eMarketing

Marketing Strategies on the Web

Marketing Strategies on the Web- an Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

(1) Marketing on the Internet is Different ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing on the Internet is Different ,[object Object],[object Object],[object Object],[object Object]

Marketing on the Internet is Different - New 4 th Channel (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing on the Internet is Different ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

(2a) Developing a Web Site—Design Issues ,[object Object],[object Object]

Site Design—GUI Rules ,[object Object],[object Object],[object Object]

GUI Rules—transferring graphics ,[object Object],[object Object],[object Object]

GUI Rules—transferring graphics (cont.) ,[object Object],Prevents pregnancy? Not to be taken by pregnant women? Different cultures had dangerously different perceptions.

GUI Rules—transferring graphics ,[object Object],[object Object],[object Object],[object Object],[object Object]

GUI Rules—textual layout ,[object Object],[object Object],[object Object],[object Object],[object Object]

GUI Rules—General Site Design ,[object Object],[object Object],[object Object],[object Object],[object Object]

GUI Rules—General Site Design ,[object Object],[object Object],[object Object]

(2b) Developing a Web Site—Functionality ,[object Object],[object Object],[object Object]

Functionality—Rapidly Adaptable System ,[object Object],[object Object],[object Object],[object Object],[object Object]

Functionality—1-to-1 Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1-to-1 Marketing—Interaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1-to-1 Marketing—Identification ,[object Object],[object Object],[object Object],[object Object],[object Object]

1-to-1 Marketing—Tracking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1-to-1 Marketing—Tracking (cont.) ,[object Object],[object Object]

1-to-1 Marketing—Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object]

1-to-1 Marketing—Customization ,[object Object],[object Object],[object Object],[object Object]

(2c) Developing a Web Site—Hosting Decisions ,[object Object],[object Object],[object Object]

Hosting Decisions—Four Criteria ,[object Object],[object Object],[object Object],[object Object]

(3) Attracting Visitors to a Site ,[object Object],[object Object],[object Object],[object Object]

Attracting Visitors to a Site—Promotional Tricks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Affiliate Networks ,[object Object],[object Object],[object Object],[object Object]

Event Marketing ,[object Object],[object Object],[object Object]

Choosing a Domain Name ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Announcing a Site ,[object Object],[object Object],[object Object],[object Object],[object Object]

Banner Ads ,[object Object],[object Object],[object Object]

Direct Marketing—E-mail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing—Mailing Lists/Newsletters/Discussions ,[object Object],[object Object],[object Object]

Attracting Visitors to his/her Site—Sticky Suggestions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Fresh Content ,[object Object],[object Object],[object Object],[object Object]

Free Content ,[object Object],[object Object],[object Object],[object Object],[object Object]

Free Content – example, MSN Zone Free Internet Gaming Site. Supports game sales but also place for free games. Why? Sticky site. Banners sold to others. Banners for own sites. Requires use of .Net “Passport” to create market for that service (used at Citibank.com and ESPN).

Free Content – example, MSN Zone (cont.) Proprietary client allows control over banners and extended viewing

Personal Content ,[object Object],[object Object]

Online/Offline Content ,[object Object],[object Object],[object Object]

Good Cross-marketing/Cross-selling ,[object Object],[object Object],[object Object],[object Object]

Good Search Capabilities ,[object Object],[object Object]

Be a Community/be Interactive ,[object Object],[object Object],[object Object]

(4) Global Issues ,[object Object],[object Object],[object Object],[object Object],[object Object]

Global Issues (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Global Issues (cont.) ,[object Object],[object Object],[object Object],[object Object]

Public Relations and Developing a Dark Site ,[object Object],[object Object],[object Object],[object Object]

Developing a Dark Site - Reasons for Crisis Management ,[object Object],[object Object],[object Object],[object Object],[object Object]

Developing a Dark Site - Disaster Recovery ,[object Object],[object Object],[object Object],[object Object]

Developing a Dark Site - Online Experience ,[object Object],[object Object],[object Object]

Developing a Dark Site – Example, Pilgrim’s Pride Lunchmeat (10/14/02) First day of recall, site was given major overhaul to inform customers and soothe investor fears. Links clear on homepage

Developing a Dark Site - Strategic Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Conclusion ,[object Object],[object Object],[object Object],[object Object]

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