Internet”Lecture 2的营销：.pptVIP

Marketing on the Internet” Lecture 2: E-Marketing (1) By Clare Sham Email: sclare@ We’ll cover … Definition insights Web Marketing vs Traditional medium Web Marketing Objectives Strategies Search Engine Optimization Definition E-Marketing is any activity that promotes or enhances business opportunities that relies?in whole or in part on internet presence. E-Commerce deals with the actual transaction of business and receipt of payment over the internet or related arenas. Some Insights … If you have a website you are doing e-marketing. Your website can enhance or degrade your companys marketing programs. The integration of conventional marketing with e-marketing is a critical component of e-marketing. Integration and balance in your marketing program. Strength of Internet Fast and inexpensive compared to conventional media the internet levels the playing field for all kinds of business enterprises. It? provides statistics Ability to reach millions simply, effectively and inexpensively.? Web vs Newspaper The larger the paper’s circulation and readership, the higher the ad cost. Only a handful of newspapers can claim a truly international circulation. Circulation largely determines ad exposure, only people who take the trouble to buy the paper have the opportunity to see your ad. Newspaper advertising doesn’t allow you to truly target your market. You take a shotgun approach when you advertise in a newspaper. Web vs Magazines Magazines offer distinct advantages over newspapers when it comes to targeting your market - niche publications. The great disadvantage of magazine advertising is cost. Circulation is limited Web vs Radio Broadcast advertising differs from print in a number of ways. Radio ad allow the creativity and flexibility - from regular spot to an on-air plug read by a DJ or talk-show host. Buying air time on a single radio station is simple and inexpensive. But radio advertising is mostly local. Each station reaches only the listeners withi