Merawat Dan Mengukur Internet Marketing
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Transcript of Merawat Dan Mengukur Internet Marketing
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Merawat Website danMengukur Efektifitas
Pemasaran di InternetPemasaran Interaktif
Coky Fauzi Alfi
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Merawat Website
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“Having a website meansyour job is never done”
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Why Maintain
• The average life of a Web page is only 75 - 100 days.
• To enhance and/or improve the design.
• To update or add additional information.
• To respond to visitor's comments/recommendations.
• To correct errors and design problems.
• Static Websites soon die from lack of interest.
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How Often Should
Material be Updated ?• Within two days of a factual error being
identified
• A new ‘news’ item is added at least once amonth
• When product information has been staticfor two months
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Responsibilities in Web
Site Maintenance
• Who owns the process ?• Who owns the content ?
• Who owns the format ?
• Who owns the technology ?
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A Web Document Review and
Update Process
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A Web Document Review and
Update Process
• Reviews promotional literature and rewritescopy on a wordprocessor and modifies
graphical elements - write stage
• Marketing manager reviews the revised web-based copy - review stage
• Communication manager reviews the copyfor suitability - review stage
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A Web Document Review and
Update Process
•Legal adviser review copy - review stage
• Copy revised and corrected and then re-reviewed as necessary - correct stage
•Copy converted to web and then publishedby a site developer - first publish stage
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A Web Document Review and
Update Process
• The new copy on the site will be reviewed
and tested on different web browser andscreen resolutions by webmaster - test stage
• If the new copy is suitable, the pages on the
test web site can be transferred to the liveweb site by webmaster - publish stage
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Who Owns the Content?
Content Developer is a person responsible forupdating web pages within part of an organisation
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Who Owns the Technology?
The IT department or the company to which IT
has been outsourced involved in the developmentof the site and the technology used to publish theweb site.
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The Technical Issues
• Availability and performance of web siteserver
• Checking HTML for validity and correctingbroken linksvalidator.w3.org/checklink/
• Managing different versions of web pages inthe test and live environments
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Mengukur EfektifitasPemasaran di Internet
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Measuring Internet Marketing Effectiveness
• Are corporate objectives identified in theinternet marketing strategy being met?
• Are marketing objectives defined in the
internet marketing strategy and plan achieved?
• Are marketing communicationsobjectives identified in the internet marketing plan
achieved ? How effective are the different promotionaltechniques used to attract visitors to site?
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Three Level of Measures the
Effectiveness of Internet Marketing
• Level 1. Business Effectiveness - thesemeasure the impact of the web site on the wholebusiness, and look at financial measures such asrevenue and profit and promotion of corporate
awareness
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Return on Investment (ROI)
Profitability ratio measuring incomeearned for each dollar invested
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Three Level of Measures the
Effectiveness of Internet Marketing
• Level 2. Marketing Effectiveness - thesemeasure the number of leads and sales achieved viathe internet and effect of the internet on retentionrates and other aspects of the marketing mix such
as branding
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Three Level of Measures the
Effectiveness of Internet Marketing
• Level 3. Marketing CommunicationEffectiveness - these measures assess howwell the site is being promoted, and do so byreviewing the popularity of the site and how good it
is at delivering customer needs.
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Measurement Methods
• Online measurement method
• Offline measurement method
• Combination
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Online Measurement Methods
• Online web metric and server log filesOnline measures are those that are collected automaticallyon the web server, often in a server log file
• Online registration
•Online guest book
• E-mail inquiries
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Web Analytics
The measurement of the behavior of visitors to a website or web application
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Technologies
1. Logfile analysis, reads the logfiles in which theweb server records all its transactions
2. Page tagging, uses JavaScript on each page tonotify a third-party server when a page is
rendered by a web browser
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Logfile AnalysisSoftware
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Indicators Reported by Logfile
Analysis Software
• Number of visits and number of unique visitors
• Visits duration and last visits
• Authenticated users, and last authenticated visits
• Days of week and rush hours
• Domains/countries of host's visitors
• Search engines, key phrases and keywords used tofind the analyzed web site
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Indicators Reported by Logfile
Analysis Software• Hosts list
• Most viewed, entry and exit pages• Files type
• OS used
• Browsers used
• Robots
•HTTP errors
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Offline Measurement Methods
• Sales• Surveying customer using
questionare, interview, and focus
group
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