Principles ofInternet Marketing课件.ppt

Principles ofInternet Marketing Topics Smart browsing Traffic as value Traffic through visibility Domain branding Managing your portal presence Publicity and word of mouth Paying for traffic Alliance and co-branding Online ads Evaluating traffic sources Smart Browsing Surf Engines – Using personalization techniques to help to solve the question of where to go next. Aimed at making Web navigation easier. No engine can provide guidance to a newly created page. Surf Engine Pioneer – Alexa Internet Services (), Founded in April 1996 by Brewster Kahle and Bruce Gilliat Located in San Francisco. Alexa works along with your browser to provide information about the Web page being viewed and insight about the additional places to visit. Features of Alexa Software System Real Time Information provider. Using technologies of parallel computing – send new page address back to Alexa system, then send new information to users’ computer. Keeping a database of Web-surfing behavior. Using data mining techniques – recognize usage patterns, help to guide users to their desired information. Interactive – Click trails are combined with user rankings of webquality. Behavior and Rankings. Insider’s Page : Traffic: Review: Site state – Voting, Freshness,  Speed, & Related Links Suggest Related Links for this page: Reference: OneReport : Traffic as Value Value is based on scarcity of supply, not necessarily benefits 價值係因供給不足而產生 The supply of web content is growing faster than the number of users 提供網頁內容者成長迅速多過於瀏覽者 While the volume of online material provides ever-increasing value to network users, the battle for attention is severe 當線上內容量的增加供給其價值給網路 適用者，則此戰役將更激烈而引人注意 Building Web Traffic Any Web site must attract visitors. The best designed and implemented Web site is useless if no one shows up! 網站必須吸引客戶，假如沒有客戶的光臨，則再好的設計和執行均是沒用的 The biggest challenge facing Web marketer is getting visitors to their sit