MRKT10028 Web Marketing, Fall 2009

Week #2Web Sites

MRKT10028 Web Marketing, Fall 2009 2

Building a Web Site

Web sites are usually built by a team of people who each play a role in its developmentOwner – describe the visionInvestors – provide funding Creative Designer – develop concept; site mapAccount/ Product Manager – manage team;

deadlines; budgetsProgramers – code it; test it; make it workGraphic Designer – make it look goodCopy Writers – develop quality content (capture

interest; deliver appropriate message)Marketer – promote it; drive traffic to it

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Types of Web Sites

Portal help users locate information on the WebTypically use search engines to locate information based

on keywords that users enter into text field•Thousands of sites may be returned, so being among the

first sites shown is valuable to marketers (how weighting/ positioning is done will be discussed later in the course)

Provide information about / links to other sites (not just their own)

Are often a starting point for usersBecause they act as frequent starting points, they

usually offer other services or info (such as e-mail or news headlines, tools, etc.)

Examples – Google, Yahoo, MSN, MetaCrawler

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Types of Portals

“Distributed portals” pull information from other sites based on a central theme such as employment simplyhired.com

“Niche portals” concentrate on a specific topic; return info from their own site along with outside links espn.com

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Business to Business (B2B)

Some businesses sell to other businesses (not consumers; sometimes in addition to consumers)

B2B sales may take longerMore emphasis on relationships between buyer and

sales person Smaller market than B2C (fewer potential customers)

May not provide e-commerce functionalityB2B sales in 2006 exceeded 2 TRILLION dollars! Selling

huge volume at huge dollar – avg transaction $10 thousand to $100 thousand.

B2B sites have specific goals:Reinforce brand / company nameHighlight that the company understands prospects’

needs and can solve their problemsEncourage visitors to contact a sales rep for more info

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To meet B2B goals, their web sites:

Use more text copy; industry-specific information rather than graphics and animation

Emphasize case studies and client testimonials to illustrate benefits

Make white papers, brochures, webcasts, catalogues, etc. available for download

Include information about the company and its staff, along with news

Password-protected client log-in section

Multiple contact methodse.g., ERCDataplus.com, Dell, Oracle

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Business to Consumer (B2C)

Selling products to consumers on the InternetOften referred to as “e-commerce” or “e-tailing”

B2C companies typically try to reach as wide an audience as possibleTargeting / Segmentation is still key!Know your customer!

May be used to drive customers to “bricks and mortar” locations (e.g. car sales)63% of customers who researched online bought offline

May provide a service only (e.g., online banking) Average single purchase: between $100 and $250 In 2007 B2C revenue was $62.7billion in Canada (up

26%)

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B2C sites have specific goals

Reinforcing the (offline/online) brand; gaining trust Building consumer loyalty Differentiating their product or service from

competitors; showing how it meets customers’ needs Making consumers’ decision making process quick and

easy Maximizing dollars spent per purchase (up sell, cross

sell) Creating a positive shopping experience Providing exceptional customer service

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To meet these goals, B2C sites:

Uses imagery and product photography more than long sections of text

Personalize site for individual users Offer a wide variety of products Make everything easy to find; provide related links

(e.g., “more details”; complementary items) Feature most popular products (or sales/ specials) on

the home page Allows customers to write and read product reviews Shopping cart and check-out functionality to make

purchases as easy as possible Provide return policies; security and privacy details

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Nobody does B2C better than

__________________

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Consumer to Consumer (C2C)

Sell products or pass information on from one consumer to another directlyeBayCraigslistKijiji

Trust is an issue! Revenue from ads

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B2E / B2G

Business to EmployeeCommunicate information, share resources

with employeesMay offer purchase capabilitiesTraining

Business to GovernmentProvide products/services to government

purchasers Not much “marketing” / limited

audience

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S_ocial______ N__etworking

Facilitate connections among peopleBlogs, feedback, forums, reviews, chatting, RSS, sharing

information, calendaring, video, file sharing, etc. Have helped turn the Web into a global, ongoing,

ever-changing conversation Most social networks derive revenue through

advertising, subscription, or “pay per use” rather than selling products directlySome (e.g., eharmony.com) derive revenue by selling

memberships More on this topic later in the course

Suggest reading the Interview with … Famzam.com CEOs; pages 54 - 59

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I___________________

Provide content (on one or more topics; general or specific) News, reviews, libraries, sports,

medicine, etc. Unlike B2B or B2C, information

is the product/purpose Main revenue comes from

advertising Also subscription; pay per use

Very specific (perhaps limited) market

Must be current; updated often WebMD – most popular medical information site

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E_________________

Provide something “fun” Videos, games, activities

Retention rates are highest (generally because of engagement factor) Entertainment features can be

part of a site (B2C); used as a marketing “stickiness” tool

Content must be fresh Often requires latest software,

high bandwidth connection May limit audience Suggest reading the Interview with

… John Vechey of PopCap Games; pages 64 - 67

Gameatopia section on the Denny’s web site

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Revenue Models

This information is also provided as an electronic (Word) document on the Learning Plan

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Summary

It takes a team effort to build a web siteHow that happens will be covered in 2 weeks’ time

There are a number of different types of web sitesEach has a unique purposeThe audience for each is different

•Therefore the goals are different Sites make use of various revenue models All sites must be marketed!!!

If the (potential) audience/customer doesn’t know about it, they can’t find it!