Principles of Internet Marketing Chapter 2 Types of Web Sites.

Principles of Internet Marketing

Chapter 2Types of Web Sites

Objectives

In this chapter you will learn about:

•The roles and responsibilities behind the development of a Web site

•The different types of sites that make up the Web, how each differs from the other, and how marketers can take advantage of each type of site

2Principles of Internet Marketing: New Tools and Methods for Web Developers

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The People Behind a Web Site

• Web sites are usually built by a team of people who each play their own, important role in development

• Owners – Own the company or organization the site is for– Have the initial idea for the site– Organize team– Typically are strong motivators and communicators

• Venture capitalists– Provide seed money to fund the site

Principles of Internet Marketing: New Tools and Methods for Web Developers

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The People Behind a Web Site (continued)

• Creative directors– Work with site owners to understand purpose and

specific site requirements– Responsible for creative vision and concept

• Look and feel

• Layout

• Mood and message

– Convey concept to other team members– Develop site schematic to organize content


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• Account and project managers– Oversee entire development process– Manage timelines and deadlines– Handle all quality control issues– Interface with internal team and outside vendors



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• Programmers – People who bring the site to life– Need to understand site as envisioned by owner and

creative director– Need to determine how site can be built, what can

be done, and what can’t be done– Help put together development timeline with account

and project managers– Build the site– Test the site



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• Graphic designers– Responsible for artistically interpreting the creative

directors concept– Work closely with programmers to provide correct

graphics and in proper formats

• Copywriters– Responsible for writing content for site– Work with creative directors to interpret message– Work with graphic designers and programmers to

understand how much copy is needed



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• Marketers– Run campaigns and various efforts to increase site

exposure– Responsible for driving traffic to the site



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Types of Web Sites

• Web Portals – Help users locate information dispersed throughout

the Web– Typically, portals use search engines to locate sites

based on keywords that users enter into text field– Thousands of sites may be returned, so being

among first sites shown is valuable to marketers– Portals provide information on other sites (not just

their own) • Google is a Web portal

• Amazon is not


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Types of Web Sites (continued)

• Web Portals (continuned) – Portals are often a starting point for users– Because they act as frequent starting points, portals

often offer other services or info (such as e-mail or news headlines)


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Figure 2-2: Google is a portal that offers other services along with search


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• Web Portals (continuned) – “Distributed portals” pull info from other sites based

on central theme such as employment• simplyhired.com

– “Niche portals” concentrate on a specific topic, but largely return info from their own site along with outside links

• espn.com


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Figure 2-4: SimplyHired.com is a distributed portal that returns information from around the Web about job opportunities


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• B2B (Business to Business) – Business don’t always sell directly to consumers,

some businesses sell to other businesses– B2B sales may take longer

• More emphasis on relationships between buyer and sales person

• Longer sales cycle


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• B2B (Business to Business) (continued)– B2B sites have specific goals:

• Reinforce company name

• Highlight that the company understands prospects needs and can solve their problems

• Encourage visitors to contact a sales rep for more info


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• B2B (Business to Business) (continued)– To reach their goals, B2B sites develop sites with

specific features:• Use more copy and specific info more frequently than

graphics and animation

• Emphasize case studies and client testimonials to illustrate benefits

• Make white papers, brochures and catalogues available for download

• Include info about the company and its executive staff, along with newsroom for updated news


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Figure 2-6: A typical B2B site, with

important features pointed out


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• B2C (Business to Consumer) – Online, B2C is most often done through e-commerce– B2C companies typically try to reach a wide

audience • Less personal interaction between company and

customer

• Shorter sales cycles


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• B2C (Business to Consumer) (continued)– B2C sites have specific goals:

• Building consumer loyalty

• Differentiating their product or service from competitors

• Making consumers’ decision making process quick and easy

• Maximizing dollars spent per purchase

• Creating a positive shopping experience


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• B2C (Business to Consumer) (continued)– To reach their goals, B2B sites develop sites with

specific features:• Uses imagery and product photography more

frequently than long bodies of copy

• Personalize site for individual users

• Features more popular products on Home page

• Allows customers to leave and read product reviews

• Shopping cart and check-out functionality to make purchases as easy as possible


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• C2C (Consumer to Consumer) – Consumer sites sell products or pass information on

from one consumer to another directly• eBay

• Craigslist


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Figure 2-7: Craigslist is a C2C site


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• C2C (Consumer to Consumer) (continued)– Benefits of C2C sites:

• Lower prices due to little if any mark-up

• Practically limitless selection

– Drawbacks include:• Rely on consumers trusting other consumers

• Increased chance the purchased items won’t be it good shape upon delivery


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• B2E (Business to Employee) – Companies often need to communicate to their

employees• Large number of employees

• Employees spread out across many locations

– B2E sites can provide information, such as:• Corporate announcements

• Online training

• Access to personal info including benefits statements, insurance, information, etc.


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• Social Networking – Facilitate connections among people– Have helped turn Web into global, ongoing, and

ever-changing conversation– Most social networks derive revenue through

advertising rather than selling products directly• Few, but not many, derive revenue by selling

memberships


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• Informational – Primary purpose is to provide information on one or

more topics, rather than sell products– In order to generate revenue, they need to draw

enough visitors so that they can sell advertising


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Figure 2-10: RottenTomatoes.com is an informational site that gives content about movies


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Figure 2-11: WebMD.com is an informational site that gives content about health issues


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• Informational (continued)– To generate higher traffic, informational sites take

specific steps• Provide content that is interesting to their market

• Present information in attractive layout, with an easy-to-use navigation

• Update content regularly

• Aggressive and ongoing marketing campaigns


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• Entertainment– Exist specifically to provide an entertainment outlet

to visitors• Games

• Videos (amateur and professional)

– Have significantly grown in popularity, in large part due to YouTube

– Require new and updated content regularly– Marketers can use entertainment sites to relay

messages and promote their name


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Figure 2-12: HP uses YouTube to showcase their printers and provide how-to demos


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Figure 2-14: Denny’s has created an online game to help promote its brand


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Summary

• For most business-related sites, a teams of people is needed to create it

• Site development requires various needs and skills, including:– Financial– Creative– Programming– Organizational– Marketing and communication


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Summary (continued)

• Sites fall into a variety of categories, including:– Portals– B2B (business to business)– B2C (business to consumer - e-commerce)– B2E (business to employee)– Social networking– Informational– Entertainment


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Summary (continued)

• Each type of site has a different set of challenges, goals and needs, for example:– B2B sites focus on gaining users’ trust and

encouraging them to contact the company to establish a relationship

– B2C sites focus on heightening user experiences, and encouraging visitors to make immediate purchases

– B2E sites focus on getting company info to their employees


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Summary (continued)

– Social networks, information-based sites and entertainment sites focus on maximizing audiences through updated, relevant content in order to sell advertising.


Principles of Internet Marketing Chapter 2 Types of Web Sites.

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