What Are the Basics for Advertising on the Web?

February 15, 2009
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Marketing/Advertising/Accessibility/Audience/Traffic

  1. Search Engines
    1. Most Popular
      • Google
      • MSN
      • Yahoo
      • AOL
    2. Complex Algorithms – Criteria used by the Search Engines to rank pages.
      • Copy
      • Accessibility
      • Keywords
      • Links to your site
    3. Submission Process
    4. Your entire website should be cataloged and available
  2. Integrated Marketing
    1. Part of something bigger
      • Industry leading sites
      • Established networks of websites
      • Connect to the website in other advertising, don’t just show the URL
    2. Ad campaigns
      • Statistics and analysis
      • Learn what ads work and what ones don’t
      • Internal ad campaigns
      • Be aware of “pay-per-click”
  3. Website Logs
    1. More statistics and analysis
    2. Traffic
    3. Viewer behavior
    4. Entry pages, exit pages, most popular pages, etc
    5. Can be dangerously misleading
  4. Interaction
    1. Customers
    2. Potential cutomers
    3. Past customers
    4. Your ISP
    5. Peers
    6. E-mail marketing
    7. Forms
    8. Competitor’s websites
  5. Legal Considerations and Crisis Management Plans
    1. Meeting current FTC guidelines for consumer privacy and accessibility standards
    2. Adhering to applicable federal, state and local laws
    3. Privacy and security policies
    4. Liability, class action lawsuits, insurance, etc.


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