E-Marketing | Friday January 30th, 2004 | |
Summary: The Internet is becoming an important way to market your products and services. As a business owner, it is essential to understand the benefits of marketing on the Internet and the different options and technologies available. Simply having a web presence is not enough. Creating a website for your company is only the first step.
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The Internet is becoming an important way to market your products and services. As a business owner, it is essential to understand the benefits of marketing on the Internet and the different options and technologies available. Simply having a web presence is not enough. Creating a website for your company is only the first step.
Reasons for E-Marketing
• Increasing usage of the Internet reduces traditional media's effectiveness as people give up their time for other activities such as watching TV and reading newspapers or magazines to the Internet.
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Less costly compare to traditional advertising media
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Increased exposure, no geographic boundary for Internet users |
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More personalized ads
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More targeted audience
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More accurate as it can be updated timely with minimal effort and cost
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Easier to collect and track customer information |
E-Marketing Options
Banner Ads
Banner ads are those graphical image (oftentimes animated) advertisements that appear on web pages. The size of a typical banner ad is 468 x 60 pixels. Some also use other dimensions, but not as popular. Banners can be purchased or exchanged. If purchased, banners are usually charged based on impressions (CPM, cost per thousand impressions) or click throughs. An impression is the instance when your ad is displayed. A click through happens when the user actually clicks on the ad to link to your website. Since click throughs accounts for those who actually visit your site, charges based on click throughs are usually higher than those based on impressions. Banner exchange programs are usually free. You sign up to put your ad in a pool. You have to agree to place someone else's banner from the pool on your website in return for your ad to display on other's web page. Although there is no charge, the major drawback for banner exchange programs is you have little control over what kind of ads will be on your website and where your ads may appear on the Internet.
Email marketing
Email marketing works very much like direct mail marketing, except the message is delivered electronically. You can sent your customers promotional material, product updates, newsletters, etc. periodically.
Reciprocal links & One-way links
Links are hypertext or graphics provided on other website that users could click on to access to your web page. In reciprocal links, you provide links on you website to others’ web page in exchange for others to place links to your website on their web page.
Search Engine and Web Directory Registry
Submit your website to search engines and web directories such as Altavista and Yahoo!.
Search engine positioning
Through use of appropriate keywords in the Title and Metatag fields of any HTML page to improve rankings resulted form a search engine query.
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