Lecture 8
Internet Marketing - Slides
- Group projects
- Expectations, guidelines, hints
- Online marketing tactics
- Newsletters
- Display ads
- E.g. The New York Times
- Many format options
- Increasingly have "rich content" e.g. video plays on rollover
- Search ads
- E.g. search Google for "new car"
- Google adsense pays web publishers
- Key word pricing
- Search engine market share
- Behavioral targeting
- Viral marketing - videos, widgets etc.
- Affiliate marketing
- Using communities and social networking
- How the industry works
- How to advertise online
- Advertising networks
- Google's AdSense and Adwords
- Industry players
- DoubleClick and Google's pending acquisition
- MSN and aQuantive
- AOL and Tacoda
- Yahoo! and other portals
- Agencies
- What it costs
- How the technology works
- Ad serving
- Tracking
- Measuring performance
- Web site analytics
- Review of Assignment 5
- Why cookies are useful
- Back to basics - the web site as a marketing tool
- Web site design
- What is the purpose of the web site?
- May have many purposes
- Who is the audience?
- What are the goals?
- Specific targets
- Hits, conversions, reducing number of customer support phone calls,
- Specific targets
- Elements of design
- Content
- Text
- Graphics
- Usability
- Appearance
- Site structure
- Visual design
- Consistency with company brand e.g. www.movado.com
- Visibility - how easy the web site is to find
- Content
- Technical design
- HTML
- Programming
- What is the purpose of the web site?
- Web site review
- Web site design
- Viral marketing
- See http://www.wilsonweb.com/wmt5/viral-principles.htm
- Viral campaign of the Ford Model Agency
- See http://www.fordmodels.tv/
- Search engine optimization
- Behavioral targeting again
- The funnel
- Developing a marketing strategy
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