Internet Marketing Explained - Internet Marketing Academy Australia
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Internet Marketing
Milko LorinkovIvaylo Dimov
Hristo Georgiev
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Definition
eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
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With other words…
“…identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, wants, desires, wishes digitally.”
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Internet Marketing Trends
Bulgaria EuropeHouseholds with Internet 30% 65%
Online Shopping 5% 40%
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Internet Marketing Trends
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Internet Marketing Trends
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Outbound Marketing
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Inbound Marketing
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SearchEngine
Optimization
SearchEngine
Advertising
SocialMarketing
OnlineReputation
Management
BusinessBlog
MarketingPodcasting WOMM
SocialMedia
Marketing &Optimization
© Advanced Media Productions, 2007
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Rethinking the Marketing
• Telemarketing• Outdoor• Direct marketing• E-mail campaigns• Print Ads• TV/radio Ads
• SEO/SEM• Blogs• Social Networks• RSS• Free books• Social PR
Interruption Based Permission Based
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Benefits of eMarketing
• businesses now have a truly global reach• range of products and services• two-way communication channel• provide an immediate impact• greater buying power• access to the niche markets• relatively inexpensive• measurable
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Website Development
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SearchEngine
Optimization
SearchEngine
Advertising
SocialMarketing
OnlineReputation
Management
BusinessBlog
MarketingPodcasting WOMM
SocialMedia
Marketing &Optimization
© Advanced Media Productions, 2007
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Website development
• Lead Generator web site - promotional web site for branding, informational
• E – commerce web site – help customer select the brand even if he will not buy it from store
• Information architecture web site
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Now WHAT?
WOW, we have a site!
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SEM
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SearchEngine
Optimization
SearchEngine
Advertising
SocialMarketing
OnlineReputation
Management
BusinessBlog
MarketingPodcasting WOMM
SocialMedia
Marketing &Optimization
© Advanced Media Productions, 2007
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What is SEO and SEM
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25% of SEO = onsite
Title
URL
Text and links
META Description
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75% of SEO = link building
• The popularity of the pages that link to you influences your popularity
• Collect quality links from good authority websites
• Link> banner
• Choose the rights text of the link
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Online Display Ad & Rich Media Advertising
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SearchEngine
Optimization
SearchEngine
Advertising
SocialMarketing
OnlineReputation
Management
BusinessBlog
MarketingPodcasting WOMM
SocialMedia
Marketing &Optimization
© Advanced Media Productions, 2007
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Display Ads
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Display Ad & Rich Media
• Placement of text ad links, banners, expandable banners, rich media, video ads
• Various targeting options – contextual, behavioral, geographical
• Extensive reach through vertical web portals, ad networks, ad exchanges and CPA networks
• Generates targeted sales, leads, builds brand awareness
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Display Ad Price Models
• CPM – cost per thousand (Mile)– Fixed price per 1000 views– Hard to monitor and verify
• PPC – pay per click– Fixe price every time s.b. clicks on the link– Google Words
• PPA– You pay per specific action
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E-Mail Marketing
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SearchEngine
Optimization
SearchEngine
Advertising
SocialMarketing
OnlineReputation
Management
BusinessBlog
MarketingPodcasting WOMM
SocialMedia
Marketing &Optimization
© Advanced Media Productions, 2007
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E-Mail Marketing
• No not a spam!
• Highly targeted
• Cost effective
• Customizable
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E-Mail MarketingStep by Step
• List building and Management
• Design
• Newsletter Components
• Deployment
• Tracking and Reporting
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Affiliate Marketing
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SearchEngine
Optimization
SearchEngine
Advertising
SocialMarketing
OnlineReputation
Management
BusinessBlog
MarketingPodcasting WOMM
SocialMedia
Marketing &Optimization
© Advanced Media Productions, 2007
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Affiliate Marketing
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Affiliate Examples
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Social Marketing
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SearchEngine
Optimization
SearchEngine
Advertising
SocialMarketing
OnlineReputation
Management
BusinessBlog
MarketingPodcasting WOMM
SocialMedia
Marketing &Optimization
© Advanced Media Productions, 2007
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Social Media Phenomenon
• Huge amount of users
• Based on permission not on interruption
• Contagious
• FREEEE!
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Social Media in Plain English
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Cross channel marketing integration
• Mix the channels
• Don’t fix the budget for one channel
• Channels are blurred – tv on mobile
• 67% of the brands run cross-channel marketing campaigns
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The Most Common Mistakes of eMarketing???
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Resources• http://www.slideshare.net/kameran/principles-of-internet-marketing• http://www.slideshare.net/AdvancedMediaProductions/email-social-media-and-se
arch-in-the-overall-marketing-mix-presentation• http://video.google.com/videoplay?docid=-6536094581177302180&ei=UXciS6euJ
ZvE2wLcw-nlAw&q=Planning+and+Integrating+a+Targeted+Internet+Marketing+Campaign&hl=en&client=firefox-a#
• http://www.slideshare.net/HubSpot/seo-101-search-engine-optimization-basics-hubspot
• http://www.quirk.biz/resources/home• “Новите правила на маркетинг и PR” – Скот, РОИ Комюникейшънс