Strategi Promosi Website

Pemasaran Interaktif
Coky Fauzi Alfi
Definition
Web site promotion can be defined as:

the process of attracting as many relevant

visitors to a web site as possible, in the most
profitable way.
 Promotional Methods
1. Online techniques
Promotion via WWW
Cheap, unlimited space, information is
everything, pull-interactive communication
2. Offline techniques
Promotion via traditional media
Expensive, limited space, image is
everything, push-one way communication
Online Promotion
Techniques
Search Engine Promotion
Share of Search: July 2006

Population: 5.6 billion searches in July 2006

Share of Searches Trend
Search Engine Promotion Techniques

• Registering your Web site with the major

search engines.
• Put a keyword or description at meta tag
<meta name="keywords" content="Enter, keywords, here">
<meta name="description" content="Enter brief
description here.">
Email Promotion
 Email Promotion Techniques

• advertising space purchased in another

organisation's newsletter
• purchase email lists of targeted people who have
'opted in' to receive further information on
particular topics
• email sent to a company's existing customer or
prospect base, who have agreed to this.
Link Building
Link Building Techniques

• FFA (Free For All) schemes.

• Exchange programmes.
• Strategic alliances.
Affiliate Marketing
Affiliate schemes work on the principle of maximising
sales exposure by offering products or services for
sale through a network of resellers on a commission
basis.

Most attractive aspect of affiliate marketing, from the

merchant's viewpoint, is that with this pay for
performance model, no payment is due to an affiliate
until results are realized.
Compensation Models
• Pay-per-impression (PPI) / Cost-per-mil
(CPM)
Cost-per-mil (Mil = 1000) impressions. Publisher gets from
Advertiser $x.xx amount of money for every 1000
impressions (page views/displays) of the Ad.

• Pay-per-click (PPC) / Cost-per-click (CPC)

Cost-per-click. Advertiser pays publisher $x.xx amount of
money, every time a visitor (potential prospect) clicks on
the advertiser's Ad.
Compensation Models

• Pay-per-lead (PPL) / Cost-per-action/

acquisition (CPA) / Cost-per-lead (CPL)
Cost-per-action or Cost-per-acquisition (CPA), Cost-per-
Lead (CPL). Advertiser pays publisher $x.xx in commission
for every visitor that was referred by the publisher to the
advertiser (web site) and performs a desired action, such as
filling out a form, creating an account or signing up for a
newsletter.
Compensation Models

• Pay-per-sale (PPS) / Cost-per-sale (CPS)

Cost-per-sale (CPS). Advertiser pays the publisher a
percentage (%) of the order amount (sale) that was created
by a customer who was referred by the publisher.

• Pay-per-call (no abbreviation exists yet)

Advertiser pays publisher a $x.xx commission for phone
calls received from potential prospects as response to a
specific publisher Ad.
Banner Advertising
Banner ad is a graphic image used on Web sites
to advertise a product or service. Banner ad is
constructed from an image (GIF, JPEG, PNG),
JavaScript program or multimedia object
employing technologies such as Java, Shockwave
or Flash, often employing animation or sound to
maximize presence.
Banner Ad Techniques

• Banner Exchange Programs

• Buying Advertising Space
• Selling Advertising Space
Viral Marketing
Viral marketing and viral advertising refer to marketing
techniques that seek to exploit pre-existing social
networks to produce exponential increases in brand
awareness. It can often be word-of-mouth delivered
and enhanced online; it can harness the network effect
of the Internet and can be very useful in reaching a
large number of people rapidly.
Types of Viral Campaigns

• Pass-along
A message which encourages the user to send the message
to others.

• Incentivised viral
A reward is offered for either passing a message along or
providing someone else's address.

• Undercover
A viral message presented as a cool or unusual page,
activity, or piece of news, without obvious incitements to
link or pass along.
Types of Viral Campaigns

• "Edgy Gossip/Buzz marketing"

Ads or messages that create controversy by challenging the
borders of taste or appropriateness.

• User-managed database
Users create and manage their own lists of contacts using a
database provided by an online service provider.
Other Online
Promotion
• Site announcements at Usenet newsgroups
(comp.infosystems.www.announce)

• Chat and community building programmes

• Loyalty techniques and online incentive
schemes
Offline Promotion
Techniques
• Word of mouth

• Printed stationery, company literature etc

• Trade catalogues and directories

• Press releases & Mail shots

• Sponsorships & Printed ads magazines and newspapers

• Exhibitions, trade shows and conferences

• Billboards, bus shelters and other external sites

• Radio

• Television
Model for Optimising
Promotion (MOP)
 Virtual Product Type Physical
High Online Offline High

Banner Ads TV/Radio

High

Company Commitment & Resources

Buy Keyword Exibitions
Familiarity & Confidence

SEO Print Ads

Cost
Affiliate Mail Shots
Email

Link Building
Low Press Release
SES

Low Low
Online Media Offline
Consumer Attributes
Virtual Physical
nce n tal al
i e me ue i cal i tu i al
v in e r i val et h
ha b so c
con exp
KEY STAGES IN PLANNING A
PROMOTIONAL CAMPAIGN
• SET OBJECTIVES
• IDENTIFY TARGET AUDIENCE
• IDENTIFY CHANNELS
• ESTIMATE MEDIA SPEND TO MEET OBJECTIVES
• SET BUDGET
• PLANNING AND INTEGRATION
• IDENTIFY POSSIBLE PROBLEMS, SOLUTIONS, RESOURCES
• SENIOR MANAGEMENT COMMITMENT
• MEASUREMENT SYSTEM
• WEB SITE READY?
• BIG BANG OR GROW SLOW?
• MEASURE AND REFINE
www.cokyfauzi.net