“在Internet”Lecture 2的营销：(1)

2019/10/231MarketingontheInternet”Lecture2:E-Marketing(1)ByClareShamEmail:[e-mail]2019/10/232We’llcover…Definition&insightsWebMarketingvsTraditionalmediumWebMarketingObjectives&StrategiesSearchEngineOptimization2019/10/233DefinitionE-Marketingisanyactivitythatpromotesorenhancesbusinessopportunitiesthatreliesinwholeorinpartoninternetpresence.E-Commercedealswiththeactualtransactionofbusinessandreceiptofpaymentovertheinternetorrelatedarenas.2019/10/234SomeInsights…Ifyouhaveawebsiteyouaredoinge-marketing.Yourwebsitecanenhanceordegradeyourcompany'smarketingprograms.Theintegrationofconventionalmarketingwithe-marketingisacriticalcomponentofe-marketing.Integrationandbalanceinyourmarketingprogram.2019/10/235StrengthofInternetFastandinexpensivecomparedtoconventionalmediatheinternetlevelstheplayingfieldforallkindsofbusinessenterprises.ItprovidesstatisticsAbilitytoreachmillionssimply,effectivelyandinexpensively.2019/10/236WebvsNewspaperThelargerthepaper’scirculationandreadership,thehighertheadcost.Onlyahandfulofnewspaperscanclaimatrulyinternationalcirculation.Circulationlargelydeterminesadexposure,onlypeoplewhotakethetroubletobuythepaperhavetheopportunitytoseeyourad.Newspaperadvertisingdoesn’tallowyoutotrulytargetyourmarket.Youtakeashotgunapproachwhenyouadvertiseinanewspaper.2019/10/237WebvsMagazinesMagazinesofferdistinctadvantagesovernewspaperswhenitcomestotargetingyourmarket-nichepublications.Thegreatdisadvantageofmagazineadvertisingiscost.Circulationislimited2019/10/238WebvsRadioBroadcastadvertisingdiffersfromprintinanumberofways.Radioadallowthecreativityandflexibility-fromregularspottoanon-airplugreadbyaDJortalk-showhost.Buyingairtimeonasingleradiostationissimpleandinexpensive.Butradioadvertisingismostlylocal.Eachstationreachesonlythelistenerswithinitsbroadcastrange.Advertisinginmultiplechannelsoraninternationalnetworkincreasecostsignificantly.Radiodoesn’tallowyoutotargetaveryspecificaudience.Youwaste60or70percentofyourradioadvertisingdollarsonlistenersyoudon’twanttoreach.2019/10/239WebvsTelevisionTelevisionadvertisingispowerfulbutexpensive.MultimediaeffectTelevisionprovidesinstantexposure,butitcanalsodrainallbutthemostexpensivemarketingbudgets.2019/10/2310WebvsDirectMailDMisveryeffectivetogetyourcompany’smessagetoaspecifictypeofcustomer.ButDMisnotcheap!Youmustdesign,write,print,andmaileverypostcard,letter,brochure,orcatalog.Anotherdrawbackisitslimitedeffectiveness.AnaveragepieceofDMgeneratesresponsesfromonlyabout3%ofrecipients.2019/10/2311Pros&ConsMarketingQuality“InformationEra”isPastTenseInformationfloodingScarcityisatConsumers’AttentionGroundforeCommerce442019/10/2315BeFoundOver1.2billionwebpagesworldwideWhyvisityourwebsite?BeFoundmoreimportantthanwebdesignBeFoundmoreimportantthancontent2019/10/2316GetPermissionWhatisPermissionMarketing?PermissionMarketingvsInterruptionMarketingAdvantagesofPermissionMarketingHowtogetPermission?Example::Amazon.comRecommendation2019/10/2319SearchEngineOptimizationprimarywaysthatInternetusersfindwebsitesdramaticincreaseintraffic.Normallyfree-of-chargeSearchengineoptimizationmeansensuringthatyourwebpagesareaccessibletosearchenginesandfocusedinwaysthathelpimprovethechancestheywillbefound.2019/10/2320WebDirectoryvsSearchEngineSearchEnginescreatetheirlistingsautomatically.Searchenginescrawltheweb,thenpeoplesearchthroughwhattheyhavefound.extremelylargedatabase,differentrobots&spidersDirectories:Adirectorydependsonhumansforitslistings.Yousubmitashortdescriptiontothedirectoryforyourentiresite,oreditorswriteoneforsitestheyreview.AsearchlooksformatchesonlyinthedescriptionssubmittedYahoo!–awebdirectory,notasearchengine2019/10/2321MetasearchvsMegasearchMetasearchpagesletyoubuildasinglesearch;thenapplythatquerytomultiplesitessimultaneouslyMetaCrawler,oneoftheoldestandbestmetasearchtoolsontheWeb,collatespagesfoundfromLycos,Excite,Infoseek,AltaVista.AskJeeves:naturallanguagequeryMetafind,mamma(7e),dogpile(14e)2019/10/2322TypesofSearchenginesMajorGlobalSearchEngineEg.Google,Inktomi,Excite,AltavistaChineseSearchEngineEg.Goyoyo,Yam,WhatsiteMultimediasearch/MP3SearchEg.Napster,MP3.com,Gets