Chapter 4C h a p t e r 4:
Marketing on the Web
Chapter Case
Web Marketing Strategy
Communicating With Different Market Segments
Beyond Market Segmentation: Customer Behavior and Relationship Intensity
Advertising on the Web
- Interactive Advertising Bureau
- ABCBanners
- DoubleClick
- Microsoft bCentral (formerly LinkExchange)
- ValueClick
E-mail Marketing
Customer Relationship Management
Creating and Maintaining Brands on the Web
Elements of Branding
Emotional Branding vs. Rational Branding
Brand Leveraging Strategies
Affiliate Marketing Strategies
Viral Marketing Strategies
Brand Consolidation Strategies
Costs of Branding
Search Engine Positioning and Domain Names
Search Engines and Web Directories
- Jupiter Media Metrix
- AltaVista
- AOL
- Excite
- Google
- Lycos
- MSN
- Yahoo!
- Search Engine Watch
- Cars.com
- Art.com
- Register4Less.com (was Domains.com)
- OneMerchant (was DomainRace.com)
- GreatDomains.com
- Unclaimed Domains
- Netcraft
- ICANN
Exercises
Exercise 1
Exercise 2
- Art of Web Site Promotion
- Promotion World
- refdesk.com
- Seltzer's "How to Publicize your Web Site Over the Internet"
Exercise 3
Additional Resources
- Ad Resource
- ClickZ Network
- eMarketer
- E-commerce Times I-Marketing Section
- eCRMGuide.com
- Nielsen//NetRatings
- Search Engine Watch
- ZDNet Small Business Marketing
- Avenue A - Digital Marketing and Technology
- Wilson Web Marketing Today
- Network Advertising Initiative
- MaxWorldwide (formerly L90 Marketing, Technology, and Media)
- Advertising Age Interactive
- Search Engine Submission Links
