Domain Names

1
Domain Names

• Domain names are the familiar, easy to remember
  names for computers on the Internet
• Domain names are registered by one of the
  official registrars appointed by ICANN
• ICANN was formed in 1998 as an international,
  neutral, industry-sponsored oversight function to
  perform the Internet functions formally performed
  by US government contract
• Registrations is in terms of one-year increments,
  with a total registration period limit of ten
  years

2
.com, .info, .name, .net, and .org Domain

• .net has traditionally been used by organizations
  involved in Internet infrastructure activities.
• .org is frequently used by noncommercial
  organizations.
• .com and .biz are reserved for use by businesses.
  
• .name is for individuals personal names.
• Two-letter domains, such as .uk, .de and .jp (for
  example), are called country code top level
  domains and correspond to a country, territory,
  or other geographic location.

3
Domain Name Disputes

• Use lottery for common names such as radio.biz
  or dj.biz
• A person or entity may not register a domain name
  that
• is identical or confusingly similar to a
  trademark or service mark in which the
  complainant has rights and
• for which it has no rights or legitimate
  interests in respect of the domain name and
• Would be using the name in bad faith.
• Examples of legal challenges eToys and HealthNet

4
Domain Names and Brands

• Branding is about the consumers perception of
  the offering
• Perceptions are based on
• Ones experience with the brand
• Others experiences with brand
• Mass marketing approaches
• Examples

5
Market Communications

• General online
• Personalized online
• Traditional mass media
• Direct communication

6
General Online - Banner ads

• Measured by
• Impressions Total number of times ad seen by
  viewers. Ads are often sold based on cost per
  thousand impressions (CPMs). Range from 3 to
  250
• Leads Viewer takes action (i.e., requests
  information)
• Sales If click-through leads to a sale, then a
  commission is paid to the referring site.
• Click-throughs number of times viewers click on
  a banner ad

7
General Online E-Mail

• Relatively low production cost and simplicity
• Can result in spam or junk E-Mail
• Opt-in vs. opt-out

8
General Online Partnerships and Affiliate
Programs

• Partnership - Selling another companys products
  on your site
• Affiliate - Directing users to an e-commerce site
  and receiving a commission

9
Personalized Online Communications

• Using information provided during registration,
  past purchases, Web surfing habits to
  personalize/customize communications
• Customized E-Mails
• Personalized recommendations
• Targeting ads to specific customers
• Personalized Web pages

10
Traditional Mass Media

• Television advertising
• Billboards
• Print advertising

11
Direct Communications

• Sales representatives
• Direct marketing through snail mail
• Telemarketing

12
Status of Advertising

• ¾s of Web advertising space goes unsold
• More than 99 of banner ads are not clicked on
• Offline mail being used more, e.g., American
  Express, airlines, offering bonus frequent-flyer
  miles

13
Customer Relationship Management (CRM)

• Enables a company to provide excellent customer
  service in real time by focusing on relationship
  development through effective use of individual
  account information

14
Objectives of CRM

• More effective cross-selling and up-selling,
  examples
• Increased customer retention and loyalty,
  examples
• Achieving higher customer profitability 80/20
  rule
• Providing extraordinary service support
  -examples

15
Activities include in CRM umbrella

• Data mining
• Strategic business applications that create
  intelligence from data.
• Business Intelligence or Intelligent Enterprise.
• Use of metrics to know what works
• Registration of users
• Personalization opportunities

16
Use of search capabilities

• Meta Tags
• Registering your site with search engines
• Paying for placement with search
  engines/directories

17
Meta Tags

• Provide a useful way to control your summary in
  some search engines.
• Help you provide keywords and descriptions on
  pages that for various reasons lack text.
  Examples are splash pages and frames pages.
• Might boost your page's relevancy with some
  search engines.
• Include the use of name, keyword, and
  description tags

18
Registering your site with search engines

• Use a search engine registration company to do it
  for you
• Do it yourself
• Add your site to Open Directory Project
• Add site to individual search engines, e.g.,
  Google
• Pay for placement, e.g., your site goes at the
  top of results page whenever the keyword or
  phrase you have purchased is selected by a user.
  Google example

19
Marketing to world

• Takes more than a site on WWW
• Language translation is not enough must
  understand culture
• Currency translation is not static
• Effective distribution is not easy