Online marketing,Seo,PPC Management & Internet Marketing company

0%

5%

10%

15%

20%

25%

30%

35%

40%

All Consumers-(Top 2Answers)

Email from a merchant you didn’t

know

Shopping Comparison

Site

Search Inquiry Email from a

merchant you know and trust

7%

32%

37% 38%

Online Sales StrategyOnline Sales Strategy

What’s Motivating Consumers To Buy?

Source: MarketingSherpa/Directions Research, January 2006

Anema Softwares, Inc. www.anemaindia.com | [email protected] | 94259-61289 0731-4025544

Merchandising Options (I)- Communicate the Value of Merchandise

- List product prices – Highlight product benefits – Use high quality images- Show price and feature comparison with competition

- Cross-selling and Up-selling- Suggest additional items on the product page and shopping cart page (Not check Out

page)

- Consider Free Shipping

- Large Product Inventory- Provide large product inventory (selection), variety, uniqueness


Online Sales Strategy - MerchandisingOnline Sales Strategy - Merchandising

Merchandising Options (II)- Product Guarantees and Policies - Show visible links to product guarantees and policies

- Return Policies- Explain return policies and process

- Payment Options - Accept a wide variety of credit cards and alternative payment options

- Highlight Special Offers- Spotlight the best products/deals, highlight specials, free gifts

- Provide Extra Services and Discounts



Merchandising Options (III)

- Offer Gift Features When Appropriate:

- Gift Certificates

- Gift Wrapping

- Gift Card Message

- Multiple Recipients



Advanced Ecommerce Web Site Functionality (I)

Dynamic Imaging (Primarily Retail)

- Zoom pictures, Hot spot zoom

- Flip between front and back views

- 360 Product views

- Color and Pattern switching - Mixing and matching outfits


AdvancedAdvanced FunctionalityFunctionality

Advanced Ecommerce Web Site Functionality (II)

Video Hotspotting Isolate actors, products and other elements within video with a hotspot overlay and link those

to product details pages to encourage purchase

Shipping and Item Cost Preview Shows total item cost, including taxes and shipping on detailed product page

Combined One-Page Dynamic Shopping Cart and Check Out (Flash – Flex – Ajax)


Advanced FunctionalityAdvanced Functionality

Product ListingsProduct Listings

Copywriting – Product Names

- Combining Manufacturer Product Names with Generic Keywords

- Sony Cyber- Shot DSL-T 7

- Sony Cyber- Shot DSL-T 7 Digital Camera

- Writing Unique Product Names- Write short and descriptive product names

- Choose a naming convention and use it consistently

- Include major generic or brand keywords: “Creed (manufacturer) Miraculous Medal Blessed Mother (product)”

- Use consistent capitalization


Copywriting – Product Descriptions

- Rewrite Manufacturer Descriptions- Retool product descriptions to describe benefits, rather than relying on the manufacturers’ feature-focused descriptions

- Provide Clear and Detailed Product Information- Provide keyword-rich, detailed descriptions to give people a good sense of the product and help them differentiate among choices

- Includes brand names in the descriptions

- List information on pricing, promotions or anything that underscores a competitive position

- Use short bulleted descriptions to highlight top features



Copywriting – Product Descriptions (II)

In- Provide Clear and Detailed Product formation- Include Power words: “great”, “huge”, high quality”, “latest” “excellent”, massive”, “expert”, “experienced”, “specializing”, “outstanding”, “wonderful”, “stunning”, and “guaranteed”

- Include time sensitive elements “Don’t miss this opportunity”, “As long as supplies last”

- Add an availability statement: “In stock, ships immediately”

- Embed a trust building element: “Life long warranty”, “Money-back guarantee”



Components of Internet Marketing Components of Internet Marketing

E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

ContextualAdvertising

FixedPlacement

DisplayAdvertising

SearchEngine

Optimization

SearchEngine

Advertising

RSS Marketing

Online Reputation

Management

OnlineWOMM

and SMMMarketing

BlogsConsumer

ProductReviews

Online Forums

• Search PPC (text ads)

•Shopping Comparison (PPC)

Social Media Sites


What is Internet Marketing?What is Internet Marketing?

• Strategies and Techniques Applied on the Internet to Support an Organization’s Overall Online Marketing Objectives

• Goals may Include: – Driving targeted traffic to a Web site or landing page and

converting visitors to customers at the highest rate– Customer retention – Establishing brand awareness recognition


Internet Marketing BenefitsInternet Marketing Benefits

• Accurate Campaign Reporting and ROI Tracking = Accountability

• Allows for Frequent Testing and Quick Updates of New Online Promotions

• Better Targeting and Segmenting Than Traditional Media– Track online user behavior– Gather geographic user information

• Relatively Inexpensive Way to Generate New Business and Build Brand Awareness– : Average customer acquisition cost - Search Advertising: $7-$10; Printed

Yellow Pages$15-$25; Direct Mail: $60-$80

Source: Piper Jaffray analyst Safa Rashtchy, February 2005 Forecast


Search Engine MarketingSearch Engine Marketing

Two Methods Within Search Engine Marketing

• Search Engine OptimizationDesigning web pages within a web site that rank high on the “natural” search results page of search engines and directories for a specific keyword research

• Search Engine AdvertisingVarious ways for advertisers to pay a fee in exchange for guaranteed placement on the search results page of search engines for a specific keyword search.


Search Engine MarketingSearch Engine Marketing

Benefits of Search Engine Marketing:

• Potentially Reaches a US Audience of 100 Million People a Month

• Generates Highly Targeted Traffic to a Web Site• Accurate Performance Tracking by Search Source,

Keyword Phrase, Click-through Rate, Conversion Rate and ROI

• Higher Brand Recognition Value Compared to Other Media



Free Listings – Organic or NaturalFree Listings – Organic or Natural

• Free Listings - Editorial, Natural or Organic • No Guaranteed Inclusion and Ranking

• No Control Over Ranking Positions

• Ranking is Determined by Search Engine Algorithms

• Limited Control Over Page Titles and Site Descriptions in the Listings

• Organic Results are Trusted - 60 Percent of Searchers Select Free Listings Over Paid Search Advertisements

• Web Sites Need to be Optimized In Order To Rank on the First Two Results Pages


Free Listings – Organic or NaturalFree Listings – Organic or Natural

• Content Development– SEO copywriting, page titles and meta tag descriptions

• Code Optimization– Remove crawler barriers

• Navigation/Link Structure Optimization• Site Infrastructure Optimization– Resolve Web server issues

• Link Development– Link acquisition


Free Listings – Search Engine OptimizationFree Listings – Search Engine Optimization


Paid or Sponsored Listings (PPC)Paid or Sponsored Listings (PPC)

• Advertisers Agree to Pay a Fee When Someone Clicks on the Listings or Text ads

• Ranking is Based on a Combination of Ad Relevancy and Auction-type Keyword Bidding System

• Guaranteed, Instant Inclusion and Ranking

• Tight Control Over Listings Content

• More Challenging to Manage - Bid Management, Budgets, ROI

• Google AdWords and Yahoo Search Marketing Have 90% of Pay-Per-Click Market Share in U.S.


Paid or Sponsored Listings (PPC)Paid or Sponsored Listings (PPC)

Sponsored Results Landing Page


Creative Development – Landing PagesCreative Development – Landing Pages

Product Title

Large “Add to Cart”

Product name and majorkeyword in description


Specialized Landing Page (PPC)Specialized Landing Page (PPC)

Display Ads


Landing Pages – Ineffective Landing PageLanding Pages – Ineffective Landing Page

Display Ads


Landing Pages – Effective Landing PageLanding Pages – Effective Landing Page

Display Ads


Landing Pages – Ineffective Landing PageLanding Pages – Ineffective Landing Page


Comparison Shopping EnginesComparison Shopping Engines

Comparison Shopping EnginesComparison Shopping Engines

Consumers:

• Allow Consumers to Compare Product Types, Products Features and Pricing at One Location Before They Buy

• Most Comparison Shopping Engines Use the Pay-Per-Click Model

Merchants:

• Comparison Shopping Engines Attract Highly Qualified Buyers Who Intend to Buy

• Upscale Merchants Usually Do Not Do Well in Shopping Comparison Search Engines


Internet Yellow Page Directories

• sting and Extended Paid Listings Online Versions of Traditional Printed Yellow Pages That Contain Local Business Listings

• Cost Effective Solution to Businesses Seeking to Attract Local Customers Via the Web

• Free Basic Li• Major Yellow Page Directories:

YellowPages.com, SuperPages.com, Yahoo Yellow Pages, Switchboard.com, AOL Yellow Pages



Internet Yellow Page DirectoriesInternet Yellow Page Directories


Internet Yellow Page DirectoriesInternet Yellow Page Directories

• Promotion of Products and Services via Email • Variety of Formats: Text Messages, Graphics-

based Ads, Rich Media (Multi-Media ads) • Self-Service or Full Service Email Programs

Include:

– List building – Creative design – Message delivery – Campaign results tracking – List management


Permission-Based Email MarketingPermission-Based Email Marketing

• Precision Targeting Through Email List Segmentation

• Builds, Retains and Strengthens Customer Relationships

• Builds Brand-awareness

• Campaign Results Tracking through Website AnalyticsOpen Rate, Click-through Rate, New Subscribers, Subscribers Opt-out

• Retargeting Visitors Who Did Not Buy With Targeted Offers

• Lower Cost and More Flexible Than Direct Mail


Permission-Based Email MarketingPermission-Based Email Marketing

Another Web Site (Merchant) for a Commission Fee

•Merchant Affiliate Marketing Programs can Generate Between 10 - 20 Percent of a Web Site’s Online Sales

•Affiliates use Several Tactics- Organic search engine optimization, PPC search ad networks, email marketing and online display advertising

•Affiliate Compensation based click through, pay per lead, or percentage of sale or any combination

•Merchant Affiliate Marketing Programs can be Managed In-house or Through an Affiliate Network Provider


Affiliate MarketingAffiliate Marketing

• Affiliates often specialize by content category (e.g Health Products, Mortgages, Real Estate)

• Merchant Affiliate Marketing Program Management Typically Includes:

- Affiliate performance tracking and compensation- Affiliate commission payments- Affiliate account management- Affiliate advertising- Affiliate recruitment and enrollment



How It Works



Managing Affiliates

What do Affiliates Want:

- Typically 30% Commission

- They Want to Get Paid Bi-Monthly

- They Want to Bid on Brand Terms

- They Want to Build Their Own Landing Pages for PPC and Organic Search Engine Optimization



Managing Affiliates

Aspects of Affiliate Marketing Merchants Need to be Aware of:

- Affiliates can Confuse Customers by Altering the Experience of Finding Your Site

- Affiliates Up the Ante for Keywords You Must Bid on, Including Your own Brand Name

- They Easily Jump Ship to Your Competition if Your Program isn’t Lucrative Enough

- Affiliate Marketing Requires and Affiliate Marketing Agreement with a Trademark and SEM Policies


Affiliate Affiliate MarketingMarketing

0%

10%

20%

30%

40%

50%

60%

AffiliatesTrademarks and SEM Policies

Aug-05

Feb-06

Outsource SEM, free reign with brand

names

Outsource SEM, Weighing negative

impact on brand use by affiliates

Restricting brand use to top-affiliates

Don’t Allow affiliates to use brand names with

SEM

29%

15%

23% 24%

16%

39%

51%

Source: Marketing Sherpa, Inc



Display Ads


Fixed Placement Advertising – Display AdsFixed Placement Advertising – Display Ads

• Placement Of Text Ad Links, Banner Ads, Expandable Banners, Rich Media Ads, Sponsorships In Pre-defined Locations On Web Properties

• Flexible Price Models (Cpm, Cpa, Cpc)

• Extensive Reach Through Vertical Web Properties And Cpa Networks With Thousands Of Web Sites (Publishers Or Affiliates)

• Generates Targeted Sales, Leads And/Or Builds Brand Awareness

• Placement Mechanism: Direct Ad Placement Through Ad Server And/Or Cpa Ad Networks


Fixed Placement AdvertisingFixed Placement Advertising

• CPC: Cost-Per-Click– Advertisers pay Ad Networks and Web Site Publishers based on the

number of clicks a specific ad gets

• CPA: Cost-Per-Action– Advertisers pay Ad Networks and Web Site Publishers solely based on

qualifying actions such as sales, leads, or registrations

• CPM: Cost-Per-Thousand– Advertisers pay Ad Networks and Web Site Publishers solely based on a

certain number of impressions (number of times an ad banner is completely downloaded and presumably seen by visitors)


Online Advertising Pricing ModelsOnline Advertising Pricing Models

Contextual AdvertisingContextual Advertising

• Placement of Ads (Text or Display) on Related Content Pages Across Web Sites Through On-The-Fly Relevancy Keyword Detection or Past Behavior (e.g. Keyword Searches)

• Works Well for Informational Sites (News, Entertainment, Sports, Blogs)

• Content Advertising Networks: Yahoo Content Match and Google Adwords

• Blog Ad Networks: Pheedo, BlogAds.com


Contextual Advertising Contextual Advertising


RSS MarketingRSS Marketing

RSS Marketing/Content Syndication

Website content syndication through an RSS feed

- Create an RSS feed for your News and Events page

- Provide an RSS feed for Specials and product updates (Ecommerce websites)

- Send your RSS feed through email to an opt-in email list – E.g. using Feedburner (RSS Management System


RSS Publishing

1. Subscribe to RSS Feed

2. New RSS file is created each time content is updated

3. Web site is pinged for RSS feed updates

4. When new version exists it is downloaded


RSS MarketingRSS Marketing

Consumers Are Gaining More Control Over Media They Consume?

more control over how content is delivered - Control of the brand, messaging and advertising is moving increasingly from the marketer to consumer

- Consumers are gaining - “Ad skipping”, ad and pop-up blocking, email filtering, cookie deletion

- Internet technologies are allowing consumers to communicate better and define the message around products and services- Blogs, online forums, user review sites, podcasting, email


Word of Mouth Marketing (WOMM) and Social Media Marketing (SMM)

WOMM Characteristics SMM Characteristics

Relies primarily on targeting “evangelists/influencers” to spread the word

Spreads by itself through the social web and relies on passing messages along from friend to friend

Requires excellent product or service “influencers” can use be excited, and talk about

Message needs to be cool, outrageous or provide exceptional value to attract attention and be passed along

Online and Offline (20% online) Online only

Generates brand-awareness, buzz and web site traffic

Generates brand-awareness, buzz and web site traffic


- CGM is created through an online dialogue consumers/users are engaged in using online forums, blogs, wikis, podcasts and product review sites, social networking sites

- CGM is spread by “Influencers” (WOMM) or travels by itself through the social

web (SMM)

- CGM is relevant to the product and service experiences of consumers/users

- CGM is frequently archived online and indexed in search engines for access by other consumers or others looking for information

- CGM can be influenced, but not controlled by marketers

- CGM can be monitored and measured


Consumer Generated Media (CGM)Consumer Generated Media (CGM)

- Word of Mouth Marketing - Finding and empowering the “influencers” who are already successfully

using products and services

- Online Word of Mouth Marketing - Evolved from spoken communication to include online consumer activities

using Internet technologies to create Consumer-Generated Media

- Does not dissipate after a conversation as in the offline world

- Online WOMM is growing – 20 percent of all WOM is currently happening online


Word of Mouth MarketingWord of Mouth Marketing

- Give “influencers” and consumers something exciting to talk about

- Good product or service, excellent customer service

- Place product or services in the hands of “influencers”

- Target the right people – the “influencers"


Making Online Word of Mouth Marketing Work (1)Making Online Word of Mouth Marketing Work (1)

- Start with “listening” online about what people are saying about your product to get the unfiltered insights

- CGM Monitoring- Blog Monitoring (Blog Pulse, Technorati), News Alerts, Online Discussion Forums, Del.icio.us Tag Analysis, RSS Feed

Monitoring (PubSub, Technorati)

- “Listening Services” – CGM Analytics Vendors- Cymfony, Nielson Buzz Metrics, Umbria, BuzzLogic and Intelliseek

- Customer Service department (CRM System)


Making Online Word of Mouth Marketing Work (2)Making Online Word of Mouth Marketing Work (2)

- Choose the appropriate online WOMM channels

- Actively engage with online WOMM channels through participation and dialogue to earn consumer respect

- Use “traditional” offline and online marketing and advertising to build initial awareness

- Test and improve the effectiveness of all channels


Making Online Word of Mouth Marketing Work (3)

What is Social Media?What is Social Media?- Online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other and can be used to build and rally a community around

- Social Media is built on user generated content that can take many forms: text, images, audio and video

- Social Content Aggregators - Voting for content

- Shared Bookmark Sites - Voting for content through bookmark sharing

- Social network sites - Sharing of personal profiles

- Social media tools and platforms are websites where you can place and spread your marketing message


Social News Web Sites- Digg- Reddit- Newsvine

Collaborative Content Aggregators

- Wikipedia (text)- Flickr (photos)- YouTube (video)- PodcastAlley (podcasts)- iPodder.org (podcasts)- Technorati (blogs)

Social Network Sites- MySpace- Facebook- LinkedIn (business)- VisiblePath (business)

Shared Bookmarks

- Del.icio.us- Furl- Shadow- Diigo

popularity enough to attract visitors, links and search engine rankings.


Social Media Tools and PlatformsSocial Media Tools and Platforms

Social Media MarketingSocial Media Marketing

Social Media Marketing Campaign:

- The Creation and Distribution of Compelling Content and

Messages Through Social Media Tools and Social Media Web Sites

- Connecting with Customers Through Social Media Tools, Engaging with Them and Generating Content and

Discussion

- SMM Campaign Spreads by Itself with the Creation and Initial Planting of the Campaign



Social Media Marketing Campaign Benefits:

- Drives Large Amounts of “Free” Traffic to an Ecommerce Web Site

- Online Marketing Diversification – Additional Channel for Branding and Traffic Generation

- Can be Used to Test a Start-up, Business or Idea


Social Media MarketingSocial Media MarketingTips for Social Media Marketing (1)

Blog Search Engine (Technorati)- Keyword-optimize the page title and content of your blog post for

high ranking relative keyword searches

Social News Web Sites (Digg, Reddit, News vine)- Write useful content like “Tip lists” and How to’s” tag those with keyword rich tags to gain “diggs” from other users

Shared Bookmark Sites (Del.icio.us, Furl Shadow, Diigo)- Have your friends bookmark your site or blog with keyword- rich tags

so that others will see your link

Collaborative Content Aggregators (Wikipedia, Flickr, YouTube Podcast Alley)

- Post an article or create a video, photo image, podcast about your web site, business or specialty and include a link back to your site


Tips for Social Media Optimization Forums- Find industry specific forums and online message boards (boardtracker.com, forumfind.com), participate and become a respected member and suggest your site wherever appropriate

Photosharing Sites (Flickr, Google Images)

- Post a product image or company logo to Flickr, keyword-optimize the image tag and include your website URL

Video Sharing Sites (YouTube)

- Create a video about your service or business, post it to YouTube, optimize your entry and include your URL

Podcast Directories (PodcastAlley, iPodder.org)

- Produce a podcast about your products, service or business, optimize the tags and list, include your URL and list it in podcast directories.



Thank YouThank You

Anema SoftwaresAnema Softwares+91- 94259-61289

[email protected]

www.anemasoftwares.com
