Chapter 4: Class Notes

Chapter 4: Marketing on the Web


7 Pages Every Website Should Have
- Contact Us
- Testimonials
- Privacy Policy
- FAQ
- A "gimme" page: section where users can be persuaded to five up some of their personal information in exchange for something else
- About Us
- Confirmation

Web Marketing
- Product-Based Strategies: i'm going to design my website around various product categories (Staples.ca)
- Customer-Based Strategies: focusing on customers needs and why are they coming to our site in the first place (BMO.com)
- Trust and Media Selection: look at web as mass media vehicle OR look at it as personal contact (talking to every customer & customizing website to fit that customer)
- Market Segmentation: helps direct the personal interaction or focus - customer-based strategies to direct to different customers and customize what we offer (Dell.ca)
- The Long Tail: popular products is where most of profit comes from however, companies ignore long tail of many different types of products that aren't as popular, but if you add up the long tail, the profit exceeds the profit you earn on the short side.

Consumer Behaviour
Segmentation
* Browsers: just surf the site, if they are interested, they stop: if not, they continue on; have to get them to stick to the site, offer free things, cool graphics - somehow trigger them to stay longer
* Shoppers: ppl that know that they are in the market for something (digital camera), but don't know what they want to buy but know the features they want (cendirect.com)
* Buyers: ready to make purchase: strategy as marketer - has to make it easy to buy (amazon.ca) - facilitate ecommerce transaction

Relationship Marketing
* Awareness: make customers at least want to look at site
* Exploration: get them to the site and look up info
* Familiarity: they actual buy something and are comfortable with it
* Commitment: experience and relationship with companies (takes a lot of work to get customers to this point)
* Separation: something happens and messes up relationship (easy to lose customers)


Consumer Strategies
- Acquisition: cost of getting someone to your site (awareness and exploration)
- Conversion : how much is it going to take to convert that browser to a buyer (familiarity and satisfied)
- Retention: trying to get customer commitment

Advertising Strategies
Banner Ads: easy to create in-house
Pop-Up Ads: there are standards created; pop-under ads: close browser and something else is there
Active Ads: people walking across the screen, car driving along the bottom of site
Interstitial Ads: iceberg radio - comes in between getting to the actual product
Site Sponsorships: sponsor a website and you get advertising - custom options
Problems - Measuring Effectiveness: Page visit, page views, ad view (the page that contains the ad), impression (the ad itself), click-through, purchase

CPM ads: cost per thousand views impressions, banner ads online and regular ads in print, TV
CPC ads: cost per click, think google ads
CPT ads" cost per transaction, you pay only if the customer brought to you from a media site becomes a paying customer

E-Mail & CRM Strategies
Permission Marketing: have someone sign up on website, giving company permission to send you stuff and you have accepted
Content & Advertising: similar to permission, but not just sending info about product, sending other info in newsletter format and other advertising built in
Outsourcing Processing: companies to process email, reports, analytic processing
eCRM Solutions: figure 4-10

Branding Strategies
Leveraging & Consolidation: (google buying other sites that get the brand trust and image of google)
Affiliate Marketing: sell advertising to other businesses that want to access a certain market (blogs) - commission sales person.....using amazon's brand: posting reviews for books, customer hits link to go to amazon.com and if they buy the book, blogger gets a commission
Viral Marketing: word of mouth done through technology

Search Engine Strategies
Search Engines:
- spider, crawler, robot: goes into internet and indexes all the pages, stored; could submit website to google and have them index it immediately
- index or database
- search front-end:
Web Directories: you don't have a crawler get info, you have people to gather info
SEO for Keywords: search engine optimization
- Long tail keywords: terms or keywords that aren't popular, but when combined, you target and segment market further; short terms are very expensive to purchase
- SEO digger
- SEOBook Keyword tools
- Google's Dos & Don'ts
Paid inclusion: pay to get your site to show up on first page on google (adwords)
Blogs, Social Media Sites, Forums:
Website Domain Names