Association of Marketing Professionals
Internet Seminar
February 26, 1997
9:00-9:20 am
Dr. H.E. (Buster) Dunsmore
Associate Professor
Department of Computer Science
Purdue University
West Lafayette, IN 47907-1398
dunsmore@cs.purdue.edu
http://www.cs.purdue.edu/people/bxd
WHO USES THE WEB?
15 million US households use Internet
Approximately 60 million current Internet users
By year 2000 approximately 500 million people will use Internet
Internet refers to the physical side of the global network plus TCP/IP software
World-Wide Web refers to a body of information -- abstract space of knowledge
CERN (Conseil European pour la Recherche Nucleaire) -- high-energy physics researchers located in number of different countries
World-Wide Web first made available outside CERN on the Internet in summer of 1991
First widely-available Web browser (Mosaic) appeared in 1993
Major Characteristics of World-Wide Web -- Hypertext and Multi-Media
Internet and World-Wide Web easily available in educational, research, governmental organizations
Quickly increasing use in businesses and homes
Web "browsers" make clicking on Websites very easy
Web addresses -- Uniform Resource Locators (URLs) appearing in all sorts of media (TV, radio, newspapers, magazines) and even on products themselves
Website is like Internet-based magazine or brochure
Homepage of Website is like cover of magazine
ADVANTAGES OF THE WEB
Text and graphics
Sound and motion
Interactive pages -- feedback, order products or information
Hyperlinks to details or related services
PRODUCT CATALOGS AND SPECIFICATIONS
Printed catalogs often out-of-date as soon as printed
Website -- Change to single document immediately updates that document for all employees, distributors, customers
Photographs or schematics of products can be annotated to highlight special features or configurations
Active images (clickable image maps)
Provide selected, detailed information on request
AVAILABLE SERVICES AND SCHEDULES
Businesses and organizations offering training and related services can use Website to display course descriptions
Links to related courses, prerequisites, registration forms
FREQUENTLY ASKED QUESTIONS (FAQs)
Website can improve "maintenance" after a sale
Products may be shown and larger or close-up shots of areas of particular interest may be provided
Trouble-shooting guides
FAQs for top 10 (50, 100) questions
Reduce 800-number calls
Reduce service calls
Increase customer satisfaction
RAPIDLY CHANGING INFORMATION AND SPECIAL OFFERINGS
Restaurant menus
Theater shows
Store specials
Seminar topics and times
Service bulletins
Upgrades and changes to products
CONTACT INFORMATION
Phone Numbers
Fax Numbers
E-Mail Accounts
Maps and directions
Clickable image map to find nearest company location
CUSTOMER FEEDBACK, ORDERS, AND SURVEYS
Interactive Forms
Enter text and/or select various items from preconfigured lists
Information can be sent via e-mail
Online ordering using credit card numbers (with security)
Forms may be used to conduct surveys
Customers and clients may complete membership or service applications
COMPANY HISTORY/BACKGROUND
Brief company history -- for those who "click" on it
New products and services
Special recognition for employees, suppliers, and even customers (electronic billboard)
INTERNAL INFORMATION (INTRANET)
INTERnet (TCP/IP) technology may be used to deliver information internally
INTRAnet -- local Website is not connected to rest of world
Often used for company policies, forms, handbooks, regulations
Company news, job openings (to be filled from within the organization), databases
Intranet can include selected suppliers and even customers
DESIGNING (BEFORE BUILDING!) THE WEBSITE
Plan what you want to present
Diagram Website "topology" (pages and connections)
Set up company Web page standards (logos, backgrounds, styles)
Determine who will author and review content of pages
Web is a publication medium that reflects professionalism (or lack thereof) of organization
Be certain that spelling and grammar are correct
Design a useful homepage (without excessive images) that grabs newcomer's attention and invites their return
MODIFICATIONS AND MAINTENANCE
Keep information current on Website
Kiss of death -- "This page last changed October 4, 1994"
Arggh! -- "1995 Price List"
Frequency of update depends on type of information provided
Website updates can be done via automated tools
But, human review for out-of-date material is critical
Test frequently to make sure that all (local and remote) hyperlinks work
CRITICAL CRITERIA FOR SELECTING A SERVICE PROVIDER
Association of Marketing Professionals
Internet Seminar
February 26, 1997
9:20-9:45 am
SHOULD YOU HAVE YOUR OWN WEB SERVER?
Benefits -- Easy access, security
Hardware -- Machine(s) with lots of fire power, continually connected to Internet
Software -- Web server software, Webpage-building tools, Security software
Webmaster -- Someone who can keep server running, respond to queries and comments internally and externally, stay abreast of technology that is changing every fifteen minutes :-)
SHOULD YOU OUTSOURCE YOUR WEBSITE?
Internet Service Providers (ISPs)
Can be small, local company with Internet connection
Might be large, distant company
SELECTION CRITERIA FOR CHOOSING INTERNET SERVICE PROVIDERS ---
NETWORK TOPOLOGY AND SPEEDS
How many "hops" must information make from ISP to typical user?
How is the ISP affected by outages? (Do they have a single connection to the rest of the world?)
How much capacity is available when the network is heavily loaded?
Find out typical speeds and slowest speeds
TECHNOLOGY AND BACKUP PROVISIONS
Does ISP use leading edge computers and equipment, not out-of-date hardware?
Does ISP use most up-to-date software -- including Web server software?
What delays will Website visitors experience during peak times?
What happens when hardware or software fails?
Can immediate backups be employed?
How long will visitors get the "server not responding message"?
CGI CAPABILITIES/LIMITATIONS
CGI (Common Gateway Interface) programs are used for dynamic Web pages
Responding to forms or presenting user-specific information depend on CGI programs
Does ISP allow CGI programs? (Some do not.)
What limitations are placed on CGI programs?
What assistance is provided in setting them up?
SECURITY
Will ISP allow some "sensitive" information to be made available to certain visitors, but not all?
How does ISP protect this information from others' access?
How does ISP protect all information from vandalism?
What about password protection? ... secure transmission procedures?
VISITOR LOGS AND REPORTS
Will ISP provide "Visitor Logs" -- IP nodenames of Website visitors?
How are these summarized in reports?
TECHNICAL STAFF
Check experience of Technical Staff in computer networking -- NOT just computing
Make sure ISP has adequate staffing to cover both usual and unusual situations
Find out about technical staff turnover
Is network operations center staffed by at least one person always?
Is network operations center staffed by senior personnel during normal business hours?
DOMAIN REGISTRATION -- SPECIALIZED URLS
Will ISP help you register your own domain name?
RANGE OF SERVICES AND EASE OF UPGRADING
If you need to increase or decrease your service level, will you need to switch providers?
How easy is it with this ISP to add services -- such as CGI-BIN later?
TERMINATION POLICIES
May your contract with the ISP be terminated with reasonable notice and at reasonable expense?
Avoid long-term contracts. The Web is a very dynamic entity!
CUSTOMER BASE
How many customers does the ISP have?
How many of those customers need services similar to you?
How happy is that subset?
BUSINESS HISTORY
How long has the company has been in the ISP business?
What indications are there that they are likely to stay in business for a while?
Are they likely to be purchased by a larger ISP ... not necessarily a good thing?
Is the ISP financially stable? (Some have almost no previous business experience, are badly under-capitalized, and don't stay in business very long)
Is the ISP actively upgrading hardware and equipment? (Those that are not ... likely won't survive)
COMPARISON SHOPPING
Do a cost/benefit analysis
Make sure you do an "apples to apples" comparison
Don't compare one ISP's no frills service with another's full service offering
Ask for customer references and talk to them