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E Marketing

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  • What is eMarketing Very simply put, eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing , Internet marketing and online marketing , are frequently interchanged, and can often be considered synonymous. So whenever you search a keyword through Google, click on a banner-ad on a webpage or surf Orkut, you are being subjected to what is called as eMarketing. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. Among the things which make eMarketing a must for every marketer today are Reach The nature of the internet means businesses now have a truly global reach. While traditional media costs limit this kind of reach to huge multinationals, eMarketing opens up new avenues for smaller businesses, on a much smaller budget, to access potential consumers from all over the world. ROI The eMarketing provides a very cheap means for spreading awareness about their product to marketers. For example, a marketer enrolled in a google adwords program has to pay as less as 5 cents per user-click. This puts all marketers, small and big on an equal footing. Interactivity Whereas traditional marketing is largely about getting a brand’s message out there, eMarketing facilitates conversations between companies and consumers. With a two way communication channel, companies have a way of knowing the needs and complaints of the consumer almost realtime. Immediate Results Internet marketing is able to, in ways never before imagined, provide an immediate impact. Imagine you’re reading your favourite magazine. You see a double-page advert for some new product or service, maybe BMW’s latest luxury sedan or Apple’s latest iPod offering. With this kind of traditional media, it’s not that easy for you, the consumer, to take the step from hearing about a product to actual acquisition. With eMarketing, it’s easy to make that step as simple as possible, meaning that within a few short clicks you could have booked a test drive or ordered the iPod. And all of this can happen regardless of normal office hours. Effectively, Internet marketing makes business hours 24 hours per day, 7 days per week for every week of the year. Evolution of eMarketing So far as ways in which eMarketing is carried out today, we have come a long way from product brochures mailed to millions of internet users to targeted marketing where an ad is shown to a consumer only if he it is relevant to the consumer. In the earlier days, the thrust of the marketers was on putting across the message to as many people as possible so that people know about their product. For example, a company that is in the business of selling soft toys, would have mailed the toy brochure to all the possible internet users or at best to all the possible people in the age group of 5-15… But now, we are moving from push marketing to pull marketing. As we will have a detailed look at different eMarketing techniques we will know that companies are targeting only the relevant consumers and that too only the ones who are interested in buying the product
  • Corporate Websites which provide information about the products and services offered by a company and provides means to buy them online Search Engine Optimization where a marketer tries to find a place in the organic search results of search engines Pay Per Click where marketer only pays when a user clicks onto his ad Social Media Optimization Pop-Ups and Pop-Unders which are the banner ads displayed in a website Directory Listings is a listing of businesses where the people in search goods and services search for companies providing them. They are like online Yellow Pages Affiliate Marketing Using Wikipedia Blogs, Podcasts
  • Search targeted refers to search engine results pages (SERPs), where a user has searched for a specific keyword e.g. "car" and is delivered a page listing relevant PPC adverts that sit alongside the Organic Search results. While efforts to improve organic search position can take a few weeks to months time to start paying off, PPC set up properly can start giving benefits almost instantaneously Content targeting refers to PPC adverts being displayed on content pages e.g. "car for sale" adverts being displayed on a website that contains content about cars Search Engines consider several factors in the ranking of adverts. Google, for example uses a "Quality Score" which considers the click-through rate (CTR) of your advert as well as the relevance of your ad text to both the keywords and your website's landing page. The bidding price for the keyword is also highly variable. General keywords like “MBA Entrance Coaching" are more expensive and will generate more impressions than a specific keyword phrase like “MBA Entrance Classroom Coaching in Mumbai". As more and more companies adopt PPC marketing, keyword bidding prices are increasing and advert positioning is becoming more competitive. Therefore it is important to focus your budget on attracting the right type of people to your site by outlining a clear PPC strategy.
  • It's called Pay Per Click because you only pay when someone clicks on your advert. Chances are that if those people are clicking on your advert, they are interested in what you are advertising. Therefore you don't waste advertising budget marketing to people that aren't interested in your product as you so often do in other advertising mediums. PPC marketing can be tracked accurately and with very little lag time. You can measure which keywords are the most cost effective and which keywords bring in the most conversions. You can also track exactly how much money each keyword brought in and accurately work out your ROI. Using these statistics you can focus your strategy and optimise your campaign to bring in the highest ROI possible. Apart from these, the PPC service provider gives other important statistics which help you optimize your keyword strategy. This includes conversion ration which tells how may times did the ad appear and out of all its appearances, how many times was it clicked It also lets the marketer know about where the clicks are coming from which will let him know the geographic location of the potential customers. The only downside to PPC is that it can be misused by the competitors by creating scripts which will programmatically click on ads. This means that marketers have to spend more money because of extra clicks. It also means that the statistics out of a PPC campaign are distorted for a marketer to gain any insight from it.
  • Transcript

    • 1. MARKETING Jigar Jani (09) Prolin Nandu (20) Gowri Nayak (21) Prasad Shahane (30)
    • 2. Introduction - eMarketing
      • What is eMarketing ?
        • Definition
        • Characteristics
      • Evolution of eMarketing
        • From Push Marketing to Pull Marketing
    • 3. Types of eMarketing
      • Corporate Websites
      • Search Engine Optimization
      • Pay Per Click
      • Social Media Optimization
      • Pop-Ups and Pop-Unders
      • Affiliate Marketing
      • Directory Listings
      • Using Wikipedia
      • Blogs, Podcasts
    • 4. Pay Per Click
      • Definition:
      • Internet advertising model used on search engines, advertising networks, and content websites where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website.
      • Advertisers only pay when a user clicks on an advertisement
      • Relevant Keyword Phrases Bidding
    • 5. PPC as Marketing Strategy
      • Extremely Cost Efficient
      • Targeting the Right Consumers
      • Extremely useful Analytics data
        • Time Spent on consideration
        • Conversion Ratio
        • Geographic Distribution
      • Can lead to victimization by competitors
    • 6. PPC – An Example
      • Career Launcher Bids highest for Keyword phrases NMAT, CAT, XAT, etc
      • Finds place alongside the Organic Search Results
    • 7. PPC – An Example
    • 8. Search Engine Optimisation
      • Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
      • Different Types of Search Engines:
      • Image search engines
      • Local search engines
      • Industry-specific vertical search engines.
    • 9. Search Engine Operations
      • Crawling the Web
      • Indexing Documents
      • Processing Queries
      • Ranking Results
    • 10. SEO as Marketing Strategy
      • SEO considers how search engines work and what people search for.
      • SEO involves optimizing a website by
        • Editing the website contents
        • Changing code to increase relevance to certain keywords.
        • Remove barriers to indexing activities.
        • Altering site structure to optimize the search engine indexing.
    • 11. SEO-Constraints and Implementation
      • Constraints
      • Search engines are not paid for organic search traffic
      • Search Algorithms change over time
      • Lack of guarantees and certainty
      • Major Companies using SEO
      • HDFC, ICICI, Coca Cola, HSBC, Sony India
    • 12. SEO –Example of Keyword Optimization
    • 13. SEO –Example of Keyword Optimization
    • 14. Social Media Optimization
      • Generating publicity through social media, online communities and community websites.
      • Methods of Social Media Optimization:
        • RSS Feeds
        • Blogging
        • Incorporating third party communication
    • 15. ‘ MTV Roadies’ goes online.. on Orkut
    • 16. Don’t chase them…. Make them chase you!!! A unique approach to keep the buzz around its hugely popular show Roadies alive until it returns for its next season.
    • 17. Affiliate Marketing Affiliate marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts.
    • 18. Amazon Associates Program
    • 19. Make sure your Wikipedia entry is factual & updated!!
        • Sixth busiest internet property
        • 150 million monthly visitors
        • Provides information, additional tools like References.
        • Anyone is allowed to edit the content.
        • Leeway to consider adding info and links to missing or incomplete listings.
    • 20. Search for ‘Private Equity’ in Wikipedia
    • 21. Linkages to related businesses, subsidiaries, blogs etc
    • 22. Video Marketing Video marketing is a kind of marketing strategy where businesses or companies use videos that are uploaded in the internet to cater to a target specific audience with the end goal of promoting and advertising the company, the product or service and the convert these promotion or awareness to sales of the product or service.
        • Web Companies: Aids in short and effective communication
        • Engages the interest right there and then.
        • Offers a fast , highly visual way to discover the ‘message’
      • If your video needs to market something, let it fly!
        • , Broadcast yourself
        • Blogs
    • 23. Top 5 Brands on YouTube 1. Nike:  'Ronaldinho : Touch of Gold’ - 22 million views. 2. Pepsi - ‘We Will Rock You’ - 14 million views 3. McDonalds - ‘Fast Food Freestyle’ 4. Coca-Cola - ‘Diet Coke and Mentos Human Experiment’ 5. Dove  ‘ Evolution’
    • 24. Online vs Traditional Advertising
      • Cost
      • Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience.
      • The cost is saved in terms of printing, storage and updating.
      Source - H&A Associates
    • 25. Online vs Traditional Advertising Time to reach the Audience Reach Companies can reach a worldwide audience for a small fraction of traditional advertising budgets and customer can get the product 365x24x7.
    • 26. Online vs Traditional Advertising
      • Appeal to specific interests
      • Internet marketing and geo marketing places an emphasis on marketing that appeals to a specific behavior or interest, rather than reaching out to a broadly-defined demographic.
      • Geo targeting
      • Geo targeting (in internet marketing and geo marketing is the method of determining the geo-location (the physical location) of a website visitor with geo-location software and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, Internet Protocol (IP) address, ISP or other criteria.
      • Display of full information
      • In the traditional world of print and audiovisual, there is a limit to how much information can be passed on to a customer .
      • If a company is having a diverse product line, a website can be a more proper medium of conveying the information to the reader.
    • 27. Online vs Traditional Advertising
      • Response Ratio
      • Statistic collection & Accountability
        • Internet marketers also have the advantage of measuring statistics easily and inexpensively. Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested.
        • Because exposure, response, and overall efficiency of Internet media are easier to track than traditional off-line media—through the use of web analytics for instance—Internet marketing can offer a greater sense of accountability for advertisers.
    • 28. Largest Online Spenders
        • According to PricewaterhouseCoopers and Interactive advertising Bureau Internet advertising revenue in the U.S. for the first half of 2008 totaled $11.5 billion, up 15.2% from the same period last year.
        • The IAB and PwC said that Q4 2007 Internet advertising revenues reached $5.9 billion, the highest ever for a single quarter and 24% higher than the same period in 2006. 
        • As in prior years, consumer advertisers were the largest category of Internet advertising spending, at 55% of 2007 full-year revenues, up from 52% from the full year 2006.
        • Search continued to dominate online spending, accounting for 44% of money spent advertising online, up from 41% the previous year. Spending on classified advertising, at $1.6 billion, fell to just 14% of the pie.
      Source – Nielson Online , AdRelevance
    • 29. Future of E-Marketing
        • eMarketer predicts that despite continued strength relative to most other media, Internet ad spending growth will drop to about 16% in 2009.
        • This slowdown reflects a combination of the maturing online ad market and overall economic weakness.
        • There will be a bounce back in 2010 due to a recovering economy and a much larger influx of branding-oriented ad dollars flowing online, eMarketer notes.
        • One major source of those escalating spends will be video ads, which are relatively expensive and greatly desired. 
        • Cost of video ads to be affected in the future do to increase in rise in the cost of bandwidth.
      Source :- “2007 Internet Advertising Revenue Report” IAB/PwC data.
    • 30. Future of E-Marketing
      • AD 2.0
      • Web 2.0 is described as using technologies such as RSS to expand site reach and Ad 2.0 is similar, only it uses more intelligence-oriented marketing to display advertising to online traffic that looks at content related to the ad topic and could include newer formats such as overlays in combination with contextual rollover displays. 
      • Basically, Ad 2.0 takes advantage of what people look up online and goes deeper in compiling information on where you go online - your habits. Some boutique online ad agencies like Chitika.com are exploring Ad 2.0 formats and are experiencing some degree of success with its deployment.
      • Chitika.com uses behavioral targeting technology.
    • 31. Thank You