Introduction
to Online
Marketing
WHY bother marketing ONLINE?
It’s the Biggest Market
With 2 billion users globally
Available in just one CLICK
24 Hours A Day
Connects you
ANYTIME
ANYWHERE

Users are of
ULTIPLE AGE
GROUPS
More
than
25% of
internet

users
are
Source: Pew Research Center 2013

Online
on their
CELL
PHONE
World Internet Users
by Region (2011)
But Importantly,
ONLINE MARKETING IS
SUCCESSFUL IN
BANGLADESH
Case Study:
Bikroy.com
APPROACH: maximize
online presence with a
heavy ATL campaign of
Billboards & TVCs

CHALLENGE: devel...
Online Marketing is:
- Your Web Presence: Website, Social Media, Videos
- Email
- Being found on Search Engines
- Paid Ads...
Its not rocket science
… but there
are LOTS of
new terms &
tools to learn
Lets start with: CAMPAIGN
A series of advertisements displayed over a set
period of time to achieve specific goals.
Banner Ad
A form of online advertising.
It entails embedding an
advertisement onto a
webpage. These ads come
in different ...
Ad Network
A company that sells advertising to many
individual clients. It is designed to let
advertisers reach broad audi...
Social Media
Websites and
applications used for
networking online
Examples: Facebook,
Twitter, Linkedin
Hashtag
A word or phrase prefixed with “#”. Short
messages on microblogging and social
networking services such as Twitter...
Trending
What is currently popular

Viral
An image, video, advertisement, etc. that is
circulated rapidly on the internet
ROI = Return on Investment
A measure of the profit derived from
advertising divided by the total advertising
cost.
EXAMPLE...
Paid Marketing
Paying money to reach a wider audience
than normal. This can be done with Google,
local ad networks like G&...
CPC = Cost Per Click
An internet advertising model in which
advertisers pay only when their ad is
clicked. (Similar: PPC =...
Impression
When a person views a
website that is displaying
your ad -- A new
impression is counted
every time the page is
...
Traffic
Traffic refers to the number of people who
visit a site in a given time period.
Keywords
Words relevant to your product or service
that can help your ad show up on relevant
websites.
Te
chnolog
y

v
e a...
CPM = Cost Per Mille
CPM = (Cost / impressions) X 1000
EXAMPLE:
Cost = 40,000 taka
Impressions = 1,000,000
CPM = 40 taka
CTR = Click Through Rate
CTR = Clicks / Impressions
Conversion
When a website visitor “converts” into a
user/customer. They could do this by signing
up for a newsletter or ma...
CPA = Cost Per Acquisition
CPA = Cost / Acquisition
(Acquisition = Conversion)
Brand
The set of expectations, memories, stories and
relationships that, taken together, account for a
consumer’s decision...
Direct Response
A type of marketing designed to generate an
immediate response from consumers. This is
different from BRAN...
Influence
An individual or
company’s
importance
measured online
(see: Klout Score)
Engagement
A website or ad’s ability to hold a visitor’s
attention or induce the visitor to participate
UGC = User Generated Content
Words and photos that unpaid contributors create
and provide to publications, particularly we...
Wiki
A website that allows collaborative editing of its
content and structure by its users
Widget
A program that performs some
simple function (weather report
or stock quote). Could also be
an element of a website...
Blog
A personal website or webpage on which an
individual records opinions, links to other sites,
etc. on a regular basis
Microblogging
The posting of very
short entries or
updates on a blog or
social networking site
eBook
Book published in digital form

Whitepaper
An informational document issued by a
company to promote or highlight the...
B2B = Business to Business
The exchange of products, services, or
information between businesses

B2C = Business to Consum...
Landing Page
Webpage that an online ad links to
Bounce Rate
% of people who visit a website but leave
without visiting a second page

WEBSITE
Marketing Automation
Software platforms designed for marketing
departments and organizations to automate
repetitive tasks....
SEO = Search Engine
Optimization
The process of improving a website's natural
ranking in search results. The higher your
w...
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Introduction to Online Marketing: Basic Stats and Important Terms

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In this slide show, the team at Green and Red Technologies pitches you on why online marketing is important (with an emphasis on Bangladesh). We give you definitions to important marketing vocabulary with pictures to help comprehension.

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Introduction to Online Marketing: Basic Stats and Important Terms

  1. 1. Introduction to Online Marketing
  2. 2. WHY bother marketing ONLINE?
  3. 3. It’s the Biggest Market With 2 billion users globally Available in just one CLICK 24 Hours A Day
  4. 4. Connects you ANYTIME ANYWHERE Users are of ULTIPLE AGE GROUPS
  5. 5. More than 25% of internet users are Source: Pew Research Center 2013 Online on their CELL PHONE
  6. 6. World Internet Users by Region (2011)
  7. 7. But Importantly, ONLINE MARKETING IS SUCCESSFUL IN BANGLADESH
  8. 8. Case Study: Bikroy.com APPROACH: maximize online presence with a heavy ATL campaign of Billboards & TVCs CHALLENGE: develop a leading online brand for the masses in Bangladesh ONLINE CHANNELS: Networks Direct Results: One of the most recognizable online brands in BD in less than 1 year
  9. 9. Online Marketing is: - Your Web Presence: Website, Social Media, Videos - Email - Being found on Search Engines - Paid Ads … and more!
  10. 10. Its not rocket science … but there are LOTS of new terms & tools to learn
  11. 11. Lets start with: CAMPAIGN A series of advertisements displayed over a set period of time to achieve specific goals.
  12. 12. Banner Ad A form of online advertising. It entails embedding an advertisement onto a webpage. These ads come in different shapes & sizes, but all are meant to increase brand awareness or drive traffic to a specific website.
  13. 13. Ad Network A company that sells advertising to many individual clients. It is designed to let advertisers reach broad audiences relatively easily by buying online ads that are shown across a variety of websites. Advertiser Ad Network Publisher (websites)
  14. 14. Social Media Websites and applications used for networking online Examples: Facebook, Twitter, Linkedin
  15. 15. Hashtag A word or phrase prefixed with “#”. Short messages on microblogging and social networking services such as Twitter or Instagram may be tagged by putting “#” before key words
  16. 16. Trending What is currently popular Viral An image, video, advertisement, etc. that is circulated rapidly on the internet
  17. 17. ROI = Return on Investment A measure of the profit derived from advertising divided by the total advertising cost. EXAMPLE: Cost = 40,000 taka Profit = 100,000 taka ROI = 60,000 taka
  18. 18. Paid Marketing Paying money to reach a wider audience than normal. This can be done with Google, local ad networks like G&R, or through direct buys on sites like Facebook or Prothomalo.com
  19. 19. CPC = Cost Per Click An internet advertising model in which advertisers pay only when their ad is clicked. (Similar: PPC = Pay per Click)
  20. 20. Impression When a person views a website that is displaying your ad -- A new impression is counted every time the page is reloaded with the ad.
  21. 21. Traffic Traffic refers to the number of people who visit a site in a given time period.
  22. 22. Keywords Words relevant to your product or service that can help your ad show up on relevant websites. Te chnolog y v e ad in Onl g isin ert Ads Green & Red
  23. 23. CPM = Cost Per Mille CPM = (Cost / impressions) X 1000 EXAMPLE: Cost = 40,000 taka Impressions = 1,000,000 CPM = 40 taka
  24. 24. CTR = Click Through Rate CTR = Clicks / Impressions
  25. 25. Conversion When a website visitor “converts” into a user/customer. They could do this by signing up for a newsletter or making an online purchase.
  26. 26. CPA = Cost Per Acquisition CPA = Cost / Acquisition (Acquisition = Conversion)
  27. 27. Brand The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
  28. 28. Direct Response A type of marketing designed to generate an immediate response from consumers. This is different from BRAND marketing because it does not aim to help people remember the company
  29. 29. Influence An individual or company’s importance measured online (see: Klout Score)
  30. 30. Engagement A website or ad’s ability to hold a visitor’s attention or induce the visitor to participate
  31. 31. UGC = User Generated Content Words and photos that unpaid contributors create and provide to publications, particularly websites WEBSITE
  32. 32. Wiki A website that allows collaborative editing of its content and structure by its users
  33. 33. Widget A program that performs some simple function (weather report or stock quote). Could also be an element of a website (text box or button) that displays info or settings that can be entered or altered by the user.
  34. 34. Blog A personal website or webpage on which an individual records opinions, links to other sites, etc. on a regular basis
  35. 35. Microblogging The posting of very short entries or updates on a blog or social networking site
  36. 36. eBook Book published in digital form Whitepaper An informational document issued by a company to promote or highlight the features of a solution, product, or service
  37. 37. B2B = Business to Business The exchange of products, services, or information between businesses B2C = Business to Consumer A transaction that occurs between a company and a consumer
  38. 38. Landing Page Webpage that an online ad links to
  39. 39. Bounce Rate % of people who visit a website but leave without visiting a second page WEBSITE
  40. 40. Marketing Automation Software platforms designed for marketing departments and organizations to automate repetitive tasks. This refers to a broad range of automation and analytic tools for marketing.
  41. 41. SEO = Search Engine Optimization The process of improving a website's natural ranking in search results. The higher your website's SEO, the more often it will show up when people search for something related.

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