Driving Traffic to a web site E-commerce Web site Domain Name Search Engines Public Relations Promotions Advertisements External Links

Domain Name (Brand) Web site (IP address) DNS

No spamming ! Use opt-in, opt-out approach

Search Engines & Directories

<meta name = “keywords” content = “coke, coca-cola, the real thing, soft drinks, pop, mixers, cola”> Coca-cola Homepage Welcome to Coca-cola Homepage! Overture is an active bid search engine

Public Relations Gomemphis.com – Full text of the President’s “State of the Union” address World Chess Match moves Clinton “cyber town hall meeting”

Promotions

online - is more tractable than offline advertising offline – traditional tv, radio, billboard and magazine can be tagged with.com

Pool of Impressions Pool of Visitors Buyers 2% 5% 1, Cost per Impression: $15/CPM ($.015) Cost per 2% click-through ($.015/.02= $.75) Cost per 5% conversion ($.75/.05=$15.00)

Profitability of Each Site Can Be Determined Ripped Fuel Example

11 Banner Click-Through Rates Banner Click-Through Rates (Apr 1999-Jan 2000) Source:Nielsen//NetRatings Percent Month

Passive vs. Active Approaches Passive – Banner, Pop-ins Active – Content (text) links, Affiliates

Driving Traffic to a web site E-commerce Web site Domain Name Search Engines Public Relations Promotions Advertisements External Links