This Presentation is related to marketing strategies and ecommerce

1. MARKETING STRATEGIES &
ECOMMERCE
UNIT - 3

2. WEBSITE
A website is a collection of related web pages and
multimedia content that are typically accessed via
the Internet using a web browser. It is a digital
platform or online location where individuals,
businesses, organizations, or institutions can
publish information, communicate with users,
provide services, and interact with a global
audience.

3. COMPONENTS OF WEBSITE
1) Domain Name: A domain name is the unique address or URL (Uniform Resource
Locator) used to access a website on the Internet. (e.g., www.example.com). It serves
as the website's identity and is registered through domain registrars.
Domain names consist of two main parts: the domain name itself and the domain
extension.
a) Domain Name: This is the main part of the website address and
typically corresponds to the name of the organization, business, or
individual associated with the website. For example, in the domain
name "example.com," "example" is the domain name.
b) Domain Extension: Also known as a top-level domain (TLD), the
domain extension is the suffix that follows the domain name and
indicates the type or category of the website. Common domain
extensions include ".com," ".org," ".net," ".edu," and ".gov." In the
example "example.com," ".com" is the domain extension.

4. 2) Web Pages: Web pages are individual
documents or files that make up a website's
content. They contain text, images, videos, links,
and other multimedia elements. Websites
typically consist of multiple web pages
interconnected through hyperlinks.
They are written in HTML (Hypertext Markup
Language) or other web programming languages
and are accessed through web browsers,

5. 3) Web Hosting:
a) Web hosting is a service that provides the infrastructure and server space
needed to store and serve website files and content to visitors. Websites are
hosted on web servers, which are maintained by web hosting providers.
b) Web hosting providers allocate server space on their web servers to store
website files, databases, and other resources. Server space is typically offered
in the form of disk space, measured in gigabytes (GB) or terabytes (TB),
depending on the hosting plan.
c) Bandwidth refers to the amount of data transferred between the web server
and visitors' web browsers when they access the website. Web hosting plans
include a certain amount of bandwidth allocation, which determines the
maximum amount of data that can be transferred each month. Exceeding the
allocated bandwidth may result in additional fees or limitations on website
accessibility.
d) Web hosting providers implement security measures to protect websites and
data from security threats, such as malware, viruses, hacking attempts, and
unauthorized access. Security features may include firewalls, malware
scanning, SSL (Secure Sockets Layer) encryption, DDoS (Distributed Denial of
Service)

6. 4) Navigation Menus: Navigation menus or links
are used to organize and structure website
content, allowing users to navigate between
different pages, sections, and categories of the
site. Navigation menus help users find relevant
information and access different parts of the
website easily.

8. 5) Content Management System (CMS): A CMS is a software platform
that allows website owners to create, edit, and manage website
content without requiring extensive coding knowledge. Popular CMS
platforms include WordPress, Joomla, Drupal, and Shopify (for e-
commerce websites).
CMS platforms offer intuitive user interfaces that make it easy for
website owners and administrators to manage website content,
including adding new pages, editing existing content, uploading images
and multimedia files, and organizing content into categories or
sections.
CMS websites use themes or templates to control the visual
appearance and layout of the site. Themes provide pre-designed
layouts, styles, and templates that users can customize to match their
brand identity and design preferences.

10. 6) Interactive Features: Websites may include
interactive features such as forms, search
functionality, social media integration, commenting
systems, e-commerce capabilities, multimedia
galleries, and user-generated content.
7) Backup and Maintenance: Regular website
backups and maintenance are essential components
of website management. Website owners should
schedule regular backups, perform software
updates, monitor website performance, and address
any technical issues or security vulnerabilities to
ensure the smooth operation of their websites.

11. HERE ARE SOME KEY CONCEPTS AND STEPS TO
CONSIDER WHEN DESIGNING AN E-COMMERCE
WEBSITE
1. Identify Target Audience and Goals: Understand your target audience,
their needs, preferences, and shopping behaviors. Define clear goals for
your e-commerce website, such as increasing sales, improving customer
engagement, or expanding market reach.
2. Choose an E-commerce Platform: Select an appropriate e-commerce
platform that suits your business requirements, budget, and technical
expertise. Popular e-commerce platforms include Shopify,
WooCommerce (WordPress), Magento, BigCommerce, and Squarespace.
3. Design User-Friendly Navigation: Create intuitive navigation menus and
clear pathways for users to browse products, categories, and pages.
Organize products into logical categories and subcategories to help users
find what they're looking for quickly and easily.

12. 4. Focus on Mobile Responsiveness: Ensure that your e-commerce website is
fully responsive and optimized for mobile devices. With the increasing use
of smartphones for online shopping, it's essential to provide a seamless
mobile experience for users.
5. High-Quality Product Imagery: Use high-resolution images and
professional photography to showcase your products effectively. Include
multiple product images from different angles, zoom functionality, and
lifestyle or context images to help users visualize the products.
6. Clear Product Descriptions and Details: Provide detailed product
descriptions, specifications, sizes, colors, and pricing information. Use clear
and concise language, bullet points, and formatting to make product
information easy to read and understand.
7. Security and Trust Signals: Display trust signals such as SSL certificates,
secure payment icons, customer testimonials, reviews, and satisfaction
guarantees to build trust and confidence among users. Highlight security
measures and privacy policies to reassure customers about the safety of
their personal and financial information.

13. 8. Search Functionality and Filters: Incorporate
robust search functionality and advanced filtering
options to help users quickly find specific
products or narrow down their search results
based on criteria such as price, brand, size, color,
and features.
9. Optimize for SEO: Optimize your e-commerce
website for search engines to improve visibility
and organic traffic. Use relevant keywords, meta
tags, descriptive URLs, alt tags for images, and
optimized product titles and descriptions to
improve search engine rankings.

14. CORPORATE WEBSITE
• In the age of social media, a website remains a home for a business based
online. A corporate website is the first place potential clients go to learn
about the brand, its products, and its services.
• Why do you need a corporate website if you do not sell online? The
purpose of a corporate website is to present a company and show who the
people behind it are. It either directly or indirectly contributes to the
business’s legitimacy. The primary goal is to build reputation, support, and
promote the entire company, brand, educational institution, or non-profit
organization with its mission and values rather than the services
or products it offers.
• A corporate website is an online platform owned and operated by a
corporation or large business entity. It serves as the primary digital
presence for the company and is used to showcase its brand, products,
services, and corporate information to various stakeholders, including
customers, investors, employees, and the general public.

15. CORPORATE WEBSITE
• The corporate site endeavors to promote the company (its history, values,
commitments, purpose, governance, Human Resources policy, etc.) and
not directly its products or solutions.
• Corporate websites often feature a careers section where job seekers can
explore job openings, learn about the company's culture and values, and
apply for employment opportunities. This section may also include
information about employee benefits, training programs, and career
development opportunities.
• Corporate websites provide contact information, including phone
numbers, email addresses, physical addresses, and contact forms, to
facilitate communication between the company and its stakeholders. This
allows customers, investors, partners, and other stakeholders to reach out
to the company for inquiries, feedback, or support.

17. Mondelez International is the corporation behind an array of brands, and you can clearly
see that their corporate website serves completely different purposes. Here, we can see a
typical corporate website layout. Mondelez does not promote, advertise or market their
products, but instead emphasize on business performance, corporate news, staff, and social
responsibility. Nothing mouth-watery, but plenty of reputation, ethics, and trust.