INTERNET MARKETING Introduction & Orientation Pranjoy Arup Das Topics to be covered as per syllabus 1.
Download ReportTranscript INTERNET MARKETING Introduction & Orientation Pranjoy Arup Das Topics to be covered as per syllabus 1.
Slide 1
INTERNET MARKETING
Introduction & Orientation
Pranjoy Arup Das
Slide 2
Topics to be covered as per syllabus
1. Introduction to Internet Marketing: meaning, scope and importance of internet marketing,
Application of internet marketing, Internet versus Traditional marketing. Business to Consumer and
Business to Business Internet Marketing, Internet Marketing Strategy
2. Business Models & revenue models over Internet: Introduction to E-Business - Electronic business,
Electronic Commerce, Types of Electronic Commerce, Benefits, E-Commerce Models, Value chain in
E-commerce, E-commerce in India, E-governance, Digital Commerce, Mobile Commerce, Strategies
for E-commerce, Internet based Business Model, Emerging trends in e-business,
3. Online buyer behavior and models: The marketing mix in an online context : product, price,
distribution, promotion, people, process and physical evidence ; Managing the Online customer
experience : planning website design, Understanding site user requirements, site design and
structure, developing and testing content, service quality.
4. Characteristics of interactive marketing communications: Integrated internet marketing
communication (IIMC) ; Online Promotion techniques : Search engine marketing, online PR,
Interactive advertising, online partnerships, viral marketing, opt-in-e-mail, offline communications
5. Foundation of Social Marketing: definition, scope and importance; Social Marketing Challenges ;
Conceptual Framework of Social Marketing, Social Markets Segmentations, Marketing Mix :
product, pricing, promotion and distribution strategies
6.
Electronic Payment Systems: concept of e-money, Electronic payment system, types of electronic
payment systems, smart cards, stored value cards and electronic payment systems, B2B electronic
payments, infrastructure issues in EPS, Electronic fund transfer.
Slide 3
Reference books and other aids
• E-Business & E-Commerce Management, Dave
Chaffey.
• Electronic Commerce, A Managers Guide, Ravi
Kalakota & Andrew Whinston.
• Session PPT’s, videos, handouts
• Self Study Assignments (SSA)
• Brain Scratching Time Out
• Class lectures, assignments, case studies, tests
Slide 4
CHAPTER 1 Session 1
16.07.13
Slide 5
Internet Marketing – meaning & scope
• Internet marketing – often called online marketing, is
essentially any marketing activity that is conducted online
through the use of internet tools and technology.
• Marketing activities include Market research, Product
design & development, Pricing, Advertising & Public
Relations, Promotion & Publicity, Sales & Distribution,
Payment collection, Customer Relationship Management.
• Internet tools and technology include Email, Websites,
Webpages, Search Engines, Video Streaming sites, Social
media sites, Blogs, Widgets, Podcasts, Mash-ups, Mobile
Apps…..
Slide 6
Importance of Internet Marketing
MARKETERS POINT OF VIEW
CONSUMERS POINT OF VIEW
F
Flexibility
Fast
R
E
E
Reach
Economy
Exchange (Mutual)
Ready
Easy
Educational
D
O
M
Dynamism
Open (Communication)
Modernism
Direct
Open (Communication)
Multi- ………….
• It is this F.R.E.E.D.O.M that differentiates Internet Marketing from traditional
marketing (Bricks & Mortar business). But, it is a gap that is fast diminishing.
• Having said that, it cannot be denied that Internet Marketing rooted out of
traditional marketing thanks to both its positive and negative aspects.
Slide 7
SELF STUDY ASSIGNMENT SSA1
• Compare Internet marketing with traditional
marketing and list out as many:
- Similarities
- Differences
- Positive aspects of both
- Negative aspects of both
Slide 8
Challenges of Internet Marketing
• Building trust
• Altering attitudes and perceptions
• Simplifying processes
• Creating innovative conveniences
• Fighting cyber attacks and frauds
• Keeping the buyers/visitors
engaged
• Keeping pace with technology in
terms of both hardware and
software.
Slide 9
Applications and Implications of Internet Marketing
APPLIED TO
Market Research
IN THE FORM OF
Online surveys, Online product reviews, ratings and feedback, Blogs
Slide 10
Slide 11
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Slide 12
CROWDSOURCING
Slide 13
WEBINARS
Slide 14
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Pricing
Online price & features comparison
Promotion –
Informing
Educating
Encouraging
Influencing
Online Advertising - Websites, Social Media Networks, Email (SPAM),
Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website,
FAQ's, Live Chat, Convenient payment options, Any location delivery,
Doorstep delivery, Replacement Guarantees, Take Back offers,
Discounts, Money back guarantees, Cash Back Offers
Slide 15
SEARCH ENGINE MARKETING
Slide 16
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Pricing
Online price & features comparison
Promotion –
Informing
Educating
Encouraging
Influencing
Online Advertising - Websites, Social Media Networks, Email (SPAM),
Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website,
FAQ's, Live Chat, Convenient payment options, Any location delivery,
Doorstep delivery, Replacement Guarantees, Take Back offers,
Discounts, Money back guarantees, Cash Back Offers
Place / Distribution / Add to Cart, Delivery time, Any location delivery, Doorstep delivery,
Delivery
Outsourcing logistics services.
Slide 17
OUTSOURCING LOGISTICS
Slide 18
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Pricing
Online price & features comparison
Promotion –
Informing
Educating
Encouraging
Influencing
Online Advertising - Websites, Social Media Networks, Email (SPAM),
Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website,
FAQ's, Live Chat, Convenient payment options, Any location delivery,
Doorstep delivery, Replacement Guarantees, Take Back offers,
Discounts, Money back guarantees, Cash Back Offers
Place / Distribution / Add to Cart, Delivery time, Any location delivery, Doorstep delivery,
Delivery
Outsourcing logistics services.
Invoicing &
Payment collection
After Sales Service,
Customer
Relationship
Management
E-Invoice, E-Bill, E-payment, Minimum ‘hops’, Cash On Delivery
Online complaint register, Online maintenance tips, Recommended
mobile apps, Recommended software, Online Assistance, Online
technical support,
Slide 19
MOBILE APPS
Slide 20
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Pricing
Online price & features comparison
Promotion –
Informing
Educating
Encouraging
Influencing
Online Advertising - Websites, Social Media Networks, Email (SPAM),
Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website,
FAQ's, Live Chat, Convenient payment options, Any location delivery,
Doorstep delivery, Replacement Guarantees, Take Back offers,
Discounts, Money back guarantees, Cash Back Offers
Place / Distribution / Add to Cart, Delivery time, Any location delivery, Doorstep delivery,
Delivery
Outsourcing logistics services.
Invoicing &
Payment collection
After Sales Service,
Customer
Relationship
Management
E-Invoice, E-Bill, E-payment, Minimum ‘hops’, Cash On Delivery
Online complaint register, Online maintenance tips, Recommended
mobile apps, Recommended software, Online Assistance, Online
technical support,
Slide 21
Intranet & Extranet
• Intranet – A private internal network using the
Internet that enables employees to communicate
with each other, access and share internal and
confidential information.
• Extranet – A limited part of the Intranet made
accessible to customers, suppliers & collaborators
through Internet. Eg. A Company website, An online
news site, www.dbim.ac.in
Slide 22
Slide 23
Dis-intermediation
Disintermediation of a consumer distribution channel showing:
(a) the original situation,
(b) disintermediation omitting the wholesaler, and
(c) disintermediation omitting both wholesaler and retailer
Slide 24
Re-intermediation
• Search Engines, Blogs, Product review and rating sites etc.
Slide 25
B2B and B2C Internet Marketing
Slide 26
B2B and B2C interactions of an organization
Slide 27
Characteristics of Business to Business (B2B) and
Business to Consumer (B2C) markets
B2C
B2B
•
•
•
•
•
•
•
•
•
•
•
•
Concentrated
Less / No intermediaries
Smaller no. of buyers
Buyers – large organisations
Bulk buying
Multiple decision levels
Formal process
Bidding & Negotiation
Complex B-S relationship
Relationship based
Country specific
Global access
•
•
•
•
•
•
•
•
•
•
•
•
Wide spread
Numerous intermediaries
Large no. of buyers
Buyers – different profiles
Variety seeking
Few decision levels
Informal process
Less / No negotiations
Straightforward B-S relation
Marketing mix based
Generic
Limited access
Slide 28
SELF STUDY ASSIGNMENT (SSA2)
Based on the characteristics of B2B and B2C, what
kind of internet marketing strategies should
marketers formulate?
Slide 29
CHAPTER 1 Session 2
17.07.13
Slide 30
BRAIN SCRATCHING TIME OUT
• Form 3 or 4 groups
• Generate a unique business idea involving the nose.
•
Develop the marketing mix using traditional methods
(offline / brick & mortar)
• Presentation – 5mins per group.
Slide 31
Internet marketing strategy
• Marketing strategy depends upon the broad marketing objectives:
- Converting the public to prospects
- Converting the prospects to customers
- Retaining the customers
- Building a relationship with the customers
• Internet marketing strategies are also based on the same objectives:
- Converting public to prospects (using both online & offline methods)
- Converting the prospects to online customers
- Retaining the online customers
- Building an online relationship with the online customers
Slide 32
• Internet marketing strategy further depends upon our
purpose of using the internet - Do we intend to use the internet as a marketing tool,
i.e., only for promotion of our products, our retail
stores & restaurants, our institute etc.?
- Or do we intend to use the internet as a
marketplace or marketing destination, i.e., to directly
sell our products to customers, to collect orders and
deliver at customers doorstep, to impart online courses
through virtual classrooms etc.?
Slide 33
Internet marketing strategy : A step by step guide
• A comprehensive Internet marketing strategy can launch or
increase sales substantially for a business.
• The following are the generic steps involved in establishing an
internet marketing strategy:
1) Generate a business idea & develop a brand name and an
identity through traditional marketing practices.
2) Study the competitors online activities: websites, their sales
processes, their marketing strategies.
3) Study the consumers online activities: identify your target
segment, find out their needs, problems and issues from their
comments, reviews, blogs etc.
Slide 34
4) Create a website for your brand. Make it detailed, interesting and
appealing. Use the existing brand name. Will depend upon your intention
of using it as a marketing tool or as a marketplace.
(try www.wordpress.com)
5) Test the functionality of the website thoroughly before using it commercially.
Make sure that every technical aspect of the website works perfectly.
6) Engage a Lawyer to develop the legal content for the website, including the
privacy policy, terms of use and contractual agreements.
7) Offer incentives and discounts for existing clients in order to encourage
them to use the website. Use surveys to obtain feedback on the customers'
experience with the website, and make changes accordingly.
8) At this stage, use traditional communication media like direct mail,
telemarketing, print and radio advertising and word of mouth to market
your business and your website.
Slide 35
9) Gradually start using internet media to promote your business:
Create social media accounts and assign someone to launch interesting
material every day. In order to attract followers, social media accounts and
blogs must be consistently updated.
Create or pay someone to write Search Engine Optimisation articles, i.e.,
articles that mention popular keywords related to your product and also offer
tips or advice. They also help your website to show up on the first pages of an
Internet search and thus, a great way to introduce people to your product.
Collect or buy email lists. People who have stores have most likely collected
emails throughout the years, which can be used for email blasts. If you do not
have any emails, you can buy them from marketing companies or neighboring
markets.
Create videos of people using your product, how-tos or people reviewing
your product. You can launch these videos via your website, You Tube, Vimeo,
Facebook or other places in order to draw interest to your website.
Slide 36
Buy ads on sites that cater to your market. Communicate your brand image,
videos or other product info on banner ads. If you don't have the skills to craft
a well-designed ad, hire a graphic designer to create a good ad.
Consider affiliate marketing i.e, getting other sites to advertise your
products. All products that are sold leading from their site will give them a
portion of the profit. This is a good way to increase online ads without paying
for them in advance.
10) Constantly monitor the activities, comments, complaints, etc. of
visitors and customers on your website. This will help you to identify
behavioral patterns, needs, problems, issues and take corrective
action accordingly.
11) Track the business and sales volume generated through the website.
12) Track the income that you receive. Pay vendors, pay taxes and
produce detailed financial statements.
Slide 37
Knowledge Building Corner
Internet:
Publicly accessible computer network
smaller networks from around the world.
connecting
many
It grew out of a U.S. Defense Department program called
ARPANET (Advanced Research Projects Agency Network),
established in 1969 with connections between computers at the
University of California at Los Angeles, Stanford Research
Institute, the University of California-Santa Barbara, and the
University of Utah. ARPANET's purpose was to conduct research
into computer networking in order to provide a secure and
survivable communications system in case of war.
Slide 38
Knowledge Building Corner
www:
World Wide Web - The terms Internet and World Wide Web
are often used in everyday speech without much distinction.
However, the Internet and the World Wide Web are not the
same.
The Internet is a global system of interconnected computer
networks. In contrast, the web is one of the services that runs on
the Internet. www is an internet information exchange service.
It is a collection of text documents and other resources, linked by
hyperlinks and URLs (Uniform Resource Locator), usually accessed
by web browsers (Mozilla Firefox, Inernet Explorer etc.) from web
servers. In short, the web can be thought of as an application
running on the Internet.
A multitude of other services are implemented over the
Internet, including e-mail, file transfer, remote computer control,
newsgroups, and online games.
Slide 39
END OF CHAPTER 1
INTERNET MARKETING
Introduction & Orientation
Pranjoy Arup Das
Slide 2
Topics to be covered as per syllabus
1. Introduction to Internet Marketing: meaning, scope and importance of internet marketing,
Application of internet marketing, Internet versus Traditional marketing. Business to Consumer and
Business to Business Internet Marketing, Internet Marketing Strategy
2. Business Models & revenue models over Internet: Introduction to E-Business - Electronic business,
Electronic Commerce, Types of Electronic Commerce, Benefits, E-Commerce Models, Value chain in
E-commerce, E-commerce in India, E-governance, Digital Commerce, Mobile Commerce, Strategies
for E-commerce, Internet based Business Model, Emerging trends in e-business,
3. Online buyer behavior and models: The marketing mix in an online context : product, price,
distribution, promotion, people, process and physical evidence ; Managing the Online customer
experience : planning website design, Understanding site user requirements, site design and
structure, developing and testing content, service quality.
4. Characteristics of interactive marketing communications: Integrated internet marketing
communication (IIMC) ; Online Promotion techniques : Search engine marketing, online PR,
Interactive advertising, online partnerships, viral marketing, opt-in-e-mail, offline communications
5. Foundation of Social Marketing: definition, scope and importance; Social Marketing Challenges ;
Conceptual Framework of Social Marketing, Social Markets Segmentations, Marketing Mix :
product, pricing, promotion and distribution strategies
6.
Electronic Payment Systems: concept of e-money, Electronic payment system, types of electronic
payment systems, smart cards, stored value cards and electronic payment systems, B2B electronic
payments, infrastructure issues in EPS, Electronic fund transfer.
Slide 3
Reference books and other aids
• E-Business & E-Commerce Management, Dave
Chaffey.
• Electronic Commerce, A Managers Guide, Ravi
Kalakota & Andrew Whinston.
• Session PPT’s, videos, handouts
• Self Study Assignments (SSA)
• Brain Scratching Time Out
• Class lectures, assignments, case studies, tests
Slide 4
CHAPTER 1 Session 1
16.07.13
Slide 5
Internet Marketing – meaning & scope
• Internet marketing – often called online marketing, is
essentially any marketing activity that is conducted online
through the use of internet tools and technology.
• Marketing activities include Market research, Product
design & development, Pricing, Advertising & Public
Relations, Promotion & Publicity, Sales & Distribution,
Payment collection, Customer Relationship Management.
• Internet tools and technology include Email, Websites,
Webpages, Search Engines, Video Streaming sites, Social
media sites, Blogs, Widgets, Podcasts, Mash-ups, Mobile
Apps…..
Slide 6
Importance of Internet Marketing
MARKETERS POINT OF VIEW
CONSUMERS POINT OF VIEW
F
Flexibility
Fast
R
E
E
Reach
Economy
Exchange (Mutual)
Ready
Easy
Educational
D
O
M
Dynamism
Open (Communication)
Modernism
Direct
Open (Communication)
Multi- ………….
• It is this F.R.E.E.D.O.M that differentiates Internet Marketing from traditional
marketing (Bricks & Mortar business). But, it is a gap that is fast diminishing.
• Having said that, it cannot be denied that Internet Marketing rooted out of
traditional marketing thanks to both its positive and negative aspects.
Slide 7
SELF STUDY ASSIGNMENT SSA1
• Compare Internet marketing with traditional
marketing and list out as many:
- Similarities
- Differences
- Positive aspects of both
- Negative aspects of both
Slide 8
Challenges of Internet Marketing
• Building trust
• Altering attitudes and perceptions
• Simplifying processes
• Creating innovative conveniences
• Fighting cyber attacks and frauds
• Keeping the buyers/visitors
engaged
• Keeping pace with technology in
terms of both hardware and
software.
Slide 9
Applications and Implications of Internet Marketing
APPLIED TO
Market Research
IN THE FORM OF
Online surveys, Online product reviews, ratings and feedback, Blogs
Slide 10
Slide 11
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Slide 12
CROWDSOURCING
Slide 13
WEBINARS
Slide 14
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Pricing
Online price & features comparison
Promotion –
Informing
Educating
Encouraging
Influencing
Online Advertising - Websites, Social Media Networks, Email (SPAM),
Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website,
FAQ's, Live Chat, Convenient payment options, Any location delivery,
Doorstep delivery, Replacement Guarantees, Take Back offers,
Discounts, Money back guarantees, Cash Back Offers
Slide 15
SEARCH ENGINE MARKETING
Slide 16
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Pricing
Online price & features comparison
Promotion –
Informing
Educating
Encouraging
Influencing
Online Advertising - Websites, Social Media Networks, Email (SPAM),
Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website,
FAQ's, Live Chat, Convenient payment options, Any location delivery,
Doorstep delivery, Replacement Guarantees, Take Back offers,
Discounts, Money back guarantees, Cash Back Offers
Place / Distribution / Add to Cart, Delivery time, Any location delivery, Doorstep delivery,
Delivery
Outsourcing logistics services.
Slide 17
OUTSOURCING LOGISTICS
Slide 18
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Pricing
Online price & features comparison
Promotion –
Informing
Educating
Encouraging
Influencing
Online Advertising - Websites, Social Media Networks, Email (SPAM),
Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website,
FAQ's, Live Chat, Convenient payment options, Any location delivery,
Doorstep delivery, Replacement Guarantees, Take Back offers,
Discounts, Money back guarantees, Cash Back Offers
Place / Distribution / Add to Cart, Delivery time, Any location delivery, Doorstep delivery,
Delivery
Outsourcing logistics services.
Invoicing &
Payment collection
After Sales Service,
Customer
Relationship
Management
E-Invoice, E-Bill, E-payment, Minimum ‘hops’, Cash On Delivery
Online complaint register, Online maintenance tips, Recommended
mobile apps, Recommended software, Online Assistance, Online
technical support,
Slide 19
MOBILE APPS
Slide 20
Applications and Implications of Internet Marketing
APPLIED TO
IN THE FORM OF
Market Research
Online surveys, Online product reviews, ratings and feedback, Blogs
Product : design,
development &
improvement
Crowdsourcing, E-Brochures, E-Catalogues, Photos & Videos on
website, Webinars.
Pricing
Online price & features comparison
Promotion –
Informing
Educating
Encouraging
Influencing
Online Advertising - Websites, Social Media Networks, Email (SPAM),
Viral videos, Search Engines, Maps, Mobile Apps., Interactive Website,
FAQ's, Live Chat, Convenient payment options, Any location delivery,
Doorstep delivery, Replacement Guarantees, Take Back offers,
Discounts, Money back guarantees, Cash Back Offers
Place / Distribution / Add to Cart, Delivery time, Any location delivery, Doorstep delivery,
Delivery
Outsourcing logistics services.
Invoicing &
Payment collection
After Sales Service,
Customer
Relationship
Management
E-Invoice, E-Bill, E-payment, Minimum ‘hops’, Cash On Delivery
Online complaint register, Online maintenance tips, Recommended
mobile apps, Recommended software, Online Assistance, Online
technical support,
Slide 21
Intranet & Extranet
• Intranet – A private internal network using the
Internet that enables employees to communicate
with each other, access and share internal and
confidential information.
• Extranet – A limited part of the Intranet made
accessible to customers, suppliers & collaborators
through Internet. Eg. A Company website, An online
news site, www.dbim.ac.in
Slide 22
Slide 23
Dis-intermediation
Disintermediation of a consumer distribution channel showing:
(a) the original situation,
(b) disintermediation omitting the wholesaler, and
(c) disintermediation omitting both wholesaler and retailer
Slide 24
Re-intermediation
• Search Engines, Blogs, Product review and rating sites etc.
Slide 25
B2B and B2C Internet Marketing
Slide 26
B2B and B2C interactions of an organization
Slide 27
Characteristics of Business to Business (B2B) and
Business to Consumer (B2C) markets
B2C
B2B
•
•
•
•
•
•
•
•
•
•
•
•
Concentrated
Less / No intermediaries
Smaller no. of buyers
Buyers – large organisations
Bulk buying
Multiple decision levels
Formal process
Bidding & Negotiation
Complex B-S relationship
Relationship based
Country specific
Global access
•
•
•
•
•
•
•
•
•
•
•
•
Wide spread
Numerous intermediaries
Large no. of buyers
Buyers – different profiles
Variety seeking
Few decision levels
Informal process
Less / No negotiations
Straightforward B-S relation
Marketing mix based
Generic
Limited access
Slide 28
SELF STUDY ASSIGNMENT (SSA2)
Based on the characteristics of B2B and B2C, what
kind of internet marketing strategies should
marketers formulate?
Slide 29
CHAPTER 1 Session 2
17.07.13
Slide 30
BRAIN SCRATCHING TIME OUT
• Form 3 or 4 groups
• Generate a unique business idea involving the nose.
•
Develop the marketing mix using traditional methods
(offline / brick & mortar)
• Presentation – 5mins per group.
Slide 31
Internet marketing strategy
• Marketing strategy depends upon the broad marketing objectives:
- Converting the public to prospects
- Converting the prospects to customers
- Retaining the customers
- Building a relationship with the customers
• Internet marketing strategies are also based on the same objectives:
- Converting public to prospects (using both online & offline methods)
- Converting the prospects to online customers
- Retaining the online customers
- Building an online relationship with the online customers
Slide 32
• Internet marketing strategy further depends upon our
purpose of using the internet - Do we intend to use the internet as a marketing tool,
i.e., only for promotion of our products, our retail
stores & restaurants, our institute etc.?
- Or do we intend to use the internet as a
marketplace or marketing destination, i.e., to directly
sell our products to customers, to collect orders and
deliver at customers doorstep, to impart online courses
through virtual classrooms etc.?
Slide 33
Internet marketing strategy : A step by step guide
• A comprehensive Internet marketing strategy can launch or
increase sales substantially for a business.
• The following are the generic steps involved in establishing an
internet marketing strategy:
1) Generate a business idea & develop a brand name and an
identity through traditional marketing practices.
2) Study the competitors online activities: websites, their sales
processes, their marketing strategies.
3) Study the consumers online activities: identify your target
segment, find out their needs, problems and issues from their
comments, reviews, blogs etc.
Slide 34
4) Create a website for your brand. Make it detailed, interesting and
appealing. Use the existing brand name. Will depend upon your intention
of using it as a marketing tool or as a marketplace.
(try www.wordpress.com)
5) Test the functionality of the website thoroughly before using it commercially.
Make sure that every technical aspect of the website works perfectly.
6) Engage a Lawyer to develop the legal content for the website, including the
privacy policy, terms of use and contractual agreements.
7) Offer incentives and discounts for existing clients in order to encourage
them to use the website. Use surveys to obtain feedback on the customers'
experience with the website, and make changes accordingly.
8) At this stage, use traditional communication media like direct mail,
telemarketing, print and radio advertising and word of mouth to market
your business and your website.
Slide 35
9) Gradually start using internet media to promote your business:
Create social media accounts and assign someone to launch interesting
material every day. In order to attract followers, social media accounts and
blogs must be consistently updated.
Create or pay someone to write Search Engine Optimisation articles, i.e.,
articles that mention popular keywords related to your product and also offer
tips or advice. They also help your website to show up on the first pages of an
Internet search and thus, a great way to introduce people to your product.
Collect or buy email lists. People who have stores have most likely collected
emails throughout the years, which can be used for email blasts. If you do not
have any emails, you can buy them from marketing companies or neighboring
markets.
Create videos of people using your product, how-tos or people reviewing
your product. You can launch these videos via your website, You Tube, Vimeo,
Facebook or other places in order to draw interest to your website.
Slide 36
Buy ads on sites that cater to your market. Communicate your brand image,
videos or other product info on banner ads. If you don't have the skills to craft
a well-designed ad, hire a graphic designer to create a good ad.
Consider affiliate marketing i.e, getting other sites to advertise your
products. All products that are sold leading from their site will give them a
portion of the profit. This is a good way to increase online ads without paying
for them in advance.
10) Constantly monitor the activities, comments, complaints, etc. of
visitors and customers on your website. This will help you to identify
behavioral patterns, needs, problems, issues and take corrective
action accordingly.
11) Track the business and sales volume generated through the website.
12) Track the income that you receive. Pay vendors, pay taxes and
produce detailed financial statements.
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Knowledge Building Corner
Internet:
Publicly accessible computer network
smaller networks from around the world.
connecting
many
It grew out of a U.S. Defense Department program called
ARPANET (Advanced Research Projects Agency Network),
established in 1969 with connections between computers at the
University of California at Los Angeles, Stanford Research
Institute, the University of California-Santa Barbara, and the
University of Utah. ARPANET's purpose was to conduct research
into computer networking in order to provide a secure and
survivable communications system in case of war.
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Knowledge Building Corner
www:
World Wide Web - The terms Internet and World Wide Web
are often used in everyday speech without much distinction.
However, the Internet and the World Wide Web are not the
same.
The Internet is a global system of interconnected computer
networks. In contrast, the web is one of the services that runs on
the Internet. www is an internet information exchange service.
It is a collection of text documents and other resources, linked by
hyperlinks and URLs (Uniform Resource Locator), usually accessed
by web browsers (Mozilla Firefox, Inernet Explorer etc.) from web
servers. In short, the web can be thought of as an application
running on the Internet.
A multitude of other services are implemented over the
Internet, including e-mail, file transfer, remote computer control,
newsgroups, and online games.
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END OF CHAPTER 1