Wd & im session b2_marketing through internet_april 26,2010

Web Designing & Internet Marketing

Session 2: MARKETING THROUGH INTERNET

What we are gone cover in this session ?

Internet to Enhance Existing Products / Services

Internet to Promote & Recruit New Customers

Web Designing & Internet Marketing

Branding

• Main categories – Online Entity– Established brand want to come online – New Business– Redesign /Rebrand

Three Steps to Building an Online Brand1. Look good,2. Get noticed,3. Build trust.

What required to create brand:(From scratch, or redesign/ rebrand)• Logo design• Broachers, online Banners, flyers• Presentation• Multimedia Services (Corporate Videos,

Screencast, Podcast)• Include the services required for creating

web presence• Corporate email• Creative Services: Tag line, contents• Online Marketing• Feedback management (Discuss with the

people, people can post reviews, talk about the product /services)

• Quality Services (Build trust in customers)• Reports & Analysis

• Web presence• Preserve valuable electronic

content • To provide background information

about a business, organization, or service.

• Discuss with people on various topics

• dedicated to dispensing news and commentary

• To provide a platform on which people can praise or disparage what is featured

• To provide platform on which people can post reviews for products or services

Brand as a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.Philip Kotler – Author book “Marketing Management Millennium Edition”

When it requires? … to whom How to make it?

Web Designing & Internet Marketing

Sales & Marketing

• Online sales• Online transactions• Product review

• Offering goods and services for online sale and enabling online transactions for such sales.

• Discuss with people on various topics• To provide a platform on which people can

praise or disparage what is featured• To provide platform on which people can post

reviews for products or services

When it requires? … to whom How to make it?

Services required:• Web presence• Branding• Sales functionalities

Web Designing & Internet Marketing

Internet to Enhance Existing Products / Services

• Visibility• Global presence• Two way, multi way communication• Dynamic

Web Designing & Internet Marketing

Internet to Promote & Recruit New Customers

• International & Domestic Audience• Marketing Strategy

• How to promote… Google Ad sense

What is AdWords?

A Google

Service of

Sponsored Ads

Pay only if people click your ads.

Create Simple, Effective Ads and Display

them

Adwords are displayed when user makes a search

Textual

Image

Animations

Videos

Local Business

Mobile

Google Ads can be

Google AdWordsMaximize your ROI. Attractnew customers. Sign up today.www.example.com

Description

Title

Display URL

A textual ad looks like this

Building Blocks to Paid Search

Title (25 Characters)

Ad Description (35 characters per

line

with 70 characters total)

Display URL (35 characters)

Reach of Google AdWords

Google AdWords covers as much as 80% of Internet

users in the United States.

Position Matters for PPC

In Pay Per Click (PPC) Position

Matters Most

Adwords campaigning requires

research due to growing

competition

If ads are not appropriately worded, or if all look alike

searchers would prefer natural results instead

Take some time and look how your ads differ from

your competition.

Position Matters for PPC

Keyword Bid

Keyword and Ad Copy

Relevancy

Landing Page Relevancy

Other Relevancy Factors

Ad position is determined by “bids” plus

relevancy factors.

contd..

Target Audience

Ads can be specifically targeted to

relevant people.

Ads will not be shown to users with

low probability of making a

purchase

Maximum return on advertising

investment is gained

Reasonable Cost

Choice of the rate for each click

of ad

No minimum spending limit

imposed though an upper limit

per day can be set

You can edit your budget settings

at any time

Editing facility is available for ads.

Account settings can be edited any time, 24 hours a

day, 7 days a week.

Ads start running for the first time almost

immediately after you activate your account

Flexibility and Control

Google AdWords offers high degree of flexibility and control,

it's an effective marketing tool to help advertisers

AdWords Versatility

Determine customers metrics to ensure success

ObjectiveSuccess Measurements

Build Brand Awareness

Generate sales or conversions

Generate leads

Targeted ImpressionsQualified visits to your site

Event RegistrationNews letters registrations

Sales conversionsSite registrationscatalog request

Language and Location Targeting

You can target your ads to any location or

any language around the globe.

This localization increases the appeal of your

ads over a wide variety of audiences.

AdWords Tracking

AdWords Tracking can be done

with Google Analytics

Google Analytics provides the

following useful reports :-

Performance data for all ad campaigns

How visitors use your website

AdWords Tracking

With Google analytics we can: -

Measure return on investment on all the

efforts

Identify areas of improvement by evaluating

visitors navigation

Track revenue & conversion rates

Track any browser – based events like flash

Define user segments and analyze the

behavior of each segments

Analyze the AdWords account

AdWords Tracking

Where are site visitors coming from?

Where & why are visitors back out my shopping

cart?

Is my website design is user

friendly?

Which marketing efforts are most effective?

What keywords people use to find

my website?

Google Analytics can provide answer to your every question

Thank you !!!

Contact:[email protected]