Making Internet Marketing Work

Shyam Malhotra

Session One

Introduction

Shyam Malhotra Yourselves

Evaluation Methodology

End term quiz of 33 % Group Presentations/ Project of 33 %

Formation of groups

Attendance 33 %

For the Next Session

Each group to choose a business Discussions / presentations would be in groups

Course Objective

To understand importance of Internet Marketing Judge its applicability in different situations How to make it work?

Coverage

Digital Marketing What is it ? Why is it important ? How is it different ? Who can use it ? To make it work Company Website Functionality Design Driving Traffic Managing transactions Other websites Selection Forms of advertising Search engines What do they offer Which ones to use ? How to use them ?

Emails Design Building the lists Spam laws Electronic exchanges What are they ? How to use them ? Service Enhancements / CRM Providing Interface Data collection & usage SMS Usage Integration

What is Internet Marketing?

Applying marketing principles to new internet / digital vehicles of communication Options include the net and mobile phones Both use technology This course focuses on the net & associated technologies Applicable to all areas of customer interaction introducing, selling & servicing

E-business

In general, e-business is used in the broadest sense. It includes buying and selling on-line, but also other aspects of online business activity, such as purchasing, tracking inventory, managing production and handling logistics, customer support services, supply chain management and collaboration.

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Source : emarketservices.com

Stages of e-Business
E Business E Commerce Integration Transaction Interaction Information

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Source : emarketservices.com

Internet Marketing Span

Market Research Lead Generation Presale support Postsale support Image Building

Information sharing Environment Scan Transaction Management Training

Why is it important ?

"I do not believe you can do today's job with yesterday's methods and be in business tomorrow." - Nelson Jackson

Why is it important?

Growth - Quantitative Impact Qualitative

Change in fundamental ways we do things Technologies that are spawning independent applications

Why?

Cost Cutting Competitive edge Acquiring new customers Servicing old ones New revenue streams from new services / products

WORLD INTERNET USAGE AND POPULATION STATISTICS

World Regions

Population ( 2010 Est.)

Internet Users Dec. 31, 2000

Internet Users Latest Data

Penetration (% Population)

Growth 2000-2010

Users % of Table

Africa

1,013,779,050

4,514,400

110,931,700

10.9 %

2,357.3 %

5.6 %

Asia

3,834,792,852

114,304,000

825,094,396

21.5 %

621.8 %

42.0 %

Europe

813,319,511

105,096,093

475,069,448

58.4 %

352.0 %

24.2 %

Middle East

212,336,924

3,284,800

63,240,946

29.8 %

1,825.3 %

3.2 %

North America

344,124,450

108,096,800

266,224,500

77.4 %

146.3 %

13.5 %

Latin America/Caribbean

592,556,972

18,068,919

204,689,836

34.5 %

1,032.8 %

10.4 %

Oceania / Australia

34,700,201

7,620,480

21,263,990

61.3 %

179.0 %

1.1 %

WORLD TOTAL

6,845,609,960

360,985,492

1,966,514,816

28.7 %

444.8 %

100.0 %

Whats in the online shopping kitty?

In the next six months Indians are most likely to buy Books (41%), Airline ticket/reservations (40%), and Electronic equipment like TV, Camera, etc. (36%) online. Other products and services that Indians incline to buy in the next six months include Tours/Hotel Reservations (29%), Event tickets (26%), Clothing/Accessories/Shoes (25%), Computer Hardware (24%), Videos/DVDs/Games (not downloaded) (22%), and Music (not downloaded) & Computer Software (not downloaded) (both 21%). From the Nielson Global Online Shopping Report 2010

Source

http://www.iamai.in/Upload/Research/Online %20DisplayAdvertisement_39.pdf PwC report 2009

The Tools

The Tools - Plus/Minus/Do/Dont/How to of each Company Websites Other Websites Search Engines Email Exchanges Blogs / Forums SMS

Who can benefit?

All can benefit in varying degrees Those who adapt will benefit Different benefits to

Information industries Service industries Manufacturing industries

Standard vs custom products / services

Applicability

All businesses will be impacted Not in a uniform manner At some places fundamental changes will occur

When?

Now But not in all aspects Which is the most important for you Depends on

Product / service offering Readiness of market Company need & readiness

To make it work

Nascent field Evolving continuosly Offers tremendous scope for out of box ideas Is more involved than first looks indicate needs constant integration Professionals who understand this will have an edge

Session 2

Building Great Websites

Understanding the Internet Mind

New culture, new communities Free in two senses Anonymous Global Lawless? Gigantic Real time

Who ?

Net savvy Connected Convenience oriented Young Impatient Learner

Pre start check List

Is there a strategy? Is the company ready? What is needed to make it ready? How to integrate into market strategy? Investments required?

Company Website

The company website is the first face that the customer sees. It has to reflect the companies treatment of customers It also needs to have a clear objective

Company Websites

Plus Serves as identity Can span information to integration Can be updated frequently Low cost Global

Minus Need traffic generation Large number Distinctiveness not easy May not have credibility Not easy to maintain

Company Websites

Do Have one Push it Make it useful Make it interactive Make it addictive Maintain it

Dont Overestimate utility Use as information dump Make it complex Scrounge Make & forget

Setting up websites

Domain Name which one? Server hardware purchase Server software Web strategy Site Design Marketing / maintaining site

Functionality Mantras

Entertain, Educate, Sell What is the objective for your business? Giving the right information Having the right interactivity Building addiction Have transactions going Integrate with rest of business

The Right Information

Content

Use selectively Use space well Update frequently Use search methods

The Right Design

Spaces keep white space Colors matching , mood , appearance Type face - universal Easy Navigation Site Map Elements manage numbers Scrolls Multiple Browser support Focus on ease of use Make a fast site

The Best Design

Website should be

Readable by 99.9 percent Attractive to 95 percent Impressive to 80 percent Amazing to 30 percent Useful to 100 percent

of your audience

The Right Interactivity

One to one

Email / Q & A / Live chats Groups/chats/forums/discussions Limited by speeds

Many to many

Traffic - Attracting / Retaining Customers

Use search engines Use email Use links / barters Remain in touch Advertise site Offer extras on site Encourage registrations

Building Addictivity

Contests & Prizes Sales & Offers Regularly updated content Resource centers/links Home page / favourite settings Serial Information Personalize

Getting Transactions Going

Provide selection assistance Ability to place orders Secure transactions Inventory, Finance other departments Needs a high technology focus All departments have to be IT enabled

Planning for integration

Customer Integration

Capture of information/service handling/ privacy/security

Company Integration

Consistency/completeness/correctness
Linkage with systems/applications design, orders

Supplier Integration

Online Offline Integration

Avoid

Broken links Too many clicks Pop ups Audio / video in excess Useless registrations

Sample Site

Sample Site

Sample Site

Sample Site

Sample Site

Sample Site

Mind Game 1.2

What are the BIG FIVE pluses for Internet based marketing? What are the BIG FIVE key enablers to make a great website? Use these to start creating your groups website

Session 3

Online versus traditional media for advertising

How is it Different?

Interaction

Ease of use Cost Continuity One to one, one to many, many to many Measurable Multiple Delivery Formats

How is it Different?

Information

Loyal vs Surfers Color vs B&W Static vs Dynamic One way vs Interactive Staggered vs Real Time response Small vs Large size Growing vs Wide reach Targeted vs General reach Fixed High vs Low Variable cost

How is it Different?

Transactions

Ease of completion Time to complete Safety Records Privacy

How is it Different?

Integration

Integration of information and processes Customer Integration Company Integration Supplier Integration

Compare with

Newspapers Magazines TV Radio Direct Mail Events / Conferences Sales Calls

Terminology

Banner Ads Click Throughs Page Views / Unique Visitors Impressions CPM Geotargeting Behavioural targeting

Websites as media

Plus Response can be more quantitative Messages can be targeted Interactivity is possible Have more traffic

Minus Traffic may not be relevant Traffic measures evolving Loyal visitors limited May lack credibility

Websites as media

Do Consider use Research,consider options/use services Remember the own website points

Dont Ignore completely Expect instant response Judge by low costs alone

Forms of advertising

Banners/Islands/Sidebars/Panels Pop ups / Pop Unders Interstitials Floaters Sponsored links Site/ Pages/Section capture Communities

Banners

Come in different sizes measured in pixels. No standards Can support text / gif / rich media Served by Mediaturf / Doubleclick / Bannerspace etc.
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Banners

Rates started from $ 50 CPM. Are down to 50 cents or lower Borrowed from print. Supply and utility pulled rates down. Branding power of banners is low Click through rates do not justify the cost Targeting and special sites can charge more Rates vary tremendously

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Banner Ad Sample

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Sidebars

Cannot be scrolled of the screen Provide large size Are not natural Can command rates of 2 3 times top banners

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Sample Ads

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The orange ad in the upper right is 250x250 pixels. Ads this size or larger can be found within the text of articles in some cases. They act like magazine ads that break up the text to get more attention.
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Many Banners

On this page you can see a narrow strip for Netscape at the top, a standard banner ad, a square AOL ad mid-page, and four smaller ads along the bottom.
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Hybrids

On this page there is a round WSJ button up top along with ads for Casio, Ubid and Radio Shack along the side. At the bottom there are tiny ads for four money sites along with small ads for CareerBuilder.com and WSJ.com.

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Pop Ups

Pop-up and pop-under ads annoy and take time to close. Whereas a banner ad might get two to five clicks per 1,000 impressions, a pop-up ad might average 30 clicks. Typically, a pop-up ad will pay the Web site four to 10 times more than a banner ad.

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Floaters 1
The Norton ad is completely animated, with four or five moving parts. The ad plays for about 15 seconds. Note that it does have a "Close" button
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Floaters 2

Floating ads are increasing because they get attention, are animated and may sound They "interrupt the program" and demand attention. Can take up the entire screen Have more branding power So far have a high click-through rate, averaging about 3 percent Can command prices upto $ 30 per thousand

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Built In Video
A small video ad appears in the right sidebar on this CNN page, with sound, and plays for 30 seconds. The reader can control the ad with the three buttons (Play, Pause, Stop) underneath the ad.

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Contracting Banner
When you first enter the page, the banner ad is large... ..and then shrinks to a normal size Buttons on the ad let you re-expand it if you choose to.

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Session Four

Choosing online media vehicles

Web Ad Strategy

Branding? Building traffic to website? Generating leads? Generating sales? Geography? Age group? Income Group?

Possibilities

Media sites Newsgroups Affliates

Web Ad Questions

Alignment with target market What are the optional sites? What type of advertising is on offer? What is the ad density? How is the ad selection done for display? What are the costs? What are the competitive costs? What is my objective?

Making Ads Effective

Post ads on content related pages Advertise product/service not site Link ad to relevant part of website Put ads at the top of the page Use simple messages,animated messages Invoke curiosity Keep ad size small for speed

Ad Networks

Serve ads on many sites Provide real time reports with software Large number of them available

Monitoring the data

Hits / unique visitors Page views / Impressions - CPM Click throughs Conversion Rates Value of orders Cost per sale Brand issues type of visitor/type of website etc

Indian sites rankings

Commercial Information

http://www.businessworld.in/index.php/Big-Media-Goes-Online.html