Professional Documents
Culture Documents
1 Introduction
We explore Internet marketing campaign
components
1.7
1.8
1.9
Introduction
Branding
Internet Marketing Research
E-mail Marketing
Promotions
E-business Advertising
1.6.1
Banner Advertising
1.6.2
Buying and Selling Banner Advertising
1.6.3
Media-Rich Advertising
1.6.4
Wireless Advertising
e-Business Public Relations
Business-to-Business (B2B) Marketing on the Web
Search Engines
1.9.1
META Tags
1.9.2
Search-Engine Registration
1.2 Branding
Brand
Brand equity
1.2 Branding
The Internet makes it difficult to protect a
brand from misuse
Rumors and customer dissatisfaction can spread
quickly
It is not difficult for people to use other companies
logos on their sites or products illegally
Psychographics
Segmentation
Online surveys
Marketing-research firms
Forrester Research, Adknowledge,
Jupiter Communications and Media Metrix
Response rate
Shows campaign success or failure by measuring the
percentage of responses generated from the target
market
Outsourcing
Parts of a companys operations are performed by other
companies
Used when unmanageable e-mail volume and inadequate
staff or technical support
Messagemedia, Digital Impact, iLux, 24/7 Media and
e-Contacts
Permission-based marketing
Spamming
Mass e-mailing to customers who have not
expressed interest
Can give your company a poor reputation
1.5 Promotions
Onlineandofflineebusinesspromotions
Attractvisitorstositesandmayinfluencepurchasing
Besurecustomersareloyaltocompany,notrewardprogram
Giveawayitemsthatdisplaycompanylogo
Branders.com,iSwag.com
Frequentflyermiles
Offeredtoconsumersformakingonlinepurchases
Increasebrandloyalty,offersareasonreturnvisits
ClickRewardsallowscustomerstoaccumulateClickMiles
Pointsbasedpromotion
1.5 Promotions
Offerdiscountswhenpurchasesaremadeonline
Offerfreetrials
Online coupons for online shopping
Television,movies,newspapersandmagazines
Establishandcontinuallystrengthenbranding
Brandisasymbolornamethatdistinguishesacompanyand
its products or services from its competitors and should be
unique,recognizableandeasytoremember
PublicizeURLondirectmailingsandbusinesscards
Onlineadvertising
Placelinksonothersites,registerwithsearchengines
Sidepaneladsorskyscraperbanners
AdvertisementsthatlieverticallyonWebsites
Banner advertisements
effectiveness
are
losing
their
Industryhascalculatedclickthroughratesataround.5percent
Placelogoonbanners,enhancingbrandrecognition
BannerAdvertisements.(CourtesyofGaryCohn.comMarketing.)
Exampleofapanelad.(CourtesyofVentureCapitalOnline,Inc.)
Visitinganysiteregistersoneuniquevisit
Hitsarerecordedforeachobjectthatisdownloaded
To determine the value of a Web site for advertising
purposes,usethenumberofuniquevisitors,nottotalhits
Advertisingpaymentoptions
Payperclick:youpaythehostaccordingtothenumber
ofclickthroughstoyoursite
Payperlead:youpaythehostforeveryleadgenerated
fromtheadvertisement
Paypersale: you pay the host for every sale resulting
fromaclickthrough
ValueClickshomepage.(CourtesyofValueClick,Inc.)
1.6.3 Media-Rich
Advertising
Webcasting
Involvesusingstreamingmediatobroadcastanevent
overtheWeb
Streamingvideosimulatestelevision,streamingdelivers
aflowofdatainrealtime.
ResourceMarketing,ClearDigital,Navisite,CyberLogics,
www.streamingmedia.comandMacromedia
ManypeoplehaverelativelyslowInternetaccess
Theslowertheconnection,themoredisconnectedthevideo
appears
VictoriasSecretWebcastmostpopulareverheldon
Web
1.6.3 Media-Rich
Advertising
Bursting
Thereisasubstantialbuildupofcontentatthereceivingend,
causingavideotoappearsmoother
Burst.com
1.6.3 Media-Rich
Advertising
Interactive television advertising
Allows people viewing television to interact
with what they are seeing on the screen
Consumers have the ability to choose to
learn more about an offer, make a purchase
or even request that customer service
representatives contact them
RespondTV
SkyGo
Adbroadcast
GeePS
Keepscustomersandcompanycurrentonlatestinformation
aboutproducts,servicesandinternalandexternalissuessuchas
companypromotionsandconsumerreactions
Methods
Chat sessions
Bulletin board
Special events or functions on Web site
Trade shows and exhibitions
Press releases (can be delivered over Web, PR Web)
Printing and distribution, MediaMap
Add link that connects to all press releases
Video clips
1.8 Business-to-Business
(B2B) Marketing on the
(B2B) marketing
Web
Construction.com, Worldwideretailexchange.com
Connect Inc, Concur Technologies and Ariba
AnHTMLtagthatcontainsinformationaboutaWebpage
DoesnotchangehowWebpageisdisplayed
Cancontaindescriptionofpage,keywordsandtitleofpage
1.9.2 Search-Engine
Registration
Submitkeywordsandadescriptionofbusiness
Searchenginewilladdinformationtoitsdatabase
Registering will increase the possibility that a site will
makeanappearanceinsearchengineresults
Manysearchenginesdonotchargeafeeforregistering
AltaVista,Yahoo!,Lycos,Excite,GoogleandAskJeeves
AskJeevesusesnaturallanguagetechnologythatallowspeopleto
entertheirsearchsubjectsintheformofquestions
Metasearch engines
of
search
1.9.2 Search-Engine
Registration
Search Engine
AltaVista
www.altavista.com
Lycos
www.lycos.com
AskJeeves
www.ask.com
TosubmitaURLtoAskJeevesknowledgebase,yousendanemailincludingyour
URLandashortdescriptionofyoursitetoAskJeeves.Humaneditorsthenreview
your request by visiting your site and checking if your site matches certain
guidelines including quick loading time, regular updating of content and free
featureswithouttherequirementofuserregistration.
Ask Jeeves also uses its patented popularity search technology to determine
which sites have provided the best answers to Ask Jeeves users. In addition to the
previous guidelines, ecommerce sites should meet additional guidelines including
securityrequirements,customerserviceandcredibilityasanecommercesite.
1.9.2 Search-Engine
Registration
Search Engine
Yahoo!
www.yahoo.com
SM
Google
www.google.com