Business Homeworks 5,6 and 7.......A+ GRADE ONLY
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chapters.zipChapters/ch08.ppt
Marketing an E-Business
Chapter 8
Advertising and Promoting an Online Brand
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What a brand is and how to create one
The most popular options for online advertising
How to use newsgroups and Internet mailing lists for promotion
What blogging and podcasting are
Do You Already Know?
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Techniques for branding an e-business and developing a marketing budget
The four popular options for online advertising
How to use newsgroups and Internet mailing lists for promoting e-businesses
That there are several creative, low-cost options available for promoting e-businesses
What You Will Find Out
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Create an e-business brand; develop a marketing budget
Advertise an e-business using banner ads, pop-up ads, search-engine ads, and classified ads
Promote an e-business in newsgroups; compile and send promotional materials to an Internet mailing list
Promote an e-business with newsletters, blogging, podcasts, automated techniques, offline advertising, and press releases
What You Will Be Able To Do
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First step in any marketing strategy
Brand – Overall impression that customers have of a business
In developing a brand, consider:
Competitive prices
Convenience
Customized service
To be effective, words must be backed up by actions
Creating a Brand
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Marketing Budgets
Four methods for establishing an appropriate marketing budget:
Percentage of sales
What is affordable
Watch the competition
Setting objectives
Utilize free or low-cost promotional opportunities, but keep them in perspective
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E-Business Advertising
Online advertising speaks to captive audience
Offers better chance of having right ad target right customer
Popular options for online advertising:
Banner ads
Pop-up ads
Search engine ads
Classified ads
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Banner Ads
Banner Ads display basic information about e-business and take customer to Web site when clicked
Banner ads are interactive
Are effective when visible for a long period of time and are placed on high-traffic Web sites
Banner Ads publicize in one-to-many fashion
Three methods Web sites use for charging:
Cost Per Thousand (CPM)
Clickthrough Rate (CTR)
Cost Per Click (CPC)
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Pop-up Ads
Reasons for using:
Larger
Effective
Better convey brand
Reasons for not using:
Not everyone likes them
Dangers of overuse
Technology issues
Blockable
Divert focus
Windows that pop up on users’ computers whenever a user visits the advertised Web site or one on which ad placement has been purchased
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Search-Engine Ads
Search-engine ad: advertisement tied to specific keywords in a search engine
Allows the targeting of consumers who identify their interests with their keystrokes
Google and Yahoo! are two largest companies in search engine advertising
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Classified Advertising
Classified Ad: Simple, usually text-based ad, organized by category
Effective
Cost efficient
Venues offering free online classifieds:
AOL Classifieds
Craigslist
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Marketing to Newsgroups and Mailing Lists
First step in utilizing these venues:
Develop brief target customer profile
Second step:
E-business owner should join and participate in lists and newsgroups that cater to customers that meet the profile
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Newsgroups
Newsgroup – a collection of messages posted by individuals to a news server
Newsgroups can provide numerous promotional opportunities for online businesses
Newsgroups cater to very specific audiences and focus on particular topics
For a complete listing of Internet newsgroups:
Visit http://www.cyberfiber.com
Use newsreader software provided by ISPs
Use email and news reader software; e.g., MS Outlook Express
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Internet Mailing Lists
Internet mailing list – a group of people with similar interests who discuss their favorite topics via emails
Ways online businesses can communicate with existing and potential customers
Distribute company newsletter
Send out new produce announcements or press releases
Email special offers or online coupons
Provide additional product information to existing customers
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Spam
Spam – unsolicited emails sent en masse to promote a product or service
Spam filters – programs that block unwanted spam
PostMaster Direct develops lists of email users who specifically request information on specific topics
E-businesses choosing to use email to communicate must be professional and respectful
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Creative Promotional Strategies
Many available strategies exist for promoting brand and products
One of best tools to encourage repeat customers is a newsletter – an electronic communications tool
Benefits of a newsletter:
Communicate with customers
Share information
Build a connection
Build a community
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Launching a Newsletter
Several questions to be answered before launching e-business newsletter
Who will write the newsletter?
What will newsletter cover?
How frequently will the newsletter be released?
What format should the newsletter have?
How should it be distributed?
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Blogging
A blog (short for Weblog) is an online digital diary or forum
Text, photos, etc., can be posted
Can be powerful marketing tool
Blogging services:
Blogger.com, operated by Google
Square Space
Type Pad
Blogomonster
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Podcasting
Podcast – a recorded audio program
A basic podcast can be created on a personal computer
Learn more about podcasting as a marketing tool:
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Automated Marketing
Automatic processes can enable e-business marketing campaigns to operate 24/7
Autoresponders – a software tool that automatically generates an email response based on incoming request
Ticklers – automatic reminders, offers, or updates distributed by email
Archived information – dedicate a portion of Web site to hold all marketing information
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Offline Advertising
All marketing does not need to be done online
Offline media can include:
Business cards
Company letterhead or stationery
Business flyers and brochures
Catalogs
Company vehicles
Boxes
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Press Releases
Television shows
Radio stations
Newspapers
Magazines and trade journals
Newsletters
Online publications
The Webmasters at sites in similar interest areas
Special-interest groups or clubs
Press Release – a short document that is designed to make a newsworthy announcement to the media:
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Copyright Notice
© 2008 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in section 117 of the 1976 United States Copyright Act without express permission of the copyright owner is unlawful. Request for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information herein.
All clipart courtesy of Microsoft.com
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Copyright by John Wiley and Sons, 2006
Chapters/ch10.ppt
E-Business Customer Service
Chapter 10
Providing an Online Shopping Experience that Will Guarantee Repeat Visits
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The important differences between traditional and online customers
The common strategies for providing customers information online
How to effectively use email as part of customer service
How to provide live support to customers
Do You Already Know?
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How online customers differ from traditional customers and what unique needs they have
That there are a variety of creative solutions for providing information to online customers
How to effectively use email to communicate with, and provide information to, online customers
That there are a variety of advanced strategies for providing information and service to online customers
What You Will Find Out
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Provide customer service options that meet the unique needs of online shoppers
Use FAQ pages, electronic newsletters, and RSS feeds to provide information to existing customers
Make effective use of email with autoresponders, signature files, fill-in forms, and other tools
Use live support, discussion groups, and other tools to enhance customer service
What You Will Be Able To Do
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Step One - Compare motivation and desires of traditional versus online customers
Step Two – develop an understanding of basic expectations of customers
Step Three – interpret and reinforce behavioral patterns of customers
Understanding and Serving Online Customers
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Traditional Versus Online Shoppers
Customers in physical retail store expect:
Security
Guaranteed delivery
Instant gratification
Loyalty
Service
Only option
Trying before buying
Avoiding extra charges
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Traditional Versus Online Shoppers
Customers in online store expect:
Research capabilities
Hard-to-find items
Niche/specialty items
Convenience
Value
Price
Extended inventory
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Offering Superior Online Customer Service
Offering exceptional customer service online is relatively easy.
Available and affordable technology enables:
Email providing information about products
Phone for immediate support
Live chat to immediately connect to a person who can answer questions
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The most sought-after product information:
Product descriptions
Photographs
Similar or companion products
Reviews
Delivery options
Contact information
Return policies
Satisfying Customer Demand for Information
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Special Demands of Online Customers
Stay open all night, 24/7 service
Offer a variety of payment options
Provide a wide array of products
Be ready to perform during the holiday rush
Be flexible – online and off
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Sharing Product Information Online
Customer satisfaction is all about expectations
Proper communication is key to setting customer level of expectation
Online publishing has advantage of easier updating
Email most common way for customers to communicate
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Frequently Asked Questions
Expected by customers
Must be comprehensive and easy to use
Include information on:
Contact information
Instructions
Services
Sales tax
Shipping
Must be updated regularly
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Online Newsletters
Benefits of newsletters include:
Customer tracking
Low-bandwidth
Timelines
Create contents in plain text or HTML format
Adobe’s Portable Document Format (PDF) other possible format
Sending at night and in stages can help reach large number of subscribers
Sky List is example of mailing list management company
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RSS Feeds
RSS – Really Simple Syndication
RSS feeds are a way to convert contents of Web page to extensible markup language
SML files can be read quickly
RSS feeds can be received by subscriber every time site’s contents are updated
Feed Validator – example of site to check formatting before subscribing to RSS reader
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Blogs and Podcasts
Blogs (Web log) – online digital text diary
Podcasts – recorded audio program that can be downloaded to PC or MP3 player for listening at consumer’s convenience
Key to using blogs and podcasts
Be entertaining and informative
Provide basic information
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Effective Email Strategies
Utilize email for business publishing and marketing by:
Setting up Autoresponders (mailbots) – software that sends automatic replies to requests or email publication subscribers
Quoting – allows user to copy portions of message to which they are replying
Attaching files
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. . . More Email Strategies
Signature file – text statement that software automatically places at bottom of email messages
Can be edited by user to tell readers something about business
Can provide company contact information
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. . . More Email Strategies
Fill-in forms give customers means to provide feedback and essential marketing information
Forms consist of two parts
Visible part includes text-entry fields, buttons, check boxes
Invisible part is computer script that resides on server that receives the page
Common Gateway Interfact (CGI) receives and processes submitted data
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In the Real World
Twenty percent of Donna Baase’s company sales comes from the Internet; customers can also join the “Cowgirl Club”
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Advanced Customer Service Strategies
Live customer support
Chat – individuals type messages to one another in real time (as it is happening)
LivePerson enables owner to see who is connected at any specific time and allows a visitor to chat with them
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. . . More Customer Service Strategies
Three kinds of discussion groups:
A local group
A Web-based discussion group
Yahoo! Offers service for creating
A Usenet newsgroup.
Alt – another popular category
First step in creating is using Google Groups
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International Service
E-business owners planning to market globally should be prepared with appropriate product support system
Language probably biggest barrier to overcome
Effective U.S. Web sites may not work in other parts of the world
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Copyright Notice
© 2008 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in section 117 of the 1976 United States Copyright Act without express permission of the copyright owner is unlawful. Request for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information herein.
All clipart courtesy of Microsoft.com
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Copyright by John Wiley and Sons, 2006
Chapters/ch11.ppt
Equipment, Software, and Web Hosting
Chapter 11
Effectively Equipping an E-Business for Online Success
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Which personal computer (PC) features are most desirable for use with an e-business
Which software packages e-businesses should purchase
The disadvantages of using an Internet Service Provider (ISP) to host a Web site
What high-performance features must be considered when selecting a Web host
Do You Already Know?
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The desirable features that must be evaluated when selecting PCs and other office equipment
The basic software that should be purchased by e-businesses and the features to consider before buying
What features are most desirable in choosing an ISP and why ISPs might be a good option for hosting
The features to consider when selecting a host and what alternative server options are available
What You Will Find Out
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Choose an appropriate PC, basic office equipment, and Internet connection for a new e-business
Select a Web page editor, Web browser, email package, and other essential software for running an e-business
Select an ISP and determine if it is also a viable option for hosting a Web site
Select an appropriate Web host and hosting plan; evaluate the viability of alternative server options
What You Will Be Able To Do
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Basic Office Equipment
Principles to apply when assembling equipment and software:
Search Internet for what is needed
Take time to get all the facts before purchasing
Detailed information on warranties and technical support
Turnaround time and 24/7 vendor phone support
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Choosing a PC
Important terms to know when purchasing a new computer
Gigahertz (GHz)
Random Access Memory (RAM)
Synchronous dynamic RAM (SDRAM)
Double data rate SDRAM (DDR SDRAM)
Auxiliary storage
Network interface card (NIC)
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Guidelines for Choosing a PC
Decide how computer will be used
Identify specific software applications
Match software requirements with PC and allow for expansion and upgrades
Compare the support service and warranties
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Desktops Versus Notebooks
Budget considerations
Convenience
Capability
Comfort
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Other Must-Have Equipment
Determine functions to be filled on a daily basis:
Printing
Faxing
Copying
Scanning
Photography
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Connecting to the Internet
Internet service (and Web site hosting) backbone of e-business
Dialup
Broadband refers to any high-speed Internet connection
DSL: Digital Subscriber Lines – uses normal phone lines and digital modem
Cable
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Essential Software
Web Page Editors – programs that allow creating and editing HTML content that makes up a Web site
Dreamweaver
MS FrontPage
MS Expression Web
Adobe GoLive
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. . . More Essential Software
Web Browsers – software that allows users to view and navigate the World Wide Web
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. . . More Essential Software
Email system should be simple to use, plus have added features
Email programs that are good options:
Thunderbird
Eudora
Outlook or Outlook Express
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Other Essential Software
Word Processing
Graphics and Image Editing
Accounting
Document Viewing
File Compression
Presentation
Movie and Audio Players
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Internet Service Providers
Internet Service Provider (ISP) – a company that provides customers access to the Internet
Selecting an ISP – four important questions to ask:
What types of connections are offered?
How many dialup numbers do they have?
What is access range?
What type of tech support is offered?
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Using ISPs for Web Hosting
Look for ISP that does not limit number of Web pages that can be created
Find ISP host that offers at least one email address with each account and allows additional for nominal fee
Ask about pricing
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Web-Hosting Company Services
Compare performances in the following:
Domain names
Access speed
Security
Space
Frills
Technical support
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What to Expect from ISP
General features to look for in ISP:
Password and username
FTP software
Fetch (for Macintosh)
WS-FTP (for Windows)
Cute FTP
URL
Web page editor
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High Performance Web-Host Features
Disk Space
Bandwidth – measurement of how much data (or information) a server can send and receive at any given moment
Backup Systems
Technical Support
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. . . More Features
Data Transfers
Database Access
E-commerce Enabled (supports shopping cart program)
Multimedia/CGI Scripts
Customer Analysis
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Plans and Contracts
Basic hosting package
Mid-level plan
Consider nature of contractual obligation
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Alternative Host Server Options
Shared server – shared to store pages of many different Web sites
Dedicated server – dedicated entirely to one e-business, which purchases, houses, and maintains equipment and its functions
Co-location server – e-business purchases hardware and leases space (rack space) with a host company
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. . . More Options
Managed Server – a server leased from hosting company that takes care of most server management functions
Virtual Dedicated Server – used by multiple clients and provides increased control by partitioning server into storage and access units dedicated to just one client
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Copyright Notice
© 2008 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in section 117 of the 1976 United States Copyright Act without express permission of the copyright owner is unlawful. Request for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information herein.
All clipart courtesy of Microsoft.com
11-‹#›
Copyright by John Wiley and Sons, 2006
