Online Marketing: In-house or Outsource?

www.omlogic.com

Pradeep Chopra (Co-founder, OMLogic)

May 23, 2009

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Conventional Online Marketing Paradigm

Typical Thinking

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Acquire Website Rankings, Traffic, Views

Typical Implementation Process

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SEO

Keyword Research

Baseline Rankings

Set Targets

Implementation

On Page

Off Page

Ongoing Optimization

PPC

Keyword Research

Landing Page Creation

Ad-Design

Bidding

Ongoing Optimization

Bid Optimization

Keyword Promotion

SMM

Identify Channels

Created Content

Populate

Promote

Wait & Measure

What results can you expect?

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Good Rankings on Search Engines

Good Online Traffic on Website

Good Clicks on Ads

Good Views on Social Media Channels

Assuming technical specialists were involved

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Has the Business met its Objectives?

Doubtful?

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Higher Ranking = More Traffic?

More Traffic = Relevant Traffic?

Relevant Traffic = More Conversions?

The Current Reality

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Business StrategyBusiness Strategy

MarketingMarketing

Marketing

PromotionPromotion

(Product, Service or a (Product, Service or a Brand)Brand)

SEOSEO SEM SEM

Online Marketing

Required Approach

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Business StrategyBusiness Strategy

MarketingMarketing

PromotionPromotion(Product, Service or a (Product, Service or a

Brand)Brand)

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Lets Look at an Example

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Imagine real searchers & how they might think!

What does the company offer? (SCJP Exam prep to pass SCJP Certification Exam)

What have they done so far? (Since 2000, 1M+ users, 50K customer)

What did other people get from them? (99.7% success)

Will they be valuable for me? (Comprehensive report)

Can I trust them? (100% guarantee)

Can I try? (Free mock test)

This looks like the site I want. Let me go-forward.

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Business Objectives

Measurability

Online Marketing Strategy

Conversions

Branding

Traffic

Relevancy

Visibility/Leads/Sales

•SEO•PPC•SMM

•Website•Messaging

•SMM•SEO•PPC

SEO: Search Engine Optimization | PPC: Pay Per Click | SMM: Social Media Marketing

Why In-House?

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Ownership & Commitment

Closest to the Customer

Organizational Structure Limitations

Ultimate Cost may be lower

Privacy of data & content

Why Outsource?

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Expertise: Latest & Greatest (Multiple view points, leveraging experiences, constant upgrades, tools & technology)

Focus - Customer & Vendor

Lower Total Cost of Ownership (HR, Training etc)

Shared responsibility & bandwidth

More acceptance to outside experts

Why Outsource?

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Source: SEMPO 2008 Annual Survey

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Outsource In-house

In-House or Outsource?

In-House or Outsource?

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Commitment & Passion to Invest in People Market Technology

Thank You!

Email: pradeep.chopra@omlogic.com | Phone: +91-11-47052806

www.omlogic.com

Ready to realize the full potential of Online Marketing?

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