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

itionalmedium•WebMarketingObjectives&Strategies•SearchEngineOptimization2023/7/172DefinitionE-Marketingisanyactivitythatprom

otesorenhancesbusinessopportunitiesthatreliesinwholeorinpartoninternetpresence.E-Commercedealswiththeactualtransactionofbusinessandreceiptofpaym

entovertheinternetorrelatedarenas.2023/7/173SomeInsights…Ifyouhaveawebsiteyouaredoinge-marketing.Yourwebsitecanenhanceordegradeyo

urcompany'smarketingprograms.Theintegrationofconventionalmarketingwithe-marketingisacriticalcomponentofe-marketing.Integrati

onandbalanceinyourmarketingprogram.2023/7/174StrengthofInternetFastandinexpensivecomparedtoconventionalmedi

atheinternetlevelstheplayingfieldforallkindsofbusinessenterprises.ItprovidesstatisticsAbilitytoreachmill

ionssimply,effectivelyandinexpensively.2023/7/175WebvsNewspaperThelargerthepaper’scirculationandreadership,thehighertheadcost.Onlyahandfulofne

wspaperscanclaimatrulyinternationalcirculation.Circulationlargelydeterminesadexposure,onlypeoplewhotakethe

troubletobuythepaperhavetheopportunitytoseeyourad.Newspaperadvertisingdoesn’tallowyoutotrulytargetyourmark

et.Youtakeashotgunapproachwhenyouadvertiseinanewspaper.2023/7/176WebvsMagazinesMagazinesofferdistinctadvantagesovernewspaperswhenitcomestotargeting

yourmarket-nichepublications.Thegreatdisadvantageofmagazineadvertisingiscost.Circulationislimited2023/7

/177WebvsRadioBroadcastadvertisingdiffersfromprintinanumberofways.Radioadallowthecreativityandflexibility-fromregularspott

oanon-airplugreadbyaDJortalk-showhost.Buyingairtimeonasingleradiostationissimpleandinexpensive.Butradioadvertisingismostlylocal.Eachstationre

achesonlythelistenerswithinitsbroadcastrange.Advertisinginmultiplechannelsoraninternationalnetworkincreasecostsignificant

ly.Radiodoesn’tallowyoutotargetaveryspecificaudience.Youwaste60or70percentofyourradioadvertisingdollarsonlistenersyoudon’twanttoreach.2023/7

/178WebvsTelevisionTelevisionadvertisingispowerfulbutexpensive.MultimediaeffectTelevisionprovidesinstantexposure,butitcanalsodrainallbutthemostexpen

sivemarketingbudgets.2023/7/179WebvsDirectMailDMisveryeffectivetogetyourcompany’smessagetoaspecifictype

ofcustomer.ButDMisnotcheap!Youmustdesign,write,print,andmaileverypostcard,letter,brochure,orcatalog.Anotherdrawbackisitslimitedeffectiveness.Anaver

agepieceofDMgeneratesresponsesfromonlyabout3%ofrecipients.2023/7/1710Pros&ConsMarketingQualityWWWRadioNewspaperMagazinesTVDMLargenat

ionalaudienceYesMaybeMaybeMaybeMaybeYesInternationalexposureYesNoNoMaybeMaybeNoCanbetargetedtoaspecificaudienceYesNoNo

MaybeNoYesAudiencememberscanviewadsattheirconvenienceYesNoYesYesNoYesRelativeexpenseLowMediumMediumHighHighHighInstantcustomer

interactionYesNoNoNoNoNo2023/7/1711WebMarketingObjectivesMarketResearchGeneratingSalesLeadsPre-saleandPost-saleSupp

ortInventoryverificationImageBuildingPressreleasesCatalogsOnlineDiscussionsDemonstrationToolsPersonnelRecruitmentSupportforTrave

lingPersonnelsCompanyPoliciesandMemorandaWEB2023/7/1712WebsiteMarketingStrategiesCatchEyeballsBeFoundGetPermi

ssionDatabase-driven432023/7/1713CatchEyeballs“InformationEra”isPastTenseInformationfloodingScarcityisatConsumers’AttentionGroundforeCommerce442023/

7/1714BeFoundOver1.2billionwebpagesworldwideWhyvisityourwebsite?BeFoundmoreimportantthanwebdesignBeFoundmoreimportantthanconten

t2023/7/1715GetPermission2023/7/1716472023/7/1717Database-drivenDatabaseisoneofthefoundationtosuccess

inInternetMarketingInformationcouldbeunlimitedwhilesearchingiseasyeverycustomerisuniquehumanbeingbutn

otjustanumberrecordexample:Amazon.comRecommendation2023/7/1718SearchEngineOptimizationprimarywaysthatInternetusersfindwebsitesdramaticincreaseintra

ffic.Normallyfree-of-chargeSearchengineoptimizationmeansensuringthatyourwebpagesareaccessibletosearchenginesandfocusedinwaysthathelpimpr

ovethechancestheywillbefound.2023/7/1719WebDirectoryvsSearchEngineSearchEnginescreatetheirlistingsautomatically.Searchenginescrawltheweb,the

npeoplesearchthroughwhattheyhavefound.⚫extremelylargedatabase,differentrobots&spidersDirectories:Adirectorydependsonhumansforitslist

ings.Yousubmitashortdescriptiontothedirectoryforyourentiresite,oreditorswriteoneforsitestheyreview.Asearchlooksformatch

esonlyinthedescriptionssubmittedYahoo!–awebdirectory,notasearchengine2023/7/1720MetasearchvsMegasearchMetasearch

pagesletyoubuildasinglesearch;thenapplythatquerytomultiplesitessimultaneouslyMetaCrawler,oneoftheoldestandbestmet

asearchtoolsontheWeb,collatespagesfoundfromLycos,Excite,Infoseek,AltaVista.AskJeeves:naturallanguagequeryMetafind,m

amma(7e),dogpile(14e)2023/7/1721TypesofSearchenginesMajorGlobalSearchEngine⚫Eg.Google,Inktomi,Excite,Altavi

staChineseSearchEngine⚫Eg.Goyoyo,Yam,WhatsiteMultimediasearch/MP3Search⚫Eg.Napster,MP3.com,Getsongs,AudiofindPaidListingsSearchEngines⚫Eg.goto,bay9,

findwhat,ah-haRewardsSearchEngines⚫Eg.iwon,efind,sportula,epilotVerticalSearch&alotmore…..2023/7/1722HowSearchEnginesRankWebPagesKeywordsappeari

nginthetitleKeywordsappearnearthetopofawebpageFrequency:howoftenkeywordsappearLinkpopularityWithassociateddirectories

KeywordsintheirmetatagsPenalizeifdetectedspamming.2023/7/1723MoreinfoonSearchEngine…2023/7/1724Criter

iaforSuccessfulWebMarketingGearedtowardaspecifictargetaudience.Usegraphicsinterestingordirectlyrelated

toyourbusiness.Providetheabilitytocommunicate(viaformoremaillink)Usecolorsthatarefoundinnature&pleasingtoeye.Provideusefulandeasy-to-f

ollowlinks.Websiteisquicktoload.Easilynavigated.Haveoriginalcontentonyoursite(notjustalistoflinks)Provideanincentiveforvisitor

storeturn.ProvideaFAQ(frequentlyaskedquestions)link.Visitorsleavesatisfiedandpreparedtomakefuturereturn2023/

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

ksforwardandbackward.DON'Thavetoomanylevelsoflinks.3to4themaxDON'Tuse"underconstruction"signs.DON'Toveruse

the“blink”command.DON'Tmaketheuserhavetoworkatfindingthings.DON'Thavetytpos...typos.DON'Tmisleadusers.2023/7/1726SourcesofTrafficSearchEnginePu

rchased(ie.Bannerad)ReciprocalLinkExchangesAffiliateandPartnershipPrograms2023/7/1727ReciprocalLinkExchangePromote:sendemailto“related”site,req

uestingalinkexchangeOnlyaddlinkstoyourpagesthatreciprocatewithalinktoyou.Re-Verifyoccasionally!Donotlinktounrelatedwebsites(sea

rchenginesreduceyourrankingfortoomanyunrelatedlinks.Surferprofiling:Programtodeterminethequalityofthetr

afficsentbyeachreferrer.2023/7/1728BannerExchangeProgramLinkExchangeBannerSwapTradeBannersBanner4UWebUnion2023/7/1729AffiliateandPartne

rshipProgramsallowingotherwebsitestoadvertiseyourproductinexchangeforasmallcommissiononeachsaletheygenerate

atleast$10,000foryouraffiliateprogramsoftware.Promotingyouraffiliateprogram2023/7/1730Watchout!Cheating!Donotacceptaffiliatesfro

manycountrieswithoutproperlegalsystemsDonotacceptaffiliateswhogivea"hotmail"orotherfreeemailaccounte

mailaddress.Trackcharge-backsandcreditsduetoaffiliatessoyoucanseeanyunusualbehavior.Bewareofanyaffilia

tewithanunusuallyhighsalesrate.Checkhis“linkpopularity"andsearchengineranking.2023/7/1731QUESTIONS?2023/7/17

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