wd & im session b2_marketing through internet_april 26,2010
TRANSCRIPT
Web Designing & Internet Marketing
Session 2: MARKETING THROUGH INTERNET
What we are gone cover in this session ?
Internet to Enhance Existing Products / Services
Internet to Promote & Recruit New Customers
Web Designing & Internet Marketing
Branding
• Main categories – Online Entity– Established brand want to come online – New Business– Redesign /Rebrand
Three Steps to Building an Online Brand1. Look good,2. Get noticed,3. Build trust.
What required to create brand:(From scratch, or redesign/ rebrand)• Logo design• Broachers, online Banners, flyers• Presentation• Multimedia Services (Corporate Videos,
Screencast, Podcast)• Include the services required for creating
web presence• Corporate email• Creative Services: Tag line, contents• Online Marketing• Feedback management (Discuss with the
people, people can post reviews, talk about the product /services)
• Quality Services (Build trust in customers)• Reports & Analysis
• Web presence• Preserve valuable electronic
content • To provide background information
about a business, organization, or service.
• Discuss with people on various topics
• dedicated to dispensing news and commentary
• To provide a platform on which people can praise or disparage what is featured
• To provide platform on which people can post reviews for products or services
Brand as a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.Philip Kotler – Author book “Marketing Management Millennium Edition”
When it requires? … to whom How to make it?
Web Designing & Internet Marketing
Sales & Marketing
• Online sales• Online transactions• Product review
• Offering goods and services for online sale and enabling online transactions for such sales.
• Discuss with people on various topics• To provide a platform on which people can
praise or disparage what is featured• To provide platform on which people can post
reviews for products or services
When it requires? … to whom How to make it?
Services required:• Web presence• Branding• Sales functionalities
Web Designing & Internet Marketing
Internet to Enhance Existing Products / Services
• Visibility• Global presence• Two way, multi way communication• Dynamic
Web Designing & Internet Marketing
Internet to Promote & Recruit New Customers
• International & Domestic Audience• Marketing Strategy
• How to promote… Google Ad sense
What is AdWords?
A Google
Service of
Sponsored Ads
Pay only if people click your ads.
Create Simple, Effective Ads and Display
them
Adwords are displayed when user makes a search
Textual
Image
Animations
Videos
Local Business
Mobile
Google Ads can be
Google AdWordsMaximize your ROI. Attractnew customers. Sign up today.www.example.com
Description
Title
Display URL
A textual ad looks like this
Building Blocks to Paid Search
Title (25 Characters)
Ad Description (35 characters per
line
with 70 characters total)
Display URL (35 characters)
Reach of Google AdWords
Google AdWords covers as much as 80% of Internet
users in the United States.
Position Matters for PPC
In Pay Per Click (PPC) Position
Matters Most
Adwords campaigning requires
research due to growing
competition
If ads are not appropriately worded, or if all look alike
searchers would prefer natural results instead
Take some time and look how your ads differ from
your competition.
Position Matters for PPC
Keyword Bid
Keyword and Ad Copy
Relevancy
Landing Page Relevancy
Other Relevancy Factors
Ad position is determined by “bids” plus
relevancy factors.
contd..
Target Audience
Ads can be specifically targeted to
relevant people.
Ads will not be shown to users with
low probability of making a
purchase
Maximum return on advertising
investment is gained
Reasonable Cost
Choice of the rate for each click
of ad
No minimum spending limit
imposed though an upper limit
per day can be set
You can edit your budget settings
at any time
Editing facility is available for ads.
Account settings can be edited any time, 24 hours a
day, 7 days a week.
Ads start running for the first time almost
immediately after you activate your account
Flexibility and Control
Google AdWords offers high degree of flexibility and control,
it's an effective marketing tool to help advertisers
AdWords Versatility
Determine customers metrics to ensure success
ObjectiveSuccess Measurements
Build Brand Awareness
Generate sales or conversions
Generate leads
Targeted ImpressionsQualified visits to your site
Event RegistrationNews letters registrations
Sales conversionsSite registrationscatalog request
Language and Location Targeting
You can target your ads to any location or
any language around the globe.
This localization increases the appeal of your
ads over a wide variety of audiences.
AdWords Tracking
AdWords Tracking can be done
with Google Analytics
Google Analytics provides the
following useful reports :-
Performance data for all ad campaigns
How visitors use your website
AdWords Tracking
With Google analytics we can: -
Measure return on investment on all the
efforts
Identify areas of improvement by evaluating
visitors navigation
Track revenue & conversion rates
Track any browser – based events like flash
Define user segments and analyze the
behavior of each segments
Analyze the AdWords account
AdWords Tracking
Where are site visitors coming from?
Where & why are visitors back out my shopping
cart?
Is my website design is user
friendly?
Which marketing efforts are most effective?
What keywords people use to find
my website?
Google Analytics can provide answer to your every question
Thank you !!!
Contact:[email protected]