V The marketing of products or services over

the Internet / wireless media.

V Some of the common strategies include:
ñ Search Engine Marketing
ñ E-mail marketing
ñ Web 2.0 strategies
ñ Display advertising
V 2heaper and better reach to target audience.
V One to one personal approach.
V Statistics can be tracked easily. This results in
better feedback and improvements.
V ×0 million users by 2010
V Some target markets include matrimony
sites, social networks, movie review sites etc.
V The market is growing at 11.2%
V 5th largest internet market globally.
V u
: Internet based tools for
sharing information over the internet e.g.
blogs, forums, wikis, photos/videos sharing
etc.
V u


 xSMO): A set of
methods for generating publicity through
social media.
V Some Social media software applications:
Twitter, Wordpress, Orkut, Flickr etc.
V A website, maintained with regular entries of
commentary, descriptions or graphics etc.
V 2an be embedded with videos, music,
photographs, calendars etc.
V Some famous blogs:
Barack Obama, L.K. Advani, Google apps etc.
V Blogger.com

V Wordpress.com
V An online discussion site. It acts as a digital
bulletin board.
V Manages customer-generated content for
company's website.
V Evolution from interest groups.
V E.g. vBulletin, phpBB
V Brief text/macromedia updates which are
distributed through the internet.
V The most popular service is Twitter.

V Almost every company uses Twitter to stay in

touch with target customers.
V Building online communities of people who
share interests.
V New ways to communicate and share
information.
V 2onnects millions of people on a common
platform.
V 2ollection of web pages designed to enable
users to contribute or modify content.
V 2reate collaborative websites and to power
community websites.
V Used in business to provide Knowledge
Management systems for users.
V uhoto sharing: Flickr.com

V Video Sharing: Youtube.com

V Document sharing: Esnips.com

V Different categories of social media usage:
2reators, 2ritics, 2ollectors, Joiners,
Spectators, Inactives.
V Fastest growing Social Network.
V 140 million active users.
V Average user is connected to 101friends
V More than 15 million pieces of content xweb
links, blog posts, notes, photos, etc.) shared
each month.
V 17 million people in India estimated to visit
social networks regularly.
V Orkut is the highest used social network
followed by Bigadda and Facebook.
V Social Networking in India Rises by 51%
V 50% of traffic in India is related to Social
networking. Orkut has taken internet to the
masses.
V Itǯs difficult to monetize social networks.
V Users arenǯt looking for information about
products.
V urevious advertising models have failed.
V Techniques use pre-existing social networks
to produce brand awareness.
V It can be word-of-mouth delivered or
enhanced by network effects of the Internet.
V Viral promotions may take the form of:
Video clips
Interactive Flash games
Images
V Interactive parking game.
V Ads on cricinfo and rediff to play a game
called Ǯuark the sparkǯ
V uromotes its compact nature suitable for city
driving.
V Online marketing on Rediff
V Aimed at creating platforms for users to
Ǯconnectǯ with Kolkata Knight Riders team.
V Initial advertising via TV ads
V New microsite depicting Youngistan.
V Alongside uizza Hut, uVR and MTV all of
whom are youth brands.
V Offers mobile theme downloads, free
discounts etc.
V To hit its target segment of young Indian
consumers online.
V Riding on the success of T2o
V uromotes websites by increasing their
visibility in search engine result pages.
V SEM methods include:
Search engine optimization xor SEO)
2ontextual advertising
uaid inclusion
V The more profiting consumer target is Small
and Medium Entrepreneurs xSME's)
V Market is still young:
0.5 million queries per month as compared to
the 213 million in the U.S.
V 2aptures as much as ×0% of search engine
market in India.
V India is Google's 5th largest market globally.
V Guruji and Byindia are main competitors.
V comScore world matrix
V comScore qSearch
V Business today
V Forrester Research, Inc.
V Marketing Sherpa Inc.
V Emarketer.com