Topics to be Covered:
• Online Marketing v/s Off-line Marketing
• Search Engine Marketing:
- PPC, SEO, SMO
• Different Ways/Methods of Online Marketing
• Web 2.0
Advantages over Off-Line Marketing:
• Snail mail vs. email
• Business is open 24*7*365 over Fixed Office Hours.
• Global reach i.e. Radius of Impact-
• The cost of spreading your message is almost nothing.-
• Web customers are looking for a product or service
similar to yours
• The updating of your subscribers can be done
almost instantly through email.
• Long, complex process of making a sale vs. instant conversion
• Advertising in print, TV and radio is expensive
• Pay for time spots vs. unlimited time and space
• Cost per incremental customer
• Targeted approach vs. blanket approach
• Customer contact
Disadvantages over Off-Line
• Requires patience. It takes time for the viral effect to start working
• You need to be a good writer
• May require some work and consistency
• The online marketing is not free.
• Many people prefer the live interaction when they buy.-
• Easier to have outdated information on your site, thus timing of updates is
• There is no replacement for good old fashioned customer service. The
majority of internet marketers lack customer service and inquiry
• Security Concern
Search Engine Optimization (1/2)
- provides “natural” search results.
- This strategy involves optimizing the web pages to improve its (SERP)
- try to build your site and content so that it may please the search
- Is the art and science of increasing the website’s visibility to
search engines for those important keywords and phrases
that are relevant to the business.
- It typically includes:
- keyword research and development,
- competitive analysis and
- industry benchmarking,
- backend coding optimization,
- website submissions and
Search Engine Optimization (2/2)
A range of integrated techniques with the goal of securing higher Organic Search rankings on
the major Search Engines for targeted key-phrases. SEO is made up of on-site and off-site
On-Site Optimization Off -Site Optimization
Tasks carried out on the website being Tasks carried out outside the website being
optimized to ensure that the website can be optimized
readily indexed by Search Engines
This includes: in particular the:
- website usability (design conventions, - building of in-bound links from relevant
information architecture, load speeds, etc.), third-party websites and portals,
- code structure, - submissions to 3rd-party directions &
- directory and file structure, - content syndication via Web 2.0
- keyword density and proximity channels.
- W3C compliance.
Is a one-time task is an ongoing task and it must be kept up if high
listings are to be retained-
represents approx. a 25% weighting of the represents approx. a 75% weighting
overall website quality score.
Pay Per Click (PPC) Advertising
- Unlike the natural results from SEO, the PPC strategy involves purchasing
visitor “clicks” in the search engine.
- The most popular program is Google Adwords because of the large
amounts of the search engine’s popularity with users.
- This technique allows a web owner to attract traffic by bidding on
keywords related to his products, services, or information.
- Apart from Google and Yahoo there are many other pay per click services
PPC involves paying for your website to have a prominent position on the relevant
search results page of a specific search engine.
For each visitor that clicks on your link you are charged at a specified rate.
The benefit of a PPC program is you only pay for results.
- PPC advertising services is a part of comprehensive SEM & SEO services.
- Is an important marketing tool
- is costly,
- managing PPC advertising should be imperative to generate maximum ROI for your
Search Engine Marketing (SEM)
The term is used to describe the different online marketing methods that have
one objective: Search Engine visibility.
The techniques used include :
- PPC, and
- a combination of both
to achieve maximum results.
SEM also uses various strategies in web design to enhance its search engine
Social Media Optimization
• “The concept behind SMO is simple:
implement changes to optimize a site so that it is:
- more easily linked to,
- more highly visible in social media searches
on custom search engines and more frequently included
in relevant posts on blogs and vlogs.
• Core aspects of SMO are:
- Increasing sites linkability-
- Making tagging and bookmarking easy-
- Rewarding Inbound links
- Making the content travel-
• If done in the right way, can provide with the following benefits:
- A good number of quality backlinks
- Increase in pagerank
• Is a step-wise approach:
– Understand the Business Domain of the Client
– Identify communities, forums and other web 2.0 sites that cater to
their interest and goals
– Thoroughly research and identify the audience
– Identify processes through which a buzz can be created
– Actively involve team participation.
Other Online Marketing Methods
• Personal Marketing: at personal level and includes telling your network
and friends, making a business card etc
• Article Marketing: Consists of writing helpful, informative, easy-to-
understand articles that actually help your readers, instead of trying to
sell them something.
You then submit your articles to article banks, directories and ezine
When you write article, you are allowed to put a backlink to your website
in author's bio box. People looking for information will come and read
Article marketing is a very good method to build links for your site,
enhance your website's search engine ranking and getting traffic.
• Banner Ads – these are graphic advertisement that usually appears at the
top or the sidebar of web pages.
• Email Marketing – for this strategy to be effective, an online marketer
needs to have a relevant subscriber list. Sending emails directly to the
consumer’s inbox is a good way to increase sales conversion.
• Affiliate Program: Affiliate marketing happens between two parties: the
merchant and the affiliate. And it is beneficial for both the parties.
• Link Exchange: In this a website places a link for other website in exchange for
its link on that site.
• List Building: This refers to building a subscribers database ,who are entered
into the list of that database when they opt in for your ezine or agree to a free
download against providing you their email address. You can contact these
subscribers with your offers and promos.
• Ezine Marketing: This refers to email marketing. You can start your own
newsletter or ezine or electronic magazine which your subscribers can choose
to receive. Creating an ezine is an integral part of your internet business. You
can also choose to purchase an advertising space in other ezines.
• Lead Purchase: There are some paid services which will provide you with the
names and email addresses of the people or leads against a payment. This
method is called lead generation. Normally you are charged per lead.
• Viral Marketing: Here, you make a useful product like ebook or software
and allow people to pass it on freely.
This helps in spreading your website links and branding your site.
You can also build some humorous video or funny email. Build anything
that people would like to pass on and share.
• Blog Marketing: Blog is an online journal which you can update on
regular basis. You need a blogging platform like Wordpress or Blogger etc
and you can publish at their site or host on your own. Blogs are
immensely popular with marketers and are very much loved by search
engines. A must for your business.
• Press Releases: Here, you build a press release for your website and
submit it to one or more press release sites.
• Joint Ventures: Here two or more marketers come together and promote
a product or service in a way that it will benefit them all.
• Video Marketing: This is even newer. You can upload a video on the sites
that allow. People would watch and then visit your site.
Theory is similar to article marketing but media used is different. A
Web 2.0 involves a more open approach to the Internet, in particular:
"Web 2.0" refers to a perceived 2nd generation of web development and design,
- secure information sharing,
- interoperability, and
on the World Wide Web.
Web 2.0 concepts have led to the development and evolution of:
-hosted services, and
-applications (such as: social-networking sites, video-sharing sites, wikis,
A Web 2.0 web site allows users to:
- to upload and share photos
- do more than just retrieve information
- Users can own the data on a Web 2.0 site and exercise control
over that data
- These sites may have an "Architecture of participation" that
encourages users to add value to the application as they use
- Web 2.0 is the "participatory Web“ while Web 1.0 considers
the Web-as- “information-source”.
- Puts together the isolated
for successful R&D.
- rich user experience,
- user participation,
- dynamic content,
- web standards and
• freedom[ and
• collective intelligence
by way of user participation, can also be viewed as essential attributes
of Web 2.0.
The sometimes complex and continually evolving technology
infrastructure of Web 2.0 includes:
- standards-oriented browsers with plugins and extensions &
- various client-applications.
The differing, yet complementary approaches of such elements
provide Web 2.0 sites with:
- creation, and
- dissemination challenges and capabilities
that go beyond what the public formerly expected in the
environment of the so-called "Web 1.0".
– Government 2.0: Web 2.0 initiatives are being employed within
the public sector, giving more currency to the term Government
– Higher education and Science 2.0: Examples of this are: social
networking websites – YouTube, MySpace, Facebook, Youmeo,
Twitter and Flickr
– Public diplomacy: Web 2.0 initiatives have been employed in
public diplomacy for the Israeli government. The country is
believed to be the first to have its own official blog, MySpace
page, YouTube channel, Facebook page and a political blog.
– Social Work 2.0: it represents the use of interactive web
technologies in the delivery of social services.
Web 1.0 Web 2.0
Britanica Online Wikipedia
Personal Websites Blogging
Domain Name Speculation SEO
Page Views Cost Per Click
Content Management Systems Wikis