Chapter 4: Marketing on the Web

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Chapter 4: Marketing on the Web by Mind Map: Chapter 4: Marketing on the Web

1. Web Marketing

1.1. Product-Based Strategies

1.1.1. Staples.com

1.2. Customer-Based Strategies

1.2.1. BMO

1.3. Trust and Media Selection

1.4. Market Segmentation

1.4.1. DELL.CA

1.5. The Long Tail

2. Consumer Behaviour

2.1. Segmentation

2.1.1. Browsers

2.1.2. Shoppers

2.1.2.1. Cendirect.com

2.1.3. Buyers

2.1.3.1. amazon.ca

2.2. Relationship Marketing

2.2.1. Awareness

2.2.2. Exploration

2.2.3. familiarity

2.2.4. Commitment

2.2.5. Separation

2.2.6. Graphic

2.2.6.1. see: the 5 stages of customer loyalty

3. Consumer Strategies

3.1. Acquisition

3.2. Conversion

3.3. Retention

4. Advertising Strategies

4.1. Banner Ads

4.2. pop up ads

4.3. Active ads

4.4. Interstitial ads

4.4.1. audio

4.4.2. video

4.5. Site Sponsorship

4.6. Problems - measuring effectiveness

4.6.1. Page visits?

4.6.2. Page Views?

4.6.3. Ad Views?

4.6.4. Impression?

4.6.5. Click-through?

4.6.6. Purchase?

5. email and CRM Strategies

5.1. Permission Marketing

5.2. Content and Advertising

5.2.1. Techsmith

5.2.2. Articulate.com

5.3. Outsourcing processing

5.4. eCRM Solutions

6. Branding Strategies

6.1. Leverage and consolidation

6.2. Affiliate marketing

6.2.1. Linkshare.com

6.2.2. Commission junction

6.3. Viral Marketing

7. Search Engine Strategies

7.1. Search Engines

7.1.1. spider, crawler, robot

7.1.2. index or database

7.1.3. search front-end

7.2. Web Directories

7.3. SEO for Keywords

7.3.1. long tail keywords

7.3.2. hittailing demo

7.3.3. SEO digger

7.3.4. SEOBOOK keyword tools

7.3.5. google's dos and don'ts

7.4. Paid Inclusion

7.4.1. Google Adwords

7.4.2. Yahoo! search marketing

7.5. Blogs, social media sites, forums

7.6. domain names

8. Pricing

8.1. CPM ads

8.2. CPC ads

8.3. CPT ads