Advertising for E-Commerce Back to Table of Contents.

Advertising for E-Commerce Advertising for E-Commerce

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The Basics of Building an The Basics of Building an Online BrandOnline Brand

Advertising Your Web SiteAdvertising Your Web Site

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Advertising for Advertising for E-Commerce E-Commerce

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SectionSection 15-2

Chapter 15


Section 15-1Why It’s Important

It’s not enough for companies to simply create products and make them available to customers.

Creating positive feelings about their products and nurturing relationships with customers can ensure brand success and longevity.

Businesses use a variety of methods to determine whether or not their brands are selling successfully, and what customers are interested in buying.

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Section 15-1 Key Terms

brand

branding

sticky content

dynamic content

unique visitors

site traffic

exit page

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Branding

A brand is much more than just a name.

brand a name, design, symbol, or other feature that distinguishes one company’s products and services from those of other companies

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Branding

As with every element in the marketing mix, branding is all about your target market.

branding establishing a positive personal relationship between the customer and the company providing the product or service

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The Battle for Attention on the Web

As consumers become more tech-savvy, businesses must work harder to grab their attention.

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Sticky content keeps customers’ attention.

sticky content information or features that entice visitors to stay for long periods of time and return frequently

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It helps to keep them on your Web site long enough to make a purchase.


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Ways to Make Your Site Sticky

Section 15-1

chat rooms

localizedweatherreports

personalizednews

games

userreviews

3-Dcontent

frequentlyupdatedproducts

promotions



Another way e-commerce companies create sticky sites is with dynamic content.

dynamic content Web site information that frequently changes or is updated

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Customers want sites that are easy to navigate, easy to find, and meet all of their needs.

Since those needs change over time, they also want a site that can change with them.

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When a visitor connects to a Web site, the host server records log files that contain information about the visitor.

You can use log files to improve design and functionality, as well as determine the best places for advertisements.

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Information in Log Files

Section 15-1

uniqueIP address

computerplatform

browsertype andversion

time ofconnection

referringURL

pageviews

cookies



Knowing the number of unique visitors gives you a clear picture of how many people visit your Web site.

unique visitors the number of individual IPs connecting to a site

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Calculating the number of unique visitors shows:

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whether people are visiting and buying.

whether the site needs more content to make visitors stay longer.

what customers are most interested in when they visit.



You can use the number of unique visitors to track spikes and dips in site traffic.

site traffic the total activity on a site

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Log files can also reveal patterns, such as the most common exit page.

exit page the last page visited by a customer before leaving a Web site

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Strategic use of the log files will help you respond to customer needs, making it possible to offer the right design and content to attract visitors and keep them there.

This, in turn, will help you build a strong brand.

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Section 15-1 Review

What is branding? Why is it so important to businesses?

Why must Web sites adapt quickly to changes in market conditions?

Why are Web sites concerned about how many unique visitors they have?

What is “dynamic content”? What is an example of this type of material on a Web site?

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Section 15-1 19


Section 15-2Why It’s Important

Businesses face unique obstacles when advertising on the Internet.

While direct online advertising is vital to a business’s success, there are other methods companies employ when attempting to reach customers.

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Section 15-2 Key Terms

spoof e-mail

banner ad

skyscraper banner

opt-in

opt-out

online coupons

interstitials

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Web-Site Promotion

Promoting your e-commerce site is perhaps the most important factor in determining the success or failure of your business.

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Types of Online Advertising

Online advertising can only reach people who have access to a personal computer and an Internet connection.

Therefore, online companies need to include radio, television, and print advertising in their promotional campaigns.

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Some consumers believe that online advertising violates consumer privacy, and that e-mail advertising can carry computer viruses.

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Another problem is spoof e-mail.

spoof e-mail e-mail in which the sender’s address is forged to appear as if it came from a legitimate source

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Spoof e-mail usually contains an urgent warning for the customer to update credit-card or other personal information, with a link provided to a “trusted” company site.

When customers click the link, they are taken to a fake page where identity thieves wait to steal their private information.

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Online advertising has advantages over other advertising media.

It is quicker, easier, more flexible, and interactive, and it enables businesses to respond to problems much more quickly than with traditional media.

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When you click on a banner ad, you are taken to the company’s Web site.

banner ad a small graphic designed to promote a product, service, or company; when users click the banner, they are taken to the company’s Web site

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Banner ads are one of the most effective types of online advertising.

Microsoft reports that banner ads increase traffic by nearly 40 percent.

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A skyscraper banner is a banner ad that stands tall like a big-city tower.

skyscraper banner an advertisement that is aligned vertically on a Web page

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According to the Internet Advertising Bureau, skyscraper banners are 25 percent more effective than traditional banner-size advertisements.



E-mail marketing is one of the most cost-effective ways to reach your customers.

However, because of the tidal wave of spam drowning consumer inboxes, this option is also loaded with risk.

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To avoid offending customers, follow e-mail marketing best practices.

This means you must gain permission, keep permission, and always give customers a way out.

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You must provide an opportunity to opt-in to e-mail lists, newsletters, and promotions.

opt-in when customers check a box granting a company permission to send marketing messages

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Opt-in is more ethical than opt-out.

opt-out when customers must specifically request not to receive marketing messages from a company

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With opt-out, customers may accidentally grant permission without even knowing it.



Confirmed opt-in is a higher standard for permission marketing.

With this method, customers receive a confirmation e-mail with a link that allows them to unsubscribe.

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The highest standard is double opt-in, in which customers receive a confirmation message requesting an immediate response.

If they fail to respond, they are never subscribed to the list.

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Even when people initially grant permission to receive e-mail, they may change their minds later.

Therefore, every message should contain information about how to unsubscribe.

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An online coupon is a paperless discount offer that usually takes the form of a short code that customers enter at checkout.

online coupon a digital coupon

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Some people find interstitials annoying because they “pop-up” on their browsers.

interstitials online advertisements that automatically open a new browser window; also called “pop-ups” because of the way they burst onto the screen

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Interstitials can be designed to be inviting instead of annoying.



Sweepstakes and giveaways can be used to tap into wider markets, attract new customers, and create excitement about a new product or service.

They can also create immediate positive feelings toward your brand, since customers associate your name with prizes and having fun.

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Section 14-2 Review

What advantages does online advertising have over other media?

Why is a double opt-in message considered to be the highest standard in marketing? How does this type of marketing message work?

How can online contests and sweepstakes help a business’s sales?

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