The E-Business Formula for Success

Overview

The book starts by helping you carefully analyze your business' existing characteristics and needs -- a vital first step. Then internationally recognized author Susan Sweeney reviews the four leading e-business models describing the major features, benefits, and drawbacks for each. The book then provides tips for designing and developing an effective Web site based on the e-business model you have selected. Techniques and strategies for drawing large volumes of targeted traffic complete this "bible" of the ...
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Overview

The book starts by helping you carefully analyze your business' existing characteristics and needs -- a vital first step. Then internationally recognized author Susan Sweeney reviews the four leading e-business models describing the major features, benefits, and drawbacks for each. The book then provides tips for designing and developing an effective Web site based on the e-business model you have selected. Techniques and strategies for drawing large volumes of targeted traffic complete this "bible" of the e-business world.
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Product Details

  • ISBN-13: 9781885068606
  • Publisher: Maximum Press (FL)
  • Publication date: 1/28/2001
  • Pages: 338
  • Product dimensions: 7.02 (w) x 9.00 (h) x 0.79 (d)

Table of Contents

Part 1 Understanding e-Business
Chapter 1 e-Business Overview 3
What Is e-Business? 4
Industry Overview 5
Chapter 2 Demystifying e-Business Myths 8
Myth #1 "Anyone Can Build a Web Site." 8
Myth #2 "If You Build It, They Will Come." 10
Myth #3 "My Online Store Will Offer the Same Products and Services as My Offline Store." 11
Myth #4 "My Web Developer Takes Care of That." 11
Myth #5 "My Web Site is the Same As My Corporate Brochure." 12
Myth #6 "E-business is e-Business is e-Business." 13
Chapter 3 The e-Business Formula 14
Understanding the Formula 14
Everyone is Different 15
Applying the Formula 16
Chapter 4 Laying the Foundation 18
Some Things to Consider 18
Taking Payment 20
The Advantages of Taking Online Payments 20
Acquire an Internet Merchant Account 21
Protecting Your Customers 23
Locate a Payment Processing Company 25
Storefront Solutions 27
Select Storefront Features That Meet Your Objectives 28
Use a Storefront Template Service 43
Using an ASP 46
Purchase Storefront Development Software 46
Program and Develop Your Own Storefront 48
Use a Hybrid Storefront System 50
Customer Service 50
Internet Resources for This Chapter 51
Part 2 The Right e-Business Model
Chapter 5 e-Business Model 1--Electronic Order Taking 55
Is Model 1 for You? 55
Exploring e-Business Model 1 56
Ordering Alternatives 57
Behind the Scenes 59
Chapter 6 e-Business Model 2--Accepting Electronic Payment 60
Is Model 2 for You? 60
Exploring e-Business Model 2 62
Chapter 7 e-Business Model 3--Storefront Selection and Payment Automation 67
Exploring e-Business Model 3 67
Who Uses e-Business Model 3? 68
Before You Get Started 69
Storefront Solutions Recap 71
Other Considerations 88
Chapter 8 e-Business Model 4--The Fully Integrated e-Business Solution 91
Exploring e-Business Model 4 91
A Closer Look at Integration 99
Chapter 9 Start with your Objectives 101
Setting Primary Objectives 101
Setting Secondary Objectives 103
A Final Word on Objectives 107
Part 3 The Right Web Site
Chapter 10 Designing a Dynamite Site from the Start 111
Building Traffic to Your Site 111
Objectives of Your Web Site 111
Clearly Present Your Web Site Message 112
Take Advantage of Your Competitor's Sites 112
The Importance of Your Domain Name 113
Web Site Design Essentials 115
Proper Use of Web Site Graphics 118
Use Site Maps to Make Navigation Simple 120
Use Page Titles to Identify Your Site 120
How the Browsers See Your Site 120
Meeting Marketing Objectives with Different Web Site Features 121
Using Meta-Information to Guide the Search Engines 122
Internet Resources for This Chapter 125
Chapter 11 Going Beyond the Basics 127
Spread the Word with Viral Marketing 127
Leverage Your Site with Permission Marketing 129
Personalize the Experience for Your Visitors 131
Chapter 12 Enhancing the Experience with Rich Media 135
Streaming and Nonstreaming Media 135
Advertising with Rich Media 137
Uses of Webcasting 138
Internet Resources for This Chapter 139
Chapter 13 What the Innovators Are Doing 141
CRM in the e-Business World 141
Personalizing the User Experience 143
Providing Optimal Customer Service 144
Managing Opportunity in Real Time 147
e-Tailers are preparing for m-Commerce 147
Internet Resources for This Chapter 148
Part 4 The Right Traffic
Chapter 14 Preparing Your Site for the Search Engines 153
Understanding Search Engines 154
Frames 155
Image Maps 156
Dynamic Pages and Special Characters 157
Meta-Refresh 157
Splash Pages and the Use of Rich Media 157
Page Size 158
Use of Tables 158
Keywords Are Critical 159
Know Your Competition 160
Keep in Touch with the Trends 161
Use Descriptive Page Titles 163
Design Effective Meta-Tags 168
Page Content Considerations 169
Additional Design Techniques 170
Internet Resources for This Chapter 171
Chapter 15 Generating Repeat Traffic and Building Consumer Loyalty 173
How to Get Repeat Visits 173
Freebies 174
Coupons and Discounts 175
A Calendar of Events 176
Contests and Competitions 177
Resourceful Links 178
Providing a Tip of the Day or Week 178
Get Bookmarked 179
Bulletin Boards 179
Site of the Day or Week 179
Cartoons, Jokes, and Trivia 179
Games 180
Update Reminders 181
Events Reminders 181
Real-time Chat Sessions 182
Advice Columns 183
Virtual Postcards 183
Photo Galleries 183
Online Training Sessions 184
Loyalty and Reward Programs 184
Permission Marketing 184
Internet Resources for This Chapter 185
Chapter 16 Increase Your Sales Force with Associate and Affiliate Programs 187
What Are My Affiliate Program Options? 188
Selecting the Right Affiliate Type for You 190
How Affiliate Programs Can Boost Traffic and Online Sales 191
Affiliate Tracking Software 191
Internet Resources for This Chapter 193
Chapter 17 Setting Up Shop in Cybermalls 194
Cybermall Categories 194
Selecting the Right Cybermall 195
More Than One Cybermall? 197
What Will It Cost to Participate? 197
Where Are Cybermalls Found? 198
Internet Resources for This Chapter 198
Chapter 18 Submitting Your Site to the Search Engines and Directories 200
Understanding Search Engines and Directories 200
Search Engines and Spiders 201
Getting In-depth with Directories 203
The Submission Process 203
It Doesn't Always Come for Free 206
Internet Resources for this Chapter 209
Chapter 19 Use Effective E-mail Marketing 211
Getting Connected with E-mail 211
How to Write Effective E-mail Messages 212
HTML or Text Messages? 217
Internet Resources for This Chapter 218
Chapter 20 Reaching Out with Mail Lists 220
Connecting with Your Target Audience 220
Types of Mail Lists 221
Composing Effective E-mail Messages 223
Starting Your Own Private Mail List 224
Starting Your Own Publicly Available Mailing List 226
Internet Resources for This Chapter 227
Chapter 21 The Value of Incoming Links 229
Finding Web Sites to Link From 230
Tools for Identifying Competitors' Links 232
Arranging Links 233
What Is a Meta-Index? 236
How to Find Meta-Indexes 236
Enhancing Your Links for Optimal Exposure 236
Widening Horizons with Web Rings 237
How Web Rings Can Increase Your Exposure 238
How to Participate in Web Rings 239
Internet Resources for This Chapter 240
Chapter 22 A Closer Look at Banner Advertising 242
Keeping Your Advertising Objectives in Mind 242
The Various Forms of Banner Ads 244
Banner Ad Design Tips 248
Taking Advantage of Ad Networks 250
Saving Money with Banner Exchange Programs 251
Bartering for Mutual Benefits with Banner Trading 252
Internet Resources for This Chapter 252
Chapter 23 Spread the Word through Media Relations 255
Managing Successful Public Relations 255
Publicity vs. Advertising 256
What Is a Press Release? 256
Advantages of Interactive Press Releases 258
Sending Press Releases on Your Own vs. Using a Distribution Service 259
Tips for Press Release Distribution 260
Formatting Your E-mail Press Release 261
What Is Considered Newsworthy? 262
What Isn't Considered Newsworthy? 262
Preparing Your Press Kits/Media Kits 263
Develop an Online Media Center for Public Relations 263
Internet Resources for this Chapter 264
Chapter 24 E-zines and Other Online Publications 267
E-zines Defined 268
Web-based E-zines 268
E-mail E-zines 269
Promoting Your Site through E-zines 269
E-zine Publishing's Three Golden Rules 270
Internet Resources for This Chapter 271
Chapter 25 Communication with Your Target Market through Newsgroups 272
Newsgroups--An Ideal Marketing Vehicle 272
The Benefits of Newsgroups 273
Different Newsgroup Categories 273
Target Appropriate Newsgroups 274
Read the FAQs and Abide by the Rules 275
"Lurking" for Potential Customers 276
Posting Messages on Newsgroups 276
Signature Files as Your e-Business Card 277
Advertising When Advertising Isn't Allowed 277
Internet Resources for this Chapter 278
Chapter 26 Winning Web Site Awards and Being Voted "Cool Site of the Day" 280
How Do You Get Nominated? 280
Choosing Your Awards and Submitting to Win 281
Cool Sites: What's Hot and What's Not? 282
Posting your awards on your site 283
Internet Resources for this Chapter 283
Chapter 27 Generating Online Exposure the Offline Way 285
Offline Promotion Objectives 285
URL Exposure through Company Material 286
URL Exposure through Promotional Items 287
URL Exposure through Clothing 288
URL Exposure on Novelty Items 289
URL Exposure on Your Products 289
Internet Resources for This Chapter 290
Chapter 28 Measure Your Success with Web Traffic Analysis 291
Do You Know Who Is Visiting Your Web Site? 291
What Is a Log File, and What Can It Tell You? 292
Web Traffic Analysis Options 293
Learning from Log File Analysis 294
Internet Resources for This Chapter 299
Appendix A Terminology 303
Appendix B Implementation and Maintenance Schedule 312
Appendix C Storefront Features Selection Chart 319
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  • Anonymous

    Posted February 23, 2002

    I didn't expect so much!

    I expected a verbose account of a few key points and concepts in this book. I was going to use this book for inspiration at best. Now I am inspired--as well as chock-full of ideas--solid ones that will take me a year or so to implement. Sure, it helps that I know some Web-Design and HTML, but Susan Sweeney includes resources for novices as well. The Author does not confuse, and explains/ repeats only when necessary. I will not need to purchase as many books now, since I found a goldmine of information in this one book.

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