Strategi Promosi Website

8/14/2019 Strategi Promosi Website

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Strategi Promosi WebsitePemasaran Interaktif

Coky Fauzi Alfi


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Definition


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Web site promotion can be defined as:

the process of attracting as many relevantvisitors to a web site as possible, in the mostprofitable way.


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Promotional Methods

1. Online techniquesPromotion via WWW

Cheap, unlimited space, information iseverything, pull-interactive communication

2. Offline techniques

Promotion via traditional mediaExpensive, limited space, image iseverything, push-one way communication


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Online PromotionTechniques


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Search Engine Promotion


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Share of Search: July 2006

Population: 5.6 billion searches in July 2006


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Share of Searches Trend


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Search Engine Promotion Techniques

Registering your Web site with the majorsearch engines.

Put a keyword or description at meta tag


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Email Promotion


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Email Promotion Techniques

advertising space purchased in anotherorganisation's newsletter

purchase email lists of targeted people who have'opted in' to receive further information onparticular topics

email sent to a company's existing customer orprospect base, who have agreed to this.


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Link Building


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Link Building Techniques

FFA (Free For All) schemes. Exchange programmes.

Strategic alliances.


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Affiliate Marketing


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Affiliate schemes work on the principle of maximisingsales exposure by offering products or services forsale through a network of resellers on a commission

basis.

Most attractive aspect of affiliate marketing, from themerchant's viewpoint, is that with this pay forperformance model, no payment is due to an affiliateuntil results are realized.


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Compensation Models

Pay-per-impression (PPI) / Cost-per-mil(CPM)Cost-per-mil (Mil = 1000) impressions. Publisher gets fromAdvertiser $x.xx amount of money for every 1000impressions (page views/displays) of the Ad.

Pay-per-click (PPC) / Cost-per-click (CPC)Cost-per-click. Advertiser pays publisher $x.xx amount ofmoney, every time a visitor (potential prospect) clicks onthe advertiser's Ad.


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Compensation Models

Pay-per-lead (PPL) / Cost-per-action/acquisition (CPA) / Cost-per-lead (CPL)Cost-per-action or Cost-per-acquisition (CPA), Cost-per-Lead (CPL). Advertiser pays publisher $x.xx in commissionfor every visitor that was referred by the publisher to theadvertiser (web site) and performs a desired action, such as

filling out a form, creating an account or signing up for anewsletter.


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Compensation Models

Pay-per-sale (PPS) / Cost-per-sale (CPS)Cost-per-sale (CPS). Advertiser pays the publisher apercentage (%) of the order amount (sale) that was createdby a customer who was referred by the publisher.

Pay-per-call (no abbreviation exists yet)Advertiser pays publisher a $x.xx commission for phonecalls received from potential prospects as response to aspecific publisher Ad.


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Banner Advertising


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Banner ad is a graphic image used on Web sitesto advertise a product or service. Banner ad isconstructed from an image (GIF, JPEG, PNG),JavaScript program or multimedia objectemploying technologies such as Java, Shockwaveor Flash, often employing animation or sound to

maximize presence.


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Banner Ad Techniques

Banner Exchange Programs Buying Advertising Space

Selling Advertising Space


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Viral Marketing


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Viral marketing and viral advertising refer to marketingtechniques that seek to exploit pre-existing socialnetworks to produce exponential increases in brandawareness. It can often be word-of-mouth deliveredand enhanced online; it can harness the network effectof the Internet and can be very useful in reaching a

large number of people rapidly.


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Types of Viral Campaigns

Pass-alongA message which encourages the user to send the messageto others.

Incentivised viralA reward is offered for either passing a message along orproviding someone else's address.

UndercoverA viral message presented as a cool or unusual page,activity, or piece of news, without obvious incitements tolink or pass along.


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Types of Viral Campaigns

"Edgy Gossip/Buzz marketing"Ads or messages that create controversy by challenging theborders of taste or appropriateness.

User-managed databaseUsers create and manage their own lists of contacts using a

database provided by an online service provider.


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Other OnlinePromotion


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Site announcements at Usenet newsgroups(comp.infosystems.www.announce)

Chat and community building programmes

Loyalty techniques and online incentive

schemes


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Offline PromotionTechniques


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Word of mouth

Printed stationery, company literature etc Trade catalogues and directories

Press releases & Mail shots

Sponsorships & Printed ads magazines and newspapers

Exhibitions, trade shows and conferences

Billboards, bus shelters and other external sites

Radio

Television


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Model for OptimisingPromotion (MOP)

P d tTVi t l Ph i l


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Banner Ads

Buy Keyword

SEO

Affiliate

Email

Link Building

SES

TV/Radio

Exibitions

Print Ads

Mail Shots

Press Release

Online

Online

Offline

Offline

High

Low

Media

Cost

Product TypeVirtual Physical

Consumer Attributes

Virtual Physical

convinie

nce

experime

ntal

value ethical

habitual

social

Familiarity

&

Confidence

High

Low

CompanyComm

itment&Resource

s

High

Low


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KEY STAGES IN PLANNING APROMOTIONAL CAMPAIGN


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SET OBJECTIVES IDENTIFY TARGET AUDIENCE

IDENTIFY CHANNELS ESTIMATE MEDIA SPEND TO MEET OBJECTIVES SET BUDGET

PLANNING AND INTEGRATION

IDENTIFY POSSIBLE PROBLEMS, SOLUTIONS, RESOURCES SENIOR MANAGEMENT COMMITMENT MEASUREMENT SYSTEM

WEB SITE READY? BIG BANG OR GROW SLOW? MEASURE AND REFINE


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Strategi Promosi Website