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Net Marketing

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Submitted By alex150892
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Internet promocija

Postoje više vidova Internet promocija , najcešci su :
Web prezentacija
E-mail marketing
Prvi korak u ostvarenju marketinskog nastupa na Internet-u jeste posedovanje prezentacije. Web prezentacija je predstavljanje firme na internetu putem stranica koje sadrže informacije o istoj. Reklama na bilo kom segmentu Internet-a treba da vodi korisnika do prezentacije na kojoj ce potencijalni kupac moci detaljnije da sazna o cemu se radi i da, ako je zainteresovan, komunicira sa doticnom firmom prvenstveno preko e-mail servisa.

E-mail marketing
E-mail marketing predstavlja direktnu komunikaciju sa korisnikom (direktan marketing). S obzirom na tehnicke (graficko-multimedijalne) nedostatke e-maila, njegovu veliku ispomoc cini adekvatna Web prezentacija. U obrnutom slucaju, Web prezentacija proizvoda ili usluga ne moze da pruzi mogucnost direktne dvosmerne komunikacije sa korisnikom koji je eventualno zainteresovan za proizvod ili uslugu.
Ono sto pruzaju Web i e-mail servisi Interneta jesu neogranicene mogucnosti vezane za poducavanje eventualnih klijenata o proizvodu ili usluzi, pruzanje vesti vezanih za tematiku kojom se firma bavi, pruzanje vesti o novim proizvodima, afirmativno delovanje, vodjenje diskusija na temu koja je u interesu delovanja firme...
Da bi se ispoštovala kultura komunikacije na Internetu sve navedene aktivnosti mogu se sprovoditi ISKLJUCIVO u slucaju kada korisnik sam zeli informacije. Ovo se postiže time sto se na prezentaciji nalazi formular gde korisnik prijavi svoju e-mail adresu na koju ce posle dobijati cilkularnu postu.

Cirkularna pošta ili mailing liste mogu se podeliti na :

Promotivne (komercijalne)
Kod ove vrste cirkularne komunikacije promotivna karakteristika bi trebalo da se iskazuje kroz njenu primenljivost. Ako se promoviše proizvod preko mailing liste u razlicitim vremenskim periodima, ne prosirujuci pricu - verovatno je da broj prijavljenih nece rasti! Mnogo je bolje objavljivati novosti vezane za proizvode, a time mailing lista postaje informativna.
Promotivne mailing liste najbolje opstaju u slucaju postojanja baze podataka ciljane populacije koja zeli da prima poruke ovakve prirode, gde korisnici mogu da biraju koju vrstu promotivnih poruka mogu da primaju .

Informativne (komercijalne i nekomercijalne)
Ovaj tip mailing lista jeste najpopularniji na Internetu. Pocevsi od informacija o promeni sadrzaja neke Internet prezentacije, do pravih e-mail novina, ovaj tip mailing lista donosi najveci broj prijavljenih .

Diskusione (komercijalne i nekomercijalne)
Diskusione mailing liste omogucuju raznim osobama sa istim, ili slicnim, interesovanjima da brzim i jednostavnim razmenjivanjem poruka dobiju informacije o necemu sto ih interesuje, odnosno da stupe u kontakt sa nekim ko deli slicna interesovanja. Diskusione mailing liste karakterise dvosmerni tok informacija. Osoba koja je prijavljena na takvu mailing listu dobija poruke, no istovremeno moze na listu da salje originalne poruke, odnosno odgovore na one koje dobija. .

Diskusione grupe i njena aktivnost i kvalitet zavisi od prijavljenih na istu. Da bi ovakva mailing lista bila aktivna treba imati dobre teme na koje ce sagovornici imati sta da odgovore . .
Ove liste obicno imaju svoje moderatore. Na nekim listama je procedura tako odredjena da pristup listi nije moguc dok ga moderator ne odobri. Isto tako postoje i liste gde je praksa da moderator procita svaku poruku koja bude upucena na listu i tek ako je on odobri poruka biva prosledjena svima koji su prijavljeni na listu. Razlozi za eventualno moderatorovo odbijanje da neku poruku prosledi na listu mogu biti razliciti i variraju od liste do liste.Generalno, na listama vaze neka pravila ponasanja.

Pravila reklamiranja se na Net-u u nekim segmentima znacajno razlikuju od reklamiranja u realnom svetu, a i svetu ostalih medija (TV, novine, radio...). Kod e-mail marketinga postoje posebna pravila koja se razlikuju od Web reklamiranja.
Vecina korisnika ovih servisa vrlo brzo nakon prvog pristupa Internet-u savlada pravila komunikacije na taj nacin sto imitira (svesno ili nesvesno) formu pisanja licnih i poslovnih pisama na nacin koji je uobicajen u standardnoj komunikaciji zemaljskom postom, i (ili) videvsi kako to drugi rade preko Inrernet-a, svesno ili nesvesno prihvata nacin komunikacije koji smatra logicnim i pravilnim. Ovakav pristup ne mora biti los, ali ovakav sistem vrlo cesto dovodi do gresaka koje se ostvaruju u segmentima komunikacije na Internet-u koji se razlikuju od drugih vidova komunikacije. Korisnici ovih servisa jednostavno ne razmisljaju o posledicama postupaka koje cine zato sto su ih videli od drugih, bez obzira sto ti postupci direktno vode do losih efekata poslovanja na Net-u, u slucaju poslovne komunikacije. U svetskim razmerama e-mail i Usenet SPAM poruke su najcesci oblici nezeljene komunikacije sa korisnicima ovih servisa .

Optimizacija e-mail marketinga

S obzirom da se ispostavilo iz razlicitih razloga da je e-mail mnogo licniji od svih prethodno navedenih uobicajenih nacina promocije, veoma treba voditi racuna o pravilima komunikacije na Internetu Jedan od osnovnih razloga ovakve personalizacije e-maila predstavlja cinjenica da ako vam se nesto ne dopada sto dobijete preko e-maila, mozete odmah, i to vrlo jednostavno, poslati uzvratnu poruku pritiskom na dugme "Reply". Ovakva komunikacija ide dotle da mozete tuziti doticnog sto vam je poslao nezeljeni mail, a ako se ispostavi da je doticni poslao isti takav mail na vise adresa sa istim odzivom, u nasim uslovima, doticna firma ili osoba gube pravo za otvaranje novog e-mail naloga
Kvalitetna poslovna komunikacija email servisom podrazumeva prethodno dobijenu dozvolu. Naime, korisnik daje dozvolu da na njegovu email adresu stižu poruke (korisnik se dobrovoljno prijavljuje da prima odredene sadržaje). Ovaj sistem poslovne komunikacije naziva se marketing na osnovu date dozvole (Permission Based Marketing).
E-mail marketing na osnovu date dozvole (Permission Based Marketing).

Obzirom na dalekosežne posledice pojave spama, izraden je marketinški model koji se zasniva na dozvoli datoj firmi da oglašava svoj proizvod. Ovaj kvalitetni iskorak u svetu marketinga, inicirao je kvalitetnije promotivne ponude koje realno zanimaju kupca. Ako ga poruke ne zanimaju, nece se prijaviti da prima marketinške poruke na svoj email.
Ovakva postavka slanja email poruka dovela je do posebne kategorizacije prijavljivanja i odjavljivanja korisnika, pod nazivom Opt-in i Opt-out servisi.
Opt-in servis - korisnik dobija poslovne email poruke iskljucivo ako se dobrovoljno prijavio da ih prima. Kad se prijavi da želi ovakve poruke da prima, dodatno mora da potvrdi svoju odluku.
Autorska prava nosi vlasnik,ja nisam vlasnik navedenog teksta....

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