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Internet Marketing Plans
 

Internet Marketing Plans

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internet marketing plans

internet marketing plans

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    Internet Marketing Plans Internet Marketing Plans Presentation Transcript

    • Internet Marketing The Internet Marketing Plans
    • Topics
      • Online demographics
      • Online commerce statistics
      • Online marketing costs
      • Internet marketing plan checklist
    • Online Demographics
      • Key usage drivers are income, education, computer ownership, residence, and age.
      Most of the world is still not online!
      • Internet usage rises sharply with household income
      • The more educated someone is, the more likely they are to be online
      • Internet usage varies dramatically by the region of the country and region of the world
      • Middle-age heads of households are most likely to be online, followed by younger households and trailed by seniors
    • Online Demographics
      • Income is a strong positive driver of Net access in all regions of the country
        • High income groups have influenced the success of infant industries such as online trading
      • There is a concern of a "digital divide" between rich and poor
        • Lower income individuals have a much lower rate of online use
        • They are unable to reap the benefits of the Internet
      Income
    • Online Demographics Education Quotable Quote: Early adopters of the Net are the most educated members of society. As the Net diffuses to a wider audience, ease of use and simplicity become even more important. The Net needs to be more "appliance-like". Internet Usage Based on Education and Region
    • Online Demographics
      • Internet use varies greatly by region of the country
      • Alaska has the highest usage; the South has the lowest
      • Long, dark winters may lead to more usage – Finland is the most wired country in the world
      Region
    • Online Demographics Gender The gender gap that characterized the early years of the Net is rapidly closing Internet usage based on gender and place of connection
    • Online Demographics Usage Continues to Grow
    • Online Demographics International Access Lags Behind the US Percent of population with Internet access at home or at work (1998)
    • Perkembangan Jumlah Domain Baru Jumlah Pelanggan dan Pengguna Internet di Indonesia (dalam 000) Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005 Indonesian Online Statistic
    • Internet Users by Cities Internet is an upper class domain Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
    • E-mail is the most common feature used Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
    • GENDER AGE EDUCATION 6,5 16,2 16,3 27,7 23,3 10 40 + yr 30-39 yr 25-29 yr 20-24 yr 15-19 yr 10-14 yr Sumber : AC Nielsen, dikutip dari Marketing, Agustus 2005
    • Online Commerce Statistics Top 20 E-Tailers of June 1999 Source: PC Data Online
    • Online Commerce Statistics
      • Affiliate programs, such as Amazon Associates, combine the business model and network phenomena.
      • They have a direct tie to e-commerce because you don't get a fee unless a sale is made.
      Top 10 Affiliate Programs, April 1999 Source: refer-it
      • iSyndicate
      • Info-Links Network
      • All-Hotels.com
      • Reel.com
      • Lending Tree
      • One & Only Internet Personals
      • Amazon.com
      • Music Boulevard
      • Strange News Ticker
      • AutoFusion’s Car Prices.com
    • Online Commerce Statistics Consumers told Greenfield Online the best features of online shopping are the abilities to quickly and easily compare prices and shop at any time.
    • Online Commerce Statistics
      • By the end of 2002, $2.8 billion will have been spent worldwide on e-commerce software.
      • 78 percent of this total will derive from from investment in distribution channel management, online procurement, and supply chain management (business-to-business e-commerce solutions).
      • Business-to-consumer e-commerce, which in 1997 made up 41 percent of e-commerce software revenues, will in 2002 account for just 22 percent.
    • Online Commerce Statistics
      • Business-to-business e-commerce focuses not so much on revenue generating as increasing efficiency of business processes. Now, smaller and medium-sized enterprises can benefit through increased efficiency and disintermediation of the supply chain.
      • The true value of business-to-business e-commerce comes when other businesses adopt such solutions. When suppliers and buyers using e-commerce form relationships, both can reduce their costs.
      • Relationships with business partners will be vital. Companies will only invest if there are enough other enterprises investing , otherwise the technology will be of no use.
    • Online Commerce Statistics Source: Data Monitor
    • Online Commerce Statistics
      • Nearly one-third of Internet users who visit travel-related Web sites have made online reservations at those sites, according to a study by NPD Online Research.
      • BUT. . .
      • A majority of Internet travelers still divert the confirmation of their travel reservations to traditional travel agents.
      More Travelers Booking Online
    • Online Commerce Statistics Source: NPD Online Research
    • Online Marketing Cots
    • Online Marketing Costs
      • As software tools become powerful and more available, simple web tasks are easy and cheap to perform
      • BUT. . .
      • Increasing customer expectations lead to increasing costs
      • AND. . .
      • The cost of web design talent is also increasing
    • Online Marketing Costs
      • A web host has its own collection of servers, services, support staff and infrastructure for your company to use on a subscription basis.
      • For a set up fee of $50-$100 and monthly charge of $20+, you receive your own domain name ( www.mycompany.com ) and your own IP address (123.456.78.90).
      A Host For Your Site
    • Online Marketing Costs
      • Hosting services include:
        • File storage
        • Data transfer
        • Tech support
        • POP mailboxes
        • Access to CGI and Java scripts
        • Microsoft FrontPage extensions
        • E-commerce tools such as shopping cart software and secure credit card transfers
        • Support for multimedia add-ons
      A Host For Your Site
    • Online Marketing Costs
      • Benefits of Web Hosting
        • Reliability for mission-critical Web activities
        • Faster, better Web access
        • Reduced costs
        • Added functionality
        • Extensive tech support and assistance
        • Domain-name identity
      A Host For Your Site
    • Online Marketing Costs Development Costs Are On the Rise Source: NetMarketing
    • Online Marketing Costs
      • The development of a serious e-commerce site costs an average of $1 million according to The Gartner Group.
      • Labor is the most important cost driver, and time to market can be considerable.
      Distribution of Costs
    • Internet Marketing Plan Overview
      • An Internet marketing plan
        • Is a specific implementation of the opportunities, tradeoffs, and strategies presented in the text
        • Outlines a set of goals
      • Two options:
        • Embedded plans include web-related decisions and impacts and are a part of a general marketing plan
          • Best for long-term analysis or when online activities are part of an integrated marketing approach
        • Stand-alone plans analyze and discuss Net activities separately from the full range of marketing department activities
          • Best for analyzing specific campaigns, Web enhancements or “Dot coms”
    • Traffic Building
      • Traffic is an asset
      • Traffic is getting more expensive and difficult to generate as online competition increases
      • Retaining traffic is very valuable
        • Stickiness, duration of visits & repeat visits are all important
      • Traffic building strategies should reinforce basic branding positions
      • Traffic building uses a wide variety of tools that should be synchronized
    • Traffic Building
      • Banners are popular but effectiveness is questionable
      • Big winners:
        • Affiliate programs
        • E-mail
        • PR
      • The winners all take advantage of network effects (Metcalfe’s Law)
      Traffic-Driving Tools
    • Traffic Building
      • Brand building works best on TV and radio
      • The total amount spent promoting sites is growing and shifting toward off-line advertising and e-mail
      • More mainstream Net use means more mainstream promotion methods can be used
      • E-mail is showing higher conversion rates than online banners
      • Bandwidth still prevents “TV-like” ads online
      Advertising Media Selection
    • Traffic Building
      • Looking at the most popular online sites shed light on the range of traffic-driving results
      • The top sites are portals, but there are some unusual top-ranked sites that aren’t general purpose Web locations
      • Take a look at
        • Media Metrix’s Top Sites
        • Nielsen’s Top Sites
      Top Sites
    • Traffic Building Nuts and Bolts: Banner Formats The Internet Advertising Bureau/CASIE helps standardize the main banner templates Full Banner 468x60 pixels Full Banner with Vertical Navigation Bar 392x72 pixels Half Banner 234x60 pixels
    • Traffic Building Nuts and Bolts: Banner Formats The Internet Advertising Bureau/CASIE helps standardize the main banner templates Half Banner 234x60 pixels Button 1 120x90 pixels Button 2 120x60 pixels Square Button 125x125 pixels Micro Button 88x31 pixels
    • Traffic Building
      • Search engines provide free traffic without the need for ads, alliances, and sponsorships
      • Yet they’re a source of frustration and mystery
        • How do they work?
        • Is it really possible to buy your way up the list?
        • What makes them tick?
      • Resources that can help:
        • Search Engine Watch
        • Northern Webs tutorial
      Search Engines