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26 Cards in this Set
- Front
- Back
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Internet marketing
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Internet marketing is the marketing of products or services over the internet. This includesa wide variety of practices and a number of different business models.
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Digital media
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Digital media encompasses digital audio, digital video, the world wide web and othertechnologies that can be used to create and distribute digital “content”.
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Industry restructuring deals with the following two new concepts:
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Disintermediation, where the marketer cuts out the intermediary and deals directlywith the target market
Reintermediation, where the intermediary function is not totally eliminated, but replacedby electronic intermediaries |
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The purpose and objectives of the website |
The process of creating a website is logical and starts off with deciding on the purposeand then the objectives of a website.
These decisions lay the foundation for all the creativesteps included in designing the components of the website. |
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The specification and components of the website
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Contents of the website
Structure and layout Web appearance Stickiness |
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Contents of the website |
The purpose of any website is to communicate and transfer information to the visitors to the website – hence the importance of the contents of the website.
One should always bear in mind that visitors to the website are looking for instant information and do not have the time and patience to read through pages of detailed information. The contents should therefore be in bite-sized chunks – short and to the point. |
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Structure and layout |
A properly structured website is not only user friendly, but also makes it easier for an individual to search for specific information.
There should be a natural flow between the components and pages, and the navigation between pages should be easy. |
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Web appearance |
This is really what attracts a visitor when he or she sees the site for the first time – it is known as the “look and feel” of the website.
All the pages must comply with the same template. There are numerous design elements that the designer can manipulate to obtain the desired “look and feel”. These design elements include text, colour and graphics. If these elements are designed correctly in relation to each other, they will increase the so-called “stickiness” of the website. |
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Stickiness
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It is not enough to merely attract visitors to the site –obviously the marketer wants visitors to stay for a while and read more or go to different links.
In addition, the marketer would like visitors to enjoy the contact session so much that they keep returning to the website. This can be done by providing meaningful content that is regularly updated |
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The four C’s of web design |
The four C’s are content, community, communication and commerce. |
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The establishment of inbound links |
The establishment of inbound links is a highly effective way to enhance the chancesof the website moving up in the ranking hierarchy of search engines.
Obviously thisalso occurs because the visitors to other sites are referred to a specific website by theinbound links. |
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Submission to search engines and directories |
All businesses can be in the top 20 list of search engines. It is therefore advisable to submityour website to search engines and directories, even though you may have to pay for theservice.
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Three additional media:
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Email marketing
Podcasting RSS feeds |
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Email marketing
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Most of you are probably familiar with email and its use in private communication. Emailis also an effective tool for businesses to market their products and services.
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Podcasting
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This is a fairly new concept that has grown tremendously in popularity in the last fewyears.
This basically means you can download sound from a website to listen to on yourPC or laptop. Websites offering this facility usually use some well-known icon to attractattention. |
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RSS |
RSS is a format for delivering regularly changing web content.
Many news-related sites,weblogs and other online publishers syndicate their content as an RSS feed to whoeverwants it. RSS is ideal for people who use the web on a regular basis. It allows you to easily stayinformed by retrieving the latest content from the sites you are interested in. You savetime by not having to visit each site individually. Your privacy is ensured by not needingto join each site’s email newsletter. The number of sites offering RSS feeds is growingrapidly and includes famous names like Yahoo News. |
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The involvement in e-commerce, in turn, is aimed at doing business or trading on the internet. The following markets are involved:
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the business-to-business market (organisational markets), commonly referred to asthe B2B
market the business-to-consumer market (consumer markets), commonly referred to as theB2C market |
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The meaning of social media networks |
Socialise on a wider scale than ever before, but in a virtual environment.
People cannow communicate with many friends, acquaintances, admirers and people in a choseninterest group all over the world at the same time. |
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Basic common characteristics of social networks such as the following: |
Participation is free for their members.
These networks tend to rely on advertising for their revenue. |
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The following are some of the primary benefits of social media:
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Because of the demographic information collected by the social networks, advertisersare able to target their advertisements to a particular audience.
Marketers can use social media to create inbound marketing. The focus in inboundmarketing is on “being found’ by customers. In traditional or outbound marketing,the company focuses on finding customers. Marketers can spontaneously and instantly obtain valuable information and feedbackfrom the customer. |
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Online reputation management |
Online reputation management uses the tools of the internet to monitor and analyse abrand’s reputation and to engage in conversation in order to influence its reputation.
Itis vital to be aware of people’s and customers’ perceptions of a website, as well as thebusiness itself and the service and brands it provides. Social media can play a huge rolehere by entering into constructive discussions with customers. |
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Web Analytics |
You will see that even simplemethods can be used to see how many people have visited the website and how manyof them have clicked on banners or have been convinced to purchase the product.
Whilethe visitor is on the website, the marketer should encourage and enable him or her tomake a purchase. |
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E commerce |
The cherry on the top is that the marketer can strike while the iron ishot and afford visitors to the website the opportunity to buy the advertised productimmediately.
This overcomes the possibility that the prospective buyer’s enthusiasmmay wane if the purchase opportunity is moved too far away in time to be changed intoa buying decision. It also eliminates the chances of someone else transmitting negativeinformation to the prospective buyer. |
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The advantages and disadvantages of e-commerce |
Obviously, its main advantage is “24/7”availability and the fact that you can save time and money doing the transaction online,as opposed to driving to a physical shop to make the transaction.
On the negativeside, people are reluctant to buy online because they are scared of online fraud. Theyare hesitant to give out their personal information over the internet in case someonegets hold of the information and uses, say, the person’s banking details to steal moneyfrom his or her account. It is therefore essential for the marketer to emphasise the specialprotection of privacy and online security measures that he or she has put in place. |
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E-commerce websites require a number of vital components: |
storefront software
a customer registration module/form customer access authorisation a product catalogue a shopping cart or basket the transaction process Integration |
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Summary |
This study unit discussed the tremendous marketing opportunities offeredby the world wide web for marketing and selling products online. Designinga website forms the basis of the online marketing activities of a business.We also emphasised the fact that there are many options for developing awebsite. A website can be designed for buying and selling products onlinein the same way as a normal shop.
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