• Build it correctly• Search engine placement both natural and paid• Banner advertising• E-mail marketing• Web Analytics
- Web pages thatare not changed before beingdisplayed in a web browser – When accessed a programgenerates instructions to call up andconstruct the dynamic pages, usuallycreated 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 patternsPosition keywords in HTML title tag, copy headlines, high up on the pageRelevant copy – search engines look for words NOT graphicsALWAYS have an HTML sitemapDon’t frame linked websites
Build high quality links, especially incoming, even if you have to pay for themDON’T use automated search engine submission software – hand submit once and let the spiders find youBe patient – it takes a while to develop natural placement sometime 5-6 monthsDont obsess over your ranking
Every major search engine with significant traffic accepts paid listingsThey 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) Althoughthey dont measure the effectiveness of abranding campaign, they do measure how manyvisitors 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 senders 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:• 184.108.40.206 - - [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.