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0%
5%
10%
15%
20%
25%
30%
35%
40%
All Consumers-(Top 2Answers)
Email from a merchant you didn’t
know
Shopping Comparison
Site
Search Inquiry Email from a
merchant you know and trust
7%
32%
37% 38%
Online Sales StrategyOnline Sales Strategy
What’s Motivating Consumers To Buy?
Source: MarketingSherpa/Directions Research, January 2006
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Merchandising Options (I)- Communicate the Value of Merchandise
- List product prices – Highlight product benefits – Use high quality images- Show price and feature comparison with competition
- Cross-selling and Up-selling- Suggest additional items on the product page and shopping cart page (Not check Out
page)
- Consider Free Shipping
- Large Product Inventory- Provide large product inventory (selection), variety, uniqueness
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- Color and Pattern switching - Mixing and matching outfits
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AdvancedAdvanced FunctionalityFunctionality
Advanced Ecommerce Web Site Functionality (II)
Video Hotspotting Isolate actors, products and other elements within video with a hotspot overlay and link those
to product details pages to encourage purchase
Shipping and Item Cost Preview Shows total item cost, including taxes and shipping on detailed product page
Combined One-Page Dynamic Shopping Cart and Check Out (Flash – Flex – Ajax)
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Advanced FunctionalityAdvanced Functionality
Product ListingsProduct Listings
Copywriting – Product Names
- Combining Manufacturer Product Names with Generic Keywords
- Sony Cyber- Shot DSL-T 7
- Sony Cyber- Shot DSL-T 7 Digital Camera
- Writing Unique Product Names- Write short and descriptive product names
- Choose a naming convention and use it consistently
- Include major generic or brand keywords: “Creed (manufacturer) Miraculous Medal Blessed Mother (product)”
- Use consistent capitalization
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Copywriting – Product Descriptions
- Rewrite Manufacturer Descriptions- Retool product descriptions to describe benefits, rather than relying on the manufacturers’ feature-focused descriptions
- Provide Clear and Detailed Product Information- Provide keyword-rich, detailed descriptions to give people a good sense of the product and help them differentiate among choices
- Includes brand names in the descriptions
- List information on pricing, promotions or anything that underscores a competitive position
- Use short bulleted descriptions to highlight top features
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Product ListingsProduct Listings
Copywriting – Product Descriptions (II)
In- Provide Clear and Detailed Product formation- Include Power words: “great”, “huge”, high quality”, “latest” “excellent”, massive”, “expert”, “experienced”, “specializing”, “outstanding”, “wonderful”, “stunning”, and “guaranteed”
- Include time sensitive elements “Don’t miss this opportunity”, “As long as supplies last”
- Add an availability statement: “In stock, ships immediately”
- Embed a trust building element: “Life long warranty”, “Money-back guarantee”
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Product ListingsProduct Listings
Components of Internet Marketing Components of Internet Marketing
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
ContextualAdvertising
FixedPlacement
DisplayAdvertising
SearchEngine
Optimization
SearchEngine
Advertising
RSS Marketing
Online Reputation
Management
OnlineWOMM
and SMMMarketing
BlogsConsumer
ProductReviews
Online Forums
• Search PPC (text ads)
•Shopping Comparison (PPC)
Social Media Sites
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What is Internet Marketing?What is Internet Marketing?
• Strategies and Techniques Applied on the Internet to Support an Organization’s Overall Online Marketing Objectives
• Goals may Include: – Driving targeted traffic to a Web site or landing page and
converting visitors to customers at the highest rate– Customer retention – Establishing brand awareness recognition
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Internet Marketing BenefitsInternet Marketing Benefits
• Accurate Campaign Reporting and ROI Tracking = Accountability
• Allows for Frequent Testing and Quick Updates of New Online Promotions
• Better Targeting and Segmenting Than Traditional Media– Track online user behavior– Gather geographic user information
• Relatively Inexpensive Way to Generate New Business and Build Brand Awareness– : Average customer acquisition cost - Search Advertising: $7-$10; Printed
Yellow Pages$15-$25; Direct Mail: $60-$80
Source: Piper Jaffray analyst Safa Rashtchy, February 2005 Forecast
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Search Engine MarketingSearch Engine Marketing
Two Methods Within Search Engine Marketing
• Search Engine OptimizationDesigning web pages within a web site that rank high on the “natural” search results page of search engines and directories for a specific keyword research
• Search Engine AdvertisingVarious ways for advertisers to pay a fee in exchange for guaranteed placement on the search results page of search engines for a specific keyword search.
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Search Engine MarketingSearch Engine Marketing
Benefits of Search Engine Marketing:
• Potentially Reaches a US Audience of 100 Million People a Month
• Generates Highly Targeted Traffic to a Web Site• Accurate Performance Tracking by Search Source,
Keyword Phrase, Click-through Rate, Conversion Rate and ROI
• Higher Brand Recognition Value Compared to Other Media
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Free Listings – Organic or NaturalFree Listings – Organic or Natural
• Free Listings - Editorial, Natural or Organic • No Guaranteed Inclusion and Ranking
• No Control Over Ranking Positions
• Ranking is Determined by Search Engine Algorithms
• Limited Control Over Page Titles and Site Descriptions in the Listings
• Organic Results are Trusted - 60 Percent of Searchers Select Free Listings Over Paid Search Advertisements
• Web Sites Need to be Optimized In Order To Rank on the First Two Results Pages
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Free Listings – Organic or NaturalFree Listings – Organic or Natural
• Content Development– SEO copywriting, page titles and meta tag descriptions
• Code Optimization– Remove crawler barriers
• Navigation/Link Structure Optimization• Site Infrastructure Optimization– Resolve Web server issues
• Link Development– Link acquisition
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• Placement of Ads (Text or Display) on Related Content Pages Across Web Sites Through On-The-Fly Relevancy Keyword Detection or Past Behavior (e.g. Keyword Searches)
• Works Well for Informational Sites (News, Entertainment, Sports, Blogs)
• Content Advertising Networks: Yahoo Content Match and Google Adwords
• Blog Ad Networks: Pheedo, BlogAds.com
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Contextual Advertising Contextual Advertising
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RSS MarketingRSS Marketing
RSS Marketing/Content Syndication
Website content syndication through an RSS feed
- Create an RSS feed for your News and Events page
- Provide an RSS feed for Specials and product updates (Ecommerce websites)
- Send your RSS feed through email to an opt-in email list – E.g. using Feedburner (RSS Management System
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RSS Publishing
1. Subscribe to RSS Feed
2. New RSS file is created each time content is updated
3. Web site is pinged for RSS feed updates
4. When new version exists it is downloaded
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RSS MarketingRSS Marketing
Consumers Are Gaining More Control Over Media They Consume?
more control over how content is delivered - Control of the brand, messaging and advertising is moving increasingly from the marketer to consumer
- Consumers are gaining - “Ad skipping”, ad and pop-up blocking, email filtering, cookie deletion
- Internet technologies are allowing consumers to communicate better and define the message around products and services- Blogs, online forums, user review sites, podcasting, email
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Word of Mouth Marketing (WOMM) and Social Media Marketing (SMM)
WOMM Characteristics SMM Characteristics
Relies primarily on targeting “evangelists/influencers” to spread the word
Spreads by itself through the social web and relies on passing messages along from friend to friend
Requires excellent product or service “influencers” can use be excited, and talk about
Message needs to be cool, outrageous or provide exceptional value to attract attention and be passed along
Online and Offline (20% online) Online only
Generates brand-awareness, buzz and web site traffic
Generates brand-awareness, buzz and web site traffic
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- CGM is created through an online dialogue consumers/users are engaged in using online forums, blogs, wikis, podcasts and product review sites, social networking sites
- CGM is spread by “Influencers” (WOMM) or travels by itself through the social
web (SMM)
- CGM is relevant to the product and service experiences of consumers/users
- CGM is frequently archived online and indexed in search engines for access by other consumers or others looking for information
- CGM can be influenced, but not controlled by marketers
- CGM can be monitored and measured
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Consumer Generated Media (CGM)Consumer Generated Media (CGM)
- Word of Mouth Marketing - Finding and empowering the “influencers” who are already successfully
using products and services
- Online Word of Mouth Marketing - Evolved from spoken communication to include online consumer activities
using Internet technologies to create Consumer-Generated Media
- Does not dissipate after a conversation as in the offline world
- Online WOMM is growing – 20 percent of all WOM is currently happening online
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Word of Mouth MarketingWord of Mouth Marketing
- Give “influencers” and consumers something exciting to talk about
- Good product or service, excellent customer service
- Place product or services in the hands of “influencers”
- Target the right people – the “influencers"
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Making Online Word of Mouth Marketing Work (1)Making Online Word of Mouth Marketing Work (1)
- Start with “listening” online about what people are saying about your product to get the unfiltered insights
- CGM Monitoring- Blog Monitoring (Blog Pulse, Technorati), News Alerts, Online Discussion Forums, Del.icio.us Tag Analysis, RSS Feed
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Making Online Word of Mouth Marketing Work (2)Making Online Word of Mouth Marketing Work (2)
- Choose the appropriate online WOMM channels
- Actively engage with online WOMM channels through participation and dialogue to earn consumer respect
- Use “traditional” offline and online marketing and advertising to build initial awareness
- Test and improve the effectiveness of all channels
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Making Online Word of Mouth Marketing Work (3)
What is Social Media?What is Social Media?- Online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other and can be used to build and rally a community around
- Social Media is built on user generated content that can take many forms: text, images, audio and video
- Social Content Aggregators - Voting for content
- Shared Bookmark Sites - Voting for content through bookmark sharing
- Social network sites - Sharing of personal profiles
- Social media tools and platforms are websites where you can place and spread your marketing message
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Social Network Sites- MySpace- Facebook- LinkedIn (business)- VisiblePath (business)
Shared Bookmarks
- Del.icio.us- Furl- Shadow- Diigo
popularity enough to attract visitors, links and search engine rankings.
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Social Media Tools and PlatformsSocial Media Tools and Platforms
Social Media MarketingSocial Media Marketing
Social Media Marketing Campaign:
- The Creation and Distribution of Compelling Content and
Messages Through Social Media Tools and Social Media Web Sites
- Connecting with Customers Through Social Media Tools, Engaging with Them and Generating Content and
Discussion
- SMM Campaign Spreads by Itself with the Creation and Initial Planting of the Campaign
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Social Media MarketingSocial Media Marketing
Social Media Marketing Campaign Benefits:
- Drives Large Amounts of “Free” Traffic to an Ecommerce Web Site
- Online Marketing Diversification – Additional Channel for Branding and Traffic Generation
- Can be Used to Test a Start-up, Business or Idea
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Social Media MarketingSocial Media MarketingTips for Social Media Marketing (1)
Blog Search Engine (Technorati)- Keyword-optimize the page title and content of your blog post for
high ranking relative keyword searches
Social News Web Sites (Digg, Reddit, News vine)- Write useful content like “Tip lists” and How to’s” tag those with keyword rich tags to gain “diggs” from other users
Shared Bookmark Sites (Del.icio.us, Furl Shadow, Diigo)- Have your friends bookmark your site or blog with keyword- rich tags
- Post an article or create a video, photo image, podcast about your web site, business or specialty and include a link back to your site
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Tips for Social Media Optimization Forums- Find industry specific forums and online message boards (boardtracker.com, forumfind.com), participate and become a respected member and suggest your site wherever appropriate
Photosharing Sites (Flickr, Google Images)
- Post a product image or company logo to Flickr, keyword-optimize the image tag and include your website URL
Video Sharing Sites (YouTube)
- Create a video about your service or business, post it to YouTube, optimize your entry and include your URL
Podcast Directories (PodcastAlley, iPodder.org)
- Produce a podcast about your products, service or business, optimize the tags and list, include your URL and list it in podcast directories.
Social Media MarketingSocial Media Marketing
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