Make money even when you are sleeping
“There’s a Quiet Revolution happening in the way the
world does business ”
Where Everything is Headed
Not Convinced!
Here are a few facts that will make you believe….
The Writing is on the web
Forrester: By 2009, online marketing activity will be more ubiquitous
that anything except in-person events (including sales calls!)
DMA: In 2009, online marketing efforts will be the dominant media for
B2B initiatives
CMO Council: B2B decision makers spend 5+ hours every week
researching product information online
Knowledge Storm: 89% of business & IT professionals state that online
content has a major impact on their vendor preference and selection
The Writing is on the web
World Internet population has crossed 1 billion mark in 2008
39.5% of world internet users are from Asia
Asian e-commerce will grow by 23% a year for the next decade
Overall Asian online shopping penetration rate is about 70%
Industry Highlights – Market Growth & Size
The current and projected market size of consumer eCommerce
in India
2006-07 2007-08
MARKET SIZE FOR THE YEAR (Figures in Rs. (Figures in Rs
Crores) Crores.)
Online Travel Industry 5,500 7,000
Online Non-Travel Industry 1,580 2,210
- eTailing 850 1,105
- Online Classifieds 540 820
- Paid Content Subscription 20 30
- Digital Downloads 170 255
Total B2C/ C2C E-Commerce Market 7,080 9,210
Source: Internet & Mobile Association of India
Industry Highlights – Market Growth & Size
Already overtaken radio, cinema and outdoor media
For the first time will exceed 10% of the global ad investment
Global Advertisement Spend By Medium
US$ million
2006 2007 2008 2009 2010
Newspapers 123,031 124,047 127,366 130,955 134,829
Magazines 52,959 54,393 56,427 58,518 60,588
Television 160,356 168,359 180,335 189,110 198,894
Radio 35,347 36,472 37,782 39,437 41,032
Cinema 1,870 1,984 2,180 2,414 2,691
Outdoor 23,516 25,126 27,145 29,099 31,249
Internet 27,185 35,999 44,583 51,963 60,888
Total 424,264 446,381 475,818 501,496 530,171
Source: Zenith Optimedia
Industry Highlights – Market Growth & Size
Share Of total Ad Spend Globally By Medium 2006-10 (%)
US$ million
2006 2007 2008 2009 2010
Newspapers 29.0 27.8 26.8 26.1 25.4
Magazines 12.5 12.2 11.9 11.7 11.4
Television 37.8 37.7 37.9 37.7 37.5
Radio 8.3 8.2 7.9 7.9 7.7
Cinema 0.4 0.4 0.5 0.5 0.5
Outdoor 5.5 5.6 5.7 5.8 5.9
Internet 6.4 8.1 9.4 10.4 11.5
Source: Zenith Optimedia
What does it suggest?
Every business has to become
an e-business !
“How can enterprises
harness the power of internet? ”
“For any business
the challenges are the same”
How do I attract new
prospects?
How do I convert them
into customers?
How do I retain them?
The Problem Solver
The answer is three simple E’s:
Entice the potential customer
Educate them about your product/service
Engage them through an efficient workflow solution
Reinventing Marketing & Sales
Entice
Search Marketing Strategies
Key internet marketing strategies
Search engine optimization (SEO)
- no cost per click
Search engine marketing (SEM)
- cost per click
Search Marketing Strategies
What is SEO?
SEO is the act of modifying a website to
increase its ranking in organic (vs paid),
crawler-based listings of search engines
Search Marketing Strategies
How do organic search listings work?
A spider or crawler which is a component of a SE
gathers listings by automatically "crawling" the web
The spider follows links to web pages, makes copies of
the pages and stores them in the SE’s index
Based on this data, the SE then indexes the pages and
ranks the websites
Major SEs that index pages using spiders: Google,
Altavista, Msn, Aol, lycos
Search Marketing Strategies
How SEO elements affect organic listings
Title tag
Meta description tag (or first para of text
if no meta des has been added)
Keywords
Search Marketing Strategies
Paid placements - Google
Paid placements
Search Marketing Strategies
SEO Process
• Step 1: Website Analysis
• Step 2: Objective Setting
• Step 3: Competitor Analysis
• Step 4: Keyword Research And Optimization
• Step 5: Web Page Optimization
• Step 6: Submission
• Step 7: Link Building
• Step 8: Preparation Of Reports & Analysis
• Step 9: Fine Tune
Reinventing Marketing & Sales
Educate
Content Management Strategies
Content Management System (CMS)
- A computer application used to create, edit, manage,
search and publish various kinds of digital media and
electronic text.
-The content managed may include computer files, image
media, audio files, video files, electronic documents, and
Web content.
Content Management Strategies
Blog Marketing Strategies
Blogs
- Blogging is a platform for instant publishing.
- Blogs are fast, simple and streamlined web pages that
funnel your thoughts
- Blogs get published to web as quickly as you can type.
- What makes a web page a blog is the format and the
frequency of updates.
- Various Tools and services make it so easy to create and
maintain blogs
Blog Marketing Strategies
Internal Blogs
This will be accessed through the corporation's Intranet, and
can be viewed by any employee. They encourage:
o employee participation
o free discussion of issues
o collective intelligence
o direct communication between various layers of an
organization
o a sense of community
Blog Marketing Strategies
External Blog
External blog can be accessed by the companies target customers and
will offer following benefits to a company’s website:
oCreating transparency
oVery helpful Search Engine Optimization
oNew content being made readily available at a fairly regular rate
oInstant feedback and communication
oGetting linked to and promoted by other bloggers in the community
Reinventing Marketing & Sales
Engage
Assignment
Prepare a Web Marketing Plan for:
-You are the web marketing team of one of the following Brands.
o AIRTEL
o Shaadi.com
o HDFC Home Loans
o Suzlon
oMaruti Swift
oCRY
Assignment
Your Web Marketing Plan Should describe the following
- How will you define your Target Audience? Demographic and
Psychographic profile?
-What Messaging strategies will you use? (Educate)
-Which Online Media are most suitable? (Entice)
-How will you convert them into registered users? (Engage)
Brainstorm and generate ideas using what you just learnt
