INTERNET & SEARCH ENGINE MARKETING Presented By: Vishal Mehra 09BSHYD0982 IBS Hyderabad Class of 2011
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 !!