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Creating an effective Web presence can be critical even for the smallest and newest firm operating on the Web. Creating an Effective Web Presence ...

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Web science stream l.jpg

Web Science Stream

Strategies for Marketing, Sales, and Promotion


Creating an effective web presence l.jpg
Creating an Effective Web Presence

  • Businesses always create a presence in the physical world by building stores and office buildings.

  • The only contact that customers and other stakeholders have with a firm on the Web is through its presence there.

  • Creating an effective Web presence can be critical even for the smallest and newest firm operating on the Web.


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Why is it so important?

  • 97 Million People Online

  • $7 Trillion This Year

  • 50 Times More Than 1999

  • 1 Billion Emails Each Day in US

  • Doubling Every 17 Months

  • Within 5 to 10 Years expected to double every 11 Hours



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Online vrs Traditional marketing

  • Consumers Want Time Savers

  • Education & Research

  • People Communicate Differently


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Revenue Models

  • Web Catalogue Revenue Models

  • Digital Content Revenue Models

  • Advertising Supported Revenue Models

  • Advertising-Subscription Mixed Revenue Models

  • Fee-for-Transaction Revenue Models

  • Fee-for-Service Revenue Models


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Web Catalogue Revenue Models

  • 130 year old idea

  • Mail Order catalogue revenue model

  • Seller

    • establishes a brand name

    • using brand strength to sell through catalogs

  • order via a toll-free number or website

    • important for the web-weary

  • Computers, consumer electronics, books, music, videos, luxury goods, clothing , flowers and gifts

  • http://www.amazon.com


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Digital Content Revenue Models

  • Reduction of Printing costs

    • Reduction of fees charged

  • Examples

    • Legal research tools

    • Doctoral dissertations and masters thesis

    • Journals and Books

    • First pioneers where sellers of adult digital content!

    • http://search.epnet.com/


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Advertising Supported Revenue Models

  • As used by network televisions

  • Sales grew by 1998 but reached a plateau in 2000

  • Now improving gradually

  • Major problems

    • No standard for advertising charges

    • few web sites have enough visitors to interest advertisers

  • Examples: Web Portals, Newspaper publishers, Niche Market sites

  • http://www.timesofmalta.com/


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Advertising-Subscription Mixed Revenue Models

  • Subscribers pay a fee and accept a limited amount of advertising

  • Used by distinguished newspapers

    • New York Times

    • Wall Street Journal

  • Others provide free access to recent news but charge a fee for archived news

  • Others require subscription to print version for access to entire site

  • http://www.nytimes.com/


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Fee-for-Transaction Revenue Models

  • Fee charged based on number/size of transaction

  • Disintermediation

    • removal of middle-men in selling

  • ReIntermediation

    • Use of fee-for-transcation sites in selling

  • Examples

    • Travel Agents

    • Automobile Sales

    • Stockbrokers

    • Insurance Brokers

    • Event Tickets

    • Real Estate and Mortgage Loan Brokers

    • Online banking and Financial Services

  • http://www.hsbc.com.mt/

  • http://www.bov.com/


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Fee-for-Service Revenue Models

  • Fee charged based on value of service provided

  • Examples

    • Online Games

    • Streaming of Concerts and Films

    • Professional Services

      • limited by state-licensed professions

  • http://www.java.com/en/


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Revenue Models in Transition

  • Subscription to Advertising-Supported

    • Microsoft Slate Magazine

  • Advertising-Supported to Advertising-Subscription

    • Salon.com

  • Advertising-Supported to Fee-forServices

    • XDrive

  • Advertising-Supported to Subscription

    • Northern Light

  • Multiple Transitions

    • Encyclopedia Brittanica

    • info-seller to advertising-supported to advertising subscription models


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Revenue Strategy Issues

  • Channel Conflict and Cannibalization

    • competition between different selling channels

  • Strategic Alliances and Channel Distribution Management

    • companies join in an activity over a long period of time (Amazon)

    • web portals and web services

  • Mobile Commerce

    • Growing, but not as fast as expected


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Identifying Web Presence Goals

  • On the Web, businesses have the luxury of intentionally creating a space that creates a distinctive presence.

  • A Web site can perform many image-creation tasks very effectively, including:

    • Serving as a sale brochure

    • Serving as a product showroom

    • Showing a financial report

    • Posting an employment ad

    • Serving as a customer contact point


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Achieving Web Presence Goals

  • An effective site is one that creates an attractive presence that meets the objectives of the business or other organization.

  • Possible objectives include:

    • Attracting visitors to the Web site

    • Making the site interesting enough

    • Convincing visitors to follow the site’s links

    • Creating an impression of corporate image

    • Building a trusting relationship with visitors

    • Reinforcing positive images of the organization

    • Encouraging visitors to return to the site.


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The Toyota Site

  • The Toyota site is a good example of an effective Web presence.

  • The site provides:

    • A product showroom feature

    • Links to detailed information about each product line

    • Links to dealers

    • Links to information about company

    • http://www.toyota.com/


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Quaker Oats

  • Quaker Oats has created Web sites that did not offer any corporate presence until 1999.

  • In 1999, Quaker Oats changed its Web page to improve its general appearance and user-friendliness.

  • The Toyota and Quaker Oats examples illustrate that the Web can integrate an opportunity for enhancing the image of a business with the provision of information.





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Not-for-Profit Organizations

  • A key goal for many not-for-profit organizations is information dissemination.

  • The combination of information dissemination and a two-way contact channel is a key element in any Web site.

  • The American Civil Liberties Union and American Red Cross have created effective Web presences.

  • Political parties and museums also use Web site for their image presences.


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How the Web is Different

  • The failure to understand how the Web is different from other presence-building media is one reason that businesses fail to achieve their Web objectives.

  • Firms must use the Web’s capability for two-way, meaningful communication with their customers.


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Meeting the Needs of Web Site Visitors

  • Businesses that are successful on the Web realize that every visitor to their Web site is a potential customer.

  • Creating a Web site that meets the needs of visitors with a wide range of motivations can be challenging.

  • Technology variation can be another concern to Web presence.


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Meeting the Needs of Web Site Visitors

  • A good Web site should give the visitor the option to select smaller versions of the images.

  • A good site design lets visitors choose among information attributes, such as level of detail, forms of aggregation, viewing format, and downloading format.

  • Flash Debate


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Trust and Loyalty

  • When customers buy a product, they are also buying that service element.

  • A seller can create value in a relationship with a customer by nurturing customers’ trust and developing it into loyalty.

  • Customer service is a problem for many corporate sites.

  • A primary weak spot for many sites is the lack of integration between the companies’ call centers and their Web sites.


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Customer-Centric Web Site Design

  • Design site according to visitor’s navigation, not company organization

  • Avoid jargon and business terms

  • Cater for low-end clients

  • Consistent features and colours

  • Visible text and navigation controls

  • Test colour combinations for colour blind visitors


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10 Marketing Tips

  • Grab ‘em

  • Don’t mix messages

  • Feature a call to action

  • Retain your branding

  • Make it easy to contact you

  • Use expected colors and imagery

  • Optimize for search engines

  • Feature testimonials

  • Focus on the visitor

  • Adopt a privacy policy


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Grab’em

  • A goodheadline…

    • Is focused on the visitor, with words such as “you” and “your”

    • Is the dominant element on the home page

    • Appears larger than even your logo, company name or tagline


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Don’t mix messages

  • Be clear

  • Feature what you offer

    • Use pictures

    • Use relevant text

  • Link directly from those images on the home page to detailed pages withextensive informationand more pictures


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Always observe the 1-2-3 rule

1 – 2 – 3 … I’m ‘Outta Here!

  • Can visitors find whatever they want within “3’ clicks?

  • Based on experimental results.


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Feature a clear call to action

  • Tell the site visitor, on the home page, exactly what you want them to do

  • Visitors will read your site content at length if it answers their questions

  • Be sure to ask for the business at the end of the page or article (get to the point)


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Retain your branding

  • Building upon your existing brand identity is key to

    immediately establishing trust…

  • These elements need to be consistent with your brand’s off-line identity…

    • Brand logo

    • Brand name

    • Key messaging

    • Graphics


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Make it easy to contact you

  • Your visitors don’t want to dig for the basics, so make sure it’s easy to find the following:

    • Telephone numbers

    • Contact forms (mini and full)

    • E-mail links

    • Physical address of your place of business in an easy to copy format


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Make it even easier to contact you

  • E-mail Signature w/ Contact

    • Hyperlink to Your Site

    • Peak Interest w/ Free Offers

    • Focused E-mail Subject Line


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No surprises

  • Use industry-appropriatecolorandimagery

    • Give your visitors what they expectexactly as they

      expect it

    • Don’t attempt to re-brand your industry

    • This is your opportunityto beconsistentandprofessional at the beginning of the sales process


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Optimise for search engines

  • Search engine optimization is the art and science of increasing your website’s visibility in the major search engines across a strategically defined set of keywords and phrases that apply to your products or services

  • An estimated 77 percent of Internet users employ search engines to find Web sites

  • 20,000 Search Engines & Directories

  • If you are not listed on Google or Yahoo, you are invisible

    • It doesn’t matter how well known your brand is!

    • Visitors will not guess your site name but will go through Google or Yahoo just to be safe


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But how to market to Search Engines?

  • Unique Content

  • Links to Your Site (ask!)

  • Design Fundamentals make a difference

  • Top Search Engines by Search Share, January 2005, U.S., Home & Work

    Search EngineSearches* in thousandsShare of Total Searches

    Google Search 1,923,153 47%

    Yahoo! Search 868,174 21%

    MSN Search 523,188 13%

    Total 4,085,880 81%

  • Note: Searches are the total number of queries conducted at a search engine during the specified reporting period, excluding internal site searches.


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Search Engines count in links …

  • Search Enginesmeasure popularity through links

  • Don’t be a copycat – unique content matters


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Speak the Search Engine language

  • Find out what you are saying to the search engines

  • Keyword Density

  • Bloggers Linking to you?

  • Test Your Web Site Here:http://www.schipul.com/en/sem/keywords/



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Get a hand from popular sites …

  • Often overlookedquality links

  • Make sure your link – is done right!

  • Organization sites typically rank well.


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Feature Testimonials

  • Assure visitors that you are a“real” companywith asolid reputation

    • Gain client approval to use a quote

    • Even better, use client logos and link to their Web sites

    • Never assume that everyone knows you want their business


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Focus on the visitor

  • Cater towhat the visitor wants and needs from your site, then give it to them…

    • If you are a association, offeronline registration and

      case studies

    • If you are a plastic surgeon, offerdynamic before-and-after photo galleries

    • If you are targeting the younger generation, offer games

      or social software tools (myspace.com) that feature your brand


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Adopt a privacy policy

  • Respect the privacy of your site visitors with a

    privacy policy

    • Link to a written privacy policy at the bottomof

      every page

    • Be sure policy is written in normal language,

      not legalese


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Come back …

  • How to make people return to your site?

    • What’s New Section

    • Ask The Expert or FAQ

    • Testimonials

    • E-Zines (information rich & focused)

    • Giveaways, Surveys & Contests


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E-Zines

  • E-Zinez.com & EzineQueen.com

  • Speed to Market

  • Low cost – No Cost – Low Risk!

  • Wide Distribution

  • Easy & Effective

  • As easy as

    • A) Copy Format & Text

    • B) Cut & Paste Your Message

    • C) Test & Send BCC


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E-Zine Subscribers

  • Existing Customer Database

  • Give something For FREE

  • Opt-in Sign Up On Web site

  • Buy E-mails From List Companies

  • Articles Featuring Your Expertise

  • Publicity

  • Post On E-zine Directories


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Website R.I.P

  • Dead Links

  • Site or Page Under Construction

  • Too Many Fancy Graphics/Gadgets

  • Backgrounds Take Too Long To Load

  • Mixed Messages and Scroll Bars

  • Burying Your Message

  • Overall Unprofessional Image


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Time for time travelling …

  • Thanks to the Way Back Machine

  • http://www.archive.org/web/web.php



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Analysis …

  • Is the website effective?

    • Is/can it being promoted?

    • Are there signs of branding? Which?

  • Visitors

    • What are their needs vis-à-vis the organisation?

    • Does it meet them?

    • How is trust and loyalty being boosted?

    • How is it reaching customers?

    • Is it saving them time?

    • Does it cater for different customers (Personalisation)?

  • Is it usable? Why?

  • Is the company diversifying or focusing on core business?

  • What business model is being used?

    • Web Catalogue Revenue Models

    • Digital Content Revenue Models

    • Advertising Supported Revenue Models

    • Advertising-Subscription Mixed Revenue Models

    • Fee-for-Transaction Revenue Models

    • Fee-for-Service Revenue Models

  • M-Commerce?



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