TeRq

Online Marketing

Key Concepts

• is about creating successful transactions.
  • Marketing is like matchmaking: it's about bringing together two parties looking for something from each other
  • You need to understan
    • The 4Ps: product, price, promotion, place
    • Marketing tactics: bring the customer to the firm or bring the firm to the customer
    • The is a way to represent how many people an advertiser needs to reach to generate a sale. Advertisers use it to calculate
  • You need to be able to
  • You need to be able to
• acquiring and retaining customers online is something that any business can do, not just "online" businesses
  • The specifies the steps involved in people's decision to buy
  • You can use the internet to influence each of these steps
  • The internet on has had a big impact on marketing
    • There are more ways to reach people called "marketing channels" than there were before the internet
    • Customers can broadcast their opinion of products to everyone in the world
    • Customers can now research easily online, so there are multiple influencers for a buyer's decision
    • Businesses can collect statistics on who visits their site, which pages they visit and whether or not they buy, u
  • qwqw 1
• yutuyrturtu
  • Businesses will pay for people's attention. This is called t
  • Many web sites earn revenue from businesses that want to get the attention of people who visit that web site.
  • There are many advertising-based business models, which is one of the reasons why there is so much free stuff on the internet
  • Display advertising is the the type of advertising that displays ads from third parties on web sites
    • The participants in the include:
      • Advertisers: the people who buy the ads (usually businesses)
      • Web site owners: people who own the sites on which the ads are displayed e.g Space in which ads can be placed is called "real estate."
      • Intermediaries: internet advertising agencies that develop the ads, advertising networks that distribute the ads across many different web sites, ad servers (such as DoubleClick — now owned by
    • Unlike static advertising such as that in print magazines and on television, online advertisers can display different ads to different users, based in information about the users
      • the practice of targeting ads to users based on their online behavior i.e. the sites they visit
      • Display advertisers usto target ads
      • Display advertising advantages: can promote a brand and build awareness
      • Display advertising disadvantages: just like TV ads, you don't know if the people who see the ads are interested at all in the product
      • qwqw 2
    • Search advertising is the practice of placing advertisements in people's search results
      • Search advertising has a big advantage over other types of advertising: you know what people are looking for by what they type into the search engine
      • Advertisers will pay a premium to get access to users who are actively looking for something
      • That's homakes a lot of money
        • ty tyj t
        • tyu r6u
      • Search advertising advantages: can target ads at people actively looking to buy something
      • Search advertising disadvantages: cannot stimulate interest of people who are not looking; cannot build a brand e.g. "Coke" using search advertising
    • he art of designing your web site so it is at the top of relevant search engine results
    • use social networks to get people to share ads or product information with their friends and to gather information about the users of social networks
      • and MySpace are the best known examples
      • But there are many others:
      • Advantages of social media marketing: people tend to trust and pay attention to recommendations from their friends; can spread funny or interesting messages very fast (called "going viral"); can
      • Disadvantages of social media marketing: some products or services may not be interesting enough to "go viral"; results are unpredictable; people may resent having their personal information used
    • Email marketing is adverting in emails
      • Most useful for repeat customers, as the business already has their email address
      • Advantages: low cost; can stimulate purchase from repeat customers
      • Disadvantages: can be hard to reach new prospects (seen as "spam")
    • Blogs, user forums, customer complaints
      • Blogs provide a way to broadcast information to customers
      • Customer comments on blogs can be a useful form of customer feedback
      • User forums can be useful both for solving customer problems and getting customers to help each other
      • Advantages of blogs and customer forums: free; customers can help each other; can create a community, enhancing customer loyalty
      • Disadvantages of blogs and customer forums: customer complaints can be very visible to prospective new customers; maintaining a blog can be a lot of work; customer forums need to be monitored
    • Promotion on third-party shopping sites such as Craigslist
      • Example: see cut his advertising and used Google Products
      • Advantages of promotion on shopping sites: much greater exposure; some listings are free (e.g. Google Products)
      • Disadvantages of promotion on shopping sites: product comparison is often by price, resulting in intense price competition
    • Repeir
    • dshsrtdhgmd
    • dshsrtdhgmd
    • dshsrtdhgmd
  • Repeir 2
  • dshsrtdhgmd
  • dshsrtdhgmd
  • dshsrtdhgmd
• Repeir 3
• dshsrtdhgmd
• dshsrtdhgmd
• dshsrtdhgmd
• dshsrtdhgmd
• dshsrtdhgmd
• dshsrtdhgmd
• The web site is an important marketing tool
  • Ultimately, almost all forms of online advertising direct the user to a web site
  • It is then up to the design of that web site to turn a visitor into a customer
  • You need to understand the elements of web site design
• You need to be able to develop an online marketing campaign
  • Select target
  • Develop budget
  • Select tactics
• END