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Chapter 3: Marketing on the Web by Mind Map: Chapter 3: Marketing on the Web
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Chapter 3: Marketing on the Web

7 pages Every Website Should Have

Contact Us

Testimonials

Privacy policy

FAQ

A "gimme" Page

Giving them information for something.  The business is trying to gather data.

About Us

Company, Personal

Confirmation

lets the purchaser know that there order has gone through

Web Marketing

Product based Strategies

Staples.ca

NCIX.com

Customer Based Strategies

BMO.com

Okanagan College

Trust and Media Selection

the web is: 1. Huge ability to be a mass media asset 2. Personal contact, customization

Market Segmentation

leads to customer based strategies.  Customize what the business offers!

Dell.ca

The long Tail

Most companies focus on rofit comes from popular items.  Profit on the long tail (less popular items) is larger than the head or popular products

Customer Behavior

Segmentation

Browsers

Shoppers, Cendirect.com

Buyers, Amazon.ca, New node

Relationship Marketing

Awareness

Exploratoin

Familiarity

Commitment

Separation

Consumer Strategies

Acquisitoins

Cost of acquisition is the cost of getting someone to you site.  (awarness and exploration costs)

Conversion

How much is it going to take to convert a browser to a buyer.  (Familiarity costs)

Retention

How do I retain customers.  WISH LIST

Search Engine Strategies

Search Engines

Spider, Crawler, Robot

Index or Database

Search Front-End

Web Directores

People go out and find the information, not a crawler or spider

SEO for Keywords

Long Tail Keywords

HitTailling Demo

SEO digger

SEOBook Keyword Tools

Googles Dos and Don'ts

Paid Inclusion

Blogs, Social Media Sites, Forums

Website domain names

branding Strategies

Leveraging & Consolidation

Bigger companies buying smaller ones with a following, and putting their trusted brand name on the site

Affiliate Marketing

Not selling anything on your site, but you are affiliated marketing, and if someone buys it you make a commision

Linkshare.com

Commision junction

Viral Marketing

online word of mouth

Email and CRM Strategies

Permission Marketing

Giving the company permission to send you and email.

Content And Advertising

Articulate

Outsourcing Processing

eCRM Solutions

Figure 4 10

Advertising Strategies

CPM ads (cost per Thousand views or impressions) CPC ads (cost Per Click, actually have to click on your ad)  CPT ads (cost per Transaction, only pay if you sell something)

Banner Ads

AdDesigner.com

BannerTips.com

Pop-up Ads

Activity Ads

Interstitial Ads

Audio

Video

Site Sponsorships

provides more custom options

Problems- Measuring Effectiveness

Page Visit

Page Views

Ad Views

Impression

Click-through

Purchase