Internet Marketing

Chapter Nine (9)Teacher Md Shahedur Rahman e-Active Marketing

Need to Know !!Every once in awhile, a product or a companys name become so famous it gets added to our vocabulary. Try to remember some name like this ..Xerox Hoover Google Aspirin Band Aids

Did you ever realize that every website is trying to sell you something ?Why the rapid adoption of the Internet?

Growth in Internet AdvertisingWho uses the Internet ?48 percent AmericansCommunication via email, online chat or instant messaging is the most common use of Internet VOIP is used by 1 million individuals and is anticipated to grow rapidly2 million active blogs Retail sales total over $144 billion annually almost 7% of total retails salesCommunication tool for many B2b companies

Internet Service Offered by Marketing AgenciesBuilding database for email campaign Designing email campaign linking customers to Website information Creating fun and innovative games to attract and keep customer coming back to the website Creating incentive programsTranslating printed documents, catalogs, brochures, and newsletter for the internetAdding graphics to the Website

Functions of the InternetAdvertising Sales Support Customer Service Public Relations E-commerce E-commerceSelling goods and services on the Internet Retail store can vend items to consumers through the internet when there is no handy outlet nearbyMore convenience for some shoppersSome company have no physical storeRemember not every customer uses internet but many doShoppers may researched about a product on the internet and then go to the store with a list of Finalists

E-commerce componentsThree componentsCatalog May contain a few items or be a complex presentation of thousands of products.Remember make customer can easily locate product of interestPhotos, streaming videos and product information are importantShopping Cart To select the productKeep the record of multiple purchasesMethod of PaymentFor consumers it credit card system For B2b, payments are normally made using a voucher system

Security Issues Consumers fear about securityWorried about credit card number Some take money but doesnt ship the merchandise It was the same situation with telephone salesMay be various employees stealing their numbershttp:// and https://

Purchasing HabitsRamifications (outcomes ) for the ultimate success of ecommerce People are still not used to buying something from internetIt will take time to change these habitsCant view and touch the merchandise Cloths cant be tried to make sure they fit

E-commerce IncentivesFinancially based Convenience based Value based

Financial Based IncentivesLower long distance telephone billsReduced shipping cost, because the costs are passed along to the buyers Decreased labor costs associated with stocking shelves No sales people cost No cost for the channel members CYBERBAIT Convenience Based IncentivesYou dont need to make a trip to retail store You can place the order from home or office 24 hours availabilityCheck the status of the order, shipment information and even billing data Sometimes its quicker than making a telephone callConvenience is one of the main priority for a lot of companies

Value Added IncentivesPersonalized shopping Software recognize customers patternYou can easily compare the productsOffers sometimes matched past purchasing behaviorsSome of the companies sale a product online then through a retailer, so you can use the product earlier than others

Business to Business E-CommerceTotal spending $767 billion in 2004 and its constantly growing Purchasing agents most of the time go online and compare prices and product informationWhen the account is established, its very easy to place orders. Dollar cost per item relatively low Easy to manage the distributors

International E-Commerce No boundaries to do business Launching a global e-commerce site ? So prepare the methods for international shippingPayment mechanism must also be installed Country code for telephone numbers Globalization software has been developedCultural Disaster to Avoid International Internet MarketingUsing black in backgrounds and graphics has sinister connotation in Asia, Europe, and Latin America The thumbs up sign and the waving hand are rude gestures in Latin America and the Middle East, respectively Showing a woman with exposed arms or legs is offensive in the Middle East Using a dog as a company logo is not successful in Korea because dogs are used for foodIMC and the InternetPart of IMC Make sure you choose the functions of the websiteWhat should be served by website Very hard to support all the functions of the Internet

What Drives People to a New Site?Internet Content Search38%Word of Mouth 30%Internet Banner 20%Television Ad7%Print Ad 5%Branding Just check all the well known brands got a online presence or not ? Brand spiraling - In a TVC or other media encouraging us to visit their website

Customer Service and the InternetRemember communicating effectively is an important ingredient in quality customer service. Provide an efficient website for customers to use(IOMA) offered six steps to improve customer serviceFirstly , Service representative need to be knowledgeable Secondly, It is important to confirm customer order and enquiryThirdly, Add a personal touch Fourthly, Offer customers the opportunity to talk to you in person, if they so desireFifthly, Use good communication skillsFinally, Be aware of the work habits of customers.Direct Marketing on the Internet ???

Viral Marketing Preparing an advertisement that is tied to an email. Word of mouth A person being infected by a marketing message and passing it to others. Teenagers are prime target for viral marketing

Clues to Poor Design Clueless banners Slow loading front pages Forcing people to go through numerous screens Too much verbal information Too much technical terms Sites that are hard to navigate

Tips to Create a Winning WebsitesShould follow a strategic purpose such as to acquire new customers, serve existing customers, or to cross sell goods and servicesMake the website easy to access and quick to load Written content should be precise with short words, short sentences , and short paragraphs Remember that content is key to success, not fancy graphics and designBe certain graphics support content, and do not detract from itMake some type of Marketing offer to encourage a responseAsk for site evaluation

Tips to Create a Winning WebsitesProvides easy to use navigation links on every pageUse gimmicks such as moving icons or flashing banners to gain attention at the beginning but do not use them deeper in the websiteChange the Website on a regular basis to keep individuals coming backMeasure Results continually, especially design and offers

Social Media Communication PatternsBusiness to Consumer (B2C) Come taste our new Burnt Banana ice cream flavor! Consumer to Business (C2B) Help! I cant get my new grill to work!Consumer to Consumer (C2C)Hey! Anyone know a good place to get kite-surfing lessons around here? Business to Business (B2B)Were looking to form a consortium that looks at the advances in social media marketing.

Search Engine OptimizationWhat is it?Getting a better position (rank) on search engines like Google and Yahoo.Better visibility; more hitsLess important for established brands

How do you get a favorable rank?Keywords, metadata, good pagerank, etc.Hire a firm specializing in SEO

Do you know what is this ?