1104B – Dr. Jackie

Copyright © 2010 Certification Partners, LLC -- All Rights Reserved  Everyone is off to a great start on your e- Commerce Marketing Plan!  Still some APA work to do  I use the Grading Rubric when grading your papers, you should use it when writing!!!!  Remember to contact me ◦ ◦ On AIM at ◦ On SKYPE at jackiekrause ◦ On the phone at ◦ On Wednesday evenings between 5 – 6 PM, PST

Copyright © 2010 Certification Partners, LLC -- All Rights Reserved  Reference Page Formatting ◦ Last page of the paper, on a page by itself ◦ Title the page References. Center the title. No bold, underline, or quotation marks ◦ All text should be double spaced ◦ All entries in the reference page should be formatted with a hanging indent (indent second and subsequent lines of individual reference.5 inch. ◦ Alphabetize the list of references by author last name

Copyright © 2010 Certification Partners, LLC -- All Rights Reserved ◦ For books or journal articles,  Author Lastname, initials. Year. Title. Publisher, volume, pages. (this is often enough) ◦ For websites,  If the author is known, follow the example above. You may need to include the full date.  If the author is unknown, use the title of the page in place of the author name:  General Electric: Our Company: What is Six Sigma? (2011). Retrieved September 25, 2011, from s.htm

Copyright © 2010 Certification Partners, LLC -- All Rights Reserved  If you have a reference on your Reference page, you should have a corresponding citation in-text. Don’t just throw everything you read in the reference page without citing the work in-text.  Failure to cite in text can be unintentional plagiarism! Next Week, Typical types of references you may encounter Oct 27 th - Webinar

Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Lesson 4: Online Product Promotion

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Lesson 4 Objectives Identify specific B2B and B2C issues in developing an e-commerce site Establish and protect a brand Identify the relevance of blogging to e-commerce Avoid questionable practices Obtain browser and operating-system use patterns Implement banner exchange networks and referrer programs Promote and advertise an e-commerce site Implement on-line marketing strategies

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Online Promotion Overview Types of online promotion –Banner ads –Banner exchange –Referrer sites –Blogs and blogads –Pop-up and related ads –Search engine placement –Spam –Targeted –Opt-in

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved E-Commerce Site Categories Publisher site –Primary goal is selling advertising –Rates can be based on: Frequency with which ad is displayed Clickthrough Marketer site –Advertises on a publisher site –Clickthrough destination –Sells products and/or services

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Banner Ads Banner ad vocabulary (pg. 4-7) Effective banner ads (pg. 4-8) Banner ad sizes (pg. 4-9) Choosing banner ad space (pg. 4-11) Finding ad space (pg. 4-11)

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Banner Sizes Full banner Full banner with vertical navigation Half banner Vertical banner Square button Button 1 Button 2 micro

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Banner Ad Positioning Why might this be the most effective position?

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Banner Exchange Networks Sites display banners for complementary sites Can be win-win situation Banner exchange programs

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Referrer Programs Referrer sites or programs direct traffic in one direction One site pays another site for the traffic it sends

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Blogs and Blogads Web journals or Web logs High traffic segment Mainstream advertisers beginning to embrace

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Pop-Up and Related Ads Pop-up ad types –Pop-up: appears over current browser windows –Pop-under: appears under active browser window and is not seen until covering window is closed –Interstitial: appears as full window between current and target pages –Superstitial: preloads into browser cache; does not appear until fully cached

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Search Engine Placement Search engines –Uses a spider to find Web sites Directories –Requires manual submission of Web site

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Tags and Search Engines Keywords – Description – Robots –

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Relevance Search results are ranked according to relevance to the given search criteria –HTML tag –Query word(s) near top of document –Frequency of query word(s) Pg. 4-30

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved and Marketing Types of marketing –Spam (unsolicited) –Targeted (qualified addresses) –Opt-in (recipients agree) filter concerns –Source (From:) address –Size of To: address list –Keywords in message topic –Keyword in message body

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Ad Performance Evaluation Tracking and payment –Pay-per-click: advertiser pays a set amount for each clickthrough –Pay-per-lead: advertiser pays for each sales lead generated –Pay-per-sale: advertiser pays for each sale resulting from a clickthrough –Pay-per-view: advertiser pays for users viewing the banner

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Offline Product Promotion Types of offline promotion include: –Radio –TV –Print –Promotional giveaways Offline promotion is often cost-prohibitive

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Ad Campaign Implementation Marketing considerations must include: –Advertising budget –Type of campaign(s) –Online, offline or both –Tracking campaign effectiveness Online business hub Incentives

E-Commerce Specialist Copyright © 2010 Certification Partners, LLC -- All Rights Reserved Lesson 4 Summary Identify specific B2B and B2C issues in developing an e-commerce site Establish and protect a brand Identify the relevance of blogging to e-commerce Establish and protect a brand Avoid questionable practices Obtain browser and operating-system use patterns Implement banner exchange networks and referrer programs Promote and advertise an e-commerce site Implement on-line marketing strategies

 Write a 3 page promotional plan and include the following: ◦ Identify three advertising solutions to promote your eCommerce site. Explain why they are appropriate for your business. ◦ Describe a budget estimate to implement the three advertising choices. How much could it cost and what company provides the service? For instance, what company would provide access to blog ads and how much would one cost? ◦ Explain three best practices you would apply for Search Engine Optimization. List three items to increase your rankings based upon SEO best practices. It never hurts to add additional research!