TiE Institute - Online marketing


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TiE Institute - Online marketing

  1. 1. Word of Mouse Online Marketing 101 Nitin Chowdhary 30-Sep-201110/16/2011 Tyroo Confidential 1
  2. 2. Prelude• Tyroo Media – – Amongst India’s largest ad networks; reaches  20 Million 50% of Internet audience in India through managed inventory – Audience network: large rich media formats, quality inventory, large email inventory, dynamic re-targeting etc. – Affiliate network: largest CPA/Sales network in India – We help publishers make money• Nitin – – Business Head, Tyroo India – Digital media, Internet, Technology, IT businesses10/16/2011 Tyroo Confidential 2
  3. 3. Submissions• Marketing perspective – – Online Display Advertising• The Sales Funnel – Affiliate marketing10/16/2011 Tyroo Confidential 3
  4. 4. Online Display Advertising …• Rules of thumb – – Large horizontal portals drive relatively small number of broad audience/content contexts – Ad networks deliver relatively large number of narrow content/audience contexts – Both an integral part of your marketing plan!!! – Email marketing – if well targeted will result in high open/conversion rates10/16/2011 Tyroo Confidential 4
  5. 5. Online Display Advertising …• Tools of trade – – Communication-Communication-Communication: Communication is still king, A picture is worth a thousand words, A video is worth 2 pictures! – Creative = Ad + Landing page; Every unique combination of ad and landing page represents a customer segment – Truism: Respect my immediate needs (tailor, customize, personalize)10/16/2011 Tyroo Confidential 5
  6. 6. Online Display Advertising … Performance of Rich Media with and without Video Interaction Rate Interaction Time 10% 60 8% 50 40 6% 30 4% 20 2% 10 0% 0 No Video Video No Video Video Source: Eyeblaster Research. Q1 2010, Worldwide. Adding video to Rich Media nearly doubles Interaction Time, and increases Interaction Rate by 29%10/16/2011 Tyroo Confidential 6
  7. 7. Online Display Advertising …• Role of web analytics – – Analyze your web presence and tag *all* the pages; every page should market – Start by running larger campaigns with a single communication and tracking – Drive iterative improvement in marketing funnel by splitting into smaller campaigns with more specific communications on media and segments to increase conversions – Improve your site by creating more landing pages10/16/2011 Tyroo Confidential 7
  8. 8. Affiliate Marketing• A program that rewards an affiliate marketer for a specific action by a visitor delivered by the affiliate on the program owner’s website• Reduced cost risk for performance marketing, affiliate marketer has skin in the game• Affiliate marketers target small segments of buyers much more efficiently increasing effectiveness• Delivers CPLs, CPAs, Sales10/16/2011 Tyroo Confidential 8
  9. 9. Affiliate Marketing …• However - – Building your own affiliate marketing program is a long and drawn out process – Affiliates have to be recruited, retaining them is an art – Affiliates have to be given access to your content (used for marketing) – tech investment – Fraud management needs to be put in place – tech investment – Requires Sometimes, a small affiliate program needs a significant marketing spend to prime the pump• A third party affiliate network is a good alternative10/16/2011 Tyroo Confidential 9
  10. 10. Affiliate Marketing …10/16/2011 Tyroo Confidential 10
  11. 11. Case Studies• Consumer technology company• Tourism company• E-commerce portal• Deal portal10/16/2011 Tyroo Confidential 11