Online advertise marketing


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Online advertise marketing

  1. 1. Online Advertising Marketing / Internet Marketing
  2. 2. <ul><ul><li>Introduction </li></ul></ul><ul><ul><li>Search Engine Marketing </li></ul></ul><ul><ul><li>Social Media optimization </li></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Viral marketing </li></ul></ul><ul><ul><li>Affiliate marketing </li></ul></ul><ul><ul><li>Blog Marketing </li></ul></ul><ul><ul><li>Display advertising </li></ul></ul><ul><ul><li>Pricing/ Setting budget </li></ul></ul>CONTENTS
  3. 3. Why is internet marketing important? <ul><li>It gives companies the ability to: </li></ul><ul><ul><li>Drive high quality customers to their website </li></ul></ul><ul><ul><li>Increase sales leads from customers looking for their products and services </li></ul></ul><ul><ul><li>Build their brand online by communicating marketing messages to their target audience </li></ul></ul><ul><ul><li>Increase their profile against their competitors </li></ul></ul><ul><ul><li>Target a global audience via international search engines </li></ul></ul><ul><ul><li>Be accountable with ROI tracking (SEM) </li></ul></ul>
  4. 4. Objectives of Internet Marketing <ul><li>Communicate a company's message  about   itself, its products, or its services online. </li></ul><ul><li>Conduct research  as to the nature (demographics, preferences, and needs) of existing and potential customers. </li></ul><ul><li>Sell goods, services, or advertising space  over the Internet. </li></ul>
  6. 6.              Search Engine Marketing   Why Search Engine Marketing? Highly effective as it reaches people when interested in a topic 89% of internet users regularly use a search engine Components of Search Engine Marketing-
  7. 7. New and incremental customers Natural search results PPC Results
  8. 8. What is SEO?      Act of modifying a website to increase its ranking in organic (unpaid) listing of Search Engine. Search Engine Optimisation (SEO) <ul><li>How do organic search listing work? </li></ul><ul><li>To rank well in organic search, as an IM strategy, SEO considers </li></ul><ul><ul><li>How search engine works </li></ul></ul><ul><ul><li>What people search for </li></ul></ul><ul><ul><li>The actual search terms typed into search engine </li></ul></ul><ul><ul><li>Which search engines are preferred by targeted audience </li></ul></ul><ul><li>  </li></ul><ul><li>Optimizing  website </li></ul><ul><ul><li>Editing contents of web site </li></ul></ul><ul><ul><li>Editing its HTML </li></ul></ul><ul><ul><li>Editing associated coding  </li></ul></ul><ul><li>   to  increase its relevance to specific keywords </li></ul><ul><li>  </li></ul><ul><li>List of Search Engines </li></ul><ul><li>  Google, Yahoo, Bing </li></ul><ul><li>  </li></ul>
  9. 9. Search Engine Marketing (SEM) What is Search Engine Marketing (SEM)?      Act of Marketing a web site via Search Engine by purchasing paid listing   What are Paid Listings?       There are listings that search engines sell to advertisers, usually through paid placements. In Simple words       Advertisers say Nokia, approaches search engines say google with their ad (created by Marketing Research team) and ask them to show it in google search engine whenever someone searchs for relevant topics (related to the product).
  10. 10.             Social Media Marketing
  11. 11. <ul><ul><li>Provides tremendous reach at a fraction of the cost of traditional marketing methods </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Social media tools and platforms are websites where you can place and spread your marketing messages. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Attract links, and as a result, enhance SEO efforts </li></ul></ul><ul><li>  </li></ul><ul><ul><li>It's vital to help small business by offering free advertising, plus it's sociable and fun at the same time. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Promotional activities in social media aside from the content being promoted, including: blogging, commenting on other blogs, participating in discussion groups, and posting status updates on social networking profiles </li></ul></ul><ul><li>  </li></ul><ul><ul><li>And also+1 , Share , Like built into content on websites </li></ul></ul>  What is Social Media Marketing?    The process of marketing through social media sites like Twitter, Facebook and YouTube.
  12. 12. How does social media works (say Facebook): <ul><ul><li>Create a page for your business, link it with your personal profile </li></ul></ul><ul><ul><li>Ask members of your community who know you online to pass  “ Like ”  and other such favourable comments on your business page </li></ul></ul><ul><ul><li>Rich customer interaction (from your area) in short time resulting in good-sized audience. </li></ul></ul><ul><ul><li>Update the page regularly by offering discounts, post advertisement. Eg- Pantaloon's on Facebook page. </li></ul></ul><ul><ul><li>Similarly, you can also use other social media outlets like  </li></ul></ul><ul><li>     Twitter - Good place to market yourself </li></ul><ul><li>     LinkedIn- Professional Facebook. </li></ul>
  13. 13. Display Advertising <ul><ul><li>Display ads (various) </li></ul></ul><ul><ul><ul><li>Standardized ad shapes with images </li></ul></ul></ul><ul><ul><ul><li>Normally not automatically related to content but may be related to audience </li></ul></ul></ul><ul><ul><ul><li>Behavioral retargeting, demographic targeting, geographic targeting, and site based targeting are all common ways in which advertisers choose to target their ads </li></ul></ul></ul><ul><ul><li>Display Formats: </li></ul></ul><ul><ul><ul><li>Floating ad:  An ad which moves across the user's screen or floats above the content. </li></ul></ul></ul><ul><ul><ul><li>Expanding ad : An ad which changes size and which may alter the contents of the webpage. </li></ul></ul></ul><ul><ul><ul><li>Pop-up : A new window which opens in front of the current one, displaying an advertisement, or entire webpage. </li></ul></ul></ul><ul><ul><ul><li>Mobile ad: An SMS text or multi-media message sent to a cell phone. </li></ul></ul></ul>
  14. 17. Permission-Based Email Marketing <ul><li>What is the meaning of Permission based? </li></ul><ul><ul><li>Signed up/ registered for a company's monthly newsletter for upcoming events/ products ?  </li></ul></ul><ul><ul><li>Requested an invitation to google plus ?  </li></ul></ul><ul><ul><li>That's permission Marketing – a handshake   </li></ul></ul><ul><li>  </li></ul><ul><li>What is Email Marketing? </li></ul><ul><ul><li>Promotion of Products and Services via Email </li></ul></ul><ul><ul><li>Variety of Formats: Text Messages, Graphics-based Ads and Newsletters, Rich Media (Multi-Media ads) </li></ul></ul><ul><ul><li>Self-Service or Full Service Email Programs Include: </li></ul></ul><ul><ul><ul><ul><li>List building </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Creative design </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Message delivery </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Campaign results tracking </li></ul></ul></ul></ul><ul><ul><ul><ul><li>List management </li></ul></ul></ul></ul>
  15. 18. <ul><ul><li>The goal of marketing is to attract interest in, and generate sales of products or services. </li></ul></ul><ul><ul><li>Email marketing is a perfect medium to pick up where other marketing leaves off. </li></ul></ul><ul><ul><li>It's far cheaper than the traditional bulk postage mail and in many cases can have a much larger impact on immediate sales and long-term relationship strength than traditional advertising. </li></ul></ul><ul><ul><li>When done correctly, email marketing can be an extremely powerful and effective marketing technique. </li></ul></ul><ul><ul><li>It's a medium that allows a buyer and seller to freely communicate with one another and build a relationship based on value and trust. </li></ul></ul>Why Email Marketing?
  16. 19. Granting Permission
  17. 20. What is Viral Marketing? <ul><li>Viral means that it is something that gets passed from person to person and that spreads very quickly, much like a cold virus, to get your product or service spreading out everywhere instead.  </li></ul><ul><li>  </li></ul><ul><ul><li>The concept of passing a marketing message to other people through methods that can create a 'buzz'. </li></ul></ul><ul><li>     Eg. Sharing Youtube vids </li></ul><ul><ul><li>It is an idea that spreads… and while it is spreading it actually helps market your business or cause.  </li></ul></ul><ul><ul><li>Eg. Googlead sense, Google doc </li></ul></ul><ul><ul><li>Once it gets started it is passed among people at a faster rate. </li></ul></ul>
  18. 21. For Example: Viral Marketing of Google <ul><ul><li>Tools of Google </li></ul></ul><ul><li>      Like, </li></ul><ul><ul><ul><li>Google Map </li></ul></ul></ul><ul><ul><ul><li>Google Doc </li></ul></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Google Mail, etc.  </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Whenever we use these applications, we are indirectly helping Google to establish its branding and increase its market awareness. </li></ul></ul>
  19. 23. What is Affiliate Marketing? <ul><ul><li>Affiliating marketing is basically being a sales person online. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>An 'Affiliate' helps sell other peoples(merchants) products and in return gets a piece of that sale called commission. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>An affiliate will get a unique link to the merchants site and whenever a person is brought in through that link and buys or does any other action specified by the merchant(like download,signing up etc), the affiliate gets commission. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Affiliate Marketing program can Generate between 10-20% ofa Web site's online sales </li></ul></ul>
  20. 24. Different types of affiliate marketing <ul><ul><li>You can get paid for helping sell a product (most common type) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>You can get paid for any action that the merchant has specified. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>You can be paid if you bring a person to the merchants site  (least common type). </li></ul></ul>
  21. 26. <ul><li>     Why Blog Marketing? </li></ul><ul><ul><li>Getting blogs to mention information about product or service is one of the most effective means of Internet marketing. </li></ul></ul><ul><ul><li>Blogs speak directly to customers and use a language that everyone can understand. </li></ul></ul><ul><ul><li>Blogs have become the next generation marketing tool to corporate websites . </li></ul></ul>What is Blog Marketing?       Blog marketing is the term used to describe internet marketing via web blogs.
  22. 27. Pricing for Online Ads <ul><ul><li>CPM = cost per 1000 impressions </li></ul></ul><ul><ul><ul><li>Typically used for Display ads </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>CPC = cost per click </li></ul></ul><ul><ul><ul><li>Typically used for Search Engine Ads </li></ul></ul></ul><ul><ul><ul><li>To determine CPC, Predict prob of click, rank by eCPM </li></ul></ul></ul><ul><li>             (eCPM- measure of effectivness of publisher's inventory  </li></ul><ul><li>                         being sold by pulisher) </li></ul><ul><li>  </li></ul><ul><ul><li>CPA = cost per action (or acquisition)‏ </li></ul></ul><ul><ul><ul><li>Used for contextual ( targeted advetising ) </li></ul></ul></ul><ul><ul><ul><li>To determine CPA, Predict prob of conv, rank by eCPM </li></ul></ul></ul>
  23. 28. How to set budget for campaign? <ul><ul><li>For starters, Don't. If you can measure performance , why set budget? </li></ul></ul><ul><li>      For example, I will give you $2 for every $1 you give me </li></ul><ul><ul><ul><li>How many times to you want to do that? </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>  Big Companies decide their budgets by </li></ul></ul><ul><li>       Bidding . </li></ul><ul><ul><li>  Why?  </li></ul></ul><ul><li>        Rank of the site depends on their maximum bid  </li></ul><ul><li>        (max. CPC) </li></ul><ul><li>       </li></ul><ul><li>  </li></ul>Why to Bid?      To maintain the position of the competitor below you, and it charges you only one cent more to display your ad first. - data of many ads the no. of impressions they bought and CPM set for it, studying which advrtiser can decide how many impressions it want and get the CPM
  24. 29. Next Big thing In Internet Marketing- Bidding and DSP (Demand Side Platform)
  25. 30. Internet Marketing Plan- Outline <ul><ul><li>Measurable Goals and Objectives </li></ul></ul><ul><ul><li>Market Analysis </li></ul></ul><ul><li>        Target audience         Target market size and characteristics         Current position (strategy and online visibility)         Competitive analysis         Online opportunity </li></ul><ul><ul><li>Determine Media Mix </li></ul></ul><ul><ul><li>Internet Marketing Budget </li></ul></ul><ul><ul><li>Integration With Offline Marketing </li></ul></ul><ul><ul><li>Initial Implementation Plan, Cost, and ROI Projections </li></ul></ul>
  26. 31. Any Questions?
  27. 32. Thank You!