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Abstract
Web marketing is a marketing method that implements the basic principles of conventional marketing into web media. Web marketing isn’t just promoting particular product or service. More than that, web marketing can also be useful to upgrade company’s popularity. Web marketing cannot wholly replace existing market in real world, but to polish existing market.
In this report, Author will lightly discuss how cleverly Bond University has implemented web-marketing strategies as a real life case of this report.
Keywords: Web Marketing Strategy
! vii!! Universitas Kristen Maranatha!
Abstraksi
Pemasaran dalam lingkup jejaring internet adalah suatu metode pemasaran yang menerapkan prinsip-prinsip pemasaran dasar konvensional ke dalam media jejaring. Pemasaran dalam lingkup jejaring internet bukanlah hanya sekedar untuk memasarkan suatu produk atau jasa tertentu. Lebih dari itu, pemasaran dalam jejaring internet dapat digunakan untuk mendongkrak popularitas perusahaan itu sendiri. Pemasaran dalam lingkup jejaring internet tidak dapat sepenuhnya menggantikan pemasaran di dunia nyata, melainkan menyempurnakan pemasaran yang sudah ada dan berjalan.
Dalam laporan ini, Penulis akan mengulas secara ringan bagaimana Bond University telah menerapkan strategi pemasaran web secara cerdik sebagai sebuah contoh kasus nyata dari laporan ini.
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Table of Content
Lembar Pengesahan Tugas Akhir ... ii
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Web Marketing Implementation In Bond University Website ... ii
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Lembar Pernyataan Persetujuan Publikasi Laporan Tugas Akhir Untuk Keperluan Akademis ... iii
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Surat Pernyataan Orisinalitas Karya ... iv
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Abstract ... vi
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Abstraksi ... vii
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Table of Content ... viii
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Table of Figures ... ix
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Chapter 1. Introduction ... 1
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1.1!Problem!Occurred!...!1
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1.2!Goals!...!1
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1.3!Report!Boundaries!...!2
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Chapter 2. Web Marketing ... 3
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2.1!The!Definition!...!3
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2.2!The!Beginning!...!3!
2.3!Advantages!and!Disadvantages!...!4!
2.4!Communicating!With!Different!Market!Segments!...!5!
2.5!The!Complexity!of!Media!Choices!...!5!
2.6!Segmenting!Markets!...!7!
2.7!Understanding!Customer’s!Behaviors!...!9!
2.8!Customer!Relationship!Stages!...!10!
Chapter 3. Implementation on Bond University Website ... 14
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3.1!Bond!University!...!14
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Chapter 4. Conclusion ... 18
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Table of Figures
Figure 1. Trust in three information models!...!6
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Figure 2. Five stages of customer loyalty!...!10
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Figure 3. Funnel model of customer acquisition!...!13
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Figure 4. Bond University website face, 1995!...!15
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Figure 5. Bond University website face, 2013!...!15
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Chapter 1. Introduction
Companies are using the Web in their marketing strategies to
advertise their products and services and promote their reputations.
Increasingly, companies are classifying customers into groups and creating
targeted messages for each group. The sizes of these targeted groups can
be smaller when companies are using the Web—in some cases, just one
customer at a time can be targeted. New research into the behavior of Web
site visitors has even suggested ways in which Web sites can respond to
visitors who arrive at a site with different needs at different times.
Most companies use the term marketing mix to describe the
combination of elements that they use to achieve their goals for selling and
promoting their products and services. When a company decides which
elements it will use, it calls that particular marketing mix its marketing
strategy. Industry tries to create unique presences in their markets. A
company’s marketing strategy is an important tool that works with its Web
presence to get the company’s message across to both its current and
prospective customers. Later will be discussed what Bond University has
implemented in their marketing system for reaching potential students
through web media.
1.1 Problem Occurred
Company’s response to the decrease in advertising effectiveness has
led to its stagnant phase. While new businesses born everyday, the
marketing division gets its burden to keep the companies head above the
ground. The problem is, how to make its chance to survive amongst the
contenders in this particular condition that may lead to bankruptcy?
1.2 Goals
Given the condition, web marketing helps companies to make new, or
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strategies and to come back with steady move, web marketing hopefully will
role as the main part in renewed marketing strategy.
1.3 Report Boundaries
This report was made for academic purpose of fulfilling the task that
given to the author as a student at Bond University. The author only learned
Web Marketing theoretically without experiencing or implementing it in real
life. This report is made by paraphrasing internet research, lectures sources,
and Author’s knowledge, therefore can only be considered as a research
paper.
There are still some boundaries explained, which are:
1. This report explains what Web Marketing is.
2. Implementation of Web Marketing does not guarantee anything related
to company’s criteria of accomplishment.
3. Web Marketing cannot do everything like user wanted it to be.
4. Web Marketing is not designed to solve all the problems within a
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Chapter 4. Conclusion
Many companies are using the Web to manage their relationships with
customers in new and interesting ways. By understanding the nature of
communication on the Web, companies can use it to identify and reach the
largest possible number of qualified customers. Technology-enabled
customer relationship management can provide better returns for businesses
on the Web than the traditional unaided approaches of market segmentation
and micromarketing. In this particular case: Bond University. Bond has
successfully implemented web-marketing strategies in the form of their
official website. This is indicated by Bond’s achievement of getting the
highest rating Australian university. Of course web-marketing is just one part
of the big puzzle. But another indication is that the percentage of
International students that is enrolled every trimester to Domestic students is
50:50.
By understanding what researchers have done on observing the
nature of the web, hopefully marketing team could do their best to maximize
company’s efficiency and to boost selling capacity.
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References
[1] Aaron French – Electronic Business Chapter 1 -
www.aaronfrench.com/coursefiles/ebusiness/Chapter_1_Big.pdf
One-to-one web marketing: build a relationship marketing strategy one customer at a time by Allen, Cliff; Kania, Deborah; Yaeckel, Beth 2001, 2, ISBN 0471404004, p. 369
Perspectives™ on Social Media Marketing by The Agency Perspective; Stephanie Agresta; The Brand Perspective; B. Bonin Bough 01/2011, Perspectives, ISBN 9781435456525
Electronic commerce: directors and opportunities for electronic business by Nash, Tom 1998, Director's guide (London, England), ISBN 9780749428310, p. 80
http://bond.summon.serialssolutions.com - exclusive article, journal, and e-book search engine for Bond’s student and staff
Lecture materials by Mr. Gavin Finnie.
