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E-MARKETING (INTERNET MARKETING)

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Title: E-Marketing Author: NEC Computers International Last modified by: Jim Michael Widi Created Date: 10/7/2005 7:56:37 AM Document presentation format – PowerPoint PPT presentation

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Title: E-MARKETING (INTERNET MARKETING)


1
E-MARKETING(INTERNET MARKETING)
2
E-MARKETING
  • Marketing
  • A comprehensive process that involves every
    aspect of a business from designing its products,
    setting the pricing strategy to analysing sales
    statistics and collecting customer feedback.
  • E-Marketing
  • Refers to using technology such as the internet,
    website and email, sms, including its wide
    variety of options and tools to conduct your
    marketing activities and achieve your marketing
    objectives.

3
E-MARKETING TOOLS
  • E-Marketing tools and strategies include
  • Business websites
  • Search Engine
  • Email
  • Online newsletters/e-zines
  • Online catalogues
  • Online press releases
  • Online surveys
  • Online customer service
  • Banner advertising
  • Affiliate marketing.
  • Mobile telephone marketing
  • Online Community (Friendster, YouTube) - new
  • Web Log (Blog) - new

4
The e-Marketing Concept
  • The objectives of marketing are to
  • get the right product
  • promoted in the right way
  • sold at the right price
  • distributed at the right place
  • profitably

5
THE E-MARKETING CONCEPT
  • Examples of e-Marketing include
  • online surveys to conduct market research
  • web site to display and sell your products
  • internet advertising to promote your business
  • software to collect and analyse your customer
    information

6
THE E-MARKETING CONCEPT
  • The Key to e-Marketing
  • The key to successful e-Marketing in today's
    business environment is to place your clients in
    control. Allow them to choose how often and what
    type of messages they receive, thus creating a
    more meaningful relationship with your business.
  • This is commonly referred to as Permission
    Marketing.
  • Your e-Marketing messages and tools should aim to
    deliver information that the consumer wants -
    that they perceive to be valuable.

7
INTEGRATING E-MARKETING INTO YOUR BUSINESS
  • e-Marketing is not an alternative to your
    existing Marketing Plan, in fact you may already
    have a "Marketing Plan" that identifies your
    marketing objectives, outlines your key
    strategies designed to achieve those objectives,
    and guides your daily marketing activities.
  • With e-Marketing you can develop techniques to
    enhance this existing plan to make your marketing
    activities more effective (smarter) more
    efficient (cheaper) and you may even find that
    you can tap into new markets both locally and
    overseas.

8
HOW WOULD E-MARKETING ENHANCE MY EXISTING
MARKETING PLAN
  • With the use of internet-based product catalogues
    you can reduce your printing costs and maintain a
    higher quality of product information for your
    customers.
  • By utilising marketing information systems you
    can analyse your sales information to make more
    informed decisions and customers all over the
    world can view your products with a website.

9
CAN MY BUSINESS AFFORD E-MARKETING?
  • The cost of e-Marketing depends on which
    strategies you choose to implement.
  • Any business can start using simple e-Marketing
    techniques such as email, newsletters, computer
    based data management and internet research by
    purchasing a computer and connecting to the
    internet which can be achieved for less than
    2,000.
  • Businesses can also spend many thousands of
    dollars utilizing the services of a professional
    e-Marketing firm to create and implement a
    complete e-Marketing package. The choice is yours!

10
The Marketing Process
  • A comprehensive marketing process and resulting
    Marketing Plan is critical for the success of
    your business.
  • An effective marketing process should provide you
    with the information, strategies and solutions to
    any and all obstacles you might encounter along
    the way in building and running a successful and
    profitable business.

11
E-MARKETING TOPICS
  • Affiliate Program
  • Search Engine Optimization
  • Email Campaigns
  • Banner Exchange
  • Business Website
  • Mobile Phone Marketing

12
Affiliate Program
13
Affiliate Marketing Program
Affiliate Program
  • Affiliate marketing is where you refer customers
    to other businesses via links to their web site
    from your web site or emails and receive
    commissions for each customer you refer to the
    other business. They are essentially revenue
    sharing arrangements between online vendors or
    sellers and resellers or affiliates.
  • If the business is "multi-level" you also receive
    commissions from the customers referred by other
    businesses you have introduced.
  • Conversely, you can set up your own affiliate
    marketing program to have other businesses sell
    your products and services for you by paying them
    a commission.

14
Affiliate Marketing Program
Affiliate Program
15
Affiliate Marketing Program
Affiliate Program
16
Affiliate Marketing Program
Affiliate Program
17
Affiliate Advantages
Affiliate Program
  1. Increased sales.
  2. Improves search engine link popularity.
  3. The Internet becomes your sales team.
  4. Low operating costs.
  5. Sites with affiliate programs could be perceived
    as more significant.

18
Affiliate Disadvantages
Affiliate Program
  1. Potentially expensive up-front costs.
  2. Administrative overhead.
  3. Accounting overhead.
  4. Some profits go to the affiliate.

19
Affiliates vs. Advertising
Affiliate Program
  • In most cases, an affiliate program has a
    distinct advantage over an advertising campaign
    since you only pay your affiliates for traffic
    they generate to your site or sales they
    generate.
  • Thus, with an affiliate program, you pay for
    results after the fact, whereas advertising costs
    are all up-front and have no guaranteed results.

20
Affiliate Types
Affiliate Program
  • Commission Based
  • A commission-based program, also referred to as
    pay-per-sale, will pay the affiliate a commission
    for all sales that come directly from them.
    Meaning if a customer clicks a link on the
    affiliates site and then purchases from you, that
    affiliate would make a percentage of the total
    sale price. www.Amazon.com is the best example of
    this type program, they pay up to 15 of the sale
    price.
  • The commission is based on what the customer pays
    and not the retail price, so if the customer gets
    a discount, then the affiliate commission will be
    lower.

21
Affiliate Types
Affiliate Program
  • Flat-Fee Based
  • A flat-fee-based program, also called
    pay-per-lead, will pay a fixed amount for each
    new customer regardless of how much they spend.
    www.paypal.com is a good example of this model,
    they pay a 5 referral fee for all new customers
    sent by an affiliate.

22
Affiliate Types
Affiliate Program
  • Click-Through Based
  • A click-through-based program, also called
    pay-per-click, will pay the affiliate a fixed
    amount for each visitor they send to your Web
    site. www.overture.com is a good example of this
    model, they pay 2 cents for every click through.
    It doesn't sound like a lot, but it can add up
    quickly.

23
Affiliate Types
Affiliate Program
  • Banner-Impression Based
  • A banner-impression-based program, also called
    pay-per-impression, will pay the affiliate a
    fixed amount for each banner impression displayed
    on their site. www.doubleclick.com is a good
    example of this model, they pay about 5 per 1000
    banners displayed.

24
Agreement Terms
Affiliate Program
  • The Affiliate Agreement Terms state how the
    affiliate will get paid, when they are paid, how
    refunds are handled, what the restrictions are,
    and any other terms on which you decide. The
    affiliate agreement is a very important part of
    your program and must be thought through
    completely.
  • This lesson will cover most of the considerations
    that will be in your affiliate agreement, but you
    will want to visit a major site such as
    www.Amazon.com for a more thorough sample of how
    affiliate terms should be worded.

25
Affiliate Payments
Affiliate Program
  • Payment Type
  • For consistency purposes, all payments should be
    made in U.S. dollars. This is because U.S.
    dollars are more universally accepted than any
    other currency. Next, be sure to mention United
    States Dollars (USD) when you refer to how much
    the affiliates will get paid so there is no
    confusion.
  • Payment Amount
  • To determine a fair price to pay your affiliate,
    first visit some sites with similar programs and
    see what they offer their affiliates. Next, in
    most companies it is assumed that about 12 of
    your budget is advertising. Thus you might
    allocate 10 of that towards the affiliate
    payments and 2 towards maintaining the program.
  • Payment Minimum
  • It is pretty standard practice for affiliate
    programs to have a reserve amount that must be
    met before payment is sent. For example
    www.amazon.com will not send you a check until
    you have accumulated 25 USD or more.
  • Payment Frequency
  • How often you send out payments can impact the
    loyalty of your affiliates as well. When
    possible, it is recommended that you send
    affiliate checks out once a month, or at worst
    quarterly. Be sure to define the payment schedule
    in your affiliate agreement and pay promptly
    according to that schedule.
  • Payment Delay
  • Due to fraud and refunds, it is necessary to have
    a built-in delay for payment in your affiliate
    program. Typical delays range from 45 days to 60
    days. This allows time for any refunds or charge
    backs to surface before you pay out to the
    affiliates.

26
Building Affiliate Program
Affiliate Program
  • Out-sourcing
  • Creating the code to run your own affiliate
    program is the biggest task. Most Web site owners
    will choose to out-source this project to a Web
    development company that specializes in
    E-Commerce solutions. You are encouraged to
    review affiliate programs already in place by
    your out-source options before finalizing the
    deal.
  • Third Party Vendors
  • Another option is to purchase a third party
    package to add an affiliate program to your site.
    We recommend looking at www.AffiliateZone.com as
    a possible solution. They have a 75 USD setup
    fee and monthly fees of 34.95 USD per month.
  • Writing Your Own
  • The last option is to create your own. This
    requires some programming experience, but is a
    solution worth considering given the costs of
    outsourcing the project. Next it has the
    advantage of integrating completely into your
    site, unlike the results you might expect by
    attaching a third party affiliate program to your
    site.

27
Promote Affiliate Program
Affiliate Program
  • Mentioning your affiliate program in your
    newsletter is a great place to start promoting
    your affiliate program. You will also want one or
    more links to your affiliate program within your
    Web site. There are also some nice affiliate
    directories where you can list your program for
    free.Affiliate Directories
  • 1. www.AssociatePrograms.com
  • 2. www.Associate-it.com
  • 3. www.CashPile.com
  • 4. www.Refer-it.com

28
Affiliate Screening
Affiliate Program
  • You will want to review all Web sites requesting
    to participate in your affiliate program. This
    helps to ensure that sites with questionable
    content do not display a banner to your site. In
    most cases, the quality of the affiliate's Web
    site is not the issue, only the nature of the
    content for the site.

29
Affiliate Approval Notice
Affiliate Program
  • Once approved, you should send a confirmation
    email to new affiliates along with their
    affiliate ID and instructions on how to place the
    ad banner or link on their site. You should also
    remind them of any restrictions included in the
    affiliate agreement terms within the email.

30
Affiliate Code
Affiliate Program
  • For an affiliate to get credit, they need an
    affiliate ID. These typically come in two
    flavors, a promocode or an affiliate code. An
    affiliate code is granted to owners of Web sites
    that have been approved for linking to your
    site.
  • The affiliate code is added to their link to your
    site so that they can get credit for sales coming
    from their site. The example below passes the
    affiliate code 1047917.Affiliate link sample
    syntaxhttp//www.webmastercertification.com/wcoa
    ssociate.cfm?aff1047917

31
Affiliate Tracking
Affiliate Program
  • Response tracking from an affiliate program can
    be handled easily by two methods. First, the
    campaign will contain a Web page address that is
    unique to the affiliate program with the
    affiliate ID tacked on the end. Then you will be
    able to track the sales for the associate ID.
  • Using both methods would allow you to compare how
    many people visited from the affiliate links
    relative to how many people purchased from them.

32
Affiliate Graphics
Affiliate Program
  • You will need to provide some graphics and link
    code to your affiliates so they can easily link
    to your site. The code would be the same for
    everyone except the affiliate ID would be
    different. The example below is a sample of what
    is used with Webmaster Certification Online's
    affiliate program.Result Source Codelta
    hrefhttp//www.webmastercertification.com/aff.cfm
    ?aff21099gtltimg srchttp//www.webmastercertifica
    tion.com/images/aff3.gifwidth230 height33
    border0 hspace0 alt"Get Webmaster
    Certified"gtlt/agt
  • You are encouraged to offer multiple graphic
    options in different sizes and colors to allow
    for more compatibility with your affiliate Web
    sites.

33
(No Transcript)
34
Search Engine Optimization
  • M. Fakhrurrazi(mfakhrurrazi_at_yahoo.com)

35
Overview
Search Engines
  • A search engine is a service where internet users
    can go to the search engine web site and search
    for web sites that interest them by inputting
    keywords. The search engine then displays the
    results of their search starting with the web
    sites that best meet the search criteria down to
    the web sites that least fit the search criteria.
  • Search engines are becoming ever more popular
    especially when you consider how many web sites
    there are on the internet today and most users
    have limited time to find what they are looking
    for. Search engine optimisation is the process of
    getting your web site address or URL as close as
    possible to the top of the search results when
    someone using the search engines is looking for
    the products you sell.

36
Search Engine Optimisation
Search Engines
37
Search Engines and Directories
Search Engines
  • A directory site is one that contains manually
    compiled categories of Web sites, whereas a
    search engine uses automated spiders to search
    the Web for content and organize it by keywords,
    with little regard for the true category under
    which each site should fall.

38
Search Engines and Directories
Search Engines
  • User's Point of View
  • Over the years there has been plenty of debate
    over whether search engines are directories and
    vice versa. From the user's point of view, it
    would appear that all directories could be
    considered search engines since they all have an
    input box to search the content of the site,
    regardless of the method of acquiring data.
  • E-Marketing Point of View
  • From an E-Marketing point of view, we are more
    concerned with the method by which data is added
    and ranked, as this will determine how we adjust
    our placement strategy for each. It is the intent
    of this lesson to optimize placement in the
    search results for search engines and
    directories.
  • Blurring the Lines
  • It is important to note that many search engines
    get some of their results from other search
    engines and directories, many of which are owned
    by or partnered with each other. The dynamics of
    these relationships are ever-changing, but a
    visit to www.SearchEngineWatch.com can update you
    on the current state.

39
Can the Search Engine War Be Won?
Search Engines
  • Many people believe that great placement in the
    search engines is a lottery at best. For example,
    the authors of Web Marketing Project Management
    said in their book, "I don't believe this game
    can be won."
  • For argument's sake, let's do a quick test to see
    if, in fact, search engine placement is possible.
    By clicking on a link below, the corresponding
    search engine box will appear. Do a search for
    "Webmaster Certification" in any of the search
    engines listed below. Once there you should find
    "Webmaster Certification Online" and/or "WebYoda"
    listed in the top five, probably both in the top
    5 with one of them listed 1.
  • Is WebmasterCertification.com the luckiest
    company alive when it comes to search engine
    placement? Not likely. The truth is, we have
    applied the strategies we are about to discuss in
    order to achieve the placement we currently
    enjoy. Your results will likely vary, however, as
    you can clearly see, these strategies are proven
    effective.
  • Most people think search engine placement is a
    lottery at best. Many who do attempt top 10
    placement without the appropriate training often
    fail miserably. This leaves the door open even
    wider for those of us who are persistent and
    trained correctly.

40
Search Engine Basics
Search Engines
  • Good placement in search engines results from a
    combination of preparation and opportunity (aka
    LUCK). Search engines claim you can get results
    in as few as 24 hours, yet it can often take 2
    months before most search engines cycle through
    their backlog of new entries. With 90 of the
    sites indexed in search engines being junk,
    getting good exposure via search engines is
    difficult. Use the tips in this section to
    improve your placement odds.

41
Search Engine Tips
Search Engines
  1. Submit Web site to search engine
    (http//google.com/addurl).
  2. Use keywords in the content near the top of the
    document.
  3. Keywords placed inside clickable link text ranks
    higher.
  4. Use descriptive Web page titles.
  5. Use a descriptive URL, for examplewww.webmasterc
    ertification.com/webmaster-courses.cfm.
  6. Encourage other sites to link to yours.

42
Search Engine Tips
Search Engines
  • Purchase alternate Web names, point them all to
    your Web site, then submit those names.
  • Use Meta Tags correctly
  • Visiting your own link in the results of some
    search engines can improve your ranking.
  • Avoid frames, Web sites using frames can not be
    picked up by all search engine spiders.
  • Avoid keyword spamming, any excessive use of
    keywords can hurt your placement in the search
    engines.
  • Use an entry page through which people can access
    your Web site, but is optimized with the rules
    above, thus more desirable to the search engines.

43
Search Engine Urban Legends
Search Engines
  • The list below contains factors that are presumed
    to improve search engine placement but typically
    do not.
  • Using popular search terms unrelated to your
    content does yield more traffic but not quality
    traffic.
  • Search engines are not case sensitive. Searching
    on "webmaster" or "Webmaster" will yield the same
    results.
  • The order that keywords are typed into a search
    engine does not affect the results.
  • Placing keyword content on a Web page that is the
    same color as the background will hide it from
    users, but search engines will often interpret it
    as spam.
  • Meta Tags are presumed to be the key to high
    rankings however with many search engines, they
    are primarily used to determine what words to
    index a site with, and not as much how high to
    rank it.

44
Hidden Content Alternative
Search Engines
  • It is true that content that is the same color as
    the background color can be detected as spam by
    the search engines however, two colors do not
    have to be exactly the same to appear exactly the
    same. For example, while the color white is
    "FFFFFF", the color "FEFCFD" is not white,
    although it visually will appear so.
  • Another technique would be to set the background
    to the color's text name ("white"), and then
    color the content with the color's number
    ("FFFFFF"). It is rumored, however, that this
    practice is more likely to be detected as spam.

45
Keyword Search Terms
Search Engines
  • Keyword search terms are either single words or
    multiple words that are typed into a search
    engine. Web developers typically put these words
    in the title, meta tags, and content of the Web
    pages to improve the likelihood that the pages
    will be found by search engines.
  • One typical oversight is to put all the single
    search words in to the meta tag as single
    keywords separated by commas. As it turns out,
    the focus should be on multiple keyword terms.
    For example, a user interested in Webmaster
    courses is likely to type "Webmaster
    Certification" or "Webmaster Training" into a
    search engine.
  • First make a list of every keyword search term
    you feel is relative to your business. Next go to
    inventory.overture.com and search on each of the
    original terms. Look in the search results for a
    section called "Refine Suggstions to narrow you
    search." This tells you other keyword search
    terms on which users have searched. Add all that
    you feel are truly relative to the list for your
    business.

46
Doorway pages
Search Engines
  • Doorway pages are Web pages that point to other
    pages in a Web site but the Web site pages do not
    point to them. These pages can be individually
    optimized for each search engine and each search
    term.
  • The main example for doorway pages was deep
    linking. Recall that deep linking is the act of
    making special pages that advertising can point
    to so that the effectiveness of the advertising
    campaign can be tracked.

47
Doorway pages
Search Engines
  • Keyword Optimized Pages
  • Keyword optimized pages are pages where each page
    in a set of pages focuses on one keyword search
    term. The keyword meta tag should only include
    the target keyword and the description meta tag
    should include the target keyword in a sentence.
    Next, the title should be worded to contain the
    target keyword term, preferably twice, but never
    more than twice. For example, we might use the
    following title for a doorway page about
    "Webmaster Training."Webmaster Training -
    Quality Online Webmaster Training 25 Off
  • Misspelled Keywords Pages
  • Another interesting and effective strategy is to
    build gateway pages that are optimized for
    misspelled keyword terms. First, choose your most
    effective keyword terms, then misspell them using
    the following patterns.
  • Examples ebmaster Training WWebmaster Training
    eWbmaster Training Wbmaster Training Weebmaster
    Training Wbemaster Training Wemaster Training
    Webbmaster Training Wembaster Training

48
Doorway pages
Search Engines
  • Link the Gateway Pages
  • Assuming you have hundreds of gateway pages, it
    would be neither practical nor advisable to
    submit all the pages to the search engines
    individually. It would be very time consuming and
    would likely be detected as spam.
  • Alternatively, you can make a set of hidden links
    to your target keyword pages from one page within
    your main site, then on each target page put
    hidden links to the misspelled pages for that
    target keyword. Once complete, the gateway pages
    become a connected part of your Web site and when
    your site is spidered by the search engines,
    these pages are likely to be included.

49
Search Engine Popularity
Search Engines
  • About the Different Search Engines
  • You have integrated your keyword terms into your
    Web pages using the techniques previously
    discussed. But this only prepares your pages for
    what the search engines like to see. The goal now
    is to convince the search engines that the
    visitors to your site are satisfied as well.
  • Many of today's search engines incorporate
    methods to track the popularity of links in the
    search results returned. The more popular a link
    is, the higher in the rankings the site will
    appear. We will discuss different techniques next
    and how to make them work for you.

50
Link Popularity (off page)
Search Engines
  • The first method search engines use to grade a
    Web site is how many Web sites point to them.
    Hence if your site has 100 other sites linking to
    you, but your competitor has only 10, your site
    will rank higher in some search engines. As a
    byproduct, every site that links to you is a
    potential entry point for your customers.
  • There are many options to getting linked, most of
    which are byproducts of other E-Marketing
    techniques discussed throughout this course. Some
    examples include business directory sites, Web
    awards, Internet top 50 sites, resource sites,
    banner sites, blind links, affiliate links, free
    Web sites and reciprocal links with other
    non-competing Web sites.
  • Once you are linked by any of these methods, it
    is advantageous to submit the sites that point to
    you to the search engines as many of them may not
    be indexed. This not only tells the search
    engines that they exist but also that they link
    to you.

51
Link Popularity
Search Engines
  • Blind Links
  • Blind links are links in a Web page that are not
    visible to the visitor, but visible to the search
    engines. It is possible to put these links in
    other pages that you create and point them all
    back to your main site. This can be accomplished
    by making very small 1x1 graphics that display
    the same color as the background of the page.
    Simply name the graphic(s) something meaningful
    like "webmastertraining.gif" and point the link
    to the corresponding Web site.
  • Affiliate Links
  • Affiliate links are links to your site where the
    site containing the link to your site earns money
    either by people visiting your site or by
    producing sales. For example, WebmasterCertificati
    on.com has an affiliate program that pays 5 of
    all course sales that come from the affiliate
    site. As a byproduct, the affiliate sites are
    linked to you and can be submitted to search
    engines to improve your popularity.
  • Free Web Site
  • Another option is to create free Web sites at
    places like www.angelfire.com/ and have a link to
    your site from them. The problem with this idea
    is that the page you are submitting is not likely
    to be a very useful page, thus you are improving
    your link popularity at the expense of submitting
    dead weight to the search engines.

52
Click Popularity
Search Engines
  • Click popularity is a measure of how often your
    link in search results is clicked. In some search
    engines, the more often your link is clicked, the
    higher your site ranks in the search results.
    Thus, in popularity-driven search engines, you
    can search on your keyword terms, then go through
    the search results clicking on every link within
    the results that links to your site. Over time
    this will improve your position in these search
    engines.
  • The more savvy search engines keep track of how
    much time you spent at a given link, this is
    referred to as popularity stickiness. If you
    click on the first link in the search results,
    then back up and choose another link immediately,
    the search engine assumes you did not like the
    first result very much.
  • A good strategy for you is to set your browser's
    home page to the search engine you would like to
    target, and each time you open your browser you
    search on your keywords, click on your link, then
    leave that search engine alone for a while (the
    exact delay time is unknown).

53
Click Popularity
Search Engines
  • Focus on multiple search terms
  • One of the biggest oversights in the search
    engine placement wars is focusing all your energy
    on one really good search term. You need to
    target multiple keyword terms, ones that have
    proven to be good search terms relative to the
    people doing the searching. WebYoda made this
    mistake early on as we did not focus on the
    search term "Web Design Training" as much as we
    should have. However, with your help in the next
    exercise, you can help correct this oversight.
  • Visiting Competitors Sites
  • It is often valuable to visit the competition's
    Web site. Remember that if you click on their
    links, you are improving their popularity as
    well. Instead, manually type the URL for the
    competition Web site into your browser location
    bar. This will get you to their site without
    giving them click popularity credit.

54
Popularity Search Engines
Search Engines
  • How to Identify Popularity Search Engines
  • You can assume that all search engines that allow
    you to submit Web sites are monitoring link
    popularity at some level. However, click
    popularity is not as common. The most obvious way
    to know a search engine potentially uses click
    popularity is if the links within the results
    visit their server before heading to the
    destination site. Meaning if you put the mouse
    over a link, the status bar at the bottom of your
    browser will show the link pointing back to the
    search engine.
  • Identifying The Ones That Don't Want to Be Found
  • One might assume that if you put your mouse over
    a link in search results and the status bar shows
    the true URL to the destination site, that the
    search engine does not use click popularity.
    However, this may not be the case. Some search
    engines will purposely set the onMouseover text
    to display the destination URL, but have the link
    set to visit their server first before going to
    the destination site. This can be detected by
    creating a shortcut to the link then viewing the
    properties of the shortcut to see where the link
    really goes.

55
Popularity Search Engines
Search Engines
  • List Of Popularity Search Engines
  • The following search engines are believed to use
    click popularity. Some of these get their results
    from the same source. For example,
    www.directhit.com provides search results for
    www.askjeeves.com. It is still assumed to be
    advantageous to visit all sites, whether they are
    related or not, to improve click popularity.
  • Click Popularity Search Engines 
  • 1) http//www.yahoo.com  2) http//www.google.com
     
  • 3) http//www.altavista.com  4)
    http//www.excite.com 
  • 5) http//www.lycos.com  6) http//www.msn.com 
  • 7) http//www.aol.com  8) http//www.askjeeves.c
    om 
  • 9) http//www.nbci.com 10) http//www.iwon.com

56
Hand-Reviewed Directories
Search Engines
  • Hand-reviewed directories are ones where a real
    person looks at each site before it is added.
    This means it is not a good idea to submit the
    same site over and over again as it may be
    detected as spam. In addition, submitting any or
    all sub-pages of a Web site is discouraged.
  • Open-Source Directories
  • Open-source directories like dmoz.com and
    NBCI.com, are ones where anyone who gets approved
    can become an editor for the directory. Dmoz.com
    for example, has over 30,000 editors. Once you
    are an editor you can submit Web sites for
    approval at will and they are typically approved
    within 48 hours.
  • Proprietary Directories
  • Proprietary directories are ones in which the
    editors are hired by the directory company. This
    means it is very hard to influence the inclusion
    of your site within these directories, the time
    delay for inclusion can be months, and you are
    not notified if the site is rejected.
  • Pay-Per-Review Directories
  • Pay-per-review directories are also proprietary
    directories. Basically, for a fee of typically
    199 you are guaranteed your submission will be
    reviewed within 48 hours. If your submission is
    approved, you will be immediately added to the
    directory and you should start appearing within
    the directory within a week. If you receive an
    email of approval, but do not find your site in
    the directory within two weeks, you are
    encouraged to call to confirm placement.

57
Pay-Per-Click Directories
Search Engines
  • Pay-per-click search engines are search engines
    where the listings are ordered by the highest
    bidder per keyword term. The minimum bid is 0.05
    US, and you only pay if someone clicks on your
    link. The two major pay-per-click sites are
    www.findwhat.com and www.overture.com.
  • www.findwhat.com is the second largest
    pay-per-click site. They have a review policy, so
    your submissions do not appear until they have
    been reviewed (about 24 hours). One of the
    neatest features findwhat.com has is the ability
    to get groups of keyword term statistics. Meaning
    that if you query on "Webmaster," it will return
    the top 50 most frequently typed search terms.
    This is very valuable for determining what
    keywords on which to bid.
  • www.overture.com is by far the largest
    pay-per-click site. They are a review site as
    well, meaning, once you submit your sites, they
    must be reviewed by their editors before they are
    added. This takes about 48 hours, but ensures the
    quality of the listings.

58
Metacrawlers Search Engine
Search Engines
  • Metacrawlers are search engines that return the
    best results of the other search engines. In
    theory, the Metacrawler results should
    collectively be better, however, at closer
    inspection you find that a lot of the listings
    are also pay-per clicks. Meaning, most
    metacrawlers are used to capture affiliate
    dollars from the pay-per-click networks they
    list.
  • This does strengthen the argument to use the
    pay-per-click sites since if you are 1 in the
    pay-per-click sites, you are likely to enjoy top
    placement in the metacrawlers as well.

59
Standard Search Engines
Search Engines
  • www.yahoo.com
  • www.google.com
  • www.msn.com
  • www.lycos.com
  • www.hotbot.com
  • www.dmoz.com
  • www.alltheweb.com
  • www.aol.com
  • www.netscape.com
  • www.allthesites.com
  • www.webcrawler.com
  • www.northernlight.com
  • www.altavista.com
  • www.excite.com

60
Pay Per Click Search Engines
Search Engines
  • www.overture.com
  • www.findwhat.com
  • www.kanoodle.com

61
Mirror Search Engines
Search Engines
  • www.askjeeves.com
  • www.supercybersearch.com
  • www.att.net
  • www.earthlink.com
  • www.compuserve.com
  • www.go.com
  • www.Infoseek.com
  • www.opendirectory.net

62
Meta Search Engines
Search Engines
  • www.metacrawler.com
  • www.dogpile.com
  • www.gohip.com
  • www.thebighub.com
  • www.mamma.com
  • www.whatuseek.com
  • www.monstercrawler.com
  • www.go2net.com
  • www.canada.com
  • www.search.com
  • www.searchalot.com
  • www.iwon.com

63
Email Campaigns
  • M. Fakhrurrazi(mfakhrurrazi_at_yahoo.com)

64
About Email Campaigns
Email Campaigns
  • Email or electronic mail has revolutionised
    communication. Anyone with access to the internet
    and an email program can send a written message -
    along with attached documents - anywhere in the
    world within seconds via the internet.
  • Email campaigns are targeted emails that work
    much like conventional direct mail campaigns.
    They come in various forms such as direct email,
    newsletters, newsgroups, and press releases.

65
Direct Mail vs. Direct Email
Email Campaigns
  • Direct mail is very expensive compared to direct
    email. Most of us have received multiple versions
    of the AOL CD via direct mail, which in most
    cases makes a great drink coaster at best. Most
    of us can not afford to make a billion pieces of
    direct mail like AOL, but, fortunately, there is
    direct email.
  • The creation cost for both are about the same but
    the publication and distribution costs for direct
    email is much less. This gives you the
    opportunity to use direct email on the Internet
    on a much smaller budget.

66
Spam Email
Email Campaigns
  • A sharp line divides email marketing from spam.
    Basically email marketing is solicited email
    (requested), and spam is non-solicited email (not
    requested).
  • The gray area begins to form when you start
    arguing over how a recipient asks. Understanding
    this division is the key to ensuring you do not
    come across as spamming.

67
Opt-out Email
Email Campaigns
  • Opt-out email is email sent to target groups who
    have shown an interest in a specific topic. Once
    the email is received, the recipient has the
    option to "unsubscribe" from receiving further
    email from you.
  • Opt-out email is considered solicited email
    because at some point the recipient filled out a
    form somewhere that landed them on a list of
    people who have agreed to receive email.
  • Opt-out list may start as a legit email list, but
    those lists are often bought, sold, shared,
    rented or exchanged by others with similar lists.
    This results in your email address being
    vulnerable to anyone, including spammers.
  • Opt-out email is often mistaken for spam since
    you don't specifically ask for opt-out email.

68
Opt-in Email
Email Campaigns
  • Opt-in email is email that has been specifically
    requested. This email approach will be well
    received by your target audience since they ask
    you to send it to them.
  • The recipient must explicitly request to be
    placed on your opt-in list, or you run the risk
    of looking like a spammer.
  • Most Opt-in sign ups are single opt-in, meaning
    you enter your email address then you click a
    submit button and you are subscribed.
  • Double opt-in requires you to reply to an email
    confirmation before you are added to the list.
    This helps ensure someone else can not add you to
    an opt-in list without your permission.

69
Purchased vs Rented Email Lists
Email Campaigns
  • Every time you turn around, someone is trying to
    sell you a list of 1,000,000 email addresses. At
    best you are purchasing a static list of opt-out
    email addresses that are not targeted towards any
    particular demographics. At worst you are buying
    a near dead opt-out list of emails, and those you
    do reach will view your company negatively
    because they have already received too much spam
    email from the same list.
  • Rented email lists are living opt-in lists where
    people subscribe and unsubscribe daily. In most
    cases, you never actually see the list, but
    instead the company submits your email to their
    list for you. Rented lists are more easily
    targeted because you can choose a company or
    companies whose audience matches your target
    audience.

70
Renting a List
Email Campaigns
  • When you rent a list, your email is distributed
    for you to individuals all over the world who
    sign up and receive email messages on specific
    topics.
  • You can visit Web sites that have similar
    demographics as yours and see if you can rent
    their list. For example, would likely rent from
    www.searchenginewatch.com because of similar
    demographics.

71
Building A Better Email
Email Campaigns
  • In direct mail marketing, the envelope has two
    primary purposes branding and to encourage the
    recipient open it.
  • In email marketing, the envelope is the email's
    From line, Subject line, and To line.
    Following a few simple rules can increase the
    success of an email campaign dramatically.
  • You should start the email off with a headline at
    the top which is set apart from the rest of the
    email by single dashed line on the top and bottom
    of the header. The header should be two lines at
    most and summarize exactly what you have to
    offer.
  • The signature is the section at the bottom of
    your email that allows you to identify yourself
    and offer contact information. Using a signature
    at the bottom of your emails ensures that the
    recipient knows who originally sent the email,
    even if it is forwarded.

72
Test Your Email
Email Campaigns
  • Before sending any email campaign to the rest of
    the world, be sure to send a copy to yourself to
    make sure everything looks exactly the way you
    expect it to. Check your links in the received
    version to see that they all work, check the
    contact information for correctness, and check to
    see that the email meets all the length and
    formatting rules.

73
Avoid Email Attachments
Email Campaigns
  • Some companies have found email attachments
    containing postcards, slide shows, or even
    commercials. Though this method can have some
    effective results, it should be avoided as many
    users assume any attachment from a third party is
    a possible virus.
  • Next, if the attachment contains the bulk of your
    payload and is not opened, then your message will
    never get seen. By simply supplying a link to a
    Web address containing more information, you can
    grab the prospect's attention without the fear of
    a potential virus.

74
When to Send Email
Email Campaigns
  • Conventional wisdom suggests that everything
    should be waiting for you first thing Monday
    since you are fresh and ready for a new week.
    However, reality will show you that your email
    box is bulging at the seams on Monday and you
    just want to get through it at any cost.
  • Instead, email early Friday afternoon. Most
    people are winding down for the weekend at that
    time and putting off tasks till the next week.
    This allows for more light reading of the few
    emails trickling in on a Friday afternoon.

75
The Unsubscribe Option
Email Campaigns
  • Even if you are using your own opt-in email list,
    you must offer a way to unsubscribe from the list
    in every email. This applies to direct email,
    newsletters, and all other email promotions. This
    shows your respect for their time when they
    decide to no longer receive direct email.
  • The option to unsubscribe can be placed near the
    bottom of the email with easy-to-follow
    instructions. Probably the simplest unsubscribe
    method tells the recipient to reply to the
    received email and place the word "Unsubscribe"
    on the subject line. This is quick and easy, thus
    the recipient does not feel trapped.

76
Response Tracking
Email Campaigns
  • Response tracking from email marketing can be
    handled easily by two methods. First, the
    campaign can include a Web page address that is
    unique to the campaign, and you can track the
    visitors to that page. Next, you can associate a
    promocode with the campaign and track how often
    it is used.
  • A combination of both methods would allow you to
    compare how many people responded relative to how
    many people acted on their response.

77
Response Staff
Email Campaigns
  • There are many methods for automating this
    process, and it is fine to send an automated
    response so long as it is followed with a real
    person responding soon after. Many prospects rely
    on the human element to close the deal, therefore
    it is essential you supply it for them.
  • How quickly you can respond makes all the
    difference in the world. A 24-hour to 48-hour
    window of response time is preferred and anything
    faster than 8 hours is viewed as an unreal
    response time. By responding quickly you
    demonstrate to your visitors that you are very
    serious about customer support.
  • One of the most annoying things on the Internet
    are those sites that do not offer any phone
    support options. DirectNIC for example, one of
    the leading domain name resellers, offers some of
    the best rates at 15 per year and provides more
    free features than you know what to do with. The
    problem is, they only offer support via email.
    This in itself could cost them millions in lost
    business.
  • It is very common for visitors to ask the same
    questions. To help speed up the response process,
    your response staff is encouraged to have form
    emails already prepared that address the most
    common questions.

78
Newsletters
Email Campaigns
  • Newsletters, in this case, are email messages
    distributed by a company or organization to an
    opt-in list on a set schedule. Newsletters
    typically announce sales, specials, schedules,
    events, product releases, as well as a payload of
    useful information that makes the newsletters
    newsworthy.
  • There are two types of marketing opportunities
    with newsletters. You can either offer your own
    newsletter or you can advertise in someone else's
    newsletter.
  • Setting Tone To create an effective newsletter
    that people want to read on a regular basis
    requires choosing a topic that you can be the
    authority on and that the readers will look
    forward to reading.
  • Setting the Frequency You must determine how
    often the newsletter should be mailed out. Too
    often and readers feel overloaded and will likely
    unsubscribe. Too infrequently and readers may
    forget who you are and think you are spamming
    them.
  • Archive Your Newsletters If you do offer both
    ASCII and HTML versions, then archiving your
    newsletters on your Web site will be very easy.
    Each month you simply add a link to your monthly
    newsletter within the archive section and add the
    new newsletter with a new name.

79
Newsletters (Getting Subscribers )
Email Campaigns
  • First, a link to receive the newsletter should be
    available on your main page and maybe on all
    pages.
  • Next, the sign up process needs to be very easy,
    with just enough questions to understand who your
    readers are, but not so many that they may hold
    them back from signing up.
  • Finally, you need to clearly explain your privacy
    policy so your readers feel secure. You should
    never give your list to anyone, never email your
    list for anyone, and let your users know that is
    your policy.
  • Word of Mouth Another way to increase readers is
    through your current reader base. You can
    encourage your readers to pass your newsletter on
    to friends by adding wording at the bottom of
    each newsletter letting them know you need their
    help to spread the word.

80
Newsletter Advertising
Email Campaigns
  • Selling Ads In Your Newsletter
  • There are two reasons you might sell ads in your
    newsletter. First, the whole purpose of your
    newsletter might be to sell ad space. In this
    case, you build your revenue model around making
    money off advertising sales in the newsletter.
  • Second, if your newsletter is good, you will be
    contacted by those wanting to advertise in your
    newsletter. Unless your company is in the
    advertising business, you should not consider
    putting ads from other companies in your
    newsletter. Your newsletter is a great place for
    you to educate your readers, sell them on your
    products, and solve technical problems for them.
    It is for you and you alone.
  • Newsletter Special Announcements
  • Though you do not want to put ads from other
    people in your newsletter, you might want to make
    a special announcement about a partner company
    who is willing to do the same for you.
  • If you choose to do this, be sure that both
    companies are in a position to benefit from the
    partnership, both are in a position to give a
    strong recommendation about the other, and
    neither are competing directly with each other.
  • Advertising in Other Newsletters
  • There is no shortage of newsletters out there
    looking to sell ad space. Your goal is to find
    newsletters that match your client demographics,
    have a strong reader following, and the content
    seems worthwhile. The list below is a good place
    to start, but you are encouraged to sample the
    newsletters of your final choices to ensure they
    will benefit your ad campaign.

81
E-Promotions
Email Campaigns
  • An E-promotion is an email sent to your own
    opt-in email list about your specials, discounts,
    contests, or giveaways. E-promotions must be
    well-planned and well-timed. They should have
    something very worthwhile for the readers such
    that they merit having their own email instead of
    being part of the newsletter.
  • For example, WebYoda wanted to build new
    prospects' awareness about the success that past
    students had enjoyed. WebYoda ran an E-promotion
    asking for readers to submit success stories. In
    return, WebYoda picked a submission at random,
    and gave away a Palm VII to that lucky person.

82
Newsgroups
Email Campaigns
  • A newsgroup is a kind of electronic bulletin
    board where people who are interested in like
    subjects can post and respond to conversational
    "threads" or topics. There are literally
    thousands of newsgroups hosted all over the
    world, and covering every conceivable topic about
    which humans converse.
  • Each newsgroup has a following of readers along
    with self-proclaimed gurus who police each group
    for unwanted traffic. This means you will need to
    gain the acceptance of the group gurus in order
    to build a reputation within each group.
  • Newsgroups are where spam originated and thus is
    least tolerated. Before you begin posting to
    newsgroups other than the test groups, you need
    to understand how they work. Newsgroups are like
    real communities. All members have real
    personalities, and you must be accepted by the
    group before your messages will be respected.

83
Newsgroups
Email Campaigns
  • Because of the spam problems associated with
    newsgroups, blatant advertising is usually
    banned, but you're welcome to give advice, answer
    questions, and pass on information. Be sure to
    include your signature block at the bottom of all
    messages just as you would for an email.
  • Pick no more than three groups in which to
    participate and try to post messages at least
    twice per week. Don't let the newsgroup gurus for
    these groups discourage you. In fact, if they
    give you a hard time, this may draw attention to
    you and thereby bring you more traffic.

84
Press Releases
  • An Internet press release is the same as a
    traditional press release except it is internet
    based.
  • As with any press release the idea is to send a
    document to a news provider with the hope they
    find your document newsworthy enough to publish.
  • With an internet press release you send an email
    with your newsworthy document attached.
  • A great way to generate a lot of traffic to your
    web site is to get yourself mentioned by the
    press. In fact, a press release is one of the
    world's and Web's most effective marketing tools.
    As such, announcing your web site via a press
    release is a great way to create the initial
    promotional momentum a new web site requires.

85
Press Releases
Email Campaigns
  • Though press releases are generally considered
    conventional marketing and not E-marketing, it is
    important to discuss their importance.
  • For example, every press release which
    www.BusinessWire.com distributes in the U.S. is
    transmitted to a myriad of Internet sites, online
    services and databases.
  • In total, they reach over 16,000 points online,
    more than any other commercial wire service. They
    make news available in every major content
    syndicating service. The other significant press
    release company to consider is www.prnewswire.com.

86
Press Releases
Email Campaigns
  • Setting the Tone
  • The goal of a press release is to be informative
    of current and future events within your company.
    It should not be written to sound like a
    marketing campaign. Instead, it should be worded
    more like a headline news story.
  • Setting the Time
  • As with newsletters, it would be a good idea to
    publish your press release on a day other than
    Monday to miss the rush. For press releases,
    Thursday afternoon is a good target since it
    won't hit most presses or online services until
    the next day anyway. Next if it is picked up by
    any newspapers, they might even run it as a
    weekend story, which would yield even more
    readers.
  • Press Release Tracking
  • Response tracking from a press release can be
    handled easily by two methods. First, the press
    release should contain a Web page address that is
    unique to the press release. Next you can include
    a special offer within the press release using a
    promocode to track sales. Using both methods
    would allow you to compare how many people
    visited from the press release relative to how
    many people purchased because of it.

87
Press Releases
88
Banner Exchange
Banner Exchange
  • M. Fakhrurrazi(mfakhrurrazi_at_yahoo.com)

89
Banner Advertising
Banner Exchange
  • A banner advertisement is an image placed at the
    top or bottom of a web page, to catch the
    viewer's eye and possibly prompt them to click on
    it.
  • It can either be static, that is, simply like a
    billboard displaying the name of a website, or
    dynamic, encouraging the user to click on the
    banner image to be transferred to that website.
  • Banner advertising is based on one-to-many
    advertising rather than one-to-one. It has
    traditionally been the most common form of
    promotion on the web.

90
Banner Advertising
Banner Exchange
91
Banner/Link Exchanges
Banner Exchange
  • A banner exchange (link exchange) is a
    cooperative advertising program where
    participating businesses work together to promote
    each other's products/services and websites on an
    exchange rather than paid basis.
  • Banner exchanges have management systems that
    track when and where banners are displayed
    throughout the network. Every time you display
    the banner of another member, you receive a
    credit. Based on these credits, the management
    system ensures that your banner is displayed at
    other sites in the banner exchange network.

92
Banner/Link Exchanges
Banner Exchange
93
Banner/Link Exchanges
Banner Exchange
94
Banner/Link Exchanges
Banner Exchange
95
Banner Branding vs. Click-Throughs(impression vs
click)
Banner
Banner Exchange
  • There are two goals of a banner campaign,
    branding and click-throughs.
  • A branding campaign is more concerned with how
    many people see the brand name and not as much
    with how often it is clicked.
  • Coke, for example, just wants to bring their name
    to mind, visiting their Web site, is secondary.

96
Banner Terminology
Banner Exchange
  • Banner Impression - You display a banner on your
    Web site one time.
  • Banner Exposure - A banner company displays your
    banner one time.
  • Exchange Ratio - How many impressions you must
    display to receive an exposure.
  • Click-Through Ratio (CTR) - the percentage of
    clicks on a banner relative to the total number
    of banner displays.
  • CPM - Cost per 1000 impressions, a typical
    purchase rate is 10 per thousand.
  • Banner Dimensions - The standard banner size for
    nearly all banner networks is 486x80, meaning 486
    screen pixels wide and 80 pixels tall.
  • Real Traffic - any visitor who clicks a banner to
    visit a page then subsequently clicks a link on
    that page.

97
Banner Optimization
Banner Exchange
  • Banner Size
  • How quickly a banner loads can determine whether
    a banner is seen at all. Many banner networks
    will allow you to place a banner up to 10K in
    size, which can take 5 seconds to load. You
    should avoid any banners larger than 4K as this
    ensures your banners load in 2 seconds or less.

98
Banner Optimization
Banner Exchange
  • Banner Colors
  • Bright colors get the most mileage. Yellow,
    orange, and green attract more attention than
    red, blue and black. A banner that gives the
    appearance of a yellow page ad is highly
    effective.

99
Banner Optimization
Banner Exchange
  • Banner Graphics
  • Simple animated graphics and animated banners
    which switch between three frames of text are
    very effective.

100
Banner Optimization
Banner Exchange
  • Next, banners that look like error messages,
    selection boxes, submit buttons, or a scrollable
    windows are also very effective.

101
Banner Optimization
Banner Exchange
  • Banner Content
  • Of course the banner message is very important.
    The message should convey what is in it for the
    visitor how they can save, how they can benefit,
    why them, etc. The content should focus on
    emotions like fear, curiosity, humor, or the big
    promise.
  • The word "FREE" is still the most powerful word
    in advertising. Offer a free drawing, free
    subscription to an e-zine, free advertising, free
    trial offer, free download for software, etc. For
    example, WebYoda offers a free tour of the
    Internet which is pulled as a sample of the
    Mastering the Internet course.

102
Banner Optimization
Banner Exchange
  • Banner Branding
  • Since nearly 99 of all banners are never clicked
    on, you need to get as much mileage out of the
    non-clicked banners as you can. Branding at least
    leaves the opportunity for the surfer to see your
    company name, Web address or logo.

103
Banner Optimization
Banner Exchange
  • The Submit Button Call to Action
  • A call to action is also known to raise response
    rates. Simple phrases such as "Click Here,"
    "Visit Now" and "Enter Here" tend to improve
    response rates by 15. These phrases should be
    strategically placed in the ad, preferably on the
    right side, as this is whe
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