online marketing
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ONLINE MARKETING…No longer an option, but a necessity
Tech 4.0Amey Kolhatkar
Balaji MDivya
Rahul Yadav
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INTRODUCTION
Powerful and self sufficient marketing strategy
Using a range of internet channels to sell or promote a product or idea
Key objective : targeted website traffic Encouraging genuine prospects
- To visit your website- To purchase products and services- To find your company, product or service- To interact with your brand- To subscribe and download documents and applications
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SCOPE : FEASIBILITY
Exponential growth of internet
Direct communication to target audience
Technical advancements
Creative marketing expertise
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REQUISITES
Good Search Engine Marketing Strategies
Online Marketing Agency
Identification of target markets
Tying together creative and technical aspects of internet
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ADVANTAGES
Efficient and cost effective
High leverage
Low overheads
Measurable results
Predictable returns
Low risk
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EXAMPLES
Search Engine result pages
Banner Ads
Rich Media Ads
Social Networking Advertising
Advertising Networks
Online Classified Advertising
Interstitial Ads
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TYPES
E-mail Marketing
Affiliate Marketing
Contextual Advertising
Behavioral Targeting
Semantic Advertising
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E-MAIL MARKETING
Individuals
Groups
Organisation
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AFFILIATE MARKETING
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I want to know more about Vinod Gupta School of Management, IIT Kharagpur.
CONTEXTUAL MARKETING
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BEHAVIORAL TARGETING
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SEMANTIC ADVERTISING
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EVOLUTION
Banner Ads.- CPI (customer Per Impression)model
Now we talk about “eyeballs," "stickiness," "bleeding edge,“
Google- Adsense- Content distribution network-targeted online advertisement.
Pop ups, cookies, spams. Disturbed Privacy.
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LIST OF PLAYERS
Since 2008 Google controls estimated 69% of the online advertising market.
Vendor Ad viewers (millions) Google 1,118 DoubleClick (Google) 1,079 Yahoo! 362 MSN (Microsoft) 309 AOL 156 Adbrite 73 (Total 3,087)Other players:Amazon, e-bay, facebook, Shaadi.com etc.
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PORTER’S FIVE FORCES ANALYSIS
The threat of substitute products or services
The threat of the entry of new competitors
The intensity of competitive rivalry
The bargaining power of customers (buyers)
The bargaining power of suppliers
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THE THREAT OF SUBSTITUTE PRODUCTS OR SERVICES
Number of substitute products available in the market. Ease of substitution.
The threat of the entry of new competitors.
entry barriers are high and exit barriers are low
The intensity of competitive rivalry:
Sustainable competitive advantage through innovation.
Powerful competitive strategy
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REVENUE MODELSClick Through Rate (CTR)
Cost Per Action (CPA)
Cost Per Click (CPC)
Cost Per Impression (CPI)
Cost Per Mile (CPM)
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HOW IN THE HELL DOES PAGE AND BRIN MAKE MONEY?
Google ADWORDS. Google AdWords is Google’s advertising product, which
displays your ads to people looking for your products or services on Google or its partner sites.
Based on keywords.
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OK..HOW MUCH DO THEY MAKE?
USD 21 billion in 2008 21,000,000,000 $ because they
knew what you were searching for.
DO THEY SHARE IT?
They DO!!!! But you need to carry their ads. Simple!! Let Google post ads on your site and based on people clicking on the ads you get paid.
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THANK YOU!