advertising over internet

Internet Advertising&

e-Commerce Website Features

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An Introduction to Internet Advertising

• Potent of multimedia aspect• Audience and target • Frequency, effectiveness and recall• Cost per thousand impressions (CPM)• Traditional models• Myths about internet advertising• Segments of internet users– Net surfers– Net buyers– Net consumers 2

Emergence of Internet as a Competitive Advertising Media

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• Strengths of Internet AdvertisingStrengths of Internet Advertising

Growth of Internet connections in India

4Demographics of the internet (India users in 2000)


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Demographics of the internet (India users in 2000)


How to go about eCommerce website design?• Websites are developed with the aim of information

sharing. • Non reciprocal: is one way information sharing where the

web visitor visits the websites to gather the information relevant for the purpose.

• Reciprocal: information sharing is two way information sharing where the web visitor can actually engage themselves in information sharing and advance to next step of information sharing by making some purchases or subscribing to some news letters etc.

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eCommerce websites

• eComm websites are sort of reciprocal information

sharing with the sole purpose of simplifying the online

purchase experience of a web visitor or to guide the

visitor towards making an online purchase.

• The website design involves lots of intricacies but a

designer working on the eCommerce web design needs

to understand the online selling principles. 7

• For a viewer the eCommerce web design and normal website

design may seem same because both of them follow the same

principles of website design that is attractiveness, systematic

organisation of elements, correct color palette to boost website

spirit.

• The differences begin to troop in once you have a close look

into the some of the eCommerce web designs and other

website designs. 8

Selling Principles• Simplifying online shopping experience: The users prefers

online shopping in order to avoid the hassles of offline

shopping. So it becomes the priority of web designer to

ensure that website design delivers the smooth online

shopping experience to the user.

• Furnishing the authenticated information: The user should

be given the reason why they should believe your site and

how easily they can reach out to you. 9

Selling Principles• Customers are more attracted towards the virtual arrangement of the

things during shopping. It becomes very difficult for the web designer to

convey that virtual shopping arrangement through website design.

• It is pretty easier for the web designer to showcase the objects without the

bother of space constraints. It becomes relatively difficult for web designer

to lure the customer to make purchase through the website design.

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• Customers favour those eCommerce website designs which will lead them to right

page with minimum number of clicks.

• Web designers often use some unconventional techniques to promote eCommerce

web designs. Sometimes a web designer may utilise the potential of single paged

website by integrating the order form at the end.

• Sales Letters: Many people perceive sales letter as good example of eCommerce

web design. In reality sales letter is not the good example of eCommerce website

design because they are niche specific and may sell a single product. Still sales

letters are capable of large conversions because they present the product

information in a smart way. 11

• The supermarkets and shopping malls are similar to the

online shops, as both showcase products. As in shopping

malls the arrangement of things seems to be much simpler to

the ones in online shop. It becomes difficult for the user to

browse through the complex website to search for the things.

• The eCommerce websites make it simpler for the web visitor

to browse through the product section easily with the help of

personalisation technology. This personalisation technology

also casts spell on the eCommerce website design

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• Layouts play important role in success of an

eCommerce web design.

• Most of the eCommerce website designs are

distinguished by their layouts. These eCommerce

websites are always searching for a simplified

design which will lure the customer to purchase

the things.

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Time Spent on website: Average time each customer spends on a

website is around 2 minutes before they leave the site. So these

two minutes time should be utilised to the maximum so as to lure

the customer.

Most Accessible Point:

• After Lots of research it has been found that most of the

customers first view the middle left area and center portion of the

webpage.

• By balancing these regions with smart content in a web design

these web designers know how to create an easy path for the

visitor to browse through the online shop and make the easy

purchase. 14

Features of E-Commerce Website• Easy interface for adding, editing and deleting products• Product catalog with categories and sub categories• Ability to configure taxes and shipping rates• Multiple administrators• Add discounts and special pricing• Upcoming products section• Visitors can write reviews/ rate products and "Tell a friend“• Multiple currency setup• Inventory Management• Custom shipping and privacy policy• Basic CRM functions• Checkout process with multiple payment options: Online payment, Credit card, Cash on delivery, Cheque/DD

etc. 15

• Spending for US online advertising will decrease in 2009 by 4.6%—

the first drop since 2002.

• However, the slowly recovering economy, combined with basic

structural changes in how marketers and the public use media, will

lead to Internet ad spending growth in early 2010. 18

• While eMarketer previously estimated that 2009 online ad

spending would grow by 4.5%

• Reports from major portals through Q3 2009 showed either mild

growth (Google, for search) or sharp downturns (Yahoo! and AOL).

• Research from the IAB and PwC through Q3 2009 indicated an

overall online ad market in decline.

• Continued softness in key-areas keeps driving down classified

advertising—formerly the third-biggest online ad format.

• But search ad spending remains relatively steady and banner ad

spending is down by only a small amount.

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• 100 largest advertisers are still putting a relatively small share of their

measured media budgets into display advertising. These major marketers

are, in general, still holding back from greater online ad investment, which

continues to stymie overall market growth.

• The primary structural change is the spending uptick for non-advertising

marketing, making all Internet ad spending estimates incomplete indicators

of the industry’s health.

• The new market place is a rapidly evolving ecosystem built on top of the

social Internet.

• As marketers look to engage their audience with relevant, trustworthy

messages, that increasingly means smaller shares of marketing budgets

going to traditional advertising. 20

advertising over internet

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