This two day course will give you all the knowledge you need to build effective web businesses, including the internet marketing techniques to drive traffic to your site, and, the principles involved in maximising repeat visits and length of stay.

It focuses on developing new channels to market and also using the latest Customer Relationship Management techniques to engender loyalty and maximise profitability. The use of new approaches, like developing virtual communities and new value through innovative content is also explored.

The ultimate use of the internet is to allow your customers to trade directly with you, wherever they are geographically, at any time of day.

E-commerce is now an imperative for all businesses. You will learn how to implement transactional web sites and how to integrate
them with existing systems and strategies.

Who will benefit?

This course is designed for directors, sales and marketing managers and business owners who wish to understand and use the latest internet technologies to enhance their competitiveness
and develop new markets.

Course Summary

As a result of taking part you will:

• Understand how the internet can be used to enhance your marketing and develop new channels
  
  
• Understand all the key principles involved in establishing web businesses and how to maximise visitors to the site through internet marketing techniques
  
  
• Understand the main methods for brand development, customer loyalty and profit maximisation through the web site
  
  
• Understand the key principles of transactional web sites - e-commerce - and how to integrate with existing databases and operational systems

Syndicate exercises, case studies and computer based demonstrations will ensure you assimilate all the key learning points.

Key Topics

• A comparison of internet versus conventional marketing. It’s similarities and uniques
• The use of the internet for research, marketing communications and customer dialogue.
• Advertising and direct marketing with the internet
• Web site design principles — the do’s and don’t’s
• Web site design options and the 10 key methods for attracting visitors to your site

- From search engine positioning to viral marketing

• Getting repeat visitors and maximising their stay — the 4 key principles
• Relationship marketing and eCustomer Relationship Management (eCRM)

- One-to-one marketing and personalisation opportunities

• Brand development, customer loyalty and increasing profitability
• On-line customer service and support strategies

• E-commerce opportunities and how to start transacting business

• Community sites, portals and e-marketplaces
• Integrating with databases and existing operational systems
• Choosing technology suppliers and partners to work with