Market DevelopmentMarket Development on the Web
Online Market Development
As with brick-and-mortar enterprises, market development is an essential ingredient for websites of all types and must be an integral part of your company’s e-business presence on the Internet. Your company should consider and evaluate the advantages of advertising online as an extension and a component of your corporate growth strategies. Advertising messages often appear on portals or on other websites that draw viewers with content(e.g., news and information) and services (e.g., e-mail, chat,and forums). You may seek to advertise on search engines that attract high traffic volume or to target a specialized demographic.Some portals sell favorable link positioning or advertising keyed to particular search terms in a user query. Companies may also consider using an advertising network that feeds ads to a network of websites, thereby enabling large marketing campaigns. These options are available in the United States and internationally in English or in other languages.
Direct e-mail is an inexpensive and efficient way to reach thousands of potential customers. Direct e-mail can be used to promote and enhance web presence, depending on the market, product, or service. However, several countries have legislation affecting unsolicited commercial e-mail that
direct marketers must be aware of. The Direct Marketing Association suggests that direct e-mail messages should have:
1. An honest subject line
2. No forged headers or technological deceptions
3. The identity of the sender, which includes a physical address
4. A visible opt-out clause that is easy to use
Before marketing via e-mail, your company should be aware of the potential for backlash against unsolicited e-mails by consumers who feel overwhelmed by the number of such e-mails they receive. Companies should consult the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act of 2003 to ensure full compliance with the law.
As with brick-and-mortar enterprises, market development is an essential ingredient for websites of all types and must be an integral part of your company’s e-business presence on the Internet. Your company should consider and evaluate the advantages of advertising online as an extension and a component of your corporate growth strategies. Advertising messages often appear on portals or on other websites that draw viewers with content(e.g., news and information) and services (e.g., e-mail, chat,and forums). You may seek to advertise on search engines that attract high traffic volume or to target a specialized demographic.Some portals sell favorable link positioning or advertising keyed to particular search terms in a user query. Companies may also consider using an advertising network that feeds ads to a network of websites, thereby enabling large marketing campaigns. These options are available in the United States and internationally in English or in other languages.
Direct e-mail is an inexpensive and efficient way to reach thousands of potential customers. Direct e-mail can be used to promote and enhance web presence, depending on the market, product, or service. However, several countries have legislation affecting unsolicited commercial e-mail that
direct marketers must be aware of. The Direct Marketing Association suggests that direct e-mail messages should have:
1. An honest subject line
2. No forged headers or technological deceptions
3. The identity of the sender, which includes a physical address
4. A visible opt-out clause that is easy to use
The CAN-SPAM Act sets requirements for senders of commercial e-mail to consumers. Enforced by the Federal Trade Commission, the law specifies (in part):
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Before marketing via e-mail, your company should be aware of the potential for backlash against unsolicited e-mails by consumers who feel overwhelmed by the number of such e-mails they receive. Companies should consult the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act of 2003 to ensure full compliance with the law.