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Internet Marketing

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Title: Internet Marketing


1
Internet Marketing
2
Scope of the presentation
  • Introduce and define the term
  • Internet Marketing.
  • Discuss about various internet promotional
    strategies like email marketing, e-business
    advertising, e-business PR, B2B marketing on web
    and search engines.

3
Internet Marketing????
  • It is not entirely unlike traditional real
    world marketing Internet and web marketing is
    communicating with qualified prospects in the
    most effective way possible and creating 'must
    have' reactions.
  • Good Internet and web marketing controls the
    interaction between the three elements of a
    successful web site
  • Products - Service
  •   Design - Content
  • Traffic Visitors

4
Developing an Internet Marketing plan
  • The various steps in developing an internet
    marketing plan are
  • Strategy Planning
  • Situation Analysis
  • a) SWOT analysis.
  • b) Industry Analysis
  • c) Competition Analysis
  • d) Identifying ways to increase e mail
    subscription list

5
Developing..
  • 3. Customer Analysis through Market Research.
  • 4. Deciding on how to market the product.
    Choosing among the various promotional
    strategies.
  • 5. Developing an effective promotional mix that
    suits the product that is to be marketed.

6
Web Launch
  • Some Key points
  • Review the companys traditional marketing and
    advertising collateral, including market share,
    positioning, tone, and message and of course the
    competition.
  • 1.It does not matter how much eye-candy has been
    used in your site's design, if at the end of the
    day its the text content that matters to the
    reader, an area in which too many online fall
    down.
  • 2.Web site evaluation is a one-off  analysis
    that has to take place before the real work of
    promoting your site will begin.

7
Web Launch
  • Phase One Launch  
  • This is the critical launch phase of site
    promotion and is concerned with rapidly
    establishing traffic streams and laying the
    groundwork that Phase Two will develop .
  • Phase Two  
  • This is an on-going, labor intensive
    repetitive, process of content-value and traffic
    stream development, and builds on the
    achievements of  Phase One.

8
Internet Market Research
  • Internet market research uses most of the
    traditional approaches only difference is that
    they are done online online surveys, online
    focus groups, online bulletin board group focus
    groups etc.
  • When and where MR is used?
  • Practically every where
  • At Phase one ..research for target audience,
    possible search engines, market information

9
  • At Phase Two
  • The performance of the site is monitored and
    analyzed in detail through market research.
  • A combination of online surveys, on-line and
    traditional focus groups, anonymous responses and
    measures from third-party firms is one way to
    gather an accurate assessment

10
  • The site can employ many support tools, including
    generic FAQ files, online question and answer
    databases, newsgroups and message boards.
  • Other ways
  • Can also use e-mail management systems with
    intelligent routing and automated response, live
    chat, instant messaging and the telephone.

11
Some sites which offer MR
  • http//www.itracks.com
  • http//www.harrisinteractive.com
  • http//www.internet-partnership.co.uk

12
Promotional Strategies
  • e-mail marketing grew 270 percent in revenues
    from 1999 to 2000, growing from an estimated
    91.8 million to 342.22 million -- and rapid
    growth will continue through 2003, when the
    industry tops 1 billion.
  • Growth rate will slow over that time--74.3
    percent in 2001, 57.9 percent in 2002, and 33.7
    percent in 2003

13
  • E-mail can be used in every step of the
    marketing process.
  • a) Driving traffic and building brands
  • b) Customer service and marketing special
    offers.
  • Why is email marketing so popular?
  • Cost-effectiveness. Allowing for production,
    management, and delivery expenses, each marketing
    e-mail costs between just one and 25 cents,
    compared to 1 to 2 for each piece of direct
    paper mail, according to Jupiter. It estimated to
    be 60-65 percent cheaper than traditional direct
    marketing .

14
  • Rapid response rates. Most e-mail marketing
    results are available within two days, whereas
    ground mail results can take up to three weeks
  • High response rates. Users respond to e-mail
    marketing 5 percent to 15 percent of the time,
    according to Jupiter, compared to about 0.5
    percent for online banner advertising and 5
    percent for snail mail marketing.

15
  • By 2005, the number of commercial e-mails a user
    receives will increase 40 fold
  • The average number of commercial e-mail messages
    that US online consumers receive per year will
    increase from 40 in 1999 to more than 1,600 in
    2005 non-marketing and personal correspondence
    will more than double from approximately 1,750 in
    1999 to almost 4,000 in 2005.
  • According to eMarketer, in 1998 there were 3.4
    trillion e-mail messages sent in the world.
    That's 9.4 billion messages every day in the US
    alone.

16
  • As competition for consumers' attention rises,
    companies face two challenges maintaining a high
    response rate and maintaining a high-quality
    dialogue with consumers
  • So how to make the email campaign more effective?
  • Before starting the email campaign, some
    questions need to be answered
  • Who is getting the e-mail?
  • What is the e-mail about? Is the e-mail phrased
    effectively?
  • Is the email spam free?

17
  • Develop a privacy policy.
  • Personalize offers.
  • Use HTML
  • Options for spam free e mailing
  • Build a house list Or buy one.
  • Turn to the experts.
  • Opt-ins only.
  • .

18
Type of Sites That Send Marketing E-Mail
19
E Advertising
  • Banner Ads
  • Media Rich
  • Wireless

20
Banner Ads
  • Banner ads are advertisements that are displayed
    on Web sites, usually rectangular in shape (the
    standard measurement is 460 x 80 pixels, but they
    can be both smaller and larger), and placed on
    the side, top, or bottom of a Web page.

21
  • Types of banner ads
  • Run of Network (RON) campaign click through
    rates between 0.1 to 1 percent
  • Key word campaigns click through rates 3 to 5
    percent
  • Cost Banner ads are priced per CPM, or cost per
    thousand impressions. CPMs can range from 5-20
    CPMs for RON campaigns, to 30 -85 CPMs for
    highly targeted or popular areas . some sites
    allow you to pay by cost per click, or by the
    number of click-throughs to your site.

22
Top Banner Ads
23
Media rich advertising
  • Streaming Media This is when a continuous stream
    of audio and/or video is sent through a player
    be it a browser or player (Real player, Windows
    Media Player) that does not require the users
    computer to call for more content.  This is where
    it is similar with TV, the content once requested
    is pushed to the user.
  • Streaming Within a Traditional Banner Companies
    like EyeWonder are out there now providing
    advertisers with a turn key solution to stream
    video and audio within a normal GIF banner

24
State of Rich media
  • The IAB issues guidelines for the acceptance of
    rich media in the third quarter of 2001.
  • These ads have only accounted for two percent of
    online ad spending in the U.S .
  • Informal surveys of rich media vendors and ad
    serving companies would seem to bear out the
    theory that the third quarter has been a good
    time for richer ads.

25
Top vendors of rich media
  • Unicast - Maker of the branded Superstitial
    pop-up
  • BlueStreak - Drop-down and interactive ad units
    suited for data-capture and surveys
  • Enliven  - Drop-down and interactive ad units
    suited for data-capture and surveys
  • EyeWonder - Allows advertisers to stream audio
    and video into standard GIF banners
  • iCatcher - A new technology optimized for user
    interaction within the ad unit

26
Wireless Advertising
  • Wireless advertising market is predicted to reach
    17 billion by 2005..
  • The state of wireless advertising
  • The WAA met on sep 20 2000 and set the following
    guidelines
  • Advertisers shall not send wireless push
    advertising to a subscriber wireless device
    with out explicit subscriber permission( opt-in).
  • Subscriber permission must be verified

27
  • Wireless subscriber permission in not
    transferable to third parties.
  • Right Here, Right Now
  • Vindigo Producer of city guide software.
    Available in NY, Boston, Washington DC, San
    Francisco.
  • Avantigo Offers content from publishers such as
    Wall Street Journal, Salon and the Industry
    Standard.

28
Dangers against Wireless Advertising Industry
  • Litigation
  • Laws against spam
  • Radiation
  • Wireless virus. Timofonicafirst wireless virus.
  • Power plays in the industry

29
Opportunities
  • Global
  • Europe and Asia primary markets
  • 90 of those interviewed by Forrester said their
    ecommerce will wireless by 2001.

30
Public Relations
  • Internet public relations is another
    communications tool regardless of whether a
    company has a web site or not.
  • From an internet public relations perspective ,
    some of the areas that a company has to think
    about
  • Evaluating the existing image
  • Defining desired image
  • Defining audience
  • Identifying sources of information and content
  • Determing messages to audience
  • Identifying risks
  • A company which handles PR KPR Internet Public
    Relations

31
B2B Marketing
  • According to an estimate made by Forrester
    Research , B2B e-commerce will grow from 109
    billion to 2.7 trillion in 2004

32
Top B2B companies
33
Top 5 B2B Product/Service Segments
34
  • Impressions Number of times an ad is rendered
    for viewingShare of voice Number of impressions
    represented as a percentage of the total
    impressions.
  • Web traffic reports provided by AdRelevance from
    Media Metrix.

35
Secrets of B2B elite
  • Did not sell everything under the sun ..Focus
  • Collected lots of customer information
    ..thorough MR
  • simple user interface
  • feedback
  • comprehensive marketing plan for the site
  • Branding throughout

36
Search Engines
  • Categories of Search Engines
  • Deep
  • Standard
  • Categorized

37
Deep
  • This type of a search engine uses robots or
    spiders, who constantly are looking for uploaded
    new pages to the WWW (World Wide Web). When they
    visit a site they read the entire thing including
    linked sub pages, external links, and etc
  • Here's a complete list of deep search engines
    that use robots
  • Altavista Infoseek
  • Lycos HotBot
  • Excite WebcrawlerNorthen Light

38
Standard
  • These are more useful engines than deep engines
    for finding useful, relevant information on most
    of the topics general or popular. These search
    engine databases hold only the information you've
    entered in submitting form. Here are some search
    engines that fall under this category
  • -Starting Point-EINet Galaxy-New Reader's
    Yellow Pages

39
Categorized
  • These listings are similar to Standard search
    engines but this one does not involve search
    engine All the information is held in the
    categories (like folders and directories on your
    hard drive). Categories contain lists of titles
    with links to the site and small description
    underneath . A company lists its product under a
    category..
  • Yahoo

40
Some key terms
  • Meta tags
  • Meta tags are embedded in the the ltheadgt section
    of a web page and don't affect how the page is
    displayed in a browser. Before a company
    registers or submits its site to search engines
    it has tohave meta tags set up. The most
    important meta tags that need to be on the page
    are
  • Keywords,
  • Description
  • Author.

41
  • Key Words Pages that have searched-for words in
    their keyword META-tags will be given a high
    ranking on result pages.
  • Most search engines will only include the first
    1000 characters in a keyword list.
  • Exampleltmeta namekeywords content"keyword1,
    keyword2, keyword3"gt

42
  • Description
  • Description META-tags are used to give a short
    description of a page. Many search engines will
    display this description below the title/link of
    the page .
  • Example of using description tagltmeta
    namedescription content"Learn how to play
    quake, read tips submitted by professioan quake
    players, free online quake guides and secrets"gt

43
  • Author
  • This tag just states name of the business or the
    name of the person who's page it is. The
    department META-tag is used to identify the
    relative department ownership / reference.
  • Examplesltmeta nameauthor content"Name of the
    person"gt ltmeta namedepartment content"Company
    name department"gt

44
  • Robot Meta Tags
  • Robot Meta tag is used to control if the spider
    should index current page or not . The reason why
    the company wants the robot to not index the
    page is it doesn't want its visitor to pop up on
    the "dead end page" from witch he cannot go
    anywhere else.
  • Example of robot meta tagltMETA NAMErobots
    CONTENT"index noindex follow nofollow"gt

45
  • ltMETA NAMErobots CONTENT"index follow"gt - This
    command instructs the robot to read the index
    file on your site, and then schedule any urls it
    locates on that page for further spidering.On a
    page which you don't want indexed, you would have
    the followingltMETA NAMErobots CONTENT"noindex
    nofollow"gt - This tells the spider not to index
    the page, nor follow any links which they might
    find.

46
Thank you
47
References
  • www.buyerzone.com
  • www.knowthis.com
  • www.btobonline.com
  • www.iab.net
  • www.forrester.com
  • www.howstuffworks.com
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