The document outlines digital marketing services offered by Jayakumar K, focusing on SEO, SEM, SMM, and online reputation management. It details strategies for lead generation, the role of the internet in promotion, and the importance of collaborative tagging in increasing online visibility. Additionally, it includes a model for implementing effective marketing strategies and emphasizes the advantages of integrating technology to enhance public relations campaigns.

1. © Jayakumar K, Digital Marketing Expert; Service areas: SEO, SMO, SEM, SMM
Digital Marketing Services, Singapore, India, APAC. Contact Digital and Inbound Marketing Expert Jayakumar K @ kjay_kumar@yahoo.com,
Lead Generation and Business Development through online - Digital Tactics
A Strategic Roadmap
Online PR, Reputation Management and Business Lead generation model through Inbound Tactics
Doc Ver. 04.08.14
Prepared and submitted by
Jayakumar K, MBA
IRCA Certified Lead Auditor in QMS
Certified Inbound Marketing Expert
Google Certified (Ecommerce Analytics) Recognition/ Memberships Information System Audit Controls Association, ISACA ID: 435418 International Association of Computer Science and Information Technology [80344862] Computer Science Teachers Association (7260664) Institution of Engineering and Technology-IET(1100253830) Global Community of Information Processionals (AIIM) Open Syource Community For Infrastructure Software (OW2) Member in Editorial board in IJECSE Consultant MSME Institute ( Trichure), Govt. of India
Strategic Marketing Plan, Technical Components, Implementation methods, Infographics, Statistical data

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Contents
1 Digital Lead Generation and Campaign tactics - A New Approach ................................................................................... 3
2 Technical and Work Components for Campaign tactics ................................................................................................... 3
3 Role of Internet in Promotional Activities ........................................................................................................................ 4
4 Online Reputation Management and PR Campaign ......................................................................................................... 5
5 Popularity of a News ........................................................................................................................................................ 6
5.1 Undesirable News ................................................................................................................................................... 6
5.2 Right Way to Differentiate News ............................................................................................................................ 6
5.3 Authenticity of News .............................................................................................................................................. 7
6 Method of Response ........................................................................................................................................................ 7
6.1 Get Found Tactics ................................................................................................................................................... 7
6.2 Collaborative Tagging ............................................................................................................................................. 7
7 In Business, Politics and News Industries ......................................................................................................................... 8
7.1 Barring False Publicity ............................................................................................................................................ 8
7.2 Response Method .................................................................................................................................................. 9
7.3 The Interactive Husting .......................................................................................................................................... 9
8 The advantage of this approach over generally practiced tactics .................................................................................... 9
9 Recommended model .................................................................................................................................................... 10
10 Marketing Strategies and Lead Generation ............................................................................................................... 10
10.1 Prologue and applicable areas.............................................................................................................................. 10
10.2 Digital Marketing - Project Abstract ..................................................................................................................... 10
10.3 Scope of Work and work components ................................................................................................................. 11 10.3.1 Phase 1: Pre Execution level ....................................................................................................................... 11 10.3.2 Phase 2: OnPage ......................................................................................................................................... 11 10.3.3 Phase 3: Off Page ........................................................................................................................................ 12 10.3.4 Phase 4: Link Bait, Link Condom, & Link Juice ............................................................................................. 12 10.3.5 Phase 4: Online PR/ Reputation Management ........................................................................................... 12 10.3.6 Phase 5: Inbound Marketing (Continual process) ....................................................................................... 12
10.4 Time Frame ........................................................................................................................................................... 13
10.5 Reports ................................................................................................................................................................. 13
10.6 Strategic Project execution Road map ................................................................................................................. 14
11 Ecommerce/ Business Website and Business Perspectives ...................................................................................... 14
11.1 Deemed as a flexible Advertising Interface .......................................................................................................... 14
11.2 Market scope ........................................................................................................................................................ 14
11.3 Site is growing with your Business........................................................................................................................ 14
11.4 24- 7- 365 ............................................................................................................................................................. 14
11.5 Convenience ......................................................................................................................................................... 15
11.6 Add Value and Satisfaction ................................................................................................................................... 15
11.7 Standardize Sales Performance ............................................................................................................................ 15
11.8 Improve credibility ............................................................................................................................................... 15
11.9 Brick and Mortar Presence in a new dimension ................................................................................................... 15
11.10 Offers and Opportunity ................................................................................................................................... 15
11.11 Responsive Marketing ..................................................................................................................................... 15
12 Monitoring and Control at business websites ........................................................................................................... 16
13 Market Study and Research ...................................................................................................................................... 16
13.1 HubSpot Report .................................................................................................................................................... 16
14 Info Graphics- Inbound Marketing Tactics ................................................................................................................ 18
14.1 Inbound Marketing ............................................................................................................................................... 18
14.2 A Comparative Study ............................................................................................................................................ 19
14.3 Demerits of Outbound Marketing ........................................................................................................................ 20
14.4 Customer oriented Marketing .............................................................................................................................. 21
14.5 Content Optimisation ........................................................................................................................................... 22
14.6 Market Study ........................................................................................................................................................ 23
14.7 ROI Factors in Inbound Marketing ........................................................................................................................ 24
14.8 Inbound Marketing vs Outbound Marketing ........................................................................................................ 25
14.9 Brand awareness and Continual Improvement .................................................................................................... 26
15 Progressive Graph with milestones ........................................................................................................................... 27
16 Reference .................................................................................................................................................................. 27

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1 Diigiitall Lead Generatiion and Campaiign tactiics -- A New
Approach
The internet is now a core element of modern society especially in business, sales, News, political campaigns etc. Communication technologies such as e- mail, web sites, and podcasts for various forms of activism to enable faster communications by citizen movements and deliver a message to a large audience. These Internet technologies are used for cause-related fundraising, lobbying, volunteering, community building, and organizing. Individuals, professionals, politicians, writes etc are also using the internet to promote their campaigns.
2 Techniicall and Work Components ffor Campaiign tactiics

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 Defining & Integrating Meta Data
 Content Optimization and Lexical Analysis
 Image Optimization and ALT Tagging
 PR link integration
 Blogging and article submission
 Content Sharing
 Social Media Integration
 Cold Calling through Mails
 Professional Networking
 Collaborative tagging using Twitter and PintRest
 PodCasting and VodCasting ( The Husting)
 Poster Publishing and Digital Coupons (Link Bait)
 Photo/ Poster Sharing
 Going paperless with QR codes
 Call to Action
 Buyer Personal Integration
 News lettering
 Integrating RSS feeds
 Video Integration (Folksonothis)
 The Interactive Husting
 Astroturfing and supporting Grassroot movement (Online PR)
 SERP for respective pages
 Content Rating
 Mobile SEO/ Responsive site
 Click to Call and Mobile coupons
 Near field communication (NFC)/ GSM based system
 Proximity Marketing
 Auditing
3 Rolle off IInternet iin Promotiionall Actiiviitiies
Every year the number of internet users increases drastically and according to a recent survey conducted in 2012, India tops on the survey by a massive 20% increase in internet users.
India also falls third to the countries China and USA, when it comes to the total number of internet users. USA (80%), China (43%) and India (12%). In India the total number of Internet consumers are 150 million.
The internet is a realm of possibilities and what that means is that there will always be promising options, opportunities and aspects that can help gain more presence online and among the common man. With the help of effective web promotion services, promotional activities can become more appealing in the market.
Nowadays Internet is being used as a main medium of staging promotional activities in business, politics, social problems and education. When compared to the conventional mediums of promotion such as Television and Newspapers, social media has much more reach and impact among the common man.

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An added advantage of Social Media promotion is that it reaches the public in split seconds and the common man can also air his views and opinions instantly. Since internet can be accessed anywhere and everywhere even in mobile phones, it has helped in reaching the public 35 times better than the conventional medium.
4 Onlliine Reputatiion Management and PR Campaiign
New generation considers Internet as one of the major platform for news and other publicities and has widely been used among the mass.
Compared to other news media like Radio, Television and Print advantage is that people would get a chance to interact with one’s opinion.
Previously stored information/ news in web servers would have become a major threat for relevant or updated news, and not getting relevant publicity rather old news if it has been viewed or searched by majority of people would come first and tarnish the impact of relevant/ latest updates.
Based on Folksonothis algorithm, the methods ‘Astroturfing’ and ‘Grassroot Movement’ will be integrated together and making the Public Relation(PR) work more comfortably stopping all type of false publicity generating an Interactive Husting’ platform making people to get more attracted thereby building strong ‘Reputation Management’. This method is very effective for all type of political and business PR campaigns.
This method of integration is unique in every respect and giving long lasting results

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5 Popullariity off a News
The source for news is news portal, blog, surveys, social networking sites and many other similar mediums.
The popularity of the news depends on the availability of the news in top search engine’s first page i.e the popularity depends on SERP (Search Engine Result Page) and not depending upon the topic. News gets popular online based on generic search.
It’s not the news topic but the eagerness/interest of an user to know more on a particular topic, that makes the particular topic popular. When news posts that increases the interest of the user is posted, it helps in promotion.
An user after he reads a particular topic, if he finds it interesting might sometimes comment on the post or may be ignore the post, but whatever the case may be internet has always been successful in capturing the attention of its users and make an user come towards you rather than going to them.
5.1 Undesirable News
Both in politics and business it’s a trend to utilize the negative and positive posts as a weapon for promotion. Both the number of negative and positive posts increase the popularity, i.e when somebody post something negative on a post, a person who supports the post would put up comments favoring the post; in such manner the comments increase and involvement of more users in commenting takes place eventually increasing the popularity of the post.
Most importantly whenever one searches for details of a particular personality online, it’s very unfortunate that all the negative comments/post/news related to the personality appears first. This shows that both positive and negative contributes to promotion and publicity online.
5.2 Right Way to Differentiate News
When a user is searching for a particular detail online, its necessary that the data that has been listed corresponding to the particular search is the right information hence its essential that the content uploaded in the world wide web is the right information. Unwanted news is widely spread across the World Wide Web hence we must nurture only right information during generic search.
Humiliating and controversial news have also gained

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popularity in the web and has always listed easily in search engines and such information is termed as ‘Google Bombing’ by Google.
George.W.Bush had got cheap popularity in the internet through an undesirable word ’Miserable Failure’.
5.3 Authenticity of News
Sources of most of the controversial news would be anonymous mail ids, which would be functioning only for posting the news after which it won’t remain active as such mail ids owners could be imprisoned under the charges of cybercrime.
6 Method off Response
When a disease affects us, germs enter your body but we are not sure of how did the germs enter the body. On having proper medicines these germs would be eliminated from your system and we would be cured, if not having medicines it would adversely affect your system and would cause greater damage. Similarly when a bad comment is written on a public bathroom door/wall, if it’s not removed immediately it would silently cause damage to the one concerned.
6.1 Get Found Tactics
News, pictures, videos uploaded online will help in attracting more users and promoting the activities in an effective manner online. This method is known as ‘Get Found’. This is basically an inbound marketing strategy that helps attract internet users.
6.2 Collaborative Tagging
‘Collaborative tagging’ is a new and innovative logic by which we can spread news among multiple people through various social networking mediums and once the news is reached among users, we can make the users glue to your posts/news by frequently updating the news/posts through what is called as ‘feeds’. This method of feeding is known as ‘link bait’. Through such posts, users get an opportunity to post

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comments or air their views (both positive and negative) which would in turn help in popularizing.
Once a user puts his/her comment/opinion on a particular, he would be further notified whenever another person comments on the same post and this method is known as ‘link juice’.
‘Link Condom’ gives the quantity of link juice or magnitude of popularization.
Grouping similar news is known as ’back linking’
All the above mentioned tactics sets the foundation for collaborative tagging. There are two types of collaborative tagging Passive and Active.
Same news promoted through different blogs, groups, social networking websites is called as Active tagging and the likes, shares etc received for a particular post is known as passive tagging. Such type of Active and Passive collaborative tagging will give more popularity to news in search engines and social networking mediums and will also appear as the most popular news in various search engines.
7 IIn Busiiness,, Polliitiics and News IIndustriies
Political and Industrial world has always borne the fruits of online publicity. Today’s youth judge between right and wrong through the web. Hence its necessary that responsible people remove wrong information from the web and promote only right and healthy information.
7.1 Barring False Publicity Utilizing the advantages of Collaborative Tagging and Astroturfing, one should bring up the positive reviews over the negative reviews on posts so as to increase healthy publicity.

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7.2 Response Method
By using the right URL information and integrating folksonomy algorithm one can achieve effective and efficient PR activities. Folksonomy based collaborative tagging, blogs with mail services integration and search engines also contribute to it.
7.3 The Interactive Husting It is a virtual platform for people where representatives presented their views before their audience and public. Generally used for political campaigns. By metonymy, the term may now refer to any event, such as debates or speeches, during an election campaigns and virtual roadshows for all most every business campaigns. 8 The advantage off thiis approach over generalllly practiiced
tactiics
It has been observed that there is massive information sharing through Social Media from different people, companies, and organizations in an unorganized way. Why we can certain that it’s unorganized?
Unauthorized information spreading across the web in light speed, the response caused in this news can adversely affect at some extend, when such situation is identified we can convert the news for your PR purpose, giving authorized information from a reliable global link
Most of the time it has been observed that all news and information generated from a single person’s blog or social media account like Facebook or something, and its scope has been limited to his friend circle only, here technology act as a hindrance to share information publicly among same minded people
This ‘Collaborative Tagging Method’ integrating all relevant information through one of the Folksonothis algorithm based portal and sharing repeatedly among newer and newer people(but keeping the previous visitors safely) as in the form of Texts, Streaming Videos, Posters, Images, Referral links, RSS feeds, Tagged materials etc and Mails suffice to catch the attention of Internet users.

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Through effective technology integration, we will be distributing information and topics among various internet channels and take measures to engage people in discussion topics adopting your own unique algorithm called folksonomy based collaborative tagging, one of the tested feature derived tested among various international clients and generated satisfactory reports
9 Recommended modell
A 3-tier Business Model of structure as given below
Phase 1:
 Analysing the business in general
 Defining Key Performance Indicators
 Defining buyer personas
 Implementing Quality Management System (QMS) for defining Return on Investment (ROI) parameters
Phase 2:
 Re-engineering the website to an effective e-commerce platform
 Steps to enhance the presence in online shopping ( Search Engine Result Page Ranking)
 Implement Digital/ Inbound Marketing Tactics ( strategic road map is given in session 3)
Phase 3:
 Continual Improvements
 ROI Analysis
 Brick and Mortar in Online
10 Marketiing Strategiies and Lead Generatiion
10.1 Prologue and applicable areas Defining Key Performance Indicators (KPI) and Return on Investment (ROI) parameters for
 any online business systems  Ecommerce shops  Business websites  Election campaigns  Event promotions  and online reputation building works at par with generally accepted QMS standards (ISO 9001:2008) based on the matrices defined through closed-loop analysis.
10.2 Digital Marketing - Project Abstract This online business lead generating strategy incorporates online and offline Search Engine Optimisation (SEO) and Social Media Optimisation (SMO) methods, in order to satisfy outbound marketing strategies thereby enhancing inbound leads, and further to lead nurturing.
This strategic approach suffice to satisfy the clientele need to generate adequate inbounds for their business, day to day monitoring provision is the USP factor of your service.
We deliver the superlative results by implementing valuable SEO techniques including links building, directory submission, optimal usage of keywords, blogging, targeting of relevant traffic and others, so as to amplify your clientele and enhance traffic on your site. Your team will work in cooperation with you and will allow the utilization of your budget in the most effective manner, ultimately delivering desired results.

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10.3 Scope of Work and work components Inbound Marketing tactics attracts qualified prospects to your business and keeps them coming back for more and your road map includes the following attributes
10.3.1 Phase 1: Pre Execution level  Site Auditing and non-conformity identification (Pre execution level, Inbound tactics)  Creating accounts in Search Engine Web Master Tools & Analytics
10.3.2 Phase 2: OnPage Analysing Crawling Parameters (Initial Phase)  Redefining SiteMap.xml, Robots.txt, .htaccess files (If necessary)  Integrating RSS feeds
Site Optimisation  Resolving HTML/ CSS/ XML conflicts  Canonical issue elimination  Demoting unwanted site links through Google Webmaster Tool  Lexical Analysis based on available/ current site content  Content optimisation (short and long tailed keyword management)  Meta Tags and Meta description  Image optimisation and Alt tags  Integrating Tag Clouds  URL Re-writing (making it SEO friendly)  URL Redirect 301, 302, 304, 307 (if applicable, applicable the whole Inbound Marketing Life Cycle)
Social Media Optimisation and Integration (Collaborative Tagging)  API  Widgets  Likes  Groups  Applications  Event Pages  Open Graphs
Ranking Parameters - 3rd party tool integration (Optional)  Alexa Tool bar  Feed Burner  Readability Integration etc
Ranking Parameters – Link Building (Optional)  Back linking/ Reciprocal Linking, Generic Method  Anchor Texts  Link Juice, Link Quantum, and Llink baits
Get Found Tactics  Landing/ Squeeze page integration  Call to Action  Click to Call and coupons  Near field communication (NFC)/ GSM based system  Proximity Marketing  Auditing  Integrating Welcome Page, Thank You Page and Error Pages  News Letter Integration and configuration  Blogs ( Blogger, WordPress, DISQUS etc)  Call to Action process  Mobile SEO (optional)  Marketing Automation using trial services & Competitor Analysis

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10.3.3 Phase 3: Off Page  Article marketing  Guest Blogging  3rd Party Business Reviews  Forum participation  Group Participation using #Tag method  Giveaways, Appreciations, like, Follows and product reviews  Keyword submission (continual process )  Directory/ Open directory submission (manual process/ no spamming) DOMOZ etc  Link request emails/ Massive cold calls (Optional)  Follows Competitor links  Marketing Automation using trial services & Competitor Analysis 10.3.4 Phase 4: Link Bait, Link Condom, & Link Juice  Click to Call and Mobile coupons  Near field communication (NFC)/ GSM based system  Proximity Marketing  Auditing
10.3.5 Phase 4: Online PR/ Reputation Management  Integrating Spam Advisor Seal  SSL (optional)  The Husting through YouTube  Local Business Listing (Google, Yahoo, Bing Local etc) and integration using Folksonothis algorithm  3rd Party Business Review Pages (like Yelp, FyourSquare)  Google Map integration  Creation of a press list and contact of all the bloggers/jyournalists in your niche(News Letter)  Public Ranking  Search Engine re-submission with updated SiteMap  Lead nurturing ( Push/ Pull method )  Marketing Automation using trial services & Competitor Analysis
10.3.6 Phase 5: Inbound Marketing (Continual process)  Lexical Analysis  Content Optimisation  Keyword Traffic and competitor Analysis

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10.4 Time Frame Up to phase 4, total time required is 90 days, and phase 5 will be a continual process
To increase your search engine presence and rankings, this will in turn increase the number of people visiting your website. This ultimately increases new customers for your company.
I am committed to meeting the search engine optimization & positioning needs of your web site and implement a campaign plan. Your goal will be to meet your Search Engine Optimization, SERP needs thoroughly and professionally thereby enhancing your business drastically
Between 85% to 90% of all web site traffic comes from the search engines and directories. Using those handy-dandy submission tactics we will make steps to get listed your Business in numerous search engines, directories, local business listings, product searches, yellow pages, blogs, article sites etc
Just because your site is listed in the search engines won’t mean that your customers can find it. In fact, several search engines will actually penalize your site for using wrong and automated methods and more over such type for service can be utilised for a short span of time only. Only generic “search engine optimization and positioning” efforts end up working. This is because these efforts are custom tailored to your site and are designed to give the engines what they want and need in order to find your site among your competitors and other sites related to your category.
10.5 Reports 1. Complete site Performance Audit Report(Month wise) 2. Google Analytics Report 3. Inbound Customer database
Project Deliverables at Macro- Level  Traffic status  Traffic rank for the website  Estimated percentage of global internet users who visit the website  Estimated percentage of global page views on the website  Estimated daily unique page views per user for the website  Estimated percentage of visits to the website that consist of a single page view  Estimated daily time on site for the website  Estimated percentage of visits to the website that came from a search engine  Regional traffic rank  Top search queries for the website  Search Analytics  Top queries from search traffic  Search traffic on the rise and decline  Search advertising metrics highlights  High impact search queries for the website  Reviews for the website  Related links  Validation Output  Meta tags report  Reciprocal / Inbound link  Social Plugins/ Widget  Twitter links  Blogger links  Email campaign / Bulk mailing report  Search engine submission list  Performance Graph  Marketing Grade Report

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10.6 Strategic Project execution Road map  Create relevant generic tags Develop a short list of keywords to focus on. Use them to develop the important tags, such as HTML Page Title tags and Meta Description tags for most (if not all) the web pages, ideally before the site is launched.  Managing excess Long tailed keywords Usage of more long tailed keywords, adversely affects the site.  Anchor Text High Rank keywords as anchor text.  Integration of social network plugins in the site It will increase the site’s popularity and will generate more traffic to the site.  Bulk Email/ Email campaign (optional) It will increase the popularity of the site and will results in huge hits to the site.  Search Engine Submissions If your website listed in search engines that will increase its value and if it receives targeted traffic from search engines it will make you good money in addition of giving your website a big value to your business.  Reuse important content If possible, reuse much of the content on pages of the new site, ideally using the same URL structure if possible.  Minimize the impact of URL changes If the URL structure must change, it could impact your search results for months after the site is re launched as the search engines need to recrawl the site to find the new pages.  Review Incoming Links to the Site from Other Websites Determine which links to your site from other webpages on the Internet are bringing targeted traffic to the site, and which links in particular may be helping the pages of your website reach higher positions in search engine results. If any of these incoming links point to inner pages of your current website and the URL’s to those pages will be changed, then you need to apply 301 redirects to these pages so that they redirect to the most appropriate page on the new site.  Ranking and Traffic Analysis Improving ranking is important for SEO, but more important than the ranking is the traffic that comes with it. This leads to the last step. 11 Ecommerce/ Busiiness Websiite and Busiiness Perspectiives
Business website concept has changed a lot, rather than hosting a mere website it should satisfy all the strategic parameters right from appearance, selecting frame work, images, language, contents and a lot. Some of the goals that can be achieved by launching a website include the following
11.1 Deemed as a flexible Advertising Interface You can use it to entice people to visit your website and find out about your company and potentially open two-way communication between the potential customer and a sales person.
11.2 Market scope The Internet has opened businesses to break through the geographical barriers and become accessible, virtually, from any locality by a potential customer that has Internet access.
11.3 Site is growing with your Business As the business grows up and number of customer increases, the site asset and its value has been increased drastically. A website is not just a medium for representation of your company, it is a form of media from which everybody can acquire information
11.4 24- 7- 365 No board outside “ we are closed” !!!, No more turning customers away when its time to close shop, putting up a note saying closed for public holiday , or leaving an irritating message on your answering

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service specifying your trading hours tell them to visit your website for information they are looking for. 11.5 Convenience The potential customer can visit your website whenever they like in their own privacy and comfort, without the stresses and distractions that exist in the real world . Your website is a self-service medium for example, instead of having to wait in a long cue to pay your bills, you can now do it online through the respective links.
11.6 Add Value and Satisfaction By offering convenience, a point of reference and that touch of individualized customer service, you ultimately add value to your offering and your customers experience a higher level of satisfaction. Your website can add value in other ways too, by featuring tips, advice and general interest content you can entertain your customers. This will also help them remember you better.
11.7 Standardize Sales Performance By looking at which approached / pitches have worked in the past and those which have not, you can produce the ultimate pitch and use it with your website, so that you use it on every customer. No more training of sales people and waiting for them to get a feel for your line of trade.
11.8 Improve credibility A website gives you the opportunity to tell potential customers what you are about and why you deserve their trust and confidence. In fact, many people use the internet for pre-purchase research so that they can determine for themselves whether a particular supplier or brand is worthy of their patronage, and won’t take them for a ride. The Internet also allows for Viral Marketing where your website visitors spread positive word-of- mouth about your business - your customers do your marketing! It’s called inbound tactics since we are taking effective strategies to keep your customers as far as your they need your service or giving necessary link juice to make your customers again and again to come back your business, thereby building potential link quantum (tactics to attract more customers to your business) 11.9 Brick and Mortar Presence in a new dimension Getting lost trying to find a place can be frustrating for a potential customer. You can publish what they call a dumthis map on your website, which shows directions and landmarks graphically, and the potential customer can print it out when looking for your Brick n Mortar premises. Also, if you have planned to move to a new location, you need not have to wait for the next 'phone directory to come out before people figure out where you currently are. Because a business website is flexible you can change the content as you like you can change you contact details instantly and lower the risk of losing customers when moving to a new location. 11.10 Offers and Opportunity Offers and discounts and creating new opportunities to build potential customer quantum, it lets customers to get updated offers time to time without any delay
11.11 Responsive Marketing Customers can quickly and easily give feedback on your product and/or marketing approach.

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12 Moniitoriing and Controll at busiiness websiites
After successfully implementing the Marketing and Sales Plan (Smarketing), Company management can use features on its website such as visitor polls, online surveys and your website statistics to find out what your customers like more and how they feel about certain aspects of your business to determine how you can improve your product and the way you do business Website statistics (using effective tools) show you how much traffic your website receives, how the visitor got to your website and where, geographically, the visitor is from. Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). Your customers’ purchase journey Few key elements of digital analytics, starting with the most important part first your customers.
For a long time, we’ve had the marketing concept of a purchase funnel with various stages of customer interaction. This funnel consists of the following stages:
 Building awareness  Acquiring interest  Engaging with potential customers  Driving them towards a conversion online or offline  Retaining them as customers
With the consumer increasingly in control, the linear purchase funnel is no longer relevant. The customer is at the center of the universe, with all of their choice and control; we now recognize that customers can start their purchase jyourney at any point along their decision path.
A marketer’s job is to figure out how to tap into this new dynamic and anticipate where customers will appear and what messages they need to hear. This can only be achieved if you are focused on analyzing the customer, not the individual channel your customer is coming from, or the device they’re using to find or engage with you
With customers ever more in the driver’s seat and controlling the speed and timing of their engagement, businesses need accessible, reliable, holistic and near realtime customer analytics to understand how well they are performing.
13 Market Study and Research
13.1 HubSpot Report
23 Reasons Inbound Marketing Trumps Outbound Marketing
1) 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.
2) 91% of email users have unsubscribed from a company email they previously opted into.
3) 84% of 25-34-year-olds have left a favorite website because of intrusive or irrelevant advertising.
4) 86% of people skip television ads.
5) 44% of direct mail is never opened.
6) 61% of marketers will invest more in earned media (inbound marketing) in 2011.
7) The average budget spent on company blogs and social media has nearly doubled in the last 2 years.
8) The number of marketers who say Facebook is “critical” or "important” to their business hasincreased 83% in the last 2 years.
9) 2/3 of marketers say their company blog is “critical” or “important” to their business.

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10) 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook. 11) 57% of businesses have acquired a customer through their company blog.
12) 42% of businesses have acquired a customer through Twitter.
13) 57% of companies have acquired a customer through LinkedIn.
14) 48% of companies have acquired a customer through Facebook.
15) Inbound marketing costs 62% less per lead than traditional outbound marketing.
16) 3 out of 4 inbound marketing channels cost less than any outbound channel.
17) 55% of companies who blog reported leads from their blog were “below average” in cost. 18) 47% of companies who use social media reported leads from social media were “below average” in cost.
19) 39% of companies who leverage SEO reported leads from SEO were “below average” in cost. 20) 27% of companies who use PPC reported leads from PPC were “below average” in cost.
21) Trade shows were reported as being “above average” in cost by 47% of respondents.
22) Direct mail was reported as being “above average” in cost by 27% of respondents.
23) Telemarketing was reported as being “above average” in cost by 21% of respondents.

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14 IInffo Graphiics-- IInbound Marketiing Tactiics
(Syource: Inbound Marketing University and HubSpot)
14.1 Inbound Marketing
Compared to all other marketing strategy in this method customers can be made to come back again and again in your business, there is lot of strategies, plans, technology integration have to be integrated in order to get the desired output.

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14.2 A Comparative Study

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14.3 Demerits of Outbound Marketing

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14.4 Customer oriented Marketing

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14.5 Content Optimisation

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14.6 Market Study

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14.7 ROI Factors in Inbound Marketing

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14.8 Inbound Marketing vs Outbound Marketing

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14.9 Brand awareness and Continual Improvement

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15 Progressiive Graph wiith miillestones
The Following graph is derived based on real world entities like SERP Analysis, various market studies, Good practices, KPI factors etc.
The statistical data can be assumed for a period of 3 years, the changes in search engine algorithms, then the market, economical factors, quality of product, automation methods, Search Engine/ Social Media Marketing plan can affect the data values.
Automated methods can be introduced once the site satisfies all the Inbound Marketing perspectives
16 Refference
 Wikipedia
 Salesforce.com
 HubSpot
 www.cmo.com
 www.websitehealthcheck.com.au
 www.w3schools.com
 www.xml-sitemaps.com
 Google
 Yahoo
 Facebook
 LinkedIn
 Google Analytics