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Pradeep Chopra on Online Marketing: In-house or Outsource?


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Pradeep Chopra on Online Marketing: In-house or Outsource?

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