BUS_107_Week7_lecture1 - BUS 107 Chapter 9 Week 7 Marketing...

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BUS 107 Chapter 9 – Week 7: Marketing On the Web Slide # Topic Narration 1 Introduction In the previous lesson, we discussed Internet information services, retail and business purchases, and making online purchases. In this chapter, we will discuss marketing on the Web, including domain-name recognition, targeted advertising, and e-mail marketing. Next slide. 2 Objectives When you complete this chapter, you will be able to: Explain the marketing value of domain-name recognition Recognize important design elements in Web pages geared to various demographic groups Compare various affiliate models in Web marketing Articulate the pros and cons of e-mail marketing And propose statistics and ratios fro measuring success in Web marketing. Next slide. 3 Cybermarketin g Marketing is the effort of promoting goods and services and trying to sell them. In general, marketing on the Internet is similar to marketing through other mass communication media. The Web lets marketers use both the printed word and information conveyed in images and sound. However, there are far more Web sites than there are newspapers, radio stations, and television stations. Marketing on the Internet utilizes both the World Wide Web and e-mail. Next slide. 4 Domain-Name Recognition A recognizable name is critical for an online business because Web users often search the Web for names they recognize before they resort to general searches. When trying to come up with a domain name, you must abide the rules. They cannot exceed 67 characters. Also, they only use
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letters, numbers, and dashes. Domain names cannot include spaces. How do e-businesses decide on domain names? They work through a process that is similar to how businesses adopt company names. Either the founders decide on the name by themselves or they go to an expensive consulting firm. The goal of such a consultation is to select a name that is consistent with brand identity and site structure. While an attractive domain name may help, it is the quality of what you deliver that will make the difference between failure and success. Next slide. 5 Appealing Web Site Design For a business to market products through a Web site, the site must be appealing. One of the primary concerns is determining where on the page users should go first. Online retailers have noticed that people read information before they view pictures on the Internet. Because of this, many announce special sales as headlines on their sites. This is usually a link that invites readers to find out more. Once the link is clicked, a page with information and images is displayed. Some sites include a feature that allows users to visually rotate an item in 3-D. Color is another important element of Web page design. The color must be appealing either to the general public or to the demographic group that the site tries to attract. A simple rule to follow in using color is to use bright colors to
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BUS_107_Week7_lecture1 - BUS 107 Chapter 9 Week 7 Marketing...

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