ONLINE MARKETING

Nilotpal Paul

Discussion Topics

� Internet Usage Stats

� What is online marketing?

� Importance of online marketing

� Different online marketing techniques� Different online marketing techniques

� What/How to measure success?

� Online Marketing and Web Analytics

Internet Usage Statistics

What is Online Marketing?

Online Marketing is the marketing of products or services over the Internet ---- Wikipedia

Importance of Online Marketing

Some Interesting facts:

� There are more addresses than there are people on Earth. The current global population stands at more than 6.7 billionthan 6.7 billion

� There are about 150 web addresses per person in the world.

� If you spent just one minute reading every website in existence, you’d be kept busy for 31,000 years. Without any sleep.

Online Marketing for Retail

� Easier to reach out to the customers

� Personalized marketing campaigns made possible

� Online marketing can be used to drive and augment store salesaugment store sales

� Brand awareness

� Reach out to the secondary customers

� Connect with the younger customer segments

Benefits of Online Marketing

Generate exposure for business

Increased Traffic

New Business PartnershipNew Business Partnership

Rise in Search Rankings

Generate more Demand

Reduce Overall Marketing Expense

Increased Business

Different Online Marketing Techniques

Online Marketing

Email MarketingViral/Social Media

Affiliate Banner SEM Email Marketing Media

Marketing

Affiliate Marketing

Banner Marketing

SEM

Organic

Paid

Offline Brand Awareness Offline Marketing Activity

OnlineMarketing Augmenting Sales

NewCustomer

RepeatCustomer

What/How to measure success?

� Banner Ads: Click Through Rates and Increase in Natural Traffic

� Email Marketing: Click Through Rates

� Affiliate Marketing: Click Through Rate and � Affiliate Marketing: Click Through Rate and Conversion

� Social Media Marketing: Increase Brand Awareness

� Search Engine Marketing: Click Through Rate and Increase in Traffic

Online Marketing and Web Analytics

� Web Analytics helps in understanding the ROI from the Online Marketing Campaigns

� Key Metrics : Traffic, Page Level Metrics, Campaign � Key Metrics : Traffic, Page Level Metrics, Campaign Metrics

� KPI : Total Demand, Win$ (Web Influence Store Sales)

Online Marketing Optimization

� A/B , Multivariate Testing

� Behavioral Targeting

� Demographics Targeting

� SEO

THANK YOUTHANK YOU