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How to successfully integrate the Internet into the marketing program / Tammy J. Vanden Heuvel.

by Vanden Heuvel, Tammy J.

Internet marketing -- Management

Web site development.

Electronic commerce

vi, 141 leaves : ill. ; 29 cm.

Advisor: Gene Wright.

Committee members: Stanley Kosmatka, Dr. Bruce Thompson.

Introduction to the Internet -- The Internet as a new marketing concept -- Integrating the Interent into the marketing mix -- Promoting the site -- Survey analysis -- Summary -- Conclusion and recommendation -- Appendix 1) Jelly Belly homepage 2) Survey analysis results.

The following thesis will give a brief history of the Internet and the different tools that are available on it. This includes a description of gopher sites, ftp, USENET, and the World Wide Web. It also looks at who uses the Internet and what for. It then looks more into detail at how businesses use the Internet and the World Wide Web for marketing purposes.

Businesses that use the Internet, and more specifically, the World Wide Web for marketing must realize that to successfully develop the web site, the company as a whole needs to be involved. It’s like a community raising a child. Explained will be the different departments that can be involved in the process and ideas of what they can contribute to the development of the Web site. The company must also look at the resources needed to develop the Web site. Does the company have the expertise and tools available in house, or do they need to look externally for sources? Some of the tools needed will be discussed and the reason for the need.

Once the company as a whole determines what is important and should be included on the Web site, the development process can begin. There are different types of media content that can be used to develop the Web site. This thesis will look at the different types of media content; including e-mail, text only, graphics, multimedia, etc., and explain how each can be used effectively as a marketing tool on the Web site. Examples of successful sites are included.

0 The next step in the process after determining the media content is to actually design and develop the site. This thesis will then look at how the pages should be set up, how long the pages should be, and how to effectively organize them. What kind of graphics to use, how to use them, and how links should be used are included with examples.

After developing the Web site, it must be promoted. Companies can promote the Website through methods that are internal to the company or through methods are external to the company. Internal methods would include brochures, business cards, e-mail signatures, letterhead, or stationery. External methods include media ads, print ads, sponsoring web sites, or web banners. It is important that the company include the Web site address and/or e-mail address on everything that goes out of the door.

The thesis will conclude with a survey that was administered to companies that have Web sites. It proves that: 1. Companies are starting to see an increase in sales from using the Web as a marketing tool. 2. Companies use more than MIS and marketing to design Web pages. 3. Companies use multiple formats to advertise the Web site.

Finally, recommendations and conclusions are given as to tools that are in development and should be watched. It also ends by recommending that companies that currently do not use the Web as a marketing tool should start. The process of how a champion can create a Web based marketing program within the company is explained.

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