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Online Marketing Oct21

  1. ONLINE MARKETING Do’s and Don’ts 21 October 2009
  2. ONLINE MARKETING Defined: Using the power of Internet advertising to generate a response from your audience. Why? • convenient • affordable • measurable • updates in real time
  3. ONLINE MARKETING • Display Advertising • Email Marketing • Affiliate Marketing • Search Engine Marketing • Viral Marketing • Social Media • Mobil Marketing
  4. DISPLAY ADVERTISING Defined: Online graphical advertising that appears next to content on web pages, IM applications, email, RSS feeds, etc. It involves the use of web banners or banner ads placed on a third party website to drive traffic to a company’s own website and increase product awareness.
  5. DISPLAY ADVERTISING Why? • helps to boost web traffic, brand recognition, conversions, and sales • a combination of search and display ads yield the highest return on investment
  6. DISPLAY ADVERTISING Do: • use interactive banners • get a broad reach • use measuring and tracking tools
  7. DISPLAY ADVERTISING Don't: • use intrusive banners, you want curious website visitors, not upset ones • pay for campaigns before finding out what banner formats are the most effective for your products or services
  8. EMAIL MARKETING Defined: Is a form of direct marketing in which commercial messages are communicated to a relevant target using electronic mail. It is an effective way for businesses and organizations to improve and maintain relationship with customers, keep them informed, encourage loyalty, and get new customers.
  9. EMAIL MARKETING Why? • it is one of the most popular forms of Internet advertising • web users are far more willing to share personal information with marketers via e-mail • use it to reach a worldwide audience with minimal effort • an exact return on investment can be tracked
  10. EMAIL MARKETING Do: • use HTML templates and give a clear structure to your content •use e-mail delivery services, it's easier to track, saves you time and keeps your e-mails away from the SPAM folder Don't: • don't send e-mails too often, not even if you have new content • don't make the receiver think that you just want to tease him, offer him some discounts or special offers
  11. AFFILIATE MARKETING Defined: In affiliate marketing, a business recruits associates to promote the company’s products or services. The associates receive a commission for every sale, visitor, subscriber, or customer they bring to the company. [Amazon Associates Central is an example of an affiliate marketing programme used to encourage private website owners to use their websites as promotion channels for products that are the ones their visitors might need/want]
  12. AFFILIATE MARKETING Why? • allows third party companies to act as middlemen between another company’s product or service and its potential customers • merchants have a wider environment generating more sales
  13. AFFILIATE MARKETING Do: • Due diligence – get stats on traffic, type of audience, etc. before affiliating with any given website or blog • Quality over quantity: use niches blogs and websites, the ones that attract your target Don't: • base your affiliations on ‘trust’; base decisions on your research
  14. SEARCH ENGINE MARKETING (SEM) Defined: Search Engine Optimization, paid placement, and paid inclusion are search engine marketing techniques that companies can use to increase their visibility in the search engine page results from search engines (Google, Yahoo, MSN, etc.)
  15. SEM: SEARCH ENGINE OPTIMIZATION Defined: Designing a website so that search engines find the pages easily and index them. The goal is to have a page rank as high up on the results list as possible, or be in the first results page, or at the very least on the second results page. Search Engine Optimization (SEO) includes the choice of keywords used in the text paragraphs and the placement of those words on the page, both visible and hidden inside meta tags.
  16. SEM: SEARCH ENGINE OPTIMIZATION Do: • buy 3-4 domains and redirect them to your main domain • HTML based websites • use keywords in your copy and page titles • submit your site to web directories
  17. SEM: SEARCH ENGINE OPTIMIZATION Don’t: • Flash based websites • change domains often • make all your inbound links look the same • assume the keywords used to find your website... Track, search, study – be sure you use the right tags
  18. VIRAL MARKETING Defined: Viral marketing is a marketing technique that uses pre existing social networks to produce increases in brand awareness or product sales. Why? • is effective for small as well as medium sized businesses • is totally free advertising • you can combine it with other marketing methods
  19. VIRAL MARKETING Do: • identify individuals with high Social Networking Potential and use their networks to spread the viral • find pass along value connected to your organization and its products Don't: • imitate successful campaigns • make a video, write a text, etc that needs more than 2 minutes to watch/read etc
  20. SOCIAL MEDIA Defined: First Wikipedia definition from June 2006: The term social media is "used to describe media which are formed mainly by the public as a group, in a social way, rather than media produced by journalists, editors and media conglomerates." Why? • content consumers become content producers • monologues become dialogs
  21. SOCIAL MEDIA Do: • increase your link ability • make tagging and book marking easy • reward the people that link to your site • make your content to travel • encourage collaboration • be a user resource • reward helpful and valuable users • get involved in social campaigns • know how to target your audience • create content worth sharing • choose your Social Media Marketing tactics wisely
  22. SOCIAL MEDIA Don’t: • talk only about your products • ignore feedback • wait for days to answer a question someone posted on a social network • wait for “them” to follow you, make the first step
  23. MOBILE WEB MARKETING Defined: Marketing products on websites accessed from a mobile phone.
  24. MOBILE WEB MARKETING Why? • close to the customer (in their pocket) • 15% of the mobile phone customers use the mobile Web at least once a month
  25. MOBILE WEB MARKETING Do: • optimize your content for the small screens of mobile phones • encourage your visitors to call you Don’t: • give your visitors the impression that you don’t care about their phone bill and you can’t adapt your website for a mobile phone
  26. Thank you Shuja Shaikh Kubis Interactive 23 Batiste St., 2nd district, Bucharest Phone: 031.711.10.80