Online Marketing

INTRODUCTION
What is online marketing?

• Online Marketing is also called Online advertising. It refers to the technical available of a business to
market, promotional advertise, products and services messages to consumers.

• Online Marketing is the fastest growing form of Direct Marketing.

• Online Marketing is the marketing of products or services over the Internet & it ties together
creative and technical aspects of the Internet, including design, development, advertising and
sale.

• Online Marketing is thus company’s efforts to market

products and services and build relationships over the
internet.

• Online marketing is used by companies selling goods

and services directly to consumers as well as those who
operate on a business to business model.
 Classification of Online Businesses
• All types of companies now market online.
Click-only Companies
• They operate only on internet
• They include wide array of firms.
•E.g. e-tailers such as Amazon.com and makemytrip.com
that sells product and services directly to the buyers via
internet.
•Search Engines and Portals – Yahoo, Google,
MSN
• Transaction sites – ebay
•Content Sites – Times of India on internet,
encyclopedia britannica
Click-and-mortar companies
•As internet grew the successful brick-and-mortar
companies started to re-examine their existing business
models.
•Now almost all traditional companies own online
sales and communication channels becoming, Click
and Mortar Companies.
•E.g. Successful retail chain BigBazar started their online
bazaar called www.futerebazaar.com where you can search
their extensive catalogue for information and make
purchase.
 Online Marketing Domains

• Online Marketing can be classified by who initiates it and to whom it is

targeted.

Targeted to Targeted to
consumers Businesses

Initiated by B2C B2B

Business (Business-to- (Business to
Consumer) Business)

Initiated by C2C C2B

Consumers (Consumer-to- (Consumer-to-
Consumer) Business)
 Business-to-Consumers (B2C)

• B2C – business selling goods and services to final consumers has garnered the most attention by popular press.

• People buy rail tickets from irctc.co.in, books and gadgets from flipkart.com, clothing from futurebazaar.com similarly almost
everything online these days.

• Still, internet consumers differ from traditional offline one in their approaches to buying(self initiated) and response to
marketing ( more personalized).

• Hence companies interact more personally with consumers and offer wide array of options. E.g. irctc has recently started
selling apparels, gadgets etc also in addition to ticket and hotel booking sales.
 Business-to Business (B2B) online marketing

• Businesses using B2B websites, e-mail, online catalogues, online trading networks to reach new business customers, serve
current customers more effectively and efficiently.

• A personal sales call costs approx 320$ more per contact and hence can be used only for specific customers.

• E.g. corporate buyers can visit Sun Microsystem’s site and select detailed description of Servers, request sales and interact with
technical persons.

• Cisco and Dell takes more than 80% of their orders online.
 Consumer-to-consumer (C2C) Online
Marketing
• Online exchange of Goods and services between
final consumers.
• E.g. Ebay.com online auction and trading, olx.com
etc.
• C2C means online buyers not only consume prod
and information they also create it.
• Marketers are also targeting approx 15 million
active bloggers read by 57 million people
everyday.
• Tripadvisor.com offers reviews of hotels and
destinations by certified felloe travelers and
users in turn contribute themselves also.
 Consumer-to-Business (C2B)
• Online exchanges in which consumers search
out sellers, learn about their offers and initiate
purchases, sometimes even driving
transaction terms.
• E.g. using priceline.com you can not only
know the cheapest airline tickets, hotel rooms
etc but also bid with your offer and seller
decide whether to accept the offer or not.
 Setting up an Online Marketing
Presence
Setting up Placing ads
Online social or online
networks promotions

Creating a
Using e-mail
website
Conducting
Online
Marketing
 Creating a Website
• Types of Websites
– Corporate or Brand Website: a website designed
to build customer goodwill, collect customer
feedback and supplement other sales channels,
rather than to sell the company’s products
directly. E.g. Dove’s www.campaignfor
realbeauty.com
– Marketing Website: A website that engages
consumers in interaction that will move them
closer to a direct purchase. E.g. www.sony.com
consumers can learn about products, promotional
campaigns, hot deals and place orders online.
 Designing Effective Website
• Context: The site’s layout and Design
• Content: the text, pictures, sounds and videos that a
website contains
• Community: the way that the site enables user-to-user
communication
• Customization: the site’s ability to tailor itself to
different users or to allow users to personalize the site
• Communication: the way the site enables site-to-user,
user-to-site or 2 way communication
• Connection: the degree that the site is linked to other
sites
• Commerce: the site is capable for commercial
transactions.
• Constant Change: Keep redefining the content and
interactions
Placing Ads and Promotions Online
• Forms of Online Advertising:
– Most common form is Banners found anywhere on
the page. E.g. if you are looking for cheap air tickets
the banner for cheap hotel rooms may appear.
– Interstitials are display ads that appear while screen
change.
– Pop-ups are online ads that appear suddenly in a new
window.
– Rich Multimedia Ads which incorporates animation,
video, sound and interactivity
– Search Related Ads comes on top of search window.
E.g Google Ad-words program
 Other Forms of Online Promotion
• Content Sponsorship: Sponsoring information
such as mutual funds basics
• Alliance: Work with other companies to
promote each other.
• Affiliate Programs
• Viral Advertising: The internet version of
word-of-mouth. Recent Video of Modi-Modi
chant during RG’s appearance at wankhede.
 Creating and Participating in Online
Social Networks
• Very Important to be present where people
interact, socialize and gather information.
• They may create their own page or create a
new social page for like minded people’s
interaction. E.g. www.Jaagore.com to discuss
the poll related contents and register as a
voter.
 Using E-mail
• Personalized, non-intrusive to-the-point mails.
• Interactive and Multimedia rich. In-build
video.
• Nice way to contact loyal customers. E.g
Naresh Goyal, Jet Airways sends personalized
mail on the birthdays of Frequent Flyers.