Marketing on the Web

1
Chapter 2

• Marketing on the Web

2
Objectives

• Understand the nature of Web marketing
• Learn the marketing strategies that work
• Learn how to attract attention to your site

3
Marketing Decisions

• What should your marketing accomplish?
• To whom should you market?

4
Standard Marketing Fare

• Your chance to make an impression take it!
• Product is visible
• Claims about your product is credible
• Advertising copy is flawless
• Define your target audience

5
Web Marketing Caveats

• Build it and they will come
• Interactivity

6
Non-Traditional Approach

• Content space!
• Informality
• Free
• Nonlinear Nature

7
Marketing Strategies

• Dont rely on search engines
• Word of mouth is still viable
• Customer perspective site design
• Passion
• Client oriented

8
Getting Attention

• The traditional methods still work
• From another interaction with your company the
  consumer may seek your web site which will
  provide the details about your product/company.

9
Press Releases

• Newspaper Lists
• http//ajr.newslink.org/news.html
• http//emedia1.mediainfo.com/
• Commercial Services
• http//businesswire.com/
• http//prnewswire.com/
• Web Based Services
• http//newsbureau.com/
• http//prweb.com/
• http//www.mediafinder.com/

10
Email Newsletters

• Email is a powerful marketing tool
• Low cost, easy to produce
• Keep customers up to date
• Build trust
• Vehicle for news not advertising
• Display your knowledge

11
Email Options

• Self program requirements
• Filter
• Import lists
• Bcc
• Services
• http//egroups.com
• http//listbot.com
• http//www.lyris.com/
• Determine the level of commitment you can provide
  to the task
• Or the level of service desired from the email
  company

12
Email Concerns

• Your list is money
• How much is enough
• Annoy vs. Forget
• Personal touch Etiquette
• Permission
• Opt out
• Dont sell
• Provide information

13
Links from Other Sites

• Have others link to you!
• Search engines use this as a popularity factor
• Complementary or Supplementary companies
• Provide the linking partners a reason to link
  with you.
• http//linkpopularity.com/

14
Affiliate Programs

• Bring visitors from one site to another and
  reward the directing site
• Program Types
• Per sale
• Per inquiry
• Per click
• http//clicktrade.com

15
Ad Banners

• Very effective tool
• What is a good banner ad?
• Awareness vs. response
• Visually compelling
• Call to action
• Web response form entice your visitor
• Your home page
• Pay another site to have your ad
• Impression
• Click thru
• Advertising Exchanges

16
Ad Sites

• http//adcastdelivers.com
• http//www.engage.com/engagemedia/
• http//www.doubleclick.net/us/

17
Web Response Form

• Customer fills out online to get something free
• Gather the demographics to assist in your
  marketing strategies
• Thank the customer for visiting

18
Traditional Marketing

• URL prominently located on all printed materials.
• Web site touch should follow your companys
  printed look and feel
• Advertise in relevant magazines

19
Web Rings

• Collection of sites arranged around a common
  theme
• Members negotiate to each other
• Common community
• Promotes your focus

20
Domains

• Professionalism
• Domain name should be trademarked
• Acquire a name in the beginning and dont change
  it!

21
Yellow Pages

• Be sure you are in the phone directory
• Pick up the yellow book?
• look on-line
• Geographic barriers are decreasing