Introduction to Online Marketing

WHY bother marketing ONLINE?

It’s the Biggest Market

With 2 billion users globally

24 Hours A Day

Available in just one CLICK

Connects you ANYTIME

ANYWHERE

Users are of ULTIPLE AGE

GROUPS

More than

25% of internet users

are

Online on their CELL

PHONE

Source: Pew Research Center 2013

World Internet Users by Region (2011)

ONLINE MARKETING IS SUCCESSFUL IN BANGLADESH

But Importantly,

Case Study: Bikroy.com

CHALLENGE: develop a leading online brand for the masses in Bangladesh

APPROACH: maximize online presence with a heavy ATL campaign of Billboards & TVCs

Results: One of the most recognizable online brands in BD in less than 1 year

ONLINE CHANNELS: Networks Direct

Online Marketing is:

- Your Web Presence: Website, Social Media, Videos - Email - Being found on Search Engines - Paid Ads … and more!

… but there are LOTS of new terms & tools to learn

Its not rocket science

Lets start with: CAMPAIGN A series of advertisements displayed over a set period of time to achieve specific goals.

Banner Ad A form of online advertising. It entails embedding an advertisement onto a webpage. These ads come in different shapes & sizes, but all are meant to increase brand awareness or drive traffic to a specific website.

Ad Network A company that sells advertising to many individual clients. It is designed to let advertisers reach broad audiences relatively easily by buying online ads that are shown across a variety of websites.

Advertiser Publisher (websites)

Ad Network

Social Media Websites and applications used for networking online

Examples: Facebook, Twitter, Linkedin

Hashtag A word or phrase prefixed with “#”. Short messages on microblogging and social networking services such as Twitter or Instagram may be tagged by putting “#” before key words

Trending What is currently popular

Viral An image, video, advertisement, etc. that is circulated rapidly on the internet

ROI = Return on Investment A measure of the profit derived from advertising divided by the total advertising cost.

EXAMPLE: Cost = 40,000 taka Profit = 100,000 taka ROI = 60,000 taka

Paid Marketing Paying money to reach a wider audience than normal. This can be done with Google, local ad networks like G&R, or through direct buys on sites like Facebook or Prothom-alo.com

CPC = Cost Per Click An internet advertising model in which advertisers pay only when their ad is clicked. (Similar: PPC = Pay per Click)

Impression When a person views a website that is displaying your ad -- A new impression is counted every time the page is reloaded with the ad.

Traffic Traffic refers to the number of people who visit a site in a given time period.

Keywords Words relevant to your product or service that can help your ad show up on relevant websites. Technology

Green & Red

Online advertising

Ads

CPM = Cost Per Mille CPM = (Cost / impressions) X 1000

EXAMPLE: Cost = 40,000 taka Impressions = 1,000,000 CPM = 40 taka

CTR = Click Through Rate CTR = Clicks / Impressions

Conversion When a website visitor “converts” into a user/customer. They could do this by signing up for a newsletter or making an online purchase.

CPA = Cost Per Acquisition CPA = Cost / Acquisition (Acquisition = Conversion)

Brand The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

Direct Response A type of marketing designed to generate an immediate response from consumers. This is different from BRAND marketing because it does not aim to help people remember the company

Influence An individual or company’s importance measured online (see: Klout Score)

Engagement A website or ad’s ability to hold a visitor’s attention or induce the visitor to participate

UGC = User Generated Content Words and photos that unpaid contributors create and provide to publications, particularly websites

WEBSITE

Wiki A website that allows collaborative editing of its content and structure by its users

Widget A program that performs some simple function (weather report or stock quote). Could also be an element of a website (text box or button) that displays info or settings that can be entered or altered by the user.

Blog A personal website or webpage on which an individual records opinions, links to other sites, etc. on a regular basis

Microblogging The posting of very short entries or updates on a blog or social networking site

eBook Book published in digital form

Whitepaper An informational document issued by a company to promote or highlight the features of a solution, product, or service

B2B = Business to Business The exchange of products, services, or information between businesses

B2C = Business to Consumer A transaction that occurs between a company and a consumer

Landing Page Webpage that an online ad links to

Bounce Rate % of people who visit a website but leave without visiting a second page

WEBSITE

Marketing Automation Software platforms designed for marketing departments and organizations to automate repetitive tasks. This refers to a broad range of automation and analytic tools for marketing.

SEO = Search Engine Optimization

The process of improving a website's natural ranking in search results. The higher your website's SEO, the more often it will show up when people search for something related.