CIO and EMARKETING

Lecturer: Associate Prof. Dr. Nguyen Van Thoan

Head of Ecommerce Dept, Director of ICT Center

M: 0904.250.991 E: nvthoan@ftu.edu.vn Web: http://web.ftu.edu.vn/thoan

Hà Nội, 2009- 2016

E-MARKETING
Marketing:
● A comprehensive process that involves every aspect of a
business from designing its products, setting the pricing
strategy to analysing sales statistics and collecting
customer feedback.

E-Marketing:
● Refers to using technology such as the internet, website
and email, sms, including its wide variety of options and
tools to conduct your marketing activities and achieve your
marketing objectives.
E-MARKETING TOOLS
E-Marketing tools and strategies include:
● Business websites;
● Search Engine;
● Email;
● Online newsletters/e-zines;
● Online catalogues;
● Online press releases;
● Online surveys;
● Online customer service;
● Banner advertising;
● Affiliate marketing.
● Mobile telephone marketing;
● Online Community (Friendster, YouTube) - new
● Web Log (Blog) - new
The e-Marketing Concept

The objectives of marketing are to:

● get the right product
● promoted in the right way
● sold at the right price
● distributed at the right place
● profitably
THE E-MARKETING CONCEPT

Examples of e-Marketing include:

● online surveys to conduct market research
● web site to display and sell your products
● internet advertising to promote your business
● software to collect and analyse your customer
information
 Study and Application of
Set of 20 e-marketing tools
INTEGRATING E-MARKETING INTO
YOUR BUSINESS
● e-Marketing is not an alternative to your existing
Marketing Plan, in fact you may already have a
"Marketing Plan" that identifies your marketing
objectives, outlines your key strategies designed to
achieve those objectives, and guides your daily
marketing activities.

● With e-Marketing you can develop techniques to

enhance this existing plan to make your marketing
activities more effective (smarter) more efficient
(cheaper) and you may even find that you can tap into
new markets both locally and overseas.
HOW WOULD E-MARKETING ENHANCE
MY EXISTING MARKETING PLAN

● With the use of internet-based product

catalogues you can reduce your printing costs
and maintain a higher quality of product
information for your customers.

● By utilising marketing information systems you

can analyse your sales information to make
more informed decisions and customers all over
the world can view your products with a
website.
CAN MY BUSINESS AFFORD E-MARKETING?

● The cost of e-Marketing depends on which strategies you

choose to implement.
● Any business can start using simple e-Marketing
techniques such as email, newsletters, computer based
data management and internet research by purchasing a
computer and connecting to the internet which can be
achieved for less than $2,000.
● Businesses can also spend many thousands of dollars
utilizing the services of a professional e-Marketing firm
to create and implement a complete e-Marketing
package. The choice is yours!
 Emarketing Principles
Rule of 3
Think Big - Start Small - Action Fast

Examples
Email
Cơ sở dữ liệu khách hàng
Website

http://www.fptpromo.com
1. Advertising on Youtube
 Why Google bought Youtube
https://www.youtube.com/
1. YouTube is a video-sharing
website headquartered in
San Bruno, California,
United States.
2. The service was created by
three former PayPal
employees in February
2005.
3. In November 2006, it was
bought by Google for
US$1.65 billion.
4. YouTube now operates as
one of Google's subsidiaries.
Interactive Advertising
E-Marketing = Faaassst
 2. Apply web 1.0 🡪 2.0

Web 1.0
- Vnexpress
- Dantri
 Apply web 1.0 🡪 2.0

Web 2.0
- Wikipedia
- Youtube
- Facebook
- Myspace

*** Google Sites

Viral Marketing
 3. Apply Email marketing

Email
- Mail list
- B2B portal, marketplace
- Business directories

Click to talk

http://www.europages.co.uk/
 SPAM or NOT Spam

E-Mail marketing
 4. Apply SMS

Ratio of reach, success, feedback

SMS
- Skype
- Mobi, Vina

SMS - MMS - Mobile marketing

 5. Apply Google Adwords

Cost for 1 click

Google Adwords

Search: Hotel in Hanoi

 6. Apply banner

Cost on / Vnexpress (per week)

Banner
Link Exchange
Banner Swap
Smart Clicks
Free Banners
Double Click
Value Click

Is it effective – Do you click (1/1.000)

 7. Apply Classified

Which website - Free vs. Fee

Classified
Chodientu
eBay
Craiglist

Register on 1.000 B2B, B2C marketplace

 Measure of effectiveness
CPM
Cost per thousand impressions

CPI
Cost per impressions

CPC
Cost Per Click
 Measure of effectiveness
Sales per Visitor
30.000 USD / 300 viewer = USD 100 SPV

Conversion Ratio - CR
30 sản phẩm bán được / 3000 người xem = 1%
Quảng cáo bằng email: 8/100.000 = 0.008%
 8. Customized recommendation

Amazon.com
Recommendation
 8. Recommendation
Pop-up
Recommendation
 9. Do you have websites?

Free vs. 1.000 USD / month

Joomla
Free – Open source.
 10. Sell tac tic

UpSell
 11. Selling strategy

CrossSell
 12. Sale promotion

Returns / Rebates
 13. Benefits from
websites

1. Increase Sales (tăng doanh số)

2. CRM (quản trị quan hệ khách hàng)
3. Buyer satisfaction (tăng sự hài lòng của người
mua)
4. Convenient Order process (đặt hàng thuận tiện)
5. 24/7 support (hỗ trợ 24/7)
6. Capabilities: functions (nhiều tính năng hữu ích)
7. Track customer behavior (theo sát hành vi KH)
8. Personalization (cá biệt hóa)
9. Management: catalogue; sales incentives (quản lý
được các biện pháp xúc tiến bán hàng…)
 14. Facebook marketing
Social networks
 15. data mining
Web Analytics
 16. outsource

SEO
 E-Marketing
marketing creativity
What Consumers Shop for and Buy
Online
• Big ticket items ($1000 or more)
– Travel, computer hardware, electronics
– Consumers now more confident in purchasing
costlier items
• Small ticket items ($100 or less)
– Apparel, books, office supplies, software, etc.
• Sales of bulky goods, furniture, and large
appliances rapidly expanding
 Consumers Online: The Internet
Audience and Consumer Behavior
(1 of 3)
• Over 75% (92 million) of U.S. households had
broadband Internet access in 2016
• Growth rate has slowed
• Intensity and scope of use both increasing
• Some demographic groups have much higher
percentages of online usage
– Income, education, age, ethnic dimensions
Figure 6.1: A General Model of Consumer
Behavior

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Figure 6.2: The Consumer Decision Process
and Supporting Communications

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Figure 6.3: A Model of Online Consumer
Behavior

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 Multi-Channel Marketing Plan
• Website
• Traditional online marketing
– Search engine, display, e-mail, affiliate
• Social marketing
– Social networks, blogs, video, games
• Mobile marketing
– Mobile/tablet sites, apps
• Offline marketing
– Television, radio, newspapers
 Traditional Online Marketing and
Advertising Tools
• Search engine marketing and advertising
• Display ad marketing
• E-mail marketing
• Affiliate marketing
• Viral marketing
• Lead generation marketing
 Search Engine Marketing and
Advertising (1 of 2)
• Search engine marketing (SEM)
– Use of search engines for branding
• Search engine advertising
– Use of search engines to support direct sales
• Types of search engine advertising
– Paid inclusion
– Pay-per-click (PPC) search ads
• Keyword advertising
• Network keyword advertising (context advertising)
 Search Engine Marketing and
Advertising (2 of 2)
• Search engine optimization (SEO)
• Google search engine algorithms
• Social search
– Utilizes social contacts and social graph to provide
fewer and more relevant results
• Search engine issues
– Paid inclusion and placement practices
– Link farms, content farms
– Click fraud
 Display Ad Marketing (1 of 2)
• Banner ads
• Rich media ads
– Interstitial ads
• Video ads
– Far more effective than other display formats
• Sponsorships
• Native advertising
 Display Ad Marketing (2 of 2)
• Content marketing
• Advertising networks
• Ad exchanges, programmatic advertising, and
real-time bidding (RTB)
• Display advertising issues
– Ad fraud
– Viewability
– Ad blocking
 E-mail Marketing
• Direct e-mail marketing
– Messages sent directly to interested users
– Benefits include
• Inexpensive
• Average around 3% to 4% click-throughs
• Measuring and tracking responses
• Personalization and targeting
• Three main challenges
– Spam
– Anti-spam software
– Poorly targeted purchased e-mail lists
 Spam
• Unsolicited commercial e-mail
• Around 53% of all e-mail in 2016
• Most originates from bot networks
• Efforts to control spam have largely failed:
– Government regulation (CAN-SPAM)
– State laws
– Voluntary self-regulation by industries (DMA)
– Canada’s stringent anti-spam laws
 Other Types of Traditional Online
Marketing
• Affiliate marketing
– Commission fee paid to other websites for sending
customers to their website
• Viral marketing
– Marketing designed to inspire customers to pass
message to others
• Lead generation marketing
– Services and tools for collecting, managing, and
converting leads
 Social, Mobile, and Local
Marketing and Advertising
• Social marketing and advertising
– Use of online social networks and communities
• Mobile marketing and advertising
– Use of mobile platform
– Influence of mobile apps
• Local marketing
– Geotargeting
– Display ads in hyperlocal publications
– Coupons
Other Online Marketing Strategies
• Multi-channel marketing: Message integration
• Customer retention strategies
– One-to-one marketing (personalization)
– Behavioral targeting (interest-based advertising)
– Retargeting
• Customization and customer co-production
• Customer service
– FAQs
– Real-time customer service chat systems
– Automated response systems
 Marketing Automation and
Customer Relationship
Management (CRM) Systems
• Marketing automation systems
– Track steps in lead generation
• CRM systems
– Manage relationship with customers once
purchase is made
– Create customer profiles
• Customer data used to:
– Develop and sell additional products
– Identify profitable customers
– Optimize service delivery, and so on
Figure 6.10: A Customer Relationship
Management System

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Online Marketing Metrics: Lexicon
• Audience size/market share metrics
– E.g., impressions, click-through rate (CTR), page views, viewability rate,
stickiness, loyalty, reach, recency
• Conversion to customer metrics
– E.g., acquisition rate, conversion rate, browse-to-buy ratio, cart
conversion rate, abandonment rate
• Video ad metrics
– E.g., view time, completion rate
• E-mail campaign metrics
– E.g., open rate, delivery rate, click-through rate, bounce-back rate
Figure 6.11: An Online Consumer Purchasing
Model

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How Well Does Online Advertising
Work?
• Use ROI to measure ad campaign
• Difficulty of cross-platform attribution
• Highest click-through rates: Search engine ads,
permission e-mail campaigns
• Online channels compare favorably with
traditional
• Most powerful marketing campaigns use
multiple channels, including online, catalog,
TV, radio, newspapers, stores
 The Costs of Online Advertising
• Pricing models
– Barter, cost per thousand (CPM), cost per click
(CPC), cost per action (CPA), hybrid, sponsorship
• Measuring issues
– Correlating online marketing to online or offline
sales
• In general, online marketing is more expensive
on CPM basis, but more efficient in producing
sales
• Effective cost-per-thousand (eCPM)
 Marketing Analytics
• Software that analyzes data at each stage of
the customer conversion process
– Awareness
– Engagement
– Interaction
– Purchase activity
– Loyalty and post-purchase
• Helps managers
– Optimize ROI on website and marketing efforts
– Build detailed customer profiles
Figure 6.12: Marketing Analytics and the
Online Purchasing Process

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Figure 7.3: Online Marketing Platforms

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Figure 7.4: Engagement at Top Social
Networks

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Figure 7.4: Engagement at Top Social
Networks

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 Twitter Marketing
• Real-time interaction with consumers
• 310 million active users worldwide
– Over 90% access Twitter from mobile device
• Basic features
– Tweets, retweets, followers, message (DM),
hashtag, mention, reply, links
– Moments tab, Timeline
 Twitter Marketing Tools
• Promoted Tweets
• Promoted Trends
• Promoted Accounts
• Enhanced Profile Page
• Amplify
• Promoted Video
• Television Ad Retargeting
• Lead Generation Cards
• Mobile Ads
 Pinterest Marketing
• One of the fastest-growing and largest image-sharing sites
• Enables users to talk about brands using pictures rather than
words
• Features include:
– Pins and re-pins to boards
– Share
– Follow
– Contributors
– Links to URLS
– Price displays
 Pinterest Marketing Tools
• Rich Pins, Promoted Pins, Cinematic Pins
• Buyable Pins/Shop Our Picks
• Promoted Video
• Add Pin It and Follow buttons
• Pin as display ad
• Theme-based (lifestyle) boards
• Brand pages
• URL link to stores
• Integration with other social sites
• Network with users, followers, others
 Marketing on Other Social
Networks
• Instagram
– Brand profiles, ad campaigns (display and video),
Buy buttons, Marquee ads
• LinkedIn
– Company profiles, showcase pages, Career Page,
Display ads (Feeds), self-service ads or Advertising
Partner Solutions, sponsored inMail, LinkedIn
Pulse
• Snapchat
– Snapchat Stories, Live Stories, Discover, Snap Ads,
Sponsored Geofilters, Sponsored Lenses
 The Downside of Social Marketing
• Loss of control
– Where ads appear in terms of other content
– What people say
• Posts
• Comments
• Inaccurate or embarrassing material
• In contrast, TV ads maintain near complete
control
Mobile Marketing
• More than 262 million Americans use mobile
phones
– Devices used multiple times per day

• By 2020, m-commerce will account for almost

50% of all retail and travel e-commerce
• Challenges: Mobile search
– Motivating consumers to click
– Raising fees for each click

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Figure 7.7: How People Use Their Mobile
Devices to Shop

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Figure 7.13: Local, Mobile, and Location-
Based Mobile Marketing

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Location-Based Marketing Platforms
• Google
– Android OS, Google Maps, Google Places, AdMob, AdWords

• Facebook
• Apple
– iOS, iAd

• Twitter
• Others: YP, Pandora, Millenial

Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved
E-MARKETING TOPICS
● Affiliate Program
● Search Engine Optimization
● Email Campaigns
● Banner Exchange
● Business Website
● Mobile Phone Marketing
Affiliate Program
Affiliate Program

Affiliate Marketing Program

● Affiliate marketing is where you refer customers to other businesses
via links to their web site from your web site or emails and receive
commissions for each customer you refer to the other business.
They are essentially revenue sharing arrangements between online
vendors or sellers and resellers or affiliates.

● If the business is "multi-level" you also receive commissions from

the customers referred by other businesses you have introduced.

● Conversely, you can set up your own affiliate marketing program to

have other businesses sell your products and services for you by
paying them a commission.
Affiliate Program

Affiliate Advantages
1. Increased sales.

2. Improves search engine link popularity.

3. The Internet becomes your sales team.

4. Low operating costs.

5. Sites with affiliate programs could be perceived as

more significant.
Affiliate Program

Affiliate Disadvantages
1. Potentially expensive up-front costs.

2. Administrative overhead.

3. Accounting overhead.

4. Some profits go to the affiliate.

Affiliate Program

Affiliates vs. Advertising

● In most cases, an affiliate program has a distinct
advantage over an advertising campaign since
you only pay your affiliates for traffic they
generate to your site or sales they generate.

● Thus, with an affiliate program, you pay for

results after the fact, whereas advertising costs
are all up-front and have no guaranteed results.
Affiliate Program

Affiliate Approval Notice

● Once approved, you should send a confirmation
email to new affiliates along with their affiliate
ID and instructions on how to place the ad
banner or link on their site. You should also
remind them of any restrictions included in the
affiliate agreement terms within the email.
Affiliate Program

Affiliate Code
● For an affiliate to get credit, they need an affiliate ID. These typically
come in two flavors, a promocode or an affiliate code. An affiliate
code is granted to owners of Web sites that have been approved for
linking to your site.

● The affiliate code is added to their link to your site so that they can
get credit for sales coming from their site. The example below
passes the affiliate code 1047917.

Affiliate link sample syntax:

http://www.webmastercertification.com/wcoassociate.cfm?aff=1047
917
Search Engine
Optimization
Search Engines

Overview
● A search engine is a service where internet users can go to the search
engine web site and search for web sites that interest them by
inputting keywords. The search engine then displays the results of their
search starting with the web sites that best meet the search criteria
down to the web sites that least fit the search criteria.

● Search engines are becoming ever more popular especially when you
consider how many web sites there are on the internet today and most
users have limited time to find what they are looking for.
Search engine optimisation is the process of getting your web site
address or URL as close as possible to the top of the search results
when someone using the search engines is looking for the products you
sell.
Search Engines

Search Engine Optimisation

Search Engines

Search Engines and Directories

A directory site is one that contains manually compiled
categories of Web sites, whereas a search engine
uses automated spiders to search the Web for
content and organize it by keywords, with little
regard for the true category under which each site
should fall.
Search Engines

Search Engine Tips

1. Submit Web site to search engine (http://google.com/addurl).

2. Use keywords in the content near the top of the document.

3. Keywords placed inside clickable link text ranks higher.

4. Use descriptive Web page titles.

5. Use a descriptive URL, for example:

www.webmastercertification.com/webmaster-courses.cfm.

6. Encourage other sites to link to yours.

Search Engines

Search Engine Tips

● Purchase alternate Web names, point them all to your Web site, then
submit those names.

● Use Meta Tags correctly

● Visiting your own link in the results of some search engines can improve
your ranking.

● Avoid frames, Web sites using frames can not be picked up by all search
engine spiders.

● Avoid keyword spamming, any excessive use of keywords can hurt your
placement in the search engines.

● Use an entry page through which people can access your Web site, but is
optimized with the rules above, thus more desirable to the search engines.
 Email
Campaigns
Email Campaigns

About Email Campaigns

● Email or electronic mail has revolutionised
communication. Anyone with access to the internet
and an email program can send a written message -
along with attached documents - anywhere in the
world within seconds via the internet.

● Email campaigns are targeted emails that work much

like conventional direct mail campaigns. They come in
various forms such as direct email, newsletters,
newsgroups, and press releases.
Email Campaigns

Direct Mail vs. Direct Email

● Direct mail is very expensive compared to direct email.
Most of us have received multiple versions of the AOL
CD via direct mail, which in most cases makes a great
drink coaster at best. Most of us can not afford to
make a billion pieces of direct mail like AOL, but,
fortunately, there is direct email.

● The creation cost for both are about the same but the
publication and distribution costs for direct email is
much less. This gives you the opportunity to use direct
email on the Internet on a much smaller budget.
Email Campaigns

Spam Email
● A sharp line divides email marketing from spam.
Basically email marketing is solicited email
(requested), and spam is non-solicited email
(not requested).

● The gray area begins to form when you start

arguing over how a recipient asks.
Understanding this division is the key to
ensuring you do not come across as spamming.
Email Campaigns

Opt-out Email
● Opt-out email is email sent to target groups who have shown an interest in
a specific topic. Once the email is received, the recipient has the option to
"unsubscribe" from receiving further email from you.

● Opt-out email is considered solicited email because at some point the

recipient filled out a form somewhere that landed them on a list of people
who have agreed to receive email.

● Opt-out list may start as a legit email list, but those lists are often bought,
sold, shared, rented or exchanged by others with similar lists. This results in
your email address being vulnerable to anyone, including spammers.

● Opt-out email is often mistaken for spam since you don't specifically ask for
opt-out email.
Email Campaigns

Opt-in Email
● Opt-in email is email that has been specifically requested. This email
approach will be well received by your target audience since they
ask you to send it to them.

● The recipient must explicitly request to be placed on your opt-in list,

or you run the risk of looking like a spammer.

● Most Opt-in sign ups are single opt-in, meaning you enter your email
address then you click a submit button and you are subscribed.

● Double opt-in requires you to reply to an email confirmation before

you are added to the list. This helps ensure someone else can not
add you to an opt-in list without your permission.
Email Campaigns

Building A Better Email

● In direct mail marketing, the envelope has two primary purposes: branding
and to encourage the recipient open it.

● In email marketing, the envelope is the email's From: line, Subject: line, and
To: line. Following a few simple rules can increase the success of an email
campaign dramatically.

● You should start the email off with a headline at the top which is set apart
from the rest of the email by single dashed line on the top and bottom of
the header. The header should be two lines at most and summarize exactly
what you have to offer.

● The signature is the section at the bottom of your email that allows you to
identify yourself and offer contact information. Using a signature at the
bottom of your emails ensures that the recipient knows who originally sent
the email, even if it is forwarded.
Email Campaigns

When to Send Email

● Conventional wisdom suggests that everything should
be waiting for you first thing Monday since you are
fresh and ready for a new week. However, reality will
show you that your email box is bulging at the seams
on Monday and you just want to get through it at any
cost.

● Instead, email early Friday afternoon. Most people are

winding down for the weekend at that time and
putting off tasks till the next week. This allows for
more light reading of the few emails trickling in on a
Friday afternoon.
Email Campaigns

The Unsubscribe Option

● Even if you are using your own opt-in email list, you
must offer a way to unsubscribe from the list in every
email. This applies to direct email, newsletters, and all
other email promotions. This shows your respect for
their time when they decide to no longer receive direct
email.

● The option to unsubscribe can be placed near the

bottom of the email with easy-to-follow instructions.
Probably the simplest unsubscribe method tells the
recipient to reply to the received email and place the
word "Unsubscribe" on the subject line. This is quick
and easy, thus the recipient does not feel trapped.
Email Campaigns

Response Tracking
● Response tracking from email marketing can be
handled easily by two methods. First, the campaign
can include a Web page address that is unique to the
campaign, and you can track the visitors to that page.
Next, you can associate a promocode with the
campaign and track how often it is used.

● A combination of both methods would allow you to

compare how many people responded relative to how
many people acted on their response.
Email Campaigns

Newsletters
● Newsletters, in this case, are email messages distributed by a company or organization to an
opt-in list on a set schedule. Newsletters typically announce sales, specials, schedules, events,
product releases, as well as a payload of useful information that makes the newsletters
newsworthy.

● There are two types of marketing opportunities with newsletters. You can either offer your own
newsletter or you can advertise in someone else's newsletter.

● Setting Tone: To create an effective newsletter that people want to read on a regular basis
requires choosing a topic that you can be the authority on and that the readers will look
forward to reading.

● Setting the Frequency: You must determine how often the newsletter should be mailed out.
Too often and readers feel overloaded and will likely unsubscribe. Too infrequently and readers
may forget who you are and think you are spamming them.

● Archive Your Newsletters: If you do offer both ASCII and HTML versions, then archiving your
newsletters on your Web site will be very easy. Each month you simply add a link to your
monthly newsletter within the archive section and add the new newsletter with a new name.
Email Campaigns

Newsletters (Getting Subscribers )

● First, a link to receive the newsletter should be available on your main page
and maybe on all pages.

● Next, the sign up process needs to be very easy, with just enough questions
to understand who your readers are, but not so many that they may hold
them back from signing up.

● Finally, you need to clearly explain your privacy policy so your readers feel
secure. You should never give your list to anyone, never email your list for
anyone, and let your users know that is your policy.

● Word of Mouth: Another way to increase readers is through your current

reader base. You can encourage your readers to pass your newsletter on to
friends by adding wording at the bottom of each newsletter letting them
know you need their help to spread the word.
Banner Exchange

Banner
Exchange
Banner Exchange

Banner Advertising
● A banner advertisement is an image placed at the top or
bottom of a web page, to catch the viewer's eye and
possibly prompt them to click on it.
● It can either be static, that is, simply like a billboard
displaying the name of a website, or dynamic, encouraging
the user to click on the banner image to be transferred to
that website.
● Banner advertising is based on one-to-many advertising
rather than one-to-one. It has traditionally been the most
common form of promotion on the web.
Banner Exchange

Banner Advertising
Banner Exchange

Banner/Link Exchanges
● A banner exchange (link exchange) is a cooperative
advertising program where participating businesses
work together to promote each other's
products/services and websites on an exchange rather
than paid basis.

● Banner exchanges have management systems that

track when and where banners are displayed
throughout the network. Every time you display the
banner of another member, you receive a credit. Based
on these credits, the management system ensures that
your banner is displayed at other sites in the banner
exchange network.
Banner Exchange

Banner Optimization
Banner Size

● How quickly a banner loads can determine whether a banner is seen at

all. Many banner networks will allow you to place a banner up to 10K
in size, which can take 5 seconds to load. You should avoid any
banners larger than 4K as this ensures your banners load in 2 seconds
or less.
Banner Exchange

Banner Optimization
Banner Colors

● Bright colors get the most mileage. Yellow, orange, and green
attract more attention than red, blue and black. A banner that gives
the appearance of a yellow page ad is highly effective.
Banner Exchange

Banner Optimization
Banner Graphics

● Simple animated graphics and animated banners which switch

between three frames of text are very effective.
Banner Exchange

Banner Optimization
Banner Content

● Of course the banner message is very important. The message should convey what is in it for
the visitor: how they can save, how they can benefit, why them, etc. The content should focus
on emotions like fear, curiosity, humor, or the big promise.
● The word "FREE" is still the most powerful word in advertising. Offer a free drawing, free
subscription to an e-zine, free advertising, free trial offer, free download for software, etc. For
example, WebYoda offers a free tour of the Internet which is pulled as a sample of the
Mastering the Internet course.
Banner Exchange

Business
Website
Business Website
● Technically speaking a web site is a related collection of World Wide
Web (WWW) files that includes a beginning file called a home page.
A company tells customers and potential customers where to find
their website on the internet by giving them the address (or URL) of
their home page. From the home page, you can get to all the other
pages on their site. For example, the web site for the Small Business
Development Corporation (SBDC) has the home page address of
http://www.sbdc.com.au

● Web sites may be very complex and consist of hundreds of pages of

information and even provide the ability for your customers to
purchase your products on the internet. Alternatively, they can be
quite simple, consisting of only a few pages that do little more than
inform your customers of your businesses address and contact
details.
Business Website
Banner Exchange

Mobile Phone
Marketing
Mobile Telephone Marketing

Mobile Phone Marketing

● Mobile telephone marketing is the use of mobile
phone technologies such as voice, text and
multimedia message services to promote
products/services to consumers.

● With the significant increase in the use of

mobile telephones in Australia in recent years,
there has been a corresponding increase in
marketing via these technologies.
Mobile Telephone Marketing

Mobile Phone Marketing

Currently, the main mobile telephone
technologies used for e-Marketing are:

● Short Message Service (SMS)

● Multimedia Messaging Service (MMS)
● Wireless Application Protocol (WAP)
● General Packet Radio Service (GPRS)
Mobile Telephone Marketing

Mobile Phone Marketing - SMS

● Short Message Service (SMS) is a message that can be sent to and from mobile
telephones. The messages can be both text and simple line drawings. Mobile phone
users can also download screensavers for their mobile telephone.

● The main use of SMS is by mobile phone users especially the youth market sending
messages to each other via their mobile phones or via a computer to mobile phones.

● There are also technology companies that offer the service of sending bulk SMS's to
multiple mobile telephones at one time.

● For the purposes of e-Marketing, small business can send SMS messages via a
personal computer or have a specialist technology company send the messages on
their behalf to prospective and existing customers. The messages can promote
almost anything such as advertising product specials, promoting a web site, inviting
them to a function, to participate in a competition etc..
Mobile Telephone Marketing

Mobile Phone Marketing - SMS

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