Marketing Online on E Commerce

ON E-COMMERCE

© SUGIHARTO, SH.MM GICI Business School

Note: Internet marketing is a growing business mainly because more and more people use the
internet every day. Popular search engines such as Google and Yahoo have been able to capitalize
on this new wave of advertising

ONLINE BRANDING
Internet-only businesses must develop a
brand that customers trust and value

Typically defined as a name,
logo or symbol that helps one
identify a company’s products
or services
Customers’ experience can be
considered part of its brand

Includes the value of tangible and
intangible items, such as a brand
and its monetary value over time,
customer perceptions and customer
loyalty to a company and its
products or services

Brand uniformity will increase brand
recognition


ONLINE BRANDING


Building Brand
online


Evaluating Online
Effectiveness
Four stages of establishing
customer-based brand equity


Branding by domain name
Reinforce branding
Build traffic
Anticipate consumer
behavior and mistakes
Memorability matters / simplicity counts


Branding by domain name


Multiple brands

Branding
advantages

Online
advantages
Online
challenges

URL choices

Efficient use of resources
Lower cost of product
introductions, brand extensions
Focus on key users

Avoids confusion
Dominance in product category
Reduces or minimizes channel
conflict

Traffic steered to single page
Authority status of site through
shared in-bound links Easier
user tracking

Focused content Simplified
imagery, Better measurement of
brand-specific campaigns

Complicates content choice
Potential navigation problems
Difficult to measure advertising
effectiveness per individual
brand

Hinders cross-selling
opportunities “Content fatigue”
reduces likelihood of frequent
customer visits

maspion.com, virgin.com

unilever.com, pantene.com

SEO
SEARCH ENGINE
OPTIMIZATION

Presented by SUGIHARTO, SH. MM


SEO

Definitions

(SEO) is designing, writing, and
HTML-coding a Web site to
maximize the chance its pages
will appear at the top of spiderbased search engine results for
selected keywords and phrases
Organic Listings: Listings that search
engines do not sell (unlike paid listings)

SEO
Making your website Search
Engine Friendly
On page SEO

Keyword dense, unique
content
Semantically structured
page lay-outs
Increasing your sites
popularity
Anchor text back links
from various sources


S E O SEARCH ENGINE Optimization
berbayar

berbayar
Natural


SEO

… is NOT Paid Advertising

“Search Engine
Optimization” – seeks to
influence rankings in the
“natural” (a.k.a. “organic”,
a.k.a. “algorithmic”) search
results

#Pay Per Click (PPC) – paid search
advertising on a pay-per-click basis. The
more you pay, the higher your placement.
Stop paying = stop receiving traffic.

Syou need SEO?
EO
Why do

Sell more products and services
Drive targeted traffic
Users actively looking for
your products / services
Passive sales technique

Manage your brand’s online
reputation
Google your company name

Highlight successes
Push down reputation issues
Search ranking » more site visitors
Internet users tend not to click
through

SEO
Why do you need SEO?
6 times more effective than a banner ad
Delivers qualified leads
80% of Internet user sessions begin at
the search engines
55% of online purchases are made on
sites found through search engine
listings


SEO

How do you SEO a
website?
On page SEO
Text not Images
META data – title and description
unique and fresh content
regularly added, Tells the SE’s
what you want to be ranked for
Publish new product / service
information, update contents

Off page SEO
Create links


SEO

How do you SEO a
website?
Off page SEO
Link Building
Keyword as the Anchor text –
Link Building

Creating artificial popularity
through links and bookmarks
Not all types of links are equal
The Risk of Link building is
ranking drop


SEO
The Best Form of
Marketing
A user does a search for “product a”
User is specifically looking for “product a”
Your website in their eye shot at the right time
Passive Sales Technique
You site is accessible at the point of purchase

Defining Success
(Context) of s e o
Search friendly

High ranking
Terms and conditions set
by search engines (Google,
Yahoo, MSN Search)

Site must satisfy the needs
of visitors
Persuasive
Profitable for site owner


SEO
How Search Engines
Works

Gather Content
Crawler or spider moves
recursively downloading
content

Builds sophisticate index
Individual web searches run
against index
Results are retrieved and
ordered PageRank & Relevance


SEO
Google Search Placement
Placement:
importance and relevance

PageRank (importance)
Counts links
Weight links

Query matching (relevance)
sophisticated text-matching
techniques
examines all aspects of the
page's content (and the content
of the pages linking to it)

THANK YOU FOR LISTENING
Online MARKETING
SEARCH ENGINE OPTIMIZATION
E-Commerce
Presented by
Sugiharto
STIE GICI Business School

December 2013
Background image provide by
slide Factory
Closing theme by Josh Groban
‘Brave’

Presentation created by
@Hotslides
© MCX 2013

Marketing Online on E Commerce

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