文档介绍："Marketing on the ”
Lecture 2:
E-Marketing (1)
By Clare Sham
Email:
11/10/2017
1
We’ll cover …
Definition & insights
Web Marketing vs Traditional medium
Web Marketing Objectives & Strategies
Search Engine Optimization
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Definition
E-Marketing is any activity that promotes or enhances business opportunities that relies in whole or in part on presence.
merce deals with the actual transaction of business and receipt of payment over the or related arenas.
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Some Insights …
If you have a website you are doing e-marketing.
Your website can enhance or degrade pany's marketing programs.
The integration of conventional marketing with e-marketing is a ponent of e-marketing.
Integration and balance in your marketing program.
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Strength of
Fast and pared to conventional media
the levels the playing field for all kinds of business enterprises.
It  provides statistics
Ability to reach millions simply, effectively and inexpensively.
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Web vs Newspaper
The larger the paper’s circulation and readership, the higher the ad cost.
Only a handful of newspapers can claim a truly international circulation.
Circulation largely determines ad exposure, only people who take the trouble to buy the paper have the opportunity to see your ad.
Newspaper advertising doesn’t allow you to truly target your market. You take a shotgun approach when you advertise in a newspaper.
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Web vs Magazines
Magazines offer distinct advantages over newspapers when es to targeting your market - niche publications.
The great disadvantage of magazine advertising is cost.
Circulation is limited
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Web vs Radio
Broadcast advertising differs from print in a number of ways. Radio ad allow the creativity and flexibility - from regular spot to an on-air plug read by a DJ or talk-show host.
Buying air time on a single radio station is simple and inexpensive.
But radio advertising is mostly local. Each station reaches onl