Internet Marketing

Milko LorinkovIvaylo Dimov

Hristo Georgiev

Definition

eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.

With other words…

“…identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, wants, desires, wishes digitally.”

Internet Marketing Trends

Bulgaria EuropeHouseholds with Internet 30% 65%

Online Shopping 5% 40%

Internet Marketing Trends

Internet Marketing Trends

Outbound Marketing

Inbound Marketing

E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

WebsiteDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SearchEngine

Optimization

SearchEngine

Advertising

SocialMarketing

OnlineReputation

Management

BusinessBlog

MarketingPodcasting WOMM

SocialMedia

Marketing &Optimization

© Advanced Media Productions, 2007

Rethinking the Marketing

• Telemarketing• Outdoor• Direct marketing• E-mail campaigns• Print Ads• TV/radio Ads

• SEO/SEM• Blogs• Social Networks• RSS• Free books• Social PR

Interruption Based Permission Based

Benefits of eMarketing

• businesses now have a truly global reach• range of products and services• two-way communication channel• provide an immediate impact• greater buying power• access to the niche markets• relatively inexpensive• measurable

Website Development

E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

WebsiteDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SearchEngine

Optimization

SearchEngine

Advertising

SocialMarketing

OnlineReputation

Management

BusinessBlog

MarketingPodcasting WOMM

SocialMedia

Marketing &Optimization

© Advanced Media Productions, 2007

Website development

• Lead Generator web site - promotional web site for branding, informational

• E – commerce web site – help customer select the brand even if he will not buy it from store

• Information architecture web site

Now WHAT?

WOW, we have a site!

SEM

E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

WebsiteDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SearchEngine

Optimization

SearchEngine

Advertising

SocialMarketing

OnlineReputation

Management

BusinessBlog

MarketingPodcasting WOMM

SocialMedia

Marketing &Optimization

© Advanced Media Productions, 2007

What is SEO and SEM

25% of SEO = onsite

Title

URL

Text and links

META Description

75% of SEO = link building

• The popularity of the pages that link to you influences your popularity

• Collect quality links from good authority websites

• Link> banner

• Choose the rights text of the link

Online Display Ad & Rich Media Advertising

E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

WebsiteDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SearchEngine

Optimization

SearchEngine

Advertising

SocialMarketing

OnlineReputation

Management

BusinessBlog

MarketingPodcasting WOMM

SocialMedia

Marketing &Optimization

© Advanced Media Productions, 2007

Display Ads

Display Ad & Rich Media

• Placement of text ad links, banners, expandable banners, rich media, video ads

• Various targeting options – contextual, behavioral, geographical

• Extensive reach through vertical web portals, ad networks, ad exchanges and CPA networks

• Generates targeted sales, leads, builds brand awareness

Display Ad Price Models

• CPM – cost per thousand (Mile)– Fixed price per 1000 views– Hard to monitor and verify

• PPC – pay per click– Fixe price every time s.b. clicks on the link– Google Words

• PPA– You pay per specific action

E-Mail Marketing

E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

WebsiteDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SearchEngine

Optimization

SearchEngine

Advertising

SocialMarketing

OnlineReputation

Management

BusinessBlog

MarketingPodcasting WOMM

SocialMedia

Marketing &Optimization

© Advanced Media Productions, 2007

E-Mail Marketing

• No not a spam!

• Highly targeted

• Cost effective

• Customizable

E-Mail MarketingStep by Step

• List building and Management

• Design

• Newsletter Components

• Deployment

• Tracking and Reporting

Affiliate Marketing

E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

WebsiteDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SearchEngine

Optimization

SearchEngine

Advertising

SocialMarketing

OnlineReputation

Management

BusinessBlog

MarketingPodcasting WOMM

SocialMedia

Marketing &Optimization

© Advanced Media Productions, 2007

Affiliate Marketing

Affiliate Examples

Social Marketing

E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

WebsiteDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SearchEngine

Optimization

SearchEngine

Advertising

SocialMarketing

OnlineReputation

Management

BusinessBlog

MarketingPodcasting WOMM

SocialMedia

Marketing &Optimization

© Advanced Media Productions, 2007

Social Media Phenomenon

• Huge amount of users

• Based on permission not on interruption

• Contagious

• FREEEE!

Social Media in Plain English

Cross channel marketing integration

• Mix the channels

• Don’t fix the budget for one channel

• Channels are blurred – tv on mobile

• 67% of the brands run cross-channel marketing campaigns

The Most Common Mistakes of eMarketing???

Resources• http://www.slideshare.net/kameran/principles-of-internet-marketing• http://www.slideshare.net/AdvancedMediaProductions/email-social-media-and-se

arch-in-the-overall-marketing-mix-presentation• http://video.google.com/videoplay?docid=-6536094581177302180&ei=UXciS6euJ

ZvE2wLcw-nlAw&q=Planning+and+Integrating+a+Targeted+Internet+Marketing+Campaign&hl=en&client=firefox-a#

• http://www.slideshare.net/HubSpot/seo-101-search-engine-optimization-basics-hubspot

• http://www.quirk.biz/resources/home• “Новите правила на маркетинг и PR” – Скот, РОИ Комюникейшънс