Chapter 4: Marketing on the Web
by fergie cancade
1. Advertising Strategies
1.1. Banner Ads
1.2. pop up ads
1.3. Active ads
1.4. Interstitial ads
1.4.1. audio
1.4.2. video
1.5. Site Sponsorship
1.6. Problems - measuring effectiveness
1.6.1. Page visits?
1.6.2. Page Views?
1.6.3. Ad Views?
1.6.4. Impression?
1.6.5. Click-through?
1.6.6. Purchase?
2. email and CRM Strategies
2.1. Permission Marketing
2.2. Content and Advertising
2.2.1. Techsmith
2.2.2. Articulate.com
2.3. Outsourcing processing
2.4. eCRM Solutions
3. Branding Strategies
3.1. Leverage and consolidation
3.2. Affiliate marketing
3.2.1. Linkshare.com
3.2.2. Commission junction
3.3. Viral Marketing
4. Pricing
4.1. CPM ads
4.2. CPC ads
4.3. CPT ads
5. Web Marketing
5.1. Product-Based Strategies
5.1.1. Staples.com
5.2. Customer-Based Strategies
5.2.1. BMO
5.3. Trust and Media Selection
5.4. Market Segmentation
5.4.1. DELL.CA
5.5. The Long Tail
6. Consumer Behaviour
6.1. Segmentation
6.1.1. Browsers
6.1.2. Shoppers
6.1.2.1. Cendirect.com
6.1.3. Buyers
6.1.3.1. amazon.ca
6.2. Relationship Marketing
6.2.1. Awareness
6.2.2. Exploration
6.2.3. familiarity
6.2.4. Commitment
6.2.5. Separation
6.2.6. Graphic
6.2.6.1. see: the 5 stages of customer loyalty
7. Consumer Strategies
7.1. Acquisition
7.2. Conversion
7.3. Retention
8. Search Engine Strategies
8.1. Search Engines
8.1.1. spider, crawler, robot
8.1.2. index or database
8.1.3. search front-end
8.2. Web Directories
8.3. SEO for Keywords
8.3.1. long tail keywords
8.3.2. hittailing demo
8.3.3. SEO digger
8.3.4. SEOBOOK keyword tools
8.3.5. google's dos and don'ts
8.4. Paid Inclusion
8.4.1. Google Adwords
8.4.2. Yahoo! search marketing