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Strategi Promosi WebsitePemasaran Interaktif
Coky Fauzi Alfi
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Definition
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Web site promotion can be defined as:
the process of attracting as many relevantvisitors to a web site as possible, in the mostprofitable way.
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Promotional Methods
1. Online techniquesPromotion via WWW
Cheap, unlimited space, information iseverything, pull-interactive communication
2. Offline techniques
Promotion via traditional mediaExpensive, limited space, image iseverything, push-one way communication
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Online PromotionTechniques
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Search Engine Promotion
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Share of Search: July 2006
Population: 5.6 billion searches in July 2006
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Share of Searches Trend
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Search Engine Promotion Techniques
Registering your Web site with the majorsearch engines.
Put a keyword or description at meta tag
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Email Promotion
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Email Promotion Techniques
advertising space purchased in anotherorganisation's newsletter
purchase email lists of targeted people who have'opted in' to receive further information onparticular topics
email sent to a company's existing customer orprospect base, who have agreed to this.
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Link Building
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Link Building Techniques
FFA (Free For All) schemes. Exchange programmes.
Strategic alliances.
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Affiliate Marketing
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Affiliate schemes work on the principle of maximisingsales exposure by offering products or services forsale through a network of resellers on a commission
basis.
Most attractive aspect of affiliate marketing, from themerchant's viewpoint, is that with this pay forperformance model, no payment is due to an affiliateuntil results are realized.
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Compensation Models
Pay-per-impression (PPI) / Cost-per-mil(CPM)Cost-per-mil (Mil = 1000) impressions. Publisher gets fromAdvertiser $x.xx amount of money for every 1000impressions (page views/displays) of the Ad.
Pay-per-click (PPC) / Cost-per-click (CPC)Cost-per-click. Advertiser pays publisher $x.xx amount ofmoney, every time a visitor (potential prospect) clicks onthe advertiser's Ad.
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Compensation Models
Pay-per-lead (PPL) / Cost-per-action/acquisition (CPA) / Cost-per-lead (CPL)Cost-per-action or Cost-per-acquisition (CPA), Cost-per-Lead (CPL). Advertiser pays publisher $x.xx in commissionfor every visitor that was referred by the publisher to theadvertiser (web site) and performs a desired action, such as
filling out a form, creating an account or signing up for anewsletter.
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Compensation Models
Pay-per-sale (PPS) / Cost-per-sale (CPS)Cost-per-sale (CPS). Advertiser pays the publisher apercentage (%) of the order amount (sale) that was createdby a customer who was referred by the publisher.
Pay-per-call (no abbreviation exists yet)Advertiser pays publisher a $x.xx commission for phonecalls received from potential prospects as response to aspecific publisher Ad.
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Banner Advertising
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Banner ad is a graphic image used on Web sitesto advertise a product or service. Banner ad isconstructed from an image (GIF, JPEG, PNG),JavaScript program or multimedia objectemploying technologies such as Java, Shockwaveor Flash, often employing animation or sound to
maximize presence.
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Banner Ad Techniques
Banner Exchange Programs Buying Advertising Space
Selling Advertising Space
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Viral Marketing
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Viral marketing and viral advertising refer to marketingtechniques that seek to exploit pre-existing socialnetworks to produce exponential increases in brandawareness. It can often be word-of-mouth deliveredand enhanced online; it can harness the network effectof the Internet and can be very useful in reaching a
large number of people rapidly.
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Types of Viral Campaigns
Pass-alongA message which encourages the user to send the messageto others.
Incentivised viralA reward is offered for either passing a message along orproviding someone else's address.
UndercoverA viral message presented as a cool or unusual page,activity, or piece of news, without obvious incitements tolink or pass along.
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Types of Viral Campaigns
"Edgy Gossip/Buzz marketing"Ads or messages that create controversy by challenging theborders of taste or appropriateness.
User-managed databaseUsers create and manage their own lists of contacts using a
database provided by an online service provider.
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Other OnlinePromotion
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Site announcements at Usenet newsgroups(comp.infosystems.www.announce)
Chat and community building programmes
Loyalty techniques and online incentive
schemes
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Offline PromotionTechniques
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Word of mouth
Printed stationery, company literature etc Trade catalogues and directories
Press releases & Mail shots
Sponsorships & Printed ads magazines and newspapers
Exhibitions, trade shows and conferences
Billboards, bus shelters and other external sites
Radio
Television
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Model for OptimisingPromotion (MOP)
P d tTVi t l Ph i l
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Banner Ads
Buy Keyword
SEO
Affiliate
Link Building
SES
TV/Radio
Exibitions
Print Ads
Mail Shots
Press Release
Online
Online
Offline
Offline
High
Low
Media
Cost
Product TypeVirtual Physical
Consumer Attributes
Virtual Physical
convinie
nce
experime
ntal
value ethical
habitual
social
Familiarity
&
Confidence
High
Low
CompanyComm
itment&Resource
s
High
Low
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KEY STAGES IN PLANNING APROMOTIONAL CAMPAIGN
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SET OBJECTIVES IDENTIFY TARGET AUDIENCE
IDENTIFY CHANNELS ESTIMATE MEDIA SPEND TO MEET OBJECTIVES SET BUDGET
PLANNING AND INTEGRATION
IDENTIFY POSSIBLE PROBLEMS, SOLUTIONS, RESOURCES SENIOR MANAGEMENT COMMITMENT MEASUREMENT SYSTEM
WEB SITE READY? BIG BANG OR GROW SLOW? MEASURE AND REFINE
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