在Internet”Lecture-2的网络营销.pptx

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,按一下以編輯母片標題樣式,按一下以編輯母片,第二層,第三層,第四層,第五層,*,*,*,按一下以編輯母片標題樣式,按一下以編輯母片,第二層,第三層,第四層,第五層,*,*,*,Marketing on the Internet”,Lecture 2:,E-Marketing(1),By Clare Sham,Email:sclare,10/2/,1,在Internet”Lecture 2的网络营销,第1页,Well cover,Definition&insights,Web Marketing vs Traditional medium,Web Marketing Objectives&Strategies,Search Engine Optimization,10/2/,2,在Internet”Lecture 2的网络营销,第2页,Definition,E-Marketing,is any activity that promotes or enhances business opportunities that reliesin whole or in part on internet presence.,E-Commerce,deals with the actual transaction of business and receipt of payment over the internet or related arenas.,10/2/,3,在Internet”Lecture 2的网络营销,第3页,Some Insights,If you have a website you are doing e-marketing.,Your website can enhance or degrade your companys marketing programs.,The integration of conventional marketing with e-marketing is a critical component of e-marketing.,Integration and balance in your marketing program.,10/2/,4,在Internet”Lecture 2的网络营销,第4页,Strength of Internet,Fast and inexpensive compared to conventional media,the internet levels the playing field for all kinds of business enterprises.,It provides statistics,Ability to reach millions simply,effectively and inexpensively.,10/2/,5,在Internet”Lecture 2的网络营销,第5页,Web vs Newspaper,The larger the papers circulation and readership,the higher the ad cost.,Only a handful of newspapers can claim a truly international circulation.,Circulation largely determines ad exposure,only people who take the trouble to buy the paper have the opportunity to see your ad.,Newspaper advertising doesnt allow you to truly target your market.You take a shotgun approach when you advertise in a newspaper.,10/2/,6,在Internet”Lecture 2的网络营销,第6页,Web vs Magazines,Magazines offer distinct advantages over newspapers when it comes to targeting your market-niche publications.,The great disadvantage of magazine advertising is cost.,Circulation is limited,10/2/,7,在Internet”Lecture 2的网络营销,第7页,Web vs Radio,Broadcast advertising differs from print in a number of ways.Radio ad allow the creativity and flexibility-from regular spot to an on-air plug read by a DJ or talk-show host.,Buying air time on a single radio station is simple and inexpensive.,But radio advertising is mostly local.Each station reaches only the listeners within its broadcast range.Advertising in multiple channels or an international network increase cost significantly.,Radio doesnt allow you to target a very specific audience.You waste 60 or 70 percent of your radio advertising dollars on listeners you dont want to reach.,10/2/,8,在Internet”Lecture 2的网络营销,第8页,Web vs Television,Television advertising is powerful but expensive.,Multimedia effect,Television provides instant exposure,but it can also drain all but the most expensive marketing budgets.,10/2/,9,在Internet”Lecture 2的网络营销,第9页,Web vs Direct Mail,DM is very effective to get your companys message to a specific type of customer.,But DM is not cheap!You must design,write,print,and mail every postcard,letter,brochure,or catalog.,Another drawback is its limited effectiveness.An average piece of DM generates responses from only about 3%of recipients.,10/2/,10,在InternetLecture 2的网络营销,第10页,Pros&Cons,10/2/,11,在Internet”Lecture 2的网络营销,第11页,Web Marketing Objectives,Market Research,Generating Sales Leads,Pre-sale and Post-sale Support,Inventory verification,Image Building,Press releases,Catalogs,Online Discussions,Demonstration Tools,Personnel Recruitment,Support for Traveling Personnels,Company Policies and Memoranda,WEB,10/2/,12,在Internet”Lecture 2的网络营销,第12页,Website Marketing Strategies,Catch Eyeballs,Be Found,Get Permission,Database-driven,43,10/2/,13,在Internet”Lecture 2的网络营销,第13页,Catch Eyeballs,“Information Era”is Past Tense,Information flooding,Scarcity is at Consumers Attention,Ground for eCommerce,44,10/2/,14,在Internet”Lecture 2的网络营销,第14页,Be Found,Over 1.2 billion web pages worldwide,Why visit your website?,Be Found more important than web design,Be Found more important than content,10/2/,15,在Internet”Lecture 2的网络营销,第15页,Get Permission,What is Permission Marketing?,Permission Marketing vs Interruption Marketing,Advantages of Permission Marketing,How to get Permission?,Example:,www.HungryForW,10/2/,16,在Internet”Lecture 2的网络营销,第16页,47,10/2/,17,在Internet”Lecture 2的网络营销,第17页,Database-driven,Database is one of the foundation to success in Internet Marketing,Information could be unlimited while searching is easy,every customer is unique human being but not just a number record,example:,A,Recommendation,10/2/,18,在Internet”Lecture 2的网络营销,第18页,Search Engine Optimization,primary ways that Internet users find web sites,dramatic increase in traffic.Normally free-of-charge,Search engine optimization means ensuring that your web pages are accessible to search engines and focused in ways that help improve the chances they will be found.,10/2/,19,在Internet”Lecture 2的网络营销,第19页,Web Directory vs Search Engine,Search Engines,create their listings automatically.Search engines crawl the web,then people search through what they have found.,extremely large database,different robots&spiders,Directories:,A directory depends on humans for its listings.You submit a short description to the directory for your entire site,or editors write one for sites they review.A search looks for matches only in the descriptions submitted,Yahoo!a web directory,not,a search engine,10/2/,20,在Internet”Lecture 2的网络营销,第20页,Metasearch vs Megasearch,Metasearch pages let you build a single search;then apply that query to multiple sites simultaneously,MetaCrawler,one of the oldest and best metasearch tools on the Web,collates pages found from Lycos,Excite,Infoseek,AltaVista.,Ask Jeeves:natural language query,Metafind,mamma(7e),dogpile(14e),10/2/,21,在Internet”Lecture 2的网络营销,第21页,Types of Search engines,Major Global Search Engine,Eg.Google,Inktomi,Excite,Altavista,Chinese Search Engine,Eg.Goyoyo,Yam,Whatsite,Multimedia search/MP3 Search,Eg.Napster,MP,Getsongs,Audiofind,Paid Listings Search Engines,Eg.goto,bay9,findwhat,ah-ha,Rewards Search Engines,Eg.iwon,efind,sportula,epilot,Vertical Search&a lot more.,10/2/,22,在Internet”Lecture 2的网络营销,第22页,How Search Engines Rank Web Pages,Keywords appearing in the title,Keywords appear near the top of a web page,Frequency:how often keywords appear,Link popularity,With associated directories,Keywords in their meta tags,Penalize if detected spamming.,10/2/,23,在Internet”Lecture 2的网络营销,第23页,More info on Search Engine,10/2/,24,在Internet”Lecture 2的网络营销,第24页,Criteria for Successful Web Marketing,Geared toward a specific target audience.,Use graphics interesting or directly related to your business.,Provide the ability to communicate(via form or email link),Use colors that are found in nature&pleasing to eye.,Provide useful and easy-to-follow links.,Website is quick to load.,Easily navigated.,Have original content on your site(not just a list of links),Provide an incentive for visitors to return.,Provide a FAQ(frequently asked questions)link.,Visitors leave satisfied and prepared to make future return,10/2/,25,在Internet”Lecture 2的网络营销,第25页,Donts of Web Publishing,DONT use so many graphics(load time 30 sec).,DONT use overpowering backgrounds.,DONT forget to include links forward and backward.,DONT have too many levels of links.3 to 4 the max,DONT use under construction signs.,DONT overuse the“blink”command.,DONT make the user have to work at finding things.,DONT have tytpos.typos.,DONT mislead users.,10/2/,26,在Internet”Lecture 2的网络营销,第26页,Sources of Traffic,Search Engine,Purchased(ie.Banner ad),Reciprocal Link Exchanges,Affiliate and Partnership Programs,10/2/,27,在Internet”Lecture 2的网络营销,第27页,Reciprocal Link Exchange,Promote:send email to“related”site,requesting a link exchange,Only add links to your pages that reciprocate with a link to you.,Re-Verify occasionally!,Do not link to unrelated websites(search engines reduce your ranking for too many unrelated links.,Surfer profiling:Program to determine the quality of the traffic sent by each referrer.,10/2/,28,在Internet”Lecture 2的网络营销,第28页,Banner Exchange Program,Link Exchange,BannerSwap,TradeBanners,Banner4U,Web Union,10/2/,29,在Internet”Lecture 2的网络营销,第29页,Affiliate and Partnership Programs,allowing other websites to advertise your product in exchange for a small commission on each sale they generate,at least$10,000 for your affiliate program software.,Promoting your affiliate program,10/2/,30,在Internet”Lecture 2的网络营销,第30页,Watch out!,Cheating!,Do not accept affiliates from any countries without proper legal systems,Do not accept affiliates who give a hotmail or other free email account email address.,Track charge-backs and credits due to affiliates so you can see any unusual behavior.,Beware of any affiliate with an unusually high sales rate.Check his“link popularity and search engine ranking.,10/2/,31,在Internet”Lecture 2的网络营销,第31页,QUESTIONS?,10/2/,32,在Internet”Lecture 2的网络营销,第32页,