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Introduction To Social Media: Online Marketing

The document provides an introduction to social media and online marketing. It discusses how online marketing relies on websites, emails, social media and mobile apps to promote products and services. The key differences between traditional and online marketing are that online marketing is more measurable, cost-effective and efficient for brand building. The document outlines the major components of online marketing, including market research, keyword research, SEO, web analytics, online advertising, mobile advertising, content marketing, blogs and more.

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Sateesh Kumar
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71 views21 pages

Introduction To Social Media: Online Marketing

The document provides an introduction to social media and online marketing. It discusses how online marketing relies on websites, emails, social media and mobile apps to promote products and services. The key differences between traditional and online marketing are that online marketing is more measurable, cost-effective and efficient for brand building. The document outlines the major components of online marketing, including market research, keyword research, SEO, web analytics, online advertising, mobile advertising, content marketing, blogs and more.

Uploaded by

Sateesh Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Introduction to Social Media

Online Marketing
Introduction

“Internet marketing is like digging a gold mine. 97% people focus on 99% dirt and
keep complaining. 3% people focus on 1% gold and keep it collecting.”
Introduction

Marketing is carried out with the intent of reaching out to a maximum number of
people in exchange of minimum cost. When Internet was still in its formative years,
marketing people used to depend on traditional media such as television, radio,
handbills, billboards, newspapers, and magazines.
Today, the Internet is premium source for promoting your business. There has been
a rapid rise in the number of internet users since last few years. Thus Internet is the
lucrative place to promote the business.
What is Marketing

As defined by the American Marketing Association, “marketing is the activity, set of


institutions and processes for creating, communicating, delivering, and exchanging
offers that have value for customers, clients, partners, and society at large”.
Marketing changes the perspective of a person. There are two approaches of
marketing −
 Traditional marketing
 Online marketing
What is Online Marketing?

Online marketing is advertising and marketing the products or services of a business


over Internet.
Online marketing relies upon websites or emails to reach to the users and it is
combined with ecommerce to facilitate the business transactions. In online
marketing, you can promote the products and services via websites, blogs, email,
social media, forums, and mobile Apps.
Online marketing is also termed as Internet marketing, Web marketing, or simply,
OLM.
Difference b/w Traditional and Online Marketing

The goal of traditional marketing and online marketing are same − To attract and
drive visitors of advertise to buy the product thereby increasing the business profit.
Let us see the difference between two approaches now −

 It is difficult to measure. You cannot  It is measurable. You can know the


know how many people read your number of people who viewed the
advertise and how many took online advertise, and the number of
favorable action upon viewing it. ones who purchased the product.

 It is not cost-effective.  It is more cost-effective.

 It is not so good for brand building.  It is fast and efficient for brand building.
Difference b/w Traditional and Online Marketing

 In some way, it interrupts regular  It is not interrupting. The user can


activities of users such as television attend online advertises as per his/her
advertises interrupt the program you convenience and preferences.
are watching, billboards divert focus of
the driver, etc.  It can provide maximum information
about the product or service, offers,
 It may leave users’ queries unanswered and transactions.
as printing or narrating complete
information about the product or
service may not be always feasible.
Components of Online Marketing

Online marketing has various components as shown in the illustration below −

Here in this tutorial, we will provide an insight into each of these components one
by one in detail.
Market Research

Business organizations need to set clear objectives and strong market understanding. To research
the market, you can −
 Review your website traffic.
 Review the Ad conversion rates.
 Review the queries asked by your existing customers.
 Identify the customers’ pain points that they post on various platforms such as yahoo answers,
blogs, social media, and other sites.
 Anticipate and compile a list of Frequently Asked Questions FAQs with their clear answers and
align them to customers’ pain points.
 Include the fact sheet about product if required.
Keyword Research

Choosing a correct and relevant set of keywords can help design a crisp and
persuasive advertise for online marketing. Before accessing any keyword research
tool, ask yourself −
 What is the purpose of this web page?
 How clearly can I state the conversion event?
 Have I clearly answered all the pain points that users might look for on this page?
 Which phrases the users might enter while looking for a solution?
 Are my keywords relevant to the users’ intent?
SEO Friendly Website

Mapping the right keywords around the users’ pain points in a hierarchical manner
makes an effective website. You need to categorize the keywords in a thematic
order and then link the respective articles to the keywords. This makes the website
easy maintain.
Web Analytics

The ultimate goal of analytics is to identify actionable insights on monthly basis


which can help to make favorable changes to the website gradually. This in turn
ultimately leads to strong profits in long term.
Online Advertising

It is placing crisp, simple, and tempting Ads on the websites to attract the viewers’
attention and developing viewers’ interest in the product or service.
Mobile Advertising

It is creating awareness about the business and promoting it on smart phones that
people carry with them inseparably.
Search Engine Optimization SEO

It is the activity of optimizing web pages or complete website in order to make


them search engine friendly, thus getting higher position in the search results. It
contributes to overall rankings of the keywords through influencing factors such as
appropriate titles, meta descriptions, website speed, links, etc.
Social Media Marketing

It includes creating profiles of your brand on social media platforms such as Google
Plus, LinkedIn, Pinterest, Twitter, Facebook, etc. It assures that you remain
connected to the existing or potential customers, build awareness about the
products and services, create interest in and desire to buy your product, and
interact with the customers on their own terms and convenience.
Email Marketing

You can interact with the customers to answer their queries using automatic
responders and enhance the customer experience with your website.

You can offer the options such as signing-in to subscribe to your newsletter. You can
make the emails catchy and crisp, so that they don’t make recipients annoyed. Also,
you can use selected best words in the subject line to boost the open rate.
Content Marketing

It includes creation and sharing of media and publishing the content in order to
acquire and retain customers.
Blogs

Blogs are web pages created by an individual or a group of individuals. They are
updated on a regular basis. You can write blogs for business promotion.
Banners

Banners are long strips of cloth with a slogan or design. They are carried for
demonstration, procession, or hung in a public place. There are internet banners in
parallel to tangible banners for advertising.
Internet Forums

They are nothing but message boards of online discussion websites, where people
posts messages and engage into conversation.

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