Online Marketing & Strategy for Branding

1. Rakesh M {Creative Ideas for Business}
Profession: Creative Digital Marketing
We knew every company and the product
owner’s dream to be No. 1. Isn’t it so?
Online Marketing
&
Strategy for Branding
Pure white hat tactics to
get your business into the
battle zone.
Specially designed for the Owners & Marketers.

2. Types of Marketing:
Online Marketing
Brand
Position
Traditional Marketing
Product
Strategy & Branding

3. What's Marketing?
Marketing is the process of developing and communicating value to your Product
or Company. it’s an investment that generates revenue, profit and opportunity for
growth. Think about every step you take to sell your product or service to manage
your customers.
• Your strategy & Knowledge of market
• Distribution channel to connect with your customer
• Pricing Strategy
• Look & Feel of the marketing material
• Customer retention
• Action of your sale
• Planning for the investment
Good marketing is essential for every company. It can make a company successful,
but poor marketing can send a good company out of business. Yet even business-
to-business (B2B) marketing is often seen as a soft creative field instead of the
engine that drives company revenue.

4. Online Marketing(OM):
OM or IM
is used to promote their
SEO products or services over the
internet. Here the OM or IM
are using the strategy
Webcasts SEM implementation for
expanding the business and to
reduce the cost.
OM has different types
which are mentioned below,
Viral
OM - SEO: Search Engine
Optimization
SMO - SEM: Search Engine
Marketing
Marketing
- SMO: Social Media
Optimization
- SMM: Social Media
Marketing
Media - Media Planning
SMM
Planning - Viral Marketing
- Webcasts

5. • SEO a technique used to optimize your site to help search engines find and rank higher for the search
query. SEO helps you to get organic traffic through search engines and rank higher for the search
queries.
• SEM helps you to gain organic traffic by the visibility of your products or services through search
engines & internet. It’s a combination on both organic and paid results.
• SMO is one way off driving traffic while socializing other than search engines. It helps you to
customize or optimize your products or services profile and pages.
• SMM: Now a day the traffic sources increase while socializing and networking rather than searching
through search engines.
• Media Planning is a strategy used to plan and promote the products or services for the targeted
audience. The target audience can be categorized like age, sex, education, profession, income and
others.
• Viral Marketing is a technique used to create a buzz over the internet by sending the content
messages or updates to different channels. The more you buzz your product or service better the
publicity.
• Webcast is used to promote through media, either it may be a media file or a presentation along
with audio /video. This media presentation can be distributed over the internet or it can be
embedded to the site.
Now we can see each section separately…

6. Search Engine Optimization(SEO):
The search engine optimization has two different categories. They are
• On-Page Optimization and
• Off-Page Optimization
On- Page Optimization:
It’s used to optimize the site according to the search engine rules & algorithms.

7. Search Engine Marketing(SEM):
Off-Page Optimization & SEM:
It’s used for building the quality backlinks from popular websites, blogs, bookmarks &
forums, etc… There are different types of link building, they are one way link building,
Reciprocal Link Building, three way link building and paid Link building.

8. Social Media Optimization(SMO):
SMO is used to optimize the products page or the services page and profile to drive the
traffic.

9. Social Media Marketing(SMM):
SMM is used to create a buzz by updating the optimized content & Visual Pictures
of the product or the services. Normally people use to get attracted for the
pictures and click directly rather than search in a search engine for the unknown
product or service.

10. Media Planning:
Media Planning includes like Text ads Banner Ads & Video Ads. Here it has 3 types of
strategies like Online Advertising, Media Planning Phase and Media Execution Phase.
Analyzing
Target
Audience
Managing
Budget
&
Planning
Reporting
Media Creating
Planning the
& Buying Campaign

11. Viral Marketing:
Viral Marketing or Online Promotions spread like a virus everywhere.
Recycle
Content
Unique
Track & experienc
Participate e to
customers
Social
Create
Enabled
Cycles
content

12. Webcasts:
Webcasts are used to promote products or services through Video Streams or the
Presentations to see, hear & Feel . It’s a type of buzz marketing for the greatest exposure.
Define
Follow-
Integrate
Up
Register Shoot

13. Traditional Marketing(TM):
Traditional Marketing is a
Tradeshow common marketing method
& Materials
used to drive new customers
Direct Mail Guerrilla
and withstand existing
Campaign Marketing customer. It’s a charge to
create awareness of a
product or the service
through various marketing
tactics. The traditional
marketing mainly focuses on
Public
Relationship TM Print
Advertising 4P’s principle which are
Product, Price, Promotion,
Place. Normally traditional
marketing requires huge
budget and time to the
normal result and it requires
Point of Boucher's & regular advertising for
purchase Collateral
months like TV & Radio,
Broadcast Newspaper, Magazines,
Advertising posters and Billboards,
Mailers and flyers.

14. • Guerrilla Marketing is an advertising strategy used to promote the brand logo
through birthday cards, stickers, business cards, success story, etc.
• Direct Mail Campaign is used for direct marketing to the targeted customers using
the mail list and the database. It’s a cost effective way to target your audience and
inspire new customers.
• Point of purchase is a place where the sales are made and point of purchase to be
the area surrounding the counter where customers pay, it is know as point of sale.
• Broadcast & Advertising is a type of marketing done on the aired networks like Radio
& Televisions.
• Print Advertising is used to print ads on the News Papers, Magazines, Articles and
fliers, etc.
• Boucher's & Collateral portfolio are printed with brand messages to inform the story
and sell the brand.
• Public Relationship is a practice of managing the flow of the user. Marketer’s often
use these to measure the flow of the users.
• Tradeshow & Materials are used to provide the brand messaging accessories and
materials.

15. Strategy & Branding(SB):
Strategy and branding
Consumer
Package will create unique
Designs identities which will
differentiate you from
GUI Brand the competition.
Designs Naming Having a brand
strategy will bring you
the clarity and
SB meaning to your brand
so you can focus on
making, creating, and
Brand Brand selling things that
Launch Positioning
people requires.
Brand
Identity

16. • Brand Naming is one of the identities for the products and the
producers.
• Brand Positioning is used to identify the appropriate marketing
segment to target and challenge.
• Brand Identity is used to provide the direction, purpose and
meaning of the brand.
• Brand Launch is strategy marketing plan that provides relevant
message to the targeted market.
• GUI Designs is used to represent the product and to attract the
viewers. It should also be easy navigation.
• Consumer Package Designs should express the brand message and
along with the products.

17. Online Strategy Model:
Which KPI’s?
Who are the customers?
Qualify the customers/market
Touch point Strategy
Implementation & Measurement

18. Online Marketing Process User Pilot:
Define Business goals
(re) Define KPI’s
Web Analytics Metrics Quantitative Metrics Qualitative Metrics
Analysis
Action Points
Control

19. Online Strategy Model:
Where are we now?
Situation
Analysis
How do we monitor? Control Objectives Where do we want to
be?
The details of tactics,
Actions Strategy How do we get there?
who does what &
when
Tactics
How exactly do we get there?

20. Opportunities/Threats:
Opportunities – O Threats – T
1. Cross Selling 1. Customer choice
2. New Markets 2. New entrants
The Organization 3. New Services 3. New competitive products
4. Alliances/co-branding 4. Channel conflicts
Strengths – S SO - strategies ST – strategies
1. Existing Brands Leverage strengths to Leverage strength to minimize
2. Existing customer base maximize opportunities = threats = Defensive Strategy
3. Existing distribution Attacking strategy
Weakness – W WO – strategies WT – strategies
1. Brand Perception Counter weaknesses through Counter weaknesses and
2. Intermediary use exploiting opportunities = threats = Build strengths for
3. Technology use Build strengths for attacking defensive strategy
4. X – channel support strategy

21. Opportunities/Threats Diagram:
Buying side threats Selling side threats
Supplier Intermediate Intermediate Customer
Organization
threats threats threats threats
New business
New Products New Entrants
models
Competitive Threats

22. Tactics & the Marketing Mix:
Product: 1. Quality, 2. Image, 2. Branding, 3. Features, 4. Variants, 5. Mix, 6. Support, 7. Customer
Using the internet to vary the marketing mix service, 8. Availability, 9. Warranties, 10. Use
Promotion: 1. Marketing Communications, 2. Personal Promotions, 3. Sales Promotions, 4. PR, 5.
Branding, 6. Direct Marketing
Price: 1. Positioning, 2. List, 3. Discounts, 4. Credit, 5. Payment Methods, 6. Value added elements
Place: 1. Trade Channels, 2. Sales Support, 3. Channel Number, 4. Segmented Channels
People: 1. Individuals on marketing activities, 2. Individuals on customer contact, 3. Recruitment, 4.
Culture, 5. Training & Skills, 6. Remuneration
Process: 1. Customer Focus, 2. Business-led, 3. IT-Supported, 4. Design Features, 5. Research &
Development
Physical Evidence: 1. Sales / Staff contact experience of brand, 2.Product Packaging, 3. Online
Experience

23. Performance Management:
Business Contribution: Business
Online revenue contribution (direct & indirect) category Contribution
Penetration, costs and5 profitability.
Marketing Outcomes:
Leads, sales, service contacts, conversion and retention
Marketing Outcomes
Efficiencies.
Organization's Targets
Organization’s Tactics
Customer Satisfaction:
Site usability, performance/availability, contact strategies,
Opinions, attitudes and brand impact. Customer
Customer Behavior(Web Analytics): Satisfaction
Profiles, Customer orientation(segmentation), usability,
Click stream and site actions.
Site Promotion:
Customer Behavior
Attraction efficiency, Referral efficiency, Cost of acquisition
and reach. Search engine visibility and Link Building,
E-Mail Marketing, Integration.
Site Promotion

24. Thank you!
The above A goal is a dream with
mentioned strategies deadline  Enjoy the
will help u to get ur dream & Plan for the
dream come true!! next goal!!
Name: Rakesh M
Email: rakesh6263@gmail.com
Skype: rakesh6263
Mobile: +91-9036022007
+91-8608609533
Queries if
any ring me!!