CS6320:  SW Engineering of Web Based Systems

 

Internet Marketing

Issues/Ideas surrounding Internet marking (the marketing of your internet site)

  • Domain name choice
  • Internet Marketing Research - results general or specific using focus groups, inerviews, statistics, online or paper or phone surveys, etc. Example company www.forrester.com, www.adknowledge.com, www.jup.com
  • Web Design good effective design attracks, keeps customers
  • E-Mail Marketing Campaign - bulk mailings or personalize direct e-mail. examples: www.boldfish.com, www.eletter.com, www.messagemedia.com, www.digitalimpact.com, www.247media.com, www.econtacts.com. Some sites let registers people who explicity choose to recieve offers, exmaple: postmasterdirect.com , yesmail.com
  • Translation for other languages. example - www.altavista offeres free text and web-site translation service.
  • Promotions - offer promotions on website, or through direct contact (email, mail) Some solutions already available to provide repeat customer points programs- example: netcentives.com .
  • Coupons - offer discounts/coupons. Can do on website or direct contact. Or can use coupon service websites example: www.directcoupons.com, www.coolsavings.com.
  • Advertising: can purchase advertising, example at Yahoo.com. Can become a "sponsor link" at a portal such as Yahoo so when searching can appear at top.
    • banner advertising - graphics, small billboards on other websites or pop-ups at those sites. Sites dedidcates to banner advertising: www.adbility.com, www.bannertips.com
    • Pricing models -
      • CPM - cost per thousand of visits
      • Pay-per performance fees:
        • Pay-per-click: pay host by # clicks to your site
        • Pay-per-lead: pay host for every lead generated from advertisement
        • Pay-per-sale: pay host for every sale resulting from a click-through.
      • Swap - trade space with another company
      • You sell space on you own side - www.valueclick.com, www.doubleclick.com
  • Webcasting and Interactive Advertising: simulates television type marketing offered typically off of your website. Timed events (can replay).
  • Partnerships
  • Search-Engine Registration
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© Lynne Grewe