Abstract This paper looks at the different marketing and business strategies of companies whose business is solely through their website (click-and-click companies) and those whose website is an additional source of sales (brick-and-click); but who physically have a storefront. Their strategies are compared for their effectivenss and ability to reach the audience the companies seek.
From the Paper "The first characteristic of the Internet store is the importance of the web site. The web site is the basis of the Internet store, with accessibility and ease-of-use determining whether the customer will purchase from the store and return to the store. The web site is the equivalent of a retail store front's location, if it is easy to get to, customers will be more likely to visit it again. Unlike retail stores, the biggest concern is how easy the store is to move around in. Ease-of-use is said to be the most significant factor, with ease-of-use comprising three attributes: how quickly the web site downloads, how easy the first page is to understand and how easy it is to navigate between pages (Kotler 48). Click-and-click retailers have built their businesses based on the online presence and so tend to be aware of how important the web site is. Part of their marketing strategy involves making the web site as convenient and easy-to-use as possible."
Abstract Retailing has become extremely competitive over the last ten years. The Internet has allowed customers to access retailers by just clicking a mouse as opposed to physically visiting a retail location. This paper compares and contrasts a "click and click" company (Amazon.com) and a "click and brick" company (Barnes and Nobles Inc.). Each of these companies sells books and offers additional consumer goods. The paper presents a SWOT analysis on each of the companies to show its niche in the market.
From the Paper "Barnes & Noble needs to lower its prices on new bestsellers to compete with discount stores that offer discounts on current books. The company needs to enhance its web site and offer more links. Barnes and Nobles could also offer more information about the books it sells. Barnes and Nobles may also want to consider selling used books or offering club members consignment on books to compete Amazon's used market."
Abstract This paper analyzes pay-per-click (PPC) advertising campaigns on the internet, in particular Google Adwords and recommends five effective strategies for the planning, execution, and management of PPC advertising campaigns. Providing insights into which strategies deliver the most consistent and valuable results, the paper also explains how to battle click fraud.
Outline:
Executive Summary
First Tip: Defining the Bid Cost and Strategy
Second Tip: Creating a Keyword Strategy
Tip Three: Test and Re-Test
Tip Four: Aggressively Attack Click Fraud
Tip Five: Go Multi-Channel with Conversion Measurements from the Start
Summary
References
From the Paper "The development of keyword bidding strategies, coordinating SEO strategies across AdWords and other marketing strategies, the testing of ads, battling click fraud, and tracking conversion from a multi-channel standpoint through the use of dashboards and scorecards are critical. PPC-based advertising strategies must be tightly synchronized with all other strategies throughout a marketing department, as they are increasingly larger portions of the budgets, and also are proving to be one of the catalysts for changing cultures within companies due to real-time data being available on strategy performance. The development of PPC strategies needs to include these five tips to ensure the investments made will be applicable across all marketing strategies for the long-term."
Tags: marketing strategies, search engines, google
Abstract In this article, the writer discusses that as the world becomes more wired, the users of technology are demanding more ways to go wireless. The more technology one uses, the more important it becomes to link them together, organize them, and eliminate the confusion that comes with having ten different remote controls scattered around the house. The writer notes that the film 'Click' explores the concept of a multi-function remote in a humorous way. The writer then illustrates how universal remotes can become a reality. The writer maintains that, especially for people who spend a lot of time away from home, or for people whose homes are large or multi-storied, a multifunction universal remote control would reduce stress and greatly increase the quality of life. The writer concludes that one might not be able to control time like Michael did in 'Click', however, one can and should be able to control the technology one buys using a universal remote control.
From the Paper "This project is motivated by what I perceive as a clear lack of product innovation. No company has offered a truly universal remote that can be used to control all the products in our home including lights, appliances, and garage doors. As more and more new homes are built with smart technologies, the need for a universal remote becomes even more important. Furthermore, many people have keyless entry for their vehicles and a universal remote can cover that too. The universal remote can even be taken into the car, allowing the user to control his or her appliances even while away from home. Being able to turn lights off would help save energy."
Abstract This paper explains that Google, Inc., a technology company that began as a global Internet search provider, has since moved into the targeted advertising solutions business. The author points out that companies such as Microsoft, Yahoo and other search engine providers are all working feverishly to steal market share from Google; even present partner AOL is a potential competitor. The paper relates that Google was founded with a business strategy of providing search results that are untainted by advertising dollars; but, as the revenue stream becomes more crucial to company growth, that business strategy may become hazardous to Google's profit margin, requiring it to turn to pay-per-click and other Internet business revenue options.
From the Paper "In addition, Google has maintained a revenue sharing relationship with many other firms but the big contract is with the ISP provider America Online. Google has historically partnered with many companies and has even provided search capabilities with the likes of its direct competitor Yahoo. Prior to the recent Google Initial Public Offering (IPO), market insiders and potential investors could not wait to push the company up into the financial stratosphere. Now that the stock is available, Google Inc. is officially and suddenly worth billions. Since opening around $100 per share in August, the stock price has now climbed near $140 per share with no limit in sight."
Abstract This paper explains that Apple's iTunes Music Store (iTMS) provides both Mac and PC users with a catalogue of over 700,000 tracks for customers to legally find, listen and purchase music online and, on the new video iPod, download and play music videos and TV shows. The author stresses that the primary business strategy for Apple is not just about selling music but to use the popularity of iTMS to enhance its brand and increase the sale of iPods. The paper relates that iTMS has met the challenge of reducing the complexity of transferring a song from iTunes into an iPod or music collection by developing a simple one click operation that completes each step in the process from listening to a sample song through the internet to buying it to listening to it in one's own iPod. Table of Contents Introduction iTunes Business Strategy Apple's Strengths Sources
From the Paper "With its growing success, what are some strength that will allow for Apple's continued growth? Foremost, Apple is the market leader. Although the market leader faces the most risks and challenges, iTMS has overcome those challenges and is riding the momentum in the online music market. For others to compete, competitors must produce an iPod/iTMS alternative. Also, they must either offer reduced price to compensate users for the lost functionality, or try to create a digital music store. As others try to catch up to Apple's existing standards, Apple can now look to further increase their popularity with new technology and trends rather than play catch up."
Abstract This paper examines the transformation of the mass retailer Target from brick and mortar to a click and brick company. It looks at the strengths, weaknesses, opportunities and threats associated with doing business on the Internet.
Tags: target, internet marketing, distribution channels, internet
Abstract This paper considers the effects that the Internet has had on retailing, including examinations of Target, Dell, Amazon and other companies as well as security issues raised by the Internet and whether there is such a thing as a "new" economy. It also gives an overview of the marketing mix and strategies.
From the Paper "At one time the Internet was expected to revolutionize the way that business is conducted.Traditional measures of corporate performance would be abandoned as..."
Abstract This paper compares and contrasts Amazon.com with Target by using a SWOT analysis of Amazon.com's Internet based business with Target's bricks and mortar-based business. The paper also looks at the impact of e-commerce on businesses today.
From the Paper "Although the dot-com boom was forecast to cause a revolution in retailing with many analysts expecting a significant shift to so-called e-tailing, the new business model of having only an Internet presence without a physical brick and mortar presence has not come to dominate the American commercial market. Instead traditional retailers have added e-commerce to their business plans but have not abandoned their physical stores in most cases. Amazon com is a clear exception to this."
Abstract With millions of people already logged onto the Internet, and more signing on everyday, information that is printed online is viewed by a massive number of people. This large number of potential consumers has fueled the motivation for advertising agencies to post ads online. This paper shows that, through online advertising , consumers are able to go directly to a web site just by clicking on the ad. This convenience has made Internet advertising what it is today. The paper explains that the company benefits from this type of advertising by being able to get exact numbers of how many potential consumers click through on their ad. The advantages of online advertising have given rise to tremendous growth, which has changed job opportunities, as well as created innovative methods to publicize. The paper also includes an illustration.
From the Paper "Every year companies spend an unbelievable amount of money on Internet advertising in order to further their sales (Taylor 45). IBM's new e-business advertising campaign has cost the company over 75 million dollars. The ads will feature IBM Global Services Employees who are helping companies succeed in the fast changing e-business environment. Aside from advertising on the Internet, they will also implement a direct marketing series, as well as showcase announcement programs (Cox 1). This kind of "go-for-broke" advertising campaign can be extremely risky. Several companies who have attempted this have failed and been forced to shut down. Despite the risks, many Internet e-tailers are still using over 60 percent of their annual incomes to fund this kind of advertising campaign (Taylor 46). If these campaigns are correctly planned and executed, then the investment can provide a substantial return for the business (Rossetti 30)."
Abstract Computer-assisted instruction" is a much-debated topic in educational circles, and there is a reasonable amount of confusion concerning just how efficacious the term is. Part of the difficulty lies in the expansiveness of the subject itself, since CAI can range from simple "click here" programs designed to teach color and word identification to pre-schoolers to complex interactive anatomy software designed for medical students.
From the Paper "The Effects of Computer-Assisted Instructions
Versus Verbal Oral Instructions
Abstract
"Computer-assisted instruction" is a much-debated topic in educational circles, and there is a reasonable amount of confusion concerning just how efficacious the term is. Part of the difficulty lies in the expansiveness of the subject itself, since CAI can range from simple "click here" programs designed to teach color and word identification to pre-schoolers to complex interactive anatomy software designed for medical students.
At issue, also, in this term is whether the CAI is as effective as the normal verbal/oral/human teaching paradigm, or is, in fact, more efficient. This proposal details..."
Abstract "Computer-assisted instruction" is a much-debated topic in educational circles, and there is a reasonable amount of confusion concerning just how efficacious the term is. Part of the difficulty lies in the expansiveness of the subject itself, since CAI can range from simple "click here" programs designed to teach color and word identification to pre-schoolers to complex interactive anatomy software designed for medical students. At issue, also, in this term is whether the CAI is as effective as the normal verbal/oral/human teaching paradigm, or is, in fact, more efficient. This proposal details a testing method to solve some of the issues inherent in this question, and the information provided herein will be organized as follows. An introduction provides a brief literature review, which is followed by a methods section that details the proposed methodology.
From the Paper "A great deal of cross-disciplinary academic literature discusses the benefits or negative aspects of teacher-centered instructional methods, which emphasize memorizing facts and completing traditional exercises that lead to foregone conclusions (Blake, Norman, Keane, Mueller, Cunnington, & Didyk, 1996; Kulik, Bangert, Williams, 1982).
Tulving & Schacter suggest that most students are exposed only to fragments of any particular subject because concepts are carefully divided among the traditional academic disciplines. In addition, many students perceive the information presented in their classes to be irrelevant to their lives (Flanagan & Blick, 1991)."
Abstract This paper explores the opportunities that Dell Computers has in terms of potential market growth in Asia after utilizing price fixing methods.
Abstract This paper examines the e-business Amazon.com, discusses the types of activities and features made possible by Amazon, distinguishes the types of customers more likely to use "click" than "brick" for information and transactions, and predicts future success for Amazon.
Abstract This paper contends that in the 'Age of Information', the issue of invasion of privacy continues to dominate the headlines. The paper comments that more and more people are becoming victims of identity theft, one of the major forms of privacy invasion and personal information on just about everyone in the world is available at the click of a mouse. The paper questions how anyone, especially high school students, can reasonably expect to have any degree of privacy. The paper states that high school students are not protected by many of the same constitutional guarantees as adults, but their needs for privacy may be as great, or greater, than their adult counterparts. To determine what measure of privacy, if any, high schools students can expect at home and school today, the paper provides an overview of the issue of privacy, followed by an analysis of its various dimensions as they apply to this segment of the population. A discussion of current and future trends is followed by a summary of the research in the conclusion.
Outline
Introduction
Review and Discussion
Background and Overview
Privacy and High School Students Today
Current and Future Trends
Conclusion
From the Paper "In the West, privacy assumes a more important role for many people, perhaps, than their counterparts in the East simply by virtue of the social emphasis on individuality in the former and the emphasis on the needs of the group first in the latter; nevertheless, people everywhere seem to agree to privacy is an important component of the human existence. This assumption was borne out by research conducted by Naz Kaya and Margaret J. Weber (2003), who found further differences even in the nations of the West as their concerned the reasonable expectation for privacy. "Although the desire for privacy varies from one situation to another," they say, "it appears that some cultures have a stronger preference for privacy and more privacy needs and gradients than others" (Kaya & Weber, 2003, p. 79). Other researchers have characterized different cultures as being "contact" and "non-contact" in their privacy expectations, with a clear reference to the Western concept of the "need for space" being involved in such assessments."
