INTERNET MARKETING BUDGET ? Do I really need an
There are more than 50 million Internet subscribers in India (Source : Business Standard, Feb 09 2010 – Article “India on Hold” (33% growth in usage as compared 28 million in May 2008) As per an online survey conducted early this year – out of 49 million Internet users – 40 million were from urban and 9 million for rural areas in India. Mumbai accounted for the highest number of users followed by Delhi Quick Internet Facts
Hours spent on the Internet is found to be on the increase drastically as Monthly Subscription rates drop making it more affordable for the common man
Quick Internet Facts Everyday we read news about the penetration of Wireless Internet in India
Some of the daily news headlines “Shocks” even the Age old Marketing Gurus (News as on 8 th Feb 2010 – the only two countries are US and Germany)
(News as on 1 st Feb 2010) The Mobile Subscriber base in India has crossed 500 million (Source : Afaqs.com reports based on survey by Cellstrat - Feb 01 2010) 42% of the above subscribers were using Mobile for browsing Internet (email, social networking, banking topped this list of reasons) Quick Internet Facts
Most popular websites in India include : Do you have a Strategy for each of them ? (Data relevancy as on 9 th Feb 2010)
PROSPECTIVE CUSTOMER Banner Advertisements Video Marketing Social Media Marketing Email Marketing Search Engine Marketing ePress Releases How should you Communicate ?
Static Banner Ads Static Image Banner Ads are the most common banner ads. They usually contain “catchy offer that customer can’t refuse” with related contextual images. Usually prepared in jpg or gif formats 300 * 250 (Square / Rectangle Ad) 120 * 90 (Button Ad) 728 * 90 (Horizontal Ad) 120 * 600 (Vertical Sky Scrapper Ad)
Rich Media Banner Ads are not static and hence immediately attract attention. Formats could be .Swf Roll Over to Expand Banner Tear Back Banner Floating Banner Ads Interactive Banner Ads (15 minutes running time restriction on rich media banner ads) HARD TO RESIST OFFER CALL TO ACTION COPY LINK TO RELATED LANDING PAGE LEGIBLE DESIGN Banner Ads Success Formula Rich Media Banner Ads
Viral Video Marketing A video hosted on Youtube or other video hosting sites with appropriate tags gets indexed by both Google & Yahoo and most often if the traffic and tag relevance is high shows on the very first page of the search result. A video gives actual feel of the buildings, destinations more than a text advertisement. You can include comments by experts that are informative. If you get the customer excited and leave your website address and toll free number at the end. Most of them will browse your website also to know more / contact you. Why Video ?
Myths of Video Marketing <ul><li>Large respectable corporate do not post videos on Youtube </li></ul><ul><li>Quality of the Video determines the traffic </li></ul><ul><li>Even if post my videos on my website – I will get the same level of traffic </li></ul><ul><li>Video Tags are not important </li></ul><ul><li>We cannot measure the impact of videos </li></ul><ul><li>Animations are less popular as videos </li></ul>
Why Video Marketing is Challenging ? Its proven that viewers have lower attention span while watching video compared to browsing. Hence you need to keep the video short, interesting and to the point. ENGAGING INTRO FUNNY SEXY REALISTIC EMOTIONAL CONTENT SURPRISE ENDING Video Marketing Success Formula
GEOGRAPHICAL RELEVANCE TIMING RELEVANCE Social Media Marketing Success Formula LOCALE RELEVANCE DEMOGRAPHIC RELEVANCE TIMING RELEVANCE Why Social Media Marketing is Challenging ? Optimizing a Social Media Advertisement relevance plays the key to its success Let us look at one example : The Marketer should have a clear understanding about the TG before he ventures a social media campaign. 8pm – 10pm - Reminder Ads for Prime Time TV Shows Friday Afternoon – Beer Ads / Pub Promotions Lunchtime Ads - KFC India
SEND TO SUBSCRIBED EMAIL ADDRESSES KEEP IT SIMPLE INTERESTING RELEVANT PRESENT WITH EXCELLENT DESIGNS Email Marketing Success Formula GIVE UNSUBSCRIBE OPTION TRACK EMAIL OPENED, EMAIL CLICKED, ANALYTICS Email Marketing E-mail marketing is a form of direct marketing and refers to sending e-mail to a potential or past customer with the intention of: <ul><li>Enhancing the loyalty with the merchant and thereby repeat </li></ul><ul><li>business; </li></ul><ul><li>For acquiring new customers or convincing them to purchase </li></ul><ul><li>something immediately; </li></ul><ul><li>Informative advertisements sent to customers keeping them </li></ul><ul><li>informed of changing trends and new arrivals. </li></ul>
COST EFFECTIVE - Compared to other forms of direct marketing such direct mail or printed newsletters, e-mail marketing is less expensive. A mailing list provides the ability to distribute information to a wide range of customers with specific content at a relatively low cost; EASY TO TRACK EFFECTIVENESS - E-mail messages are easy to track. An advertiser can track the number of users who received the message, number of emails which were read, which product description/ contents generated interest, how many actually visited the website through email marketing effort etc. This is vital information in understanding if the sales and marketing efforts are moving in the right direction.; SAVE NATURE - E-mail marketing is also embraced as part of organizational value system of going paper-free to conserve nature (i.e., "green"). Why is Email Marketing so Popular ?
ACHIEVE BUSINESS GOALS Unit Sales Conversions Website Visits PPC Ad Click through Impressions Keyword Positioning Search Engine Marketing (SEM) Study Products, Services, Competition Offering, Competition Strategy Study Related Search Trends Search Traffic Annual Budget for Online Marketing % Share for SEM ?
ePress Releases ePress releases or Press releases in online PR distribution sites enable your company news to get featured in Google News, Yahoo News, and MSNBC Searchbot. Press Releases are cleverly crafted, exciting announcements of either something special that has occurred in your company or website, or just a reminder that you exist. The beauty behind press releases is the exposure. All Press releases will have a backlink to your website, which will attract thousands of targeted visitors to your site. ePress releases can easily create thousands of quality inbound links from sites with higher traffic and help you increase your page ranking. This is a great way to jump-start your website especially when your incoming traffic is low.
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