Post on 07-Apr-2018
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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
dcolby@mstc.eduwww.mstc.edu/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