Making Internet Marketing Work

8/3/2019 Making Internet Marketing Work

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Making Internet Marketing Work

Shyam Malhotra


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Session One


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Introduction

Shyam Malhotra

Yourselves


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Evaluation Methodology

End term quiz of 33 %

Group Presentations/ Project of 33 % Formation of groups

Attendance 33 %


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For the Next Session

Each group to choose a business

Discussions / presentations would be ingroups


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Course Objective

To understand importance of Internet

Marketing Judge its applicability in different situations

How to make it work?


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Coverage

Digital Marketing What is it ? Why is it important ? How is it different ? Who can use it ? To make it work

Company Website Functionality Design Driving Traffic Managing transactions

Other websites Selection Forms of advertising

Search engines What do they offer Which ones to use ? How to use them ?

Emails

Design

Building the lists

Spam laws Electronic exchanges

What are they ?

How to use them ?

Service Enhancements / CRM

Providing Interface

Data collection & usage

SMS Usage

Integration


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What is Internet Marketing?

Applying marketing principles to new internet / digitalvehicles of communication

Options include the net and mobile phones

Both use technology

This course focuses on the net & associatedtechnologies

Applicable to all areas of customer interactionintroducing, selling & servicing


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03-05-2012 Source : emarketservices.com9

E-business

In general, e-business is used in thebroadest sense. It includes buying andselling on-line, but also other aspects of on-line business activity, such as purchasing,tracking inventory, managing production andhandling logistics, customer support

services, supply chain management andcollaboration

.


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03-05-2012 Source : emarketservices.com10

Stages of e-BusinessE Business

E Commerce

Integration

Transaction

InteractionInformation


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Internet Marketing Span

Market Research

Lead Generation

Presale support

Postsale support

Image Building

Information sharing

Environment Scan

TransactionManagement

Training


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Why is it important ?

"I do not believe you can do today's job with

yesterday's methods and be in businesstomorrow."- Nelson Jackson


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Why is it important?

Growth - Quantitative

Impact Qualitative Change in fundamental ways we do things

Technologies that are spawning independentapplications


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Why?

Cost Cutting

Competitive edge Acquiring new customers

Servicing old ones

New revenue streams from new services /products


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WORLD INTERNET USAGE AND POPULATION STATISTICS

World Regions Population( 2010 Est.) Internet UsersDec. 31, 2000 Internet UsersLatest Data Penetration(% Population) Growth2000-2010 Users %of Table

Africa 1,013,779,050 4,514,400 110,931,700 10.9 % 2,357.3 % 5.6 %

Asia 3,834,792,852 114,304,000 825,094,396 21.5 % 621.8 % 42.0 %

Europe 813,319,511 105,096,093 475,069,448 58.4 % 352.0 % 24.2 %

Middle East 212,336,924 3,284,800 63,240,946 29.8 % 1,825.3 % 3.2 %

North America 344,124,450 108,096,800 266,224,500 77.4 % 146.3 % 13.5 %

Latin America/Caribbean 592,556,972 18,068,919 204,689,836 34.5 % 1,032.8 % 10.4 %

Oceania / Australia 34,700,201 7,620,480 21,263,990 61.3 % 179.0 % 1.1 %

WORLD TOTAL 6,845,609,960 360,985,492 1,966,514,816 28.7 % 444.8 % 100.0 %
http://www.internetworldstats.com/stats1.htmhttp://www.internetworldstats.com/stats1.htmhttp://www.internetworldstats.com/stats3.htmhttp://www.internetworldstats.com/stats4.htmhttp://www.internetworldstats.com/stats5.htmhttp://www.internetworldstats.com/stats14.htmhttp://www.internetworldstats.com/stats10.htmhttp://www.internetworldstats.com/stats6.htmhttp://www.internetworldstats.com/stats6.htmhttp://www.internetworldstats.com/stats10.htmhttp://www.internetworldstats.com/stats14.htmhttp://www.internetworldstats.com/stats5.htmhttp://www.internetworldstats.com/stats4.htmhttp://www.internetworldstats.com/stats3.htmhttp://www.internetworldstats.com/stats1.htm


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Whats in the online shopping kitty?

In the next six months Indians are most likely to buy Books(41%), Airline ticket/reservations (40%), and Electronicequipment like TV, Camera, etc. (36%) online. Other productsand services that Indians incline to buy in the next six monthsinclude Tours/Hotel Reservations (29%), Event tickets (26%),Clothing/Accessories/Shoes (25%), Computer Hardware (24%),Videos/DVDs/Games (not downloaded) (22%), and Music (notdownloaded) & Computer Software (not downloaded) (both

21%). From the Nielson Global Online Shopping Report 2010


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Source

http://www.iamai.in/Upload/Research/Online

%20DisplayAdvertisement_39.pdf PwC report 2009
http://www.iamai.in/Upload/Research/Online%20DisplayAdvertisement_39.pdfhttp://www.iamai.in/Upload/Research/Online%20DisplayAdvertisement_39.pdfhttp://www.iamai.in/Upload/Research/Online%20DisplayAdvertisement_39.pdfhttp://www.iamai.in/Upload/Research/Online%20DisplayAdvertisement_39.pdf


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The Tools

The Tools - Plus/Minus/Do/Dont/How to of each Company Websites

Other Websites Search Engines Email Exchanges

Blogs / Forums SMS


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Who can benefit?

All can benefit in varying degrees

Those who adapt will benefit Different benefits to

Information industries

Service industries

Manufacturing industries

Standard vs custom products / services


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Applicability

All businesses will be impacted

Not in a uniform manner At some places fundamental changes will

occur


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When?

Now

But not in all aspects Which is the most important for you

Depends on

Product / service offering

Readiness of market

Company need & readiness


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To make it work

Nascent field

Evolving continuosly

Offers tremendous scope for out of box ideas

Is more involved than first looks indicateneeds constant integration

Professionals who understand this will havean edge


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Session 2

Building Great Websites


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Understanding the Internet Mind

New culture, new communities

Free in two senses Anonymous

Global

Lawless? Gigantic

Real time


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Who ?

Net savvy

Connected Convenience oriented

Young

Impatient Learner


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Pre start check List

Is there a strategy?

Is the company ready? What is needed to make it ready?

How to integrate into market strategy?

Investments required?


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Company Website

The company website is the first face that thecustomer sees. It has to reflect thecompanies treatment of customers

It also needs to have a clear objective


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Company Websites

Plus

Serves as identity

Can span information tointegration

Can be updatedfrequently

Low cost Global

Minus

Need traffic generation

Large number Distinctiveness not

easy

May not have credibility

Not easy to maintain


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Company Websites

Do

Have one

Push it

Make it useful

Make it interactive

Make it addictive Maintain it

Dont

Overestimate utility

Use as informationdump

Make it complex

Scrounge Make & forget


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Setting up websites

Domain Name which one?

Server hardware purchase Server software

Web strategy

Site Design

Marketing / maintaining site


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Functionality Mantras

Entertain, Educate, Sell

What is the objective for your business? Giving the right information

Having the right interactivity

Building addiction

Have transactions going

Integrate with rest of business


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The Right Information

Content

Use selectively

Use space well

Update frequently

Use search methods


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The Right Design

Spaces keep white space

Colors matching , mood , appearance

Type face - universal Easy Navigation Site Map

Elements manage numbers

Scrolls

Multiple Browser support Focus on ease of use

Make a fast site


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The Best Design

Website should be

Readable by 99.9 percent

Attractive to 95 percent

Impressive to 80 percent

Amazing to 30 percent

Useful to 100 percentof your audience


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The Right Interactivity

One to one

Email / Q & A / Live chats

Many to many

Groups/chats/forums/discussions

Limited by speeds


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Traffic - Attracting / Retaining

Customers

Use search engines

Use email Use links / barters

Remain in touch

Advertise site

Offer extras on site

Encourage registrations


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Building Addictivity

Contests & Prizes

Sales & Offers Regularly updated content

Resource centers/links

Home page / favourite settings

Serial Information

Personalize


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Getting Transactions Going

Provide selection assistance

Ability to place orders Secure transactions

Inventory, Finance other departments

Needs a high technology focus

All departments have to be IT enabled


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Planning for integration

Customer Integration Capture of information/service handling/ privacy/security

Company Integration Consistency/completeness/correctness

Supplier Integration Linkage with systems/applicationsdesign, orders

Online Offline Integration


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Avoid

Broken links

Too many clicks Pop ups

Audio / video in excess

Useless registrations


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Sample Site


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Sample Site


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Sample Site


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Sample Site


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Sample Site


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Sample Site


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Mind Game 1.2

What are the BIG FIVE pluses for Internetbased marketing?

What are the BIG FIVE key enablers to makea great website?

Use these to start creating your groups

website


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Session 3

Online versus traditional media foradvertising


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How is it Different?

Interaction

Ease of use

Cost

Continuity

One to one, one to many, many to many

Measurable Multiple Delivery Formats


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Information Loyal vs Surfers

Color vs B&W Static vs Dynamic

One way vs Interactive

Staggered vs Real Time response

Small vs Large size

Growing vs Wide reach Targeted vs General reach

Fixed High vs Low Variable cost


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Transactions

Ease of completion

Time to complete

Safety

Records

Privacy


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Integration

Integration of information and processes

Customer Integration

Company Integration

Supplier Integration


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Compare with

Newspapers

Magazines TV

Radio

Direct Mail

Events / Conferences

Sales Calls


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Terminology

Banner Ads

Click Throughs Page Views / Unique Visitors

Impressions

CPM

Geotargeting

Behavioural targeting


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Websites as media

Plus

Response can bemore quantitative

Messages can betargeted

Interactivity ispossible

Have more traffic

Minus

Traffic may not be

relevant

Traffic measuresevolving

Loyal visitors limited

May lack credibility


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Websites as media

Do

Consider use

Research,consideroptions/use services

Remember the own

website points

Dont

Ignore completely

Expect instantresponse

Judge by low costs

alone


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Forms of advertising

Banners/Islands/Sidebars/Panels

Pop ups / Pop Unders Interstitials

Floaters

Sponsored links

Site/ Pages/Section capture

Communities


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03-05-2012 Source : How Stuff Works66

Banners

Come in differentsizes measured inpixels. No standards

Can support text / gif/ rich media

Served by Mediaturf/ Doubleclick /Bannerspace etc.


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03-05-2012 Source How Stuff Works67

Banners

Rates started from $ 50 CPM. Are down to 50 cents or lower

Borrowed from print. Supply and utility pulled rates down.

Branding power of banners is low Click through rates do not justify the cost

Targeting and special sites can charge more

Rates vary tremendously


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Banner Ad Sample


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Sidebars Cannot be scrolled

of the screen

Provide large size

Are not natural

Can command ratesof 23 times top

banners


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The orange ad in theupper right is 250x250pixels. Ads this size orlarger can be foundwithin the text ofarticles in some cases.

They act like magazineads that break up thetext to get moreattention.

Sample Ads


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On this page you can see anarrow strip for Netscape at thetop, a standard banner ad, asquare AOL ad mid-page, and

four smaller ads along thebottom.

Many Banners


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On this page there is a round WSJ button uptop along with ads for Casio, Ubid and RadioShack along the side. At the bottom there aretiny ads for four money sites along with smallads for CareerBuilder.com and WSJ.com.

Hybrids


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Pop Ups Pop-up and pop-under adsannoy and take time to close.

Whereas a banner ad might gettwo to five clicks per 1,000

impressions, a pop-up ad mightaverage 30 clicks. Typically, apop-up ad will pay the Web sitefour to 10 times more than abanner ad.


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The Norton ad iscompletely

animated, withfour or five

moving parts. Thead plays for about

15 seconds. Notethat it does have a

"Close" button

Floaters 1


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Floaters 2

Floating ads are increasing because they getattention, are animated and may sound

They "interrupt the program" and demandattention. Can take up the entire screen

Have more branding power

So far have a high click-through rate, averagingabout 3 percent

Can command prices upto $ 30 per thousand


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A small video adappears in the rightsidebar on this CNN

page, with sound, andplays for 30 seconds.The reader can controlthe ad with the three

buttons (Play, Pause,Stop) underneath thead.

Built In Video


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..and then shrinksto a normal size

Buttons on the adlet you re-expand it

if you choose to.

When you first enter thepage, the banner ad is

large...

Contracting Banner


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Session Four

Choosing online media vehicles


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Web Ad Strategy

Branding?

Building traffic to website?

Generating leads?

Generating sales?

Geography?

Age group?

Income Group?


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Possibilities

Media sites

Newsgroups

Affliates


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Web Ad Questions

Alignment with target market

What are the optional sites?

What type of advertising is on offer?

What is the ad density?

How is the ad selection done for display?

What are the costs?

What are the competitive costs?

What is my objective?


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Making Ads Effective

Post ads on content related pages

Advertise product/service not site

Link ad to relevant part of website

Put ads at the top of the page

Use simple messages,animated messages

Invoke curiosity

Keep ad size small for speed


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Ad Networks

Serve ads on many sites

Provide real time reports with software

Large number of them available


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Monitoring the data

Hits / unique visitors

Page views / Impressions - CPM

Click throughs

Conversion Rates

Value of orders

Cost per sale

Brand issues type of visitor/type of website etc


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Commercial Information

http://www.businessworld.in/index.php/Big-Media-Goes-Online.html
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Documents

Making Internet Marketing Work