Internet Marketing

1
Internet Marketing

• By Carmen Locke

2
Internet Marketing Campaign

• Marketing Research
• Advertising
• Promotions
• Public Relations

3
Success of an E-business

• Key to measuring the effectiveness of your
  marketing campaign
• Keeping user profiles
• Recording visits
• Analyzing promotional and advertising results
• Discovering your target market
• Increase number of visits
• responses
• purchases to your site

4
Branding

• Is a name, logo, or symbol that helps to
  identify your companys products or services
• Opportunity for misuse on the Internet
• Rumors and Customer dissatisfaction
• Use logos illegally
• Outsource brand monitoring activities
• www.ewatch.com
• www.netcurrents.com

5
Internet Marketing Research

• Marketing Mix
• Product or service detail development
• Effective pricing
• Promotion
• Distribution
• New and faster Options
• Finding and analyzing industry
• Customer
• Competitor performance

6
Internet Marketing Research

• demographic age, sex, income
• psychographic lifestyles, cultral differences
• www.wilson.web.com/webmarket/demograf.htm
• www.commerce.net/research/stats/stats.html
• Segment the market - online focus groups
• www.surveysite.com
• www.insightexpress.com
• www.goglobal.com
• www.quicktake.com

7
Internet Marketing Research

• Segment the market
• (with online focus groups)
• www.surveysite.com
• www.insightexpress.com
• www.goglobal.com
• www.quicktake.com

8
Internet Marketing Research

• Data collection from your web site
• www.atplan.net
• marketing research tools
• www.kvo.com
• e-commerce web advertising
• www.macroinc.com
• traditional and internet
• www.quirks.com
• market research magazine

9
Internet Marketing Research

• Evaluation of campaign results
• for costs and benefits
• Identify segments
• www.forrester.com
• free research demos and some free research
  reports
• www.adknowledge.com
• www.jup.com
• www.mediametrix.com

10
E-Market Research - More Links

• www.marketresearchinfo.com
• free tools to evaluate your site
• News from different industries
• www.researchinfo.com
• tutorials for websurveys
• market research company directory
• employment board for marketing industry
• www.marketresearchinfo.com/public/software

11
E-Mail Marketing

• Defining the Reach
• geographic locations
• demographics profiles
• Personalized direct e-mail
• customer names
• offering the right products
• special promotions targeted to consumers
• Global Markets - tranlation of emails
• www.logos.it.com
• www.altavista.com

12
E-Mail marketing

• Personalization Technology
• Target campaigns to a specific market
• Improves response rate
• Outsourcing e-mail marketing
• www.boldfish.com
• www.messagemedia.com
• www.digitalimpact.com

13
E-Mail marketing

• Outsourcing E-mail
• www.mindarrow.com
• www.inchorus.com
• www.mediaring.com
• Improve Customer Service
• e-mail link to your web site
• Track the location of customer orders
• Internet mailing lists

14
Promotions

• Attract visitors
• Influence purchasing
• Increase brand loyalty

15
Promotions

• Frequent flyer miles
• Point based rewards
• Discounts
• Sweepstakes
• Free trials
• Free shipping and Coupons

16
Promotions

• Frequent flyer miles
• www.netcentives.com
• designs reward program for e-business

17
Promotions

• Point-based rewards
• www.mypoints.com
• receive points for browsing and shopping
• www.branders.com
• allows you to upload your companys design
  logos
• www.iswag.com
• offers brand management solutions
• www.ebuyer.com
• add logos to selected promotional products

18
Promotions

• Discounts
• Sweepstakes
• www.ipromotions.com
• Free trials
• www.travelocity.com
• Online coupons
• www.directcoupons.com
• www.coolsavings.com
• www.valupage.com
• www.stoweeducationfund.org

19
Promotions

• Free promotional Items
• www.free.com
• www.free2try.com
• www.freeshop.com
• Tutorials to promote your site
• www.promotionworld.com/tutorials/000.html

20
E-Business Advertising

• Banner Advertising
• Buying and selling
• Media-rich advertising
• Search engines and directories
• Wireless Advertising
• Affiliate Programs

21
E-Business Advertising

• Banner Advertising Benefits
• Increases brand recognition
• Exposure
• Revenue
• Buying and selling banner advertising
• Payer performance fees include
• Pay-per-click
• Pay-per-lead
• Pay-per-scale

22
E-Business Advertising

• Exchanging advertising space on your site for
  advertising space on another site.
• Www.valuclick.com
• www.doubleclick.com
• www.adsmart.net
• www.linkexchange.com

23
E-business Advertising

• Media-rich advertising
• Webcasting
• Streaming video
• Cross-media advertising

24
E-business advertising

• Webcasting - uses streaming media to broadcast an
  event over the web.
• Streaming Video - stimulates televisions
• www.resource.com
• www.cleardigital.com
• Sprinway - free dial-up Internet access and also
  performs media-rich advertising
• www.spinway.com
• www.realplayer.com
• www.shockwave.com

25
E-Business Advertising

• Cross-media advertising
• audio, video, games, and animations
• WebRIOT
• game show on MTV
• Companies that specialize in Cross-media
  advertising
• www.mtv.com
• www.h2odesign.com
• www.lot21.com

26
E-Business Advertising

• Wireless Advertising
• www.skygo.com
• provides wireless marketing solutions and
  infrastructure. Offers real-time wireless
  delivery and tracking of permission-based
  campaigns.
• www.adbroadcast.com
• Pays people who opt in to receive advertisements
  on their cell phones.
• www.geeps.com
• Offers brick-and-mortar stores wireless
  advertising targeted toward specific markets..
  It sends wireless advertisement to customers as
  they enter the proximity of a store.

27
E-Business Public Relations

• Chat sessions
• Bulletin Board
• Special event or function
• Press releases
• www.prweb.com
• www.prnetwork.com
• Video clips
• www.prnewswire.com
• www.businesswire.com

28
Search Engines

• META Tags
• spider reads the META Tags
• www.keywordcount.com
• www.websearch.about.com
• Search Engine Registration
• Submit a keyword and description of business
• www.searchenginewatch.com/webmasters
• Excite for free
• Excite Plus - Looksmart Network

29
Search Engines

• Metasearch enginess
• Aggregate results from a variety of search
  engines.
• www.metacrawler.com
• www.framesearch.net