This document provides an overview of online marketing and its various components. It discusses why online marketing is preferred over traditional marketing, citing advantages like low costs, flexibility, analytics, and demographic targeting. The main components of online marketing covered are search engine optimization, search engine marketing, social media marketing, affiliate marketing, email marketing, and app store optimization. Specific tactics for each of these components like link building, pay-per-click advertising, social media advertising, and email newsletters are also summarized.

1. Online Marketing
Search Engine Optimization
Search Engine Marketing
Social Media Marketing
Affiliate Marketing
E-Mail Marketing
App Store Optimization

2. 2
Why is the entire world going online?
• For Information
• For getting their questions answered
• To purchase products
• Looking for help - How To's
• Networking
• To find new employees
• To find Jobs.........

3. 3
Why is it better than Traditional Marketing?
• It lets you control the process.
• Increases your sense of satisfaction
• It is convenient
• Shortens the selling cycle
• Brings down selling costs
• Excellent brand building opportunity
• Extremely measurable
• Cost Effective- Flexible costs
• Can give targeted results

4. 4

5. 5
So what does Online Marketing mean?
Online marketing refers to a set of powerful tools and methodologies used for promoting
products and services through the Internet.
What does this mean? They need to find you ONLINE..!!
Online marketing can deliver benefits such as:
• Growth in potential
• Reduced expenses
• Elegant communications
• Better control
• Improved customer service
• Competitive advantage
Online marketing is also known as Internet marketing, Web marketing, digital marketing and
search engine marketing (SEM).

6. 6
Why is Online Marketing Preferred?
Online marketing has several advantages, including:
• Low costs
• Flexibility and convenience
• Analytics
• Multiple options
• Demographic targeting
The main limitation of online marketing - The lack of tangibility - consumers are
unable to try out, or try on items they might wish to purchase.
Generous return policies are the main way to circumvent such buyer
apprehension.
Online marketing has outsold traditional advertising in recent years and continues
to be a high-growth industry.

7. 7
What are the Components of Online Marketing?
• Search Engine Optimization
• Search Engine Marketing
• Social Media Marketing
• Affiliate Marketing
• E-Mail Marketing
• App Store Optimization

8. 8
Search Engine Optimisation
• Can be best defined as a process of getting traffic by means of free, organic,
editorial or natural listings on various search engines.
• Major search engines targeted are Google, Yahoo and Bing.
• Types of SEO:
– White Hat SEO (Ethical Quality SEO)
– Black Hat SEO (Pure Spam/ Totally Unethical SEO)
– Gray Hat SEO (Partly Spam/ Partly Unethical SEO)

9. 9

11. 11
On Page SEO
• What is a website? It is a representation of a business in the virtual world.
• Keyword Research (5-10 Primary Keywords)
• Title Tags
• Meta Description
• Content Optimisation (Back Link, Internal Link, External Link)
• Image Optimisation (Alt Tags)
• Code Optimisation (Broken Links, Dead Links, 404 Page, Orphan Page, Robots.txt, NoFollow, Do
Follow)
• Mobile Optimisation (Responsive Design)

12. 12
Off Page SEO
• Also known as Link Building or Link Acquisition.
• For the website but off the website.
• Makes no changes to the actual website, only redirects a person to your
website.
• Almost everything in SEO depends on link building.
• Effective link building can get a lot of traffic to the website.

13. 13
Activities of Off Page SEO
• Directory Submission (General, Business, Local)
• Blog Posting (Own Blog, Guest Blogging, Content Marketing, Blog Outreach)
• Forum Posting
• Questions and Answers
• Classified Submissions
• Press Release ( Paid and Unpaid)
• Blog Comments
• Article Submissions
• White Paper Submissions
• PPT Submissions ( Slide Share)
• PDF Submissions
• White Paper Submissions
• Image Submission
• Video Submission
• Infographic Submission
• Portfolio Submission

14. 14
Search Engine Marketing
• Google AdWords (PPC) (Fast, Reliable, Controllable, Measurable)(Spend on Ads)
– Diasplay Ads
– Remarketing
– Video Ads
• Google Analytics (Understanding Traffic and behaviour)
• Google AdSense (visible anywhere on the WWW, Earn Money Through Ads)
• Google AdRoll (Used as a part of Affiliate Marketing) (Very Good Inventory)
• Google Webmasters (Get your website indexed on Google)
• Yahoo Ads
• Bing Ads
• Bing Webmasters

15. 15

16. 16
Social Media Marketing
• Marketing through various social media
channels like Facebook, Twitter, Instagram,
Pinterest, Blogger, LinkedIn, YouTube....
• Gives high level of control to you.
• Can target the AD to very specific group of
individuals.
• Be Safe- run ads after checking the
approximate results on FB.
• High ROI
• Ability to go viral
• Online brand development and image
creation

17. 17
Affiliate Marketing
• Earn by promoting other people's stuff online.
• Company pays you for directing traffic to their
website.
• High Competition.
• Bringing the right partners into your
programme.
• Anyone who sells can be an affiliate marketer
• Groupon, Flipkart, SnapDeal, MakeMyTrip.....

18. 18
Email Marketing
• Ever received Email Newsletters
• Discount Coupouns
• New Collections
• Sale Dates (Christmas, Diwali,
Valentines...)
• Press Releases
• Editorials
• New Issue Release Announcements

19. 19
Thank You For Listening
Any Questions??