Merawat Dan Mengukur Internet Marketing

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Merawat Website danMengukur Efektifitas

Pemasaran di InternetPemasaran Interaktif 

Coky Fauzi Alfi

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Merawat Website

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“Having a website meansyour job is never done”

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Why Maintain

• The average life of a Web page is only 75 - 100 days.

• To enhance and/or improve the design.

• To update or add additional information.

• To respond to visitor's comments/recommendations.

• To correct errors and design problems.

• Static Websites soon die from lack of interest.

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How Often Should

Material be Updated ?• Within two days of a factual error being

identified

• A new ‘news’ item is added at least once amonth

• When product information has been staticfor two months

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Responsibilities in Web

Site Maintenance

• Who owns the process ?• Who owns the content ?

• Who owns the format ?

• Who owns the technology ?

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A Web Document Review and

Update Process

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A Web Document Review and

Update Process

• Reviews promotional literature and rewritescopy on a wordprocessor and modifies

graphical elements - write stage

• Marketing manager reviews the revised web-based copy - review stage

• Communication manager reviews the copyfor suitability - review stage

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A Web Document Review and

Update Process

•Legal adviser review copy - review stage

• Copy revised and corrected and then re-reviewed as necessary - correct stage

•Copy converted to web and then publishedby a site developer - first publish stage

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A Web Document Review and

Update Process

• The new copy on the site will be reviewed

and tested on different web browser andscreen resolutions by webmaster - test stage

• If the new copy is suitable, the pages on the

test web site can be transferred to the liveweb site by webmaster - publish stage

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Who Owns the Content?

Content Developer is a person responsible forupdating web pages within part of an organisation

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Who Owns the Technology?

The IT department or the company to which IT

has been outsourced involved in the developmentof the site and the technology used to publish theweb site.

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The Technical Issues

• Availability and performance of web siteserver

• Checking HTML for validity and correctingbroken linksvalidator.w3.org/checklink/

• Managing different versions of web pages inthe test and live environments

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Mengukur EfektifitasPemasaran di Internet

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Measuring Internet Marketing Effectiveness

• Are corporate objectives identified in theinternet marketing strategy being met?

• Are marketing objectives defined in the

internet marketing strategy and plan achieved?

• Are marketing communicationsobjectives identified in the internet marketing plan

achieved ? How effective are the different promotionaltechniques used to attract visitors to site?

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Three Level of Measures the

Effectiveness of Internet Marketing

• Level 1. Business Effectiveness - thesemeasure the impact of the web site on the wholebusiness, and look at financial measures such asrevenue and profit and promotion of corporate

awareness

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Return on Investment (ROI)

Profitability ratio measuring incomeearned for each dollar invested

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Three Level of Measures the

Effectiveness of Internet Marketing

• Level 2. Marketing Effectiveness - thesemeasure the number of leads and sales achieved viathe internet and effect of the internet on retentionrates and other aspects of the marketing mix such

as branding

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Three Level of Measures the

Effectiveness of Internet Marketing

• Level 3. Marketing CommunicationEffectiveness - these measures assess howwell the site is being promoted, and do so byreviewing the popularity of the site and how good it

is at delivering customer needs.

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Measurement Methods

• Online measurement method

• Offline measurement method

• Combination

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Online Measurement Methods

• Online web metric and server log filesOnline measures are those that are collected automaticallyon the web server, often in a server log file

• Online registration

•Online guest book 

• E-mail inquiries

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Web Analytics

The measurement of the behavior of visitors to a website or web application

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Technologies

1. Logfile analysis, reads the logfiles in which theweb server records all its transactions

2. Page tagging, uses JavaScript on each page tonotify a third-party server when a page is

rendered by a web browser

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Logfile AnalysisSoftware

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Indicators Reported by Logfile

Analysis Software

• Number of visits and number of unique visitors

• Visits duration and last visits

• Authenticated users, and last authenticated visits

• Days of week and rush hours

• Domains/countries of host's visitors

• Search engines, key phrases and keywords used tofind the analyzed web site

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Indicators Reported by Logfile

Analysis Software• Hosts list

• Most viewed, entry and exit pages• Files type

• OS used

• Browsers used

• Robots

•HTTP errors

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Offline Measurement Methods

• Sales• Surveying customer using

questionare, interview, and focus

group

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