INTERNET & SEARCH ENGINE MARKETING

Presented By: Vishal Mehra 09BSHYD0982 IBS Hyderabad

Class of 2011

INTERNET MARKETING

• Online Marketing/ E-Marketing .• Basically marketing products over internet.

• Requires good Search Engine Marketing Strategies – help customers return.

ADVANTAGES DISADVANTAGES

Low Costs Inability to try

Global Presence Low-speed Internet connection

Easily measurable statistics

METHODS

SEM – Search Engine Marketing.

SEARCH ENGINE MARKETING

• Form of internet marketing.• Helps to promote websites. HOW ? ?• By increasing their visibility in SERP’s * .• How it all Started ??• The Process : How it Works ??• SEM Methods according to SEMPO* :

Search Engine Optimization. Paid Placement.

SERP : Search Engine Result Pages.SEMPO : Search engine marketing professional organization.

• Targeted keywords must be popular in queries .• Keywords targeted relevant to site content .• Page titles start with your targeted keywords .• Web site must have a site map with text links .• Web site must have a custom error page.• Routinely list your site in online directories .

SEM BEST PRACTICES !!

The KEYWORDS of BUSINESS !!• How exactly do keywords work ?• Best Practices :– Right density of keywords :

• Too low – ineffective.• Too high – Spamming.

– Try keeping the keyword in last sentence.– Long paragraph – keyword in each paragraph.– Short paragraph – keyword in every 2nd paragraph.– Page title must have the targeted keywords.– All the pages in the Web site must have keyword-rich meta

descriptions.• A look at some of the MetaTags :– OMAM , Train the Trainer .

• Also called as Rich media Advertising.• Contains text ,logos, photographs, images .• Example : Display Ad in a website.• Types :

Floating Ad’s .Trick Banners .Pop-Up .Pop-under .Video Ads .

DISPLAY AD’s !!

• Uses e-mail as a means of communication.• What can be considered as e-mail marketing:

e-mail sent to enhance relationship. e-mail sent to acquire new customers. adding ads to emails sent by other companies.

• Follows a PUSH Strategy .• OPT-IN e-mail advertisement. • Example of a Email news letter.

E-MAIL MARKETING !!

Subject line. Preview Pane. Personalize always. On time every time. Avoiding Spam Filters. One click unsubscription. Maximize the Click through rates. Repeat communications – auto responder. Tuesdays/Wednesdays = increased response.

E-MAIL MARKETING – Best Practices!!

• Form of online marketing.• 1 internet company works with another.• Referred business.• The Process : How it works ??• Example of affiliate marketing .• Compensation methods :-

CPS(used by 80%).CPA(used by 19%).CPC(used by remaining 1%).

AFFILIATE MARKETING !!

CPS – Cost Per Sale .CPA – Cost Per Action .CPC – Cost Per Click .

• 1 internet company works with another.• Referred business.• Best Practices : – Be patient .– Have timeless content .– Use multiple merchants .– Choose someone who knows your business .

AFFILIATE MARKETING – Best Practices !!

• Newest web phenomenon that can :Boost traffic & sales.Establish you as an expert in your industry.Rank your site no. 1 in search engine results.

• Similar to a website with 2 major differences:Easy to add information.Inform numerous websites - your updated blog.

• Blog marketing – internet marketing via weblogs.

• Example of Blog Marketing .

BLOG MARKETING !!

• Blog marketing – internet marketing via weblogs.• Best Practices :– Keep posts short .– Put a kicker inside .– Controversial headlines .– Take a stand (for or against).– End your post with a question .

BLOG MARKETING – Best Practices !!

• Using word of mouth in web space.• Spread from person to person on Internet.• The Classic Hotmail.com Example .• Creating a VIRUS for marketing:

Help user make it viral – easy/ single step forward.Add value to users.No trouble shooting eg. Avoid heavy attachments.Guidance as promotion eg. Free resume service.Service after viral marketing.

VIRAL MARKETING !!

• Using word of mouth in web space.• Spread from person to person on Internet.• Best Practices : Best Examples:– Make sequels . 1) Burger King’s .– Big names sell . 2) Coke & Mentos .– Offer thing for free .– Don’t restrict access .– Sum thing unexpected . – Allow sharing/embedding .

VIRAL MARKETING – Best Practices !!

Thank You

End of Slide Show

BLOG MARKETING !!

• Give away free e-mail addresses and services.

• Attach a simple tag at the bottom of every outbound message: “get your free email account at” www.hotmail.com

• Stand back while people e-mail to their own network of friends and associates,

• More people sign up for free e-mail service.

• Propel the message still wider to their own ever-increasing circles of friends and associates.

Viral Marketing -Example!!

SEM – The Process !!

No. of websites during 90’s increased

Advent of Search engines

Finance operations SEC’s developed business models – PPC*

PPC – Pay Per Click .

• Step 1 : Customer Visits amazon.com .

• Step 2 : amazon.com redirects customer to other website.

• Step 3 : if the customer buys the goods from the seller the seller/ brand compensates the affiliate (amazon.com)

The Process !!

•

AFFILIATE MARKETING EXAMPLE!!

When the user clicks on this ad he is redirected to Adidas website.

• Step 1 : Attract Visitors.

• Step 2 : Covert visitors q to customers.

• Step 3 : Retain + Grow Customers.

• Step 4 : Measure & r Optimize

The Process !!