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Bagus Nurcahyo, Dr. Programme of Study of Marketing ManagementUndergraduate Programme of Business & EntrepreneurshipGunadarma University
WEB BASED MARKETINGWEB BASED MARKETING
Any company or organization Any company or organization that:that:SellsSellsSupportsSupportsEducates Educates Wants to growWants to grow
Essentially, every company or Essentially, every company or organization can benefit from organization can benefit from a professional web site.a professional web site.
Who Needs a Web Site?Who Needs a Web Site?
Improve Your ImageImprove Your Image Create a higher PresenceCreate a higher Presence Expand Your Market(s)Expand Your Market(s) Attract Investors, Partners, Attract Investors, Partners, and Employeesand Employees
Distribute Information Distribute Information Quickly and Cost EffectivelyQuickly and Cost Effectively
Utilize Email EffectivelyUtilize Email Effectively
A web site lets ANYONE, ANYWHERE, A web site lets ANYONE, ANYWHERE, find you ANYTIME.find you ANYTIME.
Why Do You Need One?Why Do You Need One?
What information should it What information should it have?have?
How should it be organized?How should it be organized? How should it look?How should it look? Who should create it?Who should create it? Who will maintain it?Who will maintain it? Hosting optionsHosting options How much will it cost?How much will it cost?
Your Goal: Your Goal:
A Professional Web Site that LOOKS A Professional Web Site that LOOKS GOOD, LOADS FAST, and WORKS WELLGOOD, LOADS FAST, and WORKS WELL
Creating a Web SiteCreating a Web Site
Printed MaterialPrinted Material Company HistoryCompany History Product/Service Product/Service
LiteratureLiterature Business Business
Philosophy/GoalsPhilosophy/Goals News and EventsNews and Events Job OpeningsJob Openings Contact InformationContact Information
Your Web Site Must Provide a Method Your Web Site Must Provide a Method for Visitors to Initiate Personal Contact for Visitors to Initiate Personal Contact
with Youwith You
What Information Should It Have?What Information Should It Have?
Your Home PageYour Home Page Defining Major Areas of Defining Major Areas of
the Sitethe Site Internal Pages for Each Internal Pages for Each
AreaArea Navigating the SiteNavigating the Site Site Maps and SearchsSite Maps and Searchs
Your Visitors Need to Find the Your Visitors Need to Find the Information They Are Seeking Quickly Information They Are Seeking Quickly
and Easilyand Easily
How Should it be Organized?How Should it be Organized?
Look at Your Business Look at Your Business Card and LetterheadCard and Letterhead
Colors and FontsColors and Fonts Text and PicturesText and Pictures Sound, Animation and Sound, Animation and
VideoVideo Consistency of DesignConsistency of Design
If Your Web Site and Printed Materials Have a If Your Web Site and Printed Materials Have a Similar Look, Your Visitors Will Remember Similar Look, Your Visitors Will Remember
You More EasilyYou More Easily
How Should It Look?How Should It Look?
In-House vs. Third PartyIn-House vs. Third Party How Is Printed Material Created?How Is Printed Material Created? Does it Fit Anyone’s Current Job? Does it Fit Anyone’s Current Job? Can You Spare the Resources?Can You Spare the Resources? Creation ToolsCreation Tools Planning for the Long-TermPlanning for the Long-Term The Newsletter AnalogyThe Newsletter Analogy
Many Companies Try to Create Their Own Many Companies Try to Create Their Own Sites and Then Hire Someone Later to Finish Sites and Then Hire Someone Later to Finish
the Jobthe Job
Who Should Create It?Who Should Create It?
Same Issues as Site Same Issues as Site CreationCreation
Look Carefully at Look Carefully at Your ResourcesYour Resources
Over the Counter Over the Counter SoftwareSoftware
If Created Well, Internally Designed Sites Can If Created Well, Internally Designed Sites Can be Maintained by Third Parties and Vice be Maintained by Third Parties and Vice
VersaVersa
Who Will Maintain It?Who Will Maintain It?
Domain NamesDomain Names Free Hosting & Free Hosting & Domain ForwardingDomain Forwarding
Third Party HostingThird Party Hosting Internal HostingInternal Hosting Email ConsiderationsEmail Considerations Forms, Databases Forms, Databases and Programsand Programs
The Internet is a Global Network. The Internet is a Global Network. Your Site Can Physically Be AnywhereYour Site Can Physically Be Anywhere
Hosting OptionsHosting Options
Domain Name CostDomain Name Cost Hosting CostHosting Cost Design CostDesign Cost Maintenance CostMaintenance Cost Software CostSoftware Cost
A Small Business Site Can Cost Under $2,500A Small Business Site Can Cost Under $2,500A Large, Fancy Site Can Cost $50,000 or MoreA Large, Fancy Site Can Cost $50,000 or More
How Much Will It Cost?How Much Will It Cost?
Contact FormsContact Forms Site MapsSite Maps Email ListsEmail Lists NewslettersNewsletters EcommerceEcommerce Keywords and Meta Keywords and Meta TagsTags
Most Successful Sites Give Visitors Most Successful Sites Give Visitors a Reason to Come Back and Visit Againa Reason to Come Back and Visit Again
Features to IncludeFeatures to Include
Large ImagesLarge Images Background MusicBackground Music Video Video Non-Standard Plug-Non-Standard Plug-InsIns
Entry PagesEntry Pages CookiesCookies
If Your Site Isn’t Visitor-FriendlyIf Your Site Isn’t Visitor-FriendlyPeople Won’t Stay and They Won’t Come People Won’t Stay and They Won’t Come
BackBack
Features to AvoidFeatures to Avoid
EcommerceEcommerce NewslettersNewsletters Coupons and Specials Coupons and Specials Updates, Upgrades Updates, Upgrades and Online Supportand Online Support
Creating an Email Creating an Email ListList
Search Engines and Search Engines and Link TradesLink Trades
A Web Site Helps You Stay AvailableA Web Site Helps You Stay Availablefor Your Customers and Prospectsfor Your Customers and Prospects
Marketing on the WebMarketing on the Web
NewsNews EventsEvents Special Offers Special Offers Reinforce Your Reinforce Your RelationshipRelationship
Drive People to Your SiteDrive People to Your Site The Costs of Email The Costs of Email MarketingMarketing
Be a Resource Without Being a PainBe a Resource Without Being a PainYou’ll be Remembered and AppreciatedYou’ll be Remembered and Appreciated
Marketing with EmailMarketing with Email
E-commerce Business Models
Business models—a method of Business models—a method of doing business by which a doing business by which a company can generate revenue company can generate revenue to sustain itselfto sustain itself
ExamplesExamples::Name your priceName your priceFind the best priceFind the best priceDynamic brokeringDynamic brokeringAffiliate marketingAffiliate marketing
E-commerce Business Plans and Cases Business plan: a written document
that identifies the business goals and outlines the plan of how to achieve them
Business case: a written document that is used by managers to garner funding for specific applications or projects; its major emphasis is the justification for a specific investment
Structure of Business Models
Business model:Business model: A method A method of doing business by which a of doing business by which a company can generate company can generate revenue to sustain itself revenue to sustain itself
Structure of Business Models (cont.)
Revenue model:Revenue model: description of description of how the company or an EC how the company or an EC project will earn revenueproject will earn revenue SalesSales Transaction fees Transaction fees Subscription feesSubscription fees Advertising Advertising Affiliate feesAffiliate fees Other revenue sourcesOther revenue sources
Structure of Business Models (cont.)
Value proposition:Value proposition: The benefits a The benefits a company can derive from using ECcompany can derive from using ECsearch and transaction cost efficiencycomplementarities lock-innoveltyaggregation and interfirm
collaboration
Exhibit 1.4: Common Revenue Exhibit 1.4: Common Revenue ModelsModels
Typical Business Modelsin EC
1. Online direct marketing2. Electronic tendering systems
tendering (reverse auction): model in which a buyer requests would-be sellers to submit bids, and the lowest bidder wins
3. Name your own price: a model in which a buyer sets the price he or she is willing to pay and invites sellers to supply the good or service at that price
Typical Business Models in EC (cont.)
4.4. Affiliate marketing: an arrangement Affiliate marketing: an arrangement whereby a marketing partner (a whereby a marketing partner (a business, an organization, or even business, an organization, or even an individual) refers consumers to an individual) refers consumers to the selling company’s Web sitethe selling company’s Web site
5.5. Viral marketing:Viral marketing: word-of-mouth word-of-mouth marketing in which customers marketing in which customers promote a product or service to promote a product or service to friends or other peoplefriends or other people
Typical Business Models in EC (cont.)
6.6. Group purchasing: quantity Group purchasing: quantity purchasing that enables purchasing that enables groups of purchasers to obtain groups of purchasers to obtain a discount price on the a discount price on the products purchasedproducts purchased
7.7. SMEs:SMEs: s small to medium mall to medium enterprisesenterprises
8.8. Online auctionsOnline auctions
Typical Business Models in EC (cont.)
8.8. Product and service Product and service customizationcustomizationcustomization:customization: creation of a creation of a product or service according to product or service according to the buyer’s specificationsthe buyer’s specifications
8. Electronic marketplaces and exchanges
9. Value-chain integrators10.Value-chain service providers
Typical Business Models in EC (cont.)
12. Information brokers
13. Bartering
14. Deep discounting
15. Membership
16. Supply chain improvers
Business models can be independent or they can be combined among themselves or with traditional business models
Example of Example of Supply Chain ImproverSupply Chain Improver Orbis Group changes a linear
physical supply chain to an electronic hub Traditional process in the B2B
advertising field
Example of Example of Supply Chain Improver Supply Chain Improver (cont.)(cont.)
ProductBank ProductBank simplifies this simplifies this lengthy lengthy process process changing the changing the linear flow of linear flow of products and products and information to information to a digitized huba digitized hub
Bagus Nurcahyo,Dr. Programme of Study of Marketing Management,Undergraduate Programme of Business & Entrepreneurship,Gunadarma University,Margonda Raya St. No. 100, Pondok Cina, Depok,Phone: 021-78881112 ext 456Mobile: 08161112590Official site: http://bagus.gunadarma.ac.idWeb Blog: http://gus-nur69.wordpress.comE-mail: [email protected]
