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Strategies for E-Success

  • Focus on a market niche
  • Develop a community
  • Attract visitors by giving away “freebies.”
  • Make creative use of e-mail, but avoid becoming a “spammer.”
  • Make sure your Web site says “credibility.”
  • Make the most of the web’s global reach
  • Use Enterprise 2.0 tools to attract and retain customers
  • Promote your site online and offline
  • Develop an effective search engine optimization (SEO) strategy

Search engine strategies

  • Natural (organic) listings –
    Arise as a result of “spiders,” powerful programs search engines use to crawl around the web
  • Paid (sponsored) listings –
    Short text ads with links to the sponsoring company’s website
  • Beware of click fraud –
    Occurs when a company pays for clicks that are generated by someone who has no interest in or intent to purchase its products or services

Developing a firm website for e-commerce

  • Content management
  • Customer management
  • Order/Enquiry management
  • Marketing Management
  • Reporting (e.g., Google Analytics)

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