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"MarketingontheInternet”Lecture2:E-Marketing(1)ByClareShamEmail:sclare@netvigator.com2023/7/171We’llcover…•Definition&insights•WebMark

etingvsTraditionalmedium•WebMarketingObjectives&Strategies•SearchEngineOptimization2023/7/172DefinitionE

-Marketingisanyactivitythatpromotesorenhancesbusinessopportunitiesthatreliesinwholeorinpartoninternetpresence.E-Commercedealswithth

eactualtransactionofbusinessandreceiptofpaymentovertheinternetorrelatedarenas.2023/7/173SomeInsights…Ifyouhaveawebsiteyouaredoinge-marketing.Yourwe

bsitecanenhanceordegradeyourcompany'smarketingprograms.Theintegrationofconventionalmarketingwithe-marketingisacriticalcomponentofe-marketing.

Integrationandbalanceinyourmarketingprogram.2023/7/174StrengthofInternetFastandinexpensivecomparedtoconventionalmediatheint

ernetlevelstheplayingfieldforallkindsofbusinessenterprises.ItprovidesstatisticsAbilitytoreachmillions

simply,effectivelyandinexpensively.2023/7/175WebvsNewspaperThelargerthepaper’scirculationandreadership,thehigherthe

adcost.Onlyahandfulofnewspaperscanclaimatrulyinternationalcirculation.Circulationlargelydeterminesadexposure,onlypeop

lewhotakethetroubletobuythepaperhavetheopportunitytoseeyourad.Newspaperadvertisingdoesn’tallowyoutotrulytargetyourmarket.Youtakeash

otgunapproachwhenyouadvertiseinanewspaper.2023/7/176WebvsMagazinesMagazinesofferdistinctadvantagesovernewspaperswhenitcomestotargetingyourm

arket-nichepublications.Thegreatdisadvantageofmagazineadvertisingiscost.Circulationislimited2023/7/177WebvsRadioBroadcastadvertisingdiffers

fromprintinanumberofways.Radioadallowthecreativityandflexibility-fromregularspottoanon-airplugreadbyaDJortalk-showhost.Buyingairtimeonasingleradio

stationissimpleandinexpensive.Butradioadvertisingismostlylocal.Eachstationreachesonlythelistenerswithinitsbroadcastrange.Advertisinginmultiplechann

elsoraninternationalnetworkincreasecostsignificantly.Radiodoesn’tallowyoutotargetaveryspecificaudience.Youwaste60or70percentofyourr

adioadvertisingdollarsonlistenersyoudon’twanttoreach.2023/7/178WebvsTelevisionTelevisionadvertisingispowerfulbutexp

ensive.MultimediaeffectTelevisionprovidesinstantexposure,butitcanalsodrainallbutthemostexpensivemarketingbud

gets.2023/7/179WebvsDirectMailDMisveryeffectivetogetyourcompany’smessagetoaspecifictypeofcustomer.ButDMisnotcheap!Y

oumustdesign,write,print,andmaileverypostcard,letter,brochure,orcatalog.Anotherdrawbackisitslimitedeffectiveness.AnaveragepieceofDMgeneratesrespons

esfromonlyabout3%ofrecipients.2023/7/1710Pros&ConsMarketingQualityWWWRadioNewspaperMagazinesTVDMLargenationalaudienceYesMaybeMaybeMaybeMaybeYesInt

ernationalexposureYesNoNoMaybeMaybeNoCanbetargetedtoaspecificaudienceYesNoNoMaybeNoYesAudiencememberscanviewadsa

ttheirconvenienceYesNoYesYesNoYesRelativeexpenseLowMediumMediumHighHighHighInstantcustomerinteraction

YesNoNoNoNoNo2023/7/1711WebMarketingObjectivesMarketResearchGeneratingSalesLeadsPre-saleandPost-saleSupportInventoryverificationImageBui

ldingPressreleasesCatalogsOnlineDiscussionsDemonstrationToolsPersonnelRecruitmentSupportforTravelingPerson

nelsCompanyPoliciesandMemorandaWEB2023/7/1712WebsiteMarketingStrategiesCatchEyeballsBeFoundGetPermissionDatabase-driven432023/7/1713CatchEyeb

alls“InformationEra”isPastTenseInformationfloodingScarcityisatConsumers’AttentionGroundforeCommerce442023/7/1714BeFoundOver1.2bill

ionwebpagesworldwideWhyvisityourwebsite?BeFoundmoreimportantthanwebdesignBeFoundmoreimportantthancontent2023/7/1715GetPermission2023/7/1716472

023/7/1717Database-drivenDatabaseisoneofthefoundationtosuccessinInternetMarketingInformationcouldbeunlimited

whilesearchingiseasyeverycustomerisuniquehumanbeingbutnotjustanumberrecordexample:Amazon.comRecommendation2023/7/1718SearchEngineOptimizationprimar

ywaysthatInternetusersfindwebsitesdramaticincreaseintraffic.Normallyfree-of-chargeSearchengineoptimizationmeansensuringthatyourwebpages

areaccessibletosearchenginesandfocusedinwaysthathelpimprovethechancestheywillbefound.2023/7/1719WebDirectoryvsSearchEngineSearchEnginesc

reatetheirlistingsautomatically.Searchenginescrawltheweb,thenpeoplesearchthroughwhattheyhavefound.⚫extremelylargedatabase,differentrobots&spidersDire

ctories:Adirectorydependsonhumansforitslistings.Yousubmitashortdescriptiontothedirectoryforyourentiresite,oreditors

writeoneforsitestheyreview.AsearchlooksformatchesonlyinthedescriptionssubmittedYahoo!–awebdirectory,n

otasearchengine2023/7/1720MetasearchvsMegasearchMetasearchpagesletyoubuildasinglesearch;thenapplythatquerytomultip

lesitessimultaneouslyMetaCrawler,oneoftheoldestandbestmetasearchtoolsontheWeb,collatespagesfoundfromLycos,Excite,Infoseek,AltaVista.AskJeev

es:naturallanguagequeryMetafind,mamma(7e),dogpile(14e)2023/7/1721TypesofSearchenginesMajorGlobalSearchEngine⚫Eg.Google,

Inktomi,Excite,AltavistaChineseSearchEngine⚫Eg.Goyoyo,Yam,WhatsiteMultimediasearch/MP3Search⚫Eg.Napster,MP3.com,Getsongs,AudiofindPaidListingsSear

chEngines⚫Eg.goto,bay9,findwhat,ah-haRewardsSearchEngines⚫Eg.iwon,efind,sportula,epilotVerticalSearch

&alotmore…..2023/7/1722HowSearchEnginesRankWebPagesKeywordsappearinginthetitleKeywordsappearnearthetopofaw

ebpageFrequency:howoftenkeywordsappearLinkpopularityWithassociateddirectoriesKeywordsintheirmetatagsPenalizeifdetec

tedspamming.2023/7/1723MoreinfoonSearchEngine…2023/7/1724CriteriaforSuccessfulWebMarketingGearedtowardaspecifictargetaudience.Usegraphicsinterestingo

rdirectlyrelatedtoyourbusiness.Providetheabilitytocommunicate(viaformoremaillink)Usecolorsthatarefoundinnature&ple

asingtoeye.Provideusefulandeasy-to-followlinks.Websiteisquicktoload.Easilynavigated.Haveoriginalcontentonyoursite(notjustalisto

flinks)Provideanincentiveforvisitorstoreturn.ProvideaFAQ(frequentlyaskedquestions)link.Visitorsleavesatisfiedandpreparedtomakefuturereturn2023

/7/1725Don'tsofWebPublishingDON'Tusesomanygraphics(loadtime<30sec).DON'Tuseoverpoweringbackgrounds.DON'Tf

orgettoincludelinksforwardandbackward.DON'Thavetoomanylevelsoflinks.3to4themaxDON'Tuse"underconstruction"

signs.DON'Toverusethe“blink”command.DON'Tmaketheuserhavetoworkatfindingthings.DON'Thavetytpos...typos.DON'Tmisleadusers.2023/7/1726SourcesofTr

afficSearchEnginePurchased(ie.Bannerad)ReciprocalLinkExchangesAffiliateandPartnershipPrograms2023/7/1727ReciprocalLinkExchangePr

omote:sendemailto“related”site,requestingalinkexchangeOnlyaddlinkstoyourpagesthatreciprocatewithalinktoyou.Re-Verifyoccasionally!Dono

tlinktounrelatedwebsites(searchenginesreduceyourrankingfortoomanyunrelatedlinks.Surferprofiling:Programtodeterminethequalityofthe

trafficsentbyeachreferrer.2023/7/1728BannerExchangeProgramLinkExchangeBannerSwapTradeBannersBanner4UWebUnion2023/7/1729Affi

liateandPartnershipProgramsallowingotherwebsitestoadvertiseyourproductinexchangeforasmallcommissiononeachsaletheygenerateatleast$10,000foryoura

ffiliateprogramsoftware.Promotingyouraffiliateprogram2023/7/1730Watchout!Cheating!Donotacceptaffiliatesfromanycountrieswithoutprope

rlegalsystemsDonotacceptaffiliateswhogivea"hotmail"orotherfreeemailaccountemailaddress.Trackcharge-bac

ksandcreditsduetoaffiliatessoyoucanseeanyunusualbehavior.Bewareofanyaffiliatewithanunusuallyhighsale

srate.Checkhis“linkpopularity"andsearchengineranking.2023/7/1731QUESTIONS?2023/7/1732