12 a online social marketing

Online Marketing & Advertising
The connections you and your business make are of paramount
importance today. Developing strategic relationships via
networking events has been the traditional means of making new
business contacts.
There are two main types of online networking, Online social
networking and Online business networking. Online socialnetworking and Online business networking. Online social
networking is a service focusing on building relationships among
consumers and online business networking is a service focusing
on building relationships between businesses.

Online advertising
Online advertising also known as internet marketing, online
marketing or e-marketing, is the marketing and promotion of
products or services over the Internet.
Examples of online advertising include contextual ads on search
engine results pages, banner ads, blogs, rich media ads, social
network advertising, online classified advertising, advertising
networks, dynamic banner ads, cross-platform ads and e-mail
marketing, including e-mail spam. Many of these types of ads are
delivered by an ad server.

History of online advertising
Online advertising began in 1994 when HotWired sold the first
banner ads to several advertisers. Revenue in the United States
grew to an estimated $7.1 billion in 2001 or about 3.1 percent of
overall advertising spending.
The dot-com bust destroyed or weakened many of the early
online advertising industry players and reduced the demand for
online advertising and related services.

Businesses began to move their advertising efforts into areas by
making wide use of social media from 2009.
The social media includes social networking tools such as
Facebook, Twitter, Hi-5, social news tools such as Reddit, Digg,
Propeller, social photo & video sharing tools such as Photobucket,
Flickr, YouTube and social bookmarking tools such as Del.icio.usFlickr, YouTube and social bookmarking tools such as Del.icio.us
and Simpy.
One of the advantages of social media advertising is proper
targeting of market through the use of the users’ demographic
information provided.

Digital Influence on Consumer @ 2013

Competitive advantage over traditional advertising:
One major benefit of online advertising is the immediate
publishing of information and content that is not limited by
geography or time.
The emerging area of interactive advertising presents fresh
challenges for advertisers who have until now adopted an
interruptive strategy.

Another benefit is the efficiency of the advertiser's investment.
Online advertising allows for the customization of advertisements,
including content and posted websites.
For example, AdWord, Yahoo! Search Marketing and Google
AdSense enable ads to be shown on relevant web pages or
alongside search results.alongside search results.

Online advertisement:
The internet has become an ongoing emerging source that tends
to expand more and more. The growth of this particular medium
attracts the attention of advertisers as a more productive source
to bring in consumers.
A clear advantage consumers have with online advertisement is
the control they have over the product, choosing whether to
check it out or not.

Online advertisements may also offer various forms of animation.
In its most common use, the term "online advertising" comprises
all sorts of banner, e-mail, in-game, and keyword advertising,
including on platforms such as Facebook, Twitter, and MySpace.
Web-related advertising has a variety of ways to publicize and
reach a niche audience to focus its attention to a specific group.reach a niche audience to focus its attention to a specific group.
Research has proven that online advertising has given results and
is a growing business revenue. Jupiter Research predicted $34.5
billion in US online advertising spending.

Types of Internet marketing/ Online Advertising:
Internet marketing is broadly divided into the following types:
Display advertising: the use of web banners or banner ads placed
on a third-party website or blog to drive traffic to a company's
own website and increase product awareness.
Search engine marketing (SEM): a form of marketing that seeks to
promote websites by increasing their visibility in search engine
result pages (SERPs) through the use of either paid placement,
contextual advertising, and paid inclusion, or through the use of
free search engine optimization techniques also known as organic
result.

Search Engine Optimization Technique SEO in search engine
result pages (SERPs)

Search engine optimization (SEO): the process of improving the
visibility of a website or a web page in search engines via the
"natural" or un-paid ("organic" or "algorithmic") search results.
Social media marketing: the process of gaining traffic or attention
through social media websites such as Facebook, Twitter and
LinkedIn.LinkedIn.
Email marketing: directly marketing a commercial message to a
group of people using electronic mail.

Referral marketing: a method of promoting products or services
to new customers through referrals, usually word of mouth.
Affiliate marketing: a marketing practice in which a business
rewards one or more affiliates for each visitor or customer
brought about by the affiliate's own marketing efforts.
Content marketing: the process of creating specialized content
such as info-graphics, blog articles and e-books to attract more
customers.
Inbound marketing: involves creating and freely sharing
informative content as a means of converting prospects into
customers and customers into repeat buyers.

Video marketing: This type of marketing specializes in creating
videos that engage the viewer into a buying state by presenting
information in video form and guiding them to a product or
service.
Online video is increasingly becoming more popular among
internet users and companies are seeing it as a viable method ofinternet users and companies are seeing it as a viable method of
attracting customers.

Business Models:
Internet marketing is associated with several business models:
E-commerce: a model whereby goods and services are sold directly to a
consumer or business.
Lead-based websites: a strategy whereby an organization generates
value by acquiring sales leads from its website. Similar to walk-in
customers in retail world. Lead-based marketing, or commission
advertising, means you only pay for the results. Lead-based marketing
works because it requires a commitment from both parties in order to
succeed. Lead-based marketing takes the guesswork out of the
cost/booking equation. If you know the percentage of people who book
after requesting a brochure, then you know the monetary value of a
lead.

Lead Based Website of Mahindra XUV 500

Affiliate Marketing: a process wherein a product or service
developed by one entity is sold by other active sellers for a share
of profits.
Affiliate marketing is one of the most versatile methods of online
advertising in which advertisers / clients (online merchants that
sell products or services) pay publishers / affiliates (independentsell products or services) pay publishers / affiliates (independent
parties that promote the products or services of an advertiser /
Client on their Web site) only for results / performance, like a
visitor making a purchase or filling out a form, rather than paying
simply to reach a particular audience.

Revenue Models:
The three most common ways in which online advertising is
purchased are CPM, CPC, and CPA.
>> CPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions)
This is when advertisers pay for exposure of their message to a
specific audience. "Per mille" means per thousand impressions, or
loads of an advertisement. However, some impressions may not
be counted, such as a reload or internal user action.
>> CPV (Cost Per Visitor) This is when advertisers pay for the
delivery of a Targeted Visitor to the advertisers website.

>> CPV (Cost Per View) This is when advertisers pay for each
unique user view of an advertisement or website.
>> CPC (Cost Per Click) or PPC (Pay per click) This is when
advertisers pay each time a user clicks on their listing and is
redirected to their website.
CPC differs from CPV in that each click is paid for regardless of
whether the user makes it to the target site.

>> CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per
Performance) advertising is performance based and is common in
the affiliate marketing sector of the business. In this payment
scheme, the publisher takes all the risk of running the ad, and the
advertiser pays only for the number of users who complete a
transaction, such as a purchase or sign-up.
The following are common variants of CPA:
CPL (Cost Per Lead) advertising is identical to CPA advertising
and is based on the user completing a form, registering for a
newsletter or some other action that the merchant feels will
lead to a sale.
CPS (Cost Per Sale), PPS (Pay Per Sale), or CPO (Cost Per
Order) advertising is based on each time a sale is made.

eCPM: Effective CPM or eCPM calculated through other
conversion events such as Cost per Clicks, Cost per Downloads,
Cost per Leads etc.
For example when an advertiser getting Rs. 2 per download and
for 100,000 impressions you received 10 downloads worth Rs. 20,
in this case your effective CPM or eCPM will bein this case your effective CPM or eCPM will be
2*20*1000/100,000= Rs. 0.4
Fixed Cost: Advertiser paying fixed cost for delivery frame by
campaign flight dates without any relevance to performance

Cost per conversion: Describes the cost of acquiring a customer,
typically calculated by dividing the total cost of an ad campaign by
the number of conversions. The definition of "Conversion" varies
depending on the situation: it is sometimes considered to be a
lead, a sale, or a purchase.

Approaches…
One-to-one approaches
In a one-to-one approach, marketers target a user browsing the
Internet alone and so that the marketers' messages reach the user
personally.
This approach is used in search marketing, for which the
advertisements are based on search engine keywords entered by
the users. This approach usually works under the pay per click
(PPC) method.

Appeal to specific interests
When appealing to specific interests, marketers place an
emphasis on appealing to a specific behavior or interest, rather
than reaching out to a broadly defined demographic. These
marketers typically segment their markets according to age group,
gender, geography, and other general factors.gender, geography, and other general factors.
For example if the user is searching for coffee, the search engine
publishes ads related to coffee.

Niche Marketing
In conventional niche marketing, clusters of consumers (the niche)
are identified in order to more economically and efficiently target
them. Similarly, niche internet marketing attempts to create a
more direct advertising message for those who are seen as most
likely to buy the product being advertised.
Niche internet marketing focuses on marketing products and
services which are, or can appear, tailor-made for a specific subset
of consumers who are expected to buy the product or service
with a specific motivation, the niche internet marketer can
attempt to increase the likelihood that their product's
advertisement will be seen by customers in the relevant niche.

Geo-Targeting
In Internet marketing, geo-targeting is the methods of
determining the geo-location of a website visitor with geo-
location software, and delivering different content to that visitor
based on his or her location, such as latitude and longitude,
country, region or state, city, metro code or zip code, organization,
Internet Protocol (IP) address, ISP, and other criteria.Internet Protocol (IP) address, ISP, and other criteria.

Types
Though, as seen above, the large majority of online advertising
has a cost that is brought about by usage or interaction of an ad,
there are a few other methods of advertising online that only
require a one time payment.
Floating ad: An ad which moves across the user's screen or floatsFloating ad: An ad which moves across the user's screen or floats
above the content.
Expanding ad: An ad which changes size and which may alter the
contents of the webpage.
Polite ad: A method by which a large ad will be downloaded in
smaller pieces to minimize the disruption of the content being
viewed
Wallpaper ad: An ad which changes the background of the page
being viewed.

Pop-up: A new window which opens in front of the current one,
displaying an advertisement, or entire webpage.
Pop-under: Similar to a Pop-Up except that the window is loaded
or sent behind the current window so that the user does not see
it until they close one or more active windows.
Video ad: similar to a banner ad, except that instead of a static or
animated image, actual moving video clips are displayed. This isanimated image, actual moving video clips are displayed. This is
the kind of advertising most prominent in television, and many
advertisers will use the same clips for both television and online
advertising.
Map ad: text or graphics linked from, and appearing in or over, a
location on an electronic map such as on Google Maps.

Mobile ad: an SMS text or multi-media message sent to a cell
phone.
Superstitial: An animated ad on a Web page from Enliven
Marketing Technologies. It uses video, 3D content or Flash to
provide a TV-like advertisement.
Interstitial ad: a full-page ad that appears before a user reaches
their original destination.
Frame ad: an ad that appeared usually at the top with the site
logo. As the user browsed the site, the frame would not change.

Advantages Social Media Marketing
Most of the social sites are free to join and use. Just join and post
your message and if done right it can be read by thousands of
people.
Other advantage of social media is search engines is that search
engines love social site and its content. If a post is done with a bitengines love social site and its content. If a post is done with a bit
of research with long tail keywords then you never know it will
show up on top of search engines the way yahoo answers shows
up.
At this point Advantages and disadvantages of social media
marketing look to me only advantageous, not disadvantageous.

Challenges: Online Marketing & Advertising
Advantages Social Media Marketing
Most of the social sites are free to join and use. Just join and post
your message and if done right it can be read by thousands of
people.
Other advantage of social media is search engines is that search
engines love social site and its content. If a post is done with a bit
of research with long tail keywords then you never know it will
show up on top of search engines the way yahoo answers shows
up.
At this point Advantages and disadvantages of social media
marketing look to me only advantageous, not disadvantageous.

Challenges: Online Marketing & Advertising
Disadvantages Of Social Media Marketing
Disadvantages of social media marketing are quite low as
compare to advantages but still there are some. Many marketer
never realize that time is money. The way we get paid in real life
on an hour basis the same way we lost money by spending hours
on updating social media sites or setting up a campaign. Settingon updating social media sites or setting up a campaign. Setting
up a marketing campaign on social media sites is an expert job
otherwise you will end up on a loosing side.
So, Advantages And Disadvantages of Social Media Marketing also
depends on outsourcing if you not doing it on your own.

12 a online social marketing

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