Entrepreneurial Opportunities in the Online Marketing World
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Transcript of Entrepreneurial Opportunities in the Online Marketing World
Entrepreneurial Opportunities in the Web/Digital space
Anurag Gupta
• Presented at OMCAR 2008, World’s 1st Online Marketing Careers Conference
For details, check out http://conference.omcareers.org
• Jan 12th 2008 (New Delhi, India)
Entrepreneur
Entrepreneur> A person who takes the risks involved to undertake a business venture…efficiently and effectively use the factors of production natural
resources, human input and capital
Entrepreneur > Someone who creates value by offering a product or service in order to obtain
certain profit.
Entrepreneurship is often difficult and tricky, as many new ventures fail.
Internet businesses : defying conventional logic
Key drivers
EXECUTION
CAPITAL
IDEA
PEOPLE
PASSION
The 3 C’s of Internet
Connect
Content
Commerce
Advertising
Transactions
Business models
• Models established globally– Travel
– Networking
• …..adapted to local environment– Jobs
– Matrimony
• Propositions that address local needs ??
Online Marketing : Multiple routes to consumer
Horizontals / Verticals
Affiliates
Search - PPC & SEO
Existing Customers
WEBSITE
Business Development
Con
sum
ers
• Additional route for advertisers to reach their consumers
• Leverages high number of smaller websites
• Performance based advertising which is set by the advertiser i.e. Cost Per Action pricing model
• Predominantly used to deliver a commercial action
Affiliate Marketing
How does Affiliate Network work?REGISTRATIONS / LEADS / SALES
Commissions and incentives
Advertiser Website
Affiliate Marketing in India
• Performance advertising > 70%
• Affiliate Globally contributes to almost 25% of the online spends.• Affiliates worldwide will earn $6.5 billion in bounty and
commissions in 2006 [Source: Marketing Sherpa]• Market for UK affiliate marketing to grow to £2.16 billion:
[Source: E-consultancy – October 11th, 2006]
• Affiliate marketing in India will only grow
Types of Affiliates• Shopping review / price
comparison• Vertical sector specialists• Cash back / reward sites• Loyalty sites• Email marketers• PPC specialists
Ingredients
• Opportunities to act as affiliate– PPC
– Vertical sites
– Comparison Sites
• Domain name, hosting
• Web designing skills
• SEO/ PPC skills
ENTREPRENEURIAL SPIRIT