Merawat Dan Mengukur Internet Marketing

8/14/2019 Merawat Dan Mengukur Internet Marketing

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Merawat Website danMengukur Efektifitas

Pemasaran di InternetPemasaran Interaktif

Coky Fauzi Alfi



Merawat Website







“Having a website meansyour job is never done”



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.



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



Responsibilities in Web

Site Maintenance

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

• Who owns the format ?

• Who owns the technology ?



A Web Document Review and

Update Process






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




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




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



Who Owns the Content?

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





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.



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





Mengukur EfektifitasPemasaran di Internet



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?



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



Return on Investment (ROI)

Profitability ratio measuring incomeearned for each dollar invested





• 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





• 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.



Measurement Methods

• Online measurement method

• Offline measurement method

• Combination



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



Web Analytics

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



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



Logfile AnalysisSoftware









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



Indicators Reported by Logfile

Analysis Software• Hosts list

• Most viewed, entry and exit pages• Files type

• OS used

• Browsers used

• Robots

•HTTP errors



Offline Measurement Methods

• Sales• Surveying customer using

questionare, interview, and focus

group



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Merawat Dan Mengukur Internet Marketing