E-MARKETING (INTERNET MARKETING)

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E-MARKETING(INTERNET MARKETING)
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E-MARKETING

• Marketing
• A comprehensive process that involves every
  aspect of a business from designing its products,
  setting the pricing strategy to analysing sales
  statistics and collecting customer feedback.
• E-Marketing
• Refers to using technology such as the internet,
  website and email, sms, including its wide
  variety of options and tools to conduct your
  marketing activities and achieve your marketing
  objectives.

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E-MARKETING TOOLS

• E-Marketing tools and strategies include
• Business websites
• Search Engine
• Email
• Online newsletters/e-zines
• Online catalogues
• Online press releases
• Online surveys
• Online customer service
• Banner advertising
• Affiliate marketing.
• Mobile telephone marketing
• Online Community (Friendster, YouTube) - new
• Web Log (Blog) - new

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The e-Marketing Concept

• The objectives of marketing are to
• get the right product
• promoted in the right way
• sold at the right price
• distributed at the right place
• profitably

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THE E-MARKETING CONCEPT

• Examples of e-Marketing include
• online surveys to conduct market research
• web site to display and sell your products
• internet advertising to promote your business
• software to collect and analyse your customer
  information

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THE E-MARKETING CONCEPT

• The Key to e-Marketing
• The key to successful e-Marketing in today's
  business environment is to place your clients in
  control. Allow them to choose how often and what
  type of messages they receive, thus creating a
  more meaningful relationship with your business.
• This is commonly referred to as Permission
  Marketing.
• Your e-Marketing messages and tools should aim to
  deliver information that the consumer wants -
  that they perceive to be valuable.

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INTEGRATING E-MARKETING INTO YOUR BUSINESS

• e-Marketing is not an alternative to your
  existing Marketing Plan, in fact you may already
  have a "Marketing Plan" that identifies your
  marketing objectives, outlines your key
  strategies designed to achieve those objectives,
  and guides your daily marketing activities.
• With e-Marketing you can develop techniques to
  enhance this existing plan to make your marketing
  activities more effective (smarter) more
  efficient (cheaper) and you may even find that
  you can tap into new markets both locally and
  overseas.

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HOW WOULD E-MARKETING ENHANCE MY EXISTING
MARKETING PLAN

• With the use of internet-based product catalogues
  you can reduce your printing costs and maintain a
  higher quality of product information for your
  customers.
• By utilising marketing information systems you
  can analyse your sales information to make more
  informed decisions and customers all over the
  world can view your products with a website.

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CAN MY BUSINESS AFFORD E-MARKETING?

• The cost of e-Marketing depends on which
  strategies you choose to implement.
• Any business can start using simple e-Marketing
  techniques such as email, newsletters, computer
  based data management and internet research by
  purchasing a computer and connecting to the
  internet which can be achieved for less than
  2,000.
• Businesses can also spend many thousands of
  dollars utilizing the services of a professional
  e-Marketing firm to create and implement a
  complete e-Marketing package. The choice is yours!

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The Marketing Process

• A comprehensive marketing process and resulting
  Marketing Plan is critical for the success of
  your business.
• An effective marketing process should provide you
  with the information, strategies and solutions to
  any and all obstacles you might encounter along
  the way in building and running a successful and
  profitable business.

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E-MARKETING TOPICS

• Affiliate Program
• Search Engine Optimization
• Email Campaigns
• Banner Exchange
• Business Website
• Mobile Phone Marketing

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Affiliate Program
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Affiliate Marketing Program
Affiliate Program

• Affiliate marketing is where you refer customers
  to other businesses via links to their web site
  from your web site or emails and receive
  commissions for each customer you refer to the
  other business. They are essentially revenue
  sharing arrangements between online vendors or
  sellers and resellers or affiliates.
• If the business is "multi-level" you also receive
  commissions from the customers referred by other
  businesses you have introduced.
• Conversely, you can set up your own affiliate
  marketing program to have other businesses sell
  your products and services for you by paying them
  a commission.

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Affiliate Marketing Program
Affiliate Program
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Affiliate Marketing Program
Affiliate Program
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Affiliate Marketing Program
Affiliate Program
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Affiliate Advantages
Affiliate Program

1. Increased sales.
2. Improves search engine link popularity.
3. The Internet becomes your sales team.
4. Low operating costs.
5. Sites with affiliate programs could be perceived
   as more significant.

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Affiliate Disadvantages
Affiliate Program

1. Potentially expensive up-front costs.
2. Administrative overhead.
3. Accounting overhead.
4. Some profits go to the affiliate.

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Affiliates vs. Advertising
Affiliate Program

• In most cases, an affiliate program has a
  distinct advantage over an advertising campaign
  since you only pay your affiliates for traffic
  they generate to your site or sales they
  generate.
• Thus, with an affiliate program, you pay for
  results after the fact, whereas advertising costs
  are all up-front and have no guaranteed results.

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Affiliate Types
Affiliate Program

• Commission Based
• A commission-based program, also referred to as
  pay-per-sale, will pay the affiliate a commission
  for all sales that come directly from them.
  Meaning if a customer clicks a link on the
  affiliates site and then purchases from you, that
  affiliate would make a percentage of the total
  sale price. www.Amazon.com is the best example of
  this type program, they pay up to 15 of the sale
  price.
• The commission is based on what the customer pays
  and not the retail price, so if the customer gets
  a discount, then the affiliate commission will be
  lower.

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Affiliate Types
Affiliate Program

• Flat-Fee Based
• A flat-fee-based program, also called
  pay-per-lead, will pay a fixed amount for each
  new customer regardless of how much they spend.
  www.paypal.com is a good example of this model,
  they pay a 5 referral fee for all new customers
  sent by an affiliate.

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Affiliate Types
Affiliate Program

• Click-Through Based
• A click-through-based program, also called
  pay-per-click, will pay the affiliate a fixed
  amount for each visitor they send to your Web
  site. www.overture.com is a good example of this
  model, they pay 2 cents for every click through.
  It doesn't sound like a lot, but it can add up
  quickly.

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Affiliate Types
Affiliate Program

• Banner-Impression Based
• A banner-impression-based program, also called
  pay-per-impression, will pay the affiliate a
  fixed amount for each banner impression displayed
  on their site. www.doubleclick.com is a good
  example of this model, they pay about 5 per 1000
  banners displayed.

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Agreement Terms
Affiliate Program

• The Affiliate Agreement Terms state how the
  affiliate will get paid, when they are paid, how
  refunds are handled, what the restrictions are,
  and any other terms on which you decide. The
  affiliate agreement is a very important part of
  your program and must be thought through
  completely.
• This lesson will cover most of the considerations
  that will be in your affiliate agreement, but you
  will want to visit a major site such as
  www.Amazon.com for a more thorough sample of how
  affiliate terms should be worded.

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Affiliate Payments
Affiliate Program

• Payment Type
• For consistency purposes, all payments should be
  made in U.S. dollars. This is because U.S.
  dollars are more universally accepted than any
  other currency. Next, be sure to mention United
  States Dollars (USD) when you refer to how much
  the affiliates will get paid so there is no
  confusion.
• Payment Amount
• To determine a fair price to pay your affiliate,
  first visit some sites with similar programs and
  see what they offer their affiliates. Next, in
  most companies it is assumed that about 12 of
  your budget is advertising. Thus you might
  allocate 10 of that towards the affiliate
  payments and 2 towards maintaining the program.
• Payment Minimum
• It is pretty standard practice for affiliate
  programs to have a reserve amount that must be
  met before payment is sent. For example
  www.amazon.com will not send you a check until
  you have accumulated 25 USD or more.
• Payment Frequency
• How often you send out payments can impact the
  loyalty of your affiliates as well. When
  possible, it is recommended that you send
  affiliate checks out once a month, or at worst
  quarterly. Be sure to define the payment schedule
  in your affiliate agreement and pay promptly
  according to that schedule.
• Payment Delay
• Due to fraud and refunds, it is necessary to have
  a built-in delay for payment in your affiliate
  program. Typical delays range from 45 days to 60
  days. This allows time for any refunds or charge
  backs to surface before you pay out to the
  affiliates.

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Building Affiliate Program
Affiliate Program

• Out-sourcing
• Creating the code to run your own affiliate
  program is the biggest task. Most Web site owners
  will choose to out-source this project to a Web
  development company that specializes in
  E-Commerce solutions. You are encouraged to
  review affiliate programs already in place by
  your out-source options before finalizing the
  deal.
• Third Party Vendors
• Another option is to purchase a third party
  package to add an affiliate program to your site.
  We recommend looking at www.AffiliateZone.com as
  a possible solution. They have a 75 USD setup
  fee and monthly fees of 34.95 USD per month.
• Writing Your Own
• The last option is to create your own. This
  requires some programming experience, but is a
  solution worth considering given the costs of
  outsourcing the project. Next it has the
  advantage of integrating completely into your
  site, unlike the results you might expect by
  attaching a third party affiliate program to your
  site.

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Promote Affiliate Program
Affiliate Program

• Mentioning your affiliate program in your
  newsletter is a great place to start promoting
  your affiliate program. You will also want one or
  more links to your affiliate program within your
  Web site. There are also some nice affiliate
  directories where you can list your program for
  free.Affiliate Directories
• 1. www.AssociatePrograms.com
• 2. www.Associate-it.com
• 3. www.CashPile.com
• 4. www.Refer-it.com

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Affiliate Screening
Affiliate Program

• You will want to review all Web sites requesting
  to participate in your affiliate program. This
  helps to ensure that sites with questionable
  content do not display a banner to your site. In
  most cases, the quality of the affiliate's Web
  site is not the issue, only the nature of the
  content for the site.

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Affiliate Approval Notice
Affiliate Program

• Once approved, you should send a confirmation
  email to new affiliates along with their
  affiliate ID and instructions on how to place the
  ad banner or link on their site. You should also
  remind them of any restrictions included in the
  affiliate agreement terms within the email.

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Affiliate Code
Affiliate Program

• For an affiliate to get credit, they need an
  affiliate ID. These typically come in two
  flavors, a promocode or an affiliate code. An
  affiliate code is granted to owners of Web sites
  that have been approved for linking to your
  site.
• The affiliate code is added to their link to your
  site so that they can get credit for sales coming
  from their site. The example below passes the
  affiliate code 1047917.Affiliate link sample
  syntaxhttp//www.webmastercertification.com/wcoa
  ssociate.cfm?aff1047917

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Affiliate Tracking
Affiliate Program

• Response tracking from an affiliate program can
  be handled easily by two methods. First, the
  campaign will contain a Web page address that is
  unique to the affiliate program with the
  affiliate ID tacked on the end. Then you will be
  able to track the sales for the associate ID.
• Using both methods would allow you to compare how
  many people visited from the affiliate links
  relative to how many people purchased from them.

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Affiliate Graphics
Affiliate Program

• You will need to provide some graphics and link
  code to your affiliates so they can easily link
  to your site. The code would be the same for
  everyone except the affiliate ID would be
  different. The example below is a sample of what
  is used with Webmaster Certification Online's
  affiliate program.Result Source Codelta
  hrefhttp//www.webmastercertification.com/aff.cfm
  ?aff21099gtltimg srchttp//www.webmastercertifica
  tion.com/images/aff3.gifwidth230 height33
  border0 hspace0 alt"Get Webmaster
  Certified"gtlt/agt
• You are encouraged to offer multiple graphic
  options in different sizes and colors to allow
  for more compatibility with your affiliate Web
  sites.

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Search Engine Optimization

• M. Fakhrurrazi(mfakhrurrazi_at_yahoo.com)

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Overview
Search Engines

• A search engine is a service where internet users
  can go to the search engine web site and search
  for web sites that interest them by inputting
  keywords. The search engine then displays the
  results of their search starting with the web
  sites that best meet the search criteria down to
  the web sites that least fit the search criteria.
• Search engines are becoming ever more popular
  especially when you consider how many web sites
  there are on the internet today and most users
  have limited time to find what they are looking
  for. Search engine optimisation is the process of
  getting your web site address or URL as close as
  possible to the top of the search results when
  someone using the search engines is looking for
  the products you sell.

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Search Engine Optimisation
Search Engines
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Search Engines and Directories
Search Engines

• A directory site is one that contains manually
  compiled categories of Web sites, whereas a
  search engine uses automated spiders to search
  the Web for content and organize it by keywords,
  with little regard for the true category under
  which each site should fall.

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Search Engines and Directories
Search Engines

• User's Point of View
• Over the years there has been plenty of debate
  over whether search engines are directories and
  vice versa. From the user's point of view, it
  would appear that all directories could be
  considered search engines since they all have an
  input box to search the content of the site,
  regardless of the method of acquiring data.
• E-Marketing Point of View
• From an E-Marketing point of view, we are more
  concerned with the method by which data is added
  and ranked, as this will determine how we adjust
  our placement strategy for each. It is the intent
  of this lesson to optimize placement in the
  search results for search engines and
  directories.
• Blurring the Lines
• It is important to note that many search engines
  get some of their results from other search
  engines and directories, many of which are owned
  by or partnered with each other. The dynamics of
  these relationships are ever-changing, but a
  visit to www.SearchEngineWatch.com can update you
  on the current state.

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Can the Search Engine War Be Won?
Search Engines

• Many people believe that great placement in the
  search engines is a lottery at best. For example,
  the authors of Web Marketing Project Management
  said in their book, "I don't believe this game
  can be won."
• For argument's sake, let's do a quick test to see
  if, in fact, search engine placement is possible.
  By clicking on a link below, the corresponding
  search engine box will appear. Do a search for
  "Webmaster Certification" in any of the search
  engines listed below. Once there you should find
  "Webmaster Certification Online" and/or "WebYoda"
  listed in the top five, probably both in the top
  5 with one of them listed 1.
• Is WebmasterCertification.com the luckiest
  company alive when it comes to search engine
  placement? Not likely. The truth is, we have
  applied the strategies we are about to discuss in
  order to achieve the placement we currently
  enjoy. Your results will likely vary, however, as
  you can clearly see, these strategies are proven
  effective.
• Most people think search engine placement is a
  lottery at best. Many who do attempt top 10
  placement without the appropriate training often
  fail miserably. This leaves the door open even
  wider for those of us who are persistent and
  trained correctly.

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Search Engine Basics
Search Engines

• Good placement in search engines results from a
  combination of preparation and opportunity (aka
  LUCK). Search engines claim you can get results
  in as few as 24 hours, yet it can often take 2
  months before most search engines cycle through
  their backlog of new entries. With 90 of the
  sites indexed in search engines being junk,
  getting good exposure via search engines is
  difficult. Use the tips in this section to
  improve your placement odds.

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Search Engine Tips
Search Engines

1. Submit Web site to search engine
   (http//google.com/addurl).
2. Use keywords in the content near the top of the
   document.
3. Keywords placed inside clickable link text ranks
   higher.
4. Use descriptive Web page titles.
5. Use a descriptive URL, for examplewww.webmasterc
   ertification.com/webmaster-courses.cfm.
6. Encourage other sites to link to yours.

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Search Engine Tips
Search Engines

• Purchase alternate Web names, point them all to
  your Web site, then submit those names.
• Use Meta Tags correctly
• Visiting your own link in the results of some
  search engines can improve your ranking.
• Avoid frames, Web sites using frames can not be
  picked up by all search engine spiders.
• Avoid keyword spamming, any excessive use of
  keywords can hurt your placement in the search
  engines.
• Use an entry page through which people can access
  your Web site, but is optimized with the rules
  above, thus more desirable to the search engines.

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Search Engine Urban Legends
Search Engines

• The list below contains factors that are presumed
  to improve search engine placement but typically
  do not.
• Using popular search terms unrelated to your
  content does yield more traffic but not quality
  traffic.
• Search engines are not case sensitive. Searching
  on "webmaster" or "Webmaster" will yield the same
  results.
• The order that keywords are typed into a search
  engine does not affect the results.
• Placing keyword content on a Web page that is the
  same color as the background will hide it from
  users, but search engines will often interpret it
  as spam.
• Meta Tags are presumed to be the key to high
  rankings however with many search engines, they
  are primarily used to determine what words to
  index a site with, and not as much how high to
  rank it.

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Hidden Content Alternative
Search Engines

• It is true that content that is the same color as
  the background color can be detected as spam by
  the search engines however, two colors do not
  have to be exactly the same to appear exactly the
  same. For example, while the color white is
  "FFFFFF", the color "FEFCFD" is not white,
  although it visually will appear so.
• Another technique would be to set the background
  to the color's text name ("white"), and then
  color the content with the color's number
  ("FFFFFF"). It is rumored, however, that this
  practice is more likely to be detected as spam.

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Keyword Search Terms
Search Engines

• Keyword search terms are either single words or
  multiple words that are typed into a search
  engine. Web developers typically put these words
  in the title, meta tags, and content of the Web
  pages to improve the likelihood that the pages
  will be found by search engines.
• One typical oversight is to put all the single
  search words in to the meta tag as single
  keywords separated by commas. As it turns out,
  the focus should be on multiple keyword terms.
  For example, a user interested in Webmaster
  courses is likely to type "Webmaster
  Certification" or "Webmaster Training" into a
  search engine.
• First make a list of every keyword search term
  you feel is relative to your business. Next go to
  inventory.overture.com and search on each of the
  original terms. Look in the search results for a
  section called "Refine Suggstions to narrow you
  search." This tells you other keyword search
  terms on which users have searched. Add all that
  you feel are truly relative to the list for your
  business.

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Doorway pages
Search Engines

• Doorway pages are Web pages that point to other
  pages in a Web site but the Web site pages do not
  point to them. These pages can be individually
  optimized for each search engine and each search
  term.
• The main example for doorway pages was deep
  linking. Recall that deep linking is the act of
  making special pages that advertising can point
  to so that the effectiveness of the advertising
  campaign can be tracked.

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Doorway pages
Search Engines

• Keyword Optimized Pages
• Keyword optimized pages are pages where each page
  in a set of pages focuses on one keyword search
  term. The keyword meta tag should only include
  the target keyword and the description meta tag
  should include the target keyword in a sentence.
  Next, the title should be worded to contain the
  target keyword term, preferably twice, but never
  more than twice. For example, we might use the
  following title for a doorway page about
  "Webmaster Training."Webmaster Training -
  Quality Online Webmaster Training 25 Off
• Misspelled Keywords Pages
• Another interesting and effective strategy is to
  build gateway pages that are optimized for
  misspelled keyword terms. First, choose your most
  effective keyword terms, then misspell them using
  the following patterns.
• Examples ebmaster Training WWebmaster Training
  eWbmaster Training Wbmaster Training Weebmaster
  Training Wbemaster Training Wemaster Training
  Webbmaster Training Wembaster Training

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Doorway pages
Search Engines

• Link the Gateway Pages
• Assuming you have hundreds of gateway pages, it
  would be neither practical nor advisable to
  submit all the pages to the search engines
  individually. It would be very time consuming and
  would likely be detected as spam.
• Alternatively, you can make a set of hidden links
  to your target keyword pages from one page within
  your main site, then on each target page put
  hidden links to the misspelled pages for that
  target keyword. Once complete, the gateway pages
  become a connected part of your Web site and when
  your site is spidered by the search engines,
  these pages are likely to be included.

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Search Engine Popularity
Search Engines

• About the Different Search Engines
• You have integrated your keyword terms into your
  Web pages using the techniques previously
  discussed. But this only prepares your pages for
  what the search engines like to see. The goal now
  is to convince the search engines that the
  visitors to your site are satisfied as well.
• Many of today's search engines incorporate
  methods to track the popularity of links in the
  search results returned. The more popular a link
  is, the higher in the rankings the site will
  appear. We will discuss different techniques next
  and how to make them work for you.

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Link Popularity (off page)
Search Engines

• The first method search engines use to grade a
  Web site is how many Web sites point to them.
  Hence if your site has 100 other sites linking to
  you, but your competitor has only 10, your site
  will rank higher in some search engines. As a
  byproduct, every site that links to you is a
  potential entry point for your customers.
• There are many options to getting linked, most of
  which are byproducts of other E-Marketing
  techniques discussed throughout this course. Some
  examples include business directory sites, Web
  awards, Internet top 50 sites, resource sites,
  banner sites, blind links, affiliate links, free
  Web sites and reciprocal links with other
  non-competing Web sites.
• Once you are linked by any of these methods, it
  is advantageous to submit the sites that point to
  you to the search engines as many of them may not
  be indexed. This not only tells the search
  engines that they exist but also that they link
  to you.

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Link Popularity
Search Engines

• Blind Links
• Blind links are links in a Web page that are not
  visible to the visitor, but visible to the search
  engines. It is possible to put these links in
  other pages that you create and point them all
  back to your main site. This can be accomplished
  by making very small 1x1 graphics that display
  the same color as the background of the page.
  Simply name the graphic(s) something meaningful
  like "webmastertraining.gif" and point the link
  to the corresponding Web site.
• Affiliate Links
• Affiliate links are links to your site where the
  site containing the link to your site earns money
  either by people visiting your site or by
  producing sales. For example, WebmasterCertificati
  on.com has an affiliate program that pays 5 of
  all course sales that come from the affiliate
  site. As a byproduct, the affiliate sites are
  linked to you and can be submitted to search
  engines to improve your popularity.
• Free Web Site
• Another option is to create free Web sites at
  places like www.angelfire.com/ and have a link to
  your site from them. The problem with this idea
  is that the page you are submitting is not likely
  to be a very useful page, thus you are improving
  your link popularity at the expense of submitting
  dead weight to the search engines.

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Click Popularity
Search Engines

• Click popularity is a measure of how often your
  link in search results is clicked. In some search
  engines, the more often your link is clicked, the
  higher your site ranks in the search results.
  Thus, in popularity-driven search engines, you
  can search on your keyword terms, then go through
  the search results clicking on every link within
  the results that links to your site. Over time
  this will improve your position in these search
  engines.
• The more savvy search engines keep track of how
  much time you spent at a given link, this is
  referred to as popularity stickiness. If you
  click on the first link in the search results,
  then back up and choose another link immediately,
  the search engine assumes you did not like the
  first result very much.
• A good strategy for you is to set your browser's
  home page to the search engine you would like to
  target, and each time you open your browser you
  search on your keywords, click on your link, then
  leave that search engine alone for a while (the
  exact delay time is unknown).

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Click Popularity
Search Engines

• Focus on multiple search terms
• One of the biggest oversights in the search
  engine placement wars is focusing all your energy
  on one really good search term. You need to
  target multiple keyword terms, ones that have
  proven to be good search terms relative to the
  people doing the searching. WebYoda made this
  mistake early on as we did not focus on the
  search term "Web Design Training" as much as we
  should have. However, with your help in the next
  exercise, you can help correct this oversight.
• Visiting Competitors Sites
• It is often valuable to visit the competition's
  Web site. Remember that if you click on their
  links, you are improving their popularity as
  well. Instead, manually type the URL for the
  competition Web site into your browser location
  bar. This will get you to their site without
  giving them click popularity credit.

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Popularity Search Engines
Search Engines

• How to Identify Popularity Search Engines
• You can assume that all search engines that allow
  you to submit Web sites are monitoring link
  popularity at some level. However, click
  popularity is not as common. The most obvious way
  to know a search engine potentially uses click
  popularity is if the links within the results
  visit their server before heading to the
  destination site. Meaning if you put the mouse
  over a link, the status bar at the bottom of your
  browser will show the link pointing back to the
  search engine.
• Identifying The Ones That Don't Want to Be Found
• One might assume that if you put your mouse over
  a link in search results and the status bar shows
  the true URL to the destination site, that the
  search engine does not use click popularity.
  However, this may not be the case. Some search
  engines will purposely set the onMouseover text
  to display the destination URL, but have the link
  set to visit their server first before going to
  the destination site. This can be detected by
  creating a shortcut to the link then viewing the
  properties of the shortcut to see where the link
  really goes.

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Popularity Search Engines
Search Engines

• List Of Popularity Search Engines
• The following search engines are believed to use
  click popularity. Some of these get their results
  from the same source. For example,
  www.directhit.com provides search results for
  www.askjeeves.com. It is still assumed to be
  advantageous to visit all sites, whether they are
  related or not, to improve click popularity.
• Click Popularity Search Engines 
• 1) http//www.yahoo.com  2) http//www.google.com
   
• 3) http//www.altavista.com  4)
  http//www.excite.com 
• 5) http//www.lycos.com  6) http//www.msn.com 
• 7) http//www.aol.com  8) http//www.askjeeves.c
  om 
• 9) http//www.nbci.com 10) http//www.iwon.com

56
Hand-Reviewed Directories
Search Engines

• Hand-reviewed directories are ones where a real
  person looks at each site before it is added.
  This means it is not a good idea to submit the
  same site over and over again as it may be
  detected as spam. In addition, submitting any or
  all sub-pages of a Web site is discouraged.
• Open-Source Directories
• Open-source directories like dmoz.com and
  NBCI.com, are ones where anyone who gets approved
  can become an editor for the directory. Dmoz.com
  for example, has over 30,000 editors. Once you
  are an editor you can submit Web sites for
  approval at will and they are typically approved
  within 48 hours.
• Proprietary Directories
• Proprietary directories are ones in which the
  editors are hired by the directory company. This
  means it is very hard to influence the inclusion
  of your site within these directories, the time
  delay for inclusion can be months, and you are
  not notified if the site is rejected.
• Pay-Per-Review Directories
• Pay-per-review directories are also proprietary
  directories. Basically, for a fee of typically
  199 you are guaranteed your submission will be
  reviewed within 48 hours. If your submission is
  approved, you will be immediately added to the
  directory and you should start appearing within
  the directory within a week. If you receive an
  email of approval, but do not find your site in
  the directory within two weeks, you are
  encouraged to call to confirm placement.

57
Pay-Per-Click Directories
Search Engines

• Pay-per-click search engines are search engines
  where the listings are ordered by the highest
  bidder per keyword term. The minimum bid is 0.05
  US, and you only pay if someone clicks on your
  link. The two major pay-per-click sites are
  www.findwhat.com and www.overture.com.
• www.findwhat.com is the second largest
  pay-per-click site. They have a review policy, so
  your submissions do not appear until they have
  been reviewed (about 24 hours). One of the
  neatest features findwhat.com has is the ability
  to get groups of keyword term statistics. Meaning
  that if you query on "Webmaster," it will return
  the top 50 most frequently typed search terms.
  This is very valuable for determining what
  keywords on which to bid.
• www.overture.com is by far the largest
  pay-per-click site. They are a review site as
  well, meaning, once you submit your sites, they
  must be reviewed by their editors before they are
  added. This takes about 48 hours, but ensures the
  quality of the listings.

58
Metacrawlers Search Engine
Search Engines

• Metacrawlers are search engines that return the
  best results of the other search engines. In
  theory, the Metacrawler results should
  collectively be better, however, at closer
  inspection you find that a lot of the listings
  are also pay-per clicks. Meaning, most
  metacrawlers are used to capture affiliate
  dollars from the pay-per-click networks they
  list.
• This does strengthen the argument to use the
  pay-per-click sites since if you are 1 in the
  pay-per-click sites, you are likely to enjoy top
  placement in the metacrawlers as well.

59
Standard Search Engines
Search Engines

• www.yahoo.com
• www.google.com
• www.msn.com
• www.lycos.com
• www.hotbot.com
• www.dmoz.com
• www.alltheweb.com
• www.aol.com
• www.netscape.com
• www.allthesites.com
• www.webcrawler.com
• www.northernlight.com
• www.altavista.com
• www.excite.com

60
Pay Per Click Search Engines
Search Engines

• www.overture.com
• www.findwhat.com
• www.kanoodle.com

61
Mirror Search Engines
Search Engines

• www.askjeeves.com
• www.supercybersearch.com
• www.att.net
• www.earthlink.com
• www.compuserve.com
• www.go.com
• www.Infoseek.com
• www.opendirectory.net

62
Meta Search Engines
Search Engines

• www.metacrawler.com
• www.dogpile.com
• www.gohip.com
• www.thebighub.com
• www.mamma.com
• www.whatuseek.com
• www.monstercrawler.com
• www.go2net.com
• www.canada.com
• www.search.com
• www.searchalot.com
• www.iwon.com

63
Email Campaigns

• M. Fakhrurrazi(mfakhrurrazi_at_yahoo.com)

64
About Email Campaigns
Email Campaigns

• Email or electronic mail has revolutionised
  communication. Anyone with access to the internet
  and an email program can send a written message -
  along with attached documents - anywhere in the
  world within seconds via the internet.
• Email campaigns are targeted emails that work
  much like conventional direct mail campaigns.
  They come in various forms such as direct email,
  newsletters, newsgroups, and press releases.

65
Direct Mail vs. Direct Email
Email Campaigns

• Direct mail is very expensive compared to direct
  email. Most of us have received multiple versions
  of the AOL CD via direct mail, which in most
  cases makes a great drink coaster at best. Most
  of us can not afford to make a billion pieces of
  direct mail like AOL, but, fortunately, there is
  direct email.
• The creation cost for both are about the same but
  the publication and distribution costs for direct
  email is much less. This gives you the
  opportunity to use direct email on the Internet
  on a much smaller budget.

66
Spam Email
Email Campaigns

• A sharp line divides email marketing from spam.
  Basically email marketing is solicited email
  (requested), and spam is non-solicited email (not
  requested).
• The gray area begins to form when you start
  arguing over how a recipient asks. Understanding
  this division is the key to ensuring you do not
  come across as spamming.

67
Opt-out Email
Email Campaigns

• Opt-out email is email sent to target groups who
  have shown an interest in a specific topic. Once
  the email is received, the recipient has the
  option to "unsubscribe" from receiving further
  email from you.
• Opt-out email is considered solicited email
  because at some point the recipient filled out a
  form somewhere that landed them on a list of
  people who have agreed to receive email.
• Opt-out list may start as a legit email list, but
  those lists are often bought, sold, shared,
  rented or exchanged by others with similar lists.
  This results in your email address being
  vulnerable to anyone, including spammers.
• Opt-out email is often mistaken for spam since
  you don't specifically ask for opt-out email.

68
Opt-in Email
Email Campaigns

• Opt-in email is email that has been specifically
  requested. This email approach will be well
  received by your target audience since they ask
  you to send it to them.
• The recipient must explicitly request to be
  placed on your opt-in list, or you run the risk
  of looking like a spammer.
• Most Opt-in sign ups are single opt-in, meaning
  you enter your email address then you click a
  submit button and you are subscribed.
• Double opt-in requires you to reply to an email
  confirmation before you are added to the list.
  This helps ensure someone else can not add you to
  an opt-in list without your permission.

69
Purchased vs Rented Email Lists
Email Campaigns

• Every time you turn around, someone is trying to
  sell you a list of 1,000,000 email addresses. At
  best you are purchasing a static list of opt-out
  email addresses that are not targeted towards any
  particular demographics. At worst you are buying
  a near dead opt-out list of emails, and those you
  do reach will view your company negatively
  because they have already received too much spam
  email from the same list.
• Rented email lists are living opt-in lists where
  people subscribe and unsubscribe daily. In most
  cases, you never actually see the list, but
  instead the company submits your email to their
  list for you. Rented lists are more easily
  targeted because you can choose a company or
  companies whose audience matches your target
  audience.

70
Renting a List
Email Campaigns

• When you rent a list, your email is distributed
  for you to individuals all over the world who
  sign up and receive email messages on specific
  topics.
• You can visit Web sites that have similar
  demographics as yours and see if you can rent
  their list. For example, would likely rent from
  www.searchenginewatch.com because of similar
  demographics.

71
Building A Better Email
Email Campaigns

• In direct mail marketing, the envelope has two
  primary purposes branding and to encourage the
  recipient open it.
• In email marketing, the envelope is the email's
  From line, Subject line, and To line.
  Following a few simple rules can increase the
  success of an email campaign dramatically.
• You should start the email off with a headline at
  the top which is set apart from the rest of the
  email by single dashed line on the top and bottom
  of the header. The header should be two lines at
  most and summarize exactly what you have to
  offer.
• The signature is the section at the bottom of
  your email that allows you to identify yourself
  and offer contact information. Using a signature
  at the bottom of your emails ensures that the
  recipient knows who originally sent the email,
  even if it is forwarded.

72
Test Your Email
Email Campaigns

• Before sending any email campaign to the rest of
  the world, be sure to send a copy to yourself to
  make sure everything looks exactly the way you
  expect it to. Check your links in the received
  version to see that they all work, check the
  contact information for correctness, and check to
  see that the email meets all the length and
  formatting rules.

73
Avoid Email Attachments
Email Campaigns

• Some companies have found email attachments
  containing postcards, slide shows, or even
  commercials. Though this method can have some
  effective results, it should be avoided as many
  users assume any attachment from a third party is
  a possible virus.
• Next, if the attachment contains the bulk of your
  payload and is not opened, then your message will
  never get seen. By simply supplying a link to a
  Web address containing more information, you can
  grab the prospect's attention without the fear of
  a potential virus.

74
When to Send Email
Email Campaigns

• Conventional wisdom suggests that everything
  should be waiting for you first thing Monday
  since you are fresh and ready for a new week.
  However, reality will show you that your email
  box is bulging at the seams on Monday and you
  just want to get through it at any cost.
• Instead, email early Friday afternoon. Most
  people are winding down for the weekend at that
  time and putting off tasks till the next week.
  This allows for more light reading of the few
  emails trickling in on a Friday afternoon.

75
The Unsubscribe Option
Email Campaigns

• Even if you are using your own opt-in email list,
  you must offer a way to unsubscribe from the list
  in every email. This applies to direct email,
  newsletters, and all other email promotions. This
  shows your respect for their time when they
  decide to no longer receive direct email.
• The option to unsubscribe can be placed near the
  bottom of the email with easy-to-follow
  instructions. Probably the simplest unsubscribe
  method tells the recipient to reply to the
  received email and place the word "Unsubscribe"
  on the subject line. This is quick and easy, thus
  the recipient does not feel trapped.

76
Response Tracking
Email Campaigns

• Response tracking from email marketing can be
  handled easily by two methods. First, the
  campaign can include a Web page address that is
  unique to the campaign, and you can track the
  visitors to that page. Next, you can associate a
  promocode with the campaign and track how often
  it is used.
• A combination of both methods would allow you to
  compare how many people responded relative to how
  many people acted on their response.

77
Response Staff
Email Campaigns

• There are many methods for automating this
  process, and it is fine to send an automated
  response so long as it is followed with a real
  person responding soon after. Many prospects rely
  on the human element to close the deal, therefore
  it is essential you supply it for them.
• How quickly you can respond makes all the
  difference in the world. A 24-hour to 48-hour
  window of response time is preferred and anything
  faster than 8 hours is viewed as an unreal
  response time. By responding quickly you
  demonstrate to your visitors that you are very
  serious about customer support.
• One of the most annoying things on the Internet
  are those sites that do not offer any phone
  support options. DirectNIC for example, one of
  the leading domain name resellers, offers some of
  the best rates at 15 per year and provides more
  free features than you know what to do with. The
  problem is, they only offer support via email.
  This in itself could cost them millions in lost
  business.
• It is very common for visitors to ask the same
  questions. To help speed up the response process,
  your response staff is encouraged to have form
  emails already prepared that address the most
  common questions.

78
Newsletters
Email Campaigns

• Newsletters, in this case, are email messages
  distributed by a company or organization to an
  opt-in list on a set schedule. Newsletters
  typically announce sales, specials, schedules,
  events, product releases, as well as a payload of
  useful information that makes the newsletters
  newsworthy.
• There are two types of marketing opportunities
  with newsletters. You can either offer your own
  newsletter or you can advertise in someone else's
  newsletter.
• Setting Tone To create an effective newsletter
  that people want to read on a regular basis
  requires choosing a topic that you can be the
  authority on and that the readers will look
  forward to reading.
• Setting the Frequency You must determine how
  often the newsletter should be mailed out. Too
  often and readers feel overloaded and will likely
  unsubscribe. Too infrequently and readers may
  forget who you are and think you are spamming
  them.
• Archive Your Newsletters If you do offer both
  ASCII and HTML versions, then archiving your
  newsletters on your Web site will be very easy.
  Each month you simply add a link to your monthly
  newsletter within the archive section and add the
  new newsletter with a new name.

79
Newsletters (Getting Subscribers )
Email Campaigns

• First, a link to receive the newsletter should be
  available on your main page and maybe on all
  pages.
• Next, the sign up process needs to be very easy,
  with just enough questions to understand who your
  readers are, but not so many that they may hold
  them back from signing up.
• Finally, you need to clearly explain your privacy
  policy so your readers feel secure. You should
  never give your list to anyone, never email your
  list for anyone, and let your users know that is
  your policy.
• Word of Mouth Another way to increase readers is
  through your current reader base. You can
  encourage your readers to pass your newsletter on
  to friends by adding wording at the bottom of
  each newsletter letting them know you need their
  help to spread the word.

80
Newsletter Advertising
Email Campaigns

• Selling Ads In Your Newsletter
• There are two reasons you might sell ads in your
  newsletter. First, the whole purpose of your
  newsletter might be to sell ad space. In this
  case, you build your revenue model around making
  money off advertising sales in the newsletter.
• Second, if your newsletter is good, you will be
  contacted by those wanting to advertise in your
  newsletter. Unless your company is in the
  advertising business, you should not consider
  putting ads from other companies in your
  newsletter. Your newsletter is a great place for
  you to educate your readers, sell them on your
  products, and solve technical problems for them.
  It is for you and you alone.
• Newsletter Special Announcements
• Though you do not want to put ads from other
  people in your newsletter, you might want to make
  a special announcement about a partner company
  who is willing to do the same for you.
• If you choose to do this, be sure that both
  companies are in a position to benefit from the
  partnership, both are in a position to give a
  strong recommendation about the other, and
  neither are competing directly with each other.
• Advertising in Other Newsletters
• There is no shortage of newsletters out there
  looking to sell ad space. Your goal is to find
  newsletters that match your client demographics,
  have a strong reader following, and the content
  seems worthwhile. The list below is a good place
  to start, but you are encouraged to sample the
  newsletters of your final choices to ensure they
  will benefit your ad campaign.

81
E-Promotions
Email Campaigns

• An E-promotion is an email sent to your own
  opt-in email list about your specials, discounts,
  contests, or giveaways. E-promotions must be
  well-planned and well-timed. They should have
  something very worthwhile for the readers such
  that they merit having their own email instead of
  being part of the newsletter.
• For example, WebYoda wanted to build new
  prospects' awareness about the success that past
  students had enjoyed. WebYoda ran an E-promotion
  asking for readers to submit success stories. In
  return, WebYoda picked a submission at random,
  and gave away a Palm VII to that lucky person.

82
Newsgroups
Email Campaigns

• A newsgroup is a kind of electronic bulletin
  board where people who are interested in like
  subjects can post and respond to conversational
  "threads" or topics. There are literally
  thousands of newsgroups hosted all over the
  world, and covering every conceivable topic about
  which humans converse.
• Each newsgroup has a following of readers along
  with self-proclaimed gurus who police each group
  for unwanted traffic. This means you will need to
  gain the acceptance of the group gurus in order
  to build a reputation within each group.
• Newsgroups are where spam originated and thus is
  least tolerated. Before you begin posting to
  newsgroups other than the test groups, you need
  to understand how they work. Newsgroups are like
  real communities. All members have real
  personalities, and you must be accepted by the
  group before your messages will be respected.

83
Newsgroups
Email Campaigns

• Because of the spam problems associated with
  newsgroups, blatant advertising is usually
  banned, but you're welcome to give advice, answer
  questions, and pass on information. Be sure to
  include your signature block at the bottom of all
  messages just as you would for an email.
• Pick no more than three groups in which to
  participate and try to post messages at least
  twice per week. Don't let the newsgroup gurus for
  these groups discourage you. In fact, if they
  give you a hard time, this may draw attention to
  you and thereby bring you more traffic.

84
Press Releases

• An Internet press release is the same as a
  traditional press release except it is internet
  based.
• As with any press release the idea is to send a
  document to a news provider with the hope they
  find your document newsworthy enough to publish.
• With an internet press release you send an email
  with your newsworthy document attached.
• A great way to generate a lot of traffic to your
  web site is to get yourself mentioned by the
  press. In fact, a press release is one of the
  world's and Web's most effective marketing tools.
  As such, announcing your web site via a press
  release is a great way to create the initial
  promotional momentum a new web site requires.

85
Press Releases
Email Campaigns

• Though press releases are generally considered
  conventional marketing and not E-marketing, it is
  important to discuss their importance.
• For example, every press release which
  www.BusinessWire.com distributes in the U.S. is
  transmitted to a myriad of Internet sites, online
  services and databases.
• In total, they reach over 16,000 points online,
  more than any other commercial wire service. They
  make news available in every major content
  syndicating service. The other significant press
  release company to consider is www.prnewswire.com.
  

86
Press Releases
Email Campaigns

• Setting the Tone
• The goal of a press release is to be informative
  of current and future events within your company.
  It should not be written to sound like a
  marketing campaign. Instead, it should be worded
  more like a headline news story.
• Setting the Time
• As with newsletters, it would be a good idea to
  publish your press release on a day other than
  Monday to miss the rush. For press releases,
  Thursday afternoon is a good target since it
  won't hit most presses or online services until
  the next day anyway. Next if it is picked up by
  any newspapers, they might even run it as a
  weekend story, which would yield even more
  readers.
• Press Release Tracking
• Response tracking from a press release can be
  handled easily by two methods. First, the press
  release should contain a Web page address that is
  unique to the press release. Next you can include
  a special offer within the press release using a
  promocode to track sales. Using both methods
  would allow you to compare how many people
  visited from the press release relative to how
  many people purchased because of it.

87
Press Releases
88
Banner Exchange
Banner Exchange

• M. Fakhrurrazi(mfakhrurrazi_at_yahoo.com)

89
Banner Advertising
Banner Exchange

• A banner advertisement is an image placed at the
  top or bottom of a web page, to catch the
  viewer's eye and possibly prompt them to click on
  it.
• It can either be static, that is, simply like a
  billboard displaying the name of a website, or
  dynamic, encouraging the user to click on the
  banner image to be transferred to that website.
• Banner advertising is based on one-to-many
  advertising rather than one-to-one. It has
  traditionally been the most common form of
  promotion on the web.

90
Banner Advertising
Banner Exchange
91
Banner/Link Exchanges
Banner Exchange

• A banner exchange (link exchange) is a
  cooperative advertising program where
  participating businesses work together to promote
  each other's products/services and websites on an
  exchange rather than paid basis.
• Banner exchanges have management systems that
  track when and where banners are displayed
  throughout the network. Every time you display
  the banner of another member, you receive a
  credit. Based on these credits, the management
  system ensures that your banner is displayed at
  other sites in the banner exchange network.

92
Banner/Link Exchanges
Banner Exchange
93
Banner/Link Exchanges
Banner Exchange
94
Banner/Link Exchanges
Banner Exchange
95
Banner Branding vs. Click-Throughs(impression vs
click)
Banner
Banner Exchange

• There are two goals of a banner campaign,
  branding and click-throughs.
• A branding campaign is more concerned with how
  many people see the brand name and not as much
  with how often it is clicked.
• Coke, for example, just wants to bring their name
  to mind, visiting their Web site, is secondary.

96
Banner Terminology
Banner Exchange

• Banner Impression - You display a banner on your
  Web site one time.
• Banner Exposure - A banner company displays your
  banner one time.
• Exchange Ratio - How many impressions you must
  display to receive an exposure.
• Click-Through Ratio (CTR) - the percentage of
  clicks on a banner relative to the total number
  of banner displays.
• CPM - Cost per 1000 impressions, a typical
  purchase rate is 10 per thousand.
• Banner Dimensions - The standard banner size for
  nearly all banner networks is 486x80, meaning 486
  screen pixels wide and 80 pixels tall.
• Real Traffic - any visitor who clicks a banner to
  visit a page then subsequently clicks a link on
  that page.

97
Banner Optimization
Banner Exchange

• Banner Size
• How quickly a banner loads can determine whether
  a banner is seen at all. Many banner networks
  will allow you to place a banner up to 10K in
  size, which can take 5 seconds to load. You
  should avoid any banners larger than 4K as this
  ensures your banners load in 2 seconds or less.

98
Banner Optimization
Banner Exchange

• Banner Colors
• Bright colors get the most mileage. Yellow,
  orange, and green attract more attention than
  red, blue and black. A banner that gives the
  appearance of a yellow page ad is highly
  effective.

99
Banner Optimization
Banner Exchange

• Banner Graphics
• Simple animated graphics and animated banners
  which switch between three frames of text are
  very effective.

100
Banner Optimization
Banner Exchange

• Next, banners that look like error messages,
  selection boxes, submit buttons, or a scrollable
  windows are also very effective.

101
Banner Optimization
Banner Exchange

• Banner Content
• Of course the banner message is very important.
  The message should convey what is in it for the
  visitor how they can save, how they can benefit,
  why them, etc. The content should focus on
  emotions like fear, curiosity, humor, or the big
  promise.
• The word "FREE" is still the most powerful word
  in advertising. Offer a free drawing, free
  subscription to an e-zine, free advertising, free
  trial offer, free download for software, etc. For
  example, WebYoda offers a free tour of the
  Internet which is pulled as a sample of the
  Mastering the Internet course.

102
Banner Optimization
Banner Exchange

• Banner Branding
• Since nearly 99 of all banners are never clicked
  on, you need to get as much mileage out of the
  non-clicked banners as you can. Branding at least
  leaves the opportunity for the surfer to see your
  company name, Web address or logo.

103
Banner Optimization
Banner Exchange

• The Submit Button Call to Action
• A call to action is also known to raise response
  rates. Simple phrases such as "Click Here,"
  "Visit Now" and "Enter Here" tend to improve
  response rates by 15. These phrases should be
  strategically placed in the ad, preferably on the
  right side, as this is whe