A well-designed web site is user-friendly, helping consumers find what they want fast and then making ordering very easy. Ecommerce sites use online marketing (search engine marketing and social media marketing with blogs, wikis, podcasts and RSS feeds) to reinforce their brand, generate highly targeted traffic and track its conversion rate and ROI.

1. Ecommerce Web Site Design and Internet Marketing Louise Rijk Vice President of Marketing and Sales Advanced Media Productions, Inc.

16. Ecommerce Web Site Payment Processing – Workflow (I)

23. Email from a merchant you didn’t know Shopping Comparison Site Search Inquiry Email from a merchant you know and trust 7% 32% 37% 38% Online Sales Strategy What’s Motivating Consumers To Buy? Source: MarketingSherpa/Directions Research, January 2006

37. Free Listings – Organic or Natural

40. Paid or Sponsored Listings (PPC)

42. Creative Development – Landing Pages Sponsored Results Landing Page

43. Specialized Landing Page (PPC) Product Title Large “Add to Cart” Product name and major keyword in description

44. Landing Pages – Ineffective Landing Page Display Ads

45. Landing Pages – Effective Landing Page Display Ads

46. Landing Pages – Ineffective Landing Page Display Ads

47. Comparison Shopping Engines

50. Internet Yellow Page Directories

51. Internet Yellow Page Directories

59. Affiliate Marketing Outsource SEM, free reign with brand names Outsource SEM, Weighing negative impact on brand use by affiliates Restricting brand use to top-affiliates Don’t Allow affiliates to use brand names with SEM 29% 15% 23% 24% 16% 39% 51% Source: Marketing Sherpa, Inc

60. Fixed Placement Advertising – Display Ads Display Ads

68. Word of Mouth Marketing (WOMM) and Social Media Marketing (SMM) www.advmediaproductions.com SMM Characteristics WOMM Characteristics Generates brand-awareness, buzz and web site traffic Generates brand-awareness, buzz and web site traffic Online only Online and Offline (20% online) Message needs to be cool, outrageous or provide exceptional value to attract attention and be passed along Requires excellent product or service “influencers” can use be excited, and talk about Spreads by itself through the social web and relies on passing messages along from friend to friend Relies primarily on targeting “evangelists/influencers” to spread the word