ONLINE MARKETING

BY:- SAHIL SINGHANI

ONLINE MARKETING

• Online Marketing, also called online advertising or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

• It includes :- Email Marketing,

Search Engine Marketing (SEM),

Social Media Marketing,

Display Advertising (including web banner advertising),

Mobile Advertising.

Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.

6 BENEFITS OF ONLINE MARKETING1. Convenience

a). Enables you to be open for business around the clock.

b). Offering your products on the Internet is also convenient for customers.

2. Cost

a). Marketing products on the Internet costs less than marketing them through a

physical retail outlet.

b). You can order stock in line with demand.

3. Personalization

a). By tracking the web pages and product information that prospects visit, you can

make targeted offers that reflect their interests.

b).Helps provides data for planning cross-selling campaigns.

4. Reach

a). Helps overcome barriers of distance. If you want to sell internationally, you should

use localization services (include product modification to reflect local market differences).

5. Relationships

a). Provides an important platform for building relationships with customers and

increasing customer retention levels by sending a follow-up email to confirm the

transaction and thank the customer.

b). You can also invite customers to submit product reviews on your website, helping

to build a sense of community.

6. Social

a). Gives you the advantage of the growing importance of social.

TYPES OF ONLINE MARKETING

1) Search Engine Marketing

2) Email Marketing

3) Mobile Marketing

4) Video Marketing

5) Affiliate Marketing

6) SMS Marketing

1) SEARCH ENGINE MARKETING (SEM)

• Search Engine Marketing (SEM) is a form of online marketing that involves the promotion

of website by increasing their visibility in search engine results pages (SERPs) through

optimization and advertising.

WHY TO OPT FOR SEARCH ENGINE MARKETING

1). Lead Generation - SEM will drive targeted traffic to your site 24/7.

2). Cost Effective - Search engine traffic is more targeted which makes it easier for you to

convert prospects to customers

3). Brand Building - High visibility on search engines, shows prospects that your business is an

authority in your respective brand or industry.

2) EMAIL MARKETING

• Email marketing is usually used to refer to sending email messages with the purpose of

enhancing the relationship of a merchant with its current or previous customers.

• Encourages customer loyalty and repeat business, acquiring new customers or convincing

current customers to purchase something immediately.

• Email marketing can be done to either sold lists or a current customer database.

WHY TO OPT FOR EMAIL MARKETING

1). Low-cost - There are no print or postage costs and no fees paid in exchange for exposure

on a certain billboard, magazine or television channel

2). Target fans of your brand - Email marketing is one of the only channels that consumers ask

to receive.

3). Easy to share - Subscribers can forward brilliant deals and offers to their friends at the

click of a button

4). Immediacy - Due to the immediacy of email, a business can start seeing results within

minutes of its emails being sent

5). Global - Social media can help you spread the word amongst a global audience

3) MOBILE MARKETING

• Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile

marketing can provide customers with time and location sensitive, personalized

information that promotes goods, services and ideas.

"any marketing activity conducted through a ubiquitous network to which consumers are

constantly connected using a personal mobile device“

by Andreas Kaplan

WHY TO OPT FOR MOBILE MARKETING

1). Accurately reach your target market

2). Promote Mobile Campaigns at Lower Prices

3). Generate a Higher Response Rate

4). Collect Relevant and Accurate Customer Data

5). Have a relevant conversation with customers through location-based services

6). Have Effective two way communication and Customer Relationship Management

4) VIDEO MARKETING

• Video marketing is a new type of internet marketing and advertising in which business

create 2-5 minute short videos about specific topics using content from articles and other

text sources. The videos are then uploaded to various video sharing websites like

YouTube for distribution and exposure.

WHY TO OPT FOR VIDEO MARKETING

1). Customer watch more videos – 78% of people watch at least one video on YouTube every

weak

2). Video is mobile – online video now accounts for 50% of all mobile traffic

3). Video is easily searchable – 70% of top 100 Search listing on google are video results.

4). Efficiency – There are new ways to integrate site so that video messages can be easily

broadcasted via social media network

5). Conversions – A posted video can increase the odds of customer purchasing an item by as

much as 35%

5) AFFILIATE MARKETING

• Affiliate marketing is a type of performance-based marketing in which a business rewards one or

more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

• The industry has four core players:

1)The Merchant (also known as 'retailer' or 'brand')

2)The Network (that contains offers for the affiliate to choose from and also takes care of the payments)

3)The Publisher (also known as 'the affiliate')

4)The Customer. The market has grown in complexity, resulting in the emergence of a secondary tier of players,

including affiliate management agencies, super-affiliates and specialized third party Vendors.

WHY TO OPT FOR AFFILIATE CAMPAIGN

1). Partnerships and collaboration - The relationship between affiliate and merchant is a symbiotic one. Both affiliate and merchant benefit from having an affiliate partnership with each other.

2). Affiliâtes’ site content is relevant - Your affiliate should be somehow in line with your product or service for an affiliate marketing strategy to work.

3). More effective use of advertising budget - Every website is different in what amount they expect to be paid, but one thing is clear: performance based marketing allows you to waste less money in advertisement allocation.

4). Easy tracking - Affiliate programs often allow you to see certain things like click-through rates or views of your site as a result of a customer having viewed an affiliate web page.

5). Exposure - By having affiliates, you can have your product or service held out for the online world to see

6) SMS MARKETING

• An SMS campaign is a form of marketing that allows you to interact with your customers via

text. It’s similar to an email campaign, but is faster and easier to create since it requires no

creative other than an initial campaign to get your customers’ numbers, and your 160

character message.

WHY TO OPT FOR SMS CAMPAIGN

• SMS campaigns have extremely high open and opt-in rates, and help you reach a broad

customers base. Not everyone has a smartphone, but virtually everyone has a phone with

texting capabilities.

GLOSSARY

COST PER CLICK (CPC)

• Cost per click (CPC), also called Pay Per Click (PPC), is an internet advertising model used to

direct traffic to websites, in which advertisers pay the publisher when the ad is clicked

• The main purpose of CPC is to brand a particular website or merchant.

“The amount spent to get an advertisement clicked.”

COST PER INSTALL (CPI )

• Cost Per Install (CPI), is an internet advertising model used to direct traffic to an application,

in which advertisers pay the publisher when the application is install.

• “The amount spent to get an application installed.”

COST PER LEAD (CPL)

• Cost Per Lead (CPL), is an internet advertising model used to direct traffic to advertiser , in

which advertisers pay the publisher when every successful registration is generated or

delivered .

• The main purpose is to generate potential customers by

• “Advertiser only pays for successful registration under the terms of the agreement”

COST PER SALE (CPS)

• Cost Per Sale (CPS), is an internet advertising model used to direct traffic to advertiser , in

which advertisers only pay the publisher on every successful transaction or acquisition .

• The main purpose is to generate revenue for the advertiser / merchant

• “The %age of sale generated is paid to the publisher ”

AFFILIATE RECRUITMENT& MANAGEMENT

- SAHIL SINGHANI

TOPICS

• Affiliate types

• Affiliate recruitment do’s and don’t

• Best practices recruitment tools/ resources

• Factors that affect affiliate’s choice

• Challenges faced by recruiters

TYPES OF AFFILIATES

• Coupon/voucher sites

• Cash back sites

• Price comparison site

• Media buyers

• Email

• Content

COUPON/VOUCHER SITES

• These sites offers discount vouchers / coupons from most of the popular sites.

• Its an effective way of marketing, advertising and cost per sale campaign as customer are willing to purchase items at a discounted price.

• Customers / buyers get the best discounts under one roof.

• Utilize email database effectively to drive broad reach.

• Steps to recruit :-

1) Search engine

2) Search (any brand name + coupon)

CASH BACK SITES

• A cashback website is a type of reward website that pays its members a percentage of money earned when they purchase goods and services via its affiliate link

• Its an effective way of marketing, advertising and cost per sale campaign as customer are willing to purchase items at a discounted price.

• Requires robust tracking to ensure on sale is missed

• Steps to recruit :-

1) Search engine

2) Search (any brand name + cash back)

PRICE COMPARISON SITES

• A comparison shopping website, is a vertical search engine that shoppers use to filter and

compare products based on price, features, and other criteria.

• Its an effective way of marketing, advertising and cost per sale campaign as customer are willing

to purchase items at a discounted price.

• Most comparison shopping sites aggregate product listings from many different retailers but do

not directly sell products themselves

• Steps to recruit :-

1) Search engine

2) Search (keyword + compare)

CONTENT / BLOG SITES

• A blog is a discussion or informational site published on the World Wide Web and consisting

of posts typically displayed in reverse chronological order (the most recent post appears

first).

• Also referred as review websites.

• Its an effective way of marketing, advertising and branding campaign.

• Customers get a brief review of products and merchants.

MEDIA BUYERS

• Media buying, a sub function of advertising management, is the procurement of media real

estate at an optimal placement and price. The main task of media buying lies within the

negotiation of price and placement to ensure the best possible value can be secured for an

advertisement.

• Its an effective way of marketing, advertising and cost per click campaign as these

advertisements are generally to attract traffic to a particular website.

• The main purpose of such advertisements is create a brand name.

EMAIL

• Email marketing is directly marketing a commercial message to a group of people

using email.

• Email is usually used to sending email messages with the purpose of enhancing the

relationship of a merchant with its current or previous customers,

• Usually involves using email to send ads, request business, or solicit sales or donations

• Email is meant to build loyalty, trust, or brand awareness amongst the masses.

• Email marketing can be done to either sold lists or a current customer database.

DO’S

• Recruit relevant affiliates (example coupon, deal, price comparison, category specific

blogs)/ campaign specific.

• Take time to review affiliate site.

• Initiate contact via email/ phone.

• Have a defined follow up schedule.

DON’T

• Don’t limit your recruiting to only one type of affiliate or keyword.

• Email length (no one likes big emails be precise 150-200 words).

• Lack of personalization (use affiliate name and URL in your email).

• Don’t miss your USP’s for e.g. for OMG India we have following.

1). 100% transparency.

2). Save time with speedy and easy to use interface.

3). Track conversion and get detailed reports.

4). Best payouts in market for most of the programs.

5). Regular update on best offers, deals and coupons.

BEST PRACTICES AND RESOURCES

WHAT TO DO ?

1). Understand the business model and what motivates each potential affiliate

2). Don’t send mass emails

3). Set up a phone call

4). Educate affiliate about such things as bid policies, FTC (Fixed Term Contract) regulations

etc.

FACTORS THAT AFFECTS AFFILIATE CHOICES

When selecting a merchant or network to promote, what are the top four factors that sway

affiliate’s decision ?

1). Commission

2). Product and service relevancy

3). Affiliate network or tracking platform

4). Payment terms and methods

Brand awareness, merchant reputation, affiliate program reputation, marketing terms and

condition etc. are amongst the other factors that affects the affiliate’s choice.

CHALLENGES FACED WHILE RECRUITING

• Getting a response/ feedback.

• Getting a call from shy affiliates.

• Recruiting is only half the battle.

• Getting a new affiliate to become active and drive sales and lead

• Educating the affiliate about network interface.

STATISTICS ON ONLINE MARKETING

IN INDIA AND GLOBAL

- BY SAHIL SINGHANI

INDIA…….

Population Desity Opportunity Connectivity

In numbers Diversity Middle class Technology

1.2 billion + 22 scheduled languages Biggest middle income group in the world

Over 900 million mobile phone connections

Male – 650 million Female – 580 million

In addition :- HindiEnglish

Over 150 million mid income house holds

Over 130 million smart phones

52% population below 25 years of age

1700 plus dialects Growing consumptionsfrom cities

Over 200 million internet users

1,283,810,000 TOTAL POPULATION

TABLET USER MOBILE INTERNET USER

SOCIAL MEDIA USER INTERNET USER

1/120 1/10 1/13 1/6

INDIAN ONLINE POPULATION GROWS STEADILY73.9 MILLION INDIAN SURFED THE WEB

FASTES GROWING WEB CATEGORIES IN INDIA

11571

35906

11141

13390

8109

24278

7339

7221

0 5000 10000 15000 20000 25000 30000 35000 40000

Financial information / advice

Blogs

comparison shopping

Apparel

Blog category showed phenomenal growth adding 11.6m new users

Column1 Mar-12 Mar-13

Categories - Apparel Comparison Blog Site Financial Advice

YOY% change- 85% YOY 52% YOY 48% YOY 43% YOY

SOCIAL NETWORK CONTINUES TO GROW IN INDIA

FACEBOOK LEADS THE CHARGE

86%Indian web users visit social networking site

27%Increase in indian online video audience in last 12 month

28% Increase in facebook visitors in the last 12 months

217Mins spent on facebook by an average user

UNIQUE SEARCHERS IN INDIA GREW BY 28%

• India is now the fourth largest audience of searchers in the world after China, U.S. and Japan

• Advertisers ran online ad campaigns in September 2013

DIGITAL ADVERTISING IN INDIA

Media category 2012INR in million

2013INR in million

% change % market share

Television 140920 150186 6.6 41

Newspaper 137810 146079 6.0 40

Inetrnet 20576 27000 31.2 7

OOH 18000 19260 7.0 5

Radio 12723 13741 8.0 4

Magazines 8198 8198 0.0 2

Cinema 2275 2633 15.7 1

GRAND TOTAL 340502 367096 7.8 100

TOTAL ONLINE ADVERTISING SPEND IN INDIA

34

7

1035

41

FY 2011-2012INR 1750 CR

Display Mobile Social Media Email Vedio Search

29

10

1337

38

FY 2012-2013INR 2260 CR

Display Mobile social media Email Video Search

INDIA IS THE MOST ENVIABLE POSITION IN APAC FOR EXPLOTING DIGITAL

Countries Hong Kong Korea Australia China India Singapore

Marketing skill 0.67 1.8 2.0 0.82 2.3 1.4

Mind set 7.1 6.3 7.7 6.7 6.8 6.6

Market readiness 3.2 3.9 5.8 4.0 5.8 5.0

Organizational alignment

2.1 1.7 4.4 2.5 3.7 3.8