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

www.omlogic.com
Conventional Online Marketing Paradigm

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Typical Thinking
Acquire Website Rankings, Traffic, Views

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

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What results can you expect?
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

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Has the Business met its Objectives?

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Doubtful?
Higher Ranking = More Traffic?
More Traffic = Relevant Traffic?
Relevant Traffic = More Conversions?

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

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Required Approach
Business Strategy
Marketing
Promotion
(Product, Service or a
Brand)

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Lets Look at an Example

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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.

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

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

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Why Outsource?
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

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Why Outsource?
Source: SEMPO 2008 Annual Survey

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In-House or Outsource?
Outsource In-house

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In-House or Outsource?
Commitment & Passion to Invest in

People

Market

Technology

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