MANAGEMENT STUDIES,DAVV

SESSION 2013-14
SUBJECT : INTERNET MARKETING

SUBMITTED TO : Mrs. AMISHI JAIN

SUBMITTED BY : RAHUL KADAM MBA(EC) 5Yrs. 9TH

ROLL NO.-54218

Definition and Scope. Advantages &Disadvantages. Process. Internet Marketing Vs Traditional Marketing. Internet Marketing Strategies.

Unit-1

Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to 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.

Definition

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

Scope

Advantages: One of the most important advantages is the fast availability of the information. The clients/users can easily get information, by navigating the internet, about the products that they wish to purchase, and besides that, they can check the information at anytime of the day. It allows the companies to save money, an aspect that is really taken into account by the companies since the online marketing campaigns dont require a large amount of investment. The previous mentioned aspect, gives less importance to the differences between large and small companies in some way, thus increasing the competition and giving that way advantages to the customers. Presence on the Internet can help the expansion of the company from a local market to national and international markets at the same time, offering almost infinite expanding possibilities.

Advantages and Disadvantages

Disadvantages:

Slow internet connections can cause difficulties. If the companies build too complex or too large websites, it will take too long for users to check them or download them and they will get bored eventually.. The e-commerce doesnt allow the user to touch the merchandise before purchasing it. Because of this, some salesmen are starting to guarantee the possibility of returning the product. In Germany, where a law that regulates e-commerce and guarantees the customers the total refund of the money exists since 2000, the electronic commerce is very popular. Other factor is the payment: many users still dont trust in the electronic methods of paying and give up buying online because of this.

Process

Traditional vs. Internet Marketing

Old Media Mass marketing Monologue Branding Supply side thinking Customer as a target Segmentation New Media Individualised marketing or mass-customisation Dialogue Communication Demand side thinking Customer as a partner Communities 1:M communication model 1:1 model

Four Ps of marketing
Product
Physical item or service that the company is selling

Price
Amount a customer pays for the product

Promotion
Any means of spreading the word about the product

Place
Need to have products or services available in different locations

Internet Marketing Strategies

How do you build a customer-based marketing strategy?

Rudimentary approaches start by identifying groups of customers who share common characteristics.

Product-Based Marketing Strategies

The product-based strategy views the world from the perspective of the firm and its products.
For example, stores such as Staples and Sears believe customers organize their needs into product categories and they organize their sites accordingly.

Customer-Based Marketing Strategies

Unit 2

E-business models. Search Engine Marketing Strategy. Web Marketing. RSS Feed.

E-Business Models

Search Engine Marketing Strategies

Search Engine Optimization: With this type of marketing strategy, companies employ several techniques to associate their websites with specific keywords. There are on-page and off-page search engine optimization methods.

For example, a web designer might include text on a site's home page with preferred keywords at an ideal density. Some companies submit articles to thirdparty websites to create backlinks. While methodologies change with the times, search engine optimization techniques generally produce favorable and organic results in response to search engine requests.

Pay Per Click Advertising:

PPC advertising has become one of the most popular ways to improve a website's rankings in search engines. Successful companies sell advertising space on their sites in association with relevant keywords. However, advertisers are only required to pay for impressions that result in visitors

Web marketing is the general term for marketing done on the Internet. It's basically a computer-based version of traditional marketing objectives that involve a product, price, packaging, promotion and place. Marketing is ultimately about propelling a product or service through the proper channels and marketing on the web uses the Internet as that channel.

Web Marketing

RSS (Rich Site Summary): RSS uses a family of standard web feed formats to publish frequently updated information: blog entries, news headlines, audio, video. An RSS document (called "feed", "web feed", or "channel") includes full or summarized text, and metadata, like publishing date and author's name.

RSS Feed

RSS feeds enable publishers to syndicate data automatically. A standard XML file format ensures compatibility with many different machines/programs.

PPC. Google and Yahoo Model. Adwords & Adsense. Content Match Type,CTR, Leads & Conversions, PPC Account Management, Budgeting, PPC Strategies, Gap Analysis.

Unit-3 Pay Per Click Campaign

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.[1]

Pay Per Click(PPC)

Google AdWords has evolved into Google's main advertising product and main source of revenue. Google's total advertising revenues were USD$42.5 billion in 2012.[2] AdWords offers pay-per-click, that is, cost-per-click (CPC) advertising, cost-perthousand-impressions or cost-per-mille (CPM) advertising, and site-targeted advertising for text, banner, and rich-media ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one headline of 25 characters and two additional text lines of 35 characters each. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

Google Adwords

Google AdSense is a program run by Google that allows publishers in the Google Network of content sites to serve automatic text, image, video, or interactive media advertisements that are targeted to site content and audience. These advertisements are administered, sorted, and maintained by Google, and they can generate revenue on either a perclick or per-impression basis. Google betatested a cost-per-action service, but discontinued it in October 2008 in favor of a DoubleClick offering (also owned by Google).[2] In Q1 2011, Google earned US $2.43 billion ($9.71 billion annualized), or 28% of total revenue, through Google AdSense.

Google Adsense

Click-through rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website as well as the effectiveness of an email campaign by the number of users that clicked on a specific link.
The purpose of click-through rates is to capture customers' initial response to websites. Most commercial websites are designed to elicit some sort of action, whether it be to buy a book, read a news article, watch a music video, or search for a flight. People generally don't visit a website with the intention of viewing advertisements, just as people rarely watch TV with the purpose of consuming commercials

CTR

PPC Strategy #1: The Maximizer Many companies have fixed budgets for paid search. Whether it is $1,000 or $500,000 per month, you have a fixed amount that you can spend, and you need to spend that money wisely. In other words, you need to maximize your budget to get the most bang for your buck. Depending on the landscape of advertiser competition, query volume and click prices in your niche, you usually have one of two options for maximizing your efforts:

PPC Strategies

Lower Costs: When there is a near-infinite supply of search query impressions each month, your strategy is to lower your cost per click in order to drive more click (and conversion) volume to your website. Increase Clicks: If you have a niche site that has high quality scores and impression shares, but not enough volume to spend your budget, you will want to increase the traffic sent to your site while maintaining control over click costs. This can be done by increasing bids, expanding your keyword list, improving click through rates and refining ad copy.

PPC Strategy #2: The Frontrunner-

Brands love to be front and center and who can blame them? Essential to becoming a well known brand is achieving awareness and name recognition, and well branded companies tend to do well at drawing in new customers. In the world of search, the best way to build your brand is by showing up in the top position of search results. Preferably you can do this for both organic and paid results, but at the very least you can often buy your way to the top of search results with a high enough Maximum CPC bid. You will also want to enhance your brand even further by adding Sitelinks to your account to showcase the depth of products and services you offer and occupy even more real estate in search results.

For branding campaigns, your budget is often not an issue. You may have a fixed budget or your budget may be seemingly limitless. It doesnt matter, because with this strategy the focus is on position; and in most cases only position #1 will do. This is often the easiest strategy to execute for paid search, but its also inefficient. The reality is that bidding into the top position in search results is often a waste of money. Google has gone on the record as saying that conversion rates dont vary much by position, so in many cases all that the first position buys you in paid search is brand awareness (and vanity).

PPC Strategy #3: The Profiteer-

This is the paid search strategy that is deployed most often by search marketers and for good reason: it focuses purely on maximizing the profitability of campaigns. For most of us, that is the reason why we continue to spend money with search engines, and why the industry keeps on growing year over year. We manage campaigns to maximize profitability and we dont have to worry about budgets as long as its profitable. Or at least thats what we hope will happen. Take Coca Cola and Red Bull for example. They have massive marketing budgets, and the majority of that budget goes into branding and (I am guessing) very little attention is paid to determining the ROI of eachindividual activity they sponsor. They just know that the more they can build equity in their brand, the more products they will sell. The result? They are some of the most recognizable brands in the world. They are also extremely profitable at the end of the year they just achieve that profitability differently than what we are used to seeing as direct response marketers.

The process through which a company compares its actual performance to its expected performance to determine whether it is meeting expectations and using its resources effectively. Gap analysis seeks to answer the questions "where are we?" (current state) and "where do we want to be?" (target state).
A method of asset-liability management that can be used to assess interest rate risk or liquidity risk excluding credit risk. Gap analysis is a simple IRR measurement method that conveys the difference between rate sensitive assets and rate sensitive liabilities over a given period of time. This type of analysis works well if assets and liabilities are compromised of fixed cash flows. Because of this a significant shortcoming of gap analysis is that it cannot handle options, as options have uncertain cash flows.

GAP Analysis

Unit-4 Banner Advertisement & E-mail Marketing

A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement known as a "click through." In many cases, banners are delivered by a central ad server.

Banner Concepts

Standard Sizes

Effective banner placement: Who is most likely that will buy my stuff? What websites do they visit? How much traffic do they have? To what extend their target matches your target? How expensive is to advertise with them? How full are they of ads?

Banner Placement

Email Campaigning is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Broadly, the term is usually used to refer to:

E-mail campaign

Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business. Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately. Adding advertisements to email messages sent by other companies to their customers.

Cont

To create informative newsletters that will allow you to regularly communicate with your leads and customers. On average, you should send one email newsletter per month, to help you interact and build relationships with your leads and customers. Email newsletters should be summaries of recent content you created. You should start creating your monthly newsletter about one week before the day you plan to send it.

Newsletter Campaign

Creating a Newsletter Campaign

Gather Your Content. Determine The Goal. Design Your Newsletter. Create Your Subject Line. Email Body and Content. Email Signature and Footer.

Test Your Email. Send Your Email. Listen and Respond. Measure.

Press Release

One of the best ways you can market your business online is with a Press Release. These PR tools are relatively simple to setup and send out. More importantly, they can be extremely effective when optimized correctly for news wires, readers and search engines.

How to Optimize a Press Release

Make it Newsworthy. Use Keywords. Use Anchor Text Links. Include Media. Write Professionally.

Introduction. Affiliate Networks. In-house Affiliate Programs.

Unit-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: the merchant (also known as 'retailer' or 'brand'), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as 'the affiliate'), and the customer.

Introduction

An affiliate network acts as an intermediary between publishers (affiliates) and merchant affiliate programs. It allows website publishers to more easily find and participate in affiliate programs which are suitable for their website (and thus generate income from those programs), and allows websites offering affiliate programs (typically online merchants) to reach a larger audience by promoting their affiliate programs to all of the publishers participating in the affiliate network.

Affiliate Networks

Unit-6 W3C Standards

W3C Mark Up Validator. CSS Validator. P3PValidator And Semantic Data Extractor.

W3C Mark-up Validators

The Markup Validation Service is a validator by the World Wide Web Consortium (W3C) that allows Internet users to check HTML and XHTML documents for well-formed markup. Markup validation is an important step towards ensuring the technical quality of web pages; however, is not a complete measure of webstandards conformance.

Though W3C validation is important for browser compatibility and site usability, it has not been confirmed what effect it has on search engine optimization.

CSS

While the W3C and other HTML and XHTML validators will assess pages coded in those formats, a separate validator like the W3C CSS validator is needed to confirm that there are no errors in the associated Cascading Style Sheet.

CSS validators work in a similar manner to HTML and XHTML validators in that they apply current CSS standards to referenced CSS documents.

This tool, geared by an XSLT stylesheet, tries to extract some information from a HTML semantic rich document. It only uses information available through a good usage of the semantics defined in HTML. The aim is to show that providing a semantically rich HTML gives much more value to your code: using a semantically rich HTML code allows a better use of CSS, makes your HTML intelligible to a wider range of user agents (especially search engines bots). As an aside, it can give clues to user agents developers on some hooks that could be interesting to add in their product.

Semantic data extractor

Thank you