This is very useful for customers who already know the product they want.
The web can be regarded as either personal contact or mass media. Depends on the marketer for which model they will use. For the purposes of this course, we are focusing on personal contact.
Market segmentation helps to develop certain portals tailored to each individual who visits or purchases from the site.
This states that most profit comes from the popular products that a company sells, this leads to companies ignoring the "long tail" which is a number of different products that arent as successful as the "head" but collectively they actually make more profit.
Graphic, see: the 5 stages of customer loyalty
this is associated with the cost of getting someone to your site.
how much is it going to take to convert someone from a browser to a buyer?
trying to get them to be committed to always think of your company first when looking to buy something.
a short commercial before an audio clip or video clip
more customized advertising
how do we measure the effectiveness of a web site
when someone actually signs up to receive emails
Newsletter style but has some advertising built in.
tech enabled relationship management
when a large company takes over a small one
a commissioned sales person.
basically WOM marketing through tech
spider, crawler, robot
index or database
Search Engine Optimization - can ensure that your company is at the start of the list on a search
long tail keywords
SEOBOOK keyword tools
google's dos and don'ts
payment for a keyword
Yahoo! search marketing