1. Improving the Visibility and Marketability of Your Web Site Giovanna Genard, gmg11@psu.edugmg11@psu.edu http://www.alumni.psu.edu/web2001/ marketing

2. Effective marketing strategies will increase the visibility and awareness of your departments’ offerings.

3. Defining Objectives and Target Markets Define site objectives Develop appropriate marketing techniques –Existing server log data –Web, e-mail, and telephone surveys –Benchmark with other departments

4. Offline Publicity Venues Market the site’s up-to-date information –Events –Benefits and services –Learning opportunities –Product information Prominently display Web site address

5. Offline Publicity Venues (cont.) Create print ads Brochures –Mailings –Info packets –Appropriate publications

6. Offline Publicity Venues (cont.)

18. Online Publicity Venues Other than a search engine or directory, there are many online publicity venues that help a site gain visibility.

19. Georgia Tech survey Links from other sites – 88% Search engines – 85% Friends – 65% Printed media – 63% Directories – 58% Signature Files – 36% Television – 32% Usenet – 30% Other – 29% Books – 28% Online Publicity Venues (cont.)

20. Using the information from the survey, marketing techniques can be applied to help people find your Web site. Online Publicity Venues (cont.)

21. Monthly e-newsletter Link exchange page Awards –Image that links to you site Favorite Icon –16 x 16 pixels –Automatically displayed in Internet Explorer 5 Online Publicity Venues (cont.) For more information on Favorite Icons visit: http://hotwired.lycos.com/webmonkey/01/18/index1a.html http://hotwired.lycos.com/webmonkey/01/18/index1a.html

22. Customer Enticing Traffic Builders Free web offers –Screen savers –Icons or images –Sounds Merchandise with URL –Bookmarks –Pens –T-shirts –Mousepads

23. “FAQ” or “How do I” section Discounts –Coupons for visiting the Web site –Student discounts Contest/Giveaways –Change frequently to encourage repeats visits –Gather information from visitors –E-mail all registered participants –Visitors may not be the target audience Customer Enticing Traffic Builders (cont.)

24. Surveys –Informational value to participants –Publish results Interactive tours –Html –Flash –Streaming video –Department –How a product is produced –Related to research topic –Educates visitors Customer Enticing Traffic Builders (cont.)

25. Online Postcards –Processing a form –Use Perl, ASP, PHP, CGI scripts –Free software –E-mail to recipients Customer Enticing Traffic Builders (cont.)

26. Create online communities and send press releases to promote them to other departments, students, faculty, or staff. –Forums Like a guestbook Threaded discussion board –Chat in “real time” Customer Enticing Traffic Builders (cont.)

27. –Sound/Video/Downloads Recent events Student or faculty testimonials Screen savers Push Marketing: e-mail is still the preferred communication. –Signatures –Listserves Customer Enticing Traffic Builders (cont.)

28. –Future Trend: “word of mouth marketing” No cookies No violation of privacy Gizmoz: (http://www.gizmoznetworks.com)http://www.gizmoznetworks.com –Streaming audio –2D and 3D animations –Text and other web media –Easy to copy and distribute –Based upon shared interest –Virtual instant messaging between business and consumers Customer Enticing Traffic Builders (cont.)

29. Conclusion As users become computer savvy, they will rely on your department to provide quality online services and information.

30. Conclusion Prepare site descriptions and keywords, and submit the site aggressively to search engines and directories.

31. Conclusion Reinforce marketing initiatives through offline venues describing your online services or information.

32. Conclusion Track the success of these marketing strategies to measure the improved visibility and marketability of your Web site.