContrast & NoveltyWhen does it lose its contrast & novelty?

Comprehension & PerceptionSchema-historic impression informationVisitor PerspectiveWeb Page Frames-New Rules


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H uman Information Processing

Yielding & AcceptanceFactual Information

Reduction of counter-argumentRetention

Logical Organization for ConsumerBookmarks applicableAbstraction Difficult


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O ffline Advertising

Personal invitation to every customerPress release highlighting your web siteAdvertise your URLInternal Marketing

External Media


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Search Engine:H ow Much Will It Cost?

Free listingsTime Consuming

Paid Listings$300 Annual Fee to YahooAll other Options

Paid Crawler Submission (weeks to days)Paid Directory Listings (days to hours)

Total Cost to list with major search engines:1st Year: $800.00-$900.00


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Search Engine Site Traffic

Service Searches/DayG oogle 130 MillionInktomi 80 MillionAlta Vista 50 MillionDirect Hit 20 MillionFast 12 MillionOverture ( G oTo) 5 MillionAsk Jeeves 4 Million

Source: http://searchenginewatch.com/reports/perday.html


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Crawler B ased Search Engines

Crawler or spider software search the web for informationand lists it automaticallyG oogle (Yahoo) ( http://www.google.com/addurl.html )Inktomi (MSN & AOL)(http://www.inktomi.com/products/web_search/submit.html )Lycos ( http://search.lycos.com/searchservices/ )Alta Vista ( http://addurl.altavista.com/sites/addurl/newurl )Ask Jeeves/Teoma ( http://ask.ineedhits.com/ )


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H uman Powered Directories

Web information is submitted and reviewed by search enginestaffYahoo Paid Submission(http://add.yahoo.com/fast/add?+Business )Looksmart Free Submission(http://www.zeal.com/users/become_a_zealot.jhtml )Open Directory ( http://dmoz.org/add.html )


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Combination Search Engines

Uses automated spider technology in conjunction with thehuman review processYahoo Yahoo Directory & G oogle Crawler(http://docs.yahoo.com/info/suggest/ )Dogpile Multiple Search Engines & Directories(http://www.dogpile.com/t/help/addurl )


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Submission Services

Comp anies p ro viding the service f o r a feehttp://www.gosubmit.net/

Listing of Search EnginesSearch Engines Linkhttp://www.overture.com/

Bid on Placement of Key wordsList Your Site/Self Serve: Learn More Link

http://www.submit-it.com/ http://www.allsearchenginesitesubmissionservice.comhttp://www.promotingonline.comhttp://www.247realmedia.com/

Commercial Web Marketing Sitehttp://sm6.sitemeter.com/

Personal & Commercial Web Marketing Site


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Search Engine Placement Tips

KeywordsRelevant ContentMETA TagsSubmit All Key Pages

Verify & Maintain Listing


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Search Engine Placement Problems

FramesDynamic C G I or Database Page G enerationUse HTML Links instead of Image MapsSearch Engine Spamming


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E-mail Marketing

Distribute Newsletters, Announcements, ProductInformation to CustomersDistribute Newsletters, Announcements, ProductInformation to Prospect ListPermission Marketing

Conversion Rate IncreasedOpt-in/Opt-Out e-mailAOL Response to notification of Junk e-mail*http://www.spamlaws.com/us.html


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Components of E-mail Marketing

PermissionPersonalizedMeaningful SubjectLink to Your Company s Home Page


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B anner Ads

Purchase Banner Ad SpaceTarget Market SitesBanner Exchange Network

http://www.exchange-it.comhttp://www.bcentral.comhttp://www.smartclicks.net/

Banner Advertising Networkhttp://www.doubleclick.com/us/


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Effectiveness of B anner Ads

Click-through rates - .3% to 2%Web site advertisingClick or Click-throughImpressionCPM cost-per-thousand


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O ther Web Ads

Pop-up adsPop-behind adsInterstitial adsOpens new browser window over host

Active adsFloats over host web page


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Ad B locking Software

Consumers can filter your expensive advertisinghttp://www.webwasher.com/ http://www.adkiller.com/ http://www.adsubtract.com/


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L ink Exchange

Related site link exchangeManual ResearchCommercial Servicehttp://linksmanager.com/


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Affiliate Marketing

Receive a commission to redirect your sites visitors to anaffiliates sitePay-per-clickPay-per-conversionAffiliate program brokerhttp://www.befree.com/ http://www.linkshare.com/

Examplehttp://www.proflowers.com/


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V iral Marketing

Online Word-of-Mouth Incentive ProgramMessage passed from user to userDelivery MethodsE-mail

Web Site Coupons


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N ewsgroup Postings

Newsgroup for virtually every activity in the worldSimilar to e-mail communication directed to newsgroupmembersSubtle messages including company name and URLBlatant advertising messages unwelcome by newsgroupmembers


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Monitor Customer V isits

Traffic PatternsStatisticshttp://www.webtrendslive.com/wtl_marcom/default.htm


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International & L egal Issues

InternationalJurisdiction

LegalFederal Trade Commission Regulation

Bait & Switch Advertising

Consumer Lending & LeasingEndorsements & TestimonialsG uarantees & WarrantiesE-mail Solicitations

Trademark Infringement


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Ethics Issues

Privacy Rights & ObligationsPrivacy G uidelines

http://www.iab.net/ (Privacy G uidelines Link)Electronic Communications Privacy Act of 1986

Too old to be effective in today s Internet SocietyChildren s Online Privacy Protection Act of 1998

Restricts data collection on sites targeted at childrenDefamationPerson, Company, or Product


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Taxation Issues

Income TaxesWeb revenue subject to U.S. Federal Income Tax

Sales & Use TaxesMoratorium on collecting State Taxes


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Your Web Site

Time + Persistence + Budget

= Web Success


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Contact Information:

Dave Colby,Marketing & Business InstructorMid-State Technical College715-422-5480

[email protected]/Instructor/DColby


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Sources:

New Perspectives: E-Commerce; Comprehensive, G ary P. Schneider,Copyright 2002 Course Technology-Thomson Learning,Electronic Commerce 2 nd Edition, G ary P. Schneider & James T. Perry,Copyright 2001Course Technology-Thomson LearningWeb Site Design Made Easy, Dennis G askill, Copyright 2001 MortonPublishing, http://www.boogiejack.com/ E-Commerce Concepts, Carol M. Cram, Copyright 2001 CourseTechnology-Thomson Learning

Internet Marketing, Charles F. Hofacker, Copyright 2001 John Wiley &Sons, Inc.http://searchenginewatch.com/ Copyright 1996-2002 INT Media G roup, Inc.www.iab.net Internet Advertising Bureau, 2002 Interactive AdvertisingBureau

e commerce advertise your website

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