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Kunnskapskilden
Kunnskapskilden – E-Business –
E-Business, E-Customer, Relationship and Interactivity
Dissertation
The E-Business, the E-Customer,
their Relationship and Interactivity
Jan Vig
Dissertation av Jan Vig om E.Business, E-Customer, Relationship and Interactivity (286 sider) i forbindelse med Masterstudie i Information Technology and Communication Juni 2000.
The E-Retailer Business, the E-Customer,
their Relationship and Interactivity
Table of Contents
Appendix 5
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Online Promotion Possibilities
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Keyword,Search Engines and Directories What can the E-retailer do to stimulate traffic? The most important first step is to register the Web Site with the main Web search engines and directories. The E-Retailer has to prepare the Web pages for optimal indexing. The most up-to-date information about this can be found at Mecklermedia’s Search Engine Watch http://www.searchenginewatch.com/ developed by Danny Sullivan.
- Write a Page Title.
- List Keywords.
- Write a Page Description.
- Submit Page to Search Engines.
- Submit Page to Directories
- Use URL submission sites
- Double check on search engines
- Re-think all page titles
- Check the position by Web Position http://www.webpositicom/
- Check the meta tags
- Create gateway pages
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Use links
- Request Links on Industry Sites
- Request Reciprocal Links.
- Links from Industry Index pages.
- Who’s linking to the E-retailer’s competitors?
- Ask for a link – and make it easy
- Request Links from Business Link Sites.
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E-mail and Newsgroups
- Capture Visitor E-mail Addresses and Request Permission to Send Updates.
- Publish an E-Mail Newsletter.
- Issue News Releases.
- Install a «Signature» in the E-retailers’s E-Mail Program.
- Promote the Web Site in Mailing Lists and News Groups.
- Rent targeted e-mail lists.
- Subscribe to free mailing lists
- Become active in several of the thousands of Internet news groups and mailing lists.
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News/PR
- Create an online news media kit
- Publish press releases on the Web site
- Send brief «press release» announcements
- Construct an upside-down pyramid
- Put the E-Retailer’s URL up high
- Keep it short.
- Ask for an editorial schedule
- Give reprint permission
- Learn to know the press audience
- Study Everhard’s competition.
- Understand that credibility is both the key to success and the goal of the E-Retailer’s PR effort.
- Make a Press Room or similar place in the Web site for press releases and background information.
- Consider hiring a professional
- Win awards
- Build a little suspense
- Publish own newsletter
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Advertising/Banner
- Generating Traffic
- Crunch the Numbers
- Develop Rate Card
- Selling Advertising Space
- Pay for web advertising
- Join a Banner Exchange Program.
- Purchase Banner Ads on Appropriate Sites.
- Use an advertising advertising broker
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How to create a better impression
- Provide testimonials
- Fix or remove dead links
- Linkbot
- Give discounts to frequent buyers
- Offer secure shopping
- Reassure your customers
- Use a secure server
- Tell the world you are spam-free
- Show off the reviews
- Publish a privacy policy statement
- Test and re-test
- Get the E-Retailer site rated
- Communicate well
- Impress the visitors
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Other Tricks
- Prizes for dead links
- Offer an award
- Free stuff is always popular
- Make it easy for people to recommend the Web site
- Help people vote for your site
- Help visitors find the Web Site again
- Announce a Contest.
- Add a powerful search engine
- Use an auto responder
- Learn about the customers
- Make World-Wide Web Effort Part of an Overall Marketing Plan.
- Don’t Abandon Conventional Advertising.
- Provide Useful Content.
- Make Sure the Web Site’s Design Fits the Marketing Purpose.
- Promote Visibility Through Offline Channels.
- Devote Online Time to Building a Community.
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Download Dissertation
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