“在Internet”Lecture 2的营销：

1、Marketing on the Internet”Lecture 2:E-Marketing (1)By Clare ShamEmail: 11/26/20211Well cover Definition & insightsWeb Marketing vs Traditional mediumWeb Marketing Objectives & StrategiesSearch Engine Optimization11/26/20212DefinitionE-Marketing is any activity that promotes or enhances busin

2、ess opportunities that relies in whole or in part on internet presence. E-Commerce deals with the actual transaction of business and receipt of payment over the internet or related arenas. 11/26/20213Some Insights If you have a website you are doing e-marketing.Your website can enhance or degrade yo

3、ur companys marketing programs.The integration of conventional marketing with e-marketing is a critical component of e-marketing. Integration and balance in your marketing program. 11/26/20214Strength of InternetFast and inexpensive compared to conventional mediathe internet levels the playing field

4、 for all kinds of business enterprises. It provides statisticsAbility to reach millions simply, effectively and inexpensively. 11/26/20215Web vs NewspaperThe larger the papers circulation and readership, the higher the ad cost.Only a handful of newspapers can claim a truly international circulation.

5、Circulation largely determines ad exposure, only people who take the trouble to buy the paper have the opportunity to see your ad.Newspaper advertising doesnt allow you to truly target your market. You take a shotgun approach when you advertise in a newspaper.11/26/20216Web vs MagazinesMagazines off

6、er distinct advantages over newspapers when it comes to targeting your market - niche publications.The great disadvantage of magazine advertising is cost.Circulation is limited11/26/20217Web vs RadioBroadcast advertising differs from print in a number of ways. Radio ad allow the creativity and flexi

7、bility - from regular spot to an on-air plug read by a DJ or talk-show host.Buying air time on a single radio station is simple and inexpensive.But radio advertising is mostly local. Each station reaches only the listeners within its broadcast range. Advertising in multiple channels or an internatio

8、nal network increase cost significantly.Radio doesnt allow you to target a very specific audience. You waste 60 or 70 percent of your radio advertising dollars on listeners you dont want to reach.11/26/20218Web vs TelevisionTelevision advertising is powerful but expensive.Multimedia effectTelevision

9、 provides instant exposure, but it can also drain all but the most expensive marketing budgets.11/26/20219Web vs Direct MailDM is very effective to get your companys message to a specific type of customer.But DM is not cheap! You must design, write, print, and mail every postcard, letter, brochure,

10、or catalog.Another drawback is its limited effectiveness. An average piece of DM generates responses from only about 3% of recipients.11/26/202110Pros & ConsMarketing QualityWWWRadioNewspaperMagazinesTVDMLarge national audienceYesMaybeMaybeMaybeMaybeYesInternational exposureYesNoNoMaybeMaybeNoCa

11、n be targeted to aspecific audienceYesNoNoMaybeNoYesAudience members canview ads at theirconvenienceYesNoYesYesNoYesRelative expenseLowMediumMediumHighHighHighInstant customerinteractionYesNoNoNoNoNo11/26/202111Web Marketing ObjectivesMarket ResearchGenerating Sales LeadsPre-sale and Post-sale Suppo

12、rtInventory verificationImage BuildingPress releasesCatalogsOnline DiscussionsDemonstration ToolsPersonnel RecruitmentSupport for Traveling PersonnelsCompany Policies and MemorandaWEB11/26/202112Website Marketing StrategiesCatch EyeballsBe FoundGet PermissionDatabase-driven4311/26/202113Catch Eyebal

13、ls“Information Era” is Past TenseInformation floodingScarcity is at Consumers AttentionGround for eCommerce 4411/26/202114Be FoundOver 1.2 billion web pages worldwideWhy visit your website?Be Found more important than web designBe Found more important than content11/26/202115Get Permission11/26/2021

14、164711/26/202117Database-drivenDatabase is one of the foundation to success in Internet MarketingInformation could be unlimited while searching is easyevery customer is unique human being but not just a number recordexample: A Recommendation11/26/202118 Search Engine Optimization primary ways that I

15、nternet users find web sitesdramatic increase in traffic. Normally free-of-chargeSearch engine optimization means ensuring that your web pages are accessible to search engines and focused in ways that help improve the chances they will be found.11/26/202119Web Directory vs Search EngineSearch Engine

16、s create their listings automatically. Search engines crawl the web, then people search through what they have found. l extremely large database, different robots & spidersDirectories: A directory depends on humans for its listings. You submit a short description to the directory for your entire

17、 site, or editors write one for sites they review. A search looks for matches only in the descriptions submittedYahoo! a web directory, not a search engine11/26/202120Metasearch vs MegasearchMetasearch pages let you build a single search; then apply that query to multiple sites simultaneouslyMetaCra

18、wler, one of the oldest and best metasearch tools on the Web, collates pages found from Lycos, Excite, Infoseek, AltaVista. Ask Jeeves: natural language queryMetafind, mamma (7e), dogpile (14e)11/26/202121Types of Search enginesMajor Global Search EnginelEg. Google, Inktomi, Excite, AltavistaChinese

19、 Search EnginelEg. Goyoyo, Yam, WhatsiteMultimedia search / MP3 SearchlEg. Napster, MP, Getsongs, AudiofindPaid Listings Search Engines lEg. goto, bay9, findwhat, ah-haRewards Search Engines lEg. iwon, efind, sportula, epilotVertical Search & a lot more.11/26/202122How Search Engines Rank Web Pa

20、gesKeywords appearing in the title Keywords appear near the top of a web pageFrequency: how often keywords appear Link popularity With associated directoriesKeywords in their meta tagsPenalize if detected spamming. 11/26/202123More info on Search Engine 11/26/202124Criteria for Successful Web Market

21、ingGeared toward a specific target audience. Use graphics interesting or directly related to your business. Provide the ability to communicate (via form or email link) Use colors that are found in nature & pleasing to eye. Provide useful and easy-to-follow links. Website is quick to load. Easily

22、 navigated. Have original content on your site (not just a list of links) Provide an incentive for visitors to return. Provide a FAQ (frequently asked questions) link. Visitors leave satisfied and prepared to make future return11/26/202125Donts of Web PublishingDONT use so many graphics ( load time

23、30 sec).DONT use overpowering backgrounds. DONT forget to include links forward and backward. DONT have too many levels of links. 3 to 4 the maxDONT use under construction signs. DONT overuse the “blink” command. DONT make the user have to work at finding things. DONT have tytpos.typos. DONT mislead

24、 users. 11/26/202126Sources of TrafficSearch EnginePurchased (ie. Banner ad)Reciprocal Link ExchangesAffiliate and Partnership Programs11/26/202127Reciprocal Link ExchangePromote: send email to “related” site, requesting a link exchange Only add links to your pages that reciprocate with a link to you. Re-Verify occasionally!Do not link to unrelated websites ( search engines reduce your ranking for too many unrelated links. Surfer profiling: Program to