ࡱ>  y`bjbjss 8ɉ $$$$$$$$8L$+HFFFF%!#jllllll$˚h3U$#!%##$$FF...#$F$Fj.#j..VzP $$"F 0xG~u$ ~ 0+ɝu$T ɝ"ɝ$"\.###.###+####$$$$$$$$$$$$$$$ Contents  TOC \o "1-4" \h \z \u  HYPERLINK \l "_Toc138481529" 3. Entrepreneurship and the Internet  PAGEREF _Toc138481529 \h 5  HYPERLINK \l "_Toc138481530" 3.1. How to set up an enterprise on the Internet  PAGEREF _Toc138481530 \h 5  HYPERLINK \l "_Toc138481531" 3.1.1. Why set up an enterprise on the Internet  PAGEREF _Toc138481531 \h 5  HYPERLINK \l "_Toc138481532" 3.1.1.1. Summary - Objectives  PAGEREF _Toc138481532 \h 5  HYPERLINK \l "_Toc138481533" 3.1.1.2. Benefits for your enterprise (1/2)  PAGEREF _Toc138481533 \h 5  HYPERLINK \l "_Toc138481534" 3.1.1.3. Benefits for your enterprise (2/2)  PAGEREF _Toc138481534 \h 7  HYPERLINK \l "_Toc138481535" 3.1.1.4. Benefits for your customers  PAGEREF _Toc138481535 \h 8  HYPERLINK \l "_Toc138481536" 3.1.1.5. Apply your knowledge  PAGEREF _Toc138481536 \h 11  HYPERLINK \l "_Toc138481537" 3.1.1.6. Test your knowledge  PAGEREF _Toc138481537 \h 11  HYPERLINK \l "_Toc138481538" 3.1.1.7. The least you should remember  PAGEREF _Toc138481538 \h 11  HYPERLINK \l "_Toc138481539" 3.1.1.8. Find out more  PAGEREF _Toc138481539 \h 12  HYPERLINK \l "_Toc138481540" 3.1.2. Goals, strategies and success possibilities  PAGEREF _Toc138481540 \h 12  HYPERLINK \l "_Toc138481541" 3.1.2.1. Summary - Objectives  PAGEREF _Toc138481541 \h 12  HYPERLINK \l "_Toc138481542" 3.1.2.2. The goals you can set for your Internet business  PAGEREF _Toc138481542 \h 13  HYPERLINK \l "_Toc138481543" 3.1.2.3. Strategic choices for your Internet business  PAGEREF _Toc138481543 \h 15  HYPERLINK \l "_Toc138481544" 3.1.2.4. General strategies  PAGEREF _Toc138481544 \h 15  HYPERLINK \l "_Toc138481545" 3.1.2.5. Competition strategies  PAGEREF _Toc138481545 \h 16  HYPERLINK \l "_Toc138481546" 3.1.2.6. Partnership strategies  PAGEREF _Toc138481546 \h 16  HYPERLINK \l "_Toc138481547" 3.1.2.7. Special strategies  PAGEREF _Toc138481547 \h 17  HYPERLINK \l "_Toc138481548" 3.1.2.8. Conclusion  PAGEREF _Toc138481548 \h 17  HYPERLINK \l "_Toc138481549" 3.1.2.9. The possibilities to attain your goals through the Internet (1/2)  PAGEREF _Toc138481549 \h 17  HYPERLINK \l "_Toc138481550" 3.1.2.10. The possibilities to attain your goals through the Internet (2/2)  PAGEREF _Toc138481550 \h 18  HYPERLINK \l "_Toc138481551" 3.1.2.11. Apply your knowledge  PAGEREF _Toc138481551 \h 18  HYPERLINK \l "_Toc138481552" 3.1.2.12. Test your knowledge  PAGEREF _Toc138481552 \h 19  HYPERLINK \l "_Toc138481553" 3.1.2.13. The least you should remember  PAGEREF _Toc138481553 \h 19  HYPERLINK \l "_Toc138481554" 3.1.2.14. Find out more  PAGEREF _Toc138481554 \h 20  HYPERLINK \l "_Toc138481555" 3.2. Utilizing web-marketing to promote sales  PAGEREF _Toc138481555 \h 20  HYPERLINK \l "_Toc138481556" 3.2.1. Strategic Development of a Marketing Plan  PAGEREF _Toc138481556 \h 20  HYPERLINK \l "_Toc138481557" 3.2.1.1. Summary - Objectives  PAGEREF _Toc138481557 \h 20  HYPERLINK \l "_Toc138481558" 3.2.1.2. What marketing is all about  PAGEREF _Toc138481558 \h 21  HYPERLINK \l "_Toc138481559" 3.2.1.3. The marketing plan  PAGEREF _Toc138481559 \h 21  HYPERLINK \l "_Toc138481560" 3.2.1.4. First part: Where we stand  PAGEREF _Toc138481560 \h 21  HYPERLINK \l "_Toc138481561" 3.2.1.5. The market  PAGEREF _Toc138481561 \h 22  HYPERLINK \l "_Toc138481562" 3.2.1.6. The product  PAGEREF _Toc138481562 \h 22  HYPERLINK \l "_Toc138481563" 3.2.1.7. The competition  PAGEREF _Toc138481563 \h 23  HYPERLINK \l "_Toc138481564" 3.2.1.8. The distribution channels  PAGEREF _Toc138481564 \h 23  HYPERLINK \l "_Toc138481565" 3.2.1.9. The macro-economic environment  PAGEREF _Toc138481565 \h 23  HYPERLINK \l "_Toc138481566" 3.2.1.10. Second part: Where do we want to get to  PAGEREF _Toc138481566 \h 24  HYPERLINK \l "_Toc138481567" 3.2.1.11. Third part: How to attain our goals  PAGEREF _Toc138481567 \h 25  HYPERLINK \l "_Toc138481568" 3.2.1.12. The audience we are targeting  PAGEREF _Toc138481568 \h 25  HYPERLINK \l "_Toc138481569" 3.2.1.13. "Placement" of our product  PAGEREF _Toc138481569 \h 26  HYPERLINK \l "_Toc138481570" 3.2.1.14. Product and service offering  PAGEREF _Toc138481570 \h 26  HYPERLINK \l "_Toc138481571" 3.2.1.15. Prices  PAGEREF _Toc138481571 \h 26  HYPERLINK \l "_Toc138481572" 3.2.1.16. Distribution channels  PAGEREF _Toc138481572 \h 27  HYPERLINK \l "_Toc138481573" 3.2.1.17. Advertising  PAGEREF _Toc138481573 \h 27  HYPERLINK \l "_Toc138481574" 3.2.1.18. Direct marketing  PAGEREF _Toc138481574 \h 28  HYPERLINK \l "_Toc138481575" 3.2.1.19. The sales force  PAGEREF _Toc138481575 \h 29  HYPERLINK \l "_Toc138481576" 3.2.1.20. Sales promotion  PAGEREF _Toc138481576 \h 30  HYPERLINK \l "_Toc138481577" 3.2.1.21. Marketing plan implementation schedule  PAGEREF _Toc138481577 \h 30  HYPERLINK \l "_Toc138481578" 3.2.1.22. Test your knowledge  PAGEREF _Toc138481578 \h 31  HYPERLINK \l "_Toc138481579" 3.2.1.23. The least you should remember  PAGEREF _Toc138481579 \h 31  HYPERLINK \l "_Toc138481580" 3.2.1.24. Find out more  PAGEREF _Toc138481580 \h 32  HYPERLINK \l "_Toc138481581" 3.2.2. Promotion on the Internet  PAGEREF _Toc138481581 \h 32  HYPERLINK \l "_Toc138481582" 3.2.2.1. Summary - Objectives  PAGEREF _Toc138481582 \h 32  HYPERLINK \l "_Toc138481583" 3.2.2.2. The benefits of Internet advertising (1/2)  PAGEREF _Toc138481583 \h 33  HYPERLINK \l "_Toc138481584" 3.2.2.3. The benefits of Internet advertising (2/2)  PAGEREF _Toc138481584 \h 34  HYPERLINK \l "_Toc138481585" 3.2.2.4. Web marketing models (1/2)  PAGEREF _Toc138481585 \h 35  HYPERLINK \l "_Toc138481586" 3.2.2.5. Promoting your website WITHIN the Internet  PAGEREF _Toc138481586 \h 36  HYPERLINK \l "_Toc138481587" 3.2.2.6. Promotion methods (1/11)  PAGEREF _Toc138481587 \h 37  HYPERLINK \l "_Toc138481588" 3.2.2.7. Promotion methods (2/11)  PAGEREF _Toc138481588 \h 38  HYPERLINK \l "_Toc138481589" 3.2.2.8. Promotion methods (3/11)  PAGEREF _Toc138481589 \h 39  HYPERLINK \l "_Toc138481590" 3.2.2.9. Promotion methods (4/11)  PAGEREF _Toc138481590 \h 40  HYPERLINK \l "_Toc138481591" 3.2.2.10. Promotion methods (5/11)  PAGEREF _Toc138481591 \h 41  HYPERLINK \l "_Toc138481592" 3.2.2.11. Promotion methods (6/11)  PAGEREF _Toc138481592 \h 42  HYPERLINK \l "_Toc138481593" 3.2.2.12. Promotion methods (7/11)  PAGEREF _Toc138481593 \h 44  HYPERLINK \l "_Toc138481594" 3.2.2.13. Promotion methods (8/11)  PAGEREF _Toc138481594 \h 45  HYPERLINK \l "_Toc138481595" 3.2.2.14. Promotion methods (11/11)  PAGEREF _Toc138481595 \h 48  HYPERLINK \l "_Toc138481596" 3.2.2.15. Promotion sites (1/3)  PAGEREF _Toc138481596 \h 48  HYPERLINK \l "_Toc138481597" 3.2.2.16. Promotion sites (2/3)  PAGEREF _Toc138481597 \h 51  HYPERLINK \l "_Toc138481598" 3.2.2.17. Promotion sites (3/3)  PAGEREF _Toc138481598 \h 51  HYPERLINK \l "_Toc138481599" 3.2.2.18. Sales promotion (1/6)  PAGEREF _Toc138481599 \h 52  HYPERLINK \l "_Toc138481600" 3.2.2.19. Sales promotion (2/6)  PAGEREF _Toc138481600 \h 53  HYPERLINK \l "_Toc138481601" 3.2.2.20. Sales promotion (3/6)  PAGEREF _Toc138481601 \h 54  HYPERLINK \l "_Toc138481602" 3.2.2.21. Sales promotion (4/6)  PAGEREF _Toc138481602 \h 55  HYPERLINK \l "_Toc138481603" 3.2.2.22. Sales promotion (5/6)  PAGEREF _Toc138481603 \h 56  HYPERLINK \l "_Toc138481604" 3.2.2.23. LOCAL_(Spam) and how to deal with it (1/2)  PAGEREF _Toc138481604 \h 56  HYPERLINK \l "_Toc138481605" 3.2.2.24. Measuring the effectiveness of Internet advertising (1/5)  PAGEREF _Toc138481605 \h 58  HYPERLINK \l "_Toc138481606" 3.2.2.25. Measuring the effectiveness of Internet advertising (2/5)  PAGEREF _Toc138481606 \h 58  HYPERLINK \l "_Toc138481607" 3.2.2.26. Measuring the effectiveness of Internet advertising (3/5)  PAGEREF _Toc138481607 \h 60  HYPERLINK \l "_Toc138481608" 3.2.2.27. Measuring the effectiveness of Internet advertising (4/5)  PAGEREF _Toc138481608 \h 62  HYPERLINK \l "_Toc138481609" 3.2.2.28. Measuring the effectiveness of Internet advertising (5/5)  PAGEREF _Toc138481609 \h 63  HYPERLINK \l "_Toc138481610" 3.2.2.29. Case study Internet advertising campaign of Greekyachting (1/4)  PAGEREF _Toc138481610 \h 65  HYPERLINK \l "_Toc138481611" 3.2.2.30. Apply your knowledge  PAGEREF _Toc138481611 \h 66  HYPERLINK \l "_Toc138481612" 3.2.2.31. Test your knowledge  PAGEREF _Toc138481612 \h 67  HYPERLINK \l "_Toc138481613" 3.2.2.32. The least you should remember  PAGEREF _Toc138481613 \h 67  HYPERLINK \l "_Toc138481614" 3.2.2.33. Find out more  PAGEREF _Toc138481614 \h 68  HYPERLINK \l "_Toc138481615" 3.2.3. The website development process  PAGEREF _Toc138481615 \h 69  HYPERLINK \l "_Toc138481616" 3.2.3.1. Summary - Objectives  PAGEREF _Toc138481616 \h 69  HYPERLINK \l "_Toc138481617" 3.2.3.2. Strategic planning and development of your website (1/2)  PAGEREF _Toc138481617 \h 70  HYPERLINK \l "_Toc138481618" 3.2.3.3. Strategic planning and development of your website (2/2)  PAGEREF _Toc138481618 \h 70  HYPERLINK \l "_Toc138481619" 3.2.3.4. First step: LOCAL_(domain name) in cyberspace (2/3)  PAGEREF _Toc138481619 \h 71  HYPERLINK \l "_Toc138481620" 3.2.3.5. First step: Your LOCAL_(domain name) in cyberspace (3/3)  PAGEREF _Toc138481620 \h 72  HYPERLINK \l "_Toc138481621" 3.2.3.6. Second step: the content of your e-shop (1/10)  PAGEREF _Toc138481621 \h 72  HYPERLINK \l "_Toc138481622" 3.2.3.7. Second step: The content of your e-shop (2/10)  PAGEREF _Toc138481622 \h 72  HYPERLINK \l "_Toc138481623" 3.2.3.8. Second step: The content of your e-shop (3/10)  PAGEREF _Toc138481623 \h 73  HYPERLINK \l "_Toc138481624" 3.2.3.9. Second step: The content of your e-shop (4/10)  PAGEREF _Toc138481624 \h 74  HYPERLINK \l "_Toc138481625" 3.2.3.10. Second step: The content of your e-shop (5/10)  PAGEREF _Toc138481625 \h 75  HYPERLINK \l "_Toc138481626" 3.2.3.11. Second step: The content of your e-shop (6/10)  PAGEREF _Toc138481626 \h 75  HYPERLINK \l "_Toc138481627" 3.2.3.12. Second step: The content of your e-shop (7/10)  PAGEREF _Toc138481627 \h 76  HYPERLINK \l "_Toc138481628" 3.2.3.13. Second step: The content of your e-shop (8/10)  PAGEREF _Toc138481628 \h 76  HYPERLINK \l "_Toc138481629" 3.2.3.14. Second step: The content of your e-shop (9/10)  PAGEREF _Toc138481629 \h 77  HYPERLINK \l "_Toc138481630" 3.2.3.15. Second step: The content of your e-shop (10/10)  PAGEREF _Toc138481630 \h 78  HYPERLINK \l "_Toc138481631" 3.2.3.16. Third step: The "character" of your e-shop (1/3)  PAGEREF _Toc138481631 \h 79  HYPERLINK \l "_Toc138481632" 3.2.3.17. Third step: The "character" of your e-shop (2/3)  PAGEREF _Toc138481632 \h 79  HYPERLINK \l "_Toc138481633" 3.2.3.18. Third step: The "character" of your e-shop (3/3)  PAGEREF _Toc138481633 \h 80  HYPERLINK \l "_Toc138481634" 3.1.1.1. Fourth step: Make your website easy to navigate  PAGEREF _Toc138481634 \h 81  HYPERLINK \l "_Toc138481635" 3.1.1.2. Fifth step: Apply "mass customization"(1/3)  PAGEREF _Toc138481635 \h 82  HYPERLINK \l "_Toc138481636" 3.1.1.3. Fifth step: Apply "mass customization"(2/3)  PAGEREF _Toc138481636 \h 83  HYPERLINK \l "_Toc138481637" 3.1.1.4. Fifth step: Apply "mass customization"(3/3)  PAGEREF _Toc138481637 \h 84  HYPERLINK \l "_Toc138481638" 3.1.1.5. Things you should NOT do  PAGEREF _Toc138481638 \h 85  HYPERLINK \l "_Toc138481639" 3.1.1.6. Last step (you are not through yet!)  PAGEREF _Toc138481639 \h 86  HYPERLINK \l "_Toc138481640" 3.1.1.7. Apply your knowledge  PAGEREF _Toc138481640 \h 86  HYPERLINK \l "_Toc138481641" 3.1.1.8. Test your knowledge  PAGEREF _Toc138481641 \h 86  HYPERLINK \l "_Toc138481642" 3.1.1.9. The least you should remember  PAGEREF _Toc138481642 \h 86  HYPERLINK \l "_Toc138481643" 3.1.1.10. Find out more  PAGEREF _Toc138481643 \h 88  Entrepreneurship and the Internet This section refers to Business Development on the Internet and its aim is to provide basic knowledge on successful business development on the Internet.1 How to set up an enterprise on the Internet This chapter examines the initial steps that an SME should take on the Internet in order to successfully develop its business. Why set up an enterprise on the Internet This lesson examines the benefits that Internet business can offer to SMEs and their customers. Summary - Objectives This lesson explains the benefits that your enterprise can have from its Internet business. Reference is also made to how your customers can benefit from their visits to your e-shop. By completing this lesson, you will know more details on why Internet business is worth for your enterprise the benefits an e-shop can offer to your enterprise the benefits your e-shop can offer to your customers Benefits for your enterprise (1/2)  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math1/images/math-top_04.gif" \* MERGEFORMATINET   :   -   SCREENSHOTS TN SITES-         Constant promotion and operation of your enterprise Promotion of your products through a single communication medium Benefits for your enterprise Less supply chain rings Reduced costs Constant promotion and operation of your enterprise  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math1/images/photos_site_open.jpg" \* MERGEFORMATINET Your customers can visit the web pages of your e-shop 24 hours a day, all year round, "browse" through your electronic product catalogue and buy by paying cash on delivery or with their credit card. As far as your enterprise is concerned, this DOES NOT result in any staff overtime or double shifts because your e-shop DOES NOT need any staff. Promotion of your products through a single communication medium This new mass communication medium is able to combine text, image, sound and video, but can also interact with your customers, allowing them to make queries and buy from home. As opposed to the Press, the radio and the television, the Internet also enables the unlimited use of text, image, sound and video at a cost which is lower than that of a full-page advertisement on a national magazine. Less supply chain rings The lower number of supply chain rings results in faster and cheaper customer service. Particularly in the case of products such as publications, music or other CDs and software, "intermediaries" can be eliminated. Benefits for your enterprise (2/2) Reduced costs Lower prices for customers can also be achieved through the reduction of the product advertising, manufacturing, storage or even distribution costs (when the product is distributed directly through the Internet). Let's see how such costs can be reduced. Information transfer cost  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math1/images/network.jpg" \* MERGEFORMATINET The cost of transferring information on prices, products, stock, special offers etc. in any format (text, sound, image, video) from your enterprise to:the customer your associates other companies (suppliers, distribution centers, other domestic/foreign companies) your sales force or other executives around the world is much lower on the Internet. You can thus be in constant contact with foreign companies you are doing business with, your sales force throughout the country or your executives at a conference, at a cost which is LESS than the telephone local rate per minute and applies internationally. Product catalogue issuing cost  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math1/images/cut_money_03.jpg" \* MERGEFORMATINET Printing and distribution costs are drastically reduced, since these tasks are carried out electronically. The re-issuing cost is thus also reduced. Therefore, your product catalogue is always updated and you neither have to wait for many changes to accumulate before you decide to re-issue the catalogue, nor do you have to resort to rough and ugly solutions (manual corrections, stickers etc.).  Customer preservation/acquisition cost The customer preservation cost can be up to five times higher than the new customer acquisition cost. The facilities, services and customized service offered to your customers through your e-shop increases the number of loyal customers and therefore reduces your company's overall promotion cost. A typical personalization example is the well-known Amazon bookstore ( HYPERLINK "http://www.amazon.com" \t "_blank" www.amazon.com), which among other things enables its customers to "save" their desired products for future purchasing and records their purchases in order to propose similar products. Production and distribution cost compression Particularly as regards products that can be transferred through the Internet (books, software, images, music, designs, information) and services (financial, banking, medical/business consulting information etc.), reproduction cost is drastically reduced and distribution cost is practically eliminated. Benefits for your customers EMBED Word.Picture.8  :   -   SCREENSHOTS TN SITES-         Wider product range Direct customer satisfaction 24-hour customer support Benefits for your customers Broader options for your customers in more competitive prices Customized services based on EACH customer's needs Direct customer satisfaction For certain products, technology enables their direct (online) delivery. The buyer can enjoy the product even instantly, for instance when buying a song, an image, a video clip, an article or a software. This increases the possibility for your customers to buy "on the spot", since they don't have to leave home. Wider product range for your customers  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math1/images/gifts_03.jpg" \* MERGEFORMATINET When your e-shop visitors live in a small town where their options are limited compared to big cities, not only do they get better service but they also find what they want. On the other hand, your enterprise does not have any geographical restrictions and expands its customer base without the cost of opening new physical branches/shops. Broader options for your customers in more competitive prices  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math1/images/earth_03.jpg" \* MERGEFORMATINET Networks and e-commerce provide the ability to all enterprises irrespective of their size to become active in the global market. On the other hand, buyers have more options, exactly because the number of product "suppliers" is higher per geographical market. This is because the cost for setting up ("opening") and maintaining an e-shop is very low. Increased competition results in either better quality or lower prices. 24-hour customer support Using the abilities offered by the Internet, through your e-shop you can promote: an electronic product catalogue information on product LOCAL_(stock), new models, designs, colors etc. product user, installation and maintenance instructions solutions to problems answers to the most frequent questions and queries of your customers order processing information The above full coverage of customer support needs is available on a 24X7 basis, without the need of having any staff. Customized services based on EACH customer's needs  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math1/images/client_03.jpg" \* MERGEFORMATINET e-commerce allows you to monitor and record your customers' purchasing profile in detail. You can thus offer customized products to each of your customers. For instance, many bookstores record their customers' purchasing habits and present, especially for them, pages with products of their interest.Apply your knowledge Make a list of the benefits that your e-shop could offer to your enterprise and your customers. Then, make a new list of the features that your e-shop should have (e.g. cart, foreign language, product images, market news, reminders etc.), so that you and your customers can enjoy these benefits. Visit the websites of two of your competitors. What are the main features that their e-shops have and don't have? Test your knowledge  :   moodle test (VASILG) The least you should remember The entrepreneur's benefits from their Internet business are outlined as follows: constant promotion and operation of their enterprise promotion of the enterprise's products through a single communication medium less supply chain rings reduced marketing, communication, distribution costs The customer's benefits from the use of e-shops are outlined as follows: direct satisfaction wider product range broader options for your customers in more competitive prices 24-hour support customized services based on EACH customer's needs Find out more         2  HYPERLINK "http://www.businesslink.gov.uk/" \t "_blank" http://www.businesslink.gov.uk/ Step-by-step guidance on issues relating to your enterprise. You will find information on many issues relating to a modern SME.  HYPERLINK "http://www.benchmarkindex.com/bi/sb-fs.html" http://www.benchmarkindex.com/bi/sb-fs.html Benchmark your enterprise against data on tens of thousands of British SMEs  HYPERLINK "http://www.industrymetrics.com" \t "_blank" http://www.industrymetrics.com Do you want to measure the performance of your enterprise? Here you will see how to run the measurements and draw conclusions on its performance.  HYPERLINK "http://europa.eu.int/ISPO/ecommerce/drecommerce/howto.html" \t "_blank" http://europa.eu.int/ISPO/ecommerce/drecommerce/howto.html Questions and answers on e-commerce carried out by European SMEs on the EU Commission website.  HYPERLINK "http://onlinebusiness.about.com/" http://onlinebusiness.about.com/ News, guides and glossaries on e-commerce, as well as case studies  HYPERLINK "http://www.worstoftheweb.com/" \t "_blank" http://www.worstoftheweb.com/ Some of the worst websites on the Internet. Examples to avoid. Goals, strategies and success possibilities This lesson examines the goals that an enterprise can achieve through the Internet, the alternative strategies it can employ in order to attain such goals and the success possibilities a company can have from its Internet business. Summary - Objectives This lesson presents the possible goals that your enterprise can set for its Internet business and proposes the various strategy options (i.e. methods) for attaining the said goals. Finally, it includes a prediction model for the success possibilities of an enterprise that will become active on the Internet. By completing this lesson, you will be able to: select the goals for your Internet business select the strategy that you will follow for your Internet business predict the possibilities for a successful Internet business The goals you can set for your Internet business A few years ago it was rather easy to define a company's Internet strategy, because both small and big companies were using the Internet as a "display" for their products and as a customer communication channel. A lot has changed since then. Corporate websites have developed to sites for product purchasing, information exchange with suppliers and distribution networks, establishing relationships with customers and attracting staff. Therefore, when designing your e-shop you should consider your customers, competitors, suppliers, distribution channels, but also your enterprise's internal processes. So in order for the strategic planning of your Internet business to be successful, you should seek answers to the following questions: How will the Internet change my enterprise? How will I discover new opportunities? How will I utilize this new communication medium for my customer and associate relationships? How will I create loyal online customers, given that Internet competition is only "a click away"? How will my Internet business change the product or services I offer to my customers? (the product will become 100% digital, new services will be added etc.) Will there be any negative consequences for my enterprise from its Internet business? How will I measure the success of my Internet presence?  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math2/images/target_03.jpg" \* MERGEFORMATINET When reading the above, you probably asked yourselves this question: "But where should I start from?" Just like in any business plan, in this one as well, i.e. your "entry" to the Internet, you should start from the goals that you should set. Let's get an idea of the goals that you could set. Financial goals profit increase return-on-investment Product goals sales increase pre-sales and after-sales services Promotion and communication goals more intense advertising of your company to your audience higher frequency of communication with your audience higher quality of the relationships you want to develop with your audience establishment of relationships with associates, suppliers, banks etc. Distribution channel goals geographical coverage you want to achieve through your e-shop (without using any additional distribution channels) direction of customers through your website to your distribution channels information to distribution channels (stock control, prices, discounts, other product-related issues) Market research goals market size and trends information on competition percentage of your audience for which you want to gather information (compiling a list) tests you want to run before launching new advertising campaigns and products or before you change your prices Other goals new/alternative raw material suppliers you are looking for revenues you want to generate through third-party advertisements on your website, sponsor attraction, subscriber attraction etc. alliances you want to establish with other websites By setting goals you will be able to decide how much money you will spend on and how you will configure your e-shop. For instance, if you go for pan-European geographical coverage, you should also create web pages in foreign languages. If you want to promote a conservative image to consumers, you will select a specific layout, fonts and colors for your shop. If you decide to carry out a market research, you will have to create e-forms supported by a database application. Finally, if you want to make your website known, you should launch an Internet campaign. Strategic choices for your Internet business Your available strategic choices for your "entry" to the Internet are divided into three categories: General strategic options. These strategies refer to how your company will utilize the Internet. Competition strategies and partnership strategies. These strategies refer to how you will position your company (on the Internet) against competition. Finally, the more specific strategies that you can follow in order to differentiate from competition, irrespective of your choices in the two cases above. General strategies You can follow three general strategies: Use of the Internet only for advertising purposes (i.e. as a display). This is the choice companies usually make during their first steps on the Internet. However, it is successful only when the "electronic display" has mechanisms to record the number, habits and intentions of its visitors, so that the entrepreneur can make an informed decision on whether he should invest in the next strategy.  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math2/images/vitrina_03.jpg" \* MERGEFORMATINET Product selling through the Internet as well, by KEEPING any "regular" shop or office you may have. This choice is usually the second step of an enterprise that has used the Internet as a display in the past.  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math2/images/paycom_03.jpg" \* MERGEFORMATINET Product selling ONLY through the Internet, without opening a "regular" shop or office. This strategy is an effective solution for people who have a business spirit but don't have enough funds to set up their own enterprise. This strategy is used particularly by those who sell services or resell products not manufactured by themselves i.e. when there is no need for manufacturing and storage facilities.Competition strategies, on the other hand, aim at establishing a company which will "attack" competition, while contest strategies aim at establishing synergies/alliances that will offer a competitive advantage to the parties involved. Competition strategies  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math2/images/boxin_03.jpg" \* MERGEFORMATINET Let's take a look at some competition strategies: Head-on attack. This strategy involves an attack to the market leader's strengths. Does product X, which is a leader, give the "whitest white"? A head-on attack would involve a motto saying that you give the "purest white". For instance, does Amazon ( HYPERLINK "http://www.amazon.com" \t "_blank" www.amazon.com) have the most books? Head-on attack can be used as a strategy when the Z competitor is able to offer even more book titles. For this strategy to be successful, the attacker should be stronger indeed. The attacker's problem is that, even if they are stronger, consumers need time to be convinced that they actually have something better to offer. Sidelong attack. This strategy attempts to attack the leader's weaknesses. Does Amazon have "the most books"? We have the "cheapest", "more specialized" books etc. Creation of a block. Here, the idea is to defend. The defender creates a situation in the market that discourages possible attacks. Such situations are created by offering a full range of high-standard products or services. Creation of low profit expectations. This is another defensive strategy, aiming at discouraging potential attackers by signaling low profitability in the market. The motto "at cost price" is an expression of such a strategy. Partnership strategies Partnership strategies. There are, however, "friendlier" strategies, such as the partnership strategies. Companies are driven to partnerships in order to acquire knowledge and/or productive resources, enter new markets, reduce financial risks and acquire a competitive advantage. The strategies followed in such cases may include: A LOCAL_(joint venture). In this case, partner companies set up a third business entity by maintaining, of course, their initial business activities. For instance, a telephony operator and a software company create a website selling video games. A LOCAL_(Value-chain partnership). This is an agreement between a company and a supplier or distributor. For instance, a computer manufacturer and a retail store agree to jointly promote and sell the manufacturer's computers. Special strategies Finally, there are special strategies that you can follow: Global / local sales. If your company's strength (financial condition, name, sales network, product) allows sales in the global market, go ahead! If not, stay within the familiar "territory" of your country. Member-only sales. This scenario involves transactions between businesses (business to business - B2B). Intermediary sales. Your Internet business can bring sellers and buyers of one or several items close to each other. Collection of products/services. In this case you "collect" products and services that used to be "dispersed". Specialization in a single product, service, consumer type or geographical reason. Conclusion As a conclusion to the strategy selection topic, you should remember that each customer is looking for a shop - electronic or physical - and remains loyal to it when the shop has something unique to offer. So differentiate your business from competition, by using: your quality your prices your reliability your uniqueness your services customized service a combination of the above The possibilities to attain your goals through the Internet (1/2)  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef2/math2/images/bow_03.jpg" \* MERGEFORMATINET  Now let's take a look at some of the criteria you could use to initially predict the possibilities of your successful differentiation on the Internet. The more valid criteria you select, the more success possibilities you will have. (vasilg: an den kanoume metatropi tou flash, mporei na dimiourgithei quiz esoterika sto moodle) The possibilities to attain your goals through the Internet (2/2) Closing this chapter, the following are worth pointing out: irrespective of your position and your goals, the main points of a correct strategy for a successful Internet presence are: establishment of "one-to-one" relationships with your customers establishment of your reliability establishment of transaction security creation of attractive and updated content on your website diffusion of your Internet presence product delivery speed Apply your knowledge Visit the AIM website ( HYPERLINK "http://www.aim.gr/index_eng.htm" http://www.aim.gr/index_eng.htm) and try to see which groups it addresses and what its targets for each group are. Choose five of the strategies mentioned in this chapter and find relevant websites applying these strategies. If the  HYPERLINK "http://www.allbookstores.com" www.allbookstores.com website decided to open "regular" bookstores along with its Internet business what would the pros and cons of such a decision be? Alternatively, you may use the following websites:  HYPERLINK "http://www.amazon.com/" \t "_blank" Amazon  HYPERLINK "http://www.bn.com/" \t "_blank" Barnes & Noble.com  HYPERLINK "http://www.abe.com/" \t "_blank" Abebooks  HYPERLINK "http://www.pricegrabber.com/" \t "_blank" PriceGrabber.com  HYPERLINK "http://www.booksamillion.com/" \t "_blank" Books - A - million Online Bookstore  HYPERLINK "http://www.alibris.com/" \t "_blank" Alibris  HYPERLINK "http://www.half.com/" \t "_blank" Half.com  HYPERLINK "http://www.elephantbooks.com/" \t "_blank" ElephantBooks  HYPERLINK "http://www.bibliofind.com/" \t "_blank" BiblioFind Set goals, choose a strategy and predict your success possibilities on the Internet. Test your knowledge  :   moodle test The least you should remember Your Internet business should start from the goals that you should set  in other words, with what you want to achieve by making business use of the Internet. Your goals may relate to: profits and return-on-capital your products your product promotion, as well as your communication with your customers the distribution channels market research other business issues In order to attain your goals you can use one or more strategies. These strategies may include: general strategies competition strategies partnership strategies special strategies In order to assess your success possibilities on the Internet, consider: your customers your product the distribution channels your prices the promotion campaign the broader environment Find out more  HYPERLINK "http://europa.eu.int/ISPO/ecommerce/drecommerce/howto.html" \t "_blank" http://europa.eu.int/ISPO/ecommerce/drecommerce/howto.html Questions and answers on e-commerce carried out by European SMEs  HYPERLINK "http://europa.eu.int/information_society/ecowor/ebusiness/index_en.htm" http://europa.eu.int/information_society/ecowor/ebusiness/index_en.htm . The European Commission website on e-business  HYPERLINK "http://www.businesslink.gov.uk/" \t "_blank" http://www.businesslink.gov.uk/ Step-by-step guidance on issues relating to your enterprise. You will find information on many issues relating to a modern SME.  HYPERLINK "http://www.benchmarkindex.com/bi/sb-fs.html" http://www.benchmarkindex.com/bi/sb-fs.html Benchmark your enterprise against data on tens of thousands of British SMEs  HYPERLINK "http://onlinebusiness.about.com/" http://onlinebusiness.about.com/ News, guides and glossaries on e-commerce, as well as case studies Utilizing web-marketing to promote sales This chapter examines the proper construction of a website, the various website evaluation and promotion methods, but also the various Internet sales promotion methods. Strategic Development of a Marketing Plan This lesson explains the methodology and development phases of a marketing plan for the expansion of your business on the Internet. Summary - Objectives The aim of this lesson is to explain: What marketing is all about The marketing "mix" (product, price, distribution, promotion) The components and preparation methods of a marketing plan. By completing this lesson, you will know how to prepare a simple marketing plan for your enterprise. What marketing is all about Before starting with the development of a marketing plan, let's try to explain this controversial term, since many definitions have been proposed for it. P. Kottler, one of the well-known writers in the field, mentions the following in his book titled "Marketing Management": Marketing is a series of a company's actions and activities to record consumer desires, create the products and services that will cover these needs and sell them more effectively and more efficiently than its competitors, offering the consumer the highest possible value. The marketing plan Before someone starts their business but also each year thereafter, it is necessary to prepare an annual marketing plan so as to not only know but also plan the actions they should take in order to preserve and increase their customers and profits. The reason why a marketing plan has to be prepared each year is that nothing in the market remains unchanged. So it would be advisable for each entrepreneur to also examine what exactly he should change in order to meet current changes in customer preferences, new products and/or competitors, price changes etc. A marketing plan has three parts: in the first part, the entrepreneur examines the CURRENT level of their enterprise. In the second part, the entrepreneur determines where they want to lead their enterprise to in other words, they set TARGETS. Finally, in the third part, they decide HOW to implement his goals in other words, they outline their strategy. Now let's take a closer look at the parts of a marketing plan for a boat rental agency. This agency is called Greekyachting and is based in Kalamaki, Athens (imaginary enterprise). (find local example- OPTIONAL) First part: Where we stand This part of the marketing plan examines the market, the products, the competition and the macro-economic environment. (vasilg: omoios kai gia autes tis photos)  HYPERLINK "http://www.go-online.gr/training/3_3_1_5.htm"  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef3/math1/images/agora.gif" \* MERGEFORMATINET EMBED Word.Picture.8 The market HYPERLINK "http://www.go-online.gr/training/3_3_1_6.htm"  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef3/math1/images/proion.gif" \* MERGEFORMATINET  The product HYPERLINK "http://www.go-online.gr/training/3_3_1_7.htm"  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef3/math1/images/antagvnismos.gif" \* MERGEFORMATINET  The competition HYPERLINK "http://www.go-online.gr/training/3_3_1_8.htm"  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef3/math1/images/kanalia.gif" \* MERGEFORMATINET  The distribution channels HYPERLINK "http://www.go-online.gr/training/3_3_1_9.htm"  INCLUDEPICTURE "http://www.go-online.gr/training/enot3/kef3/math1/images/periballon.gif" \* MERGEFORMATINET  The macro-economic environmentThe market The information to be collected here includes: The size of the market and its growth rate during the last five years. The above information on any different geographical locations in which the company is active. Information on consumer preferences. The volume of the boat rental market in Greece is approx. EUR 10 million and sailing boars account for 60% of the market. Also, the market has been growing at a rate of 15% in the last five years. Consumers are men aged 25-65, mostly foreigners but also Greeks who are interested in alternative holidays and adventure. They look for modern boats with state-of-the-art facilities and they express their wish to be able to trust the rental agency. Reservations are usually made at the consumer's home location and less at marinas. Standard destinations include Sounio, the Argosaronikos islands, Rhodes, Corfu, Santorini, Koufonissia etc. The product The information to has to be available here includes: Sales and sales growth rate in the last five years. The above information on any different geographical locations in which the company is active. Information on consumer opinion as regards the company's products. The sales of Greekyachting rose to EUR 400,000 in 2001 and its market share is 2% (the company started in 2001, so there is no information on previous years). The destinations preferred by Greekyachting customers are the standard destinations mentioned above, with the Argosaronikos islands accounting for 28%, Santorini for 18% and Mykonos for 25%. Consumers said they were happy with the company's services. The competition The information to has to be available on competitors includes: Their number. Their market share. Their goals and strategies. The quality of their products and services. Consumer views on each one of them. The two major competitors of Greekyachting are  Georgoulis (company ) and  Verykios (company ) with market shares of 38% and 18% respectively. Company A, which only rents sailing boats, is active throughout the country and almost exclusively targets foreigners, which company B is active only active in the Argosaronikos islands and the Cyclades, offering both sailing and motor boats. Both companies have a rather young fleet of all sizes and consumers are happy with the services they offer. The distribution channels At this point, we examine: The existence and importance of each channel through which products are delivered to consumers. Boat rental is effected in three ways: a) the consumer can make a reservation through an agent, especially when the boat rental is part of a broader vacation package. This is the method mostly preferred by foreigners; b) the consumer can make the reservation directly at the company renting the boats, and c) the rental can be effected through the Internet. This method is becoming more and more popular. Greekyachting intends to use all three distribution channels for its products. The macro-economic environment In the macro-economic environment, we examine the following: Economic trends. Technology. The social and legal framework. The way in which the above affect our market. Greek consumers have gradually demystified sailing and motor boat rental through the years and now consider it generally affordable. This has been aided by sailing schools with their increasing number, reasonable fees and the provision of a license after two months of training. Moreover, boat technology has developed to such a level that boats are now easier to operate and locate in case passengers are lost at sea. Even though the growth rate of the European economy has decelerated in the recent years, consumers do not seem to be spending less for their holidays. So now that we have "mapped" the field of battle that is, the market lets see our next move. Second part: Where do we want to get to In this part, the entrepreneur sets the financial goals, as well as the goals pertaining to his presence in the market. Financial goals: Return of 1/3 of the invested capital to the company by the end of 2002. Sales of EUR 1 million. Profits of EUR 350,000 . Marketing goals: Advertising of the website and its services. 10% share in the boat rental market, for boats addressed to buyers aged 18 to 60, by the end of 2003. Other goals: Opening of offices in Syros, Mykonos and Santorini. Conclusion of partnership agreements with companies in Turkey, Cyprus, Egypt and Italy. Purchasing of ten new boats. Third part: How to attain our goals In this phase, the enterprise should examine: The audience it will target. The method in which it will "place" the product in the market. The products and services it will offer. The prices for the product. The distribution channels it will use. The promotion methods (sales force, advertising, direct marketing, sales promotion) it will use. The audience we are targeting It is a fact that the cost for the promotion of a product throughout the market is particularly high and that very few companies offer products that are widely accepted by the public. Companies should thus target a single or at least a few specific groups of people to sell their products and services to. The process of "classifying" consumers in various groups is called market segmentation, while the selection of specific groups is called targeting. Segmentation can be based on the geographical location of consumers, their demographical data (age, income, education, profession), their life style and personality, or the method and situations in which they use the products. Greekyachting decided to target Greeks and foreigners with the following characteristics: Married and single men aged 18 - 60. Middle - higher socioeconomic class and income. Middle-high education level. Love for adventure. Preference for "their own" vacation package and "flexibility" in their schedule. Internet users. "Placement" of our product Probably the most important part of a marketing plan is the product "placement". It should be noted that this term does not refer to the actual placement of a product on the shelves of a shop; it refers to the consumer's perception of our product vis--vis competitive products. Greekyachting will place its product and services as "a company with the youngest fleet, best service and reliability, and also the best value for money in boat rentals. Product and service offering Here the entrepreneur has to decide which type of products and services they will offer. Greekyachting will rent sailing and motor boats aged up to 7, from 16 to 30 meters, traveling to Greek and international ports. Prices There are many factors affecting the price of a product: Its uniqueness Its manufacturing and distribution cost. The existence of any substitute products. Total demand for the product in the given time period. The company's name in the market. The consumer's perception of the product. The image that the entrepreneur wants to assign to his product. The seasonality of the product. The company's market share goals. The desired profits. Before deciding on the price, the entrepreneur will have to study all these factors. The pricing policy of Greekyachting will be differentiated from competition with slightly lower prices, since it is a new company in the market and its overall strategy is to offer its customers the best value for money. Distribution channels There are two main decisions as regards distribution channels: How to cover the market. What will the profit margin for the distribution channel be. If we use one or two points of sale to cover the market, then we say that we are using exclusive distribution, which is used for expensive products bought by small groups of people. If we use one or two distribution channels (e.g. a corner shops and bakeries), then we are using the so-called selective distribution. This type of distribution is preferred by companies seeking sufficient coverage with good control over distribution of their products, which have not been in market for many years. If, finally, the company uses all available distribution channels, then we say that it is using intense distribution. This choice makes the product available to many consumers but it is difficult to maintain full control over how each channel handles the product. For certain products (text, music, software, images), the Internet offers a further choice, online distribution. Another important factor is the profit margin that the distribution channel will have. The product and the market determine who decides on the margin and how much such margin should be. In certain markets distribution channels have the power to determine their profit margin, while in others it is the manufacturer who has this power. Greekyachting will use as distribution channels the company itself, travel agencies in Greece and abroad and the Internet. Market coverage will be selective with privately-owned offices and partnerships. Advertising Advertising is defined as any PAID listing on the media. Advertising as a tool allows for a fast and extensive presentation of the company's message, as well as its "live" ("more dramatic") promotion through image, sound and motion. A companys advertising campaign plan includes the following: The company's communication goals. Communication goals fall into three categories: a. information to / notification of our audience on our product and service offering; b. persuasion, i.e. to persuade our audience that our products are superior to similar products offered by other companies; c. reminder of our product name. The message we will convey. The message of each advertisement summarizes the benefit(s) offered by the product to the consumer. In order to achieve its purpose, advertising invokes either the consumer's sense (the cheapest, the one of the highest quality) or their emotions (the most powerful, the most beautiful) or, less frequently, their morals (the most appropriate). The selection of the message depends on the field in which our product is superior compared to similar products and on the consumer's desires. The message of an advertisement is conveyed not only with words, but also with images, colors, motions, the selection of music. Advertisements not only say, they also show that active, healthy young people drink Coca Cola. We are not only told about the softness of a shampoo or a softening cream on the radio, we also "feel" it with the help of soft music used in the advertisement. The media that we will use: radio, TV, cinema, newspapers and magazines, outdoor advertising (banners, posters on urban means of transport), the Internet. With its advertising campaign, Greekyachting aims at informing consumers on its products and services and persuade them on their superiority compared to similar competitive products and services. The message that the company wants to convey to consumers is: "reliability, quality, reasonable prices". The media it will use include printed trade press in Greece and abroad and the Internet (the company's Internet activities are analyzed at the end of the lesson). Direct marketing Direct marketing enables the product manufacturer to directly contact the end consumer. The advantages of direct marketing are speed, directness and measurability of the results of such a campaign. The direct marketing tools are: the sales force Telemarketing (contacting consumers through the phone) the Internet (channels and e-mail) letters product catalogues electronic and conventional kiosks (information kiosks) Greekyachting will use all the above tools as follows: End consumersAgenciesSales forceTelemarketingInternetLetters (to old customers) CataloguesKiosks (in hotels and other tourist information sitesThe sales force Special reference should be made to the sales force, since for many companies especially for those selling their products to other companies, not the end consumer they represent the spearhead of their product sales activities. Salespersons are used by a company when the product is complex (a home alarm system), expensive (watches, jewelry) and important to the buyer (a commercial vehicle). The company's salespersons build personal relationships with customers and their main concern is to record customer needs and find solutions to their problems through new or modified products, financial arrangements (e.g. discounts) or through procedures which are helpful for the customer (e.g. partial deliveries). Other sales force activities include: Recording of market changes (new products, competitors, changed customer preferences) Finding and creating new customers Formal visits to existing customers Greekyachting will use all its salespersons in order to develop partnerships with companies in ports where it does not have or does not intend to have any offices and to offer "wholesale" services to travel agencies. Sales promotion Sales promotion is addressed (mainly in the form of gifts and discounts) to end consumers and distribution channels. The main goals of sales promotion include: persuading the consumer to try the product making the consumer visit the shop more times leading the consumer to repeated purchases, in order to become a loyal customer Discounts, vouchers, gifts, more product quantity for the same money, samples, free tryouts and competition prizes are some the sales promotion "tools". In the framework of its sales promotion activities, Greekyachting will offer volume discounts to agencies. It will also use usage items such as a life-buoy key ring for the boat keys, journals, lighters, pens, mouse pads, t-shirts etc. with its website address. Marketing plan implementation schedule This concludes the development of the marketing plan. The last but also the most important step is to apply it according to a schedule. In other words, the company should prepare an implementation and monitoring schedule for all the actions proposed above. The schedule should include information on what should be done, when, by whom (who will be responsible for the implementation) and how much it will cost. Below is a simple mapping of such a schedule: ActionResponsible entityExecution timeCostAdvertising in X, Y, Z trade publicationsAdvertising company1/04/2007 - 31/07/20075,000 e-mails to old customersMarketing departmentOn the 1st and 15th of each month from April to Reconstruction of corporate websiteMarketing department, Internet consulting companyReady on 15/03/20072,000 etc.  Now that the marketing plan has been outlined, the second presentation will focus on Internet promotion methods. Apply your knowledge1. Prepare a rough marketing plan for your enterprise 2. Visit the websites of two of your competitors. What information do they give on: a . Their products b . Their prices Test your knowledge  :  moodle test The least you should remember Marketing is a series of a company's actions and activities to record consumer desires, create the products and services that will cover these needs and sell them more effectively and more efficiently than its competitors, offering the consumer the highest possible value. The marketing plan has three parts: Where we are (mapping of the current market situation) Market size and growth rates Products in the market Competition size, number, goals and strategies Existing distribution channels Macro-economic environment Where do we want to get to (goals) Financial goals Marketing goals Other goals How to attain our goals (strategy) What is our audience What products and services we will offer and how we will "place" them in the consumer's mind How we will price our products What distribution channels we will use for our products How we will promote our products (advertising, sales force, direct marketing, sales promotion). Find out more  HYPERLINK "http://www.benchmarkindex.com/bi/sb-fs.html" http://www.benchmarkindex.com/bi/sb-fs.html Benchmark your enterprise against data on tens of thousands of British SMEs  HYPERLINK "http://www.businesslink.gov.uk/" \t "_blank" http://www.businesslink.gov.uk/ Step-by-step guidance on issues relating to your enterprise. You will find information on many issues relating to a modern SME.  HYPERLINK "http://www.industrymetrics.com" \t "_blank" http://www.industrymetrics.com Do you want to measure the performance of your enterprise? Here you will see how to run the measurements and draw conclusions on its performance. Promotion on the Internet This lesson explains the benefits of Internet advertising, the digital promotion models, as well as the methods to promote your website beyond the Internet. Summary - Objectives The aim of this lesson is to explain: The benefits of Internet advertising. The digital promotion models. The Internet promotion methods and sites. What spamming is and how to avoid it. The methods to promote your website beyond the Internet. By completing this lesson, you will know more details on: How Internet advertising will benefit your company. What criteria to use when selecting Internet promotion methods. What criteria to use when selecting Internet promotion sites. How to promote advertising texts by e-mail without irritating recipients. How to promote your website beyond the Internet. So let's start with the benefits of promoting your enterprise on the Internet. The benefits of Internet advertising (1/2) It "places" the right message to the right person at the right time. If the user does not enter a username when entering your online shop, the targeting you can achieve through Internet advertising can be based on: the user's computer (which, however, may be used by several persons) the browser (Internet Explorer, Firefox, Mozzila, Opera, Netscape) the visit's time of the day (e.g. before lunch, after work) the user's IP address the visitor's purchasing history with the use of cookies Cookies : Cookies are text files saved on your computer's hard disk when you visit a website. They are saved by the website in order to collect information on your Internet habits. You can set up your browser so as to accept or reject these files. However, the truth is that many websites do not download properly if you disable cookies. Targeting can be very accurate when visitors have to use a password to enter your website, in which case you have all their details (which you have already requested in order to issue a password). Even if this is not the case, there are many specialized websites on the Internet which collect information from their visitors and offer it to other companies or use it in order to direct corporate advertising messages to specific target groups on the basis of the information they have on such groups. The benefits of Internet advertising (2/2) Better presentation of your message The ability to simultaneously use image, sound, video and text results in a better presentation of your message (see also "Rich Media Ads" later in this chapter). Lower cost for displaying multiple messages to different groups. The cost of personally contacting each customer individually (e.g. a customer interested in investing in the stock exchange) is very high. The cost of communication through specialized media is high. The cost of communication through media targeting the broad public is equally high (particularly per reader of the audience you want to approach). The cost of approaching one or several groups with different messages online is considerably lower than the above costs. A dramatic reduction of the promotion cost also applies to products of global range and consumption. The Internet, with its global audience, drastically reduces promotion costs on a global range, particularly in the case of already known brands. Lower cost for the renewal and re-display of messages The cost of renewing a message is substantially lower than that of a TV or printed message. Equally important is the ability to directly display the new message, since there is no need to wait for the TV producer or the printer and the media before releasing the new corporate message on the Internet. Ability to record recipients Internet technology provides the ability to record the number of the message recipients, but also of those who "opened" and read the message. Thus, the renowned quote of John Wannamaker "half of what I spend on advertising is wasted, but unfortunately I don't know which half" does not apply any longer. Apply your knowledge Which of the above benefits of Internet advertising could you utilize, what are your immediate actions and which of your company's goals could be easier attained through Internet advertising? Compare TV advertisements to those on the Internet. What are the pros and cons of each type? Which type fits your enterprise best?  Web marketing models (1/2) Having reviewed the benefits, lets move to your strategic options as regards Internet advertising. Your available options as regards the market model (strategy) you could follow are not only enough to fit almost any company, but also the use of a particular model does not exclude the simultaneous use of an alternative scenario. But let's examine all the marketing models you could use on the Internet one by one. Brand-building or direct response stimulation: The Internet allows you to do both. Depending on your target market, you can opt for your product's LOCAL_(brand building) by advertising on highly visited websites (e.g. those of major ISP's). On the other hand, you can stimulate LOCAL_(direct response) to your product information and products by advertising on major but more specialized websites (e.g. on a mountaineering site) and offering gifts that would stimulate the direct response you desire. Address the masses, smaller groups or each individual customer? In this case as well, the Internet allows the use of all these three approaches. If you wish to address the masses, you will use the home pages of search engines or other highly-visited sites. If you wish to approach smaller groups, you will use websites for specific target groups. Adopt a passive or an active approach? A passive approach involves the building of a website and online advertisements. This approach is called passive because you "wait" for your customer to come across your advertisement and/or website. A more active approach would involve e-mail communication, where you "send" your message to prospective customers. Do not underestimate the annoyance that the active approach can cause to the recipient. It is highly likely that your attempt may boomerang and the recipients of your unwanted messages may turn against you (a special paragraph in this chapter includes information on how to avoid this "side-effect"). Apply your knowledge So now is the time to select a marketing strategy. Which one is the best for your enterprise? The parameters you should consider in order to select one or more of the above strategies include: The goals you have set The time limit you have set for attaining these goals The dispersion of your target group The cost of each strategy for you Competition and the strategies they follow Based on the above, you can now decide which strategies fit your enterprise.  Promoting your website WITHIN the Internet In this section we will examine the Internet promotion (advertising) methods and the various Internet sites you can use for your Internet promotion. The online advertising glossary LOCAL_(ad view). The number of times an advertisement (e.g. a banner) has been viewed. Also called LOCAL_(impression). LOCAL_(page view). The number of times a web page has been viewed. LOCAL_(banner). An electronic banner of various dimensions, usually containing a link to the advertiser's website. Rich media ads. A "live" advertisement which, in addition to containing sound and animation, can interact with the user LOCAL_(clicks). The hits, i.e. the times the user clicks on an advertisement. By dividing the hits of an advertisement by the number of impressions, the advertisement performance is calculated. LOCAL_(CPM or cost per thousand). The cost of an advertisement appearing 1000 times. LOCAL_(frequency). The number of times an advertisement has been viewed in a given time period. LOCAL_(Reach). The number of people who viewed an advertisement at least once in a given time period. LOCAL_(visit). Repeated hits on a certain web page(s). For more definitions on the Internet, visit the  HYPERLINK "http://www.go-online.gr/ebusiness/glossary/index.html" \t "_blank" "Glossary" of the ELISA portal, the Internet "encyclopedias"  HYPERLINK "http://www.webopedia.com" \t "_blank" www.webopedia.com,  HYPERLINK "http://www.yourdictionary.com/diction5.html" yourDictionary.com,  HYPERLINK "http://whatis.techtarget.com/" Definitions from the online technology dictionary and encyclopedia ,  HYPERLINK "http://www.netdictionary.com/" Netdictionary , E HYPERLINK "http://www.tedhaynes.com/haynes1/newterms.html" lectronic Commerce Dictionary ,  HYPERLINK "http://www.matisse.net/files/glossary.html" Matisse's Glossary of Internet Terms ), or the website of the Interactive Advertising Bureau Hellas (IAB)  HYPERLINK "http://www.iab.gr" \t "_blank" www.iab.gr  Promotion methods (1/11) As we will see below, the Internet promotion methods  and their variants  are numerous. Let's find out about them and let's see which of them would better serve your goals. Banners Banners are small graphic icons (usually 26 cm or 46860 pixels), linked to the advertiser's website. They are also called posters or billboards because the information they provide is similar to that of street posters. Naturally, these terms can no longer be used since banners have developed to such an extent that they can show advertisements, collect demographical data and interact with the visitor. However, just like in the case of web pages, you should consider their size: it should not exceed 10Kb. Banners offer significant advantages compared to other advertising methods: The number of people viewing and clicking them is controllable. It is possible to post different banners of the same company during the same period and immediately withdraw (since direct information is provided) those not clicked on. Generally, banners represent a flexible and directly measurable advertising method. Your aim with a banner is to have it clicked by as many Internet users as possible. To achieve this, you can use words such as "FREE", "CLICK HERE", "NEW" or "INTERESTING INFO", live colors and of course select the right place and time to place your banner (for more advice, see also "TIPS FOR A SUCCESSFUL BANNER" below). We will next see 6 different banner types, their functions and the advantages of each one of them. Promotion methods (2/11) Button banners This is a mini version of a banner and their name describes what they are: electronic buttons with a small message (we all remember the Netscape button: "Netscape Now"). A recent browsing through the most popular websites showed that banners of this type are used less and less, and also that banner sizes are getting bigger and bigger. Click-through banners The term "click-through" refers to internal pages of your website, other than the home page. That is, if your company trades two or more product types (e.g. curtains and furniture), you can direct the visitor straight to pages on curtains, for instance. It is thus more likely for the banner to be clicked on, since visitors can go straight to the information they are interested in. A variant of this banner type are the so-called multiple-link banners. Multiple-link banners can take the user to different destinations on a website, depending on the area of the banner clicked on by the user. An example from the Greek online area are the multiple-link banners designed by Realize Productions to support the corporate campaign of the  HYPERLINK "http://www.open24.gr" \t "_blank" www.open24.gr website. (hatzakis: na baloume kapioa emeis) (vasilg:  HYPERLINK "http://yamasa.org/acjs/english/link.html" http://yamasa.org/acjs/english/link.html ) This type of banner can be a menu containing different destinations (e.g. "sportswear", "menswear", "womenswear") or an electronic "map" where each location leads to a different destination. By using this banner type you can present many of your products with the use of a single banner, while you can also collect statistical information on each of the destinations offered to the user. Promotion methods (3/11) Rich media ads Rich media ads, a form of "enriched advertising", emerged as a solution to user bombardment with banners. The effect of such a bombardment became similar to that also observed in TV commercials: the user becomes "immune" to the displayed messages. So advertising agencies had to come up with a new method to attract users on behalf of their clients. Rich media were the answer. Rich media ads have the advantages of a TV commercial as opposed to advertisements on the Press: They attract attention easier They are better impressed on the consumer's mind and can keep their interest alive for a longer period The can convey the advertisement message in a better way They can render human characteristics better because they are not limited to two dimensions They can "sell" the desired action to the user easier Rich media ads are divided in subcategories. They can be: Animations: Animated words or images (widely used on websites such as  HYPERLINK "http://www.in.gr" \t "_blank" www.in.gr,  HYPERLINK "http://www.vizavi.gr" \t "_blank" www.vizavi.gr and  HYPERLINK "http://www.sportline.gr" \t "_blank" www.sportline.gr). FIND LOCAL EXAMPLE Games : Games or puzzles. (try  HYPERLINK "http://www.fds.gr" \t "_blank" www.fds.gr). FIND LOCAL EXAMPLE Tickers : Banners having the form of an announcement. They use more space than ordinary banners and the text runs from one side of the page to the other. You can find an example at  HYPERLINK "http://www.sportline.gr" \t "_blank" www.sportline.gr. FIND LOCAL EXAMPLE Audio/video : banners containing small video clips and sound. These become more and more popular as telecommunications infrastructure is improving. The special software needed in the consumer's computer is now integrated in the latest versions of the various browsers. FIND LOCAL EXAMPLE Rich media e-mail Rich media can also be included in e-mail in order to deliver rich media content with sound, video, or even the ability to take orders. Promotion methods (4/11) Rich media ads have the following disadvantages: The higher bandwidth required to play them (this becomes less and less important for most users, due to the expansion of ADSL lines). Their higher cost compared to simple banners, since they require graphics, design and programming work. The technologies that have to be integrated in the user's browser in order to play them (this disadvantage as well is becoming less and less important, since browsers are automatically updated with the latest required software through the Internet). Surveys carried out on rich media effectiveness in the clearly show an increased user involvement when banners of this type are used; however, they also showed that users do not click on reach media simply to interact and play with them, they do it because they seek more information. Therefore, if you decide to use rich media ads in your campaign: Create a simple scenario for the rich media banner to play. Try to incite the user to interact with the banner by giving him a specific reason to do so, not by simply using sound and images to attract him. Test the ad on different computers with different Internet connections so as to avoid messages like "You must install the X software to see this ad" (the author's worst experience was when he tried as a user to close a rich media ad window and the ad music kept playing). You can find many examples of media ads at the website of Unicast, the US advertising company ( HYPERLINK "http://www.unicast.com" \t "_blank" www.unicast.com). (       ?) VAsilg:  HYPERLINK "http://www.freestyleinteractive.com/" http://www.freestyleinteractive.com/ Promotion methods (5/11) LOCAL_(random) banners These are the banners displayed permanently or according to a random schedule. Keyword banners These banners are activated when a website visitor types certain keywords. Direct response banners These allow the user to get information on the product or even place an order without visiting the company's website; the banner contains all information and order forms required for the transaction. Skyscraper banners The power of this banner type is as you would guess  its size. It is usually placed on the right side of a site and their dimensions are 120  600 (simple skyscraper) or 160  600 (double skyscraper). The message in the skyscraper is laid out vertically, so that users can read it as they scroll down the page. As we also said in the beginning, the size of this banner type is massive (up to 5 times bigger than a simple banner) and it can occupy one fifth of a 800  600 screen. In addition to the fact that it never goes unnoticed, a skyscraper provides the graphics artist with enough space to create not only nice graphics but also convey long messages (e.g. "the 5 reasons why"). The skyscraper's disadvantage is that it is not offered by all sites, due to its big size and, if available, it costs a lot. However, small company vortals offer the space in reasonable prices. Apply your knowledge Enter a search engine and search for different topics using different keywords. Try to see whether the displayed advertisements change and are related to your search topic  Promotion methods (6/11) BANNER SIZES PROPOSED BY IAB HELLAS The Interactive Advertising Bureau ( HYPERLINK "http://www.iab.net" www.iab.net) , an international organization on Internet advertising, has proposed the following banner sizes in order for an orderly comparison of Internet advertising space cost to be possible. All sizes below are in pixels . Rectangles and Pop-Ups  INCLUDEPICTURE "http://www.iab.net/images/spacer.gif" \* MERGEFORMATINET  INCLUDEPICTURE "http://www.iab.net/images/spacer.gif" \* MERGEFORMATINET 300 x 250 IMU - (Medium Rectangle) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU250 x 250 IMU - (Square Pop-Up) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU240 x 400 IMU - (Vertical Rectangle) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU336 x 280 IMU - (Large Rectangle) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU180 x 150 IMU - (Rectangle) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMUBanners and Buttons  INCLUDEPICTURE "http://www.iab.net/images/spacer.gif" \* MERGEFORMATINET  INCLUDEPICTURE "http://www.iab.net/images/spacer.gif" \* MERGEFORMATINET 468 x 60 IMU - (Full Banner) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU234 x 60 IMU - (Half Banner) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU88 x 31 IMU - (Micro Bar) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU120 x 90 IMU - (Button 1) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU120 x 60 IMU - (Button 2) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU120 x 240 IMU - (Vertical Banner) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU125 x 125 IMU - (Square Button) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU728 x 90 IMU - (Leaderboard) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMUSkyscrapers  INCLUDEPICTURE "http://www.iab.net/images/spacer.gif" \* MERGEFORMATINET  INCLUDEPICTURE "http://www.iab.net/images/spacer.gif" \* MERGEFORMATINET 160 x 600 IMU - (Wide Skyscraper) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU120 x 600 IMU - (Skyscraper) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMU300 x 600 IMU - (Half Page Ad) HYPERLINK "http://www.iab.net/standards/adunits.asp" View IMUThose sizes that are bold above are part of the Universal Ad Package IAB also proposes the following size limits for Internet advertisement, in order to help users avoid slowly-downloading pages when surfing on the Internet. Sizes below are in Kbytes. Unit TypeUnit Size (WxH in pixels)File WeightPop-Under720x30050k images 50k flashPop-Up250x25030k images 40k flash300x250Pop-Up-Large550x48030k images 40k flash Promotion methods (7/11) STREAMING MEDIA TECHNOLOGY Before moving on to further Internet promotion methods, let's take a look at the streaming technology which has a catalytic effect on the implementation of many of the promotion methods we will see next. Streaming enables the reproduction of sounds and video on our computer through the browser, before the whole sound or video file is downloaded to the computer. For instance, a video clip or a song can start playing within a few seconds after requesting it, by clicking on a site, without having to wait for the whole sound or video file to be downloaded. This means that we, as users, do not have to do something we hate on the Internet: having to wait. As you can understand, advertising agencies could have done nothing but utilize this technology. Promotion and advertising applications developed around streaming include: TV Radio : This application involves the broadcasting of a radio or TV commercial on the Internet. Advertising agencies can also use the following combinations: Show a teaser (the beginning or parts of a commercial) on television and refer viewers to a site for the end of the commercial. Show the teaser on the Internet and the whole commercial on television and inform the Internet user on the channels and times when the commercial will be played. Show the "making of" of a commercial (we all more or less care about what has happened behind the scenes). Banner streaming Or, simply, a TV commercial in a banner. In - stream ads Ads playing between webpages downloaded by the user. Even though it is a little early to talk about them now due to the slow Internet speeds, it will not be long before we see them as soon as ADSL connections fully replace ISDN connections in Southeastern Europe. E - mail streaming This application usually involves two steps: an e-mail is sent, containing a banner or a copy with a strong message and the recipient follows a link to a video ad or a site or a pop up window . Tips for a successful banner The following tips are derived from observations made by advertising specialists as regards things that increase the possibility of a banner to be clicked on. Include the word FREE. Use strong colors and animation. Use questions that stimulate your audience (e.g. "what do you expect from a wife"). Draw attention with a clear, unambiguous message (up to 50% sales until Friday). Filter your audience with words such as "Getting married?", instead of "Offers!!!" Buy keywords from search engines. Renew your banners, so that viewers do not get used to them. Finally, before airing your banner, collect as much information on Internet users as possible and target with your banners the groups which are most likely to buy from you. Promotion methods (8/11) Pop-up windows These are windows that pop-up when you click on a banner. Pop-ups are usually smaller than the main browser window. The advantage for the visitor is that they do not have to fully leave the website they were visiting, and this makes pop-up windows user-friendly. Pop-under windows These are windows that open UNDER the screen when visiting a web page. The success of these windows lies to the fact that they remain invisible until the browser window is closed, so they then have our full attention. Advertorials and Info - ads Advertorials (from the words adver-tising and edit-orial) and info-ads are not new tools in the marketing field, but they are now slowly emerging on the Internet as well. The idea is to give the consumer not only the advertising message, but also information on the product. Which is even better when such information is derived from specialists. The consumer thus accepts the advertising message easier and increases visits to get more information. LOCAL_(interstitials ) These are full-screen advertisements that appear when the user browses through various web pages. They usually last for up to 5 seconds. This advertising method is very provocative and is only advisable when the ad is directly related to the website it "blocks" and/or it is very useful and interesting for the user (e.g. the announcement of an exhibition). This advertising method is very reminiscent of the television and is advisable in very few cases. Promotion methods (9/11) Superstitials The technique used in this ad type is similar to that of the pop under windows mentioned above. This is because, when the user browses through a web page, superstitials are activated when the user clicks on the page to get more information. Since they run in the background, their size can be very big and they can contain sound or video. Their philosophy is to "respect the user". Studies in the past have shown that superstitials became as much as 100% more effective than banners. Error adverts Some servers, instead of the message: "HTTP Error 404 Not Found" (indicating that the requested page is not available because the address is wrong or the page no longer exists) send us to another website which, of course, has paid for such a referral. The websites usually paying for this include the Microsoft search engine and the websites offering domain name registration. LOCAL_(sponsoring) Sponsorships create a better image for your company and strengthen your reliability. From an advertising point of view, sponsorships are more successful when combined with interesting content for the user and offer interaction. An example of such a sponsorship could be an article by a securities company, explaining in the electronic columns of a newspaper what the Derivatives Exchange is and allowing the user to visit its website for further questions on this topic. Promotion methods (10/11) LOCAL_(Advergames) It is a combination of LOCAL_(advertising) and LOCAL_(game) and its aim is not only to display an advertising message, but also to INVOLVE the user in the brand and its values in a pleasant way and for much longer than a simple exposure to a banner (such a game can last for more than 5 minutes). In addition to brand involvement, an advergame also offers the ability to build a database of user names and address details more easily, since expensive gifts are delivered on the basis of such details. The reasons why advergames have become a popular advertising method is that user groups playing Internet games: Are financially robust Their Internet involvement is much higher than that of the average user They give their details more easily The belong to large Internet communities with loyal members They are more receptive to innovation and new technology Advergames are played on the advertiser's site, they are advertised and played on third-party sites or the e-mail of an initial group is used and this group inadvertently "undertakes" to disseminate the game among Internet friends. Advergames can also be used for: Enriching a site. Practically, all companies offering products and services could create a game, e.g. a knowledge game, in order to involve site visitors in their brand. Even when a site is considered "serious", e.g. the site of a bank or a stock exchange, a knowledge game with some nominal reward for the winners should not be considered "out of line" or against the "character" of the site. Supporting the communication of an event beyond the Internet. An example here would be the support offered by a site in attracting contesting women to an actual running race (publicized in other media, such as the television, the radio and magazines), where the prize was a NISSAN MICRA . Female visitors of the site could take part in the game and "electronic" running race. Winning athletes were offered a t-shirt, provided they filled in their details. When the real running race took place, organizers realized that a lot of the women who had taken part and won in the online game also took part in the real race. Creating LOCAL_(viral) marketing . What could be better for hard-working executives and students looking for a break from their dissertation research than a game arriving by e-mail from a friend or colleague! Promotion methods (11/11) The methods to promote a brand through an interactive game are the following: Using banners with the corporate brand on them, placed above, under, to the right or left of the game screen. A smarter way is to integrate banners or the advertiser's name INSIDE the game. Particularly when the advertiser manufactures products which are required in the game's progress (such as cars in a race) or can be a natural or logical decoration (car engine oil banners in the race of the example above), the message slips easier into the consumer's unconscious. As a sponsor of the game, where the company is mentioned as a sponsor in the beginning, the end or even during the game. This last solution was chosen by a company for a game hosted at the Musicon site , where players had to view an interstitial with the company's logo before moving to the next level of the game. This is the end of the section on Internet advertising METHODS. We will continue with the promotion SITES, i.e. the various website types you can choose to display your advertisements. Promotion sites (1/3) Mass-gathering sites ISP sites ISP sites are the first viewed by an online user, since the provider takes care of this through the installation software offered to its customers. So ISP homepages attract quite a lot of eyes. The drawback here is that there are many users with different interests. Companies usually advertised there include banks, travel agencies, insurance companies and computer manufacturers, in other words companies targeting the broad public. If you want to target a more specific audience, you can advertise on individual ISP pages with more specific content (i.e. pages with stock exchange content). In this case, your audience is clearly smaller, but its interests are more specific. ADD LOCAL ISPs For example (to be elaborated by local partners): HYPERLINK 1 -START Albania: List of major commercial ISP's AdaNet Abissnet Albaniaonline SAN List of ISP's in Macedonia: Macedonian Telecomunications - commercial  HYPERLINK "http://www.mpt.com.mk" www.mpt.com.mk UNet - commercial  HYPERLINK "http://www.unet.com.mk" www.unet.com.mk Soros - non-commercial  HYPERLINK "http://www.soros.org.mk" www.soros.org.mk Macedonia On-Line (MOL) - commercial  HYPERLINK "http://www.mol.com.mk" www.mol.com.mk MKInter - commercial  HYPERLINK "http://www.mkinter.net" www.mkinter.net Macedonian Post - commercial  HYPERLINK "http://www.mp.com.mk" www.mp.com.mk MEDIS Informatics - commercial Makpetrol TEAS - commercial, not operating PIKON - commercial, not operating EURONET - commercial, not operating Main Internet services providers in Bulgaria Bulgarian Telecommunications Company (BTC)  HYPERLINK "http://www.btc.bg" www.btc.bg BIA Net  HYPERLINK "http://www.bia-bg.com" http://www.bia-bg.com DIGITAL SYSTEMS  HYPERLINK "http://www.digsys.bg" http://www.digsys.bg Naturella  HYPERLINK "http://www.naturella.com" http://www.naturella.com NET IS SAT  HYPERLINK "http://www.netissat.bg" http://www.netissat.bg SPECTRUM NET  HYPERLINK "http://www.spnet.net" http://www.spnet.net ITD Network  HYPERLINK "http://www.itdnet.net" www.itdnet.net GOCIS  HYPERLINK "http://www.gocis.bg" www.gocis.bg Internet-BG Orbitel  HYPERLINK "http://www.orbitel.bg" www.orbitel.bg HYPERLINK 1 -END Online directories & search engines The most popular mass-advertising sites are the search engines and the online directories. The difference between the two is that online directories contain categorized information (SHOW LOCAL CATALOGUES in LOCAL PORTALS), while plain search engines (such as  HYPERLINK "http://www.google.com" \t "_blank" www.google.com,  HYPERLINK "http://www.altavista.com" \t "_blank" www.altavista.com or  HYPERLINK "http://www.lycos.com" \t "_blank" www.lycos.com) contain their information in a "stacked" form and users must "unbury" the information they want by using keywords in the search mechanism. Search engines are useful both for mass and for targeted promotion, since they can display banners based on keywords typed by users. If, for example, a user is looking for a house in a particular area, the search engine can display banners relating to real estate agencies, movers, decorators and other related services. Promotion sites (2/3) For non-targeted advertising, there is the option of promoting a company on the search engine homepage or on main electronic directory sub-pages ("education", "sports" etc.). You can find an updated list of search engines here:  HYPERLINK "http://searchenginewatch.com/links/article.php/2156221" http://searchenginewatch.com/links/article.php/2156221). Supersites & Virtual Exhibition Centers Supersites specialize in certain topics or markets (e.g. markets, agricultural topics). So if your company is active in a market represented in one or several supersites, an advertisement there is appropriate for customer targeting. An example from the international world is the site  HYPERLINK "http://www.agriculture.com" \t "_blank" www.agriculture.com. Virtual exhibition centers operate just like real ones; the difference is that there is no transportation cost, and of course you cannot "touch" exhibits. An example is  HYPERLINK "http://www.chemexpo.com/" \t "_blank" www.chemexpo.com. Apply your knowledge Visit  HYPERLINK "http://www.chemexpo.gr" www.chemexpo.gr and see whether they host ads and how much these ads cost  Promotion sites (3/3) Content sites Newspapers & magazines The numerous newspapers on the Internet host advertisements, just like in their printed versions. Their electronic advertising function is maybe better, since it can contain links to the advertiser's website and offers interaction with the consumer. They are suitable for announcements, ads, press releases and sponsorships. Depending on the nature of their articles, they can be suitable for mass or targeted promotion. You can find the FULL list of all newspapers and magazines in the electronic directory of the Publicity Guide  HYPERLINK "http://newslink.org/news.html" http://newslink.org/news.html ) E-zines E-zines are magazines which are issued ONLY on the Internet and host ads, like newspapers. The website  HYPERLINK "http://www.dobney.com/Intelligence/e_mags.htm" http://www.dobney.com/Intelligence/e_mags.htm contains a list of e-zines in alphabetical order. Portals Portals are the evolution of search engines: sites where the visitor can find information on any topic of interest (i.e. portals opening to us the world of information). Information can be found either within the portal's website or on other websites (e.g. http://www.msn.com) where the visitor can go by following the relevant links. Advertising on portals is similar to advertising on yellow pages. The advertising methods used in portals are the same as those in search engines. Some international portals are  HYPERLINK "http://www.yahoo.com" www.yahoo.com ,  HYPERLINK "http://www.altavista.com" www.altavista.com ,  HYPERLINK "http://www.lycos.com" www.lycos.com ,  HYPERLINK "http://www.excite.com" www.excite.com ,  HYPERLINK "http://www.go.com" www.go.com ,  HYPERLINK "http://www.msn.com" www.msn.com ,  HYPERLINK "http://www.aol.com" www.aol.com ,  HYPERLINK "http://www.go2net.com" www.go2net.com. You can also find a list of portals on the following page:  HYPERLINK "http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Communication_and_Information_Management/Internet_and_World_Wide_Web/Portals/" http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Communication_and_Information_Management/Internet_and_World_Wide_Web/Portals/ ) Thematic websites Thematic websites could be characterized as electronic directories specializing in a specific subject. The offer maybe the strongest targeting of a specific audience. Having examined the METHODS and SITES to promote your enterprise on the Internet, let's take a look at some alternative methods for promoting and displaying your products and your website. Sales promotion (1/6) Sales promotion and publicity are ideal means to collect information on prospective and existing customers. They can also help maintain temporary (during an offer or a contest) mobility around your company's name and your product. Contests Contests can increase traffic in an e-shop while they are on and also enable you to collect visitor information. In the long term, though, properly organized contests can ensure for organizers: Customers: The participants, either by visiting the organizer's site or by winning discounts or vouchers may proceed to buying products. Brand involvement: the exposure of players to the brand during the game - which usually lasts much longer than the exposure of a user to an advertisement - increases the identifiability of the brand name. Development of relationships with participants: In addition to brand involvement during the contest, participants may also decide to participate in a second or even a third event that the organizer will promote, especially if they are interested in the type of the organizer's product or service. If the contest type is interesting and the winner prizes are considerable, it is highly likely that the user himself will look for a new contest on the company's site. Commencement of communication: On the occasion of announcing the winners, the company can create and e-mail content that will invite/induce visitors to its website. Sales promotion (2/6) Types of online contests On line forms: They are used for the collection of data that can be later used for more complex advertising campaigns, both within and beyond the Internet. They also represent the simplest type of contest: users fill in their details and win something simple and cheap. On line games: depending on the audience the advertiser tries to approach, games can be simple or complex and may require little to average skills. Knowledge contests: Quizzes where participants are awarded prizes according to their scoring. Treasure hunt: very successful in development user involvement in the advertiser's site, since the user has to search for key points in order to find the treasure that is hidden somewhere in the site. The company Elais ( HYPERLINK "http://www.elais.gr" \t "_blank" www.elais.gr) in Greece once organized a contest aiming at increasing its e-shop traffic and impressing visitors with its product range. Using their mouse, visitors could select the appropriate ingredients for a cake and they had to select the correct materials in the correct order in order to prepare the cake. In order to increase the visit rate of its website, the Weather Channel ( HYPERLINK "http://www.weather.com" \t "_blank" www.weather.com) organized a contest in the form of an electronic scratch lottery. Visitors had to scratch electronic vouchers with their mouse. The biggest prize was free holidays for 20 years! Compact Disc Club, a CD-box selling company, organized a treasure hunt. Its purpose was to inform users on the services of its site and its new products and also to create a data base with their profiles. Upon entering the site, the user had to fill in his/her name, age and e-mail address. He/she then had to look for notes in various areas of the site. Each note gave information on how to find the next note, as well as instructions on searching for information and listening to songs in the site. On the last page the user would give his/her details and win music CDs. The results were quite impressive indeed: As many as 4,500 users signed in All of them viewed the CD-boxes and 3 out of 4 listened to samples as well The visitors' main details on their age, e-mail and musical preferences were recorded in the company's database 48% of the participants bought at least one product from the site Sales promotion (3/6) Here are some more ideas from press releases we collected, regarding contests organized in the past: "A new entertainment contest with riddles has started on www.vizzavi.gr. From Friday ........... and every Friday for two months, a riddle will appear and its solution will be behind a red dot hidden on a Vizzavi page. Following the leads provided by the riddle, the user will have to look around the Vizzavi pages and find and collect the three objects of the riddle. By collecting at least three objects, the user will qualify for a draw with amazing prizes. By browsing through the various categories of Vizzavi while playing, the user comes across the reach thematic content of the website. So the game works as an introduction of the user to vizzavi.gr as well. The game's script and graphics were created by FDS". "MAD.gr and Levi's Engineered Jeans organize the biggest music contest of the year. Visit the special microsite at MAD.gr or a Levi's store, listen to the soundtrack of the new commercial and be inspired by it. For this contest, create your own remix of the ad's soundtrack and you may get the big chance for an international career. Not only Greek, but also foreign music producers will take part in the contest. The winner will be chosen by a committee of Nitro Radio & MAD TV producers and Levi Strauss Hellas representatives. Upon announcing the winners, the lucky one will have the chance to participate in an official event, along with famous Greek and/or foreign DJs. The winner's remix will be presented in the event to all attendees. Moreover, a commercial release of the remix and the opportunities for an international career will always be possible". Contests are highly popular as an interactive communication tool because, if properly organized, attract a high number of participants and do not cost much. But here are the things that will make your contest FAIL: Make things complex: Organize a complex contest with terms that are hard to understand. Do not forget to add "heavy" technology that will make the user's browser hang. Waste the user's time: Make the user answer at least 50 questions, in order to be sure that he/she will leave after the 10th question. Ask common, typical questions: Let your questions be common, so as to give the impression that your only purpose is to collect the participants' data. Be greedy: Ask for information such as their income, the names of their family members and their bank account number (and content). Sales promotion (4/6) Customer loyalty programs These programs are based on a marketing principle according to which "NOT all customers are equal". A typical example of such programs are those implemented by airlines, the so-called LOCAL_(frequent flyer programs). Passengers who are loyal to the airline win tickets, hotel discounts, or even limousine service from the airport etc. Your company can do the same through the Internet. In fact now it is not necessary for someone to travel in order to earn bonus miles. All they have to do is buy from certain e-shops offering bonus miles with each purchase. Click Rewards ( HYPERLINK "http://www.clickrewards.com/" \t "_blank" www.clickrewards.com) is one of the companies running such a campaign. You can either design a similar program for your products, by motivating your customers to buy more, or you can participate in a program run by another company. In the second case there will, of course, be a fee payable to the company running the program; however, such a fee will be lower than your increased sales volume. Think of the various prizes, programs and contests like a lit lamp: While they are on, mobility is maintained. But when they end, trade goes down sharply. Therefore, you should think of your next move in advance: These are the main rules for successful competitions and loyalty programs: Set measurable goals for your campaign Make the appropriate preparations Choose the right time for your events Advertise them both WITHIN and BEYOND the Internet Prizes and contests: Should be as relevant to the nature of the product as possible Should be quite attractive to the audience and not of a negligible value Should be original Sales promotion (5/6) Publicity Use the Internet as an addition information channel for your company's events and news. Help journalists by offering them a page of your website with an annual calendar of events. It will thus be easier for them to plan and write about you. Publish on your web pages the press releases you intend to issue and those you have already issued. Journalists and your audience will thus have a complete picture of your company's capabilities and growth. Finally, provide interested recipients with press kits. Press kits are information "packages" which are provided to journalists and contain: Press releases Images and slides Product catalogues Frequently asked questions and answers Business cards of your main executives Press kits give the full picture of the company's events at a given point in time and thus help media people. E.g.  HYPERLINK "http://www.marathon.com/News_Center/Press_Kit/" http://www.marathon.com/News_Center/Press_Kit/. LOCAL_(Spam) and how to deal with it (1/2) Anybody with an e-mail address is aware of the fact that e-mail is now used as an advertising tool. It is fast and aggressive (you do not have to wait for a prospective customer to visit your website), it supports multimedia like the Web and your message attracts the recipient's attention much more than a banner on the Web. Unfortunately, however, most Internet users have become annoyed with all these advertisements they keep getting in their mailbox. So let's see what you can do so as not to infuriate the recipients of your messages. The solution proposed by marketers in order to avoid spamming and thus unhappy recipients is called LOCAL_(permission marketing or opt-in e-mail marketing). According to the permission marketing rules, the recipient has given his permission to receive advertising messages before these messages are sent. One of the first permission marketing types outside Internet were the advertising coupons with company names in magazines such as Time and Newsweek. Next to each company name there was a small white box that one could check if they wanted to receive information on and printed materials of the specific company. Permission marketing on the Internet works in a similar way. When a site visitor gives his details or buys something, he is asked whether he would like (and how often) to receive advertisements and various messages on the company and its products. By answering positively (checking the box), the visitor gives his permission. LOCAL_(Spam) and how to deal with it (2/2) Correct permission marketing practices Here are some simple rules you can follow in order to ensure that your messages do not become annoying: Ask for "active" permission. Do not check in advance the option for the permission to send advertising material. Let the consumer do this. The idea here is that the consumer should not feel you have deceived him by selecting the option before him on his behalf, virtually without his permission. Only send information that your audience has requested or you know they would like to receive. You can do this if you have collected some information on their interests. Create permission levels. Instead of adopting the "all or nothing" approach, be flexible by offering your visitors the opportunity to accept some of your messages and reject others. For example, give them the opportunity to choose between messages promoting new products, upgrading old products, press releases, LOCAL_( newsletters ), discounts etc. Give an option regarding the frequency of receiving messages. Some recipients prefer daily information, while others prefer weekly or monthly information. Give them the ability to choose. Give the recipient the option to be removed from your list (in EVERY message you send). This will offer you a constantly updated database of the people who want to be receiving your messages. Do not sell names and e-mail addresses to other companies without asking your recipients first (but you'd better not do this at all). If you want to send messages anyway and ignore the above practices, disclose your identity by stating the name of your company or product in the message subject. Measuring the effectiveness of Internet advertising (1/5) This section could begin with nothing else but the quote of the businessman John Wanamaker: "I know that 50% if the money I spend on advertising is wasted. The problem is, I dont know which 50% is this in order to stop paying it". This statement demonstrates the necessity of advertising, but also how difficult it is to measure its efficiency. So the Internet comes into our business life with an advantage affecting the advertising "scene". This advantage is expressed with one word: measurable. Before we see what "measurable" means as far as the Internet is concerned, let's try (and, ad-men of other media, please forgive the author) to illustrate the measurability situation in printed and electronic media beyond the Internet. It is practically impossible to count the people exposed to a printed (newspaper, magazine and banner ad) or electronic message (TV and radio commercial). This is based on figures provided by the media (e.g. magazine or newspaper circulation) or market surveys carried out by the media themselves or independent market research companies regarding media circulation and TV or radio ratings. However, even if available information on circulation and TV & radio ratings is accurate, the available figures refer to the exposure to the advertising message, not the involvement in it. To put is simply, browsing a magazine for 3 minutes, listening to the radio while driving or sunbathing or chatting with a friend during the TV commercials probably represent the 50% of wasted money mentioned above, simply because the consumer sees, listens to but does not pay any attention to the advertisement. Advertising performance is much lower when the consumer switches between channels or prepares dinner during the TV commercials or simply ignores any magazines offered for free or as insets. But what is the situation on the Internet? How measurable is this new media? We will start with website popularity measurement and we will move on to the effectiveness measurement of an advertising campaign. This order is followed by advertising agencies as well when selecting a site to be included in a customer's campaign based not only on cost and the specific audience attracted, but also on the site's popularity ratings. Measuring the effectiveness of Internet advertising (2/5) The most important information on the popularity of a website include: LOCAL_(Hits) The total number of files requested from a web server. Each web page consists of an HTML file and the files of all the graphics (images, icons, video) it contains. So the display of a page containing 2 images and 3 graphics corresponds to 6 hits (remember, one hit counts for the HTML file). As you can understand, hits are unreliable as a site popularity calculation measure, even though a lot of people equalize hits with pages or, even worse with the number of unique users; this results in a wrong impression on the popularity of the relevant site. LOCAL_( Requests or Page Views ) Requests refer to the total number of HTML files displayed to users. And since a page consists of a single HTML file, 10,000 requests means that 10,000 web pages were displayed and requested by users. It is also possible to count the times each page was requested. This is of interest both to site owners and advertising agencies, since the former can see which part of their site has high demand and the latter can better select where to place advertisements on a site. LOCAL_(Impressions) This term is mainly used for advertisement displays and shows how many times a banner was displayed. LOCAL_(Users or Unique IP Addresses) Before explaining how users are counted, some clarifications are necessary: When a user connects to the Internet, the ISP assigns him a dynamic (temporary) IP address. This address changes every time the user connects to the Internet. However, there are computers using a static (permanent) IP address. Finally, most companies offer Internet access to all their employees through a proxy server that has a single IP address. If the web server hosting the site does not use cookies (quite infrequent nowadays), the number of a site's visitors is considered equal to the number of IP addresses from where pages were requested. It should be pointed out here that in case 1 above the number of users is underestimated, since each time the same visitor connects to the Internet and enters the same site he is recorded as a different visitor. In cases 2 and 3 the number of visitors is underestimated. In case 2 several visitors enter the site using the same (static) address, while in case 3, if 10 or 15 users connect to the Internet through the proxy server, they are all recorded as one visitor. A more accurate measurement can be achieved when the web server hosting the site uses cookies, since it sends to each computer visiting the site a LOCAL_( cookie ), i.e. a small text file used as an identification of the specific computer. So visitors are identified by their machines, not by their changing IP addresses. One can easily understand that, if the same users visits the site from two different computers, he will be counted as two users. The case when a user has disabled cookies (therefore not recorded as a visitor) accounts for only 2% and is thus considered negligible. LOCAL_(Visits or sessions) The times the same user visited a site within the same day but at different times. A commonly acceptable time difference between two visits is half an hour. However, this figure is arbitrary and can be different on each site. User requests for different pages of a site in less than half an hour indicate an active user (i.e. a user browsing through the site without leaving it). As you can understand, the higher the number of visitors, the more loyal users a site is considered to have. LOCAL_( Average requests per visit ) This figure shows how many pages were viewed (requested) by the average visitor during each visit. Theoretically, a high figure in this case means that the visitor thinks the site is useful and therefore wants to see more of its pages. LOCAL_(Request duration) The time spent by the visitor on each page before requesting another page of the same site. A short time here indicates that the user has not found the page content, structure or design of any particular interest. LOCAL_(Visit duration) This is the sum of each user's request durations and indicates the user's overall interest in the site. Entry pages These are the pages loaded first by a site's visitors. The most common page here is the home page. This means that if there are other pages as well, users consider them important enough to visit them directly. Of course, this can also indicate a successful campaign using click-through banners. Exit pages The last pages viewed by users before leaving the site. This measurement gives us to contradictory pieces of information: the pages containing what users wanted (users found it and then left) or the pages where users usually quit trying to find what they want and then leave. Referrer Data ( Referrals) These are the keywords used by users of a search engine which finally led them to the site. Measuring the effectiveness of Internet advertising (3/5) The best-known popularity analysis services are WebTrends ( HYPERLINK "http://www.webtrends.com/" \t "_blank" http://www.webtrends.com), IBM's SurfAid Analytics ( HYPERLINK "http://surfaid.dfw.ibm.com/" \t "_blank" http://surfaid.dfw.ibm.com) and HitBox Enterprise ( HYPERLINK "http://get.hitbox.com/" \t "_blank" http://get.hitbox.com). All these work by placing special code on each page of the website. But they also relieve the site administrator from any other job. The information offered by such services can be categorized as follows: . General statistics These include the most important data and information: How many times the home page was requested How many pages were requested How many visits were made Average duration of each visit Number of visitors Number of visitors having visited the site more than once The above statistics have either been already analyzed or their usefulness is obvious. B. Specific statistics Most popular pages of the site Pages first viewed by site visitors Pages from where visitors left Pages requested by some visitors who viewed them and then left without viewing any other page Most requested file groups Remember, both success (popular pages) and failure (unpopular ones) have to be analyzed. C. Visitor demographics How often users return to the site What countries users come from Particularly the first figure shows the critical mass of visitors we can address for loyalty programs and generally for the further growth of our business. D. Activity statistics: Time allocation of site visits Most popular time of the day Most popular time of the week Most popular day of the week . Referral sites & keywords These statistics give us information on the sites "sending" visitors to us: What sites visitors come from Addresses or search engine searches leading to our site (i.e. pages of other sites containing links to our site) Visits and referrals from Internet search engines and keywords that users used in order to find our site All the above information is very useful, particularly when deciding which sites to continue to pay for advertising us. F. Browsers & Platforms Information in this category refers to: The browser type and version used by our visitors Our visitors' operating system The site traffic percentage generated by software visits (spiders) Information of this nature is particularly useful to anybody trading technology products which are compatible with specific operating systems and browsers . It is also useful for advertising agencies who test new technologies in advertising and do not want to "waste" ad displays in the browsers of users who cannot view them. This concludes the analysis of site popularity statistics. The next step is to see the tools that advertising agencies have at their disposal in order to check the effectiveness of a campaign following the selection of the sites where their ads will be placed (in other words, when they "run the campaign"). Advertising agencies are able to use tools to record: the number of LOCAL_( impressions ) of the ads on the sites used for their advertising campaign, not only for one but also for several ads at the same time (2 or 2 banners, banners , interstitials, superstitials, web overs and other ad types), so as to record which ad brings the highest number of clicks to the advertiser's site the LOCAL_( click throughs ) on each ad the times and days of the week when ads are mostly clicked on the movements of a particular user after he entered the advertiser's site (pages visited, purchases per product, forms filled in etc.) from each ad run in the campaign. Measuring the effectiveness of Internet advertising (4/5) Advertising agencies are able to filter: the number of LOCAL_( impressions ) of an ad per single user. In other words, they can restrict the number of times a single user will view an ad. This is done for two reasons. First, research has shown that if a user views an ad for more than approx. 5 times without clicking on it, he will never click on this ad. Second, advertising space in most sites is sold on the basis of purchasing impressions. So why waste impressions on a user who never clicked on the ad in the first 5 times he viewed it and not use the impressions for another user? The countries (and/or states in the USA) where the ad will be displayed. In other words, they can direct ads outside a country, only to countries with population speaking the language of that country. The operating system and browser type that the ad will accept. Finally, advertising agencies are able to measure: (the second column presents an indirect comparison to the television, by converting Internet measurements to TV measurements, if this could be possible) INTERNET TELEVISION The cost per 1000 displays per site, but also for all sites used in the campaign "1000 commercials on XXX TV Channel cost  and the total cost of the campaign was Y " The cost per single user viewing an ad "The cost for each viewer who saw the commercial was X " The cost per click "Each viewer who visited your shop cost X in advertising money" The number of clicks per ad and per site "So many viewers saw the commercial in TV Channel A, so many in TV Channel B, TV Channel C etc." The percentage of clicks per 100 ad displays per ad and per site "Commercial A on TV Channel A was seen by so many viewers, and Y% of them visited your shop The number of unique users who viewed the ads "So many viewers saw your commercial on all channels it was played" The number of ads viewed by each unique user and the user's subsequent moves "The consumer living in flat X of that street saw commercial Y times and after the third time he called the company's call center" The cost of the ad for the sales generated by users who viewed the ad "You spent so much on advertising and so many sales were generated" Measuring the effectiveness of Internet advertising (5/5) Things are even simpler when advertising by e-mail. This is because the advertiser can be almost certain that the recipient will be exposed to the advertising message, with the recipient's interaction with the message being the only thing left. The better the e-mailing list the advertiser has in its hands, the more certain the advertiser can be that e-mail addresses are actual and that the recipients belong to the consumer group which is interested in its products or services therefore, they will get into the process of opening the e-mail and/or navigating to the advertiser's site. Given the above, the author believes that even the most suspicious will be convinced that the Internet, as a new business tool, is at least worth a try for the promotion and advertising of products and services, since it can offer something that traditional media are unable to offer in a satisfactory degree: measurability. Advertising beyond the cyberspace can be either cheap or expensive, depending on the media you will use. It is definitely, however, for as long as the Internet is not widely spread, that quickest way to make your company known to a lot of people within a rather short period of time. So let's take a look at each of the "channels" through which you can promote your website BEYOND the Internet. Stationery and advertising leaflets Advertising the name of your website and your e-mail address on your advertising leaflets, business cards and generally wherever your telephone and address details are used is the quickest way to make your online presence known toy existing customers and associates. Usage items Advertisements on usage items such as mugs (the "coffee.com" mug being a typical example), pens, t-shirts, mouse pads, folders, calendars, lighters etc. remind their owners of your address. And if these items are on a person's desk while working on their computer or the product itself, this will benefit your company and your website's visit rate as well. Letters If you want to make your customers and associates visit your website faster, you can send them letters with a full-page image of your e-shop home page. You can use the same letter to explain the benefits of visiting your e-shop to buy and get information. If you want to approach prospective customers, you can send the same letter to groups of people matching the profile of your customers. CD ROMs You can make your website known by creating a CD-ROM containing the whole or part of your website content. Such a CD-ROM can be used as follows: Part of a presentation in conferences and events. A tool for your salespersons to use it on their laptops. As a gift accompanying your product. The CD-ROM content Use your website content in the CD-ROM as well. This will save you the cost of new software. Provide the CD-ROM users with the ability to visit your website by including links in the CD-ROM. Include a lot of information in the CD-ROM so that it can be useful, but keep ONLY the most updated information in your e-shop. Include installation, operation and maintenance instructions for your product. Advertising on the Press This solution is probably the most expensive but it is direct and conveys the information on the existence of your website to a large part of your audience, particularly when such audience is big and covers a large geographical area. Utilize the space offered in printed advertisements to explain the benefits of contacting your company through the Internet. In addition to paid entries, don't forger press releases on mass media and trade magazines. Mouth-to-mouth Do not underestimate this type of advertising. First, it costs nothing; second, it can prove equally effective in terms of speed and influence, particularly when it comes from people who are authorities in their field (business consultants, professors, city councillors, presidents of associations etc.). A condition, however, for this medium to work is to have a good corporate name and high quality products. Creative promotion The author has found a printed advertisement of a website while opening the package of a printer cartridge. As you can understand, there is no limit to the number of computer and generally office supplies-related places where a printed advertisement can be placed. Case study Internet advertising campaign of Greekyachting (1/4) In this case study we will use the imaginary company Greekyachting, so as to apply the theory on online and offline advertising methods. Before proceeding to the company's advertising campaign, lets summarize the main points of the marketing plan. General Goal Boat rentals through the Internet and establishment of the website as "The most updated and reliable website with the best service in the boat rental market". Specific Goals Financial goals Return of 1/3 of the invested capital to the company by the end of 2007. Sales of EUR 1 million. Profits of EUR 350,000 . Marketing goals Make the website and its services known to 60% of prospective customers in Greece and 20 of prospective customers abroad. 10% share in the boat rental market, for boats addressed to buyers aged 18 to -60, by the end of 2008. Specific marketing goals Build confidence in the status of an e-company. Build confidence in the convenience of the reservation process. Build confidence in the validity and provision of information.  Apply your knowledge Visit the websites of two of your competitors. Which of the web marketing models examined above are they using? Create an e-mail message (subject, main text, conclusion) and try to incorporate as many correct permission marketing practices as you can. Create a customer loyalty program for your company. Check whether your competitors use such a program and judge it. Visit  HYPERLINK "http://bridgecontest.usma.edu/" http://bridgecontest.usma.edu/ and get some ideas on how to organize a contest. Create a contest for your own website. Test your knowledge  :  moodle test The least you should remember The benefits of Internet advertising are: It places the right message to the right person at the right time It presents the message in a better way It reduces the cost of renewing and re-displaying messages The number of message recipients can be recorded The web marketing models you can use include: Brand-building or direct response Target the masses or focus Passive or active approach Pay prospective customers to view the advertisements Your website can be promoted through Banners Pop-up & pop-under windows Advertorials & info ads Blocks Error adverts Sponsorships The sites where you can place your advertisements on the Internet include: Mass-gathering sites (ISP homepages, electronic directories and search engines, supersites and virtual exhibition centers) Content sites (newspapers & magazines, portals, thematic websites) Your product sales can be promoted on the Internet through: Contests Customer loyalty programs Advertising on the Press The rules to avoid spam e-mail include: Ask for "active" permission Only send information that your audience has requested or want Create permission levels Give an option regarding the frequency of receiving messages Give the recipient the option to be removed from your list Don't sell names and e-mail addresses to other companies If you want to send messages anyway and ignore the above practices, disclose your identity by stating the name of your company or product in the message subject. Your website can be promoted BEYOND the Internet through: Stationery and advertising leaflets Usage items Letters CD ROMs Advertising on the Press Mouth-to-mouth Creative promotion Find out more ADD A LIST OF LOCAL SITES www.iab.net The IAB is the only association dedicated to helping online, Interactive broadcasting, email, wireless and Interactive television media companies increase their revenues  HYPERLINK "http://www.econsumer.gov" \t "_blank" www.econsumer.gov  Information on consumer protection and remote purchasing  HYPERLINK "http://www.doubleclick.com" \t "_blank" www.doubleclick.com  An American advertising network with definitions, case studies etc.  HYPERLINK "http://www.coder.com" \t "_blank" www.coder.com  Build your banners yourselves with the help of this website  HYPERLINK "http://bridgecontest.usma.edu/" http://bridgecontest.usma.edu/ Get help on how to create contests The website development process This lesson explains the rules to follow when creating a website, so that its visitors find it attractive and visit it often to buy products or services. Finally, this lesson lists some evaluation criteria that the entrepreneur can use to verify whether the website proper construction rules have been followed. Summary - Objectives This lesson explains: the reasons why you should create an e-shop the steps you should take for a successful e-shop the advantages of an electronic product catalogue the structure of an electronic order form the various "characters" you can create for your e-shop the meaning and benefits of mass customization in an e-shop By completing this lesson, you will know more details on how to select and register an electronic address for your e-shop how to build an electronic product catalogue that is easy and fast to navigate and "attracts" customers to buy the tools that will help you create a special character for your e-shop the tools that will help you give life to your e-shop the tools that will help you create a sense of physical existence in your e-shop the various methods to customize your e-shop Strategic planning and development of your website (1/2) Your first step in the strategic planning and development of your website is to answer the following question: "Why am I creating my e-shop?". This can have many different answers: Make yourselves known and expand to new markets Reduce marketing, information and product trading costs Inform your customers and associates on new products, changed prices etc. faster Upgrade your services to customers and associates (e.g. with the use of an order tracking system) Create an additional distribution channel (in the case of products distributed through the Internet) "Sell" advertising space to third parties Increase your sales Apply your knowledgeWhich of the above purposes do your competitors want to serve through their websites? The possible reasons for creating your own e-shop are listed above in order to point out that these reasons will also determine the form of your e-shop. It is also necessary to stress the fact that the structure and content of your e-shop should not be random or common. So your Internet presence should be determined by your goals, i.e. the reasons why your company decided to enter the Internet world. Strategic planning and development of your website (2/2) Now let's take a look at the steps you should follow to build your e-shop. These steps include: selecting an electronic address selecting the content of the e-shop selecting the "character" of the e-shop the structure and methods to navigate in your e-shop the e-shop personalization By following the above steps, your aim is to create a "successful" e-shop. But what does "successful" actually mean? Generally speaking, success is the achievement of certain goals. A successful e-shop: strengthens your corporate image ensures easy and fast visitor navigation helps the visitor buy prompts the visitor to come back So let's start with how to build your e-shop. First step: LOCAL_(domain name) in cyberspace (2/3) Other domain name suffixes (in addition to ADD LOCAL DOMAIN NAME and .com) The following suffixes exist in addition to .com and ADD LOCAL DOMAIN NAME: Names indicating website categoryNames indicating the country representing the website.com .co.ukCommercial (USA) Commercial (UK).grGreece.edu .ac.ukEducation (USA) Academic (UK).jpJapan.net Net (network) .uk UK.org Organization .fr France.gov Government .it Italy.mil Military etc..info For information organizations.alAlbania.biz Business.bgBulgaria.name Private.mkFYR of Macedonia .museumMuseums.yuSerbia and Montenegro.coop Company groups.euEurope.aero Airways.pro Self-employed professionals What if the name you want has already been registered? If you want to use your corporate name but it has already been registered by someone else, you have two options: either change the suffix (e.g. use one the suffixes .com.gr, .biz etc.) or modify the name. First step: Your LOCAL_(domain name) in cyberspace (3/3) What name should you choose? By using a name such as www.companyname.com you appear as the owner of the building housing your services, not as a simple tenant of an office building. You thus enhance your corporate image and your reliability against your website visitors, since you show them that you have made a minimum investment to buy your own "building". Some further advice on domain name registration If you plan to expand to several countries, register your corporate name in all of them GIVE LOCAL TYPICAL NAME (e.g. www.papageorgiou.gr, www.papageorgiou.it, www. papageorgiou.sp, etc.). Register your product names, because many Internet users search by first trying product names before using search engines. For instance, detergent and cosmetics companies have registered names such as  HYPERLINK "http://www.aim.gr" www.aim.gr,  HYPERLINK "http://www.tide.com" www.tide.com etc. Register names which are descriptive of your product type or usage. For instance, if you sell video games, CDs and video tapes, you could register the name "entertainment", e.g. www.entertainment.gr or www.fun.gr. Second step: the content of your e-shop (1/10) The content of an e-shop is divided into two main sections: the electronic product catalogue the shop's backbone and all other required sections that will enable the consumer to find information, be served, navigate and generally feel comfortable to buy. Let's start with the product catalogue. Example of an e-shop with a product catalogue and other services. Add screen of a local site Second step: The content of your e-shop (2/10) Maximize the usefulness of the electronic product catalogue The first electronic catalogues ever to appear where nothing more than a copy of printed catalogues. Nowadays, electronic product catalogues have developed and become tools which: present products propose supplementary products (this is called cross-selling). For instance, they propose a tie when someone buys a shirt propose upgraded products or other products bought by customers with the same purchasing habits and the same profile (this is called up-selling) are linked with the payment process, the accounting system, the warehouse, the company's supplier extranet Do not make the usual mistake we all make when we are unaware of the abilities a new tool can offer in our case, the electronic catalogue when we only try to do different, not better things than the things we used to do with the old tool. Apply your knowledgeADD LOCAL SITE Visit the Greek website of the clothing company "Fokas"  HYPERLINK "http://www.fokas.com" \t "_blank" www.fokas.com, and follow the process of buying a pair of trousers in order to see what supplementary products (cross-selling action) the site will propose. Visit the website of the "Amazon" department store  HYPERLINK "http://www.amazon.com" \t "_blank" www.amazon.com and follow the process of buying a book in order to see what other books and CDs (upselling action) the site will propose.Before looking at the structure of an electronic catalogue, let's examine its advantages compared to a conventional (printed) catalogue. Second step: The content of your e-shop (3/10) The advantages of an electronic product catalogue Low cost. The total cost of creating a conventional (printed) catalogue includes the design, printing, re-printing and distribution costs. In the case of an electronic catalogue, you only have the cost for its design and "printing", i.e. its uploading to the Internet (less than the paper printing cost). "Distribution" is automatic through the Internet and, of course, there is no such thing as reprinting (unless the catalogue is fully redesigned). Shorter publication time. The publication of a conventional catalogue take more time, since numerous steps are required (design, implementation, films, printer, distribution). Out of all these steps, only the first two are required for the production of an electronic catalogue. Flexibility in material renewal. Products, prices, colors and product availability change often. With an electronic catalogue you can do your updates whenever necessary, without having to worry about whether a reprinting amount will be authorized or "the printer is very busy this time of the year". Upgraded customer services. Your customers choose the products they want and place their order, without having to write or call the company. If the catalogue is linked with your warehouse database, you can inform your customers on product availability and delivery times. Global promotion. The fact that a high number of customers and associates throughout the world can view your product catalogue may lead you to business initiatives you would otherwise hesitate to take. This increases the possibilities of foreign companies contacting you for business purposes. The main disadvantage of an electronic catalogue is that an Internet connection is required. In order to alleviate this drawback, you can persuade your customers to print out the whole electronic catalogue or the pages that interest them. Due to this drawback, it would be advisable not to stop issuing a printed catalogue. Use it, however, to prompt your customers to buy online: by advertising your e-shop in the printed catalogue. by reminding the printed catalogue recipients that the latest designs, new products, prices etc. are first published in your electronic catalogue. by offering additional discounts for online purchases. Apply your knowledgeVisit the Amazon website at  HYPERLINK "http://www.amazon.com" \t "_blank" www.amazon.com, look for Rolling Stones CDs (using the search engine) and see whether the delivery times are the same for all the CDs of this band.Now let's take a look at the structure your catalogue should have in order to be easy to use and helpful your customers, prompting them to buy. Second step: The content of your e-shop (4/10) The electronic catalogue structure When electronic catalogues provide the ability to buy, they are no longer simple catalogues: they become the shop's steps, corridors and shelves. The catalogue structure should help consumers move easily and quickly and act the way they want (place an order, add products to their cart, carry out or cancel actions and "leave") at any time. The purchasing process resembles a walk through a supermarket. The is a cart to add or remove products and, finally, there is the cashier (without a queue, of course) where the customer pays and leaves the e-shop. This "walk" should be easy and fast. So let's see how you can make your product catalogue easy to navigate and fast. Second step: The content of your e-shop (5/10) Make your catalogue easy to navigate On the buttons use clear terms: "Place your Order" instead of "Select", "Change Details" instead of "Change", "Cancel Form" instead of "Cancel". On your homepage use LOCAL_(frames), where a section will include the main shop areas (e.g. customer categories such as "menswear", "womenswear", "childrenswear") and another will display each category sub-pages (e.g. men's shoes, "garments", "underwear"). If you sell in both ways, provide an option on the type of sale (wholesale, retail). See the website HYPERLINK "http://www.lalizas.com" \t "_blank"  www.lalizas.com (retail purchases are under "Buy", while wholesale is under "Quotation Request"). Put the "Top of page" symbol at the end of each page exceeding a screen. Build a search engine for the website, so that visitors can use keywords to reach their desired pages directly On each page use navigation bars containing the following symbols: your homepage the main page of your departments or product groups contact information (include ALL the ways a customer can use to contact your company: telephone and fax numbers, e-mail your offers the order form the exit to the cashier Second step: The content of your e-shop (6/10) Make your catalogue fast Do not load your pages with graphics. If you have to include big images, first give a reduced-size version and let the visitors decide whether they want to view the full-size image. Click on a link on the "Product selection" menu at  HYPERLINK "http://www.fokas.com" \t "_blank" www.fokas.com and then choose any product to see its full details and bigger image. LOCAL SITE???? Following their first purchase, give your customers a personal code that they can enter in the order form the next time they buy in order to have all their details (full name, address, phone number, payment method, credit card number etc.) automatically filled in. Second step: The content of your e-shop (7/10) Apply your knowledgeVisit  HYPERLINK "http://www.amazon.com" www.amazon.com and with the help of your tutor follow the procedure of buying a product until you are asked to sign in. Remember, your competitors' websites contain ideas which you can use, improve and adapt to your goals. In addition to the electronic catalogue, the backbone of an e-shop as mentioned above, let's see what else your website should have in order to be a pleasant and reliable marketplace. In the following paragraphs we will examine: methods in which you can make your visitors feel the "physical" existence of your e-shop the proper layout of an order form some ways to help your visitors navigate in your e-shop more easily You must have noticed that, when "constructing" an e-shop, we consider the reliability it will exude very important. We stress this because, according to surveys, one of the top three factors DISCOURAGING Internet users from buying online is the feeling of insufficient reliability. We will next see how you can give your e-shop a feeling of reliability. Second step: The content of your e-shop (8/10) Give a physical existence to your e-shop The lack of a physical corporate presence can discourage your website visitors from buying. There are, however, ways to give a physical existence to your e-shop, so as to make your visitors feel comfortable and finally use their credit card to buy your products. Even if you do have a "physical" existence, you will find much of the following advice useful: Include a few words about your company's history and short CVs of your main executives. Your shop will thus acquire a "face". Mention your customers and show their references (if any) to your products and services. Show press releases or media advertisements. Scan the newspaper page so that its name and date are visible. If the article has been published on the Internet, include a link to the relevant website.1 Include your corporate address and alternative contact methods (telephone, fax). Include your company's financial information (e.g. profit & loss account). Your visitors will feel more comfortable knowing your company is profitable. Include information on your partnerships with banks and other financial organizations (MasterCard, Visa, Diners etc.), as well as with transaction security organizations (e.g. the well-known company Verisign  HYPERLINK "http://www.verisign.com" \t "_blank" www.verisign.com). Apply your knowledgeVisit FIND LOCAL SITES  HYPERLINK "http://www.fokas.com" \t "_blank" www.fokas.com,  HYPERLINK "http://www.telemarketing.gr" \t "_blank" www.telemarketing.gr,  HYPERLINK "http://www.seios.gr" \t "_blank" www.seios.gr and  HYPERLINK "http://www.beautyshop.gr" \t "_blank" www.beautyshop.gr and find which of the above features these companies have used to give a "physical" existence to their e-shop.Having prepared the set properly, you can be certain that you have already started winning your visitors' confidence. Various surveys, however, ( HYPERLINK "http://www.mediametrix.com" \t "_blank" www.mediametrix.com,  HYPERLINK "http://www.jupiter.com" \t "_blank" www.jupiter.com) have shown that many website visitors stop the purchasing procedure when they reach the point where they have to fill in the order form. So let's see how your order form should be structured so as not to make your customers leave just before the "cashier". Apply your knowledgeVisit your competitors' websites and see which of they above features they use and which not.Second step: The content of your e-shop (9/10) Structure your order form properly Make an introduction and explain how your ordering, payment and delivery system works. Give an estimate on product delivery time with separate reference to each country or continent for which the delivery times are different. Clearly and thoroughly explain how the customer is charged. Itemize the charge (money the customer will pay for the product, its delivery and tax). Stress and explain your refunds policy. Explain the transaction security system in other words, explain why your customers should not worry when they give you their credit card number. In addition to credit card payment, provide your customers with the option of other payment methods, e.g. cash-on-delivery Give your customers the ability to directly contact a salesperson either through text (using a LOCAL_(chat room) or by voice (if your customer has a computer with a microphone and headphones) using a click-to-phone system (for example:  HYPERLINK "http://www.pixmania.com" www.pixmania.com . Finally, don't ask for too much information. Only ask what is necessary (full name, address, credit card number, phone number) for the order to be processed. When a visitor of your website becomes a loyal customer, you can ask them to fill in a more detailed questionnaire in order to record their purchasing habits. Second step: The content of your e-shop (10/10) Even if you follow all the above, there will definitely be some customers who will change their mind and leave the last minute. This, however, may be caused by factors not relating to your products or e-shop (for instance, an exceeded credit card limit). But you must make sure you give no reason to the customer to leave without having completed his planned purchases. Some further things you should be aware of so as to make your customers feel comfortable and buy the things they want: The warrantee a) Offer the longest warranty allowed by the nature of your product, even if this means a 100% money-back guarantee. b) State your warranty terms thoroughly and in BLOCK CAPITALS. Speed of delivery The speed of delivery should never exceed the limits you have set, because customers may start getting worried and spreading undocumented rumors about how they are "still waiting for that CD they have ordered", even if the CD has delayed one day only! After-sales contact Never underestimate the so-called "after-sales-service". A "thank you" and a confirmation that there are no problems can make a customer come back. Your prices Avoid extremes (too high or too low prices) since they undermine your reliability and make your visitors suspicious. Apply your knowledgeVisit a competitor's website and follow the process of buying a product. Record all the strengths and weaknesses from the time you enter the e-shop until you receive the product. Also, follow the process of returning a product (if there is such a process) and see if the return rules are being adhered to.Having concluded on the content of your e-shop, let's see now how we can give it a special character. Third step: The "character" of your e-shop (1/3) Just like any product, your e-shop as well can and must have its own character in the cyberspace. The character you will select for your e-shop should not be influences by your personality; it should be based on the personality of your targeted audience. If your audience consists of investors seeking to take advantage of the opportunities of online securities trading, you should rather avoid extreme solutions with sounds, colors and animation. An audience of this nature seek a fast, reliable and well-informed website. Sounds, video and other "vivid" elements will rather make your website slower and will not meet the expectations of your targeted customers. The tools you can use in order to build the character of your e-shop include: The text its volume its style (friendly, serious, cheerful, inciting) the font (Arial, Times New Roman, Courier etc.) the text colors (e.g. red or blue for the words you want to stress) the page colors technologies such as java, real audio and streaming video the graphics, images and pictures Third step: The "character" of your e-shop (2/3) Some of the characters you could create with the above tools are: The "high-tech" character use of java, shockwave or real audio technologies color contrasts (mainly black - white) not very artistic fonts highly sophisticated language use of graphics Friendly character earthy colors plain fonts use of colors to stress words friendly language pictures Unpredictable & unanticipated character unusual color compositions unusual fonts sophisticated language use of designs Business character intense and few colors standard fonts plain and concise language Third step: The "character" of your e-shop (3/3) The Internet offers ready-made solutions for the creation of your website's artistic part. :      .The three tools we will describe below will help transform your e-shop from a static (color, even) page to an "alive" place. Java, real audio and streaming video to liven up your website Java Allows for the transfer of an applet to your visitor's computer. Such an application can involve the creation of an animated image or a spreadsheet. Java has been created by SUN ( HYPERLINK "http://www.sun.com" \t "_blank" www.sun.com); on its website you can find many free LOCAL_(applets). Real Audio This tool ( HYPERLINK "http://www.real.com" \t "_blank" www.real.com) allows transfer of sound files to your visitor's computer. Current technology and connection speeds now allow the uninterrupted reproduction of music and other sound files (e.g. instructions of use, lectures etc.). Streaming video Same philosophy as in Real Audio, but used for video. You can use a video presentation to present products, product operation/maintenance demonstrations, teletraining sessions and user comments on your products. The website of CNN, the well-known TV channel ( HYPERLINK "http://www.cnn.com" \t "_blank" www.cnn.com), hosts many sound clips (interview extracts) and videos. Having proposed all the above that will liven up your website, we also have to say that too many graphics, applets, music clips and animation overload your web pages and make them slower. So be moderate in their use. There are many possible character combinations that you can use (business and friendly, unanticipated and high-tech etc.). Let's repeat, however, that, if you want to ensure a high number of visits to your e-shop, its character should be able to "talk" to the visitor. So don't get carried away by your own preferences and speak the language of your visitors. Apply your knowledgeVisit your competitors' websites. Are there any differences in their character? In your opinion, which character fits your customers' personality best? Fourth step: Make your website easy to navigate Easy navigation will make your visitor stay on your website longer, introduce themselves, find out more about your products, services and offers and, possibly, buy more than initially planned. Help your visitor easily discover your web pages with the use of the following navigation tools: Homepage menu and sub-page menu. This is the most common way to help the visitor navigate. The homepage main menu describes the main sections of the website (e.g. "Menswear", "Womenswear" etc., in the case of a clothes shop), while sub-page menus describe the options in each section (e.g. "Skirts", "Dresses" etc.) LOCAL_(Site map). Looks like the organization chart of a company, but here each word or phrase indicates pages of your online presence, not departments or persons. Each word is a link, so a click on it takes the user to the relevant page. A search engine ONLY for your website. It works like a standard search engine, but searches for content based on keywords ONLY in your website. The visitor can enter keywords and, if such keywords can be found on your website, the search engine displays a list of links to pages containing these words. Navigation bars. They are usually placed at the bottom of the page, especially when a page is longer than a screen and the user must press the "PageDown" button on his keyboard in order to "unfold" the page. Their content is often the same as that of the main menu at the top of the page. Word links. They are included in the text of a page and refer to another section of the website (pricing policy, returns policy). They are a useful aid, but they should also be included in the navigation bars or a menu since these are the items that draw the visitor's attention most. Apply your knowledgeVisit the websites ADD LOCAL SITE and ADD LOCAL SITE and find out which of the above navigation methods are used there.Fifth step: Apply "mass customization"(1/3) The meaning of mass customization The term LOCAL_(mass customization) is derived from the production field and refers to the ability to manufacture customized products on an assembly line (like a tailor making many suits together and each suit is the size of each of his customers!). In the case of an e-shop it is possible to do exactly this, i.e. customize not only the product but also the whole e-shop according to each customer's needs. Here is an example. Suppose you offer online trading services. For each of your customers, every time they enter your website, you could display: the prices (current and historic) of THEIR shares ONLY. analyses on balance-sheets of companies for which the customer has stated their interest. news, through your website and by e-mail, on markets and shares for which they HAVE STATED their interest or which they have bought. real-time notifications when the price of one or several of THEIR shares exceeds certain limits. Such services relieve the user from the usually time-consuming search among the vast information contained in conventional periodicals or newspapers and offer them the time to focus on information and analyses of their immediate interest. The same can apply to the visitor of an e-bookstore. If they have stated their preference e.g. in books on Cuba, next time they visit the e-bookstore it is possible to offer them pages, advertisements and proposals on books referring to Cuba. Now you will ask: "How does the e-shop recognize which customers enter each time?" Identification is possible either by the customer typing a LOCAL_(username) and a LOCAL_(password) or automatically, if the customer enters the e-shop from the same computer. Apply your knowledgeWhich of these bookstores:  HYPERLINK "http://www.amazon.com" \t "_blank" www.amazon.com,  HYPERLINK "http://www.wordsworth.com" \t "_blank" www.wordsworth.com,  HYPERLINK "http://www.booksingreek.gr" \t "_blank" www.booksingreek.gr and  HYPERLINK "http://www.greekbooks.gr" \t "_blank" www.greekbooks.gr offers the customization option? ADD LOCAL ON-LINE BOOKSTORES Visit www.amazon.com and follow the process of signing in at the top of the page. The next time you enter this website, you will notice your name on the top middle of the screen, right under the shop's main menu. Fifth step: Apply "mass customization"(2/3) The benefits of mass customization If you wonder why it is worth customizing your e-shop, we believe that the benefits analyzed below will convince you that mass customization is worth investing in: The return on your money increases. Your customized pages will attract more visitors from your targeted audience, since the benefits and services you offer will be tailored to them. You create loyal customers. If your visitor is happy with the services of your e-shop, the possibilities of them searching for competition shops are lower. Moreover, loyal customers can offer multiple benefits to a company: they make recurring purchases. they introduce new customers, thus reducing the cost of approaching new customers. they give the company a second chance in case they are not fully satisfied. the risk of them leaving the shop and selecting another shop is lower. they buy a new product or service easier. You increase your knowledge on your customers. Loyal customers give demographics and information on their consuming habits easier. Thus, you have more information on their needs and can approach them with the right message and product at the right time, so you can increase the possibilities of them buying from you. You create a comparative advantage against your competitors. The low cost of "opening" an e-shop and the high number of options it offers, in conjunction with easiness of search by buyers, have increased the heat of competition among companies. Customizing your services will offer you a comparative advantage against thousands of companies which adopt the following attitude: "a single product for all". So let's examine the various ways in which you can customize your e-shop. Fifth step: Apply "mass customization"(3/3) What you can customize Product catalogue customization Your product catalogue can be customized in two ways. The first and simplest method starts from the customer who, upon "opening" the catalogue, states their preferences as regards products, prices and payment method. If on a stock exchange trading website a user states their interest in telecommunications and hotel shares, only products relating to these two preferences will be displayed. If they move on and state some very high prices they are prepared to pay per share, the catalogue will filter and display only the shares meeting those requirements as well. The second method is a little more complex, not for the user but for the catalogue customization program. This method is based on the user's previous preferences and browsing in conjunction with their stated interests. For example, the catalogue application of an electronics shop can propose to the customer some palmtops if the customer has searched the corresponding pages in the past. The application, by combining the customer's "walks" with the money spent on previous purchases, can propose certain models the customer can afford. 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The clipping service cuts-off and sends to the customer ONLY articles of their interest. This can now be done through the Internet as well, on websites where you can find the RSS Feeds- XML categories. Customized display All search engines ( HYPERLINK "http://www.atlavista.com" \t "_blank" www.atlavista.com, HYPERLINK "http://www.google.com/" \t "_blank"www.google.com,  HYPERLINK "http://www.excite.com" \t "_blank" www.excite.com,  HYPERLINK "http://www.lycos.com" \t "_blank" www.lycos.com etc.) can now display advertisements according to the keywords entered by the user looking for information on a topic. If, for instance, you enter the word "Egypt", advertisements on travel, credit cards, guides, airways etc. will appear. You can do the same on your website: you can have specific products displayed, depending on the keywords used by your visitors as they look for products on your e-shop. Since certain search engines place paid entries in the results displayed to users looking for a specific topic, the US consumer protection agency (Commercial Alert) convinced the Federal Trade Commission (www.ftc.gov) to issue a directive to search engines, requiring them to clearly separate paid entries. Things you should NOT do As a conclusion to the lesson on your website development, let's take a look at some things you should AVOID when building your e-shop. Poor page resolution Pages with poor resolution are those which are constructed without their creator taking into account the settings in the user's computer. If the user has set up a 640480 screen resolution, it is impossible to properly view a page constructed using 1600  1200 resolution (the average 800  600 resolution is always the best). Time-consuming browsing through the e-shop Your pages must be constructed in a manner making user browsing easier, not more difficult. Would you spend much time in a supermarket with corridors like a maze? "Heavy" pages Your pages will be difficult to use if they contain too many graphics, animations, sound files, JAVA or other applications increasing the page download time on your visitor's computer. Heavy pages increase the risk of the visitor leaving your website before viewing it. Cobweb pages Renew your pages at least three times a year. If you fail to do so, your visitors will soon get bored of them and will look for updated content in other e-shops. Incompatible pages Depending on the software you have used for their creation, your pages may be incompatible with some of the available browsers (Internet Explorer, Firefox, Opera, Netscape). So when you finish with their creation, check how they look in the most popular browsers, but also in their immediate previous version (the fact that you have the latest version does not mean that your audience have that version as well). Dead links There is nothing worse than following a link on a topic of interest and then realizing that the linked page is no longer valid or has been moved to an unknown address. Your company's reliability is compromised when you have such links. Regularly check your links or assign this task to a company such as Seven Twenty Four ( HYPERLINK "http://www.seventwentyfour.com" \t "_blank" www.seventwentyfour.com). Boring pages Make sure your pages are not too heavy, thus tiring for the visitor, nor too "empty", thus looking meaningless to the visitor. Keep a balance between text and graphics, always taking into account your targeted audience. Last step (you are not through yet!) If you follow all the above steps and use all your imagination, then you can consider yourselves ready for your online presence. Do not hurry, though. The last step before the final presentation to your visitors is the functionality test, something like a crash test in cars. So assign to some employees and friends the role of your website first user, after having asked them to take a look at some competition websites. Next, following their visit to your website as well, record their reactions: what they liked or disliked, how much time it took them to find what they wanted, whether the texts were clear to them. Finally, ask for their improvement recommendations. You can also use the services of websites such as  HYPERLINK "http://www.evaluatemysite.com/" http://www.evaluatemysite.com/ to rate your website before you "open" it to your customers. Apply your knowledge List the goals you want to attain by creating your e-shop. Make a list of the benefits that your e-shop could offer to your enterprise and your customers. Then, make a list of the features that your e-shop should have (e.g. cart, foreign language, product images, market news, reminders etc.), so that you and your customers can enjoy these benefits. Visit the websites of two of your competitors. What are the main features that their e-shops have and don't have? Using the appropriate websites, try to register your company's domain name with the suffix .com or .biz. Do these domain names already exist? What is the annual cost for each domain name? Visit the websites of various TV channels ( HYPERLINK "http://www.mad.gr" \t "_blank" www.mad.gr,  HYPERLINK "http://www.ert.gr" \t "_blank" www.ert.gr,  HYPERLINK "http://www.megatv.com" \t "_blank" www.megatv.com,  HYPERLINK "http://www.antenna.gr" \t "_blank" www.antenna.gr etc.REPLACE WITH LOCAL SITES OF TV CHANNELS). Do they have different characters? Are their Internet characters in line with their style as seen on TV? Test your knowledge  : :moodle test The least you should remember An e-shop can serve the following purposes: making the company known on a global level customer service customer information product sales selling of advertising space The steps you should follow to build your e-shop include: selecting an electronic address selecting the content of the e-shop selecting the "character" of the e-shop the structure and methods to navigate in your e-shop the e-shop customization The advantages of an electronic product catalogue are: lower cost shorter publication time flexibility in material renewal upgraded customer services global promotion Features you can use to give your e-shop a "physical" existence: your company's history your customers press releases alternative communication methods your company's financial information partnerships with banks and other widely-known organizations Include the following in your order form, so as to make your customers feel comfortable: explanations on the ordering system explanations on the charge method and itemization of charges explanations on the transaction security system available payment methods direct contact methods through a chat or a click-to-phone service In order to make your website easy to navigate, use the following: ,=2_oVʧ(*f & Fhdd[$\$# _i/01?@k׺{iV{$jh0J&B*UmH phsH #h0JuB*CJaJmH phsH h0J&B*mH phsH &jYh'D(5>*U\mH sH h5>*\mH sH  jh5>*U\mH sH h0JB*mH phsH jh'D(UmH sH jhUmH sH h0JmH sH hmH sH h5\mH sH  klmwxz{PRTprt|ʦʧͼ͚ͫ͒tbR *h5CJ\aJmH sH " *h5CJ\aJmHnHu#h0J!B*CJaJmH phsH  *h5\mH sH hmH sH !j_h'D(0J&UmH sH !jh'D(0J&UmH sH !jh'D(0J&UmH sH h0J&B*mH phsH $jh0J&B*UmH phsH !jMh'D(0J&UmH sH  &(**IJd?N 78pqr$%JKL\]_ɼɼɺɼɼɮɟ~pW~~p1jژh'D(CJOJQJU^JaJmH sH h0J)B*mH phsH $jh0J)B*UmH phsH h0JB*mH phsH jh'D(UmH sH jhUmH sH Uh0J5\mH sH hmH sH hh5CJ\aJ *h5CJ\aJmH sH  *hmh5CJ\aJ6`|5YϪ*JevΫݫ3 & Fldd[$\$ & Fkdd[$\$ & Fjdd[$\$ & Fidd[$\$3pʬ+[u'?Oc )7$ & Fpdd[$\$ & Fodd[$\$ & Fndd[$\$ & Fmdd[$\$ & Fldd[$\$homepage and sub-page menus a site map a website search engine navigation bars word links in texts The benefits of mass customization are: the creation of loyal customers the creation of a comparative advantage against competitors increased knowledge on your customers higher return on investment Find out more  HYPERLINK "http://www.industrymetrics.com" \t "_blank" http://www.industrymetrics.com Do you want to measure the performance of your enterprise? 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