Brought to you in association with Nine Web Marketing Principles

Brought to you in association with Webonomics This section is based on the book Webonomics by Evan I. Schwartz

Brought to you in association with 1. Quality of Experience It is the quality of the experience that counts, not the quantity of visitors What will cause people to come back? Don’t just supply electronic information, create an online community The web is not a mass medium: it’s an interactive, personal, niche medium News and information services will only be profitable by inventing and charging for value-added services.

Brought to you in association with 2. Use the Web for Results Marketers shouldn’t be on the web for exposure, but for results. Web picks up where traditional advertising stops. Web ads must link to in-depth product information Like a human sales person: Learn about customers’ preferences Provide service Generate future sales

Brought to you in association with 2. Use the Web for Results Mass media pushes; on the web, we pull. Web consumers seek info from marketer Getting your message out requires the consumer’s consent. CPM doesn’t work; web marketers must attract smaller numbers of qualified consumers 4 Ways to Promote site: leverage traditional media garner press attention hyperlinks to other site buy electronic ads

Brought to you in association with 3. Compensating Consumers Consumers must be compensated for disclosing data about themselves Concerned about privacy Will trade valuable information if the deal is favorable Getting consumers to register their names requires something significant in return Personalized news Entertainment, advice Membership in online community

Brought to you in association with 3. Compensating Consumers Use collected information to provide the consumer with a tangible benefit Directly targeted ads Provide discounts and rebates for vital demographic and psychographic info Limits: Inform if you will sell info Don’t solicit info from children Let consumers opt out

Brought to you in association with 4. Information Rich Products Consumers will shop online only for information-rich products Information sells products on the web Stock site with facts, news, knowledge, wisdom, and advice about products Geography is irrelevant; Cyber-malls won’t succeed Succeed by providing a broader selection, superior product expertise, below retail prices

Brought to you in association with Which is information-rich? Ford Taurus Coca Cola Anne Rice’s latest novel, Pandora New house Pamper’s A new Dell Computer Pringle’s Potato Crisps

Brought to you in association with Information Rich Products What is the nature of the offering? Is it a physical product, a physical service, a virtual service, or intellectual property?

Brought to you in association with 5. Self-Service Self-service provides for the highest level of customer comfort Increased comfort, control, and convenience Web is always open Travel reservations, at home banking, self-service shipping Cuts down on customer service costs Human service personnel will be free to focus on higher level tasks

Brought to you in association with 6. Value-Based Currencies Value-based currencies enable sites to create their own monetary system Monetary systems that reward loyal customers with points that can be redeemed later for real goods and services e.g., frequent flyer miles, access time Cyber cash, micro-payments are failing to catch on Trust is the most valued commodity

Brought to you in association with 7. Trusted Brand Names Matter With fly-by-night organizations abundant on the web, a trusted brand name matters Major brand names are up for reevaluation on the web Being the first to do something is a great way to establish a brand name Companies that establish a strong affinity with customers can establish an online community of interest around their brands

Brought to you in association with 8. Small Business can Compete Even the smallest business can compete in the Web’s global “Marketspace” Any business can go global with unprecedented ease and low cost Well designed storefronts enable small companies to act “big” and enable big companies to act as if they are as flexible and responsive as startups. Language matters

Brought to you in association with 9. Agility Rules Agility rules: web sites must continually adapt to the market Competitive advantage may only last a few weeks or months Take feedback, and respond promptly and seriously to what you hear Add new features regularly Recognize that disruptive technologies alter the way the web economy works. How will you capitalize on these technologies?

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