1. Driving Traffic to a web site E-commerce Web site E-mail Domain Name Search Engines Public Relations Promotions Advertisements External Links

2. Domain Name (Brand) www.coca-cola.com www.coke.com www.cocqcola.com Web site 198.4.159.10 (IP address) DNS

3. E-mail No spamming ! Use opt-in, opt-out approach

4. Search Engines & Directories

5. <meta name = “keywords” content = “coke, coca-cola, the real thing, soft drinks, pop, mixers, cola”> Coca-cola Homepage Welcome to Coca-cola Homepage! Overture is an active bid search engine

6. Public Relations Gomemphis.com – Full text of the President’s “State of the Union” address World Chess Match moves Clinton “cyber town hall meeting”

7. Promotions

8. online - is more tractable than offline advertising offline – traditional tv, radio, billboard and magazine can be tagged with.com

9. Pool of Impressions Pool of Visitors Buyers 2% 5% 1,000 20 1 Cost per Impression: $15/CPM ($.015) Cost per visitor @ 2% click-through ($.015/.02= $.75) Cost per purchase @ 5% conversion ($.75/.05=$15.00)

10. Profitability of Each Site Can Be Determined Ripped Fuel Example

11. 11 Banner Click-Through Rates Banner Click-Through Rates (Apr 1999-Jan 2000) Source:Nielsen//NetRatings Percent Month

12. Passive vs. Active Approaches Passive – Banner, Pop-ins Active – Content (text) links, Affiliates

13. Driving Traffic to a web site E-commerce Web site E-mail Domain Name Search Engines Public Relations Promotions Advertisements External Links