Recommended
More Related Content
What's hot
What's hot (20)
Similar to лекция Internet marketing
Similar to лекция Internet marketing (20)
лекция Internet marketing
- 1. Internet Marketing Morozova E.N. Ural State University of Railway Transport (USURT)
- 2. Сети локальные и глобальные Локальная сеть Local Area Network LAN Калининград Глобальная сеть Wide Area Network WAN Сеть Сеть Y Сеть Z
- 3. Типы подключения Коммутируемая телефонная линия Выделенная линия ADSL Спутниковая связь Радиоканал Сеть кабельного телевидения ПРОВАЙДЕР
- 4. Адреса Интернет ru msk aist babywww baby.aist.msk.ru www.aist.msk.ru 123.45.67.1 123.45.67.2 Доменное имя IP-адрес Domain Name System (DNS)
- 5. Name of web site The same principle works in the Internet. The more convenient your address, the more people visit it. Magazin.ru will be more successful than magazinzauglom.ru. If you create an inconvenient address, you make your site unpopular from the very beginning, because you’ll reduce the number of visits. As for statistics, research proved that 80% of people can’t type the domain name correctly from the first time.
- 6. for example, domain names
- 8. Сложность выбора доменного имени й, ц, ш, щ, ы, ж, я, ь, ю - have different transcriptions. «женщина» (woman) In Latin you may write it in different ways, like zenshina, zhenshina and jenshina, etc. such source as press-release.ru. many different variants of this name: www.pres-release.ru, www.press-relise.ru and www.press-releaze.ru.
- 9. Клоны конкурентов A very good example is Artemy Lebedev’s studio (www.design.ru). It has a clone, studio “Desain.ru” (desain.ru)
- 10. Критерии отличных доменных имен: Краткость Имя сайта должно писаться однозначно Имя должно быть легко произносимо Желательна связь со сферой деятельности предприятия
- 11. Media Advertising in Internet порядок следования
- 12. Поиск по ключевым словам Просмотреть первые 20 ссылок из списка найденных Найдено!!! Изменить условия поиска Проверить орфографию Убрать необязательные слова Использовать операторы *, ? Включить дополнительные слова Использовать операторы НЕ , " " Не найдено Ссылок много? Ввести запрос Ссылок мало?
- 14. Структура сайта Новые версии программного обеспечения… Проблемы финансирования всегда связаны с... ФИНАНСЫ Страница (один адрес) Сайт (свой адрес у каждой страницы) HOME Глава 1 Глава 2 Глава 3 Глава 4 Глава 1 Электронная коммерция развивается удивительными... HOME Глава 2 Банки Финансы БАНКИ Среди банков Москвы можно выделить те, которые работают в основном с крупными компаниями ….Займы ЗАЙМЫ Международный Валютный фонд в очередной раз выделил крупный кредит на…
- 16. Элементы Веб-страниц Фреймы Активные Ссылки Поля ввода Переключатели Списки Кнопки и др. Пассивные (иллюстративные) Графика Текст Анимация и др.
- 17. The Internet is democratic What are the target audiences? How will it influence on the budget? Does Ekaterinburg company need advertising in regions? What demands will influence the image? Should we cover the demands with input errors?
- 18. Main secret of internet marketing Attention, please. The main secret of internet marketing is that there is no secret in it.
Editor's Notes
- The aims of my lecture are as follows: to demonstrate the modern ways how to use the Internet in business to show the peculiarities of Internet positioning and promotion to tell you about the demands to company web sites to find out important aspects of marketing campaigns planning, organization and estimation to tell you about the prices and how to choose services from the Internet, and also about the modern situation and perspectives of Russian Internet market.
- There are two types of computer networks. Local networks meet the needs of enterprises without connecting with a global network, for example, the Internet. And there are global networks.
- Nowadays you may connect to the global network using different options: switched telephone line leased line FDSL cable TV connection radio channel satellite communication.
- Global network is a modern powerful sales instrument. Your site, ideal in form and content, is just a company business card. If you want to sell your product or service successfully, your business card must attract as many clients as possible, it must awake interest in them and make them buy. Your success in the Internet depends on many factors: optimization under search engines, advertising and support… We say that theater begins with a coat rack in a cloakroom, and the Internet begins with a site name, or to be precise with a domain name. This term means the site name in the global network. If you are attentive, you’ll notice that name is very important in the Internet. In real life you can enter the shop without knowing its name. However, if you want to visit an Internet shop, you have to know its address, its name. Site name is called Domain Name System (DNS). It consists of several parts. For example, name www.aist.msk.ru means that this site belongs to World Wide Web. Aist is a third level domain, usually it’s a company name. Msk is a second level domain, it shows the region, in our case it’s Moscow. Ru is a first level domain, it shows the country, Russia. Of course, there can be less levels in your domain name. You may see an example of domain name on this slide. This is the site of our university. Look, from left to right there is a protocol, then connection with the world web, university name and belonging to Russia.
- Is it important to choose a name for your site? – It turns out that it isn’t if we look at many domain names. Otherwise how can we explain that there are sites with names containing 15 and more letters, abbreviations and obscure shortenings like myautoevents.com. The only good thing is that counters fixing the number of visits won’t overheat, because this number is just minimal. And again I’ll give you one more example from real business. Two different companies built two absolutely identical shops. However one company doesn’t spend money on advertising and the second one invests a lot in promotion of a new outlet. But these shops are identical. The secret is that the first shop is in the city centre, on the crossroad of passenger and car traffic, and the second shop is in the suburbs.
- Why? Because many domain names are inconvenient and hard to pronounce (for example, yellow-pages-stpetersburg.ru), and they are becoming longer and longer each year. The most popular domain COM contains more than twenty million names, and the middle length of domain name is twelve symbols. Analysts say that in 2009 domain RU will count 2.5 million names, and that means that users will have to work with long names, and as a result they will make mistakes in typing them. So, I think now you understand how important it is to make a good name for your site. The next question is how to make it. You may see an example of a site with a simple name on this slide.
- Specialists developed some criteria for a domain name. First, it must be short. This rule is easy: the less letters the better. Every additional letter increases the chance that user won’t type the name correctly. Besides it’s difficult to remember long names. A perfect example for this rule is the news portal www.dni.ru, or poetic site stihi.ru, or Ekaterinburg city site e1.ru.
- The second rule is that site name must have definite spelling. For example, Russian letters «й, ц, ш, щ, ы, ж, я, ь, ю» have different transcriptions in Latin alphabet. For instance you decided to create a site for women and you chose a name for it «женщина» (woman). In Latin you may write it in different ways, like zenshina, zhenshina and jenshina, etc. As Frenchmen say, “cherchez la femme in the Internet”. Besides you should consider that many Internet users don’t know English quite well (and I’m not an exception). That’s why your name can be written in absolutely fantastic ways. Let’s take as an example such source as press-release.ru. This name is very good, it’s easy to remember. BUT! There are so many different variants of this name: www.pres-release.ru, www.press-relise.ru and www.press-releaze.ru.
- You have to understand if your site name has different spelling patterns, you should occupy all domains with possible variants. You must do this if you don’t want your competitors or ill-wishers occupy these domains. A very good example is Artemy Lebedev’s studio (www.design.ru). It has a clone, studio “Desain.ru” (desain.ru)
- So, if you created a site with an ambiguous name, and didn’t bother about it, soon you’d face with a problem when your clients visit your competitor’s site in stead of yours. Sometimes as an alternative Latin letters substitute Russian letters, for example, peka.ru. This way is suitable if you are ready to promote your site with the help of visual advertising. However, be ready that such names are difficult for comprehension. One more way to avoid Latin letters in the name is to use a telephone number as a domain. But it has some features: this number must be easy to remember (543-87-29 is not suitable). Such site will need additional and huge advertising support. If you move to another office and your phone changes, you’ll need to change a domain as well. In ideal your site name must be easy to spell and to perceive. For example, teavalley.ru, it’s definite that in this case spelling and perception are indefinite. So, three main features of a good site name are brevity, definiteness and pronounceability. Besides we may define such features as: domain connection with company business, creation of memorable associations. Researchers have noticed that Internet audience has a lack of attention and patience. The Internet is an autonomous society with its own culture and language. Consumer has a unique possibility to study different proposals from several companies within a few minutes. Nobody is going to waste his time trying to find a site with a long and difficult name. If you don’t understand this, if you are not ready to accept it, then your site will be lost in the world web.
- Search promotion and contextual advertising are effective advertising instruments. They are characterized by selectivity and high outcome, but sometimes advertising aims are different and it’s necessary to involve a large audience. Sometimes we need a global approach like in TV advertising. Is it possible to create Internet advertisement that will increase brand recognition? Is it possible to promote brand in Internet? Any agency working with Internet advertising will say: “Yes”. Internet advertising can change brand image positively and increase its recognition. There is usual media advertising in Internet, and Internet marketing can solve the same problems as offline marketing.
- Media agency Carat published a report about advertising market research, and it was said that at the end of this year online advertising would occupy the third place on the market. Its share would be 8.6 per cent; however it’s small compare to the first and second places. TV advertising is a leader, its share is 41.2 per cent of all budgets; second place is occupied by print advertising. 36 per cent from advertising budget is spent on it. Analysts forecast that next year online advertising will save its third place, and TV and print advertising will reduce their shares for several per cent. It is expected that such countries as the USA, the UK, China and Spain will cut their expenses on advertising. However, this reduction will be compensated by advertisers from Russia, Eastern Europe, Latin America and Central Asia. As it is stated in the report of advertising agency Mindshare Interaction in 2008 advertisers spent 14.7 billion rubles on media and contextual online advertising.
- The market growth was 55 per cent, and contextual advertising gathered more money than image advertising. In 2008 contextual advertising volume increased to 61 per cent, and it was 8.9 billion rubles. In turn media advertising cost 5.8 billion rubles (that’s 45 per cent more than in 2007). All calculations of Mindshare Interaction are without VAT. Advertisers in car segment are the leaders; they spent more on advertising, about 27 percent of all media internet advertising. We may notice that there are more representatives of FMGG sector (22%), telecommunication companies (13%) and household appliances manufacturers (8%). Companies from financial sector reduce their advertising expenses from 10 to 5 per cent, and the same situation is in the retail networks (from 8 to 6 per cent compare to 2007). “In contrast to media sector, there is no such category as leadership in context advertising”, says Maria Chernitskaya, General Manager of contextual advertising agency iConText. “Among the main advertisers we can name building sector (15% share in contextual advertising), car sector (13%), industrial equipment (11%) and financial companies (11%). The last could preserve their activity in contextual advertising while decreasing their activity in media advertising”.
- Advertising placement in the Internet can solve global marketing objectives In this case internet advertising agencies offer a whole complex of advertising campaigns: banner advertising, press releases, direct mail, promotion on image demands, contextual advertising on image demands. The chosen advertising strategy determines whether internet advertising forms the brand, informs consumers about the brand or creates positive company or product image. If a professional advertising agency creates internet advertisement, it will cost less than TV advertisement, and it will be more effective than radio ad.
- Site advertising in the Net – banner internet advertisement Banner is the oldest advertising method. There are many legends about its effectiveness, quite often banner advertising disappoints. The reason is that marketing in the Internet as offline solves different tasks with the help of different instruments. If you are not professional, if you set wrong aims, your banner advertising will be ineffective, but the same will be with the TV commercial. It is necessary to use right the instruments. Internet advertising agencies know how to do it, it’s worth to listen to them. You may see the examples of banner advertising on the slide. Banner is an internet analogue of outdoor advertising Banner is an active picture, static or cartoon, shown to a site user. There is an analogy: banner advertising is a hoarding. To place site advertisement in a banner is the same as to place a hoarding on the highway. But you will pay less for internet advertising, and your internet advertisement will be seen in different places in Russia: Moscow, St. Petersburg, Tula, Orel, Vladivostok.
- Site advertising in the Internet has global and selective coverage. Only advertising internet agency should place your advertisement in the Internet. Your output will be great with the professional help. It is very effective to place your site advertisement on other sites. However when you develop internet advertisement, you should take into consideration many factors. If your banner doesn’t attract attention, your advertisement won’t make an effect. If you place your advertisement on improper sites, it will not work. If Ekaterinburg company is your customer, we should choose the appropriate geographic targeting – Ekaterinburg and the region, otherwise advertisement will be ineffective.
- Only professionals don’t have success by chance. Consumer behavior in the Internet differs from their behavior offline. The Internet is more democratic, harsher and opener. In the net user’s life speed is higher. It is evident that user perceives differently the world in and around the monitor. We have to think about it and consider every small detail of advertising campaign, answer many questions. What are the target audiences? How will it influence on the budget? Does Ekaterinburg company need advertising in regions? What demands will influence the image? Should we cover the demands with input errors? There are some easy rules about communication, people motivation and self-motivation which can help to avoid standard errors and get success in Internet business. Maybe, you have already known them, but it will be useful to repeat them again.
- Ok, we have come to the main question of our lecture. So, what is the main secret of internet marketing? It’s time to tell you. Are you ready? Attention, please. The main secret of internet marketing is that there is no secret in it. Any internet project can become successful and brings profit to its creator if he or she has good theoretical background and practical skills. That’s it. Belief that there are special secret methods that can bring you success is just a myth, created by marketing gurus who try to scare young neophytes and thus avoid competition. The conclusion is evident. You must learn internet marketing. You can get this knowledge in two ways: either you find it in books or in the Internet or study at the university. Good luck to you! Thanks for attention.