Marketing

							        A
   Presentation
        On




“ Online Marketing ”
          Topics Covered


• Online Marketing

• Different methods of Online Marketing

• Search Engine Marketing
         Online Marketing

• Marketing of products or services over the
  Internet.
• Also referred to as internet marketing,
  Internet advertising, e-Marketing
Online Marketing Methods & Strategies

• Affiliate marketing      • e-mail marketing
• Behavioral marketing     • Interactive advertising
• Cause marketing          • Search engine
• Contextual advertising     marketing (SEM)
                               Pay per click (PPC)
• Customer relationship        Search engine optimization
  management (CRM)              (SEO)
  marketing                • Social media marketing
• Display advertising
         Affiliate Marketing
• Web-based marketing practice in which a
  business rewards one or more affiliates for
  each visitor or customer brought about by
  the affiliate's marketing efforts.
      Contextual Advertising
• Contextual advertising is the term applied to
  ads appearing on websites or other media,
  such as content displayed in mobile phones,
  where the advertisements are selected and
  served by automated systems based on the
  content displayed to the user.
           Display Advertising
• A web banner or banner ad
• It is intended to attract traffic to a website by linking
  to the website of the advertiser.
• The advertisement is constructed from an image
  (GIF, JPEG, PNG), JavaScript program or
  multimedia object employing technologies such as
  Silverlight, Java, Shockwave or Flash.
             E-mail Marketing
• Sending emails with the purpose of enhancing
  the relationship of a merchant with its current or
  old customers.
• Sending emails with the purpose of acquiring
  new customers or convincing old customers to
  buy something immediately.
• Adding advertisements in emails sent by other
  companies to their customers.
      Customer Relationship
          Management
• A multifaceted process, mediated by a set
  of information technologies, that focuses on
  creating two-way exchanges with customers
  so that firms have an intimate knowledge of
  their needs, wants, and buying patterns.

• Main Vendors: SAP, Oracle, Siebel
           Cause Marketing

• A type of marketing involving the cooperative
  efforts of a "for profit" business and a non-
  profit organization for mutual benefit.
       Behavioral Targeting


• Technique used by online publishers and
  advertisers to increase the effectiveness of
  their campaigns.
        Interactive Advertising
• Interactive Advertising is the use of interactive
  media to promote and/or influence the buying
  decisions of the consumer. Interactive
  advertising can utilize media such as the
  Internet, internet television, mobile devices
  (WAP and SMS), as well as kiosk-based
  terminals.
  Search Engine Marketing
• A form of Internet Marketing that seeks to
  promote websites by increasing their
  visibility in search engine result pages.
• SEM methods include :


 Search Engine
  Optimization   Pay per Click   Paid Inclusion
• The largest SEM vendors are
  Google adWords, Yahoo! Search Marketing
  and Microsoft adCenter.
         Social Media Marketing
• Integration of technology, social interaction, and the
  construction of words, pictures, videos and audio.
  e.g. Internet forums, message boards, weblogs,
  wikis etc.
• Technologies include: blogs, picture-sharing, email
  , instant messaging, music-sharing, and
  voice over IP.
• Examples: Google Groups (reference, social
  networking), Wikipedia (reference), MySpace
  (social networking), Facebook (social networking)
   Advantages of Online Marketing
 Internet marketing is relatively inexpensive.
 Companies can reach a wide audience for a
  small fraction of traditional advertising
  budgets.
 Consumers can research and purchase
  products & services at their own convenience.
 Internet marketers also have the advantage of
  measuring statistics easily and inexpensively.
   Limitations of Online Marketing
 Requires customers to use newer technologies
        rather than traditional media.
 Low-speed Internet connections.
 Large or overly-complicated websites.
 Inability of shoppers to touch, smell, taste or
 "try on" tangible goods before making an online
 purchase.
Information security