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    * Dataquest, 2000 Effective Online Business: * Dataquest, 2000 Effective Online Business: Presentation Transcript

    • Effective Online Business: Hosting, Marketing, and Management Strategies Workshop #I - Introduction Presenters: Kelly Burke – University of Hawaii at Hilo Steven Parente – Aina Hawaiian Tropical Products Supported by a USDA Cooperative State Research, Education and Extension Service Grant through the University of Hawaii at Hilo and College of Business and Economics Dean Dr. Marcia Sakai
    • Ecommerce and the Internet: Introduction to Online Retail Overview
      • The business case for e-commerce
        • What is e-commerce?
        • Benefits
        • Some issues and options
      • The Internet – how it works
      • Website hosting basics
        • Alternatives, costs, services provided
      • Website development and design basics
        • Using a web host’s tools and resources
      • Website management basics
        • Assessing site performance
        • Payment processing
        • Order processing and fulfillment
    • THE BUSINESS CASE FOR HAVING A WEB SITE
    • E-Commerce Defined
      • E-Commerce
        • “ Buying, selling, or exchanging products, services, and information via computer networks.” (Turban, King, Lee and Viehland – 2004)
      • But that’s ‘narrow’
      • Internet offers more – E-Business includes
        • Servicing customers
        • Collaborating with business partners
        • Supporting electronic transactions within the firm
      • We mean the ‘broader’ definition here
    • E-Commerce Business Models
      • There are 2 that are most prominent
      • Business to Business (B2B)
        • Selling products and services to customers who are primarily other businesses
      • Business to Consumer (B2C)
        • Sells products and services to individuals
      • B2B is where most of the money is
        • About 97%
      • B2C is the most well-known
        • Amazon, eBay, etc.
    • Forces Driving Online B2C Shopping
      • Convenience – 75%
      • Cost – 38%
      • Context
        • Opportunity to buy at right time and right place
        • For example: from my desk when I am thinking about – or reminded about – that book.
    • The Typical Online Customer
      • Activity conducted online by % of Internet users
        • Research a product before buying – 78%
        • Buy a product – 67%
        • Use a search engine – 84%
      Source: Pew/Internet.org - 2005
    • The Typical Online Customer
      • Percent of each group that browse online
      • Age:
        • 18-29 – 64%
        • 30-49 – 56%
        • 50-64 – 36%
        • 65+ – 12%
      • Gender:
        • Male – 69%
        • Female – 67%
      • Income
        • Less than $30,000/yr – 49%
        • $30,000-$50,000 – 73%
        • $50,000-$75,000 – 87%
        • More than $75,000 – 93%
      Source: Pew/Internet.org - 2005
    • The Typical Online Customer
      • Completed online transactions: 10
      • Online sessions per week: 6
      • Unique sites visited per week: 6
      • Average surfing session: 31 minutes
      • Time per site per week: 32 minutes
      • Time online per week: 3 hours, 8 minutes
      Source: Harris Interactive, Nielson Netratings
    • Why Have a Web Site: Benefits of E-Commerce
      • Increase sales
        • Distributed market exposure
        • Target narrow segments
        • Create virtual communities which become targets
      • Reduce costs
        • Sales inquiries
        • Price quotes
        • Product availability
      • Enhance product value
      • Benefits work both ways – selling or buying
      • But are these reason enough for YOU to own a web site?
    • Why Have a Web Site: Benefits of E-Commerce
      • Well – of course – a not insignificant reason to own a web site may be that:
      • Your competitors are doing it
      • In our survey of Big Island Flower Growers (mostly small mom-and-pop businesses), 40% of those responding (29 out of 74) say they already have a web site
      • Also – it’s just not that hard or costly to do
    • HOW THE INTERNET WORKS
    • How the Web Works: Uniform Resource Locators
      • Browsers differ in the way they are programmed
      • So if WWW is to be useful to many – we need standard way to identify a resource
      • Example:
        • http://www.hawaii.edu:2074/~kburke/course_info.html
      • URLs specify:
        • communication method (protocol) – ex: http
        • host name – ex: www.hawaii.edu
        • connection ‘port’ on host – ex: 2074
        • path on web server to resource / page – ex: course_info.html
    • How the Web Works: The Internet Protocol (IP)
      • TCP / IP protocol for communicating
      • IP addressing – every device on the Internet has a different IP address
      • Network Information Center allocates address blocks
        • Class Address Network part Host part
        • A 18.155.32.5 18 155.32.5
        • B 128.171.12.237 128.171 12.237
        • C 1 92.66.12.56 192.66.12 56
    • How the Web Works: IP Addresses and Domain Names
      • IP addresses are unfriendly
      • Assign a human readable name to IP addresses
      • Placed in a distributed, hierarchical , lookup system
      • In network of thousands of domain name severs (DNS)
      • Which map domain names to IP addresses
      • For example: 128.171.xxx.xxx = uhh.hawaii.edu
      Domain Organization Name uhh.hawaii Top Level Domain Organization Type .edu
    • How the Web Works: Protocols and Infrastructure
      • Messages versus Packets
        • i.e., connection vs. connectionless
      Web Server This Machine HTTP TCP IP HTTP TCP IP Packet Packet Packet Packet 3 Packet 2 Packet 1 Message (example: Page)
    • Client (Browser) Web Server Commerce Server (Storefront) Product Database Shopping Cart Secure Transaction Server Dynamic Static Pages Pages Pages Pages
    • WEB SITE HOSTING
    • Getting Started: Hosting Issues
      • Hosting
        • Understanding what “hosting” means and your alternatives?
      • “Do-it-yourself” website services
        • http://www.1and1.com
        • http://www.bigstep.com/
        • http://store.yahoo.com/
    • Getting Started: Hosting Issues
      • Bandwidth
      • Capabilities and specifications
        • Examine the features and functions provided by different hosts
        • Example: Comparison of features at 1and1.com
      • Firewall system
      • Wireless delivery
      • Buy, rent, or lease
      • Maintenance, upgrade, and service of the equipment
      • Identify what you have resources and time to do
      • Identify what will be done “outside” the firm
      • Identify which external parties will be involved
        • e.g., designer, ISP, web host? commerce provider?
      • Identify how you will assess their performance
        • Decision metrics – e.g., are they reliable?
        • On-going performance metrics – e.g., is their “uptime” what they claim?
      Getting Started: Web Hosting
      • Web site considerations
      What is Involved in Establishing a Web Site?
        • The services wanted
        • How much your company can contribute to the site, from manpower to electronic content
        • Time to design your site
        • Time to create and program your site
        • Extra fees for software development
        • Fees for off-the-shelf applications tools
        • The size of the site
        • Training requirements
        • Installation and server maintenance
        • Programming
        • On corporate site hosting vs. off-site
        • Secure Server for financial transactions
        • Your bandwidth needs
        • Your server capacity needs
        • Location of your server at the Web company or ISP company location
    • WEB SITE DEVELOPMENT
    • Ecommerce and the Internet: Basic Site Building
        • First – your ‘Domain Name’
          • Maybe I’d like to use “flowersbykelly.com”
          • Check at Register.com to see if it’s available
        • 10 Steps at Yahoo! to developing your site
          • http:// smallbusiness.yahoo.com/webhosting/gstart.php
        • Demonstration in basic site construction
          • Using Yahoo! SiteWizards
    • WEB SITE MANAGEMENT
    • Ecommerce and the Internet: Basic Site Management Functions
        • Example: Yahoo! Merchant Solutions
          • Plans and features
          • Business Control Panel - Site manager
            • Store editor
            • Catalog manager
            • Order / request processing
            • Site statistics
            • Order settings
            • Promoting the site
    • On-line Transaction Completion Source: A.T. Kearney, 2001
    • Reasons for Abandoning On-line Purchases Source: A.T. Kearney, 2001
    • Website Management Issues: The Shopping Experience
      • Industry research shows that up to 80 percent of shoppers abandon shopping cart before completing checkout
      • Techniques for minimizing shopping cart abandonment rates:
        • If the billing information is the same as the shipping information, include a “Same as billing information” check box to automatically fill in.
        • Show stock availability on the product page , so shoppers do not have to wait until checkout to determine if a product is out of stock.
        • Include a link back to product page from shopping cart, so shoppers can easily go back to make sure they have selected the right item.
        • Make it easy to change quantities or delete items from shopping cart.
        • Make it easy to select or change product values in the shopping cart (e.g., color, size).
        • Include a "Progress Indicator" (e.g., "Step 2 of 5") on each checkout page (e.g., tabbed pages), so shoppers always know where they are in the checkout process.
      Adapted from Overture.com - 2005
    • Website Management Issues: The Shopping Experience
      • Techniques for minimizing shopping cart abandonment rates (continued):
        • Provide shipping costs early in the process , so shoppers are not surprised during final checkout.
        • Include a prominent "Next Step" or "Continue with Checkout" button on each checkout page, so shoppers do not get lost.
        • Keep all information on one screen on each checkout page , so shoppers do not have to frequently scroll down.
        • If information is missing or filled out incorrectly during checkout, give meaningful error message that clearly describes what needs to be corrected.
        • If you intend to add your customers to a list for future e-mail marketing (either from you or a third party), make sure your customers know this and can easily opt out .
        • Make recommendations of additional items to buy based on what is already in the shopping cart.
      Adapted from Overture.com - 2005
    • Web Site Management: Payment Processing
    • Web Site Management: Payment Processing
    • Steps in Online Payment Processing
      • Merchant submits credit card transaction to the Payment Gateway on behalf of a customer via secure connection from a Web site.
      • Payment Gateway receives the secure transaction information and passes it via a secure connection to the Merchant Bank’s Processor.
      • The Merchant Bank’s Processor submits the transaction to the Credit Card Interchange (a network of financial entities that communicate to manage the processing, clearing, and settlement of credit card transactions).
      • Credit Card Interchange routes transaction to customer’s Credit Card Issuer.
      • Credit Card Issuer approves / declines the transaction based on customer’s available funds and passes transaction results, and if approved, the appropriate funds, back through the Credit Card Interchange.
      • Credit Card Interchange relays transaction results to Merchant Bank’s Processor.
      • Merchant Bank’s Processor relays transaction results to Payment Gateway.
      • Payment Gateway stores transaction results and sends them to customer and/or merchant.
      • Credit Card Interchange passes appropriate funds for the transaction to Merchant’s Bank, which then deposits funds into the merchant’s bank account.
    • Web Site Management: Payment Processing
      • Some things to keep in mind:
        • The merchant needs a special Internet Merchant Account
        • The merchant needs to arrange for service through an Internet entity called a Payment Gateway
        • The merchant needs to submit charges for settlement – daily or weekly
      • Merchant’s sign-up process at VeriSign.com
    • Web Site Management: Order Processing and Fulfillment
    • Web Site Management: Steps in Order Processing and Fulfillment
      • Order validated
      • Settlement of order payment
      • Customer notified
      • Items picked
      • Inventory updated
      • Items packed (with packing slip)
      • Shipping labels prepared
      • Shipper pickup arranged
      • Shipper picks up
      • Send shipping confirmation (with tracking number) to customer
    • Web Site Management: Order Processing and Fulfillment
      • Merchant has to be notified or become aware that an order has been placed
      • One reliable person should be made responsible for checking / processing orders
      • It should become part of their ‘job description’
      • What mode of informing?
        • Email?
        • Manual check of the site?
      • How frequently / often will the person check / process?
    • Web Site Management: Order Processing and Fulfillment
      • Customer has to be notified of order confirmation
      • Method – email, phone?
      • Confirmation of stage in process
        • Order placed
        • Charge assessed to card
        • Order shipped
    • Web Site Management: Order Processing and Fulfillment
      • Packaging
        • Effective AND attractive
      • Fulfillment
        • Track inventory accurately
        • Make sure you have enough product
        • Indicate availability on web site – database inventory
      • Shipping
        • Vendor(s) and methods
        • Rates – how much and how assessed
          • included in price, flat rate, by weight, by number of items
        • Shipment tracking
        • Shipment status updates
        • Remember - foreign shipping may require additional paperwork
      • Product guarantees and returns
        • Post a visible policy with explicit instructions
        • Handle returns quickly
    • WEB SITE PLANNING / OPERATING CHECKLISTS AND OTHER RESOURCES
    • Website Planning / Operating Checklist
      • Have you carefully analyzed your market and competition?
      • Do you know who your target audience is, and is your website speaking to them?
      • Do your prices include a realistic margin for profit when all expenses are subtracted including shipping, customer service and advertising
      • Are your prices competitive with similar online businesses?
      • Are your site’s objectives and purpose clear?
      • Are your products or services clearly identified?
      • Are the competitive advantages of your products or services clearly stated?
      • Do you have a business plan?  Have you planned 1, 3 and 5 years out? 
      • Will your website ever make money?
      • Does your staff clearly understand their organizational duties and who is in charge?
      • How is your company’s hierarchy and decision process handled? 
      • Is there a clear path from R&D to sales? How quickly can your company initiate innovative ideas and products and have them online?
      • Is your website’s architecture well designed and easy to navigate?
      • Is your shopping cart easy to use? Is it secure?
      • Is your electronic infrastructure set up efficiently? 
      • Do your website, product database, shipping, inventory, accounting, e-mail and customer database integrate well with each other? 
      • Is your database the hub?
      • Do you have good statistical analysis software in place to track visitor and customer information?
    • Website Planning / Operating Checklist
      • Does your website have a professional appearance when compared to your competition? 
      • Is your text well written, concise and free of errors?
      • Do you change your website frequently to make it ‘fresh’?
      • Are your photos high quality and well lit?
      • Are your graphics and photos optimized for the web?
      • Do they represent your products well?
      • Do you have click-to-enlarge photos of your products?
      • Does your website load quickly?
      • Is your software working well between inventory, fulfillment, shipping, customer service and accounting?
      • Do you have a merchant credit card processing account?
      • Have you decided on transaction policies, types of transactions, privacy policies, secure data storage for customer data?
      • Does your staff know what to do in every situation?
      • Are you able to fulfill orders quickly?
      • Do you respond quickly to customer e-mail questions and service issues?
      • Do you have a toll-free telephone number and can customers easily find someone to talk to?
      • Do you or the person responsible for your website and marketing have intimate knowledge of the internet?
      • How many hours per day is spent online? 
      • Do you purchase, conduct business and research online yourself?
      • Are you watching for online trends and emerging technologies? 
      • Do you know if streaming media or other interactive technologies are beneficial for your website?
    • Other Online Resources
      • A lot of small business related information - AllBusiness.com
      • Universal online payment processing – PayPal.com
      • Online payment processing and transaction security – VeriSign.com
    • Ecommerce and the Internet: Conclusion
      • We Talked About:
      • What is e-commerce and why do it?
      • The Internet
      • Website hosting basics
      • Website development and design basics
      • Website management basics
      • Now You Should:
      • Go Out and Explore Some Web Site Options
      • Maybe Even Start a Web Site
      • In The Next Workshop We’ll Talk About:
      • How To Effectively Market Your Site
      • Online Exchanges and Co-operatives
    • Effective Online Business: Hosting, Marketing, and Management Strategies Workshop #2 Presenters: Kelly Burke – University of Hawaii at Hilo Steven Parente – Aina Hawaiian Tropical Products Supported by a USDA Cooperative State Research, Education and Extension Service Grant through the University of Hawaii at Hilo and Dr. Marcia Sakai
    • Effective Online Business Marketing and Management Strategies
      • Marketing your Internet business
      • Monitoring your site’s performance
      • Extending business opportunities - online exchanges / cooperatives
    • Website Marketing
      • Excellent customer service
        • Word of mouth is the best form of advertising
      • Plan a realistic monthly marketing and advertising budget
        • Search engines
        • Directories
        • Traditional off-line media
      • Domain name should suggest your service or products
        • Ex: FlowersByKelly.com or flowers-by-kelly.com
        • not kelly.com
      • The text in your website is critical to marketing
        • Descriptive, accurate, concise
        • Include keywords – more than once – but not too often
      Website Marketing
    • Website Marketing: Three Objectives
      • Increase Presence  Optimize
      • Drive Traffic  Publicize
      • Convert Visitors  Monetize
    • Website Marketing
      • Find out if your site is indexed
        • Pages in cache
          • At Google  cache:http://your-domain.com
          • Ex: cache:http://primal-elements.com - nothing?
          • Ex: cache:http://www.primalelements.com
        • Number of pages indexed in domain
          • At Google or Yahoo!  site:your-domain.com
          • At Google site:www.uhhiloagstore.com
          • At Yahoo! site:www.uhhiloagstore.com
    • Search Engine Marketing
    • Search Engine Marketing
      • Combination of:
        • Your site’s pages (content)
        • +
        • Bid for placement advertising
      • Sponsored results at search engine sites
        • Ex: search Google for “bath soap”
      • Most search engines use weighted point systems to display results in a ranked order
      • Ranking is result of page “grade”
        • Grade = title + description + keywords + H1 tags + links-into + ‘alt’ descriptions + number of images + page size
      • Use a tool at Summit Media to analyze your site
        • http:// tools.summitmedia.co.uk /spider
      Search Engine Marketing: Basic Design
    • Search Engine Marketing: Basic Design
      • It’s all about ‘descriptive content’
      • Limit use of multimedia
      • Limit use of graphics
      • Use long descriptive ‘link’ text
        • Ex: Here you will find a listing of all of the courses Dr. Burke teaches.
      • Spell check and edit
      • Make it easy to move around the site
      • Avoid frames
    • Search Engine Marketing: Optimization
      • Use a descriptive ‘Title’
        • No more than 40 characters including spaces
        • Include keyword in title
        • Ex: Flowers-by-Kelly Home Page – Orchids for all occasions
      • Use meta-tags
        • Description meta-tag – should
          • Be no more than 190 characters long
          • Include keywords
          • Be factual and accurate
          • Include general product information
          • Include information about target audience
          • Not include slang, exaggeration, or hyperbole
        • Keywords meta-tag
        • Header ‘H1’ tags
      • Title Tag
        • <title>Sore Okole Mountain Bikes - Home Page</title>
      • Description Tag
        • <META NAME = “description” CONTENT = “Sore Okole Mountain Bikes is the place for all of your biking needs, including frames, components, accessories, gear and popular brands like Cannondale, Trek and Specialized”>
      • Keywords Tag
        • <META NAME = “keywords” CONTENT = “mountain, bike, bikes, Cannondale, Trek, Specialized, components, gear, frames”>
      • Header Tag
        • <h1> Sore Okole Mountain Bicycles </h1>
      • Example of HTML source at Sore Okole Bicylcles
      Search Engine Marketing: Optimization Using Meta Tags
    • Search Engine Marketing: Bid for Placement and Keywords
      • Register with PPC system (search engine)
      • Load account
      • Create an advertisement
        • Title, body text, link to ‘landing’ page
      • Choose keywords to associate with the ad
      • For each keyword you associate - bid amount you are willing to pay for each click for the ad
      Search Engine Marketing: Bid for Placement - PPC Advertising
    • Search Engine Marketing: Keywords
      • How they work
      • Keyword analysis
        • Keyword rank = meta tag placement + capitalization + font size + word position in document relative to other words
      • Identify competitors’ keywords
      • Look up synonyms
        • Bicycle and bike
      • Consider plurals and spelling mistakes
        • Bicycles and bicycels
      • Research the use of the keyword
        • Yahoo! Advertiser Center  Tools  Term Suggestion  Type in search term
    • Search Engine Marketing: Keywords
      • Keywords should attract visitors in all three stages of the buying cycle
        • Researching
          • General keywords  mountain bikes
        • Shopping (comparing)
          • More focused  cross country mountain bikes
        • Purchasing
          • Specific choices  Specialized Rockhopper (a brand of cross-country mountain bike)
      • Many sites will have to manage dozens and even hundreds of keywords
      • Every keyword should ‘land’ the visitor at the most relevant page for that keyword
        • Example: ‘Trek’ should land visitor on a page with Trek bikes - not on the site’s homepage
      • Keywords may have to change to reflect ‘seasonality’
      Search Engine Marketing: Keywords
    • Search Engine Marketing: Keywords
      • Matching
        • Broad
          • Mountain bikes – whenever search contains these words
        • Phrase
          • “Mountain bikes” – only when search contains this phrase
          • Could be in a search for “used mountain bikes”
        • Exact
          • [downhill mountain bikes] – only when search specifies this exact order of words
          • Would not show for search of “mountain bikes downhill”
        • Negative
          • -Used – does not show when this word or phrase is used by someone looking for used bikes
    • Search Engine Marketing: Keyword Tools
      • www.Adwords.Google.com
      • www.Wordtracker.com
        • Searches data at large web-crawlers like www.Dogpile.com
        • Stores two months of searches – 300 million searches
        • Number of times searched for in last 60 days
        • Estimates number of searches per day
        • Similar terms & common misspellings
        • Comparison of number of times term is searched for and number of pages returned for the term
          • Look for term with many searches and few pages returned
    • Search Engine Marketing: Valuing PPC Search Terms
      • Determine how much gross profit (after costs) you make per sale
        • Is there a ‘lifetime’ value per customer or
        • Do you value a customer as ‘one time’ only?
      • Calculate ‘conversion’ rate
        • Shop.org estimates retail industry average at 2.4%
        • When possible use your own site statistics
      • Calculate PPC value – also called Conversion Cost
        • If your gross profit is $10 per sale
        • And your conversion rate is 4% (4 sales per 100 click-throughs)
        • Then your PPC value is $10 X .04 = $0.40 - that you would be willing to pay per visitor (PPC)
        • In other words, you can pay $0.40 per click through and after 25 of them you would have paid 25 X $0.40 = $10.00 but you’d expect 1 of the 25 visitors (4%) to buy something - giving you that $10.00 gross profit, covering your PPC costs
    • Search Engine Marketing: Cross-linking and Other Issues
      • Page Rank is increased by
        • More links into your site
        • Links into your site from more relevant sites
      • Cross-linking is also a form of ‘Branding’
      • Use linking strategies that enhance your website's position – not detract from potential sales
        • For instance, link from complementary products sites rather than from similar products sites
      • Cross-linking sources:
        • Trade associations
        • Companies you do business with
        • Press releases and promotions
        • Have content people value (ex: history of lei making)
        • Contact relevant sites
      • The power of cross-linking
        • Check link popularity - for ex: at AltaVista.com - link:flowersbykelly.com
      Search Engine Marketing: Cross-linking
    • Search Engine Marketing: What Search Engines Don’t Like
      • Don’t search or find it difficult to search when they see:
        • Frames, images, multimedia (ex: flash, animation), image maps
          • Avoid frames, images, animation unless necessary
          • Move images and image maps to bottom of page
        • Scripts, excessive formatting code
          • Call external scripts – don’t embed in source
          • Use external CSS files for formatting
        • Dynamic pages – too many parameters, too many possible pages
          • Use static pages when possible
          • Use one or two parameters at most
        • Will not search sites that demand cookies for site access
    • Search Engine Marketing: Submit to the Major Engines
      • AltaVista – www.altavista.com
      • AOL.COM Search – search.aol.com
      • Ask Jeeves – www.askjeeves.com
      • Google – www.google.com
      • Overture – www.overture.com
      • Excite – www.excite.com
      • Fast – www.alltheweb.com
      • HotBot – www.hotbot.com
      • Lycos – www.lycos.com
      • MSN Search – search.msn.com
      • Don’t forget Froogle – www.froogle.com
    • Search Directory Marketing
    • Search Directory Marketing
      • Directories are different than engines
      • Index by categories rather than keywords
        • So – there are far fewer categories
      • Why submit to directories?
        • Another channel of exposure
        • Each one is one more ‘link into’ your site – remember cross-linking
      • Major directories are
        • Google Directory – fed by Open Directory Project
        • Yahoo! Directory
          • Fourteen categories – thousands of subcategories
          • So may be difficult choosing a category to be listed in
          • Submitting costs $$$
        • Open Directory Project – www.dmoz.com
        • LookSmart – www.looksmart.com
      Search Directory Marketing
    • Search Engine Marketing: Webmaster SEO Resources
      • Google’s webmaster pages
        • http://www.Google.com/webmasters/guidelines.html
        • http://www.Google.com/webmasters/faq.html
      • Yahoo help
        • http:// help.Yahoo.com/help/us/ysearch/index.html
      • Search Engine Watch
        • http:// www.SearchEngineWatch.com
      • Pandia Search Central
        • http:// www.Pandia.com
      • Open Directory Project
        • http:// www.dmoz.org /Computers/Internet/Searching
    • Non-Search Engine Marketing:
    • Non-Search Engine Marketing
      • Advertising banners
        • Typical ad = 468 x 60 pixels (about 1” x 5”)
        • Are they effective?
          • Click through rates of 1 – 3 per thousand impressions
        • Buying them
          • Costs dropping – ~$20 for 1,000,000 impressions (banner.com)
        • Link ‘exchanges’ – ex: flower sellers could partner with gift sellers or gift-card sellers
          • Remember - having link partners also looks good to search engines
        • Are they right for your products or services?
      • Banner strategies
        • Banner should load quickly and have a ‘call to action’ – ex: “click here for…”
        • Have inventory of 5-6 banners
        • Have them rotated every 5,000-10,000 impressions
        • Use multiple banner exchanges for different networks of targets
        • Look / negotiate for more ‘targeted’ exposures (they target using ‘keywords’ that you bid on)
        • Monitor click-throughs for each banner and from each exchange
      • Opt-in e-mail databases
        • Promotions, e-mail marketing, direct mail marketing
        • Build lists from store front, web site, catalogs
        • Buy lists from list sellers
        • Response rates higher than with banner ads – as much as 5%-10%
        • They are targeted
      • Effectiveness of banner ads and email programs may be considered as “Brand Building”
      Non-Search Engine Marketing
    • Non-Search Engine Marketing
      • Affiliate programs and promotional partnerships
        • Pay to have leads sent to you (pay per-click or per-sale)
        • Ex: www.myaffiliateprogram.com
      • Bonus point strategies can develop repeat business
      • The importance of traditional advertising
        • Print – can cost $2 - $3 per sale
        • Radio, television – can cost $10 - $40 per sale
    • Website Marketing: Follow-up Management Issues
    • Website Marketing: Follow-up Management
      • Collecting / analyzing visitor and customer data
        • Discovering your customers’ patterns, wants and desires
        • Using software to analyze the data
          • Ex: uhhiloagstore at Yahoo! Store
        • What to analyze
        • How often
      • ROI (Return On Investment) from advertising and marketing
        • Measuring advertising effectiveness
        • What is your “Cost Per Conversion”?
          • For example Google has a “Conversion Tracker” tool
    • Website Marketing Checklist
      • Does your domain name make sense with your service or products?
      • Is the text in your website descriptive, concise and accurate?
      • Do you understand how search engines work and that most use a weighted point system to display results?
      • Do you understand what bid-for-placement marketing is?
      • Do you understand what sponsored results are in the search engines?
      • Do you understand what cross-linking is?
      • Do you know linking strategies that enhance your website's position and do not detract from potential sales?
      • Do you know that some past internet marketing techniques can actually get your website penalized with the search engines?
      • Have you planned for a realistic monthly marketing and advertising budget?
      • Is online marketing such as advertising banners good for your products or services?
      • Would traditional advertising work with your online presence, such as print, radio and television?
      • Have you considered creating an opt-in e-mail database for promotions, e-mail marketing and direct mail marketing?
      • Are there promotional partnerships available for your products or services?
      • Do you have bonus point strategies in place to develop repeat customer traffic?
      • Do you have the software in place to collect and analyze visitor and customer data? 
      • Do you analyze it regularly and learn your customer patterns, wants and desires?
      • Do you have a good ROI (Return On  Investment) from your advertising and marketing? Do you know how to tell?