E Commerce Presentation Rev1.2


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E Commerce Presentation Rev1.2

  1. 1. How to Design and Market a Successful Website Presented by Prof. Eric Archuleta – President, Arch Media Prof. Birago Jones – President, Vision Plus Media
  2. 2. Introductions <ul><li>Eric Archuleta – 12 Years of traditional and online marketing. Currently, a Professor of web marketing and e-commerce at the Art institute of Fort Lauderdale, and owner of Arch Media, Inc. (an interactive media consulting agency). Previous positions include strategic marketing roles with Coca-Cola, Mars Music, Diamond.com, MediaWhiz, and Kaplan University. Education: MBA in E-commerce, BS in Finance. </li></ul><ul><li>Birago Jones – 10+ Years of Creative and Internet development. Currently a Professor of Interactive Media, Animation and Web design at the Art Institute of Fort Lauderdale and President of Vision Plus Media. Previous positions include creative and development roles with Mars Music, PBS and a number of other clients. Education: MS International Development Education, BA English, Education. </li></ul>
  3. 3. Basic Business Models <ul><li>E-commerce </li></ul><ul><li>Lead Generation </li></ul><ul><li>Continuity </li></ul><ul><li>Informational/Professional Services </li></ul>
  4. 4. Agenda Why every business needs a Website. Why do you need a website? How to build/upgrade your website. What makes a website effective? 1 2 3 4
  5. 5. Agenda Traffic generation and list building. The future of ecommerce. Q & A 5 6 7
  6. 6. Why every business needs a website. <ul><li>It’s as common as today’s Business Card </li></ul><ul><li>Capitalize on all of your “Integrated Marketing” </li></ul><ul><li>Turn relationships into $$ </li></ul><ul><li>Because your competition is going to </li></ul><ul><ul><li>Multi channel </li></ul></ul><ul><ul><li>Online Only </li></ul></ul><ul><ul><li>Service Industry </li></ul></ul>
  7. 7. How to build/upgrade your website. <ul><li>URL / Domain Name </li></ul><ul><li>Hosting </li></ul><ul><li>Creative </li></ul><ul><li>In house/Outsource </li></ul><ul><li>Custom vs. Template </li></ul><ul><li>Start simple and enhance from there </li></ul><ul><li>Avoid “the kid next door” look and feel - you will be judged </li></ul>
  8. 8. What makes a web site effective. <ul><li>Would you build a house without an architect? </li></ul><ul><li>Quality to Conversion Methodology (Q2C) </li></ul><ul><li>Navigation/Site design </li></ul><ul><ul><li>Is the site easy to navigate </li></ul></ul><ul><ul><li>Does the design make sense </li></ul></ul><ul><li>Content, Content, Content! </li></ul><ul><ul><li>Your Content </li></ul></ul><ul><ul><li>User created Content (you tube, ebay, craigslist) </li></ul></ul>
  9. 9. Well Executed Navigation & Information Structure Convenient Functionality & Engaging Interactivity Strong Creative Design & Branding Quality Content Q2C Model Qualify and Convert 3G Marketing on the Internet Susan Sweeney, C.A, 7 th Edition Genetics of a Great Website
  10. 10. What makes a web site effective (cont.) <ul><li>On Site Search </li></ul><ul><li>Conversion </li></ul><ul><ul><li>What are you converting? </li></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Leads </li></ul></ul></ul><ul><ul><ul><li>Opt-in Emails/Customer records </li></ul></ul></ul><ul><li>Common terms </li></ul><ul><ul><li>Home Page </li></ul></ul><ul><ul><li>Landing Page / Micro Site </li></ul></ul><ul><ul><li>Usability </li></ul></ul><ul><ul><li>Forms </li></ul></ul><ul><ul><li>Shopping Cart </li></ul></ul><ul><ul><li>Checkout </li></ul></ul>
  11. 11. What makes a web site effective (cont.) <ul><li>Home Page </li></ul>
  12. 12. What makes a web site effective (cont.) <ul><li>Landing Page / Micro Site </li></ul>
  13. 13. Traffic generation-List building INTERACTIVE MARKETING <ul><li>Where to Advertise </li></ul><ul><ul><li>What are your goals? </li></ul></ul><ul><ul><li>If goal is online sales – Advertise online! </li></ul></ul><ul><ul><li>If goal is branding – Advertise offline! </li></ul></ul><ul><ul><li>It’s all about the mix! </li></ul></ul><ul><li>“ All the world is indeed a stage” </li></ul>As of September 18, 2006
  14. 14. Traffic generation-List building INTERACTIVE MARKETING (cont.) <ul><li>How to Advertise </li></ul><ul><ul><li>SEM - Search Engine Marketing </li></ul></ul><ul><ul><ul><li>Organic/Natural Search </li></ul></ul></ul><ul><ul><ul><li>Paid Search (Google Ad Words) </li></ul></ul></ul><ul><ul><ul><li>Geo-targeted – Local Search – KEY! </li></ul></ul></ul><ul><li>Affiliate Marketing </li></ul><ul><ul><ul><li>Virtual sales force </li></ul></ul></ul><ul><ul><ul><li>Revenue Sharing </li></ul></ul></ul><ul><ul><ul><ul><li>Commission Junction/ Link Share </li></ul></ul></ul></ul><ul><ul><ul><li>Lead Generation </li></ul></ul></ul><ul><ul><ul><ul><li>Flat fee for leads </li></ul></ul></ul></ul><ul><ul><ul><ul><li>CPA deals </li></ul></ul></ul></ul>
  15. 15. Traffic generation-List building INTERACTIVE MARKETING (cont.) <ul><li>List Building </li></ul><ul><ul><ul><li>Email capture - Opt-in permission based </li></ul></ul></ul><ul><ul><ul><li>Dating Analogy </li></ul></ul></ul><ul><ul><ul><li>Viral techniques – Contest – Blogs – Social Networking - Wiki </li></ul></ul></ul><ul><ul><ul><li>Do you already have a database? </li></ul></ul></ul><ul><li>Promotions </li></ul><ul><ul><li>UVP Unique Value Proposition </li></ul></ul><ul><li>Email Marketing </li></ul><ul><ul><ul><li>Content/Contact Strategy </li></ul></ul></ul><ul><ul><ul><li>Effective messaging </li></ul></ul></ul>
  16. 16. Traffic generation-List building INTERACTIVE MARKETING (cont.) <ul><li>Online Advertising </li></ul><ul><ul><li>Banner Advertisements </li></ul></ul><ul><ul><li>Local and Behavioral targeting </li></ul></ul><ul><ul><li>Effective Design </li></ul></ul><ul><ul><ul><li>Tennis ball analogy </li></ul></ul></ul><ul><ul><li>Branding vs ROI </li></ul></ul><ul><ul><li>Shoot for clusters – Portals are expensive – MSN/Yahoo/AOL </li></ul></ul><ul><ul><li>Home page of MSN equal to the front page of the top 7 newspapers combined </li></ul></ul><ul><li>How much should you spend? </li></ul><ul><ul><li>Average is 5-10% of most multi-channel Marketing budgets </li></ul></ul>
  17. 17. 7 Secrets to E-commerce Success <ul><li>Free traffic is the best traffic – SEO and Viral </li></ul><ul><li>Always offer a “Unique Value Proposition” </li></ul><ul><li>Build your List </li></ul><ul><li>Build trust via low cost communications </li></ul><ul><li>Find “clusters” and partner up </li></ul><ul><li>Continuity is king </li></ul><ul><li>Simple = Success </li></ul>
  18. 18. The future of E-commerce <ul><li>Convergence is upon us! </li></ul><ul><li>MSN Adlabs Video ( http:// adlab.msn.com / ) </li></ul><ul><li>IPTV </li></ul><ul><li>Mobile is the new black – the i-phone! Google – It’s from Europe! </li></ul><ul><li>Interactivity – MSN Table </li></ul><ul><li>We are at the Atari stage of the internet! </li></ul>
  19. 19. Resources <ul><li>http:// www.isoc.org/internet/history/brief.shtml </li></ul><ul><li>www.adlab.msn.com </li></ul><ul><li>www.internetretailer.com </li></ul><ul><li>www.google.com </li></ul><ul><li>http://advertising.microsoft.com/microsoft-adcenter </li></ul><ul><li>http:// searchmarketing.yahoo.com / </li></ul><ul><li>www.bruceclay.com </li></ul><ul><li>http:// index.fireclick.com / </li></ul>
  20. 20. CONTACT INFO <ul><li>Eric Archuleta </li></ul><ul><li>ARCH MEDIA, INC. </li></ul><ul><li>(954) 661-5789 </li></ul><ul><li>[email_address] </li></ul><ul><li>Birago Jones </li></ul><ul><li>Vision Plus Media </li></ul><ul><li>(305) 409-2327 </li></ul><ul><li>[email_address] </li></ul>
  21. 21. Thank You!