Internet Marketing

1
Internet Marketing

• Ref Deitel, Deitel Steinbuhler, Chps 8, 9 10

2
Overview

• Internet marketing research
• e-Marketing
• B2B marketing
• Search engines
• Affiliate programs
• Customer relationship

3
Internet Marketing Research

• Necessary for successful marketing strategy
• Traditional
• Focus groups, interviews, paper an phone
  surveys, questionaires
• Online tools
• User profiles, recording visits, analyze
  promotion and advertising results
• Goal
• Focus campaign, increase number of visits,
  increase number of responses, increase number of
  sales

4
e-Marketing

• E-mail marketing updates, newsletters, spam,
  plug-in "messengers"
• Promotions points-based promotions, online
  coupons, sweepstakes
• Advertising pop-up ads, pop under ads, banner
  ads (buying and selling)
• Media-rich advertising Victoria Secret
• Wireless permission-based campaigns, such as
  updates, news with ads

5
B2B Marketing

• Consider distributors, resellers, retailers, and
  partners
• More than one person involved in purchase
  decision
• Tools
• Customized e-mails
• Intranets and extranets
• Industrial market places, such as
  www.construction.com
• Portals, such as www.marketsite.net

6
Search Engines

• Search engines vary in what they search
• META tags
• Title tag
• Comments
• Heading tags
• Search engine registration
• altavista optional crawlers search for pages
• lycos required for each page of site
• ask screens requests received by e-mail
• yahoo adds sites by suggestions from users
• google Googlebots search Web, only first page
  needs to be registered

7
Affiliate Programs

• Commission for referrals per-click, per-lead,
  per-sale, multi-tiered (pyramid?),
  cost-per-thousand
• Affiliate solution providers
• Track activity between sites
• Recruit affiliates and merchants
• Distribute commissions

8
Customer Relationship

• Customer relations management (CRM)
• Providing and maintaining quality service
• Effectively communicating
• Effectively delivering service, produce,
  information, and solutions
• Tracking and analyzing data log files, data
  mining, customer registration, cookies
• Personalization
• Contact centers

9
Summary

• e-Marketing goal is to increase sales
• Tools used to personalize service and target
  market
• Some useful marketing tools have bad reputation
  spam and cookies in particular
• e-Marketing used to benefit both buyer (user) and
  seller (provider)