THE GAME OF CLICKS

BYPREETHI ARULBIM, TRICHY

• About 142 million people in India use Facebook

• The number of daily facebook users in India amounts to 65 million

• Applicable to B2C products and services providers

• High level of customer engagement through comments, hashtags and sharing of posts

• Advantages:• Easy reach to target audience• High customer engagement• Lesser cost

• Disadvantages:• Negative comments and publicity• Time consumption for creating effective posts• High competition

• About 23.2 million people in India use Twitter• Applicable to all types of B2C products and services• Customer engagement through retweets, hashtags and replies

• Advantages:• Easy reach to target audience• High customer engagement• Easy word of mouth publicity

• Disadvantages:• Negative comments and publicity• Time consumption for creating effective tweets• High competition• Restriction in number of words per tweet

• 70 percent of search engine ads are through google ads

• Applicable to all types of products and services under B2C, B2B

• Primarily used for driving traffic to website

• Customer engagement is measured through number of clicks and impressions

• Advantages:• Implementing Pay Per Click mode is cost effective• Instant traffic to website

• Disadvantages:• Lesser reach to target audience• Lesser number of characters for displaying Ads. (Only maximum of 70

characters in Google Ad Words)

• Video ads can be used in YouTube for generating customer awareness about the brand.

• Customer reach and awareness will be maximum since users cannot skip for minimum of 5 seconds and are forced to watch YouTube ads whenever they watch a video in YouTube.

• There is a difficulty in capturing target audience since these ads are played for all the users irrespective whether the audience is interested or not.

Advantages:• High customer reach and engagement.• Organisations have complete control over their

daily budget, so they can spend what they are comfortable with.

• Organisations only have to pay when someone engages with their ad. If they skip it before 30 seconds (or the end) organisation doesn’t have to pay a cent.

Disadvantage:• Lesser reach to target audience• Inconsistent video streaming due to network

problems, high traffic etc.,

Content Marketing It helps to drive traffic to your website Improves search engine ranking. Google in particular likes to find and rank

new content, and many entrepreneurs use blogging specifically to reach to their customers.

Can be used for targeting both B2B and B2C customers.

High customer engagement through comments and discussions in blog.

Advantages: Low Cost Marketing Channel High Product exposure Increase search engine traffic

Disadvantages: Time Consuming Will not reach large number of

target audience

• SEO can be used to maximise the rank of a website in a search engine

• For example, the keyword ‘Shoes’, Jabong ranks above Amazon and Flipkart in google even though the number of Jabong users is lesser than Amazon and Flipkart

• SEO might require professional help.

• SEO helps to drive traffic to the website.

• Advantages:• Higher traffic to website• Higher chances of conversion

• Disadvantages:• SEO results will take time.• Since professional help is required, cost of investment will be

higher.

App Based Marketing

• Mobile app based ads is effective for organisations which have their own mobile applications

• Some of the examples of app based marketing are push notification, advertising in games etc.

• App based marketing has high reach, but one has to be cautious about the reach with respect to target audience

• Advantages:• Cost Effective• Chance of engaging the ads by the customer is

maximum particularly in-game ads

• Disadvantages:• Target audience reach is minimum

Social Media Management Software It is generally understood as a set of tools designed to manage or analyze interactions through multiple social media accounts from a single dashboard. Most systems permit listening for brand mentions, posting to multiple channels, responding to inquiries, and running marketing campaigns

Advantages Track your Competition Time & Brand Management Schedule and Auto-Respond See How Effective Each Post Is To Manage Multiple Social Pages

Disadvantages Over priced solutions Automated sentiment analysis Expensive custom URL shorteners No data in facebook insights

Cost ComparisonPLATFORM COST

1. Facebook Starts from $1 for boosting posts and approximately $0.003 per reach

2. Twitter Based on auction and pricing starts from as low as $1

3. App Based Marketing

$1-$2 per click

4. Google Ads Is between $1-$2 per click. Expensive ads cost around $50 per click

5. SEO In India, SEO expertise salary starts from $223-$224

6. YouTube Cost Per view ranges from $ .1 - $.3

7. Blogs Blogs can be started with $0 with help of sites like WordPress, BlogSpot, Tumblr Etc.,