Online Marketing

Made by-Gaurav BhatiAshok ObhanDarsh Preet SinghDeepanshu PalDevesh RevenkarAshish Chauhan

Objective-

“ The change in consumer behavior is so fundamental that in the future one of the dividing lines between firms that succeed and that don’t will be the ones who that have embraced the Internet.”

Impact of Internet in Society-

WORLD INTERNET USAGE AND POPULATION STATISTICSJune 30, 2012

World Regions

Population( 2012 Est.)

Internet Users

Dec. 31, 2000

Internet Users

Latest Data

Penetration(%

Population)

Growth2000-2012

Users %of Table

Africa1,073,380,92

54,514,400 167,335,676 15.6 % 3,606.7 % 7.0 %

Asia3,922,066,98

7114,304,000

1,076,681,059

27.5 % 841.9 % 44.8 %

Europe 820,918,446 105,096,093 518,512,109 63.2 % 393.4 % 21.5 %

Middle East 223,608,203 3,284,800 90,000,455 40.2 % 2,639.9 % 3.7 %

North America

348,280,154 108,096,800 273,785,413 78.6 % 153.3 % 11.4 %

Latin America / Caribbean

593,688,638 18,068,919 254,915,745 42.9 % 1,310.8 % 10.6 %

Oceania / Australia

35,903,569 7,620,480 24,287,919 67.6 % 218.7 % 1.0 %

WORLD TOTAL

7,017,846,922

360,985,4922,405,518,37

634.3 % 566.4 % 100.0 %

Impact of Internet in Society-

Statistics reveals that Population Penetration is highest among Americans.Whereas number of internet users are highest in Asia accounting to its large population.On the other hand, growth rate is highest in African and Asians.We can also find out that number of internet users have increased 5 folds in last decade.

Why people go Online-

As part of Social Life Using the web as a medium to engage in an

existing and pastime or hobby. This can range from supporting a particular football club team to growing particular types of flowers.

Joining a particular social group to gain benefit from their combined knowledge- self- help and support groups linked to illness and/or disease etc.

Employment, career or industry related

Impact of internet on business-

Establish a PresenceBuild VisibilityGenerate Sales

Online Buying Behaviour

Traditional Approach

Risk-averse doubters (15 percent) - Who are sceptical about new experience. Around half of this group have never purchased online.

Open-minded shoppers (40 percent) – Open minded to new things, 97 per cent of this group has shopped online and the majority do so regularly.

Reserved informational seekers (45 per cent) – This group is typically careful and reserved, and although open to purchasing on the web they use the internet mainly information searching and pre- product evaluation.

Online Buying Behaviour

Modern Approach

• Problem• Information Search• Alternative Evaluation• Purchase Decision• Post-Purchase Behaviour

Note: The sales funnel indicates that potential customers can leave sales funnel at any time or on any of the 5 stages. In other words, as the customers reach next level they are more inclined to leave the website, there number of customers decrease at each next stage.

E-metricsKey issues in Online Analytics Include-What to measureHow should that data be collatedHow should that data be collected-

technicallyHow should that data be stored and

minedHow to convert the data into

information.

What to measure

Brand Development- Visitor numbers, number of visits by every individual, how deep into the visitor go, how long visitor stay.

Provision of after-sales service– Visitors to, and time on, an FAQ page, how long visitor stay.

Lead Generation– Conversion rate, Promotion ads, how many and what pages are downloaded, how long a visitor stay.

Online sales– Sales volume, Sales trends, Average order size, Conversion rates, Click stream.

Maximising Visitor Numbers- Visitors number, how deep the visitor go, how long visitor stay, point of exit, repeat visitor, subscription numbers.

It can provide you details about how a post is performing, number of viewers, likes, shares of posts, increase in total page likes, organic and paid reach for your post, on daily, weekly and monthly basis. It can also

provide you details of your viewers nation, state, gender, peak hour when most visitors are online etc. This data can help any company in boosting its online strength with thorough knowledge of its visitors.

Below is an example from one of our Facebook page, how Facebook provide insights to the page-

B2C Online Presence Niche - Operators who may or may not have a physical

retail presence, but are smaller businesses. Bricks and Clicks – Where the firm sells goods both offline

(bricks) and online (clicks). Pure- play – Where the organisation trades online only.

B2B Online presence

Problem RecognitionDevelop specification for required

product/service that solve that problemSearch for products (if off- the- shelf) or

search the suppliers (if bespoke)Evaluate products and suppliersMake PurchaseAfter sales service

Online Auctions Auctions are sub-divided into two types, the forward and the

reverse. In normal transactional trading, the seller places goods for sale at a fixed cost and invites (potential) customers to buy the goods at that price. In a forward auction, the quality, quantity, specifications and so on of the goods are made known and identified as ‘lots’. At a given time and date interested parties make bids against each other, with the one making the highest bid being the winner of the lot – and so become the buyer of goods.

With online reverse auctions – also known as procurement or event auctions – the role of the buyer and seller are reversed, with the buyer announcing what they wish to purchase and then inviting bids to satisfy those wants. Also, unlike the forward auction where the seller hopes to increase the selling price to its optimum, the reverse auction seeks to drive the selling price down.

TenderingWith its origins in fair and equitable trading the concept of tendering has been

common practice in the public sector for many years. The term itself is a form of legalize where an unconditional offer is made by one to another to enter into the contract of transactions of goods or services at certain specified cost.

The buyer makes known their requirements. As with all aspects of B2B trading this can be basic as the provision of pencils, to something as multifaceted as building a bridge or providing computer infrastructure.

Potential bidders make known their interest and submit details of their organization, its resources and capabilities. This is then evaluated by the buyer to ensure that if the firm’s bid is accepted they will be able to deliver on-time and to the standard of quality stipulated in the requirements document.

If they meet the required standards, the company is accepted to submit a tender. All interested parties submit a bid by a pre-determined deadline. These bids are

sealed – meaning that only bidding organization knows their submission until all bids are opened after the deadline has passed.

The buyer reviews all of the bids. Although price will be dominant characteristic of any decision, it is possible for a higher bid to incorporate better specifications – a shorter lead time or higher quality materials, for example.

All entrants are informed of the successful bid, with the winner being awarded a contract for the work.

Search Engine Optimization (SEO) Marketing

What is SEO?Search engine optimization (SEO) is the process of affecting the

visibility of a website or a web page in a  search engine’s "natural" or un-paid (“organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

How do Search Engines work?When considering how a search engine performs its expected

duties, there are two issues to address. Firstly, how it assesses websites for suitability in matching the search criteria (the algorithm), and secondly, how it presents the results of its assessment (the SERP).

Search Engine Optimization (SEO) Marketing

 The search engine algorithm-No one can give an absolute list of those elements of a website

that score highly in the search engine algorithms. There is no ‘magic bullet’ solution to SEO. Those people who are outside the search engine companies can only make guesses how they work – calculated guesses certainly. Despite the spurious claims made by some less scrupulous search engine consultants, there is no guarantee of achieving a place in the top ten results of a search. There are numbers of reasons for this, not least that:

The specific factors in the algorithm used to calculate rankings are unknown – Google is said to have around 200.

Other than that they are not equal, the weighting apportioned to each factor is unknown.

The search engine result pages (SERP)-

The search engine results – or returns – page is the page that appears as the result of a request on a search engine. As it is the page that shows the results of a search, appearing on it is the objective of the search engine optimizer. On the left will be the organic listings (the result of SEO) and on the right the sponsored lists (the paid ads).

On-site and Off-site Optimization

SEO is based around two distinct categories, those that are concerned with the website itself (on-site optimization), and those that are outside the parameters of the site (off-site optimization).

 On- site Optimization- The SE algorithm considers the placement of the keywords within the web page. Let’s now

have a look at some of those factors – or at least, what they are perceived to be. The web page content. The alt attribute for an image The H1 tag Hyperlink text Part of the technical/design aspects of the website. Out- going links to external sites Advanced designed technologyOff – site Optimization-

Off- site search engine optimization can be divided into two parts Website History

– How long the site existed– Within overall maturity of site, the age of each page– Frequently updated pages gain more validity.– Search engine own metrics, like, click rates over the number of years.

Inbound links – The links that go into it from other sites.

Directories

Directories are direct descendants of the offline directories. A SEO off-shoot from being linked in directories is that each link from a directory can count towards the link- popularity score of sites. This is particularly true if the directory is considered to be an ‘authority’ by the search engines. Note, however that paying to be listed in a high-quality well – managed directory should not be considered as spamming, the search engines will recognise the authentic directory for what it is – a genuine attempt to bring buyers and sellers together.

Online AdvertisingOnline Advertising is basically of two types: Text only ads -

– Text – link ads– Stand-alone text ads

Banner ads

• Where to advertise online?A marketer’s response to this question would be ‘those sites that

members of the target market are likely to ‘visit’. This is not the subject to be addressed in this section however, moreover the question is what types of websites can be considered to carry the ads. Following can be the potential hosts for online advertisers’ offerings.

Social Media Sites

Search Engine Result Pages

Portals

Community Websites

Chat rooms, forums and message boards

Blogs

Video- clip pages

Print Pages

Newsletters & E-mails

Question and Answers websites

Permission MarketingPermission marketing is a term used in marketing in general and e-

marketing specifically. The undesirable opposite of permission marketing is interruption marketing. Marketers obtain permission before advancing to the next step in the purchasing process. It is mostly used by online marketers, notably email marketers and search marketers, as well as certain direct marketers who send a catalogue in response to a request.

This form of marketing requires that the prospective customer has either given explicit permission for the marketer to send their promotional message (like an email or catalogue request) or implicit permission (like querying a search engine). This can be either via an online email opt-in form or by using search engines, which implies a request for information which can include that of a commercial nature.

Marketers feel that this is a more efficient use of their resources because the offers are sent to people only if actually interested in the product. This is one technique used by marketers that have a personal marketing orientation. Marketers feel that marketing should be done on a one-to-one basis rather than using broad aggregated concepts like market segment or target market.

Social Media Marketing

“Social Media is perhaps one of the most fluid and dynamic aspects of the internet”

Promoting brand via social media

Consumer Generated Advertising- Consumer Generated Advertising refers to advertising on consumer generated media. This term is generally used to refer to sponsored content on blogs, wikis, forums, social networking web sites and individual Web sites. This sponsored content is also known as sponsored posts, paid posts or sponsored reviews. The content includes links that point to the home page or specific product pages of the website of the sponsor.

Online Communities- Social Networking refers to member- based communities that enable users to link to one another based on common interests and through invites. Youtube, Facebook, LinkedIn are the most common examples of this. All big organisations are marking their presence on these sites as they are providing a useful media for marketers to promote their brands.

Virtual Worlds- A virtual world is a computer-based simulated environment. The term has become largely synonymous with interactive 3D virtual environments, where the users take the form of avatars visible to others. These avatars can be textual, two or 3-D graphical representations, or live video avatars with auditory and touch sensations. In general, virtual worlds allow for multiple users. Although many would disagree, but many brands have done it. For example Dell, Adidas and Gap have joined ‘Second Life’ one of the most successful virtual community, where they post their ads. Many others like MTV and Coca Cola have set up their own virtual communities.

Promoting brand via social media

Blogging- Until 2009 blogs were usually the work of a single individual, occasionally of a small group, and often covered a single subject. More recently "multi-author blogs" (MABs) have developed, with posts written by large numbers of authors and professionally edited. Not only are blogs quick and free to setup, they are listed immediately by the search engines. There are 3 things you must keep in mind, so that your website appears on the top of search results:

• Monitor other blogs• Participate in conversion on others’ blogs• Create and maintain your own blog.

Integrated Online Marketing

Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust. Even within limited online marketing objectives, different aspects of the discipline must be integrated if there is to be a successful outcome. The ‘Info graphic” illustrates how search engine marketing can be used to develop the trust of a potential customer.

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