_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications1  Wiley and the book authors, 2001 E-Commerce: Fundamentals and Applications Chapter 14 : Web Advertising and Web Publishing

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications2  Wiley and the book authors, 2001  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 Outline

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications3  Wiley and the book authors, 2001 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. Traditional vs. Internet Advertising

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications4  Wiley and the book authors, 2001  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:   Banners  Search engines Internet Advertising Techniques and Strategies

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications5  Wiley and the book authors, 2001  Advertise messages to people on the internet.  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 advertisements s

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications6  Wiley and the book authors, 2001  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 Banners

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications7  Wiley and the book authors, 2001  Most likely place for new users to find your website  Most search engines utilize spiders to find websites and update catalog of existing sites  Key is to rank in the first 2 pages of search results for targeted keywords  META tags can be used to increase rank in search results and make results more enticing  Don’t “Spam” the search engines  Use targeted keywords in, Heading tags, META tags, and frequently throughout regular text  Can pay for keywords on some search engines  YAHOO is also important, but not a search engine Search Engines

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications8  Wiley and the book authors, 2001  Targeted marketing techniques include:  Broad targeted marketing  Chat Rooms  Thematic web sites  Portals that provide keyword linked banners advertisements (e.g. Yahoo, Overture)  Personalized targeted marketing  Purchasing circles  Data mining based associative advertising  Permission marketing Targeted Advertising Techniques

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications9  Wiley and the book authors, 2001  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. Web Publishing – Goals and Criteria

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications10  Wiley and the book authors, 2001  The development of a web site or client side of an e- commerce system like 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  Traditional software development methodologies apply  Analysis – Design – Implementation – Maintenance Web Site Development Methodologies

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications11  Wiley and the book authors, 2001  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 system Logical Design the User Interface I – Abstract user Interface Object

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications12  Wiley and the book authors, 2001  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 Logical Design the User Interface II – Flow of Interaction

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications13  Wiley and the book authors, 2001  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 Functional and System Testing

_______________________________________________________________________________________________________________ E-Commerce: Fundamentals and Applications14  Wiley and the book authors, 2001  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:  Site Owner  Web Site Garage  Net Mechanic Web Feature Testing