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Internet Marketing - PowerPoint PPT Presentation

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Internet Marketing. Barbara Weathers, M.A. Campus College Chair University of Phoenix, Springfield Campus. So you have a Website – Now what??. Built it and they will come will NOT work. So what will??. Build it correctly Search engine placement both natural and paid Banner advertising

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Internet marketing l.jpg

Internet Marketing

Barbara Weathers, M.A.

Campus College Chair

University of Phoenix, Springfield Campus

So you have a website now what l.jpg

So you have a Website – Now what??

Built it and they will come will NOT work.

So what will l.jpg
So what will??

  • Build it correctly

  • Search engine placement both natural and paid

  • Banner advertising

  • E-mail marketing

  • Web Analytics

Types of websites l.jpg
Types of Websites

  • Static or HTML - web pages that are not changed before being displayed in a web browser

  • Dynamic – when accessed a program generates instructions to call up and construct the dynamic pages, usually created from a database

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Dynamic Websites and Search Engines

  • Not all Search Engines can index dynamic sites. Ways to help:

    • Use static URLs to reference dynamic content

    • Link to dynamic URLs from static URL content, ie. develop a static HTML site map, link to other high quality sites or even better have them link to you.

    • Pay for inclusion - AltaVista, Ask Jeeves/TEOMA, FAST, and Inktomi

How search engines rank websites l.jpg
How Search Engines Rank Websites

Through algorithms (a set of rules):

  • Keyword frequency and location

  • Incoming links from relevant quality sites

  • URL, webpage title, meta tags

  • Quality content that gives genuine value

  • Properly working website without errors

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Search Engine Placement Tips

  • Pick targeted key words based upon consumer search patterns

  • Position keywords in HTML title tag, copy headlines, high up on the page

  • Relevant copy – search engines look for words NOT graphics

  • ALWAYS have an HTML sitemap

  • Don’t frame linked websites

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Tips Continued

  • Build high quality links, especially incoming, even if you have to pay for them

  • DON’T use automated search engine submission software – hand submit once and let the spiders find you

  • Be patient – it takes a while to develop natural placement sometime 5-6 months

  • Don't obsess over your ranking

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Learn More







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Pay Per Click

  • Every major search engine with significant traffic accepts paid listings

  • They allow you to ‘bid’ on certain keywords which is called "pay-per-click" (PPC) or a "cost-per-click" (CPC)

    • Overture – Yahoo, MSN, AllTheWeb, AltaVista

    • Google’s AdWords – AOL, AskJeeves, Netscape, Teoma

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Banner Ads

  • Usually priced by Impression (CRM) Although they don't measure the effectiveness of a branding campaign, they do measure how many visitors were exposed to it

    • The typical click-through-rate is something under 1 percent, and click-through rates significantly higher than that are very rare

    • Think of it as Brand Exposure – like a billboard

    • What websites does your target market visit??

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E-mail Marketing vs. SPAM

  • E-mail is still the best way to reach a mass online audience of current or potential customers.

  • The question that remains unanswered is when is it overstepping the bounds to become SPAM??

  • The definition of SPAM varies depending upon who you ask. How do you define SPAM?

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CAN-SPAM Act of 2003

  • It bans false or misleading header information

  • It prohibits deceptive subject lines

  • It requires that your email give recipients an opt-out method

  • It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address

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Where to get e-mails

  • Customer database – Do you keep records on your customer?

  • Think of ways to collect e-mails of potential customers.

    • E-Newsletter

    • Register to win

    • Trade shows

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Web Analytics

  • Measuring the success of Internet Marketing campaigns

    • Need a web analytics tool – WebTrends, Hitbox

    • Two types – server log file and page tags

    • Both have strengths and weaknesses

    • Visit and/or for more information

Log files l.jpg
Log Files

  • The server stores visitor information in files with the .log extension. Here is how the log file records a single request to a Web server:

  • - - [03/Jan/2001:15:20:06 -0800] "GET /Inauguration.htm HTTP/1.0" 200 8788 "" "Mozilla/3.0 WebTV/1.2 (compatible; MSIE 2.0)"

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Server Log Files Tell You

  • Which pages get the most traffic - and the least.

  • What sites are referring visitors to you.

  • Which pages visitors look at.

  • What browsers and operating systems are most popular with visitors.

  • When search engine spiders and directory editors visit.

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Page Tags

  • Information collected is non-identifying through the use of cookies

  • Includes user behaviors such as visits and buys, responding to off-site or on-site promotions, and product viewing

  • Collects user characteristics, including profiles of visitor’s hardware and software

  • Provides information on pages visited, number of visits, and various timing and duration measures.

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Word of advice – monitor what is successful and what is not. Internet Marketing can be expensive use it wisely .