arrowPart I:
Marketing
Basics

4 Ps
Markets
Consumer Decisions
Diffusion
Marketing Mix
Relationship Marketing
Hunters & Browsers
USP
Push vs. Pull
Reach & Frequency

Part II:
Should your
Business
be Online?

Customers Online?
Competitors Online?
Cost?
Benefits?
Risks?

Part III:
Marketing
Blunders
to Avoid

Netiquette
Legal Blunders
Distribution and Pricing
Graphics and Design
10 Blunders to Avoid

Part IV:
How to
Do It

Bare Bones Marketing
Getting Noticed
Call to Action
Repeat Traffic

Hunters and Browsers

One way to divide your customers is as Hunters and Browsers.

dotHunters are people who are focused in their search. They are deliberately looking for your service or product. They might want to buy now, in the future or may just be gathering information to buy elsewhere. To attract them, you need to be listed in all of the search engines. To keep them, you need to provide a compelling reason why they should buy from you rather than from someone else.

dotBrowsers are more casual. They are the window shoppers of the Internet. They probably approach your site via a hyperlink from another site, so techniques such as reciprocal links, banner ads and web rings attract them. To keep them, you need to provide interesting, fun content and enough of a reason to hang around to absorb your sales pitch.

arrowNext Section: USP

Susan Ives
Square 1 Internet
suives@texas.net
(210) 694-4582
FAX (210) 694-IVES
Bill McGaw
iWay Solutions
bill@iwaysolutions.com
phone: (210) 696-9800
FAX: (210 696-4900