Online Marketing: In-house or Outsource? www.omlogic.com Pradeep Chopra (Co-founder, OMLogic) May 23, 2009

www.omlogic.com Conventional Online Marketing Paradigm

Typical Thinking www.omlogic.com Acquire Website Rankings, Traffic, Views

Typical Implementation Process www.omlogic.com SEO Keyword Research Baseline Rankings Set Targets Implementation On Page Off Page Ongoing Optimization PPC Keyword Research Landing Page Creation Ad-Design Bidding Ongoing Optimization Bid Optimization Keyword Promotion SMM Identify Channels Created Content Populate Promote Wait & Measure

SEO

Keyword Research

Baseline Rankings

Set Targets

Implementation

On Page

Off Page

Ongoing Optimization

PPC

Keyword Research

Landing Page Creation

Ad-Design

Bidding

Ongoing Optimization

Bid Optimization

Keyword Promotion

SMM

Identify Channels

Created Content

Populate

Promote

Wait & Measure

What results can you expect? www.omlogic.com Good Rankings on Search Engines Good Online Traffic on Website Good Clicks on Ads Good Views on Social Media Channels Assuming technical specialists were involved

Good Rankings on Search Engines

Good Online Traffic on Website

Good Clicks on Ads

Good Views on Social Media Channels

Assuming technical specialists were involved

www.omlogic.com Has the Business met its Objectives?

Doubtful? www.omlogic.com Higher Ranking = More Traffic? More Traffic = Relevant Traffic? Relevant Traffic = More Conversions?

Higher Ranking = More Traffic?

More Traffic = Relevant Traffic?

Relevant Traffic = More Conversions?

The Current Reality www.omlogic.com Business Strategy Marketing Marketing Promotion (Product, Service or a Brand) SEO SEM Online Marketing

Required Approach www.omlogic.com Business Strategy Marketing Promotion (Product, Service or a Brand)

www.omlogic.com Lets Look at an Example

www.omlogic.com Imagine real searchers & how they might think! What does the company offer? (SCJP Exam prep to pass SCJP Certification Exam) What have they done so far? (Since 2000, 1M+ users, 50K customer) What did other people get from them? (99.7% success) Will they be valuable for me? (Comprehensive report) Can I trust them? (100% guarantee) Can I try? (Free mock test) This looks like the site I want. Let me go-forward.

Imagine real searchers & how they might think!

What does the company offer? (SCJP Exam prep to pass SCJP Certification Exam)

What have they done so far? (Since 2000, 1M+ users, 50K customer)

What did other people get from them? (99.7% success)

Will they be valuable for me? (Comprehensive report)

Can I trust them? (100% guarantee)

Can I try? (Free mock test)

www.omlogic.com Business Objectives Measurability Online Marketing Strategy Conversions Branding Traffic Relevancy Visibility/ Leads/ Sales SEO PPC SMM Website Messaging SMM SEO PPC SEO: Search Engine Optimization | PPC: Pay Per Click | SMM: Social Media Marketing

SEO

PPC

SMM

Website

Messaging

SMM

SEO

PPC

Why In-House? www.omlogic.com Ownership & Commitment Closest to the Customer Organizational Structure Limitations Ultimate Cost may be lower Privacy of data & content

Ownership & Commitment

Closest to the Customer

Organizational Structure Limitations

Ultimate Cost may be lower

Privacy of data & content

Why Outsource? www.omlogic.com Expertise: Latest & Greatest (Multiple view points, leveraging experiences, constant upgrades, tools & technology) Focus - Customer & Vendor Lower Total Cost of Ownership (HR, Training etc) Shared responsibility & bandwidth More acceptance to outside experts

Expertise: Latest & Greatest (Multiple view points, leveraging experiences, constant upgrades, tools & technology)

Focus - Customer & Vendor

Lower Total Cost of Ownership (HR, Training etc)

Shared responsibility & bandwidth

More acceptance to outside experts

Why Outsource? www.omlogic.com Source: SEMPO 2008 Annual Survey

In-House or Outsource? www.omlogic.com Outsource In-house

In-House or Outsource? www.omlogic.com Commitment & Passion to Invest in People Market Technology

Commitment & Passion to Invest in

People

Market

Technology

Thank You! Email: [email_address] | Phone: +91-11-47052806 www.omlogic.com Ready to realize the full potential of Online Marketing? www.omlogic.com