Internet Marketing

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Internet Marketing The right choice
BUSIP Program 1 June 2005 Fred Pursell
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Internet marketing learning objectives

• Explore how the Web is being used to build brands
  and customer relationships.
• Examine online promotional strategies and
  tactics, whats working and why or why not.
• Evaluate ways to integrate Internet marketing
  with traditional marketing vehicles.

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Marketing planning is critical to success
Planning is everything. The plan is nothing.
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Forward integration to the customer

• Disintermediation a trend involving
  product and service producers by-passing
  intermediaries and going directly to final
  buyers, or engaging with new and emerging types
  of channel intermediaries that are displacing
  traditional players.

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Market development and customer support
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Do you know your marketing gurus?

• In the future, all goods and services will
  be packaged to the taste of individual
  consumers.

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The customer is king

• Marketing is all about understanding the
  customer.

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Content is king?

• Customer-focused Web content is useful,
  timely, and relevant as defined by the user.

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User-centric Web design is king

• The promise of the Internet is user control.

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The practice of simplicity

• Web usability design convenience, ease of
  use, and efficiency.

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Consumers rejected early online promotion
Pop-up Ads
Banner Ads
irrelevant
Animation
distracting
intrusive
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Topics for todays class

• Keys to online marketing success
• Amazon case study discussion continued
• Integrating Web usability principles and
  techniques with online marketing
• Web usability design and marketing discussion

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Keys to online marketing success

• Permission-based marketing
• Personalization
• Purchasing process automation
• User-centered design
• Value-added content
• Affinity programs
• Web metrics
• Integrated marketing communications

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The practice of simplicity

• Web usability design convenience, ease of
  use, and efficiency.

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Why people use the Internet
Web-user Needs
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How people use the Internet
Web-user Behavior
LIFESTYLE
Task-focused product searches
Enrichment-based learning searches
Commerce
Content
Interaction-directed resource searches
Community
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Lifestyle drives Web traffic
Community Involvement
Crafts Hobbies
Health Fitness
Entertainment News
Travel Vacation
Personal Growth
Financial Well-being
Spirituality Values
Work Productivity
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Evaluating Web Usability

• Heuristic reviews
• Web usability testing
• Paper prototyping
• Concept and design reviews
• Online surveys
• User feedback mechanisms
• Online polls

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Best practices for Web usability design

• Home Page Clarity
• Page Title Clarity
• Copy Scannability
• Screen Real Estate Usage
• Home Page Accessibility
• Text and Background Contrast
• Used and Unused Link Differentiation
• Visibility of Links
• Download Speed

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Prioritizing Web usability issues

• 1 Cosmetic will not affect usability of the
  site, fix if possible
• 2 Minor user can easily work around the
  problem, low priority fix
• 3 Medium users stumble on this, but adapt
  quickly, medium priority
• 4 Major users have difficulty, mandatory fix
  before site release, or ensure site provides
  feedback mechanism
• 5 Catastrophic users unable to perform tasks,
  high priority fix, mandatory to ensure site
  effectiveness

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Big challenges launching products online

• Internet advertising techniques are not working
• Consumers want solutions not product offers
• Lifestyle needs passions drive site traffic
• Buying behavior integrates online offline
  activities
• Speed resource requirements limit partners
  roles

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Web usability marketing discussion

• What is permission marketing, and what is new
  about this concept?
• How does usability design help companies to
  execute permission marketing strategies?
• What examples of usability design and permission
  marketing do you see on Amazon?

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Thank you everyone!
Its great having you in my class.