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2. Promotion
In order to enter into a commercial relationship with
new clients and get them to visit your site, you must
advertise your online business activities. You should
distinguish between online campaigns (referencing, advertising,
sponsoring, participation in discussion groups, hypertext
link exchanges) and off-line campaigns (public relations,
press conferences and press releases, classic advertising).
In this example, we have assumed that your company employs
an internal webmarketer, and that he has time to devote
to referencing your company, and that he know how to use
specialist software agents. This has allowed us to demonstrate
how you should use the advantages offered by agents, sub-contracting
and internal production.
But I must encourage you to sub-contract the entire referencing
operation for two reasons :
- referencing has become so technical that it is only
possible to obtain efficient results by using a professional
service ;
- Creating Value For the Millennium offers a quality referencing
service : Ability Référencement-http://www.ability-referencement.com
3. Affiliation and distribution networks
As we have already seen, affiliation consists of paying
a network of website partners when they send you visitors
who buy your products. This is an interactive and motivating
form of promotion and sales, midway between advertising
and travelling salesmen, but in contrast to advertising,
payment depends directly on results. The management methods
of an affiliation network are not unlike those of a traditional
commercial network : you must select your contacts, run
your campaign, analyse the results of each one ...
4. Marketing
The marketing phase consists of carrying out direct marketing
operations. If we take the example of an e-mailshot, there
are no audit agents, but the preparation agents which
collect relevant e-mail addresses are extremely useful
: by submitting certain key words linked to the target
audience to the software programmes, the agents can collect
all the addresses which appear on the web pages which
include these key words, those of people who have sent
messages to discussion groups who are potentially interested,
whilst other agents automatically send thousands of personalised
messages to previously identified potential clients. On
the other hand, few agents exist which are able to evaluate
the efficiency of online mailshots (which are, incidentally,
not usually well received).
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