Use of internet as a marketing medium

Use of Internet as a Marketing Medium

Usage of Internet through PC & Mobile

What is Internet Marketing ?

• Now a days internet has become an integral part of most of our lifestyle. “Achieving organizational or individual goals by satisfying target market’s needs and wants effectively by using internet as a medium is called Internet Marketing

• Internet Marketing includes SEO and additional online marketing tools one can use to gain the attention of potential customers. Different kind of internet marketing techniques listed on next slide work to reach more and more people on internet and drive interested people to the website and allow to compete more effectively.

What kind of Change came in Market ?

Types of Internet Marketing

• E-Mail Marketing

• Social Media Marketing

• Blog marketing

• Pay Per Click (PPC) advertising

• Interactive Marketing

E-Mail Marketing

E-Mail Marketing

• It is the easy, effective and affordable way to keep customers attract and coming back to one site.

• This is a form of direct permission based relationship marketing, which uses E-mail as a means of communicating messages to the target audience.

• An email marketing campaign allows businesses to promote a new product, send information about an upcoming corporate event or share important news about their business, products and services using attractive email newsletter to stay in regular touch with them and build strong customer relationships. It is best way to keep in touch.

Why E-Mail Marketing ?

E-mail Funnel

Generate E-Mail

E-Mail Marketing Cycle

Social Media Marketing

What is Social Media Marketing ?

• Social media marketing refers to the process of gaining traffic or attention through social media sites.

• Social media marketing primarily covers activities involving social sharing of content, videos, and images for marketing purposes.

• Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Social Media Marketing

• Social media marketing can help with a number of goals, such as:

1. Website traffic

2. Conversions

3. Brand awareness

4. Creating a brand identity and positive brand association

5. Communication and interaction with key audiences

TEN Laws of Social Media Marketing

1. The Law of Listening

Success with social media and content marketing requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them.

2. The Law of Focus

A highly-focused social media and content marketing strategy intended to build a strong brand has a better chance for success than a broad strategy that attempts to be all things to all people.


3. The Law of Quality

Quality trumps quantity. It’s better to have 1,000 online connections who read, share and talk about your content with their own audiences than 10,000 connections who disappear after connecting with you the first time

4. The Law of Patience

Social media and content marketing success doesn’t happen overnight. While it’s possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit to the long haul to achieve results.


5. The Law of Compounding

If you publish amazing, quality content and work to build your online audience of quality followers, they’ll share it with their own audiences on Twitter, Facebook, LinkedIn, their own blogs and more.

This sharing and discussing of your content opens new entry points for search engines like Google to find it in keyword searches. Those entry points could grow to hundreds or thousands of more potential ways for people to find you online.


6. The Law of Influence

Spend time finding the online influencers in your market who have quality audiences and are likely to be interested in your products, services and business. Connect with those people and work to build relationships with them.

If you get on their radar as an authoritative, interesting source of useful information, they might share your content with their own followers, which could put you and your business in front of a huge new audience.


7. The Law of Value

If you spend all your time on the social Web directly promoting your products and services, people will stop listening. You must add value to the conversation. Focus less on conversions and more on creating amazing content and developing relationships with online influencers.

8. The Law of Acknowledgment

You wouldn’t ignore someone who reaches out to you in person so don’t ignore them online. Building relationships is one of the most important parts of social media marketing success, so always acknowledge every person who reaches out to you.


9. The Law of Accessibility

Don’t publish your content and then disappear. Be available to your audience. That means you need to consistently publish content and participate in conversations. Followers online can be fickle and they won’t hesitate to replace you if you disappear for weeks or months.

10. The Law of Reciprocity

You can’t expect others to share your content and talk about you if you don’t do the same for them. So, a portion of the time you spend on social media should be focused on sharing and talking about content published by others.

Blog Marketing

What is Blog Marketing ?

• A weblog, also called a blog, is a journal that is maintained by a blogger and contains information that is instantly published to their blog website. Blogging is a very popular activity. The number of online users creating and maintaining blogs has increased dramatically over the past year. The number Internet users who read these blogs has also shot up, with some blogs boasting thousands, even millions of daily dedicated readers.

Definition & Ads :- Blog Marketing

• Blog marketing is any process that publicises or advertises a website, business, brand or service via the medium of blogs. This includes, but is not limited to marketing via ads placed on blogs, recommendations and reviews by the blogger, promotion via entries on third party blogs and cross-syndication of information across multiple blogs.

• Ads on blogs can be in the form of banners, text links, streaming video, audio clips, flash animation and even plain text. Most blog-based advertising involves payment in some way or the other to the blog owner. Owners of popular blogs will typically capitalise on their readership numbers via a combination of ad formats and Google AdSense ads.

How Reader Can Find Your Blog ?

Pay Per Click (PPC) advertising

What is Pay Per Click (PPC) Advertising ?

• Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.

• Pay-per-click has an advantage over cost per impression in that it tells us something about how effective the advertising was. Clicks are a way to measure attention and interest.

• If the main purpose of an ad is to generate a click, then pay-per-click is the preferred metric. Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click through rates and the resulting pay-per-click

Pay Per Click Process

Example of Pay Per Click

Interactive advertising

What is Interactive advertising ?

• Interactive advertising uses online or offline interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corporate or political groups

• Li and Leckenby (2000) defined interactive advertising as the "paid and unpaid presentation and promotion of products, services and ideas by an identified sponsor through mediated means involving mutual action between consumers and producers." This is most commonly performed through the internet; often through the use of an Ad server that can deliver a variety of interactive advertising units.

Objectives of Interactive Marketing

• The goals of interactive advertising are usually akin to the traditional objectives of advertising, i.e. to sell a product.

• According to the Journal of Interactive Advertising 2001, interactive advertising also has some properties that expand the range of potential objectives and that improve advertising effectiveness.

• Interactive advertising also has the potential to decrease the losses associated with poorly coordinated advertising, to reduce the difficulties commonly encountered in clearly communicating an advertising message and to help overcome new product hurdles.

Example of Interactive Marketing

McDonalds Pick ‘n’ Play

In Sweden, McDonalds created an interactive billboard to catch passers by and bring them into the store. Rather than requiring people to download an app, they have provided smartphones who instantly detect a signal from the billboard and directed them to a website. They were then asked to choose their favourite McDonalds goodie and play a game using their phones. If they were able to play the game for 30 minutes without losing, they instantly got a coupon of McDonalds, and they can enjoy the food at discount rate or free*

Prepared by

Karan Kanjia

Keval Akbari

Milan Gelani

Hardik Pithava

Use of internet as a marketing medium

Internet

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