A Project on A study on New Trends in Internet Marketing and SEO

By: Amit Rathod Roll no: 511010724 Course: MBA Semester IV Sikkim Manipal University

Prepared by: Amit Rathod

Objectives of the presentation

Introduction to E-marketing Introduction to SEO Introduction of the company Loyal Web Solutions Current trends on E-marketing Email Marketing/ Chat sales using SEO Sales/ Lead conversion techniques Improvement in the business for E-marketing companies Statistics Conclusion Bibliography
Prepared by: Amit Rathod

Introduction to E-marketing
IT is the todays edge Concept of C2C, B2C marketing Safety and security concerns Easy shopping and comparing products Techno-savvy consumers Famous E-marketing companies in India tradus.in, ebay.in (earlier baazi.com), snapdeal.com, makemytrip.com
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Introuction to Search Engine Optimization (SEO)

Search engine is the new tool to reach the prospective customers Due to the Internet awareness, most of the people search for the products on the Internet before buying them How SEO works? Meta-tags Crawling Page ranks Back links
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Meta-tags
Every web-page is an HTML document <metatag> is the HTML tag that contains the information about the document. <metatag> can have keywords that describes the page content. It can also have a small description about the page.
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Crawling
The search engine is made on the principle to find the relevant pages for the keywords user has entered. Crawling is a program that searches all the web servers across the world. It looks into the meta-tags first for the keywords. It goes through each and every web page and returns the link and meta information to the user.

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Crawling (cont..)
Moreover, it also tries to check the relevance of the webpage (based on the content). The relevance helps the search result to sort and provide the most relevant information to the user.

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Page rank
The process of sorting the search results and showing the most relevant information is called page ranking and the individual web pages are given the page ranks. Traditional search engines were providing the page ranking only as per the content. Limitation: Due to unethical practices in the meta information, the chances of getting some irrelevant page getting higher rank increased.
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Back links
This method prevents the irrelevant pages to get higher ranks just based on the keywords The new search engine works on how many times your webpage has been visited once you have put your link on some other website. Based on this and several other algorithms, the back links page ranking was introduced. This technique provides average 20% more relevant and accurate information in most search cases.
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Browser Information and links visited

The web application developer also has access to the browser information and the pages a user has visited based on the cookie and other browser related information. This helps them in providing relevant information on what they want via Email/ Chat. This is discussed later in the presentation.
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Loyal Web Solutions

It is Ahmedabad based Web-designing and web-services company. Provides SEO solutions to the clients based on the algorithms and providing enough back links to popular websites. Provides support for database generation, e-mail marketing solutions. Provides SEO solution for LivePerson sales chat software for the clients.
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Current trends in E-Commerce

People search for the products on Internet on the sites like eBay, amazon, tradus, makemytrip, craiglist, etc. Several companies also provide the shopping cart on their website to help the customers buy online The customers who are interested in the products may also send an email via contact us page who wish to know more about the products. The online sales of products reduces the cost of sales and marketing and can help provide the customer the products at lower costs.

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Limitations
Though customers are aware about technology, theyre reluctant to use Internet banking, purchasing online. Some customers want the human touch. Sometimes they can not decide what they want and they need help in getting that product but dont buy because they could not ask about it to anyone. The customers want to contact one place for their any question regarding the products and wants the companies to save their information and preferences. This way, the company loses several online customers and therefore our focus is about how they overcome this situation with the new techniques.
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Email Marketing/ Chat sales using SEO

The new trends help the companies reach to a wider potential market. Most of the customers access e-mail and look for the relevant information via this medium. The companies now provide online chat support to give human touch to the online sales process and help the customers buy the product.
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Email marketing (Email database)

The email providers check the types of email a person reads, deletes, marks important etc. The content of such email help the email clients understand the preferences of the customer. Based on this, they create a mind map of the customer and this way a data base is created. This data base is then useful for the marketing companies. They send relevant emails regarding customer preferences. The limitation with this method is the spam filters and makes the email less viable medium for marketing as the customers starts ignoring the emails if not relevant.
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Email marketing (Business customers)

It is seen that the email marketing is most useful in case of the business users. Therefore, the techniques are employed to search email addresses of the business customers. Several companies provide such information like LinkedIn, hoovers, etc.. The database is pure and therefore there are less chances of the email getting to the spam. It means reaching more customers via email.
Prepared by: Amit Rathod

Email Marketing (Cont..)

Further, the goal of email marketing in the first email is just to take the attention of the customer and thus does not provide any offer or deal that further prevents such email go in the spam. Apart from this, the emails are sent individually to every user using the Customer Relationship Management tool. E.g. SugarCRM, salesforce, etc.
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Email Marketing (Cont..)

Once the emails are broadcasted based on the target customers, they receive several responses back. These responses provides the detail about their interest, preference etc. These are saved again in the CRM tools for further communication. With several of such communication, the product information is transferred and then the lead is further processed to make it to a sale.
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Objectives of Email marketing

The primary objective is not to sale the product. Should be used mainly for product promotions and new product/company information. The primary objective is the lead generation. The avg. ratio of the database v/s good leads in case of E-mail marketing is 3-5%. The leads are then converted to a sale over the phone, personal meeting etc. depending on the kind of the product/service. Mainly useful for the business customers/ corporate clients .
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Chat marketing/sales with SEO

Customer searches for a product on a search engine or on a website. Sometimes, the customers dont buy products just because they find it difficult to search the product they want. In such cases, based on the customers behavior on the search engine and the web, the website chat tool is popped-up to the customer that offers assistance. This way, the customer can interact with the company person directly and the employee on the other hand helps them the buy the product they want.

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Chat sales: A study

The Live Person is one of the pioneer company in providing the chat sales tools to the company. The Live Person tool captures the customers activity on the website and provides this information to the agent on the other side. This information/history helps the agent to assist the customer in helping them to close the deal over the Internet. Following few slides provides more information on this.
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Prepared by: Amit Rathod

Live Person customer window

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Live Person chat sales (cont..)

The Live Person chat console provides information about the customers location, customers web history. If the customer already existed in the companys database, the integration of the data with the CRM helps fatch the relevant data about the customer history, preferences etc. and based on that, the sales proposal/ chat communication is made. This helps the agents have control over the chat.
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LivePeson Agent console

Information about customers o Customer Location o The web page theyre currently on o The pages theyve visited on the website. o The purchases theyve made. o Their state on the website. o Their duration on the website. o The data theyve entered on the website.
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Live Person agent console (cont..)

Chat area The information about the current page data they entered Any error they encountered while continuing with the order process The billing information about the customers The number of customers currently on the website The number of agents currently logged in The agent state (online/away etc.)
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Live Person Agent console

The customer information helps the agent to make sales promotions/decisions or to offer deals. The agent state, number of persons on website helps the administrators/team managers to manage the work force and send the chat invitations to the customers on site currently. The SEO can help get more people on the website by generating more chat invitations in the search results.
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Benefits of the chat sales

On the spot deal closing. The sales person is live with the customers and gives the human touch to online shopping. The better online shopping experience make the customers visit the website for purchase again. Creating wider data base of customers with their preferences helps the company in market research. The data can be used for future cross selling, new product promotions. The online distribution is better for company. It saves the cost and gives more information about customer needs.
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Benefits of chat sales (Statistics)

Increased the likeliness of the customers to buy products by 20-30%. The online sales prevents the distribution channel cost and improves on cost and customer satisfaction The average conversion ratio for sales chat ranges from 15-25%. This is very high and very vital for consumer market. The average customer satisfaction is increased by 10%. The revenue is increased by 8%-10% by reaching the potential customers which was not possible to convert to deal due to the technology limitations.

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List of the popular websites using chat services

HP AT&T Vodafone Verizon Shaadi.com Makemytrip.com eBay.in Craiglist.com Apple and many more
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Conculsion
As the advancements in the Information Technology and E-commerce, the companies can reach to potential market with a human touch by using the email/chat marketing techniques and increase the business and market online.

Prepared by: Amit Rathod

A vote of thanks
I would like to thank the faculties of IIMT for their support in carrying out this project study. I would also like to thank Mr. Hardip Patel from Loyal Web Solution who have provided me with all the guidance and help needed throughout my project study.
Prepared by: Amit Rathod

Bibliography
http://www.google.com/support/webmaster s/bin/answer.py?answer=35291 http://www.solutions.liveperson.com www.salesforce.com www.wikipedia.com www.sugarcrm.com

Prepared by: Amit Rathod

Prepared by: Amit Rathod