Internet Marketing Summary chapter 1-3
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Internet Marketing A practical approach Summary chapter 1-3

Internet Marketing A practical approach Summary chapter 1-3

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Internet Marketing Summary chapter 1-3 Document Transcript

  • 1. 1 | P a g e Marketing on the Internet Farouq Umar Idris Bus365 09/04/2014 Mr. Harish Kumar
  • 2. 2 | P a g e Chapter 2 2.1 Introduction This section gives an insight of the chapter, what will be discussed in details, and brief history of the internet using certain life examples 2.2 Domain names This section defines what domain name is and describes it as the first point of contact between a customer and a website. In the section, how choosing a suitable domain name for your website was explained because a good domain name can influence how a potential customer might perceive your organisation therefore it is a marketing decision not a technical staff’s decision in coming up with a domain name. it explains how the domain name system runs where a corporate body i.e. Internet Corporation for Assigned Names and Numbers (ICANN) are responsible for the technical aspect of the internet. It went further to explaining how the construction of domain name is done, creating the right domain name and registering the domain name created. 2.3 Website hosting This section describes how website hosting is done on permanently online computers known as web servers or commonly known as servers. It explains how Internet Service Providers (ISPs) & Application Service Providers (ASPs) operate. Factors to choosing a website host when it’s a server-related issues was explained based on 1. Speed 2. Downtime 3. Security 4. Integrity
  • 3. 3 | P a g e 2.4 Who develops the web presence? This section talks about the ever going “who should own the organisations web presence?”. Is it the IT personnel or the marketing personnel? The section later explained the role of each department in an organisation and its contribution to making and maintaining an organisation web presence where it says a dream team for website development includes: programmers, graphic designers, usability experts, content writers, copy writers and marketers. 2.5 Website analytics and e-metrics Here, the factors that needs to be considered when making analytics of a website are explained. E-metrics was defined and series of examples were given of metrics taken of some certain websites for a particular period of time. Key performance indicators was also explained in relation with e-metrics. Some of the most commonly collected online metrics were explained some of which include; 1. Brand development 2. Provision of after-sale services 3. Lead generation 4. Online sales 5. Maximise visitor numbers 2.6 The internet as a tool for market research This section explains how marketers should be aware that market research is always an ongoing process (market intelligence). The section divides the research into secondary and primary research. Secondary research involves; product research, pricing research, promotional research and distribution research.
  • 4. 4 | P a g e The primary research includes making or taking metric of your own website, making an offline research like passing questionnaires to random customers and getting feed backs from them. 2.7 Promoting the website offline This section explains the importance of offline promotion of a website, why it needs to be done and how it is done. E.g. advertising on several things that circulate within a community or society like milk cartons, employees clothing, on stationery, point of sale materials etc.
  • 5. 5 | P a g e Chapter 1 1.1 Introduction This section the impact of technology, the practitioners and the environment to which it is used with reference to B2C & B2B trading as well as not-for-profit and public sector environment. It also gives an insight of what will be discussed later in the chapter. 1.2 A background to the internet This section gave a brief history of the internet, how it came to existence, and explains its origin was from military not academic parent. It tells us about how research into what became the internet began a decade earlier when cold-war era American leaders fearing that a limited nuclear attack on the USA would disable conventional communications system, instigated the ARPANet project. It also tells us about 1993 where the first browser was lunched (mosaic browser) 1.3 The impact of the internet on society This section concentrates mostly on how societal issues interact with organisation in particular, the commercial organisation. This section describes internet as a provider of information because of the number of search engines we have nowadays where information is always available to us. It also give several reasons why an individual visits a website where it breaks it down into; social life, web as a medium of hobby, joining and following particular social groups and employment seeking.
  • 6. 6 | P a g e 1.4 The impact of the internet on business This section explains how and why not all businesses need to go online where it gave example with an independent local greengrocer. As a consideration to the impact of internet on business, we must consider it as 1. The business as the seller 2. The business as the buyer 3. As part of an e-business strategy 1.5 The impact of the internet on not-for-profit organisations This section concentrates on not-for-profit organisations like 1. Public sectors which includes national and local governments, health, fire and police services 2. Funded institutions e.g. religions and political parties 3. Charities which include self-help and support groups as well as brands such as save the children and Oxfam. 1.6 Online buying behaviour This section explains thoroughly the buyer behaviour and tells about the most commonly used buyer behaviour as a cycle (the purchase process cycle). It gives the stages of buying cycle and the potential role played in every stage right from problem recognition down to post-purchase behaviour.
  • 7. 7 | P a g e 1.7 Online marketing objectives This section looks at the online marketing objectives where it classifies them into three 1. Brand development 2. Revenue generation 3. Customer service/support Later in the section, David Rappa in 1998 gave a list of online trading business models which almost all websites fall within. Rappa’s models are; 1. The brokerage model 2. The advertising model 3. The infomediary model 4. The merchant model 5. The manufacturer model 6. The affiliate model 7. The subscription model 8. The utility model 9. The community model