MARKETING

ONLINE MARKETING

INTRODUCTION:
These days, businesses are going for different ways to promote
their products. Before the inception of the Internet, businesses
were trying to promote their products through conventional
marketing strategies. But now the whole scenario has been
changed dramatically. Whether it’s a small business or a
corporate sector, every one out there is trying to promote their
business through the Internet.

REVIEWS:
According to Dave Chaffey, author of Internet Marketing;
Strategy, Implementation and Practice and top network marketing tips
guru, online branding is defined as "how online channels are used to
support brands, which in essence are the sum of the characteristics of a
product or service as perceived by the user."
A simpler and much more accurate definition is "the combining of you
or your company 's best attributes and top strengths with the legitimate
value you offer. This must be established through a concise statement
that will differentiate you from your peers and yet relate strongly to
your target audience and then be conveyed through all online
interactions regarding serious business opportunities."
Benefits Of Online Marketing;

A key benefit of using online channels for marketing a business or product is

the ability to measure the impact of any given channel, as well as how visitors
acquired through different channels interact with a website or landing page
experience. Of the visitors that convert into paying customers, further analysis
can be done to determine which channels are most effective at acquiring
valuable customers.

Analytics for web or mobile app experiences can help determine the following:

 Which online marketing channels are the most cost-effective at acquiring

customers, based on the conversion rate of visitors to customers, and the
cost of those visitors.
 Which channels are effective at acquiring and driving higher lifetime
value for customers — such as email marketing, which drives repeat
purchases to prior customers.
 Which cohorts of customers exhibit strong engagement behavior and high
potential for upsells — such as software or mobile apps, which expect to
sell more products to customers with high engagement.

Online Marketing Tools;

There are a number of tools that can be used to build and maintain a robust
online marketing program:

 Email Marketing
 Social Media Marketing
 Search Engine Optimization (SEO)
 Display Advertising
 Search Engine Marketing (SEM)
 Events & Webinars
 A/B Testing & Website Optimization
 Content Marketing
 Video Marketing
 Marketing Analytics
 Marketing Automation
 Customer Relationship Management (CRM)
 Content Management System (CMS)

DEFINITION FROM TECHOPEDIA;

The broad online marketing spectrum varies according to business
requirements. Effective online marketing programs leverage consumer data and
customer relationship management (CRM) systems. Online marketing connects
organizations with qualified potential customers and takes business
development to a much higher level than traditional marketing.
Online marketing combines the internet's creative and technical tools, including
design, development, sales and advertising, while focusing on the following
primary business models:

 E-commerce
 Lead-based websites
 Affiliate marketing
 Local search

Dave Chaffey, defined online marketing as;

“Applying digital technologies which form online channels (Web, e-mail,
databases, plus mobile/wireless & digital TV) to contribute to marketing
activities aimed at achieving profitable acquisition and retention of
customers (within a multi-channel buying process and customer
lifecycle) through improving our customer knowledge (of their profiles,
behaviour, value and loyalty drivers), then delivering integrated targeted
communications and online services that match their individual needs.”
(2007b). Chaffey summarizes the definition as: “Online marketing is
achieving marketing objectives through applying digital technologies.”
Earlier, cooperating with Smith and Chaffey (2005), based on the
definition of traditional marketing of the UK Chartered Institute pointed
out that “e-Marketing can identify, anticipate and satisfy customer.

P.R. Smith defined online marketing;

Online marketing is “simply marketing on-line – keeping very close to
customers forming relationship with them, keeping them happy and delighted
online. E-marketing involves a dynamic dialogue, constant feedback and an
array of new e-tools […]”

On the other hand Michie (2007) specified that:

“Internet marketing is essentially everything what you do, both online and
offline, to influence people to buy your product or service from an online
medium such a website.”

Advantages
 Low costs. Due to drastically lower overhead, collecting data does
not have to cost you thousands of dollars.
  Automation and real-time access. Respondents input their own
data, and it is automatically stored electronically. Analysis thus
becomes easier and can be streamlined, and is available
immediately.
 Less time. Rapid deployment and return times are possible with
online surveys that cannot be attained by traditional methods. If you
have bad contact information for some respondents, you’ll know it
almost right after you’ve sent out your surveys
 Convenience for respondents. They can answer questions on their
schedule, at their pace, and can even start a survey at one time,
stop, and complete it later.
 Design flexibility. Surveys can be programmed even if they are
very complex. Intricate skip patterns and logic can be employed
seamlessly.

DISADVANTAGES;
 Limited sampling and respondent availability. Certain populations are
less likely to have internet access and to respond to online
questionnaires. It is also harder to draw probability samples based on e-
mail addresses or website visitations.
 Possible cooperation problems. Although online surveys in many fields
can attain response rates equal to or slightly higher than that of traditional
modes, internet users today are constantly bombarded by messages and
can easily delete your advances.

 No interviewer. A lack of a trained interviewer to clarify and probe

can possibly lead to less reliable data.

THANKING YOU!!!!!!!!!!!

D.MANOJ