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Table Of Contents

What Is e-Business?
Industry Overview
Myth #1 “Anyone Can Build a Web Site.”
Myth #2 “If You Build It, They Will Come.”
Myth #4 “My Web Developer Takes Care of That.”
Myth #6 “E-business is e-Business is e-Business.”
Understanding the Formula
Everyone is Different
Applying the Formula
Laying the Foundation
Some Things to Consider
Taking Payment
The Advantages of Taking Online Payments
Acquire an Internet Merchant Account
Protecting Your Customers
Locate a Payment Processing Company
Storefront Solutions
Select Storefront Features That Meet Your Objectives
Shopping Cart
Backend Integration
Thumbnail Image Capability
Searchable Product Database
Tax Calculations
Shipping and Delivery Options
Automatic Purchase Notification
Customer Email Notification
Order Tracking
Customer Information
Ship-to Addresses
Technical Support
Tracking and Report Generation
Payment Platforms
Promotions and Discounts
Third-Party Support
Domain Name Support and Storefront Hosting
Maximum Product Limit
Digital Content Sales
Template Customization
International Options
Flexibility and Value-Add Components
Use a Storefront Template Service
Using an ASP
Purchase Storefront Development Software
Program and Develop Your Own Storefront
Is Model 2 for You?
Exploring e-Business Model 2
Exploring e-Business Model 3
Who Uses e-Business Model 3?
Before You Get Started
Storefront Solutions Recap
Storefront Template Service
Using ASP Services
Storefront Development Software
Developing Your Own Storefront and Hybrid Solutions
Other Considerations
Exploring e-Business Model 4
A Closer Look at Integration
Start with your Objectives
Setting Primary Objectives
Objective—Advertise Your Products or Services Online
Objective—Sell your Products or Services Online
Objective—Provide Online Customer Service or Support
Objective—Provide Product Information
Objective—Reinforce Corporate or Brand Image Online
Setting Secondary Objectives
Objective—Design Your Site to Be Search Engine Friendly
Objective—Include Repeat Traffic Generators on Your Site
Objective—Getting Visitors to Recommend Your Site
Objective—Leveraging Your Sales Force
Objective—Use Permission Marketing
Objective—Create Loyalty with Visitors
Objective—Include “Stickiness” Elements
A Final Word on Objectives
Designing a Dynamite Site from the Start
Building Traffic to Your Site
Objectives of Your Web Site
Clearly Present Your Web Site Message
Take Advantage of Your Competitor’s Sites
The Importance of Your Domain Name
Web Site Design Essentials
Proper Use of Web Site Graphics
Use Site Maps to Make Navigation Simple
Use Page Titles to Identify Your Site
How the Browsers See Your Site
Using Meta-Information to Guide the Search Engines
Meta and Header Elements
Going Beyond the Basics
Spread the Word with Viral Marketing
Leverage Your Site with Permission Marketing
Personalize the Experience for Your Visitors
Enhancing the Experience with Rich Media
Streaming and Nonstreaming Media
Advertising with Rich Media
Uses of Webcasting
What the Innovators Are Doing
CRM in the e-Business World
Personalizing the User Experience
Providing Optimal Customer Service
Call Centers
The Effectiveness of E-Mail
Web Chat
Voice over IP
Managing Opportunity in Real Time
e-Tailers are preparing for m-Commerce
Preparing Your Site for the Search Engines
Understanding Search Engines
Image Maps
Dynamic Pages and Special Characters
Splash Pages and the Use of Rich Media
Page Size
Use of Tables
Keywords Are Critical
Know Your Competition
Keep in Touch with the Trends
Use Descriptive Page Titles
Design Effective Meta-Tags
Page Content Considerations
Additional Design Techniques
How to Get Repeat Visits
Coupons and Discounts
A Calendar of Events
Contests and Competitions
Permission Marketing
What Are My Affiliate Program Options?
Commission-Based Affiliate Programs
Flat-Fee Referral Programs
Click-through Programs
Selecting the Right Affiliate Type for You
Affiliate Tracking Software
Setting Up Shop in Cybermalls
Cybermall Categories
Product- or Service-Specific Cybermalls
Geographic-Specific Cybermalls
Demographic-Specific Cybermalls
Selecting the Right Cybermall
More Than One Cybermall?
What Will It Cost to Participate?
Where Are Cybermalls Found?
Understanding Search Engines and Directories
Search Engines and Spiders
Getting In-depth with Directories
The Submission Process
It Doesn’t Always Come for Free
Internet Resources for this Chapter
Use Effective E-mail Marketing
Getting Connected with E-mail
How to Write Effective E-mail Messages
The Importance of Your E-mail Subject Line
To and From Headings in E-mail
Blind Carbon Copy (BCC)
E-mail Message Formatting
Appropriate E-mail Reply Tips
Signature Files
Proper Use of Attachments
Before You Click on Send
Using Automated Mail Responders
E-mail “Netiquette”
HTML or Text Messages?
Reaching Out with Mail Lists
Connecting with Your Target Audience
Types of Mail Lists
Discussion Mailing Lists
Moderated Discussion Lists
Unmoderated Discussion Lists
Targeting Appropriate Discussion Mailing Lists
Finding the Right Mailing List
Subscribing to Your Target Mailing Lists
Composing Effective E-mail Messages
Starting Your Own Private Mail List
Starting Your Own Publicly Available Mailing List
The Value of Incoming Links
Finding Web Sites to Link From
Tools for Identifying Competitors’ Links
Arranging Links
What Is a Meta-Index?
How to Find Meta-Indexes
Enhancing Your Links for Optimal Exposure
Widening Horizons with Web Rings
How Web Rings Can Increase Your Exposure
How to Participate in Web Rings
A Closer Look at Banner Advertising
Keeping Your Advertising Objectives in Mind
The Various Forms of Banner Ads
Banner Ad Design Tips
Taking Advantage of Ad Networks
Saving Money with Banner Exchange Programs
Bartering for Mutual Benefits with Banner Trading
Spread the Word through Media Relations
Managing Successful Public Relations
Publicity vs. Advertising
What Is a Press Release?
How to Write a Press Release
Advantages of Interactive Press Releases
Tips for Press Release Distribution
Press Release Timing and Deadlines
Monthly Magazines
Daily Newspapers
TV and Radio
Formatting Your E-mail Press Release
What Is Considered Newsworthy?
What Isn’t Considered Newsworthy?
Preparing Your Press Kits/Media Kits
Develop an Online Media Center for Public Relations
E-zines and Other Online Publications
E-zines Defined
Web-based E-zines
E-mail E-zines
Promoting Your Site through E-zines
E-zine Publishing’s Three Golden Rules
Newsgroups—An Ideal Marketing Vehicle
The Benefits of Newsgroups
Different Newsgroup Categories
Target Appropriate Newsgroups
Read the FAQs and Abide by the Rules
”Lurking” for Potential Customers
Posting Messages on Newsgroups
Signature Files as Your e-Business Card
Advertising When Advertising Isn’t Allowed
How Do You Get Nominated?
Choosing Your Awards and Submitting to Win
Cool Sites: What’s Hot and What’s Not?
Posting your awards on your site
Generating Online Exposure the Offline Way
Offline Promotion Objectives
URL Exposure through Company Material
URL Exposure through Promotional Items
URL Exposure through Clothing
URL Exposure on Novelty Items
URL Exposure on Your Products
Measure Your Success with Web Traffic Analysis
Do You Know Who Is Visiting Your Web Site?
What Is a Log File, and What Can It Tell You?
Web Traffic Analysis Options
Popular Web Traffic Analysis Software
Learning from Log File Analysis
Identifying Valuable Information about Your Target Market
Which Pages Are Popular, and Which Pages Are Not?
Find Out How Each Visitor Found Your Site
Identifying Your Target Market
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The E-Business Formula for Success

The E-Business Formula for Success

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Published by Nan Peña

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Published by: Nan Peña on Sep 11, 2011
Copyright:Attribution Non-commercial


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