E-MARKETING Marketing: • A comprehensive process that involves every aspect of a business from designing its products, setting the pricing strategy to analysing sales statistics and collecting customer feedback. E-Marketing: • Refers to using technology such as the internet, website and email, sms, including its wide variety of options and tools to conduct your marketing activities and achieve your marketing objectives.
E-MARKETING TOOLS E-Marketing tools and strategies include: • Business websites; • Search Engine; • Email; • Online newsletters/e-zines; • Online catalogues; • Online press releases; • Online surveys; • Online customer service; • Banner advertising; • Affiliate marketing. • Mobile telephone marketing; • Online Community (Friendster, YouTube) - new • Web Log (Blog) - new
The e-Marketing Concept The objectives of marketing are to: • get the right product • promoted in the right way • sold at the right price • distributed at the right place • profitably
THE E-MARKETING CONCEPT Examples of e-Marketing include: • online surveys to conduct market research • web site to display and sell your products • internet advertising to promote your business • software to collect and analyse your customer information
THE E-MARKETING CONCEPT The Key to e-Marketing: • The key to successful e-Marketing in today's business environment is to place your clients in control. Allow them to choose how often and what type of messages they receive, thus creating a more meaningful relationship with your business. • This is commonly referred to as Permission Marketing. • Your e-Marketing messages and tools should aim todeliver information that the consumer wants - that they perceive to be valuable.
INTEGRATING E-MARKETING INTO YOUR BUSINESS • e-Marketing is not an alternative to your existing Marketing Plan, in fact you may already have a "Marketing Plan" that identifies your marketing objectives, outlines your key strategies designed to achieve those objectives, and guides your daily marketing activities. • With e-Marketing you can develop techniques to enhance this existing plan to make your marketing activities more effective (smarter) more efficient (cheaper) and you may even find that you can tap into new markets both locally and overseas.
HOW WOULD E-MARKETING ENHANCE MY EXISTING MARKETING PLAN • With the use of internet-based product catalogues you can reduce your printing costs and maintain a higher quality of product information for your customers. • By utilising marketing information systems you can analyse your sales information to make more informed decisions and customers all over the world can view your products with a website.
CAN MY BUSINESS AFFORD E-MARKETING? • The cost of e-Marketing depends on which strategies you choose to implement. • Any business can start using simple e-Marketing techniques such as email, newsletters, computer based data management and internet research by purchasing a computer and connecting to the internet which can be achieved for less than $2,000. • Businesses can also spend many thousands of dollars utilizing the services of a professional e-Marketing firm to create and implement a complete e-Marketing package. The choice is yours!
The Marketing Process • A comprehensive marketing process and resulting Marketing Plan is critical for the success of your business. • An effective marketing process should provide you with the information, strategies and solutions to any and all obstacles you might encounter along the way in building and running a successful and profitable business.
E-MARKETING TOPICS • Affiliate Program • Search Engine Optimization • Email Campaigns • Banner Exchange • Business Website • Mobile Phone Marketing
Affiliate Program Affiliate Marketing Program • Affiliate marketing is where you refer customers to other businesses via links to their web site from your web site or emails and receive commissions for each customer you refer to the other business. They are essentially revenue sharing arrangements between online vendors or sellers and resellers or affiliates. • If the business is "multi-level" you also receive commissions from the customers referred by other businesses you have introduced. • Conversely, you can set up your own affiliate marketing program to have other businesses sell your products and services for you by paying them a commission.
Affiliate Program Affiliate Marketing Program
Affiliate Program Affiliate Marketing Program
Affiliate Program Affiliate Marketing Program
Affiliate Program Affiliate Advantages • Increased sales. • Improves search engine link popularity. • The Internet becomes your sales team. • Low operating costs. • Sites with affiliate programs could be perceived as more significant.
Affiliate Program Affiliate Disadvantages • Potentially expensive up-front costs. • Administrative overhead. • Accounting overhead. • Some profits go to the affiliate.
Affiliate Program Affiliates vs. Advertising • In most cases, an affiliate program has a distinct advantage over an advertising campaign since you only pay your affiliates for traffic they generate to your site or sales they generate. • Thus, with an affiliate program, you pay for results after the fact, whereas advertising costs are all up-front and have no guaranteed results.
Affiliate Program Affiliate Types Commission Based • A commission-based program, also referred to as pay-per-sale, will pay the affiliate a commission for all sales that come directly from them. Meaning if a customer clicks a link on the affiliates site and then purchases from you, that affiliate would make a percentage of the total sale price. www.Amazon.com is the best example of this type program, they pay up to 15% of the sale price. • The commission is based on what the customer pays and not the retail price, so if the customer gets a discount, then the affiliate commission will be lower.
Affiliate Program Affiliate Types Flat-Fee Based • A flat-fee-based program, also called pay-per-lead, will pay a fixed amount for each new customer regardless of how much they spend. www.paypal.com is a good example of this model, they pay a $5 referral fee for all new customers sent by an affiliate.
Affiliate Program Affiliate Types Click-Through Based • A click-through-based program, also called pay-per-click, will pay the affiliate a fixed amount for each visitor they send to your Web site. www.overture.com is a good example of this model, they pay 2 cents for every click through. It doesn't sound like a lot, but it can add up quickly.
Affiliate Program Affiliate Types Banner-Impression Based • A banner-impression-based program, also called pay-per-impression, will pay the affiliate a fixed amount for each banner impression displayed on their site. www.doubleclick.com is a good example of this model, they pay about $5 per 1000 banners displayed.
Affiliate Program Agreement Terms • The Affiliate Agreement Terms state how the affiliate will get paid, when they are paid, how refunds are handled, what the restrictions are, and any other terms on which you decide. The affiliate agreement is a very important part of your program and must be thought through completely. • This lesson will cover most of the considerations that will be in your affiliate agreement, but you will want to visit a major site such as www.Amazon.com for a more thorough sample of how affiliate terms should be worded.
Affiliate Program Affiliate Payments Payment Type • For consistency purposes, all payments should be made in U.S. dollars. This is because U.S. dollars are more universally accepted than any other currency. Next, be sure to mention United States Dollars (USD) when you refer to how much the affiliates will get paid so there is no confusion. Payment Amount • To determine a fair price to pay your affiliate, first visit some sites with similar programs and see what they offer their affiliates. Next, in most companies it is assumed that about 12% of your budget is advertising. Thus you might allocate 10% of that towards the affiliate payments and 2% towards maintaining the program. Payment Minimum • It is pretty standard practice for affiliate programs to have a reserve amount that must be met before payment is sent. For example www.amazon.com will not send you a check until you have accumulated $25 USD or more. Payment Frequency • How often you send out payments can impact the loyalty of your affiliates as well. When possible, it is recommended that you send affiliate checks out once a month, or at worst quarterly. Be sure to define the payment schedule in your affiliate agreement and pay promptly according to that schedule. Payment Delay • Due to fraud and refunds, it is necessary to have a built-in delay for payment in your affiliate program. Typical delays range from 45 days to 60 days. This allows time for any refunds or charge backs to surface before you pay out to the affiliates.
Affiliate Program Building Affiliate Program Out-sourcing • Creating the code to run your own affiliate program is the biggest task. Most Web site owners will choose to out-source this project to a Web development company that specializes in E-Commerce solutions. You are encouraged to review affiliate programs already in place by your out-source options before finalizing the deal. Third Party Vendors • Another option is to purchase a third party package to add an affiliate program to your site. We recommend looking at www.AffiliateZone.com as a possible solution. They have a $75 USD setup fee and monthly fees of $34.95 USD per month. Writing Your Own • The last option is to create your own. This requires some programming experience, but is a solution worth considering given the costs of outsourcing the project. Next it has the advantage of integrating completely into your site, unlike the results you might expect by attaching a third party affiliate program to your site.
Affiliate Program Promote Affiliate Program • Mentioning your affiliate program in your newsletter is a great place to start promoting your affiliate program. You will also want one or more links to your affiliate program within your Web site. There are also some nice affiliate directories where you can list your program for free.Affiliate Directories 1. www.AssociatePrograms.com 2. www.Associate-it.com 3. www.CashPile.com 4. www.Refer-it.com
Affiliate Program Affiliate Screening • You will want to review all Web sites requesting to participate in your affiliate program. This helps to ensure that sites with questionable content do not display a banner to your site. In most cases, the quality of the affiliate's Web site is not the issue, only the nature of the content for the site.
Affiliate Program Affiliate Approval Notice • Once approved, you should send a confirmation email to new affiliates along with their affiliate ID and instructions on how to place the ad banner or link on their site. You should also remind them of any restrictions included in the affiliate agreement terms within the email.
Affiliate Program Affiliate Code • For an affiliate to get credit, they need an affiliate ID. These typically come in two flavors, a promocode or an affiliate code. An affiliate code is granted to owners of Web sites that have been approved for linking to your site. • The affiliate code is added to their link to your site so that they can get credit for sales coming from their site. The example below passes the affiliate code 1047917.Affiliate link sample syntax:http://www.webmastercertification.com/wcoassociate.cfm?aff=1047917
Affiliate Program Affiliate Tracking • Response tracking from an affiliate program can be handled easily by two methods. First, the campaign will contain a Web page address that is unique to the affiliate program with the affiliate ID tacked on the end. Then you will be able to track the sales for the associate ID. • Using both methods would allow you to compare how many people visited from the affiliate links relative to how many people purchased from them.
Affiliate Program Affiliate Graphics • You will need to provide some graphics and link code to your affiliates so they can easily link to your site. The code would be the same for everyone except the affiliate ID would be different. The example below is a sample of what is used with Webmaster Certification Online's affiliate program.Result:Source Code:<a href=http://www.webmastercertification.com/aff.cfm?aff=21099><img src=http://www.webmastercertification.com/images/aff3.gifwidth=230 height=33 border=0 hspace=0 alt="Get Webmaster Certified"></a> • You are encouraged to offer multiple graphic options in different sizes and colors to allow for more compatibility with your affiliate Web sites.
Search Engine Optimization M. Fakhrurrazi(firstname.lastname@example.org)
Search Engines Overview • A search engine is a service where internet users can go to the search engine web site and search for web sites that interest them by inputting keywords. The search engine then displays the results of their search starting with the web sites that best meet the search criteria down to the web sites that least fit the search criteria. • Search engines are becoming ever more popular especially when you consider how many web sites there are on the internet today and most users have limited time to find what they are looking for. Search engine optimisation is the process of getting your web site address or URL as close as possible to the top of the search results when someone using the search engines is looking for the products you sell.
Search Engines Search Engine Optimisation
Search Engines Search Engines and Directories A directory site is one that contains manually compiled categories of Web sites, whereas a search engine uses automated spiders to search the Web for content and organize it by keywords, with little regard for the true category under which each site should fall.
Search Engines Search Engines and Directories • User's Point of View Over the years there has been plenty of debate over whether search engines are directories and vice versa. From the user's point of view, it would appear that all directories could be considered search engines since they all have an input box to search the content of the site, regardless of the method of acquiring data. • E-Marketing Point of View From an E-Marketing point of view, we are more concerned with the method by which data is added and ranked, as this will determine how we adjust our placement strategy for each. It is the intent of this lesson to optimize placement in the search results for search engines and directories. • Blurring the Lines It is important to note that many search engines get some of their results from other search engines and directories, many of which are owned by or partnered with each other. The dynamics of these relationships are ever-changing, but a visit to www.SearchEngineWatch.com can update you on the current state.
Search Engines Can the Search Engine War Be Won? • Many people believe that great placement in the search engines is a lottery at best. For example, the authors of Web Marketing & Project Management said in their book, "I don't believe this game can be won." • For argument's sake, let's do a quick test to see if, in fact, search engine placement is possible. By clicking on a link below, the corresponding search engine box will appear. Do a search for "Webmaster Certification" in any of the search engines listed below. Once there you should find "Webmaster Certification Online" and/or "WebYoda" listed in the top five, probably both in the top 5 with one of them listed #1. • Is WebmasterCertification.com the luckiest company alive when it comes to search engine placement? Not likely. The truth is, we have applied the strategies we are about to discuss in order to achieve the placement we currently enjoy. Your results will likely vary, however, as you can clearly see, these strategies are proven effective. • Most people think search engine placement is a lottery at best. Many who do attempt top 10 placement without the appropriate training often fail miserably. This leaves the door open even wider for those of us who are persistent and trained correctly.
Search Engines Search Engine Basics • Good placement in search engines results from a combination of preparation and opportunity (aka LUCK). Search engines claim you can get results in as few as 24 hours, yet it can often take 2 months before most search engines cycle through their backlog of new entries. With 90% of the sites indexed in search engines being junk, getting good exposure via search engines is difficult. Use the tips in this section to improve your placement odds.
Search Engines Search Engine Tips • Submit Web site to search engine (http://google.com/addurl). • Use keywords in the content near the top of the document. • Keywords placed inside clickable link text ranks higher. • Use descriptive Web page titles. • Use a descriptive URL, for example:www.webmastercertification.com/webmaster-courses.cfm. • Encourage other sites to link to yours.
Search Engines Search Engine Tips • Purchase alternate Web names, point them all to your Web site, then submit those names. • Use Meta Tags correctly • Visiting your own link in the results of some search engines can improve your ranking. • Avoid frames, Web sites using frames can not be picked up by all search engine spiders. • Avoid keyword spamming, any excessive use of keywords can hurt your placement in the search engines. • Use an entry page through which people can access your Web site, but is optimized with the rules above, thus more desirable to the search engines.
Search Engines Search Engine Urban Legends The list below contains factors that are presumed to improve search engine placement but typically do not. • Using popular search terms unrelated to your content does yield more traffic but not quality traffic. • Search engines are not case sensitive. Searching on "webmaster" or "Webmaster" will yield the same results. • The order that keywords are typed into a search engine does not affect the results. • Placing keyword content on a Web page that is the same color as the background will hide it from users, but search engines will often interpret it as spam. • Meta Tags are presumed to be the key to high rankings; however with many search engines, they are primarily used to determine what words to index a site with, and not as much how high to rank it.
Search Engines Hidden Content Alternative • It is true that content that is the same color as the background color can be detected as spam by the search engines; however, two colors do not have to be exactly the same to appear exactly the same. For example, while the color white is "#FFFFFF", the color "#FEFCFD" is not white, although it visually will appear so. • Another technique would be to set the background to the color's text name ("white"), and then color the content with the color's number ("#FFFFFF"). It is rumored, however, that this practice is more likely to be detected as spam.
Search Engines Keyword Search Terms • Keyword search terms are either single words or multiple words that are typed into a search engine. Web developers typically put these words in the title, meta tags, and content of the Web pages to improve the likelihood that the pages will be found by search engines. • One typical oversight is to put all the single search words in to the meta tag as single keywords separated by commas. As it turns out, the focus should be on multiple keyword terms. For example, a user interested in Webmaster courses is likely to type "Webmaster Certification" or "Webmaster Training" into a search engine. • First make a list of every keyword search term you feel is relative to your business. Next go to inventory.overture.com and search on each of the original terms. Look in the search results for a section called "Refine Suggstions to narrow you search." This tells you other keyword search terms on which users have searched. Add all that you feel are truly relative to the list for your business.
Search Engines Doorway pages • Doorway pages are Web pages that point to other pages in a Web site but the Web site pages do not point to them. These pages can be individually optimized for each search engine and each search term. • The main example for doorway pages was deep linking. Recall that deep linking is the act of making special pages that advertising can point to so that the effectiveness of the advertising campaign can be tracked.
Search Engines Doorway pages • Keyword Optimized Pages Keyword optimized pages are pages where each page in a set of pages focuses on one keyword search term. The keyword meta tag should only include the target keyword and the description meta tag should include the target keyword in a sentence. Next, the title should be worded to contain the target keyword term, preferably twice, but never more than twice. For example, we might use the following title for a doorway page about "Webmaster Training."Webmaster Training - Quality Online Webmaster Training 25% Off • Misspelled Keywords Pages Another interesting and effective strategy is to build gateway pages that are optimized for misspelled keyword terms. First, choose your most effective keyword terms, then misspell them using the following patterns. Examples: ebmaster Training WWebmaster Training eWbmaster Training Wbmaster Training Weebmaster Training Wbemaster Training Wemaster Training Webbmaster Training Wembaster Training
Search Engines Doorway pages Link the Gateway Pages • Assuming you have hundreds of gateway pages, it would be neither practical nor advisable to submit all the pages to the search engines individually. It would be very time consuming and would likely be detected as spam. • Alternatively, you can make a set of hidden links to your target keyword pages from one page within your main site, then on each target page put hidden links to the misspelled pages for that target keyword. Once complete, the gateway pages become a connected part of your Web site and when your site is spidered by the search engines, these pages are likely to be included.
Search Engines Search Engine Popularity About the Different Search Engines • You have integrated your keyword terms into your Web pages using the techniques previously discussed. But this only prepares your pages for what the search engines like to see. The goal now is to convince the search engines that the visitors to your site are satisfied as well. • Many of today's search engines incorporate methods to track the popularity of links in the search results returned. The more popular a link is, the higher in the rankings the site will appear. We will discuss different techniques next and how to make them work for you.
Search Engines Link Popularity (off page) • The first method search engines use to grade a Web site is how many Web sites point to them. Hence if your site has 100 other sites linking to you, but your competitor has only 10, your site will rank higher in some search engines. As a byproduct, every site that links to you is a potential entry point for your customers. • There are many options to getting linked, most of which are byproducts of other E-Marketing techniques discussed throughout this course. Some examples include business directory sites, Web awards, Internet top 50 sites, resource sites, banner sites, blind links, affiliate links, free Web sites and reciprocal links with other non-competing Web sites. • Once you are linked by any of these methods, it is advantageous to submit the sites that point to you to the search engines as many of them may not be indexed. This not only tells the search engines that they exist but also that they link to you.