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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

Web Science Stream

Strategies for Marketing, Sales, and Promotion

creating an effective web presence
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.
why is it so important
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
online vrs traditional marketing
Online vrs Traditional marketing
  • Consumers Want Time Savers
  • Education & Research
  • People Communicate Differently
revenue models
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
web catalogue revenue models
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
digital content revenue models
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/
advertising supported revenue models
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/
advertising subscription mixed revenue models
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/
fee for transaction revenue models
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/
fee for service revenue models
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/
revenue models in transition
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
revenue strategy issues
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
identifying web presence goals
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
achieving web presence goals
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.
the toyota site
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/
quaker oats
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.
not for profit organizations
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.
how the web is different
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.
meeting the needs of web site visitors
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.
meeting the needs of web site visitors25
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
trust and loyalty
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.
customer centric web site design
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
10 marketing tips
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
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
don t mix messages
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
always observe the 1 2 3 rule
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.
feature a clear call to action
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)
retain your branding
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
make it easy to contact you
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
make it even easier to contact you
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
no surprises
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
optimise for search engines
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
but how to market to search engines
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.
search engines count in links
Search Engines count in links …
  • Search Enginesmeasure popularity through links
  • Don’t be a copycat – unique content matters
speak the search engine language
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/
get a hand from popular sites
Get a hand from popular sites …
  • Often overlookedquality links
  • Make sure your link – is done right!
  • Organization sites typically rank well.
feature testimonials
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
focus on the visitor
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

adopt a privacy policy
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

come back
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
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
e zine subscribers
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
website r i p
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
time for time travelling
Time for time travelling …
  • Thanks to the Way Back Machine
  • http://www.archive.org/web/web.php
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?