Description
internet marketing
INTERNET MARKETING
Presented by :1. SAURABH BHATT – 1164 2. KOMAL CHANDANE – 1168 3.RAHUL DANI – 1172 4. DIPIKA KORI– 118 5. ABHISHEK RUPWATE- 1201
What is Internet Marketing ?
? Internet marketing is the use of information technology in the process of creating, communicating, and delivering value to the customers, and for managing customer relationships in ways that benefit the organization and its shareholders. ? It is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products & services that satisfy both parties.
Types of Internet Marketing:1. Pay per click 2. Search engine optimization 3. Banner Ads 4. Google Ad Sense 5. Online Auctions 6. Mailing list ads 7. Pop-up windows 8. Groups and Forums
Pay Per Click :? Is an internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked?
Search-Engine Registration
? Submit keywords and a description of business ? Search engine will add information to its database ? Registering will increase the possibility that a site will make an appearance in search-engine results ? Many search engines do not charge a fee for registering Yahoo!, Google .
Search Engine Optimization
? Search-engine ranking important to bring consumers to a site ? Method used by search engines to rank your Web site will determine how "high" your site appears in search results
? Make sure all Web pages have been published on the Web and linked correctly ? By registering with search engines a company will increase traffic to its site
Banner Advertising
? Banner ads
?
Located on Web pages, act like small billboards, usually contain graphics and an advertising message Benefits include:
?
Increased brand recognition, exposure and possible revenue ? Side Panel Ads ,advertisements that lie vertically on Web sites
Google Ad Sense:? Google Ad Sense is a free, simple way for website publishers of all sizes to earn money by displaying targeted Google ads on their websites. Ad Sense also lets you provide Google search to your site users, while earning money by displaying Google ads on the search results pages.
Online Auctions:-
? The online auction business model is one in which participants bid for products and services over the Internet. The functionality of buying and selling in an auction format is made possible through auction software which regulates the various processes involved.
Mailing list ads:? Mailing lists are sent to a group of subscribers at regular intervals focusing on a particular topic. ? Job portals, matrimonial sites
Pop-up windows:? A pop-up window delivers the advertisement in a new window on top of the site content. ? Ex. smiley's, screen savers etc.
GROUPS AND FORUMS
? Companies may decide to participate in or sponsor internet forum ,newsgroups and bulletin board . ? Marketers can participate in these newsgroup and bulletin board but they must avoid using commercial tone . Websites like LinkedIn where only business related data is shared can be used for marketing and used only for professional networking
Internet Marketing Research
? Traditional marketing research ? Consists of focus groups, interviews, paper and telephone surveys, questionnaires and secondary research . Findings based on previously collected data .
?
? Online marketing research ? Faster option for finding and analyzing industry, customer and competitor information .
?
Provides relaxed and anonymous setting to hold focus-group discussions and distribute questionnaires .
Changes in Traditional Marketing by Internet Technologies
? Power Shift from Sellers to Buyers. ? Death of distance. ? Time Compression. ? Knowledge management is the Key. ? Intellectual capital rules.
PRICING
? Pricing ? ? ? Some products priced to reflect competition High pricing to influence perception of high-value Can use prices to position products and services on the Internet ? Positioning includes affecting consumers’ overall views of a company and its products and services as compared to the way those customers view competitors’ products or services Positioning strategies can be based on price, quality, use and competitors’ positions in the market
?
? Distribution cost and time contributes to success or failure ? Fulfillment ? Execute orders correctly and ship products promptly
PROMOTION
? Online and offline e-business promotions ? Attract visitors to sites and may influence purchasing
? ?
Be sure customers are loyal to company, not reward program Give away items that display company logo ? Branders.com, iSwag.com
? Frequent-flyer miles ? ? ? Offered to consumers for making online purchases Increase brand loyalty, offers a reason return visits Click Rewards allows customers to accumulate Click Miles
? Points-based promotion ? Customer performs a pre-specified action and receives points to be redeemed for products, services, rebates, discounts, etc.
e-Business Public Relations ? Public relations (PR)
? Keeps customers and company current on latest information about products, services and internal and external issues such as company promotions and consumer reactions
? Methods
? ? ? ? ? Chat sessions Bulletin board Special events or functions on Web site Trade shows and exhibitions Press releases (can be delivered over Web, PR Web) ? ? ? Printing and distribution, Media Map Add link that connects to all press releases
Video clips ? PR Newswire and Business Wire
E-COMMERCE
? E-commerce refers to online transactions. ? Selling goods and services on the internet, either in one transaction or over time with ongoing subscription price.
TYPES OF E-MARKETS
? B2B: This involves Business-to-Business marketing or inter-company business done online. ? B2C:This involves Business-to-Consumer marketing. ? C2C:This involves Consumer-to-consumer marketing.
Business-to-Business (B2B) Marketing on the Web ? (B2B) marketing
? ? ? ? Consider distributors, resellers, retailers and partners Selling to someone who is not the direct user Usually more than one person involved in purchasing process Businesses making large purchases depend on suppliers and expect reliability and delivery of quality products and services on time Personalization
?
? Intranets and extranets ? Industry marketplaces
? ? Construction.com, Connect Inc, Concur Technologies and Ariba
VALUE CLICK FEATURE
? Value Click acts as a broker for people who want to buy and sell advertising space ? Gives you the option of targeting specific markets ? To buy advertising through Value Click:
? ?
Design a banner Contact a representative of Value Click to determine what program best fits your advertising needs Pre-pay for the service based on the number of visitors you want to receive, a minimum fee is required
?
VALUE CLICK FEATURE
? Offers many segmented markets for advertising ? Segmented markets are people or companies that are grouped together based on similar characteristics
? Earnings depend on number of click-throughs resulting from the advertisements ? Pays host monthly if revenues are greater than certain amount
ADVANTAGES TO CUSTOMERS
? CONVENIENCE: Customers can order product 24 hours a day wherever they are . They don’t have to sit in traffic and walkthrough countless aisles to find and examine goods. ? INFORMATION: Customers can find reams of comparative information about companies ,product ,competitors and prices without leaving their office or home . ? FEWER HASSLES: Customers don’t have to face salespeople or open themselves up to persuasion and emotional factors , they also don’t have to wait in line.
ADVANTAGES TO MARKETER 1] QUICK ADJUSTMENT TO MARKET CONDITIONS:
Companies can quickly add products to their offering and change prices and descriptions .
2] LOWER COST:
Online marketers avoid the expense of maintaining a store and the costs of rent , insurance, utilities . They can produce digital catalogs for much less than the cost of printing and mailing paper catalogs .
PROMISE AND CHALLENGES OF ONLINE MARKETING
? The ability to order directly will seriously hurt certain groups like stockbrokers , travel agents, insurance sales people and bookstore owners. ? These middle men will be disinter-mediated by online services. ? Reinter-mediation will also take place in form of new online intermediaries ,called Infomediaries who help consumers shop more easily and obtain lower prices .
CHALLENGES :• • • • • • • Internet connectivity Credit/Debit cards Cyber security & crime Legal issues (Trade mark, Domain name, Copyright, Jurisdiction issues, etc.) Mistaken purchases or auctions Consumer backlash: Though web has shifted power to consumers by giving them more product information than ever before ,this has also given customer to express disagreement . Eg: “ I hate nokia .”
•
OPPORTUNITIES :• • • • Internationally more than 33% of surfers buy online E Marketing reduces prices Huge potential for growth (70% rural population) E Intermediaries
• • •
Affordable computers and internet connectivity Desire of the customers Cheaper technology
THANK YOU!
doc_664249899.docx
internet marketing
INTERNET MARKETING
Presented by :1. SAURABH BHATT – 1164 2. KOMAL CHANDANE – 1168 3.RAHUL DANI – 1172 4. DIPIKA KORI– 118 5. ABHISHEK RUPWATE- 1201
What is Internet Marketing ?
? Internet marketing is the use of information technology in the process of creating, communicating, and delivering value to the customers, and for managing customer relationships in ways that benefit the organization and its shareholders. ? It is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products & services that satisfy both parties.
Types of Internet Marketing:1. Pay per click 2. Search engine optimization 3. Banner Ads 4. Google Ad Sense 5. Online Auctions 6. Mailing list ads 7. Pop-up windows 8. Groups and Forums
Pay Per Click :? Is an internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked?
Search-Engine Registration
? Submit keywords and a description of business ? Search engine will add information to its database ? Registering will increase the possibility that a site will make an appearance in search-engine results ? Many search engines do not charge a fee for registering Yahoo!, Google .
Search Engine Optimization
? Search-engine ranking important to bring consumers to a site ? Method used by search engines to rank your Web site will determine how "high" your site appears in search results
? Make sure all Web pages have been published on the Web and linked correctly ? By registering with search engines a company will increase traffic to its site
Banner Advertising
? Banner ads
?
Located on Web pages, act like small billboards, usually contain graphics and an advertising message Benefits include:
?
Increased brand recognition, exposure and possible revenue ? Side Panel Ads ,advertisements that lie vertically on Web sites
Google Ad Sense:? Google Ad Sense is a free, simple way for website publishers of all sizes to earn money by displaying targeted Google ads on their websites. Ad Sense also lets you provide Google search to your site users, while earning money by displaying Google ads on the search results pages.
Online Auctions:-
? The online auction business model is one in which participants bid for products and services over the Internet. The functionality of buying and selling in an auction format is made possible through auction software which regulates the various processes involved.
Mailing list ads:? Mailing lists are sent to a group of subscribers at regular intervals focusing on a particular topic. ? Job portals, matrimonial sites
Pop-up windows:? A pop-up window delivers the advertisement in a new window on top of the site content. ? Ex. smiley's, screen savers etc.
GROUPS AND FORUMS
? Companies may decide to participate in or sponsor internet forum ,newsgroups and bulletin board . ? Marketers can participate in these newsgroup and bulletin board but they must avoid using commercial tone . Websites like LinkedIn where only business related data is shared can be used for marketing and used only for professional networking
Internet Marketing Research
? Traditional marketing research ? Consists of focus groups, interviews, paper and telephone surveys, questionnaires and secondary research . Findings based on previously collected data .
?
? Online marketing research ? Faster option for finding and analyzing industry, customer and competitor information .
?
Provides relaxed and anonymous setting to hold focus-group discussions and distribute questionnaires .
Changes in Traditional Marketing by Internet Technologies
? Power Shift from Sellers to Buyers. ? Death of distance. ? Time Compression. ? Knowledge management is the Key. ? Intellectual capital rules.
PRICING
? Pricing ? ? ? Some products priced to reflect competition High pricing to influence perception of high-value Can use prices to position products and services on the Internet ? Positioning includes affecting consumers’ overall views of a company and its products and services as compared to the way those customers view competitors’ products or services Positioning strategies can be based on price, quality, use and competitors’ positions in the market
?
? Distribution cost and time contributes to success or failure ? Fulfillment ? Execute orders correctly and ship products promptly
PROMOTION
? Online and offline e-business promotions ? Attract visitors to sites and may influence purchasing
? ?
Be sure customers are loyal to company, not reward program Give away items that display company logo ? Branders.com, iSwag.com
? Frequent-flyer miles ? ? ? Offered to consumers for making online purchases Increase brand loyalty, offers a reason return visits Click Rewards allows customers to accumulate Click Miles
? Points-based promotion ? Customer performs a pre-specified action and receives points to be redeemed for products, services, rebates, discounts, etc.
e-Business Public Relations ? Public relations (PR)
? Keeps customers and company current on latest information about products, services and internal and external issues such as company promotions and consumer reactions
? Methods
? ? ? ? ? Chat sessions Bulletin board Special events or functions on Web site Trade shows and exhibitions Press releases (can be delivered over Web, PR Web) ? ? ? Printing and distribution, Media Map Add link that connects to all press releases
Video clips ? PR Newswire and Business Wire
E-COMMERCE
? E-commerce refers to online transactions. ? Selling goods and services on the internet, either in one transaction or over time with ongoing subscription price.
TYPES OF E-MARKETS
? B2B: This involves Business-to-Business marketing or inter-company business done online. ? B2C:This involves Business-to-Consumer marketing. ? C2C:This involves Consumer-to-consumer marketing.
Business-to-Business (B2B) Marketing on the Web ? (B2B) marketing
? ? ? ? Consider distributors, resellers, retailers and partners Selling to someone who is not the direct user Usually more than one person involved in purchasing process Businesses making large purchases depend on suppliers and expect reliability and delivery of quality products and services on time Personalization
?
? Intranets and extranets ? Industry marketplaces
? ? Construction.com, Connect Inc, Concur Technologies and Ariba
VALUE CLICK FEATURE
? Value Click acts as a broker for people who want to buy and sell advertising space ? Gives you the option of targeting specific markets ? To buy advertising through Value Click:
? ?
Design a banner Contact a representative of Value Click to determine what program best fits your advertising needs Pre-pay for the service based on the number of visitors you want to receive, a minimum fee is required
?
VALUE CLICK FEATURE
? Offers many segmented markets for advertising ? Segmented markets are people or companies that are grouped together based on similar characteristics
? Earnings depend on number of click-throughs resulting from the advertisements ? Pays host monthly if revenues are greater than certain amount
ADVANTAGES TO CUSTOMERS
? CONVENIENCE: Customers can order product 24 hours a day wherever they are . They don’t have to sit in traffic and walkthrough countless aisles to find and examine goods. ? INFORMATION: Customers can find reams of comparative information about companies ,product ,competitors and prices without leaving their office or home . ? FEWER HASSLES: Customers don’t have to face salespeople or open themselves up to persuasion and emotional factors , they also don’t have to wait in line.
ADVANTAGES TO MARKETER 1] QUICK ADJUSTMENT TO MARKET CONDITIONS:
Companies can quickly add products to their offering and change prices and descriptions .
2] LOWER COST:
Online marketers avoid the expense of maintaining a store and the costs of rent , insurance, utilities . They can produce digital catalogs for much less than the cost of printing and mailing paper catalogs .
PROMISE AND CHALLENGES OF ONLINE MARKETING
? The ability to order directly will seriously hurt certain groups like stockbrokers , travel agents, insurance sales people and bookstore owners. ? These middle men will be disinter-mediated by online services. ? Reinter-mediation will also take place in form of new online intermediaries ,called Infomediaries who help consumers shop more easily and obtain lower prices .
CHALLENGES :• • • • • • • Internet connectivity Credit/Debit cards Cyber security & crime Legal issues (Trade mark, Domain name, Copyright, Jurisdiction issues, etc.) Mistaken purchases or auctions Consumer backlash: Though web has shifted power to consumers by giving them more product information than ever before ,this has also given customer to express disagreement . Eg: “ I hate nokia .”
•
OPPORTUNITIES :• • • • Internationally more than 33% of surfers buy online E Marketing reduces prices Huge potential for growth (70% rural population) E Intermediaries
• • •
Affordable computers and internet connectivity Desire of the customers Cheaper technology
THANK YOU!
doc_664249899.docx