1. E-Business 第 4 章 网络营销

2. 2015-8-292 Learning Objectives In this chapter, you will learn about: Creating an effective business presence on the Web Web site usability Communicating effectively with customers on the Web When to use product-based and customer-based marketing strategies Communicating with different market segments

3. 2015-8-293 3 Learning Objectives (cont ’ d.) In this chapter, you will learn about （ cont ’ d. ） : Customer relationship intensity and the customer relationship life cycle Using advertising on the Web E-mail marketing Technology-enabled customer relationship management Creating and maintaining brands on the Web Search engine positioning and domain name selection

4. 2015-8-2944 1 Creating an Effective Web Presence Organization ’ s presence Public image conveyed to stakeholders Usually not important （ 对小企业 生存第一位） Until growth reaches significant size Stakeholders 利益相关体 有权益关系者 Customers, suppliers, employees, stockholders, neighbors, general public Effective Web presence Critical Even for smallest and newest Web operating firms

5. 2015-8-2955 Identifying Web Presence Goals Business physical space Focus on very specific objectives Not image driven Must satisfy many business needs Fails to convey good presence Web business site intentionally creates distinctive 有特色的 presence Good Web site design Provides effective image-creation features Provides effective image-enhancing features Serves as sales brochure 小册子, product showroom, financial report, employment ad, customer contact point

6. 2015-8-2966 Identifying Web Presence Goals (cont ’ d.) Making Web presence consistent with brand image Different firms establish different Web presence goals Coca Cola pages Usually include trusted corporate image (Coke bottle) Traditional position as a trusted classic Pepsi pages Usually filled with hyperlinks to activities and product- related promotions Upstart product favored by younger generation

7. 2015-8-2977 Achieving Web Presence Goals Effective site creates attractive presence Meets business or organization objectives Objectives Attract visitors to the Web site Make site interesting Convince visitors to follow site ’ s links Create impression consistent with organization ’ s desired image Build trusting relationship with visitors Reinforce 增强 positive image 正面印象 Encourage visitors to return

8. 2015-8-2988 Web Site Usability Current Web presences Few businesses accomplish all goals Most fail to provide visitors sufficient interactive contact opportunities Improve Web presence Make site accessible to more people Make site easier to use Make site encourage visitors ’ trust Develop feelings of loyalty toward organization

9. 2015-8-2999 How the Web Is Different Simple mid-1990s Web sites Conveyed basic businesses information No market research conducted Web objectives achievement failure Not understanding Web presence-building media Web objective achievement success Sites create organization ’ s presence Sites contain standard information set History, objectives, mission 任务, product information, financial information, two-way meaningful communication

10. 2015-8-2910 Meeting the Needs of Web Site Visitors Successful Web businesses: Realize every visitor is a potential customer (partner) Crafting Web presence is an important concern Know visitor characteristic variations Visitor at site for a reason Visitors have: Various needs, experience, expectations, technology

11. 2015-8-2911 Meeting the Needs of Web Site Visitors (cont ’ d.) Web site visitor motivations Learning about company products or services Buying products or services Obtaining warranty, service, repair policy information Obtaining general company information Obtaining financial information Identifying people ( 了解公司组成人员 ) Obtaining contact information

12. 2015-8-2912 Meeting the Needs of Web Site Visitors (cont ’ d.) Making Web sites accessible Build interface flexibility Optional to use frames Offer text-only version Option to select smaller graphic images Option to specify streaming media connection type Option to choose among information attributes Controversial 有争议的, 引起争议的 Web site design Animated graphics software use Some tasks lend themselves to animated Web pages

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14. 2015-8-2914 Meeting the Needs of Web Site Visitors (cont ’ d.) Making Web sites accessible (cont ’ d.) Offer multiple information formats Web site constructions goals Offer easily accessible organization facts （企业形象） Allow different visitor experiences Provide meaningful, two-way 双向 communication link Sustain 支撑 visitor attention and encourage return visits Offer easily accessible information about products, services, and their use

15. 2015-8-2915 Trust and Loyalty Creates relationship value Good service leads to seller trust Delivery, order handling, help selecting product, after-sale support Satisfactory service builds customer loyalty Customer service in electronic commerce sites Problem Lack integration between call centers and Web sites Poor e-mail responsiveness Unlikely to recover money spent to attract customers

16. 2015-8-2916 Rating 评价 Electronic Commerce Web Sites Review electronic commerce Web sites Usability, customer service, other factors Gomez.com （向网站销售评估结果和改进意见） No longer publishes most scorecards 评分表 BizRate.com Comparison shopping service Links to low price and good service ratings sites

17. 2015-8-2917 Rating Electronic Commerce Web Site (cont ’ d.) Usability testing Helps meet Web site goals Avoids Web site frustration 失望 Customers leave site without buying anything Simple site usability changes Include telephone contact information Staff a call center Learn about visitor needs by conducting focus groups Usability testing cost Low compared to Web site design costs

18. 2015-8-2918 Rating Electronic Commerce Web Site (cont ’ d.) Customer-centric Web site design Important part of successful electronic business operation Focus on meeting all site visitors ’ needs Putting customer at center of all site designs Follow guidelines and recommendations Make visitors ’ Web experiences more efficient, effective, memorable Usability Important element of creating effective Web presence

19. 2015-8-2919 Connecting with Customers Important element of a corporate Web presence Identify and reach out 送达 to customers Nature of Web communication Personal contact (prospecting) Employees individually search for, qualify, contact potential customers Mass media （大众媒体） Deliver messages by broadcasting Addressable media （可定地址媒体） Advertising efforts directed to known addressee Internet medium Occupies central space in medium choice continuum

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21. 2015-8-2921 2 Web Marketing Strategies Marketing mix 营销组合 Element combination to achieve goals Selling and promoting products and services Marketing strategy Marketing mix with elements defined Four Ps of marketing Product Physical item or service sold Brand: customers’ product perception

22. 2015-8-2922 Web Marketing Strategies (cont’d.) Four Ps of marketing (cont’d.) Marketing mix price element Amount customer pays for product Promotion Any means to spread word about product The issue of place (distribution) Need to have products or services available In many different locations Long-term problem Getting right products to the right places At the best time to sell them

23. 2015-8-2923 Product-Based Marketing Strategies Web presence must integrate with image, brand Product-based organization Managers think of physical objects sold or used Customers think in terms of product categories Examples Web office supply stores (Staples 百货 ) http://www.staples.com/ Previous print catalog sales (Sears 西尔斯百货 ) http://www.sears.com/ Both examples: Organized Web sites from internal viewpoint 公司的角度

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25. 2015-8-2925 Customer-Based Marketing Strategies Identify customer groups sharing common characteristics Example: Saber Holdings Four main groups (with potential subgroups) Technique pioneered on B2B sites first Customized product and service offerings Match customers’ needs B2C sites Adding customer-based marketing elements Example: university Web sites （较以前有改进） Web sites designed with links for specific stakeholders

26. 2015-8-2926 3 Communicating with Different Market Segments 细分市场 Communications media selection to carry message Physical world Use building construction and floor space design Example: Banks （高端客户 普通客户 企业 个人 等） Online firm No physical presence Customer contact through media and Web site Communications media selection is critical 主要的 关键的 Online firm challenge Customer trust with no physical presence （无经营场所）

27. 2015-8-2927 Trust, Complexity, and Media Choice The Web Intermediate step Between mass media and personal contact Potential customer Web communication Offers advantages of personal contact selling Cost savings of mass media Mass media Offers lowest trust level Costs spread over any people

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29. 2015-8-2929 Trust, Complexity, and Media Choice (cont’d.) Complexity level inherent in product and service Important factor in media choice Mass media Products with few characteristics, easy to understand Expensive (deliver short messages) 言语夸张 Personal contact Highly complex products and services Customers may ask questions

30. 2015-8-2930 Trust, Complexity, and Media Choice (cont’d.) Web (middle ground) Offers various elements Deliver short, focused messages Engage potential customer Give customers ability to choose interaction level Resistance to mass media messages Successful campaigns Rely on passive nature of media consumption Web use Capture benefits of personal contact Avoid costs inherent 固有的 in that approach （ mass media ）

31. 2015-8-2931 Market Segmentation Divides potential customer pool into segments Defined in demographic 人口统计的 characteristics terms Three categories to identify market segments Geographic 地理 segmentation Demographic 人口 segmentation Psychographic 心理 segmentation Television advertisers Use three categories or combination

32. 2015-8-2932 Companies try to: Match advertising messages to market segments Build sales environment for a product or service Corresponds to market segment trying to reach

33. 2015-8-2933 Market Segmentation on the Web Web opportunity Present different store environments online Steve Madden site （ http://www.stevemadden.com/ ）http://www.stevemadden.com/ http://www.lafaso.com Target: young, fashion-conscious buyers Talbots site （ http://www.talbots.com/online/home_page.jsp ）http://www.talbots.com/online/home_page.jsp More muted, conservative style Limitations of physical retail stores Floor and display space Must convey one particular message Web stores Separate virtual spaces for different market segments

34. 2015-8-2934 Offering Customers a Choice on the Web One-to-one marketing Offering products, services matched to needs of a particular customer Dell Offers number of different ways to do business Home page links for each major customer group Specific products, product categories links available Dell Premier accounts High level of customer-based market segmentation

35. 2015-8-29 35 4 Segmentation Using Customer Behavior Same person Requires different products and services combinations Depending on the occasion Behavioral segmentation Creation of separate customer experiences based on their behavior Occasion segmentation( 场合细分 ) Based on things happening at a specific time or occasion

36. 2015-8-2936 *Segmentation Using Customer Behavior (cont’d.) Online world single Web site design Easier to meet needs of different behavioral modes Elements appealing to different behavioral segments Market research study Preferences toward different product, service combinations Web site features How preferences affected by modes of interaction Finding People want range of interaction possibilities

37. 2015-8-2937 Segmentation Using Customer Behavior (cont’d.) Identified common behavior patterns Browsers Visitors just surfing or browsing Web site: offer something to piques visitors’ interest Trigger words Jog visitors’ memories Remind visitors of something they want to buy on the site Have links to site explanations, instructions Include extra content related to product, service Leads to favorable impression (bookmark)

38. 2015-8-2938 Segmentation Using Customer Behavior (cont’d.) Buyers Ready to make a purchase right away Offer certainty Nothing will get in way of purchase transaction Shopping cart Part of Web site Keeps track of selected items for purchase Automates purchasing process Offers link back into shopping area Goal Get buyer to shopping cart as quickly as possible

39. 2015-8-2939 Segmentation Using Customer Behavior (cont’d.) Shoppers Motivated to buy Looking for more information before purchase Offer comparison tools, product reviews, and features lists

40. 2015-8-2940 Customer Relationship Intensity and Life- Cycle Segmentation One-to-one marketing and usage-based segmentation value Strengthen companies’ relationships with customers Good customer experiences Create intense loyalty feeling toward the company, products, services Typical five-stage model of customer loyalty See Figure 4-6

41. 2015-8-2941 First four stages Show increase in relationship intensity Fifth stage (separation) Decline occurs Relationship terminates

42. 2015-8-2942 Customer Relationship Intensity and Life- Cycle Segmentation (cont’d.) Awareness 知晓 Customers recognize company name, product Exploration 了解 Customers learn more about company, products Familiarity 熟悉 Customers have completed several transactions Aware of returns, credits policies, and pricing flexibility

43. 2015-8-2943 Customer Relationship Intensity and Life- Cycle Segmentation (cont’d.) Commitment 承诺 Customer experiences considerable number of highly satisfactory encounters Develops fierce loyalty or strong preference Separation 分离 Conditions that made relationship valuable change Parties enter separation stage Life-Cycle Segmentation Customer life cycle: (five stages) Analyzing how customers’ behavior changes as they move through stages

44. 2015-8-2944 Acquisition 获得, Conversion 转变, and Retention 维系 of Customers Goal Attract new visitors to a Web site Acquisition cost Total amount of money site spends (average) to draw one visitor to site Conversion Convert first-time visitor into a customer Conversion cost Total amount of money site spends (average) to induce one visitor to make a purchase, sign up for a subscription, or register

45. 2015-8-2945 Acquisition, Conversion, and Retention of Customers (cont’d.) Conversion cost may be greater than profit earned on the average sale Retained customers Return one or more times after making first purchases Retention costs Costs of inducing customers to return and buy again Importance of measuring these costs Indicates successful advertising, promotion strategies More precise than classifying into five loyalty stages

46. 2015-8-2946 Customer Acquisition, Conversion, and Retention: The Funnel 漏斗 Model Funnel model Conceptual tool Understand overall nature of marketing strategy Provides clear structure for evaluating specific strategy elements Very similar to customer life-cycle model Less abstract Better at showing effectiveness of two or more specific strategies Provides good analogy for the operation of marketing strategy 46

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48. 2015-8-2948 5 Advertising on the Web Effective advertising involves communication Five-stage customer loyalty model: helpful in creating messages Awareness stage Advertising message should inform 告知 Exploration 了解 stage Message should explain how product, service works Encourage switching brands Familiarity stage Message should be persuasive 劝诱

49. 2015-8-2949 Advertising on the Web (cont’d.) Five-stage customer loyalty model (cont’d.) Commitment stage Reminder messages Separation stage Not targeted Online advertising Always coordinate with existing advertising efforts

50. 2015-8-2950 *Banner Ads Banner ad Small rectangular object on Web page Displays stationary or moving graphic Includes hyperlink to advertiser’s Web site Versatile 多功能的 Attention-grabbing Uses animated GIFs and rich media objects Created using Shockwave, Java, Flash Marketing unit (IMU) ad formats Voluntary standard banner sizes

51. 2015-8-2951 *Banner Ads (cont’d.) Leaderboard 告示牌 ad Designed to span Web page top or bottom Skyscraper ad Designed to be placed on Web page side Remains visible as user scrolls through page Advertising agencies Create banner ads for online clients Price range: $100 to more than $2000 Companies can make their own banner ads

52. 2015-8-2952 *Banner Ads (cont’d.) Banner ad placement Use a banner exchange network Coordinates ad sharing Sites run one company’s ad Company’s site runs other exchange members’ ads Find Web sites appealing to company’s market segments Pay sites to carry ad Use a banner advertising network Acts as broker between advertisers and Web sites that carry ads

53. 2015-8-2953 *Banner Ads (cont’d.) New strategies for banner ads Banner ads were a novelty initially They now have decreased ability to attract attention Solutions Introduced animated GIFs with moving elements Created ads displaying rich media effects (movie clips) Added interactive effects (Java programs): respond to user’s click with some action

54. 2015-8-2954 *Text Ads Short promotional message No graphic elements Usually placed along Web page top or right side Simple but very effective Example: Google Initially criticized for including obtrusive ads on its pages Now clearly labels ads (to prevent confusion) Inline text ad Text in stories displayed as hyperlinks

55. 2015-8-2955 *Other Web Ad Formats Pop-up ad Appears in its own window When user opens or closes Web page Extremely annoying Must click close button (small) in window of ad Pop-behind ad Pop-up ad followed by command (quick) Returns focus to original browser window Ad-blocking software Prevents banner ads and pop-up ads from loading

56. 2015-8-2956 *Other Web Ad Formats (cont’d.) Interstitial ad User clicks link to load page Interstitial ad opens in its own browser window Instead of page user intended to load Many close automatically Others require user to click a button Rich media ads (active ads) Generate graphical activity that “floats” over the Web page itself

57. 2015-8-2957 Site Sponsorships Web sites offer advertisers opportunity to sponsor all (or parts) of their sites More subtle way to promote products, services, brands Goals similar to sporting event sponsors, television program sponsors Tie company (product) name to an event (set of information) Ethical concerns raised If sponsor is allowed to create content or weave advertising message into site’s content

58. 2015-8-2958 Online Advertising Cost and Effectiveness Web sites make favorable impression on potential customers Raises issue of measuring Web site effectiveness Cost per thousand (CPM) “M” from Roman numeral for “thousand” Dollar amount paid for every thousand people in the estimated audience Measuring Web audiences (complicated 复杂化 ) Web’s interactivity Value of visitor to an advertiser Depends on information site gathers from visitor

59. 2015-8-2959 Online Advertising Cost and Effectiveness (cont’d.) Visit Occurs when visitor requests a page from Web site Trial 尝试 visit First time a particular visitor loads Web site page Repeat visits: subsequent page loads Ad view: occurs if page contains an ad Impression 印象 : each time banner ad loads Click (click-through) Action whereby visitor clicks banner ad to open advertiser’s page

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61. 2015-8-2961 Online Advertising Cost and Effectiveness (cont’d.) New metrics to evaluate number of desired advertising yield outcomes Measure number of new visitors who buy first time after arriving at site By way of click-through Calculate advertising cost of acquiring one customer on the Web Compare to how much it costs to acquire one customer through traditional channels

62. 2015-8-2962 Effectiveness of Online Advertising Online advertising Remains difficult to measure Major problem Lack of single industry standard measuring service Solution (2004) Set of media measurement guidelines Used by all online advertisers Produce comparable ad view numbers Difficulties remain Site visitors change Web surfing behaviors, habits

63. 2015-8-2963 6 E-mail Marketing Key element Obtain customers’ approvals 许可 Before sending marketing or promotional e-mail message

64. 2015-8-2964 Permission Marketing 许可营销 Opt-in 许可 e-mail Practice of sending e-mail messages to people who request information Part of marketing strategy: permission marketing More successful than sending general promotional messages through mass media Cost effective Can cost less than one cent if company already has customer’s e-mail address

65. 2015-8-2965 Combining Content and Advertising Using articles, news stories of interest to specific market segments Advertisers send content by: Using inserted hyperlinks into e-mail messages Takes customers to advertiser’s Web site content Induces customer to stay on the site and consider making purchases

66. 2015-8-2966 Outsourcing E-Mail Processing Number of customers who opt-in to information-laden e-mails Can have rapid growth Outgrow capacity of information technology staff Solution Use e-mail processing service provider

67. 2015-8-2967 7 Technology-Enabled Customer Relationship Management Clickstream 点击流 Information Web site gathers about visitors Technology-enabled relationship management Firm obtains detailed customer’s information to: Set prices, negotiate terms, tailor promotions, add product features, and customize its entire relationship with that customer Customer relationship management (CRM) Technology-enabled customer relationship management Electronic customer relationship management (eCRM)

68. 2015-8-2968 定位

69. 2015-8-2969 CRM as a Source of Value in the Marketspace Marketspace Commerce in the information world Value creation requires different processes Firms use information to create new value for customers Track and examine Web site visitor behavior Use that information to provide customized, value- added digital products and services Early CRM effort failed Overly complex

70. 2015-8-2970 CRM as a Source of Value in the Marketspace (cont’d.) Current CRM efforts more successful Less ambitious in scope Limit data collection to key facts Customer touchpoint Any occurrence of contact between customer and any part of the company Data warehouse Large database Contains multiple sources of information about customers, their preferences, their behavior 70

71. 2015-8-2971 CRM as a Source of Value in the Marketspace (cont’d.) Data mining (analytical processing) Technique that examines stored information Looks for unknown, unsuspected patterns in the data Statistical modeling Technique that tests CRM analysts’ theories about relationships among elements of customer and sales data

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73. 2015-8-2973 8 Creating and Maintaining Brands on the Web Branded products Easier to advertise and promote Each product carries reputation of the brand name Value of trusted major brands Far exceeds cost of creating them http://www.vancl.com

74. 2015-8-2974 Elements of Branding Three key brand elements Product differentiation 差异 Clearly distinguish product from all others Relevance 关联 Degree to which product offers utility to customer Perceived value (key element) 认知价值 Customer perceives a value in buying product Brands can lose their value Environment changes

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76. 2015-8-2976 Emotional 感性 Branding vs. Rational 理性 Branding 品牌创建 Emotional appeals 感性诉求 Work well if ad targets in passive mode of information acceptance Television, radio, billboards, print media Difficult to convey on Web Active medium controlled by customer Rational branding 理性品牌创建 Offer to help Web users in some way In exchange for viewing an ad Relies on cognitive appeal of specific help offered

77. 2015-8-2977 Brand Leveraging 延伸 Strategies Brand leveraging Extend dominant positions to other products and services Examples Yahoo! Amazon.com

78. 2015-8-2978 Brand Consolidation 整合 Strategies Market intermediary 中介 Example Della & James: online bridal registry Now WeddingChannel.com http://www.weddingchannel.com/ Created single registry connecting to several local and national department, gift stores Logo and branding of each participating store Featured prominently on WeddingChannel.com site Provides valuable consolidating activity for registering couples, guests

79. 2015-8-2979 Costs of Branding Transferring existing brands to the Web Less expensive than creating entirely new brand 1998 Top 100 electronic commerce sites each spent an average of $8 million March 2000 Money supply began drying up Company’s Web presence promoting Integral part of brand development, maintenance Company’s URL On product packaging, mass media advertising

80. 2015-8-2980 Affiliate Marketing Strategies Affiliate 关联 marketing One firm’s Web site (affiliate site) Includes descriptions, reviews, ratings, other information about a product linked to another firm’s site (offers item for sale) Affiliate site receives commission For every visitor following link from affiliate’s site to seller’s site Affiliate saves expenses Handling inventory, advertising and promoting product, transaction processing

81. 2015-8-2981 Affiliate Marketing Strategies (cont’d.) Cause 公益 marketing Affiliate marketing program benefiting charitable organization Visitor clicks on link (on affiliate’s Web page) Donation made by a sponsoring company Page loads after visitor clicks donation link Carries advertising for sponsoring companies

82. 2015-8-2982 Affiliate Marketing Strategies (cont’d.) Affiliate commissions Pay-per-click 点击收费 model Affiliate earns commission Each time site visitor clicks link, loads the seller’s page Pay-per-conversion 转换收费 model Affiliate earns a commission Each time site visitor converted from visitor into qualified prospect or customer Affiliate program broker (clearinghouse or marketplace) For sites that run affiliate programs, want to become affiliates

83. 2015-8-2983 Viral Marketing Strategies Viral 病毒 marketing Relies on existing customers Tell other people (prospective customers) about products or service Use individual customers to spread the word about a company Example: BlueMountain Arts Electronic greeting cards E-mail messages that include link to greeting card site

84. 2015-8-2984 Viral Marketing Strategies 病毒式营销定义 病毒和营销有什么关系呢？病毒式营销鼓励个体之间相 互传递营销信息，从而通过信息的曝光和影响创造指数 级增长的策略。正如病毒一样，这种策略利用快速繁殖 将信息爆炸式地传递给成千上百万人。 病毒式营销被用来指 “ 口碑（ word-of-mouth ），制造热 点（ creating a buzz ），整合媒体（ leveraging the media ），网络营销（ network marketing ）。 ”

85. 2015-8-2985 Viral Marketing Strategies Hotmail.com 的经典案例 病毒式营销经典的案例要算首批免费电子邮件提供 商之一 hotmail.com 。他们的策略很简单： 1. 赠送免费电子邮件地址服务 2. 在每封电子邮件下面加个标签： “ 从 http://www.hotmail.com/ 得到个人免费邮箱。 ” 3. 等人们给自己的朋友圈同事圈发邮件的时候，就 可以撤了 4. 人们看到消息 5. 注册自己的免费电子邮件服务 6. 把消息发给自己不断扩大的朋友圈和同事圈 http://www.hotmail.com/

86. 2015-8-2986 Viral Marketing Strategies 病毒式营销策略的要素 1. 赠送产品或服务 2. 让别人毫不费力地传播 3. 轻而易举地由小做大 4. 利用共同动机和行为 5. 利用现有沟通网络 6. 利用别人的资源

87. 2015-8-2987 Viral Marketing Strategies 2. 让别人毫不费力地传播 承载营销信息的媒介必须易于传播和复制：电子邮件，网址， 图片，软件下载。病毒式营销在网上大行其道的原因就在于即 时通讯越来越容易，成本越来越低。简化营销信息，以便易于 传播并且不会变质。 6. 利用别人的资源 病毒式营销会利用别人的资源达到目的。比如，合作联盟项目 在别人的网站上放置文本或图片。免费提供文章的作者希望把 文章放到别人的网页上去。一则新闻可能被数百家杂志选择， 并构成了成千上百个读者阅读的文章的基础。别的报纸和网页 成为你的营销信使。消耗的是别人的资源而不是你自己的。

88. 2015-8-2988 9 Search Engine Positioning and Domain Names Ways that potential customers find Web sites Referred by friend Referred by affiliate marketing partner See site’s URL in print advertisement, television Arrive unintentionally after mistyping similar URL Use a search engine or directory Web site

89. 2015-8-2989 Search Engines and Web Directories Search engine Web site that helps people find things on the Web Contains three major parts Spider (crawler, robot, bot) Program automatically searches Web to find potentially interesting Web pages for people Index (database) Storage element of search engine Search utility Takes terms, finds matching Web page entries in index

90. 2015-8-2990 Search Engines and Web Directories (cont’d.) Web directories Provide classified hierarchical lists of categories Search engine ranking Weighting of factors Search engines uses factors to decide URLs that appear first on searches for a particular search term Search engine positioning (search engine optimization, search engine placement) Results from the combined art and science of having a particular URL listed near the top of search engine

91. 2015-8-2991 Paid Search Engine Inclusion and Placement Paid placement (sponsorship, search term sponsorship) Option of purchasing top listing on results pages for a particular set of search terms Buy banner ad space at the top of search results pages that include certain terms Search engine positioning: complex subject Spending on online advertising See Figures 4-13 and 4-14

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94. 2015-8-2994 Paid Search Engine Inclusion and Placement (cont’d.) Search engine placement brokers Companies that aggregate inclusion and placement rights on multiple search engines Sell those combination packages to advertisers Google does not use placement broker Sells services directly (Google AdWords program) Contextual advertising (potential flaw) Ads placed in proximity to related content Localized advertising Ads related to location on search results

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96. 2015-8-2996 Web Site Naming Issues Companies would like URLs for their Web sites to reflect name or reputation Troublesome domain names Purchase more suitable domain names Companies often buy more than one domain name In case user misspells URL Redirected to intended site Have different names or forms of names

97. 2015-8-2997 Buying, selling, and leasing domain names Recently, higher prices have prevailed in the market for domain names

98. 2015-8-2998 Web Site Naming Issues (cont’d.) URL brokers and registrars Sell, lease, auction domain names Internet Corporation for Assigned Names and Numbers (ICANN) Maintains accredited registrars list Registrars offer domain name search tools Domain name parking (domain name hosting) Service permitting domain name purchaser to maintain simple Web site So domain name remains in use

99. 2015-8-2999 Summary Create effective Web presence to deliver value Must understand Web communication Achieve Web marketing goals Use principles of marketing strategy Use the four Ps of marketing Product-based marketing strategy Customer-based strategy Web enables companies to mix Market segmentation works well on the Web

100. 2015-8-29100 Summary (cont’d.) Online advertising More intrusive since introduction Various types Use Web to manage customer relationships Focused CRM efforts More successful than earlier comprehensive attempts Use rational branding instead of emotional branding techniques on the Web Critical to success Successful search engine positioning Domain name selection

101. 2015-8-29101 网络营销策划 商务的核心是营销、电子商务的核心是网络营销， 让网站赢利 ( 赚钱 ) ，开展网络营销是必要的。 第一步、网络营销诊断分析 1 、网站定位与赢利模式分析 2 、网站营销基础诊断分析 3 、网站搜索引擎优化诊断分析 4 、网站的人性化设计诊断分析

102. 2015-8-29102 网络营销策划 第二步、网站的优化和完善 定位、赢利模式、 SEO 、人性化等等。 第三步、网站推广方案策划： 网站推广的方案上百种，但是不同的网站、不 同的执行团队、不同的推广预算，决定着网站推 广策略的选择也是不同的？ 第四步、网络营销管理

103. 2015-8-29103 网络营销 网络营销主要具有以下几个特征。 1 、跨时空性 2 、具有交互式 3 、具有明显的经济性。通过互联网进行信息交换， 企业可以传递准确的信息，避免因信息错误带来交 换的损耗，能极大地降低经营成本和交易成本。通 过网络平台，企业可以非常方便地与消费者达成最 终交易，节约人力、物力，提高交易效率。

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