A brief overview of the many disciplines of online marketing and their uses.

1. What is Online Marketing?
By Malcolm Gordon

2. “The marketing of
products or services over
the internet”

3. The Disciplines
• Search Engine Marketing (paid)
• Search Engine Optimisation
• Display Advertising (banners)
• Social Media Marketing
• Email Marketing
• Content Marketing

4. Search Engine Marketing
(SEM)

5. Improving the visibility of
a website or page in
search engine results
pages (SERPs)

6. Paid (Google Adwords)
Organic - SEO

7. paid results on search
engine results pages

8. Search Engine Marketing

9. Search Engine Marketing

10. Search Engines
• #1 Google (dominates market) - Adwords
• #26 Bing (now 30% of all US searches)
• #4 Yahoo (still #1 in Japan) Search
Marketing
• # 5 Baidu (China)
• Ask
• Wolfram Alpha

11. Benefits
• Highly targeted – region, country, city,
town, postcode
• Right message at right time
• Pay for performance only (no clicks = no
charge)
• Accountability
• More control over organic results
• Global reach (everyone searches)
• Best ROI (usually)

12. Benefits

13. Search Engine
Optimisation (SEO)

14. Improvement of organic
listings in search engine
results pages (SERPs)

16. Why Important
• Search algorithm – over 200 elements
• Over 500 minor changes last year alone
• On page and off page – link building,
blogs, Youtube videos, social media, etc.

17. Weaknesses of SEO
• Black art, hard to measure results
• Fast evolving playing field, has to be an
ongoing effort
• Hard to build support and understanding
for because results may take some time
• Ongoing effort, many marketing teams and
advertising agencies are geared towards
thinking in terms of campaigns

18. Display Advertising

19. Advertising that contains
text, logos, photos and
other images.

22. Pros
• Use for increasing brand awareness
• Can include rich media – games, videos,
highly engaging
• Global reach
• Can extend to mobile platforms
• Contextual placements

23. Cons
• Lower CTR than search in general
• Lower ROI than search in general
• More costly to produce
• Not as effective for direct

24. Social Media Marketing

25. The process of gaining
traffic or attention
through social media
sites

26. Importance of Social Media
Facebook – 850 million+ (920,000 Perth)
most visited site on earth (alexa)
YouTube – 620 million users (48 hours of
video per minute)
Twitter – 200 million
LinkedIn – 120 million (159,000 Perth)
Google+ - 90 million
Foursquare – 20 million

27. Importance of Social Media
• Enormous reach
• Mixture of roles – customer
service/advertising/public relations
• Most popular sites on the web
• Spend inordinate amounts of time
• Great traffic drivers

28. Viral Marketing
“More addictive than alcohol or
cigarettes”
- Chicago University’s Booth Business School

29. Relationship Marketing
Build rapport – befriend
first then sell second

30. Viral Marketing
The audience is
now the medium
Great content is shared,
unengaging content is not
passed on

31. Frictionless Sharing

32. Viral Marketing
Proctor & Gamble is shedding
1600 staff and reducing its
advertising spend because
online advertising and social
media in particular have been
so successful

33. Viral Marketing

34. Email Marketing

35. Directly marketing a
commercial message to
a group through
electronic mail (EDM)

36. Benefits of Email Marketing
• Highly personalised messaging
• Straight to a user’s inbox
• Great metrics – open rates, etc
• Can create/borrow lists by demographics
• Ubiquitous – everyone has an email
address (2 billion+)

37. Weaknesses of email marketing
• Spam filters improving
• Open rates declining
• Younger demographics prefer SMS,
instant messaging or Facebook messaging
• Risk of irritating audience and being
flagged as a spammer

38. Content Marketing

39. The creating and sharing
of content to engage
potential customers

40. • Blogs
• White papers
• Video – YouTube
• News items of website
• Build rapport first, sell second
• Add value on a regular basis
• Good content gets shared and spreads
virally