【正文】 extend their dominant positions to other products and services, called brand leveraging ? Yahoo! is an excellent example ? added search engine function early in its development ? acquired GeoCities and and entered into extensive crosspromotion (交叉營銷 ) partnership with Fox entertainment and media panies ? added features that Web users find useful and that increase the site’s value to advertisers 56 Affiliate Marketing (關(guān)聯(lián)營銷 ) Strategies ? Affiliate marketing ? One firm’s Web site includes descriptions, reviews, ratings, or other information about a product that is linked to another firm’s site ? Affiliate site ? Obtains the benefit of the selling site’s brand in exchange for the referral ? Cause (理想 ) marketing ? Affiliate marketing program that benefits a charitable anization 57 Affiliate Commissions ? Affiliate missions can be based on several variables ? In the payperclick (點(diǎn)擊收費(fèi) ) model, the affiliate earns a mission each time a site visitor clicks the link and loads the seller’s page ? In the payperconversion (轉(zhuǎn)換收費(fèi) ) model, the affiliate earns a mission each time a site visitor is converted into a customer 58 Viral Marketing (病毒營銷 ) Strategies ? Relie on existing customers ? To tell other people about products or services they have enjoyed using ? Example ? Blue Mountain Arts ? Electronic greeting card pany ? Purchases very little advertising, but is one of the mostvisited sites on the Web 59 Search Engine Positioning (排位 ) and Domain Names ? Search engine ? Web site that helps people find things on the Web ? Spider, crawler, or robot ? Program that automatically searches the Web ? Index or database ? Storage element of a search engine ? Search utility (檢索工具 ) ? Uses terms provided to find Web pages that match 60 Search Engine Positioning and Domain Names Cont’d ? Nielsen//NetRatings ? Frequently issues press releases (新聞公報 ) that list most frequently visited Web sites ? Search engine ranking (排序 ) ? Weighting factors used by search engines to decide which URLs appear first on searches for a particular search term 61 Search Engine Positioning and Domain Names Cont’d ? Search engine positioning (排位 ) or search engine optimization (優(yōu)化 ) ? Combined art and science of having a particular URL listed near the top of search engine results 62 Paid Search Engine Inclusion and Placement ? Paid placement (付費(fèi)放置 ) ? Option of purchasing a top listing on results pages for a particular set of search terms ? Rates vary ? Search engine placement brokers (經(jīng)紀(jì)人 ) ? Companies that aggregate inclusion and placement rights on multiple search engines 63 Web Site Naming Issues ? Domain names ? Companies often buy more than one ? Reason for additional domain names ? To ensure that potential site visitors who misspell the URL will still be redirected to intended site ? Example: Yahoo! owns the name 64 65 URL Brokers and Registrars (注冊機(jī)構(gòu) ) ? URL brokers (經(jīng)紀(jì)公司 ) ? Sell, lease, or auction domain names that they believe others will find valuable ? ICANN (互聯(lián)網(wǎng)域名與地址分配中心 ) ? Maintains a list of accredited registrars ? Domain name parking (掛靠 ) ? Permits purchaser of a domain name to maintain a simple Web site so that domain name remains in use 66 Summary ? Four Ps of marketing ? Product, price, promotion, and place ? Market segmentation ? Using geographic, demographic, and psychographic information can work well on the Web ? Types of online ads ? Banner ads, popups, popbehinds, interstitials, and rich media ads 67 Summary ? Technologyenabled customer relationship management ? Can provide better returns for businesses on the Web ? Firms on the Web ? Can use rational branding instead of emotional branding techniques ? Critical for many businesses ? Successful search engine positioning and domain name selection 68 69 70 71 72 73 74 75 76 7