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A common theme with database-driven websites is the way they
produce web page URLs. Typically the dynamic URL includes a
question mark '?' along with what's referred-to in the industry
as name-value pairs. |
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These name-value pairs tell the website
logic to present information to the visitor based on
the information provided by the name-value pairs. Here
is an example of a dynamic URL: http://www.somesite.com/page.asp?itemid=6
This URL tells the website logic to use the template
for 'page.asp' and use as the content for the page the
information stored in the database with the 'itemid'
of number '6'. The information on the page can completely change, say,
if the 'itemid' were changed to another number that
references a different 'itemid' in the database.
Some URL's are longer, that is they contain more name-value
pairs. Additional name-value pairs can tell the website
logic to display information in even more ways based
on user input. Here is an example of a URL that has
multiple name-value pairs (note, additional name-value
pairs after the '?' are separated by an ampersand '&'):
http://www.somesite.com/page.asp?itemid=6&submit=getrecord&recordid=35
For webmasters and IT staff this works very well. There
are very few 'real files' to manage as the database-driven
website produces an unlimited number of pages for website
visitors with only a few template files. However, marketers
may find this a stumbling block when wanting to promote
specific information in the website.
Let's say for example a marketer wanted to promote
the above URL on a postcard. The idea would be to tell
a target audience about specific information and track
the results. If the marketer were to simply post the
URL exactly, a couple of things would happen:
1. The response rate would drop due to the fact that
the URL is cumbersome and may turn potential respondents
'off' by having to type-in and/or remember such a long
URL, and 2. The marketer loses the ability to identify
which portion of the 'website traffic' to that URL was
a result of website visitors already on the site or
from the postcard campaign.
The solution would be to create simplified URL that
'points' to the destination URL. For example, a simplified
URL could be something like this:
http://www.somesite.com/promotion
We'll call this an 'eMarketing-Friendly URL'. This
article, for example, can be accessed at:
http://www.cowellemarketing.com/emarketing-friendly.
This eMarketing-Friendly URL is easy to remember and
quick to type-in to a web browser. In addition to these
benefits, the marketer is also able to track 'website
traffic' to this URL by using website traffic analysis
tools such as WebTrends. For more information on such
tools, simply type-in 'website traffic analysis' in
your favorite search engine and you should find many
options.
How do you implement an eMarketing-Friendly URL?
There are a couple of ways to implement eMarketing-Friendly
URL's. Depending on your level of knowledge with web
coding and access to your website server, the first
may or may not be an option for you. The second option
is to use an eMarketing-Friendly URL's application that
allows a non-technical marketer the ability to easily
designate eMarketing-Friendly URL's and where they should
'point' to.
Option One
First, access your website server either directly or
via an FTP program. Under the 'root' or 'main' folder
of your website, create a directory with the simplified
name you intend to promote. In the example above, you
would create a directory called, 'promotion'.
Second, using an HTML editor or basic text editor such
as 'Notepad', create an HTML file with the following
code:
<html>
<head>
<meta
http-equiv="refresh"
content="0;URL=http://www.somesite.com/page.asp?itemid=567&q
uot;>
</head>
<body>
</body>
</html>
Replace the URL in the code above with the URL of
the page you want to 'point' to. Save this page as index.html,
being careful not to overwrite existing files you may
have with that same name.
Next, transfer this file to the directory you created
in the first step and you're done. Be sure to test the
new URL and make sure that it transfers you to the desired
URL. After you verify this works you may begin using
the simplified URL in your promotional materials. Be
sure to monitor the traffic to this eMarketing-Friendly
URL with a website traffic analysis tool, as you will
want to know if your campaign is making or losing money.
Option Two
If you are a non-technical marketer or simply do not
have time or access to the website server, then you
may want to consider an eMarketing-Friendly URL application.
An eMarketing-Friendly URL application will allow you
the ability to do the following:
1. Designate your eMarketing-Friendly URL 2. Designate
the desired URL 3. Decide whether or not you want the
eMarketing-Friendly URL to remain in the address bar
of the browser or simply 'bounce' to the new location.
4. Create as many eMarketing-Friendly URL's as you would
like without involving a technical resource.
Some of the benefits of an eMarketing-Friendly URL
application are:
1. Save time by doing it yourself. Eliminate the time
it takes to initiate the request to your technical resource
and wait for them to complete the request.
2. Save time by making adjustments yourself. If you
need a change to an existing eMarketing-Friendly URL
you can, again, eliminate the time it takes for you
technical resource to receive and accomplish the task.
3. An eMarketing-Friendly URL application will not actually
create directories on your website server. Instead the
application will bring-in information from your desired
page. You will keep your technical resource happy by
not 'cluttering' the website with a bunch of miscellaneous
directories.
4. Respond to marketing 'emergencies' at any hour of
the day. Create an eMarketing-Friendly URL at any hour
of the day and use it immediately in emergency print-runs,
etc.
About The Author
Frank Cowell is a Certified eMarketer (as certified
by the International eMarketing Association) and President
of Cowell
eMarketing. Cowell eMarketing provides website and
eCommerce solutions, eMail Marketing services and Search
Engine Marketing services.
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