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Online Marketing


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Find what is online marketing, advantages over offline marketing, SEM and its subset like seo , smo, ppc etc and Web 2.0 .

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Online Marketing

  1. 2. Topic Covers <ul><li>Online Marketing </li></ul><ul><li>* Advantages/ disadvantages over </li></ul><ul><li>off- line marketing </li></ul><ul><li>Different Ways/ Methods of Online Marketing </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Web 2.0 </li></ul>
  2. 3. Online Marketing
  3. 4. Online Marketing <ul><li>What is online marketing? </li></ul><ul><li>Marketing of products or services over the internet </li></ul><ul><li>Benefits of online marketing </li></ul><ul><li>Lower costs for the distribution of information and media to global audience, providing instant response and eliciting responses </li></ul>
  4. 5. Online Marketing
  5. 6. Online Marketing & Offline Marketing <ul><li>Online business is that people log on to look for a service or product that you can offer. </li></ul><ul><li>Offline businesses have to rely more on push marketing than the pull effect. </li></ul>
  6. 7. Online Marketing & Offline Marketing
  7. 8. Online Marketing Advantages Over Offline marketing <ul><li>Long, complex process of making a sale vs. instant conversion : few clicks of a mouse and the product is sold, whereas o ffline is time and manpower heavy, from generating leads to making a sale. </li></ul><ul><li>2. Fixed office hours vs. 24 hour store : An online business can sell its products 24 hours a day while an offline business will open and shut at particular hours. </li></ul><ul><li>3. Advertising in print, TV and radio is expensive : While you can easily offer content, audio and video clips on the Internet for a very low cost. </li></ul>
  8. 9. Online Marketing Advantages Over Offline marketing <ul><li>4. Unlimited time and space VS. Pay for time spots : Ads in offline marketing mediums are for a limited time and you pay for time slots and space. In an online marketing, you would keep your ads up for a longer time and pay much less. </li></ul><ul><li>5. Cost per incremental customer : This cost is very low for web marketing based concerns, whereas this cost is appreciable in case of offline marketing efforts. </li></ul>
  9. 10. Online Marketing Advantages Over Offline marketing <ul><li>6. Targeted approach vs. blanket approach : The above reason leads offline marketing businesses to target and select carefully, eliminating a lot of potential customers, who may buy in the future if not the present. However, low incremental costs result in online businesses covering a broad spectrum of the market. </li></ul><ul><li>7. Segmentation : Segmentation is simpler. The web marketing effort has the information it needs to customize its pitch at once. </li></ul>
  10. 11. Online Marketing Advantages Over Offline marketing <ul><li>8. Customer contact : Access to customer information is automatic in the case of online businesses which simplified and made efficient. Databases and mailing lists are created in an instant. On the contrary, offline marketing efforts for the same require time, employees and money. </li></ul><ul><li>9.Measuring statistics easily and inexpensively : </li></ul><ul><li>Internet marketing campaign can be traced, measured, and tested. Therefore, marketers can determine which messages or offerings are more appealing to the audience. </li></ul>.
  11. 12. Online Disadvantages over Off-line Marketing <ul><li>Online marketing is not free . The cost of software, hardware, wedsite design , maintenance of your site, online distribution costs and of course, time, all must be factored into the cost of providing your service or product. </li></ul><ul><li>Slightly over 50% of households shop online . While that number will continue to grow, you are reaching less than two out of three households. </li></ul>
  12. 13. Disadvantages over off-line marketing: <ul><li>3. Many people prefer the live interaction when they buy. </li></ul><ul><li>4. Easier to have outdated information on your site, thus timing of updates is critical . </li></ul><ul><li>5. The majority of internet marketers lack customer service and inquiry response programs . </li></ul>
  13. 14. Disadvantages over off-line marketing: <ul><li>6. Internet Marketing does not build trust instantly. </li></ul><ul><li>7. Internet marketing is a tough competition. </li></ul><ul><li>8. There are no physical evidences. </li></ul><ul><li>9. Online marketing can leave businessman feeling isolated. </li></ul><ul><li>10. Hard to tell if people are lying because you can't see their face. </li></ul>
  14. 15. <ul><li>11. Is your site secure? Does your customer know this? fear of having their credit card info stolen is a clear and present danger in the minds of your visitors. </li></ul><ul><li>12. Many sites were created with a marketing view, not a customer service point of view. </li></ul><ul><li>13. There is a lot of competition for your product already out there. </li></ul>Disadvantages over off-line marketing:
  15. 16. <ul><li>So, by doing the business Online , one can grow his / her business and can make it WORLD WIDE WEB and can make his/her competitor to loose the business as Online marketing is one of the easiest and much more effective than Offline marketing. </li></ul><ul><li>  </li></ul>Conclusion for online marketing  
  16. 17. <ul><li>1. Article Marketing: to build links for your site, enhance your website's search engine ranking and getting traffic. </li></ul><ul><li>2. Forum Marketing: Forum is a place where people gather and discuss their problems, strategies etc. Again a good traffic builder. </li></ul><ul><li>3. Search Engine Marketing: This involves search engine optimization of your website design and content. </li></ul>Different Ways / Methods of Online Marketing    
  17. 18. <ul><li>4. Pay Per Click Advertising: This is a paid service where you pay the service provider every time your link is clicked. </li></ul><ul><li>5. Link Exchange: In this a website places a link for other website in exchange for its link on that site. </li></ul><ul><li>6. Link Purchase: You can purchase placement of your website link on other website. </li></ul>Different Ways / Methods of Online Marketing    
  18. 19. <ul><li>7. Classified Advertising: You can advertise your website on Classifieds websites on the web like and </li></ul><ul><li>8. Ezine Marketing: This refers to email marketing. </li></ul><ul><li>9. Lead Purchase: There are some paid services which will provide you with the names and email addresses of the people or leads against a payment. This method is called lead generation. </li></ul>Different Ways / Methods of Online Marketing    
  19. 20. <ul><li>10. Viral Marketing: Here, you make a useful product like ebook or software, build some humorous video or funny email and allow people to pass it on freely. </li></ul><ul><li>11. Press Releases: Here, you build a press release for your website and submit it to one or more press release sites like </li></ul><ul><li>12. Joint Ventures: Here two or more marketers come together and promote a product or service in a way that it will benefit them all. </li></ul>Different Ways / Methods of Online Marketing    
  20. 21. <ul><li>13. Affiliate Program: You can launch your own affiliate program where people can join. </li></ul><ul><li>14. Resell Rights Marketing: You can offer resell rights to your product where people would be able to sell it and keep all the money. </li></ul><ul><li>15. RSS Marketing: Really simple Syndication, . People can subscribe to these RSS feeds and can view the content of the website via their RSS reader. </li></ul>Different Ways / Methods of Online Marketing    
  21. 22. <ul><li>16. Blog Marketing: Blog is an online journal which you can update on regular basis. </li></ul><ul><li>17. Social Bookmarking: This is latest marketing buzz. </li></ul><ul><li>18. Video Marketing: This is even newer. You can upload a video on the sites that allow. People would watch and then visit your site. </li></ul><ul><li>19. Social Sites: Examples include: MySpace .com , Orkut , FaceBook , etc. These can be great ways to make more contacts and get leads. </li></ul><ul><li>20. Podcasting : Podcasting uses digital media files which are distributed all over the Internet via syndication feeds. </li></ul>Different Ways / Methods of Online Marketing    
  22. 23. <ul><li>SEM is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of Organic Optimization, Pay-per-Click, Branding and Media Presentation . </li></ul>Search Engine Marketing (SEM) :   What is SEM ?  
  23. 24. Search Engine Marketing (SEM) Subset:     SEM PPC SEO SEM SMO
  24. 25. Search Engine Optimisation (SEO) :    
  25. 26. Search Engine Optimisation (SEO) :    
  26. 27. <ul><li>Steps Use in SEO: </li></ul><ul><li>1. Website Analysis </li></ul><ul><li>2. Keyword Analysis and research </li></ul><ul><li>3. Onpage Optimisation </li></ul><ul><li>Meta Tagging </li></ul><ul><li>Content Optimisation </li></ul><ul><li>Code Optimisation </li></ul><ul><li>Image Optimisation </li></ul><ul><li>Broken Link Checking and modification </li></ul><ul><li>Sitemap Creation and submission </li></ul>Search Engine Optimisation (SEO) :    
  27. 28. Search Engine Optimisation (SEO) : <ul><li>4. Verify website using google webmaster tool and yahoo site explorer </li></ul><ul><li>5. Offpage Optimisation </li></ul><ul><li>Link Building </li></ul><ul><ul><li>Directory submission </li></ul></ul><ul><ul><li>Link Exchange </li></ul></ul><ul><ul><li>Article Submission </li></ul></ul><ul><ul><li>Blog Submission </li></ul></ul><ul><ul><li>Forum Posting </li></ul></ul><ul><li>Classified Ad Posting </li></ul><ul><li>Business Listing in Local Directories </li></ul><ul><li>Google Local Business Listing </li></ul><ul><li>Submit Press Releases </li></ul>   
  28. 29. PAY Per Click (PPC) : What Is PPC ? PPC is an Internet advertising model used on search engines , advertising networks , and content sites, such as blogs , search engines in which advertisers pay their host only when their ad is clicked. PPC providers : Google Adword, Yahoo Search Marketing, Microsoft AdCenter There are two primary models for determining cost per click: 1.Flat-rate PPC: In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click.  
  29. 30. Example PAY Per Click (PPC) : 2.Bid-based PPC :   In the bid-based model, the advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network.
  30. 31. PAY Per Click (PPC) : Steps Use in PPC: Pay Per Click Management in Google PPC Campaign Analysis Ad Copywriting Keyword Lists Landing Page Design AdWords Account Setup AdWords Management AdWords Expansion AdWords Conversion Tracking Pay Per Click Management in Yahoo Yahoo Account Setup Yahoo Account Management Yahoo Conversion Tracking Copying AdWords To YSM
  31. 32. Example PAY Per Click (PPC) :
  32. 33. Social Media Optimization (SMO) : SMO is a set of methods for generating publicity through social media , online communities and community websites. Methods of SMO: adding RSS feeds , social news buttons, blogging , and incorporating third-party community functionalities like images and videos . Social media optimization is in many ways connected as a technique to viral marketing where word of mouth is created not through friends or family but through the use of networking in social bookmarking , video and photo sharing websites.
  33. 34. Social Media Optimization (SMO) : <ul><li>Five rules for conducting social media optimization are: </li></ul><ul><ul><ul><li>Increase your linkability </li></ul></ul></ul><ul><ul><ul><li>Make tagging and bookmarking easy </li></ul></ul></ul><ul><ul><ul><li>Reward inbound links </li></ul></ul></ul><ul><ul><ul><li>Help your content travel </li></ul></ul></ul><ul><ul><ul><li>Encourage the mashup </li></ul></ul></ul><ul><ul><ul><li>6. Get communities connected </li></ul></ul></ul>
  34. 35. Social Media Optimization (SMO) Example:
  35. 36. Social Media Optimization (SMO) : <ul><ul><ul><li>Life Cycle of Social Media Optimization </li></ul></ul></ul>
  36. 37. WEB 2.0 : What Is Web 2.0? Web2.0 refers to the new generation of web based services and communities characterised by participation, collaboration and sharing of information among users online. Examples : social-networking sites video-sharing sites wikis blogs mashups
  37. 38. WEB 2.0 : Importance of Web 2.0 Web2.0 applications encourage user-generated content (USG) and social interaction online . Web 2.0 is the business revolution in the computer industry .
  38. 39. WEB 2.0 : <ul><ul><li>Does you company have a website? Do customers / employees / suppliers visit your website? </li></ul></ul><ul><ul><li>Does your company engage in any kind of (small or big) market research? </li></ul></ul><ul><ul><li>Does your company interact with customers regularly? (Once a day, week, month on phone, email, chat?) </li></ul></ul><ul><ul><li>Does your company have employee that are widely dispersed? (i.e. you have multiple branches across the country coordinating with each other?) </li></ul></ul>
  39. 40. WEB 2.0 : How is Web 2.0 changing businesses? Software as a Service     -> Enterprise Software Social Network     ->   Club/Community Wiki   -> Team Coordination/ Communication  Blog    ->   Website RSS   ->   Email    Future   ->   Current
  40. 41. WEB 2.0 : Internationally the Web 2.0 techniques that businesses are experimenting with are RSS feeds, podcasts, wikis, blogs and social networks as these Web 2.0 tools can be extremely powerful in engaging your customers/ partners / suppliers/ employees. Individually, they also provide utility that can help grow the connection you’re making with your customers.
  41. 42. Grow Your Business : Thank YOU