Internet Marketing

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Internet Marketing
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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.

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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

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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

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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.

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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.

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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.

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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

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• 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

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• 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.

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Some sites which offer MR

• http//www.itracks.com
• http//www.harrisinteractive.com
• http//www.internet-partnership.co.uk

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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

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• 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 .

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• 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.

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• 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.

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• 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?

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• 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.
• .

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Type of Sites That Send Marketing E-Mail
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E Advertising

• Banner Ads
• Media Rich
• Wireless

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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.

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• 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.

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Top Banner Ads
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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

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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.

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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

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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

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• 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.

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Dangers against Wireless Advertising Industry

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

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Opportunities

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

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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

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B2B Marketing

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

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Top B2B companies
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Top 5 B2B Product/Service Segments
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• 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.

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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

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Search Engines

• Categories of Search Engines
• Deep
• Standard
• Categorized

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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

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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

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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

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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.

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• 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

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• 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

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• 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

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• 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

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• 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.

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Thank you
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References

• www.buyerzone.com
• www.knowthis.com
• www.btobonline.com
• www.iab.net
• www.forrester.com
• www.howstuffworks.com