Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.1 CHAPTER 9: Managing the online presence.

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Presentation transcript:

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.1 CHAPTER 9: Managing the online presence

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.2 Learning objectives Identify the tasks necessary when managing an online presence; understand terms used to measure and improve site effectiveness; develop an appropriate process to collect measures for Internet marketing effectiveness.

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.3 Questions for marketers How much resource do I need to put into maintaining and monitoring the site? What processes should I use to maintain the web site? How do I measure the effectiveness of web marketing?

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.4 Content review process Figure 9.2 An example of a content update review process

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.5 Performance measurement process Figure: A summary of the performance measurement process

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.6 E-marketing metrics areas Figure: The ﬁve diagnostic categories for e-marketing measurement from the framework presented by Chaffey (2000)‏

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.7 Web metrics tool example

Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003OHT 9.8 Attrition example Figure: Attrition through e-commerce site activities