Online MarketingOnline MarketingMethods, Advantages and various Mediums used for Online Marketing

by Akshat Mathur

What is Online Marketing ?What is Online Marketing ?

� Online Marketing is the marketing of

products or services on the world wide web.

It is also known as E-Marketing or Internet

marketing.

� Online Marketing doesn’t just mean to � Online Marketing doesn’t just mean to

promote a website rather it’s a medium

where you promote an organization

because somewhere behind that website is

a real organization which has goals which

needs to be accomplished.

Different Different Methods of Online Methods of Online

MarketingMarketingMarketingMarketing

Search Engine Optimization Search Engine Optimization (SOE)(SOE)

� Search engines are basically an application used on the internet to get a desired result. These Search engine shows you the result in the form of WebPages, images, audio or video.

� SOE method is used to increase the � SOE method is used to increase the visibility of your Product, Services or websites in search engine result page.

� Search Engine finds and makes the index of these words with the help of SPIDERS or CRAWLERS. A Spider scans a website through its keywords, Title and Meta tags and then creates an index of all those keywords.

How to get Higher Page Rank ?How to get Higher Page Rank ?

� Various ways to get better Page

Rank and increase visibility on

Search engine page result :-

� Keyword are specified by the

author of the websites. These

words represents the whole

content of the websitescontent of the websites

� Title given to the web page is very

important as they are analyzed by

search engines and their Spiders.

� A Meta tag is an HTML element

hidden in a document's source that

contains information about the

document.

Different Tags used for efficient Different Tags used for efficient marketingmarketing

� In general, keep your meta description tag limited to 250 characters and your keywords tag limited to about 1,000 characters or less.

� Use the meta description and � Use the meta description and meta keywords tags on all pages

� Include keywords when creating your description

� For the meta keywords tag, list your keywords in order of importance

Link PopularityLink Popularity

� Link Popularity refers to the fact that either you have your link posted on other websites or other websites link are posted on your website.

� Google uses the quantity and quality of links each site has as one of its main ranking factors.

� We should always consider using getting high page rank websites linked to us than low Page rank websites

� We should always have links from relevant websites as it helps the Search Engine in ranking the website.

Display AdvertisingDisplay Advertising

� A Display Advertisement is also known as Banner Advertisement. It is an

advertisement which is embedded into a particular web page.

� The web banner is displayed when a web page that references the banner is loaded

into a web browser. This event is known as an "impression". When the viewer clicks

on the banner, the viewer is directed to the website advertised in the banner. This

event or process is known as a “Click through Rate".

� Depending on the “Click” on the banner ad, the advertiser sends the content provider � Depending on the “Click” on the banner ad, the advertiser sends the content provider

some small amount of money which is termed as a Pay-per-Click Model.

� 468 x 60 Banner , 728 x 90 Leader board , 250 x 250 Square , 336 x 280 Large Rectangle , 120 x 600 Skyscraper

Viral MarketingViral Marketing� Viral marketing and viral advertising refer to marketing techniques that

use preexisting social networks to produce increases in brand awareness or

to achieve other marketing objectives (such as product sales) through self-

replicating viral processes, something like a spread of a Computer Virus. It

can be Word-of-Mouth delivered or enhanced by the network effects of the

Internet.

Blog MarketingBlog Marketing

� Blog marketing is the term used to describe internet Marketing via web blogs. These blogs differ from corporate websites because they feature daily or weekly they feature daily or weekly posts, often around a single topic. Typically, corporations use blogs to create a dialogs with customers and explain features of their products and services.

EE--Mail MarketingMail Marketing

� Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

� Sending emails with the purpose of acquiring new customers or convincing old customers to buy something immediately. buy something immediately.

� Adding advertisements in emails sent by other companies to their customers.

ADVERGAMESADVERGAMES� Advergaming is the practice of using video games to advertise a product,

organization or viewpoint

� At first a company provides interactive games on its website in the hope that

potential customers will be drawn to the game and spend more time on the

website,

� In the second form, games are published in the usual way and cause players

to investigate further. The subjects may be commercial, political or

educationaleducational

Interactive Interactive AdvertsingAdvertsing

� Interactive Advertising is the use of interactive media to promote and/or influence the buying decisions of the consumer in an online and offline environment. Interactive advertising can utilize media such as the internet, interactive television, Mobile devices (WAP and SMS), as well as kiosk-based terminals.

Advantages and Disadvantages of Advantages and Disadvantages of Online Marketing Online Marketing

� Advantages� Internet marketing is relatively

inexpensive

� Companies can reach a wide audience for

a small fraction of traditional advertising

budgets

� The nature of the medium allows

consumers to research and purchase

� Disadvantages� Because Internet marketing requires

customers to use newer technologies than

traditional media, not all people may get

the message

� Another limitation is the inability of

shoppers to touch, smell, taste or try-on

tangible goods before making an online consumers to research and purchase

products and services at their own

convenience.

� The results of online campaigns are

immediately measured and tracked.

� Online marketers have the luxury of

targeting by activity. This is a deeper form

of targeting, since the advertiser knows

that the target audience are people who

do a certain activity (upload pictures, have

blogs, etc.) instead of just expecting that a

certain group of people will like their new

product or service

tangible goods before making an online

purchase

� Many consumers are hesitant to buy

items over the Internet because they do

not trust that their personal information

will remain private

� Trustworthy, reliable merchant

performance has been a consumer

concern since the inception of

ecommerce, and to date, merchants have

attempted to address these concerns by

investing in and building strong consumer

brands

Effects of Online MarketingEffects of Online Marketing

� Internet marketing has had a large impact on several industries including music, banking, and flea markets, as well as the advertising industry itself. As Advertisers increase and shift more of their budgets online, it is now overtaking radio in terms of market share. In the music industry, many consumers have begun buying and downloading music files over the Internet in addition to buying CD’s.CD’s.

� Internet auctions have gained popularity. Unique items that could previously be found at flea markets are being sold on eBay instead

� The effect on the ad industry itself has been profound. In just a few years, online advertising has grown to be worth tens of billions of dollars annually.

FIN!FIN!

� Presentation on Online Marketing.