2. What is E-Marketing?
Very simply put, E-Marketing or electronic marketing refers
to the application of marketing principles and techniques via
electronic media and more specifically the Internet.
The terms E-Marketing, Internet marketing and online
marketing, are frequently interchanged, and can often be
considered synonymous.
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3. What is E-Marketing?
E-Marketing is the process of marketing a brand using the
Internet. It includes both direct response marketing and
indirect marketing elements and uses a range of technologies
to help connect businesses to their customers.
By such a definition, E-Marketing encompasses all the
activities a business conducts via the worldwide web with
the aim of attracting new business, retaining current
business and developing its brand identity.
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4. WHY it is Important?
Internet Marketing has become a necessity for any business hoping to
succeed in today’s marketplace. Creating a beautiful website is a start, but
it’s hardly enough.
Creating an Internet Marketing Strategy is a necessary second step to
drive new visitors to your site and encourage current visitors to return.
Internet Marketing is an ongoing process that starts with an aesthetically
pleasing and intuitive website design with focused content written for
your client base. Other important elements include visitor incentives,
directory placement, newsletters, and Search Engine Optimization to
name a few.
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5. the Internet is a force that cannot be ignored. It can be a means to reach
literally millions of people every year.
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6. The benefits of E-Marketing over traditional marketing
• Reach
• Scope
• Interactivity
• Immediacy
• Demographics and targeting
• Adaptivity and closed loop marketing
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7. Reach
The nature of the internet means businesses now have a
truly global reach. While traditional media costs limit this
kind of reach to huge multinationals,
E-Marketing opens up new avenues for smaller businesses,
on a much smaller budget, to access potential consumers
from all over the world.
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8. Scope
Internet marketing allows the marketer to reach consumers
in a wide range of ways and enables them to offer a wide
range of products and services.
E-Marketing includes, among other things, information
management, public relations, customer service and sales.
With the range of new technologies becoming available all
the time, this scope can only grow.
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9. Interactivity
Whereas traditional marketing is largely about getting a
brand’s message out there, E-Marketing facilitates
conversations between companies and consumers.
With a two-way communication channel, companies can
feed off of the responses of their consumers, making them
more dynamic and adaptive.
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10. Immediacy
Internet marketing is able to, in ways never before imagined, provide an
immediate impact. Imagine you’re reading your favorite magazine. You
see a double-page advert for some new product or service, maybe BMW’s
latest luxury sedan or Apple’s latest iPod offering. With this kind of
traditional media, it’s not that easy for you, the consumer, to take the
step from hearing about a product to actual acquisition.
With E-Marketing, it’s easy to make that step as simple as possible,
meaning that within a few short clicks you could have booked a test drive
or ordered the iPod. And all of this can happen regardless of normal office
hours.
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11. Immediacy
Effectively, Internet marketing makes business hours 24 hours
per day, 7 days per week for every week of the year.
By closing the gap between providing information and
eliciting a consumer reaction, the consumer’s buying cycle is
speeded up and advertising spend can go much further in
creating immediate leads.
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12. Demographics and targeting
Generally speaking, the demographics of the Internet are a marketer’s
dream. Internet users, considered as a group, have greater buying power
and could perhaps be considered as a population group skewed towards
the middle-classes.
Buying power is not all though. The nature of the Internet is such that its
users will tend to organize themselves into far more focused groupings.
Savvy marketers who know where to look can quite easily find access to
the niche markets they wish to target.
Marketing messages are most effective when they are presented directly
to the audience most likely to be interested. The Internet creates the
perfect environment for niche marketing to targeted groups.
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13. Adaptivity and closed loop marketing
Closed Loop Marketing requires the constant measurement and analysis
of the results of marketing initiatives. By continuously tracking the
response and effectiveness of a campaign, the marketer can be far more
dynamic in adapting to consumers’ wants and needs.
With E-Marketing, responses can be analyzed in real-time and campaigns
can be tweaked continuously. Combined with the immediacy of the
Internet as a medium, this means that there’s minimal advertising spend
wasted on less than effective campaigns.
Maximum marketing efficiency from E-Marketing creates new
opportunities to seize strategic competitive advantages.
The combination of all these factors results in an improved ROI and
ultimately, more customers, happier customers and an improved bottom
line.
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14. Having identified the
“WHY”
of E-Marketing,
Our next step in this presentation will
look at the
“HOW”
Looking at how these tools should be
used to target customers.
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15. HOW
Copy writing, Visitor Incentives, Directory Placement,
Newsletters, SEO, PPC, ORM, WebPR, Email Marketing.
We’ll take a brief Look at each, defining what they are and
giving some guidance in terms of which tactic to use in a given
situation to ensure optimum ROI on advertising spend.
We’ll examine each of these weapons more closely and see
just HOW they are used to produce results.
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16. Copy Writing
Generally speaking, the demographics of the Internet are a marketer’s
dream. Internet users, considered as a group, have greater buying power
and could perhaps be considered as a population group skewed towards
the middle-classes.
Buying power is not all though. The nature of the Internet is such that its
users will tend to organize themselves into far more focused groupings.
Savvy marketers who know where to look can quite easily find access to
the niche markets they wish to target.
Marketing messages are most effective when they are presented directly
to the audience most likely to be interested. The Internet creates the
perfect environment for niche marketing to targeted groups.
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17. Visitor Incentives
Once people find your site, you want to give them reasons to keep
coming back.
We can suggest and implement innovative strategies to accomplish this.
These are often specific to the type of business/website and might include
message boards, quizzes, web-only offers, contests, industry-specific news
headlines, etc.
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18. Directory Placement
There are a number of free and paid directories where you can establish
links to your site.
Directories like Yahoo, the Open Directory Project, and Business.com are
examples.
Being listed in directories is important because in addition to driving
visitors to your site directly, search engines like Google give additional
weight to sites that are listed in relevant directories.
We can help you find the best directories for your business and determine
which paid directories are worth the money.
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19. Newsletters
Email newsletters are a great way to build a loyal customer base, keep
your company name in people's minds, boost your search engine ranking,
and encourage repeat visitation.
We can design your newsletter ourselves or refer you to one of many
effective and economical online newsletter services.
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20. Search Engine Optimization
Search Engine Optimization (SEO) is the art/science of creating or
modifying web pages with the goal of maximizing their search engine
ranking.
Statistics show that the majority of web surfers find websites by typing
key words into Google, Yahoo, and other search engines, then visiting the
sites that rank highest in the search results.
In today's competitive web marketplace, most website owners who are
serious about increasing their online business employ some degree of
Search Engine Optimization. Our Search Engine Optimization specialist
stays abreast of all the latest trends in the search engine industry and
knows what it takes to get your site to the top of the search engine
rankings.
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21. Search Engine Advertising
Pay-Per-Click (PPC) advertising combined with search engine optimization
absolutely provides the best results.
Pay-per-click can bring web traffic to your site quickly while the results of
your SEO ranking campaign kick in. We can set up your PPC campaign and
either hand the keys over to you or manage the campaign for as long as
you need.
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22. ORM and WebPR
WebPR, Online Reputation Management and social media can
strengthen your company's presence, build your brand online and drive
traffic to your website.
Online Conversations Are Happening All Around You .
This Internet content is constantly evolving, sparking new ideas and
inspiring people! Although public relations has traditionally focused on
the media as written by journalists, the most trusted sources for modern
consumers are ordinary people reporting their experiences.
The use of social media (blogs, forums, etc) has provided the consumer
with a voice that easily reaches other Internet users and elicits their
responses .
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23. ORM and WebPR
The online media that is monitored in ORM is:
Traditional/mainstream websites
- Social networks (e.g. Facebook, MySpace, Bebo)
- Consumer Review sites such as epinions.com, MouthShut.com yelp
- Sites like DontDateHimGirl and PersonRatings.com which allow reviews of
individuals.
- Social news/bookmarking sites
- Collaborative Research sites such as Yahoo Answers, Rediff Q&A
- Independent discussion forums
- User-generated content (UGC)/Consumer Generated Media (CGM) Blogs
- Blogging communities (e.g. Open Diary, LiveJournal, Xanga)
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24. Email marketing
and Finally the E-mail marketing is a form of direct marketing which
uses electronic mail as a means of communicating commercial or fundraising
messages to an audience. In its broadest sense, every e-mail sent to a
potential or current customer could be considered e-mail marketing.
However, the term is usually used to refer to:
- sending e-mails with the purpose of enhancing the relationship of a
merchant with its current or previous customers and to
encourage customer loyalty and repeat business,
- sending e-mails with the purpose of acquiring new customers or
convincing current customers to purchase something immediately,
adding advertisements to e-mails sent by other companies to their
customers, and sending e-mails over the Internet, as e-mail did and does
exist outside the Internet (e.g., network e-mail).
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