Emarketing

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Emarketing

  1. 1. www.seocertification.org.i nE-Marketing
  2. 2. What is E-Marketing? Very simply put, E-Marketing or electronic marketing refersto the application of marketing principles and techniques viaelectronic media and more specifically the Internet.The terms E-Marketing, Internet marketing and onlinemarketing, are frequently interchanged, and can often beconsidered synonymous. www.seocertification.org.i
  3. 3. What is E-Marketing? E-Marketing is the process of marketing a brand using theInternet. It includes both direct response marketing andindirect marketing elements and uses a range of technologiesto help connect businesses to their customers.By such a definition, E-Marketing encompasses all theactivities a business conducts via the worldwide web withthe aim of attracting new business, retaining currentbusiness and developing its brand identity. www.seocertification.org.i
  4. 4. WHY it is Important? Internet Marketing has become a necessity for any business hoping tosucceed in today’s marketplace. Creating a beautiful website is a start, butit’s hardly enough.Creating an Internet Marketing Strategy is a necessary second step todrive new visitors to your site and encourage current visitors to return.Internet Marketing is an ongoing process that starts with an aestheticallypleasing and intuitive website design with focused content written foryour client base. Other important elements include visitor incentives,directory placement, newsletters, and Search Engine Optimization toname a few. www.seocertification.org.i
  5. 5. the Internet is a force that cannot be ignored. It can be a means to reachliterally millions of people every year. www.seocertification.org.i
  6. 6. The benefits of E-Marketing over traditional marketing• Reach• Scope• Interactivity• Immediacy• Demographics and targeting• Adaptivity and closed loop marketing www.seocertification.org.i
  7. 7. ReachThe nature of the internet means businesses now have atruly global reach. While traditional media costs limit thiskind of reach to huge multinationals,E-Marketing opens up new avenues for smaller businesses,on a much smaller budget, to access potential consumersfrom all over the world. www.seocertification.org.i
  8. 8. Scope Internet marketing allows the marketer to reach consumersin a wide range of ways and enables them to offer a widerange of products and services.E-Marketing includes, among other things, informationmanagement, public relations, customer service and sales.With the range of new technologies becoming available allthe time, this scope can only grow. www.seocertification.org.i
  9. 9. Interactivity Whereas traditional marketing is largely about getting abrand’s message out there, E-Marketing facilitatesconversations between companies and consumers.With a two-way communication channel, companies canfeed off of the responses of their consumers, making themmore dynamic and adaptive. www.seocertification.org.i
  10. 10. Immediacy Internet marketing is able to, in ways never before imagined, provide animmediate impact. Imagine you’re reading your favorite magazine. Yousee a double-page advert for some new product or service, maybe BMW’slatest luxury sedan or Apple’s latest iPod offering. With this kind oftraditional media, it’s not that easy for you, the consumer, to take thestep from hearing about a product to actual acquisition. With E-Marketing, it’s easy to make that step as simple as possible,meaning that within a few short clicks you could have booked a test driveor ordered the iPod. And all of this can happen regardless of normal officehours. www.seocertification.org.i
  11. 11. ImmediacyEffectively, Internet marketing makes business hours 24 hoursper day, 7 days per week for every week of the year. By closing the gap between providing information andeliciting a consumer reaction, the consumer’s buying cycle isspeeded up and advertising spend can go much further increating immediate leads. www.seocertification.org.i
  12. 12. Demographics and targetingGenerally speaking, the demographics of the Internet are a marketer’sdream. Internet users, considered as a group, have greater buying powerand could perhaps be considered as a population group skewed towardsthe middle-classes.Buying power is not all though. The nature of the Internet is such that itsusers will tend to organize themselves into far more focused groupings.Savvy marketers who know where to look can quite easily find access tothe niche markets they wish to target.Marketing messages are most effective when they are presented directlyto the audience most likely to be interested. The Internet creates theperfect environment for niche marketing to targeted groups. www.seocertification.org.i
  13. 13. Adaptivity and closed loop marketing Closed Loop Marketing requires the constant measurement and analysisof the results of marketing initiatives. By continuously tracking theresponse and effectiveness of a campaign, the marketer can be far moredynamic in adapting to consumers’ wants and needs.With E-Marketing, responses can be analyzed in real-time and campaignscan be tweaked continuously. Combined with the immediacy of theInternet as a medium, this means that there’s minimal advertising spendwasted on less than effective campaigns. Maximum marketing efficiency from E-Marketing creates newopportunities to seize strategic competitive advantages. The combination of all these factors results in an improved ROI andultimately, more customers, happier customers and an improved bottomline. www.seocertification.org.i
  14. 14. Having identified the “WHY” of E-Marketing,Our next step in this presentation will look at the “HOW”Looking at how these tools should be used to target customers. www.seocertification.org.i
  15. 15. HOWCopy writing, Visitor Incentives, Directory Placement,Newsletters, SEO, PPC, ORM, WebPR, Email Marketing.We’ll take a brief Look at each, defining what they are andgiving some guidance in terms of which tactic to use in a givensituation to ensure optimum ROI on advertising spend.We’ll examine each of these weapons more closely and seejust HOW they are used to produce results. www.seocertification.org.i
  16. 16. Copy Writing Generally speaking, the demographics of the Internet are a marketer’sdream. Internet users, considered as a group, have greater buying powerand could perhaps be considered as a population group skewed towardsthe middle-classes. Buying power is not all though. The nature of the Internet is such that itsusers will tend to organize themselves into far more focused groupings.Savvy marketers who know where to look can quite easily find access tothe niche markets they wish to target. Marketing messages are most effective when they are presented directlyto the audience most likely to be interested. The Internet creates theperfect environment for niche marketing to targeted groups. www.seocertification.org.i
  17. 17. Visitor Incentives Once people find your site, you want to give them reasons to keepcoming back.We can suggest and implement innovative strategies to accomplish this.These are often specific to the type of business/website and might includemessage boards, quizzes, web-only offers, contests, industry-specific newsheadlines, etc. www.seocertification.org.i
  18. 18. Directory PlacementThere are a number of free and paid directories where you can establishlinks to your site. Directories like Yahoo, the Open Directory Project, and Business.com areexamples. Being listed in directories is important because in addition to drivingvisitors to your site directly, search engines like Google give additionalweight to sites that are listed in relevant directories.We can help you find the best directories for your business and determinewhich paid directories are worth the money. www.seocertification.org.i
  19. 19. Newsletters Email newsletters are a great way to build a loyal customer base, keepyour company name in peoples minds, boost your search engine ranking,and encourage repeat visitation. We can design your newsletter ourselves or refer you to one of manyeffective and economical online newsletter services. www.seocertification.org.i
  20. 20. Search Engine OptimizationSearch Engine Optimization (SEO) is the art/science of creating ormodifying web pages with the goal of maximizing their search engineranking.Statistics show that the majority of web surfers find websites by typingkey words into Google, Yahoo, and other search engines, then visiting thesites that rank highest in the search results.In todays competitive web marketplace, most website owners who areserious about increasing their online business employ some degree ofSearch Engine Optimization. Our Search Engine Optimization specialiststays abreast of all the latest trends in the search engine industry andknows what it takes to get your site to the top of the search enginerankings. www.seocertification.org.i
  21. 21. Search Engine AdvertisingPay-Per-Click (PPC) advertising combined with search engine optimizationabsolutely provides the best results.Pay-per-click can bring web traffic to your site quickly while the results ofyour SEO ranking campaign kick in. We can set up your PPC campaign andeither hand the keys over to you or manage the campaign for as long asyou need. www.seocertification.org.i
  22. 22. ORM and WebPR WebPR, Online Reputation Management and social media canstrengthen your companys presence, build your brand online and drivetraffic to your website. Online Conversations Are Happening All Around You .This Internet content is constantly evolving, sparking new ideas andinspiring people! Although public relations has traditionally focused onthe media as written by journalists, the most trusted sources for modernconsumers are ordinary people reporting their experiences. The use of social media (blogs, forums, etc) has provided the consumerwith a voice that easily reaches other Internet users and elicits theirresponses . www.seocertification.org.i
  23. 23. ORM and WebPR The online media that is monitored in ORM is: Traditional/mainstream websites - Social networks (e.g. Facebook, MySpace, Bebo) - Consumer Review sites such as epinions.com, MouthShut.com yelp - Sites like DontDateHimGirl and PersonRatings.com which allow reviews ofindividuals.- Social news/bookmarking sites- Collaborative Research sites such as Yahoo Answers, Rediff Q&A- Independent discussion forums- User-generated content (UGC)/Consumer Generated Media (CGM) Blogs- Blogging communities (e.g. Open Diary, LiveJournal, Xanga) www.seocertification.org.i
  24. 24. Email marketing and Finally the E-mail marketing is a form of direct marketing whichuses electronic mail as a means of communicating commercial or fundraisingmessages to an audience. In its broadest sense, every e-mail sent to apotential or current customer could be considered e-mail marketing.However, the term is usually used to refer to:- sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business, - sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately, adding advertisements to e-mails sent by other companies to their customers, and sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail). www.seocertification.org.i
  25. 25. www.seocertification.org.i nThank You! www.seocertification.org.i

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