Epgp term vi bm individual assignment_ rajendra inani #27

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Epgp term vi bm individual assignment_ rajendra inani #27

  1. 1. Brand Management Brand Management in Internet Era EPGP 2009-10 - Term VI- Individual Submission 15-June-2010 Instructor: Prof. Ashish Sadh Submitted by: Rajendra Inani - #27
  2. 2. Table of Contents 1 Introduction ................................................................................................................................3 2 Internet Branding.........................................................................................................................3 2.1 What is Internet Branding?..........................................................................................................3 2.2 Importance of Internet Branding.................................................................................................3 2.3 Benefits of developing an Internet Branding program.................................................................4 2.4 What kinds of businesses would benefit?....................................................................................4 2.5 How are Internet Branding messages consumed?.......................................................................4 3 Brand Management in the Internet Universe..............................................................................5 4 Building a Brand on the Web – Unilever Experience....................................................................7 5 Online Marketing Services...........................................................................................................8 5.1 Search Engine Optimization (SEO)...............................................................................................8 5.1.1 The Benefits of SEO...............................................................................................................8 5.1.2 The SEO Program Package....................................................................................................8 5.1.3 Reports..................................................................................................................................8 5.2 Pay Per Click Marketing (PPC)......................................................................................................9 5.2.1 Promoting Product and Services online ...............................................................................9 5.2.2 Maximize Online Revenue....................................................................................................9 5.2.3 PPC offerings - Sample........................................................................................................10 5.3 Social Media Optimization Services...........................................................................................11 5.3.1 The SMO Service Package ..................................................................................................11 6 References ................................................................................................................................12 BM – Individual Assignment Page |2
  3. 3. 1 Introduction The emerging digital media era sets the stage for a focus on "strategy" for both the traditional media incumbents and the new media entrants. For example, for an existing media firm to expand its business into other areas of services, it needs to first assess whether its current brand has acquired the value to fortify and benefit the new business line. A strong media brand may not only fight off attacks from the new entrants but also present opportunities for market expansions. By the same token, the growing popularity of the Internet, with its potential for interactivity and personalization, means that the traditional one-way mass media incumbents would have to employ innovative business strategies to stay competitive. Therefore, the trends toward brand management and using the Internet as a marketing communication channel are likely to continue as we migrate to the world of digital media. 2 Internet Branding 2.1 What is Internet Branding? Internet Branding is the process of using audio and video content to position yourself as an expert in your field so that qualified prospects will seek you out and be ready and willing to pay the price you want to charge with little or no resistance. Internet Branding can take several forms: • Web page audio and video messages • Short videos posted to the various video sharing portals • MP3 audio "podcasts" • Tele-seminars and Webinars • Online seminars, workshops and clinics • CD, MP3, Flash and DVD "how-to" programs • Internet radio programs • Professional interviews 2.2 Importance of Internet Branding Internet branding is important because in today’s digital world, it’s the consumers and business buyers that have the power, not the advertisers. Internet branding allows prospects to see and hear what you have to say in the comfort and privacy of their own environments. Internet branding positions you as an expert who can solve the problems of your target market. When properly done, Internet branding pre-conditions and pre-sells qualified buyers of your product or service so that when they contact you, they will already believe you are the obvious choice to solve the problems they have. They will be more inclined to accept your price and terms with less justification and negotiation. Imagine, now, how much more fun and financially rewarding one’s life would be when his/her business is recognized as the brand leader in their field. Internet branding can help one dominate his/ her market. BM – Individual Assignment Page |3
  4. 4. 2.3 Benefits of developing an Internet Branding program • Internet branding is fast and easy to accomplish – It’s possible to create and produce an Internet branding message in a little as one business day. • Internet branding conveys your personality and passion – Unlike static advertising, Internet branding messages can be a one-to-one communication – like one friend to another. • Internet branding messages are easy and inexpensive to distribute. Once a message is produced, distribution can begin immediately using our proprietary audio and video submission process. It’s possible to see results in just a few hours to a few days. • Internet branding is a preferred method of learning – Many busy people will not take the time to read printed materials but they will watch short videos or listen to podcasts on their MP3 players or CDs. The easier you make it for people to consume your messages, the more likely they will be to buy from you. • Internet branding messages can be packaged, bundled and sold – Internet branding messages can be recycled, reformatted and re-purposed. They can be presented as a series, or combined to make an information product that can generate ongoing passive income. • Internet branding messages can be updated easily – Today’s digital editing software allows for changing or adding to content with ease. • Internet branding creates cutting-edge perception of you – Since Internet branding is still in its early stages, you messages will position you as an innovative industry leader and cause qualified people to take a look at what you offer first. Internet branding separates you from the crowd in a way that nothing else can. 2.4 What kinds of businesses would benefit? Internet branding is for people who are ready to take immediate and consistent action to correct that. It’s for businesses that want to dominate their industries. Internet branding provides focused information about your abilities to deliver cost-effective solutions to the problems your target market has. Internet branding builds your reputation and image faster, easier and cheaper than any other form of promotion. What's more, Internet branding conveys your excitement and enthusiasm for what you do so that prospects will get a feel for your personality, business philosophy and ethics. In other words, Internet branding separates you from the competition. Picture in your mind how nice it would be if your competitors weren't even on your prospects' radar screens. Internet branding helps you get more high-paying customers, clients or patients. 2.5 How are Internet Branding messages consumed? Internet branding outlets are everywhere. The foundation of such promotion program is the submission of short-form videos to the various video sharing portals, like YouTube, Yahoo Video and MySpace. Right now there are more than thirty of these video sharing portals and such program would submit your videos to all these sites over several days. These video submissions are specially encoded with the money keywords your target market is using to search for what you offer. It’s not uncommon for videos to start showing up on money keyword searches almost immediately. And it’s also very possible to get three or more links to your video on the first page of Google in a week or less. They key is to get the maximum exposure of your branding messages quickly and consistently. The more people that see your messages, the more buzz will develop and the more business you will do. BM – Individual Assignment Page |4
  5. 5. 3 Brand Management in the Internet Universe Today at marketplace, we discuss content (or rather brand) management in the internet age, including an exploration of how the internet era has developed (at pace) and the opportunities and challenges faced in making the most of this amazing resource. It is quite extraordinary to think that search engine technology on the web has been around for little more than a dozen years. Google, following in the footsteps of the likes of Lycos and Alta Vista was launched in 1998. Prior to search engines there had been directories – notably Yahoo! And DMOZ – but it was really the advent of the full functioning search engine that proved the key application to the growth of the World Wide Web, to everyday folk, outside of its previous home on private networks (AOL, Compuserve) or in educational institutions. Breathtaking! Just twelve years AG (After Google). They used to say a web year was the equivalent of a quarter year real time – that would place the googled web universe at a comparison of 50 ‘regular industry years’ in its maturity. Naturally, the hand-in-hand expansion of bandwidth to a global level of broadband availability has provided an explosion in scope of the capabilities of the internet. From the promise of video on demand to the chance to conduct business ‘Martini style’ - anytime, anyplace, anywhere. From the world’s greatest reference library and encyclopedia to the promise of the most extraordinary interactive social networking platform: From the humble beginnings of a ‘private club’ to the expanding promise of an inclusive global community. To everyday domestic users and to businesses for that matter, it is one thing to have access to such an extraordinary platform but if adding content were challenging then there would have been little to find in the web either. It is with something of a double take that one realizes the mask and cloak of the ‘black art’ of website development was only removed within the last decade. Only a select few have been literate, able and competent in HyperText Markup Language (HTML). Pages of HTML code read like some baffling foreign language that could never be mastered. However, content appearing on the web was, from the beginning, written using this apparently obscure technology. This fact may have again propagated the concept of the net as ‘private club for technocrats’ and seen the web left in the hands of a few enthusiasts rather than available and accessible to all. Two crucial early breakthroughs came from Vermeer Technologies and Pyra Labs. Vermeer were acquired by Microsoft in the late 1990s and repackaged as Microsoft Front Page. Pyra labs launched Blogger (www.blogspot.com) and were taken over by Google during a similar time period. Both website development and the simpler attractive subset of blogging became relatively easy – people could write, draw, insert whatever data object (image, audio, video) in English and the tools would translate all the content into world wide web computerspeak - into HTML. For the more advanced, the mid 1990s also saw the launch of Java (a project initiated by James Gosling at Sun Microsystems) as a C++ style programming language that would allow dynamic applications to be written once and run anywhere – an open, secure, internet application programming language. In an environment that moves at breathtaking speed, the platforms of HTML (more advanced versions of) and Java still form the basis of content and applications across the web today. When fine-dining-guide was being considered in late 2003, a website was by far the most common vehicle for providing and sharing content. There were forums; where those with common interests gathered to share posts on topics of conversation. There were blogs; where people wrote interactive diaries and perhaps posted some photographs (however these were nowhere near the endemic levels we have witnessed over the past few years.) There was little else. BM – Individual Assignment Page |5
  6. 6. The internet world has however, moved on significantly to a state where such a level of enquiry is little more than adequate. PR, marketing and brand management has become substantially more complex. Consider for instance the website of a brand – say a person, a restaurant, a company or even fine-dining-guide – as merely the ‘information hub.’ There exists a multitude of spokes to that hub on the internet wheel of 2010: Twitter, Facebook, Flickr, YouTube, Wordpress and iTunes podcasts are “spokes” that are redefining the web universe and setting new challenges for search engines as well as marketers. Each spoke is likely to contain unique information about the brand to attract the new or existing customer. While a set of consumers will seek out a restaurant website directly, a subset or new set (within differing demographic or social groupings) will be attracted to any one or more of the spokes. This is why we see brands of all colors and flavors posting unique content to these new outposts on the internet, taking restaurants as an example: chef’s news to twitter, video cooking masterclass to YouTube, special restaurant offers to Facebook , cellar tasting notes to a Wordpress blog. The website of the chef’s restaurant may merely act as an information hub – or core advert – saying follow me on twitter, be a fan (or now like) on Facebook, visit flickr, see video on YouTube or comment on a Wordpress blog or download a podcast from iTunes. From a consumer’s perspective, searching becomes far more challenging, likewise the vendor must consider how to make the task of access to information as simple as possible. At some point in the future, a consumer searched on a brand then the returned results would encapsulate all the content in the web universe – the hub and spokes – in a single neat and attractive listing. So for example, you type into Google “fine dining guide” and returned is the hub (website) as the number one result, with the description “A site aimed at like minded enthusiasts, focusing on the top end of the restaurant business” and underneath the little pictures of iTunes, Facebook, Twitter, YouTube, Flickr, Wordpress and so on. Clicking on one or any of the pictures would take you directly to the corresponding content page on the internet that represented the brand, fine dining guide. Indeed, the logo of fine-dining-guide would appear as a ‘common theme’ of the brand together with the common strap line and common description. This last point is fundamental as to how content makers can make life easier for next generation search engine – get meta data consistent! Having consistent titles, descriptions, logos and strap lines whenever and wherever content is posted. This will enable the search engines to make simple correlations across different internet spaces and amalgamate into a single search content listing. So for those coming anew to the internet space for brand development, consider first your information hub – or core advert – then expand into the spokes of the internet universe in a methodical and consistent manner. This will surely serve you best in both the present and the future and save you significant time and effort in replacing content descriptions at some point in the future to adhere to a consistent internet marketing strategy. One should also be aware that, for example, a byproduct of the twitter phenomenon is that the internet era is increasingly ‘immediate savvy’ – content must be new, unique and fresh – a headline is no longer enough, make content appealing, interesting and exciting or page views are at a risk of dwindling before they have begun. This level of granularity is however, not as interesting as the general breathtaking speed of the internet universe development; of new social networking platforms building at pace before our eyes; of reach and touch of communications ascending proportions never before even dreamt. BM – Individual Assignment Page |6
  7. 7. 4 Building a Brand on the Web – Unilever Experience How does one build a brand on the Web? On the Web, users aren’t as easy to impress. Marketers are interlopers on MySpace, Facebook and YouTube, the social media sites where people go in the millions day and night to share video, to network, to exchange reviews and to express themselves. In social media, marketers are more likely to be met with counterargument, parody, invective, and reproach than the numbed acquiescence they are accustomed to receiving from prime-time TV audiences. It’s vastly more difficult than it ever was in the age of mass media. Television loved brands. But some brands are cracking the code of social media and discovering how to thrive in the disenchanted environment of Web 2.0. Consider Unilever’s Dove, which has added $1.2 billion to its brand value over the past three years, according to Landor Associates, and won the double Grand Prix at Cannes in 2007. The principle made plain by Dove’s success is that in social networks brands must seek to provoke conversation not to dominate it. The locus of control in the marketplace shifts from marketer to consumer, and success is built on a model of co-created meaning. In Web 2.0, marketers accept that it is enough to rouse, to stimulate, and to stir. Dove's strategy was to move away from functional claims and to present itself as a brand with a point of view. It advocated that the beauty industry was contributing to the destruction of self-esteem in girls and young women by propagating unrealistic standards. With its Self-Esteem Fund and The Campaign for Real Beauty, Dove placed itself at odds with its competitors. Consumers loved the conflict. They lit up the digital media, generating millions of pass-along clips for YouTube, clips like Evolution and Hates Her Freckles. They went further: some generated parody clips and some gave voice to frank skepticism about Unilever’s motives. A marketing commentator called Dove a brand out of control, and a columnist for the online magazine Slate, wrote, “Talk about real beauty all you want—once you're the brand for fat girls, you're toast.” But Slate was writing for a time gone by, and in the world of social media it seemed that ceding control over message to your consumers was well rewarded. Early in the Internet era, it looked as if successful online marketing would follow the model of direct marketing. Data profiling and digital media would allow for deeper targeting and more intrusion into consumers’ lives than broadcast marketing. At last, it seemed, marketing would become a branch of social engineering with the marketer firmly in control. Ten years later that view looks to have been quite wrong. What we did not anticipate was that the technology that enabled intrusion would also enable defense against intrusion. From Tivo to Caller ID to social media, consumers have found ways to keep the invaders at bay. Marketers no longer rule the market. They are invited guests. If they are provocative, pertinent and entertaining they get to stay. If they are overbearing there are ways to shut them out. BM – Individual Assignment Page |7
  8. 8. 5 Online Marketing Services 5.1 Search Engine Optimization (SEO) SEO is a set of technical processes that push your web pages into the top rank positions of Google and the other major engines. Simply put, it is the essential, critical process that helps you “get found,” and compete successfully on the Net. 5.1.1 The Benefits of SEO Professional SEO meets many objectives, it includes • Focuses your site on the best keywords for your business • Creates the right design and the right names, code and language for your site • Establishes the right navigation, site structure, and usability features for your site • Gets links to your site from hundreds of other sites • Gets your site placed in search engines, directories, and social media 5.1.2 The SEO Program Package Software providers offer a comprehensive SEO program that is unique in both power and professionalism. A standard SEO service includes all of the following: • Initial website analysis • Competitors analysis report • Keyword analysis • Link popularity analysis • Website conversion analysis • Site usability improvement analysis • On-page optimization of all relevant pages • Keyword density validation • Title and meta tag optimization • Robot.txt optimization • Sitemap creation 5.1.3 Reports Site Analysis - How does my site look to the search engines? Problems and fixes. Keyword Analysis - What is the traffic potential of my 5 top keywords? How competitive are they? Competitor Analysis - What are my three main competitors spending in sponsored link advertising? • Google sitemap creation • Page content optimization • Image ALT text optimization • Search engine submissions • Directory submissions BM – Individual Assignment Page |8
  9. 9. • Ongoing link development • Article posting • Press releases • Blog campaigns • Original content writing • Pre SEO index report • Internal pages SEO report • Online testing reports • Ongoing comprehensive SEO reports 5.2 Pay Per Click Marketing (PPC) 5.2.1 Promoting Product and Services online PPC is a quick and highly effective way of promoting products and services online - Pay Per Click (PPC) is the name given to the online search marketing pricing structure, where advertiser pays the publishing site/engine each time a prospect clicks on his ad. The cost of the campaign is based on the number of times a prospect clicked on your website. Since the advertiser pays for each click that takes the visitor to his site, PPC is also called CPC or Cost Per Click. Many software firms provide comprehensive pay per click Management services that helps in: • Getting highly targeted traffic • Flexible spending • Converting your leads into sales • Branding 5.2.2 Maximize Online Revenue Maximize Online Revenue with PPC Services - PPC Management services help clients achieve top sponsored rankings with a set of specific and genuine keywords based on search ability. It ensures that one maximizes the return on his sponsored listings. To achieve maximum success, it constantly monitors both the effectiveness of one’s campaign and the ranking that one is achieving. PPC Advertising Services Include: - Keyword Research and Analysis • PPC Content Writing • Landing Page Evaluation and Analysis of Traffic • PPC Bid Management & Campaign Setup • Tracking ROI Thus, PPC can be regarded as a simple and effective way of online marketing which facilitates you to reach out to targeted market quickly and generate more business leads and increase sale of your product and services very easily. BM – Individual Assignment Page |9
  10. 10. 5.2.3 PPC offerings - Sample PPC Marketing Service Advanced Monthly Management Fee ( One Website & One PPC platform) - Starting $690 or 15% of Spend whichever is Higher. Minimum Project Duration NA One Time Set Up Fee $749 Free Advertising Up to $100(depending upon availability) Services Included Business Objective Understanding & Consultation Keywords Management Keyword Research & Bid Management Negative Keyword Filtering Different Keyword Match Typing & Optimization Competitor Research & Competitor Benchmarking (3 competitors of client's choice) Ad Copy Management Initial Ad Copy Research & Ad Copy Setup Split A/B Testing 1 pack of Banner Ads Creation & Implementation (10 Banner Ads per pack) Conversion Tracking Set Up & Implementation Conversion Tracking Setup Integration of Conversion Tracking Scripts on Website (one time) Landing Page Management Landing Page Analysis & Consultation Static HTML Landing Page Design & HTML Development with Form Completing the RFI (Request for Information) form will send an email to "Your Inbox" and lead the prospect to a "Thank You" page. - Up to 2 Landing Pages* Static HTML Landing Page (as above) plus landing page content – Up to 2 Landing Pages* *Integrating Landing Pages with a database will be assessed and setup as a separate project and will be charged for separately. Google Analytics Setup & Management Google Analytics Profile Setup Goals Setup Advanced Filters Setup Funnels Setup & Tracking Integration of Google Analytics Script on the Website (20 pages max.) * *Subject to Integration taking max of 6 Hours of a Developer's Time Reports Configuration & Management Conversion Reporting Weekly Custom Weekly Reporting & Consultation PPC Platforms Platforms Covered- Ad Words, Yahoo Search Marketing, MSN Ad Center, Any 1 Platform Facebook etc Additional PPC Platforms for the same Website for which the initial PPC Platform was set up. Set up Fee of $450 + Monthly Campaign Management Fee of $450 or 12% of Spend, whichever is higher. Phone Support BM – Individual Assignment P a g e | 10
  11. 11. 5.3 Social Media Optimization Services SMO is an action concept that generates both immediate publicity and higher search engine rankings. Its promise is unique. It works through social portals, online meeting places, and community websites. Its methods include RSS feeds, blogs, news forums- and using the buzz power of Flickr, YouTube, Digg, MySpace, and the sites that have “turned up the volume” on the Net. These sites are the hubs that pull millions of hits by the hour and that energize the search engines. Like standard search engine marketing, SMO drives higher search engine rankings - a primary benefit. Social media listings pump search rankings more rapidly than standard links because they are current and dynamic, and the pages acquire substantial traffic. These factors move Google and the other engines to respond with vigor. But the huge upside is that SMO drives traffic directly. Like viral marketing, SMO penetrates in “word of mouth” style through networking in social bookmarking (del.ico.us), social hubs, and video and photo sharing websites. Focused blogging distributes content through the use of RSS (Real Simple Syndication) in the blogosphere and in blog search engines such as Technorati. SMO experts optimize a site so that it is more easily linked to, more highly visible to custom search engines, and more frequently included in relevant posts on blogs and podcasts. Your site becomes more linkable and more easily tagged for bookmarking, and it offers rewards for inbound links. And your site also becomes more “portable” using PDFs, video files, audio files, and content that can be repurposed by other sites. You leverage the immense power of shopping portals like Amazon and eBay. And you profit from mass exposure through press releases and articles custom-developed for your property. In short, SMO supercharges your online marketing by invoking the hottest and most current technologies available. It combines the elements of search engine optimization with the best features of a high-tech press campaign. 5.3.1 The SMO Service Package An organization undertaking task of implementation of such service package does the consulting job (implementation) for you. They (consultants) would undergo most of the following activities as part of implantation of such package. • Interview - Consultants talk to you to get an assessment of your specific marketing objectives and your keywords (the words that your site will be optimized for). • Keywords - Consultants do a “keyword analysis” to find the ideal keywords for your site. BM – Individual Assignment P a g e | 11
  12. 12. • Social Media - Consultants post to social media sites including MySpace, Flickr, Facebook, Slideshare, Squidoo, Scribd, Digg, and many additional social media sites. • Video Creation - Video creation: with creative input and final review by you, implementers create and distribute couple of promotional videos of approximately one minute each in duration. These videos will be optimized and uploaded to Google Video, YouTube, metacafe, and many other video sites. • Social Bookmarking - Consultants submit website, blog, press release, and video site URLs to StumbleUpon, del.ico.us, reddit, furl, spurl.net, and many other social bookmarking sites. • Deep Link Submissions – A number of “deep links” into your site from sites under software’s control. Deep links go to internal pages in your site - very important. • Blog Submissions – A number of blog postings, three each to Blogspot and WordPress accounts already established by software or to accounts created for your campaign. • eBay and Amazon Promotion - Consultants create product listings for you based on your products or services. • Press Release Distribution - Collaboration with you in the development of suitable text for basic press releases using a question-answer methodology. Such releases would be suitable for such venues as PRNewswire or PRWeb.com. • Reports - Offers a monthly and/or final report on all activity performed. This report will include both a summary of all activity to date and recommendations for future actions. 6 References 1. John Deighton and Leora Kornfeld - Harvard Business School professor - Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers. 2. Steinbock, D. (2000). The birth of Internet marketing communications. Westport 3. Todreas, T. M. (1999). Value creation and branding in television's digital age. Westport 4. Internet Brand Management, Emarketing Optimization and SE Optimization Brochures - http:// emarketing.netsmartz.net/brochures.asp 5. http://www.dalfortmedia.com 6. http://www.fine-dining-guide.com/Editorial/1005_Editorial_Brand_Management_Internet.html BM – Individual Assignment P a g e | 12

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