Web Marketing
Content
System Analysis
Unit 1
Examining Concepts of Marketing Management
Chapter 2 - E - marketing
Lesson 7 - Web Marketing
Introduction:
In the preceding chapters we had stated that
though marketing on the web is one form of direct marketing, we would handle it in an exclusive lesson in view of its unique characteristics
and in the interest of comprehensiveness of coverage.
What is the basic requirement for a company
which wants to indulge in e-business? You have
guessed it right ! It is the Website! Without a
website it will be impossible to carry out e-business.
How to design a website? A website that will
showcase the company in its entirety. It should
be attractive enough to compel the customer to
make a visit to it. In deciding to set up and operate their own Web sites, companies face many
questions such as those listed in Table 2.2.
Many of these questions will be answered
throughout the course pack. Here we address
only three:
Designing an attractive Web site
Placing ads and promotion online
Building a revenue and profit model.
Setting up web sites
A key challenge is designing a site that is attractive on first viewing and interesting enough to
encourage repeat visits. Early text-based Web
sites have increasingly been replaced by sophisticated sites that provide text, sound, and animation.
Rayport and Jaworski have proposed that effective Web sites feature seven design elements that
they call the 7Cs.
Seven Elements of Effective Sites: The 7 Cs
Context: Layout and design.
Content: Text, pictures, sound, and video the
site contains.
3E.004U
Community: How the site enables user-touser communication.
Customization: Site/s ability to tailor itself to
different users or to allow users to personalize the site.
Communication: How the site enable site-touser-to-site, or two-way communication.
Connection: Degree that the site is linked to
other sites.
Commerce: Site’s capabilities to enable commercial transactions.
To encourage repeat visits, companies need to
pay attention to context and content factors.
CONTEXT FACTORS Visitors will judge a
site’s performance on its ease-of-use and its
physical attractiveness. Ease-of-use breaks down
into three attributes: (1) the Web site downloads
quickly, (2) the first page is easy to understand,
and (3) the visitor finds it easy to navigate to other
pages that open quickly. The site’s physical attractiveness is determined by the following factors: (1) the individual pages are clean looking
and not Overly crammed with content, (2) the
type faces and font sizes are very readable, and
(3) the site makes good use of color (and sound).
CONTENT FACTORS context factors facilitate repeat visits, but they do not ensure that this
happens. Returning to a site depends on content.
The content must be interesting, useful, and continuously changing. Certain types of content function well to attract first-time visitors and to bring
them back again: (1) deep information with links
to related sites, (2) changing news of interest, (3)
changing free offers to visitors, (4) contests and
sweepstakes, (5) humor and jokes, and (6) games.
GETTING FEEDBACK From time to time, a
company needs to reassess its site’s attractiveness and usefulness. One way to do this is to ask
site design experts. But the most the site and for
suggestions for improvement.
© Copy Right : Rai University
37
System Analysis
Table 2.2 Setting up the Website
Attracting and Keeping Visitors How can
we get more prospects to know and visit
our site?How can we use marketing to
spread word-of-mouth?How can we convert visitors into repeaters?How do we
make our site more experiential and
real?How can we build a strong relationship with our customer? How can we build
a customer community? How can we capture and exploit customer data for up-selling and cross-selling? How much should
we spend on building and marketing our
site?Advertising on the InternetWhat are
the various ways that we can advertise on
the Internet? How do we choose the right
sites for placing our ads or sponsorship?
Dealing with RetailersHow can we sell direct and yet keep our retailers happy? How
can we coordinate our online commerce
and own-store sales and service? How
much will our retail operations be hurt by
our online sales and by other e-tailers?
Putting the Site Together and Making It
ProfitableHow do we pick and manage suppliers and partners? How do we get management buy-in and funding? How can we
fight price pressure and price transparency
on the Internet? Which revenue and profit
model makes the most sense?
Bandwidth:
Bandwidth refers to the amount of data that can
be transmitted over a telecommunications link in
a fixed amount of time. In computing terms it is
38
usually measured in bits-per-second. Bandwidth
governs how much data the link can carry, and at
what speed it can be sent.
Banner Advertisement
A banner advertisement (banner ad) is usually a
rectangular advertisement placed on a Web site
and is linked to the advertiser’s own Web site.
Business Enterprise Centres
The Business Enterprise Centres (BEC) offer
free assistance and support to new and existing
businesses through the following services:
Free practical business assistance
Referral to specialist advisers (accountants, lawyers, etc.)
Assistance through the maze of government departments and regulations
Business workshops
Business information
Problem solving
Business Enterprise Centres (BEC) are located
in city and country areas to assist you to expand
your existing business or explore new business
ideas. For more information on programs and
services offered by BEC visit the SBDC website
and select Business Enterprise Centres from the
main screen.
© Copy Right : Rai University
3E.004U
System Analysis
Point to remember
3E.004U
© Copy Right : Rai University
39
System Analysis
Tutorial - A
The market share of alkaline battery in India is around two per cent. High-drain gadgets (cameras,
toys, walkman) in urban cit-ies have been a major factor in launching these kinds of batteries. Duracell
has the ‘Duracell Power check’ indicator by which a consumer can know the life of the battery. The
battery is priced at Rs. 35 per pair. Some figures indicate that the market is growing at 40% per
annum. The brand is retailed in about 75,000 outlets in around 1000 towns.
Given the structure of the battery industry in India, how would you apply marketing orientation to this situ-ation? Analyze if the concept is applicable to the situa-tion from the viewpoint
of the company (collect infor-mation if required).
Source: Kumar Ramesh S- Application exercises in Marketing (Vikas Publishing House Pvt Ltd,
2000)
40
© Copy Right : Rai University
3E.004U
Unit 1
Examining Concepts of Marketing Management
Chapter 2 - E - marketing
Lesson 7 - Web Marketing
Introduction:
In the preceding chapters we had stated that
though marketing on the web is one form of direct marketing, we would handle it in an exclusive lesson in view of its unique characteristics
and in the interest of comprehensiveness of coverage.
What is the basic requirement for a company
which wants to indulge in e-business? You have
guessed it right ! It is the Website! Without a
website it will be impossible to carry out e-business.
How to design a website? A website that will
showcase the company in its entirety. It should
be attractive enough to compel the customer to
make a visit to it. In deciding to set up and operate their own Web sites, companies face many
questions such as those listed in Table 2.2.
Many of these questions will be answered
throughout the course pack. Here we address
only three:
Designing an attractive Web site
Placing ads and promotion online
Building a revenue and profit model.
Setting up web sites
A key challenge is designing a site that is attractive on first viewing and interesting enough to
encourage repeat visits. Early text-based Web
sites have increasingly been replaced by sophisticated sites that provide text, sound, and animation.
Rayport and Jaworski have proposed that effective Web sites feature seven design elements that
they call the 7Cs.
Seven Elements of Effective Sites: The 7 Cs
Context: Layout and design.
Content: Text, pictures, sound, and video the
site contains.
3E.004U
Community: How the site enables user-touser communication.
Customization: Site/s ability to tailor itself to
different users or to allow users to personalize the site.
Communication: How the site enable site-touser-to-site, or two-way communication.
Connection: Degree that the site is linked to
other sites.
Commerce: Site’s capabilities to enable commercial transactions.
To encourage repeat visits, companies need to
pay attention to context and content factors.
CONTEXT FACTORS Visitors will judge a
site’s performance on its ease-of-use and its
physical attractiveness. Ease-of-use breaks down
into three attributes: (1) the Web site downloads
quickly, (2) the first page is easy to understand,
and (3) the visitor finds it easy to navigate to other
pages that open quickly. The site’s physical attractiveness is determined by the following factors: (1) the individual pages are clean looking
and not Overly crammed with content, (2) the
type faces and font sizes are very readable, and
(3) the site makes good use of color (and sound).
CONTENT FACTORS context factors facilitate repeat visits, but they do not ensure that this
happens. Returning to a site depends on content.
The content must be interesting, useful, and continuously changing. Certain types of content function well to attract first-time visitors and to bring
them back again: (1) deep information with links
to related sites, (2) changing news of interest, (3)
changing free offers to visitors, (4) contests and
sweepstakes, (5) humor and jokes, and (6) games.
GETTING FEEDBACK From time to time, a
company needs to reassess its site’s attractiveness and usefulness. One way to do this is to ask
site design experts. But the most the site and for
suggestions for improvement.
© Copy Right : Rai University
37
System Analysis
Table 2.2 Setting up the Website
Attracting and Keeping Visitors How can
we get more prospects to know and visit
our site?How can we use marketing to
spread word-of-mouth?How can we convert visitors into repeaters?How do we
make our site more experiential and
real?How can we build a strong relationship with our customer? How can we build
a customer community? How can we capture and exploit customer data for up-selling and cross-selling? How much should
we spend on building and marketing our
site?Advertising on the InternetWhat are
the various ways that we can advertise on
the Internet? How do we choose the right
sites for placing our ads or sponsorship?
Dealing with RetailersHow can we sell direct and yet keep our retailers happy? How
can we coordinate our online commerce
and own-store sales and service? How
much will our retail operations be hurt by
our online sales and by other e-tailers?
Putting the Site Together and Making It
ProfitableHow do we pick and manage suppliers and partners? How do we get management buy-in and funding? How can we
fight price pressure and price transparency
on the Internet? Which revenue and profit
model makes the most sense?
Bandwidth:
Bandwidth refers to the amount of data that can
be transmitted over a telecommunications link in
a fixed amount of time. In computing terms it is
38
usually measured in bits-per-second. Bandwidth
governs how much data the link can carry, and at
what speed it can be sent.
Banner Advertisement
A banner advertisement (banner ad) is usually a
rectangular advertisement placed on a Web site
and is linked to the advertiser’s own Web site.
Business Enterprise Centres
The Business Enterprise Centres (BEC) offer
free assistance and support to new and existing
businesses through the following services:
Free practical business assistance
Referral to specialist advisers (accountants, lawyers, etc.)
Assistance through the maze of government departments and regulations
Business workshops
Business information
Problem solving
Business Enterprise Centres (BEC) are located
in city and country areas to assist you to expand
your existing business or explore new business
ideas. For more information on programs and
services offered by BEC visit the SBDC website
and select Business Enterprise Centres from the
main screen.
© Copy Right : Rai University
3E.004U
System Analysis
Point to remember
3E.004U
© Copy Right : Rai University
39
System Analysis
Tutorial - A
The market share of alkaline battery in India is around two per cent. High-drain gadgets (cameras,
toys, walkman) in urban cit-ies have been a major factor in launching these kinds of batteries. Duracell
has the ‘Duracell Power check’ indicator by which a consumer can know the life of the battery. The
battery is priced at Rs. 35 per pair. Some figures indicate that the market is growing at 40% per
annum. The brand is retailed in about 75,000 outlets in around 1000 towns.
Given the structure of the battery industry in India, how would you apply marketing orientation to this situ-ation? Analyze if the concept is applicable to the situa-tion from the viewpoint
of the company (collect infor-mation if required).
Source: Kumar Ramesh S- Application exercises in Marketing (Vikas Publishing House Pvt Ltd,
2000)
40
© Copy Right : Rai University
3E.004U
