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Online Marketing: In-House or OutSource? [Pradeep Chopra (Co-founder, OMLogic)] at OMCAR 2009


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Pradeep Chopra (Co. founder, OMLogic) presents on Online Marketing and how businesses considering online marketing, should decide on whether to create an In-house team or Outsource the function at OMCAR 2009.

Published in: Business, Technology

Online Marketing: In-House or OutSource? [Pradeep Chopra (Co-founder, OMLogic)] at OMCAR 2009

  1. 1. Online Marketing: In-house or Outsource? Pradeep Chopra (Co-founder, OMLogic) May 23, 2009
  2. 2. Conventional Online Marketing Paradigm
  3. 3. Typical Thinking Acquire Website Rankings, Traffic, Views
  4. 4. Typical Implementation Process SEO PPC SMM  Keyword Research  Keyword Research  Identify Channels  Baseline Rankings  Landing Page Creation  Created Content  Set Targets  Ad-Design  Populate  Implementation  Bidding  Promote − On Page  Ongoing Optimization  Wait & Measure − Off Page − Bid Optimization  Ongoing Optimization − Keyword Promotion
  5. 5. What results can you expect? Good Rankings on Search Engines Good Online Traffic on Website Good Clicks on Ads Good Views on Social Media Channels Assuming technical specialists were involved
  6. 6. Has the Business met its Objectives?
  7. 7. Doubtful? Higher Ranking = More Traffic? More Traffic = Relevant Traffic? Relevant Traffic = More Conversions?
  8. 8. The Current Reality Marketing Online Marketing Business Strategy Promotion (Product, Service or a Brand) SEO SEM Marketing
  9. 9. Required Approach Business Strategy Marketing Promotion (Product, Service or a Brand)
  10. 10. Lets Look at an Example
  11. 11. Imagine real searchers & how they might think! ∀ What does the company offer? (SCJP Exam prep to pass SCJP Certification Exam) ∀ What have they done so far? (Since 2000, 1M+ users, 50K customer) ∀ What did other people get from them? (99.7% success) ∀ Will they be valuable for me? (Comprehensive report) ∀ Can I trust them? (100% guarantee) ∀ Can I try? (Free mock test) This looks like the site I want. Let me go-forward.
  12. 12. Business Objectives Online Marketing Strategy Relevancy • SMM • Website • SEO • Messaging • PPC Conversions Branding Visibility/ Leads/ Sales Traffic • SEO • PPC SMM • Measurability SEO: Search Engine Optimization | PPC: Pay Per Click | SMM: Social Media Marketing
  13. 13. Why In-House? Ownership & Commitment Closest to the Customer Organizational Structure Limitations Ultimate Cost may be lower Privacy of data & content
  14. 14. Why Outsource? Expertise: Latest & Greatest (Multiple view points, leveraging experiences, constant upgrades, tools & technology) Focus - Customer & Vendor Lower Total Cost of Ownership (HR, Training etc) Shared responsibility & bandwidth More acceptance to outside experts
  15. 15. Why Outsource? Source: SEMPO 2008 Annual Survey
  16. 16. In-House or Outsource? Outsource In-house
  17. 17. In-House or Outsource? Commitment & Passion to Invest in  People  Market  Technology
  18. 18. Thank You! Ready to realize the full potential of Online Marketing? Email: | Phone: +91-11-47052806