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Internet marketing
Internet marketing
• Build it correctly

• Search engine placement both
 natural and paid

• Banner advertising

• E-mail marketing

• Web Analytics
- Web pages that
are not changed before being
displayed in a web browser


          – When accessed a program
generates instructions to call up and
construct the dynamic pages, usually
created from a database
• Not all Search Engines can index dynamic
  sites. There are ways to help:
  – Use static URLs to reference dynamic content
  – Link to dynamic URLs from static URL
    content, ie. develop a static HTML site map, link
    to other high quality sites or even better have
    them link to you.
  – Pay for inclusion - AltaVista, Ask
    Jeeves/TEOMA, FAST, and Inktomi
•   Keyword frequency and location
•   Incoming links from relevant quality sites
•   URL, webpage title, meta tags
•   Quality content that gives genuine value
•   Properly working website without errors
Pick targeted key words based upon consumer
  search patterns
Position keywords in HTML title tag, copy
  headlines, high up on the page
Relevant copy – search engines look for words
  NOT graphics
ALWAYS have an HTML sitemap
Don’t frame linked websites
Build high quality links, especially incoming, even if
  you have to pay for them
DON’T use automated search engine submission
  software – hand submit once and let the spiders
  find you
Be patient – it takes a while to develop natural
  placement sometime 5-6 months
Don't obsess over your ranking
Every major search engine with significant traffic
  accepts paid listings
They allow you to ‘bid’ on certain keywords which
  is called "pay-per-click" (PPC) or a "cost-per-
  click" (CPC)
  Overture – Yahoo, MSN, AllTheWeb, AltaVista
  Google’s AdWords –
   AOL, AskJeeves, Netscape, Teoma
Usually priced by Impression (CRM) Although
they don't measure the effectiveness of a
branding campaign, they do measure how many
visitors were exposed to it
 The typical click-through-rate is something under 1
  percent, and click-through rates significantly higher
  than that are very rare
 Think of it as Brand Exposure – like a billboard
 What websites does your target market visit??
• E-mail is still the best way to reach a mass
  online audience of current or potential
  customers.
• The question that remains unanswered is when
  is it overstepping the bounds to become
  SPAM??
• The definition of SPAM varies depending upon
  who you ask. How do you define SPAM?
CAN-SPAM Act of 2003
• It bans false or misleading header information
• It prohibits deceptive subject lines
• It requires that your email give recipients an opt-
  out method
• It requires that commercial email be identified as
  an advertisement and include the sender's valid
  physical postal address
• Customer database – Do you keep records
  on your customer?
• Think of ways to collect e-mails of
  potential customers.
  – E-Newsletter
  – Register to win
  – Trade shows
• Measuring the success of Internet
  Marketing campaigns
  Need a web analytics tool – WebTrends, Hit
   box
  Two types – server log file and page tags
  Both have strengths and weaknesses
  Visit www.webtrends.com and/or
   www.websitestory.com for more information
• The server stores visitor information in files with
  the .log extension. Here is how the log file
  records a single request to a Web server:

• 209.240.221.71 - - [03/Jan/2001:15:20:06 -0800]
  "GET /Inauguration.htm HTTP/1.0" 200 8788
  "http://www.democrats.com/" "Mozilla/3.0
  WebTV/1.2 (compatible; MSIE 2.0)"
Which pages get the most traffic - and the
 least.
What sites are referring visitors to you.
Which pages visitors look at.
What browsers and operating systems are
 most popular with visitors.
When search engine spiders and directory
 editors visit.
• Information collected is non-identifying through the
  use of cookies
• Includes user behaviors such as visits and
  buys, responding to off-site or on-site
  promotions, and product viewing
• Collects user characteristics, including profiles of
  visitor’s hardware and software
• Provides information on pages visited, number of
  visits, and various timing and duration measures.
Join us
Add: WZ-30-a,Bhagwan Das Nagar
East Punjabi Bagh, Delhi-110026
Tel.: 011 28316148, 3203571, 30538061
Mobile; +91-8010 298 388, 8010 198 388
E-mail: info@seocertification.org.in

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Internet marketing

  • 3. • Build it correctly • Search engine placement both natural and paid • Banner advertising • E-mail marketing • Web Analytics
  • 4. - Web pages that are not changed before being displayed in a web browser – When accessed a program generates instructions to call up and construct the dynamic pages, usually created from a database
  • 5. • Not all Search Engines can index dynamic sites. There are ways to help: – Use static URLs to reference dynamic content – Link to dynamic URLs from static URL content, ie. develop a static HTML site map, link to other high quality sites or even better have them link to you. – Pay for inclusion - AltaVista, Ask Jeeves/TEOMA, FAST, and Inktomi
  • 6. Keyword frequency and location • Incoming links from relevant quality sites • URL, webpage title, meta tags • Quality content that gives genuine value • Properly working website without errors
  • 7. Pick targeted key words based upon consumer search patterns Position keywords in HTML title tag, copy headlines, high up on the page Relevant copy – search engines look for words NOT graphics ALWAYS have an HTML sitemap Don’t frame linked websites
  • 8. Build high quality links, especially incoming, even if you have to pay for them DON’T use automated search engine submission software – hand submit once and let the spiders find you Be patient – it takes a while to develop natural placement sometime 5-6 months Don't obsess over your ranking
  • 9. Every major search engine with significant traffic accepts paid listings They allow you to ‘bid’ on certain keywords which is called "pay-per-click" (PPC) or a "cost-per- click" (CPC) Overture – Yahoo, MSN, AllTheWeb, AltaVista Google’s AdWords – AOL, AskJeeves, Netscape, Teoma
  • 10. Usually priced by Impression (CRM) Although they don't measure the effectiveness of a branding campaign, they do measure how many visitors were exposed to it  The typical click-through-rate is something under 1 percent, and click-through rates significantly higher than that are very rare  Think of it as Brand Exposure – like a billboard  What websites does your target market visit??
  • 11. • E-mail is still the best way to reach a mass online audience of current or potential customers. • The question that remains unanswered is when is it overstepping the bounds to become SPAM?? • The definition of SPAM varies depending upon who you ask. How do you define SPAM?
  • 12. CAN-SPAM Act of 2003 • It bans false or misleading header information • It prohibits deceptive subject lines • It requires that your email give recipients an opt- out method • It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address
  • 13. • Customer database – Do you keep records on your customer? • Think of ways to collect e-mails of potential customers. – E-Newsletter – Register to win – Trade shows
  • 14. • Measuring the success of Internet Marketing campaigns Need a web analytics tool – WebTrends, Hit box Two types – server log file and page tags Both have strengths and weaknesses Visit www.webtrends.com and/or www.websitestory.com for more information
  • 15. • The server stores visitor information in files with the .log extension. Here is how the log file records a single request to a Web server: • 209.240.221.71 - - [03/Jan/2001:15:20:06 -0800] "GET /Inauguration.htm HTTP/1.0" 200 8788 "http://www.democrats.com/" "Mozilla/3.0 WebTV/1.2 (compatible; MSIE 2.0)"
  • 16. Which pages get the most traffic - and the least. What sites are referring visitors to you. Which pages visitors look at. What browsers and operating systems are most popular with visitors. When search engine spiders and directory editors visit.
  • 17. • Information collected is non-identifying through the use of cookies • Includes user behaviors such as visits and buys, responding to off-site or on-site promotions, and product viewing • Collects user characteristics, including profiles of visitor’s hardware and software • Provides information on pages visited, number of visits, and various timing and duration measures.
  • 18. Join us Add: WZ-30-a,Bhagwan Das Nagar East Punjabi Bagh, Delhi-110026 Tel.: 011 28316148, 3203571, 30538061 Mobile; +91-8010 298 388, 8010 198 388 E-mail: info@seocertification.org.in