Вы находитесь на странице: 1из 105

DESSETATATION REPORT SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL


BUSINESS
On
Internet marketing - clicking for profits
SUBMITTED BY FACULTY GUIDE

_______________________
AMITY INTERNATIONAL BUSINESS SCHOOL
SECTOR 44, GAUTAM BUDDHA NAGAR NOIDA (U.P.)
Internet marketing-Clicking for profits
__________________ ________________
CERTIFICATATE OF ORIGIN
This is to certi! th"t Mr. A#$it Bh"!"#", " st%&e#t o Post Gr"&%"te De'ree i#
I#ter#"tio#"( B%si#ess, A)it! I#ter#"tio#"( B%si#ess Schoo(, Noi&" h"s *or$e& i# the
Study of Internet marketing-clicking on profits, %#&er the "+(e '%i&"#ce "#&
s%,er-isio# o Ms. De+."#i Bh"tt"ch"r!" , /"c%(t! '%i&e, A)it! I#ter#"tio#"(
+%si#ess schoo(, Noi&".

This &issert"tio# re,ort h"s the re0%isite st"#&"r& or the ,"rti"( %(i(()e#t the Post
Gr"&%"te De'ree i# I#ter#"tio#"( B%si#ess. To the +est o o%r $#o*(e&'e #o ,"rt o this
re,ort h"s +ee# re,ro&%ce& ro) "#! other re,ort "#& the co#te#ts "re +"se& o# ori'i#"(
rese"rch.
Ms. Debjani Bhattacharya Ankit Bhayana
Faculty Guide Intern
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
3
Internet marketing-Clicking for profits
ACKNOWLEDGEMENT
I e4,ress )! si#cere 'r"tit%&e to )! "c%(t! '%i&e Ms. Debjani Bhattacharya ,
Faculty Guide, Amity International Business School, Noi&", or her "+(e '%i&"#ce,
co#ti#%o%s s%,,ort "#& coo,er"tio# thro%'ho%t )! ,ro.ect, *itho%t *hich the ,rese#t
*or$ *o%(& #ot h"-e +ee# ,ossi+(e.
Ankit Bhayana
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
5
Internet marketing-Clicking for profits
TABLE OF CONTENTS
Chapter No. Subject Page No.
Ch. 1 Executive Summary 6
Ch. 2 Research Methodology 7
2.1 Primary Objective
2.2 Marketing research
2.3 Classification of Marketing Research
2.4 Market design

Ch. 3 Critical Review of Literature
3.1.a Go Vernacular
3.1.b Rich media innovations
3.1.c Benefits
3.1.d Limitations
3.1.e Effects on Industries
Ch. 4 Internet -The journey so far
4.1 Internet-evolution to revolution
4.2 Era One, Birth:
4.3 Era Two, Growth:
4.4 Era Three, Evolution:
4.5 The Future- Consumer Empowered and Connected
Era
Ch 5 Understanding the Internet marketing
6.7 Definition and Scope
6.3 History
6.5 Business Models and Formats
6.4 Purpose of online marketing
6.6 Online marketing activities
5.6 Benefits
5.7 Limitations
5.8 Challenges
5.9 Effect on industries
5.10 Recent issues
5.11 Future
Ch 6 Preparing the ground work 44
6.1 E-commerce in India

6.2 Localization
6.3 Laws of the internet 45
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
4
Internet marketing-Clicking for profits
Ch 7 ROI-calculating your costs
7.1 An overview 53
7.2 ROI-Google adwords
Ch 8 Technological solutions
8.1 Introduction
8.2 a Online advertising
8.2.b Affiliate & referral programs
8.2.c S.E.O
8.2.d PPC
8.3 Strengths and weakness
8.4 Conclusion 71
Ch 9 Demography and geography
108
9.1 Trends 109
9.2 Internet users 115
Ch 10 Search engine challenges
10.1 Introduction
10.2 Search engine strategies
Ch 11 Preparing for additional traffic
11.1 Introduction 127
Ch 12 Branding Your Business And Website
12.1 Develop a brand
Ch 13 Making a Sticky Website
13.1 Increasing the volumes
13.2 Linking strategies
Ch 14 Viral marketing
14.1 Define
14.2 US Fact file 149
Ch 15 Online Marketing Methods
15.1 Email marketing
15.2 Strategies
Ch 78 Traditional Strategies
Ch 17 Specialized Marketing
17.1 miscellaneous marketing strategies
17.2 Paid advertising strategies
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
6
Internet marketing-Clicking for profits
Ch 18 The website marketing plan

Ch 19 Spam
19.1 Spam-An overview
19.2 What are the methods of dealing with Spam?
19.3 India And The Spam Menace:
19.4 The CAN-SPAM Act: Requirements for Commercial
Emailers
Ch 21 Conclusion
Ch 22 Glossary

AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
8
Internet marketing-Clicking for profits
Chapter - 1
Executive summary
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
9
Internet marketing-Clicking for profits
1. Executive Summary
I#ter#et or o#(i#e )"r$eti#' is the %se o the I#ter#et to "&-ertise "#& se(( 'oo&s "#&
ser-ices. I#ter#et M"r$eti#' i#c(%&es ,"! ,er c(ic$ "&-ertisi#', +"##er "&s, e:)"i(
)"r$eti#', i#ter"cti-e "&-ertisi#', se"rch e#'i#e )"r$eti#' (i#c(%&i#' se"rch e#'i#e
o,ti)i;"tio#), +(o' )"r$eti#', "#& "rtic(e )"r$eti#'. There "re )"#! *"!s o i#ter#et
)"r$eti#' (i$e the +"##ers, s$!:scr",ers, )o#sters, to*ers, ,o,:i# "#& ,o, o%ts,"&s *ith
("sh -i&eos "#& "#i)"tio# *ith "%&io.
There "re ro%'h(! 6< )i((io# i#ter#et %sers,the i#ter#et c"#t +e i'#ore& *he# the
)"r$erters "re &eci&i#' their )e&i" )i4.i# i#&i" the e:"&-ertisi#' +%si#ess is "+o%t 74<<
crores (3= o "&-ertisi#' +%si#ess *heres the *or(& +%si#ess is "t 7<=.
The i#tere#et he(,s i# )"$i#' &"t"+"se o i#teresete& ,eo,(e.
The i#te'er"tio# o the i#ter#et *ith the other or)s o the )e&i" is *h"t is 'oi#' to he(,
the co),"#ies re"ch o%t to its co#s%)ers.or e4"),(e the s!#er'! o the ;ee te(e-isio#
*ith si! h"s he(,e& ,o,%("r ,ro'r")s (i$e Ci#e st"r $i $ho..
U#(i$e te(e-isio# or "#! other )e&i",its e"s! to i#& o# i#ter#et *hether " c"),"i'# is
'oi#' *e(( or #ot.
The ch"#'i#' )e&i" co#s%),tio#
Hours per week TV Radio Internet Newspaper
3<> 75= 6= 43= :
77:3< 3?= @= 36= :
6:7< 56= 3<= 33= 4?=(6>ho%rs)
A6 3<= 6<= 7<= 55=
A5 : : : 78=
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
@
Internet marketing-Clicking for profits
Chapter 2
Research Methodology

AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
?
Internet marketing-Clicking for profits
Market Research
2.1 Primary objective
2.2 Definition of Market Research
A set o tech#i0%es "#& ,ri#ci,(es or s!ste)"tic"((! co((ecti#', recor&i#', "#"(!;i#',
"#& i#ter,reti#' &"t" th"t c"# "i& &ecisio# )"$ers *ho "re i#-o(-e& *ith )"r$eti#'
'oo&s, ser-ices or i&e"s
M"r$eti#' rese"rch is the %#ctio# *hich (i#$s the
Co#s%)er
C%sto)er
P%+(ic
To the marketer through information
I#or)"tio# %se& to i&e#ti! "#& &ei#e )"r$eti#' o,,ort%#ities "#& ,ro+(e)s
Ge#er"te, rei#e, "#& e-"(%"te )"r$eti#' "ctio#s
Mo#itor )"r$eti#' ,eror)"#ce
I),ro-e o%r %#&erst"#&i#' o )"r$eti#' "s " ,rocess
This &ei#itio# i#&ic"tes th"t )"r$eti#' rese"rch ,ro-i&es i#or)"tio# to the )"r$eter
or %se i# "t (e"st o%r "re"sB
1. The generation of ideas for marketing action, including identification of
marketing problems and opportunities
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
7<
Internet marketing-Clicking for profits
3. The e-"(%"tio# o )"r$eti#' "ctio#s
5. The co),"riso# o ,eror)"#ce -ers%s o+.ecti-es
4. De-e(o,)e#t o 'e#er"( %#&erst"#&i#' o )"r$eti#' ,he#o)e#" "#& ,rocess
/%rther )"r$eti#' rese"rch is i#-o(-e& *ith "(( the ,h"se o i#or)"tio#:)"#"'e)e#t
,rocess i#c(%&i#'B
7. The s,eciic"tio# o *h"t i#or)"tio# is #ee&e&
3. The co((ectio# "#& "#"(!sis o i#or)"tio#
3. The interpretation of that information with respect to the objectives that
motivated the study in the first place.
2.3(a) Classification of Marketing Research
M"r$eti#' Rese"rch
Pro+(e) i&e#tiic"tio# Pro+(e) so(-i#'
Rese"rch Rese"rch
Problem identification research
Rese"rch *hich is %#&ert"$e# to he(, i&e#ti! ,ro+(e)s th"t "re #ot #ecess"ri(! ",,"re#t
o# the s%r"ce "#& !et e4ist or "re (i$e(! to "rise i# %t%re
M"r$et ,ote#ti"( rese"rch
M"r$et sh"re rese"rch
I)"'e rese"rch
M"r$et ch"r"cteristics rese"rch
S"(es "#"(!sis rese"rch
/orec"sti#' rese"rch
B%si#ess tre#&s rese"rch
Problem solving research
Rese"rch %#&ert"$e# to s,eciic )"r$eti#' ,ro+(e)s
Se')e#t"tio# rese"rch
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
77
Internet marketing-Clicking for profits
Pro&%ct rese"rch
Prici#' rese"rch
Pro)otio# rese"rch
Distri+%tio# rese"rch
Principle of marketing Research
Pri#ci,(e C7B
Atte#& to the ti)e(i#ess "#& re(e-"#ce o rese"rch
Pri#ci,(e C3B
Dei#e rese"rch o+.ecti-es c"re%((! "#& c(e"r(!
Pri#ci,(e C5B
Do #ot co#&%ct rese"rch to s%,,ort &ecisio#s "(re"&! )"&e
2.3(b) Marketing Research`s Relationship to Decision Making Activity
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
73
Decision-making
activity
M"r$eti#' Rese"rch
Organization`s
internal and
external
environments
M"r$eti#' sit%"tio# c"((i#' or
&ecisio#(s)
Final
decision(s)
Internet marketing-Clicking for profits
2.4 RESEARCH DESIGN
A rese"rch &esi'# is the &et"i(e& +(%e,ri#t %se& to '%i&e " rese"rch st%&! to*"r&s its
o+.ecti-es.
It is series o "&-"#ce& &ecisio#s t"$e# to'ether co),risi#' " )"ster ,("# or " )o&e( or
the co#&%ct o rese"rch i# co#so#"#ce *ith the rese"rch o+.ecti-es.
It &et"i(s the ,roce&%res #ecess"r! or o+t"i#i#' the i#or)"tio# #ee&e& to str%ct%re or
so(-e the )"r$eti#' rese"rch ,ro+(e)
The rese"rchers ,ro,ose to irst co#&%ct " i#te#si-e seco#&"r! rese"rch to %#&erst"#& the
%(( i),"ct "#& i),(ic"tio# o the i#&%str!, to re-ie* "#& criti0%e the i#&%str! #or)s "#&
re,orts, o# *hich cert"i# iss%es sh"(( +e se(ecte&, *hich the rese"rchers ee( re)"i#
%#"#s*ere& or (i"+(e to ch"#'e, this sh"(( +e %rther t"$e# %, i# the #e4t st"'e o
e4,(or"tor! rese"rch *here oc%se& 'ro%, sh"(( scree# thro%'h. This st"'e sh"(( he(, the
rese"rchers to restrict "#& se(ect o#(! the i),ort"#t 0%estio# "#& iss%e, *hich i#h"+it
'ro*th "#& se')e#t"tio# i# the i#&%str!. These set o 0%estio#s "re the# ,ro,ose to +e
st%&ie& %#&er " &escri,ti-e rese"rch setti#' i#"((! (e"&i#' to or)"tio# o h!,otheses
"#& testi#' %#&er c"%s"( rese"rch.
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
75
Internet marketing-Clicking for profits
AMIT1 INTERNATIONA2 BUSINESS SCHOO2, NOIDA
74
Internet Marketing- Clicking on profits
DESCRIPTIVE RESEARCH
M".or o+.ecti-e o &escri,ti-e rese"rch is to &escri+e so)ethi#' %s%"((! )"r$et
ch"r"cteristics or %#ctio#s. Descri,ti-e rese"rch is ch"r"cteri;e& +! the ,rior
or)%("tio# o s,eciic h!,otheses. Here i#or)"tio# is c(e"r(! &ei#e&.
A )".orit! o )"r$et rese"rch st%&ies "re descriptive research st%&ies. A &escri,ti-e
rese"rch st%&! )%st co((ect &"t" or " &ei#ite ,%r,ose. I# &escri,ti-e rese"rch,
h!,otheses ote# e4ist, +%t the! )"! +e te#t"ti-e "#& s,ec%("ti-e.
Amity International Business School, Noida
Research
Design
E4,(or"tor!
Rese"rch Desi'#
Descri,ti-e Rese"rch
Desi'#
/oc%s Gro%,
Seco#&"r! D"t" "#"(!sis
Internet Marketing- Clicking on profits
Collection of Data
7. S%r-e!s 7. O+ser-"tio#
3. D%estio##"ires 3.I#&irect o+ser-"tio#
("rchi-es)
Sampling
Amity International Business School, Noida
SAMPLIN
G
Probability
Sampling
Non-Probability Sampling
E%&')e#t"( s"),(i#'
D%"(it"ti-e &"t" D%"#tit"ti-e &"t"
Co((ectio# o &"t"
Internet Marketing- Clicking on profits
Ch",ter 5
Critic"( re-ie* o (iter"t%re
Amity International Business School, Noida
Internet Marketing- Clicking on profits
3.1 Critical review of literature
3.1.a Go Vernacular
Tho%'h the e#'(ish s,e"$i#' ,o,%("tio# is " )i#isc%(e, )ost o#(i#e co#te#t is i# i#
e#'(ish *ith h"r&(! "#! #"ti-e ("#'%"'e ,ort"(s. B%t the s%r-e!s sho*s th"t 43= o the
i#&i"# -isit ("#'%"'e sites.'oo'(es chie e4e4c%ti-e oicer sch)i&ht s"!s th"t hi#&i
*o%(& +e the thir& ("r'est ,o,%("r o#(i#e ("#'%"'e "ter e#'(ish "#& chi#eese.co#s%)er
,ort"(s (i$e .ee-"#s"thi.co) h"-e re"(i;e& the ,ote#ti"( "#& h"-e st"rte& 'oi#' hi#&i.
H"-i#' " (o!"( &"t"+"se o co#s%)ers th"t " +r"#& c"# re,e"te&(! co))%#ic"te is " h%'e
"sset or ,ort"(s.or e4"),(e the s%#si($ '"#' o 'ir(s.co) h"s 7.6 ("$h *o)e# re'istere&
"#& co#st"#t(! co))%#ic"ti#' *ith ee&+"c$ "#& i#tro&%ci#' the ,ro&%ct.the! "re
o((o*i#' 58< &e'ree o co))%#ic"tio#s.
3.1.b Rich media innovations
I#&i"#s (o''i#' to sites (i$e !o%t%+e.co) is the irst ste, to*"r&s co#-er'e#ce
+eco)i#' " re"(it!.*ith the #e*s ch"##e(s ,ro-i&i#' #e*s o#(i#e,itFs the #e4t ste, to
i##o-"tio#.or e4"),(e NDTG.co) ch"r'es Rs.5<< ,er )o#th or o#(i#e -i&eo #e*s.
Hhe# c"# i#ter#et +e c"((e& "ct%"((! s"i& to to%ch the (i-es o "-er"'e i#&i"#sII
J*he# " *o)e# +e"te# +! her &r%#$e# h%s+"#& i# " re)ote -i(("'e *i(( see$ the he(, o
i#ter#et to i#& o%t *ho e4"ct(! she c"# see$ he(, ro).
Hith " ,o,%("tio# o 7 +i((io# "#& *here the ")+it o ,ress is o#(! (i)ite& to 333
)i((io#.I#&i" is #o* the 4
th
("r'est %sers o i#ter#et %ser+"se *ith 6<.8 )i((io# %sers "#&
co#tri+%ti#t to 4.9= o the '(o+"( i#ter#et ,o,%("tio#.
/or those *ho +e(ie-e th"t i#ter#et is o#(! restricte& to )etros, " s%r-e! sho*e& th"t 3@
= o ,eo,(e *ho %se #et or )"tri)o#i"( co)e ro) s)"(( cities,co),"re& to o#(! 45=
ro) )etros."#& thereore the *e+ h"s +eco)e "# %r+"# ,he#o)e#" r"ther th"# +ei#' "
)etro:ce#tric ,he#o)e#".
A# IAMAI s%r-e! sho*e& th"t 43= o the %sers %se the i#ter#et or )ore th"# 3< ho%rs
" *ee$, 36 = or 77:3< ho%rs,33 = or 6:7< ho%rs "#& o#(! 6 = or (ess th"# 6 ho%rs.

Detr"ctors o this co#ce,t o h%)"#:to:h%)"# co#t"ct thro%'h o#(i#e co#-ers"tio#s
s%''est th"t co),"#ies "re 'oi#' to +e c"re%( "+o%t )"r$eti#' i# this )"##er "#&
,erh",s *i(( #e-er re"((! h"-e ho#est "#& o,e# co#-ers"tio#s "s the i#terests o
co),"#ies "#& +%si#esses "re #ot the i#terests o ,ote#ti"( ,%rch"sers. The c(%etr"i#
)"#iesto "((o*s or this t!,e o thi#$i#' s%''esti#' th"t +%si#esses *he# )"r$eti#' i#
this )"##er #ee& to +e thi#$i#' "+o%t )ore th"# .%st )"$i#' )o#e!K i " +%si#ess is
thi#$i#' o#(! "+o%t )"$i#' )o#e!, it *i(( +eco)e ",,"re#t i# c(ose o#(i#e
co#-ers"tio#s "#& the )"r$et *i(( tre"t th"t +%si#ess i# *h"te-er )"##er it )"! "s
Amity International Business School, Noida
Internet Marketing- Clicking on profits
)"r$ets c"# #o* t"($ to e"ch other thro%'h the s")e )e"#s )"r$eters t"($ to ,ote#ti"(
c%sto)ers.
M"r$eti#' o# the i#ter#et re0%ires th"t o#e +e o%#& %si#' $e!*or& se"rches or so)e
or) o o#(i#e "&-ertisi#'. I# "#! c"se the tric$ to +ei#' s%ccess%( i# O#(i#e M"r$eti#'
is +ei#' o%#& *ithi# the to, 5< se"rch res%(ts.
There "re 5 *"!s th"t o#e c"# +e o%#&.
7.) N"t%r"( se"rch e#'i#e r"#$i#' (9<= o se"rchers *i(( s$i, o-er s,o#sore& res%(ts "#&
st"rt *ith the #"t%r"((! r"#$e& sites)
3.) P"i& i#c(%sio# "#&
5.) P"! ,er c(ic$.
D%e to the e4tre)e &iic%(t! o "chie-i#' " #"t%r"( hi'h r"#$i#' o# " )".or se"rch
e#'i#e )ost co),"#ies o,t or CLs 3 "#& 5 or their o#(i#e )"r$eti#'. U#ort%#"te(! the
5r& o,tio# is -er! cost(! "#& o#(! the )ost *e(( hee(e& co),"#ies c"# "or& to )"r$et
o#(i#e -i" ,"! ,er c(ic$.
Hh"t is tr%e o O#(i#e M"r$eti#' to&"! is th"t o#e )%st ,"! to ,("!. Si#ce the &ot co)
+%st se-er"( !e"rs "'o se"rch e#'i#es h"-e &iscer#e& th"t i# or&er to s%r-i-e the! )%st
'e#er"te si'#iic"#t re-e#%e. At irst the ho,e *"s th"t +"##er "&-ertisi#' *o%(& +e
s%icie#t to i(( the se"rch e#'i#e coers +%t it soo# +ec")e e-i&e#t th"t se"rchers &i&
#ot res,o#& to +"##ers. It the# +ec")e e-i&e#t th"t there *ere 3 ,ri)"r! *"!s to cre"te
i#co)e or se"rch e#'i#es "#& o#(i#e &irectories. Th%s ,"i& i#c(%sio# "#& ,"! ,er c(ic$
*ere +or#M
Se)"#tic (o'ic *i(( "((o* se"rchers to %se #ot .%st $e!*or&s to se"rch, +%t r"ther the!
*i(( se"rch %si#' co))o# ("#'%"'e. This is " +i' &e,"rt%re ro) the cr%&e Boo(e"#
(o'ic *hich h"s ser-e& the I#ter#et se"rchi#' co))%#it! or the ("st &ec"&e.
3.1.c Benefits
So)e o the +e#eits "ssoci"te& *ith I#ter#et )"r$eti#' i#c(%&e the "-"i("+i(it! o
i#or)"tio#. Co#s%)ers c"# (o' o#to the I#ter#et "#& (e"r# "+o%t ,ro&%cts, "s *e(( "s
,%rch"se the), "t "#! ho%r. Co),"#ies th"t %se I#ter#et )"r$eti#' c"# "(so s"-e )o#e!
+ec"%se o " re&%ce& #ee& or " s"(es orce. O-er"((, I#ter#et )"r$eti#' c"# he(, e4,"#&
ro) " (oc"( )"r$et to +oth #"tio#"( "#& i#ter#"tio#"( )"r$et,("ces.
3.1.d Limitations
2i)it"tio#s o I#ter#et )"r$eti#' cre"te ,ro+(e)s or +oth co),"#ies "#& co#s%)ers.
S(o* I#ter#et co##ectio#s c"# c"%se &iic%(ties. I co),"#ies +%i(& o-er(! ("r'e or
co),(ic"te& *e+ ,"'es, I#ter#et %sers )"! str%''(e to &o*#(o"& the i#or)"tio#.
I#ter#et )"r$eti#' &oes #ot "((o* sho,,ers to to%ch, s)e((, t"ste or tr!:o# t"#'i+(e 'oo&s
+eore )"$i#' "# o#(i#e ,%rch"se. So)e e:co))erce -e#&ors h"-e i),(e)e#te& (i+er"(
ret%r# ,o(icies to re"ss%re c%sto)ers.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
3.1.e Effects on Industries
I#ter#et )"r$eti#' h"s h"& " ("r'e i),"ct o# se-er"( i#&%stries i#c(%&i#' )%sic,
+"#$i#', "#& (e" )"r$ets. I# the )%sic i#&%str!, )"#! co#s%)ers h"-e +e'%# +%!i#'
"#& &o*#(o"&i#' MP5s o-er the I#ter#et i#ste"& o si),(! +%!i#' CDs. The &e+"te o-er
the (e'"(it! o &o*#(o"&i#' MP5s h"s +eco)e " )".or co#cer# or those i# the )%sic
i#&%str!.
I#ter#et )"r$eti#' h"s "(so "ecte& the +"#$i#' i#&%str!. More "#& )ore +"#$s "re
oeri#' the "+i(it! to ,eror) +"#$i#' t"s$s o#(i#e. O#(i#e +"#$i#' is +e(ie-e& to ",,e"(
to c%sto)ers +ec"%se it is )ore co#-e#ie#t th"# -isiti#' +"#$ +r"#ches. C%rre#t(!, o-er
6< )i((io# U.S. "&%(ts #o* +"#$ o#(i#e. O#(i#e +"#$i#' is #o* the "stest:'ro*i#'
I#ter#et "cti-it!. The i#cre"si#' s,ee& o I#ter#et co##ectio#s is the )"i# re"so# or the
"st:'ro*th. O those i#&i-i&%"(s *ho %se the I#ter#et, 44= #o* ,eror) +"#$i#'
"cti-ities o-er the I#ter#et.
As I#ter#et "%ctio#s h"-e '"i#e& ,o,%("rit!, (e" )"r$ets "re str%''(i#'. U#i0%e ite)s
th"t co%(& ,re-io%s(! +e o%#& "t (e" )"r$ets "re +ei#' so(& o# E+"!.co) i#ste"&.
E+"!.co) h"s "(so "ecte& the ,rices i# the i#&%str!. B%!ers "#& se((ers ote# (oo$ "t
,rices o# the *e+site +eore 'oi#' to (e" )"r$ets "#& the E+"!.co) ,rice ote# +eco)es
*h"t the ite) is so(& or. More "#& )ore (e" )"r$et se((ers "re ,%tti#' their ite)s %, or
s"(e o#(i#e "#& r%##i#' their +%si#ess o%t o their ho)es.
Gir"( )"r$eti#' "#& -ir"( "&-ertisi#' reer to )"r$eti#' tech#i0%es th"t %se ,re:e4isti#'
soci"( #et*or$s to ,ro&%ce e4,o#e#ti"( i#cre"ses i# +r"#& "*"re#ess, thro%'h se(:
re,(ic"ti#' -ir"( ,rocesses, "#"(o'o%s to the s,re"& o " co),%ter -ir%s. It c"# ote# +e
*or&:o:)o%th &e(i-ere& "#& e#h"#ce& o#(i#eK it c"# h"r#ess the #et*or$ eect o the
I#ter#et "#& c"# +e -er! %se%( i# re"chi#' " ("r'e #%)+er o ,eo,(e r",i&(!.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Chapter 4
Internet -The journey so far
Amity International Business School, Noida
Internet Marketing- Clicking on profits
4.1 Internet-evolution to revolution
2"st !e"r )"r$e& the 7<th "##i-ers"r! o the Mos"ic Bro*ser, *hich '"-e +irth to the
He+ "'e. /or so)e it see)s (i$e !ester&"! "#& or others it ee(s (i$e e#tire er"s h"-e
e(",se& &%ri#' the ,"st &ec"&e. Hhi(e the &i'it"( co))%#ic"tio# "'e is !et i# its i#"#c!,
*e h"-e "ct%"((! (i-e& thro%'h 5 er"s, "s co#s%)ers, co))erce "#& c%(t%re "&",te& to
the J&o)estic"tio#N o the I#ter#et:%#ti( the# " &ec"&es o(& "c"&e)ic "#& )i(it"r!
i#r"str%ct%re:*hich the +ro*ser )"&e ,ossi+(e. These er"s o ro%'h(! 7,<<< &"!s e"ch
"reB
Era One: Birth and the Technology Leap (1996-1999)
Era Two: Growth and the Explosion o !o""ercial #ar$et (%&&&-%&&%)
Era Three: E'ol(tion and the )ge o *rag"atis" (%&&+-%&&,)
4.2 Era One, Birth:
So)eti)e +et*ee# 7??8 "#&7??@ " e* )i((io# ,eo,(e c")e %,o# so)ethi#' *o#&er%(
c"((e& the Hor(& Hi&e He+. At the ti)e it co#siste& o (ots o +("c$ te4t "#& th%)+#"i(
,ict%res o# 're! +"c$'ro%#& th"t (i#$e& to other *o#&er%( *or(&s i((e& *ith the s")e.
O#e c(ic$ "#& the *or(& *"s "t o#eFs i#'erti,s. This *"s "# er" th"t oc%se& o# the
J#e*#essN o the I#ter#et:+oth to co#s%)ers "s *e(( "s to )"r$eters. Bec"%se it *"s
,ri)"ri(! -ie*e& "s " tech#o(o'! r"ther th"# "s e#"+(i#' )ech"#is), co#te#t *"s "#
"tertho%'ht. The "ct o Js%ri#'N "#& &isco-eri#' *"s %(i((i#' e#o%'h or co#s%)ers.
The experience was generally a static one. Content didn`t refresh regularly and it
tended to be limited to text (with sporadic images). The e"r(! ,io#eers i# this er" *ere
sites (i$e Hire& "#& " #o* or'otte# +r"#& c"((e& Oi)", " )"(t +e-er"'e th"t +ec")e
")o%s +ec"%se it "''ressi-e(! %ti(i;e& the *e+. It *"s #ot *h"t !o% s"i& +%t *hether
!o% *ere o# the He+.
The e),h"sis or co))erci"( +%si#esses *"s i# sec%ri#' &o)"i# #")es, 'etti#' "
)i#i)"( He+ site %, "#& e#s%ri#' th"t the! h"& "# o#(i#e ,rese#ce "s " &ee#si-e
,ositio#. Ote# the site co#t"i#e& ,ict%res o the +o"r&, "&&resses "#& te(e,ho#e #%)+ers
"#& ,"'es "#& ,"'es o te4t. Staking a spot in this new frontier and advertising the
URL in print ads was the predominant form of marketing. This "((o*e& )"#!
CEOs to e#s%re th"t the! co%(& st"te "t the #e4t ,"rt! th"t the! h"& " *or(&*i&e
,rese#ce.
The )e"s%re)e#t )etrics "ssoci"te& *ith this er" te#&e& to +e Ji#ter#"( )etricsN *itho%t
"#! co#te4t:thi#'s s,eciic to He+ tr"ic, (o"& ti)es, etc. JHitsN *ere the +i' thi#'. Hits
"t " site *ere (i$e )o#e! i# the +"#$.
This r%&i)e#t"r! co#te#t "#& )"r$eti#' h"& +e'%# to "ttr"ct #otice. By 199- in the ./
110, "illion indi'id(als were spending an a'erage o %, "in(tes a day with the 1e20
A#& it *"s c(e"r th"t *e *ere o# the -er'e o so)ethi#' +i'.
The big news in this era had been the browser that makes the World Wide Web
Amity International Business School, Noida
Internet Marketing- Clicking on profits
possible and accessible.
4.3 Era Two, Growth:
These *ere the 'o(&e# !e"rs "s the Hor(& Hi&e He+ 're* i# ter)s o co#te#t,
e4,ertise, "#& %#&erst"#&i#' o the e#& %ser, )e"s%re)e#t, "#& tech#o(o'! "-"i("+(e.
The +e'i##i#' o this er" *"s &ei#e& +! %#+ri&(e& e4cite)e#t "+o%t the ,ote#ti"( o
the I#ter#et:ro) %sers "s *e(( "s )"r$eters. A gold rush catalysed by venture
capitalists and equity markets lubricated and magnified the potential worldwide.
I#ter#et "#& %sers i#cre"se& 6< ,er ce#t &%ri#' this ,erio&.
In hindsight, this era appeared to be less about marketing to consumers than
about marketing the companies that hoped to leverage excitable equity markets.
S,i##i#' o &i'it"( %#its, 'i-i#' e-er!thi#' " &ot:co) )o#i$er "#& iss%i#' +re"th(ess
,ress re(e"ses "+o%t #e* i#iti"ti-es *"s the oc%s o &i'it"( )"r$eti#'.
Ho*e-er, ,ro'ress *"s +ei#' )"&e i# )o-i#' co))erce "#& %ti(it! o#(i#e. The )"i#
commercial advance was the increased activity of selling online, either &irect(! (i$e
A)";o# or -i" "%ctio# (i$e eB"!. Most )"r$eters *ho co%(& tr"#s"ct o#(i#e o((o*e&
o#e o these )o&e(s, *ith co#s%)er )"r$eters se((i#' &irect(! "#& +%si#ess:to:
+%si#ess )"r$ets setti#' %, &iere#t or)s o "%ctio#s "#& +i&&i#' ro) s%,,(iers.
The eicie#cies o (o*er cost "#& )ore co#-e#ie#ce "((o*e& or si'#iic"#t co#s%)er
%,t"$e i# "re"s s%ch "s tr"-e( "#& i#"#ceK the "+i(it! to +e e),o*ere& *ith
i#or)"tio# +ec")e " %ti(it! or co#s%)ers, ,"rtic%("r(! i# the "re"s o c"r sho,,i#'
"#& )e&ic"( "*"re#ess.
C"r &e"(ers s"* #e"r(! h"( o their c%sto)ers *"($ i# *ith ,rici#' "#& other &"t" ro)
sites (i$e E&)%#&s, "#& &octors o%#& ,"tie#ts 0%erie& the) *ith 0%estio#s "+o%t their
"i()e#ts "i&e& +! i#or)"tio# co((ecte& o# the I#ter#et. Gr%&'i#'(! )"r$eters +e'"# to
re"(ise th"t #ot o#(! &i& digital technology help them distribute and sell efficiently
but also empowered and emboldened consumers.
Bec"%se this er" is sc"rre& +! the &ec(i#e o the 7??<Fs +%(( )"r$et, i#(%e#ce shite&
ro) &otco)s to tr"&itio#"( )"r$eters. Ho*e-er, &%ri#' this ,h"se, tr"&itio#"(
)"r$eters too$ " +i%rc"te& ",,ro"ch. M"#! ",,ro"che& the I#ter#et "s so)ethi#' th"t
re0%ire& se,"r"te, &e&ic"te& &e,"rt)e#ts, *hich oc%se& o# i#iti"ti-es s%ch "s +%i(&i#'
eCRM &"t"+"ses, ,ro,riet"r! co#te#t "#& "%&ie#ces to e#s%re their ,ositio# "s &i'it"(
(e"&ers i# their res,ecti-e c"te'ories.
Consumers began to expand their Web activities from communication (e-mail) to
commerce and content. The! o%#& &ee,er co#te#t "s *e+sites ,ro(ier"te& "#&
r"')e#te&. The! +e'"# to +eco)e i#cre"si#'(! co)ort"+(e *ith +%!i#' o#(i#e. The
,ict%res +ec")e +etter "#& +i''er "#& +its o "#i)"tio# s,ro%te& e-er!*here.
This seco#& er":*hi(e clearly driven by commerce and greed-expedited growth
and consumer uptake.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
4.4 Era Three, Evolution:
Ater the e4cesses "#& h!,e o the +%++(e !e"rs, *e "re #o* i# the "'e o )"r$eti#'
,r"')"tis) "#& e-o(%tio#. B%t *hi(e )"#! )"r$eters )"! h"-e (ost si'ht o co#s%)ers
"s the! i4"te& o# #e* J)o&e(sN, co#s%)ers co#ti#%e& to e)+r"ce the He+. He+ %s"'e
i#cre"se& "#& )ore th"# &o%+(e& i# the ,"st e*:s%,,ose&(! &"r$:!e"rs. More
i),ort"#t(!, marketers began to realize that they were right in that the Internet was
something big. I# "ct, so +i' th"t i#cre"si#'(! e-er!thi#' &i'it"( *"s +ei#' co##ecte&
to the He+ *hether it is '")es or )%sic, "#& so +i' th"t it #ee&e& to +e core to their
%t%re str"te'ies "#& #o (o#'er se,"r"te i#iti"ti-es. Th%s, integration with the
marketing strategy, organizational structure and how people consume Internet
content become critical factor for the functioning of the marketing departments.
Most i),ort"#t(!, "s +ro"&+"#& "((o*s or "# "(*"!s:o# co##ectio# to the I#ter#et "#&
"s )ore "#& )ore %ti(ities, co#te#t "#& co))%#ic"tio# )i'r"te to the He+, co#s%)ers
h"-e i#te'r"te& the He+ i#to their (i-es. Consumers check weather forecasts and
sports scores, look up product information, shop, communicate, post photographs
and listen to music on the web. It is no longer a strange toy but a part of life.
A# e4"),(e is ho* "ir(i#e sites h"-e )o-e& ro) %si#' the He+ to &ecre"se costs +!
,ro-i&i#' +oo$i#' "#& other i#or)"tio# o#(i#e to #o* +ei#' the ,ri)"r! co#t"ct )ost
co#s%)ers h"-e *ith the "ir(i#e. The! +oo$ their "res, 'et %,'r"&es, )o#itor their
)i(es, ,ri#t their tic$ets "#& choose their se"ts o#(i#e. /or )"#! co),"#ies (i$e De(t",
*hich "''ressi-e(! ,ro)otes its He+ site, De(t".co) is i# )"#! *"!s the "ir(i#e. /or
I#&i"# co),"#ies !"tr".co), )"$e)!tri,.co) etc "#& "()ost "( "ir(i#es co),"#ies
h"-e "&o,te& the o#(i#e +oo$i#', )"$i#' (ie e"s! or co#s%)ers.
4.5 The Future- Consumer Empowered and Connected
Era
Thro%'h the %,s "#& &o*#s o the ,"st &ec"&e, t*o tre#&s h"-e 'ro*# stro#'er. Both
o these tre#&s *i(( si'#iic"#t(! i),"ct the %t%re o )"r$eti#'. First, consumers are
becoming increasingly empowered -i" the choice, co#tro( "#& co#-e#ie#ce the
I#ter#et oers. Seco#&, )ost e#tert"i#)e#t "#& communication devices are
becoming digital and connected-either hard-wired or wirelessly-to the Internet.
To&"!, it is ,ho#es "#& '")i#' co#so(es. To)orro*, it *i(( +e te(e-isio#. Di'it"(
)"r$eti#', *hich to&"! h"s +ee# &e(i-ere& -i" #et:e#"+(e& co),%ters, *i(( s,re"& to
e-er! co##ecte& e(ectro#ic &e-ice.
Both o these tre#&s *i(( )"$e co#s%)ers Go&s o "(( the! s%r-e!. The! *i(( h"-e
"ccess to " *or(& o i#or)"tio# "s *e(( "s other co#s%)er i#si'hts. A#& tech#o(o'!
th"t s"t o# " Cr"! S%,erco),%ter *i(( resi&e o# their &i'it"( )o+i(e &e-ice. The! *i((
co#tro( )"r$eti#' "#&, to 'et their "tte#tio#, )"r$eters *i(( h"-e to +e ,"rtic%("r(!
Amity International Business School, Noida
Internet Marketing- Clicking on profits
i#si'ht%( "#& i##o-"ti-e. I# s%ch " *or(&, o#(! +! %#&erst"#&i#' co#s%)ers "#&
'i-i#' the) so)ethi#' o -"(%e:(iter"((! ,"!i#' tri+%te to the #e* Go&s:*i(( )"r$eters
s%ccee&.
I# the U.S., )"r$eters h"-e +e'%# 'r",,(i#' *ith these hi'h(! e),o*ere& "#&
co##ecte& co#s%)ers "s the! i#-esti'"te e)+e&&i#' their ,ro&%ct i#to e#tert"i#)e#t:"
tre#& c"((e& +r"#&e& e#tert"i#)e#t. I co))erci"(s "re s$i,,e&, i#cor,or"te i#to
,ro'r"))i#'. Hor&:o:Mo%th )"r$eti#', (e-er"'i#' +ro"&+"#& I#ter#et to &e(i-er
co),e((i#' e4,erie#ces "#& e4,(oiti#' -i&eo '")i#' "re "(( "re"s *here )"r$eters "re
oc%si#'.
Whereas the first era was driven by technology, the second by commercial
markets, and the third by pragmatism, the next era will be all about the
Empowered and Connected Consumer.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Chapter 5
Understanding the Internet marketing
Amity International Business School, Noida
Internet Marketing- Clicking on profits
5.1 Internet marketing
Internet or online marketing is the %se o the I#ter#et to "&-ertise "#& se(( 'oo&s "#&
ser-ices. I#ter#et M"r$eti#' i#c(%&es ,"! ,er c(ic$ "&-ertisi#', +"##er "&s, e:)"i(
)"r$eti#', i#ter"cti-e "&-ertisi#', se"rch e#'i#e )"r$eti#' (i#c(%&i#' se"rch e#'i#e
o,ti)i;"tio#), +(o' )"r$eti#', "#& "rtic(e )"r$eti#'.
5.1.a. Definition and Scope
I#ter#et )"r$eti#' is " co),o#e#t o e(ectro#ic co))erce. I#ter#et )"r$eti#' c"#
i#c(%&e i#or)"tio# )"#"'e)e#t, ,%+(ic re("tio#s, c%sto)er ser-ice, "#& s"(es.
E(ectro#ic co))erce "#& I#ter#et )"r$eti#' h"-e +eco)e ,o,%("r "s I#ter#et "ccess is
+eco)i#' )ore *i&e(! "-"i("+(e "#& %se&.O-er o#e thir& o co#s%)ers *ho h"-e
I#ter#et "ccess i# their ho)es re,ort %si#' the I#ter#et to )"$e ,%rch"ses. I#ter#et
)"r$eti#' is "(so %se%( or co),"#ies th"t *ish to e4,"#& their P+ric$:"#&:)ort"rP
+%si#ess i#to "# o#(i#e +%si#ess.
5.2 History
I#ter#et )"r$eti#' irst +e'"# i# the e"r(! 7??<s "s si),(e, te4t:+"se& *e+sites th"t
oere& ,ro&%ct i#or)"tio#. It the# e-o(-e& i#to "&-ertise)e#ts co),(ete *ith 'r",hics.
The )ost rece#t ste, i# this e-o(%tio# *"s the cre"tio# o co),(ete o#(i#e +%si#esses
th"t %se the I#ter#et to ,ro)ote "#& se(( their ser-ices "#& 'oo&s.
Hhi(e "t irst the co#%sio# o e4,eri)e#ts, +et" -ersio#s o *e+sites, se"rch e#'i#es
"#& other o#(i#e &e-ices c"%se )"r$eters to co#si&er this *or(& o the I#ter#et
%#$#o*"+(e "#& ,erh",s too %#,re&ict"+(e, there is #o* " 'ro*i#' +o&! o *or$ to
*hich )"r$eters "re #o* ,"!i#' "tte#tio# i# or&er to &e-e(o, o#(i#e )"r$eti#'
,ro'r")s. The )ost $#o*# too(s to )"r$eters i# the )i& 3<<<s "re c%rre#t(! too(s
'ro%,e& i#to 3 ie(&sB o#(i#e "&-ertisi#' "#& se"rch e#'i#e o,ti)i;"tio#.
Ho*e-er, )"r$eti#' o#(i#e is si),(! #ot o(i#e )"r$eti#' ",,(ie& to " #e* o#(i#e
*or(&. O#(i#e )"r$eti#' h"s " s(i'ht(! &iere#t ch"r"cter "#& ,%r,ose "s i#&ic"te& i#
s%ch se)i#"( *or$s "s The c(%etr"i# )"#iesto, P%r,(e co*, Per)issio# )"r$eti#', "#&
other te4ts o s)"((er #"t%re co),i(e& i# +(o's "#& #e*s sites.

5.3 Business Models and Formats
I#ter#et )"r$eti#' is "ssoci"te& *ith se-er"( +%si#ess )o&e(s. The )"i# )o&e(s i#c(%&eB
Amity International Business School, Noida
Internet Marketing- Clicking on profits
7. B%si#ess:to:B%si#ess (B3B)
3. B%si#ess:to:Co#s%)er (B3C)
5. Peer:to:Peer (P3P)
B3B co#sists o co),"#ies &oi#' +%si#ess *ith e"ch other, *here"s B3C i#-o(-es
se((i#' &irect(! to the e#& co#s%)er. Hhe# I#ter#et )"r$eti#' irst +e'"#, the B3C
)o&e( *"s irst to e)er'e. B3B tr"#s"ctio#s *ere )ore co),(e4 "#& c")e "+o%t ("ter.
A thir&, (ess co))o# +%si#ess )o&e( is ,eer:to:,eer (P3P), *here i#&i-i&%"(s e4ch"#'e
'oo&s +et*ee# the)se(-es. A# e4"),(e o P3P is Q";"", *hich is +%i(t %,o# i#&i-i&%"(s
sh"ri#' i(es.
I#ter#et )"r$eti#' c"# "(so +e see# i# -"rio%s or)"ts.
1. Name-your-price (e.g. Priceline.com).
Hith this or)"t, c%sto)ers "re "+(e to st"te *h"t ,rice r"#'e the! *ish to s,e#&
"#& the# se(ect ro) ite)s "t th"t ,rice r"#'e.

2. Find-the-best-price websites (e.g. Hotwire.com)
I#ter#et %sers c"# se"rch or the (o*est ,rices o# ite)s.
3. Online auctions (e.g. Ebay.com)
This is " site *here +%!ers +i& o# (iste& ite)s.
5.4 Purpose of online marketing
Hhe# )"r$eti#' o#(i#e, the 'e#er"( o%r ste, ,rocess o )"r$eti#' is sti(( the '%i&i#'
i&e", i# the o#(i#e *or(& the ch"r"cter o )"r$eti#' +eco)es )ore &ee,(! " co#-ers"tio#
+et*ee# " )"r$eter "#& " )"r$et:o:o#e " co#ce,t th"t is ce#tr"( to The c(%etr"i#
)"#iesto. I# s%ch " ro(e "s " co))%#ic"tor, the o#(i#e )"r$eter is i# " ,ositio# to +%i(&
"*"re#ess o herRhis co),"#! or +%si#ess i# )ore ,erso#"( ter)s th"# other*ise, "#& i#
so &oi#' e#"+(es " )ore h%)"# co#-ers"tio#. S%ch co#-ers"tio#s te#& to +e )ore *"rts
"#& "(( "#& sho%(& est"+(ish co#i&e#ce o the ,ote#ti"( ,%rch"ser i# the ,ote#ti"( -e#&or.
S)ith "#& Ch"e! (3<<7) c("i) th"t I#ter#et tech#o(o'! c"# +e %se& to oc%s )"r$eti#'
o# the c%sto)er, *hi(e "t the s")e ti)e (i#$i#' to other +%si#ess o,er"tio#s so "s to
"chie-e ,roit"+i(it!. This c"# +e &o#e +!B
A. Identifying : the I#ter#et +e %se& or )"r$eti#' rese"rch to i#& o%t c%sto)ersL
#ee&s "#& *"#tsK
B. Anticipating : the I#ter#et ,ro-i&es "# "&&itio#"( ch"##e( +! *hich c%sto)ers
c"# "ccess i#or)"tio# "#& )"$e ,%rch"ses : %#&erst"#&i#' this &e)"#& is $e!
to 'o-er#i#' reso%rce "((oc"tio# to e:)"r$eti#'. /or e4"),(e, (o*:cost "ir(i#e
e"s!Eet h"s "# o#(i#e re-e#%e co#tri+%tio# o o-er ?<= si#ce &e)"#& or "
st"#&"r&ise& ,ro&%ct o#(i#e is so hi'h.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
C. Satisfying : " $e! s%ccess "ctor i# e:)"r$eti#' is "chie-i#' c%sto)er
s"tis"ctio# thro%'h the e(ectro#ic ch"##e(, this r"ises iss%es s%ch "s is the site
e"s! to %se, &oes it ,eror) "&e0%"te(!, *h"t is the st"#&"r& o "ssoci"te&
c%sto)er ser-ice "#& ho* "re ,h!sic"( ,ro&%cts &is,"tche&I
Detr"ctors o this co#ce,t o h%)"#:to:h%)"# co#t"ct thro%'h o#(i#e co#-ers"tio#s
s%''est th"t co),"#ies "re 'oi#' to +e c"re%( "+o%t )"r$eti#' i# this )"##er "#&
,erh",s *i(( #e-er re"((! h"-e ho#est "#& o,e# co#-ers"tio#s "s the i#terests o
co),"#ies "#& +%si#esses "re #ot the i#terests o ,ote#ti"( ,%rch"sers. The c(%etr"i#
)"#iesto "((o*s or this t!,e o thi#$i#' s%''esti#' th"t +%si#esses *he# )"r$eti#' i#
this )"##er #ee& to +e thi#$i#' "+o%t )ore th"# .%st )"$i#' )o#e!K i " +%si#ess is
thi#$i#' o#(! "+o%t )"$i#' )o#e!, it *i(( +eco)e ",,"re#t i# c(ose o#(i#e
co#-ers"tio#s "#& the )"r$et *i(( tre"t th"t +%si#ess i# *h"te-er )"##er it )"! "s
)"r$ets c"# #o* t"($ to e"ch other thro%'h the s")e )e"#s )"r$eters t"($ to ,ote#ti"(
c%sto)ers.

5.5 Online marketing activities
S)ith "#& Ch"e! (3<<7) &escri+e i-e $e! o#(i#e )"r$eti#' "cti-ities (the L6SsL) *hich
c"# +e ",,(ie& +! "# or'"#is"tio# to i),(e)e#t -"rio%s o#(i#e )"r$eti#' t"ctics. /or
e4"),(e, or "# e:#e*s(etter, the 6Ss "reB
A. Sell : Gro* s"(es (the e:#e*s(etter ote# "cts "s +oth " c%sto)er "c0%isitio# too(
"#& " rete#tio# too( : the ("st)i#%te.co) e:#e*s(etter h"s this &%"( ro(e)
B. Serve : A&& -"(%e ('i-e c%sto)ers e4tr" +e#eits o#(i#e s%ch "s "# o#(i#e
e4c(%si-e oer or )ore i#:&e,th i#or)"tio# "+o%t !o%r ,ro&%cts or the i#&%str!
sector)
C. Speak : Get c(oser to c%sto)ers +! cre"ti#' " &i"(o'%e, "s$i#' 0%estio#s thro%'h
o#(i#e rese"rch s%r-e!s "#& (e"r#i#' "+o%t c%sto)ersL ,reere#ces thro%'h
tr"c$i#' : *hich co#te#t "re ,eo,(e )ost i#tereste& i#.
D. Save : S"-e costs (o ,ri#t "#& ,ost i !o% h"-e " tr"&itio#"( o(i#e e:#e*s(etter
c"# !o% re&%ce ,ri#t r%#s or e4te#& it to those c%sto)ers !o% c"#Lt "or& to
co))%#ic"te *ith)
E. Sizzle : E4te#& the +r"#& o#(i#e. A #e*s(etter $ee,s the +r"#& Lro#t:o:)i#&L
"#& he(,s rei#orce +r"#& -"(%es. A&&e& -"(%e c"# "(so +e &e(i-ere& +! the e:
#e*s(etter +! i#or)i#' "#& e#tert"i#i#' c%sto)ers.
Capturing attention of potential customers c"# +e "s si),(e "s "&-ertisi#' %si#' so)e
o the #e* "&-ertisi#' too(s the o#(i#e *or(& ,ro-i&es, s%ch "s "&-ertisi#' o# se"rch
e#'i#es, +%t it c"# "(so +e "+o%t co#i'%ri#' )ore re)"r$"+(e )etho&s th"t te#& to
s,re"& "cross )"#! sites "#& c",t%ri#' the i)"'i#"tio# o )"#! ,eo,(e i# the ,rocess.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
There are at least three major configurations of links and tools that have been used
to capture attention online:
1. Funnel building
2. Buzz marketing
3. Cool tools.
7. Building a sales funnel re0%ires *or$i#' *ith se"rch e#'i#e
o,ti)i;"tio#, e)"i( #e*s(etter &istri+%tio#, &isc%ssio# +o"r& e#tries, "&-ertise)e#ts,
"i(i"te "cti-ities "#& )ore.A#! *"! th"t "&&itio#"( (i#$s c"# +e ,ro-i&e& so th"t "
,ote#ti"( c%sto)er c"# +e'i# " co#-ers"tio# *ith " +%si#ess, is e&%c"te& "+o%t th"t
+%si#essL ,ro&%ctsRser-ices, or is ,ro-i&e& *ith co#ce,ts "#& ,ro,ositio#s th"t *i((
e-e#t%"((! (e"& to " s"(e. A funnel is usually laid down over time and is the result
of continuous activity of marketers in online activities.
Co#te#t &e-e(o,)e#t is critic"( to the &e-e(o,)e#t o "# o#(i#e )"r$eti#' c"),"i'#.
Rese"rchi#', *riti#', '"theri#', or'"#i;i#', "#& e&iti#' i#or)"tio# or ,%+(ic"tio# o#
*e+ sites to &e-e(o, "#& ,ro)ote !o%r +%si#ess "#& or ,ro&%ct #")e is e4tre)e(!
i),ort"#t, "#& sho%(& +e i#cor,or"te& i# "(( o#(i#e )"r$eti#' c"),"i'#s. E%st "s "
h%)"# )i'ht "&.%st their ,rese#t"tio# "s the! e-"(%"te cert"i# se#sor! c%es, it is
important that a website leverage the metadata attached to a visitor so "s to ,rese#t
the )ost re(e-"#t co#te#t. This is c"((e& anonymous user marketing.
3. Buzz marketing te#&s to +e " )%ch 0%ic$er ,rocess "#& te#&s to i#-o(-e
(ess "cti-it! o# +eh"( o )"r$eters "#& re0%ires "tte#tio# o ,eo,(e o#(i#e to s,re"& +!
*or&:o:)o%th, *or&:ro):$e!+o"r&s, to +e "sci#"te& or i#tri'%e&. Purple cow was
sold largely through buzz marketing that spread by blogs relatively quickly.
5. A#other t"ctic o '"i#i#' "tte#tio# o#(i#e is thro%'h the &e-e(o,)e#t "#&
release of a cool tool. A coo( too( is so)ethi#' th"t c",t%res the i)"'i#"tio# o the
o#(i#e +ro*si#' ,%+(ic "#& it is tho%'ht to +e so coo( th"t it sho%(& +e sh"re& *ith o#(i#e
rie#&s. This co%(& +e " -i&eo c(i,, st"#&"(o#e sot*"re th"t is c%te s%ch "s " c"rtoo#
ch"r"cter th"t (i-es o# " %sers scree#, or so)e other &e-ice th"t is %se& ote# or "
s,eciic ,%r,ose, s%ch "s 3Ms Post-it Notes.
Ri'ht i# the )i&&(e o " #e* )"r$eti#' ,r"ctice is eB"! *ith its datafeed marketing.
Esse#ti"((! " store o*#er sets %, hisRher &"t" i# eB"! "#& the# +! *"! o ee&s )"$e this
&"t" "-"i("+(e to "&-ertisi#' "-e#%es, s%ch "s /roo'(e, 1"hoo Pro&%ct Se"rch "#& "+o%t
"#other t*e#t! o thirt! other sites th"t t"$e &"t"ee&s. A(( the "&-ertisi#' ee& ser-ices
,oi#t the ,ros,ecti-e ,%rch"ser to the eB"! "%ctio#. This is ,erh",s " (itt(e (i$e +%i(&i#'
" s"(es %##e( "s &escri+e& "+o-e, ho*e-er, it %ses " s,eciic tech#o(o'! th"t e#"+(es
e"se o %se.
M"r$eti#' o# the i#ter#et re0%ires th"t o#e +e o%#& %si#' $e!*or& se"rches or so)e
or) o o#(i#e "&-ertisi#'. I# "#! c"se the tric$ to +ei#' s%ccess%( i# O#(i#e M"r$eti#'
is +ei#' o%#& *ithi# the to, 5< se"rch res%(ts.
There "re 5 *"!s th"t o#e c"# +e o%#&.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
7.) N"t%r"( se"rch e#'i#e r"#$i#' (9<= o se"rchers *i(( s$i, o-er s,o#sore& res%(ts "#&
st"rt *ith the #"t%r"((! r"#$e& sites)
3.) P"i& i#c(%sio# "#&
5.) P"! ,er c(ic$.
D%e to the e4tre)e &iic%(t! o "chie-i#' " #"t%r"( hi'h r"#$i#' o# " )".or se"rch
e#'i#e )ost co),"#ies o,t or CLs 3 "#& 5 or their o#(i#e )"r$eti#'. U#ort%#"te(! the
5r& o,tio# is -er! cost(! "#& o#(! the )ost *e(( hee(e& co),"#ies c"# "or& to )"r$et
o#(i#e -i" ,"! ,er c(ic$.
Hh"t is tr%e o O#(i#e M"r$eti#' to&"! is th"t o#e )%st ,"! to ,("!. Si#ce the &ot co)
+%st se-er"( !e"rs "'o se"rch e#'i#es h"-e &iscer#e& th"t i# or&er to s%r-i-e the! )%st
'e#er"te si'#iic"#t re-e#%e. At irst the ho,e *"s th"t +"##er "&-ertisi#' *o%(& +e
s%icie#t to i(( the se"rch e#'i#e coers +%t it soo# +ec")e e-i&e#t th"t searchers did
not respond to banners. It the# +ec")e e-i&e#t th"t there *ere 3 ,ri)"r! *"!s to
cre"te i#co)e or se"rch e#'i#es "#& o#(i#e &irectories. Thus paid inclusion and pay
per click were born.
Rece#t(! ,ote#ti"( 'ree&:re("te& ch"((e#'es h"-e e)er'e&. There "re co),"#ies th"t
cre"te "(se hits "#& tr"ic. Most rece#t(! Goo'(e h"s +ee# s%e& or c(ic$ r"%&. Hhether
or #ot the ch"r'es ,ro-e to +e tr%e, "ctio#s (i$e this )"$e ,eo,(e thi#$ t*ice "+o%t %si#'
,"! ,er c(ic$ "s ,"rt o their o#(i#e )"r$eti#' ,"c$"'e.
Se)"#tic (o'ic *i(( "((o* se"rchers to %se #ot .%st $e!*or&s to se"rch, +%t r"ther the!
*i(( se"rch %si#' co))o# ("#'%"'e. This is " +i' &e,"rt%re ro) the cr%&e Boo(e"#
(o'ic *hich h"s ser-e& the I#ter#et se"rchi#' co))%#it! or the ("st &ec"&e.
5.6 Benefits
So)e o the +e#eits "ssoci"te& *ith I#ter#et )"r$eti#' i#c(%&e the "-"i("+i(it! o
i#or)"tio#. Co#s%)ers c"# (o' o#to the I#ter#et "#& (e"r# "+o%t ,ro&%cts, "s *e(( "s
,%rch"se the), "t "#! ho%r. Co),"#ies th"t %se I#ter#et )"r$eti#' c"# "(so s"-e )o#e!
+ec"%se o " re&%ce& #ee& or " s"(es orce. O-er"((, I#ter#et )"r$eti#' c"# he(, e4,"#&
ro) " (oc"( )"r$et to +oth #"tio#"( "#& i#ter#"tio#"( )"r$et,("ces.
5.7 Limitations
2i)it"tio#s o I#ter#et )"r$eti#' cre"te ,ro+(e)s or +oth co),"#ies "#& co#s%)ers.
S(o* I#ter#et co##ectio#s c"# c"%se &iic%(ties. I co),"#ies +%i(& o-er(! ("r'e or
co),(ic"te& *e+ ,"'es, I#ter#et %sers )"! str%''(e to &o*#(o"& the i#or)"tio#.
I#ter#et )"r$eti#' &oes #ot "((o* sho,,ers to to%ch, s)e((, t"ste or tr!:o# t"#'i+(e 'oo&s
+eore )"$i#' "# o#(i#e ,%rch"se. So)e e:co))erce -e#&ors h"-e i),(e)e#te& (i+er"(
ret%r# ,o(icies to re"ss%re c%sto)ers.
5.8 Challenges
Amity International Business School, Noida
Internet Marketing- Clicking on profits
E-e# tho%'h the e:+%si#ess -"(%e ,ro,ositio# is so (%cr"ti-e, )ost +%si#esses &o#Lt h"-e
" He+ ,rese#ce, "#& h"-e #o i))e&i"te ,("#s to h"-e o#e. The o#es th"t &o "re
str%''(i#' to )"$e ,roits ro) their He+ the! si),(! lack the direction or $#o* ho*
to "chie-e ,roits ro) the He+.
Tradition vision-lack of vision: A s%r-e! +! E-"(%eser-e sho*s the o((o*i#'
res%(ts, the i#&i#'s sho* th"t o-er h"( (63=) o the CMOs *ho res,o#&e& to the
s%r-e! +e(ie-e th"t tr"&itio#"(, ("r'e "&-ertisi#' "'e#cies "re i((:s%ite& to )eet o#(i#e
)"r$eti#' #ee&s. /%rther, 4?= +e(ie-e& th"t these ir)s e#co%#ter &iic%(t! thi#$i#'
+e!o#& tr"&itio#"( ,ri#t "#& TG )e&i" )o&e(s, "s " res%(t o *hich, e*er th"# 7<=
*"#t to ,"rt#er the) or their o#(i#e )"r$eti#' #ee&s. I#ste"&, the! ,reer the
ser-ices o +(e#&e& ir)sSir)s *ith &ee, roots i# tech#o(o'! *ho c"# "(so oer
cre"ti-e "#& tr"&itio#"( ,ri#t e4,ertise to +oot. The tr"&itio#"( )"r$eti#' "'e#cies
h"-e " ("c$ o -isio# "#& "re #ot ,re,"re& or the #e* )"estro.
Companies believe still time in not right: A%to# co#ce&es the i#&%str! is i#
tr"#sitio#, +%t i#&%str! o+ser-ers ,oi#t o%t th"t o#(i#e 'ro*th )"! ,ro-e s(o*er th"#
)"#! e4,ect. Most ho%seho(&s sti(( &o#Ft h"-e +ro"&+"#& "ccess, "#& those th"t
&o#Ft "re (i$e(! to ,ro-e the )ost resist"#t to si'#i#' %,. M"'";i#es )"! h"-e i-e
!e"rs : ,erh",s e-e# the +est ,"rt o " &ec"&e : to %t%re:,roo their tit(es +! +%i(&i#'
%, their &i'it"( ,rese#ce.
Ar'%"+(!, this e#'"'e)e#t *ith ret"i( "#& &i'it"( is 're"ter or #e* c"te'ories o
"&-ertisers (i$e te(eco) "#& i#"#ci"( ser-ice co),"#ies, r"ther th"# or "st )o-i#'
co#s%)er 'oo&s co),"#ies. Most FMCG firms sti(( r%# +%!:o#e:'et:o#e oers.
Th"t, ho*e-er, )"! h"-e )ore to &o *ith lack of imagination o# the ,"rt o st%c$:
or:'ro*th /MCG )"r$eters th"# "#!thi#' e(se.
5.8.a Security Concerns
/or +oth co),"#ies "#& co#s%)ers th"t ,"rtici,"te i# o#(i#e +%si#ess, sec%rit! co#cer#s
"re -er! i),ort"#t. M"#! co#s%)ers "re hesit"#t to +%! ite)s o-er the I#ter#et +ec"%se
the! do not trust that their personal information will remain private. Rece#t(!, so)e
co),"#ies th"t &o +%si#ess o#(i#e h"-e +ee# c"%'ht 'i-i#' "*"! or se((i#' i#or)"tio#
"+o%t their c%sto)ers. Se-er"( o these co),"#ies h"-e '%"r"#tees o# their *e+sites,
c("i)i#' c%sto)er i#or)"tio# *i(( +e ,ri-"te. B! se((i#' c%sto)er i#or)"tio#, these
co),"#ies "re +re"$i#' their o*#, ,%+(ici;e& ,o(ic!. So)e co),"#ies th"t +%! c%sto)er
i#or)"tio# oer the o,tio# or i#&i-i&%"(s to h"-e their i#or)"tio# removed from the
database (known as opting out). Ho*e-er, )"#! c%sto)ers "re %#"*"re th"t their
i#or)"tio# is +ei#' sh"re& "#& "re %#"+(e to sto, the tr"#ser o their i#or)"tio#
+et*ee# co),"#ies.
Sec%rit! co#cer#s "re o 're"t i),ort"#ce "#& o#(i#e co),"#ies h"-e +ee# *or$i#' h"r&
to cre"te so(%tio#s. Encryption is o#e o the )"i# )etho&s or &e"(i#' *ith ,ri-"c! "#&
sec%rit! co#cer#s o# the I#ter#et. E#cr!,tio# is &ei#e& "s the co#-ersio# o &"t" i#to "
Amity International Business School, Noida
Internet Marketing- Clicking on profits
or) c"((e& " ci,her. This ci,her c"##ot +e e"si(! i#terce,te& %#(ess "# i#&i-i&%"( is
"%thori;e& +! the ,ro'r") or co),"#! th"t co),(ete& the e#cr!,tio#. I# 'e#er"(, the
stro#'er the ci,her, the +etter ,rotecte& the &"t" is. Ho*e-er, the stronger the cipher,
the more expensive encryption becomes.
Online frauds "(so co#tri+%te ,eo,(e i# +ei#' re(%ct"#t to the o#(i#e tr"#s"ctio#s. /or
e4"),(e Ni'eri" 4<7
5.9 Effects on Industries
I#ter#et )"r$eti#' h"s h"& " ("r'e i),"ct o# se-er"( i#&%stries i#c(%&i#' )%sic,
+"#$i#', "#& (e" )"r$ets. I# the music industry, )"#! co#s%)ers h"-e +e'%# +%!i#'
"#& downloading MP3s over the Internet instead of simply buying CDs. The &e+"te
o-er the (e'"(it! o &o*#(o"&i#' MP5s h"s +eco)e " )".or co#cer# or those i# the
)%sic i#&%str!.
I#ter#et )"r$eti#' h"s "(so affected the banking industry. More "#& )ore +"#$s "re
oeri#' the "+i(it! to ,eror) +"#$i#' t"s$s o#(i#e. O#(i#e +"#$i#' is +e(ie-e& to ",,e"(
to c%sto)ers +ec"%se it is )ore co#-e#ie#t th"# -isiti#' +"#$ +r"#ches. C%rre#t(!, o-er
6< )i((io# U.S. "&%(ts #o* +"#$ o#(i#e. O#(i#e +"#$i#' is #o* the "stest:'ro*i#'
I#ter#et "cti-it!. The i#cre"si#' s,ee& o I#ter#et co##ectio#s is the )"i# re"so# or the
"st:'ro*th. O those i#&i-i&%"(s *ho %se the I#ter#et, 44= #o* ,eror) +"#$i#'
"cti-ities o-er the I#ter#et.
As Internet auctions have gained popularity, flea markets are struggling. U#i0%e
ite)s th"t co%(& ,re-io%s(! +e o%#& "t (e" )"r$ets "re +ei#' so(& o# E+"!.co) i#ste"&.
E+"!.co) h"s "(so "ecte& the ,rices i# the i#&%str!. B%!ers "#& se((ers ote# (oo$ "t
,rices o# the *e+site +eore 'oi#' to (e" )"r$ets "#& the E+"!.co) ,rice ote# +eco)es
*h"t the ite) is so(& or. More "#& )ore (e" )"r$et se((ers "re ,%tti#' their ite)s %, or
s"(e o#(i#e "#& r%##i#' their +%si#ess o%t o their ho)es.
5.10 Recent Issues
I# No-e)+er 3<<4, " ("*s%it *"s i(e& "'"i#st Bo#;i B%&&! sot*"re. The ("*s%it
"((e'e& th"t Bo#;iLs +"##er "&s *ere &ece,ti-e. These "&s ote# (oo$e& (i$e Microsot
Hi#&o*s )ess"'e +o4es. I#ter#et %sers *o%(& r%# "cross the "&s "#& *he# the!
"tte),te& to c(ose the +o4es, the! o%#& the)se(-es re&irecte& to " *e+site &eter)i#e&
+! Bo#;i.
O# M"! 39, 3<<6, Bo#;i B%&&! "'ree& to ch"#'e the or)"t o its "&s so the! &i& #ot
rese)+(e Hi#&o*s )ess"'e +o4es. The +o4es *i(( #o* co#t"i# the *or&
PA&-ertise)e#tP so co),%ter %sers $#o* *h"t the! "re (oo$i#' "t. The +o4es *i(( "(so
#o (o#'er c"rr! +%tto#s th"t &o #ot ,eror) the correct "ctio#s.
Sales tax issues h"-e "(so rece#t(! +eco)e &e+"te&. I# the USA, the c%rre#t ("*s re0%ire
th"t +%!ers o o#(i#e ,ro&%cts ,"! their st"te "(( &%e t"4es o# these 'oo&s "t the e#& o
the !e"r, "(o#' *ith their other st"te t"4es. Ho*e-er, )ost co#s%)ers &o #ot ",,e"r to
Amity International Business School, Noida
Internet Marketing- Clicking on profits
+e )"$i#' these ,"!)e#ts. Thirtee# st"tes h"-e #o* +e'%# e#co%r"'i#' I#ter#et
+%si#esses to co((ect s"(es t"4 o# e-er! s"(e. These st"tes "re c%rre#t(! #ot orci#' the
co),"#ies to co((ect the t"4. Ho*e-er, it ",,e"rs th"t i co),"#ies &o #ot +e'i#
co((ecti#' the s"(es t"4 o# their o*#, st"tes *i(( +e'i# orci#' the co),"#ies to &o so.
The st"tes "re c("i)i#' th"t e"ch !e"r the! (ose T76 +i((io# i# %#,"i& s"(es t"4es
"ssoci"te& *ith o#(i#e ,%rch"ses.
5.11 Future
Travel industry #o &o%+t h"s sti(( "# %#t",,e& ,ote#ti"(. The o#(i#e tr"-e( i#&%str!
is +oo)i#' "#& e4,ecte& to &r"* si;e"+(e "&-ertisi#' s,e#&s. B%t the ,ro+(e)
re)"i#s the s")eB )ost co),"#ies .%st &o#Ft $#o* ho* to t"($ to their c%sto)ers.
Hhich is " ,it! +ec"%se "ccor&i#' to i#&%str! he"&s,the o#(i#e tr"-e( s,"ce i# I#&i"
is re'isteri#' "()ost " 7<<= 'ro*th !e"r:o#:!e"r. The i#&%str! re-e"(s th"t the T48<
)i((io# I#&i"# o#(i#e:tr"-e( i#&%str! is s("te& to 'ro* to T7:+i((io# i#&%str! +! the
e#& o this !e"r "#& T3 +i((io# +! the e#& o 3<<@. This o,,ort%#it! c"# +e t",,e&
o#(! i the! )"$e their co))%#ic"tio# )ore i#ter"cti-e.

The tre#& co#sists i# making pleas about cases of murders, kidnappings,
burglaries and other crimes o# soci"( #et*or$s s%ch "& M!S,"ce i# or&er to hit the
"tte#tio# o the *i&est r"#'e o ,eo,(e "#& ,ossi+(! co((ect i#or)"tio# to he(,
i#-esti'"tio#s. I# other *or&s, these ,(e"s *or$ "s hi'h:tech e0%i-"(e#ts o J*"#te&N
,osters. /or i#st"#ce, re("ti-es o " Chic"'o &octor *ho *"s )%r&ere& ("st Octo+er,
,oste& o# M!S,"ce.co) " s%r-ei(("#ce -i&eo sho*i#' " +(oo&:s,"ttere& !o%#' )"#
r%shi#' ro) the +%i(&i#'.
The so# o the -icti) e4,("i# this choice "s "# "tte),t to '"i# "tte#tio# o# the
c"seB J1o%#' ,eo,(e +et*ee# 7@ "#& 36 "re ,ro+"+(! #ot *"tchi#' the #i'ht(! #e*s
or re"&i#' the #e*s,",er e-er! &"!. Th"t "%&ie#ce is ,ro+"+(! o# the I#ter#et, "#&
the! "(( h"-e M!S,"ce.N Ater the! ,oste& o# M!S,"ce "# "##o%#ce)e#t oeri#' "
T36,<<< re*"r&, the *e+site recei-e& )ore th"# 4<,<<< hits i# si4 *ee$s, *here"s
Chic"'o Po(ice "&)itte& the! h"&#Ft recei-e& "#! c"(( +%t .%st " e* e:)"i(s.
The &i'it"( )e&i%) (e#&s itse( -er! *e(( to ,%re,("!, es,eci"((! si#ce itLs ,ro.ecte&
th"t +! 3<7<, @<= o "(( )e&i" is e4,ecte& to +e &i'itise&.N
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Chapter 6
Preparing the
Groundwork
Amity International Business School, Noida
Internet Marketing- Clicking on profits
6.1 Ecommerce in India
Introduction
Eco))erce i# I#&i" is "(( set to cross the Rs.77@< crore )"r$ or 3<<6:<8 " #e"r 7<<=
i#cre"se ro) the ,re-io%s i#"#ci"( !e"r. I#&i"Ls i:,o,%("tio# st"#&s "t 5@.6 )i((io# "#&
is "(( set to cross the 7<< )i((io#. The #%"#ces o the i#ter#et "(o#' *ith ch"#'i#'
(iest!(es "#& sho,,i#' h"+its co%,(e& *ith s%,erior o,tio#s "#& se(ectio#s h"-e )"&e
this i#ter"cti-e )e&i%) )ost "ttr"cti-e to this e:'e#er"tio#. Hhi(st tr"&itio#"( "ccess
,oi#ts (i$e the oice "#& the ho%se co#ti#%e to rise, co))%#it! "ccess ,oi#ts s%ch "s
C!+erc"Us *i(( co#ti#%e to e4,"#& "#& *i(( +e host to " ("r'e se')e#t o the i:,o,%("ce.
JOnline advertising is worth Rs 79 crore as compared to the Rs 8,693 crore total ad
revenue market. The o#(i#e "&-ertise)e#t )"r$et sti(( "cco%#ts or (ess th"# 5= o
tot"( "&-ertisi#' s,e#&. C%rre#t(! o#(i#e "&-ertisi#' is &r")"tic"((! %#&er:(e-er"'e& "#&
)"r$eters "re )issi#' " h%'e str"te'ic 'ro*th o,,ort%#it!. As ,er st"tistics I#ter#et
%sers "re e4,ecte& to 'o %, ro) 36 )i((io# i# 3<<4 to 7<< )i((io# %sers. This cre"tes "
h%'e )"r$et o,,ort%#it! or )"r$eters.N As ,er the &"t" "-"i("+(e "t IOA, +! 3<<9, there
*i(( 180 million mobile phones, 140 million of this would use mobile data services
and 40 million users will be mobile Internet.
I i#ter#"tio#"( ,ort"(s (i$e 1"hoo "#& Goo'(e "re '%#':ho "+o%t o#(i#e "&-ertisi#', c"#
I#&i"# ,ort"(s +e "r +ehi#&I Port"(s (i$e G"r")Ch"i.co), S%(e$h".co), Re&i.co) "#&
S")"ch"r.co) h"-e "(( +ee# e4,erie#ci#' " re#e*e& s%r'e o i#0%iries ro) "&-ertisers.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Current market stats are just an indication of the shape of things to come. According to
the Internet and Mobile Association of India (IAMAI), between !!"#!$ and !!%#!&,
online spends have grown b' (&)*from +s $ crore to +s ,& crore (!!$#!%- +s ,!.
crore). /his has kept pace with the rise in internet population, which stands at ".
million (as of 0eptember !!&). 0pecialist online agencies like Mediaturf, 1uasar,
2ebchutne' 0tudio, eMaven 0olutions, 3C 2ebwise, Indiads, Interactive Aveneus,
Communicate , 4instorm, Mediacontacts, Media2in, 2eb0hastra and Module 5ne
have alread' secured their positions in the advertising market, slugging it out against
specialist divisions of traditional full#service agencies, such as, 6roupM Interactions
and /ribal 773, among others.
Sectors that have really opened their "r)s o#(i#e "&-ertisi#' "re i#"#ci"( ser-ices (%se
the i#ter#et to 'e#er"te (e"&s "#& +%si#ess) "#& i#ter#et co),"#ies (%se the i#ter#et to
'e#er"te re'istr"tio#sK job portals, or e4"),(e, %se the #et "&-ertisi#' or 'etti#'
res%)es), to #")e " e*.
At the e#& o the &"!, )"r$eters "(so #ee& to *orr! "+o%t +o)+"r&i#' co#s%)ers *ith
irre(e-"#t )ess"'es. The! h"-e "(re"&! $i((e& the )e&i%) o ,o,:%,s +! "+%si#' the
ch"##e(. B"##ers "#& e:)"i(s )"! soo# o((o* s%it. As competition multiplies quality
over quantity needs to be the guiding principle.
6.2 Localization
O#e o the +i''est '",s i# &"i(! (ie i# I#&i" is $#o*i#' "+o%t #ei'h+o%rhoo& "#&
cit! ser-ice ,ro-i&ers. 1e((o* ,"'es h"-e #ot +ee# i#'r"i#e& i#to c%sto)er
+eh"-io%r. 2oc"( )",s h"-e %#ti( #o* +ee# "()ost #o#:e4iste#t. Mo):"#&:,o,
stores h"-e #ot o%#& it e"s! to re"ch o%t to their c"tch)e#t "re" other th"# ,erh",s
i#serti#' (!ers i# #e*s,",ers. This is *here thi#'s "re 'oi#' to st"rt ch"#'i#'.
India-specific search engines like Guruji.com h"-e +ee# ("%#che&. The! "re
collaborating with the yellow pages companies to cre"te se"rch"+(e (oc"( co#te#t.
Goo'(e M",s h"s rece#t(! ("%#che& &et"i(e& street:(e-e( )",s or )"#! I#&i"# cities.
E4,ect )"sh%,s soo# to o-er("! "(( $i#&s o ,h!sic"( *or(& i#or)"tio# o# these
)",s. User:'e#er"te& co#te#t is i((i#' i# or the ("c$ o " O"'"t:(i$e e0%i-"(e#t i#
I#&i". A #%)+er o sites "re tr!i#' to )"rr! ,eer ,ro&%ctio# "#& reco))e#&"tio#
e#'i#es i# "# eort to cre"te " rich t",estr! o *h"tFs h",,e#i#'. A(( o this is
he(,i#' +%i(& the (oc"( reere#ce *e+ i# I#&i".
Local content is important +ec"%se (oc"( is *here *e s,e#& )%ch o o%r (i-es. A
&ec"&e "'o, o,tio#s *ere (i)ite&. B%t th"t is #o (o#'er the c"se. There "re (ots o
thi#'s h",,e#i#'s e-er!&"! "#& es,eci"((! o# *ee$e#&s. Gi-e# the &i-ersit! o
t"stes th"t ,eo,(e h"-e, the! *o%(& (i$e to $#o* o the thi#'s o i#terest to the).
Parents would like to know of fun activities for children, shoppers would like to
know of deals, teenagers would like to know of the new cool thing around town.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
I# I#&i", *e h"-e " %#i0%e o,,ort%#it! to +ri#' "(( o this to (ie 0%ic$(! +%i(&i#'
"ro%#& the I#ter#et "#& )o+i(es, "#& co),(e)e#te& +! %ser i#,%ts.
Co)i#' !e"rs *i(( st"rt seei#' the ("%#ch "#& 'ro*th o these ser-ices cre"ti#' or "
richer "#& )ore -"rie& (iest!(e. The ,ro)ise o the I#ter#et "#& the other &i'it"(
tech#o(o'ies *i(( st"rt +ei#' re"(i;e&.
6.3 Laws of the net
Here "re so)e c%tti#':e&'e r%(es to e#s%re 'oo& ret%r#s o# e:co))erce "#& I#ter#et
)"r$eti#'.
Laws of Visibility
O#e is either hi'h(! -isi+(e or si),(! (ost i# the &"r$. To&"!, *ith )i((io#s o
co),etiti-e ,"'es o# the I#ter#et ,oise& "'"i#st o#e "#other, it is critic"( to +e -isi+(e.
B%si#esses "re ,"!i#' &e"r(! to "&-ertise o# the I#ter#et "s " $e! eort i# e:co))erce
"#& I#ter#et )"r$eti#' "#& *"iti#' or the c(ic$s "#& hits. There is .%st #o other *"!.
2o'os "#& "#c! "rt*or$ is &!i#'. 2%c$! "re the o#es *ith " 're"t #")e i&e#tit! th"t
&irect(! he(,s the) .%), to the to, o the se"rch res%(ts or o# the ro#t ,"'e. Most
#")es "re .%st +%rie& *ith the str%ct%r"( ,ro+(e)s o their UR2s "#& (ost o# se"rch
e#'i#es, ho*e-er. Disco-er the i#er )etho&s. Rese"rch the +r"#& #e* r%(es o '(o+"(
#")i#' so th"t !o%r &o)"i# #")es c"# +eco)e -isi+(e "#& !o%r #")e i&e#tit! +eco)es
" re"( "sset. It is easy to see what your competitors are doing it right now.
Laws of Respectability
O#e )%st +e so+er e#o%'h to r%# " +%si#ess. Sh"reho(&ers "#& c%sto)ers "re -er!
serio%s these &"!s "#& "re i# #o )oo& or co),"#ies t%r#i#' their h"r& i#-est)e#ts or
)o#ies i#to so)e .o$e. D"!s o si((! ,erso#"(ities "#& o-er(! e4"''er"te& c("i)s "#&
*eir& "& c"),"i'#s, *hich ote# ch"((e#'e the so+riet! o the +%si#ess, "re ,"ssU.
I#ter#et +r"#&i#' i)"'es "#& cor,or"te #")e identity must be respectable and
trustworthy.
Laws of Dependability
O#e c"# &e(i-er either *h"t o#e s"!s or the! c"# ,ro&%ce s)o$e "#& )irrors. There is so
)%ch "$er! o%t thereK )"$e s%re th"t the &e(i-er! o 'oo&s "#& ser-ices is there to
)"tch the c("i)s. E-er!o#e *"#ts re"( thi#'s, ser-ices or "#! i&e"s th"t e#&:%sers c"#
&e,e#& o#. There is " (ot o )istr%st i# the )"r$et, "#& o#e )%st cre"te "# e#-iro#)e#t
*ith the o-er"(( +%si#ess )o&e(, #")e i&e#tities "#& )"r$eti#' )ess"'e th"t c(e"r(!
re(ects the &e,e#&"+i(it! "s,ects th"t *i(( e#s%re the &e(i-er! o the ,ro)ise ::
'%"r"#tee&. Demonstrate a real value.
Laws of Memorability
Amity International Business School, Noida
Internet Marketing- Clicking on profits
The +%si#ess i)"'e is either *orth! o re)e)+eri#' or the soo#er o#e or'ets it, the
+etter. There h"s to +e " *"! to re)e)+er the #")e "#& i&e#tit! o the co#ce,t. I the
+%si#ess i)"'e is too co),(ic"te& or *"! o t"r'et, the# it is " *"ste& eort. There *i((
+e #o resi&%"( or "#! +r"#& -"(%e "ssets this *"!. E#&(ess s,e#&i#' o "& &o(("rs *i((
o#(! $ee, the +%si#ess i)"'e "#& #")es "(i-e "s (o#' "s it is i# ro#t o the "ceK
seco#&s ("ter it *i(( +e or'otte#. The "rt "#& scie#ce o h"-i#' %#i0%e ,ositio#i#' *ith "
tr%e #")e i&e#tit! is *h"t )"$es "# %#or'ett"+(e ,erso#"(it!. Create lasting image.
Laws of Typeability
A He+ "&&ress c"# either +e t!,e& e"si(! or it 'ets t"#'(e& i# errors. To&"!, "(( &o)"i#
#")es "#& UR2s "re t!,e&, o# ("r'e $e!+o"r&s, s)"(( PDAs "#& too )"#! other 'i;)os.
T!,i#' is #o* orce& %,o# %s #o )"tter *h"t. Simple and easy names are the best.
Disco-er the #e* r%(es o# ho* to )"$e !o%r He+ "&&resses *or$"+(e "#& ree o t!,i#'
ch"((e#'es. Make it easy.
Laws of Globality
O#e is either s"--! o# '(o+"( e:co))erce re"(ities or #ot. O#e co%(& +e -er! (oc"(
se((i#' )i($ "#& ho#e! ro) the (oc"( +"r#, or the! co%(& se(( the s")e ,ro&%ct "cross
cities or co%#tries. The c%sto)ers "re )ore e"si(! "ccessi+(e o# " )%ch *i&er +"#&*i&th
r"ther th"# o#e the *i&th "#& (e#'th o the &irt ro"&. G(o+"(i;"tio# is " s%+.ect th"t
sho%(& +e t"%'ht i# -er! e"r(! 'r"&es, "#& the )ore *e %#&erst"#& this, the +etter. He "((
(i-e "#& *or$ (oc"((!, +%t *e )%st re"ch o%t to the '(o+"( cor#ers, "t (e"st i# o%r 'e#er"(
"#& +%si#ess %#&erst"#&i#'. Marketing is only global.
Laws of Protectability
O#e either h"s "(( i&e"s "#& cor,or"te i)"'e *ith #")e +r"#&s ,ro,er(! sec%re& o# the
'(o+"( )"r$ets or the! "re o,e# to "(( $i#&s o e4,os%re. Re'isteri#' " +%si#ess or "
)"r$ i# " si#'(e co%#tr! o ori'i# is .%st "# e(e)e#t"r! ,rocess. Tr%e, "(( co),"#ies &o
#ot h"-e the #ee& to set " '(o+"( ,rotectio# ,("#. Ho*e-er *he# " cor,or"tio# st"rts
s,e#&i#' ("r'e ")o%#ts o )o#e! i# "&-ertisi#' "#& st"rts e4,orts i# a few major
markets, then the first issue should be " '(o+"((! ,rotecte& #")e "#& i&e#tit!. This
*i(( +e the s)"((est o%t("! or s%ch " h%'e "#& ,o*er%( "sset. O*# it.
Summary
B%si#esses, irres,ecti-e o si;e or "#! other co),o#e#t, )%st e)+r"ce #e* r%(es to co,e
*ith these #e* re"(ities. The ro"& to co))erce is ,rett! c(e"r "#& o,,ort%#ities "re
there, ,ro-i&e& o#e c"# #"-i'"te ,ro,er(!. Cor,or"te i)"'e &esi'# r%(es o the ,"st "re
'o#e "#& so "re the ,ri#ci,(es o o(&:"shio#e& )"ss )"r$eti#' +(it;es. Disco-er the tr%e
,roce&%res to "c0%ire %#i0%e '(o+"( +r"#& #")e i&e#tit! "s this *i(( #e-er +e "chie-e&
+! %si#' the tr"&itio#"( +r"#&i#' )etho&s. Hh"t is #o* #e* is to +%i(& "# ico# "#&
&irect(! "i) or the t"r'ete& "re"s *ith ,o*er%(, %#i0%e '(o+"( #")e i&e#tities "#&
",,(! the ("test o c!+er:+r"#&i#' s$i((s. The ("*s o e:co))erce "#& I#ter#et )"r$eti#'
Amity International Business School, Noida
Internet Marketing- Clicking on profits
"re .%st the ri'ht ste,s i# the ri'ht &irectio#. The %t%re is +ri'ht, .%st 'r"+ the
o,,ort%#it!.
Chapter 7
Evaluation of Your
Business and Website
Amity International Business School, Noida
Internet Marketing- Clicking on profits
7.1 ROI-CALCULATING YOUR COST
7.1.a. An overview
There "re " (ot o s,ec%("tio#s o# the cost o the o#(i#e "&-ertise)e#ts, i# or&er to
%#&erst"#& th"t I h"-e trie& to i#& the i#-est)e#t re0%ire& or the o#(i#e c"),"i'#s. To
st"rt the e4"),(e is o ,ro&%cts (i$e )"'";i#e, #e*s,",er etc.
It is "(so i#i#ite(! che",er to ,ro&%ce "#& &istri+%te co#te#t o#(i#e. VThirt! ,er ce#t o
the costs o )"'";i#es "re ,",er "#& ,ri#t,F s"!s Nei( Ro+i#so#, IPC &i'it"( &irector, "#&
'etti#' the) i#to 6,<<< or so #e*s"'e#ts is "(so cost(!.
The o#(i#e co))erci"( )o&e( is co),(ete(! &iere#t. VThe cost o &istri+%ti#' it is
-irt%"((! reeK itFs +"#&*i&th, "#& the cost o +"#&*i&th is "((i#'F.
IPCFs Ro+i#so# ,oi#ts o%t th"t 5< ,er ce#t o (eis%re ti)e is s,e#t o#(i#e, +%t the i#ter#et
o#(! "cco%#ts or 74 ,er ce#t o "& s,e#&. It is 'ro*i#' "ster i# the UQ th"# "#!*here
e(se, "#& th"t &iscre,"#c! *i(( soo# +e reso(-e&, he c("i)s, "#& o#(i#e r"tes *i(( rise.
Others i#sist the! *i(( re)"i# (o* +ec"%se, %#(i$e )"'";i#es, i#ter#et sites &o#Ft h"-e
sc"rcit! -"(%e, "#& ,rices "re set +! i#ter#et 'i"#ts s%ch "s Goo'(e "#& 1"hoo. The! c"#
Amity International Business School, Noida
Internet Marketing- Clicking on profits
$ee, r"tes (o* +ec"%se the! "re -o(%)e ,("!ers *ho )"$e " s)"(( ")o%#t o )o#e!
ro) e"ch tr"#s"ctio#, "#& h"-e #o e4,e#si-e e&itori"( o-erhe"&s to )"i#t"i#.
The "ct%"( -"(%e o tr"#s"ctio#s c%rre#t(! co#c(%&e& o#(i#e is &*"re& +! the
e4tr"or&i#"r! i#(%e#ce the I#ter#et is e4erti#' o-er ,%rch"ses c"rrie& o%t i# the o(i#e
*or(&. Three o%t o o%r A)eric"#s st"rt sho,,i#' or #e* c"rs o#(i#e, e-e# tho%'h
)ost e#& %, +%!i#' the) ro) tr"&itio#"( &e"(ers. The &iere#ce is th"t these c%sto)ers
co)e to the sho*roo) "r)e& *ith i#or)"tio# "+o%t the c"r "#& the +est "-"i("+(e
&e"(s.

7.2 ROI-Google Adwords:

HereLs "# e4"),(e o ho* A&Hor&s "&s c"# ,"! or the)se(-es "#& e-e#t%"((! (e"& to
i#cre"si#' ret%r#s. You invest Rs. 5000/- in AdWords ads and you pay Rs. 25/- per
visitor or click to Google. Bec"%se !o% o#(! ,"! or "& c(ic$s, !o% "re assured of
receiving at least 200 clicks. If 10 of these clicks result in sales, !o% *i(( )"$e 3<
s"(es "#& 'et 3< #e* c(ie#ts. I the "-er"'e s"(e ")o%#t is Rs. 7<,<<<, !o%r i#iti"(
investment of Rs. 5000/- will generate initial sales of Rs. 2 lacs in just ONE Month.
I# these c"ses, !o% c"# "&-ertise o# " ("r'er sc"(e "#& rei#-est the ,roits i#to !o%r
A&Hor&s +%&'et, *hich c"# i#cre"se ,ote#ti"( ,roits e-e# )ore.
So, a basic investment of Rs. 5000/- has a potential to generate sales of Rs. 2 lacs!

1o% c"# see &et"i(e& re,ort &irect(! o# Goo'(eLs *e+site o !o%r "cco%#t, !o%r
)"r$eti#' i#-est)e#t, ho* )"#! c(ic$s !o% 'ot e-er! &"!.

Chapter 8
Technological solutions
Amity International Business School, Noida
Internet Marketing- Clicking on profits
8.1 Introduction
C%rre#t(!, the o,tio#s or re"chi#' o%t to o#(i#e %sers i#c(%&e Se"rch E#'i#e
O,ti)is"tio# (SEO), P"! Per C(ic$ (PPC), +"##ers o# ,ort"(s, "#& e)"i( )"r$eti#'.
O these, SEO "#& PPC oer "# e4ce((e#t st"rti#' ,oi#t or )"r$eters -e#t%ri#' i#to
o#(i#e "&-ertisi#'.
So ho* e4"ct(! &oes " )"r$eter &eci&e *hich o the o,tio#s to co))e#ce *ithI
Beore *e t"c$(e this 0%estio#, (etFs t"$e " c(oser (oo$ "t *h"t e"ch o,tio# e#t"i(s.
8.2. a. Online advertisingSI#ter"cti-e +"##er "&s "re the )ost co))o# or) o
o#(i#e "&-ertisi#'. O#(i#e "&s c"# &ri-e tr"ic to !o%r site "#& +%i(& !o%r o#(i#e
+r"#&. Proessio#"( or'"#i;"tio#s, i#c(%&i#' the Internet Advertising Bureau, have
created standards for ad sizes, i#c(%&i#' " r"#'e o #e* co#i'%r"tio#s &esi'#e& to
)"$e He+ "&-ertisi#' )ore ,ro)i#e#t "#& "#i)"te&. Prici#' str%ct%res -"r!.
8.2. b. Affiliate & referral programs- These ,ro'r")s oer incentives to loyal
or frequent customers. So)e i#ce#ti-es i#c(%&e 'i-i#' &isco%#ts or 'it certiic"tes
or reerr"(s o #e* c%sto)ers to !o%r site or "i(i"tio#s *ith other sites (i$e(! to +e
o i#terest to !o%r t"r'et c%sto)ersS"#& (i$e(! to &ri-e He+ tr"ic to !o%.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
I !o%Lre 'oi#' to se((, there h"s to +e " )"r$et th"t *i(( +%!, itLs "# irre%t"+(e ("* o
+%si#ess "#& it ",,(ies to o#(i#e +%si#esses "s *e((. PC"teri#' to " #icheP or
Ps,eci"(i;i#'P or Pt"r'eti#' " )"r$et,P itLs the $e! to " s)"(( +%si#ess s%ccee&i#' o#
the I#ter#et. 2et A)";o# or E+"! se(( e-er!thi#' to e-er!o#e. S)"(( o#(i#e
+%si#esses t"r'et " e* se(ect )"r$ets "#& 'i-e those )"r$ets the s,eci"( "tte#tio#
th"t o#(! s)"(( +%si#esses c"# 'i-e.
8.2. c. SEO
SEO )"! +e (oo$e& %,o# "s " V#"t%r"(F or Vor'"#icF ,rocess "i)e& "t o,ti)i;i#' the
*e+site or I#ter#et se"rch, "#& i#cre"si#' the siteFs (i#$ ,o,%("rit! +! "c0%iri#' or
,"!i#' or (i#$s th"t ,oi#t to the *e+site. This e#s%res hi'her r"#$i#'s o# se"rch
e#'i#es or the se"rch ter)s ($e!*or&s) chose#. The SEO o,tio# h"s +ei#' c(e"r(!
&isc%sse& i# the ch",ter o SEO, this ,"r"'r",h .%st co#t"i#s " s%))"r!.
8.2. d. PPC
I# PPC Se"rch E#'i#e A&-ertisi#', the )"r$eter ,%rch"ses -isitors (or c(ic$s) ro)
,"rtic%("r se"rch e#'i#es. PPC c"),"i'#s e#"+(e )"r$eters to "tt"i# to, r"#$i#'s o#
se"rch e#'i#es +! +i&&i#' (,"!i#') or s,eciic $e!*or&s re("te& to their ,ro&%cts
"#& ser-ices.

What are the Benefits of PPC?
PPC h"s " #%)+er o "&-"#t"'es to +%si#esses o "(( si;es. Here "re .%st " e*B
Small initial investment: The se"rch e#'i#es &o#Ft ch"r'e " ee to ,("ce or r%#
!o%r "&. 1o% o#(! ,"! or the %sers th"t c(ic$ o# the "&.
Budget size is %, to !o%. De,e#&i#' o# ho* )%ch !o% *"#t to i#-est "#& *h"t
$i#& o s"(es or (e"&s !o% *"#t to 'e#er"te, !o% c"# set !o%r +%&'et "s ("r'e or
s)"(( "s !o% (i$e.
Realistic for all businesses, re'"r&(ess o si;eB PPC c"# cre"te " (e-e( ,("!i#'
ie(& or s)"(( +%si#esses, es,eci"((! i !o% "re s)"rt "+o%t ,ic$i#' the ri'ht
$e!*or&s. 1o%r "& )i'ht +e ri'ht "+o-e or +e(o* " ("r'e +%si#ess or #"tio#"(
ch"i#, &e,e#&i#' o# ho* )%ch !o% +i& or $e!*or&s or ,hr"ses "#& the $i#& o
*or&s !o% t"r'et.
Immediate resultsB Rese"rch, set %, "#& i),(e)e#t"tio# o ,"!:,er:c(ic$
c"),"i'#s c"# h",,e# i# .%st " e* &"!s ti)e, "s o,,ose& to #"t%r"( r"#$i#'s
*hich c"# t"$e *ee$s or )o#ths to '"i# " r"#$i#'. Hith PPC, !o% c"# st"rt
seei#' res%(ts "#& 'e#er"ti#' s"(es the &"! !o%r "& 'oes %,.
Real-time trackability: He(, tr"c$ the eecti-e#ess o -"rio%s $e!*or&s "#&
,hr"ses, *hich "&s 'e#er"te the )ost tr"ic, co#-ersio# r"tes, "#& )%ch )ore.
A#& %#(i$e " ,ri#te& ,iece or )"i(er, thereFs #o ("' ti)e to $#o* i !o%r "& is
*or$i#'.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Gain a national audience: Hh"tFs the +est *"! to re"ch so)eo#e i# Pro-o,
Ut"hI P%t "# "&& o# Goo'(e or 1"hooM. Ch"#ces "re, !o%r ,ote#ti"( c%sto)ers
"re o# o#e o these t*o se"rch e#'i#es. A(o#' *ith their #et*or$ ,"rt#ers, the!
e"ch c("i) to re"ch o-er @<= o I#ter#et %sers.
Focus on a targeted audience: M"!+e !o% &o#Ft *"#t to re"ch so)eo#e i#
Pro-o, Ut"h. M"!+e !o% h"-e " (oc"( c%sto)er +"se "#& *"#t to st"! *ithi# 6<
or 7<< )i(es o !o%r +%si#ess. A#other *"! to t"r'et !o%r "%&ie#ce is +! the
s,eciic $e!*or&s "#& ,hr"ses !o% choose. I# esse#ce, !o% "re ,re:0%"(i!i#'
!o%r c%sto)ers +eore the! e-er ("#& o# !o%r site.
Brand your name: So)eti)es !o% .%st *"#t to 'et !o%r #")e o%t there. Hh"t
+etter *"! to &o th"t the# " to, ,("ce)e#t o# Goo'(e or 1"hooI
8.3 Strengths and Weaknesses- An Analysis of the options available
Both the o,tio#s &isc%sse& "+o-e h"-e their i#&i-i&%"( stre#'ths "#& *e"$#esses.
/or i#st"#ce, *ith re'"r& to SEO, there is " h%'e )!th th"t it is " o#e ti)e ,rocess
"#& th"t it is i#e4,e#si-e "#& e"s!. This is re"((! #ot tr%e. A )"r$eter *"#ti#' to
i),(e)e#t the SEO ,rocess o# "# i#:ho%se +"sis *o%(& #ee& to h"-e &e&ic"te&
reso%rces to )o#itor the *e+site, co#ti#%o%s(! stri-i#' to )"$e it )ore ,o,%("r o#
the Hor(& Hi&e He+. The ,rocess is "# o#'oi#' o#e "#& re0%ires s,eci"(i;e& s$i((:
sets "#& "# i#:&e,th %#&erst"#&i#' o +oth co#te),or"r! *e+ tech#o(o'ies "s *e(( "s
the se"rch e#'i#eFs "('orith)s. It is "(so i),ort"#t to co#st"#t(! "&& co#te#t to the
*e+site so th"t the Se"rch E#'i#es h"-e " re"so# or co)i#' +"c$ "#& i#&e4i#' !o%r
,"'e. He#ce, *he# " )"r$eter si'#s o# or " Se"rch E#'i#e O,ti)is"tio# C"),"i'#,
it is critic"((! i),ort"#t to h"-e " )"i#te#"#ce co#tr"ct.
In terms of ROI, #"t%r"( Se"rch E#'i#e O,ti)is"tio# %s%"((! oers " )%ch hi'her
ret%r# o# i#-est)e#t th"# PPC. The re"so#s %#&er(!i#' this "re t*oo(&B
Browsing Habits: Se"rch e#'i#e %sers h"-e " te#&e#c! to c(ic$ )ore o# the
#"t%r"( se"rch res%(ts th"# o# the P"! Per C(ic$ "&sR(i#$s. Th%s, the )"r$eter 'ets
)ore tr"ic +! ,"!i#' (ess.
Better Networking through Link Popularity: O#e o the )ost i),ort"#t
"ctors or i),ro-i#' r"#$i#'s thro%'h #"t%r"( SEO is to e#h"#ce the *e+siteFs
2i#$ Po,%("rit! +! ,"!i#' or "#& "c0%iri#' (i#$s th"t ,oi#t to the *e+site. These
(i#$s te#& to e#s%re ("sti#' res%(ts +! oeri#' to, r"#$i#'s o# the se"rch e#'i#es
"#& "(so +! &ri-i#' tr"ic ro) the se"rch e#'i#esK "&&itio#"((!, the (i#$s i#
the)se(-es te#& to ,ro-i&e " si'#iic"#t +oost i# tr"ic.
Ho*e-er, the +i''est *e"$#ess o #"t%r"( Se"rch E#'i#e O,ti)is"tio# is th"t it is
("+orio%s "#& ti)e co#s%)i#'. The ti)e re0%ire& to 'e#er"te (i#$s "#& t*e"$ the
*e+ ,"'es "#& $e!*or&s to 'et the &esire& hi'h r"#$i#'s co%(& t"$e %, to three
)o#ths or )ore +eore t"#'i+(e +e#eits o the SEO c"),"i'# st"rt sho*i#' %,.
Pay Per Click Search Engine A&-ertisi#' h"s so)e c(e"r(! &ei#e& +e#eits th"t
Amity International Business School, Noida
Internet Marketing- Clicking on profits
the )"r$eter c"# e4,erie#ce %,ro#t *itho%t " ,rotr"cte& *"iti#' ,erio&. The $e!
+e#eits i#c(%&eB
Immediate flow of visitors: Perh",s the )ost si'#iic"#t +e#eit o " PPC
c"),"i'# is th"t it oers "# i))e&i"te i#(%4 o 0%"(iie& -isitors, (e"&s "#&
s"(es, there+! e#s%ri#' 0%ic$ res%(ts, so)eti)es *ithi# ho%rs. /%rther, i the
$e!*or& +ei#' o,ti)i;e& thro%'h the Se"rch E#'i#e O,ti)i;"tio# C"),"i'# is
hi'h(! co),etiti-e, it is +est to t"$e the PPC ro%te. I# "ct, " ,"! ,er c(ic$
"&-ertisi#' ,ro'r"))e is the +est o,tio# or )"r$eters see$i#' 0%ic$ res%(ts "#&
" 'oo& ret%r# o# i#-est)e#t *hi(e *"iti#' or " ,"r"((e( Se"rch E#'i#e
O,ti)i;"tio# (SEO) ,ro'r"))e to r"), %, "#& "chie-e critic"( )"ss.
Affordability backed by FlexibilityB The +%&'et or " PPC c"),"i'# is &eci&e&
+! the )"r$eter. Moreo-er, there "re #o )i#i)%) s,e#& (e-e(s to +e "&here& to.
De,e#&i#' o# the )"r$eterFs tr"ic 'o"(s, "#& the c","cit! o the s"(es %##e(,
o#e c"# h"-e " +%&'et o "#!*here ro) Rs. 3<,<<< to Rs. 6,<<,<<< ,er )o#th.
A#& here is the ici#' o# the c"$e S i o#e is #ot s"tisie& *ith the $i#& o (e"&s
+ei#' 'e#er"te&, o#e c"# i))e&i"te(! &isco#ti#%e the c"),"i'#.
Enhanced Reach: I# "&&itio# to "&&ressi#' the se"rch tr"ic "cross Se"rch
E#'i#es, thro%'h " PPC c"),"i'# o#e c"# "(so "&&ress other *e+sites "#&
,ort"(s th"t h"-e "i(i"te )"r$eti#' ,ro'r"))es *ith Se"rch E#'i#e. /or
e4"),(eB i " )"r$eter %#&ert"$es " PPC c"),"i'# *ith Goo'(e, #ot o#(! *i((
the "&s ",,e"r o# the Goo'(e se"rch res%(ts (or this, the )"r$eter #ee&s to e#"+(e
this e"t%re), +%t *i(( "(so ",,e"r o# sites s%ch "s B%si#ess Hor(&, Eco#o)ic
Ti)es, Mo#e! Co#tro(, etc. This %(ti)"te(! (e"&s to hi'her tr"ic +ei#'
'e#er"te&.
8.4 Conclusion
Th%s, "s " short ter) str"te'!, P"! Per C(ic$ oers " c(e"r "&-"#t"'e o-er SEO.
Ho*e-er, the ore)ost &is"&-"#t"'e is the cost "ctor. De,e#&i#' o# the c%rre#t )"r$et
&e)"#& or the &esire& $e!*or&s "#& c(ic$s, the PPC c"),"i'# co%(& 'e#er"te to#s o
tr"ic "#& co%(& e#& %, costi#' h%#&re&s, e-e# tho%s"#&s o R%,ees ,er &"!. Hith
-"rio%s o,ti)i;"tio# str"te'ies, o#e co%(&, o co%rse, (o*er the costs, +%t o# " (o#' ter)
+"sis, #"t%r"( se"rch e#'i#e o,ti)i;"tio# *i(( oer hi'her ret%r#s.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Chapter 9
Demography and
Geography
Amity International Business School, Noida
Internet Marketing- Clicking on profits
9.1 trends
/he !!& statistics released b' the Internet and Mobile Association of India (IAMAI)
predict that the web base in India is set to grow to ,!! million users b' !!(. In 8une
!!&, it was "(.% million. 5ther sources indicate that the si9e of the Indian advertising
pie is close to :$ billion with online advertising set to grow significantl' (figures in ;0
:)- !!"#!$ (,! million), !!%#!& ("& million) and !!&#!. (%! million appro<imatel').
/he split industr' figures for !!%#!& are- financial services ($)), travel (,)),
technolog' (,,)), automobile (,,)) and online services (,,)).
B%t so)e +e(ie-e th"t o#(i#e )i'r"tio# )e"#s )"'";i#esF ,ro+(e)s "re str%ct%r"( r"ther
th"# c!c(ic"(. VThe +i''est c"s%"(t! ro) i#ter#et %s"'e ")o#' 76:34 !e"r:o(&s h"s +ee#
,ri#t )e&i",F s"!s Cit! +"#$ N%)is.
O-er 3< ,er ce#t o 76:34 !e"r:o(&s, "#& 7< ,er ce#t o o(&er "&%(ts, re"& )"'";i#es (ess
ote# si#ce the! irst %se& the i#ter#et, "ccor&i#' to )e&i" re'%("tor Oco), "#& th"t
Amity International Business School, Noida
Internet Marketing- Clicking on profits
tre#& is (i$e(! to "cce(er"te "s )ore ho%seho(&s si'# %, or hi'h:s,ee& i#ter#et "ccess :
"+o%t 3< ,er ce#t #o* h"-e +ro"&+"#&
Hhere co#s%)ers 'o, "&-ertisers o((o*. VThe sh"re o co#s%)er )"'";i#e "&-ertisi#'
WisX &ec(i#i#' o-er the (o#' ter) &%e to "ster 'ro*i#' "(ter#"ti-e )e&i", #ot"+(! the
i#ter#et,F "ccor&i#' to N%)is. It h"s "((e# ro) 4.? ,er ce#t o the tot"( i# 7??? to 4.6
,er ce#t, "(tho%'h i#&%str! re-e#%es "re sti(( 'ro*i#' +ec"%se the o-er"(( "& )"r$et is
e4,"#&i#'.
9.2 internet users
The #%)+er o I#ter#et %sers *i(( 'ro* ro) the c%rre#t 5@.6 )i((io# to " 7<< )i((io#
%sers +! 3<<9:<@, "#& the c!+erc"U is "# esse#ti"( ,oi#t o "ccess or I#ter#et ser-ices
"s it +eco)es "# i#te'r"( ,"rt o o%r e-er! &"! (i-es. No other +%si#ess is ,("!i#' s%ch
"# i#str%)e#t"( ro(e "s c!+erc"Us i# the ,rocess o +ri#'i#' the %t%re o I#ter#et
tech#o(o'! to the ,%+(ic. The "tt"che& res,o#&e#t +"se c(e"r(! sho*s *h"t " cr%ci"( ro(e
Pc!+erc"UsP ,("! i# )"$i#' I#ter#et "ccess "-"i("+(e i# ,ro)i#e#t Ltier:IIL cities "#&
to*#s *hich "re *it#essi#' " ,ic$:%, i# i#ter#et re("te& "cti-ities Y o#(i#e ret"i(i#'
"cti-it! "t i#cre"se& tr"#s"ctio# -"(%es. The re,ort co#ir)s th"t c!+erc"Us h"-e "st
e-o(-e& i#to " ,o,%("r "ccess ,oi#t or eco))erce "cross I#&i" &e(i-eri#' "# i),ort"#t
co#tri+%tio# to*"r&s this !e"rFs eco))erce esti)"te o Rs 77@< crores.
Top Ten Parent Companies in Internet
according to Nielsen NetRatings
# Company or Parent
Unique Audience
May 2005
Time per Person
hh!mm!ss "
# Microso$t 107,450,000 2:01:06
2 %ahoo& 97,499,000 3:00:30
Amity International Business School, Noida
Internet Marketing- Clicking on profits
' Time (arner 96,911,000 5:24:41
) *oo+,e 77,327,000 0:41:18
5 United -tates *o.ernment 53,881,000 0:26:34
/ e0ay 53,416,000 2:07:10
1 2nterActi.eCorp 40,949,000 0:22:31
3 Ama4on 38,694,000 0:22:12
5 6ea,7etwor8s 32,906,000 0:42:54
#0 (a,t 9isney 2nternet *roup 32,332,000 0:33:14
Source: The Top 10 arent !ompanie" in #nternet Stati"tic", com$ine% home an% &ork
%ata, ha'e $een pro'i%e% $( )et*ating", #nc+ ,)a"%a-: )T*T., con"i%ere% the g/o$a/
"tan%ar% for #nternet au%ience mea"urement an% ana/("i" an% i" the in%u"tr(0" premier
"ource for on/ine a%'erti"ing inte//igence+ !o'ering 70 percent of the &or/%0" #nternet u"age,
the )ie/"en11)et*ating" "er'ice" offer "(n%icate% #nternet an% %igita/ me%ia re"earch
report" an% cu"tom2tai/ore% %ata to he/p companie" gain 'a/ua$/e in"ight into their $u"ine""+
3or a%%itiona/ information, p/ea"e 'i"it: &&&+nie/"en2netrating"+com+
The Top Ten Brands in Internet
according to Nielsen NetRatings
# Company or Parent
Unique Audience
May 2005
Time per Person
hh!mm!ss "
# %ahoo& 96,930,000 3:00:53
Amity International Business School, Noida
Internet Marketing- Clicking on profits
2 Microso$t 90,822,000 0:42:13
' M-7 88,631,000 1:43:21
) *oo+,e 75,796,000 0:40:32
5 A:; 71,174,000 6:45:06
/ e0ay 50,963,000 2:05:45
1 Map<uest 36,580,000 0:12:19
3 Ama4on 34,294,000 0:19:49
5 6ea, 32,300,000 0:41:13
#0 (eather Channe, 28,610,000 0:25:59
Source: The Top 10 4ran%" in #nternet Stati"tic", com$ine% home an% &ork %ata, ha'e $een pro'i%e% $(
)et*ating", #nc+ ,)a"%a-: )T*T., con"i%ere% the g/o$a/ "tan%ar% for #nternet au%ience mea"urement an%
ana/("i" an% i" the in%u"tr(0" premier "ource for on/ine a%'erti"ing inte//igence+ !o'ering 70 percent of the
&or/%0" #nternet u"age, the )ie/"en11)et*ating" "er'ice" offer "(n%icate% #nternet an% %igita/ me%ia re"earch
report" an% cu"tom2tai/ore% %ata to he/p companie" gain 'a/ua$/e in"ight into their $u"ine""+ 3or a%%itiona/
information, p/ea"e 'i"it: &&&+nie/"en2netrating"+com+
The Top Ten Advertisers in Internet
according to Nielsen NetRatings
# Ad.ertiser =
2mpressions
May 2005
# 2nterActi.eCorp 3,120,962,000
2 >ona+e ?o,din+s Corp 2,916,792,000
' ;owerMy0i,,s@comA 2nc@ 2,170,360,000
) 9e,, Computer Corporation 2,111,319,000
Amity International Business School, Noida
Internet Marketing- Clicking on profits
5 >eri4on CommunicationsA 2nc@ 2,046,221,000
/ 7et$,iBA 2nc@ 1,914,033,000
1 -0C CommunicationsA 2nc@ 1,762,111,000
3 Monster (or,dwideA 2nc@ 1,545,699,000
5 Apo,,o *roupA 2nc@ 1,468,174,000
#0 -cottradeA 2nc@ 1,463,286,000
Source: The Top 10 5%'erti"er" in #nternet Stati"tic", e6c/u%ing hou"e a%" &hich are a%" that run on an
a%'erti"er0" o&n &e$ propert(, ha'e $een pro'i%e% $( )et*ating", #nc+ ,)a"%a-: )T*T., con"i%ere% the
g/o$a/ "tan%ar% for #nternet au%ience mea"urement an% ana/("i" an% i" the in%u"tr(0" premier "ource for
on/ine a%'erti"ing inte//igence+ !o'ering 70 percent of the &or/%0" #nternet u"age, the )ie/"en11)et*ating"
"er'ice" offer "(n%icate% #nternet an% %igita/ me%ia re"earch report" an% cu"tom2tai/ore% %ata to he/p
companie" gain 'a/ua$/e in"ight into their $u"ine""+ 3or a%%itiona/ information, p/ea"e 'i"it: &&&+nie/"en2
netrating"+com+
10 COUNTRIES IT! T!E !I"!EST
INTERNET PENETRATION RATE
#PERCENTA"E O$ T!E POPU%ATION USIN" T!E INTERNET&
# Country or 6e+ion
Penetration
C Popu,ation"
2nternet Users
;atest 9ata
Popu,ation
2005 Est@ "
-ource o$
;atest 9ata
# -weden 1'@/ C 6,656,733 9,043,990 )ie/"en11)* 7une105
2 ?on+ Don+ 10@1 C 4,878,713 6,898,686 )ie/"en11)* 3e$+105
' 9enmar8 /3@1 C 3,720,000 5,411,596 !2#25 8ar+105
) United -tates /3@5 C 202,888,307 296,208,476 )ie/"en11)* 7une105
5 7orway /3@2 C 3,140,000 4,606,363 !+#+5/manac 8ar+105
/ Austra,ia /1@2 C 13,784,966 20,507,264 )ie/"en11)* 7une105
3 7ether,ands //@2 C 10,806,328 16,322,583 )ie/"en11)* 7une104
Amity International Business School, Noida
Internet Marketing- Clicking on profits
1 2ce,and /1@# C 198,000 294,947 !#5 2 8ar+105
#0 Canada /'@3 C 20,450,000 32,050,369 !2#25 9ec+103
#0 DoreaA -outh /'@' C 31,600,000 49,929,293 :*)#! 9ec+104
T:P TE7 Countries /3@0 C 271,283,058 398,796,375 #;S 2 7u/( 31105
6est o$ the (or,d ##@# C 667,427,871 6,021,306,347 #;S 2 7u/( 31105
Tota, (or,d Penetration #)@/ C 5'3A1#0A525 /A)20A#02A122 2(- - Eu,y '#F05
)<T=S: ,1. Top 10 #nternet enetration Stati"tic" &ere up%ate% on 7u/( 31, 2005+ ,2. 9etai/e% %ata for in%i'i%ua/ countrie" ma( $e foun%
c/icking on each countr( name+ ,3. 9emographic , popu/ation . num$er" are $a"e% on the %ata containe% in &or/%2ga>etteer+com+ ,4. The
#nternet enetration *ate" ha'e $een o$taine% from information pu$/i"he% $( )ie/"en11)et*ating", #T? an% other tru"t&orth( re"earch "ource"+
,5. 9ata from thi" "ite ma( $e cite%, gi'ing the %ue cre%it an% e"ta$/i"hing an acti'e /ink $ack to #nternet;or/%Stat"+com+ ,6. 3or na'igation he/p
an% %efinition", "ee the Site Surfing @ui%e+ A!op(right 200122006, 8ini&att" 8arketing @roup+ 5// right" re"er'e%+
Chapter 10
Search Engine Challenges
Amity International Business School, Noida
Internet Marketing- Clicking on profits
10.1 Introduction
To&"!Fs +%si#ess is hi'h(! &e,e#&e#t %,o# -isi+i(it!. A(tho%'h )"$i#' " 'oo& *e+site
is o#e 'oo& ste, to*"r&s )"r$et -isi+i(it!, ho*e-er th"t is .%st " +e'i##i#'. The +i''est
ch"((e#'e to&"! is to e#s%re th"t !o%r *e+site 'ets "# "&e0%"te sh"re o -isitors. I#ter#et
M"r$eti#' is o#e o the )ost cost:eecti-e )e"#s o e#h"#ci#' !o%r cor,or"te i)"'e
"#& +%i(& %,o# c(ie#te(e. Ho*e-er, i# or&er to "chie-e res%(ts, I#ter#et M"r$eti#' h"s to
+e &o#e i# " ,("##e& "#& ,roessio#"( )"##er.

There "re " #%)+er o "re"s o# the I#ter#et th"t "re %se& to he(, %s i#& *e+sites. These
"re"s "re 'e#er"((! reerre& to "s se"rch e#'i#es. Se"rch e#'i#es c"# +e +ro$e# &o*#
i#to three 'ro%,sB
1. Automated search engines
Amity International Business School, Noida
Internet Marketing- Clicking on profits
(Th"t %se sot*"re to co((ect "#& i#&e4 the co#te#t o ,"'es)
2. Directories
(Th"t %se h%)"# e&itors to c"te'ori;e *e+ ,"'es +! s%+.ect)
3. Hybrid search engines
(Th"t %ses +oth o the "+o-e)
Examples:
Automated:
***.A(t"-ist".co), ***.#orther#(i'ht.co)
Directories
***.D)o;.or', ***.!"hoo.co)
Hybrid
***.Goo'(e.co), ***.)et"cr"*(er.co)
The #%)+er o#e 'o"( o "#!o#e *ho o*#s "#! *e+site is Pto +e i# the to, te# (isti#'s o
e-er! se"rch e#'i#e.P De,e#&i#' o# the se"rch c"te'or! !o% "re (iste& i#, *ith the
)i((io#s o *e+sites i# e4iste#ce, !o% c"# see ho* &iic%(t it c"# +e or " *e+site to +e
i# " to, te# c"te'or!. /or e4"),(e, i !o% "re tr!i#' to 'et to, ,("ce)e#t se((i#' s,"ce
sh%tt(es, !o% *i(( h"-e " )%ch e"sier ti)e th"# tr!i#' to 'et " to, ,("ce)e#t "s " c"r
&e"(er. Co#si&er too, th"t i !o% "re i# the to, te#, there c"# +e h%#&re&s o ,eo,(e *ith
si)i("r *e+sites '%##i#' or !o%r s,ot o# the se"rch e#'i#e ,("ce)e#t (ist.
Goo'(e to&"! co#tro(s #e"r(! 9< ,erce#t o the se"rch:re("te& "&-ertisi#' )"r$et, "#
i#&%str! *orth )ore th"# T76 +i((io# " !e"r "#& 'ro*i#' "t ro%'h(! 6< ,erce#t " !e"r.
ItLs these "&s th"t "re the so%rce o Goo'(eLs riches "#& the +"sis or its e4,"#&i#' ,o*er.
10.2 Search Engine Strategies
Perh",s the )ost i),ort"#t :: "#& i#e4,e#si-e :: str"te'! is to rank high for your
preferred words o# the )"i# se"rch e#'i#es i# Por'"#icP or P#"t%r"(P se"rches ("s
o,,ose& to ,"i& "&s). Search engines send robot "spiders" to index the content on
your webpage, so (etLs +e'i# *ith ste,s to ,re,"re !o%r *e+ ,"'es or o,ti)"( i#&e4i#'.
The! i&e" here is #ot to tric$ the se"rch e#'i#es, +%t to (e"-e the) "+%#&"#t c(%es "s to
*h"t !o%r *e+,"'e is "+o%t.
1. Write a Page Title.
Hrite " &escri,ti-e tit(e or e"ch ,"'e o 6 to @ *or&s. Remove as many "filler" words
from the title, such as "the," "and," etc. This ,"'e tit(e *i(( ",,e"r h!,er(i#$e& o# the
se"rch e#'i#es *he# !o%r ,"'e is o%#&. E#tice se"rchers to c(ic$ o# the tit(e +! )"$i#'
it " +it ,ro-oc"ti-e. P("ce this "t the to, o the *e+,"'e +et*ee# the AHEADZARHEADZ
Amity International Business School, Noida
Internet Marketing- Clicking on profits
t"'s, i# this or)"tB ATIT2EZHe+ M"r$eti#' Chec$(ist :: 53 H"!s to Pro)ote 1o%r
He+siteARTIT2EZ. (It "(so sho*s o# the +(%e +"r "t the to, o !o%r *e+ +ro*ser.)
The P("# is to %se so)e &escri,ti-e $e!*or&s "(o#' *ith !o%r +%si#ess #")e o# !o%r
ho)e ,"'e. For example, if you specialize in silver bullets and that's what people
will be searching for, don't just use your company name "Acme Ammunition, Inc."
use "Silver and Platinum Bullets -- Acme Ammunition, Inc." The words people are
most likely to search on should appear first in the title (called 3$eyword
pro"inence3). This tit(e is #e"r(! the e#tire i&e#tit! o# the se"rch e#'i#es. The )ore
,eo,(e see th"t i#terests the) i# the +(%e h!,er(i#$e& *or&s o# the se"rch e#'i#e, the
)ore (i$e(! the! "re to c(ic$ o# the (i#$.
2. Write a Description and Keyword META Tag.
The description should be a sentence or two describing the content of the webpage,
using the main keywords and keyphrases on this page. If you include keywords that
aren't used on the webpage, you could hurt yourself. Place the Description META
Tag at the top of the webpage, between the <HEAD></HEAD> tags, in this format:
Some search engines include this description below your hyperlinked title. <META
NAME"DESCRIPTION" CONTENT"Increase visitor hits, attract traffic
through submitting URLs, META tags, news releases, banner ads, and reciprocal
links">. Your maximum number of characters should be about 255; just be aware
that only the first 60 or so are visible on Google, though more may be indexed.
Hhi(e ,re,"ri#' " *e+,"'e, *rite the "rtic(e irst, the# *rite " &escri,tio# o the co#te#t
i# th"t "rtic(e i# " se#te#ce or t*o, %si#' e"ch o the i),ort"#t $e!*or&s "#& $e!,hr"ses
i#c(%&e& i# the "rtic(e. This goes into the description META tag. The# or the
$e!*or&s META t"', stri, o%t the co))o# *or&s, (e"-i#' .%st the )e"t! *or&s "#&
,hr"ses. The keywords META tag is no longer used for ranking by Google, but it is
currently used by Yahoo. Hho $#o*s *he# )ore se"rch e#'i#es *i(( co#si&er it
i),ort"#t "'"i#I E-er! *e+,"'e i# !o%r site sho%(& h"-e " tit(e, "#& META &escri,tio#
t"'.
3. Include Your Keywords in Header Tags H1, H2, H3
Search engines consider words that appear in the page headline and sub heads to
be important to the page, so make sure your desired keywords and phrases appear
in one or two header tags. Do#Lt e4,ect the se"rch e#'i#e to ,"rse !o%r C"sc"&i#' St!(e
Sheet (CSS) to i'%re o%t *hich "re the he"&(i#es :: it *o#Lt. I#ste"&, use keywords in
the H1, H2, and H3 tags to provide clues to the search engine. (NoteB So)e &esi'#ers
#o (o#'er %se the H7, H3 t"'s. Th"tLs " )ist"$e. M"$e s%re !o%r &esi'#er &ei#es these
t"'s i# the CSS r"ther th"# cre"ti#' he"&(i#e t"'s *ith other #")es.)
Amity International Business School, Noida
Internet Marketing- Clicking on profits
4. Make Sure Your Keywords Are in the First Paragraph of Your Body Text
Se"rch e#'i#es e4,ect th"t !o%r irst ,"r"'r",h *i(( co#t"i# the i),ort"#t $e!*or&s or
the &oc%)e#t : *here )ost ,eo,(e *rite "# i#tro&%ctio# to the co#te#t o the ,"'e. 1o%
&o#Lt *"#t to .%st "rtiici"((! st% $e!*or&s here, ho*e-er. More is #ot +etter. Google
might expect a keyword density in the entire body text area of maybe 1.5 to 2
for a word that should rank high, so don't overdo it. Other places you might
consider including keywords would be in ALT tags and perhaps COMMENT tags,
tho%'h e* se"rch e#'i#es 'i-e these )%ch i "#! *ei'ht.
5. Use Keywords in Hyperlinks
Se"rch e#'i#es "re (oo$i#' or c(%es to the oc%s o !o%r ,"'e. Hhe# the! see *or&s
h!,er(i#$e& i# !o%r +o&! te4t, the! co#si&er these ,ote#ti"((! i),ort"#t, so hyperlink
your important keywords and keyphrases. To e),h"si;e it e-e# )ore, the *e+,"'e
!o% "re (i#$i#' to co%(& h"-e " ,"'e #")e *ith the $e!*or& or $e!,hr"se, such as blue-
widget.htm -- another clue for the search engine.
6. Make Your Navigation System Search Engine Friendly
Some webmasters use frames, +%t r")es c"# c"%se serio%s ,ro+(e)s *ith se"rch
e#'i#es. Even if search engines can find your content pages, they could be missing
the key navigation to help visitors get to the rest of your site. E"-"Scri,t "#& /("sh
#"-i'"tio# )e#%s th"t ",,e"r *he# !o% ho-er "re 're"t or h%)"#s, but search engines
don't read 1avaScript and Flash. Supplement them with regular HTML links at the
bottom of the page, ensuring that a chain of hyperlinks exists that take a search
engine spider from your home page to every page in your site. A site )", *ith (i#$s
to "(( !o%r ,"'es c"# he(,, too. I !o%r site is#Lt 'etti#' i#&e4e& %((!, )"$e s%re !o%
s%+)it " Goo'(e Site)", o((o*i#' &irectio#s o# Goo'(eLs site
(***.'oo'(e.co)R*e+)"stersRsite)",sR(o'i#). Greg Tarrant's Google Sitemap
Generator and Editor (www.sitemapdoc.com) is a free tool to build these. Be "*"re
th"t so)e co#te#t )"#"'e)e#t s!ste)s "#& e:co))erce c"t"(o's ,ro&%ce &!#")ic,
)"&e:o#:the:(! *e+,"'es. 1o% c"# so)eti)es reco'#i;e the) +! 0%estio# )"r$s i# the
UR2s o((o*e& +! (o#' stri#'s o #%)+ers or (etters. Overworked search engines
sometimes stop at the question mark and refuse to go farther. I !o% i#& the se"rch
e#'i#es "re#Lt i#&e4i#' !o%r i#terior ,"'es, !o% )i'ht co#si&er UR2 re*riti#', " site
)",, "#& t"r'ete& co#te#t ,"'es. Commercial solutions include Bruce Clay's
Dynamic Site Mapping (www.bruceclay.com/web_dsm.htm) and YourAmigo.com's
SpiderLinker (www.youramigo.com)
7. Develop Several Pages Focused on Particular Keywords
Search Engine Optimization (SEO) specialists no longer recommend using external
doorway or gateway pages, si#ce #e"r(! &%,(ic"te *e+,"'es )i'ht 'et !o% ,e#"(i;e&.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
R"ther, &e-e(o, se-er"( *e+,"'es o# !o%r site, e"ch o *hich is oc%se& o# " &iere#t
$e!*or& or $e!,hr"se. For example, instead of listing all your services on a single
webpage, try developing a separate webpage for each. These ,"'es *i(( r"#$ hi'her
or their $e!*or&s si#ce the! co#t"i# t"r'ete& r"ther th"# 'e#er"( co#te#t. 1o% c"#Lt
%((! o,ti)i;e "(( the *e+,"'es i# !o%r site, but these focused-content webpages you'll
want to spend lots of time tweaking to improve their rank.
8. Submit Your Webpage URL to Search Engines
Ne4t, s%+)it !o%r ho)e,"'e UR2 to the i),ort"#t He+ se"rch e#'i#es th"t ro+otic"((!
i#&e4 the He+. Look for a link on the search engine for "Add Your URL." In the
US, the most used search engines are: Google, Yahoo, MSN, AOL Search, and
Ask.com. So)e o these ee& se"rch co#te#t to the other )"i# se"rch e#'i#es "#& ,ort"(
sites.
For Europe and other areas you'll want to submit to regional search engines. ItLs "
*"ste o )o#e! to ,"! so)eo#e to s%+)it !o%r site to h%#&re&s o se"rch e#'i#es.
Avoid registering with FFA (Free For All pages) "#& other (i#$ "r)s. The! &o#Lt
*or$ *e((, +ri#' !o% (ots o s,") e:)"i(s, "#& co%(& c"%se !o% to +e ,e#"(i;e& +! the
se"rch e#'i#es. S%+)it to &irectories %#&er "Linking Strategies" +e(o*. If your page
is already indexed by a search engine, don't re-submit it unless you've made
significant changes; the se"rch e#'i#e s,i&er *i(( co)e +"c$ "#& re-isit it soo# "#!*"!.
9. Fine-tune with Search Engine Optimization
No* i#e:t%#e !o%r oc%se&:co#te#t ,"'es (&escri+e& i# ,oi#t 9), "#& ,erh",s !o%r
ho)e ,"'e, +! )"$i#' )i#or "&.%st)e#ts to he(, the) r"#$ hi'h. Software such as
WebPosition (www.wilsonweb.com/afd/webposition.htm) allows you to check your
current ranking and compare your webpages against your top keyword
competitors. He+Positio#Ls P"'e Critic ,ro-i&es "#"(!sis o " se"rch e#'i#eLs ,reerre&
st"tistics or e"ch ,"rt o !o%r *e+,"'e. 1o% c"# &o this !o%rse( *ith He+Positio#. The
+est set o SEO too(s +! "r is Bruce Clay's SEOToolSet
(www.wilsonweb.com/afd/clay_seotoolset.htm).
M"#! s)"(( "#& ("r'e +%si#esses o%tso%rce se"rch e#'i#e ,ositio#i#' +ec"%se o the
co#si&er"+(e ti)e i#-est)e#t it re0%ires.
10. Promote Your Local Business on the Internet
These &"!s )"#! ,eo,(e se"rch or (oc"( +%si#esses o# the I#ter#et. To )"$e s%re the!
i#& !o% i#c(%&e o# e-er! ,"'e o !o%r *e+site the street "&&ress, ;i, co&e, ,ho#e
number, and the five or 10 other local community place names your business
serves. I !o% c"#, i#c(%&e ,("ce #")es i# the tit(e t"', too. Hhe# !o% see$ (i#$s to !o%r
site, " (oc"( +%si#ess sho%(& 'et (i#$s ro) (oc"( +%si#esses *ith ,("ce #")es i# the
co))%#ities !o% ser-e and co),(e)e#t"r! +%si#esses i# !o%r i#&%str! #"tio#*i&e.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Chapter 11
Preparing for Additional
Website Traffic
Amity International Business School, Noida
Internet Marketing- Clicking on profits
11.1 Introduction
Beore !o% &o "(( the *or$ o "ttr"cti#' ,eo,(e to !o%r *e+site, &eter)i#e *hether !o%r
+%si#ess c"# h"#&(e the tr"ic. 1o% #ee& to ,re,"re "he"& o ti)e or i#cre"se&
-o(%)es, "#& or "(( the ,ossi+(e ,ro+(e)s "#& ch"((e#'es th"t c"# occ%r o-er ti)e. As$
!o%rse( "#&Ror or ,ote#ti"( *e+:hosti#' ser-ice the o((o*i#' 0%estio#sB
1. Can your web hosting company handle large volumes of traffic coming to your
website?
I# )ost c"ses the "#s*er to this *i(( +e !es, +%t !o% #ee& to $#o* this "he"& o ti)e so
t"($ to !o%r I#ter#et Hosti#' Pro-i&er so the! c"# +e "*"re o !o%r ,ote#ti"( hi'her
tr"ic "cti-ities. 1o% sho%(& "(so +e re)i#&e& th"t "&&itio#"( tr"ic to !o%r *e+site )"!
)e"# hi'her )o#th(! costs ro) !o%r *e+site hosti#' co),"#! or the i#cre"se& tr"ic
(e-e(s.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
2. Are you set up for mail-order shipments?
I !o% "re ,("##i#' o# se((i#' ,ro&%cts o-er the I#ter#et, c"# !o% "#& !o%r st" h"#&(e
-o(%)es o ,ro&%ct s"(es, shi,,i#' AND "(( the thi#'s th"t 'o "(o#' *ith these. Cre"te "
)"i(:or&er &e,"rt)e#t, "#& ,roce&%res or h"#&(i#' )"i(:or&er re0%ests. I# )ost c"ses
this *i(( "(so )e"# !o% sho%(& set %, " sec%re, e:co))erce *e+site to h"#&(e "#& tr"c$
the tr"#s"ctio#s.
3. Do you have a secure website for accepting customer payments?
I !o% &o#Lt, !o% *i(( +e (osi#' s"(es +ec"%se )"#! o#(i#e sho,,ers *i(( o#(! tr%st sec%re
sites. E:co))erce sites ,ro-i&e " sec%re )e"#s or I#ter#et sho,,ers to ,%rch"se
,ro&%cts "#& ser-ices o#(i#e. There "re " )%(tit%&e o co),"#ies th"t oer ser-ices i#
setti#' %, e:co))erce "cco%#ts. Chec$ irst o "(( *ith !o%r o*# I#ter#et hosti#'
,ro-i&er to see i the! oer this ser-ice, or c"# the! reco))e#& "#other co),"#!.
4. What are your procedures for?
") Sto(e# Cre&it C"r&s
(Hhe# so)eo#e ,"!s *ith " sto(e# c"r& #%)+er).As$ !o%r )erch"#t "cco%#t ,ro-i&er
or &et"i(s.
+) U#&e(i-ere& ,ro&%ct
(1o%r c%sto)er c("i)s the ,ro&%ct &i&#Lt "rri-e).H"-e " shi,)e#t tr"c$i#' s!ste) i#
,("ce.
c) D")"'e& 'oo&s
(1o%r c%sto)er c("i)s ,ro&%ct recei-e& &")"'e&).Chec$ or "-"i("+i(it! o shi,,i#'
i#s%r"#ce ,o(icies.
&) U#s%it"+(e 'oo&s
(The ,ro&%ct si),(! &oes #ot (i-e %, to e4,ect"tio#s). E#s%re !o%r *e+site &e,icts !o%r
,ro&%cts "cc%r"te(!
e) Shi,,i#' "#& &e(i-er!.
I#or)i#' !o%r ,ote#ti"( c%sto)ers o the "-"i("+i(it! o their ,%rch"se "#& ",,ro4i)"te
&e(i-er! ti)e.
5. What level is your Internet and website security?
Hi(( ,eo,(e tr%st !o%I Do !o%r *e+site "#& !o%r +%si#ess P",,e"rP to +e (e'iti)"teI
I#ter#et sec%rit! is "# i),ort"#t iss%e, ,"rtic%("r(! i !o% "re o,er"ti#' "# e:co))erce
site. There "re " #%)+er o or'"#i;"tio#s th"t oer o#(i#e certiic"tes or sec%re *e+sites
th"t "&here to their strict co&e o sec%rit! i),(e)e#t"tio#s. Other thi#'s th"t *i(( he(, to
)"$e !o%r *e+site ",,e"r to +e (e'iti)"te "#& tr%st*orth! "re to ,%+(ish !o%r street
"&&ress, "#& e-e# ,ost " ,ict%re o the +%i(&i#' i# *hich !o% "re (oc"te&.
Re)e)+er th"t "# i#cre"se i# s"(es "#& "cti-ities ote# )e"#s "# i#cre"se i# ,ro+(e)s
th"t 'o "(o#' *ith the). I !o%r +%si#ess is to se(( o#(i#e "#& !o% "re #ot %((! ,re,"re&
Amity International Business School, Noida
Internet Marketing- Clicking on profits
or -o(%)es o tr"ic, this c"# si'#iic"#t(! i),"ct !o%r +%si#ess. Be (i$e " 'oo& Bo!
Sco%t or Gir( G%i&e "#& Be Pre,"re&. The ("st thi#' !o% *"#t is "# %#h",,! c%sto)erK
"s th"t c"# &o )ore &")"'e to the short: "#& (o#':ter) -i"+i(it! o !o%r +%si#ess th"#
"#! other si#'%("r e-e#t.
Chapter 12
Branding Your Business
And Website
Amity International Business School, Noida
Internet Marketing- Clicking on profits
12.1 Develop a Brand
Br"#&i#' is " *or& th"t h"s '"i#e& ,o,%("rit! i# rece#t !e"rs, +%t its )e"#i#' is ote#
shro%&e& i# &o%+(e t"($ "#& )is%#&erst"#&i#'. Br"#&i#' is the Pee(i#'P th"t ,eo,(e 'et
ro) cert"i# ,ro&%cts, ser-ices or +%si#esses. There "re )"#! e(e)e#ts o " +%si#ess th"t
co%(& +e %se& or +r"#&i#'. It co%(& +e " (o'o, " #")e, " ,ict%re, " ,ro&%ct or "#! other
t"#'i+(e thi#' th"t cre"tes "# "ssoci"tio# *ith " ,ro&%ct, ser-ice or co),"#!. Br"#&i#'
c"# +e &iic%(t to "cco),(ish +ec"%se !o% c"##ot co))"#& ,eo,(e to "ssoci"te " 'oo&
ee(i#' *ith !o%r ,ro&%cts or ser-ices. Peo,(e #ee& to e4,erie#ce this i# or&er or the
+r"#&i#' to +eco)e )e"#i#'%(. 1o% #ee& to st"rt o +! est"+(ishi#' *h"t e4"ct(! it is
th"t !o% *"#t to +r"#&. Hi(( it +e !o%r ,ro&%cts, !o%r co),"#! #")e or " (o'oI It
sho%(& +e so)ethi#' th"t *i(( "ssoci"te "(( o these +%si#ess e(e)e#ts to'ether. O#e
i),ort"#t co),o#e#t o +r"#&i#' is the Pe4,erie#ceP c%sto)ers h"-e, &%ri#' "#& "ter
"# i#ter"ctio# *ith " P+r"#&e&P e#tit!. I# or&er or the +r"#&i#' to re(ect " ,ositi-e
e4,erie#ce, the i#ter"ctio# "#& e4,erie#ce )%st "(so +e ,ositi-e.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Br"#&i#' c"# +est +e &escri+e& *ith o#e *or&B TRUST. It is the tr%st i# +r"#&e& e#tities
th"t ,ro),ts ,eo,(e to ,"tro#i;e the). Tr%st is the s")e re"so# th"t +r"#&i#' c"##ot
h",,e# o-er#i'htK it t"$es ti)e to +%i(& c(ie#t tr%st. 1o% #ee& to +e "*"re th"t tr%st c"#
"(so +e (ost i# "# i#st"#t. Tr%st is " ee(i#'K thereore, it is o#e o the 0%ic$est thi#'s !o%r
+%si#ess c"# (ose. /or this re"so#, it is i),er"ti-e th"t "(( !o%r eorts 'o i#to )"$i#'
e"ch c(ie#t i#ter"ctio# " ,ositi-e o#e.
Thi#$ or " )o)e#t o the thi#'s !o% ,%rch"se "#& *h! !o% ,%rch"se the). T"$e "
co))o# ,ro&%ct (i$e co(". There "re )"#! +r"#&s o co("s "-"i("+(e. So)e "re *e((
:"&-ertise& "#& ,ro)ote& *hi(e others re(! si),(! o# their ,rice. Hh"t &o !o% +%!I Do
!o% +%! the )ore e4,e#si-e +r"#& +ec"%se !o% h"-e see# "(( the "&s or the) o-er the
!e"rsK !o% h"-e co#s%)e& the ,ro&%ct )"#! ti)es "#& h"-e "(*"!s o%#& it to +e
rereshi#' "#& co#siste#tI Or, &o !o% +%! the che",er +r"#& th"t !o% h"-e #e-er he"r&
o +eore, #e-er trie& "#& &o#Lt $#o* the co),"#! or its ,ro&%ctI I !o% "re (i$e )ost
co#s%)ers, !o% *i(( (i$e(! +%! the *e((:"&-ertise& "#& Ptr%ste&P ,ro&%ct )ost o the
ti)e, "#& -er! occ"sio#"((! ,%rch"se "# %#$#o*# +r"#&. Br"#&i#' is re(!i#' o# tr%st "#&
e4,erie#ce to i#(%e#ce o%r &ecisio#s.
So ho* c"# !o% %se +r"#&i#'I I hi'h(! reco))e#& th"t !o% P+r"#&P !o%r *e+site
"&&ress. The re"so# or this is th"t *he# !o% +r"#& !o%r *e+site "&&ress, #o )"tter *h"t
,ro&%ct or ser-ice !o% ,ro-i&e, or ch"#'e, ,eo,(e *i(( "(*"!s "ssoci"te !o%r *e+site
*ith " $#o*# "#& tr%ste& e#tit!. 1o% c"# +e'i# P+r"#&i#'P !o%r *e+site "&&ress +!
oc%ssi#' "(( o !o%r ,ro)otio#s o# se#&i#' ,eo,(e to !o%r *e+site, *here the! c"# i#&
o%t "(( the i#or)"tio# "+o%t !o%, !o%r ,ro&%cts "#& or ser-ices, "#& !o%r co),"#!. 1o%
#ee& to +e co#siste#t i# A2HA1S "&-ertisi#' "#& ,ro)oti#' !o%r *e+site. There "re
)"#! )ore "cti-ities !o% c"# e#'"'e i# th"t *i(( he(, +r"#& !o%r *e+site "&&ress. So)e
'oo& e4"),(es "reB I#cor,or"ti#' !o%r *e+site "&&ress i#to !o%r (o'o, )"$i#' s%re !o%r
*e+site "&&ress ",,e"rs o# "(( !o%r ,ro)otio#"( )"teri"( "#& %si#' " c"tch! #")e or
!o%r *e+site "&&ress.
M"#! ("r'e cor,or"tio#s h"-e )ore th"# o#e P+r"#&e&P e#tit!. Hith so)e co),"#ies it
is si),(! their #")eK *ith others it is " -"riet! o e(e)e#ts th"t h"-e +ee# cre"te& "#&
"ssoci"te& *ith the co),"#!. E%st " e* o the co),"#ies th"t h"-e s%ccess%((!
P+r"#&e&P their ,ro&%cts or ser-ices
NIQE I#c. H"s +"#&ie& their *or(&:")o%s Ni$e Ps*ooshP (o'o. It
h"s +ee# so *e(( ,ro)ote& th"t #o* )ost ,eo,(e o# the ,("#et reco'#i;e " Ni$e ,ro&%ct
si),(! +! seei#' the (o'o. The "&-"#t"'e to this is th"t #o* Ni$e c"# )"#%"ct%re "#!
,ro&%ct, ",,(! their (o'o, "#& +e "ss%re& th"t the +%!er *i(( reco'#i;e *ho the
)"#%"ct%rer is.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
The Coc":Co(" Co),"#! h"s s,e#t " (ieti)e ,ro)oti#' " (o'o
th"t i#c(%&es s,eciic co(ors "#& scri,te& (etteri#'. The ,ro&%ct is so(& *or(&*i&e "#&
the (o'o is reco'#i;e& "ro%#& the '(o+e "s " ,o,%("r sot:&ri#$ *ith " co#siste#t(! hi'h
0%"(it! o )"#%"ct%re, ,"c$"'i#' "#& co#siste#c!.
A# I#ter#et:+"se& co),"#! th"t +e'"# "s "# +oo$se((er, "#&
the# +r"#che& i#to " -"riet! o ,ro&%cts. ***.A)";o#.co) is the ,erect e4"),(e o "
co),"#! th"t +r"#&e& its *e+ "&&ress. E-e# ,eo,(e *ho h"-e #e-er -isite& the
A)";o#.co) *e+site "re "*"re o the co),"#!.
Chapter 13
Making a Sticky Website
Amity International Business School, Noida
Internet Marketing- Clicking on profits
13.1 increasing the volumes
Attr"cti#' ,eo,(e to !o%r *e+site is #ot e#o%'hK -isitors #ee& to stic$ "ro%#& (o#'
e#o%'h to &o *h"te-er it is th"t !o%r *e+site *"s &esi'#e& or the) to &o. A(( o the
e(e)e#ts th"t )"$e " *e+site stic$! "(so i#c(%&e the co#str%ctio# "#& co#te#t o !o%r
*e+site s%ch "s (oo$, ee(, #"-i'"tio#, etc. A(( o these e(e)e#ts "re #ee&e& to e#tice
-isitors to (i#'er "t !o%r *e+site (o#' e#o%'h or the) to o+t"i# so)ethi#' ro) it.
So)e o the thi#'s !o% c"# i),(e)e#t th"t *i(( he(, -isitors s,e#& )ore ti)e or i#cre"se
the -o(%)e o -isits to !o%r *e+site "reB
7. M"$e s%re !o%r *e+site is "ttr"cti-e "#& *or$s ,ro,er(! so it *i(( #ot &ri-e -isitors
"*"!.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
3. Use !o%r ho)e or s,("sh ,"'e to "##o%#ce short #e*s e"t%res "+o%t !o%r +%si#ess.
5. Pro-i&e Pti,sP "ssoci"te& *ith !o%r ,ro&%cts or ser-ices.
4. Pro-i&e i#teresti#' to:the:,oi#t i#or)"tio# o# ,ro&%cts "#& ser-ices.
6. M"$e !o%r te4t sectio#s i#teresti#' "#& e"s! to re"&.
8. I),(e)e#t ch"t, (istser-e, or other i#ter"cti-e sessio#s.
There is -"(%e i# h"-i#' -isitors s,e#& )ore ti)e "t !o%r *e+site, .%st "s there is -"(%e
i# h"-i#' -isitors ret%r# "'"i# "#& "'"i# to !o%r site. Both o these "cti-ities +%i(& tr%st
(+r"#&i#') th"t e0%"tes to +etter c%sto)er re("tio#s, hi'her -o(%)es "#& hi'her )"r'i#
s"(es.
13.2 Linking Strategies
2i#$s to !o%r site ro) other sites +ri#' "&&itio#"( tr"ic. B%t si#ce Goo'(e "#& other
)".or se"rch e#'i#es co#si&er the #%)+er o i#co)i#' (i#$s to !o%r *e+site (P(i#$
,o,%("rit!P) "s "# i),ort"#t "ctor i# r"#$i#', )ore (i#$s *i(( he(, !o% r"#$ hi'her i#
the se"rch e#'i#es, too. Google has introduced a 10-point scale called PageRank (10
is the highest rank) to indicate the quantity and quality of incoming links. All links,
however, are not created equal. Links from popular information hubs will help
your site rank higher than those from low traffic sites.).
Submit Your Site to Key Directories
S%+)it !o%r site to $e! &irectories, si#ce " (i#$ ro) " &irector! *i(( he(, !o%r r"#$i#' ::
"#& 'et !o% tr"ic. Be s%re to (ist !o%r site i# the ree Open Directory Project
(www.dmoz.com), o-ersee# +! o-er*or$e& -o(%#teer h%)"# e&itors. This hierarchical
directory provides content feeds to all the major search engines. Plus it provides a
link to your site from an information hub that Google deems important. But don't
be impatient and resubmit or you'll go to the end of the queue.
Yahoo! Directory is "#other i),ort"#t &irector! to +e (iste& i#, tho%'h their se"rch
res%(ts rece#t(! h"-e#Lt +ee# e"t%ri#' their o*# &irector! "s ,ro)i#e#t(!. Re"( h%)"#s
*i(( re"& ("#& too ote#, ,"re &o*#) !o%r 3<<:ch"r"cter se#te#ce, so +e -er! c"re%( "#&
o((o* their i#str%ctio#s (htt,BRR&ocs.!"hoo.co)Ri#oRs%''estR). Hi#tB Use so)e*h"t (ess
th"# the )"4i)%) #%)+er o ch"r"cters "((o*"+(e, so !o% &o#Lt h"-e *or&! te4t th"t
*i(( te),t the 1"hooM e&itor to +e'i# cho,,i#'. B%si#ess sites re0%ire " T3?? "##%"(
rec%rri#' ee or 1"hooM E4,ress to h"-e !o%r site co#si&ere& or i#c(%sio# *ithi# se-e#
+%si#ess &"!s (htt,BRR&ocs.!"hoo.co)Ri#oRs%''estR+%se4,ress.ht)(). Other directories
to consider might be About.com and Business.com.
Submit Your Site to Industry Sites and Specialized Directories
1o% )"! i#& some directories focused on particular industries, s%ch "s e&%c"tio# or
i#"#ce. 1o% ,ro+"+(! +e(o#' to -"rio%s tr"&e "ssoci"tio#s th"t e"t%re )e)+er sites.
As$ or " (i#$. E-e# i !o% h"-e to ,"! so)ethi#' or " (i#$, it may help boost your
Amity International Business School, Noida
Internet Marketing- Clicking on profits
PageRank. Be*"re o &irectories th"t so(icit !o% or P%,'r"&e& (isti#'s.P Unless a
directory is widely used in your field, your premium ad won't help -- but the link
itself will help boost your PageRank and hence your search engine ranking.
M"r'i#"( &irectories co)e "#& 'o -er! 0%ic$(!, )"$i#' it h"r& to $ee, %,. Do#Lt tr! to
+e e4h"%sti-e here.
Request Reciprocal Links
Find complementary websites and request a reciprocal link to your site (es,eci"((!
to !o%r ree ser-ice, i !o% oer o#e). De-e(o, "# o%t:o:the *"! ,"'e *here !o% ,%t
(i#$s to other sites : so !o% &o#Lt se#& ,eo,(e o%t the +"c$ &oor "s "st "s !o% +ri#' the)
i# the ro#t &oor. 1o%r +est res%(ts *i(( +e ro) sites th"t 'et " si)i("r ")o%#t o tr"ic
to !o%r site. Hi'h:tr"ic site *e+)"sters "re too +%s! to "#s*er !o%r re0%ests or " (i#$
"#& &o#Lt h"-e "#!thi#' to '"i#. 2oo$ or s)"((er sites th"t )"! h"-e (i#$i#' ,"'es.
Check out Ken Evoy's free SiteSell Value Exchange.
(7) It re'isters !o%r site "s o#e th"t is *i((i#' to e4ch"#'e (i#$s *ith other sites th"t h"-e
" si)i("r the)eRto,ic co#te#t "#&
(3) Se"rches or sites *ith si)i("r to,ic"( co#te#t (htt,BRRs"(es.sitese((.co)R-"(%e:
e4ch"#'eR). Additionally, two automated link building software programs stand out
-- Zeus and Arelis.
These se"rches or co),(e)e#t"r! sites he(, !o% )"i#t"i# " (i#$ &irector!, "#& )"#"'e
reci,roc"( (i#$s. Ho*e-er, %se these ,ro'r")s to i&e#ti! the co),(e)e#t"r! sites, not to
se#& i),erso#"( "%to)"te& e:)"i( s,") to site o*#ers. Hhe# !o% (oc"te sites, se#& "
,erso#"( e:)"i( to the "&)i#istr"ti-e co#t"ct o%#& i# the Hhois Director!
(***.#et*or$so(%tio#s.co)R*hoisR). I e:)"i( &oes#Lt 'et " res,o#se, tr! " ,ho#e c"((.
O#e *"r#i#'B Be s%re to o#(! (i#$ to co),(e)e#t"r! sites, #o )"tter ho* ote# !o% "re
+o)+"r&e& *ith re0%ests to e4ch"#'e (i#$s *ith " )ort'"'e site th"t h"s #othi#' to &o
*ith !o%rs.
One way Google determines what your site is about is who you link to and who
links to you. It's not just links, but quality links you seek.
Write Articles for Others to Use in their Newsletters
1o% c"# &r")"tic"((! i#cre"se !o%r -isi+i(it! *he# !o% *rite "rtic(es i# !o%r "re" o
e4,ertise "#& &istri+%te the) to e&itors "s ree co#te#t or their e:)"i( #e*s(etters or
their *e+sites. E%st "s$ th"t " (i#$ to !o%r *e+site "#& " o#e:(i#e &escri,tio# o *h"t !o%
oer +e i#c(%&e& *ith the "rtic(e. This is "# eecti-e "viral" approach th"t c"#
,ro&%ce h%#&re&s o (i#$s to !o%r site o-er ti)e.
Begin a Business Blog
Amity International Business School, Noida
Internet Marketing- Clicking on profits
H"#t (i#$s to !o%r siteI Be'i# " +%si#ess +(o' o# !o%r *e+site, hoste& o# !o%r o*#
&o)"i#. If you offer excellent content and regular industry comment, people are
likely to link to it, increasing your site's PageRank. I !o% h"-e " +(o' o# " thir&:,"rt!
+(o' site, occ"sio#"((! i#& re"so#s to t"($ "+o%t "#& (i#$ to !o%r o*# &o)"i#.
Issue News Releases
/i#& #e*s*orth! e-e#ts "#& se#& #e*s re(e"ses to ,ri#t "#& He+ ,erio&ic"(s i# !o%r
i#&%str!. The links to your site in online news databases may remain for years and
have some clout with link popularity. Ho*e-er, o,e#i#' or re&esi'#i#' " *e+site is
se(&o) #e*s*orth! these &"!s. 1o% )"! *"#t to %se " He+ #e*s re(e"se ser-ice s%ch
"s PR Web (http://wilsonweb.prwebdirect.com). P("ci#' !o%r *e+site UR2 i# o#(i#e
co,ies o !o%r ,ress re(e"se )"! i#cre"se (i#$ ,o,%("rit! so)e. Iss%i#' ,ress re(e"ses is
" tr"&itio#"( ,ro)otio#"( str"te'!, +%t there "re other tr"&itio#"( ",,ro"ches th"t c"# he(,
!o% "s *e((.
Chapter 14
Viral Marketing
Amity International Business School, Noida
Internet Marketing- Clicking on profits
14.1 Viral marketing
O#e o the s"(es e(e)e#ts th"t *or$s h"#& i# h"#& *ith +r"#&i#' is -ir"( )"r$eti#'.
These t*o )"r$eti#' "i&s co),(e)e#t o#e "#other "#& he(, to )"$e o#e "#other )ore
,o*er%(. Gir"( )"r$eti#' is " #e* ,hr"se th"t )e"#s P*or& o )o%thP )"r$eti#', or
)ore "cc%r"te(! or *e+site ,ro)otio#, Pse(:,ro,"'"tio#.P Hh"t -ir"( )"r$eti#' &oes is
to Ps,re"& !o%r )ess"'eP *ithi# the co))%#it!, *itho%t !o% h"-i#' to i#ter-e#e. ItLs
(i$e ree "&-ertisi#' +ec"%se -isitors to !o%r *e+site *i(( reco))e#& it to others *ho
*i(( reco))e#& it to others "#& so o#. I# )"#! *"!s, this $i#& o ,ro)otio# "cts .%st
(i$e " -ir%s i# th"t it s,re"&s ro) ,erso# to ,erso# "()ost *itho%t the) +ei#' "*"re.
There "re t*o t!,es o -ir"( )"r$eti#'B
7. Direct Viral Marketing occ%rs *he# " c(ie#t s,re"&s the "*"re#ess o !o%r
,ro&%ct or ser-ice to others si),(! +! %si#' the ,ro&%ct or ser-ice. So)e o the
o#(i#e e:)"i( ser-ices "re e4"),(es o this. Hhe# so)eo#e se#&s "# e:)"i( %si#'
Amity International Business School, Noida
Internet Marketing- Clicking on profits
these $i#&s o ser-ices, e"ch e)"i( "%to)"tic"((! i#c(%&es " )ess"'e "t the
+otto) o the e:)"i( th"t st"tes the #")e o the e)"i( ser-ice the! "re %si#'. A
s%+t(e +%t eecti-e )etho& o ,ro)otio#.
3. Indirect Viral Marketing h",,e#s *he# " c(ie#t )%st "cti-e(! i#& "#other
c(ie#t i# or&er or +oth o the) to +e#eit +! %si#' the ,ro&%ct. A# e4"),(e o
this is *he# so)eo#e *"#ts to %se "# I#ter#et ser-ice (i$e " ch"t or )ess"'i#'
ser-ice, "#& the! h"-e to so(icit the "ssist"#ce o "#other %ser i# or&er to
i),(e)e#t the ser-ice. /or e4"),(e, i o#e ,erso# *"#ts to se#& i#st"#t o#(i#e
)ess"'es to "#other ,erso#, th"t other ,erso# "(so #ee&s to h"-e the s")e
sot*"re i#st"((e& i# or&er or the )ess"'i#' to *or$. This )e"#s th"t o#e ,erso#
#ee&s to i),(ore "#other to "(so i#st"(( " )ess"'i#' %ti(it!. (e.'., MSN
)esse#'er or ICD) There )"! +e so)e *"!s !o% c"# i),(e)e#t -ir"( )"r$eti#'
or se( ,ro,"'"tio# *ithi# !o%r *e+site. Oeri#' thi#'s or ree is o#e 'oo& *"!
o &oi#' this. This &oes#Lt )e"# !o% h"-e to 'i-e "*"! " ,ro&%ctK !o% co%(&
,ro-i&e " ree ser-ice or so)e other -"(%"+(e #o#:t"#'i+(e ite).
I !o% h"-e the )e"#s, ,ro-i&i#' " ree scree# s"-er or +"c$'ro%#& i)"'e co%(& +e o#e
*"! th"t !o%r c%sto)ers *i(( s,re"& the #e*s o !o%r *e+site. A#other i&e" is to ,ro-i&e
" ree ser-ice to -isitors o !o%r site. /ree "&-ice o# tech#ic"( or other co),(ic"te&
to,ics co%(& +e %se%(
D%otes or &ei#itio#s "re %se%( to so)e ,eo,(e. Co#tests "re "#other *"! o
"ttr"cti#' "tte#tio#.
I !o% &o i),(e)e#t " co#test, I s%''est th"t !o%r ,ri;e +e o#e o si'#iic"#t
-"(%e i# the e!es o !o%r c(ie#ts. I it is &ee)e& to +e o (o* -"(%e, it *i(( #ot
"tt"i# the st"t%s o +ei#' " s%it"+(e -ir"( )"r$eti#' ite).
14.2 US- fact file
Most "&-ertisi#' i#&%str! (e"&ers i# the US +e(ie-e th"t /ort%#e 6<< co),"#ies "re
J'e#er"((! +ehi#& the c%r-e *he# it co)es to o#(i#e "& str"te'!.N There is "(so "
*"ri#ess o "&-ertisi#' e4ec%ti-es re'"r&i#' their o*# "+i(it! to $ee, ,"ce *ith the
ch"#'i#' &i'it"( e#-iro#)e#t. 6@= ee( th"t the! ,erso#"((! "re Jstr%''(i#' si),(! to
)"#"'e e4isti#' o#(i#e eorts, (et "(o#e st"! "he"& o the c%r-e.N
Amity International Business School, Noida
Internet Marketing- Clicking on profits
There "re )"#! *"!s th"t " *e+site c"# +e )"&e to co#t"i# ite)s th"t -isitors to the site
*i(( *"#t to te(( others "+o%t. Those *ho i),(e)e#t this e"t%re "#& )"$e it -"(%"+(e
*i(( h"-e " )%ch 're"ter ch"#ce o re",i#' the +e#eits o -ir"( )"r$eti#'.
RISKY PROPOSITION: A&-ertisi#' e4ec%ti-es i#& +(o's " ris$ier, (ess eecti-e
"&-ertisi#' -ehic(e th"# %ser:'e#er"te& co#te#t sites s%ch "s M!S,"ce, 1o%T%+e,
/"ce+oo$, etc. 83= s"i& th"t J+(o's "re too ris$! to "&-ertise *ith &%e to ("c$ o
,re&ict"+i(it! o the e&itori"( co#te#t,N *hi(e o#(! 65 ,er ce#t "'ree& *ith the s")e
st"te)e#t "+o%t %ser:'e#er"te& co#te#t. Des,ite these co#cer#s, "# o-er*he()i#'
)".orit! s"i& "&-ertisers Jsho%(& e4,(oit the -ir"( )"r$eti#' o,,ort%#itiesN o %ser:
'e#er"te& sites "#&, to " (esser &e'ree, +(o's.
Accor&i#' to the A)eric"# A&-ertisi#' /e&er"tio# (AA/) S%r-e! o I#&%str! 2e"&ers
o# Di'it"( Me&i" Tre#&s, "# o-er*he()i#' )".orit! o those s%r-e!e& reco'#ise the
eecti-e#ess o &i'it"( )"r$eti#', *ith ?7 ,er ce#t citi#' the o#(i#e )e&i" e#-iro#)e#t
"s Je),o*eri#' to "&-ertisers, "((o*i#' the "& i#&%str! to sh",e its o*# &e-e(o,)e#t.N
Di'it"( )e&i"Fs hi'h ret%r# o# i#-est)e#t (ROI) *"s "(so reco'#ise& +! those s%r-e!e&,
*ith 43 ,er ce#t citi#' ,"i& se"rch "s oeri#' the hi'hest ROI ,("tor).
The AA/ st%&! s%r-e!e& 74< "&-ertisi#' i#&%str! (e"&ers, s,re"& "cross "'e#c! (35 ,er
ce#t), )e&i" (3@ ,er ce#t), c(ie#t (9 ,er ce#t) "#& others (33 ,er ce#t, co),ose& )ost(!
o co#s%(t"#ts "#& rese"rchers) sectorsK 8< ,er ce#t h"& *or$e& i# the "&-ertisi#'
i#&%str! or o-er 76 !e"rs (5< ,er ce#t or >36 !e"rs).
A&-ertisi#' i#&%str! (e"&ers orec"st e4,"#&e& "& +%&'ets "cross o#(i#e )e&i" "s "
*ho(e, "s *e(( "s )ost &i'it"( )e&i" ,("tor)s
A-er"'e s,e#&i#' o# o#(i#e "&-ertisi#', "s " ,erce#t"'e o the tot"( )e&i"
+%&'et, is "#tici,"te& to i#cre"se ro) 76 ,er ce#t i# 3<<6 to 3< ,er ce#t i# 3<<8,
"#& orec"st to re"ch 53 ,er ce#t +! 3<7<
Ne* )e&i" ,("tor)s *i(( o#(! 'et " s)"(( ,erce#t"'e o o#(i#e +%&'ets #e4t
!e"r, *ith soci"( )e&i" "#& -i&eo 'etti#' the to, ,erce#t"'e o s,e#&
Amity International Business School, Noida
Internet Marketing- Clicking on profits
A-er"'e s,e#& o the o#(i#e +%&'et o-er the #e4t !e"rB 9 ,er ce#t o# soci"(
)e&i", 6 ,er ce#t o# o#(i#e -i&eo, 4 ,er ce#t o# ,o&c"sts, 3 ,er ce#t o# +(o's, 3
,er ce#t o# )o+i(e &e-ices "#& 7 ,er ce#t o# "&-er'")i#'
The "-er"'e +%&'et "((oc"tio# to ,"i& se"rch is set to i#cre"se ro) ? ,er ce#t o
the o#(i#e +%&'et i# 3<<6 to 77 ,er ce#t i# 3<<8 "#& 35 ,er ce#t i# 3<7<
Dis,("! "&-ertisi#' is set to i#cre"se o-er the #e4t !e"rB 33 ,er ce#t o the o#(i#e
+%&'et i# 3<<6 to 3@ ,er ce#t i# 3<<8, +%t &ecre"se +! o-er h"( to 75 ,er ce#t +!
3<7<
Rich )e&i" *i(( i#cre"se ro) 77 ,er ce#t i# 3<<6 to 75 ,er ce#t i# 3<<8 "#& 7@
,er ce#t i# 3<7<K &e&ic"te&Rother e)"i( "&-ertisi#' *i(( e4,erie#ce the s(o*est
'ro*th ro) @ ,er ce#t i# 3<<6 to 77 ,er ce#t i# 3<<8 to 75 ,er ce#t i# 3<7<
Res,o#&e#ts s"i& th"t the! "re *i((i#' to ,"! " 74 ,er ce#t ,re)i%) or
+eh"-ior"( "#& &e)o'r",hic t"r'eti#' ser-ices or o#(i#e "&s
A&-ertisi#' i#&%str! (e"&ers "re 'e#er"((! o,ti)istic o# the i#&%str!Fs re("tio#shi, *ith
&i'it"( )e&i", +%t *"r! o their o*# "+i(it! to $ee, ,"ce *ith the ch"#'i#' e#-iro#)e#tB
?7 ,er ce#t cite the o#(i#e )e&i" e#-iro#)e#t "s Je),o*eri#' to "&-ertisers,
"((o*i#' the "& i#&%str! to sh",e its o*# &e-e(o,)e#tN
O#(! 3? ,er ce#t s"i& th"t the Jo-er*he()i#' %#cert"i#t! o the o#(i#e )e&i"
e#-iro#)e#t )"$es )e hesit"#t to )o-e "& &o(("rs thereN
2ess th"# h"( (48 ,er ce#t) cite& the o#(i#e )e&i" e#-iro#)e#t "s cre"ti#' J"
(oss o co#tro( or "&-ertisers, *ith the )".orit! str%''(i#' .%st to $ee, ,"ceN
Ho*e-er, 6@ ,er ce#t s"i& th"t the! ,erso#"((! "re Jstr%''(i#' si),(! to )"#"'e
e4isti#' o#(i#e eorts, (et "(o#e st"! "he"& o the c%r-eN
A&-ertisi#' i#&%str! (e"&ers see o#(i#e "&-ertisi#' "s i#cre"si#'(! e4,"#&i#' i#to the
tr"&itio#"( "&-ertisi#' s,here, +%t s"! th"t /ort%#e 6<< co),"#ies ("' +ehi#&B
97 ,er ce#t &is"'ree *ith the st"te)e#t th"t Jthe )".orit! o o#(i#e "&-ertisi#'
*i(( co#ti#%e to +e "&-ertisers *hose ,ro&%ctsRser-ices "re so(& o#(i#eN
Ho*e-er, 85 ,er ce#t +e(ie-e th"t /ort%#e 6<< co),"#ies "re J'e#er"((! +ehi#&
the c%r-e *he# it co)es to o#(i#e "& str"te'!N
Hhi(e 95 ,er ce#t o "&-ertisers s"! th"t J/ort%#e 6<< co),"#ies "re )ore (i$e(!
to s,e#& the )".orit! o their "& +%&'ets o# &is,("! r"ther th"# se"rch "&s,N 85
,er ce#t &o #ot +e(ie-e th"t J"s +r"#&i#' +eco)es )ore o " ,riorit!, "&-ertisers
*i(( s,e#& re("ti-e(! e*er &o(("rs o# ,"i& se"rchN
A&-ertisi#' i#&%str! (e"&ers "ttri+%te " hi'her ROI to &i'it"( )e&i" th"# tr"&itio#"(
)e&i", *ith ,"i& se"rch "s the hi'hest ROI ,("tor)
95 ,er ce#t see &i'it"( )e&i" "s ,ro-i&i#' )ore ROI th"# tr"&itio#"( )e&i"
43 ,er ce#t cite& ,"i& se"rch "&s "s h"-i#' the hi'hest ROI, 34 ,er ce#t or
&e&ic"te& or other e)"i( "&s, 78 ,er ce#t or rich )e&i" "&s, "#& ? ,er ce#t or
&is,("! "&s
A&-ertisi#' i#&%str! (e"&ers 'e#er"((! h"-e " )ore ,ositi-e -ie* o %ser:'e#er"te&
co#te#t sites (M!S,"ce, 1o%T%+e, /"ce+oo$, etc) th"# +(o's
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Hhi(e 34 ,er ce#t h"-e "&-ertise& o# " +(o' "#& 9 ,er ce#t ,("# to &o so i# the
#e4t !e"r, 7? ,er ce#t h"-e "&-ertise& o# " %ser:'e#er"te& co#te#t site, "#& 74
,er ce#t ,("# to &o so i# the #e4t !e"r
B(o's "re co#si&ere& to +e re("ti-e(! ris$ier th"# %ser:'e#er"te& co#te#t sites,
*ith 83 ,er ce#t "'reei#' *ith the st"te)e#t th"t J+(o's "re too ris$! to
"&-ertise& *ith &%e to ("c$ o ,re&ict"+i(it! o the e&itori"( e#-iro#)e#t,N "#& 65
,er ce#t "'reei#' *ith the s")e st"te)e#t "+o%t %ser 'e#er"te& co#te#t
98 ,er ce#t *ere co#cer#e& "+o%t Jthe "+i(it! to co#tro( +r"#&R,ro&%ct i)"'eN o#
+(o's, "s o,,ose& to 89 ,er ce#t or %ser:'e#er"te& co#te#t sites
Hhi(e 9< ,er ce#t s"i& th"t +(o's "re J%se%( or #iche "&-ertisi#', +%t *i(( #ot
h"-e "# eect o# )".or "cco%#ts,N o#(! 47 ,er ce#t "'ree& *ith the st"te)e#t
*he# ",,(ie& to %ser:'e#er"te& co#te#t sites
?7 ,er ce#t s"i& th"t "&-ertisers Jsho%(& e4,(oit the -ir"( )"r$eti#'
o,,ort%#itiesN o %ser:'e#er"te& co#te#t sites, *hi(e @7 ,er ce#t s"i& the s")e o
+(o's
Hhi(e o#(i#e -i&eo ,ro-i&es )ore "&-ertisi#' o,,ort%#ities, it h"s #ot !et h"& "
si'#iic"#t i),"ct o# "& s,e#& *ith te(e-isio# #et*or$ %,ro#t )"r$ets
?5 ,er ce#t s"i& th"t -i&eo "#& other rich )e&i" "&s ,ro-i&e )ore cre"ti-e
o,,ort%#ities or o#(i#e "&-ertisi#'
O those *ho ,"rtici,"te i# TG %,ro#t )"r$ets, 83 ,er ce#t s"i& o#(i#e -i&eo
(either re+ro"&c"st or ori'i#"( co#te#t) &i& #ot h"-e "# eect o# their s,e#& *ith
#et*or$s, 76 ,er ce#t s"i& o#(i#e -i&eo &ecre"se& their #et*or$ s,e#& *hi(e 35
,er ce#t s"i& it e4,"#&e& their s,e#& *ith #et*or$s
Chapter 15
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Online Marketing
Methods
15.1 E-mail marketing
E-mail marketing is " or) o &irect )"r$eti#' *hich %ses e(ectro#ic )"i( "s " )e"#s
o co))%#ic"ti#' co))erci"( or %#&r"isi#' )ess"'es to "# "%&ie#ce. I# its +ro"&est
se#se, e-er! e:)"i( se#t to " ,ote#ti"( or c%rre#t c%sto)er co%(& +e co#si&ere& e:)"i(
)"r$eti#'. Ho*e-er, the ter) is %s%"((! %se& to reer toB
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Sending e-mails with the purpose of enhancing the relationship of a
merchant *ith its c%rre#t or o(& c%sto)ers "#& to e#co%r"'e c%sto)er (o!"(t!
"#& re,e"t +%si#ess.
Se#&i#' e:)"i(s *ith the ,%r,ose o acquiring new customers or convincing
old customers to buy something immediately.
A&&i#' "&-ertise)e#ts i# e:)"i(s se#t +! other co),"#ies to their c%sto)ers.
E)"i(s th"t "re +ei#' se#t o# the I#ter#et (E)"i( &i& "#& &oes e4ist o%tsi&e the
I#ter#et, Net*or$ E)"i(, /IDO etc.)
Researchers estimate that as of 2004 the E-mail Marketing industry's revenues has
surpassed the $1 billion/yr mark.
)d'antages
E:)"i( )"r$eti#' (o# the I#ter#et) is ,o,%("r *ith co),"#ies +ec"%seB
Co),"re& to other )e&i" i#-est)e#ts s%ch "s &irect )"i( or ,ri#te& #e*s(etters,
it is less expensive.
Ret%r# o# i#-est)e#t h"s ,ro-e# to +e hi'h *he# &o#e ,ro,er(!.
It is instant, "s o,,ose& to " )"i(e& "&-ertise)e#t, "# e:)"i( "rri-es i# " e*
seco#&s or )i#%tes.
It (ets the advertiser "push" the message to its audience, "s o,,ose& to "
*e+site th"t *"its or c%sto)ers to co)e i#.
It is easy to track. A# "&-ertiser c"# tr"c$ %sers -i" web bugs, bounce
messages, un-subscribes, read-receipts, click-throughs, etc. These can be
used to measure open rates, positive or negative responses, corrolate sales
with marketing.
A&-ertisers c"# re"ch s%+st"#ti"( #%)+ers o e-mail subscribers who have
opted in (consented) to receive e-mail communications on subjects of interest
to them
When most people switch on their computer the first thing they do is check
their e-mail.
S,eciic t!,es o i#ter"ctio# *ith )ess"'es c"# tri''er other )ess"'es to +e
"%to)"tic"((! &e(i-ere&.
Disadvantages
M"#! co),"#ies %se e:)"i( )"r$eti#' to co))%#ic"te *ith e4isti#' c%sto)ers, +%t
)"#! other co),"#ies se#& %#so(icite& +%($ e:)"i(, "(so $#o*# "s s,").
I((icit e:)"i( )"r$eti#' "#te&"tes (e'iti)"te e:)"i( )"r$eti#', si#ce o# the e"r(! I#ter#et
it *"s #ot ,er)itte& to %se the )e&i%) or co))erci"( ,%r,oses. As " res%(t, )"r$eters
"tte),ti#' to est"+(ish the)se(-es "s (e'iti)"te +%si#esses i# e:)"i( )"r$eti#' h"-e h"&
"# %,hi(( +"tt(e, h"),ere& "(so +! cri)i#"( s,") o,er"tio#s +i((i#' the)se(-es "s
(e'iti)"te.
It is re0%e#t(! &iic%(t or o+ser-ers to &isti#'%ish +et*ee# (e'iti)"te "#& s,") e:)"i(
)"r$eti#'.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
7. s,"))ers "tte),t to represent themselves as legitimate operators,
o+%sc"ti#' the iss%e.
3. &irect:)"r$eti#' ,o(itic"( 'ro%,s s%ch "s the U.S. Direct Marketing
Association (DMA) h"-e ,ress%re& (e'is("t%res to (e'"(i;e "cti-ities *hich
)"#! I#ter#et o,er"tors co#si&er to +e s,"))i#', s%ch "s the se#&i#' o Po,t:
o%tP %#so(icite& co))erci"( e:)"i(.
5. the sheer -o(%)e o s,") e:)"i( h"s (e& so)e %sers to )ist"$e (e'iti)"te
co))erci"( e:)"i( (or i#st"#ce, a mailing list to which the user subscribed)
for spam S es,eci"((! *he# the t*o h"-e " si)i("r ",,e"r"#ce, "s *he#
)ess"'es i#c(%&e HTM2 "#& ("sh! 'r",hics.
D%e to the -o(%)e o s,") e:)"i( o# the I#ter#et, s,") i(ters "re esse#ti"( to )ost
%sers. So)e marketers report that legitimate commercial e-mails frequently get
caught by filters, "#& hi&&e#K ho*e-er, it is so)e*h"t (ess co))o# or e:)"i( %sers to
co),("i# th"t s,") i(ters +(oc$ (e'iti)"te )"i(.
Co),"#ies co#si&eri#' "# e:)"i( )"r$eti#' ,ro'r") )%st )"$e s%re th"t their ,ro'r")
&oes #ot -io("te spam laws such as the United States' CAN-SPAM Act, the
European Privacy & Electronic Communications Regulations 2003 or their
Internet provider's acceptable use policy. E-e# i " co),"#! o((o*s the ("*, i
I#ter#et )"i( "&)i#istr"tors i#& th"t it is se#&i#' s,") it is (i$e(! to +e (iste& in
blacklists such as SPEWS.
15.2 Strategies
Install a "Signature" in your E-Mail Program
This he(,s ,ote#ti"( c%sto)ers 'et i# to%ch *ith !o%. Most e:)"i( ,ro'r")s s%ch "s
AO2, Netsc",e, "#& O%t(oo$ "((o* !o% to &esi'#"te " Psi'#"t%reP to ",,e"r "t the e#& o
e"ch )ess"'e !o% se#&.Limit it to 6 to 8 lines: Company name, address, phone
number, URL, e-mail address, and a one-phrase description of your unique
business offering.
Publish an E-Mail Newsletter
Hhi(e itLs " +i' co))it)e#t i# ti)e, ,%+(ishi#' " )o#th(! e-mail newsletter ("ezine")
is o#e o the -er! +est *"!s to $ee, i# to%ch *ith !o%r ,ros,ects, 'e#er"te tr%st, &e-e(o,
+r"#& "*"re#ess, "#& +%i(& %t%re +%si#ess. It also helps you collect e-mail addresses
from those who visit your site but aren't yet ready to make a purchase. Ask for an
e-mail address and first name so you can personalize the newsletter. 1o% c"#
&istri+%te !o%r #e*s(etter %si#' (istser-ers s%ch "sB
7 [ Constant Contact (www.wilsonweb.com/afd/roving.htm)
2 Got Marketing Campaigner (www.wilsonweb.com/afd/gotmarketing.htm)
3 AWeber (www.wilsonweb.com/afd/aweber.htm)
4 Topica Email Publisher (www.wilsonweb.com/afd/topica.htm)
Amity International Business School, Noida
Internet Marketing- Clicking on profits
5 Gammadyne Mailer (www.wilsonweb.com/afd/gammadyne.htm)
If you're just getting started you can use a free advertising-supported newsletter
from Yahoo! Groups (***.!"hoo'ro%,s.co)).
Send Offers to Your Visitors and Customers
1o%r o*# (ist o c%sto)ers "#& site -isitors *ho h"-e 'i-e# !o% ,er)issio# to co#t"ct
the) *i(( +e !o%r )ost ,ro&%cti-e (ist. Send offers, coupon specials, product updates,
etc. Personalizing the subject line and the message may increase the results.
Rent targeted e-mail lists
We abhor "spam," bulk untargeted, unsolicited e-mail, and you'll pay a very stiff
price in a ruined reputation and cancelled services if you yield to temptation here.
But the direct marketing industry has developed targeted e-mail lists you can rent
-- lists consisting of people who have agreed to receive commercial e-mail messages.
These lists cost $40 to $400 per thousand or 4 to 40 per name. Do " s)"((er test
irst to &eter)i#e the 0%"(it! o the (ist. 1o%r +est +et is to i#& "# e-mail list broker to
he(, !o% *ith this ,ro.ect :: !o%L(( s"-e )o#e! "#& 'et e4,erie#ce& he(, or #o
"&&itio#"( cost.
Chapter 16
Traditional Marketing
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Methods
78.7 Tr"&itio#"( Str"te'ies
E%st +ec"%se Po(& )e&i"P str"te'ies "re#Lt o# the I#ter#et &oes#Lt )e"# the! "re#Lt
eecti-e. A )i4e& )e&i" ",,ro"ch c"# +e -er! eecti-e.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Include Your URL on Stationery, Cards, and Literature
This is " #o:+r"i#er th"t is so)eti)es o-er(oo$e&. M"$e s%re th"t "(( re,ri#ts o c"r&s,
st"tio#er!, +roch%res, "#& (iter"t%re co#t"i# !o%r co),"#!Ls UR2. A#& see th"t !o%r
,ri#ter 'ets the UR2 s!#t"4 correct. In print, it is recommended leaving off the http://
part and including only the www.domain.com portion.
Promote using traditional media
Do#Lt &isco#ti#%e ,ri#t "&-ertisi#' th"t !o%L-e o%#& eecti-e. B%t +e s%re to i#c(%&e
!o%r UR2 i# "#! &is,("! or c("ssiie& "&s !o% ,%rch"se i# tr"&e .o%r#"(s, #e*s,",ers,
!e((o* ,"'es, etc. Gie* !o%r *e+site "s "# i#or)"tio# "&.%#ct to the "&.
Use " t*o:ste, ",,ro"chB
(7) C",t%re re"&ersL "tte#tio# *ith the "&,
(3) The# reer the) to " UR2 *here the! c"# o+t"i# )ore i#or)"tio# "#& ,erh",s ,("ce
"# or&er.
2oo$ c"re%((! "t s)"(( &is,("! or c("ssiie& "&s i# the +"c$ o #"rro*(!:t"r'ete&
)"'";i#es or tr"&e ,erio&ic"(s. So)eti)es these "&s "re )ore t"r'ete&, )ore eecti-e,
"#& (ess e4,e#si-e th"# o#(i#e "&-ertisi#'. Co#si&er other tr"&itio#"( )e&i" to &ri-e
,eo,(e to !o%r site, such as direct mail, classifieds, post cards, etc. TV can be used to
promote websites, especially in a local market.
Develop a Free Service
It's boring to invite people, "Come to our site and learn about our business." ItLs
0%ite "#other to s"! PUse the ree $itche# re)o&e(i#' c"(c%("tor "-"i("+(e e4c(%si-e(! o#
o%r site.P M"$e #o )ist"$e, it's expensive in time and energy to develop free
resources, s%ch "s Rese"rch Roo) (***.*i(so#*e+.co)Rc"tR), +%t it is -er! re*"r&i#'
i# i#cre"se& tr"ic to !o%r site. Make sure that your free service is closely related to
what you are selling so the visitors you attract will be good prospects for your
business. Gi-e -isitors )%(ti,(e o,,ort%#ities "#& (i#$s to cross o-er to the s"(es ,"rt o
!o%r site.
Chapter 17
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Specialized Marketing
Methods
17.1 Miscellaneous Strategies
Promote Your Site in Online Forums and Blogs
The I#ter#et oers tho%s"#&s o )%ch t"r'ete& e:)"i( +"se& &isc%ssio# (ists, o#(i#e
or%)s, +(o's, "#& Use#et #e*s 'ro%,s )"&e %, o ,eo,(e *ith -er! s,eci"(i;e&
Amity International Business School, Noida
Internet Marketing- Clicking on profits
i#terests. Use Google Groups to find appropriate sources (groups.google.com). Don't
bother with news groups consisting of pure "spam." Instead, find groups where a
serious dialog is taking place. Don't use aggressive marketing and overtly plug your
product or service. Rather, add to the discussion in a helpful way and let the
"signature" at the end of your e-mail message do your marketing for you. Peo,(e
*i(( 'r"&%"((! 'et to $#o* "#& tr%st !o%, -isit !o%r site, "#& &o +%si#ess *ith !o%.).
Announce a Contest
Peo,(e (i$e 'etti#' so)ethi#' ree. I !o% ,%+(ici;e " co#test or &r"*i#' "-"i("+(e o#
!o%r site, !o%L(( 'e#er"te )ore tr"ic th"# #or)"(. Make sure your sweepstakes rules
are legal in all states and countries you are targeting. Prizes should be designed to
attract individuals who fit a demographic profile describing your best customers..
Ask Visitors to Bookmark Your Site
It see)s so si),(e, +%t )"$e s%re !o% "s$ -isitors to +oo$)"r$ !o%r site or s"-e it i#
their /"-orites (ist.
Exchange Ads with Complementary Businesses
B"##er e4ch"#'e ,ro'r")s &o#Lt *or$ *e(( these &"!s. B%t co#si&er e4ch"#'i#' e:)"i(
#e*s(etter "&s *ith co),(e)e#t"r! +%si#esses to re"ch #e* "%&ie#ces. E%st +e s%re th"t
!o%r ,"rt#ers "re c"re%( *here the! 'et their )"i(i#' (ist or !o% co%(& +e i# tro%+(e *ith
the
Devise Viral Marketing Promotion Techniques
So:c"((e& -ir"( )"r$eti#' %ses the co))%#ic"tio# #et*or$s ("#& ,reer"+(! the
reso%rces) o !o%r site -isitors or c%sto)ers to s,re"& the *or& "+o%t !o%r site
e4,o#e#ti"((!. Hor&:o:)o%th, PR, cre"ti#' P+%;;,P "#& #et*or$ )"r$eti#' "re o(i#e
)o&e(s. PHrite Artic(es or Others to Use i# their Ne*s(etters,P is " -ir"( ",,ro"ch. The
c("ssic e4"),(e is the ree e:)"i( ser-ice, hotmail.com that includes a tagline about
their service at the end of every message sent out, so rie#&s te(( rie#&s, *ho te((
rie#&s.
17.2 Paid Advertising Strategies
No#e o the ",,ro"ches &escri+e& "+o-e is Pree,P si#ce e"ch t"$es ti)e "#& e#er'!. B%t
i !o% *"#t to 'ro* !o%r +%si#ess )ore r",i&(!, there co)es " ,oi#t *he# !o% #ee& to
,"! or i#cre"se& tr"ic.
A&-ertisi#' is so(& i# o#e o three *"!sB
(7) tr"&itio#"( CPM (cost ,er tho%s"#& -ie*s),
(3) ,"! ,er c(ic$ (PPC), "#&
(5) ,"! ,er "ctio#, other*ise $#o*# "s "# "i(i"te ,ro'r") or (e"& 'e#er"tio# ,ro'r").
Buy a Text Ad in an E-Mail Newsletter
Amity International Business School, Noida
Internet Marketing- Clicking on profits
So)e o the +est +%!s "re s)"(( te4t "&s i# e:)"i( #e*s(etters t"r'ete& "t "%&ie#ces
(i$e(! to +e i#tereste& i# !o%r ,ro&%cts or ser-ices. M"#! s)"(( ,%+(ishers "re#Lt
so,histic"te& "+o%t "&-ertisi#' "#& oer "ttr"cti-e r"tes. /or e4"),(e, *e oer (o*:
,rice& 3:2i#e A&s i# 2eb Marketing /oda' e"ch *ee$ (***.*i(so#*e+.co)R"&sR3:
(i#e:"&.ht)). B"##er "&s 'et s%ch " (o* c(ic$:thro%'h r"te (<.3=) these &"!s th"t I &o#Lt
reco))e#& ,"!i#' )%ch or the). B"##er "&s t!,ic"((! cost "+o%t 6<\ to T7 ,er
tho%s"#& ,"'e -ie*s.
Begin an Affiliate Program
Esse#ti"((!, " ret"i(erLs "i(i"te ,ro'r") ,"!s " co))issio# to other sites *hose (i#$s to
the ret"i(er res%(t i# "# "ct%"( s"(e. The 'o"( is to +%i(& " #et*or$ o "i(i"tes *ho h"-e "
i#"#ci"( st"$e i# ,ro)oti#' !o%r site. I !o%Lre " )erch"#t !o%, #ee& to
(7) &eter)i#e the co))issio# !o% "re *i((i#' to ,"! (co#si&er it !o%r "&-ertisi#' cost),
(3) se(ect " co),"#! to set %, the tech#ic"( &et"i(s o !o%r ,ro'r"), "#&
(5) ,ro)ote !o%r ,ro'r") to 'et the ri'ht $i#& o "i(i"tes *ho *i(( (i#$ to !o%r site.
Co#si&er "i(i"te )"#"'e)e#t sot*"re.
Purchase Pay Per Click (PPC) ads
P%rch"se PPC "&s *ith 1"hoo Se"rch M"r$eti#' (or)er(! O-ert%re)
(***.*i(so#*e+.co)R"&Ro-ert%re.ht)) "#& Goo'(e A&Hor&s
(htt,sBRR"&*or&s.'oo'(e.co)Rse(ectR). The to, "&s ",,e"r "s e"t%re& (i#$s to the ri'ht o
P#"t%r"(P se"rch e#'i#e res%(ts or !o%r $e!*or&s. 1o%r r"#$i#' is &eter)i#e& +! ho*
)%ch !o%L-e +i& or " ,"rtic%("r se"rch *or& co),"re& to other +%si#esses. This c"# +e
" cost:eecti-e *"! to 'et t"r'ete& tr"ic, si#ce !o% o#(! ,"! *he# so)eo#e "ct%"((!
c(ic$s o# the (i#$.
List Your Products with Shopping Comparison Bots and Auction Sites
Sho,,i#' +ots co),"re !o%r ,ro&%cts "#& ,rices to others. Goo'(eLs /roo'(e
(***.roo'(e.co)) is ree, so +e s%re to (ist !o%r ,ro&%cts there. A /roo'(e (isti#' "(so
he(,s !o%r ,ro&%ct ,"'eLs r"#$i#' o# Goo'(e. So)e *or$ o# " PPC +"sisB )!Si)o#
(***.)!si)o#.co)), Bi;R"te (***.+i;r"te.co)), PriceGr"++er
(***.,rice'r"++er.co)), "#& Sho,,i#'.co) (***.sho,,i#'.co)). Others e4,ect "
co))issio# o# the s"(e "#& so)eti)es " (isti#' ee, es,eci"((! s"(es s!ste)s th"t host
the )erch"#t. These i#c(%&e eB"! (***.e+"!.co)), 1"hooM Sho,,i#' A%ctio#s
(htt,BRR"%ctio#s.sho,,i#'.!"hoo.co)), A)";o# ;Sho,s, M"r$et,("ce, "#& A%ctio#s
(htt,BRR;sho,s.")";o#.co)), "#& 1"hooM Sho,,i#' (htt,BRRsho,,i#'.!"hoo.co)). 1o%
,"! to "c0%ire irst:ti)e c%sto)ers, +%t ho,e%((! !o% c"# se(( to the) " seco#&, thir&,
"#& o%rth ti)e, too.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Chapter 18
Your Website Marketing
Plan
18.1 Divide Your Website into Logical Sections
M! irst *e+site h"& 7<<> ,"'es "#& I )"&e the )ist"$e o &%),i#' "(( the *e+,"'es
i#to " si#'(e &irector!. Hh"t " )essM I (e"r#e& 0%ic$(! th"t !o% #ee& to or'"#i;e !o%r
Amity International Business School, Noida
Internet Marketing- Clicking on profits
site +oth (o'ic"((! "#& *ith )%(ti,(e &irectories, o#e or e"ch sectio#. HereLs " t!,ic"(
s)"((:site str%ct%reB
Pri-"c! #or)s "re to +e o((o*e& "s sho*# i# &is s%r-e!
18.2 Segmentation
Co#tr"r! to +e(ie, o%r st%&ies o# i#ter#et %s"'e sho* th"t Vtech ,ho+i"F is #ot "'e:
re("te&. Diere#t "'e 'ro%,s %se the )e&i" &iere#t(! "#& itFs %, to the )"r$eters to
%#&erst"#& their %s"'e ,"tter#s "#& &is,("! their *e+ co#te#t "ccor&i#'(!.
18.3 Integration of mobile plus net, technology plus tradition marketing
Accor&i#' to " s%r-e! +! M%&r" 'ro%, co),"#! Qi&st% Pro)os Y E-e#ts, @4 ,er ce#t
o %r+"# I#&i"#s h"-e ,"rtici,"te& i# so)e ,ro)o or the other i# the ("st t*o !e"rs.
The )o#e! s,e#t o# ,ro)os i# I#&i" h"s 0%"&r%,(e& i# t*o !e"rs to Rs 7,<<< crore i#
3<<4:<6. Th"tLs "()ost " te#th o the Rs 73,<<< crore or so s,e#t o# "&-ertisi#' : "()ost
"(( o it o# )"ss )e&i" : i# the !e"r. B%t tho%'h itLs o# " s)"(( +"se, ,ro)o s,e#&s "re
'ro*i#' )%ch "ster th"# )"ss )e&i" s,e#&s.
The other "ctor or i#cre"se& o#(i#e %s"'e is the ,ro(ier"tio# o &i'it"( )e&i". Hith 86
)i((io# )o+i(e ,ho#e %sers "#& 8 )i((io# I#ter#et co##ectio#s, se-er"( +r"#&s "re
i#&i#' " #e* *"! o &e"(i#' *ith )"ss )e&i" c(%tter i# &i'it"( )e&i". PDi'it"( )e&i"
,ro)otio#s "((o* +r"#&s to co))%#ic"te *ith !o%#'er "%&ie#ces. Br"#&s *"#t to (e"r#
the )e&i%) so th"t *he# I#ter#et s%+scri+ers 'ro* to "+o%t 7<< )i((io# i# the #e4t
co%,(e o !e"rs, the! $#o* *h"t *or$s "#& *h"t &oes#Lt.
The +et ,"i& o. I# the US, ,ro)o )"r$eti#' s,e#&s s%r,"sse& )"ss )e&i" s,e#&s t*o
!e"rs "'o : co),"#ies s,e#t T375 +i((io# o# tr"&itio#"( "&-ertisi#' "#& T357 +i((io# o#
,ro)o )"r$eti#'. I# A%str"(i", the shit h",,e#e& i# 3<<<, *he# ,ro)o s,e#&s +ec")e
7.6 ti)es th"t o )"ss )e&i". As " res%(t, the re-e#%e co),ositio# o )ost ("r'e
)"r$eti#' ser-ice 'ro%,s h"s ch"#'e&. HPP, or i#st"#ce, 'ets "()ost 8< ,er ce#t o its
re-e#%es ro) #o#:"&-ertisi#' +%si#ess+
Amity International Business School, Noida
Internet Marketing- Clicking on profits
This is tr%e or &i'it"( )e&i" too. 1o%#' I#&i"#s "re s,e#&i#' )ore ti)e i# the -irt%"(
*or(&. Thereore, +r"#&s *"#t to co##ect *ith the) i# th"t *or(&. Pe,si, or o#e, h"s
&o%+(e& its &i'it"( )e&i" s,e#&s o-er the ("st three !e"rs. It c("i)s th"t He+ e,iso&es (or
*e+iso&es) o its LO!e B%++(!L c"),"i'# *ere -ie*e& +! 4<,<<< co#s%)ers *ithi# the
irst si4 ho%rs o ("%#ch.
N"#&" o He+ch%t#e! is "(so e),h"tic i# his &ee#ce. JBei#' "+(e to -ie* TGCs o#(i#e
&oes#Ft )e"# the! "re o#(i#e "&s. O#(i#e "#& o(i#e )ess"'i#' h"s to +e &iere#t e-e#
i the +"sic ,re)ise o the c"),"i'# is the s")e. T"$e the c"se o M"$eM!Tri,.co).
The ,re)ise *"s V(o*est "ir"resF +%t the o#(i#e "#& o(i#e c"),"i'#s h"-e +ee#
co),(ete(! &iere#t.N I#&ee&, the -ir"( )"r$eti#' c"),"i'# or tr"-e( site
M"$eM!Tri,.co), cre"te& "#& i),(e)e#te& +! He+ch%t#e!, *o# " Go(& "#& " Si(-er "t
the A++! A*"r&s 3<<8, "#& "'"i# " Go(& "#& " Bro#;e "t A&-ertisi#' A'e#cies
Associ"tio# o I#&i" (AAAI ) A*"r&s 3<<8.
The #e4t ste, is to )"$e ,ossi+(e the (oc"( i#cre)e#t"( *e+. This is *here the
co)+i#"tio# o RSS "#& )o+i(es c"# ,("! " ro(e. Do:it:!o%rse( ,%+(ishi#' c"# cre"te
the co#te#t, *hi(e s%+scri,tio#s c"# he(, &e(i-er to the i#tereste& ,eo,(e i# #e"r re"(:ti)e
o# their )o+i(es. I# this *or(&, e-e#ts *i(( st"rt +eco)i#' the ce#tre,iece o ,eo,(eIs
(i-es. Hith )o+i(es, i#&i-i&%"(s c"# "(so re,ort o# *h"t the! "re seei#' "#& sh"re it
e"si(! *ith others. This t*o:*"! i#ter"ctio# c"# he(, s,%r "(( $i#&s o #e* ser-ices I
ro) citi;e# .o%r#"(is) to Hi$i,e&i":(i$e se"rch or so)ethi#' i#teresti#' to &o o# "
S%#&"! e-e#i#'.
18.4 Why need of integration
A& S,e#&i#' +! Me&i"
The )".orit! o 7? )e&i" )e"s%re& +! TNS MI e4,erie#ce& 'ro*th &%ri#' 3<<6.
I#ter#et &is,("! "&-ertisi#' re'istere& the ("r'est '"i#, %, 75.5 ,erce#t to T@.5 +i((io# o#
the stre#'th o "cce(er"te& s,e#&i#' ro) &ot:co) +r"#&s. /or the !e"r, these o#(i#e
+r"#&s "cco%#te& or 4?.9 ,erce#t o tot"( i#ter#et e4,e#&it%res, the hi'hest (e-e( si#ce
the &ot:co) +%st.
I# "&&itio#, C"+(e TG "&-"#ce& sh"r,(!, %, 77.4 ,erce#t to T76.? +i((io# "s it co#ti#%e&
to t"$e sh"re ro) other #"tio#"( )e&i". Other #ot"+(! stro#' ,eror)ers *ere O%t&oor,
%, ?.@ ,erce#t to T5.6 +i((io#, "#& Co#s%)er M"'";i#es, %, 9.6 ,erce#t to T37.9 +i((io#
o# the stre#'th o hi'her r"te c"r& ,rici#'.
2oc"( Ne*s,",er (e& *ith )ost tot"( &o(("rs s,e#t "t T36.7 +i((io#, %, 7.7 ,erce#t
co),"re& to 3<<4. Net*or$ TG *"s the seco#& (e"&i#' c"te'or! *ith T33.6 +i((io#, "
&ec(i#e o <.5 ,erce#t -ers%s the S%))er O(!),ic !e"r o 3<<4. I# the o%rth 0%"rter, "
,erio& %#"ecte& +! O(!),ic co),"riso#s, Net*or$ TG "chie-e& )o&est 'ro*th o 4.<
,erce#t.
A& S,e#&i#' +! Me&i"B /%(( 1e"r 3<<6 -s. /%(( 1e"r 3<<4
7
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Me&i"
/%(( 1e"r 3<<6
(Mi((io#s)
/%(( 1e"r 3<<4
(Mi((io#s)
= Ch"#'e
NEHSPAPERS
(2OCA2)
T36,<?<.6< T34,@74.4< 7.7<=
NETHORQ TG T33,466.3< T33,635.4< :<.5<=
CONSUMER
MAGAOINES
T37,8@@.<< T3<,789.4< 9.6<=
CAB2E TG T76,@94.7< T74,34@.@< 77.4<=
SPOT TG
3
T76,63?.3< T79,76@.9< :?.6<=
INTERNET
5
T@,533.9< T9,545.<< 75.5<=
2OCA2 RADIO
4
T9,584.?< T9,395.4< 7.5<=
B:TO:B
MAGAOINES
T4,497.<< T4,584.8< 3.4<=
S1NDICATION :
NATIONA2
T4,333.6< T5,?5<.?< 9.4<=
SPANISH
2ANGUAGE
MEDIA
6
T4,37?.3< T5,?98.7< 8.7<=
OUTDOOR T5,63@.@< T5,375.<< ?.@<=
NATIONA2
NEHSPAPERS
T5,488.9< T5,5<5.6< 4.?<=
NATIONA2 SPOT
RADIO
T3,8<4.7< T3,878.6< :<.6<=
SUNDA1
MAGAOINES
T7,87?.6< T7,4?9.4< @.3<=
/SILs
8
T7,447.6< T7,5?7.?< 5.8<=
NETHORQ RADIO T7,<<?.?< T7,<39.@< :7.9<=
2OCA2 MAGAOINES T5@6.6< T579.9< 37.5<=
TOTA2
9
T745,3?5.4< T75?,78@.8< 5.<<=
So%rceB TNS Me&i" I#te((i'e#ce
,. =igures are based on the />0 Media Intelligence 0tradeg' multimedia ad e<penditure
database across all />0 MI measured media, including- >etwork /?@ 0pot /?@ Cable /?
($$ networks)@ 0'ndication /?@ Aispanic >etwork /?@ Consumer Maga9ines (!"
publications)@,0unda' Maga9ines (% publications)@ Bocal Maga9ines (& publications)@
Aispanic Maga9ines ($ publications)@ 3usiness#to#3usiness Maga9ines ($(
publications)@ Bocal >ewspapers (,$" publications)@ >ational >ewspapers ("
publications)@ Aispanic >ewspapers (% publications)@ >etwork +adio@ 0pot +adio@
Bocal +adio@ Internet@ and 5utdoor. =igures do not contain public service
announcement (40A) data.
. 0pot /? figures do not include Aispanic 0pot /? data.
". Internet figures do not include paid search advertising.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
$. Bocal +adio includes e<penditures for "" markets in the ;.0 provided b' Miller
Caplan.
%. 0panish Banguage Media includes e<penditures from Aispanic >etwork and Cable /?
(;nivision, /elemundo, /elefutura and 6alavision)@ Aispanic 0pot /?@ Aispanic
Maga9ines@ and Aispanic >ewspapers.
&. =0I data represents distribution costs onl'.
.. /he sum of the individual media ma' differ from the total due to rounding.
Ad Spending by Advertiser
The to, 7< "&-ertisers o 3<<6 s,e#t T7@.8 +i((io#, " &ro, o 5.5 ,erce#t co),"re& to
3<<4. S,e#&i#' +! these e(ite co),"#ies sote#e& #otice"+(! i# the o%rth 0%"rter, *ith
ei'ht o the te# re'isteri#' &ec(i#es.
Procter Y G")+(e, *ith Gi((ette #o* co%#ti#' to*"r&s the ,"re#t co),"#! tot"(,
re'"i#e& the to, s,ot *ith T5.3 +i((io# i# s,e#&i#', &o*# 4.8 ,erce#t o# " (i$e:or:(i$e
+"sis "'"i#st 3<<4. Ge#er"( Motors ho(&s the seco#& ,ositio# *ith T5.< +i((io# i#
s,e#&i#', %, 9.7 ,erce#t. Geri;o# Co))%#ic"tio#s h"& the ("r'est 'ro*th r"te ")o#' the
to, te#, %, @.6 ,erce#t.
The ("r'est &ecre"se ")o#' the to, 7< "&-ertisers *"s ATYT, *ith " 38.4 ,erce#t &ro,
to T7.8 +i((io# o# c%t+"c$s i# its *ire(ess &i-isio#s "ssoci"te& *ith the SBC
Co))%#ic"tio#s )er'er. D"i)(er Chr!s(er re&%ce& its 3<<6 "&-ertisi#' o%t("!s +! 73.@
,erce#t to T7.8 +i((io#. The &ro, *"s s,re"& "cross "(( its )".or #")e,("tes.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Ch",ter 7?
S,")
Amity International Business School, Noida
Internet Marketing- Clicking on profits
19.1 Spam
S,"))i#' is tr%(! the sco%r'e o the I#or)"tio# A'e. This ,ro+(e) h"s +eco)e so
*i&es,re"& th"t it h"s +e'%# to +%r&e# o%r i#or)"tio# i#r"str%ct%re. E#tire #e*
#et*or$s h"-e to +e co#str%cte& to &e"( *ith it, *he# reso%rces *o%(& +e "r +etter s,e#t
o# e&%c"tio#"( or co))erci"( #ee&s.P : U#ite& St"tes Se#"tor Co#r"& B%r#s
U#so(icite& E(ectro#ic M"i( "(so c"((e& Ps,")P is " 'ro*i#' co#cer# ")o#' cor,or"tio#s
"#& i#&i-i&%"(s. S,"))i#', o#ce -ie*e& "s " )ere #%is"#ce, is #o* ,osi#' so)e
"("r)i#' ,ro+(e)s. I# the !e"r 3<<3 "(o#e, (osses to US Cor,or"tio#s &%e to s,"))i#'
*ere " st"''eri#' T@.? +i((io#. I# 3<<5, s,") costs to "(( No#:cor,or"tio# I#ter#et %sers
*ere "# esti)"te& T366 )i((io# . Hith the i#cre"si#' #%)+er o I#ter#et %sers i# I#&i",
the "+se#ce o "#! (e'is("tio# ,rohi+iti#' s,"))i#' "#& the &e"rth o other s,"):
co#tro( )e"s%res, it is ti)e the Go-er#)e#t too$ #ote o this )e#"ce.
What exactly is Spam?
S,") )"! +e &ei#e& "s U#so(icite& B%($ E:M"i( (UBE) or U#so(icite& Co))erci"( E:
M"i( (UCE). I# either c"se, it is i),ort"#t to #ote th"t S,") is PU#so(icite&P *hich
)e"#s th"t there is #o ,rior re("tio#shi, +et*ee# the ,"rties co#cer#e& "#& the reci,ie#t
h"s #ot e4,(icit(! co#se#te& to recei-e the co))%#ic"tio#.
Why is Spam harmful?
7. Content
M"#! o the o+.ectio#s to s,") re("te to its co#te#t. O+.ectio#s to co))erci"( )ess"'es,
*hich ,ro)ote &%+io%s -e#t%res "#& )ess"'es th"t co#t"i# se4%"((! e4,(icit )"teri"(,
"re co))o#,("ce. Ho*e-er, the si#'(e )ost i),ort"#t o+.ectio# is "s "r "s )ess"'es
co#t"i#i#' h"r)%( e)+e&&e& co&e "#& hosti(e i(e "tt"ch)e#ts.
3. Consumption of Internet Resources
S,") re,rese#ts " si'#iic"#t ,ro,ortio# o "(( e:)"i( tr"ic, co#s%)i#' )"ssi-e
")o%#ts o #et*or$ +"#&*i&th, )e)or!, stor"'e s,"ce, "#& other reso%rces. I#ter#et
%sers "#& s!ste) "&)i#istr"tors s,e#& " 're"t &e"( o ti)e re"&i#', &e(eti#', i(teri#',
"#& +(oc$i#' s,"), "s " res%(t o *hich the! ,"! )ore or I#ter#et "ccess.
5. Threat to Internet Security
/pa""ers re4(ently tap into /i"ple #ail Transer *rotocol (/#T*) /er'ers and
direct the) to se#& co,ies o " )ess"'e to " (o#' (ist o reci,ie#ts. Thir&:,"rt! re("!i#'
%s%"((! re,rese#ts thet o ser-ice +ec"%se it is "# %#"%thori;e& ",,ro,ri"tio# o
co),%ti#' reso%rces. A co),"#!Fs re,%t"tio# )"! +e &")"'e& i it is "ssoci"te& *ith
s,") +ec"%se o thir& ,"rt! re("!i#'.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
19.2 What are the methods of dealing with Spam?
I. Technical Methods
The irst (i#e o &ee#se "'"i#st s,") #or)"((! co#sists o se(:he(, "#& other tech#ic"(
)ech"#is)s. These )ech"#is)s c"# +e i),(e)e#te& +! i#&i-i&%"( I#ter#et %sers, ISPs
"#& other &esti#"tio# o,er"tors, "s *e(( "s +! -"rio%s thir& ,"rties, so)e o *hich
s,eci"(i;e i# +"tt(i#' s,").
A. Filtering and Blocking
i. End User Filtering and Collaborative Filtering
E#& User i(teri#' e#t"i(s the reci,ie#t si),(! i'#ori#' %#*"#te& )ess"'es *hi(e
co(("+or"ti-e i(teri#' co#sists o i(teri#' &o#e +! I#ter#et Ser-ice Pro-i&ers (ISP) "#&
,ro4! i(teri#' ser-ices (i$e Bri'ht)"i(.
ii. Blocking
B(oc$i#' i#-o(-es e#"+(i#' &esti#"tio# o,er"tors to re%se &e(i-er! o s,"). M"#!
&"t"+"ses so)eti)es reerre& to "s +("c$(ists or P+("c$ho(e (ists,P (ist I#ter#et hosts
re0%e#te& +! s,"))ers. Desti#"tio# o,er"tors c"# %se these &"t"+"ses to i&e#ti! "#&
re%se &e(i-er! o se(ecte& i#co)i#' )ess"'es.
B. Hiding from Spammers
This ,rocess i#-o(-es co#ce"(i#' e:)"i( "&&resses +! the reci,ie#ts th%s )"$i#' h"r&er
or the s,"))ers.
C. Opting Out
This ,roce&%re i#-o(-es re0%esti#' the s,"))er to re)o-e the reci,ie#t ro) the
)"i(i#' (ist. O "(( the )e"s%res st"te& "+o-e this is the )ost i#eecti-e "s s,"))ers
"()ost #e-er re)o-e " )"i( "&&ress ro) their )"i(i#' (ists.
18.2. a Problems with Technical Approach:
The Tech#ic"( A,,ro"ch h"s se-er"( "(("cies es,eci"((! i# I#&i"B
] Tech#ic"( ",,ro"ches "re %#(i$e(! e-er to er"&ic"te s,"), ,"rt(! +ec"%se o the ti)e
"#& reso%rces th"t s,"))ers &e-ote to their "cti-ities ("#& the eco#o)ies o sc"(e ro)
*hich the! +e#eit) "#& ,"rt(! +ec"%se o the i#here#t o,e##ess o the I#ter#et "#& e:
)"i( ,rotoco(s.
] Tech#ic"( ",,ro"ches h"-e &e(eterio%s eects th"t the! c"# h"-e o# (e'iti)"te
co))%#ic"tio#s. B(oc$i#' e:)"i( tr"ic ro) " s,"):rie#&(! site ote# )e"#s +(oc$i#'
" 're"t &e"( o (e'iti)"te e)"i(, or e4"),(e.
] Mo&er# A#ti:s,") tech#o(o'! is e4,e#si-e "#& it %rther +%r&e#s the #eti;e#
Amity International Business School, Noida
Internet Marketing- Clicking on profits
] There is ("c$ o tr"#s,"re#c! "#& "cco%#t"+i(it! co#se0%e#t(! s,"))ers co#ti#%e to
"ct *ith i),%#it!
II. Legal Methods
I# the "+se#ce o "&e0%"te tech#o(o'ic"( ,rotectio#, stri#'e#t (e'is("tio# is esse#ti"( to
&e"( *ith the ,ro+(e) o s,"). Se-er"( s,"):re("te& Bi((s h"-e +ee# i#tro&%ce& i# the
U#ite& St"tes Co#'ress , o *hich o#(! CAN:SPAM Act o 3<<5 h"s co)e i#to orce.
The E%ro,e"# U#io# "#& other co%#tries h"-e "(so e#"cte& "#ti:s,") (e'is("tio#.
A%str"(i" *hich co#tri+%tes to "+o%t 78= o the tot"( s,") i# the *or(& h"s the )ost
stri#'e#t s,") ("*s %#&er *hich s,"))ers )"! +e i#e& %, to T7.7 )i((io# " &"!.
A(tho%'h "#ti:s,") (e'is("tio#s "re o%#& "(( o-er the *or(&, the )etho&s o co)+"ti#'
s,") "re -irt%"((! si)i("r "s is e-i&e#t ro) the o((o*i#'B
1) Prohibition
The st"te o De("*"re i# the U#ite& St"tes h"s stri#'e#t "#ti:s,") (e'is("tio# , *hich
i),oses " -irt%"( +"# o# U#so(icite& B%($ Co))erci"( E:)"i( )ess"'es The E%ro,e"#
U#io# &oes #ot ,rohi+it %#so(icite& co))erci"( e)"i(, +%t ,er)its i#&i-i&%"( )e)+er
st"tes to &o so. /i#("#& , Ger)"#! , "#& It"(! "(( h"-e ("*s ,rohi+iti#' UCE, *hi(e
A%stri" ,rohi+its +oth UCE "#& UBE.
2) Enforcement of Anti-Spam policies
ISPs "#& other &esti#"tio# o,er"tors 'e#er"((! h"-e ,o(icies th"t 'o-er# the %se o their
"ci(ities or -"rio%s ,%r,oses, "#& #e"r(! "(( o the) ,rohi+it s,"))i#' i# ,"rtic%("r.
Co#se0%e#t(! i# so)e (e'is("tio#s e),h"sis is ("i& o# o((o*i#' these ,o(icies.
3) Opt-out clause
Se-er"( 2e'is("tio#s i#c(%&i#' the US CAN :SPAM Act ,ro-i&e or "# O,t:o%t
,roce&%re *herei# se#&ers )"! co))%#ic"te *ith "#!o#e e4ce,t those *ho h"-e
e4,(icit(! o,te& o%t.
4) Other Statutory Provisions
D"t" ,rotectio# ("*s i# so)e St"tes re'%("te the co((ectio#, %se, "#& tr"#ser o ,erso#"(
i#or)"tio# th"t )"! i#c(%&e e:)"i( "&&resses, "#& (e'is("tio# h"s +ee# ,ro,ose& i# the
U#ite& St"tes Co#'ress to restrict the "+i(it! o s,"))ers to h"r-est e:)"i( "&&resses
ro) &o)"i# #")e re'istr"tio# recor&s.
5) Enforcement Mechanisms
Se-er"( .%ris&ictio#s ,ro-i&e or cri)i#"( ,e#"(ties or other 'o-er#)e#t"( e#orce)e#t
)ech"#is)s i# "&&itio# to or i# ,("ce o ,ri-"te "ctio#s.
The ("r'e #%)+er o A#ti:s,") (e'is("tio#s ,"sse& "#& the se-ere ,%#ish)e#ts )ete&
o%t to s,"))ers "re i#&ic"ti-e o the "ct th"t the I#ter#"tio#"( Co))%#it! h"s
reco'#i;e& the s,") )e#"ce "#& is t"$i#' ste,s to co)+"t it eecti-e(!. It is ti)e th"t
I#&i" too .oi#e& the +"#&*"'o#.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
19.3 India And The Spam Menace:
S,") (e'is("tio# is #o#:e4iste#t i# I#&i". The )%ch:to%te& I#or)"tio# Tech#o(o'! Act
o 3<<< &oes #ot &isc%ss the iss%e o s,"))i#' "t "((. It o#(! reers to ,%#ish)e#t )ete&
o%t to " ,erso#, *ho "ter h"-i#' sec%re& "ccess to "#! e(ectro#ic )"teri"( *itho%t the
co#se#t o the ,erso# co#cer#e&, &isc(oses s%ch e(ectro#ic )"teri"( to "#! other ,erso#.
It &oes #ot h"-e "#! +e"ri#' o# -io("tio# o i#&i-i&%"(Ls ,ri-"c! i# C!+ers,"ce. The
i((e'"(it! o s,"))i#' is #ot co#si&ere&
Other co'e#t re"so#s or i#tro&%ci#' co),rehe#si-e (e'is("tio# to c%r+, co#tro( "#&
,e#"(i;e s,"))ers "reB
The De(hi Hi'h Co%rt "c$#o*(e&'e& the "+se#ce o ",,ro,ri"te (e'is("tio# co#cer#i#'
s,") i# " rece#t c"se *herei# T"t" So#s 2t& "#& its s%+si&i"r! P"#"to#e /i#*est 2t&
i(e& " s%it "'"i#st McCo! I#os!ste)s P-t 2t& or tr"#s)issio# o s,"). It *"s he(& th"t
i# the "+se#ce o st"t%tor! ,rotectio# to chec$ s,") )"i(s o# I#ter#et, the tr"&itio#"( tort
("* ,ri#ci,(es o tres,"ss to 'oo&s "s *e(( "s ("* o #%is"#ce *o%(& h"-e to +e %se&.
Hith the 'ro*i#' #%)+er o I#ter#et %sers e-er! &"! "#& the i#cre"si#' ,ro,ortio# o
.%#$ e:)"i(, it is esse#ti"( th"t )e"s%res +e t"$e# to c%r+ s,") +eore it "ss%)es
'"r'"#t%"# ,ro,ortio#s (i$e i# the U#ite& St"tes.
Hith the est"+(ish)e#t o the I#&i"# "r) o the Co"(itio# A'"i#st U#so(icite&
Co))erci"( E:M"i(s ("# I#ter#"tio#"( Or'"#i;"tio# "'"i#st s,")) so)e eorts "re
+ei#' )"&e to co)+"t the s,") )e#"ce. Ho*e-er, i# the "+se#ce o stri#'e#t ("*s "#&
tech#ic"( "&-"#ce)e#ts, the ,ro(ier"tio# o s,") see)s i#e-it"+(e.
19.4 The CAN-SPAM Act: Requirements for Commercial Emailers
The CAN:SPAM Act o 3<<5 (Co#tro((i#' the Ass"%(t o No#:So(icite& Por#o'r",h!
"#& M"r$eti#' Act) est"+(ishes re0%ire)e#ts or those *ho se#& co))erci"( e)"i(,
s,e((s o%t ,e#"(ties or s,"))ers "#& co),"#ies *hose ,ro&%cts "re "&-ertise& i# s,")
i the! -io("te the ("*, "#& 'i-es co#s%)ers the ri'ht to "s$ e)"i(ers to sto, s,"))i#'
the).
Amity International Business School, Noida
Internet Marketing- Clicking on profits
The ("*, *hich +ec")e eecti-e E"#%"r! 7, 3<<4, co-ers e)"i( *hose ,ri)"r!
,%r,ose is "&-ertisi#' or ,ro)oti#' " co))erci"( ,ro&%ct or ser-ice, i#c(%&i#' co#te#t
o# " He+ site. A Ptr"#s"ctio#"( or re("tio#shi, )ess"'eP e)"i( th"t "ci(it"tes "#
"'ree&:%,o# tr"#s"ctio# or %,&"tes " c%sto)er i# "# e4isti#' +%si#ess re("tio#shi,
)"! #ot co#t"i# "(se or )is(e"&i#' ro%ti#' i#or)"tio#, +%t other*ise is e4e),t ro)
)ost ,ro-isio#s o the CAN:SPAM Act.
The /e&er"( Tr"&e Co))issio# (/TC), the #"tio#Ls co#s%)er ,rotectio# "'e#c!, is
"%thori;e& to e#orce the CAN:SPAM Act. CAN:SPAM "(so 'i-es the De,"rt)e#t o
E%stice (DOE) the "%thorit! to e#orce its cri)i#"( s"#ctio#s. Other e&er"( "#& st"te
"'e#cies c"# e#orce the ("* "'"i#st or'"#i;"tio#s %#&er their .%ris&ictio#, "#&
co),"#ies th"t ,ro-i&e I#ter#et "ccess )"! s%e -io("tors, "s *e((.
What the Law Requires
HereLs " r%#&o*# o the ("*Ls )"i# ,ro-isio#sB
It +"#s "(se or )is(e"&i#' he"&er i#or)"tio#. 1o%r e)"i(Ls P/ro),P PTo,P
"#& ro%ti#' i#or)"tio# i#c(%&i#' the ori'i#"ti#' &o)"i# #")e "#& e)"i(
"&&ress )%st +e "cc%r"te "#& i&e#ti! the ,erso# *ho i#iti"te& the e)"i(.
It ,rohi+its &ece,ti-e s%+.ect (i#es. The s%+.ect (i#e c"##ot )is(e"& the
reci,ie#t "+o%t the co#te#ts or s%+.ect )"tter o the )ess"'e.
It re0%ires th"t !o%r e)"i( 'i-e reci,ie#ts "# o,t:o%t )etho&. 1o% )%st
,ro-i&e " ret%r# e)"i( "&&ress or "#other I#ter#et:+"se& res,o#se )ech"#is)
th"t "((o*s " reci,ie#t to "s$ !o% #ot to se#& %t%re e)"i( )ess"'es to th"t
e)"i( "&&ress, "#& !o% )%st ho#or the re0%ests. 1o% )"! cre"te " P)e#%P o
choices to "((o* " reci,ie#t to o,t o%t o cert"i# t!,es o )ess"'es, +%t !o%
)%st i#c(%&e the o,tio# to e#& "#! co))erci"( )ess"'es ro) the se#&er.
A#! o,t:o%t )ech"#is) !o% oer )%st +e "+(e to ,rocess o,t:o%t re0%ests
or "t (e"st 5< &"!s "ter !o% se#& !o%r co))erci"( e)"i(. Hhe# !o% recei-e
"# o,t:o%t re0%est, the ("* 'i-es !o% 7< +%si#ess &"!s to sto, se#&i#' e)"i(
to the re0%estorLs e)"i( "&&ress. 1o% c"##ot he(, "#other e#tit! se#& e)"i( to
th"t "&&ress, or h"-e "#other e#tit! se#& e)"i( o# !o%r +eh"( to th"t "&&ress.
/i#"((!, itLs i((e'"( or !o% to se(( or tr"#ser the e)"i( "&&resses o ,eo,(e
*ho choose #ot to recei-e !o%r e)"i(, e-e# i# the or) o " )"i(i#' (ist,
%#(ess !o% tr"#ser the "&&resses so "#other e#tit! c"# co),(! *ith the ("*.
It re0%ires th"t co))erci"( e)"i( +e i&e#tiie& "s "# "&-ertise)e#t "#&
i#c(%&e the se#&erLs -"(i& ,h!sic"( ,ost"( "&&ress. 1o%r )ess"'e )%st co#t"i#
c(e"r "#& co#s,ic%o%s #otice th"t the )ess"'e is "# "&-ertise)e#t or
Amity International Business School, Noida
Internet Marketing- Clicking on profits
so(icit"tio# "#& th"t the reci,ie#t c"# o,t o%t o recei-i#' )ore co))erci"(
e)"i( ro) !o%. It "(so )%st i#c(%&e !o%r -"(i& ,h!sic"( ,ost"( "&&ress.
Penalties
E"ch -io("tio# o the "+o-e ,ro-isio#s is s%+.ect to i#es o %, to T77,<<<. Dece,ti-e
co))erci"( e)"i( "(so is s%+.ect to ("*s +"##i#' "(se or )is(e"&i#' "&-ertisi#'.
A&&itio#"( i#es "re ,ro-i&e& or co))erci"( e)"i(ers *ho #ot o#(! -io("te the r%(es
&escri+e& "+o-e, +%t "(soB
PH"r-estP e)"i( "&&resses ro) He+ sites or He+ ser-ices th"t h"-e ,%+(ishe& " #otice
,rohi+iti#' the tr"#ser o e)"i( "&&resses or the ,%r,ose o se#&i#' e)"i(
Ge#er"te e)"i( "&&resses %si#' " P&ictio#"r! "tt"c$P co)+i#i#' #")es, (etters, or
#%)+ers i#to )%(ti,(e ,er)%t"tio#s
Use scri,ts or other "%to)"te& *"!s to re'ister or )%(ti,(e e)"i( or %ser "cco%#ts to
se#& co))erci"( e)"i(
Re("! e)"i(s thro%'h " co),%ter or #et*or$ *itho%t ,er)issio# or e4"),(e, +!
t"$i#' "&-"#t"'e o o,e# re("!s or o,e# ,ro4ies *itho%t "%thori;"tio#.
The ("* "((o*s the DOE to see$ cri)i#"( ,e#"(ties, i#c(%&i#' i),riso#)e#t, or
co))erci"( e)"i(ers *ho &o or co#s,ire toB
%se "#other co),%ter *itho%t "%thori;"tio# "#& se#& co))erci"( e)"i( ro)
or thro%'h it
%se " co),%ter to re("! or retr"#s)it )%(ti,(e co))erci"( e)"i( )ess"'es to
&ecei-e or )is(e"& reci,ie#ts or "# I#ter#et "ccess ser-ice "+o%t the ori'i# o
the )ess"'e
"(si! he"&er i#or)"tio# i# )%(ti,(e e)"i( )ess"'es "#& i#iti"te the
tr"#s)issio# o s%ch )ess"'es
re'ister or )%(ti,(e e)"i( "cco%#ts or &o)"i# #")es %si#' i#or)"tio# th"t
"(siies the i&e#tit! o the "ct%"( re'istr"#t
/"(se(! re,rese#t the)se(-es "s o*#ers o )%(ti,(e I#ter#et Protoco(
"&&resses th"t "re %se& to se#& co))erci"( e)"i( )ess"'es.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Chapter 20
NRI Services
NRI services
***.'"r")ch"i.co)
I i#ter#"tio#"( ,ort"(s (i$e 1"hoo "#& Goo'(e "re '%#':ho "+o%t o#(i#e
"&-ertisi#', c"# I#&i"# ,ort"(s +e "r +ehi#&I Port"(s c"teri#' to NRIs (i$e
G"r")Ch"i.co), S%(e$h".co), Re&i.co), S")"ch"r.co) h"-e "(( +ee#
e4,erie#ci#' re#e*e& s%r'e i# i#terest ")o#' "&-ertisers, tho%'h )ost "re
'%"r&e& "+o%t "ct%"( #%)+ers.
G"r")Ch"iFs )"#"'er o o,er"tio#s, R". N"r"!"# co#ce&es th"t the! "re
i#&ee& recei-i#' "# i#cre"si#' #%)+er o i#0%iries ro) "&-ertisers "#&
,ros,ecti-e c(ie#ts *ho "re s"--ier "+o%t "&-ertisi#' o# the He+. Most
c(ie#ts h"-e their i#ter#"( chec$s "#& +"("#ces "#& "re )ore "*"re o the
*or$i#'s o I#ter#et )"r$eti#'. O# the (i, si&e, )"#! "&-ertisers (oo$i#' or
i#st"#t 'r"tiic"tio# +! ("%#chi#' o#(i#e "&-ertisi#' c"),"i'#s, i#& th"t the
c(ic$s o# their +"##er "&-ertise)e#t &o#Ft "(*"!s tr"#s("te i#to i#st"#t
+%si#ess. /or i#st"#ce, " +"#$ "&-ertisi#' ser-ices or NRIs )"! i#& th"t
c(ic$s ro) "&-ertisi#' o# " #iche ,ort"( )"! #ot tr"#s("te to " ,ro,ortio#"te
#%)+er o c%sto)ers si'#i#' %,. Ho*e-er, the s")e "&-ertiser )"! i#& "#
i),ro-e)e#t i# +r"#& reco'#itio#, *h"t "&-ertisi#' '%r%Fs c"(( s%+(i)i#"(
+r"#& reco'#itio#, *hich )"! +e *orth " (ot o-er " (o#' ,erio& o ti)e.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Chapter 21
Conclusion
As co),etitio# )%(ti,(ies 0%"(it! o-er 0%"#tit! #ee&s to +e the '%i&i#'
,ri#ci,(e.
'oo& ret%r# o# i#-est)e#t *hi(e *"iti#' or " ,"r"((e( Se"rch E#'i#e
O,ti)is"tio# (SEO) ,ro'r"))e to r"), %, "#& "chie-e critic"( )"ss.
To co#c(%&eB the +est *"! or " )"r$eter to e4,erie#ce the +e#eits o SEO
"#& PPC *o%(& +e to co))e#ce " Se"rch E#'i#e O,ti)is"tio# c"),"i'# S
"#& si)%(t"#eo%s(! o+t"i# " ("-o%r o PPC *hi(e the SEO c"),"i'# is
'"i#i#' 'ro%#&.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Recommendations
The &iere#ce +et*ee# I#&i" "#& the )"t%re )"r$ets is i# e4,eri)e#t"tio#.
Accor&i#' to o+ser-ers, the (e-e( is (o* here. I# 3<<5, C3H tie& %, *ith Eet
Air*"!s or co#&%cti#' i#:(i'ht co#tests. No* T"t":AIG, ")o#' others, h"s
tie& %, *ith C3H or ,"rtici,"ti#' i# s%ch co#tests. B%t ","rt ro) these "#&
" e* others, there is#Lt )%ch e4,eri)e#t"tio#. Th"tLs ,ri)"ri(! +ec"%se
)"r$eters *i(( t"$e so)e )ore ti)e to e4tr"ct "(( the! c"# ro) ret"i( "#&
&i'it"( )e&i"K other o,tio#s c"# co)e ("ter.
Refereneces
S)ith, P.R. "#& Ch"e!, D. (3<<7) eM"r$eti#' e^ce((e#ceB "t the he"rt o eB%si#ess.
B%tter*orth Hei#e)"##, O4or&, UQ.
I#ter#et M"r$eti#' or 2ess Th"# T6<< Per 1e"r. ISBN 7:@@6<8@:8?:9
B%i(&i#' 1o%r E:B"! Tr"ic The S)"rt H"!. ISBN <:@744:938?:?
The O#(i#e Co,!*riters H"#&+oo$. ISBN <:86@:<3<??:4
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Ch",ter 33
G(oss"r!
Terminology
Click-through
The "ct o c(ic$i#' o# " (i#$ to -isit "# i#&e4e& site, %s%"((! *ithi# " set o se"rch e#'i#e
res%(ts. This is i),ort"#t i# the ,rocess o recei-i#' -isitors to " siteK 'oo& r"#$i#' )"!
+e i#eecti-e i %sers &o #ot c(ic$ o# the (i#$ *hich (e"&s to the i#&e4e& site.
Cloaking
A#! o se-er"( -"r!i#' tech#i0%es %se& to ,ro-i&e " &iere#t *e+ ,"'e or the se"rch
e#'i#e s,i&ers to sc"# th"# *h"t " h%)"# %ser *o%(& see. C(o"$i#' is o#e o the )ost
co#tro-ersi"( )etho&s %se& i# se"rch e#'i#e o,ti)i;"tio#. It c"# +e "# %#ethic"( "tte),t
to )is(e"& se"rch e#'i#es re'"r&i#' the co#te#t o# " ,"rtic%("r *e+ ,"'e. O# the other
h"#&, it c"# +e %se& to ,ro-i&e h%)"# %sers *ith co#te#t th"t " se"rch e#'i#e *o%(& #ot
+e "+(e to ,rocess or ,"rse. A# ethic"( %se o c(o"$i#' *o%(& +e to ,ro-i&e *e+site
"ccessi+i(it! to +(i#& ,eo,(e "#& ,eo,(e *ith other &is"+i(ities. A 'oo& +e#ch)"r$ o#
*hether " 'i-e# "ct o c(o"$i#' is ethic"( or #ot is *hether it e#h"#ces "ccessi+i(it!.
CPA
Cost:Per:Actio#. A )etho& o o#(i#e "&-ertisi#' *here ,"!)e#t is +"se& so(e(! o#
0%"(i!i#' "ctio#s s%ch "s s"(es or re'istr"tio#s.
CPC
Cost-Per-Click. Use& i# o#(i#e "&-ertisi#', it is the cost "# "&-ertiser ,"!s e"ch ti)e "
(i#$ ,oi#ti#' to their site is c(ic$e&. This c"# r"#'e ro) T.<6 to T76< &e,e#&i#' o# the
(i#$ te4t.
CTR
Click-Through-Rate. It is " r"tio o c(ic$s to i),ressio#s i# " P"!:,er:C(ic$ (PPC)
c"),"i'#.
Dead Link
A (i#$ *hich &oes #ot (e"& to " ,"'e or site, ,ro+"+(! +ec"%se the ser-er is &o*# or the
,"'e h"s )o-e& or #o (o#'er e4ists. Most se"rch e#'i#es h"-e tech#i0%es or re)o-i#'
&e"& (i#$s ro) their (isti#'s "%to)"tic"((!, +%t it is +eco)i#' i#cre"si#'(! &iic%(t or "
se"rch e#'i#e to re'%("r(! chec$ "(( the ,"'es i# the i#&e4.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
De-listing
The re)o-"( o ,"'es ro) " se"rch e#'i#eLs i#&e4
Directory
A ser-er or " co((ectio# o ser-ers &e&ic"te& to i#&e4i#' i#ter#et *e+ ,"'es or'"#i;e& +!
to,ic"( s%+.ect or 'eo'r",hic"( re'io# "#& ret%r#i#' (ists o ,"'es *hich )"tch ,"rtic%("r
0%eries. Directories, "(so $#o*# "s i#&e4es, "re #or)"((! co),i(e& )"#%"((!, +! %ser
s%+)issio#, "#& ote# i#-o(-e "# e&itori"( se(ectio# "#&Ror c"te'ori;"tio# ,rocess.
1"hooM "#& The O,e# Director! Pro.ect (DMOO) "re t*o o the )ost ,o,%("r &irectories
o# the *e+.
Doorway Page
A(so c"((e& " '"te*"! ,"'e, " &oor*"! ,"'e e4ists or the ,%r,ose o &ri-i#' tr"ic to "
*e+site. The! "re &esi'#e& "#& o,ti)i;e& to t"r'et o#e s,eciic $e! ,hr"se "#& "re
*ritte# or se"rch e#'i#es to o+t"i# hi'h r"#$i#'s "#& &ri-e tr"ic to the site. Usi#'
&oor*"! ,"'es is " -io("tio# o the Ter)s o Ser-ice o )ost se"rch e#'i#es "#& co%(&
+e 'ro%#&s or +"##i#' " *e+site. St"! "*"! ro) the %se o &oor*"! ,"'es. Door*"!
,"'es "re c%rre#t(! co#si&ere& " reco'#i;e& s,") t"ctic "#& "re +"##e& +! )ost o the
)".or e#'i#es "#& &irectories.

Hit
The )e"s%re o the #%)+er o *e+ ,"'es )"tchi#' " 0%er! ret%r#e& +! " se"rch e#'i#e
or &irector!.

HTML
H!,er Te4t M"r$%, 2"#'%"'e. The )"i# scri,ti#' ("#'%"'e %se& to &ei#e the co#te#t
"#& ",,e"r"#ce o " *e+ ,"'e.
IBL
I#:+o%#& 2i#$. A#! (i#$ o# "#other ,"'e th"t ,oi#t to the s%+.ect ,"'e. A(so c"((e& "
+"c$ (i#$.
Impression
A si#'(e -ie* o o#e ,"'e +! " si#'(e %ser. It is ote# %se& i# c"(c%("ti#' "&-ertisi#'
r"tes.
Inbound Links
A(( the (i#$s ,oi#ti#' "t " ,"rtic%("r *e+ ,"'e. I#+o%#& (i#$s "re co%#te& to ,ro&%ce "
)e"s%re o the ,"'e ,o,%("rit!.
Index
The &"t"+"se o *e+ ,"'es )"i#t"i#e& +! " se"rch e#'i#e or &irector!.
Keyword Frequency
Ho* ote# " $e!*or& ",,e"rs o# " ,"'e "#& i# s,eciic "re"s o# " ,"'e. The )ore ti)es
" $e!*or& sho*s %, o# " *e+,"'e, the )ore re(e-"#t th"t ,"'e is co#si&ere& to +e or
th"t se"rch. I o-er&o#e, so)e se"rch e#'i#es "#& &irectories *i(( &o*#'r"&e the ,"'e
&%e to *h"t the! co#si&er to +e s,"))i#'.
Keyword Placement
Reers to the "re"s o# " *e+ ,"'e th"t " se"rch e#'i#e (oo$s or $e!*or&s. Most
i),ort"#t "re the ,"'e tit(e, +o&! te4t, he"&i#'s "#& (i#$ te4t.
Keyword Prominence
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Ho* c(ose to the +e'i##i#' o the co#te#t " $e!*or& ",,e"rs o# " ,"'e. A $e!*or& th"t
",,e"rs c(oser to the to, o the ,"'e *i(( +e )ore re(e-"#t to so)e se"rch e#'i#es.
Ho*e-er, !o%r $e!*or&s "#& ,hr"ses sho%(& +e ,e,,ere& thro%'ho%t the ,"'e, i# the
)i&&(e "#& e#& or +est res%(ts.
Keyword Weight or Density
The #%)+er o ti)es !o%r $e!*or& or ,hr"se is %se& i# re("tio# to "(( the other *or&s o#
" ,"'e. It is ote# e4,resse& "s " ,erce#t"'e
Keyword/Key Phrase
Qe!*or&s "#& $e!,hr"ses "re *or&s %se& i# se"rch e#'i#e 0%eries. E"ch -"ri"tio# o "
$e!*or&, s%ch "s the ,(%r"( or) o the *or&, is tre"te& (i$e " se,"r"te ter). SEO is the
,rocess o o,ti)i;i#' *e+ ,"'es or $e!*or&s "#& $e! ,hr"ses so th"t the ,"'es r"#$
hi'h(! i# se"rch e#'i#e res%(ts.
Landing Page
A *e+ ,"'e -ie*e& "ter c(ic$i#' o# " (i#$ *ithi# " se"rch e#'i#e (isti#'. A(so reerre&
to "s " +o%#ce ,"'e, or c(ic$ ,"'e.
Link Building
A se"rch e#'i#e o,ti)i;"tio# tech#i0%e *here the #%)+er "#& 0%"(it! o i#+o%#& (i#$s
ro) o%tsi&e sites "re i#cre"se& to i),ro-e " *e+ ,"'eLs (i#$ ,o,%("rit!, there+!
+oosti#' " *e+ ,"'eLs r"#$ i# the se"rch e#'i#es.
Link Farm
A set o *e+ ,"'es th"t h"-e +ee# +%i(t or the so(e ,%r,ose o i#cre"si#' the #%)+er o
i#co)i#' (i#$s to " *e+site to i#cre"se (i#$ ,o,%("rit! "#& se"rch e#'i#e r"#$i#'s. 2i#$
"r)s %s%"((! re0%ire " reci,roc"( (i#$ ro) sites see$i#' (isti#'s. 2i#$ "r)s "re "
$#o*# s,") t"ctic "#& ,"rtici,"ti#' sites "re (i$e(! to +e ,e#"(i;e& or +"##e& ro) the
)".or se"rch e#'i#es.
Link Popularity
A )e"s%re o the #%)+er "#& 0%"(it! o i#+o%#& (i#$s to " ,"rtic%("r *e+ ,"'e. M"#!
se"rch e#'i#es "re i#cre"si#'(! %si#' this #%)+er "s ,"rt o their r"#$i#' ,rocessK (i#$s
ro) sites *ith hi'h (i#$ ,o,%("rit! *i(( h"-e )ore *ei'ht i# the se"rch e#'i#eLs
"('orith) th"# (i#$s ro) %#,o,%("r or irre(e-"#t sites.
Log File
A i(e )"i#t"i#e& o# " ser-er i# *hich &et"i(s o "(( i(e "ccesses "re store&. A#"(!;i#'
(o' i(es c"# +e " ,o*er%( *"! to i#& o%t "+o%t " *e+siteLs -isitors, *here the! "rri-e
ro), "#& *hich 0%eries "re %se& to "ccess " site.
Meta Description Tag
A((o*s ,"'e "%thors to st"te ho* the! *o%(& (i$e their ,"'es &escri+e& *he# (iste& +!
se"rch e#'i#es. Not "(( se"rch e#'i#es %se the t"' i# their "('orith)ic or)%("s.
Meta Keywords Tag
A((o*s ,"'e "%thors to "&& te4t to " ,"'e to he(, *ith the se"rch e#'i#e r"#$i#' ,rocess.
Not "(( se"rch e#'i#es %se the t"' i# their "('orith)ic or)%("s.
Meta Tag
A# HTM2 t"' ,("ce& *ithi# " *e+siteLs he"&er co&e th"t is -isi+(e o#(! to s,i&ers "#&
#ot "s " -is%"( ,"rt o the *e+site. Ori'i#"((! &esi'#e& to ,ro-i&e i#or)"tio# "+o%t
*e+site co#te#t to "ssist se"rch e#'i#es i# i#&e4i#', +%t +ec"%se the t"'s *ere so e"si(!
"+%se&, e* se"rch e#'i#es sti(( re"& their co#te#t.
Mirror Website
Amity International Business School, Noida
Internet Marketing- Clicking on profits
A #e"r(! i&e#tic"( or &%,(ic"te *e+site or ,"'e. Usi#' )irrors is " -io("tio# o the Ter)s
o Ser-ice o )ost se"rch e#'i#es "#& co%(& +e 'ro%#&s or +"##i#'.

Organic Listings
2isti#'s th"t se"rch e#'i#es &o #ot se(( th"t ",,e"r #"t%r"((! i# the SERPs. I#ste"&, sites
",,e"r o#(! +ec"%se " se"rch e#'i#e h"s &ee)e& the) e&itori"((! i),ort"#t or i#c(%sio#
re'"r&(ess o ,"!)e#t. P"i& i#c(%sio# co#te#t is "(so ote# co#si&ere& Por'"#icP e-e#
tho%'h it is ,"i& or. This is +ec"%se th"t co#te#t %s%"((! ",,e"rs i#ter)i4e& *ith %#,"i&
or'"#ic res%(ts.
Out-bound Links
2i#$s ro) !o%r *e+site to "#other *e+site.
Page View
Use& i# site st"tistics "s " )e"s%re o ,"'es -ie*e& r"ther th"# ser-er hits. M"#! ser-er
hits )"! +e )"&e to "ccess " si#'(e ,"'e, c"%si#' )"#! se,"r"te (o' i(e e#tries.
A#"(!sis sot*"re c"# &eter)i#e th"t these ser-er hits *ere 'e#er"te& *he# " -isitor
-ie*e& " si#'(e ,"'e, "#& 'ro%, the) to'ether to ,ro-i&e this )ore %se%( )etho& o
co%#ti#' -isitors.
PageRank or PR
Goo'(eLs ,ro,riet"r! )e"s%re o (i#$ ,o,%("rit! or *e+ ,"'es. It is e4,resse& "s " score
i# " r"#'e o < to 7< (e.'. 4R7<) *ith < +ei#' (o* "#& 7< +ei#' hi'h.
Paid Inclusion
A&-ertisi#' ,ro'r") *here ,"'es "re '%"r"#tee& to ",,e"r i# " se"rch e#'i#eLs i#&e4 i#
e4ch"#'e or ,"!)e#t, tho%'h #o '%"r"#tee o r"#$i#' *e(( is t!,ic"((! 'i-e#. I#
co#tr"st, or'"#ic (isti#'s "re #ot so(& ,"i& ,("ce)e#t "&-ertisi#' ,ro'r") *here (isti#'s
"re '%"r"#tee& to ",,e"r i# res,o#se to ,"rtic%("r se"rch ter)s, *ith hi'her r"#$i#'
t!,ic"((! o+t"i#e& +! ,"!i#' )ore th"# other "&-ertisers.
PPC
Pay-Per-Click. A# "&-ertisi#' )o&e( *here "&-ertisers ,"! o#(! or the c(ic$s o# their
"&-ertise)e#ts.

Query
The *or&(s) " se"rcher e#ters i#to " se"rch e#'i#eLs se"rch +o4.
Reciprocal Link
A (i#$ to "#other *e+site ,("ce& o# !o%r site i# e4ch"#'e or " (i#$ to !o%r site ro)
theirs.
Robot
A#! +ro*ser ,ro'r") th"t o((o*s h!,erte4t (i#$s "#& "ccesses He+ ,"'es +%t is #ot
&irect(! %#&er h%)"# co#tro(. E4"),(eB se"rch e#'i#e s,i&ers, the h"r-esti#' sot*"re
,ro'r")s th"t e4tr"ct e:)"i( "&&resses or other &"t" ro) He+ ,"'es.
ROI
Ret%r# o# I#-est)e#t. The ,erce#t"'e o ,roit or re-e#%e 'e#er"te& ro) " s,eciic
"cti-it!.

Search Directory
Amity International Business School, Noida
Internet Marketing- Clicking on profits
A se"rch &irector! is si)i("r to " se"rch e#'i#e i# th"t the! e"ch co),i(e &"t"+"ses o
*e+ sites. A &irector! &iers i# th"t it o#(! e#ters sites th"t "re &irect(! s%+)itte& to it
"#&, i#ste"& o cr"*(i#' " site, the! se#& h%)"#s to i#s,ect "#& &eci&e i the site is
*orth! o " (isti#'. The (isti#'s "re the# c"te'ori;e&, "#& so)eti)es "(,h"+eti;e&, so
th"t the res%(ts o "#! se"rch *i(( st"rt *ith site &escri,tio#s th"t +e'i# *ith so)e
#%)+er or #o#:(etter ch"r"cter.
Search Term
The *or& " se"rch e#'i#e )"r$eter ho,es " ,"rtic%("r ,"'e *i(( +e o%#& or. A(so c"((e&
$e!*or&, $e!,hr"se, or $e!*or& ,hr"se.
SEM
Search Engine Marketing. The ,rocess o o#(i#e )"r$eti#' %si#' se"rch e#'i#es to
i#cre"se the #%)+er o -isitors " *e+site. This i#c(%&es, +%t is #ot (i)ite& to, i),ro-i#'
r"#$ i# or'"#ic (isti#'s thro%'h SEO )etho&s, )"#"'e)e#t o ,"i& "&-ertisi#' (isti#'s
o# se"rch e#'i#es, or "#! co)+i#"tio# o these "#& other se"rch e#'i#e:re("te& "cti-ities.
The hi'her " *e+site r"#$s i# the res%(ts o " se"rch, the 're"ter the ch"#ce th"t site *i((
+e -isite& +! " %ser, so *here " site r"#$s i# " se"rch is esse#ti"( or &irecti#' )ore
tr"ic to*"r& the site.
SEMPO
Se"rch E#'i#e M"r$eti#' Proessio#"( Or'"#i;"tio#. A #o#:,roit "ssoci"tio# or)e& to
i#cre"se the "*"re#ess o "#& e&%c"te ,eo,(e o# the -"(%e o se"rch e#'i#e )"r$eti#'.
SEO
A++re-i"tio# or Search Engine Optimization. SEO co-ers the ,rocess o )"$i#' *e+
,"'es s,i&er rie#&(! (so se"rch e#'i#es c"# re"& the)) "#& he(,i#' *e+ ,"'es +e
re(e-"#t or t"r'ete& $e!*or&s.
SERP
Se"rch E#'i#e Res%(ts P"'eRPositio#i#'. This reers to the or'"#ic se"rch res%(ts or "
'i-e# 0%er! i# " se"rch e#'i#e.
Spam or Spamdexing
The ,r"ctice o &e(i+er"te(! "#& &isho#est(! )o&i!i#' HTM2 ,"'es to i#cre"se the
ch"#ce o the) +ei#' ,("ce& c(ose to the +e'i##i#' o se"rch e#'i#e res%(ts, or to
&isho#est(! i#(%e#ce the c"te'or! to *hich the ,"'e is "ssi'#e&. S,")&e4i#' reers
e4c(%si-e(! to ,r"ctices th"t )is(e"& " se"rch "#& i#&e4i#' ,ro'r") to 'i-e " ,"'e "
r"#$i#' it &oes #ot &eser-e.
Spider
A(so c"((e& " +ot (or ro+ot). S,i&ers "re sot*"re ,ro'r")s th"t sc"# the *e+. The! -"r!
i# ,%r,ose ro) i#&e4i#' *e+ ,"'es or se"rch e#'i#es to h"r-esti#' e)"i( "&&resses or
s,"))ers.
Splash Page
Si)i("r to " '"te*"! ,"'e +%t ,ro-i&es "# i#iti"( &is,("! *hich )%st +e -ie*e& +eore "
-isitor re"ches the )"i# ,"'e. This %s%"((! "cts "s " $i#& o Po,e#i#' tit(eP se0%e#ce,
"#& c"# +e e4tre)e(! "##o!i#'.
Spoofing
The "(ter"tio# or cre"tio# o " &oc%)e#t *ith i#te#t to &ecei-e "# e(ectro#ic c"t"(o' or
i(i#' s!ste). A#! tech#i0%e th"t i#cre"ses the ,ote#ti"( ,ositio# o " site "t the e4,e#se
o the 0%"(it! o the se"rch e#'i#eLs &"t"+"se.
Stop Word
Amity International Business School, Noida
Internet Marketing- Clicking on profits
A *or& so co))o#(! %se& i# " 0%er! th"t is ote# i'#ore& +ec"%se o its irre(e-"#c! i# "
se"rch 0%er!. The! "re r"re(! i#&e4e& +! se"rch e#'i#es. E4"),(es "re co))o# #et
*or&s s%ch "s co),%ter "#& *e+, "#& 'e#er"( *or&s (i$e "#&, o, o#, P"P,
P"sP, "#, PtheP, etc. th"t "re i'#ore& +! se"rch e#'i#es *he# i#&e4i#' *e+ ,"'es
"#& ,rocessi#' se"rch 0%eries.
Submission
The ,rocess o s%+)itti#' " UR2 or i#c(%sio# i#to " se"rch e#'i#e or &irector!. U#(ess
&o#e thro%'h ,"i& i#c(%sio#, s%+)issio# 'e#er"((! &oes #ot '%"r"#tee (isti#'. I#
"&&itio#, s%+)issio# &oes #ot he(, *ith r"#$ i),ro-e)e#t o# cr"*(er:+"se& se"rch
e#'i#es %#(ess se"rch e#'i#e o,ti)i;"tio# eorts h"-e +ee# t"$e#.

Traffic
The -isitors to " *e+,"'e or *e+site. A(so reers to the #%)+er o %#i0%e -isitors, hits,
"#& ,"'e -ie*s o-er " 'i-e# ,erio&.


Unique Visitor
A re"( -isitor to " *e+site. He+ ser-ers recor& the IP "&&resses o e"ch -isitor, "#& this
is %se& to &eter)i#e the #%)+er o "ct%"( ,eo,(e *ho h"-e -isite& " *e+site. /or
e4"),(e, i so)eo#e -isits 7< ,"'es *ithi# " *e+site, the ser-er *i(( co%#t o#(! o#e
%#i0%e -isitor +%t 7< ,"'e -ie*s. See "(so hit "#& ,"'e -ie*.

Visibility
The ,ositio# o " *e+ ,"'e i# se"rch e#'i#es or &irectories. See "(so r"#$.

Web Copywriting
The *riti#' o +o&! co,! te4t s,eciic"((! or " *e+,"'e. Goo& *e+ co,!*riti#' c"#
h"-e " 're"t eect o# se"rch e#'i#e ,ositio#i#', there+! or)i#' " )".or ,"rt o SEM
"#& SEO.
Amity International Business School, Noida
Internet Marketing- Clicking on profits
Amity International Business School, Noida