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Transcript of MIT Project Final Doc
8/7/2019 MIT Project Final Doc
http://slidepdf.com/reader/full/mit-project-final-doc 1/15
PROJECT TRIMESTERWEB MARKETING
Members:-
Project Preface
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Internet marketing, also referred to as i-marketing, web-
marketing, online-marketing, or e-Marketing, is the marketing
of products or services over the Internet.
The Internet has brought media to a global audience. The
interactive nature of Internet marketing in terms of providing
instant response and eliciting responses is a unique quality of the
medium. Internet marketing is sometimes considered to have a
broader scope because it not only refers to the Internet, e-mail, and
wireless media, but it includes management of digital customer
data and electronic customer relationship management (ECRM)systems.
Internet marketing ties together creative and technical aspects of
the Internet, including: design, development, advertising, and sales.
Internet marketing also refers to the placement of media along
different stages of the customer engagement cycle through search
engine marketing (SEM), search engine optimization (SEO),
banner ads on specific websites, e-mail marketing, and Web 2.0strategies. In 2008 The New York Times, working with comScore,
published an initial estimate to quantify the user data collected by
large Internet-based companies. Counting four types of interactions
with company websites in addition to the hits from advertisements
served from advertising networks, the authors found the potential
for collecting data upward of 2,500 times on average per user per
month.
Objectives & Scope
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Internet marketing is associated with several business models:
e-commerce — this is where goods are sold directly toconsumers (B2C) or businesses (B2B)
Publishing — this is the sale of advertising
lead-based websites — this is an organization that generates
value by acquiring sales leads from its website
affiliate marketing — this is process in which a product or
service developed by one person is sold by other active seller
for a share of profits. The owner of the product normally
provide some marketing material (sales letter, affiliate link,
tracking facility).
local internet marketing - this is the process of a locally
based company traditionally selling belly to belly and utilizing
the Internet to find and nurture relationships, later to take those
relationships offline.
blackhat marketing - this is a form of internet marketing
which employs deceptive, less than truthful methods to drive
web traffic to a website or affiliate marketing offer. This method
sometimes includes spam, cloaking within search engine result
pages, or routing users to pages they didn't initially request.
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There are many other business models based on the specific
needs of each person or the business that launches an Internet
marketing campaign.
One-to-one approach
The targeted user is typically browsing the Internet alone therefore
the marketing messages can reach them personally. This approach
is used in search marketing, where the advertisements are basedon search engine keywords entered by the user.
And now with the advent of Web 2.0 tools, many users can
interconnect as "peers."
Appeal to specific interests
Internet marketing and geo marketing places an emphasis on
marketing that appeals to a specific behavior or interest, rather than
reaching out to a broadly-defined demographic. "On- and Off-line"marketers typically segment their markets according to age group,
gender, geography, and other general factors. Marketers have the
luxury of targeting by activity and geolocation. For example, a
kayak company can post advertisements on kayaking and canoeing
websites with the full knowledge that the audience has a related
interest.
Internet marketing differs from magazine advertisements, where
the goal is to appeal to the projected demographic of the periodical,but rather the advertiser has knowledge of the target audience—
people who engage in certain activities (e.g., uploading pictures,
contributing to blogs)— so the company does not rely on the
expectation that a certain group of people will be interested in its
new product or service.
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Geo targeting
Geo targeting (in internet marketing) and geo marketing are themethods of determining the geolocation (the physical location) of a
website visitor with geolocation software, and delivering
different content that visitor based on his or her location, such as
country, region/state, city, metro code/zip code,
organization, Internet Protocol (IP) address, ISP or other criteria.
Different content by choice
A typical example for different content by choice in geo targetingis the FedEx website at FedEx.com where users have the choice to
select their country location first and are then presented with a
different site or article content depending on their selection.
Automated different content
With automated different content in Internet marketing
and geomarketing, the delivery of different content based on the
geographical geolocation and other personal information isautomated.
Barriers & Limitations
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• Internet marketing requires customers to use newer
technologies rather than traditional media. Low-speed
Internet connections are another barrier.
• If companies build large or overly-complicated websites,
individuals connected to the Internet via dial-up connections
or mobile devices experience significant delays in content
delivery.
• From the buyer's perspective, the inability of shoppers to
touch, smell, taste or "try on" tangible goods before making
an online purchase can be limiting. However, there is anindustry standard for e-commerce vendors to reassure
customers by having liberal return policies as well as
providing in-store pick-up services.
• A survey of 410 marketing executives listed the
following barriers to entry for large companies looking to
market online: insufficient ability to measure impact, lack of
internal capability, and difficulty convincing senior
management.
KEY LEARNINGS & FINDINGS
• Web marketing is fun and easy.
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• In terms of online visits, content is the king.
• Every website, blog or application that needs web marketing
should have a USP (unique selling point).
• Bulk mails generate fewer visits than viral mails.
• Social networking websites such as Facebook and orkut andMyspace are excellent tools for web marketing.
• SEO is very important for the success of your blog, website
or application.
• Use of correct labels and keywords is very important for our website to become visible via online search.
• Periodic mails if become daily turn into a spam, thus avoid
repeated mail unless the follower has subscribed for it.
Project Data/ Charts/ Analysis Wee
k
Hardik Pradeep Latesh Henal Mervin Gaurav Sidhant
12 BREFING
3 Content Content Promotion Content Promotion Bulk Bulk
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developme
nt
develpome
nt, Bulk
Mailing,Promotion
on orkut.
on Orkut on
facebook.
Contentdevelopmen
t.
development. on social
networkin
gsites(Twitt
er &
Facebook)
mailing,
Promoti
on onorkut
mailing,
promotio
n onFacebook
4 Created
search
enginesubmission
and
created
blog
Created
Search
Engine,and
Created
Blog
Bulk
mailing and
promotingcommunity
on orkut.
CreatedSear
ch engine.
Promotion
through
SMSs, &Bulk
mailing
Promoti
on of
Blogand
games.
Promotin
g the
Mclubzone group
on
facebook.
5 Promoting
Games
through
bulk mailing
andcreating
community
on orkut.
Promotion
of
individual
links of games via
mail.
Promotion
through SMSs, &
Bulk mailing
Bulk mails
and SMSs,
and
promotionon Twiter
andFacebook.
Bullk
mailing,
and
promotion on
facebook and
twitter.
6 GoogleAnalytics
Googleanalytics
and created
promotionon Orkut.
Content
upgradation.
Createdrelated
communitie
s on orkut,bulk
mailing.
Contentupgradation.
Co- ordinatedwith the
Management team
of www.mclubzone.c
om
7 Bulk
mailinglinks of
different
games and
promotingin
communiti
es.
Promotion
of entirewebsite on
facebook.
Bulk
mailing.
Got the Official
Google Analytics
Promotion
onfacebook
and bulk
mailing.
Bulk
mailing,and
promotio
n on
orkut.
Bulk
mailingand
promotio
n on
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Conclusion
Web Marketing is the future of the Marketing world, with websites
like AMAZON & EBay doing huge business on the World Wide
Web more and more consumers are shifting to the internet than the
Television. Soon of not already we will see the internet taking over
the television industry. With that in mind this project has helped up
realize the effort it takes to really run an effective web marketing
campaign.