Dewberry Web Logic PVT Guide

About Dewberry Web Logic PVT. LTD.
Dewberry Web Logic is established with the goal of providing
information web solutions for different communities in India.
Dewberry motive is to grab the growing Indian internet market
and help the online community in serving the needs of diverse
audience across the country. The company was established way
back in 2007; with the aim of creating Informational web
products for different channels. Company’s mission is to
empower people with information and technology, to improve
their living. Company’s primary aim is to consolidate and organize information in order to make
consumer’s life easy. Dewberry vision is to develop a user friendly platform that provides an
ordered and interactive flow of information.
Dewberry Web Logic has got its Head Quarters in Pune. Company launched its first project
Way2college.com in October 2007. In the coming future, Company is also intending to venture
in other consumer online services such as schools, jobs, restaurants, cinemas etc. Dewberry has
got its reputation in providing right content, at right time and in right format.
Dewberry Web Logic has grown aggressively from 2007. Its product www.way2college.com has
grown as the biggest educational portal in India. It is showing a growth of YOY 500%growth.
Founder
The Founder of Dewberry Web Logic is Mr. Dinesh Maheshwari. Dinesh is also serving his
services as Chief Executive Officer for Dewberry Web Logic Mr. Dinesh is an ex-employee of
Microsoft USA.
Mission
To provide quality services to students, regarding higher education in all the levels, from
Intermediate to PhD.
Quality Statement
To provide highest quality of education solutions and services that will help the students all over
India, to learn, think and act to the present situation.
Management Philosophy
The management of Dewberry Web Logic operates under 3 principles of integrity, innovation
and initiative.
 Integrity formsthe relationship with our clientsi.e. students, colleges, coaching institutesetc…
 Innovationenablesusto serve our clientswith advanced new rangeof services.
 Initiative isto lookahead inthe future and act swiftly towardsthe ever-changingmarket.

DEWBERRYWEB LOGIC PRIVATE LIMITED
 Basic Information
 Documents
 Directors
 Map
Dewberry Web Logic Private Limited is a Private Companyincorporated on 13 December 2011.It is classified as
Indian Non-GovernmentCompanyand is registered atRegistrar ofCompanies,Pune.Its authorized share capital is
Rs.100,000 and its paid up capital is Rs.100,000.
Dewberry Web Logic Private Limited's Annual General Meeting (AGM) was lastheld on 30 September 2014 and as
per records from Ministry of Corporate Affairs (MCA), its balance sheetwas lastfiled on 31 March 2014.
Directors of DewberryWeb Logic Private Limited are Deepa Maheshwari and Dinesh Maheshwari.
Dewberry Web Logic Private Limited's Corporate Identification Number is (CIN) U72500PN2011PTC141618 and its
registration number is 141618.Its Email address is CRBIRLA@YAHOO.COM and its registered address is OFFICE
NO 207, GARDEN PLAZA, NEAR FIVE GARDEN NEAR JAGTAP DAIRY, RAHATANI ROAD, PUNE - 411027,
Maharashtra INDIA.
Currentstatus of Dewberry Web Logic Private Limited is - Active.
Way2college.com
Way2collegeisa web portal of one-stop solution for all educational andcareer needsfor complete
informationaboutcolleges, universitiesand coaching institutesin India. The portal helpsthe It isa portal developedby Dewberry Web
Logic which providesa wealth of informationon Indian educationand career opportunitiesat the clickof mouse. Thishasinformation for
more than 15000 colleges, with detailsof contact information,campusfacilitiesand background, studentfacilities, infrastructure, faculty,
informationof courses, etc… By clicking on the collegenameyou will be taken directly to their website.
There isalso a sub-domain called www.jobs.way2college.com.Thisisa job portal which iscompletely focused on teaching jobsin india. We
already are discussing with more than 200 collegesand have morethan 1000+ jobsin our database. We have also started working with job
seekers and getting100'sor resume every day. Job seekers are finding thisplatform very useful and consolidated.Aboveall thisisa free
service both for collegesand teachers.
Way2collegeprovide collegesstate wise, city wise and stream wise for user convenience. Way2collegeprovidesall the arts, science,
commerce, MBA, MCA, medical, engineering,fashiondesign,hotel management, law, journalism andsportsco llegesin India. Way2college
also provide a “Study Abroad” section for the studentswho are interested to go andstudy abroad.Way2college havecollege forum created
for each of the collegewhere you can askquestions, make commentsand write blogsabout specific college.The usershave limited access
to view the discussions and to post any comments, until he haslogged in.By joining our free community you will have access to ask
questions, post commentsand write blogs. Registrationisfast, simple and absolutely free.
Way2collegealso provide all thecollege events, seminars, cultural festivalsthat are happeningin the collegesacross India . Way2college
also help you in choosingyour career throughonline counseling and career forum.We owned a highly skilledand experienced team to guide
students through information or to helpstudentsperform in specific tasks and provide a highqulity online councelling.

Welcome to Dewberry Web Logic
Dewberry Web Logic
Dewberry Web Logic is established with the goal of providing
information web solutions fordifferent communities in
India. Dewberry motive is to grab the growing Indian internet
market and help the online community in serving the needs of
diverse audience across the country.The company was
established way backin 2007; with the aim of creating
Informational web products for differentchannels. Company’s
mission is to empower people withinformation and technology,
to improve their living. Company’s primary aim is to consolidate and organize information in
order to make consumer’s life easy. Dewberry vision is to develop a user friendly platform that
provides an ordered and interactive flow of information.
Dewberry Web Logic has got its Head Quarters in Pune.
Company launched its first projectWay2college.comin October
2007. In the coming future, Company is also intending to
venture in other consumer online services such as schools, jobs,
restaurants, cinemas etc.Dewberry has got its reputation in
providing right content, at right time and in right format.
Dewberry Web Logichas grown aggressively from 2007. It's
product www.way2college.comhasgrownas the biggest educational portal in India. It is showing a
growth of YOY500%growth.
Way2college.com
Way2college is a web portal of one-stop solution for all educational and career needs for complete
information about colleges, universities and coaching institutes in India. The portal helps the It is a portal developed by Dewberry Web Logic which
provides a wealth of information on Indian education and career opportunities at the click of mouse. This has information for more than 15000 colleges,
with details of contact information, campus facilities and background, student facilities, infrastructure, faculty, information of courses, etc… By clicking
on the college name you will be taken directly to their website.
There is also a sub-domain called www.jobs.way2college.com. This is a job portal which is completely focused on teaching jobs in india. We already are
discussing with more than 200 colleges and have more than 1000+ jobs in our database. We have also started working with job seekers and getting 100's
or resume every day. Job seekers are finding this platform very useful and consolidated. Above all this is a free service both for colleges and teachers.
READ MORE...

Digital marketing
From Wikipedia, the free encyclopedia
[hide]This articlehas multipleissues. Please help improve itor discuss these
issues on the talk page.
This article needs additional citations for verification. (May 2008)
This article possiblycontains original research.(January 2009)
Digital marketing is marketing thatmakes use ofelectronic devices (computers) such as personal
computers,smartphones,cellphones,tablets TV and game consoles to engage with stakeholders.A componentof
Digital marketing is Digital Brand Engagement.Digital marketing applies technologies or platforms such as websites,
e-mail,apps (classic and mobile),Search engine optimization and social networks.Digital Marketing can be through
Non-internetchannels like TV, Radio,SMS, etc[citation needed]
or through Internet channels like Social Media, E-mails ads,
Banner ads,etc. Social Media Marketing is a componentof digital marketing.Many organizations use a combination
of traditional and digital marketing channels;however,digital marketing is becoming more popular with marketers as
it allows them to target and track many aspects[1]
including their Return on Investment (ROI) more accurately
compared to other traditional marketing channels.
According to the Digital Marketing Institute, Digital Marketing is the use of digital channels to promote or market
products and services to consumers and businesses.
Marketing
Key concepts
 Product marketing
 Pricing
 Distribution
 Service
 Retail
 Brand management
 Brand licensing
 Account-based marketing
 Ethics
 Effectiveness
 Research
 Segmentation
 Strategy

 Activation
 Management
 Dominance
 Marketing operations
 Social marketing
 Identity
 Digital marketing
Promotional contents
 Advertising
 Branding
 Underwriting spot
 Direct marketing
 Personal sales
 Product placement
 Propaganda
 Publicity
 Sales promotion
 Sex in advertising
 Loyalty marketing
 Mobile marketing
 Premiums
 Prizes
 Corporate anniversary
 On-hold messaging
Promotional media
 Printing
 Publication
 Broadcasting
 Out-of-home advertising
 Internet
 Point of sale
 Merchandise
 In-game advertising
 Product demonstration
 Word-of-mouth
 Brand ambassador

 Drip marketing
 Visual merchandising
 V
 T
 E
Contents
[hide]
 1 History
 2 Latest Developments and Strategies
o 2.1 Multi-channel communications
o 2.2 Self-regulation
 3 See also
 4 References
 5 Further reading
History[edit]
The term 'digital marketing'was firstused in the 1990s.[2]
In the 2000s and the 2010s,digital marketing became more
sophisticated as an effective way to create a relationship with the consumer thathas depth and relevance.[3] [4]
While
the term 'digital marketing'may not have been used until the 1990s,digital marketing itselfhas roots to the mid -1980s
when the SoftAd Group, nowChannelNetdeveloped advertising campaigns for several major automobile companies,
wherein people would send in reader replycards found in magazines and receive in return floppy disks thatcontained
multimdedia contentpromoting various cars and offering free test drives.
The rapid evolution of digital media has created new opportunities and avenues for advertising and marketing.Fueled
by the proliferation ofdevices to access digital media,this has led to the exponential growth of digital advertising.[5]
In 2012 and 2013 statistics showed digital marketing remained a growing field.[6][7]
Digital media growth is estimated at4.5 trillion online ads served annuallywith digital media spend at48% growth in
2010.An increasing portion ofadvertising stems from businesses employing Online Behavioural Advertising (OBA) to
tailor advertising for Internet users.Though an innovative resource,OBA raises concern with regards to consumer
privacy and data protection. Such implications are importantconsiderations for responsible communications.[8]
Digital
marketing is often referred to as 'online marketing','internetmarketing'or 'web marketing'.The term 'digital marketing'
has grown in popularity over time, particularlyin certain countries.In the USA 'online marketing'is still prevalent,in
Italy is referred as 'web marketing'but in the UK and worldwide,'digital marketing'has become the mostcommon
term, especiallyafter the year 2013.[9]
Latest Developments and Strategies[edit]
As digital marketing is dependenton technologywhich is ever-evolving and fast-changing,the same features should
be expected from digital marketing developments and strategies.This portion is an attemptto qualify or segregate the
notable highlights existing and being used as ofpress time.
1. Segmentation: more focus has been placed on segmentation within digital marketing,in order to target specific
markets in both business to business and business to consumer sectors.
2. Influencer Marketing: Importantnodes are identified within related communities,known as influencers.This is
becoming an importantconceptin digital targeting.It is possible to reach influencers via paid advertising,such as
Facebook Advertising or Google Adwords campaigns,or through sophisticated sCRM(social customer relationship
management) software,such as SAP C4C,Microsoft Dynamics,Sage CRM and Salesforce CRM. Many universities
now focus, at Masters level, on engagementstrategies for influencers.

To summarize,Pull digital marketing is characterized by consumers actively seeking marketing contentwhile Push
digital marketing occurs when marketers send messages withoutthatcontent being actively sought by the recipients.
3. Online Behavioural Advertising: Online Behavioural Advertising refers to the practice of collecting information
abouta user’s online activity over time,“on a particular device and across different,unrelated websites,in order to
deliver advertisements tailored to that user’s interests and preferences[10]
4. Collaborative Environment: A collaborative environmentcan be setup between the organization, the technology
service provider,and the digital agencies to optimize effort, resource sharing,reusabilityand communications.[11]
Multi-channel communications[edit]
Push and pull message technologies can be used in conjunction.
Self-regulation[edit]
The ICC Code has integrated rules thatapply to marketing communications using digital interactive media throughout
the guidelines.There is also an entirely updated section dealing with issues specific to digital interactive media
techniques and platforms.Code self-regulation on use ofdigital interactive media includes:•Clear and transparent
mechanisms to enable consumers to choose notto have their data collected for advertising or marketing purposes;•
Clear indication thata social network site is commercial and is under the control or influence of a marketer;• Limits
are setso that marketers communicate directlyonly when there are reasonable grounds to believe that the consumer
has an interestin whatis being offered; • Respectfor the rules and standards of acceptable commercial behaviour in
social networks and the posting ofmarketing messages onlywhen the forum or site has clearlyindicated its
willingness to receive them;• Special attention and protection for children.[12]
Online advertising
From Wikipedia, the free encyclopedia
Part of a series on
Internet marketing
 Search engine optimization
 Social media marketing
 Email marketing
 Referral marketing
 Content marketing
 Native advertising

Search engine marketing
 Pay per click
 Cost per impression
 Search analytics
 Web analytics
Display advertising
 Contextual advertising
 Behavioral targeting
Affiliate marketing
 Cost per action
 Revenue sharing
Mobile advertising
 V
 T
 E
Part of a series on
E-commerce
Online goods and services
 E-books
 Software
 Streaming media
Retail services
 Banking
 DVD-by-mail
 Flower delivery
 Food ordering
 Pharmacy
 Travel

Marketplace services
 Advertising
 Auctions
 Comparison shopping
 Social commerce
 Trading communities
 Wallet
Mobile commerce
 Payment
 Ticketing
Customer service
 Call centre
 Help desk
 Live support software
E-procurement
Purchase-to-pay
 V
 T
 E
Marketing
Key concepts
 Product marketing
 Pricing
 Distribution
 Service
 Retail
 Brand management
 Brand licensing
 Account-based marketing
 Ethics
 Effectiveness
 Research
 Segmentation

 Strategy
 Activation
 Management
 Dominance
 Marketing operations
 Social marketing
 Identity
 Digital marketing
Promotional contents
 Advertising
 Branding
 Underwriting spot
 Direct marketing
 Personal sales
 Product placement
 Propaganda
 Publicity
 Sales promotion
 Sex in advertising
 Loyalty marketing
 Mobile marketing
 Premiums
 Prizes
 Corporate anniversary
 On-hold messaging
Promotional media
 Printing
 Publication
 Broadcasting
 Out-of-home advertising
 Internet
 Point of sale
 Merchandise
 In-game advertising
 Product demonstration
 Word-of-mouth

 Brand ambassador
 Drip marketing
 Visual merchandising
 V
 T
 E
Online advertising, also called online marketing or Internet advertising, is a form of marketing
and advertising which uses the Internet to deliverpromotional marketing messages to consumers. It
includes email marketing,search engine marketing (SEM), social media marketing, many types
of display advertising (including web banner advertising), and mobile advertising. Like other
advertising media, online advertising frequently involves both a publisher, who integrates
advertisements into its online content, and an advertiser, who provides the advertisements to be
displayed on the publisher's content. Other potential participants include advertising agencies who
help generate and place the ad copy, an ad server which technologically delivers the ad and tracks
statistics, and advertising affiliates who do independent promotional work for the advertiser.
In 2011, Internet advertising revenues in the United States surpassed those ofcable television and
nearly exceeded those of broadcast television.[1]:19
In 2013, Internet advertising revenues in the
United States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues in 2012.[2]:4–
5
U.S. internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over the
same period in 2012.[3]
Online advertising is widely used across virtually all industry sectors.[1]:16
Many common online advertising practices are controversial and increasingly subject to regulation.
Online ad revenues may not adequately replace other publishers' revenue streams. Declining ad
revenue has led some publishers to hide their content behind paywalls.[4]
Contents
[hide]
 1 History
 2 Delivery methods
o 2.1 Display advertising
 2.1.1 Web banner advertising
 2.1.1.1 Frame ad (traditional banner)
 2.1.1.2 Pop-ups/pop-unders
 2.1.1.3 Floating ad
 2.1.1.4 Expanding ad
 2.1.1.5 Trick banners
 2.1.1.6 News Feed Ads
o 2.2 Interstitial
 2.2.1 Text ads
o 2.3 Search engine marketing (SEM)
 2.3.1 Search engine optimization (SEO)
 2.3.2 Sponsored search
o 2.4 Social media marketing
o 2.5 Mobile advertising
o 2.6 Email advertising

 2.6.1 Chat advertising
o 2.7 Online classified advertising
o 2.8 Adware
o 2.9 Affiliate marketing
o 2.10 Content Marketing
o 2.11 Online marketing platform
 3 Compensation methods
o 3.1 CPM (cost per mille)
o 3.2 CPC (cost per click)
o 3.3 CPE (cost per engagement)
o 3.4 CPV (cost per view)
o 3.5 Other performance-based compensation
o 3.6 Fixed cost
 4 Benefits of online advertising
o 4.1 Cost
o 4.2 Measurability
o 4.3 Formatting
o 4.4 Targeting
o 4.5 Coverage
o 4.6 Speed
 5 Concerns
o 5.1 Banner blindness
o 5.2 Fraud on the advertiser
o 5.3 Technological variations
 5.3.1 Heterogeneous clients
 5.3.2 Ad-blocking
 5.3.3 Anti-targeting technologies
o 5.4 Privacy concerns
o 5.5 Trustworthiness of advertisers
o 5.6 Spam
 6 Regulation
o 6.1 Privacy and data collection
o 6.2 Delivery methods
 7 See also
 8 References
History[edit]
In early days of the Internet, online advertising was mostly prohibited. For example, two of the
predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies" that
banned network "use for commercial activities by for-profit institutions".[5][6]
The NSFNet began
phasing out its commercial use ban in 1991.[7][8][9][10][11]
Email. The first widely publicized example of online advertising was conducted via electronic mail.
On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email
to most of the ARPANET's American west coast users, advertising an open house for a new model
of a DEC computer.[6][12]
Despite the prevailing acceptable use policies, electronic mail marketing
rapidly expanded[13]
and eventually became known as “spam.”

The first known large-scale non-commercial spam message was sent on 18 January 1994 by
an Andrews University system administrator, by cross-posting a religious message to
all USENET newsgroups.[14]
Four months later, Laurence Canter and Martha Siegel, partners in a law
firm, broadly promoted their legal services in a USENET posting titled "Green Card Lottery – Final
One?”[15]
Canter and Siegel's Green Card USENET spam raised the profile of online advertising,
stimulating widespread interest in advertising via both Usenet and traditional email.[14]
More recently,
spam has evolved into a more industrial operation, where spammers use armies of virus-infected
computers (botnets) to send spam remotely.[12]
Display ads. Online banner advertising began in the early 1990s as page owners sought additional
revenue streams to support their content. Commercial online service Prodigy displayed banners at
the bottom of the screen to promote Searsproducts.[16]
The first clickable web ad was sold by Global
Network Navigator in 1993 to a Silicon Valley law firm.[17]
In 1994, web banner advertising became
mainstream when HotWired, the online component of Wired Magazine, sold banner ads toAT&T and
other companies. The first AT&T ad on HotWired had a 44% click-through rate, and instead of
directing clickers to AT&T's website, the ad linked to an online tour of seven of the world's most
acclaimed art museums.[18][19]
Search ads. GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the
first search advertising keyword auction in 1998.[20]:119
Google launched its "AdWords" search
advertising program in 2000[21]
and introduced quality-based ranking allocation in 2002,[22]
which sorts
search advertisements by a combination of bid price and searchers' likeliness to click on the
ads.[20]:123
Recent trends. More recently, companies have sought to merge their advertising messages into
editorial content or valuable services. Examples include Red Bull's Red Bull Media House
streaming Felix Baumgartner's jump from space online, Coca-Cola's online magazines, and Nike's
free applications for performance tracking.[19]
Advertisers are also embracing social media[23][24]
and
mobile advertising; mobile ad spending has grown 90% each year from 2010 to 2013.[1]:13
Delivery methods[edit]
Display advertising[edit]
Display advertising conveys its advertising message visually using text, logos, animations, videos,
photographs, or other graphics. Display advertisers frequently target users with particular traits to
increase the ads' effect. Online advertisers (typically through their ad servers) often use cookies,
which are unique identifiers of specific computers, to decide which ads to serve to a particular
consumer. Cookies can track whether a user left a page without buying anything, so the advertiser
can later retarget the user with ads from the site the user visited.[25]
As advertisers collect data across multiple external websites about a user's online activity, they can
create a detailed picture of the user's interests to deliver even more targeted advertising. This
aggregation of data is called behavioral targeting.[26]
Advertisers can also target their audience by
using contextual and semantic advertising to deliver display ads related to the content of the web
page where the ads appear.[20]:118
Retargeting, behavioral targeting, and contextual advertising all are
designed to increase an advertiser's return on investment, or ROI, over untargeted ads.[27]
Advertisers may also deliver ads based on a user's suspected geography through geotargeting. A
user's IP addresscommunicates some geographic information (at minimum, the user's country or
general region). The geographic information from an IP can be supplemented and refined with other
proxies or information to narrow the range of possible locations.[28]
For example, with mobile devices,
advertisers can sometimes use a phone's GPS receiver or the location of nearby mobile
towers.[29]
Cookies and other persistent data on a user's machine may provide help narrowing a
user's location further.[28]

Web banner advertising[edit]
Web banners or banner ads typically are graphical ads displayed within a web page. Many banner
ads are delivered by acentral ad server.
Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other
interactive elements usingJava applets, HTML5, Adobe Flash, and other programs.
Frame ad (traditional banner)[edit]
Frame ads were the first form of web banners.[18]
The colloquial usage of "banner ads" often refers to
traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space
on the web page. The Interactive Advertising Bureau's Ad Unit Guidelines proposes standardized
pixel dimensions for ad units.[citation needed]
Pop-ups/pop-unders[edit]
A pop-up ad is displayed in a new web browser window that opens above a website visitor's initial
browser window.[30]
A pop-under ad opens a new browser window under a website visitor's initial
browser window.[1]:22
Floating ad[edit]
A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over
the requested website's content. Floating ads may disappear or become less obtrusive after a preset
time period.
Expanding ad[edit]
An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition,
such as a preset amount of time a visitor spends on a webpage, the user's click on the ad, or the
user's mouse movement over the ad.[31]
Expanding ads allow advertisers to fit more information into
a restricted ad space.
Trick banners[edit]
A trick banner is a banner ad where the ad copy imitates some screen element users commonly
encounter, such as an operating system message or popular application message, to induce ad
clicks.[32]
Trick banners typically do not mention the advertiser in the initial ad, and thus they are a
form of bait-and-switch.[33][34]
Trick banners commonly attract a higher-than-average click-through
rate, but tricked users may resent the advertiser for deceiving them.[35]
News Feed Ads[edit]
"News Feed Ads", also called "Sponsored Stories", "Boosted Posts", typically exist on Social Media
Platforms that offer a steady stream of information updates ("news feed"[36]
) in regulated formats (i.e.
in similar sized small boxes with a uniform style). Those advertisements are intertwined with non-
promoted news that the users are reading through. Those advertisements can be of any content,
such as promoting a website, a fan page, an app, or a product.
Some examples are: Facebook's "Sponsored Stories",[37]
LinkedIn's "Sponsored Updates",[38]
and
Twitter's "Promoted Tweets".[39]
This display ads format falls into its own category because unlike banner ads which are quite
distinguishable, News Feed Ads' format blends well into non-paid news updates. This format of
online advertisement yields much higher click-through rates than traditional display ads[40][41]
Interstitial[edit]
An interstitial ad displays before a user can access requested content, sometimes while the user is
waiting for the content to load.[42]
Interstitial ads are a form of interruption marketing.[43][44]

Text ads[edit]
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web page's
primary content, or they can be embedded by hyperlinking individual words or phrases to
advertiser's websites. Text ads may also be delivered through email marketing or text message
marketing. Text-based ads often render faster than graphical ads and can be harder for ad-blocking
software to block.[45]
Search engine marketing (SEM)[edit]
Search engine marketing, or SEM, is designed to increase a website's visibility in search engine
results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored)
results based on a web searcher's query.[20]:117
Search engines often employ visual cues to
differentiate sponsored results from organic results. Search engine marketing includes all of an
advertiser's actions to make a website's listing more prominent for topical keywords.
Search engine optimization (SEO)[edit]
Search engine optimization, or SEO, attempts to improve a website's organic search rankings in
SERPs by increasing the website content's relevance to search terms. Search engines regularly
update their algorithms to penalize poor quality sites that try to game their rankings, making
optimization a moving target for advertisers.[46][47][48]
Many vendors offer SEO services.[1]:22
Sponsored search[edit]
Sponsored search (also called sponsored links, search ads, or paid search) allows advertisers to be
included in the sponsored results of a search for selected keywords. Search ads are often sold via
real-time auctions, where advertisers bid on keywords.[20]:118[49]
In addition to setting a maximum price
per keyword, bids may include time, language, geographical, and other constraints.[20]:118
Search
engines originally sold listings in order of highest bids.[20]:119
Modern search engines rank sponsored
listings based on a combination of bid price, expected click-through rate, keyword relevancy and site
quality.[22]
Social media marketing[edit]
Social media marketing is commercial promotion conducted through social media websites. Many
companies promote their products by posting frequent updates and providing special offers through
their social media profiles.[50]
Mobile advertising[edit]
Mobile advertising is ad copy delivered through wireless mobile devices such
as smartphones, feature phones, or tablet computers. Mobile advertising may take the form of static
or rich media display ads, SMS (Short Message Service) or MMS(Multimedia Messaging Service)
ads, mobile search ads, advertising within mobile websites, or ads within mobile applications or
games (such as interstitial ads, “advergaming,” or application sponsorship).[1]:23
Industry groups such
as the Mobile Marketing Association have attempted to standardize mobile ad unit specifications,
similar to the IAB's efforts for general online advertising.[44]
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field,
connectivity speeds have improved (which, among other things, allows for richer media ads to be
served quickly), screen resolutions have advanced, mobile publishers are becoming more
sophisticated about incorporating ads, and consumers are using mobile devices more
extensively.[1]:14
The Interactive Advertising Bureau predicts continued growth in mobile advertising
with the adoption of location-based targeting and other technological features not available or
relevant on personal computers.[1]:14
In July 2014 Facebook reported advertising revenue for the June
2014 quarter of $2.68 billion, an increase of 67 percent over the second quarter of 2013. Of that,

mobile advertising revenue accounted for around 62 percent, an increase of 41 percent on the
previous year.
Email advertising[edit]
Email advertising is ad copy comprising an entire email or a portion of an email message.[1]:22
Email
marketing may be unsolicited, in which case the sender may give the recipient an option to opt out of
future emails, or it may be sent with the recipient's prior consent (opt-in).
Chat advertising[edit]
As opposed to static messaging, chat advertising refers to real time messages dropped to users on
certain sites. This is done by the usage of live chat software or tracking applications installed within
certain websites with the operating personnel behind the site often dropping adverts on the traffic
surfing around the sites. In reality this is a subset of the email advertising but different because of its
time window.
Online classified advertising[edit]
Online classified advertising is advertising posted online in a categorical listing of specific products
or services. Examples include online job boards, online real estate listings, automotive listings,
online yellow pages, and online auction-based listings.[1]:22
Craigslist and eBay are two prominent
providers of online classified listings.
Adware[edit]
Adware is software that, once installed, automatically displays advertisements on a user's computer.
The ads may appear in the software itself, integrated into web pages visited by the user, or in pop -
ups/pop-unders.[51]
Adware installed without the user's permission is a type of malware.[52]
Affiliate marketing[edit]
Affiliate marketing (sometimes called lead generation) occurs when advertisers organize third parties
to generate potential customers for them. Third-party affiliates receive payment based on sales
generated through their promotion.[1]:22
Affiliate marketers generate traffic to offers from affiliate
networks, and when the desired action is taken by the visitor, the affiliate earns a commission.
These desired actions can be an email submission, a phone call, filling out an online form, or an
online order being completed.
Content Marketing[edit]
Content marketing is any marketing that involves the creation and sharing of media and publishing
content in order to acquire and retain customers. This information can be presented in a variety of
formats, including blogs, news, video, white papers, e-books, infographics, case studies, how-to
guides and more.
Considering that most marketing involves some form of published media, it is almost (though not
entirely) redundant to call 'content marketing' anything other than simply 'marketing'. There are, of
course, other forms of marketing (in-person marketing, telephone-based marketing, word of mouth
marketing, etc.) where the label is more useful for identifying the type of marketing. However, even
these are usually merely presenting content that they are marketing as information in a way that is
different from traditional print, radio, TV, film, email, or web media.
Online marketing platform[edit]
Online marketing platform (OMP) is an integrated web-based platform that combines the benefits of
a business directory,local search engine, search engine optimisation (SEO) tool, customer
relationship management (CRM) package and content management

system (CMS). Ebay and Amazon are used as online marketing and logistics
management platforms. OnFacebook, Twitter, YouTube, Pinterest, LinkedIn, and other Social
Media, retail online marketing is also used. Onlinebusiness marketing platforms such
as Marketo, Aprimo, MarketBright and Pardot have been bought by major IT companies(Eloqua-
Oracle, Neolane-Adobe and Unica-IBM).
Compensation methods[edit]
Advertisers and publishers use a wide range of payment calculation methods. In 2012, advertisers
calculated 32% of online advertising transactions on a cost-per-impression basis, 66% on customer
performance (e.g. cost per click or cost per acquisition), and 2% on hybrids of impression and
performance methods.[1]:17
CPM (cost per mille)[edit]
Cost per mille, often abbreviated to CPM, means that advertisers pay for every thousand displays of
their message to potential customers (mille is the Latin word for thousand). In the online context, ad
displays are usually called "impressions." Definitions of an "impression" vary among
publishers,[53]
and some impressions may not be charged because they don't represent a new
exposure to an actual customer.[54]
Advertisers can use technologies such as web bugs to verify if an
impression is actually delivered.[55][56]:59
Publishers use a variety of techniques to increase page views, such as dividing content across
multiple pages, repurposing someone else's content, using sensational titles, or publishing tabloid or
sexual content.[57]
CPM advertising is susceptible to "impression fraud,” and advertisers who want visitors to their sites
may not find per-impression payments a good proxy for the results they desire.[58]:1–4
CPC (cost per click)[edit]
CPC (Cost Per Click) or PPC (Pay per click) means advertisers pay each time a user clicks on the
ad. CPC advertising works well when advertisers want visitors to their sites, but it's a less accurate
measurement for advertisers looking to build brand awareness.[59]
CPC's market share has grown
each year since its introduction, eclipsing CPM to dominate two-thirds of all online advertising
compensation methods.[1]:18[58]:1
Like impressions, not all recorded clicks are valuable to advertisers. GoldSpot Media reported that
up to 50% of clicks on static mobile banner ads are accidental and resulted in redirected visitors
leaving the new site immediately.[60]
CPE (cost per engagement)[edit]
Cost per engagement aims to track not just that an ad unit loaded on the page (i.e.,
an impression was served), but also that the viewer actually saw and/or interacted with the ad.[61][62]
CPV (cost per view)[edit]
Cost per view video advertising. Both Google and TubeMogul endorsed this standardized CPV
metric to the IAB's (Interactive Advertising Bureau) Digital Video Committee, and it's garnering a
notable amount of industry support.[63]
Other performance-based compensation[edit]
CPA (Cost Per Action or Cost Per Acquisition) or PPP (Pay Per Performance) advertising means the
advertiser pays for the number of users who perform a desired activity, such as completing a
purchase or filling out a registration form. Performance-based compensation can also
incorporate revenue sharing, where publishers earn a percentage of the advertiser's profits made as

a result of the ad. Performance-based compensation shifts the risk of failed advertising onto
publishers.[58]:4, 16
Fixed cost[edit]
Fixed cost compensation means advertisers pay a fixed cost for delivery of ads online, usually over
a specified time period, irrespective of the ad's visibility or users' response to it. One examples is
CPD (cost per day) where advertisers pay a fixed cost for publishing an ad for a day irrespective of
impressions served or clicks.
Benefits of online advertising[edit]
Cost[edit]
The low costs of electronic communication reduce the cost of displaying online advertisements
compared to offline ads. Online advertising, and in particular social media, provides a low-cost
means for advertisers to engage with large established communities.[50]
Advertising online offers
better returns than in other media.[58]:1
Measurability[edit]
Online advertisers can collect data on their ads' effectiveness, such as the size of the potential
audience or actual audience response,[20]:119
how a visitor reached their advertisement, whether the
advertisement resulted in a sale, and whether an ad actually loaded within a visitor's view.[55][56]:59
This
helps online advertisers improve their ad campaigns over time.
Formatting[edit]
Advertisers have a wide variety of ways of presenting their promotional messages, including the
ability to convey images, video, audio, and links. Unlike many offline ads, online ads also can be
interactive.[19]
For example, some ads let users input queries[64]
or let users follow the advertiser on
social media.[65]
Online ads can even incorporate games.[66]
Targeting[edit]
Publishers can offer advertisers the ability to reach customizable and narrowmarket segments for
targeted advertising. Online advertising may use geo-targeting to display relevant advertisements to
the user's geography. Advertisers can customize each individual ad to a particular user based on the
user's previous preferences.[27]
Advertisers can also track whether a visitor has already seen a
particular ad in order to reduce unwanted repetitious exposures and provide adequate time gaps
between exposures.[67]
Coverage[edit]
Online advertising can reach nearly every global market, and online advertising influences offline
sales.[68][69][70]
Speed[edit]
Once ad design is complete, online ads can be deployed immediately. The delivery of online ads
does not need to be linked to the publisher's publication schedule. Furthermore, online advertisers
can modify or replace ad copy more rapidly than their offline counterparts.[71]
Concerns[edit]
Banner blindness[edit]

Eye-tracking studies have shown that Internet users often ignore web page zones likely to contain
display ads (sometimes called "banner blindness"), and this problem is worse online than in offline
media.[72]
On the other hand, studies suggest that even those ads "ignored" by the users may
influence the user subconsciously.[73]
Fraud on the advertiser[edit]
There are numerous ways that advertisers can be overcharged for their advertising. For
example, click fraud occurs when a publisher or third parties click (manually or through automated
means) on a CPC ad with no legitimate buying intent.[74]
For example, click fraud can occur when a
competitor clicks on ads to deplete its rival's advertising budget, or when publishers attempt to
manufacture revenue.[74]
Click fraud is especially associated with pornography sites. In 2011, certain scamming porn websites
launched dozens of hidden pages on each visitor's computer, forcing the visitor's computer to click
on hundreds of paid links without the visitor's knowledge.[75]
As with offline publications, online impression fraud can occur when publishers overstate the number
of ad impressions they have delivered to their advertisers. To combat impression fraud, several
publishing and advertising industry associations are developing ways to count online impressions
credibly.[76][77]
Technological variations[edit]
Heterogeneous clients[edit]
Because users have different operating systems, web browsers[78]
and computer hardware (including
mobile devices and different screen sizes), online ads may appear to users differently from how the
advertiser intended, or the ads may not display properly at all. A 2012 comScore study revealed that,
on average, 31% of ads were not "in-view" when rendered, meaning they never had an opportunity
to be seen.[79]
Rich media ads create even greater compatibility problems, as some developers may
use competing (and exclusive) software to render the ads (see e.g. Comparison of HTML 5 and
Flash).[80]
Furthermore, advertisers may encounter legal problems if legally required information doesn't
actually display to users, even if that failure is due to technological heterogeneity.[81]:i
In the United
States, the FTC has released a set of guidelines indicating that it's the advertisers' responsibility to
ensure the ads display any required disclosures or disclaimers, irrespective of the users'
technology.[81]:4–8
Ad-blocking[edit]
Ad-blocking, or ad filtering, means the ads do not appear to the user because the user uses
technology to screen out ads. Many browsers block unsolicited pop-up ads by default.[82]
Other
software programs or browser add-ons may also block the loading of ads, or block elements on a
page with behaviors characteristic of ads (e.g. HTML autoplay of both audio and video).
Approximately 9% of all online page views come from browsers with ad-blocking software
installed,[83]
and some publishers have 40%+ of their visitors using ad-blockers.[4]
Anti-targeting technologies[edit]
Some web browsers offer privacy modes where users can hide information about themselves from
publishers and advertisers. Among other consequences, advertisers can't use cookies to serve
targeted ads to private browsers. Most major browsers have incorporated Do Not Track options into
their browser headers, but the regulations currently are only enforced by the honor system.[84][85][86]
Privacy concerns[edit]

The collection of user information by publishers and advertisers has raised consumer concerns
about their privacy.[28][56]
Sixty percent of Internet users would use Do Not Track technology to block all
collection of information if given an opportunity.[87][88]
Over half of all Google and Facebook users are
concerned about their privacy when using Google and Facebook, according to Gallup.[89]
Many consumers have reservations about by online behavioral targeting. By tracking users' online
activities, advertisers are able to understand consumers quite well. Advertisers often use technology,
such as web bugs and respawning cookies, to maximizing their abilities to track
consumers.[56]:60[90][91]
According to a 2011 survey conducted by Harris Interactive, over half of Internet
users had a negative impression of online behavioral advertising, and forty percent feared that their
personally-identifiable information had been shared with advertisers without their
consent.[92][93]
Consumers can be especially troubled by advertisers targeting them based on sensitive
information, such as financial or health status.[90]
Trustworthiness of advertisers[edit]
Scammers can take advantage of consumers' difficulties verifying an online persona's
identity,[94]:1
leading to artifices likephishing (where scam emails look identical to those from a well-
known brand owner)[95]
and confidence schemes like theNigerian "419" scam.[96][97][98]
The Internet
Crime Complaint Center received 289,874 complaints in 2012, totaling over half a billion dollars in
losses, most of which originated with scam ads.[99][100]
Consumers also face malware risks, i.e. malvertising, when interacting with online
advertising. Cisco's 2013 Annual Security Report revealed that clicking on ads was 182 times more
likely to install a virus on a user's computer than surfing the Internet for porn.[101][102]
For example, in
August 2014 Yahoo's advertising network reportedly saw cases of infection of a variant
of Cryptolocker ransomware.[103]
Spam[edit]
The Internet's low cost of disseminating advertising contributes to spam, especially by large-
scale spammers. Numerous efforts have been undertaken to combat spam, ranging from blacklists
to regulatorily-required labeling to content filters, but most of those efforts have adverse collateral
effects, such as mistaken filtering.[6]
Regulation[edit]
In general, consumer protection laws apply equally to online and offline activities.[81]:i
However, there
are questions over which jurisdiction's laws apply and which regulatory agencies have enforcement
authority over transborder activity.[104]
As with offline advertising, industry participants have undertaken numerous efforts to self-regulate
and develop industry standards or codes of conduct. Several United States advertising industry
organizations jointly published Self-Regulatory Principles for Online Behavioral Advertising based on
standards proposed by the FTC in 2009.[105]
European ad associations published a similar document
in 2011.[106]
Primary tenets of both documents include consumer control of data transfer to third
parties, data security, and consent for collection of certain health and financial data.[105]:2–4
Neither
framework, however, penalizes violators of the codes of conduct.[107]
Privacy and data collection[edit]
Privacy regulation can require users' consent before an advertiser can track the user or
communicate with the user. However, affirmative consent ("opt in") can be difficult and expensive to
obtain.[56]:60
Industry participants often prefer other regulatory schemes.
Different jurisdictions have taken different approaches to privacy issues with advertising. The United
States has specific restrictions on online tracking of children in the Children's Online Privacy

Protection Act (COPPA),[105]:16–17
and the FTC has recently expanded its interpretation of COPPA to
include requiring ad networks to obtain parental consent before knowingly tracking
kids.[108]
Otherwise, the U.S. Federal Trade Commission frequently supports industry self-regulation,
although increasingly it has been undertaking enforcement actions related to online privacy and
security.[109]
The FTC has also been pushing for industry consensus about possible Do Not Track
legislation.
In contrast, the European Union's "Privacy and Electronic Communications Directive" restricts
websites' ability to use consumer data much more comprehensively. The EU limitations restrict
targeting by online advertisers; researchers have estimated online advertising effectiveness
decreases on average by around 65% in Europe relative to the rest of the world.[56]:58
Delivery methods[edit]
Many laws specifically regulate the ways online ads are delivered. For example, online advertising
delivered via email is more regulated than the same ad content delivered via banner ads. Among
other restrictions, the U.S. CAN-SPAM Act of 2003 requires that any commercial email provide an
opt-out mechanism.[104]
Similarly, mobile advertising is governed by theTelephone Consumer
Protection Act of 1991 (TCPA), which (among other restrictions) requires user opt-in before sending
advertising via text messaging.
Using a digital plan to support digital
transformation
Where do you start if you wantto develop an digital marketing strategy? Well,I don't think it needs to be a huge
report, a strategy can bestbe summarised in two or three sides ofA4 in a table linking digital marketing strategies to
SMART objectives.Yet despite this itseems thatmanyorganisations still don'thave a plan.
Do you have a digital marketing strategy?
2015 update: Since 2012 we have run an informal poll to see how widely used digital marketing strategies are.
Results have been quite shocking...with around two-thirds to three quarters nothave a digital marketing plan.It
seems thatmanyare doing digital marketing withouta prioritised plan ofactivities to integrate online marketing...
When we did the research for our free Managing Digital Marketing report published in 2015 we were interested to see
how this percentage looked for a defined sample.This is whatwe found:

So, the latestresearch suggests an improved approach to planning in this sample ofmarketers,with fewer than half
withouta digital strategy. Congratulations ifyou're one of these companies!
A recommended approach for developing a digital strategy
But what if you're one of the companies thatdoesn'thave a digital strategyyet? Well, I think the two simple
alternatives for creating a plan may suggesta way forward:
 1. No-specific digital channel plan.
 2. Separate digital marketing plan defining transformation needed and making case for investment.
 3. Integrated digital plan partof marketing plan - digital becomes partofbusiness as usual.
So, what are the takeaways to act on here? It seems to me that:
 Using digital marketing withouta strategic approach is still commonplace.I'm sure manyof the companies in
this category are using digital media effectively and they could certainly be getting great results from their
search,email or social media marketing.But I'm equally sure that many are missing opportunities or are
suffering from the other challenges I've listed below.Perhaps the problems below are greatestfor larger
organisations who mosturgentlyneed governance.There's arguablyless need for a strategy in a smaller
company.
 Many, a majorityof companies in this research do take a strategic approach to digital. From talking to
companies,Ifind the creation of digital plans often occurs in two stages.Firsta separate digital marketing
plan is created. This is useful to get agreementand buy-in by showing the opportunities and problems and
map out a path through setting goals and specific strategies for digital including how you integrated digital
marketing into other business activities.Second,digital becomes integrated into marketing strategy,it's a
core activity, "business-as-usual",butdoesn'twarrantseparate planning,except for the tactics.
If you don't have a strategy, or maybe you wantto review which business issues are importantto include within a
strategic review, we've setout the 10 mostcommon problems,thatin our experience arise if you don't have a
strategy.

Need help with Digital Marketing? Check out the services at TopRank Online
Marketing.
Have you noticed the phrase “digital marketing” being bounced around a lot more
lately? Me too.
I admit that I’m one of the sources of that bouncing. With the rate of change occurring
in the marketing world, I think describing what we do is something that isn’t really
satisfied by just one phrase. Content, Search, Inbound, Multi-Channel, Integrated, all
seem to have their place, but “Digital” seems to express what most companies are
creating in their marketing right now.
As much as people toss around “digital marketing”, I get the impression that we’re not
all on the same page in terms of what it actually means. Just a few weeks ago, we
posted a digital marketing predictions postthat now has nearly 8,000 social shares.
Both the answers and the feedback were quite varied.
To get an handle on how brand digital marketers view the topic, I reached out to a
number of practitioners and executives to ask them directly:
How do you define digital marketing in 2014?
I received responses from a great mix of business marketing leaders from very large
corporations like IBM, Dell, AOL, and Bank of America as well as a few local companies
(large and small) including: Capella University, Optum, Uponor, Chief and Carlson
Rezidor Hotel Group.
So how did these marketers from companies of all sizes define “digital marketing”?
Read on:
“Digital marketing is marketing in 2014 and we are all digital marketers. Every tactic in
marketing today has an element of digital, of instrumentation.”
Tami Cannizzaro (@tamicann) Vice President of Marketing at IBM

“The simple response would be that Digital Marketing leverages electronic devices (PC,
Tablet, Phone, digital OOH) to provide an experience that influences a desired audience
to take an action. However, that sounds too easy when it’s significantly more complex
than that. In my reality, Digital Marketing is the tip of the spear when engaging with a
desired audience. It is not simply the channel of delivery, but the way in which an
experience comes to life, across channels and in all channels. Digital is now the first
touch point for the consumer and a channel where the consumer has greater control
over what they see and when they see it. In a world where the intended target has
limitless choices, it’s up to Digital Marketers to understand the customer journey,
customer expectations and desired outcomes from a myriad of scenarios.
Digital Marketing is the tip of the spear when engaging with a desired audience.
@KevinMGreen
Digital Marketing is similar to modern architecture in many ways. Form follows function.
An object can take several different shapes and be adorned with a variety of different
elements, but it’s up to the marketing architect to understand what will be acceptable
to the masses and meet social expectations. If we go too far, we can be seen as
interrupting, invasive and oversaturate the market. If we don’t go far enough, then we
will not meet the expectation of our target audience, which is to provide them the value
and utility they are looking for at the right time and in the right place.”
Kevin Green (@KevinMGreen) Executive Director, Marketing at Dell(client)
“Webster’s dictionary defines digital marketing as… nope, not going to do that. For me
digital marketing is any way that we, as marketers, use digital media to influence
users. Whether that’s the free stuff – search, social, etc. – or the paid stuff – PPC,
display advertising, social ads, in game advertising, etc. across all available

technologies and platforms. The real trick to effective digital marketing is using the
right platform / technology / tactic to reach the audience that will buy your product /
read your articles / engage with your content.”
Simon Heseltine (@SimonHeseltine) Senior Director, Organic Audience
Development at AOL
“Engaging customers and prospects in digital channels, including mobile and social,
where they are increasingly seeking information. We employ a number of strategies
including offering informative content from a trusted source that is accessible across all
digital devices, platforms and channels and which we believe empowers customers to
make informed decisions that will help them improve their lives.”
Scott Gardner (@newmediascott) Senior Vice President, SEO and Content
Channel Lead at Bank of America
“Anytime you use connected devices to reach people with your content, you’re
engaging in digital marketing.”
Becky Ewert (@beckyewert) Content Marketing Strategist at Capella
University (client)

“Although I’ve had similar responsibilities in different organizations over the past 15
years, my department names have been a moving target – internet marketing, e-
marketing, e-productivity, ecommerce, interactive marketing, and digital marketing. All
the while, I’ve tried to maintain a tether to the “integrated marketing” and “marketing
mix modeling” concepts birthed in the 90’s. They’re so dreamy, right? In 2014, I’m now
comfortable calling that Digital Marketing. The digital threads of data and attribution
allow us to build multi-faceted, measurable, and flexible plans that have the ability to
adjust to the co-variability of business priorities and customer preferences.”
Ryan Arnholt (@ArbenAngstrom) Director, Digital Marketing at Optum
“The unique thing about marketing through digital channels is that it goes way beyond
messaging. Given all the ways brands can connect with consumers online, whether in
social environments, via mobile apps, paid media, blogs, etc., each interaction leaves
an impression of your brand. So in many respects, digital is marketing.”
Rachael Marret (in/rachaelmarret) SVP, Customer Engagement at Carlson
Rezidor Hotel Group

“What truly defines successful digital marketing is an agile framework that integrates
three basic elements that might be more internally focused: people, process and
technology.
 PEOPLE (influencing behavior change internally while creating a compelling call-
to-action or experience for the targeted audience)
 PROCESSES (investing in continuous improvement/change management to
evolve the marketing platform)
 TECHNOLOGY (disciplined approach to technology adoption)”
Jon Orton (in/jonorton) Director, Marketing Operations at Uponor (client)
“Digital marketing starts with really rich content that people actually care about –
including killer images. Then it’s delivering that content when and where your
customers want it in hopes they like it and tell all their friends and followers. And make
sure they can see it on a device that they use everyday, especially the one attached to
their hip. But above all, don’t overwhelm people with your sales pitch. Keep it simple
and teach them something so they consider you a valuable resource not just a company
pushing product.”
Laurie Englert (@Chief_Laurie) Vice President, Marketing at Chief
Manufacturing
With all this talk about digital marketing, I would be remiss not to mention that I will be
the guest on #bufferchat:
#bufferchat – What’s next in digital marketing?
Wed July 16 at 9am PST, noon EST, 4pm GMT

This chat is hosted by the fine folks at Buffer and is dedicated specifically to the topic of
digital marketing. In fact, we’ll be using the 2015 digital marketing predictions post as
inspiration for many of the questions. I would love to see you join in the discussion.
Why an MBA in Marketing is not the best for
online success
Published by Sameer Kamat at January 6, 2013
Categories
Tags
The best MBA in Marketing programs like Kellogg get thousands of applications from across
the world. However, Adarsh Thampy, feels there are many things about marketing that are best learnt outside
the MBA class.
Adarsh doesn’t have an MBA in Marketing. In fact, forget specialisation, he doesn’t even have a regular MBA
(related posts: best online MBA in the world & best executive MBA in India & abroad). So why are his views
important?
For starters, he’s achieved a fair bit of success in the online digital world where the rules of the game can be
very different than the theory that’s taught in the top MBA classrooms. To put it in simple terms, Adarsh is an
expert in building, optimising and selling websites. But there’s a huge amount of complexity behind that
sentence. He’s made significant profits by building and selling blogs (each selling for between $500-$8000, not
bad for a few months of focussed marketing effort).
His website (conversionchamp.com) gets a huge amount of traffic and is ranked in the Top 100 small business
blogs at Technorati. He has landed assignments with popular websites – like Jombay where he is currently
optimizing a campaign to the tune of lakhs of visitors per month – completely via organic means. He has been
published in several popular blogs like Problogger, Askdavetaylor, DailyBlogTips…and did we mention MBA
Crystal Ball? He’s achieved it without the need for an MBA in Marketing. At the ripe old age of 24!
All this requires quite a bit of online marketing knowledge that an MBA in marketing may not deliver. Adarsh
shares his marketing secrets.
Why an MBA in Marketing isn’t always the best
option

10 Things I Learned About Marketing without an MBA Degree
by Adarsh Thampy
This post is going to sound odd to most of you reading this post- especially since it’s coming from a blog which
is all about MBA!
Although I am not against the idea of an MBA program when the expectations are set right, I don’t necessarily
believe that you need an MBA degree to crack into the corporate sector- at least in marketing.
Top 10 Things I Learned About Marketing without an MBA Degree to My Name
#1: You don’t need an MBA in Marketing to get a marketing job
Back in 2010 I was employed with an MNC and was working in a technical role. Since my passion was
marketing, I tried to get into a couple of companies (including the marketing department of my then employer).
Most of them rejected me because I did not have an MBA degree to my name.
This set the wrong notion in my head that you needed a management degree to get a marketing job.
However, as I started focusing more on building my personal brand through blogging and establishing my
credibility as a marketer (I had 3 years of freelance digital marketing experience by this time), opportunities
started flooding in.
Now I was in a position to choose who I should accept and who I should not. Most of the opportunities came
from service based companies which offered me handsome salary packages but limited learning opportunity.
Finally, one day I came across my current employer- Jombay.com. Their vision, founding team, and the role I
was offered excited me. So I decided to jump in!
That’s how I changed my career from being an engineer and part time marketer to being a full time marketer.
Now I get to do what I love throughout the day!
#2: A day in the life of a marketer is not what most MBA graduates think
it is
I have interacted with a lot of people who are currently pursuing MBA or already completed their program and
are looking for their first job in the field of marketing.
Problem is, most of them think that marketing is all about sitting in conference rooms, brainstorming ideas and
spending money on advertising campaigns.
While all of those maybe part of the marketing campaigns you might be executing, majority of the work is
getting your hands dirty by doing tasks that might seem “menial labour” or at times simple “data entry work”.
The thing is, even if you have fancy MBA’s from big name B-Schools, you should be ready to do any marketing
task that needs to be done. No point in relying on someone else. If you are in charge of a project and
something goes wrong, guess who’ll be held responsible?

And the biggest problem with MBA holders is the mentality “I have an MBA. Get executivesto do this stuff.”
Well, set your expectations right before you join your first job.
#3: Traditional marketing is not dead- at least for now
With all the rage about big data and digital marketing being the next big thing, most businesses are taking the
digital marketing route and slowly phasing out their traditional marketing.
The biggest example of companies embracing digital marketing (content marketing to be more precise) isCoca
Cola.
While it makes sense for some brands, most brands will still need traditional forms of marketing to reach their
right audience. So don’t expect traditional marketing to be on its way out- at least for another 5 years.
I have tried to implement digital marketing campaigns for a couple of small businesses in India and it did not
work well- while similar campaigns have given amazing results for my clients in US and Canada.
The marketing strategy you need to choose should be based on your audience demographics and not based
on case studies put out there. What worked for one company might not work for yours.
#4: Content is King
I am an evangelist of content marketing and not without reason.
Brands everywhere and of all sizes have started to recognize the power of content and have started
experimenting with content marketing.
Not only does it allow you to generate lot of traffic to your business website, it also helps you generate
customer engagement and brand loyalty like no other means of marketing.
If your audience is online, content marketing is definitely worth trying.
#5: Text book knowledge helps very little
When I did my computer science engineering degree, I thought everything I learn is going to be useful when I
enter the corporate world. Soon, as any other engineering graduate, I also realized that most of what I learned
is pretty much useless when it comes to the real world.
I have talked with several MBA graduates who specialized in marketing and they all tell me the same thing.
I am certainly not discounting the skills you’ll acquire from B-Schools. It’s just that your text book learning will
not directly translate into marketing success. (If that’s the case you could just purchase all the MBA books and
then study on your own instead of spending 2 years for a full time program)
#6: MBA can be a powerful launch pad
There are times when an MBA degree really helps you.
I have seen a couple of times where my profile- even though more qualified than an MBA graduate- got
dumped because I do not have an MBA degree.

I don’t blame HR’s. They have a tough task dealing with all the applicants that come their way. So instead of
spending hours trying to find the hidden gems from within thousands of resume, they opt to set cut offs to make
their life easier (or keep them sane). This follows the same logic of setting cut offs during campus placements.
If you don’t have the real passion for the job as well as the drive to go on even after several rejections, not
having an MBA degree can be a serious blow to your job hunt.
#7: MBA’s have a better ‘overall picture’
I’ll have to admit it.
When it comes to understanding the bigger picture, MBA graduates are far better than people without MBA
degrees (there are rare exceptions though).
You’ll see that management graduates have better business sense, can understand finance jargons better, and
overall quickly adapt to the marketing environment they are thrown into.
If you suddenly through me into traditional marketing, I’d take much more time adapting to it than a normal
MBA person who’d be asked to handle marketing he’s not familiar with.
#8: MBA means better business contacts
Whether you are trying to close a deal with a vendor or are trying to manage a campaign that requires some
level of guidance, if you have the contacts that you develop during your MBA program, it’s going to be of
immense value.
I have tapped into the contact pool of friends who are MBA graduates and have received very valuable advice-
something which I would never have received without the help of my friends and their MBA connections.
That being said, a management degree does not always guarantee powerful connections. You can forge
connections online as well as through years of experience working in your domain. Consider MBA as a fast
track lane where you reach connections much faster!
#9: Marketing is not deception
A lot of people have the concept that marketing is all about deceiving the users and trying to sell the product-
kind of like snake oil salesman.
Well, if you asked me what marketers do 5 years back, probably I’d have answered the same.
However, marketing is not about deception, or anything shady. It’s about truly understanding your target
audience, and trying to connect with them in a way that builds trust and creates engagement.
A sale is simply a by-product of effective marketing.
#10: Opportunities come knocking with or without an MBA

Whether you have an MBA degree or not opportunities will come to you. The way you decide to use those
opportunities decides your business success.
When it comes to marketing, there are several ways to tackle challenges. If you have real world experience,
you can tap into it and try to come up with a solution. If you did an MBA program and read case studies of
businesses solving similar problems, you could use that knowledge to tackle the situation. If you don’t have
access to either, you could ask your colleagues or peers in your industry.
There is no problem that cannot be solved if you can reach out to the right people. And of course, networking
with the right people is very important. Even without an MBA degree, I was able to network with some top
influencers through my blog.
The basic idea is – either tap into an existing resource pool (your MBA colleagues) or create a pool yourself
(gather readers via blogging or other outreach methods).
#11: Marketing is all about under-promising and over-delivering
Like this post where I said I’d give you top 10 things I learned about marketing and gave you 1 bonus tip,
marketing is also about promising something of value and then giving something more valuable.
It’s all about helping users understand the real value the product or service you are selling provides and helping
them achieve their goals.
Over to You:
What is your take on marketing? Are your pursuing MBA to get your foot in the door or because you genuinely
want to learn and network? Let me know your thoughts in the comment section.
About the Author
Adarsh is a passionate marketer and blogs @ conversionchamp.com. He’s also the digital marketing manager
at the venture funded startup, Jombay.com, where he handles social media marketing, Search Engine
Optimization as well as content marketing.
ntroduction
The scope of MBA in Marketing is very good in today’s market trend.MBA in Marketing is one of the oldest
disciplines of management study.

If y ou areinterested in the entertainment,media,promotions,advertisement,sales and general management field,
then the MBA is appropriate for you.
The marketing is the heart of any organization.The trend of marketing has changed and augmentedwith the
technologicalevolution in theworld.
The MBA in marketing is involved in the sales and services of the products,competitions and market trends of the
business.
MBA in marketing educates the students about sales,marketing fields, executive and leadership management skills,
consumer trends, market strategies,product management and market research in different industries.
“MBA in Marketing Management is the subject of sales & services, promotions,advertising and consumerbehavior
study”.
Course Curriculum
MBA is a 2 y ear degree programme.You can choose the one of y our favorites and interested specialization out of the
finance,marketing,HR, OM etc.

To get the admission in MBA you shouldhave a graduate degree in any discipline with good percentage.
Here we are talking about one of the specializations called “ Marketing”.
The MBA in Marketing may have the following courses:
 Strategic Planning
 Market Research
 Marketing Campaigns
 ConsumerBehavior
 Cost Volume and Profit
 Analysis of Demand
You will alsolearn the communication skill,analyticalskill,ability tointegrate programmes or ideas,business ethics
and leadershipwhile your course ended.
Admission
To get the admission in MBA with any specialization,it is necessary toappear and scorein GMAT/CMAT(Graduate
Management Admission Test/Combined Management Admission Test).
You can dothe MBA in finance after the completion of UG degree in Engineering, medical,science,art and
humanities.
Some of the affiliated universities conduct their own admission examination.
Yes, y ou can dothe MBA in marketing through the distance learning education programme.Some of the universities
like Sikkim ManipalUniversity and Indira GandhiNationalOpen University are offer ing the distance MBA
programme.
Some of the Indian Universities donot hold the entrance test for online education.
Jobs & career
The students, whohave done the MBA in marketing,have a lot of job opportunities in government andthe private
sector.
You can be part of direct marketing or digital marketing. By the growing technology in the world the concept of
marketing is not limited tothe door todoor sales. It has a widevariety of technologies.
You can dothe marketing by the socialmedia,pay-per-click,webdesigning,search engineoptimization,search media
optimization and articles.
The candidate having theMBA in marketing degree can earn the 40000to65000 per month in India.The salary
structuredepends on the position and reputation of the employer firm.
You can play the role of following positions in an industry:
 Marketing Manager

 Brand manager
 Asset Management
 Corporate sales
 Market Research Analyst
 Sales Manager
 Media Planner
 Product Manager
 Head of Digital Marketing
MBA CAREER HELP
Digital marketing is the future for MBAs
by
 DONNA LIN NILES
APRIL 11, 2014



 inShare0

MBAs have traditionallyflocked to roles in finance and consulting,butthat historical path is changing in a rather
unpredictable way.In 2010,55% more MBA graduates received marketing job offers than ever before. If that’s not
enough,the number ofMBA graduates lastyear pursuing careers in marketing and consulting were equal.While the

statistics are impressive,it’s notthe function of marketing that’s particularlynotable,it’s the fact that the burgeoning
field of digital marketing is paving the way. Some mightsay it’s the future of marketing,and the place to be for
entrepreneuriallyminded MBAs.
Digital marketing presents limitless opportunityfor growth, innovation,and change.Estimates have the digital
marketing industryat $62 billion globally,and it is a unique medium thatencourages communication across cultures
and globes.Although one strategy on social media mightwork in one country, it may not work in another country, or it
may justbe growing in popularity. Considering thatnew digital communication outlets are developing on a daily basis,
the doors are wide open for MBAs looking to make their mark.
When it comes to digital marketing, the opportunities are endless for MBAs
MBAs pursuing a career in digital marketing have the ability to apply the knowledge and skills learned in graduate
school to deliver tangible results.The success ofa firm can depend on being able to unravel the complicated buying
process,understanding marketing,pricing analysis,the forces of economics,and drivers of profitability as they apply
in accounting - all skills MBAs possess after completing business school.At a traditional CPG companyor firm,
marketing roles are broken down into specific areas - such as brand management,strategy, and research,but joining
a smaller digital marketing firm,a start-up business,or a business looking to expand abroad can often mean an MBA
can take on a more broad,all-encompassing role.
In digital marketing,the rules are being rewritten on a daily basis.It wasn’tlong ago that companies made long -term
marketing plans.Today,however, with new mediums,technology,and gadgets developed atlightning spe ed,even a
one-year plan sometimes has to be a work in progress.One only has to look as far as the fact that there aren’tany
perfect metrics to measure the success ofa plan or strategy. When it comes to digital media,the perfect way to
measure the return on investmentof a particular channel or outlet is still up for debate.There’s a real opportunity to
help define the industryand blaze a path.
When it comes to digital marketing,the opportunities are endless for MBAs. Those looking to take on a diffe rent
career path, or have an impactin their field,may find that this is the digital marketing industryis perfect to launch an
MBA career. With solid skills and a desire to grow a business,it’s certainlya challenge worth undertaking.
A few months into his MBA degree at MIP Politecnico di Milano and Markus Erwin was ready to jump on the
entrepreneurship bandwagon and starthis own business.
He took the Italian business schools’ Entrepreneurship and Innovation Concentration (similar to a Major), which aims
to give students the skills to take entrepreneurial projects to marketsuccessfully,and was inspired.
But where many MIP graduates have gone on before him to lead successful start-ups,Markus dropped itall for
something with much bigger potential.Digital marketing holds huge promise for MBA students and they are snapping
up roles with a new wave of marketing firms.
“I don’tsee myselfas an entrepreneur because Isee the beauty of working in a hyper-growth market. You can earn a
lot if you’re successful in digital marketing,and you can earn a hell of a lot if you’re with a small companythat grows
fast,” says Markus.
In 2010, a peak of 55 per cent more marketing roles were offered to MBAs, according to a recent MBA jobs trends
report. Lastyear, the marketing function was on a par with consulting,which has traditionallybeen the dominate MBA
career path – and was even above some finance functions.

Around half of MBA students switch career paths after graduation.But many are now making the transition to digital
marketing because ithas huge potential,says Markus.“MIP encouraged me to take the step because it’s a fast-
growing market.It was the beststep in my career so far,” he says.
The figures speak for themselves.Lastyear the average MBA salary plus bonuses in the media industry,where
many digital marketers work,was a meaty $100,000,justa few thousand dollars below whatmanagement
consultants can expectto earn.
Markus’s pre-MBA background was managerial roles with a wholesaler,butthat path justcouldn’tcompare,he says.
“I was thinking aboutdoing an MBA because I thoughtthere was no real career growth potential in traditional
industries,” says Markus.
His plan was to go into strategy consulting,which is an equallypopular function,but the innovation course at MIP
steered him towards start-ups,he says.
Markus now works at Turn, a digital marketing firm which provides solutions for some ofthe largestadvertisers and
trading desks,and which was considered the fastest-growing software companyin Silicon Valley in 2012.
It isn’tan entrepreneurial venture,but he considers the companya relatively small start-up when placed on an
international stage.Turn’s blend oftechnologyand marketing mayhave been a perfect fit. The entrepreneurship and
innovation track at MIP focuses partly on technology,says Professor Federico Frattini from the school.
“The mostuseful skills are aboutintellectual propertymanagement,understanding technologydevelopmentand
marketing these future trends in technology,” he said.“The second course in the concentration is aboutusing
technologyto develop new business models and new strategies.”
The digital marketing industryis worth $62 billion globally.And it holds huge potential for MBAs, says Markus. “Most
things will switch to a digital channel and digital has the highestgrowth potential of all the industries.And companies
which are relatively small need people with managerial skills and notjusttechnical skills,” he says.
When Markus graduated from MIP’s MBA program,he first worked in email marketing,butthe industrywas relatively
mature and presented less opportunityfor growth.When he got the opportunityto join Turn, and the opportunityto be
based in London,he jumped atthe opportunity, he says.
“I wanted to come back to the UK because the European area is still relatively conservative in digital marketing,but
also has lots ofpotential to grow,” says Markus.
His role,however, means he travels to several locations across Europe to supportthe com pany’s multiple sales
executives. An MBA program prepares you for that cultural diversity, he says.
MBAs could have greatpotential for jobs in new marketing trends.By far the biggesttrend this year will be cross
device targeting,Markus says.“It’s still a big problem.In the social space everything is cookie-based,butmarketers
have to find new digital channels,” he says.
“We can serve ads on mobile with no problem.The problem is to target the same user on mobile plus across the
web, on Facebook and social media,because ofthe lack of cookies in the mobile channel."
MIP, cut from the same cloth as the wider, technologyfocused Italian university, provides marketers with an
education in tech trends,says Markus. “Day to day at work I’m not using much specific knowledge from myfinance or
accounting classes,butthe analytical skills are something [thatI do use], and are something which Ididn’thave
before the MBA,” he says.
There are huge opportunities for MBAs in digital marketing,no doubt,but you should choose your program wisely.
For Markus, MIP gave him the inspiration to ditch entrepreneurship for something much greater,he adds.“I still have
a desire to be, at some point,an entrepreneur,butI love the space I’m in,” he says.
“And I don’t see the need to open a business.This industryis ever growing and changing.”

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