Internet Marketing

DESSETATATION REPORT SUBMITTED TOWARDS THE PARTIAL
FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL

BUSINESS
On
Internet marketing - clicking for profits
SUBMITTED BY FACULTY GUIDE

_______________________
AMITY INTERNATIONAL BUSINESS SCHOOL
SECTOR 44, GAUTAM BUDDHA NAGAR NOIDA (U.P.)
Internet marketing-Clicking for profits
__________________ ________________
CERTIFICATATE OF ORIGIN
This is to certi! th"t Mr. A#$it Bh"!"#", " st%&e#t o Post Gr"&%"te De'ree i#
I#ter#"tio#"( B%si#ess, A)it! I#ter#"tio#"( B%si#ess Schoo(, Noi&" h"s *or$e& i# the
Study of Internet marketing-clicking on profits, %#&er the "+(e '%i&"#ce "#&
s%,er-isio# o Ms. De+."#i Bh"tt"ch"r!" , /"c%(t! '%i&e, A)it! I#ter#"tio#"( +%si#ess
schoo(, Noi&".

This &issert"tio# re,ort h"s the re0%isite st"#&"r& or the ,"rti"( %(i(()e#t the Post
Gr"&%"te De'ree i# I#ter#"tio#"( B%si#ess. To the +est o o%r $#o*(e&'e #o ,"rt o this
re,ort h"s +ee# re,ro&%ce& ro) "#! other re,ort "#& the co#te#ts "re +"se& o# ori'i#"(
rese"rch.
Ms. Debjani Bhattacharya Ankit Bhayana
Faculty Guide Intern
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
3
ACKNOWLEDGEMENT
I e4,ress )! si#cere 'r"tit%&e to )! "c%(t! '%i&e Ms. Debjani Bhattacharya ,
Faculty Guide, Amity International Business School, Noi&", or her "+(e '%i&"#ce,
co#ti#%o%s s%,,ort "#& coo,er"tio# thro%'ho%t )! ,ro.ect, *itho%t *hich the ,rese#t
*or$ *o%(& #ot h"-e +ee# ,ossi+(e.
Ankit Bhayana
5
TABLE OF CONTENTS
Chapter No. Subject Page No.
Ch. 1 Executive Summary 6
Ch. 2 Research Methodology 7
2.1 Primary Objective
2.2 Marketing research
2.3 Classification of Marketing Research
2.4 Market design

Ch. 3 Critical Review of Literature
3.1.a Go Vernacular
3.1.b Rich media innovations
3.1.c Benefits
3.1.d Limitations
3.1.e Effects on Industries
Ch. 4 Internet -The journey so far
4.1 Internet-evolution to revolution
4.2 Era One, Birth:
4.3 Era Two, Growth:
4.4 Era Three, Evolution:
4.5 The Future- Consumer Empowered and Connected Era
Ch 5 Understanding the Internet marketing
6.7 Definition and Scope
6.3 History
6.5 Business Models and Formats
6.4 Purpose of online marketing
6.6 Online marketing activities
5.6 Benefits
5.7 Limitations
5.8 Challenges
5.9 Effect on industries
5.10 Recent issues
5.11 Future
Ch 6 Preparing the ground work 44
6.1 E-commerce in India

6.2 Localization
8.5 Laws of the internet 45
Ch 7 ROI-calculating your costs
4
9.7 An overview 53
9.3 ROI-Google adwords
Ch 8 Technological solutions
8.1 Introduction
8.2 a Online advertising
8.2.b Affiliate & referral programs
8.2.c S.E.O
8.2.d PPC
8.3 Strengths and weakness
8.4 Conclusion 71
Ch 9 Demography and geography 108
9.1 Trends 109
9.2 Internet users 115
Ch 10 Search engine challenges
10.1 Introduction
10.2 Search engine strategies
Ch 11 Preparing for additional traffic
11.1 Introduction 127
Ch 12 Branding Your Business And Website
12.1 Develop a brand
Ch 13 Making a Sticky Website
13.1 Increasing the volumes
13.2 Linking strategies
Ch 14 Viral marketing
14.1 Define
14.2 US Fact file 149
Ch 15 Online Marketing Methods
15.1 Email marketing
15.2 Strategies
Ch 78 Traditional Strategies
Ch 17 Specialized Marketing
17.1 miscellaneous marketing strategies
17.2 Paid advertising strategies
Ch 18 The website marketing plan

6
Ch 19 Spam
19.1 Spam-An overview
19.2 What are the methods of dealing with Spam?
19.3 India And The Spam Menace:
19.4 The CAN-SPAM Act: Requirements for Commercial Emailers
Ch 21 Conclusion
Ch 22 Glossary

8
Chapter - 1
Executive summary
9
1. Executive Summary
I#ter#et or o#(i#e )"r$eti#' is the %se o the I#ter#et to "&-ertise "#& se(( 'oo&s "#&
ser-ices. I#ter#et M"r$eti#' i#c(%&es ,"! ,er c(ic$ "&-ertisi#', +"##er "&s, e:)"i(
)"r$eti#', i#ter"cti-e "&-ertisi#', se"rch e#'i#e )"r$eti#' (i#c(%&i#' se"rch e#'i#e
o,ti)i;"tio#), +(o' )"r$eti#', "#& "rtic(e )"r$eti#'. There "re )"#! *"!s o i#ter#et
)"r$eti#' (i$e the +"##ers, s$!:scr",ers, )o#sters, to*ers, ,o,:i# "#& ,o, o%ts,"&s *ith
("sh -i&eos "#& "#i)"tio# *ith "%&io.
There "re ro%'h(! 6< )i((io# i#ter#et %sers,the i#ter#et c"#t +e i'#ore& *he# the
)"r$erters "re &eci&i#' their )e&i" )i4.i# i#&i" the e:"&-ertisi#' +%si#ess is "+o%t 74<<
crores (3= o "&-ertisi#' +%si#ess *heres the *or(& +%si#ess is "t 7<=.
The i#tere#et he(,s i# )"$i#' &"t"+"se o i#teresete& ,eo,(e.
The i#te'er"tio# o the i#ter#et *ith the other or)s o the )e&i" is *h"t is 'oi#' to he(,
the co),"#ies re"ch o%t to its co#s%)ers.or e4"),(e the s!#er'! o the ;ee te(e-isio#
*ith si! h"s he(,e& ,o,%("r ,ro'r")s (i$e Ci#e st"r $i $ho..
U#(i$e te(e-isio# or "#! other )e&i",its e"s! to i#& o# i#ter#et *hether " c"),"i'# is
'oi#' *e(( or #ot.
The ch"#'i#' )e&i" co#s%),tio#
Hours per week TV Radio Internet Newspaper
3<> 75= 6= 43= :
77:3< 3?= @= 36= :
6:7< 56= 3<= 33= 4?=(6>ho%rs)
A6 3<= 6<= 7<= 55=
A5 : : : 78=
@
Chapter 2
Research Methodology

?
Market Research
2.1 Primary objective
2.2 Definition of Market Research
A set o tech#i0%es "#& ,ri#ci,(es or s!ste)"tic"((! co((ecti#', recor&i#', "#"(!;i#', "#&
i#ter,reti#' &"t" th"t c"# "i& &ecisio# )"$ers *ho "re i#-o(-e& *ith )"r$eti#' 'oo&s,
ser-ices or i&e"s
M"r$eti#' rese"rch is the %#ctio# *hich (i#$s the
Co#s%)er
C%sto)er
P%+(ic
To the marketer through information
I#or)"tio# %se& to i&e#ti! "#& &ei#e )"r$eti#' o,,ort%#ities "#& ,ro+(e)s
Ge#er"te, rei#e, "#& e-"(%"te )"r$eti#' "ctio#s
Mo#itor )"r$eti#' ,eror)"#ce
I),ro-e o%r %#&erst"#&i#' o )"r$eti#' "s " ,rocess
This &ei#itio# i#&ic"tes th"t )"r$eti#' rese"rch ,ro-i&es i#or)"tio# to the )"r$eter or
%se i# "t (e"st o%r "re"sB
1. The generation of ideas for marketing action, including identification of
marketing problems and opportunities
3. The e-"(%"tio# o )"r$eti#' "ctio#s
5. The co),"riso# o ,eror)"#ce -ers%s o+.ecti-es
4. De-e(o,)e#t o 'e#er"( %#&erst"#&i#' o )"r$eti#' ,he#o)e#" "#& ,rocess
7<
Decision-making
activity
Organization`s
internal and
external
environments
/%rther )"r$eti#' rese"rch is i#-o(-e& *ith "(( the ,h"se o i#or)"tio#:)"#"'e)e#t
,rocess i#c(%&i#'B
7. The s,eciic"tio# o *h"t i#or)"tio# is #ee&e&
3. The co((ectio# "#& "#"(!sis o i#or)"tio#
3. The interpretation of that information with respect to the objectives that
motivated the study in the first place.
2.3(a) Classification of Marketing Research
M"r$eti#' Rese"rch
Pro+(e) i&e#tiic"tio# Pro+(e) so(-i#'
Rese"rch Rese"rch
Problem identification research
Rese"rch *hich is %#&ert"$e# to he(, i&e#ti! ,ro+(e)s th"t "re #ot #ecess"ri(! ",,"re#t
o# the s%r"ce "#& !et e4ist or "re (i$e(! to "rise i# %t%re
M"r$et ,ote#ti"( rese"rch
M"r$et sh"re rese"rch
I)"'e rese"rch
M"r$et ch"r"cteristics rese"rch
S"(es "#"(!sis rese"rch
/orec"sti#' rese"rch
B%si#ess tre#&s rese"rch
Problem solving research
Rese"rch %#&ert"$e# to s,eciic )"r$eti#' ,ro+(e)s
Se')e#t"tio# rese"rch
Pro&%ct rese"rch
Prici#' rese"rch
Pro)otio# rese"rch
Distri+%tio# rese"rch
77
Decision-making
activity
Organization`s
internal and
external
environments
Principle of marketing Research
Pri#ci,(e C7B
Atte#& to the ti)e(i#ess "#& re(e-"#ce o rese"rch
Pri#ci,(e C3B
Dei#e rese"rch o+.ecti-es c"re%((! "#& c(e"r(!
Pri#ci,(e C5B
Do #ot co#&%ct rese"rch to s%,,ort &ecisio#s "(re"&! )"&e
2.3(b) Marketing Research`s Relationship to Decision Making Activity
73
Decision-making
activity
M"r$eti#' Rese"rch
Organization`s
internal and
external
environments
M"r$eti#' sit%"tio# c"((i#' or
&ecisio#(s) Final
decision(s)
2.4 RESEARCH DESIGN
A rese"rch &esi'# is the &et"i(e& +(%e,ri#t %se& to '%i&e " rese"rch st%&! to*"r&s its
o+.ecti-es.
It is series o "&-"#ce& &ecisio#s t"$e# to'ether co),risi#' " )"ster ,("# or " )o&e( or
the co#&%ct o rese"rch i# co#so#"#ce *ith the rese"rch o+.ecti-es.
It &et"i(s the ,roce&%res #ecess"r! or o+t"i#i#' the i#or)"tio# #ee&e& to str%ct%re or
so(-e the )"r$eti#' rese"rch ,ro+(e)
The rese"rchers ,ro,ose to irst co#&%ct " i#te#si-e seco#&"r! rese"rch to %#&erst"#& the
%(( i),"ct "#& i),(ic"tio# o the i#&%str!, to re-ie* "#& criti0%e the i#&%str! #or)s "#&
re,orts, o# *hich cert"i# iss%es sh"(( +e se(ecte&, *hich the rese"rchers ee( re)"i#
%#"#s*ere& or (i"+(e to ch"#'e, this sh"(( +e %rther t"$e# %, i# the #e4t st"'e o
e4,(or"tor! rese"rch *here oc%se& 'ro%, sh"(( scree# thro%'h. This st"'e sh"(( he(, the
rese"rchers to restrict "#& se(ect o#(! the i),ort"#t 0%estio# "#& iss%e, *hich i#h"+it
'ro*th "#& se')e#t"tio# i# the i#&%str!. These set o 0%estio#s "re the# ,ro,ose to +e
st%&ie& %#&er " &escri,ti-e rese"rch setti#' i#"((! (e"&i#' to or)"tio# o h!,otheses "#&
testi#' %#&er c"%s"( rese"rch.
75
Internet Marketing- Clicking on profits
DESCRIPTIVE RESEARCH
M".or o+.ecti-e o &escri,ti-e rese"rch is to &escri+e so)ethi#' %s%"((! )"r$et
ch"r"cteristics or %#ctio#s. Descri,ti-e rese"rch is ch"r"cteri;e& +! the ,rior or)%("tio#
o s,eciic h!,otheses. Here i#or)"tio# is c(e"r(! &ei#e&.
A )".orit! o )"r$et rese"rch st%&ies "re descriptive research st%&ies. A &escri,ti-e
rese"rch st%&! )%st co((ect &"t" or " &ei#ite ,%r,ose. I# &escri,ti-e rese"rch, h!,otheses
ote# e4ist, +%t the! )"! +e te#t"ti-e "#& s,ec%("ti-e.
Amity International Business School, Noida
Research
Design
E4,(or"tor! Rese"rch
Desi'#
Descri,ti-e Rese"rch
Desi'#
/oc%s Gro%,
Seco#&"r! D"t" "#"(!sis
Collection of Data
7. S%r-e!s 7. O+ser-"tio#
3. D%estio##"ires 3.I#&irect o+ser-"tio#
("rchi-es)
Sampling
SAMPLIN
G
Probability Sampling Non-Probability Sampling
E%&')e#t"( s"),(i#'
D%"(it"ti-e &"t" D%"#tit"ti-e &"t"
Co((ectio# o &"t"
Ch",ter 5
Critic"( re-ie* o (iter"t%re
3.1 Critical review of literature
3.1.a Go Vernacular
Tho%'h the e#'(ish s,e"$i#' ,o,%("tio# is " )i#isc%(e, )ost o#(i#e co#te#t is i# i# e#'(ish
*ith h"r&(! "#! #"ti-e ("#'%"'e ,ort"(s. B%t the s%r-e!s sho*s th"t 43= o the i#&i"# -isit
("#'%"'e sites.'oo'(es chie e4e4c%ti-e oicer sch)i&ht s"!s th"t hi#&i *o%(& +e the thir&
("r'est ,o,%("r o#(i#e ("#'%"'e "ter e#'(ish "#& chi#eese.co#s%)er ,ort"(s (i$e
.ee-"#s"thi.co) h"-e re"(i;e& the ,ote#ti"( "#& h"-e st"rte& 'oi#' hi#&i.
H"-i#' " (o!"( &"t"+"se o co#s%)ers th"t " +r"#& c"# re,e"te&(! co))%#ic"te is " h%'e
"sset or ,ort"(s.or e4"),(e the s%#si($ '"#' o 'ir(s.co) h"s 7.6 ("$h *o)e# re'istere&
"#& co#st"#t(! co))%#ic"ti#' *ith ee&+"c$ "#& i#tro&%ci#' the ,ro&%ct.the! "re
o((o*i#' 58< &e'ree o co))%#ic"tio#s.
3.1.b Rich media innovations
I#&i"#s (o''i#' to sites (i$e !o%t%+e.co) is the irst ste, to*"r&s co#-er'e#ce +eco)i#' "
re"(it!.*ith the #e*s ch"##e(s ,ro-i&i#' #e*s o#(i#e,itFs the #e4t ste, to i##o-"tio#.or
e4"),(e NDTG.co) ch"r'es Rs.5<< ,er )o#th or o#(i#e -i&eo #e*s.
Hhe# c"# i#ter#et +e c"((e& "ct%"((! s"i& to to%ch the (i-es o "-er"'e i#&i"#sII
J*he# " *o)e# +e"te# +! her &r%#$e# h%s+"#& i# " re)ote -i(("'e *i(( see$ the he(, o
i#ter#et to i#& o%t *ho e4"ct(! she c"# see$ he(, ro).
Hith " ,o,%("tio# o 7 +i((io# "#& *here the ")+it o ,ress is o#(! (i)ite& to 333
)i((io#.I#&i" is #o* the 4
th
("r'est %sers o i#ter#et %ser+"se *ith 6<.8 )i((io# %sers "#&
co#tri+%ti#t to 4.9= o the '(o+"( i#ter#et ,o,%("tio#.
/or those *ho +e(ie-e th"t i#ter#et is o#(! restricte& to )etros, " s%r-e! sho*e& th"t 3@ =
o ,eo,(e *ho %se #et or )"tri)o#i"( co)e ro) s)"(( cities,co),"re& to o#(! 45= ro)
)etros."#& thereore the *e+ h"s +eco)e "# %r+"# ,he#o)e#" r"ther th"# +ei#' " )etro:
ce#tric ,he#o)e#".
A# IAMAI s%r-e! sho*e& th"t 43= o the %sers %se the i#ter#et or )ore th"# 3< ho%rs "
*ee$, 36 = or 77:3< ho%rs,33 = or 6:7< ho%rs "#& o#(! 6 = or (ess th"# 6 ho%rs.

Detr"ctors o this co#ce,t o h%)"#:to:h%)"# co#t"ct thro%'h o#(i#e co#-ers"tio#s
s%''est th"t co),"#ies "re 'oi#' to +e c"re%( "+o%t )"r$eti#' i# this )"##er "#& ,erh",s
*i(( #e-er re"((! h"-e ho#est "#& o,e# co#-ers"tio#s "s the i#terests o co),"#ies "#&
+%si#esses "re #ot the i#terests o ,ote#ti"( ,%rch"sers. The c(%etr"i# )"#iesto "((o*s or
this t!,e o thi#$i#' s%''esti#' th"t +%si#esses *he# )"r$eti#' i# this )"##er #ee& to +e
thi#$i#' "+o%t )ore th"# .%st )"$i#' )o#e!K i " +%si#ess is thi#$i#' o#(! "+o%t )"$i#'
)o#e!, it *i(( +eco)e ",,"re#t i# c(ose o#(i#e co#-ers"tio#s "#& the )"r$et *i(( tre"t th"t
+%si#ess i# *h"te-er )"##er it )"! "s )"r$ets c"# #o* t"($ to e"ch other thro%'h the
s")e )e"#s )"r$eters t"($ to ,ote#ti"( c%sto)ers.
M"r$eti#' o# the i#ter#et re0%ires th"t o#e +e o%#& %si#' $e!*or& se"rches or so)e or)
o o#(i#e "&-ertisi#'. I# "#! c"se the tric$ to +ei#' s%ccess%( i# O#(i#e M"r$eti#' is +ei#'
o%#& *ithi# the to, 5< se"rch res%(ts.
There "re 5 *"!s th"t o#e c"# +e o%#&.
7.) N"t%r"( se"rch e#'i#e r"#$i#' (9<= o se"rchers *i(( s$i, o-er s,o#sore& res%(ts "#&
st"rt *ith the #"t%r"((! r"#$e& sites)
3.) P"i& i#c(%sio# "#&
5.) P"! ,er c(ic$.
D%e to the e4tre)e &iic%(t! o "chie-i#' " #"t%r"( hi'h r"#$i#' o# " )".or se"rch e#'i#e
)ost co),"#ies o,t or CLs 3 "#& 5 or their o#(i#e )"r$eti#'. U#ort%#"te(! the 5r& o,tio#
is -er! cost(! "#& o#(! the )ost *e(( hee(e& co),"#ies c"# "or& to )"r$et o#(i#e -i" ,"!
,er c(ic$.
Hh"t is tr%e o O#(i#e M"r$eti#' to&"! is th"t o#e )%st ,"! to ,("!. Si#ce the &ot co)
+%st se-er"( !e"rs "'o se"rch e#'i#es h"-e &iscer#e& th"t i# or&er to s%r-i-e the! )%st
'e#er"te si'#iic"#t re-e#%e. At irst the ho,e *"s th"t +"##er "&-ertisi#' *o%(& +e
s%icie#t to i(( the se"rch e#'i#e coers +%t it soo# +ec")e e-i&e#t th"t se"rchers &i& #ot
res,o#& to +"##ers. It the# +ec")e e-i&e#t th"t there *ere 3 ,ri)"r! *"!s to cre"te
i#co)e or se"rch e#'i#es "#& o#(i#e &irectories. Th%s ,"i& i#c(%sio# "#& ,"! ,er c(ic$
*ere +or#M
Se)"#tic (o'ic *i(( "((o* se"rchers to %se #ot .%st $e!*or&s to se"rch, +%t r"ther the! *i((
se"rch %si#' co))o# ("#'%"'e. This is " +i' &e,"rt%re ro) the cr%&e Boo(e"# (o'ic
*hich h"s ser-e& the I#ter#et se"rchi#' co))%#it! or the ("st &ec"&e.
3.1.c Benefits
So)e o the +e#eits "ssoci"te& *ith I#ter#et )"r$eti#' i#c(%&e the "-"i("+i(it! o
i#or)"tio#. Co#s%)ers c"# (o' o#to the I#ter#et "#& (e"r# "+o%t ,ro&%cts, "s *e(( "s
,%rch"se the), "t "#! ho%r. Co),"#ies th"t %se I#ter#et )"r$eti#' c"# "(so s"-e )o#e!
+ec"%se o " re&%ce& #ee& or " s"(es orce. O-er"((, I#ter#et )"r$eti#' c"# he(, e4,"#&
ro) " (oc"( )"r$et to +oth #"tio#"( "#& i#ter#"tio#"( )"r$et,("ces.
3.1.d Limitations
2i)it"tio#s o I#ter#et )"r$eti#' cre"te ,ro+(e)s or +oth co),"#ies "#& co#s%)ers.
S(o* I#ter#et co##ectio#s c"# c"%se &iic%(ties. I co),"#ies +%i(& o-er(! ("r'e or
co),(ic"te& *e+ ,"'es, I#ter#et %sers )"! str%''(e to &o*#(o"& the i#or)"tio#. I#ter#et
)"r$eti#' &oes #ot "((o* sho,,ers to to%ch, s)e((, t"ste or tr!:o# t"#'i+(e 'oo&s +eore
)"$i#' "# o#(i#e ,%rch"se. So)e e:co))erce -e#&ors h"-e i),(e)e#te& (i+er"( ret%r#
,o(icies to re"ss%re c%sto)ers.
3.1.e Effects on Industries
I#ter#et )"r$eti#' h"s h"& " ("r'e i),"ct o# se-er"( i#&%stries i#c(%&i#' )%sic, +"#$i#',
"#& (e" )"r$ets. I# the )%sic i#&%str!, )"#! co#s%)ers h"-e +e'%# +%!i#' "#&
&o*#(o"&i#' MP5s o-er the I#ter#et i#ste"& o si),(! +%!i#' CDs. The &e+"te o-er the
(e'"(it! o &o*#(o"&i#' MP5s h"s +eco)e " )".or co#cer# or those i# the )%sic i#&%str!.
I#ter#et )"r$eti#' h"s "(so "ecte& the +"#$i#' i#&%str!. More "#& )ore +"#$s "re
oeri#' the "+i(it! to ,eror) +"#$i#' t"s$s o#(i#e. O#(i#e +"#$i#' is +e(ie-e& to ",,e"( to
c%sto)ers +ec"%se it is )ore co#-e#ie#t th"# -isiti#' +"#$ +r"#ches. C%rre#t(!, o-er 6<
)i((io# U.S. "&%(ts #o* +"#$ o#(i#e. O#(i#e +"#$i#' is #o* the "stest:'ro*i#' I#ter#et
"cti-it!. The i#cre"si#' s,ee& o I#ter#et co##ectio#s is the )"i# re"so# or the "st:
'ro*th. O those i#&i-i&%"(s *ho %se the I#ter#et, 44= #o* ,eror) +"#$i#' "cti-ities
o-er the I#ter#et.
As I#ter#et "%ctio#s h"-e '"i#e& ,o,%("rit!, (e" )"r$ets "re str%''(i#'. U#i0%e ite)s th"t
co%(& ,re-io%s(! +e o%#& "t (e" )"r$ets "re +ei#' so(& o# E+"!.co) i#ste"&. E+"!.co)
h"s "(so "ecte& the ,rices i# the i#&%str!. B%!ers "#& se((ers ote# (oo$ "t ,rices o# the
*e+site +eore 'oi#' to (e" )"r$ets "#& the E+"!.co) ,rice ote# +eco)es *h"t the ite)
is so(& or. More "#& )ore (e" )"r$et se((ers "re ,%tti#' their ite)s %, or s"(e o#(i#e "#&
r%##i#' their +%si#ess o%t o their ho)es.
Gir"( )"r$eti#' "#& -ir"( "&-ertisi#' reer to )"r$eti#' tech#i0%es th"t %se ,re:e4isti#'
soci"( #et*or$s to ,ro&%ce e4,o#e#ti"( i#cre"ses i# +r"#& "*"re#ess, thro%'h se(:
re,(ic"ti#' -ir"( ,rocesses, "#"(o'o%s to the s,re"& o " co),%ter -ir%s. It c"# ote# +e
*or&:o:)o%th &e(i-ere& "#& e#h"#ce& o#(i#eK it c"# h"r#ess the #et*or$ eect o the
I#ter#et "#& c"# +e -er! %se%( i# re"chi#' " ("r'e #%)+er o ,eo,(e r",i&(!.
Chapter 4
Internet -The journey so far
4.1 Internet-evolution to revolution
2"st !e"r )"r$e& the 7<th "##i-ers"r! o the Mos"ic Bro*ser, *hich '"-e +irth to the He+
"'e. /or so)e it see)s (i$e !ester&"! "#& or others it ee(s (i$e e#tire er"s h"-e e(",se&
&%ri#' the ,"st &ec"&e. Hhi(e the &i'it"( co))%#ic"tio# "'e is !et i# its i#"#c!, *e h"-e
"ct%"((! (i-e& thro%'h 5 er"s, "s co#s%)ers, co))erce "#& c%(t%re "&",te& to the
J&o)estic"tio#N o the I#ter#et:%#ti( the# " &ec"&es o(& "c"&e)ic "#& )i(it"r!
i#r"str%ct%re:*hich the +ro*ser )"&e ,ossi+(e. These er"s o ro%'h(! 7,<<< &"!s e"ch
"reB
Era One: Birth and the Technology Leap (1996-1999)
Era Two: Growth and the Explosion o !o""ercial #ar$et (%&&&-%&&%)
Era Three: E'ol(tion and the )ge o *rag"atis" (%&&+-%&&,)
4.2 Era One, Birth:
So)eti)e +et*ee# 7??8 "#&7??@ " e* )i((io# ,eo,(e c")e %,o# so)ethi#' *o#&er%(
c"((e& the Hor(& Hi&e He+. At the ti)e it co#siste& o (ots o +("c$ te4t "#& th%)+#"i(
,ict%res o# 're! +"c$'ro%#& th"t (i#$e& to other *o#&er%( *or(&s i((e& *ith the s")e.
O#e c(ic$ "#& the *or(& *"s "t o#eFs i#'erti,s. This *"s "# er" th"t oc%se& o# the
J#e*#essN o the I#ter#et:+oth to co#s%)ers "s *e(( "s to )"r$eters. Bec"%se it *"s
,ri)"ri(! -ie*e& "s " tech#o(o'! r"ther th"# "s e#"+(i#' )ech"#is), co#te#t *"s "#
"tertho%'ht. The "ct o Js%ri#'N "#& &isco-eri#' *"s %(i((i#' e#o%'h or co#s%)ers.
The experience was generally a static one. Content didn`t refresh regularly and it
tended to be limited to text (with sporadic images). The e"r(! ,io#eers i# this er" *ere
sites (i$e Hire& "#& " #o* or'otte# +r"#& c"((e& Oi)", " )"(t +e-er"'e th"t +ec")e
")o%s +ec"%se it "''ressi-e(! %ti(i;e& the *e+. It *"s #ot *h"t !o% s"i& +%t *hether !o%
*ere o# the He+.
The e),h"sis or co))erci"( +%si#esses *"s i# sec%ri#' &o)"i# #")es, 'etti#' " )i#i)"(
He+ site %, "#& e#s%ri#' th"t the! h"& "# o#(i#e ,rese#ce "s " &ee#si-e ,ositio#. Ote#
the site co#t"i#e& ,ict%res o the +o"r&, "&&resses "#& te(e,ho#e #%)+ers "#& ,"'es "#&
,"'es o te4t. Staking a spot in this new frontier and advertising the URL in print ads
was the predominant form of marketing. This "((o*e& )"#! CEOs to e#s%re th"t the!
co%(& st"te "t the #e4t ,"rt! th"t the! h"& " *or(&*i&e ,rese#ce.
The )e"s%re)e#t )etrics "ssoci"te& *ith this er" te#&e& to +e Ji#ter#"( )etricsN *itho%t
"#! co#te4t:thi#'s s,eciic to He+ tr"ic, (o"& ti)es, etc. JHitsN *ere the +i' thi#'. Hits
"t " site *ere (i$e )o#e! i# the +"#$.
This r%&i)e#t"r! co#te#t "#& )"r$eti#' h"& +e'%# to "ttr"ct #otice. By 199- in the ./
110, "illion indi'id(als were spending an a'erage o %, "in(tes a day with the 1e20
A#& it *"s c(e"r th"t *e *ere o# the -er'e o so)ethi#' +i'.
The big news in this era had been the browser that makes the World Wide Web
possible and accessible.
4.3 Era Two, Growth:
These *ere the 'o(&e# !e"rs "s the Hor(& Hi&e He+ 're* i# ter)s o co#te#t, e4,ertise,
"#& %#&erst"#&i#' o the e#& %ser, )e"s%re)e#t, "#& tech#o(o'! "-"i("+(e. The
+e'i##i#' o this er" *"s &ei#e& +! %#+ri&(e& e4cite)e#t "+o%t the ,ote#ti"( o the
I#ter#et:ro) %sers "s *e(( "s )"r$eters. A gold rush catalysed by venture capitalists
and equity markets lubricated and magnified the potential worldwide. I#ter#et "#&
%sers i#cre"se& 6< ,er ce#t &%ri#' this ,erio&.
In hindsight, this era appeared to be less about marketing to consumers than about
marketing the companies that hoped to leverage excitable equity markets. S,i##i#'
o &i'it"( %#its, 'i-i#' e-er!thi#' " &ot:co) )o#i$er "#& iss%i#' +re"th(ess ,ress
re(e"ses "+o%t #e* i#iti"ti-es *"s the oc%s o &i'it"( )"r$eti#'.
Ho*e-er, ,ro'ress *"s +ei#' )"&e i# )o-i#' co))erce "#& %ti(it! o#(i#e. The )"i#
commercial advance was the increased activity of selling online, either &irect(! (i$e
A)";o# or -i" "%ctio# (i$e eB"!. Most )"r$eters *ho co%(& tr"#s"ct o#(i#e o((o*e&
o#e o these )o&e(s, *ith co#s%)er )"r$eters se((i#' &irect(! "#& +%si#ess:to:+%si#ess
)"r$ets setti#' %, &iere#t or)s o "%ctio#s "#& +i&&i#' ro) s%,,(iers. The
eicie#cies o (o*er cost "#& )ore co#-e#ie#ce "((o*e& or si'#iic"#t co#s%)er %,t"$e
i# "re"s s%ch "s tr"-e( "#& i#"#ceK the "+i(it! to +e e),o*ere& *ith i#or)"tio# +ec")e
" %ti(it! or co#s%)ers, ,"rtic%("r(! i# the "re"s o c"r sho,,i#' "#& )e&ic"( "*"re#ess.
C"r &e"(ers s"* #e"r(! h"( o their c%sto)ers *"($ i# *ith ,rici#' "#& other &"t" ro)
sites (i$e E&)%#&s, "#& &octors o%#& ,"tie#ts 0%erie& the) *ith 0%estio#s "+o%t their
"i()e#ts "i&e& +! i#or)"tio# co((ecte& o# the I#ter#et. Gr%&'i#'(! )"r$eters +e'"# to
re"(ise th"t #ot o#(! &i& digital technology help them distribute and sell efficiently but
also empowered and emboldened consumers.
Bec"%se this er" is sc"rre& +! the &ec(i#e o the 7??<Fs +%(( )"r$et, i#(%e#ce shite&
ro) &otco)s to tr"&itio#"( )"r$eters. Ho*e-er, &%ri#' this ,h"se, tr"&itio#"( )"r$eters
too$ " +i%rc"te& ",,ro"ch. M"#! ",,ro"che& the I#ter#et "s so)ethi#' th"t re0%ire&
se,"r"te, &e&ic"te& &e,"rt)e#ts, *hich oc%se& o# i#iti"ti-es s%ch "s +%i(&i#' eCRM
&"t"+"ses, ,ro,riet"r! co#te#t "#& "%&ie#ces to e#s%re their ,ositio# "s &i'it"( (e"&ers i#
their res,ecti-e c"te'ories.
Consumers began to expand their Web activities from communication (e-mail) to
commerce and content. The! o%#& &ee,er co#te#t "s *e+sites ,ro(ier"te& "#&
r"')e#te&. The! +e'"# to +eco)e i#cre"si#'(! co)ort"+(e *ith +%!i#' o#(i#e. The
,ict%res +ec")e +etter "#& +i''er "#& +its o "#i)"tio# s,ro%te& e-er!*here.
This seco#& er":*hi(e clearly driven by commerce and greed-expedited growth and
consumer uptake.
4.4 Era Three, Evolution:
Ater the e4cesses "#& h!,e o the +%++(e !e"rs, *e "re #o* i# the "'e o )"r$eti#'
,r"')"tis) "#& e-o(%tio#. B%t *hi(e )"#! )"r$eters )"! h"-e (ost si'ht o co#s%)ers "s
the! i4"te& o# #e* J)o&e(sN, co#s%)ers co#ti#%e& to e)+r"ce the He+. He+ %s"'e
i#cre"se& "#& )ore th"# &o%+(e& i# the ,"st e*:s%,,ose&(! &"r$:!e"rs. More i),ort"#t(!,
marketers began to realize that they were right in that the Internet was something
big. I# "ct, so +i' th"t i#cre"si#'(! e-er!thi#' &i'it"( *"s +ei#' co##ecte& to the He+
*hether it is '")es or )%sic, "#& so +i' th"t it #ee&e& to +e core to their %t%re str"te'ies
"#& #o (o#'er se,"r"te i#iti"ti-es. Th%s, integration with the marketing strategy,
organizational structure and how people consume Internet content become critical
factor for the functioning of the marketing departments.
Most i),ort"#t(!, "s +ro"&+"#& "((o*s or "# "(*"!s:o# co##ectio# to the I#ter#et "#&
"s )ore "#& )ore %ti(ities, co#te#t "#& co))%#ic"tio# )i'r"te to the He+, co#s%)ers
h"-e i#te'r"te& the He+ i#to their (i-es. Consumers check weather forecasts and
sports scores, look up product information, shop, communicate, post photographs
and listen to music on the web. It is no longer a strange toy but a part of life.
A# e4"),(e is ho* "ir(i#e sites h"-e )o-e& ro) %si#' the He+ to &ecre"se costs +!
,ro-i&i#' +oo$i#' "#& other i#or)"tio# o#(i#e to #o* +ei#' the ,ri)"r! co#t"ct )ost
co#s%)ers h"-e *ith the "ir(i#e. The! +oo$ their "res, 'et %,'r"&es, )o#itor their )i(es,
,ri#t their tic$ets "#& choose their se"ts o#(i#e. /or )"#! co),"#ies (i$e De(t", *hich
"''ressi-e(! ,ro)otes its He+ site, De(t".co) is i# )"#! *"!s the "ir(i#e. /or I#&i"#
co),"#ies !"tr".co), )"$e)!tri,.co) etc "#& "()ost "( "ir(i#es co),"#ies h"-e
"&o,te& the o#(i#e +oo$i#', )"$i#' (ie e"s! or co#s%)ers.
4.5 The Future- Consumer Empowered and Connected Era
Thro%'h the %,s "#& &o*#s o the ,"st &ec"&e, t*o tre#&s h"-e 'ro*# stro#'er. Both o
these tre#&s *i(( si'#iic"#t(! i),"ct the %t%re o )"r$eti#'. First, consumers are
becoming increasingly empowered -i" the choice, co#tro( "#& co#-e#ie#ce the I#ter#et
oers. Seco#&, )ost e#tert"i#)e#t "#& communication devices are becoming digital
and connected-either hard-wired or wirelessly-to the Internet. To&"!, it is ,ho#es
"#& '")i#' co#so(es. To)orro*, it *i(( +e te(e-isio#. Di'it"( )"r$eti#', *hich to&"!
h"s +ee# &e(i-ere& -i" #et:e#"+(e& co),%ters, *i(( s,re"& to e-er! co##ecte& e(ectro#ic
&e-ice.
Both o these tre#&s *i(( )"$e co#s%)ers Go&s o "(( the! s%r-e!. The! *i(( h"-e "ccess
to " *or(& o i#or)"tio# "s *e(( "s other co#s%)er i#si'hts. A#& tech#o(o'! th"t s"t o#
" Cr"! S%,erco),%ter *i(( resi&e o# their &i'it"( )o+i(e &e-ice. The! *i(( co#tro(
)"r$eti#' "#&, to 'et their "tte#tio#, )"r$eters *i(( h"-e to +e ,"rtic%("r(! i#si'ht%( "#&
i##o-"ti-e. I# s%ch " *or(&, o#(! +! %#&erst"#&i#' co#s%)ers "#& 'i-i#' the)
so)ethi#' o -"(%e:(iter"((! ,"!i#' tri+%te to the #e* Go&s:*i(( )"r$eters s%ccee&.
I# the U.S., )"r$eters h"-e +e'%# 'r",,(i#' *ith these hi'h(! e),o*ere& "#& co##ecte&
co#s%)ers "s the! i#-esti'"te e)+e&&i#' their ,ro&%ct i#to e#tert"i#)e#t:" tre#& c"((e&
+r"#&e& e#tert"i#)e#t. I co))erci"(s "re s$i,,e&, i#cor,or"te i#to ,ro'r"))i#'.
Hor&:o:Mo%th )"r$eti#', (e-er"'i#' +ro"&+"#& I#ter#et to &e(i-er co),e((i#'
e4,erie#ces "#& e4,(oiti#' -i&eo '")i#' "re "(( "re"s *here )"r$eters "re oc%si#'.
Whereas the first era was driven by technology, the second by commercial markets,
and the third by pragmatism, the next era will be all about the Empowered and
Connected Consumer.
Chapter 5
Understanding the Internet marketing
5.1 Internet marketing
Internet or online marketing is the %se o the I#ter#et to "&-ertise "#& se(( 'oo&s "#&
ser-ices. I#ter#et M"r$eti#' i#c(%&es ,"! ,er c(ic$ "&-ertisi#', +"##er "&s, e:)"i(
)"r$eti#', i#ter"cti-e "&-ertisi#', se"rch e#'i#e )"r$eti#' (i#c(%&i#' se"rch e#'i#e
o,ti)i;"tio#), +(o' )"r$eti#', "#& "rtic(e )"r$eti#'.
5.1.a. Definition and Scope
I#ter#et )"r$eti#' is " co),o#e#t o e(ectro#ic co))erce. I#ter#et )"r$eti#' c"# i#c(%&e
i#or)"tio# )"#"'e)e#t, ,%+(ic re("tio#s, c%sto)er ser-ice, "#& s"(es. E(ectro#ic
co))erce "#& I#ter#et )"r$eti#' h"-e +eco)e ,o,%("r "s I#ter#et "ccess is +eco)i#'
)ore *i&e(! "-"i("+(e "#& %se&.O-er o#e thir& o co#s%)ers *ho h"-e I#ter#et "ccess i#
their ho)es re,ort %si#' the I#ter#et to )"$e ,%rch"ses. I#ter#et )"r$eti#' is "(so %se%(
or co),"#ies th"t *ish to e4,"#& their P+ric$:"#&:)ort"rP +%si#ess i#to "# o#(i#e
+%si#ess.
5.2 History
I#ter#et )"r$eti#' irst +e'"# i# the e"r(! 7??<s "s si),(e, te4t:+"se& *e+sites th"t oere&
,ro&%ct i#or)"tio#. It the# e-o(-e& i#to "&-ertise)e#ts co),(ete *ith 'r",hics. The )ost
rece#t ste, i# this e-o(%tio# *"s the cre"tio# o co),(ete o#(i#e +%si#esses th"t %se the
I#ter#et to ,ro)ote "#& se(( their ser-ices "#& 'oo&s.
Hhi(e "t irst the co#%sio# o e4,eri)e#ts, +et" -ersio#s o *e+sites, se"rch e#'i#es "#&
other o#(i#e &e-ices c"%se )"r$eters to co#si&er this *or(& o the I#ter#et %#$#o*"+(e "#&
,erh",s too %#,re&ict"+(e, there is #o* " 'ro*i#' +o&! o *or$ to *hich )"r$eters "re
#o* ,"!i#' "tte#tio# i# or&er to &e-e(o, o#(i#e )"r$eti#' ,ro'r")s. The )ost $#o*#
too(s to )"r$eters i# the )i& 3<<<s "re c%rre#t(! too(s 'ro%,e& i#to 3 ie(&sB o#(i#e
"&-ertisi#' "#& se"rch e#'i#e o,ti)i;"tio#.
Ho*e-er, )"r$eti#' o#(i#e is si),(! #ot o(i#e )"r$eti#' ",,(ie& to " #e* o#(i#e *or(&.
O#(i#e )"r$eti#' h"s " s(i'ht(! &iere#t ch"r"cter "#& ,%r,ose "s i#&ic"te& i# s%ch
se)i#"( *or$s "s The c(%etr"i# )"#iesto, P%r,(e co*, Per)issio# )"r$eti#', "#& other
te4ts o s)"((er #"t%re co),i(e& i# +(o's "#& #e*s sites.

5.3 Business Models and Formats
I#ter#et )"r$eti#' is "ssoci"te& *ith se-er"( +%si#ess )o&e(s. The )"i# )o&e(s i#c(%&eB
7. B%si#ess:to:B%si#ess (B3B)
3. B%si#ess:to:Co#s%)er (B3C)
5. Peer:to:Peer (P3P)
B3B co#sists o co),"#ies &oi#' +%si#ess *ith e"ch other, *here"s B3C i#-o(-es se((i#'
&irect(! to the e#& co#s%)er. Hhe# I#ter#et )"r$eti#' irst +e'"#, the B3C )o&e( *"s
irst to e)er'e. B3B tr"#s"ctio#s *ere )ore co),(e4 "#& c")e "+o%t ("ter. A thir&, (ess
co))o# +%si#ess )o&e( is ,eer:to:,eer (P3P), *here i#&i-i&%"(s e4ch"#'e 'oo&s +et*ee#
the)se(-es. A# e4"),(e o P3P is Q";"", *hich is +%i(t %,o# i#&i-i&%"(s sh"ri#' i(es.
I#ter#et )"r$eti#' c"# "(so +e see# i# -"rio%s or)"ts.
7. Name-your-price (e.g. Priceline.com).
Hith this or)"t, c%sto)ers "re "+(e to st"te *h"t ,rice r"#'e the! *ish to s,e#&
"#& the# se(ect ro) ite)s "t th"t ,rice r"#'e.

3. Find-the-best-price websites (e.g. Hotwire.com)
I#ter#et %sers c"# se"rch or the (o*est ,rices o# ite)s.
5. Online auctions (e.g. Ebay.com)
This is " site *here +%!ers +i& o# (iste& ite)s.
5.4 Purpose of online marketing
Hhe# )"r$eti#' o#(i#e, the 'e#er"( o%r ste, ,rocess o )"r$eti#' is sti(( the '%i&i#' i&e",
i# the o#(i#e *or(& the ch"r"cter o )"r$eti#' +eco)es )ore &ee,(! " co#-ers"tio#
+et*ee# " )"r$eter "#& " )"r$et:o:o#e " co#ce,t th"t is ce#tr"( to The c(%etr"i#
)"#iesto. I# s%ch " ro(e "s " co))%#ic"tor, the o#(i#e )"r$eter is i# " ,ositio# to +%i(&
"*"re#ess o herRhis co),"#! or +%si#ess i# )ore ,erso#"( ter)s th"# other*ise, "#& i# so
&oi#' e#"+(es " )ore h%)"# co#-ers"tio#. S%ch co#-ers"tio#s te#& to +e )ore *"rts "#&
"(( "#& sho%(& est"+(ish co#i&e#ce o the ,ote#ti"( ,%rch"ser i# the ,ote#ti"( -e#&or.
S)ith "#& Ch"e! (3<<7) c("i) th"t I#ter#et tech#o(o'! c"# +e %se& to oc%s )"r$eti#'
o# the c%sto)er, *hi(e "t the s")e ti)e (i#$i#' to other +%si#ess o,er"tio#s so "s to
"chie-e ,roit"+i(it!. This c"# +e &o#e +!B
A. Identifying : the I#ter#et +e %se& or )"r$eti#' rese"rch to i#& o%t c%sto)ersL
#ee&s "#& *"#tsK
B. Anticipating : the I#ter#et ,ro-i&es "# "&&itio#"( ch"##e( +! *hich c%sto)ers c"#
"ccess i#or)"tio# "#& )"$e ,%rch"ses : %#&erst"#&i#' this &e)"#& is $e! to
'o-er#i#' reso%rce "((oc"tio# to e:)"r$eti#'. /or e4"),(e, (o*:cost "ir(i#e e"s!Eet
h"s "# o#(i#e re-e#%e co#tri+%tio# o o-er ?<= si#ce &e)"#& or " st"#&"r&ise&
,ro&%ct o#(i#e is so hi'h.
C. Satisfying : " $e! s%ccess "ctor i# e:)"r$eti#' is "chie-i#' c%sto)er s"tis"ctio#
thro%'h the e(ectro#ic ch"##e(, this r"ises iss%es s%ch "s is the site e"s! to %se, &oes
it ,eror) "&e0%"te(!, *h"t is the st"#&"r& o "ssoci"te& c%sto)er ser-ice "#& ho*
"re ,h!sic"( ,ro&%cts &is,"tche&I
Detr"ctors o this co#ce,t o h%)"#:to:h%)"# co#t"ct thro%'h o#(i#e co#-ers"tio#s
s%''est th"t co),"#ies "re 'oi#' to +e c"re%( "+o%t )"r$eti#' i# this )"##er "#& ,erh",s
*i(( #e-er re"((! h"-e ho#est "#& o,e# co#-ers"tio#s "s the i#terests o co),"#ies "#&
+%si#esses "re #ot the i#terests o ,ote#ti"( ,%rch"sers. The c(%etr"i# )"#iesto "((o*s or
this t!,e o thi#$i#' s%''esti#' th"t +%si#esses *he# )"r$eti#' i# this )"##er #ee& to +e
thi#$i#' "+o%t )ore th"# .%st )"$i#' )o#e!K i " +%si#ess is thi#$i#' o#(! "+o%t )"$i#'
)o#e!, it *i(( +eco)e ",,"re#t i# c(ose o#(i#e co#-ers"tio#s "#& the )"r$et *i(( tre"t th"t
+%si#ess i# *h"te-er )"##er it )"! "s )"r$ets c"# #o* t"($ to e"ch other thro%'h the
s")e )e"#s )"r$eters t"($ to ,ote#ti"( c%sto)ers.

5.5 Online marketing activities
S)ith "#& Ch"e! (3<<7) &escri+e i-e $e! o#(i#e )"r$eti#' "cti-ities (the L6SsL) *hich
c"# +e ",,(ie& +! "# or'"#is"tio# to i),(e)e#t -"rio%s o#(i#e )"r$eti#' t"ctics. /or
e4"),(e, or "# e:#e*s(etter, the 6Ss "reB
A. Sell : Gro* s"(es (the e:#e*s(etter ote# "cts "s +oth " c%sto)er "c0%isitio# too(
"#& " rete#tio# too( : the ("st)i#%te.co) e:#e*s(etter h"s this &%"( ro(e)
B. Serve : A&& -"(%e ('i-e c%sto)ers e4tr" +e#eits o#(i#e s%ch "s "# o#(i#e e4c(%si-e
oer or )ore i#:&e,th i#or)"tio# "+o%t !o%r ,ro&%cts or the i#&%str! sector)
C. Speak : Get c(oser to c%sto)ers +! cre"ti#' " &i"(o'%e, "s$i#' 0%estio#s thro%'h
o#(i#e rese"rch s%r-e!s "#& (e"r#i#' "+o%t c%sto)ersL ,reere#ces thro%'h tr"c$i#'
: *hich co#te#t "re ,eo,(e )ost i#tereste& i#.
D. Save : S"-e costs (o ,ri#t "#& ,ost i !o% h"-e " tr"&itio#"( o(i#e e:#e*s(etter
c"# !o% re&%ce ,ri#t r%#s or e4te#& it to those c%sto)ers !o% c"#Lt "or& to
co))%#ic"te *ith)
E. Sizzle : E4te#& the +r"#& o#(i#e. A #e*s(etter $ee,s the +r"#& Lro#t:o:)i#&L "#&
he(,s rei#orce +r"#& -"(%es. A&&e& -"(%e c"# "(so +e &e(i-ere& +! the e:#e*s(etter
+! i#or)i#' "#& e#tert"i#i#' c%sto)ers.
Capturing attention of potential customers c"# +e "s si),(e "s "&-ertisi#' %si#' so)e
o the #e* "&-ertisi#' too(s the o#(i#e *or(& ,ro-i&es, s%ch "s "&-ertisi#' o# se"rch
e#'i#es, +%t it c"# "(so +e "+o%t co#i'%ri#' )ore re)"r$"+(e )etho&s th"t te#& to s,re"&
"cross )"#! sites "#& c",t%ri#' the i)"'i#"tio# o )"#! ,eo,(e i# the ,rocess. There are
at least three major configurations of links and tools that have been used to capture
attention online:
7. Funnel building
3. Buzz marketing
5. Cool tools.
7. Building a sales funnel re0%ires *or$i#' *ith se"rch e#'i#e o,ti)i;"tio#,
e)"i( #e*s(etter &istri+%tio#, &isc%ssio# +o"r& e#tries, "&-ertise)e#ts, "i(i"te
"cti-ities "#& )ore.A#! *"! th"t "&&itio#"( (i#$s c"# +e ,ro-i&e& so th"t " ,ote#ti"(
c%sto)er c"# +e'i# " co#-ers"tio# *ith " +%si#ess, is e&%c"te& "+o%t th"t +%si#essL
,ro&%ctsRser-ices, or is ,ro-i&e& *ith co#ce,ts "#& ,ro,ositio#s th"t *i(( e-e#t%"((!
(e"& to " s"(e. A funnel is usually laid down over time and is the result of
continuous activity of marketers in online activities.
Co#te#t &e-e(o,)e#t is critic"( to the &e-e(o,)e#t o "# o#(i#e )"r$eti#' c"),"i'#.
Rese"rchi#', *riti#', '"theri#', or'"#i;i#', "#& e&iti#' i#or)"tio# or ,%+(ic"tio# o#
*e+ sites to &e-e(o, "#& ,ro)ote !o%r +%si#ess "#& or ,ro&%ct #")e is e4tre)e(!
i),ort"#t, "#& sho%(& +e i#cor,or"te& i# "(( o#(i#e )"r$eti#' c"),"i'#s. E%st "s " h%)"#
)i'ht "&.%st their ,rese#t"tio# "s the! e-"(%"te cert"i# se#sor! c%es, it is important that a
website leverage the metadata attached to a visitor so "s to ,rese#t the )ost re(e-"#t
co#te#t. This is c"((e& anonymous user marketing.
3. Buzz marketing te#&s to +e " )%ch 0%ic$er ,rocess "#& te#&s to i#-o(-e
(ess "cti-it! o# +eh"( o )"r$eters "#& re0%ires "tte#tio# o ,eo,(e o#(i#e
to s,re"& +! *or&:o:)o%th, *or&:ro):$e!+o"r&s, to +e "sci#"te& or
i#tri'%e&. Purple cow was sold largely through buzz marketing that
spread by blogs relatively quickly.
5. A#other t"ctic o '"i#i#' "tte#tio# o#(i#e is thro%'h the &e-e(o,)e#t "#&
release of a cool tool. A coo( too( is so)ethi#' th"t c",t%res the
i)"'i#"tio# o the o#(i#e +ro*si#' ,%+(ic "#& it is tho%'ht to +e so coo(
th"t it sho%(& +e sh"re& *ith o#(i#e rie#&s. This co%(& +e " -i&eo c(i,,
st"#&"(o#e sot*"re th"t is c%te s%ch "s " c"rtoo# ch"r"cter th"t (i-es o# "
%sers scree#, or so)e other &e-ice th"t is %se& ote# or " s,eciic ,%r,ose,
s%ch "s 3Ms Post-it Notes.
Ri'ht i# the )i&&(e o " #e* )"r$eti#' ,r"ctice is eB"! *ith its datafeed marketing.
Esse#ti"((! " store o*#er sets %, hisRher &"t" i# eB"! "#& the# +! *"! o ee&s )"$e this
&"t" "-"i("+(e to "&-ertisi#' "-e#%es, s%ch "s /roo'(e, 1"hoo Pro&%ct Se"rch "#& "+o%t
"#other t*e#t! o thirt! other sites th"t t"$e &"t"ee&s. A(( the "&-ertisi#' ee& ser-ices
,oi#t the ,ros,ecti-e ,%rch"ser to the eB"! "%ctio#. This is ,erh",s " (itt(e (i$e +%i(&i#' "
s"(es %##e( "s &escri+e& "+o-e, ho*e-er, it %ses " s,eciic tech#o(o'! th"t e#"+(es e"se o
%se.
M"r$eti#' o# the i#ter#et re0%ires th"t o#e +e o%#& %si#' $e!*or& se"rches or so)e or)
o o#(i#e "&-ertisi#'. I# "#! c"se the tric$ to +ei#' s%ccess%( i# O#(i#e M"r$eti#' is +ei#'
o%#& *ithi# the to, 5< se"rch res%(ts.
There "re 5 *"!s th"t o#e c"# +e o%#&.
7.) N"t%r"( se"rch e#'i#e r"#$i#' (9<= o se"rchers *i(( s$i, o-er s,o#sore& res%(ts "#&
st"rt *ith the #"t%r"((! r"#$e& sites)
3.) P"i& i#c(%sio# "#&
5.) P"! ,er c(ic$.
D%e to the e4tre)e &iic%(t! o "chie-i#' " #"t%r"( hi'h r"#$i#' o# " )".or se"rch e#'i#e
)ost co),"#ies o,t or CLs 3 "#& 5 or their o#(i#e )"r$eti#'. U#ort%#"te(! the 5r& o,tio#
is -er! cost(! "#& o#(! the )ost *e(( hee(e& co),"#ies c"# "or& to )"r$et o#(i#e -i" ,"!
,er c(ic$.
Hh"t is tr%e o O#(i#e M"r$eti#' to&"! is th"t o#e )%st ,"! to ,("!. Si#ce the &ot co)
+%st se-er"( !e"rs "'o se"rch e#'i#es h"-e &iscer#e& th"t i# or&er to s%r-i-e the! )%st
'e#er"te si'#iic"#t re-e#%e. At irst the ho,e *"s th"t +"##er "&-ertisi#' *o%(& +e
s%icie#t to i(( the se"rch e#'i#e coers +%t it soo# +ec")e e-i&e#t th"t searchers did
not respond to banners. It the# +ec")e e-i&e#t th"t there *ere 3 ,ri)"r! *"!s to cre"te
i#co)e or se"rch e#'i#es "#& o#(i#e &irectories. Thus paid inclusion and pay per click
were born.
Rece#t(! ,ote#ti"( 'ree&:re("te& ch"((e#'es h"-e e)er'e&. There "re co),"#ies th"t cre"te
"(se hits "#& tr"ic. Most rece#t(! Goo'(e h"s +ee# s%e& or c(ic$ r"%&. Hhether or #ot
the ch"r'es ,ro-e to +e tr%e, "ctio#s (i$e this )"$e ,eo,(e thi#$ t*ice "+o%t %si#' ,"! ,er
c(ic$ "s ,"rt o their o#(i#e )"r$eti#' ,"c$"'e.
Se)"#tic (o'ic *i(( "((o* se"rchers to %se #ot .%st $e!*or&s to se"rch, +%t r"ther the! *i((
se"rch %si#' co))o# ("#'%"'e. This is " +i' &e,"rt%re ro) the cr%&e Boo(e"# (o'ic
*hich h"s ser-e& the I#ter#et se"rchi#' co))%#it! or the ("st &ec"&e.
5.6 Benefits
So)e o the +e#eits "ssoci"te& *ith I#ter#et )"r$eti#' i#c(%&e the "-"i("+i(it! o
i#or)"tio#. Co#s%)ers c"# (o' o#to the I#ter#et "#& (e"r# "+o%t ,ro&%cts, "s *e(( "s
,%rch"se the), "t "#! ho%r. Co),"#ies th"t %se I#ter#et )"r$eti#' c"# "(so s"-e )o#e!
+ec"%se o " re&%ce& #ee& or " s"(es orce. O-er"((, I#ter#et )"r$eti#' c"# he(, e4,"#&
ro) " (oc"( )"r$et to +oth #"tio#"( "#& i#ter#"tio#"( )"r$et,("ces.
5.7 Limitations
2i)it"tio#s o I#ter#et )"r$eti#' cre"te ,ro+(e)s or +oth co),"#ies "#& co#s%)ers.
S(o* I#ter#et co##ectio#s c"# c"%se &iic%(ties. I co),"#ies +%i(& o-er(! ("r'e or
co),(ic"te& *e+ ,"'es, I#ter#et %sers )"! str%''(e to &o*#(o"& the i#or)"tio#. I#ter#et
)"r$eti#' &oes #ot "((o* sho,,ers to to%ch, s)e((, t"ste or tr!:o# t"#'i+(e 'oo&s +eore
)"$i#' "# o#(i#e ,%rch"se. So)e e:co))erce -e#&ors h"-e i),(e)e#te& (i+er"( ret%r#
,o(icies to re"ss%re c%sto)ers.
5.8 Challenges
E-e# tho%'h the e:+%si#ess -"(%e ,ro,ositio# is so (%cr"ti-e, )ost +%si#esses &o#Lt h"-e "
He+ ,rese#ce, "#& h"-e #o i))e&i"te ,("#s to h"-e o#e. The o#es th"t &o "re str%''(i#' to
)"$e ,roits ro) their He+ the! si),(! lack the direction or $#o* ho* to "chie-e
,roits ro) the He+.
Tradition vision-lack of vision: A s%r-e! +! E-"(%eser-e sho*s the o((o*i#' res%(ts,
the i#&i#'s sho* th"t o-er h"( (63=) o the CMOs *ho res,o#&e& to the s%r-e!
+e(ie-e th"t tr"&itio#"(, ("r'e "&-ertisi#' "'e#cies "re i((:s%ite& to )eet o#(i#e
)"r$eti#' #ee&s. /%rther, 4?= +e(ie-e& th"t these ir)s e#co%#ter &iic%(t! thi#$i#'
+e!o#& tr"&itio#"( ,ri#t "#& TG )e&i" )o&e(s, "s " res%(t o *hich, e*er th"# 7<=
*"#t to ,"rt#er the) or their o#(i#e )"r$eti#' #ee&s. I#ste"&, the! ,reer the ser-ices
o +(e#&e& ir)sSir)s *ith &ee, roots i# tech#o(o'! *ho c"# "(so oer cre"ti-e "#&
tr"&itio#"( ,ri#t e4,ertise to +oot. The tr"&itio#"( )"r$eti#' "'e#cies h"-e " ("c$ o
-isio# "#& "re #ot ,re,"re& or the #e* )"estro.
Companies believe still time in not right: A%to# co#ce&es the i#&%str! is i#
tr"#sitio#, +%t i#&%str! o+ser-ers ,oi#t o%t th"t o#(i#e 'ro*th )"! ,ro-e s(o*er th"#
)"#! e4,ect. Most ho%seho(&s sti(( &o#Ft h"-e +ro"&+"#& "ccess, "#& those th"t &o#Ft
"re (i$e(! to ,ro-e the )ost resist"#t to si'#i#' %,. M"'";i#es )"! h"-e i-e !e"rs :
,erh",s e-e# the +est ,"rt o " &ec"&e : to %t%re:,roo their tit(es +! +%i(&i#' %, their
&i'it"( ,rese#ce.
Ar'%"+(!, this e#'"'e)e#t *ith ret"i( "#& &i'it"( is 're"ter or #e* c"te'ories o
"&-ertisers (i$e te(eco) "#& i#"#ci"( ser-ice co),"#ies, r"ther th"# or "st )o-i#'
co#s%)er 'oo&s co),"#ies. Most FMCG firms sti(( r%# +%!:o#e:'et:o#e oers. Th"t,
ho*e-er, )"! h"-e )ore to &o *ith lack of imagination o# the ,"rt o st%c$:or:
'ro*th /MCG )"r$eters th"# "#!thi#' e(se.
5.8.a Security Concerns
/or +oth co),"#ies "#& co#s%)ers th"t ,"rtici,"te i# o#(i#e +%si#ess, sec%rit! co#cer#s
"re -er! i),ort"#t. M"#! co#s%)ers "re hesit"#t to +%! ite)s o-er the I#ter#et +ec"%se
the! do not trust that their personal information will remain private. Rece#t(!, so)e
co),"#ies th"t &o +%si#ess o#(i#e h"-e +ee# c"%'ht 'i-i#' "*"! or se((i#' i#or)"tio#
"+o%t their c%sto)ers. Se-er"( o these co),"#ies h"-e '%"r"#tees o# their *e+sites,
c("i)i#' c%sto)er i#or)"tio# *i(( +e ,ri-"te. B! se((i#' c%sto)er i#or)"tio#, these
co),"#ies "re +re"$i#' their o*#, ,%+(ici;e& ,o(ic!. So)e co),"#ies th"t +%! c%sto)er
i#or)"tio# oer the o,tio# or i#&i-i&%"(s to h"-e their i#or)"tio# removed from the
database (known as opting out). Ho*e-er, )"#! c%sto)ers "re %#"*"re th"t their
i#or)"tio# is +ei#' sh"re& "#& "re %#"+(e to sto, the tr"#ser o their i#or)"tio# +et*ee#
co),"#ies.
Sec%rit! co#cer#s "re o 're"t i),ort"#ce "#& o#(i#e co),"#ies h"-e +ee# *or$i#' h"r& to
cre"te so(%tio#s. Encryption is o#e o the )"i# )etho&s or &e"(i#' *ith ,ri-"c! "#&
sec%rit! co#cer#s o# the I#ter#et. E#cr!,tio# is &ei#e& "s the co#-ersio# o &"t" i#to "
or) c"((e& " ci,her. This ci,her c"##ot +e e"si(! i#terce,te& %#(ess "# i#&i-i&%"( is
"%thori;e& +! the ,ro'r") or co),"#! th"t co),(ete& the e#cr!,tio#. I# 'e#er"(, the
stro#'er the ci,her, the +etter ,rotecte& the &"t" is. Ho*e-er, the stronger the cipher, the
more expensive encryption becomes.
Online frauds "(so co#tri+%te ,eo,(e i# +ei#' re(%ct"#t to the o#(i#e tr"#s"ctio#s. /or
e4"),(e Ni'eri" 4<7
5.9 Effects on Industries
I#ter#et )"r$eti#' h"s h"& " ("r'e i),"ct o# se-er"( i#&%stries i#c(%&i#' )%sic, +"#$i#',
"#& (e" )"r$ets. I# the music industry, )"#! co#s%)ers h"-e +e'%# +%!i#' "#&
downloading MP3s over the Internet instead of simply buying CDs. The &e+"te o-er
the (e'"(it! o &o*#(o"&i#' MP5s h"s +eco)e " )".or co#cer# or those i# the )%sic
i#&%str!.
I#ter#et )"r$eti#' h"s "(so affected the banking industry. More "#& )ore +"#$s "re
oeri#' the "+i(it! to ,eror) +"#$i#' t"s$s o#(i#e. O#(i#e +"#$i#' is +e(ie-e& to ",,e"( to
c%sto)ers +ec"%se it is )ore co#-e#ie#t th"# -isiti#' +"#$ +r"#ches. C%rre#t(!, o-er 6<
)i((io# U.S. "&%(ts #o* +"#$ o#(i#e. O#(i#e +"#$i#' is #o* the "stest:'ro*i#' I#ter#et
"cti-it!. The i#cre"si#' s,ee& o I#ter#et co##ectio#s is the )"i# re"so# or the "st:
'ro*th. O those i#&i-i&%"(s *ho %se the I#ter#et, 44= #o* ,eror) +"#$i#' "cti-ities
o-er the I#ter#et.
As Internet auctions have gained popularity, flea markets are struggling. U#i0%e ite)s
th"t co%(& ,re-io%s(! +e o%#& "t (e" )"r$ets "re +ei#' so(& o# E+"!.co) i#ste"&.
E+"!.co) h"s "(so "ecte& the ,rices i# the i#&%str!. B%!ers "#& se((ers ote# (oo$ "t
,rices o# the *e+site +eore 'oi#' to (e" )"r$ets "#& the E+"!.co) ,rice ote# +eco)es
*h"t the ite) is so(& or. More "#& )ore (e" )"r$et se((ers "re ,%tti#' their ite)s %, or
s"(e o#(i#e "#& r%##i#' their +%si#ess o%t o their ho)es.
5.10 Recent Issues
I# No-e)+er 3<<4, " ("*s%it *"s i(e& "'"i#st Bo#;i B%&&! sot*"re. The ("*s%it "((e'e&
th"t Bo#;iLs +"##er "&s *ere &ece,ti-e. These "&s ote# (oo$e& (i$e Microsot Hi#&o*s
)ess"'e +o4es. I#ter#et %sers *o%(& r%# "cross the "&s "#& *he# the! "tte),te& to c(ose
the +o4es, the! o%#& the)se(-es re&irecte& to " *e+site &eter)i#e& +! Bo#;i.
O# M"! 39, 3<<6, Bo#;i B%&&! "'ree& to ch"#'e the or)"t o its "&s so the! &i& #ot
rese)+(e Hi#&o*s )ess"'e +o4es. The +o4es *i(( #o* co#t"i# the *or& PA&-ertise)e#tP
so co),%ter %sers $#o* *h"t the! "re (oo$i#' "t. The +o4es *i(( "(so #o (o#'er c"rr!
+%tto#s th"t &o #ot ,eror) the correct "ctio#s.
Sales tax issues h"-e "(so rece#t(! +eco)e &e+"te&. I# the USA, the c%rre#t ("*s re0%ire
th"t +%!ers o o#(i#e ,ro&%cts ,"! their st"te "(( &%e t"4es o# these 'oo&s "t the e#& o the
!e"r, "(o#' *ith their other st"te t"4es. Ho*e-er, )ost co#s%)ers &o #ot ",,e"r to +e
)"$i#' these ,"!)e#ts. Thirtee# st"tes h"-e #o* +e'%# e#co%r"'i#' I#ter#et +%si#esses to
co((ect s"(es t"4 o# e-er! s"(e. These st"tes "re c%rre#t(! #ot orci#' the co),"#ies to
co((ect the t"4. Ho*e-er, it ",,e"rs th"t i co),"#ies &o #ot +e'i# co((ecti#' the s"(es t"4
o# their o*#, st"tes *i(( +e'i# orci#' the co),"#ies to &o so. The st"tes "re c("i)i#' th"t
e"ch !e"r the! (ose T76 +i((io# i# %#,"i& s"(es t"4es "ssoci"te& *ith o#(i#e ,%rch"ses.
5.11 Future
Travel industry #o &o%+t h"s sti(( "# %#t",,e& ,ote#ti"(. The o#(i#e tr"-e( i#&%str! is
+oo)i#' "#& e4,ecte& to &r"* si;e"+(e "&-ertisi#' s,e#&s. B%t the ,ro+(e) re)"i#s
the s")eB )ost co),"#ies .%st &o#Ft $#o* ho* to t"($ to their c%sto)ers. Hhich is "
,it! +ec"%se "ccor&i#' to i#&%str! he"&s,the o#(i#e tr"-e( s,"ce i# I#&i" is re'isteri#'
"()ost " 7<<= 'ro*th !e"r:o#:!e"r. The i#&%str! re-e"(s th"t the T48< )i((io# I#&i"#
o#(i#e:tr"-e( i#&%str! is s("te& to 'ro* to T7:+i((io# i#&%str! +! the e#& o this !e"r "#&
T3 +i((io# +! the e#& o 3<<@. This o,,ort%#it! c"# +e t",,e& o#(! i the! )"$e their
co))%#ic"tio# )ore i#ter"cti-e.

The tre#& co#sists i# making pleas about cases of murders, kidnappings,
burglaries and other crimes o# soci"( #et*or$s s%ch "& M!S,"ce i# or&er to hit the
"tte#tio# o the *i&est r"#'e o ,eo,(e "#& ,ossi+(! co((ect i#or)"tio# to he(,
i#-esti'"tio#s. I# other *or&s, these ,(e"s *or$ "s hi'h:tech e0%i-"(e#ts o J*"#te&N
,osters. /or i#st"#ce, re("ti-es o " Chic"'o &octor *ho *"s )%r&ere& ("st Octo+er,
,oste& o# M!S,"ce.co) " s%r-ei(("#ce -i&eo sho*i#' " +(oo&:s,"ttere& !o%#' )"#
r%shi#' ro) the +%i(&i#'.
The so# o the -icti) e4,("i# this choice "s "# "tte),t to '"i# "tte#tio# o# the
c"seB J1o%#' ,eo,(e +et*ee# 7@ "#& 36 "re ,ro+"+(! #ot *"tchi#' the #i'ht(! #e*s or
re"&i#' the #e*s,",er e-er! &"!. Th"t "%&ie#ce is ,ro+"+(! o# the I#ter#et, "#& the!
"(( h"-e M!S,"ce.N Ater the! ,oste& o# M!S,"ce "# "##o%#ce)e#t oeri#' "
T36,<<< re*"r&, the *e+site recei-e& )ore th"# 4<,<<< hits i# si4 *ee$s, *here"s
Chic"'o Po(ice "&)itte& the! h"&#Ft recei-e& "#! c"(( +%t .%st " e* e:)"i(s.
The &i'it"( )e&i%) (e#&s itse( -er! *e(( to ,%re,("!, es,eci"((! si#ce itLs ,ro.ecte&
th"t +! 3<7<, @<= o "(( )e&i" is e4,ecte& to +e &i'itise&.N
Chapter 6
Preparing the
Groundwork
6.1 Ecommerce in India
Introduction
Eco))erce i# I#&i" is "(( set to cross the Rs.77@< crore )"r$ or 3<<6:<8 " #e"r 7<<=
i#cre"se ro) the ,re-io%s i#"#ci"( !e"r. I#&i"Ls i:,o,%("tio# st"#&s "t 5@.6 )i((io# "#& is
"(( set to cross the 7<< )i((io#. The #%"#ces o the i#ter#et "(o#' *ith ch"#'i#' (iest!(es
"#& sho,,i#' h"+its co%,(e& *ith s%,erior o,tio#s "#& se(ectio#s h"-e )"&e this
i#ter"cti-e )e&i%) )ost "ttr"cti-e to this e:'e#er"tio#. Hhi(st tr"&itio#"( "ccess ,oi#ts
(i$e the oice "#& the ho%se co#ti#%e to rise, co))%#it! "ccess ,oi#ts s%ch "s C!+erc"Us
*i(( co#ti#%e to e4,"#& "#& *i(( +e host to " ("r'e se')e#t o the i:,o,%("ce.
JOnline advertising is worth Rs 79 crore as compared to the Rs 8,693 crore total ad
revenue market. The o#(i#e "&-ertise)e#t )"r$et sti(( "cco%#ts or (ess th"# 5= o tot"(
"&-ertisi#' s,e#&. C%rre#t(! o#(i#e "&-ertisi#' is &r")"tic"((! %#&er:(e-er"'e& "#&
)"r$eters "re )issi#' " h%'e str"te'ic 'ro*th o,,ort%#it!. As ,er st"tistics I#ter#et %sers
"re e4,ecte& to 'o %, ro) 36 )i((io# i# 3<<4 to 7<< )i((io# %sers. This cre"tes " h%'e
)"r$et o,,ort%#it! or )"r$eters.N As ,er the &"t" "-"i("+(e "t IOA, +! 3<<9, there *i((
180 million mobile phones, 140 million of this would use mobile data services and 40
million users will be mobile Internet.
I i#ter#"tio#"( ,ort"(s (i$e 1"hoo "#& Goo'(e "re '%#':ho "+o%t o#(i#e "&-ertisi#', c"#
I#&i"# ,ort"(s +e "r +ehi#&I Port"(s (i$e G"r")Ch"i.co), S%(e$h".co), Re&i.co) "#&
S")"ch"r.co) h"-e "(( +ee# e4,erie#ci#' " re#e*e& s%r'e o i#0%iries ro) "&-ertisers.
Current market stats are just an indication of the shape of things to come. According to the
Internet and Mobile Association of India (IAMAI), between !!"#!$ and !!%#!&, online
spends have grown b' (&)*from +s $ crore to +s ,& crore (!!$#!%- +s ,!. crore).
/his has kept pace with the rise in internet population, which stands at ". million (as of
0eptember !!&). 0pecialist online agencies like Mediaturf, 1uasar, 2ebchutne' 0tudio,
eMaven 0olutions, 3C 2ebwise, Indiads, Interactive Aveneus, Communicate , 4instorm,
Mediacontacts, Media2in, 2eb0hastra and Module 5ne have alread' secured their
positions in the advertising market, slugging it out against specialist divisions of
traditional full#service agencies, such as, 6roupM Interactions and /ribal 773, among
others.
Sectors that have really opened their "r)s o#(i#e "&-ertisi#' "re i#"#ci"( ser-ices (%se
the i#ter#et to 'e#er"te (e"&s "#& +%si#ess) "#& i#ter#et co),"#ies (%se the i#ter#et to
'e#er"te re'istr"tio#sK job portals, or e4"),(e, %se the #et "&-ertisi#' or 'etti#'
res%)es), to #")e " e*.
At the e#& o the &"!, )"r$eters "(so #ee& to *orr! "+o%t +o)+"r&i#' co#s%)ers *ith
irre(e-"#t )ess"'es. The! h"-e "(re"&! $i((e& the )e&i%) o ,o,:%,s +! "+%si#' the
ch"##e(. B"##ers "#& e:)"i(s )"! soo# o((o* s%it. As competition multiplies quality
over quantity needs to be the guiding principle.
6.2 Localization
O#e o the +i''est '",s i# &"i(! (ie i# I#&i" is $#o*i#' "+o%t #ei'h+o%rhoo& "#& cit!
ser-ice ,ro-i&ers. 1e((o* ,"'es h"-e #ot +ee# i#'r"i#e& i#to c%sto)er +eh"-io%r.
2oc"( )",s h"-e %#ti( #o* +ee# "()ost #o#:e4iste#t. Mo):"#&:,o, stores h"-e #ot
o%#& it e"s! to re"ch o%t to their c"tch)e#t "re" other th"# ,erh",s i#serti#' (!ers i#
#e*s,",ers. This is *here thi#'s "re 'oi#' to st"rt ch"#'i#'.
India-specific search engines like Guruji.com h"-e +ee# ("%#che&. The! "re
collaborating with the yellow pages companies to cre"te se"rch"+(e (oc"( co#te#t.
Goo'(e M",s h"s rece#t(! ("%#che& &et"i(e& street:(e-e( )",s or )"#! I#&i"# cities.
E4,ect )"sh%,s soo# to o-er("! "(( $i#&s o ,h!sic"( *or(& i#or)"tio# o# these )",s.
User:'e#er"te& co#te#t is i((i#' i# or the ("c$ o " O"'"t:(i$e e0%i-"(e#t i# I#&i". A
#%)+er o sites "re tr!i#' to )"rr! ,eer ,ro&%ctio# "#& reco))e#&"tio# e#'i#es i# "#
eort to cre"te " rich t",estr! o *h"tFs h",,e#i#'. A(( o this is he(,i#' +%i(& the (oc"(
reere#ce *e+ i# I#&i".
Local content is important +ec"%se (oc"( is *here *e s,e#& )%ch o o%r (i-es. A
&ec"&e "'o, o,tio#s *ere (i)ite&. B%t th"t is #o (o#'er the c"se. There "re (ots o thi#'s
h",,e#i#'s e-er!&"! "#& es,eci"((! o# *ee$e#&s. Gi-e# the &i-ersit! o t"stes th"t
,eo,(e h"-e, the! *o%(& (i$e to $#o* o the thi#'s o i#terest to the).
Parents would like to know of fun activities for children, shoppers would like to
know of deals, teenagers would like to know of the new cool thing around town. I#
I#&i", *e h"-e " %#i0%e o,,ort%#it! to +ri#' "(( o this to (ie 0%ic$(! +%i(&i#' "ro%#&
the I#ter#et "#& )o+i(es, "#& co),(e)e#te& +! %ser i#,%ts.
Co)i#' !e"rs *i(( st"rt seei#' the ("%#ch "#& 'ro*th o these ser-ices cre"ti#' or "
richer "#& )ore -"rie& (iest!(e. The ,ro)ise o the I#ter#et "#& the other &i'it"(
tech#o(o'ies *i(( st"rt +ei#' re"(i;e&.
6.3 Laws of the net
Here "re so)e c%tti#':e&'e r%(es to e#s%re 'oo& ret%r#s o# e:co))erce "#& I#ter#et
)"r$eti#'.
Laws of Visibility
O#e is either hi'h(! -isi+(e or si),(! (ost i# the &"r$. To&"!, *ith )i((io#s o co),etiti-e
,"'es o# the I#ter#et ,oise& "'"i#st o#e "#other, it is critic"( to +e -isi+(e. B%si#esses "re
,"!i#' &e"r(! to "&-ertise o# the I#ter#et "s " $e! eort i# e:co))erce "#& I#ter#et
)"r$eti#' "#& *"iti#' or the c(ic$s "#& hits. There is .%st #o other *"!. 2o'os "#& "#c!
"rt*or$ is &!i#'. 2%c$! "re the o#es *ith " 're"t #")e i&e#tit! th"t &irect(! he(,s the)
.%), to the to, o the se"rch res%(ts or o# the ro#t ,"'e. Most #")es "re .%st +%rie& *ith
the str%ct%r"( ,ro+(e)s o their UR2s "#& (ost o# se"rch e#'i#es, ho*e-er. Disco-er the
i#er )etho&s. Rese"rch the +r"#& #e* r%(es o '(o+"( #")i#' so th"t !o%r &o)"i# #")es
c"# +eco)e -isi+(e "#& !o%r #")e i&e#tit! +eco)es " re"( "sset. It is easy to see what
your competitors are doing it right now.
Laws of Respectability
O#e )%st +e so+er e#o%'h to r%# " +%si#ess. Sh"reho(&ers "#& c%sto)ers "re -er! serio%s
these &"!s "#& "re i# #o )oo& or co),"#ies t%r#i#' their h"r& i#-est)e#ts or )o#ies i#to
so)e .o$e. D"!s o si((! ,erso#"(ities "#& o-er(! e4"''er"te& c("i)s "#& *eir& "&
c"),"i'#s, *hich ote# ch"((e#'e the so+riet! o the +%si#ess, "re ,"ssU. I#ter#et +r"#&i#'
i)"'es "#& cor,or"te #")e identity must be respectable and trustworthy.
Laws of Dependability
O#e c"# &e(i-er either *h"t o#e s"!s or the! c"# ,ro&%ce s)o$e "#& )irrors. There is so
)%ch "$er! o%t thereK )"$e s%re th"t the &e(i-er! o 'oo&s "#& ser-ices is there to )"tch
the c("i)s. E-er!o#e *"#ts re"( thi#'s, ser-ices or "#! i&e"s th"t e#&:%sers c"# &e,e#& o#.
There is " (ot o )istr%st i# the )"r$et, "#& o#e )%st cre"te "# e#-iro#)e#t *ith the
o-er"(( +%si#ess )o&e(, #")e i&e#tities "#& )"r$eti#' )ess"'e th"t c(e"r(! re(ects the
&e,e#&"+i(it! "s,ects th"t *i(( e#s%re the &e(i-er! o the ,ro)ise :: '%"r"#tee&.
Demonstrate a real value.
Laws of Memorability
The +%si#ess i)"'e is either *orth! o re)e)+eri#' or the soo#er o#e or'ets it, the +etter.
There h"s to +e " *"! to re)e)+er the #")e "#& i&e#tit! o the co#ce,t. I the +%si#ess
i)"'e is too co),(ic"te& or *"! o t"r'et, the# it is " *"ste& eort. There *i(( +e #o
resi&%"( or "#! +r"#& -"(%e "ssets this *"!. E#&(ess s,e#&i#' o "& &o(("rs *i(( o#(! $ee,
the +%si#ess i)"'e "#& #")es "(i-e "s (o#' "s it is i# ro#t o the "ceK seco#&s ("ter it *i((
+e or'otte#. The "rt "#& scie#ce o h"-i#' %#i0%e ,ositio#i#' *ith " tr%e #")e i&e#tit! is
*h"t )"$es "# %#or'ett"+(e ,erso#"(it!. Create lasting image.
Laws of Typeability
A He+ "&&ress c"# either +e t!,e& e"si(! or it 'ets t"#'(e& i# errors. To&"!, "(( &o)"i#
#")es "#& UR2s "re t!,e&, o# ("r'e $e!+o"r&s, s)"(( PDAs "#& too )"#! other 'i;)os.
T!,i#' is #o* orce& %,o# %s #o )"tter *h"t. Simple and easy names are the best.
Disco-er the #e* r%(es o# ho* to )"$e !o%r He+ "&&resses *or$"+(e "#& ree o t!,i#'
ch"((e#'es. Make it easy.
Laws of Globality
O#e is either s"--! o# '(o+"( e:co))erce re"(ities or #ot. O#e co%(& +e -er! (oc"( se((i#'
)i($ "#& ho#e! ro) the (oc"( +"r#, or the! co%(& se(( the s")e ,ro&%ct "cross cities or
co%#tries. The c%sto)ers "re )ore e"si(! "ccessi+(e o# " )%ch *i&er +"#&*i&th r"ther
th"# o#e the *i&th "#& (e#'th o the &irt ro"&. G(o+"(i;"tio# is " s%+.ect th"t sho%(& +e
t"%'ht i# -er! e"r(! 'r"&es, "#& the )ore *e %#&erst"#& this, the +etter. He "(( (i-e "#&
*or$ (oc"((!, +%t *e )%st re"ch o%t to the '(o+"( cor#ers, "t (e"st i# o%r 'e#er"( "#&
+%si#ess %#&erst"#&i#'. Marketing is only global.
Laws of Protectability
O#e either h"s "(( i&e"s "#& cor,or"te i)"'e *ith #")e +r"#&s ,ro,er(! sec%re& o# the
'(o+"( )"r$ets or the! "re o,e# to "(( $i#&s o e4,os%re. Re'isteri#' " +%si#ess or " )"r$
i# " si#'(e co%#tr! o ori'i# is .%st "# e(e)e#t"r! ,rocess. Tr%e, "(( co),"#ies &o #ot h"-e
the #ee& to set " '(o+"( ,rotectio# ,("#. Ho*e-er *he# " cor,or"tio# st"rts s,e#&i#' ("r'e
")o%#ts o )o#e! i# "&-ertisi#' "#& st"rts e4,orts i# a few major markets, then the first
issue should be " '(o+"((! ,rotecte& #")e "#& i&e#tit!. This *i(( +e the s)"((est o%t("! or
s%ch " h%'e "#& ,o*er%( "sset. O*# it.
Summary
B%si#esses, irres,ecti-e o si;e or "#! other co),o#e#t, )%st e)+r"ce #e* r%(es to co,e
*ith these #e* re"(ities. The ro"& to co))erce is ,rett! c(e"r "#& o,,ort%#ities "re there,
,ro-i&e& o#e c"# #"-i'"te ,ro,er(!. Cor,or"te i)"'e &esi'# r%(es o the ,"st "re 'o#e "#&
so "re the ,ri#ci,(es o o(&:"shio#e& )"ss )"r$eti#' +(it;es. Disco-er the tr%e ,roce&%res
to "c0%ire %#i0%e '(o+"( +r"#& #")e i&e#tit! "s this *i(( #e-er +e "chie-e& +! %si#' the
tr"&itio#"( +r"#&i#' )etho&s. Hh"t is #o* #e* is to +%i(& "# ico# "#& &irect(! "i) or the
t"r'ete& "re"s *ith ,o*er%(, %#i0%e '(o+"( #")e i&e#tities "#& ",,(! the ("test o c!+er:
+r"#&i#' s$i((s. The ("*s o e:co))erce "#& I#ter#et )"r$eti#' "re .%st the ri'ht ste,s i#
the ri'ht &irectio#. The %t%re is +ri'ht, .%st 'r"+ the o,,ort%#it!.
Chapter 7
Evaluation of Your
Business and Website
7.1 ROI-CALCULATING YOUR COST
7.1.a. An overview
There "re " (ot o s,ec%("tio#s o# the cost o the o#(i#e "&-ertise)e#ts, i# or&er to
%#&erst"#& th"t I h"-e trie& to i#& the i#-est)e#t re0%ire& or the o#(i#e c"),"i'#s. To
st"rt the e4"),(e is o ,ro&%cts (i$e )"'";i#e, #e*s,",er etc.
It is "(so i#i#ite(! che",er to ,ro&%ce "#& &istri+%te co#te#t o#(i#e. VThirt! ,er ce#t o the
costs o )"'";i#es "re ,",er "#& ,ri#t,F s"!s Nei( Ro+i#so#, IPC &i'it"( &irector, "#&
'etti#' the) i#to 6,<<< or so #e*s"'e#ts is "(so cost(!.
The o#(i#e co))erci"( )o&e( is co),(ete(! &iere#t. VThe cost o &istri+%ti#' it is
-irt%"((! reeK itFs +"#&*i&th, "#& the cost o +"#&*i&th is "((i#'F.
IPCFs Ro+i#so# ,oi#ts o%t th"t 5< ,er ce#t o (eis%re ti)e is s,e#t o#(i#e, +%t the i#ter#et
o#(! "cco%#ts or 74 ,er ce#t o "& s,e#&. It is 'ro*i#' "ster i# the UQ th"# "#!*here
e(se, "#& th"t &iscre,"#c! *i(( soo# +e reso(-e&, he c("i)s, "#& o#(i#e r"tes *i(( rise.
Others i#sist the! *i(( re)"i# (o* +ec"%se, %#(i$e )"'";i#es, i#ter#et sites &o#Ft h"-e
sc"rcit! -"(%e, "#& ,rices "re set +! i#ter#et 'i"#ts s%ch "s Goo'(e "#& 1"hoo. The! c"#
$ee, r"tes (o* +ec"%se the! "re -o(%)e ,("!ers *ho )"$e " s)"(( ")o%#t o )o#e! ro)
e"ch tr"#s"ctio#, "#& h"-e #o e4,e#si-e e&itori"( o-erhe"&s to )"i#t"i#.
The "ct%"( -"(%e o tr"#s"ctio#s c%rre#t(! co#c(%&e& o#(i#e is &*"re& +! the e4tr"or&i#"r!
i#(%e#ce the I#ter#et is e4erti#' o-er ,%rch"ses c"rrie& o%t i# the o(i#e *or(&. Three o%t
o o%r A)eric"#s st"rt sho,,i#' or #e* c"rs o#(i#e, e-e# tho%'h )ost e#& %, +%!i#'
the) ro) tr"&itio#"( &e"(ers. The &iere#ce is th"t these c%sto)ers co)e to the
sho*roo) "r)e& *ith i#or)"tio# "+o%t the c"r "#& the +est "-"i("+(e &e"(s.

7.2 ROI-Google Adwords:

HereLs "# e4"),(e o ho* A&Hor&s "&s c"# ,"! or the)se(-es "#& e-e#t%"((! (e"& to
i#cre"si#' ret%r#s. You invest Rs. 5000/- in AdWords ads and you pay Rs. 25/- per
visitor or click to Google. Bec"%se !o% o#(! ,"! or "& c(ic$s, !o% "re assured of
receiving at least 200 clicks. If 10 of these clicks result in sales, !o% *i(( )"$e 3<
s"(es "#& 'et 3< #e* c(ie#ts. I the "-er"'e s"(e ")o%#t is Rs. 7<,<<<, !o%r i#iti"(
investment of Rs. 5000/- will generate initial sales of Rs. 2 lacs in just ONE Month. I#
these c"ses, !o% c"# "&-ertise o# " ("r'er sc"(e "#& rei#-est the ,roits i#to !o%r A&Hor&s
+%&'et, *hich c"# i#cre"se ,ote#ti"( ,roits e-e# )ore.
So, a basic investment of Rs. 5000/- has a potential to generate sales of Rs. 2 lacs!

1o% c"# see &et"i(e& re,ort &irect(! o# Goo'(eLs *e+site o !o%r "cco%#t, !o%r )"r$eti#'
i#-est)e#t, ho* )"#! c(ic$s !o% 'ot e-er! &"!.

Chapter 8
Technological solutions
8.1 Introduction
C%rre#t(!, the o,tio#s or re"chi#' o%t to o#(i#e %sers i#c(%&e Se"rch E#'i#e
O,ti)is"tio# (SEO), P"! Per C(ic$ (PPC), +"##ers o# ,ort"(s, "#& e)"i( )"r$eti#'. O
these, SEO "#& PPC oer "# e4ce((e#t st"rti#' ,oi#t or )"r$eters -e#t%ri#' i#to
o#(i#e "&-ertisi#'.
So ho* e4"ct(! &oes " )"r$eter &eci&e *hich o the o,tio#s to co))e#ce *ithI Beore
*e t"c$(e this 0%estio#, (etFs t"$e " c(oser (oo$ "t *h"t e"ch o,tio# e#t"i(s.
8.2. a. Online advertisingSI#ter"cti-e +"##er "&s "re the )ost co))o# or) o
o#(i#e "&-ertisi#'. O#(i#e "&s c"# &ri-e tr"ic to !o%r site "#& +%i(& !o%r o#(i#e +r"#&.
Proessio#"( or'"#i;"tio#s, i#c(%&i#' the Internet Advertising Bureau, have created
standards for ad sizes, i#c(%&i#' " r"#'e o #e* co#i'%r"tio#s &esi'#e& to )"$e He+
"&-ertisi#' )ore ,ro)i#e#t "#& "#i)"te&. Prici#' str%ct%res -"r!.
8.2. b. Affiliate & referral programs- These ,ro'r")s oer incentives to loyal or
frequent customers. So)e i#ce#ti-es i#c(%&e 'i-i#' &isco%#ts or 'it certiic"tes or
reerr"(s o #e* c%sto)ers to !o%r site or "i(i"tio#s *ith other sites (i$e(! to +e o
i#terest to !o%r t"r'et c%sto)ersS"#& (i$e(! to &ri-e He+ tr"ic to !o%.
I !o%Lre 'oi#' to se((, there h"s to +e " )"r$et th"t *i(( +%!, itLs "# irre%t"+(e ("* o
+%si#ess "#& it ",,(ies to o#(i#e +%si#esses "s *e((. PC"teri#' to " #icheP or
Ps,eci"(i;i#'P or Pt"r'eti#' " )"r$et,P itLs the $e! to " s)"(( +%si#ess s%ccee&i#' o# the
I#ter#et. 2et A)";o# or E+"! se(( e-er!thi#' to e-er!o#e. S)"(( o#(i#e +%si#esses
t"r'et " e* se(ect )"r$ets "#& 'i-e those )"r$ets the s,eci"( "tte#tio# th"t o#(! s)"((
+%si#esses c"# 'i-e.
8.2. c. SEO
SEO )"! +e (oo$e& %,o# "s " V#"t%r"(F or Vor'"#icF ,rocess "i)e& "t o,ti)i;i#' the
*e+site or I#ter#et se"rch, "#& i#cre"si#' the siteFs (i#$ ,o,%("rit! +! "c0%iri#' or
,"!i#' or (i#$s th"t ,oi#t to the *e+site. This e#s%res hi'her r"#$i#'s o# se"rch
e#'i#es or the se"rch ter)s ($e!*or&s) chose#. The SEO o,tio# h"s +ei#' c(e"r(!
&isc%sse& i# the ch",ter o SEO, this ,"r"'r",h .%st co#t"i#s " s%))"r!.
8.2. d. PPC
I# PPC Se"rch E#'i#e A&-ertisi#', the )"r$eter ,%rch"ses -isitors (or c(ic$s) ro)
,"rtic%("r se"rch e#'i#es. PPC c"),"i'#s e#"+(e )"r$eters to "tt"i# to, r"#$i#'s o#
se"rch e#'i#es +! +i&&i#' (,"!i#') or s,eciic $e!*or&s re("te& to their ,ro&%cts "#&
ser-ices.

What are the Benefits of PPC?
PPC h"s " #%)+er o "&-"#t"'es to +%si#esses o "(( si;es. Here "re .%st " e*B
Small initial investment: The se"rch e#'i#es &o#Ft ch"r'e " ee to ,("ce or r%#
!o%r "&. 1o% o#(! ,"! or the %sers th"t c(ic$ o# the "&.
Budget size is %, to !o%. De,e#&i#' o# ho* )%ch !o% *"#t to i#-est "#& *h"t
$i#& o s"(es or (e"&s !o% *"#t to 'e#er"te, !o% c"# set !o%r +%&'et "s ("r'e or
s)"(( "s !o% (i$e.
Realistic for all businesses, re'"r&(ess o si;eB PPC c"# cre"te " (e-e( ,("!i#' ie(&
or s)"(( +%si#esses, es,eci"((! i !o% "re s)"rt "+o%t ,ic$i#' the ri'ht $e!*or&s.
1o%r "& )i'ht +e ri'ht "+o-e or +e(o* " ("r'e +%si#ess or #"tio#"( ch"i#,
&e,e#&i#' o# ho* )%ch !o% +i& or $e!*or&s or ,hr"ses "#& the $i#& o *or&s
!o% t"r'et.
Immediate resultsB Rese"rch, set %, "#& i),(e)e#t"tio# o ,"!:,er:c(ic$
c"),"i'#s c"# h",,e# i# .%st " e* &"!s ti)e, "s o,,ose& to #"t%r"( r"#$i#'s
*hich c"# t"$e *ee$s or )o#ths to '"i# " r"#$i#'. Hith PPC, !o% c"# st"rt seei#'
res%(ts "#& 'e#er"ti#' s"(es the &"! !o%r "& 'oes %,.
Real-time trackability: He(, tr"c$ the eecti-e#ess o -"rio%s $e!*or&s "#&
,hr"ses, *hich "&s 'e#er"te the )ost tr"ic, co#-ersio# r"tes, "#& )%ch )ore. A#&
%#(i$e " ,ri#te& ,iece or )"i(er, thereFs #o ("' ti)e to $#o* i !o%r "& is *or$i#'.
Gain a national audience: Hh"tFs the +est *"! to re"ch so)eo#e i# Pro-o, Ut"hI
P%t "# "&& o# Goo'(e or 1"hooM. Ch"#ces "re, !o%r ,ote#ti"( c%sto)ers "re o# o#e
o these t*o se"rch e#'i#es. A(o#' *ith their #et*or$ ,"rt#ers, the! e"ch c("i) to
re"ch o-er @<= o I#ter#et %sers.
Focus on a targeted audience: M"!+e !o% &o#Ft *"#t to re"ch so)eo#e i# Pro-o,
Ut"h. M"!+e !o% h"-e " (oc"( c%sto)er +"se "#& *"#t to st"! *ithi# 6< or 7<<
)i(es o !o%r +%si#ess. A#other *"! to t"r'et !o%r "%&ie#ce is +! the s,eciic
$e!*or&s "#& ,hr"ses !o% choose. I# esse#ce, !o% "re ,re:0%"(i!i#' !o%r
c%sto)ers +eore the! e-er ("#& o# !o%r site.
Brand your name: So)eti)es !o% .%st *"#t to 'et !o%r #")e o%t there. Hh"t
+etter *"! to &o th"t the# " to, ,("ce)e#t o# Goo'(e or 1"hooI
8.3 Strengths and Weaknesses- An Analysis of the options available
Both the o,tio#s &isc%sse& "+o-e h"-e their i#&i-i&%"( stre#'ths "#& *e"$#esses. /or
i#st"#ce, *ith re'"r& to SEO, there is " h%'e )!th th"t it is " o#e ti)e ,rocess "#& th"t
it is i#e4,e#si-e "#& e"s!. This is re"((! #ot tr%e. A )"r$eter *"#ti#' to i),(e)e#t the
SEO ,rocess o# "# i#:ho%se +"sis *o%(& #ee& to h"-e &e&ic"te& reso%rces to )o#itor
the *e+site, co#ti#%o%s(! stri-i#' to )"$e it )ore ,o,%("r o# the Hor(& Hi&e He+.
The ,rocess is "# o#'oi#' o#e "#& re0%ires s,eci"(i;e& s$i((:sets "#& "# i#:&e,th
%#&erst"#&i#' o +oth co#te),or"r! *e+ tech#o(o'ies "s *e(( "s the se"rch e#'i#eFs
"('orith)s. It is "(so i),ort"#t to co#st"#t(! "&& co#te#t to the *e+site so th"t the
Se"rch E#'i#es h"-e " re"so# or co)i#' +"c$ "#& i#&e4i#' !o%r ,"'e. He#ce, *he# "
)"r$eter si'#s o# or " Se"rch E#'i#e O,ti)is"tio# C"),"i'#, it is critic"((! i),ort"#t
to h"-e " )"i#te#"#ce co#tr"ct.
In terms of ROI, #"t%r"( Se"rch E#'i#e O,ti)is"tio# %s%"((! oers " )%ch hi'her
ret%r# o# i#-est)e#t th"# PPC. The re"so#s %#&er(!i#' this "re t*oo(&B
Browsing Habits: Se"rch e#'i#e %sers h"-e " te#&e#c! to c(ic$ )ore o# the
#"t%r"( se"rch res%(ts th"# o# the P"! Per C(ic$ "&sR(i#$s. Th%s, the )"r$eter 'ets
)ore tr"ic +! ,"!i#' (ess.
Better Networking through Link Popularity: O#e o the )ost i),ort"#t "ctors
or i),ro-i#' r"#$i#'s thro%'h #"t%r"( SEO is to e#h"#ce the *e+siteFs 2i#$
Po,%("rit! +! ,"!i#' or "#& "c0%iri#' (i#$s th"t ,oi#t to the *e+site. These (i#$s
te#& to e#s%re ("sti#' res%(ts +! oeri#' to, r"#$i#'s o# the se"rch e#'i#es "#&
"(so +! &ri-i#' tr"ic ro) the se"rch e#'i#esK "&&itio#"((!, the (i#$s i# the)se(-es
te#& to ,ro-i&e " si'#iic"#t +oost i# tr"ic.
Ho*e-er, the +i''est *e"$#ess o #"t%r"( Se"rch E#'i#e O,ti)is"tio# is th"t it is
("+orio%s "#& ti)e co#s%)i#'. The ti)e re0%ire& to 'e#er"te (i#$s "#& t*e"$ the
*e+ ,"'es "#& $e!*or&s to 'et the &esire& hi'h r"#$i#'s co%(& t"$e %, to three
)o#ths or )ore +eore t"#'i+(e +e#eits o the SEO c"),"i'# st"rt sho*i#' %,.
Pay Per Click Search Engine A&-ertisi#' h"s so)e c(e"r(! &ei#e& +e#eits th"t
the )"r$eter c"# e4,erie#ce %,ro#t *itho%t " ,rotr"cte& *"iti#' ,erio&. The $e!
+e#eits i#c(%&eB
Immediate flow of visitors: Perh",s the )ost si'#iic"#t +e#eit o " PPC
c"),"i'# is th"t it oers "# i))e&i"te i#(%4 o 0%"(iie& -isitors, (e"&s "#& s"(es,
there+! e#s%ri#' 0%ic$ res%(ts, so)eti)es *ithi# ho%rs. /%rther, i the $e!*or&
+ei#' o,ti)i;e& thro%'h the Se"rch E#'i#e O,ti)i;"tio# C"),"i'# is hi'h(!
co),etiti-e, it is +est to t"$e the PPC ro%te. I# "ct, " ,"! ,er c(ic$ "&-ertisi#'
,ro'r"))e is the +est o,tio# or )"r$eters see$i#' 0%ic$ res%(ts "#& " 'oo& ret%r#
o# i#-est)e#t *hi(e *"iti#' or " ,"r"((e( Se"rch E#'i#e O,ti)i;"tio# (SEO)
,ro'r"))e to r"), %, "#& "chie-e critic"( )"ss.
Affordability backed by FlexibilityB The +%&'et or " PPC c"),"i'# is &eci&e&
+! the )"r$eter. Moreo-er, there "re #o )i#i)%) s,e#& (e-e(s to +e "&here& to.
De,e#&i#' o# the )"r$eterFs tr"ic 'o"(s, "#& the c","cit! o the s"(es %##e(, o#e
c"# h"-e " +%&'et o "#!*here ro) Rs. 3<,<<< to Rs. 6,<<,<<< ,er )o#th. A#&
here is the ici#' o# the c"$e S i o#e is #ot s"tisie& *ith the $i#& o (e"&s +ei#'
'e#er"te&, o#e c"# i))e&i"te(! &isco#ti#%e the c"),"i'#.
Enhanced Reach: I# "&&itio# to "&&ressi#' the se"rch tr"ic "cross Se"rch
E#'i#es, thro%'h " PPC c"),"i'# o#e c"# "(so "&&ress other *e+sites "#& ,ort"(s
th"t h"-e "i(i"te )"r$eti#' ,ro'r"))es *ith Se"rch E#'i#e. /or e4"),(eB i "
)"r$eter %#&ert"$es " PPC c"),"i'# *ith Goo'(e, #ot o#(! *i(( the "&s ",,e"r o#
the Goo'(e se"rch res%(ts (or this, the )"r$eter #ee&s to e#"+(e this e"t%re), +%t
*i(( "(so ",,e"r o# sites s%ch "s B%si#ess Hor(&, Eco#o)ic Ti)es, Mo#e!
Co#tro(, etc. This %(ti)"te(! (e"&s to hi'her tr"ic +ei#' 'e#er"te&.
8.4 Conclusion
Th%s, "s " short ter) str"te'!, P"! Per C(ic$ oers " c(e"r "&-"#t"'e o-er SEO. Ho*e-er,
the ore)ost &is"&-"#t"'e is the cost "ctor. De,e#&i#' o# the c%rre#t )"r$et &e)"#& or
the &esire& $e!*or&s "#& c(ic$s, the PPC c"),"i'# co%(& 'e#er"te to#s o tr"ic "#& co%(&
e#& %, costi#' h%#&re&s, e-e# tho%s"#&s o R%,ees ,er &"!. Hith -"rio%s o,ti)i;"tio#
str"te'ies, o#e co%(&, o co%rse, (o*er the costs, +%t o# " (o#' ter) +"sis, #"t%r"( se"rch
e#'i#e o,ti)i;"tio# *i(( oer hi'her ret%r#s.
Chapter 9
Demography and
Geography
9.1 trends
/he !!& statistics released b' the Internet and Mobile Association of India (IAMAI)
predict that the web base in India is set to grow to ,!! million users b' !!(. In 8une
!!&, it was "(.% million. 5ther sources indicate that the si9e of the Indian advertising pie
is close to :$ billion with online advertising set to grow significantl' (figures in ;0 :)-
!!"#!$ (,! million), !!%#!& ("& million) and !!&#!. (%! million appro<imatel').
/he split industr' figures for !!%#!& are- financial services ($)), travel (,)),
technolog' (,,)), automobile (,,)) and online services (,,)).
B%t so)e +e(ie-e th"t o#(i#e )i'r"tio# )e"#s )"'";i#esF ,ro+(e)s "re str%ct%r"( r"ther
th"# c!c(ic"(. VThe +i''est c"s%"(t! ro) i#ter#et %s"'e ")o#' 76:34 !e"r:o(&s h"s +ee#
,ri#t )e&i",F s"!s Cit! +"#$ N%)is.
O-er 3< ,er ce#t o 76:34 !e"r:o(&s, "#& 7< ,er ce#t o o(&er "&%(ts, re"& )"'";i#es (ess
ote# si#ce the! irst %se& the i#ter#et, "ccor&i#' to )e&i" re'%("tor Oco), "#& th"t tre#&
is (i$e(! to "cce(er"te "s )ore ho%seho(&s si'# %, or hi'h:s,ee& i#ter#et "ccess : "+o%t 3<
,er ce#t #o* h"-e +ro"&+"#&
Hhere co#s%)ers 'o, "&-ertisers o((o*. VThe sh"re o co#s%)er )"'";i#e "&-ertisi#' WisX
&ec(i#i#' o-er the (o#' ter) &%e to "ster 'ro*i#' "(ter#"ti-e )e&i", #ot"+(! the i#ter#et,F
"ccor&i#' to N%)is. It h"s "((e# ro) 4.? ,er ce#t o the tot"( i# 7??? to 4.6 ,er ce#t,
"(tho%'h i#&%str! re-e#%es "re sti(( 'ro*i#' +ec"%se the o-er"(( "& )"r$et is e4,"#&i#'.
9.2 internet users
The #%)+er o I#ter#et %sers *i(( 'ro* ro) the c%rre#t 5@.6 )i((io# to " 7<< )i((io# %sers
+! 3<<9:<@, "#& the c!+erc"U is "# esse#ti"( ,oi#t o "ccess or I#ter#et ser-ices "s it
+eco)es "# i#te'r"( ,"rt o o%r e-er! &"! (i-es. No other +%si#ess is ,("!i#' s%ch "#
i#str%)e#t"( ro(e "s c!+erc"Us i# the ,rocess o +ri#'i#' the %t%re o I#ter#et tech#o(o'!
to the ,%+(ic. The "tt"che& res,o#&e#t +"se c(e"r(! sho*s *h"t " cr%ci"( ro(e Pc!+erc"UsP
,("! i# )"$i#' I#ter#et "ccess "-"i("+(e i# ,ro)i#e#t Ltier:IIL cities "#& to*#s *hich "re
*it#essi#' " ,ic$:%, i# i#ter#et re("te& "cti-ities Y o#(i#e ret"i(i#' "cti-it! "t i#cre"se&
tr"#s"ctio# -"(%es. The re,ort co#ir)s th"t c!+erc"Us h"-e "st e-o(-e& i#to " ,o,%("r
"ccess ,oi#t or eco))erce "cross I#&i" &e(i-eri#' "# i),ort"#t co#tri+%tio# to*"r&s this
!e"rFs eco))erce esti)"te o Rs 77@< crores.
Top Ten Parent Companies in Internet
according to Nielsen NetRatings
# Company or Parent
Unique Audience
May 2005
Time per Person
( hh:mm:ss )
1 Microsot 107,450,000 2:01:06
2 !ahoo" 97,499,000 3:00:30
# Time $arner 96,911,000 5:24:41
% &oo'(e 77,327,000 0:41:18
5 United )tates &o*ernment 53,881,000 0:26:34
+ e,ay 53,416,000 2:07:10
- .nterActi*eCorp 40,949,000 0:22:31
/ Ama0on 38,694,000 0:22:12
1 2ea(3et4or5s 32,906,000 0:42:54
10 $a(t 6isney .nternet &roup 32,332,000 0:33:14
Source: The Top 10 arent !ompanie" in #nternet Stati"tic", com$ine% home an% &ork %ata,
ha'e $een pro'i%e% $( )et*ating", #nc+ ,)a"%a-: )T*T., con"i%ere% the g/o$a/ "tan%ar% for
#nternet au%ience mea"urement an% ana/("i" an% i" the in%u"tr(0" premier "ource for on/ine
a%'erti"ing inte//igence+ !o'ering 70 percent of the &or/%0" #nternet u"age, the
)ie/"en11)et*ating" "er'ice" offer "(n%icate% #nternet an% %igita/ me%ia re"earch report"
an% cu"tom2tai/ore% %ata to he/p companie" gain 'a/ua$/e in"ight into their $u"ine""+ 3or
a%%itiona/ information, p/ea"e 'i"it: &&&+nie/"en2netrating"+com+
The Top Ten Brands in Internet
# Company or Parent
Unique Audience
May 2005
Time per Person
( hh:mm:ss )
1 !ahoo" 96,930,000 3:00:53
2 Microsot 90,822,000 0:42:13
# M)3 88,631,000 1:43:21
% &oo'(e 75,796,000 0:40:32
5 A78 71,174,000 6:45:06
+ e,ay 50,963,000 2:05:45
- Map9uest 36,580,000 0:12:19
/ Ama0on 34,294,000 0:19:49
1 2ea( 32,300,000 0:41:13
10 $eather Channe( 28,610,000 0:25:59
Source: The Top 10 4ran%" in #nternet Stati"tic", com$ine% home an% &ork %ata, ha'e $een pro'i%e% $(
)et*ating", #nc+ ,)a"%a-: )T*T., con"i%ere% the g/o$a/ "tan%ar% for #nternet au%ience mea"urement an%
ana/("i" an% i" the in%u"tr(0" premier "ource for on/ine a%'erti"ing inte//igence+ !o'ering 70 percent of the
&or/%0" #nternet u"age, the )ie/"en11)et*ating" "er'ice" offer "(n%icate% #nternet an% %igita/ me%ia re"earch
report" an% cu"tom2tai/ore% %ata to he/p companie" gain 'a/ua$/e in"ight into their $u"ine""+ 3or a%%itiona/
information, p/ea"e 'i"it: &&&+nie/"en2netrating"+com+
The Top Ten Advertisers in Internet
# Ad*ertiser :
.mpressions
May 2005
1 .nterActi*eCorp 3,120,962,000
2 ;ona'e <o(din's Corp 2,916,792,000
# 8o4erMy,i((s=com> .nc= 2,170,360,000
% 6e(( Computer Corporation 2,111,319,000
5 ;eri0on Communications> .nc= 2,046,221,000
+ 3et(i?> .nc= 1,914,033,000
- ),C Communications> .nc= 1,762,111,000
/ Monster $or(d4ide> .nc= 1,545,699,000
1 Apo((o &roup> .nc= 1,468,174,000
10 )cottrade> .nc= 1,463,286,000
Source: The Top 10 5%'erti"er" in #nternet Stati"tic", e6c/u%ing hou"e a%" &hich are a%" that run on an
a%'erti"er0" o&n &e$ propert(, ha'e $een pro'i%e% $( )et*ating", #nc+ ,)a"%a-: )T*T., con"i%ere% the g/o$a/
"tan%ar% for #nternet au%ience mea"urement an% ana/("i" an% i" the in%u"tr(0" premier "ource for on/ine
a%'erti"ing inte//igence+ !o'ering 70 percent of the &or/%0" #nternet u"age, the )ie/"en11)et*ating" "er'ice" offer
"(n%icate% #nternet an% %igita/ me%ia re"earch report" an% cu"tom2tai/ore% %ata to he/p companie" gain 'a/ua$/e
in"ight into their $u"ine""+ 3or a%%itiona/ information, p/ea"e 'i"it: &&&+nie/"en2netrating"+com+
10 COUNTRIES IT! T!E !I"!EST
INTERNET PENETRATION RATE
#PERCENTA"E O$ T!E POPU%ATION USIN" T!E INTERNET&
# Country or 2e'ion
Penetration
(@ Popu(ation)
.nternet Users
8atest 6ata
Popu(ation
( 2005 Ast= )
)ource o
8atest 6ata
1 )4eden -#=+ @ 6,656,733 9,043,990 )ie/"en11)* 7une105
2 <on' Bon' -0=- @ 4,878,713 6,898,686 )ie/"en11)* 3e$+105
# 6enmar5 +/=- @ 3,720,000 5,411,596 !2#25 8ar+105
% United )tates +/=5 @ 202,888,307 296,208,476 )ie/"en11)* 7une105
5 3or4ay +/=2 @ 3,140,000 4,606,363 !+#+5/manac 8ar+105
+ Austra(ia +-=2 @ 13,784,966 20,507,264 )ie/"en11)* 7une105
/ 3ether(ands ++=2 @ 10,806,328 16,322,583 )ie/"en11)* 7une104
- .ce(and +-=1 @ 198,000 294,947 !#5 2 8ar+105
10 Canada +#=/ @ 20,450,000 32,050,369 !2#25 9ec+103
10 Borea> )outh +#=# @ 31,600,000 49,929,293 :*)#! 9ec+104
T7P TA3 Countries +/=0 @ 271,283,058 398,796,375 #;S 2 7u/( 31105
2est o the $or(d 11=1 @ 667,427,871 6,021,306,347 #;S 2 7u/( 31105
Tota( $or(d Penetration 1%=+ @ 1#/>-10>121 +>%20>102>-22 .$) C Du(y #1E05
)<T=S: ,1. Top 10 #nternet enetration Stati"tic" &ere up%ate% on 7u/( 31, 2005+ ,2. 9etai/e% %ata for in%i'i%ua/ countrie" ma( $e foun% c/icking on
each countr( name+ ,3. 9emographic , popu/ation . num$er" are $a"e% on the %ata containe% in &or/%2ga>etteer+com+ ,4. The #nternet enetration
*ate" ha'e $een o$taine% from information pu$/i"he% $( )ie/"en11)et*ating", #T? an% other tru"t&orth( re"earch "ource"+ ,5. 9ata from thi" "ite
ma( $e cite%, gi'ing the %ue cre%it an% e"ta$/i"hing an acti'e /ink $ack to #nternet;or/%Stat"+com+ ,6. 3or na'igation he/p an% %efinition", "ee the
Site Surfing @ui%e+ A!op(right 200122006, 8ini&att" 8arketing @roup+ 5// right" re"er'e%+
Chapter 10
Search Engine Challenges
10.1 Introduction
To&"!Fs +%si#ess is hi'h(! &e,e#&e#t %,o# -isi+i(it!. A(tho%'h )"$i#' " 'oo& *e+site is
o#e 'oo& ste, to*"r&s )"r$et -isi+i(it!, ho*e-er th"t is .%st " +e'i##i#'. The +i''est
ch"((e#'e to&"! is to e#s%re th"t !o%r *e+site 'ets "# "&e0%"te sh"re o -isitors. I#ter#et
M"r$eti#' is o#e o the )ost cost:eecti-e )e"#s o e#h"#ci#' !o%r cor,or"te i)"'e "#&
+%i(& %,o# c(ie#te(e. Ho*e-er, i# or&er to "chie-e res%(ts, I#ter#et M"r$eti#' h"s to +e
&o#e i# " ,("##e& "#& ,roessio#"( )"##er.

There "re " #%)+er o "re"s o# the I#ter#et th"t "re %se& to he(, %s i#& *e+sites. These
"re"s "re 'e#er"((! reerre& to "s se"rch e#'i#es. Se"rch e#'i#es c"# +e +ro$e# &o*# i#to
three 'ro%,sB
1. Automated search engines
(Th"t %se sot*"re to co((ect "#& i#&e4 the co#te#t o ,"'es)
2. Directories
(Th"t %se h%)"# e&itors to c"te'ori;e *e+ ,"'es +! s%+.ect)
3. Hybrid search engines
(Th"t %ses +oth o the "+o-e)
Examples:
Automated:
***.A(t"-ist".co), ***.#orther#(i'ht.co)
Directories
***.D)o;.or', ***.!"hoo.co)
Hybrid
***.Goo'(e.co), ***.)et"cr"*(er.co)
The #%)+er o#e 'o"( o "#!o#e *ho o*#s "#! *e+site is Pto +e i# the to, te# (isti#'s o
e-er! se"rch e#'i#e.P De,e#&i#' o# the se"rch c"te'or! !o% "re (iste& i#, *ith the )i((io#s
o *e+sites i# e4iste#ce, !o% c"# see ho* &iic%(t it c"# +e or " *e+site to +e i# " to, te#
c"te'or!. /or e4"),(e, i !o% "re tr!i#' to 'et to, ,("ce)e#t se((i#' s,"ce sh%tt(es, !o%
*i(( h"-e " )%ch e"sier ti)e th"# tr!i#' to 'et " to, ,("ce)e#t "s " c"r &e"(er. Co#si&er
too, th"t i !o% "re i# the to, te#, there c"# +e h%#&re&s o ,eo,(e *ith si)i("r *e+sites
'%##i#' or !o%r s,ot o# the se"rch e#'i#e ,("ce)e#t (ist.
Goo'(e to&"! co#tro(s #e"r(! 9< ,erce#t o the se"rch:re("te& "&-ertisi#' )"r$et, "#
i#&%str! *orth )ore th"# T76 +i((io# " !e"r "#& 'ro*i#' "t ro%'h(! 6< ,erce#t " !e"r. ItLs
these "&s th"t "re the so%rce o Goo'(eLs riches "#& the +"sis or its e4,"#&i#' ,o*er.
10.2 Search Engine Strategies
Perh",s the )ost i),ort"#t :: "#& i#e4,e#si-e :: str"te'! is to rank high for your
preferred words o# the )"i# se"rch e#'i#es i# Por'"#icP or P#"t%r"(P se"rches ("s
o,,ose& to ,"i& "&s). Search engines send robot "spiders" to index the content on your
webpage, so (etLs +e'i# *ith ste,s to ,re,"re !o%r *e+ ,"'es or o,ti)"( i#&e4i#'. The!
i&e" here is #ot to tric$ the se"rch e#'i#es, +%t to (e"-e the) "+%#&"#t c(%es "s to *h"t
!o%r *e+,"'e is "+o%t.
1. Write a Page Title.
Hrite " &escri,ti-e tit(e or e"ch ,"'e o 6 to @ *or&s. Remove as many "filler" words
from the title, such as "the," "and," etc. This ,"'e tit(e *i(( ",,e"r h!,er(i#$e& o# the
se"rch e#'i#es *he# !o%r ,"'e is o%#&. E#tice se"rchers to c(ic$ o# the tit(e +! )"$i#' it
" +it ,ro-oc"ti-e. P("ce this "t the to, o the *e+,"'e +et*ee# the AHEADZARHEADZ
t"'s, i# this or)"tB ATIT2EZHe+ M"r$eti#' Chec$(ist :: 53 H"!s to Pro)ote 1o%r
He+siteARTIT2EZ. (It "(so sho*s o# the +(%e +"r "t the to, o !o%r *e+ +ro*ser.)
The P("# is to %se so)e &escri,ti-e $e!*or&s "(o#' *ith !o%r +%si#ess #")e o# !o%r
ho)e ,"'e. For example, if you specialize in silver bullets and that's what people will
be searching for, don't just use your company name "Acme Ammunition, Inc." use
"Silver and Platinum Bullets -- Acme Ammunition, Inc." The words people are most
likely to search on should appear first in the title (called 3$eyword pro"inence3). This
tit(e is #e"r(! the e#tire i&e#tit! o# the se"rch e#'i#es. The )ore ,eo,(e see th"t i#terests
the) i# the +(%e h!,er(i#$e& *or&s o# the se"rch e#'i#e, the )ore (i$e(! the! "re to c(ic$
o# the (i#$.
2. Write a Description and Keyword META Tag.
The description should be a sentence or two describing the content of the webpage,
using the main keywords and keyphrases on this page. If you include keywords that
aren't used on the webpage, you could hurt yourself. Place the Description META
Tag at the top of the webpage, between the <HEAD></HEAD> tags, in this format:
Some search engines include this description below your hyperlinked title. <META
NAME"DESCRIPTION" CONTENT"Increase visitor hits, attract traffic through
submitting URLs, META tags, news releases, banner ads, and reciprocal links">.
Your maximum number of characters should be about 255; just be aware that only
the first 60 or so are visible on Google, though more may be indexed.
Hhi(e ,re,"ri#' " *e+,"'e, *rite the "rtic(e irst, the# *rite " &escri,tio# o the co#te#t i#
th"t "rtic(e i# " se#te#ce or t*o, %si#' e"ch o the i),ort"#t $e!*or&s "#& $e!,hr"ses
i#c(%&e& i# the "rtic(e. This goes into the description META tag. The# or the $e!*or&s
META t"', stri, o%t the co))o# *or&s, (e"-i#' .%st the )e"t! *or&s "#& ,hr"ses. The
keywords META tag is no longer used for ranking by Google, but it is currently used
by Yahoo. Hho $#o*s *he# )ore se"rch e#'i#es *i(( co#si&er it i),ort"#t "'"i#I E-er!
*e+,"'e i# !o%r site sho%(& h"-e " tit(e, "#& META &escri,tio# t"'.
3. Include Your Keywords in Header Tags H1, H2, H3
Search engines consider words that appear in the page headline and sub heads to be
important to the page, so make sure your desired keywords and phrases appear in
one or two header tags. Do#Lt e4,ect the se"rch e#'i#e to ,"rse !o%r C"sc"&i#' St!(e
Sheet (CSS) to i'%re o%t *hich "re the he"&(i#es :: it *o#Lt. I#ste"&, use keywords in the
H1, H2, and H3 tags to provide clues to the search engine. (NoteB So)e &esi'#ers #o
(o#'er %se the H7, H3 t"'s. Th"tLs " )ist"$e. M"$e s%re !o%r &esi'#er &ei#es these t"'s i#
the CSS r"ther th"# cre"ti#' he"&(i#e t"'s *ith other #")es.)
4. Make Sure Your Keywords Are in the First Paragraph of Your Body Text
Se"rch e#'i#es e4,ect th"t !o%r irst ,"r"'r",h *i(( co#t"i# the i),ort"#t $e!*or&s or the
&oc%)e#t : *here )ost ,eo,(e *rite "# i#tro&%ctio# to the co#te#t o the ,"'e. 1o% &o#Lt
*"#t to .%st "rtiici"((! st% $e!*or&s here, ho*e-er. More is #ot +etter. Google might
expect a keyword density in the entire body text area of maybe 1.5 to 2 for a
word that should rank high, so don't overdo it. Other places you might consider
including keywords would be in ALT tags and perhaps COMMENT tags, tho%'h e*
se"rch e#'i#es 'i-e these )%ch i "#! *ei'ht.
5. Use Keywords in Hyperlinks
Se"rch e#'i#es "re (oo$i#' or c(%es to the oc%s o !o%r ,"'e. Hhe# the! see *or&s
h!,er(i#$e& i# !o%r +o&! te4t, the! co#si&er these ,ote#ti"((! i),ort"#t, so hyperlink
your important keywords and keyphrases. To e),h"si;e it e-e# )ore, the *e+,"'e !o%
"re (i#$i#' to co%(& h"-e " ,"'e #")e *ith the $e!*or& or $e!,hr"se, such as blue-
widget.htm -- another clue for the search engine.
6. Make Your Navigation System Search Engine Friendly
Some webmasters use frames, +%t r")es c"# c"%se serio%s ,ro+(e)s *ith se"rch
e#'i#es. Even if search engines can find your content pages, they could be missing the
key navigation to help visitors get to the rest of your site. E"-"Scri,t "#& /("sh
#"-i'"tio# )e#%s th"t ",,e"r *he# !o% ho-er "re 're"t or h%)"#s, but search engines
don't read 1avaScript and Flash. Supplement them with regular HTML links at the
bottom of the page, ensuring that a chain of hyperlinks exists that take a search
engine spider from your home page to every page in your site. A site )", *ith (i#$s to
"(( !o%r ,"'es c"# he(,, too. I !o%r site is#Lt 'etti#' i#&e4e& %((!, )"$e s%re !o% s%+)it "
Goo'(e Site)", o((o*i#' &irectio#s o# Goo'(eLs site
(***.'oo'(e.co)R*e+)"stersRsite)",sR(o'i#). Greg Tarrant's Google Sitemap
Generator and Editor (www.sitemapdoc.com) is a free tool to build these. Be "*"re
th"t so)e co#te#t )"#"'e)e#t s!ste)s "#& e:co))erce c"t"(o's ,ro&%ce &!#")ic, )"&e:
o#:the:(! *e+,"'es. 1o% c"# so)eti)es reco'#i;e the) +! 0%estio# )"r$s i# the UR2s
o((o*e& +! (o#' stri#'s o #%)+ers or (etters. Overworked search engines sometimes
stop at the question mark and refuse to go farther. I !o% i#& the se"rch e#'i#es "re#Lt
i#&e4i#' !o%r i#terior ,"'es, !o% )i'ht co#si&er UR2 re*riti#', " site )",, "#& t"r'ete&
co#te#t ,"'es. Commercial solutions include Bruce Clay's Dynamic Site Mapping
(www.bruceclay.com/web_dsm.htm) and YourAmigo.com's SpiderLinker
(www.youramigo.com)
7. Develop Several Pages Focused on Particular Keywords
Search Engine Optimization (SEO) specialists no longer recommend using external
doorway or gateway pages, si#ce #e"r(! &%,(ic"te *e+,"'es )i'ht 'et !o% ,e#"(i;e&.
R"ther, &e-e(o, se-er"( *e+,"'es o# !o%r site, e"ch o *hich is oc%se& o# " &iere#t
$e!*or& or $e!,hr"se. For example, instead of listing all your services on a single
webpage, try developing a separate webpage for each. These ,"'es *i(( r"#$ hi'her or
their $e!*or&s si#ce the! co#t"i# t"r'ete& r"ther th"# 'e#er"( co#te#t. 1o% c"#Lt %((!
o,ti)i;e "(( the *e+,"'es i# !o%r site, but these focused-content webpages you'll want
to spend lots of time tweaking to improve their rank.
8. Submit Your Webpage URL to Search Engines
Ne4t, s%+)it !o%r ho)e,"'e UR2 to the i),ort"#t He+ se"rch e#'i#es th"t ro+otic"((!
i#&e4 the He+. Look for a link on the search engine for "Add Your URL." In the US,
the most used search engines are: Google, Yahoo, MSN, AOL Search, and Ask.com.
So)e o these ee& se"rch co#te#t to the other )"i# se"rch e#'i#es "#& ,ort"( sites.
For Europe and other areas you'll want to submit to regional search engines. ItLs "
*"ste o )o#e! to ,"! so)eo#e to s%+)it !o%r site to h%#&re&s o se"rch e#'i#es. Avoid
registering with FFA (Free For All pages) "#& other (i#$ "r)s. The! &o#Lt *or$ *e((,
+ri#' !o% (ots o s,") e:)"i(s, "#& co%(& c"%se !o% to +e ,e#"(i;e& +! the se"rch e#'i#es.
S%+)it to &irectories %#&er "Linking Strategies" +e(o*. If your page is already indexed
by a search engine, don't re-submit it unless you've made significant changes; the
se"rch e#'i#e s,i&er *i(( co)e +"c$ "#& re-isit it soo# "#!*"!.
9. Fine-tune with Search Engine Optimization
No* i#e:t%#e !o%r oc%se&:co#te#t ,"'es (&escri+e& i# ,oi#t 9), "#& ,erh",s !o%r ho)e
,"'e, +! )"$i#' )i#or "&.%st)e#ts to he(, the) r"#$ hi'h. Software such as
WebPosition (www.wilsonweb.com/afd/webposition.htm) allows you to check your
current ranking and compare your webpages against your top keyword competitors.
He+Positio#Ls P"'e Critic ,ro-i&es "#"(!sis o " se"rch e#'i#eLs ,reerre& st"tistics or
e"ch ,"rt o !o%r *e+,"'e. 1o% c"# &o this !o%rse( *ith He+Positio#. The +est set o
SEO too(s +! "r is Bruce Clay's SEOToolSet
(www.wilsonweb.com/afd/clay_seotoolset.htm).
M"#! s)"(( "#& ("r'e +%si#esses o%tso%rce se"rch e#'i#e ,ositio#i#' +ec"%se o the
co#si&er"+(e ti)e i#-est)e#t it re0%ires.
10. Promote Your Local Business on the Internet
These &"!s )"#! ,eo,(e se"rch or (oc"( +%si#esses o# the I#ter#et. To )"$e s%re the! i#&
!o% i#c(%&e o# e-er! ,"'e o !o%r *e+site the street "&&ress, ;i, co&e, ,ho#e number,
and the five or 10 other local community place names your business serves. I !o% c"#,
i#c(%&e ,("ce #")es i# the tit(e t"', too. Hhe# !o% see$ (i#$s to !o%r site, " (oc"( +%si#ess
sho%(& 'et (i#$s ro) (oc"( +%si#esses *ith ,("ce #")es i# the co))%#ities !o% ser-e and
co),(e)e#t"r! +%si#esses i# !o%r i#&%str! #"tio#*i&e.
Chapter 11
Preparing for Additional
Website Traffic
11.1 Introduction
Beore !o% &o "(( the *or$ o "ttr"cti#' ,eo,(e to !o%r *e+site, &eter)i#e *hether !o%r
+%si#ess c"# h"#&(e the tr"ic. 1o% #ee& to ,re,"re "he"& o ti)e or i#cre"se& -o(%)es,
"#& or "(( the ,ossi+(e ,ro+(e)s "#& ch"((e#'es th"t c"# occ%r o-er ti)e. As$ !o%rse(
"#&Ror or ,ote#ti"( *e+:hosti#' ser-ice the o((o*i#' 0%estio#sB
1. Can your web hosting company handle large volumes of traffic coming to your
website?
I# )ost c"ses the "#s*er to this *i(( +e !es, +%t !o% #ee& to $#o* this "he"& o ti)e so
t"($ to !o%r I#ter#et Hosti#' Pro-i&er so the! c"# +e "*"re o !o%r ,ote#ti"( hi'her tr"ic
"cti-ities. 1o% sho%(& "(so +e re)i#&e& th"t "&&itio#"( tr"ic to !o%r *e+site )"! )e"#
hi'her )o#th(! costs ro) !o%r *e+site hosti#' co),"#! or the i#cre"se& tr"ic (e-e(s.
2. Are you set up for mail-order shipments?
I !o% "re ,("##i#' o# se((i#' ,ro&%cts o-er the I#ter#et, c"# !o% "#& !o%r st" h"#&(e
-o(%)es o ,ro&%ct s"(es, shi,,i#' AND "(( the thi#'s th"t 'o "(o#' *ith these. Cre"te "
)"i(:or&er &e,"rt)e#t, "#& ,roce&%res or h"#&(i#' )"i(:or&er re0%ests. I# )ost c"ses this
*i(( "(so )e"# !o% sho%(& set %, " sec%re, e:co))erce *e+site to h"#&(e "#& tr"c$ the
tr"#s"ctio#s.
3. Do you have a secure website for accepting customer payments?
I !o% &o#Lt, !o% *i(( +e (osi#' s"(es +ec"%se )"#! o#(i#e sho,,ers *i(( o#(! tr%st sec%re
sites. E:co))erce sites ,ro-i&e " sec%re )e"#s or I#ter#et sho,,ers to ,%rch"se ,ro&%cts
"#& ser-ices o#(i#e. There "re " )%(tit%&e o co),"#ies th"t oer ser-ices i# setti#' %, e:
co))erce "cco%#ts. Chec$ irst o "(( *ith !o%r o*# I#ter#et hosti#' ,ro-i&er to see i
the! oer this ser-ice, or c"# the! reco))e#& "#other co),"#!.
4. What are your procedures for?
") Sto(e# Cre&it C"r&s
(Hhe# so)eo#e ,"!s *ith " sto(e# c"r& #%)+er).As$ !o%r )erch"#t "cco%#t ,ro-i&er or
&et"i(s.
+) U#&e(i-ere& ,ro&%ct
(1o%r c%sto)er c("i)s the ,ro&%ct &i&#Lt "rri-e).H"-e " shi,)e#t tr"c$i#' s!ste) i# ,("ce.
c) D")"'e& 'oo&s
(1o%r c%sto)er c("i)s ,ro&%ct recei-e& &")"'e&).Chec$ or "-"i("+i(it! o shi,,i#'
i#s%r"#ce ,o(icies.
&) U#s%it"+(e 'oo&s
(The ,ro&%ct si),(! &oes #ot (i-e %, to e4,ect"tio#s). E#s%re !o%r *e+site &e,icts !o%r
,ro&%cts "cc%r"te(!
e) Shi,,i#' "#& &e(i-er!.
I#or)i#' !o%r ,ote#ti"( c%sto)ers o the "-"i("+i(it! o their ,%rch"se "#& ",,ro4i)"te
&e(i-er! ti)e.
5. What level is your Internet and website security?
Hi(( ,eo,(e tr%st !o%I Do !o%r *e+site "#& !o%r +%si#ess P",,e"rP to +e (e'iti)"teI
I#ter#et sec%rit! is "# i),ort"#t iss%e, ,"rtic%("r(! i !o% "re o,er"ti#' "# e:co))erce site.
There "re " #%)+er o or'"#i;"tio#s th"t oer o#(i#e certiic"tes or sec%re *e+sites th"t
"&here to their strict co&e o sec%rit! i),(e)e#t"tio#s. Other thi#'s th"t *i(( he(, to )"$e
!o%r *e+site ",,e"r to +e (e'iti)"te "#& tr%st*orth! "re to ,%+(ish !o%r street "&&ress, "#&
e-e# ,ost " ,ict%re o the +%i(&i#' i# *hich !o% "re (oc"te&.
Re)e)+er th"t "# i#cre"se i# s"(es "#& "cti-ities ote# )e"#s "# i#cre"se i# ,ro+(e)s th"t
'o "(o#' *ith the). I !o%r +%si#ess is to se(( o#(i#e "#& !o% "re #ot %((! ,re,"re& or
-o(%)es o tr"ic, this c"# si'#iic"#t(! i),"ct !o%r +%si#ess. Be (i$e " 'oo& Bo! Sco%t or
Gir( G%i&e "#& Be Pre,"re&. The ("st thi#' !o% *"#t is "# %#h",,! c%sto)erK "s th"t c"#
&o )ore &")"'e to the short: "#& (o#':ter) -i"+i(it! o !o%r +%si#ess th"# "#! other
si#'%("r e-e#t.
Chapter 12
Branding Your Business
And Website
12.1 Develop a Brand
Br"#&i#' is " *or& th"t h"s '"i#e& ,o,%("rit! i# rece#t !e"rs, +%t its )e"#i#' is ote#
shro%&e& i# &o%+(e t"($ "#& )is%#&erst"#&i#'. Br"#&i#' is the Pee(i#'P th"t ,eo,(e 'et
ro) cert"i# ,ro&%cts, ser-ices or +%si#esses. There "re )"#! e(e)e#ts o " +%si#ess th"t
co%(& +e %se& or +r"#&i#'. It co%(& +e " (o'o, " #")e, " ,ict%re, " ,ro&%ct or "#! other
t"#'i+(e thi#' th"t cre"tes "# "ssoci"tio# *ith " ,ro&%ct, ser-ice or co),"#!. Br"#&i#' c"#
+e &iic%(t to "cco),(ish +ec"%se !o% c"##ot co))"#& ,eo,(e to "ssoci"te " 'oo&
ee(i#' *ith !o%r ,ro&%cts or ser-ices. Peo,(e #ee& to e4,erie#ce this i# or&er or the
+r"#&i#' to +eco)e )e"#i#'%(. 1o% #ee& to st"rt o +! est"+(ishi#' *h"t e4"ct(! it is th"t
!o% *"#t to +r"#&. Hi(( it +e !o%r ,ro&%cts, !o%r co),"#! #")e or " (o'oI It sho%(& +e
so)ethi#' th"t *i(( "ssoci"te "(( o these +%si#ess e(e)e#ts to'ether. O#e i),ort"#t
co),o#e#t o +r"#&i#' is the Pe4,erie#ceP c%sto)ers h"-e, &%ri#' "#& "ter "# i#ter"ctio#
*ith " P+r"#&e&P e#tit!. I# or&er or the +r"#&i#' to re(ect " ,ositi-e e4,erie#ce, the
i#ter"ctio# "#& e4,erie#ce )%st "(so +e ,ositi-e.
Br"#&i#' c"# +est +e &escri+e& *ith o#e *or&B TRUST. It is the tr%st i# +r"#&e& e#tities
th"t ,ro),ts ,eo,(e to ,"tro#i;e the). Tr%st is the s")e re"so# th"t +r"#&i#' c"##ot
h",,e# o-er#i'htK it t"$es ti)e to +%i(& c(ie#t tr%st. 1o% #ee& to +e "*"re th"t tr%st c"#
"(so +e (ost i# "# i#st"#t. Tr%st is " ee(i#'K thereore, it is o#e o the 0%ic$est thi#'s !o%r
+%si#ess c"# (ose. /or this re"so#, it is i),er"ti-e th"t "(( !o%r eorts 'o i#to )"$i#' e"ch
c(ie#t i#ter"ctio# " ,ositi-e o#e.
Thi#$ or " )o)e#t o the thi#'s !o% ,%rch"se "#& *h! !o% ,%rch"se the). T"$e "
co))o# ,ro&%ct (i$e co(". There "re )"#! +r"#&s o co("s "-"i("+(e. So)e "re *e((
:"&-ertise& "#& ,ro)ote& *hi(e others re(! si),(! o# their ,rice. Hh"t &o !o% +%!I Do
!o% +%! the )ore e4,e#si-e +r"#& +ec"%se !o% h"-e see# "(( the "&s or the) o-er the
!e"rsK !o% h"-e co#s%)e& the ,ro&%ct )"#! ti)es "#& h"-e "(*"!s o%#& it to +e
rereshi#' "#& co#siste#tI Or, &o !o% +%! the che",er +r"#& th"t !o% h"-e #e-er he"r& o
+eore, #e-er trie& "#& &o#Lt $#o* the co),"#! or its ,ro&%ctI I !o% "re (i$e )ost
co#s%)ers, !o% *i(( (i$e(! +%! the *e((:"&-ertise& "#& Ptr%ste&P ,ro&%ct )ost o the ti)e,
"#& -er! occ"sio#"((! ,%rch"se "# %#$#o*# +r"#&. Br"#&i#' is re(!i#' o# tr%st "#&
e4,erie#ce to i#(%e#ce o%r &ecisio#s.
So ho* c"# !o% %se +r"#&i#'I I hi'h(! reco))e#& th"t !o% P+r"#&P !o%r *e+site "&&ress.
The re"so# or this is th"t *he# !o% +r"#& !o%r *e+site "&&ress, #o )"tter *h"t ,ro&%ct or
ser-ice !o% ,ro-i&e, or ch"#'e, ,eo,(e *i(( "(*"!s "ssoci"te !o%r *e+site *ith " $#o*#
"#& tr%ste& e#tit!. 1o% c"# +e'i# P+r"#&i#'P !o%r *e+site "&&ress +! oc%ssi#' "(( o !o%r
,ro)otio#s o# se#&i#' ,eo,(e to !o%r *e+site, *here the! c"# i#& o%t "(( the i#or)"tio#
"+o%t !o%, !o%r ,ro&%cts "#& or ser-ices, "#& !o%r co),"#!. 1o% #ee& to +e co#siste#t i#
A2HA1S "&-ertisi#' "#& ,ro)oti#' !o%r *e+site. There "re )"#! )ore "cti-ities !o%
c"# e#'"'e i# th"t *i(( he(, +r"#& !o%r *e+site "&&ress. So)e 'oo& e4"),(es "reB
I#cor,or"ti#' !o%r *e+site "&&ress i#to !o%r (o'o, )"$i#' s%re !o%r *e+site "&&ress
",,e"rs o# "(( !o%r ,ro)otio#"( )"teri"( "#& %si#' " c"tch! #")e or !o%r *e+site
"&&ress.
M"#! ("r'e cor,or"tio#s h"-e )ore th"# o#e P+r"#&e&P e#tit!. Hith so)e co),"#ies it is
si),(! their #")eK *ith others it is " -"riet! o e(e)e#ts th"t h"-e +ee# cre"te& "#&
"ssoci"te& *ith the co),"#!. E%st " e* o the co),"#ies th"t h"-e s%ccess%((! P+r"#&e&P
their ,ro&%cts or ser-ices
NIQE I#c. H"s +"#&ie& their *or(&:")o%s Ni$e Ps*ooshP (o'o. It h"s
+ee# so *e(( ,ro)ote& th"t #o* )ost ,eo,(e o# the ,("#et reco'#i;e " Ni$e ,ro&%ct si),(!
+! seei#' the (o'o. The "&-"#t"'e to this is th"t #o* Ni$e c"# )"#%"ct%re "#! ,ro&%ct,
",,(! their (o'o, "#& +e "ss%re& th"t the +%!er *i(( reco'#i;e *ho the )"#%"ct%rer is.
The Coc":Co(" Co),"#! h"s s,e#t " (ieti)e ,ro)oti#' " (o'o th"t
i#c(%&es s,eciic co(ors "#& scri,te& (etteri#'. The ,ro&%ct is so(& *or(&*i&e "#& the (o'o
is reco'#i;e& "ro%#& the '(o+e "s " ,o,%("r sot:&ri#$ *ith " co#siste#t(! hi'h 0%"(it! o
)"#%"ct%re, ,"c$"'i#' "#& co#siste#c!.
A# I#ter#et:+"se& co),"#! th"t +e'"# "s "# +oo$se((er, "#& the#
+r"#che& i#to " -"riet! o ,ro&%cts. ***.A)";o#.co) is the ,erect e4"),(e o "
co),"#! th"t +r"#&e& its *e+ "&&ress. E-e# ,eo,(e *ho h"-e #e-er -isite& the
A)";o#.co) *e+site "re "*"re o the co),"#!.
Chapter 13
Making a Sticky Website
13.1 increasing the volumes
Attr"cti#' ,eo,(e to !o%r *e+site is #ot e#o%'hK -isitors #ee& to stic$ "ro%#& (o#' e#o%'h
to &o *h"te-er it is th"t !o%r *e+site *"s &esi'#e& or the) to &o. A(( o the e(e)e#ts th"t
)"$e " *e+site stic$! "(so i#c(%&e the co#str%ctio# "#& co#te#t o !o%r *e+site s%ch "s
(oo$, ee(, #"-i'"tio#, etc. A(( o these e(e)e#ts "re #ee&e& to e#tice -isitors to (i#'er "t
!o%r *e+site (o#' e#o%'h or the) to o+t"i# so)ethi#' ro) it. So)e o the thi#'s !o% c"#
i),(e)e#t th"t *i(( he(, -isitors s,e#& )ore ti)e or i#cre"se the -o(%)e o -isits to !o%r
*e+site "reB
7. M"$e s%re !o%r *e+site is "ttr"cti-e "#& *or$s ,ro,er(! so it *i(( #ot &ri-e -isitors
"*"!.
3. Use !o%r ho)e or s,("sh ,"'e to "##o%#ce short #e*s e"t%res "+o%t !o%r +%si#ess.
5. Pro-i&e Pti,sP "ssoci"te& *ith !o%r ,ro&%cts or ser-ices.
4. Pro-i&e i#teresti#' to:the:,oi#t i#or)"tio# o# ,ro&%cts "#& ser-ices.
6. M"$e !o%r te4t sectio#s i#teresti#' "#& e"s! to re"&.
8. I),(e)e#t ch"t, (istser-e, or other i#ter"cti-e sessio#s.
There is -"(%e i# h"-i#' -isitors s,e#& )ore ti)e "t !o%r *e+site, .%st "s there is -"(%e i#
h"-i#' -isitors ret%r# "'"i# "#& "'"i# to !o%r site. Both o these "cti-ities +%i(& tr%st
(+r"#&i#') th"t e0%"tes to +etter c%sto)er re("tio#s, hi'her -o(%)es "#& hi'her )"r'i#
s"(es.
13.2 Linking Strategies
2i#$s to !o%r site ro) other sites +ri#' "&&itio#"( tr"ic. B%t si#ce Goo'(e "#& other
)".or se"rch e#'i#es co#si&er the #%)+er o i#co)i#' (i#$s to !o%r *e+site (P(i#$
,o,%("rit!P) "s "# i),ort"#t "ctor i# r"#$i#', )ore (i#$s *i(( he(, !o% r"#$ hi'her i# the
se"rch e#'i#es, too. Google has introduced a 10-point scale called PageRank (10 is the
highest rank) to indicate the quantity and quality of incoming links. All links,
however, are not created equal. Links from popular information hubs will help your
site rank higher than those from low traffic sites.).
Submit Your Site to Key Directories
S%+)it !o%r site to $e! &irectories, si#ce " (i#$ ro) " &irector! *i(( he(, !o%r r"#$i#' ::
"#& 'et !o% tr"ic. Be s%re to (ist !o%r site i# the ree Open Directory Project
(www.dmoz.com), o-ersee# +! o-er*or$e& -o(%#teer h%)"# e&itors. This hierarchical
directory provides content feeds to all the major search engines. Plus it provides a
link to your site from an information hub that Google deems important. But don't be
impatient and resubmit or you'll go to the end of the queue.
Yahoo! Directory is "#other i),ort"#t &irector! to +e (iste& i#, tho%'h their se"rch res%(ts
rece#t(! h"-e#Lt +ee# e"t%ri#' their o*# &irector! "s ,ro)i#e#t(!. Re"( h%)"#s *i(( re"&
("#& too ote#, ,"re &o*#) !o%r 3<<:ch"r"cter se#te#ce, so +e -er! c"re%( "#& o((o* their
i#str%ctio#s (htt,BRR&ocs.!"hoo.co)Ri#oRs%''estR). Hi#tB Use so)e*h"t (ess th"# the
)"4i)%) #%)+er o ch"r"cters "((o*"+(e, so !o% &o#Lt h"-e *or&! te4t th"t *i(( te),t the
1"hooM e&itor to +e'i# cho,,i#'. B%si#ess sites re0%ire " T3?? "##%"( rec%rri#' ee or
1"hooM E4,ress to h"-e !o%r site co#si&ere& or i#c(%sio# *ithi# se-e# +%si#ess &"!s
(htt,BRR&ocs.!"hoo.co)Ri#oRs%''estR+%se4,ress.ht)(). Other directories to consider
might be About.com and Business.com.
Submit Your Site to Industry Sites and Specialized Directories
1o% )"! i#& some directories focused on particular industries, s%ch "s e&%c"tio# or
i#"#ce. 1o% ,ro+"+(! +e(o#' to -"rio%s tr"&e "ssoci"tio#s th"t e"t%re )e)+er sites. As$
or " (i#$. E-e# i !o% h"-e to ,"! so)ethi#' or " (i#$, it may help boost your
PageRank. Be*"re o &irectories th"t so(icit !o% or P%,'r"&e& (isti#'s.P Unless a
directory is widely used in your field, your premium ad won't help -- but the link
itself will help boost your PageRank and hence your search engine ranking. M"r'i#"(
&irectories co)e "#& 'o -er! 0%ic$(!, )"$i#' it h"r& to $ee, %,. Do#Lt tr! to +e e4h"%sti-e
here.
Request Reciprocal Links
Find complementary websites and request a reciprocal link to your site (es,eci"((! to
!o%r ree ser-ice, i !o% oer o#e). De-e(o, "# o%t:o:the *"! ,"'e *here !o% ,%t (i#$s to
other sites : so !o% &o#Lt se#& ,eo,(e o%t the +"c$ &oor "s "st "s !o% +ri#' the) i# the
ro#t &oor. 1o%r +est res%(ts *i(( +e ro) sites th"t 'et " si)i("r ")o%#t o tr"ic to !o%r
site. Hi'h:tr"ic site *e+)"sters "re too +%s! to "#s*er !o%r re0%ests or " (i#$ "#& &o#Lt
h"-e "#!thi#' to '"i#. 2oo$ or s)"((er sites th"t )"! h"-e (i#$i#' ,"'es.
Check out Ken Evoy's free SiteSell Value Exchange.
(7) It re'isters !o%r site "s o#e th"t is *i((i#' to e4ch"#'e (i#$s *ith other sites th"t h"-e "
si)i("r the)eRto,ic co#te#t "#&
(3) Se"rches or sites *ith si)i("r to,ic"( co#te#t (htt,BRRs"(es.sitese((.co)R-"(%e:
e4ch"#'eR). Additionally, two automated link building software programs stand out --
Zeus and Arelis.
These se"rches or co),(e)e#t"r! sites he(, !o% )"i#t"i# " (i#$ &irector!, "#& )"#"'e
reci,roc"( (i#$s. Ho*e-er, %se these ,ro'r")s to i&e#ti! the co),(e)e#t"r! sites, not to
se#& i),erso#"( "%to)"te& e:)"i( s,") to site o*#ers. Hhe# !o% (oc"te sites, se#& "
,erso#"( e:)"i( to the "&)i#istr"ti-e co#t"ct o%#& i# the Hhois Director!
(***.#et*or$so(%tio#s.co)R*hoisR). I e:)"i( &oes#Lt 'et " res,o#se, tr! " ,ho#e c"((.
O#e *"r#i#'B Be s%re to o#(! (i#$ to co),(e)e#t"r! sites, #o )"tter ho* ote# !o% "re
+o)+"r&e& *ith re0%ests to e4ch"#'e (i#$s *ith " )ort'"'e site th"t h"s #othi#' to &o *ith
!o%rs.
One way Google determines what your site is about is who you link to and who links
to you. It's not just links, but quality links you seek.
Write Articles for Others to Use in their Newsletters
1o% c"# &r")"tic"((! i#cre"se !o%r -isi+i(it! *he# !o% *rite "rtic(es i# !o%r "re" o
e4,ertise "#& &istri+%te the) to e&itors "s ree co#te#t or their e:)"i( #e*s(etters or their
*e+sites. E%st "s$ th"t " (i#$ to !o%r *e+site "#& " o#e:(i#e &escri,tio# o *h"t !o% oer
+e i#c(%&e& *ith the "rtic(e. This is "# eecti-e "viral" approach th"t c"# ,ro&%ce
h%#&re&s o (i#$s to !o%r site o-er ti)e.
Begin a Business Blog
H"#t (i#$s to !o%r siteI Be'i# " +%si#ess +(o' o# !o%r *e+site, hoste& o# !o%r o*#
&o)"i#. If you offer excellent content and regular industry comment, people are likely
to link to it, increasing your site's PageRank. I !o% h"-e " +(o' o# " thir&:,"rt! +(o'
site, occ"sio#"((! i#& re"so#s to t"($ "+o%t "#& (i#$ to !o%r o*# &o)"i#.
Issue News Releases
/i#& #e*s*orth! e-e#ts "#& se#& #e*s re(e"ses to ,ri#t "#& He+ ,erio&ic"(s i# !o%r
i#&%str!. The links to your site in online news databases may remain for years and
have some clout with link popularity. Ho*e-er, o,e#i#' or re&esi'#i#' " *e+site is
se(&o) #e*s*orth! these &"!s. 1o% )"! *"#t to %se " He+ #e*s re(e"se ser-ice s%ch "s
PR Web (http://wilsonweb.prwebdirect.com). P("ci#' !o%r *e+site UR2 i# o#(i#e
co,ies o !o%r ,ress re(e"se )"! i#cre"se (i#$ ,o,%("rit! so)e. Iss%i#' ,ress re(e"ses is "
tr"&itio#"( ,ro)otio#"( str"te'!, +%t there "re other tr"&itio#"( ",,ro"ches th"t c"# he(,
!o% "s *e((.
Chapter 14
Viral Marketing
14.1 Viral marketing
O#e o the s"(es e(e)e#ts th"t *or$s h"#& i# h"#& *ith +r"#&i#' is -ir"( )"r$eti#'.
These t*o )"r$eti#' "i&s co),(e)e#t o#e "#other "#& he(, to )"$e o#e "#other )ore
,o*er%(. Gir"( )"r$eti#' is " #e* ,hr"se th"t )e"#s P*or& o )o%thP )"r$eti#', or )ore
"cc%r"te(! or *e+site ,ro)otio#, Pse(:,ro,"'"tio#.P Hh"t -ir"( )"r$eti#' &oes is to
Ps,re"& !o%r )ess"'eP *ithi# the co))%#it!, *itho%t !o% h"-i#' to i#ter-e#e. ItLs (i$e
ree "&-ertisi#' +ec"%se -isitors to !o%r *e+site *i(( reco))e#& it to others *ho *i((
reco))e#& it to others "#& so o#. I# )"#! *"!s, this $i#& o ,ro)otio# "cts .%st (i$e "
-ir%s i# th"t it s,re"&s ro) ,erso# to ,erso# "()ost *itho%t the) +ei#' "*"re.
There "re t*o t!,es o -ir"( )"r$eti#'B
7. Direct Viral Marketing occ%rs *he# " c(ie#t s,re"&s the "*"re#ess o !o%r
,ro&%ct or ser-ice to others si),(! +! %si#' the ,ro&%ct or ser-ice. So)e o the
o#(i#e e:)"i( ser-ices "re e4"),(es o this. Hhe# so)eo#e se#&s "# e:)"i( %si#'
these $i#&s o ser-ices, e"ch e)"i( "%to)"tic"((! i#c(%&es " )ess"'e "t the +otto)
o the e:)"i( th"t st"tes the #")e o the e)"i( ser-ice the! "re %si#'. A s%+t(e +%t
eecti-e )etho& o ,ro)otio#.
3. Indirect Viral Marketing h",,e#s *he# " c(ie#t )%st "cti-e(! i#& "#other
c(ie#t i# or&er or +oth o the) to +e#eit +! %si#' the ,ro&%ct. A# e4"),(e o this
is *he# so)eo#e *"#ts to %se "# I#ter#et ser-ice (i$e " ch"t or )ess"'i#' ser-ice,
"#& the! h"-e to so(icit the "ssist"#ce o "#other %ser i# or&er to i),(e)e#t the
ser-ice. /or e4"),(e, i o#e ,erso# *"#ts to se#& i#st"#t o#(i#e )ess"'es to
"#other ,erso#, th"t other ,erso# "(so #ee&s to h"-e the s")e sot*"re i#st"((e& i#
or&er or the )ess"'i#' to *or$. This )e"#s th"t o#e ,erso# #ee&s to i),(ore
"#other to "(so i#st"(( " )ess"'i#' %ti(it!. (e.'., MSN )esse#'er or ICD) There
)"! +e so)e *"!s !o% c"# i),(e)e#t -ir"( )"r$eti#' or se( ,ro,"'"tio# *ithi#
!o%r *e+site. Oeri#' thi#'s or ree is o#e 'oo& *"! o &oi#' this. This &oes#Lt
)e"# !o% h"-e to 'i-e "*"! " ,ro&%ctK !o% co%(& ,ro-i&e " ree ser-ice or so)e
other -"(%"+(e #o#:t"#'i+(e ite).
I !o% h"-e the )e"#s, ,ro-i&i#' " ree scree# s"-er or +"c$'ro%#& i)"'e co%(& +e o#e
*"! th"t !o%r c%sto)ers *i(( s,re"& the #e*s o !o%r *e+site. A#other i&e" is to ,ro-i&e "
ree ser-ice to -isitors o !o%r site. /ree "&-ice o# tech#ic"( or other co),(ic"te& to,ics
co%(& +e %se%(
D%otes or &ei#itio#s "re %se%( to so)e ,eo,(e. Co#tests "re "#other *"! o
"ttr"cti#' "tte#tio#.
I !o% &o i),(e)e#t " co#test, I s%''est th"t !o%r ,ri;e +e o#e o si'#iic"#t -"(%e
i# the e!es o !o%r c(ie#ts. I it is &ee)e& to +e o (o* -"(%e, it *i(( #ot "tt"i# the
st"t%s o +ei#' " s%it"+(e -ir"( )"r$eti#' ite).
14.2 US- fact file
Most "&-ertisi#' i#&%str! (e"&ers i# the US +e(ie-e th"t /ort%#e 6<< co),"#ies "re
J'e#er"((! +ehi#& the c%r-e *he# it co)es to o#(i#e "& str"te'!.N There is "(so " *"ri#ess
o "&-ertisi#' e4ec%ti-es re'"r&i#' their o*# "+i(it! to $ee, ,"ce *ith the ch"#'i#' &i'it"(
e#-iro#)e#t. 6@= ee( th"t the! ,erso#"((! "re Jstr%''(i#' si),(! to )"#"'e e4isti#'
o#(i#e eorts, (et "(o#e st"! "he"& o the c%r-e.N
There "re )"#! *"!s th"t " *e+site c"# +e )"&e to co#t"i# ite)s th"t -isitors to the site
*i(( *"#t to te(( others "+o%t. Those *ho i),(e)e#t this e"t%re "#& )"$e it -"(%"+(e *i((
h"-e " )%ch 're"ter ch"#ce o re",i#' the +e#eits o -ir"( )"r$eti#'.
RISKY PROPOSITION: A&-ertisi#' e4ec%ti-es i#& +(o's " ris$ier, (ess eecti-e
"&-ertisi#' -ehic(e th"# %ser:'e#er"te& co#te#t sites s%ch "s M!S,"ce, 1o%T%+e,
/"ce+oo$, etc. 83= s"i& th"t J+(o's "re too ris$! to "&-ertise *ith &%e to ("c$ o
,re&ict"+i(it! o the e&itori"( co#te#t,N *hi(e o#(! 65 ,er ce#t "'ree& *ith the s")e
st"te)e#t "+o%t %ser:'e#er"te& co#te#t. Des,ite these co#cer#s, "# o-er*he()i#' )".orit!
s"i& "&-ertisers Jsho%(& e4,(oit the -ir"( )"r$eti#' o,,ort%#itiesN o %ser:'e#er"te& sites
"#&, to " (esser &e'ree, +(o's.
Accor&i#' to the A)eric"# A&-ertisi#' /e&er"tio# (AA/) S%r-e! o I#&%str! 2e"&ers o#
Di'it"( Me&i" Tre#&s, "# o-er*he()i#' )".orit! o those s%r-e!e& reco'#ise the
eecti-e#ess o &i'it"( )"r$eti#', *ith ?7 ,er ce#t citi#' the o#(i#e )e&i" e#-iro#)e#t "s
Je),o*eri#' to "&-ertisers, "((o*i#' the "& i#&%str! to sh",e its o*# &e-e(o,)e#t.N
Di'it"( )e&i"Fs hi'h ret%r# o# i#-est)e#t (ROI) *"s "(so reco'#ise& +! those s%r-e!e&,
*ith 43 ,er ce#t citi#' ,"i& se"rch "s oeri#' the hi'hest ROI ,("tor).
The AA/ st%&! s%r-e!e& 74< "&-ertisi#' i#&%str! (e"&ers, s,re"& "cross "'e#c! (35 ,er
ce#t), )e&i" (3@ ,er ce#t), c(ie#t (9 ,er ce#t) "#& others (33 ,er ce#t, co),ose& )ost(! o
co#s%(t"#ts "#& rese"rchers) sectorsK 8< ,er ce#t h"& *or$e& i# the "&-ertisi#' i#&%str! or
o-er 76 !e"rs (5< ,er ce#t or >36 !e"rs).
A&-ertisi#' i#&%str! (e"&ers orec"st e4,"#&e& "& +%&'ets "cross o#(i#e )e&i" "s " *ho(e,
"s *e(( "s )ost &i'it"( )e&i" ,("tor)s
A-er"'e s,e#&i#' o# o#(i#e "&-ertisi#', "s " ,erce#t"'e o the tot"( )e&i" +%&'et,
is "#tici,"te& to i#cre"se ro) 76 ,er ce#t i# 3<<6 to 3< ,er ce#t i# 3<<8, "#&
orec"st to re"ch 53 ,er ce#t +! 3<7<
Ne* )e&i" ,("tor)s *i(( o#(! 'et " s)"(( ,erce#t"'e o o#(i#e +%&'ets #e4t !e"r,
*ith soci"( )e&i" "#& -i&eo 'etti#' the to, ,erce#t"'e o s,e#&
A-er"'e s,e#& o the o#(i#e +%&'et o-er the #e4t !e"rB 9 ,er ce#t o# soci"( )e&i",
6 ,er ce#t o# o#(i#e -i&eo, 4 ,er ce#t o# ,o&c"sts, 3 ,er ce#t o# +(o's, 3 ,er ce#t
o# )o+i(e &e-ices "#& 7 ,er ce#t o# "&-er'")i#'
The "-er"'e +%&'et "((oc"tio# to ,"i& se"rch is set to i#cre"se ro) ? ,er ce#t o
the o#(i#e +%&'et i# 3<<6 to 77 ,er ce#t i# 3<<8 "#& 35 ,er ce#t i# 3<7<
Dis,("! "&-ertisi#' is set to i#cre"se o-er the #e4t !e"rB 33 ,er ce#t o the o#(i#e
+%&'et i# 3<<6 to 3@ ,er ce#t i# 3<<8, +%t &ecre"se +! o-er h"( to 75 ,er ce#t +!
3<7<
Rich )e&i" *i(( i#cre"se ro) 77 ,er ce#t i# 3<<6 to 75 ,er ce#t i# 3<<8 "#& 7@ ,er
ce#t i# 3<7<K &e&ic"te&Rother e)"i( "&-ertisi#' *i(( e4,erie#ce the s(o*est 'ro*th
ro) @ ,er ce#t i# 3<<6 to 77 ,er ce#t i# 3<<8 to 75 ,er ce#t i# 3<7<
Res,o#&e#ts s"i& th"t the! "re *i((i#' to ,"! " 74 ,er ce#t ,re)i%) or +eh"-ior"(
"#& &e)o'r",hic t"r'eti#' ser-ices or o#(i#e "&s
A&-ertisi#' i#&%str! (e"&ers "re 'e#er"((! o,ti)istic o# the i#&%str!Fs re("tio#shi, *ith
&i'it"( )e&i", +%t *"r! o their o*# "+i(it! to $ee, ,"ce *ith the ch"#'i#' e#-iro#)e#tB
?7 ,er ce#t cite the o#(i#e )e&i" e#-iro#)e#t "s Je),o*eri#' to "&-ertisers,
"((o*i#' the "& i#&%str! to sh",e its o*# &e-e(o,)e#tN
O#(! 3? ,er ce#t s"i& th"t the Jo-er*he()i#' %#cert"i#t! o the o#(i#e )e&i"
e#-iro#)e#t )"$es )e hesit"#t to )o-e "& &o(("rs thereN
2ess th"# h"( (48 ,er ce#t) cite& the o#(i#e )e&i" e#-iro#)e#t "s cre"ti#' J" (oss
o co#tro( or "&-ertisers, *ith the )".orit! str%''(i#' .%st to $ee, ,"ceN
Ho*e-er, 6@ ,er ce#t s"i& th"t the! ,erso#"((! "re Jstr%''(i#' si),(! to )"#"'e
e4isti#' o#(i#e eorts, (et "(o#e st"! "he"& o the c%r-eN
A&-ertisi#' i#&%str! (e"&ers see o#(i#e "&-ertisi#' "s i#cre"si#'(! e4,"#&i#' i#to the
tr"&itio#"( "&-ertisi#' s,here, +%t s"! th"t /ort%#e 6<< co),"#ies ("' +ehi#&B
97 ,er ce#t &is"'ree *ith the st"te)e#t th"t Jthe )".orit! o o#(i#e "&-ertisi#' *i((
co#ti#%e to +e "&-ertisers *hose ,ro&%ctsRser-ices "re so(& o#(i#eN
Ho*e-er, 85 ,er ce#t +e(ie-e th"t /ort%#e 6<< co),"#ies "re J'e#er"((! +ehi#& the
c%r-e *he# it co)es to o#(i#e "& str"te'!N
Hhi(e 95 ,er ce#t o "&-ertisers s"! th"t J/ort%#e 6<< co),"#ies "re )ore (i$e(! to
s,e#& the )".orit! o their "& +%&'ets o# &is,("! r"ther th"# se"rch "&s,N 85 ,er
ce#t &o #ot +e(ie-e th"t J"s +r"#&i#' +eco)es )ore o " ,riorit!, "&-ertisers *i((
s,e#& re("ti-e(! e*er &o(("rs o# ,"i& se"rchN
A&-ertisi#' i#&%str! (e"&ers "ttri+%te " hi'her ROI to &i'it"( )e&i" th"# tr"&itio#"( )e&i",
*ith ,"i& se"rch "s the hi'hest ROI ,("tor)
95 ,er ce#t see &i'it"( )e&i" "s ,ro-i&i#' )ore ROI th"# tr"&itio#"( )e&i"
43 ,er ce#t cite& ,"i& se"rch "&s "s h"-i#' the hi'hest ROI, 34 ,er ce#t or
&e&ic"te& or other e)"i( "&s, 78 ,er ce#t or rich )e&i" "&s, "#& ? ,er ce#t or
&is,("! "&s
A&-ertisi#' i#&%str! (e"&ers 'e#er"((! h"-e " )ore ,ositi-e -ie* o %ser:'e#er"te& co#te#t
sites (M!S,"ce, 1o%T%+e, /"ce+oo$, etc) th"# +(o's
Hhi(e 34 ,er ce#t h"-e "&-ertise& o# " +(o' "#& 9 ,er ce#t ,("# to &o so i# the #e4t
!e"r, 7? ,er ce#t h"-e "&-ertise& o# " %ser:'e#er"te& co#te#t site, "#& 74 ,er ce#t
,("# to &o so i# the #e4t !e"r
B(o's "re co#si&ere& to +e re("ti-e(! ris$ier th"# %ser:'e#er"te& co#te#t sites, *ith
83 ,er ce#t "'reei#' *ith the st"te)e#t th"t J+(o's "re too ris$! to "&-ertise& *ith
&%e to ("c$ o ,re&ict"+i(it! o the e&itori"( e#-iro#)e#t,N "#& 65 ,er ce#t "'reei#'
*ith the s")e st"te)e#t "+o%t %ser 'e#er"te& co#te#t
98 ,er ce#t *ere co#cer#e& "+o%t Jthe "+i(it! to co#tro( +r"#&R,ro&%ct i)"'eN o#
+(o's, "s o,,ose& to 89 ,er ce#t or %ser:'e#er"te& co#te#t sites
Hhi(e 9< ,er ce#t s"i& th"t +(o's "re J%se%( or #iche "&-ertisi#', +%t *i(( #ot h"-e
"# eect o# )".or "cco%#ts,N o#(! 47 ,er ce#t "'ree& *ith the st"te)e#t *he#
",,(ie& to %ser:'e#er"te& co#te#t sites
?7 ,er ce#t s"i& th"t "&-ertisers Jsho%(& e4,(oit the -ir"( )"r$eti#' o,,ort%#itiesN
o %ser:'e#er"te& co#te#t sites, *hi(e @7 ,er ce#t s"i& the s")e o +(o's
Hhi(e o#(i#e -i&eo ,ro-i&es )ore "&-ertisi#' o,,ort%#ities, it h"s #ot !et h"& " si'#iic"#t
i),"ct o# "& s,e#& *ith te(e-isio# #et*or$ %,ro#t )"r$ets
?5 ,er ce#t s"i& th"t -i&eo "#& other rich )e&i" "&s ,ro-i&e )ore cre"ti-e
o,,ort%#ities or o#(i#e "&-ertisi#'
O those *ho ,"rtici,"te i# TG %,ro#t )"r$ets, 83 ,er ce#t s"i& o#(i#e -i&eo
(either re+ro"&c"st or ori'i#"( co#te#t) &i& #ot h"-e "# eect o# their s,e#& *ith
#et*or$s, 76 ,er ce#t s"i& o#(i#e -i&eo &ecre"se& their #et*or$ s,e#& *hi(e 35 ,er
ce#t s"i& it e4,"#&e& their s,e#& *ith #et*or$s
Chapter 15
Online Marketing
Methods
15.1 E-mail marketing
E-mail marketing is " or) o &irect )"r$eti#' *hich %ses e(ectro#ic )"i( "s " )e"#s o
co))%#ic"ti#' co))erci"( or %#&r"isi#' )ess"'es to "# "%&ie#ce. I# its +ro"&est se#se,
e-er! e:)"i( se#t to " ,ote#ti"( or c%rre#t c%sto)er co%(& +e co#si&ere& e:)"i( )"r$eti#'.
Ho*e-er, the ter) is %s%"((! %se& to reer toB
Sending e-mails with the purpose of enhancing the relationship of a merchant
*ith its c%rre#t or o(& c%sto)ers "#& to e#co%r"'e c%sto)er (o!"(t! "#& re,e"t
+%si#ess.
Se#&i#' e:)"i(s *ith the ,%r,ose o acquiring new customers or convincing old
customers to buy something immediately.
A&&i#' "&-ertise)e#ts i# e:)"i(s se#t +! other co),"#ies to their c%sto)ers.
E)"i(s th"t "re +ei#' se#t o# the I#ter#et (E)"i( &i& "#& &oes e4ist o%tsi&e the
I#ter#et, Net*or$ E)"i(, /IDO etc.)
Researchers estimate that as of 2004 the E-mail Marketing industry's revenues has
surpassed the $1 billion/yr mark.
)d'antages
E:)"i( )"r$eti#' (o# the I#ter#et) is ,o,%("r *ith co),"#ies +ec"%seB
Co),"re& to other )e&i" i#-est)e#ts s%ch "s &irect )"i( or ,ri#te& #e*s(etters, it
is less expensive.
Ret%r# o# i#-est)e#t h"s ,ro-e# to +e hi'h *he# &o#e ,ro,er(!.
It is instant, "s o,,ose& to " )"i(e& "&-ertise)e#t, "# e:)"i( "rri-es i# " e*
seco#&s or )i#%tes.
It (ets the advertiser "push" the message to its audience, "s o,,ose& to " *e+site
th"t *"its or c%sto)ers to co)e i#.
It is easy to track. A# "&-ertiser c"# tr"c$ %sers -i" web bugs, bounce messages,
un-subscribes, read-receipts, click-throughs, etc. These can be used to measure
open rates, positive or negative responses, corrolate sales with marketing.
A&-ertisers c"# re"ch s%+st"#ti"( #%)+ers o e-mail subscribers who have opted
in (consented) to receive e-mail communications on subjects of interest to them
When most people switch on their computer the first thing they do is check
their e-mail.
S,eciic t!,es o i#ter"ctio# *ith )ess"'es c"# tri''er other )ess"'es to +e
"%to)"tic"((! &e(i-ere&.
Disadvantages
M"#! co),"#ies %se e:)"i( )"r$eti#' to co))%#ic"te *ith e4isti#' c%sto)ers, +%t )"#!
other co),"#ies se#& %#so(icite& +%($ e:)"i(, "(so $#o*# "s s,").
I((icit e:)"i( )"r$eti#' "#te&"tes (e'iti)"te e:)"i( )"r$eti#', si#ce o# the e"r(! I#ter#et it
*"s #ot ,er)itte& to %se the )e&i%) or co))erci"( ,%r,oses. As " res%(t, )"r$eters
"tte),ti#' to est"+(ish the)se(-es "s (e'iti)"te +%si#esses i# e:)"i( )"r$eti#' h"-e h"&
"# %,hi(( +"tt(e, h"),ere& "(so +! cri)i#"( s,") o,er"tio#s +i((i#' the)se(-es "s
(e'iti)"te.
It is re0%e#t(! &iic%(t or o+ser-ers to &isti#'%ish +et*ee# (e'iti)"te "#& s,") e:)"i(
)"r$eti#'.
7. s,"))ers "tte),t to represent themselves as legitimate operators, o+%sc"ti#'
the iss%e.
3. &irect:)"r$eti#' ,o(itic"( 'ro%,s s%ch "s the U.S. Direct Marketing Association
(DMA) h"-e ,ress%re& (e'is("t%res to (e'"(i;e "cti-ities *hich )"#! I#ter#et
o,er"tors co#si&er to +e s,"))i#', s%ch "s the se#&i#' o Po,t:o%tP %#so(icite&
co))erci"( e:)"i(.
5. the sheer -o(%)e o s,") e:)"i( h"s (e& so)e %sers to )ist"$e (e'iti)"te
co))erci"( e:)"i( (or i#st"#ce, a mailing list to which the user subscribed) for
spam S es,eci"((! *he# the t*o h"-e " si)i("r ",,e"r"#ce, "s *he# )ess"'es
i#c(%&e HTM2 "#& ("sh! 'r",hics.
D%e to the -o(%)e o s,") e:)"i( o# the I#ter#et, s,") i(ters "re esse#ti"( to )ost %sers.
So)e marketers report that legitimate commercial e-mails frequently get caught by
filters, "#& hi&&e#K ho*e-er, it is so)e*h"t (ess co))o# or e:)"i( %sers to co),("i# th"t
s,") i(ters +(oc$ (e'iti)"te )"i(.
Co),"#ies co#si&eri#' "# e:)"i( )"r$eti#' ,ro'r") )%st )"$e s%re th"t their ,ro'r")
&oes #ot -io("te spam laws such as the United States' CAN-SPAM Act, the European
Privacy & Electronic Communications Regulations 2003 or their Internet provider's
acceptable use policy. E-e# i " co),"#! o((o*s the ("*, i I#ter#et )"i( "&)i#istr"tors
i#& th"t it is se#&i#' s,") it is (i$e(! to +e (iste& in blacklists such as SPEWS.
15.2 Strategies
Install a "Signature" in your E-Mail Program
This he(,s ,ote#ti"( c%sto)ers 'et i# to%ch *ith !o%. Most e:)"i( ,ro'r")s s%ch "s AO2,
Netsc",e, "#& O%t(oo$ "((o* !o% to &esi'#"te " Psi'#"t%reP to ",,e"r "t the e#& o e"ch
)ess"'e !o% se#&.Limit it to 6 to 8 lines: Company name, address, phone number,
URL, e-mail address, and a one-phrase description of your unique business offering.
Publish an E-Mail Newsletter
Hhi(e itLs " +i' co))it)e#t i# ti)e, ,%+(ishi#' " )o#th(! e-mail newsletter ("ezine") is
o#e o the -er! +est *"!s to $ee, i# to%ch *ith !o%r ,ros,ects, 'e#er"te tr%st, &e-e(o,
+r"#& "*"re#ess, "#& +%i(& %t%re +%si#ess. It also helps you collect e-mail addresses
from those who visit your site but aren't yet ready to make a purchase. Ask for an e-
mail address and first name so you can personalize the newsletter. 1o% c"# &istri+%te
!o%r #e*s(etter %si#' (istser-ers s%ch "sB
7 [ Constant Contact (www.wilsonweb.com/afd/roving.htm)
3 Got Marketing Campaigner (www.wilsonweb.com/afd/gotmarketing.htm)
5 AWeber (www.wilsonweb.com/afd/aweber.htm)
4 Topica Email Publisher (www.wilsonweb.com/afd/topica.htm)
6 Gammadyne Mailer (www.wilsonweb.com/afd/gammadyne.htm)
If you're just getting started you can use a free advertising-supported newsletter from
Yahoo! Groups (***.!"hoo'ro%,s.co)).
Send Offers to Your Visitors and Customers
1o%r o*# (ist o c%sto)ers "#& site -isitors *ho h"-e 'i-e# !o% ,er)issio# to co#t"ct
the) *i(( +e !o%r )ost ,ro&%cti-e (ist. Send offers, coupon specials, product updates,
etc. Personalizing the subject line and the message may increase the results.
Rent targeted e-mail lists
We abhor "spam," bulk untargeted, unsolicited e-mail, and you'll pay a very stiff
price in a ruined reputation and cancelled services if you yield to temptation here. But
the direct marketing industry has developed targeted e-mail lists you can rent -- lists
consisting of people who have agreed to receive commercial e-mail messages. These
lists cost $40 to $400 per thousand or 4 to 40 per name. Do " s)"((er test irst to
&eter)i#e the 0%"(it! o the (ist. 1o%r +est +et is to i#& "# e-mail list broker to he(, !o%
*ith this ,ro.ect :: !o%L(( s"-e )o#e! "#& 'et e4,erie#ce& he(, or #o "&&itio#"( cost.
Chapter 16
Traditional Marketing
Methods
78.7 Tr"&itio#"( Str"te'ies
E%st +ec"%se Po(& )e&i"P str"te'ies "re#Lt o# the I#ter#et &oes#Lt )e"# the! "re#Lt eecti-e.
A )i4e& )e&i" ",,ro"ch c"# +e -er! eecti-e.
Include Your URL on Stationery, Cards, and Literature
This is " #o:+r"i#er th"t is so)eti)es o-er(oo$e&. M"$e s%re th"t "(( re,ri#ts o c"r&s,
st"tio#er!, +roch%res, "#& (iter"t%re co#t"i# !o%r co),"#!Ls UR2. A#& see th"t !o%r
,ri#ter 'ets the UR2 s!#t"4 correct. In print, it is recommended leaving off the http://
part and including only the www.domain.com portion.
Promote using traditional media
Do#Lt &isco#ti#%e ,ri#t "&-ertisi#' th"t !o%L-e o%#& eecti-e. B%t +e s%re to i#c(%&e !o%r
UR2 i# "#! &is,("! or c("ssiie& "&s !o% ,%rch"se i# tr"&e .o%r#"(s, #e*s,",ers, !e((o*
,"'es, etc. Gie* !o%r *e+site "s "# i#or)"tio# "&.%#ct to the "&.
Use " t*o:ste, ",,ro"chB
(7) C",t%re re"&ersL "tte#tio# *ith the "&,
(3) The# reer the) to " UR2 *here the! c"# o+t"i# )ore i#or)"tio# "#& ,erh",s ,("ce
"# or&er.
2oo$ c"re%((! "t s)"(( &is,("! or c("ssiie& "&s i# the +"c$ o #"rro*(!:t"r'ete&
)"'";i#es or tr"&e ,erio&ic"(s. So)eti)es these "&s "re )ore t"r'ete&, )ore eecti-e, "#&
(ess e4,e#si-e th"# o#(i#e "&-ertisi#'. Co#si&er other tr"&itio#"( )e&i" to &ri-e ,eo,(e to
!o%r site, such as direct mail, classifieds, post cards, etc. TV can be used to promote
websites, especially in a local market.
Develop a Free Service
It's boring to invite people, "Come to our site and learn about our business." ItLs 0%ite
"#other to s"! PUse the ree $itche# re)o&e(i#' c"(c%("tor "-"i("+(e e4c(%si-e(! o# o%r
site.P M"$e #o )ist"$e, it's expensive in time and energy to develop free resources,
s%ch "s Rese"rch Roo) (***.*i(so#*e+.co)Rc"tR), +%t it is -er! re*"r&i#' i# i#cre"se&
tr"ic to !o%r site. Make sure that your free service is closely related to what you are
selling so the visitors you attract will be good prospects for your business. Gi-e
-isitors )%(ti,(e o,,ort%#ities "#& (i#$s to cross o-er to the s"(es ,"rt o !o%r site.
Chapter 17
Specialized Marketing
Methods
17.1 Miscellaneous Strategies
Promote Your Site in Online Forums and Blogs
The I#ter#et oers tho%s"#&s o )%ch t"r'ete& e:)"i( +"se& &isc%ssio# (ists, o#(i#e
or%)s, +(o's, "#& Use#et #e*s 'ro%,s )"&e %, o ,eo,(e *ith -er! s,eci"(i;e& i#terests.
Use Google Groups to find appropriate sources (groups.google.com). Don't bother
with news groups consisting of pure "spam." Instead, find groups where a serious
dialog is taking place. Don't use aggressive marketing and overtly plug your product
or service. Rather, add to the discussion in a helpful way and let the "signature" at
the end of your e-mail message do your marketing for you. Peo,(e *i(( 'r"&%"((! 'et to
$#o* "#& tr%st !o%, -isit !o%r site, "#& &o +%si#ess *ith !o%.).
Announce a Contest
Peo,(e (i$e 'etti#' so)ethi#' ree. I !o% ,%+(ici;e " co#test or &r"*i#' "-"i("+(e o# !o%r
site, !o%L(( 'e#er"te )ore tr"ic th"# #or)"(. Make sure your sweepstakes rules are
legal in all states and countries you are targeting. Prizes should be designed to attract
individuals who fit a demographic profile describing your best customers..
Ask Visitors to Bookmark Your Site
It see)s so si),(e, +%t )"$e s%re !o% "s$ -isitors to +oo$)"r$ !o%r site or s"-e it i# their
/"-orites (ist.
Exchange Ads with Complementary Businesses
B"##er e4ch"#'e ,ro'r")s &o#Lt *or$ *e(( these &"!s. B%t co#si&er e4ch"#'i#' e:)"i(
#e*s(etter "&s *ith co),(e)e#t"r! +%si#esses to re"ch #e* "%&ie#ces. E%st +e s%re th"t
!o%r ,"rt#ers "re c"re%( *here the! 'et their )"i(i#' (ist or !o% co%(& +e i# tro%+(e *ith
the
Devise Viral Marketing Promotion Techniques
So:c"((e& -ir"( )"r$eti#' %ses the co))%#ic"tio# #et*or$s ("#& ,reer"+(! the reso%rces)
o !o%r site -isitors or c%sto)ers to s,re"& the *or& "+o%t !o%r site e4,o#e#ti"((!. Hor&:
o:)o%th, PR, cre"ti#' P+%;;,P "#& #et*or$ )"r$eti#' "re o(i#e )o&e(s. PHrite Artic(es
or Others to Use i# their Ne*s(etters,P is " -ir"( ",,ro"ch. The c("ssic e4"),(e is the ree
e:)"i( ser-ice, hotmail.com that includes a tagline about their service at the end of
every message sent out, so rie#&s te(( rie#&s, *ho te(( rie#&s.
17.2 Paid Advertising Strategies
No#e o the ",,ro"ches &escri+e& "+o-e is Pree,P si#ce e"ch t"$es ti)e "#& e#er'!. B%t i
!o% *"#t to 'ro* !o%r +%si#ess )ore r",i&(!, there co)es " ,oi#t *he# !o% #ee& to ,"!
or i#cre"se& tr"ic.
A&-ertisi#' is so(& i# o#e o three *"!sB
(7) tr"&itio#"( CPM (cost ,er tho%s"#& -ie*s),
(3) ,"! ,er c(ic$ (PPC), "#&
(5) ,"! ,er "ctio#, other*ise $#o*# "s "# "i(i"te ,ro'r") or (e"& 'e#er"tio# ,ro'r").
Buy a Text Ad in an E-Mail Newsletter
So)e o the +est +%!s "re s)"(( te4t "&s i# e:)"i( #e*s(etters t"r'ete& "t "%&ie#ces (i$e(!
to +e i#tereste& i# !o%r ,ro&%cts or ser-ices. M"#! s)"(( ,%+(ishers "re#Lt so,histic"te&
"+o%t "&-ertisi#' "#& oer "ttr"cti-e r"tes. /or e4"),(e, *e oer (o*:,rice& 3:2i#e A&s
i# 2eb Marketing /oda' e"ch *ee$ (***.*i(so#*e+.co)R"&sR3:(i#e:"&.ht)). B"##er "&s
'et s%ch " (o* c(ic$:thro%'h r"te (<.3=) these &"!s th"t I &o#Lt reco))e#& ,"!i#' )%ch
or the). B"##er "&s t!,ic"((! cost "+o%t 6<\ to T7 ,er tho%s"#& ,"'e -ie*s.
Begin an Affiliate Program
Esse#ti"((!, " ret"i(erLs "i(i"te ,ro'r") ,"!s " co))issio# to other sites *hose (i#$s to
the ret"i(er res%(t i# "# "ct%"( s"(e. The 'o"( is to +%i(& " #et*or$ o "i(i"tes *ho h"-e "
i#"#ci"( st"$e i# ,ro)oti#' !o%r site. I !o%Lre " )erch"#t !o%, #ee& to
(7) &eter)i#e the co))issio# !o% "re *i((i#' to ,"! (co#si&er it !o%r "&-ertisi#' cost), (3)
se(ect " co),"#! to set %, the tech#ic"( &et"i(s o !o%r ,ro'r"), "#&
(5) ,ro)ote !o%r ,ro'r") to 'et the ri'ht $i#& o "i(i"tes *ho *i(( (i#$ to !o%r site.
Co#si&er "i(i"te )"#"'e)e#t sot*"re.
Purchase Pay Per Click (PPC) ads
P%rch"se PPC "&s *ith 1"hoo Se"rch M"r$eti#' (or)er(! O-ert%re)
(***.*i(so#*e+.co)R"&Ro-ert%re.ht)) "#& Goo'(e A&Hor&s
(htt,sBRR"&*or&s.'oo'(e.co)Rse(ectR). The to, "&s ",,e"r "s e"t%re& (i#$s to the ri'ht o
P#"t%r"(P se"rch e#'i#e res%(ts or !o%r $e!*or&s. 1o%r r"#$i#' is &eter)i#e& +! ho*
)%ch !o%L-e +i& or " ,"rtic%("r se"rch *or& co),"re& to other +%si#esses. This c"# +e "
cost:eecti-e *"! to 'et t"r'ete& tr"ic, si#ce !o% o#(! ,"! *he# so)eo#e "ct%"((! c(ic$s
o# the (i#$.
List Your Products with Shopping Comparison Bots and Auction Sites
Sho,,i#' +ots co),"re !o%r ,ro&%cts "#& ,rices to others. Goo'(eLs /roo'(e
(***.roo'(e.co)) is ree, so +e s%re to (ist !o%r ,ro&%cts there. A /roo'(e (isti#' "(so
he(,s !o%r ,ro&%ct ,"'eLs r"#$i#' o# Goo'(e. So)e *or$ o# " PPC +"sisB )!Si)o#
(***.)!si)o#.co)), Bi;R"te (***.+i;r"te.co)), PriceGr"++er
(***.,rice'r"++er.co)), "#& Sho,,i#'.co) (***.sho,,i#'.co)). Others e4,ect "
co))issio# o# the s"(e "#& so)eti)es " (isti#' ee, es,eci"((! s"(es s!ste)s th"t host the
)erch"#t. These i#c(%&e eB"! (***.e+"!.co)), 1"hooM Sho,,i#' A%ctio#s
(htt,BRR"%ctio#s.sho,,i#'.!"hoo.co)), A)";o# ;Sho,s, M"r$et,("ce, "#& A%ctio#s
(htt,BRR;sho,s.")";o#.co)), "#& 1"hooM Sho,,i#' (htt,BRRsho,,i#'.!"hoo.co)). 1o% ,"!
to "c0%ire irst:ti)e c%sto)ers, +%t ho,e%((! !o% c"# se(( to the) " seco#&, thir&, "#&
o%rth ti)e, too.
Chapter 18
Your Website Marketing
Plan
18.1 Divide Your Website into Logical Sections
M! irst *e+site h"& 7<<> ,"'es "#& I )"&e the )ist"$e o &%),i#' "(( the *e+,"'es i#to
" si#'(e &irector!. Hh"t " )essM I (e"r#e& 0%ic$(! th"t !o% #ee& to or'"#i;e !o%r site +oth
(o'ic"((! "#& *ith )%(ti,(e &irectories, o#e or e"ch sectio#. HereLs " t!,ic"( s)"((:site
str%ct%reB
Pri-"c! #or)s "re to +e o((o*e& "s sho*# i# &is s%r-e!
18.2 Segmentation
Co#tr"r! to +e(ie, o%r st%&ies o# i#ter#et %s"'e sho* th"t Vtech ,ho+i"F is #ot "'e:re("te&.
Diere#t "'e 'ro%,s %se the )e&i" &iere#t(! "#& itFs %, to the )"r$eters to %#&erst"#&
their %s"'e ,"tter#s "#& &is,("! their *e+ co#te#t "ccor&i#'(!.
18.3 Integration of mobile plus net, technology plus tradition marketing
Accor&i#' to " s%r-e! +! M%&r" 'ro%, co),"#! Qi&st% Pro)os Y E-e#ts, @4 ,er ce#t o
%r+"# I#&i"#s h"-e ,"rtici,"te& i# so)e ,ro)o or the other i# the ("st t*o !e"rs.
The )o#e! s,e#t o# ,ro)os i# I#&i" h"s 0%"&r%,(e& i# t*o !e"rs to Rs 7,<<< crore i#
3<<4:<6. Th"tLs "()ost " te#th o the Rs 73,<<< crore or so s,e#t o# "&-ertisi#' : "()ost "((
o it o# )"ss )e&i" : i# the !e"r. B%t tho%'h itLs o# " s)"(( +"se, ,ro)o s,e#&s "re
'ro*i#' )%ch "ster th"# )"ss )e&i" s,e#&s.
The other "ctor or i#cre"se& o#(i#e %s"'e is the ,ro(ier"tio# o &i'it"( )e&i". Hith 86
)i((io# )o+i(e ,ho#e %sers "#& 8 )i((io# I#ter#et co##ectio#s, se-er"( +r"#&s "re i#&i#' "
#e* *"! o &e"(i#' *ith )"ss )e&i" c(%tter i# &i'it"( )e&i". PDi'it"( )e&i" ,ro)otio#s
"((o* +r"#&s to co))%#ic"te *ith !o%#'er "%&ie#ces. Br"#&s *"#t to (e"r# the )e&i%) so
th"t *he# I#ter#et s%+scri+ers 'ro* to "+o%t 7<< )i((io# i# the #e4t co%,(e o !e"rs, the!
$#o* *h"t *or$s "#& *h"t &oes#Lt.
The +et ,"i& o. I# the US, ,ro)o )"r$eti#' s,e#&s s%r,"sse& )"ss )e&i" s,e#&s t*o
!e"rs "'o : co),"#ies s,e#t T375 +i((io# o# tr"&itio#"( "&-ertisi#' "#& T357 +i((io# o#
,ro)o )"r$eti#'. I# A%str"(i", the shit h",,e#e& i# 3<<<, *he# ,ro)o s,e#&s +ec")e 7.6
ti)es th"t o )"ss )e&i". As " res%(t, the re-e#%e co),ositio# o )ost ("r'e )"r$eti#'
ser-ice 'ro%,s h"s ch"#'e&. HPP, or i#st"#ce, 'ets "()ost 8< ,er ce#t o its re-e#%es
ro) #o#:"&-ertisi#' +%si#ess+
This is tr%e or &i'it"( )e&i" too. 1o%#' I#&i"#s "re s,e#&i#' )ore ti)e i# the -irt%"(
*or(&. Thereore, +r"#&s *"#t to co##ect *ith the) i# th"t *or(&. Pe,si, or o#e, h"s
&o%+(e& its &i'it"( )e&i" s,e#&s o-er the ("st three !e"rs. It c("i)s th"t He+ e,iso&es (or
*e+iso&es) o its LO!e B%++(!L c"),"i'# *ere -ie*e& +! 4<,<<< co#s%)ers *ithi# the irst
si4 ho%rs o ("%#ch.
N"#&" o He+ch%t#e! is "(so e),h"tic i# his &ee#ce. JBei#' "+(e to -ie* TGCs o#(i#e
&oes#Ft )e"# the! "re o#(i#e "&s. O#(i#e "#& o(i#e )ess"'i#' h"s to +e &iere#t e-e# i
the +"sic ,re)ise o the c"),"i'# is the s")e. T"$e the c"se o M"$eM!Tri,.co).
The ,re)ise *"s V(o*est "ir"resF +%t the o#(i#e "#& o(i#e c"),"i'#s h"-e +ee#
co),(ete(! &iere#t.N I#&ee&, the -ir"( )"r$eti#' c"),"i'# or tr"-e( site
M"$eM!Tri,.co), cre"te& "#& i),(e)e#te& +! He+ch%t#e!, *o# " Go(& "#& " Si(-er "t
the A++! A*"r&s 3<<8, "#& "'"i# " Go(& "#& " Bro#;e "t A&-ertisi#' A'e#cies
Associ"tio# o I#&i" (AAAI ) A*"r&s 3<<8.
The #e4t ste, is to )"$e ,ossi+(e the (oc"( i#cre)e#t"( *e+. This is *here the co)+i#"tio#
o RSS "#& )o+i(es c"# ,("! " ro(e. Do:it:!o%rse( ,%+(ishi#' c"# cre"te the co#te#t, *hi(e
s%+scri,tio#s c"# he(, &e(i-er to the i#tereste& ,eo,(e i# #e"r re"(:ti)e o# their )o+i(es. I#
this *or(&, e-e#ts *i(( st"rt +eco)i#' the ce#tre,iece o ,eo,(eIs (i-es. Hith )o+i(es,
i#&i-i&%"(s c"# "(so re,ort o# *h"t the! "re seei#' "#& sh"re it e"si(! *ith others. This
t*o:*"! i#ter"ctio# c"# he(, s,%r "(( $i#&s o #e* ser-ices I ro) citi;e# .o%r#"(is) to
Hi$i,e&i":(i$e se"rch or so)ethi#' i#teresti#' to &o o# " S%#&"! e-e#i#'.
18.4 Why need of integration
A& S,e#&i#' +! Me&i"
The )".orit! o 7? )e&i" )e"s%re& +! TNS MI e4,erie#ce& 'ro*th &%ri#' 3<<6. I#ter#et
&is,("! "&-ertisi#' re'istere& the ("r'est '"i#, %, 75.5 ,erce#t to T@.5 +i((io# o# the
stre#'th o "cce(er"te& s,e#&i#' ro) &ot:co) +r"#&s. /or the !e"r, these o#(i#e +r"#&s
"cco%#te& or 4?.9 ,erce#t o tot"( i#ter#et e4,e#&it%res, the hi'hest (e-e( si#ce the &ot:
co) +%st.
I# "&&itio#, C"+(e TG "&-"#ce& sh"r,(!, %, 77.4 ,erce#t to T76.? +i((io# "s it co#ti#%e& to
t"$e sh"re ro) other #"tio#"( )e&i". Other #ot"+(! stro#' ,eror)ers *ere O%t&oor, %,
?.@ ,erce#t to T5.6 +i((io#, "#& Co#s%)er M"'";i#es, %, 9.6 ,erce#t to T37.9 +i((io# o# the
stre#'th o hi'her r"te c"r& ,rici#'.
2oc"( Ne*s,",er (e& *ith )ost tot"( &o(("rs s,e#t "t T36.7 +i((io#, %, 7.7 ,erce#t
co),"re& to 3<<4. Net*or$ TG *"s the seco#& (e"&i#' c"te'or! *ith T33.6 +i((io#, "
&ec(i#e o <.5 ,erce#t -ers%s the S%))er O(!),ic !e"r o 3<<4. I# the o%rth 0%"rter, "
,erio& %#"ecte& +! O(!),ic co),"riso#s, Net*or$ TG "chie-e& )o&est 'ro*th o 4.<
,erce#t.
A& S,e#&i#' +! Me&i"B /%(( 1e"r 3<<6 -s. /%(( 1e"r 3<<4
7
Me&i"
/%(( 1e"r 3<<6
(Mi((io#s)
/%(( 1e"r 3<<4
(Mi((io#s)
= Ch"#'e
NEHSPAPERS
(2OCA2)
T36,<?<.6< T34,@74.4< 7.7<=
NETHORQ TG T33,466.3< T33,635.4< :<.5<=
CONSUMER T37,8@@.<< T3<,789.4< 9.6<=
MAGAOINES
CAB2E TG T76,@94.7< T74,34@.@< 77.4<=
SPOT TG
3
T76,63?.3< T79,76@.9< :?.6<=
INTERNET
5
T@,533.9< T9,545.<< 75.5<=
2OCA2 RADIO
4
T9,584.?< T9,395.4< 7.5<=
B:TO:B
MAGAOINES
T4,497.<< T4,584.8< 3.4<=
S1NDICATION :
NATIONA2
T4,333.6< T5,?5<.?< 9.4<=
SPANISH
2ANGUAGE
MEDIA
6
T4,37?.3< T5,?98.7< 8.7<=
OUTDOOR T5,63@.@< T5,375.<< ?.@<=
NATIONA2
NEHSPAPERS
T5,488.9< T5,5<5.6< 4.?<=
NATIONA2 SPOT
RADIO
T3,8<4.7< T3,878.6< :<.6<=
SUNDA1
MAGAOINES
T7,87?.6< T7,4?9.4< @.3<=
/SILs
8
T7,447.6< T7,5?7.?< 5.8<=
NETHORQ RADIO T7,<<?.?< T7,<39.@< :7.9<=
2OCA2 MAGAOINES T5@6.6< T579.9< 37.5<=
TOTA2
9
T745,3?5.4< T75?,78@.8< 5.<<=
So%rceB TNS Me&i" I#te((i'e#ce
,. =igures are based on the />0 Media Intelligence 0tradeg' multimedia ad e<penditure
database across all />0 MI measured media, including- >etwork /?@ 0pot /?@ Cable /?
($$ networks)@ 0'ndication /?@ Aispanic >etwork /?@ Consumer Maga9ines (!"
publications)@,0unda' Maga9ines (% publications)@ Bocal Maga9ines (& publications)@
Aispanic Maga9ines ($ publications)@ 3usiness#to#3usiness Maga9ines ($(
publications)@ Bocal >ewspapers (,$" publications)@ >ational >ewspapers ("
publications)@ Aispanic >ewspapers (% publications)@ >etwork +adio@ 0pot +adio@ Bocal
+adio@ Internet@ and 5utdoor. =igures do not contain public service announcement (40A)
data.
. 0pot /? figures do not include Aispanic 0pot /? data.
". Internet figures do not include paid search advertising.
$. Bocal +adio includes e<penditures for "" markets in the ;.0 provided b' Miller Caplan.
%. 0panish Banguage Media includes e<penditures from Aispanic >etwork and Cable /?
(;nivision, /elemundo, /elefutura and 6alavision)@ Aispanic 0pot /?@ Aispanic
Maga9ines@ and Aispanic >ewspapers.
&. =0I data represents distribution costs onl'.
.. /he sum of the individual media ma' differ from the total due to rounding.
Ad Spending by Advertiser
The to, 7< "&-ertisers o 3<<6 s,e#t T7@.8 +i((io#, " &ro, o 5.5 ,erce#t co),"re& to 3<<4.
S,e#&i#' +! these e(ite co),"#ies sote#e& #otice"+(! i# the o%rth 0%"rter, *ith ei'ht o
the te# re'isteri#' &ec(i#es.
Procter Y G")+(e, *ith Gi((ette #o* co%#ti#' to*"r&s the ,"re#t co),"#! tot"(, re'"i#e&
the to, s,ot *ith T5.3 +i((io# i# s,e#&i#', &o*# 4.8 ,erce#t o# " (i$e:or:(i$e +"sis "'"i#st
3<<4. Ge#er"( Motors ho(&s the seco#& ,ositio# *ith T5.< +i((io# i# s,e#&i#', %, 9.7
,erce#t. Geri;o# Co))%#ic"tio#s h"& the ("r'est 'ro*th r"te ")o#' the to, te#, %, @.6
,erce#t.
The ("r'est &ecre"se ")o#' the to, 7< "&-ertisers *"s ATYT, *ith " 38.4 ,erce#t &ro, to
T7.8 +i((io# o# c%t+"c$s i# its *ire(ess &i-isio#s "ssoci"te& *ith the SBC Co))%#ic"tio#s
)er'er. D"i)(er Chr!s(er re&%ce& its 3<<6 "&-ertisi#' o%t("!s +! 73.@ ,erce#t to T7.8
+i((io#. The &ro, *"s s,re"& "cross "(( its )".or #")e,("tes.
Ch",ter 7?
S,")
19.1 Spam
S,"))i#' is tr%(! the sco%r'e o the I#or)"tio# A'e. This ,ro+(e) h"s +eco)e so
*i&es,re"& th"t it h"s +e'%# to +%r&e# o%r i#or)"tio# i#r"str%ct%re. E#tire #e* #et*or$s
h"-e to +e co#str%cte& to &e"( *ith it, *he# reso%rces *o%(& +e "r +etter s,e#t o#
e&%c"tio#"( or co))erci"( #ee&s.P : U#ite& St"tes Se#"tor Co#r"& B%r#s
U#so(icite& E(ectro#ic M"i( "(so c"((e& Ps,")P is " 'ro*i#' co#cer# ")o#' cor,or"tio#s
"#& i#&i-i&%"(s. S,"))i#', o#ce -ie*e& "s " )ere #%is"#ce, is #o* ,osi#' so)e "("r)i#'
,ro+(e)s. I# the !e"r 3<<3 "(o#e, (osses to US Cor,or"tio#s &%e to s,"))i#' *ere "
st"''eri#' T@.? +i((io#. I# 3<<5, s,") costs to "(( No#:cor,or"tio# I#ter#et %sers *ere "#
esti)"te& T366 )i((io# . Hith the i#cre"si#' #%)+er o I#ter#et %sers i# I#&i", the "+se#ce
o "#! (e'is("tio# ,rohi+iti#' s,"))i#' "#& the &e"rth o other s,"):co#tro( )e"s%res, it
is ti)e the Go-er#)e#t too$ #ote o this )e#"ce.
What exactly is Spam?
S,") )"! +e &ei#e& "s U#so(icite& B%($ E:M"i( (UBE) or U#so(icite& Co))erci"( E:
M"i( (UCE). I# either c"se, it is i),ort"#t to #ote th"t S,") is PU#so(icite&P *hich )e"#s
th"t there is #o ,rior re("tio#shi, +et*ee# the ,"rties co#cer#e& "#& the reci,ie#t h"s #ot
e4,(icit(! co#se#te& to recei-e the co))%#ic"tio#.
Why is Spam harmful?
7. Content
M"#! o the o+.ectio#s to s,") re("te to its co#te#t. O+.ectio#s to co))erci"( )ess"'es,
*hich ,ro)ote &%+io%s -e#t%res "#& )ess"'es th"t co#t"i# se4%"((! e4,(icit )"teri"(, "re
co))o#,("ce. Ho*e-er, the si#'(e )ost i),ort"#t o+.ectio# is "s "r "s )ess"'es
co#t"i#i#' h"r)%( e)+e&&e& co&e "#& hosti(e i(e "tt"ch)e#ts.
3. Consumption of Internet Resources
S,") re,rese#ts " si'#iic"#t ,ro,ortio# o "(( e:)"i( tr"ic, co#s%)i#' )"ssi-e ")o%#ts
o #et*or$ +"#&*i&th, )e)or!, stor"'e s,"ce, "#& other reso%rces. I#ter#et %sers "#&
s!ste) "&)i#istr"tors s,e#& " 're"t &e"( o ti)e re"&i#', &e(eti#', i(teri#', "#& +(oc$i#'
s,"), "s " res%(t o *hich the! ,"! )ore or I#ter#et "ccess.
5. Threat to Internet Security
/pa""ers re4(ently tap into /i"ple #ail Transer *rotocol (/#T*) /er'ers and
direct the) to se#& co,ies o " )ess"'e to " (o#' (ist o reci,ie#ts. Thir&:,"rt! re("!i#'
%s%"((! re,rese#ts thet o ser-ice +ec"%se it is "# %#"%thori;e& ",,ro,ri"tio# o co),%ti#'
reso%rces. A co),"#!Fs re,%t"tio# )"! +e &")"'e& i it is "ssoci"te& *ith s,") +ec"%se
o thir& ,"rt! re("!i#'.
19.2 What are the methods of dealing with Spam?
I. Technical Methods
The irst (i#e o &ee#se "'"i#st s,") #or)"((! co#sists o se(:he(, "#& other tech#ic"(
)ech"#is)s. These )ech"#is)s c"# +e i),(e)e#te& +! i#&i-i&%"( I#ter#et %sers, ISPs "#&
other &esti#"tio# o,er"tors, "s *e(( "s +! -"rio%s thir& ,"rties, so)e o *hich s,eci"(i;e i#
+"tt(i#' s,").
A. Filtering and Blocking
i. End User Filtering and Collaborative Filtering
E#& User i(teri#' e#t"i(s the reci,ie#t si),(! i'#ori#' %#*"#te& )ess"'es *hi(e
co(("+or"ti-e i(teri#' co#sists o i(teri#' &o#e +! I#ter#et Ser-ice Pro-i&ers (ISP) "#&
,ro4! i(teri#' ser-ices (i$e Bri'ht)"i(.
ii. Blocking
B(oc$i#' i#-o(-es e#"+(i#' &esti#"tio# o,er"tors to re%se &e(i-er! o s,"). M"#!
&"t"+"ses so)eti)es reerre& to "s +("c$(ists or P+("c$ho(e (ists,P (ist I#ter#et hosts
re0%e#te& +! s,"))ers. Desti#"tio# o,er"tors c"# %se these &"t"+"ses to i&e#ti! "#&
re%se &e(i-er! o se(ecte& i#co)i#' )ess"'es.
B. Hiding from Spammers
This ,rocess i#-o(-es co#ce"(i#' e:)"i( "&&resses +! the reci,ie#ts th%s )"$i#' h"r&er or
the s,"))ers.
C. Opting Out
This ,roce&%re i#-o(-es re0%esti#' the s,"))er to re)o-e the reci,ie#t ro) the )"i(i#'
(ist. O "(( the )e"s%res st"te& "+o-e this is the )ost i#eecti-e "s s,"))ers "()ost #e-er
re)o-e " )"i( "&&ress ro) their )"i(i#' (ists.
18.2. a Problems with Technical Approach:
The Tech#ic"( A,,ro"ch h"s se-er"( "(("cies es,eci"((! i# I#&i"B
] Tech#ic"( ",,ro"ches "re %#(i$e(! e-er to er"&ic"te s,"), ,"rt(! +ec"%se o the ti)e "#&
reso%rces th"t s,"))ers &e-ote to their "cti-ities ("#& the eco#o)ies o sc"(e ro) *hich
the! +e#eit) "#& ,"rt(! +ec"%se o the i#here#t o,e##ess o the I#ter#et "#& e:)"i(
,rotoco(s.
] Tech#ic"( ",,ro"ches h"-e &e(eterio%s eects th"t the! c"# h"-e o# (e'iti)"te
co))%#ic"tio#s. B(oc$i#' e:)"i( tr"ic ro) " s,"):rie#&(! site ote# )e"#s +(oc$i#' "
're"t &e"( o (e'iti)"te e)"i(, or e4"),(e.
] Mo&er# A#ti:s,") tech#o(o'! is e4,e#si-e "#& it %rther +%r&e#s the #eti;e#
] There is ("c$ o tr"#s,"re#c! "#& "cco%#t"+i(it! co#se0%e#t(! s,"))ers co#ti#%e to "ct
*ith i),%#it!
II. Legal Methods
I# the "+se#ce o "&e0%"te tech#o(o'ic"( ,rotectio#, stri#'e#t (e'is("tio# is esse#ti"( to &e"(
*ith the ,ro+(e) o s,"). Se-er"( s,"):re("te& Bi((s h"-e +ee# i#tro&%ce& i# the U#ite&
St"tes Co#'ress , o *hich o#(! CAN:SPAM Act o 3<<5 h"s co)e i#to orce.
The E%ro,e"# U#io# "#& other co%#tries h"-e "(so e#"cte& "#ti:s,") (e'is("tio#. A%str"(i"
*hich co#tri+%tes to "+o%t 78= o the tot"( s,") i# the *or(& h"s the )ost stri#'e#t s,")
("*s %#&er *hich s,"))ers )"! +e i#e& %, to T7.7 )i((io# " &"!. A(tho%'h "#ti:s,")
(e'is("tio#s "re o%#& "(( o-er the *or(&, the )etho&s o co)+"ti#' s,") "re -irt%"((!
si)i("r "s is e-i&e#t ro) the o((o*i#'B
1) Prohibition
The st"te o De("*"re i# the U#ite& St"tes h"s stri#'e#t "#ti:s,") (e'is("tio# , *hich
i),oses " -irt%"( +"# o# U#so(icite& B%($ Co))erci"( E:)"i( )ess"'es The E%ro,e"#
U#io# &oes #ot ,rohi+it %#so(icite& co))erci"( e)"i(, +%t ,er)its i#&i-i&%"( )e)+er
st"tes to &o so. /i#("#& , Ger)"#! , "#& It"(! "(( h"-e ("*s ,rohi+iti#' UCE, *hi(e A%stri"
,rohi+its +oth UCE "#& UBE.
2) Enforcement of Anti-Spam policies
ISPs "#& other &esti#"tio# o,er"tors 'e#er"((! h"-e ,o(icies th"t 'o-er# the %se o their
"ci(ities or -"rio%s ,%r,oses, "#& #e"r(! "(( o the) ,rohi+it s,"))i#' i# ,"rtic%("r.
Co#se0%e#t(! i# so)e (e'is("tio#s e),h"sis is ("i& o# o((o*i#' these ,o(icies.
3) Opt-out clause
Se-er"( 2e'is("tio#s i#c(%&i#' the US CAN :SPAM Act ,ro-i&e or "# O,t:o%t ,roce&%re
*herei# se#&ers )"! co))%#ic"te *ith "#!o#e e4ce,t those *ho h"-e e4,(icit(! o,te&
o%t.
4) Other Statutory Provisions
D"t" ,rotectio# ("*s i# so)e St"tes re'%("te the co((ectio#, %se, "#& tr"#ser o ,erso#"(
i#or)"tio# th"t )"! i#c(%&e e:)"i( "&&resses, "#& (e'is("tio# h"s +ee# ,ro,ose& i# the
U#ite& St"tes Co#'ress to restrict the "+i(it! o s,"))ers to h"r-est e:)"i( "&&resses ro)
&o)"i# #")e re'istr"tio# recor&s.
5) Enforcement Mechanisms
Se-er"( .%ris&ictio#s ,ro-i&e or cri)i#"( ,e#"(ties or other 'o-er#)e#t"( e#orce)e#t
)ech"#is)s i# "&&itio# to or i# ,("ce o ,ri-"te "ctio#s.
The ("r'e #%)+er o A#ti:s,") (e'is("tio#s ,"sse& "#& the se-ere ,%#ish)e#ts )ete& o%t
to s,"))ers "re i#&ic"ti-e o the "ct th"t the I#ter#"tio#"( Co))%#it! h"s reco'#i;e& the
s,") )e#"ce "#& is t"$i#' ste,s to co)+"t it eecti-e(!. It is ti)e th"t I#&i" too .oi#e& the
+"#&*"'o#.
19.3 India And The Spam Menace:
S,") (e'is("tio# is #o#:e4iste#t i# I#&i". The )%ch:to%te& I#or)"tio# Tech#o(o'! Act o
3<<< &oes #ot &isc%ss the iss%e o s,"))i#' "t "((. It o#(! reers to ,%#ish)e#t )ete& o%t
to " ,erso#, *ho "ter h"-i#' sec%re& "ccess to "#! e(ectro#ic )"teri"( *itho%t the co#se#t
o the ,erso# co#cer#e&, &isc(oses s%ch e(ectro#ic )"teri"( to "#! other ,erso#. It &oes #ot
h"-e "#! +e"ri#' o# -io("tio# o i#&i-i&%"(Ls ,ri-"c! i# C!+ers,"ce. The i((e'"(it! o
s,"))i#' is #ot co#si&ere&
Other co'e#t re"so#s or i#tro&%ci#' co),rehe#si-e (e'is("tio# to c%r+, co#tro( "#&
,e#"(i;e s,"))ers "reB
The De(hi Hi'h Co%rt "c$#o*(e&'e& the "+se#ce o ",,ro,ri"te (e'is("tio# co#cer#i#'
s,") i# " rece#t c"se *herei# T"t" So#s 2t& "#& its s%+si&i"r! P"#"to#e /i#*est 2t& i(e&
" s%it "'"i#st McCo! I#os!ste)s P-t 2t& or tr"#s)issio# o s,"). It *"s he(& th"t i# the
"+se#ce o st"t%tor! ,rotectio# to chec$ s,") )"i(s o# I#ter#et, the tr"&itio#"( tort ("*
,ri#ci,(es o tres,"ss to 'oo&s "s *e(( "s ("* o #%is"#ce *o%(& h"-e to +e %se&.
Hith the 'ro*i#' #%)+er o I#ter#et %sers e-er! &"! "#& the i#cre"si#' ,ro,ortio# o
.%#$ e:)"i(, it is esse#ti"( th"t )e"s%res +e t"$e# to c%r+ s,") +eore it "ss%)es
'"r'"#t%"# ,ro,ortio#s (i$e i# the U#ite& St"tes.
Hith the est"+(ish)e#t o the I#&i"# "r) o the Co"(itio# A'"i#st U#so(icite& Co))erci"(
E:M"i(s ("# I#ter#"tio#"( Or'"#i;"tio# "'"i#st s,")) so)e eorts "re +ei#' )"&e to
co)+"t the s,") )e#"ce. Ho*e-er, i# the "+se#ce o stri#'e#t ("*s "#& tech#ic"(
"&-"#ce)e#ts, the ,ro(ier"tio# o s,") see)s i#e-it"+(e.
19.4 The CAN-SPAM Act: Requirements for Commercial Emailers
The CAN:SPAM Act o 3<<5 (Co#tro((i#' the Ass"%(t o No#:So(icite& Por#o'r",h! "#&
M"r$eti#' Act) est"+(ishes re0%ire)e#ts or those *ho se#& co))erci"( e)"i(, s,e((s o%t
,e#"(ties or s,"))ers "#& co),"#ies *hose ,ro&%cts "re "&-ertise& i# s,") i the!
-io("te the ("*, "#& 'i-es co#s%)ers the ri'ht to "s$ e)"i(ers to sto, s,"))i#' the).
The ("*, *hich +ec")e eecti-e E"#%"r! 7, 3<<4, co-ers e)"i( *hose ,ri)"r! ,%r,ose
is "&-ertisi#' or ,ro)oti#' " co))erci"( ,ro&%ct or ser-ice, i#c(%&i#' co#te#t o# " He+
site. A Ptr"#s"ctio#"( or re("tio#shi, )ess"'eP e)"i( th"t "ci(it"tes "# "'ree&:%,o#
tr"#s"ctio# or %,&"tes " c%sto)er i# "# e4isti#' +%si#ess re("tio#shi, )"! #ot co#t"i#
"(se or )is(e"&i#' ro%ti#' i#or)"tio#, +%t other*ise is e4e),t ro) )ost ,ro-isio#s o
the CAN:SPAM Act.
The /e&er"( Tr"&e Co))issio# (/TC), the #"tio#Ls co#s%)er ,rotectio# "'e#c!, is
"%thori;e& to e#orce the CAN:SPAM Act. CAN:SPAM "(so 'i-es the De,"rt)e#t o
E%stice (DOE) the "%thorit! to e#orce its cri)i#"( s"#ctio#s. Other e&er"( "#& st"te
"'e#cies c"# e#orce the ("* "'"i#st or'"#i;"tio#s %#&er their .%ris&ictio#, "#&
co),"#ies th"t ,ro-i&e I#ter#et "ccess )"! s%e -io("tors, "s *e((.
What the Law Requires
HereLs " r%#&o*# o the ("*Ls )"i# ,ro-isio#sB
It +"#s "(se or )is(e"&i#' he"&er i#or)"tio#. 1o%r e)"i(Ls P/ro),P PTo,P "#&
ro%ti#' i#or)"tio# i#c(%&i#' the ori'i#"ti#' &o)"i# #")e "#& e)"i( "&&ress
)%st +e "cc%r"te "#& i&e#ti! the ,erso# *ho i#iti"te& the e)"i(.
It ,rohi+its &ece,ti-e s%+.ect (i#es. The s%+.ect (i#e c"##ot )is(e"& the
reci,ie#t "+o%t the co#te#ts or s%+.ect )"tter o the )ess"'e.
It re0%ires th"t !o%r e)"i( 'i-e reci,ie#ts "# o,t:o%t )etho&. 1o% )%st ,ro-i&e
" ret%r# e)"i( "&&ress or "#other I#ter#et:+"se& res,o#se )ech"#is) th"t
"((o*s " reci,ie#t to "s$ !o% #ot to se#& %t%re e)"i( )ess"'es to th"t e)"i(
"&&ress, "#& !o% )%st ho#or the re0%ests. 1o% )"! cre"te " P)e#%P o choices
to "((o* " reci,ie#t to o,t o%t o cert"i# t!,es o )ess"'es, +%t !o% )%st
i#c(%&e the o,tio# to e#& "#! co))erci"( )ess"'es ro) the se#&er.
A#! o,t:o%t )ech"#is) !o% oer )%st +e "+(e to ,rocess o,t:o%t re0%ests or
"t (e"st 5< &"!s "ter !o% se#& !o%r co))erci"( e)"i(. Hhe# !o% recei-e "#
o,t:o%t re0%est, the ("* 'i-es !o% 7< +%si#ess &"!s to sto, se#&i#' e)"i( to the
re0%estorLs e)"i( "&&ress. 1o% c"##ot he(, "#other e#tit! se#& e)"i( to th"t
"&&ress, or h"-e "#other e#tit! se#& e)"i( o# !o%r +eh"( to th"t "&&ress.
/i#"((!, itLs i((e'"( or !o% to se(( or tr"#ser the e)"i( "&&resses o ,eo,(e *ho
choose #ot to recei-e !o%r e)"i(, e-e# i# the or) o " )"i(i#' (ist, %#(ess !o%
tr"#ser the "&&resses so "#other e#tit! c"# co),(! *ith the ("*.
It re0%ires th"t co))erci"( e)"i( +e i&e#tiie& "s "# "&-ertise)e#t "#& i#c(%&e
the se#&erLs -"(i& ,h!sic"( ,ost"( "&&ress. 1o%r )ess"'e )%st co#t"i# c(e"r "#&
co#s,ic%o%s #otice th"t the )ess"'e is "# "&-ertise)e#t or so(icit"tio# "#& th"t
the reci,ie#t c"# o,t o%t o recei-i#' )ore co))erci"( e)"i( ro) !o%. It "(so
)%st i#c(%&e !o%r -"(i& ,h!sic"( ,ost"( "&&ress.
Penalties
E"ch -io("tio# o the "+o-e ,ro-isio#s is s%+.ect to i#es o %, to T77,<<<. Dece,ti-e
co))erci"( e)"i( "(so is s%+.ect to ("*s +"##i#' "(se or )is(e"&i#' "&-ertisi#'.
A&&itio#"( i#es "re ,ro-i&e& or co))erci"( e)"i(ers *ho #ot o#(! -io("te the r%(es
&escri+e& "+o-e, +%t "(soB
PH"r-estP e)"i( "&&resses ro) He+ sites or He+ ser-ices th"t h"-e ,%+(ishe& " #otice
,rohi+iti#' the tr"#ser o e)"i( "&&resses or the ,%r,ose o se#&i#' e)"i(
Ge#er"te e)"i( "&&resses %si#' " P&ictio#"r! "tt"c$P co)+i#i#' #")es, (etters, or
#%)+ers i#to )%(ti,(e ,er)%t"tio#s
Use scri,ts or other "%to)"te& *"!s to re'ister or )%(ti,(e e)"i( or %ser "cco%#ts to
se#& co))erci"( e)"i(
Re("! e)"i(s thro%'h " co),%ter or #et*or$ *itho%t ,er)issio# or e4"),(e, +!
t"$i#' "&-"#t"'e o o,e# re("!s or o,e# ,ro4ies *itho%t "%thori;"tio#.
The ("* "((o*s the DOE to see$ cri)i#"( ,e#"(ties, i#c(%&i#' i),riso#)e#t, or
co))erci"( e)"i(ers *ho &o or co#s,ire toB
%se "#other co),%ter *itho%t "%thori;"tio# "#& se#& co))erci"( e)"i( ro) or
thro%'h it
%se " co),%ter to re("! or retr"#s)it )%(ti,(e co))erci"( e)"i( )ess"'es to
&ecei-e or )is(e"& reci,ie#ts or "# I#ter#et "ccess ser-ice "+o%t the ori'i# o
the )ess"'e
"(si! he"&er i#or)"tio# i# )%(ti,(e e)"i( )ess"'es "#& i#iti"te the
tr"#s)issio# o s%ch )ess"'es
re'ister or )%(ti,(e e)"i( "cco%#ts or &o)"i# #")es %si#' i#or)"tio# th"t
"(siies the i&e#tit! o the "ct%"( re'istr"#t
/"(se(! re,rese#t the)se(-es "s o*#ers o )%(ti,(e I#ter#et Protoco( "&&resses
th"t "re %se& to se#& co))erci"( e)"i( )ess"'es.
Chapter 20
NRI Services
NRI services
***.'"r")ch"i.co)
I i#ter#"tio#"( ,ort"(s (i$e 1"hoo "#& Goo'(e "re '%#':ho "+o%t o#(i#e
"&-ertisi#', c"# I#&i"# ,ort"(s +e "r +ehi#&I Port"(s c"teri#' to NRIs (i$e
G"r")Ch"i.co), S%(e$h".co), Re&i.co), S")"ch"r.co) h"-e "(( +ee#
e4,erie#ci#' re#e*e& s%r'e i# i#terest ")o#' "&-ertisers, tho%'h )ost "re
'%"r&e& "+o%t "ct%"( #%)+ers.
G"r")Ch"iFs )"#"'er o o,er"tio#s, R". N"r"!"# co#ce&es th"t the! "re
i#&ee& recei-i#' "# i#cre"si#' #%)+er o i#0%iries ro) "&-ertisers "#&
,ros,ecti-e c(ie#ts *ho "re s"--ier "+o%t "&-ertisi#' o# the He+. Most c(ie#ts
h"-e their i#ter#"( chec$s "#& +"("#ces "#& "re )ore "*"re o the *or$i#'s o
I#ter#et )"r$eti#'. O# the (i, si&e, )"#! "&-ertisers (oo$i#' or i#st"#t
'r"tiic"tio# +! ("%#chi#' o#(i#e "&-ertisi#' c"),"i'#s, i#& th"t the c(ic$s o#
their +"##er "&-ertise)e#t &o#Ft "(*"!s tr"#s("te i#to i#st"#t +%si#ess. /or
i#st"#ce, " +"#$ "&-ertisi#' ser-ices or NRIs )"! i#& th"t c(ic$s ro)
"&-ertisi#' o# " #iche ,ort"( )"! #ot tr"#s("te to " ,ro,ortio#"te #%)+er o
c%sto)ers si'#i#' %,. Ho*e-er, the s")e "&-ertiser )"! i#& "# i),ro-e)e#t
i# +r"#& reco'#itio#, *h"t "&-ertisi#' '%r%Fs c"(( s%+(i)i#"( +r"#& reco'#itio#,
*hich )"! +e *orth " (ot o-er " (o#' ,erio& o ti)e.
Chapter 21
Conclusion
As co),etitio# )%(ti,(ies 0%"(it! o-er 0%"#tit! #ee&s to +e the '%i&i#'
,ri#ci,(e.
'oo& ret%r# o# i#-est)e#t *hi(e *"iti#' or " ,"r"((e( Se"rch E#'i#e
O,ti)is"tio# (SEO) ,ro'r"))e to r"), %, "#& "chie-e critic"( )"ss.
To co#c(%&eB the +est *"! or " )"r$eter to e4,erie#ce the +e#eits o SEO "#&
PPC *o%(& +e to co))e#ce " Se"rch E#'i#e O,ti)is"tio# c"),"i'# S "#&
si)%(t"#eo%s(! o+t"i# " ("-o%r o PPC *hi(e the SEO c"),"i'# is '"i#i#'
'ro%#&.
Recommendations
The &iere#ce +et*ee# I#&i" "#& the )"t%re )"r$ets is i# e4,eri)e#t"tio#.
Accor&i#' to o+ser-ers, the (e-e( is (o* here. I# 3<<5, C3H tie& %, *ith Eet
Air*"!s or co#&%cti#' i#:(i'ht co#tests. No* T"t":AIG, ")o#' others, h"s
tie& %, *ith C3H or ,"rtici,"ti#' i# s%ch co#tests. B%t ","rt ro) these "#& "
e* others, there is#Lt )%ch e4,eri)e#t"tio#. Th"tLs ,ri)"ri(! +ec"%se
)"r$eters *i(( t"$e so)e )ore ti)e to e4tr"ct "(( the! c"# ro) ret"i( "#&
&i'it"( )e&i"K other o,tio#s c"# co)e ("ter.
Refereneces
S)ith, P.R. "#& Ch"e!, D. (3<<7) eM"r$eti#' e^ce((e#ceB "t the he"rt o eB%si#ess.
B%tter*orth Hei#e)"##, O4or&, UQ.
I#ter#et M"r$eti#' or 2ess Th"# T6<< Per 1e"r. ISBN 7:@@6<8@:8?:9
B%i(&i#' 1o%r E:B"! Tr"ic The S)"rt H"!. ISBN <:@744:938?:?
The O#(i#e Co,!*riters H"#&+oo$. ISBN <:86@:<3<??:4
Ch",ter 33
G(oss"r!
Terminology
Click-through
The "ct o c(ic$i#' o# " (i#$ to -isit "# i#&e4e& site, %s%"((! *ithi# " set o se"rch e#'i#e
res%(ts. This is i),ort"#t i# the ,rocess o recei-i#' -isitors to " siteK 'oo& r"#$i#' )"! +e
i#eecti-e i %sers &o #ot c(ic$ o# the (i#$ *hich (e"&s to the i#&e4e& site.
Cloaking
A#! o se-er"( -"r!i#' tech#i0%es %se& to ,ro-i&e " &iere#t *e+ ,"'e or the se"rch
e#'i#e s,i&ers to sc"# th"# *h"t " h%)"# %ser *o%(& see. C(o"$i#' is o#e o the )ost
co#tro-ersi"( )etho&s %se& i# se"rch e#'i#e o,ti)i;"tio#. It c"# +e "# %#ethic"( "tte),t to
)is(e"& se"rch e#'i#es re'"r&i#' the co#te#t o# " ,"rtic%("r *e+ ,"'e. O# the other h"#&,
it c"# +e %se& to ,ro-i&e h%)"# %sers *ith co#te#t th"t " se"rch e#'i#e *o%(& #ot +e "+(e
to ,rocess or ,"rse. A# ethic"( %se o c(o"$i#' *o%(& +e to ,ro-i&e *e+site "ccessi+i(it! to
+(i#& ,eo,(e "#& ,eo,(e *ith other &is"+i(ities. A 'oo& +e#ch)"r$ o# *hether " 'i-e# "ct
o c(o"$i#' is ethic"( or #ot is *hether it e#h"#ces "ccessi+i(it!.
CPA
Cost:Per:Actio#. A )etho& o o#(i#e "&-ertisi#' *here ,"!)e#t is +"se& so(e(! o#
0%"(i!i#' "ctio#s s%ch "s s"(es or re'istr"tio#s.
CPC
Cost-Per-Click. Use& i# o#(i#e "&-ertisi#', it is the cost "# "&-ertiser ,"!s e"ch ti)e "
(i#$ ,oi#ti#' to their site is c(ic$e&. This c"# r"#'e ro) T.<6 to T76< &e,e#&i#' o# the
(i#$ te4t.
CTR
Click-Through-Rate. It is " r"tio o c(ic$s to i),ressio#s i# " P"!:,er:C(ic$ (PPC)
c"),"i'#.
Dead Link
A (i#$ *hich &oes #ot (e"& to " ,"'e or site, ,ro+"+(! +ec"%se the ser-er is &o*# or the
,"'e h"s )o-e& or #o (o#'er e4ists. Most se"rch e#'i#es h"-e tech#i0%es or re)o-i#'
&e"& (i#$s ro) their (isti#'s "%to)"tic"((!, +%t it is +eco)i#' i#cre"si#'(! &iic%(t or "
se"rch e#'i#e to re'%("r(! chec$ "(( the ,"'es i# the i#&e4.
De-listing
The re)o-"( o ,"'es ro) " se"rch e#'i#eLs i#&e4
Directory
A ser-er or " co((ectio# o ser-ers &e&ic"te& to i#&e4i#' i#ter#et *e+ ,"'es or'"#i;e& +!
to,ic"( s%+.ect or 'eo'r",hic"( re'io# "#& ret%r#i#' (ists o ,"'es *hich )"tch ,"rtic%("r
0%eries. Directories, "(so $#o*# "s i#&e4es, "re #or)"((! co),i(e& )"#%"((!, +! %ser
s%+)issio#, "#& ote# i#-o(-e "# e&itori"( se(ectio# "#&Ror c"te'ori;"tio# ,rocess. 1"hooM
"#& The O,e# Director! Pro.ect (DMOO) "re t*o o the )ost ,o,%("r &irectories o# the
*e+.
Doorway Page
A(so c"((e& " '"te*"! ,"'e, " &oor*"! ,"'e e4ists or the ,%r,ose o &ri-i#' tr"ic to "
*e+site. The! "re &esi'#e& "#& o,ti)i;e& to t"r'et o#e s,eciic $e! ,hr"se "#& "re *ritte#
or se"rch e#'i#es to o+t"i# hi'h r"#$i#'s "#& &ri-e tr"ic to the site. Usi#' &oor*"!
,"'es is " -io("tio# o the Ter)s o Ser-ice o )ost se"rch e#'i#es "#& co%(& +e 'ro%#&s
or +"##i#' " *e+site. St"! "*"! ro) the %se o &oor*"! ,"'es. Door*"! ,"'es "re
c%rre#t(! co#si&ere& " reco'#i;e& s,") t"ctic "#& "re +"##e& +! )ost o the )".or e#'i#es
"#& &irectories.

Hit
The )e"s%re o the #%)+er o *e+ ,"'es )"tchi#' " 0%er! ret%r#e& +! " se"rch e#'i#e or
&irector!.

HTML
H!,er Te4t M"r$%, 2"#'%"'e. The )"i# scri,ti#' ("#'%"'e %se& to &ei#e the co#te#t "#&
",,e"r"#ce o " *e+ ,"'e.
IBL
I#:+o%#& 2i#$. A#! (i#$ o# "#other ,"'e th"t ,oi#t to the s%+.ect ,"'e. A(so c"((e& " +"c$
(i#$.
Impression
A si#'(e -ie* o o#e ,"'e +! " si#'(e %ser. It is ote# %se& i# c"(c%("ti#' "&-ertisi#' r"tes.
Inbound Links
A(( the (i#$s ,oi#ti#' "t " ,"rtic%("r *e+ ,"'e. I#+o%#& (i#$s "re co%#te& to ,ro&%ce "
)e"s%re o the ,"'e ,o,%("rit!.
Index
The &"t"+"se o *e+ ,"'es )"i#t"i#e& +! " se"rch e#'i#e or &irector!.
Keyword Frequency
Ho* ote# " $e!*or& ",,e"rs o# " ,"'e "#& i# s,eciic "re"s o# " ,"'e. The )ore ti)es "
$e!*or& sho*s %, o# " *e+,"'e, the )ore re(e-"#t th"t ,"'e is co#si&ere& to +e or th"t
se"rch. I o-er&o#e, so)e se"rch e#'i#es "#& &irectories *i(( &o*#'r"&e the ,"'e &%e to
*h"t the! co#si&er to +e s,"))i#'.
Keyword Placement
Reers to the "re"s o# " *e+ ,"'e th"t " se"rch e#'i#e (oo$s or $e!*or&s. Most i),ort"#t
"re the ,"'e tit(e, +o&! te4t, he"&i#'s "#& (i#$ te4t.
Keyword Prominence
Ho* c(ose to the +e'i##i#' o the co#te#t " $e!*or& ",,e"rs o# " ,"'e. A $e!*or& th"t
",,e"rs c(oser to the to, o the ,"'e *i(( +e )ore re(e-"#t to so)e se"rch e#'i#es.
Ho*e-er, !o%r $e!*or&s "#& ,hr"ses sho%(& +e ,e,,ere& thro%'ho%t the ,"'e, i# the
)i&&(e "#& e#& or +est res%(ts.
Keyword Weight or Density
The #%)+er o ti)es !o%r $e!*or& or ,hr"se is %se& i# re("tio# to "(( the other *or&s o# "
,"'e. It is ote# e4,resse& "s " ,erce#t"'e
Keyword/Key Phrase
Qe!*or&s "#& $e!,hr"ses "re *or&s %se& i# se"rch e#'i#e 0%eries. E"ch -"ri"tio# o "
$e!*or&, s%ch "s the ,(%r"( or) o the *or&, is tre"te& (i$e " se,"r"te ter). SEO is the
,rocess o o,ti)i;i#' *e+ ,"'es or $e!*or&s "#& $e! ,hr"ses so th"t the ,"'es r"#$
hi'h(! i# se"rch e#'i#e res%(ts.
Landing Page
A *e+ ,"'e -ie*e& "ter c(ic$i#' o# " (i#$ *ithi# " se"rch e#'i#e (isti#'. A(so reerre& to
"s " +o%#ce ,"'e, or c(ic$ ,"'e.
Link Building
A se"rch e#'i#e o,ti)i;"tio# tech#i0%e *here the #%)+er "#& 0%"(it! o i#+o%#& (i#$s
ro) o%tsi&e sites "re i#cre"se& to i),ro-e " *e+ ,"'eLs (i#$ ,o,%("rit!, there+! +oosti#' "
*e+ ,"'eLs r"#$ i# the se"rch e#'i#es.
Link Farm
A set o *e+ ,"'es th"t h"-e +ee# +%i(t or the so(e ,%r,ose o i#cre"si#' the #%)+er o
i#co)i#' (i#$s to " *e+site to i#cre"se (i#$ ,o,%("rit! "#& se"rch e#'i#e r"#$i#'s. 2i#$
"r)s %s%"((! re0%ire " reci,roc"( (i#$ ro) sites see$i#' (isti#'s. 2i#$ "r)s "re " $#o*#
s,") t"ctic "#& ,"rtici,"ti#' sites "re (i$e(! to +e ,e#"(i;e& or +"##e& ro) the )".or
se"rch e#'i#es.
Link Popularity
A )e"s%re o the #%)+er "#& 0%"(it! o i#+o%#& (i#$s to " ,"rtic%("r *e+ ,"'e. M"#!
se"rch e#'i#es "re i#cre"si#'(! %si#' this #%)+er "s ,"rt o their r"#$i#' ,rocessK (i#$s
ro) sites *ith hi'h (i#$ ,o,%("rit! *i(( h"-e )ore *ei'ht i# the se"rch e#'i#eLs "('orith)
th"# (i#$s ro) %#,o,%("r or irre(e-"#t sites.
Log File
A i(e )"i#t"i#e& o# " ser-er i# *hich &et"i(s o "(( i(e "ccesses "re store&. A#"(!;i#' (o'
i(es c"# +e " ,o*er%( *"! to i#& o%t "+o%t " *e+siteLs -isitors, *here the! "rri-e ro),
"#& *hich 0%eries "re %se& to "ccess " site.
Meta Description Tag
A((o*s ,"'e "%thors to st"te ho* the! *o%(& (i$e their ,"'es &escri+e& *he# (iste& +!
se"rch e#'i#es. Not "(( se"rch e#'i#es %se the t"' i# their "('orith)ic or)%("s.
Meta Keywords Tag
A((o*s ,"'e "%thors to "&& te4t to " ,"'e to he(, *ith the se"rch e#'i#e r"#$i#' ,rocess.
Not "(( se"rch e#'i#es %se the t"' i# their "('orith)ic or)%("s.
Meta Tag
A# HTM2 t"' ,("ce& *ithi# " *e+siteLs he"&er co&e th"t is -isi+(e o#(! to s,i&ers "#& #ot
"s " -is%"( ,"rt o the *e+site. Ori'i#"((! &esi'#e& to ,ro-i&e i#or)"tio# "+o%t *e+site
co#te#t to "ssist se"rch e#'i#es i# i#&e4i#', +%t +ec"%se the t"'s *ere so e"si(! "+%se&,
e* se"rch e#'i#es sti(( re"& their co#te#t.
Mirror Website
A #e"r(! i&e#tic"( or &%,(ic"te *e+site or ,"'e. Usi#' )irrors is " -io("tio# o the Ter)s o
Ser-ice o )ost se"rch e#'i#es "#& co%(& +e 'ro%#&s or +"##i#'.

Organic Listings
2isti#'s th"t se"rch e#'i#es &o #ot se(( th"t ",,e"r #"t%r"((! i# the SERPs. I#ste"&, sites
",,e"r o#(! +ec"%se " se"rch e#'i#e h"s &ee)e& the) e&itori"((! i),ort"#t or i#c(%sio#
re'"r&(ess o ,"!)e#t. P"i& i#c(%sio# co#te#t is "(so ote# co#si&ere& Por'"#icP e-e#
tho%'h it is ,"i& or. This is +ec"%se th"t co#te#t %s%"((! ",,e"rs i#ter)i4e& *ith %#,"i&
or'"#ic res%(ts.
Out-bound Links
2i#$s ro) !o%r *e+site to "#other *e+site.
Page View
Use& i# site st"tistics "s " )e"s%re o ,"'es -ie*e& r"ther th"# ser-er hits. M"#! ser-er
hits )"! +e )"&e to "ccess " si#'(e ,"'e, c"%si#' )"#! se,"r"te (o' i(e e#tries. A#"(!sis
sot*"re c"# &eter)i#e th"t these ser-er hits *ere 'e#er"te& *he# " -isitor -ie*e& " si#'(e
,"'e, "#& 'ro%, the) to'ether to ,ro-i&e this )ore %se%( )etho& o co%#ti#' -isitors.
PageRank or PR
Goo'(eLs ,ro,riet"r! )e"s%re o (i#$ ,o,%("rit! or *e+ ,"'es. It is e4,resse& "s " score i#
" r"#'e o < to 7< (e.'. 4R7<) *ith < +ei#' (o* "#& 7< +ei#' hi'h.
Paid Inclusion
A&-ertisi#' ,ro'r") *here ,"'es "re '%"r"#tee& to ",,e"r i# " se"rch e#'i#eLs i#&e4 i#
e4ch"#'e or ,"!)e#t, tho%'h #o '%"r"#tee o r"#$i#' *e(( is t!,ic"((! 'i-e#. I# co#tr"st,
or'"#ic (isti#'s "re #ot so(& ,"i& ,("ce)e#t "&-ertisi#' ,ro'r") *here (isti#'s "re
'%"r"#tee& to ",,e"r i# res,o#se to ,"rtic%("r se"rch ter)s, *ith hi'her r"#$i#' t!,ic"((!
o+t"i#e& +! ,"!i#' )ore th"# other "&-ertisers.
PPC
Pay-Per-Click. A# "&-ertisi#' )o&e( *here "&-ertisers ,"! o#(! or the c(ic$s o# their
"&-ertise)e#ts.

Query
The *or&(s) " se"rcher e#ters i#to " se"rch e#'i#eLs se"rch +o4.
Reciprocal Link
A (i#$ to "#other *e+site ,("ce& o# !o%r site i# e4ch"#'e or " (i#$ to !o%r site ro) theirs.
Robot
A#! +ro*ser ,ro'r") th"t o((o*s h!,erte4t (i#$s "#& "ccesses He+ ,"'es +%t is #ot
&irect(! %#&er h%)"# co#tro(. E4"),(eB se"rch e#'i#e s,i&ers, the h"r-esti#' sot*"re
,ro'r")s th"t e4tr"ct e:)"i( "&&resses or other &"t" ro) He+ ,"'es.
ROI
Ret%r# o# I#-est)e#t. The ,erce#t"'e o ,roit or re-e#%e 'e#er"te& ro) " s,eciic
"cti-it!.

Search Directory
A se"rch &irector! is si)i("r to " se"rch e#'i#e i# th"t the! e"ch co),i(e &"t"+"ses o *e+
sites. A &irector! &iers i# th"t it o#(! e#ters sites th"t "re &irect(! s%+)itte& to it "#&,
i#ste"& o cr"*(i#' " site, the! se#& h%)"#s to i#s,ect "#& &eci&e i the site is *orth! o "
(isti#'. The (isti#'s "re the# c"te'ori;e&, "#& so)eti)es "(,h"+eti;e&, so th"t the res%(ts o
"#! se"rch *i(( st"rt *ith site &escri,tio#s th"t +e'i# *ith so)e #%)+er or #o#:(etter
ch"r"cter.
Search Term
The *or& " se"rch e#'i#e )"r$eter ho,es " ,"rtic%("r ,"'e *i(( +e o%#& or. A(so c"((e&
$e!*or&, $e!,hr"se, or $e!*or& ,hr"se.
SEM
Search Engine Marketing. The ,rocess o o#(i#e )"r$eti#' %si#' se"rch e#'i#es to
i#cre"se the #%)+er o -isitors " *e+site. This i#c(%&es, +%t is #ot (i)ite& to, i),ro-i#'
r"#$ i# or'"#ic (isti#'s thro%'h SEO )etho&s, )"#"'e)e#t o ,"i& "&-ertisi#' (isti#'s o#
se"rch e#'i#es, or "#! co)+i#"tio# o these "#& other se"rch e#'i#e:re("te& "cti-ities. The
hi'her " *e+site r"#$s i# the res%(ts o " se"rch, the 're"ter the ch"#ce th"t site *i(( +e
-isite& +! " %ser, so *here " site r"#$s i# " se"rch is esse#ti"( or &irecti#' )ore tr"ic
to*"r& the site.
SEMPO
Se"rch E#'i#e M"r$eti#' Proessio#"( Or'"#i;"tio#. A #o#:,roit "ssoci"tio# or)e& to
i#cre"se the "*"re#ess o "#& e&%c"te ,eo,(e o# the -"(%e o se"rch e#'i#e )"r$eti#'.
SEO
A++re-i"tio# or Search Engine Optimization. SEO co-ers the ,rocess o )"$i#' *e+
,"'es s,i&er rie#&(! (so se"rch e#'i#es c"# re"& the)) "#& he(,i#' *e+ ,"'es +e re(e-"#t
or t"r'ete& $e!*or&s.
SERP
Se"rch E#'i#e Res%(ts P"'eRPositio#i#'. This reers to the or'"#ic se"rch res%(ts or "
'i-e# 0%er! i# " se"rch e#'i#e.
Spam or Spamdexing
The ,r"ctice o &e(i+er"te(! "#& &isho#est(! )o&i!i#' HTM2 ,"'es to i#cre"se the ch"#ce
o the) +ei#' ,("ce& c(ose to the +e'i##i#' o se"rch e#'i#e res%(ts, or to &isho#est(!
i#(%e#ce the c"te'or! to *hich the ,"'e is "ssi'#e&. S,")&e4i#' reers e4c(%si-e(! to
,r"ctices th"t )is(e"& " se"rch "#& i#&e4i#' ,ro'r") to 'i-e " ,"'e " r"#$i#' it &oes #ot
&eser-e.
Spider
A(so c"((e& " +ot (or ro+ot). S,i&ers "re sot*"re ,ro'r")s th"t sc"# the *e+. The! -"r! i#
,%r,ose ro) i#&e4i#' *e+ ,"'es or se"rch e#'i#es to h"r-esti#' e)"i( "&&resses or
s,"))ers.
Splash Page
Si)i("r to " '"te*"! ,"'e +%t ,ro-i&es "# i#iti"( &is,("! *hich )%st +e -ie*e& +eore "
-isitor re"ches the )"i# ,"'e. This %s%"((! "cts "s " $i#& o Po,e#i#' tit(eP se0%e#ce, "#&
c"# +e e4tre)e(! "##o!i#'.
Spoofing
The "(ter"tio# or cre"tio# o " &oc%)e#t *ith i#te#t to &ecei-e "# e(ectro#ic c"t"(o' or
i(i#' s!ste). A#! tech#i0%e th"t i#cre"ses the ,ote#ti"( ,ositio# o " site "t the e4,e#se o
the 0%"(it! o the se"rch e#'i#eLs &"t"+"se.
Stop Word
A *or& so co))o#(! %se& i# " 0%er! th"t is ote# i'#ore& +ec"%se o its irre(e-"#c! i# "
se"rch 0%er!. The! "re r"re(! i#&e4e& +! se"rch e#'i#es. E4"),(es "re co))o# #et *or&s
s%ch "s co),%ter "#& *e+, "#& 'e#er"( *or&s (i$e ?"#&?, ?o?, ?o#?, P"P, P"sP, ?"#?, PtheP,
etc. th"t "re i'#ore& +! se"rch e#'i#es *he# i#&e4i#' *e+ ,"'es "#& ,rocessi#' se"rch
0%eries.
Submission
The ,rocess o s%+)itti#' " UR2 or i#c(%sio# i#to " se"rch e#'i#e or &irector!. U#(ess
&o#e thro%'h ,"i& i#c(%sio#, s%+)issio# 'e#er"((! &oes #ot '%"r"#tee (isti#'. I# "&&itio#,
s%+)issio# &oes #ot he(, *ith r"#$ i),ro-e)e#t o# cr"*(er:+"se& se"rch e#'i#es %#(ess
se"rch e#'i#e o,ti)i;"tio# eorts h"-e +ee# t"$e#.

Traffic
The -isitors to " *e+,"'e or *e+site. A(so reers to the #%)+er o %#i0%e -isitors, hits, "#&
,"'e -ie*s o-er " 'i-e# ,erio&.

Unique Visitor
A re"( -isitor to " *e+site. He+ ser-ers recor& the IP "&&resses o e"ch -isitor, "#& this is
%se& to &eter)i#e the #%)+er o "ct%"( ,eo,(e *ho h"-e -isite& " *e+site. /or e4"),(e, i
so)eo#e -isits 7< ,"'es *ithi# " *e+site, the ser-er *i(( co%#t o#(! o#e %#i0%e -isitor +%t
7< ,"'e -ie*s. See "(so hit "#& ,"'e -ie*.

Visibility
The ,ositio# o " *e+ ,"'e i# se"rch e#'i#es or &irectories. See "(so r"#$.

Web Copywriting
The *riti#' o +o&! co,! te4t s,eciic"((! or " *e+,"'e. Goo& *e+ co,!*riti#' c"# h"-e
" 're"t eect o# se"rch e#'i#e ,ositio#i#', there+! or)i#' " )".or ,"rt o SEM "#& SEO.

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