Internet Marketing in the Digital Age

www.linkedin.com/in/pulakbarua

Introduction

Internet marketingWhat is Internet Marketing?How to use Internet Marketing?Why to use Internet Marketing?

The Opportunity

Internet Marketing Strategy

Skillsets

Exercise / Case studies

Brands

Brand Communication Who can shout the loudest

How do You plan on standing Out

It's More important than ever:

– to know your customers– to know how to communicate with your customer– to deliver what they want, when they want it

Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and e-mail to drive direct sales via e-commerce as well as sales leads from Web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising like radio, television, newspapers and magazines.

Internet marketing can also be broken down into more specialized areas such as – Web marketing, – email marketing and – social media marketing

Introduction to Internet Marketing

• Web marketing includes e-commerce Web sites, affiliate marketing Web sites, promotional or informative Web sites, online advertising on search engines, and organic search engine results via search engine optimization (SEO)

• Email marketing involves both advertising and promotional marketing efforts via e-mail messages to current and prospective customers

• Social media marketing involves both advertising and marketing (including viral marketing) efforts via social networking sites like Facebook, Twitter, YouTube and Digg

Internet Marketing

Website Design

Search Engine Optimization

Email Marketing

Social Media Optimization

SMO….Social Media Engagement

Start With a Foundation of Data

Better Understanding of the Audience’s Needs

Bypass Gatekeepers and Interact Directly With Target Communities

Monitor & Measure Simultaneously

Put Employees on the Front Lines

FaceBook Fan Page

Delhi - 6,800,000 Mumbai - 5,200,000 Bangalore - 3,400,000 Hyderabad - 3,000,000 Chennai - 2,600,000 Kolkata - 2,400,000 Pune - 2,000,000 Ahmedabad - 1,300,000 Jaipur - 1,020,000 Surat - 800,000 Lucknow - 780,000 Indore - 680,000 Bhopal - 540,000 Nagpur - 520,000 Patna - 520,000 Kanpur - 420,000 Vadodara - 340,000 Vishakhapatnam - 300,000 Ghaziabad - 300,000 Thane - 220,000

Time Spent on Social Media

Content Marketing

Viral Videos

Mobile Advertisement

Mobile Web Advertising SMS Advertising MMS Advertising Mobile Video & TV Advertising In-App Advertising App Development

Analytics

The Opportunity

Indian Digital Advertising Market Growth

Industry-Wise Ad Spends

Internet Marketing Strategy

Identify ideal scenario Measure current position Determine waypoints Plan process

For starters, the concept of internet marketing might seem difficult and daunting. But by tackling each internet marketing tactic step by step, businesses can make it more manageable and start seeing results.

Skillset / Certification

eMail Marketing

Advance Web Marketing

Advance Search Marketing

Advance Social Marketing

Google Adword Program

Google Analytics Program

Web-trends Certification

Exercise / Case studies

Case 1Staff Bonuses and Internal Marketing

For this exercise, which is based on a recent media release, you will review Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales and profitability. But while profits are up, your task is to identify any concerns that they need to manage?

ACTIVITY/TASK SportsDirect.com is a large sporting goods retailer based in the UK. Founded in the late 1970′s, it is now the

UK’s largest retailer of sports clothing and accessories. The centerpiece of their marketing strategy is based around aggressive sales promotion tactics, using significant discounting on well-known brands such as Adidas, Nike and Reebok.

In July 2012, Sports Direct released details of a highly effective staff bonus scheme, which was helped the firm generate record profits. The very attractive bonus scheme introduced by Sports Direct is predicted (by the firm) to enable 2,000 of its 18,000 employees to each earn about £15,000 next month and a likely £36,000 next summer. According to Sports Direct chief executive Dave Forsey had been a “game-changer” and motivated staff to work harder.

In addition, its online sales had increased dramatically (by 82%), which prompted them to announce that their physical future would be “bigger but fewer” Sports Direct stores in the UK.

QUESTIONS

Explain why a staff bonus scheme is related to marketing. Do you think that it is a good idea to publicly announce the money value of this scheme to the public? Do

you think that some customers would prefer lower prices or perhaps start questioning the motivation of Sports Direct staff when they recommend products to them?

What is the likely impact of 16,000 out of 18,000 employees NOT participating in the bonus? Will these employees become more or less motivated?

Other than the bonus scheme, what other factors need to be present to help motivate staff?

Case 2From Bricks and Mortar to Online Retailing

In this exercise, you need to review the key findings from recognized industry forecasting firm regarding the potential impact of online retailing on traditional shopping centers and retailers. The challenge is to determine the best way forward for these traditional retailers.

ACTIVITY/TASK Traditional shopping centers (shopping malls) are under significant pressure to adapt to a changing

macro-environment, as shoppers demand more attractive experiences and increasingly move online. This prediction was made by property market forecaster BIS Shrapnel who expect that shopping centers

be challenged as online retailing takes a larger share of total shopping dollars, and as competition between established stores increases.

According to Senior Project Manager at BIS Shrapnel, Maria Lee, “If you’ve got a much lower level of turnover growth and you’re getting the internet taking share away, then it is a lot more difficult to cope with and certainly some shopping centers are going to get squeezed. We’ll see a gradual change in the tenancy mix and, hopefully, see shops becoming a little bit more exciting, in trying to create a point of difference between shopping in a physical store and shopping online.”

However, Ms Lee said, shopping centers were beginning to adapt, highlighted by the growth in beauty stores, cafes and restaurants at the expense of book stores, CD and DVD stores.

BIS Shrapnel’s Retail Property Market Forecasts and Strategies 2012 to 2022 report predicts growth in retail turnover to be 2.9% over the next five years. The report also indicates that online shopping would continue to take market share from bricks and mortar shops, peaking at around 15 to 20 per cent of total retailing.

QUESTIONS 1. What are the main macro-environmental forces in the above news item? 2. Do these forces/changes represent opportunities or threats for firms? Why? 3. Why are some retail formats growing (e.g. beauty stores), whereas others are declining (e.g.

book stores)? 4. If you worked for a major retailer, what would be your recommendations in order to survive and

prosper in this new environment?

Case 3Standard Website Metrics

The table below contains the standard top-level website metrics that every marketer needs to be familiar with. Your task is to assess the relative performance of these websites.

ACTIVITY/TASK QUESTIONS

1. What is the different between visits and visitors? What does CPC stand for? 2. Based on these results, which website has performed the best? The worst? 3. Which website has spent their CPC budget well? 4. What general advice would you have for each of them?

Case 4Return on Google Advertising

The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to determine how well they have performed and whether they should continue.

ACTIVITY/TASK

QUESTIONS

1. Why does Site A and Site C have the same number of actions completed, yet their other metrics are quite different? What are their respective strengths and weaknesses?

2. Based on these results, which website has performed the best? The worst? 3. What general advice would you have for each of them?

Case 5Adapting to the New Environment

This mini case study profiles the successful launch of Winkiwoo, a new division of a photo printing firm, which has successfully tapped into the new internet and digital world, with an innovated Facebook related photo product.

ACTIVITY/TASK A company from regional Australia (called Winkiwoo) has experienced tremendous success with their

innovative Facebook photo books product. Surprisingly, the new-to-the-world product, which was only launched five months ago, has already reached 80,000 in sales to customers in over 80 countries.

Basically the product allows consumers to utilize the photos they have put on Facebook to produce a tailored and attractive physical book.

Customers using the service simply install the Winkiwoo Facebook application and then select which of their Facebook photos they want to include in the book and place the order online. The book is then printed and sent back to the customer.

The firm saw an unmet market need and developed a new-to-the-world product solution. According to the general manager of its innovation division, Brendon Watson, “with digital photos, more photos are being taken than ever but (in ratio) less photos are being printed than ever … until now there wasn’t a way to take your memories from Facebook and put them in a nicely presented photo product. It allows the customer to create and physically touch their memories rather than just having them sitting on the Facebook servers forever.”

The product would have great appeal to regular Facebook users and in the gift market. Winkiwoo, is a division of Eastmon, which is a company used to run a chain of stores specialising in

developing film photographs – an industry that has all but died out along with analog film technology. Over the last several years it has shut down all of these stores and the company is now the largest printer of digital photos in Australia.

When a consumer orders a digital print or photo book from a leading retailer in Australia (such as, Harvey Norman, Bing Lee, Dick Simth, Big W, Camera House or Snapfish), it is likely that it is printed by Eastmon.

QUESTIONS 1. This is an example of a firm finding an opportunity in a changing environment. Do you

think that most established firms look at environmental change as an opportunity or a threat? 2. How could this firm protect itself against ‘copy-cat’ competitors? 3. Do you see this business venture as having long-term viability or do you think it is

probably a fad? Why? 4. Explain where this venture is on the product life cycle (PLC), as compared to where their

traditional printing business would be on the PLC.

Sources http://www.rediff.com/getahead/slide-show/slide-show-1--

gadgets-and-gaming-pics-the-canon-eos-70d/20130709.htm#1

http://anisesmithmarketing.com/2013/04/28/digital-marketing-targeting-your-audience/

http://www.infosys.com/brandedge/resources/Documents/digital-marketing-simplified-brandedge.pdf

https://www.google.co.in/search?q=the+4+p%27s+of+marketing&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a

https://en.wikipedia.org/wiki/Marketing_mix

https://www.google.co.in/search?q=the+4+p%27s+of+marketing&client=firefox-a&hs=Izs&rls=org.mozilla:en-US:official&tbm=isch&tbo=u&source=univ&sa=X&ei=j2veUbj3L4PEPbrPgNgH&ved=0CDYQsAQ&biw=1366&bih=562

http://www.mindtools.com/pages/article/newSTR_94.htm

http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/

http://books.google.co.in/books?id=U_NME4DT5W8C&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

http://www.greatideasforteachingmarketing.com/

Thank You

Pulak Baruawww.linkedin.com/in/pulakbarua