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Marketing Online on E Commerce

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e-commerce needs marketing, these slides explain about how online business requires marketing online

e-commerce needs marketing, these slides explain about how online business requires marketing online

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  • 1. ON E-COMMERCE © SUGIHARTO, SH.MM GICI Business School
  • 2. © SUGIHARTO, SH.MM GICI Business School
  • 3. Note: Internet marketing is a growing business mainly because more and more people use the internet every day. Popular search engines such as Google and Yahoo have been able to capitalize on this new wave of advertising © SUGIHARTO, SH.MM GICI Business School
  • 4. © SUGIHARTO, SH.MM GICI Business School
  • 5. ONLINE BRANDING Internet-only businesses must develop a brand that customers trust and value Typically defined as a name, logo or symbol that helps one identify a company’s products or services Customers’ experience can be considered part of its brand Includes the value of tangible and intangible items, such as a brand and its monetary value over time, customer perceptions and customer loyalty to a company and its products or services Brand uniformity will increase brand recognition © SUGIHARTO, SH.MM GICI Business School
  • 6. ONLINE BRANDING © SUGIHARTO, SH.MM GICI Business School
  • 7. ONLINE BRANDING © SUGIHARTO, SH.MM GICI Business School
  • 8. Building Brand online © SUGIHARTO, SH.MM GICI Business School
  • 9. Evaluating Online Effectiveness Four stages of establishing customer-based brand equity © SUGIHARTO, SH.MM GICI Business School
  • 10. Branding by domain name Reinforce branding Build traffic Anticipate consumer behavior and mistakes Memorability matters / simplicity counts © SUGIHARTO, SH.MM GICI Business School
  • 11. Branding by domain name © SUGIHARTO, SH.MM GICI Business School
  • 12. Multiple brands Branding advantages Online advantages Online challenges URL choices Efficient use of resources Lower cost of product introductions, brand extensions Focus on key users Avoids confusion Dominance in product category Reduces or minimizes channel conflict Traffic steered to single page Authority status of site through shared in-bound links Easier user tracking Focused content Simplified imagery, Better measurement of brand-specific campaigns Complicates content choice Potential navigation problems Difficult to measure advertising effectiveness per individual brand Hinders cross-selling opportunities “Content fatigue” reduces likelihood of frequent customer visits maspion.com, virgin.com unilever.com, pantene.com © SUGIHARTO, SH.MM GICI Business School
  • 13. SEO SEARCH ENGINE OPTIMIZATION Presented by SUGIHARTO, SH. MM © SUGIHARTO, SH.MM GICI Business School
  • 14. SEO Definitions (SEO) is designing, writing, and HTML-coding a Web site to maximize the chance its pages will appear at the top of spiderbased search engine results for selected keywords and phrases Organic Listings: Listings that search engines do not sell (unlike paid listings) © SUGIHARTO, SH.MM GICI Business School
  • 15. SEO Making your website Search Engine Friendly On page SEO Keyword dense, unique content Semantically structured page lay-outs Increasing your sites popularity Anchor text back links from various sources © SUGIHARTO, SH.MM GICI Business School
  • 16. S E O SEARCH ENGINE Optimization berbayar berbayar Natural © SUGIHARTO, SH.MM GICI Business School
  • 17. SEO … is NOT Paid Advertising “Search Engine Optimization” – seeks to influence rankings in the “natural” (a.k.a. “organic”, a.k.a. “algorithmic”) search results #Pay Per Click (PPC) – paid search advertising on a pay-per-click basis. The more you pay, the higher your placement. Stop paying = stop receiving traffic. © SUGIHARTO, SH.MM GICI Business School
  • 18. Syou need SEO? EO Why do Sell more products and services Drive targeted traffic Users actively looking for your products / services Passive sales technique Manage your brand’s online reputation Google your company name Highlight successes Push down reputation issues Search ranking » more site visitors Internet users tend not to click through © SUGIHARTO, SH.MM GICI Business School
  • 19. SEO Why do you need SEO? 6 times more effective than a banner ad Delivers qualified leads 80% of Internet user sessions begin at the search engines 55% of online purchases are made on sites found through search engine listings © SUGIHARTO, SH.MM GICI Business School
  • 20. SEO How do you SEO a website? On page SEO Text not Images META data – title and description unique and fresh content regularly added, Tells the SE’s what you want to be ranked for Publish new product / service information, update contents Off page SEO Create links © SUGIHARTO, SH.MM GICI Business School
  • 21. SEO How do you SEO a website? Off page SEO Link Building Keyword as the Anchor text – Link Building Creating artificial popularity through links and bookmarks Not all types of links are equal The Risk of Link building is ranking drop © SUGIHARTO, SH.MM GICI Business School
  • 22. SEO The Best Form of Marketing A user does a search for “product a” User is specifically looking for “product a” Your website in their eye shot at the right time Passive Sales Technique You site is accessible at the point of purchase Defining Success (Context) of s e o Search friendly High ranking Terms and conditions set by search engines (Google, Yahoo, MSN Search) Site must satisfy the needs of visitors Persuasive Profitable for site owner © SUGIHARTO, SH.MM GICI Business School
  • 23. SEO How Search Engines Works Gather Content Crawler or spider moves recursively downloading content Builds sophisticate index Individual web searches run against index Results are retrieved and ordered PageRank & Relevance © SUGIHARTO, SH.MM GICI Business School
  • 24. SEO Google Search Placement Placement: importance and relevance PageRank (importance) Counts links Weight links Query matching (relevance) sophisticated text-matching techniques examines all aspects of the page's content (and the content of the pages linking to it) © SUGIHARTO, SH.MM GICI Business School
  • 25. THANK YOU FOR LISTENING Online MARKETING SEARCH ENGINE OPTIMIZATION E-Commerce Presented by Sugiharto STIE GICI Business School December 2013 Background image provide by slide Factory Closing theme by Josh Groban ‘Brave’ Presentation created by @Hotslides © MCX 2013 © SUGIHARTO, SH.MM GICI Business School

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