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Online Marketing : A General Overview

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Online Marketing : A General Overview gives an outline about Internet Marketing

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Online Marketing : A General Overview

  1. 1. Exploring Online Marketing : A General Overview By Alangaram M Duraisamy
  2. 2. <ul><li>Introduction </li></ul><ul><li>Online Marketing - Features & Concepts </li></ul><ul><li>Types </li></ul><ul><ul><ul><ul><li>SEO/SEM </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PPC </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Website Lead Generation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Adverts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Website Sponsorship </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Online Directories </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Link Popularity </li></ul></ul></ul></ul><ul><li>Case studies </li></ul><ul><li>Conclusion </li></ul>Agenda
  3. 4. O nline marketing refers to the strategies that are used to market a product or service online. Online Marketing O nline marketing ties together creative and technical aspects of the Internet, including design, development, advertising, and sales.
  4. 5. <ul><li>Features of Online Marketing </li></ul><ul><li>Global accessibility. </li></ul><ul><li>Less Expensive. </li></ul><ul><li>Marketing Made Easier Way. </li></ul><ul><li>Increases the choice of products, services and sellers. </li></ul><ul><li>Vast availability of information. </li></ul><ul><li>Through online marketing, we can buy/ sell products and services and encash our bills from anywhere. </li></ul>
  5. 6. <ul><li>Types of Online Marketing </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>eMail Marketing </li></ul><ul><li>Pay Per Click (PPC) </li></ul><ul><li>Website Lead Generation </li></ul><ul><li>Website Banner Advertising </li></ul>
  6. 7. <ul><li>Types of Online Marketing </li></ul><ul><li>Sky-scraper Adverts </li></ul><ul><li>Interstitial Adverts </li></ul><ul><li>Online Directories </li></ul><ul><li>Sponsorships </li></ul><ul><li>Link Popularity </li></ul>
  7. 8. <ul><li>Search engines use keywords entered by users to find Web sites which contain the information sought. </li></ul><ul><li>Information may consist of web pages, images and other types of files. </li></ul>What is a Search Engine? <ul><li>A tool that enables users to locate information on the World Wide Web. </li></ul>
  8. 9. Search Engines
  9. 10. Statistical Information - Search Engine
  10. 11. What is Search Engine Optimization ? <ul><li>SEO is the process of improving the volume and quality of traffic to a website from search engines via &quot;natural&quot; search results for targeted keywords. </li></ul>
  11. 12. <ul><li>Keyword Research </li></ul><ul><li>Creating optimized Content </li></ul><ul><li>Website Analysis </li></ul><ul><li>Internal Linking </li></ul><ul><li>Directory Submission </li></ul><ul><li>Link Popularity Building </li></ul><ul><li>Optimisation of Text and Meta Data </li></ul><ul><li>Monitoring </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Testing </li></ul>Main aspects of SEO
  12. 13. Keyword Research Selecting Keyword is the single most important factor in the entire SEO process. Results 1 - 10 of about 224,000,000 for SEO . (0.15 seconds) Results 1 - 10 of about 85,200,000 for Online Marketing . (0.22 seconds)
  13. 14. Creating optimized Content <ul><li>Heading Tags - (H1 to H6) </li></ul><ul><li>Special Text - (bold etc.) </li></ul><ul><li>Inline Text Links -(Anchor text and alt tags for images ) </li></ul><ul><li>Keyword Density - (number of occurrences of targeted keywords in a page) </li></ul>Unique and well written content will both grab your visitor's attention Factors for optimizing content
  14. 15. Website Analysis Structured website will attract the visitor as well as the search engine spiders.
  15. 16. Internal Linking <ul><li>linking to your pages within the website by way of sitemap, navigation bar, footer, header etc. </li></ul><ul><li>The sitemap should be linked on all pages of your website to get spidered by search engines from anywhere. </li></ul>
  16. 17. Directory Submission
  17. 18. Link Popularity Building <ul><li>Reciprocal link building </li></ul><ul><li>Non-reciprocal link building </li></ul>
  18. 19. Optimization of Text and Meta Data <ul><li>Title tag represents information of page this can be in browsers header bar. </li></ul><ul><li>Meta keywords include the targeted keywords for that particular page </li></ul><ul><li>Meta description shows on the SERPS </li></ul><ul><li>(search engine results page). </li></ul>
  19. 20. Monitoring
  20. 21. Social Bookmarking <ul><li>Using the social bookmarking visitors can bookmark the sites listed in the social networking websites. </li></ul><ul><li>The popularity of the websites in the social bookmarking world gauged by most favorites websites among the visitors. </li></ul>
  21. 22. Social Bookmarking <ul><li>Advantages </li></ul><ul><li>Helps in promoting your website users market your site. </li></ul><ul><li>Indirectly helps by building a brand. </li></ul><ul><li>Generates targeted traffic. </li></ul>
  22. 23. TESTING
  23. 25. <ul><li>Search engine marketing or SEM, seeks to promote websites by increasing their visibility in search engine result pages </li></ul>Search engine marketing
  24. 27. What is a E-mail marketing? <ul><li>E mail marketing is a form of direct marketing using electronic mail as a means of communicating commercial messages to the Target audience. </li></ul>
  25. 28. E-mail marketing - Advantages <ul><li>Distributing information to specific, potential customers. </li></ul><ul><li>Less expensive. </li></ul><ul><li>Instant </li></ul><ul><li>ROI can be tracked and has proven to be high when done properly. </li></ul><ul><li>Email marketing is often reported as second only to search marketing as the most effective online marketing tactic. </li></ul>
  26. 29. E-mail marketing - Advantages <ul><li>Specific types of interaction with messages can trigger other messages to be automatically delivered. </li></ul><ul><li>Green - email marketing is paper-free </li></ul><ul><li>Easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read-receipts, click-throughs, etc </li></ul>
  27. 30. E-mail marketing - Process
  28. 31. Pay Per Click (PPC) <ul><li>Pay Per Click enables a website to have link placed directly into a search engines results for specific keywords or keyword phrases. </li></ul><ul><li>Per Click Advertising is priced Per-Click on advert. </li></ul>
  29. 32. Website Lead Generation <ul><li>L ead Generation takes all the risk out of a marketing campaign by providing a Company with qualified leads at a set price per lead. </li></ul><ul><li>Lead Generation can produce qualified leads by creating a website specific to the target Company's products or services and promoting it with their desired type of Internet Marketing </li></ul>
  30. 33. Website Lead Generation - Advantage
  31. 34. What is a Banner Advert? <ul><li>Usually horizontal bars across the top of a web page, they offer colour, graphics and often animation, together with the ability to click through to the advertiser's own website. </li></ul>
  32. 35. Sky-scraper Adverts? <ul><li>Similar to banner ads, these advert spaces run vertically down the left or right hand side of the page, allowing the advert to stay in view as the user scrolls down the page. </li></ul><ul><li>They can also be animated and employ click-through to move users to the advertiser's site. As they are larger spaces, sky-scraper adverts are more expensive than banner adverts. </li></ul>
  33. 36. Sky-scraper Adverts
  34. 37. Interstitial Adverts <ul><li>Interstitial Adverts sometimes referred to as Bridge Adverts, pop up as you move between pages on a site. </li></ul>
  35. 38. Website sponsorship <ul><li>Website sponsorship can come in two formats; </li></ul><ul><li>Regular sponsorship where the advertiser has a space to place the logo and company message. </li></ul>
  36. 39. Website sponsorship <ul><li>Content sponsorship where the advertiser has limited control and submits their own content to the site as well as having an advert on the page. </li></ul><ul><li>These sponsorships will be for fixed periods, and need to be on targeted websites to reach the right audience. </li></ul>
  37. 40. Online Directories <ul><li>The online equivalent of Yellow Pages, or Industry Directories, these give you basic or enhanced listings on the website. </li></ul>
  38. 41. Link Popularity <ul><li>Link popularity is a measure of the quantity and quality of other web sites that link to a specific site on the World Wide Web </li></ul>
  39. 43. #2 on Google for primary keyword “satellite internet” #1 on Google for “satellite internet access” #3 on Google for “satellite internet service” #2 on Google for “satellite internet service provider”
  40. 44. #4 on Google for primary keyword “plasma tvs” #3 on Google for “plasma tv” #1 on Google for “lcd tv” #7 on Google for “lcd tvs” <ul><li>Plasma Concepts is an e-commerce web site selling all of the top brands of plasma and LCD TVs and accessories. The brands that they carry include Panasonic, Hitachi, Phillips, JVC, Pioneer, Samsung, NEC, SONY, Toshiba and many more. </li></ul>
  41. 45. <ul><li>No Meta tags </li></ul><ul><li>No Keywords </li></ul><ul><li>No Description </li></ul><ul><li>No text on the Home Page </li></ul><ul><li>No Links page </li></ul><ul><li>No Title </li></ul>Online Marketing will be unsuccessful If:
  42. 46. <ul><li>No Alt text </li></ul><ul><li>No domain name </li></ul><ul><li>Use of frames </li></ul><ul><li>No links to the website from other web sites </li></ul><ul><li>Low ranking on search engines </li></ul><ul><li>No other form of Internet advertising </li></ul>Online Marketing will be unsuccessful If:
  43. 47. Conclusion! <ul><li>The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. </li></ul><ul><li>The interactive nature of Online Marketing , both in terms of providing instant response and eliciting response, is a unique quality of the medium. </li></ul>