Ch09 Brand Building

Internet Marketing Traffic and Brand Building

Topics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Traffic as Value ,[object Object],[object Object],[object Object],Value and Scarcity

Headline Paraphrase current articles on the battle for traffic Publication & Date

Traffic as Value Elements of a Web Traffic Plan ,[object Object],[object Object],[object Object],[object Object],Destination Site Search & Directory Publicity Paid Advertising External Links Domain Name/Brand Fig. 9.3: Sources of Traffic

Traffic as Value Elements of a Web Traffic Plan ,[object Object],[object Object],[object Object],Table 9.2

Traffic as Value Elements of a Web Traffic Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Traffic as Value ,[object Object],[object Object],Elements of a Web Traffic Plan Figure 9.4 – Length of Time Visitors Spend on the Xerox Company Web Site

Traffic Through Visibility Traffic Builders: Domain Names ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Traffic Through Visibility Traffic Builders: Domain Names Figure 9.6: Three Different Ways of Getting to the Coca-Cola Homepage

Traffic Through Visibility Guidelines for Effective Domain Names Table 9.4

Traffic Through Visibility Traffic Builders: Portal Presence ,[object Object],[object Object],[object Object],[object Object]

Traffic Through Visibility Traffic Builders: Portal Presence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Headline It’s usually possible to find current news on which search engines and directories drive the most traffic Publication & Date

Traffic Through Visibility ,[object Object],[object Object],The Emergence of Specialized Portals Example – www. pikenet .com (real estate)

Traffic Through Visibility ,[object Object],[object Object],[object Object],Electronic Word of Mouth and Diffusion Figure 9.9 Influences on Trial

Traffic Through Visibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Net Word-of-Mouth Technologies The Net amplifies the power and accelerates the speed of user feedback

Traffic Through Visibility ,[object Object],[object Object],[object Object],Opinion Leaders Online

Traffic Through Visibility URL Placement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Paying for Traffic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Interactive Advertising

Paying for Traffic Online Advertising Effectiveness From Visits to Purchases 0.02 0.98 Pool of Impressions 0.95 0.05 Pool of Visitors From Impressions to Clicks Fig. 9.13 – The Declining Number of Viewers at Each Step of an Advertising Chain

Paying for Traffic Online Advertising Effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Paying for Traffic ,[object Object],[object Object],[object Object],Brand Building with Banner Ads

Paying for Traffic ,[object Object],[object Object],[object Object],[object Object],[object Object],Brand Building with Banner Ads

Paying for Traffic ,[object Object],[object Object],[object Object],[object Object],Online Advertising May Not Fit All Companies

Evaluating Traffic Sources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measuring the Returns

Evaluating Traffic Sources ,[object Object],[object Object],Tracking Search Terms

Evaluating Traffic Sources Measuring the Returns Revenues per Visit and per Page View are quite high Figure 9.18 Traffic Value

Ch09 Brand Building

Recomendados

Recomendados

Más contenido relacionado

Más de Mrirfan

Más de Mrirfan (20)

Último

Último (20)

Ch09 Brand Building