1. Unit 1 Living in the Digital WorldChapter 4 – Smart Working This presentation will cover the following topic: Running a business online Name:

2. Unit 1 Living in the Digital WorldChapter 4 – Smart Working Chapter Objectives: By the end of this lesson you will be able to: identify the advantages for a business of having an online presence identify ways of advertising online to attract online business identify good and bad features of a website understand how to create an effective advert explain what content networks are understand what viral adverts are

3. Unit 1 Living in the Digital WorldChapter 4 – Smart Working Amazon: an online retailer What are the advantages of online selling to a business? List your advantages here: Who are the top 5 online retailers in the world?

4. Unit 1 Living in the Digital WorldChapter 4 – Smart Working How did Amazon become the largest internet retailer? List below the reasons why?

5. Unit 1 Living in the Digital WorldChapter 4 – Smart Working Benefits of the Internet to an industry and individual businesses Benefits to industryBenefits to businesses Companies can market products on their website Minimal start-up time and investment It allows the business to have a large consumer base Lower overheads as an Internet business can be set up at home It is an inexpensive way to reach new markets and interact with customers Search engines help direct customers to a business’s website Businesses can operate 24 hours a day, 7 days a week, 365 days a year Automated order and payment processes Marketing can be global as there are no restrictions. The business can be located wherever it likes Reduces the number of cars and car miles, and saves paper Once the business is up and running, multiple businesses can be set up from the same base It leads to globalisation

6. Unit 1 Living in the Digital WorldChapter 4 – Smart Working Advertising on the Internet Some companies chose to advertise solely online. Add some reasons below why companies only advertise this way: Why do companies only advertise online?

7. Unit 1 Living in the Digital WorldChapter 4 – Smart Working Advertising with a search engine Some companies pay to advertise with a search engine. Adverts normally appear at the top or along the side of the page as shown by the red boxes below. List below reasons why customers can be put off from using websites: Did you know? 40% of visitors do not return to a site if their first visit results in a negative experience. Forster Research Did you know? 40% of visitors do not return to a site if their first visit results in a negative experience. Forster Research

8. Unit 1 Living in the Digital WorldChapter 4 – Smart Working Use of keywords in advertising online Keywords are used so websites will appear in a search engine’s results These must be specific and relate directly to the page. Single words can be used, but sequences of words work better. Here are some simple rules for choosing keywords: Include variations, e.g. singular and plural versions of each keyword. Use a thesaurus to find synonyms. Product codes and serial numbers help too. Avoid using too many keywords. Only use words that are relevant. Keywords that are too general will not necessarily reach potential customers. When creating the advert, it is important to get your message across. Remember, advertising space costs money. The headline should contain one or more of the keywords, as it is normally a direct link to the website. The body text should contain a brief description of the product or service. Include just the key details. The URL should take the user straight to the product or service that is advertised rather than to the home page. If customers cannot find what they are looking for, they may leave the site. Content networks Being part of a content network enables an advert to be displayed on a huge number of sites other than just in a search engine. For example, the Google content network is a collection of hundreds of thousands of websites on which businesses, large and small, can choose to display their adverts. They range from high-profile websites like Sky News, to small specialty sites such as blogs, social networking sites and discussion forums. A content network can have a major impact on the success of a business’s marketing campaign. Content networks Being part of a content network enables an advert to be displayed on a huge number of sites other than just in a search engine. For example, the Google content network is a collection of hundreds of thousands of websites on which businesses, large and small, can choose to display their adverts. They range from high-profile websites like Sky News, to small specialty sites such as blogs, social networking sites and discussion forums. A content network can have a major impact on the success of a business’s marketing campaign.

9. Unit 1 Living in the Digital WorldChapter 4 – Smart Working Viral marketing Viral marketing campaigns can generate brand awareness. They use entertaining content, which users are encouraged to pass on to other sites or users and can be very successful. Viral adverts can be anything that prompts people to spread the message. They range from short video clips to text messages and online vouchers. Viral adverts aim to get people talking about the brand, which saves the company having to invest large amounts of money on marketing. In order to advertise Rowntree’s Randoms, Rowntree’s produced a number of short video clips. How might these clips get people talking about Rowntree’s Randoms? The Cadbury’s Gorilla advert is an example of successful viral marketing, as users sent links to the video clip to their friends