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"One Stop Shop" Internet Marketing
by Geoff Caplan

The complexities of Internet marketing today requires an innovative, multi-faceted solutions-based approach.

Successful web site marketing increasingly depends on the integration of multiple techniques and strategies to ensure the chances of success. It is no longer possible just to rely on simplistic marketing submissions in the vague hope that traffic will ensue.

"One Stop Shop" web marketing includes the implementation of various web-based technologies and strategies that are synergistic and focused to accomplish quality, measurable web site traffic. Typically, these techniques can include - but are not limited to - strategic web marketing programs, e-commerce and custom database applications and web development oriented to high performance hosting.

The choice of an appropriate and reliable web hosting service has a direct bearing on your web site's marketing success. As an online business, you have a number of special needs that someone running a personal home page does not. That's why free Web hosting bundled together with your basic monthly fee from your Internet Service Provider, or free home pages through the Web are generally poor choices for sites that generate transactions and desire measurable marketing results.

Eight key issues should be on your checklist as you select your e-commerce host with a view to marketing success:
  1. Bandwidth
    Your site to be easy for people to download and you need to capture information that your site visitors send to you -- like registrations, orders and credit card data -- as quickly as possible. That means that you need a host with significant bandwidth. Your provider should have multiple T-1s for ample bandwidth and fast server response.

  2. Server Setup
    Make sure the host you choose is using top-of-the-line hardware, preferably high performance servers.

  3. Redundancy and Reliability
    Nothing ever works right all of the time. A vital measure of a reliable host is its preparation for the unexpected. Your host should have the capability to be running from another location if weather or other conditions cause the main server site to go down. Hard drives should be backed up regularly.

  4. Site Creation and Commerce Tools
    Many commerce hosts incorporate fast and reliable software for the maintenance of online catalogs. A responsive provider will maintain your storefront with speed and reliability since e-commerce efficiency is essential for marketing results.

  5. Security
    The current standard for the security of online transactions is Secure Sockets Layer (SSL) encryption. This protocol encrypts the transaction data as it passes over the Internet. In addition, a digital certificate is needed to verify the merchant's identity. The VeriSign certificate is supported by a larger number of older browsers.

  6. Payment Processing
    To accept credit cards online, you will need to acquire the service of a payment processor. A payment processing service handles credit card transactions between a Web business and merchant account in real time. Your payment processor choice will depend on which shopping cart solution you choose, since most have at least one payment processing component built-in. The "one stop shop" provider should have the capability to implement the most efficient online technologies.

  7. Back-End Integration
    Many site owners will want to feed data from their Web sites directly to their existing accounting, inventory and consumer database systems. A top-shelf host will offer integration assistance. While you might not consider this an important issue as you start up and market your site, if you succeed in building a business online, integration of your systems will become a significant issue. Inquire about the service a potential host offers.

  8. Cost
    Last, but certainly not least, is the cost of getting started and maintaining your online presence. Many smaller site owners receive excellent service from their hosts for as little at $50 per month. But the more success you have, the more support you'll need. Large companies often pay their hosts as much as six figures per month. How much will you have to pay? Here are a few ballpark costs to keep in mind:
    Expect to pay anywhere from $0-$150 for setting up a basic, or "static" web hosting account. Domain name registration costs $70 for the first two years' fee to Network Solutions, the official registrar of .com, .net and .org domains. Some companies charge for email setup, email alias setup, email forwarding and FTP access.

    The "one stop shop" web marketing approach requires that the host provider demonstrate a clearly-defined vision of how the integration of web-based technologies and strategic web marketing will bring measurable results.






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Guest Writer

Geoff
Mr. Geoff Caplan
Internet Marketer, Consultant & Journalist
US of America
Profile
Malaysia-Best.Com
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