A presentation about Internet marketing with focus on India's digital era.

1. Internet Marketing in the Digital Age
www.linkedin.com/in/pulakbarua

2. Introduction
Internet marketing
What is Internet Marketing?
How to use Internet Marketing?
Why to use Internet Marketing?
The Opportunity
Internet Marketing Strategy
Skillsets
Exercise / Case studies

3. Brands

4. Brand Communication
Who can shout the loudest

6. How do You plan on standing Out

10. It's More important than ever:
– to know your customers
– to know how to communicate with your customer
– to deliver what they want, when they want it

11.  Internet marketing, or online marketing, refers to advertising and
marketing efforts that use the Web and e-mail to drive direct sales
via e-commerce as well as sales leads from Web sites or emails.
Internet marketing and online advertising efforts are typically used
in conjunction with traditional types of advertising like radio,
television, newspapers and magazines.
 Internet marketing can also be broken down into more specialized
areas such as
– Web marketing,
– email marketing and
– social media marketing
Introduction to Internet Marketing

12. • Web marketing includes e-commerce Web sites, affiliate
marketing Web sites, promotional or informative Web
sites, online advertising on search engines, and organic search
engine results via search engine optimization (SEO)
• Email marketing involves both advertising and promotional
marketing efforts via e-mail messages to current and
prospective customers
• Social media marketing involves both advertising and
marketing (including viral marketing) efforts via social
networking sites like Facebook, Twitter, YouTube and Digg

13. Internet Marketing

14. Website Design

15. Search Engine Optimization

17. Email Marketing

19. Social Media Optimization

20. SMO….
Social Media Engagement
 Start With a Foundation of Data
 Better Understanding of the Audience’s Needs
 Bypass Gatekeepers and Interact Directly With Target Communities
 Monitor & Measure Simultaneously
 Put Employees on the Front Lines

21. FaceBook Fan Page

22.  Delhi - 6,800,000
 Mumbai - 5,200,000
 Bangalore - 3,400,000
 Hyderabad - 3,000,000
 Chennai - 2,600,000
 Kolkata - 2,400,000
 Pune - 2,000,000
 Ahmedabad - 1,300,000
 Jaipur - 1,020,000
 Surat - 800,000
 Lucknow - 780,000
 Indore - 680,000
 Bhopal - 540,000
 Nagpur - 520,000
 Patna - 520,000
 Kanpur - 420,000
 Vadodara - 340,000
 Vishakhapatnam - 300,000
 Ghaziabad - 300,000
 Thane - 220,000

23. Time Spent on Social Media

24. Content Marketing

25. Viral Videos

26. Mobile Advertisement
 Mobile Web Advertising
 SMS Advertising
 MMS Advertising
 Mobile Video & TV Advertising
 In-App Advertising
 App Development

29. Analytics

30. The Opportunity

31. Indian Digital Advertising Market Growth

32. Industry-Wise Ad Spends

33. Internet Marketing Strategy
 Identify ideal scenario
 Measure current position
 Determine waypoints
 Plan process

36.  For starters, the concept of internet marketing might seem difficult
and daunting. But by tackling each internet marketing tactic step
by step, businesses can make it more manageable and start seeing
results.

37. Skillset / Certification
 eMail Marketing
 Advance Web Marketing
 Advance Search Marketing
 Advance Social Marketing
 Google Adword Program
 Google Analytics Program
 Web-trends Certification

38. Exercise / Case studies

39. Case 1
Staff Bonuses and Internal Marketing
 For this exercise, which is based on a recent media release, you will review Sports Direct (a major UK sports
retailer) and the impact of its attractive staff bonus on sales and profitability. But while profits are up, your
task is to identify any concerns that they need to manage?
 ACTIVITY/TASK
 SportsDirect.com is a large sporting goods retailer based in the UK. Founded in the late 1970′s, it is now the
UK‟s largest retailer of sports clothing and accessories. The centerpiece of their marketing strategy is based
around aggressive sales promotion tactics, using significant discounting on well-known brands such as
Adidas, Nike and Reebok.
 In July 2012, Sports Direct released details of a highly effective staff bonus scheme, which was helped the firm
generate record profits. The very attractive bonus scheme introduced by Sports Direct is predicted (by the
firm) to enable 2,000 of its 18,000 employees to each earn about £15,000 next month and a likely £36,000 next
summer. According to Sports Direct chief executive Dave Forsey had been a “game-changer” and motivated
staff to work harder.
 In addition, its online sales had increased dramatically (by 82%), which prompted them to announce that their
physical future would be “bigger but fewer” Sports Direct stores in the UK.
 QUESTIONS
 Explain why a staff bonus scheme is related to marketing.
 Do you think that it is a good idea to publicly announce the money value of this scheme to the public? Do you
think that some customers would prefer lower prices or perhaps start questioning the motivation of Sports
Direct staff when they recommend products to them?
 What is the likely impact of 16,000 out of 18,000 employees NOT participating in the bonus? Will these
employees become more or less motivated?
 Other than the bonus scheme, what other factors need to be present to help motivate staff?

40. Case 2
From Bricks and Mortar to Online Retailing
 In this exercise, you need to review the key findings from recognized industry forecasting firm regarding the
potential impact of online retailing on traditional shopping centers and retailers. The challenge is to determine
the best way forward for these traditional retailers.
 ACTIVITY/TASK
 Traditional shopping centers (shopping malls) are under significant pressure to adapt to a changing macro-
environment, as shoppers demand more attractive experiences and increasingly move online.
 This prediction was made by property market forecaster BIS Shrapnel who expect that shopping centers be
challenged as online retailing takes a larger share of total shopping dollars, and as competition between
established stores increases.
 According to Senior Project Manager at BIS Shrapnel, Maria Lee, “If you‟ve got a much lower level of turnover
growth and you‟re getting the internet taking share away, then it is a lot more difficult to cope with and
certainly some shopping centers are going to get squeezed. We‟ll see a gradual change in the tenancy mix
and, hopefully, see shops becoming a little bit more exciting, in trying to create a point of difference between
shopping in a physical store and shopping online.”
 However, Ms Lee said, shopping centers were beginning to adapt, highlighted by the growth in beauty
stores, cafes and restaurants at the expense of book stores, CD and DVD stores.
 BIS Shrapnel‟s Retail Property Market Forecasts and Strategies 2012 to 2022 report predicts growth in retail
turnover to be 2.9% over the next five years. The report also indicates that online shopping would continue to
take market share from bricks and mortar shops, peaking at around 15 to 20 per cent of total retailing.
 QUESTIONS
 1. What are the main macro-environmental forces in the above news item?
 2. Do these forces/changes represent opportunities or threats for firms? Why?
 3. Why are some retail formats growing (e.g. beauty stores), whereas others are declining (e.g. book
stores)?
 4. If you worked for a major retailer, what would be your recommendations in order to survive and
prosper in this new environment?

41. Case 3
Standard Website Metrics
 The table below contains the standard top-level website metrics that every marketer needs to be familiar with.
Your task is to assess the relative performance of these websites.
 ACTIVITY/TASK

 QUESTIONS
 1. What is the different between visits and visitors? What does CPC stand for?
 2. Based on these results, which website has performed the best? The worst?
 3. Which website has spent their CPC budget well?
 4. What general advice would you have for each of them?

42. Case 4
Return on Google Advertising
 The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to
determine how well they have performed and whether they should continue.
 ACTIVITY/TASK
 QUESTIONS
 1. Why does Site A and Site C have the same number of actions completed, yet their other
metrics are quite different? What are their respective strengths and weaknesses?
 2. Based on these results, which website has performed the best? The worst?
 3. What general advice would you have for each of them?

43. Case 5
Adapting to the New Environment
 This mini case study profiles the successful launch of Winkiwoo, a new division of a photo printing firm, which has
successfully tapped into the new internet and digital world, with an innovated Facebook related photo product.
 ACTIVITY/TASK
 A company from regional Australia (called Winkiwoo) has experienced tremendous success with their innovative
Facebook photo books product. Surprisingly, the new-to-the-world product, which was only launched five months
ago, has already reached 80,000 in sales to customers in over 80 countries.
 Basically the product allows consumers to utilize the photos they have put on Facebook to produce a tailored and
attractive physical book.
 Customers using the service simply install the Winkiwoo Facebook application and then select which of their
Facebook photos they want to include in the book and place the order online. The book is then printed and sent
back to the customer.
 The firm saw an unmet market need and developed a new-to-the-world product solution. According to the general
manager of its innovation division, Brendon Watson, “with digital photos, more photos are being taken than ever
but (in ratio) less photos are being printed than ever … until now there wasn‟t a way to take your memories from
Facebook and put them in a nicely presented photo product. It allows the customer to create and physically touch
their memories rather than just having them sitting on the Facebook servers forever.”
 The product would have great appeal to regular Facebook users and in the gift market.
 Winkiwoo, is a division of Eastmon, which is a company used to run a chain of stores specialising in developing
film photographs – an industry that has all but died out along with analog film technology. Over the last several
years it has shut down all of these stores and the company is now the largest printer of digital photos in Australia.
 When a consumer orders a digital print or photo book from a leading retailer in Australia (such as, Harvey
Norman, Bing Lee, Dick Simth, Big W, Camera House or Snapfish), it is likely that it is printed by Eastmon.
 QUESTIONS
 1. This is an example of a firm finding an opportunity in a changing environment. Do you think that most
established firms look at environmental change as an opportunity or a threat?
 2. How could this firm protect itself against „copy-cat‟ competitors?
 3. Do you see this business venture as having long-term viability or do you think it is probably a fad? Why?
 4. Explain where this venture is on the product life cycle (PLC), as compared to where their traditional
printing business would be on the PLC.

44. Sources
 http://www.rediff.com/getahead/slide-show/slide-show-1--gadgets-and-gaming-pics-the-canon-
eos-70d/20130709.htm#1
 http://anisesmithmarketing.com/2013/04/28/digital-marketing-targeting-your-audience/
 http://www.infosys.com/brandedge/resources/Documents/digital-marketing-simplified-
brandedge.pdf
 https://www.google.co.in/search?q=the+4+p%27s+of+marketing&ie=utf-8&oe=utf-
8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a
 https://en.wikipedia.org/wiki/Marketing_mix
 https://www.google.co.in/search?q=the+4+p%27s+of+marketing&client=firefox-
a&hs=Izs&rls=org.mozilla:en-
US:official&tbm=isch&tbo=u&source=univ&sa=X&ei=j2veUbj3L4PEPbrPgNgH&ved=0CDYQsAQ&
biw=1366&bih=562
 http://www.mindtools.com/pages/article/newSTR_94.htm
 http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
 http://books.google.co.in/books?id=U_NME4DT5W8C&printsec=frontcover&source=gbs_ge_sum
mary_r&cad=0#v=onepage&q&f=false
 http://www.greatideasforteachingmarketing.com/

45. Thank You
Pulak Barua
www.linkedin.com/in/pulakbarua