Marketing Online on E Commerce

© SUGIHARTO, SH.MM GICI Business School

ON E-COMMERCE



Note: Internet marketing is a growing business mainly because more and more people use the

internet every day. Popular search engines such as Google and Yahoo have been able to capitalize

on this new wave of advertising



Typically defined as a name,

logo or symbol that helps one

identify a company’s products

or services

ONLINE BRANDING

Customers’ experience can be

considered part of its brand

Includes the value of tangible and

intangible items, such as a brand

and its monetary value over time,

customer perceptions and customer

loyalty to a company and its

products or services

Internet-only businesses must develop a

brand that customers trust and value

Brand uniformity will increase brand

recognition


ONLINE BRANDING


ONLINE BRANDING


Building Brand

online


Evaluating Online

Effectiveness

Four stages of establishing

customer-based brand equity


Branding by domain name

Reinforce branding

Build traffic

Anticipate consumer

behavior and mistakes

Memorability matters / simplicity counts


Branding by domain name


Multiple brands

Efficient use of resources

Lower cost of product

introductions, brand extensions

Focus on key users

Avoids confusion

Dominance in product category

Reduces or minimizes channel

conflict

Traffic steered to single page

Authority status of site through

shared in-bound links Easier

user tracking

Focused content Simplified

imagery, Better measurement of

brand-specific campaigns

Complicates content choice

Potential navigation problems

Difficult to measure advertising

effectiveness per individual

brand

Hinders cross-selling

opportunities “Content fatigue”

reduces likelihood of frequent

customer visits

Branding

advantages

Online

advantages

Online

challenges

URL choices unilever.com, pantene.commaspion.com, virgin.com


SEARCH ENGINE

S E OOPTIMIZATION

Presented by SUGIHARTO, SH. MM


DefinitionsSEO

(SEO) is designing, writing, and HTML-coding a Web site to

maximize the chance its pages will appear at the top of spider-based search engine results for selected keywords and phrases

Organic Listings: Listings that search

engines do not sell (unlike paid listings)


S E OMaking your website Search

Engine Friendly

On page SEO

Keyword dense, unique

content

Semantically structured

page lay-outs

Increasing your sites

popularity

Anchor text back links

from various sources


Natural

berbayar

berbayar

S E O SEARCH ENGINE Optimization


S E O … is NOT Paid Advertising

“Search Engine

Optimization” – seeks to

influence rankings in the

“natural” (a.k.a. “organic”,

a.k.a. “algorithmic”) search

results

#Pay Per Click (PPC) – paid search

advertising on a pay-per-click basis. The

more you pay, the higher your placement.

Stop paying = stop receiving traffic.


S E O Sell more products and services

Drive targeted traffic

Users actively looking for

your products / services

Passive sales technique

Google your company name

Highlight successes

Why do you need SEO?

Manage your brand’s online

reputation

Push down reputation issues

Search ranking » more site visitors

Internet users tend not to click

through


S E O6 times more effective than a banner ad

Delivers qualified leads

80% of Internet user sessions begin at

the search engines

55% of online purchases are made on

sites found through search engine

listings

Why do you need SEO?


S E OHow do you SEO a

website?

On page SEO

Text not Images

META data – title and description

unique and fresh content

regularly added, Tells the SE’s

what you want to be ranked for

Off page SEO

Create links

Publish new product / service

information, update contents


S E OHow do you SEO a

website?

Off page SEO

Link Building

Keyword as the Anchor text –

Link Building

Creating artificial popularity

through links and bookmarks

Not all types of links are equal

The Risk of Link building is

ranking drop


S E OThe Best Form of

MarketingA user does a search for “product a”

User is specifically looking for “product a”

Your website in their eye shot at the right time

Passive Sales Technique

You site is accessible at the point of purchase

Defining Success

(Context) of s e o

Search friendly

High ranking

Terms and conditions set

by search engines (Google,

Yahoo, MSN Search)

Site must satisfy the needs

of visitors

Persuasive

Profitable for site owner


S E OHow Search Engines

Works

Gather Content

Crawler or spider moves

recursively downloading

content

Builds sophisticate index

Individual web searches run

against index

Results are retrieved and

ordered -

PageRank & Relevance


S E OGoogle Search Placement

Placement:

importance and relevance

PageRank (importance)

Counts links

Weight links

Query matching (relevance)

sophisticated text-matching

techniques

examines all aspects of the

page's content (and the content

of the pages linking to it)


THANK YOU FOR LISTENING

Online MARKETING

SEARCH ENGINE OPTIMIZATION

E-Commerce

Presented by

Sugiharto

STIE GICI Business School

December 2013

Background image provide by

slide Factory

Closing theme by Josh Groban

‘Brave’

Presentation created by

@Hotslides

© MCX 2013

Education

Marketing Online on E Commerce