Internet MarketingPart 1 of 12

George A. Rubsam@GARubsam

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Technical Terms

• Computers connect: URL > IP address > cookies > server

• URL (Uniform Resource Locator)/Domain name = shirts.com

• IP address (Internet Protocol) = Network address

• Server = holds website files

• Cookie = short code that provides details about the device visiting a website (ex: gmail login).- Identifies the requesting computer to the server with across every

interaction (e.g., click).

- Browser and website specific.

• Web browser = reads the files and translates it to images.

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Amazon without Cookies

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Amazon with Cookies

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WebsiteObjectives

• EarnmoneythroughonlinesalesE-commerce.

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WebsiteObjectives

• Adrevenue

• Commissionrevenue(e.g.,blog)

• Subscriptionrevenue

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WebsiteObjectives

• Provideinformation+generateawarenessto

supportofflinesales

• Supportacause

• Providecustomersupport

Website Analysis

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WebsiteAnalysis• Yourfriendstartsawebsite,shirts.com andit’snotverysuccessful.• Let’sstarttodefinethesituation.• Whatquestionswouldyouask?• Thinkasifthiswasaretailstore.

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Website Analysis• Firstquestionisalways:

Whatareyoutryingtoaccomplish?• Howmuchtrafficdidthewebsitehavelastmonth?• Howdidtheyhearaboutyou?• Howmanyshirtsdidyousell?• Anyonesignupforsaleemails?• Howmuchrevenuedidyougross/net?

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Website Analysis• Thebest toworstperformingaudiencesegments, trafficsources/ad

placementsandcreative…relativetoKPIs• Traffic

- Direct(URL)- Unpaidreferral(VeritasStrategy.com links)- Paidreferral(NYTimes.com)- Unpaidsearchtraffic(GoogleSearch- Organicresults)- Paidsearchtraffic(GoogleAdWords)

• Conversion- Purchase- Lead- Engagement- Accountcreation- Click-through

• Revenue(perconversion)

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Conversions

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Website Analysis: DirectTraffic

• Recognizablebrand• Easy-to-remember

URL• Mobileapp

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Paid Referral Traffic

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Paid Referral Traffic• Bannerads• Textads• Videoads• Affiliates

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Unpaid Referral Traffic• Facebook- Amazon>24,000,000likes!

• Email• Backlinks- Homepage- Productpages

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Unpaid Referral Traffic• Emailisgenerallymostcost-effectiveonlinemarketingchannel(i.e.highestROI).• Socialmediaactivitytargetsestablishedcustomers/fans.• Backlinks:placedbybrand+searchengine- Reddit,PR+infographics/interestingcontentrequired

- SEOefforts

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Search Traffic• Paidvs.unpaid/organic

• WhydoesAmazonpaytobethetopadofaproducttheysell?

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Search Traffic• Amazon

does not have a paid ad (maybe because movie margins are low)

• Amazon’s SEO is well done as it’s the second organic link.

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Search Traffic• Amazon does

less well in clothing category.

• No ads and lower organic rank.

• Industry is competitive and not a core product line for Amazon.

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Search Traffic• SEO:Unpaidsearchtrafficcomesbybeingwell-rankedoncommonlysearchedterms.- On-site: relevantkeywordsandcontent.

- Off-site: Topshirtwebsitescovershirts.com’s styleandincludeslinks.

• Paidsearchenablestargetedads.• SEM:Expenseofpaidsearchvariesbykeyword.

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Conversion – Amazon

• Rankedproductsbasedonpopularstyles.

• Readcookiedata?

• Helpsusers finddesiredproduct=greaterconversions.

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Conversion• Superiorsearchfunctionhelpscustomersfindproductsquickly.- Superior toother retail

websites

- Tailored touser (shoppinghistory)

- Refinedbymillionsofsearches

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Conversion• Informationlayoutiskeytoconversiononanysite.

- Providesthoroughsenseofproductwithmultiplepictures.

- Answersmostpotentialquestionsattopofpage.

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Conversion• Easy-to-navigatepurchaseprocessisessentialforconversion.- Prominent“AddtoCart”button

- 1-Click®shoppingprevents consumers fromchangingtheirmind

• Secondaryconversion:AddtoWishList

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Conversion• Additionalinformationonproductgivescustomerspeaceofmind.

• Customer reviews are very convincing for most internet shoppers.

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Conversion• Technicalproductinformationusessameformatinallcategories.- Easytofind,evenwithlotsofinformation

- Additionalpeaceofmind

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Conversion

• Secondstepofconversionprocess(following“AddtoCart”click)

• “Proceed toCheckout”prominent

• Relatedproductsdisplayedtomaximizetransactionvalue

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Conversion• Storedinformationsavessteps(noadditionalstepsforshippingorcreditcartinformation).

• Fewersteps=higherconversionrate

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Conversion• Mostimportantproductinformationattop(“abovethefold”).

• Prominent“AddtoCart”button.• Easy-to-navigatecheckoutprocedure.• Userprofileenablesstoredshippingandcreditcardinformation(andemailmessages).

• Conversionishigherwithfewerstepsinthetransactionprocess.

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Revenue• MillionsoftransactionsenableAmazontomakegoodproductrecommendations.

• Add-onproductsarehugesourceofprofit.

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Revenue

• Generally,highly-ratedproductstendtobemoreexpensive,soprovidingreviewscanincreaserevenueofeachtransaction.

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Revenue• Creatingacustomerisexpensive- increasingacustomer’sspendingismucheasier.- Add-onproductrecommendations- Upgrades- Productreviews

QuestionsPart 2 of 12 is up next.