Exploring Online Marketing : A General Overview By Alangaram M Duraisamy

Introduction Online Marketing - Features & Concepts Types SEO/SEM Email Marketing PPC Website Lead Generation Adverts Website Sponsorship Online Directories Link Popularity Case studies Conclusion Agenda

Introduction

Online Marketing - Features & Concepts

Types

SEO/SEM

Email Marketing

PPC

Website Lead Generation

Adverts

Website Sponsorship

Online Directories

Link Popularity

Case studies

Conclusion

O nline marketing refers to the strategies that are used to market a product or service online. Online Marketing O nline marketing ties together creative and technical aspects of the Internet, including design, development, advertising, and sales.

Features of Online Marketing Global accessibility. Less Expensive. Marketing Made Easier Way. Increases the choice of products, services and sellers. Vast availability of information. Through online marketing, we can buy/ sell products and services and encash our bills from anywhere.

Features of Online Marketing

Global accessibility.

Less Expensive.

Marketing Made Easier Way.

Increases the choice of products, services and sellers.

Vast availability of information.

Through online marketing, we can buy/ sell products and services and encash our bills from anywhere.

Types of Online Marketing Search Engine Optimisation eMail Marketing Pay Per Click (PPC) Website Lead Generation Website Banner Advertising

Types of Online Marketing

Search Engine Optimisation

eMail Marketing

Pay Per Click (PPC)

Website Lead Generation

Website Banner Advertising

Types of Online Marketing Sky-scraper Adverts Interstitial Adverts Online Directories Sponsorships Link Popularity

Types of Online Marketing

Sky-scraper Adverts

Interstitial Adverts

Online Directories

Sponsorships

Link Popularity

Search engines use keywords entered by users to find Web sites which contain the information sought. Information may consist of web pages, images and other types of files. What is a Search Engine? A tool that enables users to locate information on the World Wide Web.

Search engines use keywords entered by users to find Web sites which contain the information sought.

Information may consist of web pages, images and other types of files.

A tool that enables users to locate information on the World Wide Web.

Search Engines

Statistical Information - Search Engine

What is Search Engine Optimization ? SEO is the process of improving the volume and quality of traffic to a website from search engines via "natural" search results for targeted keywords.

SEO is the process of improving the volume and quality of traffic to a website from search engines via "natural" search results for targeted keywords.

Keyword Research Creating optimized Content Website Analysis Internal Linking Directory Submission Link Popularity Building Optimisation of Text and Meta Data Monitoring Social Bookmarking Testing Main aspects of SEO

Keyword Research

Creating optimized Content

Website Analysis

Internal Linking

Directory Submission

Link Popularity Building

Optimisation of Text and Meta Data

Monitoring

Social Bookmarking

Testing

Keyword Research Selecting Keyword is the single most important factor in the entire SEO process. Results 1 - 10 of about 224,000,000 for SEO . (0.15 seconds) Results 1 - 10 of about 85,200,000 for Online Marketing . (0.22 seconds)

Creating optimized Content Heading Tags - (H1 to H6) Special Text - (bold etc.) Inline Text Links -(Anchor text and alt tags for images ) Keyword Density - (number of occurrences of targeted keywords in a page) Unique and well written content will both grab your visitor's attention Factors for optimizing content

Heading Tags - (H1 to H6)

Special Text - (bold etc.)

Inline Text Links -(Anchor text and alt tags for images )

Keyword Density - (number of occurrences of targeted keywords in a page)

Website Analysis Structured website will attract the visitor as well as the search engine spiders.

Internal Linking linking to your pages within the website by way of sitemap, navigation bar, footer, header etc. The sitemap should be linked on all pages of your website to get spidered by search engines from anywhere.

linking to your pages within the website by way of sitemap, navigation bar, footer, header etc.

The sitemap should be linked on all pages of your website to get spidered by search engines from anywhere.

Directory Submission

Link Popularity Building Reciprocal link building Non-reciprocal link building

Reciprocal link building

Non-reciprocal link building

Optimization of Text and Meta Data Title tag represents information of page this can be in browsers header bar. Meta keywords include the targeted keywords for that particular page Meta description shows on the SERPS (search engine results page).

Title tag represents information of page this can be in browsers header bar.

Meta keywords include the targeted keywords for that particular page

Meta description shows on the SERPS

(search engine results page).

Monitoring

Social Bookmarking Using the social bookmarking visitors can bookmark the sites listed in the social networking websites. The popularity of the websites in the social bookmarking world gauged by most favorites websites among the visitors.

Using the social bookmarking visitors can bookmark the sites listed in the social networking websites.

The popularity of the websites in the social bookmarking world gauged by most favorites websites among the visitors.

Social Bookmarking Advantages Helps in promoting your website users market your site. Indirectly helps by building a brand. Generates targeted traffic.

Advantages

Helps in promoting your website users market your site.

Indirectly helps by building a brand.

Generates targeted traffic.

TESTING

Search engine marketing or SEM, seeks to promote websites by increasing their visibility in search engine result pages Search engine marketing

Search engine marketing or SEM, seeks to promote websites by increasing their visibility in search engine result pages

What is a E-mail marketing? E mail marketing is a form of direct marketing using electronic mail as a means of communicating commercial messages to the Target audience.

E mail marketing is a form of direct marketing using electronic mail as a means of communicating commercial messages to the Target audience.

E-mail marketing - Advantages Distributing information to specific, potential customers. Less expensive. Instant ROI can be tracked and has proven to be high when done properly. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.

Distributing information to specific, potential customers.

Less expensive.

Instant

ROI can be tracked and has proven to be high when done properly.

Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.

E-mail marketing - Advantages Specific types of interaction with messages can trigger other messages to be automatically delivered. Green - email marketing is paper-free Easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read-receipts, click-throughs, etc

Specific types of interaction with messages can trigger other messages to be automatically delivered.

Green - email marketing is paper-free

Easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read-receipts, click-throughs, etc

E-mail marketing - Process

Pay Per Click (PPC) Pay Per Click enables a website to have link placed directly into a search engines results for specific keywords or keyword phrases. Per Click Advertising is priced Per-Click on advert.

Pay Per Click enables a website to have link placed directly into a search engines results for specific keywords or keyword phrases.

Per Click Advertising is priced Per-Click on advert.

Website Lead Generation L ead Generation takes all the risk out of a marketing campaign by providing a Company with qualified leads at a set price per lead. Lead Generation can produce qualified leads by creating a website specific to the target Company's products or services and promoting it with their desired type of Internet Marketing

L ead Generation takes all the risk out of a marketing campaign by providing a Company with qualified leads at a set price per lead.

Lead Generation can produce qualified leads by creating a website specific to the target Company's products or services and promoting it with their desired type of Internet Marketing

Website Lead Generation - Advantage

What is a Banner Advert? Usually horizontal bars across the top of a web page, they offer colour, graphics and often animation, together with the ability to click through to the advertiser's own website.

Usually horizontal bars across the top of a web page, they offer colour, graphics and often animation, together with the ability to click through to the advertiser's own website.

Sky-scraper Adverts? Similar to banner ads, these advert spaces run vertically down the left or right hand side of the page, allowing the advert to stay in view as the user scrolls down the page. They can also be animated and employ click-through to move users to the advertiser's site. As they are larger spaces, sky-scraper adverts are more expensive than banner adverts.

Similar to banner ads, these advert spaces run vertically down the left or right hand side of the page, allowing the advert to stay in view as the user scrolls down the page.

They can also be animated and employ click-through to move users to the advertiser's site. As they are larger spaces, sky-scraper adverts are more expensive than banner adverts.

Sky-scraper Adverts

Interstitial Adverts Interstitial Adverts sometimes referred to as Bridge Adverts, pop up as you move between pages on a site.

Interstitial Adverts sometimes referred to as Bridge Adverts, pop up as you move between pages on a site.

Website sponsorship Website sponsorship can come in two formats; Regular sponsorship where the advertiser has a space to place the logo and company message.

Website sponsorship can come in two formats;

Regular sponsorship where the advertiser has a space to place the logo and company message.

Website sponsorship Content sponsorship where the advertiser has limited control and submits their own content to the site as well as having an advert on the page. These sponsorships will be for fixed periods, and need to be on targeted websites to reach the right audience.

Content sponsorship where the advertiser has limited control and submits their own content to the site as well as having an advert on the page.

These sponsorships will be for fixed periods, and need to be on targeted websites to reach the right audience.

Online Directories The online equivalent of Yellow Pages, or Industry Directories, these give you basic or enhanced listings on the website.

The online equivalent of Yellow Pages, or Industry Directories, these give you basic or enhanced listings on the website.

Link Popularity Link popularity is a measure of the quantity and quality of other web sites that link to a specific site on the World Wide Web

Link popularity is a measure of the quantity and quality of other web sites that link to a specific site on the World Wide Web

#2 on Google for primary keyword “satellite internet” #1 on Google for “satellite internet access” #3 on Google for “satellite internet service” #2 on Google for “satellite internet service provider”

#4 on Google for primary keyword “plasma tvs” #3 on Google for “plasma tv” #1 on Google for “lcd tv” #7 on Google for “lcd tvs” Plasma Concepts is an e-commerce web site selling all of the top brands of plasma and LCD TVs and accessories. The brands that they carry include Panasonic, Hitachi, Phillips, JVC, Pioneer, Samsung, NEC, SONY, Toshiba and many more.

Plasma Concepts is an e-commerce web site selling all of the top brands of plasma and LCD TVs and accessories. The brands that they carry include Panasonic, Hitachi, Phillips, JVC, Pioneer, Samsung, NEC, SONY, Toshiba and many more.

No Meta tags No Keywords No Description No text on the Home Page No Links page No Title Online Marketing will be unsuccessful If:

No Meta tags

No Keywords

No Description

No text on the Home Page

No Links page

No Title

No Alt text No domain name Use of frames No links to the website from other web sites Low ranking on search engines No other form of Internet advertising Online Marketing will be unsuccessful If:

No Alt text

No domain name

Use of frames

No links to the website from other web sites

Low ranking on search engines

No other form of Internet advertising

Conclusion! The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. The interactive nature of Online Marketing , both in terms of providing instant response and eliciting response, is a unique quality of the medium.

The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience.

The interactive nature of Online Marketing , both in terms of providing instant response and eliciting response, is a unique quality of the medium.