home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
AOL File Library: 2,401 to 2,500
/
aol-file-protocol-4400-2401-to-2500.zip
/
AOLDLs
/
PC Business Library
/
Marketing on the Internet
/
selftest.txt
< prev
Wrap
Text File
|
2014-09-23
|
8KB
|
224 lines
Internet Marketing Self-Test
-- an excerpt from the new book --
MARKETING ON THE INTERNET
-- Revised Second Edition --
by Jill and Matthew Ellsworth
(John Wiley & Sons, 1997)
One of the ongoing challenges Internet marketers face is
figuring out what is working. How do you accurately measure
your Internet marketing success? In Chapter 4 of "Marketing
on the Internet, Second Edition," Jill and Matthew Ellsworth
recommend that in addition to traditional, time-tested
methods such as focus groups and return on investment
calculations, you consider the following Net-centric measures
of marketing success:
ACCESS
who is visiting your site, how long are they staying, what
domains they are coming from - an analysis of hits, hosts and
sessions; identification of sites that refer the most traffic
ACTIVITY
guest book signings, survey takers - an analysis of what
visitors are doing, what actions are taken
INVOLVEMENT
mailing list sign-ups, traffic and volume of the lists, Web
chat participation, message board participation
TRANSACTIONS
how much are they purchasing - item analysis, which items
ADVERTISING
who is buying advertising on your site, what kinds, and how
much are they paying; retention of advertisers
MEDIA ATTENTION
online and offline, stories, citings, features
AWARDS
whether the site is a featured site at "hot" pages, "cool
sites," or in top 10 listings; ratings from search engines,
catalogs and directories; awards
LINKS
how many cross-link requests do you get - and from whom,
quality
This is valuable and necessary information to consider when
measuring your online marketing success, but how do you track
it all? In Chapter 3 of "Marketing on the Internet, Second
Edition," Jill and Matthew Ellsworth provide this list of Web
tracking tools available:
NetCount
(http://www.netcount.com/)
from Price Waterhouse, offers a number of services and
products, including the NetCount basic service, which is a
summary of weekly activity; NetCount Plus which offers daily
and weekly reports of traffic; and the NetCount transfer
agent. The NetCount AdCount includes counts of Exposures,
Inquiries, and click throughs.
I / PRO
(http://www.ipro.com/)
in partnership with Nielson Media Research, provides services
and software for independent measurement and analysis of Web
sites, for site owners, advertisers and media buyers.
Products include I / COUNT for Web site usage, I / AUDIT for
third party audit reporting of Web site activity, and I /
CODE Universal Registration System, which allows site owners
to learn more about the demographics of visitors.
Interse
(http://www.interse.com/)
offers "Market Focus 2" Web analysis software that includes
predefined reports to analyze site activity.
Web Reporter
(http://www.openmarket.com/reporter/)
from Open Market, is designed to track site activity and
conduct visit analysis, including data filtering for log
files, and cross-tab bivariate analysis for data
relationships.
Getstats
(http://www.eit.com/goodies/software/getstats/)
by Kevin Hughes, is a Web server log analyzer available for
free.
How do you really "hook 'em?"
When creating or improving your Web site, Jill and Matthew
Ellsworth recommend that you focus on getting your visitors
hooked to your site. Encourage repeat traffic to your site by
incorporating the following elements taken from Chapter 4 of
"Marketing on the Internet, Second Edition":
CURIOSITY
If it is a large site, and there is too much to see in one
online session, visitors will come back. The information and
activities must not be confusing, but visitors should feel
that there is a nugget just around the next corner, and that
this is a valuable site, worth returning to for more
exploration.
ITEM TURNOVER
Provide at least one item that changes frequently - even
every time someone visits. This may be a "what's new"
feature, but often it can be something as simple as a daily
aphorism, or coverage of a current event broadly related to
your industry. It can also be something like a random URL
each time someone arrives at the site, or a new audio file.
INDISPENSABLE TOOL / RESOURCE
Your page can offer links to existing databases, collections
of Internet and Web guides, search tools, or a repository of
images and files. While any such resources are worthwhile,
your site is more likely to bring people back if the
collection of links is unusually complete or high in quality.
Make it easier to come to your page for a set of tools and
resources than to go elsewhere
PERSONALIZATION
Let the visitor make the site "my site," customizing the
environment, making the page a home page for the user.
UNIQUE EVENT / RESOURCE
Provide contests, giveaways, or "ask the expert" forums.
There are lots of possibilities for making your site unique
and worth returning to regularly.
__________________________________________________
ABOUT THE BOOK
MARKETING ON THE INTERNET
-- Revised Second Edition --
by Jill and Matthew Ellsworth
Published by John Wiley & Sons, Inc.
ISBN 0-471-16504-2, 428 pages,
Available at your favorite bookstore, online or offline.
You can also order the book directly from the publisher:
John Wiley & Sons
605 Third Avenue
New York, NY 10158-0012
Toll Free 1-800-225-5945
Web: <http://www.wiley.com/compbooks/>
A lot has changed since Jill and Matthew Ellsworth first
wrote "Marketing on the Internet." For example, the rise of
the World Wide Web as the dominant gateway to the Internet.
It's not surprising, then, that 75% of the Second Edition of
"Marketing on the Internet" is brand new material. If you
missed this classic on its debut, be sure to pick up a copy
of the new Second Edition.
Matt and Jill Ellsworth are two of the most visible Internet
marketing experts. They were among the first to adopt a "show
me" attitude toward the net, preferring to look at authentic
case histories rather than rosy predictions. Jill is a board
member of the Internet Development Association and a member
of Microsoft's Small Business Council. Matt is a senior
partner in Oak Ridge Research, a consulting firm. Together,
they co-host America Online's Internet Business Forum. They
have unmatched access to a wealth of material which they
poured into this book.
"Marketing on the Internet" is considered the primary text on
how to set-up shop online. It contains a broad overview of
business on the net, followed by detailed instructions for
designing web sites incorporating anything from simple text
to ShockWave. The "Resources" section alone will save users
hours time hunting down quality information online. The
Second Edition of "Marketing on the Internet" is an
impressive piece of work.
Covering new technologies like VRML, Java, advanced forms,
interactive graphics and ShockWave, this book will help
marketers and entrepreneurs find it easier than ever to
communicate and market to tens of millions of Internet
consumers. An in-depth guide to advertising, marketing and
sales on the Internet, readers will discover the tools,
techniques and strategies needed to create a powerful
multimedia presence on the World Wide Web.
TABLE OF CONTENTS
PART ONE Leveraging the Web for Marketing
1. Internet Overview
2. Marketing on the Internet: The Big Picture
PART TWO Successful Marketing on the Internet
3. The World Wide Web - Using it for Business
4. Effective WWW Marketing - An Integrated approach
5. Caution, Security, and Customs of the Natives -
A Cautionary Tale
PART THREE Constructing Effective Web Sites
6. Preparing HTML Documents for the World Wide Web
7. Adding Graphics, Sound, Databases, Action, and
Interactivity to a Web Site
8. Homepages That Work: Best Practices for Marketing
PART FOUR Online Resources for Internet marketing
9. Power-Searching the Web
10. Important World Wide Web Resources and Sites Supporting
Internet marketing
11. Business to Business: Cyber Advertising Agencies, Venture
Capital, Web Services, and Information
12. Expanding Your Internet Marketing Tool Kit
EPILOGUE The Future - Think Months, Not Years
__________________________________________________
Copyright ⌐ 1997 by Jill Ellsworth, Matthew Ellsworth, and
John Wiley & Sons. Please request permission from the
publisher before transmitting or reproducing this file.
Thank You!