New Age Marketing strategies to Market a Product or Service in Market Space

Abhishek Saini

and Team: SDMIMD_1

Ankita Singh

1

i.EXECUTIVE SUMMARY The facts say it. The paper goes deeper in to the issue by addressing practical cases of success and failure of the strategies adopted by the corporations. The challenge for the companies nowadays is to distinguish their presence from their competitors and reach out their target audience. This has become the genesis of a new market platform.. we are on internet.e. The paper discusses various strategies which are being implemented by the companies and their implications. The internet penetration is increasing at an eyebrow raising speed. This can be achieved by devising appropriate strategies. market space. 2 . The organisations are putting their best efforts to make their presence felt on the internet.

....5 Low costs ................................................................................................................................................................................................................................................................................................................................................................6 Results Can Be Measured ..............................................................................................................................................................8 Purchasing Advertising ......................................................................................................................................................................................6 You Can Target Market to Almost Anyone .........................................................................................................................................................................................................................................................................................10 AFFILIATE MARKETING ......................6 Online Reputation Management ......7 Developing Web Site .......................................5 Pay for Performance ..........5 From Market-PLACE TO Market-Space ......11 3 ...................................................................................................................................................................................................................................................................................7 Three Step Formula ............................9 E-mail advertising .........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................5 Establish a Brand and Raise Awareness .....................................................................................................................5 ADVANTAGES ............................................11 Semantic advertising ..................................................................7 Developing Product ...........................................................................................................................10 Behavioral targeting .............................................................................................6 Chapter 2: Emerging Marketing Strategies.....................................................................TABLE OF CONTENTS TABLE OF CONTENTS Chapter 1: INTRODUCTION .........8 STEALTH MARKETING ......................................................................................................................................................................................................................................5 24 Hour Marketing ...7 Short term strategies .............................................................................................7 Developing Marketing Strategies ...................................................................................................................................................................................................................................................................................

.................................................................14 Brand POPULARITY ..........................................................................................................................................................................................................................................12 Blogging ......13 Chapter 3: CORPORATE USAGE OF MARKETSPACE ...........................................................................................................................................................................................................................................................................................................................................................................................................................15 Bibliography ................................Long term strategies ................................................................................................................................................................14 CONCLUSION .16 4 .......................................................................12 vIDEO MARKETING .................................................................................................12 Social networking sites ......................................14 CAFÉ COFFE DAY (CCD) ..............................................................................................14 TOP B2B companies on twitter ....................................................................................................................................................................................................................

LOW COSTS Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. Companies are forced to adopt new changes in their marketing strategies to remain relevant. ADVANTAGES There are a number of advantages provided by online marketing for the likeESTABLISH A BRAND AND RAISE AWARENESS Since the majority of the population is already visiting social media sites like Facebook. anticipate and satisfy customer requirements profitably as well as to achieve organizational objectives. Companies are increasing their presence on internet to harness the power of market space also known as e-marketplace by creatively developing new marketing strategies.CHAPTER 1: INTRODUCTION FROM MARKET-PLACE TO MARKET-SPACE In today’s competitive arena. marketing is the essential aspect for every organization to identify. the marketing tools of earlier years were rendered obsolete. The concept of marketing has kept evolving with the passage of time. In the new century. getting the brand name all over those networks can help let people know that a particular brand is around. it is still in a nascent stage but canny marketing strategists are already harping onto the next big marketing revolution taking place on internet. If there is one factor that has really affected the way marketing plans are being defined then it must be technology. Marketing has always been a crucial part of a business. 4). Online marketing is one such great change that many companies have started to accept in a big way. Those who manage to anticipate the changes and adopt them quickly have better chances of survival. Companies can reach a wide audience for a small fraction of traditional advertising budgets. Though. (p. (Wikipedia) PAY FOR PERFORMANCE 5 . Twitter and YouTube.

nowadays are actively participating on social media sites to manage their online reputation. YOU CAN TARGET MARKET TO ALMOST ANYONE By utilizing keywords in the pay-per-click marketing strategy the company can send message to a specific segment of customers in almost any defined geographic market for a predetermined price. how many seconds or minutes they stayed. blog or video on YouTube the Internet offers an around the clock opportunity to the company to deliver the message when compared to event marketing or a showroom with limited hours. or a radio spot that is only for 60 seconds. 24 HOUR MARKETING With a website.Pay-per-click advertising allows the company to pay only if a prospect clicks on the ad unlike in the case of traditional channel like television where it has to pay for the spot whether the prospect is watching or not. what percent were repeat visitors and on and on. ONLINE REPUTATION MANAGEMENT The marketing efforts will be all for nothing if a business loses credibility and the trust of the customers because of negative comments and feedbacks. But with Google analytics company can track how many visitors came to your website. Therefore. RESULTS CAN BE MEASURED In case of traditional marketing it is not possible for the company to actually find out how many readers really saw the newspaper ad or how many listeners really heard the radio spot. 6 .

Everything within the web site should have one purpose -. Generally the plan adopted by the companies includes both short-term and long-term strategies in order to succeed. Another consideration of great importance is the target market because Internet is a global marketplace (i.CHAPTER 2: EMERGING MARKETING STRATEGIES THREE STEP FORMULA Developing a successful internet marketing strategy is an essential part of the online success.specifically designed to sell your product. therefore a product/service should have a wide appeal. The key to developing a great product /service is exclusiveness. the next step is to develop a great web site. Although these techniques are very important to over-all plan.. The absolute best product/service is one that you can develop itself and deliver over the Internet.e. DEVELOPING PRODUCT The first step is to develop a great product/service. a company must develop and implement a strategic plan that includes all of the following: • A great product/service • A web site specifically designed to sell • A killer marketing strategy Each step plays an important role in your overall strategy and must be developed to its fullest potential. Short term marketing strategies include: 7 .getting visitor to take action. DEVELOPING WEB SITE After developing the product. In order to succeed. your chances of success will be minimal. Short term marketing strategies are those that bring a temporary boost in traffic. If even one step fails. DEVELOPING MARKETING STRATEGIES The marketing strategy is the final process of the plan. they are only a temporary traffic source and are not be solely relied upon. market space).

(WebSource) SHORT TERM STRATEGIES STEALTH MARKETING INTRODUCTION Now-a-days companies are developing inclination towards Stealth Marketing. using both short-term and longterm strategies. Long term marketing strategies include: • Blogging • Social Networking Sites • Social Bookmarking Sites • Video Marketing By creating and implementing a balanced marketing strategy. 8 . The objective would be to make someone feel that they need or want something. without actually going out and saying buy this. our product is great. Stealth marketing tactics are meant to market to one’s subconscious. or check this out. the companies can drive a steady stream of targeted traffic to the web site. It is marketing incognito. is an aspect of marketing in which an audience is not aware that they are being marketed to. These strategies continue to produce results even years down the road.     Stealth Marketing Purchasing Advertising Participating in Forums Search Engines Etc. Long term marketing strategies adopted by companies are those that bring a steady stream of targeted traffic over time. also known as undercover marketing.

CPC etc  CPM (Cost Per Mille) is when advertisers pay for exposure of their message to a specific audience. CPC (Cost Per Click) is when advertisers pay each time a user clicks on their listing and is redirected to their website. including e-mail spam. CPC (Cost Per Conversion) describes the cost of acquiring a customer. and one marketer can personally influence a large number of people PURCHASING ADVERTISING Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. CPV (Cost Per Visitor) is when advertisers pay for the delivery of a Targeted Visitor to the advertisers website. In these settings. interstitial ads. banner ads. online classified advertising. Examples of online advertising include contextual ads on search engine results pages. undercover marketers have taken a significant interest in leveraging internet chat rooms and forums. the anonymity reduces the risk of being found out. Social network advertising.ONLINE STEALTH MARKETING When targeting consumers known to be consistent internet users.     9 . Rich Media Ads. people tend to perceive everyone as peers. REVENUE MODELS The three most common ways in which online advertising is purchased are CPM. advertising networks and e-mail marketing. typically calculated by dividing the total cost of an ad campaign by the number of conversions. CPV (Cost Per View) is when advertisers pay for each unique user view of an advertisement or website.

legitimate email servers averaged a delivery rate of 56%. and eight percent were filtered. In its broadest sense. as of mid-2008 email deliverability is still an issue for legitimate marketers.  Advertisers can reach substantial numbers of email subscribers who have opted in to receive email communications on subjects of interest to them. every email sent to a potential or current customer could be considered email marketing. The industry has four core players:    The merchant (also known as 'retailer' or 'brand'). According to the report. and 10 . twenty percent of the messages were rejected. The network. where users are rewarded with cash or gifts. Examples include rewards sites.E-MAIL ADVERTISING Email marketing is a form of direct marketing which uses electronic mail as a means of communicating to an audience. for the completion of an offer. DISADVANTAGES  A report issued by the email services company Return Path. ADVANTAGES Email marketing is popular with companies for several reasons:  An exact return on investment can be tracked and has proven to be high when done properly. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic. AFFILIATE MARKETING Affiliate marketing is a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. and the referral of others to the site. The publisher (also known as 'the affiliate').

and therefore their interests. 11 . The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure that the web page contains the most appropriate advertising. Affiliate marketing—using one website to drive traffic to another—is a form of online marketing. affiliate marketing carries a much lower profile. and website syndication capture much of the attention of online retailers. such as the pages they have visited or the searches they have made. Semantic advertising increases the chance that the viewer will click-thru because only advertising relevant to what they are viewing. affiliates continue to play a significant role in eretailers' marketing strategies. SEMANTIC ADVERTISING Semantic advertising applies semantic technologies to online advertising solutions. . to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested. should be displayed. While search engines. Still. which is frequently overlooked by advertisers. (affliate marketing) BEHAVIORAL TARGETING Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. e-mail.Behavioral targeting uses information collected on an individual's web-browsing behavior. The customer.

Blogs are an excellent way to gather feedback and to make sure products meet the needs of users. connect with customers and increase brand recognition. Axe Ur Ex. MySpace etc. Blogs have become the next generation marketing tool. Channel V) were used to attract attention of fans and create engagement . Various forms of content – photos. companies ranging from startups to multinationals have realized the importance of social networking platforms like Facebook. functions. videos. 12 . events. Corporations use blogs to create a dialog with customers and explain features of their products and services. Today. and benefits before the products are released. SOCIAL NETWORKING SITES Social network marketing has become quite the trend amongst network marketers looking to promote their businesses online. applications (Little Champs. This allows them to share and preview product features. Zee TV. active & responsive fan pages. polls. to boost sales.LONG TERM STRATEGIES BLOGGING Blog marketing is the term used to describe internet marketing via web blogs. for their business and they are using it very well to make their businesses interactive. Most of the brands had well maintained.

(htt2) 13 . typically through blogs and other media-sharing websites.VIDEO MARKETING Companies are using viral video marketing for building awareness. Viral video refers to video clip content that gains widespread popularity through the process of Internet sharing. promoting their products/services etc.

Radians 5. 2010).” The chain replaced a dessert on the basis of Feedback. eMarketer 8.Intel 14 . it has been emphasized the fact that the importance of social media usage for marketing & PR purposes is gaining momentum amongst Indian firms.CHAPTER 3: CORPORATE USAGE OF MARKETSPACE BRAND POPULARITY  According to a study conducted by Iffort consulting (a social media consulting firm) on different prominent industry verticals.66 new fans each day+ Identified Inactive brands: Bisleri (Inactive since May 29. “We use Facebook as a megaphone to tell what our customers are thinking. adding chocolate to the menu TOP B2B COMPANIES ON TWITTER Acc to a study published by SocialMediaB2B. Oracle 4. following the top 10 B2B companies on twitter (htt4) 1. CME Group 9. Hub spot 6. In words of President (marketing). Some of the key findings were Most popular Brand: MTV-India [522. Forrester 7.112 Fans on 28 July] Brand with the highest growth in terms of fans: MTV-India [3846 + Daily fan growth] Most active entity: Delhi Traffic Police [12. 2009). Bharti-Airtel (Inactive since 2009).Gartner 3. Haldiram’s (Inactive since Oct 15. CAFÉ COFFE DAY (CCD)   CCD has nearly a million fans on Facebook.Comscore 10.8 wall posts by admin each day]* Most Discussed brand: MTV-India [2085+ Interactions each day] Brand with least growth: Haldiram’s *0. and to keep us on our toes.Cisco 2.com in Jan 2011.

15 . The paper explains the successful usage of social networking by Indian business entities. apart from other online marketing opportunities has become the most popular and successful. The pros and cons of various online marketing options have been explained and it calls for the judgment on the part of the strategist to use the blend of the above explained marketing strategies to achieve the presence and identity on the market-space. It has the potential to provide a huge market with its own nuances.CONCLUSION Market space has proposed a new competitive field to the marketers. It goes to present the examples of the organisations which have been able to distinguish themselves amidst the market-space clutter. A number of internet properties have provided the option to the marketers to advertise and add value to their product and service. The paper discusses various online marketing strategies being adopted by the organisations. Social media.

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