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Online Marketing & Strategy For Branding

Sep 11, 2014

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Online Marketing & Strategy for Branding
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Page 1: Online Marketing & Strategy For Branding

Rakesh M {Creative Ideas for Business}

Profession: Creative Digital Marketing

Online Marketing & Strategy for Branding

Pure white hat tactics to get your business into the

battle zone.

We knew every company and the product owner’s dream to be No. 1. Isn’t it so?

Specially designed for the Owners & Marketers.

Page 2: Online Marketing & Strategy For Branding

Types of Marketing:

Product

Online Marketing

Traditional Marketing

Strategy & Branding

Brand Position

Page 3: Online Marketing & Strategy For Branding

What's Marketing? Marketing is the process of developing and communicating value to your Product or Company. it’s an investment that generates revenue, profit and opportunity for growth. Think about every step you take to sell your product or service to manage your customers.

• Your strategy & Knowledge of market

• Distribution channel to connect with your customer

• Pricing Strategy

• Look & Feel of the marketing material

• Customer retention

• Action of your sale

• Planning for the investment

Good marketing is essential for every company. It can make a company successful, but poor marketing can send a good company out of business. Yet even business-to-business (B2B) marketing is often seen as a soft creative field instead of the engine that drives company revenue.

Page 4: Online Marketing & Strategy For Branding

Online Marketing(OM):

OM

SEO

SEM

SMO

SMM Media

Planning

Viral Marketing

Webcasts

OM or IM is used to promote their products or services over the internet. Here the OM or IM are using the strategy implementation for expanding the business and to reduce the cost. OM has different types which are mentioned below, - SEO: Search Engine Optimization - SEM: Search Engine Marketing - SMO: Social Media Optimization - SMM: Social Media Marketing - Media Planning - Viral Marketing - Webcasts

Page 5: Online Marketing & Strategy For Branding

• SEO a technique used to optimize your site to help search engines find and rank higher for the search query. SEO helps you to get organic traffic through search engines and rank higher for the search queries.

• SEM helps you to gain organic traffic by the visibility of your products or services through search engines & internet. It’s a combination on both organic and paid results.

• SMO is one way off driving traffic while socializing other than search engines. It helps you to customize or optimize your products or services profile and pages.

• SMM: Now a day the traffic sources increase while socializing and networking rather than searching through search engines.

• Media Planning is a strategy used to plan and promote the products or services for the targeted audience. The target audience can be categorized like age, sex, education, profession, income and others.

• Viral Marketing is a technique used to create a buzz over the internet by sending the content messages or updates to different channels. The more you buzz your product or service better the publicity.

• Webcast is used to promote through media, either it may be a media file or a presentation along with audio /video. This media presentation can be distributed over the internet or it can be embedded to the site.

Now we can see each section separately…

Page 6: Online Marketing & Strategy For Branding

Search Engine Optimization(SEO): The search engine optimization has two different categories. They are • On-Page Optimization and • Off-Page Optimization

On- Page Optimization: It’s used to optimize the site according to the search engine rules & algorithms.

Page 7: Online Marketing & Strategy For Branding

Search Engine Marketing(SEM): Off-Page Optimization & SEM: It’s used for building the quality backlinks from popular websites, blogs, bookmarks & forums, etc… There are different types of link building, they are one way link building, Reciprocal Link Building, three way link building and paid Link building.

Page 8: Online Marketing & Strategy For Branding

Social Media Optimization(SMO): SMO is used to optimize the products page or the services page and profile to drive the traffic.

Page 9: Online Marketing & Strategy For Branding

Social Media Marketing(SMM): SMM is used to create a buzz by updating the optimized content & Visual Pictures of the product or the services. Normally people use to get attracted for the pictures and click directly rather than search in a search engine for the unknown product or service.

Page 10: Online Marketing & Strategy For Branding

Media Planning:

Analyzing Target

Audience

Budget Planning

Creating the

Campaign

Media Planning & Buying

Managing &

Reporting

Media Planning includes like Text ads Banner Ads & Video Ads. Here it has 3 types of strategies like Online Advertising, Media Planning Phase and Media Execution Phase.

Page 11: Online Marketing & Strategy For Branding

Viral Marketing:

Recycle Content

Unique experienc

e to customers

Social Enabled content

Create Cycles

Track & Participate

Viral Marketing or Online Promotions spread like a virus everywhere.

Page 12: Online Marketing & Strategy For Branding

Webcasts:

Define

Integrate

Shoot Register

Follow-Up

Webcasts are used to promote products or services through Video Streams or the Presentations to see, hear & Feel . It’s a type of buzz marketing for the greatest exposure.

Page 13: Online Marketing & Strategy For Branding

TM

Tradeshow & Materials

Guerrilla Marketing

Print Advertising

Boucher's & Collateral

Broadcast Advertising

Point of purchase

Public Relationship

Direct Mail Campaign

Traditional Marketing(TM):

Traditional Marketing is a common marketing method used to drive new customers and withstand existing customer. It’s a charge to create awareness of a product or the service through various marketing tactics. The traditional marketing mainly focuses on 4P’s principle which are Product, Price, Promotion, Place. Normally traditional marketing requires huge budget and time to the normal result and it requires regular advertising for months like TV & Radio, Newspaper, Magazines, posters and Billboards, Mailers and flyers.

Page 14: Online Marketing & Strategy For Branding

• Guerrilla Marketing is an advertising strategy used to promote the brand logo

through birthday cards, stickers, business cards, success story, etc.

• Direct Mail Campaign is used for direct marketing to the targeted customers using

the mail list and the database. It’s a cost effective way to target your audience and

inspire new customers.

• Point of purchase is a place where the sales are made and point of purchase to be

the area surrounding the counter where customers pay, it is know as point of sale.

• Broadcast & Advertising is a type of marketing done on the aired networks like Radio

& Televisions.

• Print Advertising is used to print ads on the News Papers, Magazines, Articles and

fliers, etc.

• Boucher's & Collateral portfolio are printed with brand messages to inform the story

and sell the brand.

• Public Relationship is a practice of managing the flow of the user. Marketer’s often

use these to measure the flow of the users.

• Tradeshow & Materials are used to provide the brand messaging accessories and

materials.

Page 15: Online Marketing & Strategy For Branding

SB

Consumer Package Designs

Brand Naming

Brand Positioning

Brand Identity

Brand Launch

GUI Designs

Strategy & Branding(SB):

Strategy and branding will create unique identities which will differentiate you from the competition. Having a brand strategy will bring you the clarity and meaning to your brand so you can focus on making, creating, and selling things that people requires.

Page 16: Online Marketing & Strategy For Branding

• Brand Naming is one of the identities for the products and the producers.

• Brand Positioning is used to identify the appropriate marketing segment to target and challenge.

• Brand Identity is used to provide the direction, purpose and meaning of the brand.

• Brand Launch is strategy marketing plan that provides relevant message to the targeted market.

• GUI Designs is used to represent the product and to attract the viewers. It should also be easy navigation.

• Consumer Package Designs should express the brand message and along with the products.

Page 17: Online Marketing & Strategy For Branding

Online Strategy Model:

Which KPI’s?

Who are the customers?

Qualify the customers/market

Touch point Strategy

Implementation & Measurement

Page 18: Online Marketing & Strategy For Branding

Online Marketing Process User Pilot:

Qualitative Metrics Web Analytics Metrics

Define Business goals

(re) Define KPI’s

Quantitative Metrics

Analysis

Action Points

Control

Page 19: Online Marketing & Strategy For Branding

Online Strategy Model:

Situation Analysis

Objectives

Strategy

Tactics

Actions

Control

Where are we now?

Where do we want to be?

How do we get there?

How exactly do we get there?

The details of tactics, who does what & when

How do we monitor?

Page 20: Online Marketing & Strategy For Branding

Opportunities/Threats:

The Organization

Opportunities – O 1. Cross Selling 2. New Markets 3. New Services 4. Alliances/co-branding

Threats – T 1. Customer choice 2. New entrants 3. New competitive products 4. Channel conflicts

Strengths – S 1. Existing Brands 2. Existing customer base 3. Existing distribution

SO - strategies Leverage strengths to maximize opportunities = Attacking strategy

ST – strategies Leverage strength to minimize threats = Defensive Strategy

Weakness – W 1. Brand Perception 2. Intermediary use 3. Technology use 4. X – channel support

WO – strategies Counter weaknesses through exploiting opportunities = Build strengths for attacking strategy

WT – strategies Counter weaknesses and threats = Build strengths for defensive strategy

Page 21: Online Marketing & Strategy For Branding

Opportunities/Threats Diagram:

Organization Supplier threats

Intermediate threats

Intermediate threats

Customer threats

New Products New Entrants New business

models

Competitive Threats

Buying side threats Selling side threats

Page 22: Online Marketing & Strategy For Branding

Tactics & the Marketing Mix:

Usi

ng

the

inte

rnet

to

var

y th

e m

arke

tin

g m

ix Product: 1. Quality, 2. Image, 2. Branding, 3. Features, 4. Variants, 5. Mix, 6. Support, 7. Customer

service, 8. Availability, 9. Warranties, 10. Use

Promotion: 1. Marketing Communications, 2. Personal Promotions, 3. Sales Promotions, 4. PR, 5. Branding, 6. Direct Marketing

Price: 1. Positioning, 2. List, 3. Discounts, 4. Credit, 5. Payment Methods, 6. Value added elements

Place: 1. Trade Channels, 2. Sales Support, 3. Channel Number, 4. Segmented Channels

People: 1. Individuals on marketing activities, 2. Individuals on customer contact, 3. Recruitment, 4. Culture, 5. Training & Skills, 6. Remuneration

Process: 1. Customer Focus, 2. Business-led, 3. IT-Supported, 4. Design Features, 5. Research & Development

Physical Evidence: 1. Sales / Staff contact experience of brand, 2.Product Packaging, 3. Online Experience

Page 23: Online Marketing & Strategy For Branding

Performance Management:

Business Contribution: Online revenue contribution (direct & indirect) category

Penetration, costs and5 profitability.

Marketing Outcomes: Leads, sales, service contacts, conversion and retention

Efficiencies.

Customer Satisfaction: Site usability, performance/availability, contact strategies,

Opinions, attitudes and brand impact.

Customer Behavior(Web Analytics): Profiles, Customer orientation(segmentation), usability,

Click stream and site actions.

Site Promotion: Attraction efficiency, Referral efficiency, Cost of acquisition

and reach. Search engine visibility and Link Building,

E-Mail Marketing, Integration.

Business Contribution

Marketing Outcomes

Customer Satisfaction

Customer Behavior

Site Promotion

Org

aniz

atio

n's

Tar

gets

Organ

ization

’s Tactics

Page 24: Online Marketing & Strategy For Branding

Thank you!

Name: Rakesh M

Email: [email protected]

Skype: rakesh6263

Mobile: +91-9036022007

+91-8608609533

A goal is a dream with deadline Enjoy the dream & Plan for the

next goal!!

The above mentioned strategies will help u to get ur dream come true!!

Queries if any ring me!!