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Web Science Stream

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Web Science Stream Strategies for Marketing, Sales, and Promotion Your visitors don t want to dig for the basics, so make sure it s easy to find the following ... – PowerPoint PPT presentation

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Title: Web Science Stream


1
Web Science Stream
  • Strategies for Marketing, Sales, and Promotion

2
Creating an Effective Web Presence
  • Businesses always create a presence in the
    physical world by building stores and office
    buildings.
  • The only contact that customers and other
    stakeholders have with a firm on the Web is
    through its presence there.
  • Creating an effective Web presence can be
    critical even for the smallest and newest firm
    operating on the Web.

3
Why is it so important?
  • 97 Million People Online
  • 7 Trillion This Year
  • 50 Times More Than 1999
  • 1 Billion Emails Each Day in US
  • Doubling Every 17 Months
  • Within 5 to 10 Years expected to double every 11
    Hours

4
The situation today
5
Online vrs Traditional marketing
  • Consumers Want Time Savers
  • Education Research
  • People Communicate Differently

6
Revenue Models
  • Web Catalogue Revenue Models
  • Digital Content Revenue Models
  • Advertising Supported Revenue Models
  • Advertising-Subscription Mixed Revenue Models
  • Fee-for-Transaction Revenue Models
  • Fee-for-Service Revenue Models

7
Web Catalogue Revenue Models
  • 130 year old idea
  • Mail Order catalogue revenue model
  • Seller
  • establishes a brand name
  • using brand strength to sell through catalogs
  • order via a toll-free number or website
  • important for the web-weary
  • Computers, consumer electronics, books, music,
    videos, luxury goods, clothing , flowers and
    gifts
  • http//www.amazon.com

8
Digital Content Revenue Models
  • Reduction of Printing costs
  • Reduction of fees charged
  • Examples
  • Legal research tools
  • Doctoral dissertations and masters thesis
  • Journals and Books
  • First pioneers where sellers of adult digital
    content!
  • http//search.epnet.com/

9
Advertising Supported Revenue Models
  • As used by network televisions
  • Sales grew by 1998 but reached a plateau in 2000
  • Now improving gradually
  • Major problems
  • No standard for advertising charges
  • few web sites have enough visitors to interest
    advertisers
  • Examples Web Portals, Newspaper publishers,
    Niche Market sites
  • http//www.timesofmalta.com/

10
Advertising-Subscription Mixed Revenue Models
  • Subscribers pay a fee and accept a limited amount
    of advertising
  • Used by distinguished newspapers
  • New York Times
  • Wall Street Journal
  • Others provide free access to recent news but
    charge a fee for archived news
  • Others require subscription to print version for
    access to entire site
  • http//www.nytimes.com/

11
Fee-for-Transaction Revenue Models
  • Fee charged based on number/size of transaction
  • Disintermediation
  • removal of middle-men in selling
  • ReIntermediation
  • Use of fee-for-transcation sites in selling
  • Examples
  • Travel Agents
  • Automobile Sales
  • Stockbrokers
  • Insurance Brokers
  • Event Tickets
  • Real Estate and Mortgage Loan Brokers
  • Online banking and Financial Services
  • http//www.hsbc.com.mt/
  • http//www.bov.com/

12
Fee-for-Service Revenue Models
  • Fee charged based on value of service provided
  • Examples
  • Online Games
  • Streaming of Concerts and Films
  • Professional Services
  • limited by state-licensed professions
  • http//www.java.com/en/

13
Revenue Models in Transition
  • Subscription to Advertising-Supported
  • Microsoft Slate Magazine
  • Advertising-Supported to Advertising-Subscription
  • Salon.com
  • Advertising-Supported to Fee-forServices
  • XDrive
  • Advertising-Supported to Subscription
  • Northern Light
  • Multiple Transitions
  • Encyclopedia Brittanica
  • info-seller to advertising-supported to
    advertising subscription models

14
Revenue Strategy Issues
  • Channel Conflict and Cannibalization
  • competition between different selling channels
  • Strategic Alliances and Channel Distribution
    Management
  • companies join in an activity over a long period
    of time (Amazon)
  • web portals and web services
  • Mobile Commerce
  • Growing, but not as fast as expected

15
Identifying Web Presence Goals
  • On the Web, businesses have the luxury of
    intentionally creating a space that creates a
    distinctive presence.
  • A Web site can perform many image-creation tasks
    very effectively, including
  • Serving as a sale brochure
  • Serving as a product showroom
  • Showing a financial report
  • Posting an employment ad
  • Serving as a customer contact point

16
Achieving Web Presence Goals
  • An effective site is one that creates an
    attractive presence that meets the objectives of
    the business or other organization.
  • Possible objectives include
  • Attracting visitors to the Web site
  • Making the site interesting enough
  • Convincing visitors to follow the sites links
  • Creating an impression of corporate image
  • Building a trusting relationship with visitors
  • Reinforcing positive images of the organization
  • Encouraging visitors to return to the site.

17
The Toyota Site
  • The Toyota site is a good example of an effective
    Web presence.
  • The site provides
  • A product showroom feature
  • Links to detailed information about each product
    line
  • Links to dealers
  • Links to information about company
  • http//www.toyota.com/

18
Quaker Oats
  • Quaker Oats has created Web sites that did not
    offer any corporate presence until 1999.
  • In 1999, Quaker Oats changed its Web page to
    improve its general appearance and
    user-friendliness.
  • The Toyota and Quaker Oats examples illustrate
    that the Web can integrate an opportunity for
    enhancing the image of a business with the
    provision of information.

19
Quaker Oats in 1998
20
Quaker Oats in 2002
21
Quaker Oats in 2002
22
Not-for-Profit Organizations
  • A key goal for many not-for-profit organizations
    is information dissemination.
  • The combination of information dissemination and
    a two-way contact channel is a key element in any
    Web site.
  • The American Civil Liberties Union and American
    Red Cross have created effective Web presences.
  • Political parties and museums also use Web site
    for their image presences.

23
How the Web is Different
  • The failure to understand how the Web is
    different from other presence-building media is
    one reason that businesses fail to achieve their
    Web objectives.
  • Firms must use the Webs capability for two-way,
    meaningful communication with their customers.

24
Meeting the Needs of Web Site Visitors
  • Businesses that are successful on the Web realize
    that every visitor to their Web site is a
    potential customer.
  • Creating a Web site that meets the needs of
    visitors with a wide range of motivations can be
    challenging.
  • Technology variation can be another concern to
    Web presence.

25
Meeting the Needs of Web Site Visitors
  • A good Web site should give the visitor the
    option to select smaller versions of the images.
  • A good site design lets visitors choose among
    information attributes, such as level of detail,
    forms of aggregation, viewing format, and
    downloading format.
  • Flash Debate

26
Trust and Loyalty
  • When customers buy a product, they are also
    buying that service element.
  • A seller can create value in a relationship with
    a customer by nurturing customers trust and
    developing it into loyalty.
  • Customer service is a problem for many corporate
    sites.
  • A primary weak spot for many sites is the lack of
    integration between the companies call centers
    and their Web sites.

27
Customer-Centric Web Site Design
  • Design site according to visitors navigation,
    not company organization
  • Avoid jargon and business terms
  • Cater for low-end clients
  • Consistent features and colours
  • Visible text and navigation controls
  • Test colour combinations for colour blind
    visitors

28
10 Marketing Tips
  • Grab em
  • Dont mix messages
  • Feature a call to action
  • Retain your branding
  • Make it easy to contact you
  • Use expected colors and imagery
  • Optimize for search engines
  • Feature testimonials
  • Focus on the visitor
  • Adopt a privacy policy

29
Grabem
  • A good headline
  • Is focused on the visitor, with words such as
    you and your
  • Is the dominant element on the home page
  • Appears larger than even your logo, company name
    or tagline

30
Dont mix messages
  • Be clear
  • Feature what you offer
  • Use pictures
  • Use relevant text
  • Link directly from those images on the home page
    to detailed pages with extensive information and
    more pictures

31
Always observe the 1-2-3 rule
  • 1 2 3 Im Outta Here!
  • Can visitors find whatever they want within 3
    clicks?
  • Based on experimental results.

32
Feature a clear call to action
  • Tell the site visitor, on the home page, exactly
    what you want them to do
  • Visitors will read your site content at length if
    it answers their questions
  • Be sure to ask for the business at the end of the
    page or article (get to the point)

33
Retain your branding
  • Building upon your existing brand identity is key
    to
  • immediately establishing trust
  • These elements need to be consistent with your
    brands off-line identity
  • Brand logo
  • Brand name
  • Key messaging
  • Graphics

34
Make it easy to contact you
  • Your visitors dont want to dig for the basics,
    so make sure its easy to find the following
  • Telephone numbers
  • Contact forms (mini and full)
  • E-mail links
  • Physical address of your place of business in an
    easy to copy format

35
Make it even easier to contact you
  • E-mail Signature w/ Contact
  • Hyperlink to Your Site
  • Peak Interest w/ Free Offers
  • Focused E-mail Subject Line

36
No surprises
  • Use industry-appropriate color and imagery
  • Give your visitors what they expect exactly as
    they
  • expect it
  • Dont attempt to re-brand your industry
  • This is your opportunity to be consistent and
    professional at the beginning of the sales
    process

37
Optimise for search engines
  • Search engine optimization is the art and science
    of increasing your websites visibility in the
    major search engines across a strategically
    defined set of keywords and phrases that apply to
    your products or services
  • An estimated 77 percent of Internet users employ
    search engines to find Web sites
  • 20,000 Search Engines Directories
  • If you are not listed on Google or Yahoo, you
    are invisible
  • It doesnt matter how well known your brand is!
  • Visitors will not guess your site name but will
    go through Google or Yahoo just to be safe

38
But how to market to Search Engines?
  • Unique Content
  • Links to Your Site (ask!)
  • Design Fundamentals make a difference
  • Top Search Engines by Search Share, January 2005,
    U.S., Home Work
  • Search Engine Searches in thousands Share of
    Total Searches
  • Google Search 1,923,153 47
  • Yahoo! Search 868,174 21
  • MSN Search 523,188 13
  • Total 4,085,880 81
  • Note Searches are the total number of queries
    conducted at a search engine during the
    specified reporting period, excluding internal
    site searches.

39
Search Engines count in links
  • Search Engines measure popularity through links
  • Dont be a copycat unique content matters

40
Speak the Search Engine language
  • Find out what you are saying to the search
    engines
  • Keyword Density
  • Bloggers Linking to you?
  • Test Your Web Site Here http//www.schipul.com/en
    /sem/keywords/

41
Buy your way to the top
42
Get a hand from popular sites
  • Often overlooked quality links
  • Make sure your link is done right!
  • Organization sites typically rank well.

43
Feature Testimonials
  • Assure visitors that you are a real company
    with a solid reputation
  • Gain client approval to use a quote
  • Even better, use client logos and link to their
    Web sites
  • Never assume that everyone knows you want their
    business

44
Focus on the visitor
  • Cater to what the visitor wants and needs from
    your site, then give it to them
  • If you are a association, offer online
    registration and
  • case studies
  • If you are a plastic surgeon, offer dynamic
    before-and-after photo galleries
  • If you are targeting the younger generation,
    offer games
  • or social software tools (myspace.com) that
    feature your brand

45
Adopt a privacy policy
  • Respect the privacy of your site visitors with a
  • privacy policy
  • Link to a written privacy policy at the bottom of
  • every page
  • Be sure policy is written in normal language,
  • not legalese

46
Come back
  • How to make people return to your site?
  • Whats New Section
  • Ask The Expert or FAQ
  • Testimonials
  • E-Zines (information rich focused)
  • Giveaways, Surveys Contests

47
E-Zines
  • E-Zinez.com EzineQueen.com
  • Speed to Market
  • Low cost No Cost Low Risk!
  • Wide Distribution
  • Easy Effective
  • As easy as
  • A) Copy Format Text
  • B) Cut Paste Your Message
  • C) Test Send BCC

48
E-Zine Subscribers
  • Existing Customer Database
  • Give something For FREE
  • Opt-in Sign Up On Web site
  • Buy E-mails From List Companies
  • Articles Featuring Your Expertise
  • Publicity
  • Post On E-zine Directories

49
Website R.I.P
  • Dead Links
  • Site or Page Under Construction
  • Too Many Fancy Graphics/Gadgets
  • Backgrounds Take Too Long To Load
  • Mixed Messages and Scroll Bars
  • Burying Your Message
  • Overall Unprofessional Image

50
Time for time travelling
  • Thanks to the Way Back Machine
  • http//www.archive.org/web/web.php

51
WayBackMachine
52
Analysis
  • Is the website effective?
  • Is/can it being promoted?
  • Are there signs of branding? Which?
  • Visitors
  • What are their needs vis-à-vis the organisation?
  • Does it meet them?
  • How is trust and loyalty being boosted?
  • How is it reaching customers?
  • Is it saving them time?
  • Does it cater for different customers
    (Personalisation)?
  • Is it usable? Why?
  • Is the company diversifying or focusing on core
    business?
  • What business model is being used?
  • Web Catalogue Revenue Models
  • Digital Content Revenue Models
  • Advertising Supported Revenue Models
  • Advertising-Subscription Mixed Revenue Models
  • Fee-for-Transaction Revenue Models
  • Fee-for-Service Revenue Models

53
Questions?
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