Brought to you in association with

Nine Web Marketing Principles

Brought to you in association with

Webonomics

This section is based on the book Webonomics by Evan I. Schwartz

Brought to you in association with

1. Quality of Experience

It is the quality of the experience that counts, not the quantity of visitors

What will cause people to come back?

Don’t just supply electronic information, create an online community

The web is not a mass medium: it’s an interactive, personal, niche medium

News and information services will only be profitable by inventing and charging for value-added services.

Brought to you in association with

2. Use the Web for Results

Marketers shouldn’t be on the web for exposure, but for results.

Web picks up where traditional advertising stops.

• Web ads must link to in-depth product information

Like a human sales person:

• Learn about customers’ preferences

• Provide service

• Generate future sales

Brought to you in association with

2. Use the Web for Results

Mass media pushes; on the web, we pull.Web consumers seek info from marketerGetting your message out requires the consumer’s consent.

CPM doesn’t work; web marketers must attract smaller numbers of qualified consumers4 Ways to Promote site:

leverage traditional mediagarner press attentionhyperlinks to other sitebuy electronic ads

Brought to you in association with

3. Compensating Consumers

Consumers must be compensated for disclosing data about themselves

Concerned about privacyWill trade valuable information if the deal is favorable

Getting consumers to register their names requires something significant in return

Personalized newsEntertainment, adviceMembership in online community

Brought to you in association with

3. Compensating Consumers

Use collected information to provide the consumer with a tangible benefit

Directly targeted adsProvide discounts and rebates for vital demographic and psychographic infoLimits:

Inform if you will sell infoDon’t solicit info from childrenLet consumers opt out

Brought to you in association with

4. Information Rich Products

Consumers will shop online only for information-rich products

Information sells products on the web

Stock site with facts, news, knowledge, wisdom, and advice about products

Geography is irrelevant; Cyber-malls won’t succeed

Succeed by providing a broader selection, superior product expertise, below retail prices

Brought to you in association with

Which is information-rich?

Ford Taurus

Coca Cola

Anne Rice’s latest novel, Pandora

New house

Pamper’s

A new Dell Computer

Pringle’s Potato Crisps

Brought to you in association with

Information Rich Products

What is the nature of the offering? Is it a physical product, a physical service, a virtual service, or intellectual property?

Brought to you in association with

5. Self-Service

Self-service provides for the highest level of customer comfort

Increased comfort, control, and convenienceWeb is always open

Travel reservations, at home banking, self-service shippingCuts down on customer service costs

Human service personnel will be free to focus on higher level tasks

Brought to you in association with

6. Value-Based Currencies

Value-based currencies enable sites to create their own monetary system

Monetary systems that reward loyal customers with points that can be redeemed later for real goods and services

e.g., frequent flyer miles, access time

Cyber cash, micro-payments are failing to catch on

Trust is the most valued commodity

Brought to you in association with

7. Trusted Brand Names Matter

With fly-by-night organizations abundant on the web, a trusted brand name matters

Major brand names are up for reevaluation on the web

Being the first to do something is a great way to establish a brand name

Companies that establish a strong affinity with customers can establish an online community of interest around their brands

Brought to you in association with

8. Small Business can Compete

Even the smallest business can compete in the Web’s global “Marketspace”

Any business can go global with unprecedented ease and low cost

Well designed storefronts enable small companies to act “big” and enable big companies to act as if they are as flexible and responsive as startups.

Language matters

Brought to you in association with

9. Agility Rules

Agility rules: web sites must continually adapt to the market

Competitive advantage may only last a few weeks or monthsTake feedback, and respond promptly and seriously to what you hearAdd new features regularlyRecognize that disruptive technologies alter the way the web economy works. How will you capitalize on these technologies?

Brought to you in association with

Reasons to join

To get FREE marketing content

To get free downloads

To get discounts on our services

To get access to our resource centre

Many other Powerpoints in this seriesin the members area