8.2.3 Decide the marketing strategy 1. Developing Your Marketing strategie Your marketing strategy is the final process of your plan. Your plan must include both short-term and long-term strategies in order to succeed Short term marketing strategies are those that bring you a temporary boost in traffic Although these techniques are very important to your over-all plan, they are only a temporary traffic source and must not be solely relied upon Short term marketing strategies include Bulletin boards Long term marketing strategies are those that bring you a steady stream of targeted traffic over time. These strategies will continue to produce results even years down the road Long term marketing strate By creating and implementing a balanced marketing strategy, using both short-term and long-term strategies, you will drive a steady stream of targeted traffic to your website 8.3 Internet Advertisement Marketing 8.3. 1 Summary of Internet Ads Advertising is an attempt to disseminate information in order to affect a buyer-seller transaction Interactive marketing-marketing that allows a consumer to interact with an online seller Two-way communication and e-mail capabilities; Vendors also can target specific groups and individuals 1. Internet Advertising Terminology Ad views number of times users call up a page that has a banner on it during a specific time period; known as impressions or page views Button: a small banner that is linked to a Web site Page: hTmL document Click: a count made each time a visitor clicks on an advertising banner to access the advertisers Web site(ad clicks and click through) CPM(cost per thousand impressions): fee an advertiser pays for each 1, 000 times a page with a banner ad is viewed Hit: request for data from a Web page or file 2. Why Internet advertisement? 3/4 of PC users gave up some television time Well educated, high-income Internet users are a desired target for advertisers Internet is by far the fastest growing communication medium Advertisers are interested in a medium with such potential reach, both locally and globally Cost: Online ads are cheaper than those in other media, Ads can be updated at any time with minimal cost Richness of format Use of text, audio, graphics, and animation, Games, entertainment, and promotions are easily combined in online ads Personalization see Figure 8.18.2.3 Decide the marketing strategy 1. Developing Your Marketing strategies Your marketing strategy is the final process of your plan. Your plan must include both short-term and long-term strategies in order to succeed. Short term marketing strategies are those that bring you a temporary boost in traffic. Although these techniques are very important to your over-all plan, they are only a temporary traffic source and must not be solely relied upon. Short term marketing strategies include: ▪ Purchasing advertising. ▪ Bulletin Boards. ▪ Search Engines. Long term marketing strategies are those that bring you a steady stream of targeted traffic over time. These strategies will continue to produce results even years down the road. Long term marketing strategies include: ▪ Opt-in Lists. ▪ Freebies. ▪ Content. By creating and implementing a balanced marketing strategy, using both short-term and long-term strategies, you will drive a steady stream of targeted traffic to your website. 8.3 Internet Advertisement Marketing 8.3.1 Summary of Internet Ads Advertising is an attempt to disseminate information in order to affect a buyer-seller transaction. Interactive marketing—marketing that allows a consumer to interact with an online seller ▪ Two-way communication and e-mail capabilities; ▪ Vendors also can target specific groups and individuals; ▪ Enables truly one-to-one advertising. 1. Internet Advertising Terminology Ad views: number of times users call up a page that has a banner on it during a specific time period; known as impressions or page views; ▪ Button: a small banner that is linked to a Web site; ▪ Page: HTML document; ▪ Click: a count made each time a visitor clicks on an advertising banner to access the advertiser‘s Web site (ad clicks and click through); ▪ CPM (cost per thousand impressions) : fee an advertiser pays for each 1,000 times a page with a banner ad is viewed; ▪ Hit: request for data from a Web page or file. 2. Why Internet Advertisement? ▪ 3/4 of PC users gave up some television time ▪ Well educated, high-income Internet users are a desired target for advertisers ▪ Internet is by far the fastest growing communication medium ▪ Advertisers are interested in a medium with such potential reach, both locally and globally ▪ Cost: Online ads are cheaper than those in other media, Ads can be updated at any time with minimal cost. ▪ Richness of format: Use of text, audio, graphics, and animation, Games, entertainment, and promotions are easily combined in online ads. ▪ Personalization: see Figure 8.1