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
Top Related