Web Marketing

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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.









Community: How the site enables user-touser communicatio communication. n. Customization: Customizatio n: Site/s ability to tailor itself to different users or to allow users to t o 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.

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 t hose listed in Table 2.2.

CONTEXT FACT CONTEXT ACTORS ORS Visitors wi ll judg e a site’s performance on its ease-of-use and its  physical attractiven attractiveness. ess. Ease-of-use breaks down into three attributes: (1) the Web Web site downloads quickly,, (2) the first page is easy to understand, quickly and (3) the visitor finds it easy to navigate to other  sit e’s physical atMany of these questions will be answered   pages that open quickly. The site’s tractiveness is determined by the following facthroughout the course pack. Here we address tors: (1) the individual pages are clean looking only three: and not Overly crammed with content, (2) the Designing an attractive at tractive Web Web site type faces and font sizes are very readable, and  Placing ads and promotion online (3) the site makes good use of color (and sound). 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 Early text-based Web sites have increasingly been replaced by sophisticated sites that provide text, sound, s ound, and animation. Rayport and Jaworski have proposed that effective Web 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, Text, pictures, sound, and video the  site contains.

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CONTENT FACT CONTENT FACTORS ORS 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.

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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

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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 de partments 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.

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System Analysis

Point to remember

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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 t he 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)

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