Matakuliah
Tahun
Versi
: J0324/Sistem e-Bisnis
: 2005
: 02/02
Pertemuan 11
Understanding Marketing
Strategies on Internet
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• menguraikan konsep dan aplikasi strategi
pemasaran di Internet
2
Outline Materi
•
•
•
•
Attracting Visitors to Your Site
Virtual Societies
Promoting Your e-Business
Banner Ad Campaigning
3
Internet marketing should follow these
rules:
• Brands : Your Web site becomes your most
important brand.
• Change : Be aware that the rules on the Internet
are changing.
• Conciseness : Keep your pages short and
spread information across several pages.
• Content : Content is king; don't bore your
customers.
4
Next…..
• Dynamic sites : Create dynamic sites that use
new technologies to adapt information based on
user profiles.
• Finances : Try new markets with low advertising
pricing schemes.
• Free giveaways : Create freebie offerings for
your loyal customers.
• Global village : Think global, but localize.
• Live events : Online events create fast
awareness.
5
Next…..
• Niche markets : The Internet is a series of niche
markets and mass markets.
• Promotion : Promote your site everywhere.
• Syndication : Co-brand your services and
products.
• Technology : Use Internet technology to
maximize your marketing objectives.
6
Focus on the five P’s
• Products : Review your products and choose the
products that are the most suitable for your
online business-put these on your Web page
first.
• Promotion : Promote your site through
advertising and offer cross-selling on your Web
site.
• Presentation : The presentation of your online
business needs to have easy-to-use site
navigation, and the look and feel should be
based on corporate logos and standards.
7
Next…..
• Processes : Customer support processes
need to be integrated into your Web sites.
• Personalization : Prepare your order
management, logistics, and technical
infrastructure to cope with the orders from
the Internet and personalize the Web site
for every single customer.
8
Successful Business Online
In order to have a successful business
online, the visual presentation of your Web
site needs to follow rules:
• Content : Focus your attention first on
content and then on design.
• Consistency : Design your site consistently
without varying the content.
9
Next…..
• Density : Break up content into little pieces
without tearing it apart.
• Design : Use few colors without designing
a monotone Web site.
• Size : Use small graphics with large
impact.
10
Attracting Visitors to Your Site
•
•
•
•
•
•
Offering free information
Personalization
Support online and offline reading
Cross-marketing and cross-selling
Be faster than your customers
Event marketing
11
•
Source
: Amor, Daniel (2002). The
e-Business (R)evolution. Prentice Hall.
PPT for Chapter : 5
12