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Onlinemarketing by TSC Consult

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Fact, Figures, Practices. Internetmarketing: The biggest advantage of conducting business online. A company engaging in e-business can have a nationwide or a worldwide presence at minimal costs.

Fact, Figures, Practices. Internetmarketing: The biggest advantage of conducting business online. A company engaging in e-business can have a nationwide or a worldwide presence at minimal costs.

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  • 1. ONLINE MARKETING Facts • Figures • Practices 1 © TSC Consult CologneSamstag, 16. April 2011
  • 2. The Internet Market Social Media Global Advertising Expediture Online Marketing Online Marketing Instruments Online Marketing Definitions SEM: Google AdWords SEO: Organic Search Optimizing for your Keywords More SEO Tips SMM: Social Media Prism What I can do for you 2 © TSC Consult CologneSamstag, 16. April 2011
  • 3. The Internet Market • Worldwide Presence: This is the biggest advantage of conducting business online. A company engaging in e-business can have a nationwide or a worldwide presence at minimal costs. • Cost Effective Marketing and Promotions: Using the web to market products guarantees worldwide reach at a nominal price. Advertising techniques like pay per click advertising ensure that the advertiser only pays for the advertisements that are actually viewed. Firms engaging in e-business have managed to use cost effective online advertising strategies to their advantage. • Developing a Competitive Strategy: Firms need to have a competitive strategy in order to ensure a competitive advantage. Without an effective strategy, they will find it impossible to maintain the advantage and earn profits. The strategy, that the firms can pursue, can be a cost strategy or a differentiation strategy. • Better Customer Service: E-Business has resulted in improved customer service. 3 © TSC Consult CologneSamstag, 16. April 2011
  • 4. Internet users world 100 World: 23 % 90 Internet access per 100 inhabitants Iceland: 90 % 80 USA: 75 % Germany: 75 % 70 UAE: 65 % 60 Spain: 55 % Portugal: 42 % 50 Brazil: 37 % 40 Ukraine: 10 % 30 23,00 South Africa: 8 % 20,00 Turkmenistan:1 % 17,00 20 14,00 15,00 8,00 10,00 12,00 10 6,00 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: World Bank 2010 4 © TSC Consult CologneSamstag, 16. April 2011
  • 5. The Global Battlefield Search Engine Market 04/2011 Google- Global: 84,64 % Yahoo - Global: 5,15 % 4% 4 % Baidu: 4,30 % 5% Bing: 3,91% Ask - Global: 0,53% AOL - Global: 0,38% Excite - Global: 0,02% Lycos - Global: 0,01% 85% AltaVisa - Global: 0,01% MSN - Global: 0,00% Microsoft Live Search: 0,00% All the Web - Global: 0,00% Source: NetMarketShare 5 © TSC Consult CologneSamstag, 16. April 2011
  • 6. Social Media Facebook use in the US will continue on a solid growth track over the next three years, as the site cements its place at the epicenter of internet activity. As more users of all ages flock to the popular social network, marketers will find new opportunities to tap into an engaged, demographically diverse audience.Source: McKinsey/eMarketer 2011 6 © TSC Consult CologneSamstag, 16. April 2011
  • 7. Social Media Power Source: Gary Hayes 7 © TSC Consult CologneSamstag, 16. April 2011
  • 8. Facebook Users by Region North America 43 Oceania/Australia 33 Europe 20 Latin America 12 The Caribean 10 Middle East 6 Asia 3 Africa 2 0 8 17 25 33 42 50 July 2010 in % Source: Facebook Reports 8 © TSC Consult CologneSamstag, 16. April 2011
  • 9. Financial Professionals using Social Media 2010 71% Fcebook (% with account) 2009 55% 2010 55% LinkedIn (% with account) 2009 45% 2010 18% Maintain a blog 2009 8% 2010 21% Usage for customer feedback 2009 12% 0 20 40 60 80 2010 2009 Source: IBM/financial Planing 9 © TSC Consult CologneSamstag, 16. April 2011
  • 10. Global advertising expediture • Internet is rapidly increasing its market share • Rise of video and social media push internet advertising • New opportunities in paid media • Newspaper and magazines fall and readers migrate to internet • Expanded brand abilities to talk to customers: social media, business communities, twitter, ... • Importance of internet advertising is understated by the following figures ... 10 © TSC Consult CologneSamstag, 16. April 2011
  • 11. Advertising Expenditure by Medium 250 214 US$ million, current prices 179 143 107 71 36 0 2009 2010 2011 2012 2013 Outdoor Magazines Newspapers Internet Televison Source: Zenith Optimedia 11 © TSC Consult CologneSamstag, 16. April 2011
  • 12. Internet Advertising 50,00 40,00 US$ million 30,00 20,00 10,00 Year Total 2009 54 0 2009 2010 2011 2012 2013 2010 62 2011 71 Classified (eg. News, Text) 2012 81 Display (eg. Banner, Graphic elements) 2013 92 Paid search (eg. Adwords) Source: Zentih Optimedia 12 © TSC Consult CologneSamstag, 16. April 2011
  • 13. Online Marketing In its simplest form, the term online marketing refers to using the power of Internet advertising to generate a response (Leads) from your audience. Also known as Internet marketing or web marketing, online marketing is used by companies selling goods and services directly to consumers as well as those who operate on a business-to-business model. 13 © TSC Consult CologneSamstag, 16. April 2011
  • 14. Online Marketing Instruments OnSO SEO SEM OffSO AdWords Online Marketing Internet Marketing 1 Internet Marketing SEA 1.1 SEM - Search Engine Marketing SMM YSM 1.1.1 SEO - Search Engine Optimization 1.1.1.1 OnSo - On Site Optimization Online Marketing 1.1.1.2 OffSO - Off Site Optimization AM 1.1.2 SEA - Search Engine Advertising 1.1.2.1 AdWords - Keyword Targeting 1.1.2.2 YSM - Yahoo Search Marketing 1.2 SMM - Social Media Marketing 1.3 AM - Affiliate Marketing Newsgroup Marketing 2 Newsgroup Marketing 3 Email Marketing Email Marketing 14 © TSC Consult CologneSamstag, 16. April 2011
  • 15. OM-Definitons • SEM: Internet marketing that seeks to promote websites by increasing their visibility in search engine result page through the use of paid placement • SEO: Process of improving the visibility of a website or a web page in search engines via the ,natural‘ or un-paid search results • SMM: With the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online 15 © TSC Consult CologneSamstag, 16. April 2011
  • 16. SEM: Google AdWords Source: google.com 16 © TSC Consult CologneSamstag, 16. April 2011
  • 17. Google AdWords ... • Googles main advertising product and main source of revenue. The total advertising revenues were USD $28 billion in 2010 • ... offers pay-per-click (PPC) advertising, cost-per-thousand (CPM) advertising, and site-targeted advertising for text, banner, and rich-media ads • The program includes local, national, and international distribution • ... is a realtime bid/bet on keywordsearches • Advertisers select the words that should trigger their ads and the maximum amount they will pay per click 17 © TSC Consult CologneSamstag, 16. April 2011
  • 18. SEO: Organic search Source: google.com 18 © TSC Consult CologneSamstag, 16. April 2011
  • 19. Optimizing for your Keywords • First page at organic google search = big traffic, ,a must‘ • Top five at first page = very big traffic • Number one = very much money • SEO ist a longterm project with a lot of ,knitting‘ • SEO can be done only for some major Keywords • SEO works best in combination with AdWords, SMM, AM, Linkbuilding as a part of the digital Marketingmix 19 © TSC Consult CologneSamstag, 16. April 2011
  • 20. To be found 20 © TSC Consult CologneSamstag, 16. April 2011
  • 21. Strategy ,Businesses for sale‘ • Longterm OnSo, OffSo, Content, Linkbuilding, AM, SMM • Looking for other Keywords-Combinations, with less Competitors • Checking Keyworddensity at the Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal • Alternate Optimization for phrases like: home based businesses for sale or businesses for sale in houston ... 21 © TSC Consult CologneSamstag, 16. April 2011
  • 22. More SEO Tips .... Title Tag - the most important header tag of a page Dynamic Pages into Descriptive URLs Proper Use of Heading Tags Alt Attributes on Images Title Attributes on Links XML Sitemap Relevant Content Link Building Social Media Watch Keyword Density 22 © TSC Consult CologneSamstag, 16. April 2011
  • 23. SMM: Social Media Prism Source: Brian Solis/JESS3 23 © TSC Consult CologneSamstag, 16. April 2011
  • 24. Advantages for Companies with SMM ... • New Marketing Channels with active Users • SMM encourages two-way communication (A B) • Social Media is viral (eg. Share-Button, Re-Tweet-Button) • SMM improves the SEO Performance (eg. Linkbuilding) • Facebook improves better Listings in Google Searches • More Traffic via Google Organic Search 24 © TSC Consult CologneSamstag, 16. April 2011
  • 25. Facebook Fanpages 25 © TSC Consult CologneSamstag, 16. April 2011
  • 26. What I can do for you ... • Research & Analysis: Your digital Standing, your Competitors, Website Ranking, Opportunities ... • Concept & Strategy: Conception of Online Marketing according to your Business, longterm Strategies for Adwords, SEM, SEO, SEA, AM, SMM • Projectmanagement: Creative Website Boosting, AdWords, Reports, Market Observation, longterm Internet Business Development, Leadgeneration,Tools 26 © TSC Consult CologneSamstag, 16. April 2011
  • 27. Questions? - Contact me ... TSC Consult by Thomas Schmidt Mail: info@tsc-consult.com Web: www.tsc-consult.com Presentation: www.slideshare.net/tscconsult/nbb 27 © TSC Consult CologneSamstag, 16. April 2011