Internet Marketing techniques in India


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Prepared as a part of the Study Oriented Project titled 'A study of Internet Marketing techniques in India'

This seminar focuses on Social Media Optimisation, Search Engine marketing and Viral Marketing

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Internet Marketing techniques in India

  1. 1. Indian Context
  2. 2. <ul><li>The marketing of products or services over the Internet / wireless media. </li></ul><ul><li>Some of the common strategies include: </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>E-mail marketing </li></ul><ul><li>Web 2.0 strategies </li></ul><ul><li>Display advertising </li></ul>
  3. 3. <ul><li>Cheaper and better reach to target audience. </li></ul><ul><li>One to one personal approach. </li></ul><ul><li>Statistics can be tracked easily. This results in better feedback and improvements. </li></ul>
  4. 4. <ul><li>80 million users by 2010 </li></ul><ul><li>Some target markets include matrimony sites, social networks, movie review sites etc. </li></ul><ul><li>The market is growing at 11.2% </li></ul><ul><li>5 th largest internet market globally. </li></ul>
  5. 9. <ul><li>Search marketing spending will grow by 14.9% in 2009 </li></ul><ul><li>Total US Internet ad spending will increase to $25.7 billion in 2009, an 8.9% growth rate. </li></ul>
  6. 11. <ul><li>Uses information collected on an individual's web-browsing behavior, to select which advertisements to display to that individual. </li></ul><ul><li>Site owners display content more relevant to the interests of the user. </li></ul><ul><li>Used by online publishers and advertisers to increase the effectiveness of campaigns. </li></ul>
  7. 13. <ul><li>Social media : Internet based tools for sharing information over the internet e.g. blogs, forums, wikis, photos/videos sharing etc. </li></ul><ul><li>Social media optimization (SMO): A set of methods for generating publicity through social media. </li></ul><ul><li>Some Social media software applications: Twitter, Wordpress, Orkut, Flickr etc. </li></ul>
  8. 14. <ul><li>A website, maintained with regular entries of commentary, descriptions or graphics etc. </li></ul><ul><li>Can be embedded with videos, music, photographs, calendars etc. </li></ul><ul><li>Some famous blogs: Barack Obama, L.K. Advani, Google apps etc. </li></ul>
  9. 15. <ul><li> </li></ul><ul><li> </li></ul>
  10. 16. <ul><li>An online discussion site. It acts as a digital bulletin board. </li></ul><ul><li>Manages customer-generated content for company's website. </li></ul><ul><li>Evolution from interest groups. </li></ul><ul><li>E.g. vBulletin, phpBB </li></ul>
  11. 17. <ul><li>Brief text/macromedia updates which are distributed through the internet. </li></ul><ul><li>The most popular service is Twitter. </li></ul><ul><li>Almost every company uses Twitter to stay in touch with target customers. </li></ul>
  12. 18. <ul><li>Building online communities of people who share interests. </li></ul><ul><li>New ways to communicate and share information. </li></ul><ul><li>Connects millions of people on a common platform. </li></ul>
  13. 19. <ul><li>Collection of web pages designed to enable users to contribute or modify content. </li></ul><ul><li>Create collaborative websites and to power community websites. </li></ul><ul><li>Used in business to provide Knowledge Management systems for users. </li></ul>
  14. 20. <ul><li>Photo sharing : </li></ul><ul><li>Video Sharing : </li></ul><ul><li>Document sharing : </li></ul>
  15. 22. <ul><li>Different categories of social media usage: Creators, Critics, Collectors, Joiners, Spectators, Inactives. </li></ul>
  16. 25. <ul><li>Fastest growing Social Network. </li></ul><ul><li>140 million active users. </li></ul><ul><li>Average user is connected to 101friends </li></ul><ul><li>More than 15 million pieces of content (web links, blog posts, notes, photos, etc.) shared each month. </li></ul>
  17. 27. <ul><li>17 million people in India estimated to visit social networks regularly. </li></ul><ul><li>Orkut is the highest used social network followed by Bigadda and Facebook. </li></ul><ul><li>Social Networking in India Rises by 51% </li></ul>
  18. 31. <ul><li>50% of traffic in India is related to Social networking. Orkut has taken internet to the masses. </li></ul><ul><li>It’s difficult to monetize social networks. </li></ul><ul><li>Users aren’t looking for information about products. </li></ul><ul><li>Previous advertising models have failed. </li></ul>
  19. 33. <ul><li>Techniques use pre-existing social networks to produce brand awareness. </li></ul><ul><li>It can be word-of-mouth delivered or enhanced by network effects of the Internet. </li></ul><ul><li>Viral promotions may take the form of: Video clips Interactive Flash games Images </li></ul>
  20. 34. <ul><li>Interactive parking game. </li></ul><ul><li>Ads on cricinfo and rediff to play a game called ‘Park the spark’ </li></ul><ul><li>Promotes its compact nature suitable for city driving. </li></ul>
  21. 36. <ul><li>Online marketing on Rediff </li></ul><ul><li>Aimed at creating platforms for users to ‘connect’ with Kolkata Knight Riders team. </li></ul><ul><li>Initial advertising via TV ads </li></ul>
  22. 38. <ul><li>New microsite depicting Youngistan. </li></ul><ul><li>Alongside Pizza Hut, PVR and MTV all of whom are youth brands. </li></ul><ul><li>Offers mobile theme downloads, free discounts etc. </li></ul>
  23. 40. <ul><li>To hit its target segment of young Indian consumers online. </li></ul><ul><li>Riding on the success of T2o </li></ul>
  24. 42. <ul><li>Promotes websites by increasing their visibility in search engine result pages. </li></ul><ul><li>SEM methods include: Search engine optimization (or SEO) Contextual advertising Paid inclusion </li></ul>
  25. 43. <ul><li>The more profiting consumer target is Small and Medium Entrepreneurs (SME's) </li></ul><ul><li>Market is still young : 0.5 million queries per month as compared to the 213 million in the U.S. </li></ul>
  26. 44. <ul><li>Captures as much as 80% of search engine market in India. </li></ul><ul><li>India is Google's 5th largest market globally. </li></ul><ul><li>Guruji and Byindia are main competitors. </li></ul>
  27. 47. <ul><li>Dell has user base of millions of technology-savvy people. </li></ul><ul><li>After registering, users are able to add ideas, promote them and comment on them. </li></ul><ul><li>Almost 9,000 ideas, which have been voted on over 614,324 times, and have amassed almost 70,000 comments. </li></ul><ul><li>Minimal investment </li></ul>
  28. 48. <ul><li>comScore world matrix </li></ul><ul><li>comScore qSearch </li></ul><ul><li>Business today </li></ul><ul><li>Forrester Research, Inc. </li></ul><ul><li>Marketing Sherpa Inc. </li></ul><ul><li> </li></ul>
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