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Sales Promotions
The
Internetoffers
tremendous potential for sales promotions of different types since it is more
immediate than any other medium –it is always available for communication
and tactical variations in the details of the promotion can be made at short
notice.
Saturation of the Internet
Access
to the
Internet
will reach saturation as home PC ownership reaches a limit unless other access
devices become popular.
Scripts
Scripts
can run either on the user
Web
browsers
(client-side scripts) or on the
Web
server
(server-side scripts). They are commonly used to process forms information.
Search engine
A
Specialialised
Web
site
that use automatic tools known as
Spiders
or
Robots
to index web pages of registered sites. Users can search the index by typing in
keywords to specify their interest. Pages containing these keywords will be
listed and by clicking on a
Hyperlink,
the user will be taken to the site.
Sitemapping tools
These
tools diagram the layout of the site, which is useful for
Web
site
management, and can be used to assist users.
Secure HTTP.
Encrypted
HTTP
Secure Sockets Layer (SSL)
A
commonly used encryption technique for scrambling data such as credit card
numbers as it is passed across the Internet from
Web
browsers
to a
Web
server
.
Secure Electronic Transaction (SET)
A
standard for
Public
key encryption
intended to enable secure
Electronic
commerce transactions
led-developed by Mastercard and Visa.
Security methods
When
devising systems for e-commerce, or when selecting existing solutions, the
following attributes must be present:
- Authentication – are parties to the transaction who they claim to be?. This is achieved through the use of digital certificates as explained in the box.
- Privacy and confidentiality – is transaction data protected? The consumer may want to make an anonymous purchase. Are all non-essential traces of a transaction be removed from the public network and all intermediary records eliminated?
- Integrity – checks that the message sent is complete i.e. that it isn’t corrupted.
- Non-repudiability – ensures sender cannot deny sending message.
Service quality
The
level of service received on a web site in comparison to expectations.
Dependent on reliability, responsiveness and availability of staff and the web
site service.
Serving
Used
to describe the process of displaying an
Banner
advert
on a web site (ad serving) or delivering a
Web
page
to a user’s
Web
browsers
.
Site
Site announcements
Site auditors
Auditors
accurately measure the usage for different
Web
site
s
as the number of
Ad
impression
s
and
Clickthrough
rate
s.
Site availability
This
is an indication of how easy it is to connect to the
Web
site
as a user. In theory this figure should be 100%, but for technical reasons such
as failures in the server hardware or upgrades to software, sometimes users
cannot access the site and the figure falls below 99%.
Site re-launch
The
previous version of the
Web
site
is replaced with a new version with a new look and feel.
Site statistics
Collected
by a
Log
file analyser
,
these are used to monitor the effectiveness of a web site.
Site ‘stickiness’
An
indication of how long a visitor stays on a site. A
Log
file analyser
can be used to assess average visit times.
Site visits (User sessions)
One
site visit records one customer visiting the
Web
site
Smartcards
Physical
cards containing a memory chip that can be inserted into a smart-card reader
before items can be purchased.
SMART metrics
SMART
metrics must be:
- Specific;
- Measurable;
- Actionable;
- Relevant;
- Timely.
Software agents
Software
programmes that can assist humans to perform tasks.
Spamming
Bulk
e-mailing of unsolicited mail
Splash page
A
preliminary page that precedes the normal home page of a
Web
site
Site
users can either wait to be redirected to the home page or can follow a link
to do this. Splash pages are not now commonly used since they make it more slow
for customers to find the information they need.
Spiders
A
tool also known as a
Robot
that is employed by
Search
engine
s
to regularly index
Web
page
s
of registered
Web
site
s.
Sponsorship
Sponsorship
involves a company paying money to advertise on a site. The arrangement may
involve more than advertising Sponsorship is a similar arrangement to
Co-branding.
Stages in web site development.
The
standard stages of creation of a
Web
site
are initiation, feasibility, analysis, design, development (content creation),
testing and maintenance.
Storyboarding
Using
static drawings or screenshots of the different parts of a
Web
site
to review the design concept with customers or clients.
Style Guide
A
definition of site structure, page design, typography and copy defined within a
company. See
Graphic
design
Surfer
An
Undirected
information seeker
who is often looking for an experience rather than information.
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