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E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
E - marketing
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E - marketing

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  • 1. E - Marketing© Ramakrishna Kongalla,Assistant ProfessorRtist @ Tourism
  • 2. E-Marketing• The World Wide Web has provided a great vehicle formarketing for many companies.• More and more, businesses are taking advantage of web’sspeed, efficiency and cost effectiveness to deliver return oninvestment from advertising and promotional campaigns notavailable to traditional media.• E - Marketing encompasses many forms of interactive activityincluding banner/button advertisements and links on websites,email marketing and newsletters, affiliate marketing, onlineclassifieds listing and search engine marketing.• It can contribute to an organisation’s overall marketing mix bydriving more users to a website, the online shop front and leadto increased website visitation and sales.Rtist @ Tourism
  • 3. E - Marketing business benefits• The key advantage eMarketing has over various otherforms of marketing is that the activity you undertakesuch as email, advertising banners and search enginemarketing is in the same medium as where the userwill find and or buy your product – online!• E - Marketing has a number of other benefits including:– Branding – An organisation’s products, services, offers andlogos can be displayed visually and sometimes withstreaming video and audio, on the Internet.– Direct Response – eMarketing is very fast; users can respondto marketing instantly. This allows business to receive moreimmediate results from promotional and advertising effortsvia the Internet.Rtist @ Tourism
  • 4. – Targeting - Technologies – such as personalisation and geo-codingwhere users are visiting from - can help marketers target very nicheaudiences, quite often speaking to a very hard to reach group. Thisallows businesses to tailor different promotional and advertisingmessages and offers to each group.– Tracking – The strongest element of e - Marketing is that everythingis track-able and results can be seen almost instantly. This means ifsomething is not working, you can stop it. If it is working, you can domore of it!– Return on Investment – Because tracking e - Marketing is so strong,you can ensure that you can always stay on top of your return oninvestment. Being able to determine how many people clicked on abanner advertisement or email link allows business owners tocalculate their return on investment quite easily and provideaccountability often not associated with other forms of marketing.– Inexpensive – eMarketing, particularly email and buying keywordson Internet search engines can be very inexpensive. Email costs areusually incorporated into the connection fee to an Internet ServiceProvider by including unlimited emails as part of the service whereaspurchasing keywords on a search engine such as Google or Yahoocan cost as little as 1 cent per word per clickRtist @ Tourism
  • 5. Types of e - Marketing used:• Online marketing can be broadly categorised as any or all of theelements below. Each method is purpose specific and has its particularstrengths and weaknesses. Before you invest in any eMarketing, makesure you are using the appropriate element that will deliver the outcomeyou need.– Banner Advertisements• A graphical file (usually 468 x 60 pixels) that can be hypertextlinked for potential customers to ‘click’ directly to an advertiserswebsite.• Banner advertising is mostly used for driving awareness of yourproduct or offer with your target market.• It can also drive response if you have a call to action such as –”Like the house you saw on the weekend? Click here now to seeif you can afford it!” Banners advertisements are a popular formof advertising and come in different shapes and sizes as you cansee on large portal websites such as www.ninemsn.com.au orwww.theage.com.auRtist @ Tourism
  • 6. – Sponsorship• Closely associates content with the advertiser and issuitable for corporate branding and creating awareness.• When you sponsor a web site online, your brand takes onthe attributes of that site. For example, if a bank sponsorsa real estate site, then one could say that the user hascome to that site to find a house, and they could then goto the bank’s site to seek finance.• Examples of sponsorships can be best seen on websitessuch as www.afl.com.au and www.ninemsn.com.auRtist @ Tourism
  • 7. – Classifieds Listings• Like newspaper classifieds, online classifieds are apowerful way to place your business in front of people whoare ready to buy.• The strength of online classifieds over offline classifieds isthat users can search for exactly what they want veryquickly through clever indexing technology(product, price, location, etc)., Also, because of thetechnology advantage, online classifieds extend not just totraditional classifieds but also online auctions which offer awhole new way of selling products and services.• Examples of online classifieds includewww.tradingpost.com.au and www.yellowpages.com.auExamples of online auctions include www.ebay.com.auRtist @ Tourism
  • 8. – Email Marketing• Email marketing can be done in two ways. The first is to placeadvertising or a message in someone else’s email newsletter.• For example, when you receive a newsletter from The Ageonline, it will contain advertiser messages and usually a smalldisplay banner advertisement.• This is a great way to neatly target your audience. All you haveto do is find a newsletter that is sent to a target market similarto yours and you can market to that group very effectively!• The second form of email marketing is by actually publishing anemail marketing communication or newsletter yourself to yourcustomers.• This is a great way to keep top of mind with your customers.When undertaking this type of e - Marketing, be careful not tojust push products and specials.• It is also good to provide information about your products soyour customers can make a more informed decision about theirpurchases.Rtist @ Tourism
  • 9. Partnership or affiliate marketing• Advertisers selling goods online can develop networksof ‘affiliates’ that put up banner advertisements orother links on their own websites in return for aproportion of the business generated.• This is a great way to limit the risk of advertising byonly paying for successful sales.• Examples of affiliate marketing are available at:www.commissionmonster.com.au, www.amazon.com ,www.chaosmusic.com/affiliatesRtist @ Tourism
  • 10. Search Engine Marketing• Apart from email, more people search the Internet using searchengines such as Google and Yahoo more than any other application.• Most people who don’t know where to find what they are looking foron the World Wide Web start at a search engine.• Therefore, if your business is not known by everyone, and even if youare, a great way to get noticed is to get your website listed on a searchengine.• It is important to make sure your site is registered with all the majorsearch engines.• Some of these are free, others cost money. If you have a little moremoney you can actually buy keywords.• For example, if you are a plumber and you buy the word “plumbing”,your website will be returned to the results page following someonetyping in the word ‘plumbing’ into the Search engine.• Popular Search engines include: www.google.com.au,www.yahoo.com.au, www.sensis.com.au and search.ninemsn.com.auRtist @ Tourism
  • 11. E – Marketing cost?• E - Marketing can cost very little or can cost a lot,depending on the impact you want to make.– Online Advertising• Many websites accept paid advertising, on any of a flat, ‘perimpression’ (view) or ‘per click’ basis. Advertisements can beplain text, banners, buttons or ‘pop-ups’.– Cost per Thousand (CPM)• Cost per Thousand (Roman M) impressions (views) is the pricepaid by advertisers to a website to display a banneradvertisement one thousand times.• The average CPM is approximately $15 to $35.Rtist @ Tourism
  • 12. – Cost per Click (CPC)• The price paid by advertisers to acquire a singlecustomer and occurs when a user clicks on anadvertisement and is transferred to the organisation’swebsite.• The average CPC is approximately $1 to $3.– Cost per lead or sale• New technology allows a click on an advertisement to betraced back to the originating website.• Instead of earnings based on the impression or click,advertising hosts are paid if that referral results in anappointment or sale.Rtist @ Tourism
  • 13. – Sponsorship• Flat fee – approximately $100 to $10,000 per month, depending on thetype and popularity of website or email.– Email Marketing• Costs for permission email marketing vary depending on the emailformat and size, the quantity of recipients, the level of reporting andadditional services required. From $10 to $100 per month set-up fee orcost per month fee Set up fees: approximately $250 to $500– Price per email• From approximately $0.04 to $0.25 for a list of up to 1,000 subscribersPrice per email: Approximately $0.01 to $0.15 for a list of up to 40,000subscribers Email software programs can be downloaded from theInternet from approximately $100.– Search Engine Marketing• Search engines charge for keyword advertising and employ a range oftechniques to ensure your website is found ahead of your competitors’.Prices vary depending on the traffic to a website, agencies commissionsand positioning of the advertisements. Please note that some websitesrequire a minimum monthly spend. From $0.01 cent per word upwards$60 per hour or a flat fee for bulk listings to search engines for $200Rtist @ Tourism
  • 14. Questions about e - Marketing?– What should I do first?• The first thing to do is invest in a search engine marketing program. Thisinvolves making sure that your website can be found on search enginesin two ways.• Firstly, you need to be found when a user searches under your businessname. Secondly, and more importantly, you need to be found whenpeople are searching specifically under your products and services.• For example, if you sell pets, you should make sure you come up onsearch results under such things as “goldfish”, “kittens” and “puppies”.– Should I email my customers regularly?• Yes! Your existing customers will continue to be your best source ofrevenue.• By talking to them monthly on email, you can inform them of specialsyou have available but also add value with deeper information aboutyour products.• By emailing your customers regularly, you keep your product or servicetop of mind with your customers and ensure they continue to shop withyou, rather than go to your competitors.Rtist @ Tourism
  • 15. – What about Spam, will I be Spamming my customers if Iemail them?• In Australia, email is not Spam if the recipient of the email hasconsented to receiving the email from you.• Email consent is the pillar of the Spam laws in Australia.• To read more about ensuring you don’t breach the Spam Act2003, visit the Australian Communications Authority website atwww.spam.aca.gov.au.– What are some other e - Marketing tips?• E - Marketing is the most measurable form of marketingavailable.• With any form of online advertising and promotion, you will beable to see if it has worked or not.• Make sure you stay on top of all the data that tells you howyour e - Marketing is performing.• This way you can see what has worked and what has not.Rtist @ Tourism
  • 16. Thank You…!!!©Ramakrishna Kongallae-mail: artist.ramakrishna@gmail.comRtist @ Tourism

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