ONLINE MARKETING
Do’s and Don’ts
21 October 2009

ONLINE MARKETING
Defined:
Using the power of Internet advertising to generate
a response from your audience.
Why?
• convenient
• affordable
• measurable
• updates in real time

ONLINE MARKETING
• Display Advertising
• Email Marketing
• Affiliate Marketing
• Search Engine Marketing
• Viral Marketing
• Social Media
• Mobil Marketing

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.

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

DISPLAY ADVERTISING
Do:
• use interactive banners
• get a broad reach
• use measuring and tracking tools

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

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.

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

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

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]

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

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

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.)

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.

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

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

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

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

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

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

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

MOBILE WEB MARKETING
Defined:
Marketing products on websites accessed from a
mobile phone.

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

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

Thank you
Shuja Shaikh
Kubis Interactive
23 Batiste St., 2nd district, Bucharest
Phone: 031.711.10.80
shuja.shaikh@kubisinteractive.com
www.kubis.ro