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Week 1. Web Marketing. Outline. Traditional versus Internet Advertising Internet Advertising techniques and Strategies Business Models for Advertising and their Revenue Streams Pricing Models and Measurement of the Effectiveness of Advertisements Web Publishing – Goals and Criteria

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Week 1 l.jpg

Week 1

Web Marketing


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Outline

  • Traditional versus Internet Advertising

  • Internet Advertising techniques and Strategies

  • Business Models for Advertising and their Revenue Streams

  • Pricing Models and Measurement of the Effectiveness of Advertisements

  • Web Publishing – Goals and Criteria

  • Web Site Development Methodologies

  • Logical Design of the User Interface I – Abstract User Interface Object

  • Logical Design of the User Interface II – Flow of Interaction

  • Usability Testing and Quality Assurance

  • Web Presence and Visibility


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Identity and Branding

  • Your corporate identity can be the most important aspect to your business!

  • There are numerous examples where the Identity/Logo is synonymous with what something does-

    • Xerox

    • Google

  • Branding of products can also be critical.

  • Brands can often become terms used to describe a particular product or usage.

    • Kleenex

    • iPods/podcasting

    • Trapper Keeper


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Traditional vs. Internet Advertising

  • Traditional advertising channels:

  • Newspapers and magazines that utilize text and image

  • Radio that utilizes audio

  • Television that uses video

  • Direct mail that utilizes text and image

  • Telemarketing that utilizes audio

    The Internet provides a new media -- mix text, audio, images, graphics, animation and video.


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Internet Advertising Techniques and Strategies

  • It is appropriate to deal with them together.

  • It is useful to separate the techniques into mass marketing and targeted marketing strategies.

  • Mass marketing techniques include:

    • E-mail

    • Banners

      • Interstitial

      • Superstitial

    • AdWords

    • Target Search-Engine Placement


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Emails

  • Advertise messages to people on the internet.

  • Email advertising is increasingly being tied to the use of promotions and gimmicks.

  • The advantages include:

    • cheap to implement

    • can include the facility for feedback and return messages

    • will allow one to progressively tailor the email advertisements based on this


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Banners

  • Widely used technique for advertising

  • A banner is a small display on the web consisting of text, graphics, animations

  • May appear randomly

  • Two important issues:

    • to ensure that the banners are initially viewed

    • to achieve high click through rates


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Interstitials and Superstitals

  • On the Web, interstitial/superstitals ads are usually pages or a variety of pop-up boxes that appear mysteriously after you click on a link but before you get to the place you clicked to get to. An interstitial page might open and close automatically. These can be highly effective if done well. Alternatively they can be quite annoying. Interstials can be quite profitably trained to appear during file downloads. If they’re interesting they will remain on screen for far longer than the usual banner so the CPM should be quite high.

  • Examples-

    • http://www.dartmotif.com/gallery/index.asp

    • http://www.dartmotif.com/downloads/downloads_templates.asp


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AdWords (part 1)

  • AdWords is a quick and simple way to purchase highly targeted cost-per-click (CPC) or cost-per-impression (CPM) advertising, regardless of your budget. AdWords ads are displayed along with search results on Google, Yahoo!, etc., as well as on search and content sites in the growing Google Network, including AOL, EarthLink, HowStuffWorks, & Blogger. With searches on Google and page views on the Google Network each day, your AdWords ads reach a vast audience.

  • When you create an AdWords site-targeted ad, you choose the exact Google Network content sites where your ad will run and specify the maximum amount you're willing to pay for each thousand page views on that site. You pay whenever someone views your ad, whether the viewer clicks or not. As with keyword-targeted ads, the AdWords Discounter automatically reduces the actual CPM you pay to the lowest cost needed for your ad to win the placement on that page.

  • There's no minimum monthly charge with AdWords -- just a nominal activation fee. Your ads start running within minutes after you submit your billing information. You can easily keep track of your ad performance using the reports in your online account Control Center.


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AdWords (part 2)

  • In the AdWords program, the cost of your campaigns really depends on you -- how much you're willing to pay and how well you know your audience. It all boils down to knowing your own goals and applying them to your account.

  • There is a nominal, one-time activation fee for AdWords. After that, you pay only for clicks on your keyword-targeted AdWords ads, or for impressions on your site-targeted AdWords ads. You can control your costs by selecting how much you're willing to pay per click or per impression and by setting a daily budget for spending in your account.

  • For example, a new advertiser paying in USD can activate their AdWords account with just US$5.00, and can then choose a maximum cost-per-click (CPC) from US$0.01 - US$100.

  • Daily budgets start as low as 1 cent up to whatever limit the advertiser is comfortable spending. Site-targeted ads require a minimum CPM (cost per thousand impressions) price of US$0.25, or the local currency rate, per 1000 impressions.

  • For more detail go to: http://services.google.com/awp/en_us/breeze/7914/index.html


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Search Engine Ranking

Google's web-page-ranking system, PageRank, tends to give priority to better respected and trusted information. Well-respected sites link to other well-respected sites. This linking boosts the PageRank of high-quality sites. Consequently, more accurate pages are typically listed before sites that include unreliable and erroneous material. (The various browser toolbars can show you the PageRank of the page you're currently browsing.) Nevertheless, evaluate carefully whatever you find on the web since anyone can

* Create pages

* Exchange ideas

* Copy, falsify, or omit information intentionally or accidentally

Many people publish pages to get you to buy something or accept a point of view. Google makes no effort to discover or eliminate unreliable and erroneous material. It's up to you to cultivate the habit of healthy skepticism. When evaluating the credibility of a page, consider the following AAOCC (Authority, Accuracy, Objectivity, Currency, Coverage) criteria and questions, which are adapted from www.lib.berkeley.edu/ENGI/eval_criteria.html.


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Criteria For Search Engine Placement

Authority

* Who are the authors? Are they qualified? Are they credible?

* With whom are they affiliated? Do their affiliations affect their credibility?

* Who is the publisher? What is the publisher's reputation?

Accuracy

* Is the information accurate? Is it reliable and error-free?

* Are the interpretations and implications reasonable?

* Is there evidence to support conclusions? Is the evidence verifiable?

* Do the authors properly list their sources, references or citations with dates, page numbers or web addresses, etc.?

Objectivity

* What is the purpose? What do the authors want to accomplish?

* Does this purpose affect the presentation?

* Is there an implicit or explicit bias?

* Is the information fact, opinion, spoof, or satirical?

Currency

* Is the information current? Is it still valid?

* When was the site last updated?

* Is the site well-maintained? Are there any broken links?

Coverage

* Is the information relevant to your topic and assignment?

* What is the intended audience?

* Is the material presented at an appropriate level?

* Is the information complete? Is it unique?


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Targeted Advertising Techniques

  • Targeted marketing techniques include:

    • Broad targeted marketing

      • Chat Rooms

      • Thematic web sites

      • Portals that provide keyword linked banners advertisements

    • Personalized targeted marketing

      • Purchasing circles

      • Data mining based associative advertising

      • Permission marketing


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Web Publishing – Goals and Criteria

  • A web site could be used for:

    • conveying information

    • carrying a marketing message

    • allowing interactivity say to place an order, or customer service

    • exchange information and opinions as in a chat room.


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Web Site Development Methodologies

  • The development of a web site or client side of an e-commerce system like another other software systems requires a clear understanding of:

    • the purposes of the web site

    • the functions of the e-commerce system that the client side must provide. (This would be identified during the systems analysis and conceptual modeling stage.)

    • the audiences that the web site is meant to address


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Categories of Systems

  • Encounter several different categories of system.

    • No Web-site exists and the system is developed completely from scratch

    • An organizational Web-site already exists

    • A mediator between the audience category and several web-sites or data sources


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Web Based Mediator

……

Website N

Website 1

Database

Web-Based Mediator

User Application

and/ or Interface


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Logical Design the User Interface I – Abstract user Interface Object

  • The logical design of the user interface involves:

    • navigation related aspects of the user interface design

    • data related aspects of the user interface design.

  • External representation of the Core Concept

    • These designs can be game-based, or use multimedia that looks similar to DVD Menus.


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The Conceptual and Logical Design of UI Interface Object

REAL WORLD

Conceptual Design

Conceptual

Model

Perspectives

Logical Design


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Logical Design the User Interface II – Flow of Interaction Interface Object

  • The user interface associated with the Web site there are only certain actions available to a user

  • Thus any action a user is allowed to take must be associated with a set of preconditions



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Functional and System Testing Interface Object

  • Quality Assurance of the e-commerce application:

    • Data Validation and Error Handling Testing

    • Database and End to End Testing of different functions

    • Legacy Interface Testing

    • Exception Handling Testing

    • Response Time and Down Load Time Testing

    • Stress Load Testing

    • Security Testing


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Web Feature Testing Interface Object

  • Testing the features of a web site: client and server sides.

  • There are several things that need to be tested including

    • Hyperlinks Testing

    • Validation of HTML code

    • Script Testing

    • Compatibility Testing

    • Resolution Testing

    • Server side Testing

  • There are several software tools that can be utilized for web feature testing including:

    • Web Performance- http://www.webperformance.com

    • Deluge- http://deluge.sourceforge.net/

    • WAPT- http://www.loadtestingtool.com/


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