Web Marketing Strategies

Web Marketing Strategies
Prof. Rushen Chahal
Page 1
Agenda
Marketing Strategies on Web Web Design Rules Attract Visitor Online Measurement One-to-one Marketing Direct Marketing Internet Service Provider (ISP)
Page 2
Agenda
Page 3
Marketing Strategy on Web

Brands: Web site Change: constantly Conciseness: short and sweet Content
New information Picture and illustration
Dynamic sites: use new technologies
Page 4

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
Page 5

Promotion: promote web site everywhere (traditional methods) Syndication: co-brand services and product Technology: use Internet technology to maximize the marketing objectives
Page 6
Agenda
Page 7
Web Design Rules

Content Consistency Density Design Size
Page 8
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)
Page 9
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
Page 10
Consistency
Company rules for e-mail, newsgroup postings and web design For common recognition Same navigation and graphical logos or icons
Page 11
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)
Page 12
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
Page 13
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
Page 14
Agenda
Page 15
Attract Visitor
Content Personalization Marketing Service Localization Promotion
Page 16
Content
Real-time and up-to-date information Something new all the time
Next visit
Free information, product and service

Incentives or discounts
Page 17
Personalization
Greeting & other information
Registration Free give-away
Customer needs
Database Data mining
Privacy notice
Confidential
Page 18
Marketing
Dynamic cross-marketing or cross references
Products and services
Event marketing
Infotainmnet Edutainment Real time multimedia presentation Victorias Secret
Page 19
Marketing
Affiliate networks
Portals Reseller web sites Legal issue for pyramid scheme
Page 20
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 Page 21
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
Page 22
Localization
National Forum on Cultural Difference Legal Currency
Page 23
Promotion
Domain name Banner
Page 24
Domain Name
Fit the business needs Check availability
InterNic for American Ripe for European APNic for Asia and Pacific region
Apply IP address
Page 25
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

Page 26
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
Page 27
Banner
Exchange
Exchange site for ad Tap
Narrow target market (Web sites) General purpose exchange agencies Selling agency New sites with low costs
Page 28
Agenda
Page 29
Online Measurement
Measurement units Measurement methods
Page 30
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
Page 31
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
Page 32
Measurement Methods
Software
Log files analyzer
On server side
Online rating agencies

On client side Only for individual Exclude corporate
Page 33
Agenda
Page 34
One-to-one Marketing
Strategies Customer profiles Measuring satisfaction
Page 35
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
Page 36
Strategies
Tacking
Every transaction for every single customer
Customization
Product module Information part Service components
Page 37
Customer Profiles
Identification
Login and password Digital certificates Browser cookies IP address
Page 38
Customer Profiles
Methods
Newsgroups Chats E-mail Survey Feedback
Page 39
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
Page 40
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
Page 41
Measuring satisfaction
Types
Attribute importance Customer satisfaction Customer value added
Database & data mining Damage control
Page 42
Agenda
Page 43
Direct Marketing
Spam Newsletter
Push: sent to all Pull: users pick and choose newsgroup Meaningful information to users
Page 44
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
Page 45
Agenda
Page 46
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
Page 47
Discussion
How does this e-business marketing strategies and methods affect traditional IT management in terms of
IT department System analysis and design Implementation
Page 48
Points to Remember
Page 49

Web Marketing Strategies

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Web Marketing Strategies

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Web Marketing Strategies

Prof. Rushen Chahal

Marketing Strategy on Web

Dynamic sites: use new technologies

Marketing Strategy on Web

Marketing Strategy on Web

Web Design Rules

Frequently asked questions

Printed copy consideration (color) Different network appliances (different resolution)

Match the users modem speed for download

Free information, product and service

Interactive user groups for each service or product

Consistent image or standard for web pages

Online rating agencies

Database & data mining Damage control

Internet Service Provider (ISP)

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