Ashwin Dixit

WEB MARKETING REDEFINED

Ashwin Dixit

OBJECTIVE• Understand Internet/Web marketing

• Importance of Web marketing • User Preferences to recall the Brand (report)• Average Time Spent (report)

• Web Site Components

• Web marketing tools

• Results Derived From effective Web marketing• Active Companies involved in Digital Marketing• Future of Digital Marketing (report)

UNDERSTAND WEB MARKETING

• Collective source of information from one location

• Multiple users from across the globe

• User preference view about information of product & services

• Descriptive view of information about product & services

• Informative platform to convey the message effectively

IMPORTANCE OF WEB MARKETING

• Message transfer to mass audiences across the globe or specific target

• Effective communication between the brand & the user

• User interactivity with product & services

• Educational to the users

• Effective display of services & products to the users

• Tremendous potential growing medium of marketing

USER PREFERENCES TO RECALL THE BRAND

Average Time Spend by youngsters Report

WEB SITE COMPONENTSCorporate Domain

This has been a standard since the late 90s, nearly every company, mom and pop boutique now has a web presence. The primary purpose of this is to provide the public with information about your company, it’s products, and anything else they may need. Corporate websites often compose of several features that are listed below.

A) Corporate SiteLarge to small companies have established a websites around their brand, the content is around marketing products, support, and corporate information.

B) Portal StrategyWidely popular in the late 90s this strategy was intended to serve up all user information on one page, and keep users on one’s domain. A few well known portals now exist such as MyYahoo .

WEB SITE COMPONENTSC) Microsites for Segmentation

Typically deployed around new product launches or campaign focuses, or specific market segments, these often short term websites are used for calling specific attraction. They typically have a unique URL and are tied to an integrate campaign.

D) Interactive Web SitesThe web is more than a ‘read only’ medium, unlike other mediums, companies can make the website interactive, encouraging a new dynamic of engagement. There’s a variety of technologies to use from uses of Javascript, AJAX and Flash based.

E) IntranetThe web is to communicate to prospects and customers, similar strategies apply to employees as well. Attendance record, Employee Details & other important information can be stored & useful.

WEB SITE COMPONENTSF) Extranet

Used for communications with partners, or customers, extranets are secured websites that companies grant access to.

G) RegionalizationIn today’s global web, websites are translated, reformatted and segmented by region, culture, class. Websites in Hindi, Gujarati & other essential regional languages.

WEB MARKETING TOOLS• Search Marketing

• Out Bound Web Marketing

• Brand Extension

• Community & Social Media Marketing

• Other Related Marketing Mediums

WEB MARKETING TOOLSSearch Marketing

A) Search Engine Optimization (SEO)Many web groups at large corporations have a document, a process, or even a dedicated resource who’s goal is to make sure web content is easily found, indexed, managed and correctly served in search results..

B) Search Engine Marketing (SEM)Frequently, companies hire a specialized search company to purchase keywords that will help drive contextual links in search results. These ads are contextually displayed based upon the search query.

WEB MARKETING TOOLSOut Bound Web Marketing

Used to help ideas spread off the corporate website, this list of tools extends reach by direct channels, and as well as ‘pull’ techniques where users opt-in.

A)Email MarketingModern email campaigns (sometimes even direct marketing) involves barely personal emails blasted out to individuals on a mailing list. These versions have the option to be HTML based, and have hyperlinks bringing users back to the corporate site or Microsite. The conversion rate for these are 2-5%, and deploy a positive ROI.

WEB MARKETING TOOLSB) Invasive Marketing

Creating “Pop-ups” associated with the Corporate Website or Micro Site can be effective. The Key is to drive these Pop-ups with some useful content associated with the Company. Eg: An Airline Website to have pop-up’s about low rates & crazy discounts can be effective.

C) RSSRSS is a method where users can opt-in for additional content based upon their preferences. A financial Company can have RSS feeders deployed with latest news for Investment & other services.

WEB MARKETING TOOLSBrand Extension

The strategy states where your market is, so should your brand.

A) Web AdvertisingWeb Advertising includes banners, tiles, or skyscraper advertising (IAB) model on websites. This strategy suggests that if there are eyeballs your brand should ‘impress’ upon the users. Success is measured by brand impressions or PPC. These ads are static and do not change even if the content on the webpage changes.

B) Contextual AdvertisingThese targeted ads will be served up on the webpage depending on the content that’s on the page. This is ‘intelligent’ Advertising and more effective. This form of advertising can be texts, images, media or other form and are common on websites, blogs & other sites

WEB MARKETING TOOLSC) Widget Advertising

Widgets are light weight web applications that are being embedded in websites, blogs, forums, and social sites. The Newest form of Advertising gearing up on various social networking sites & personalized Web pages like igoogle, My Yahoo Etc.. These portable applications can be downloaded form brand’s Home page/microsite & stay at the user’s location. Widgets can be: Java Based, Flash Based, Web Page Widgets.

D) Affiliate MarketingAffiliate marketing programs compensate partners and alliances that bring referrals, leads, or sales. Affiliate marketing extends the reach with all the associates with the Brand & channelizes the efforts demographically.

WEB MARKETING TOOLSE) Sponsorship and /Cross branding

This is a method of promoting your brand with the right audience in which the property is rewarded for integrating your brand. This can occur on content sites, shows, media properties, blogs, etc..

F) Social Advertisements Developing Interactive applications for users on social networking sites like Face Book, Hi5, Tagged, Orkut etc.. These applications should be interactive & should stream line with brand’s intend to publish.

WEB MARKETING TOOLSCommunity and Social Media Marketing

The fastest growing area of growth for Web Advertising and Marketing is in the Social Media space. The awareness rate is around 30% and deployment 10-20% for most corporations. This form of Web Marketing is towards connection with different people at the same time & hence contributing towards Word of Mouth quotient.

A) Social Networking, Forums, Wikis, CollaborationForums allow for communities to form around similar ideas and collaborate. Approximately 33% of companies deploy forums. Wikis have also been used to tie industries since it is the largest encyclopedia of information & commonly used platform as well. Ad’s on Social networking Sites, creating Communities. Sharing user experience, interactivity with applications, Sharing images, Videos, Content & other useful information.

WEB MARKETING TOOLSB) Blogging

About 30% or less of businesses are considering blogs (web logs) as forms of business communication. User preferences on a topics can be created & interact with the brand in a effective way. Companies get valuable information & it constitutes towards optimizing your brand on the web effectively.

C) Online Video and Live StreamingCompanies highlights, press releases, employee reactions, Festival celebration, Recreational Activities, etc.. can be published on UGC websites. This assists 1st hand information on topics to the users, as being one of the most attractive form of Web Marketing.

WEB MARKETING TOOLSD) Instant Messaging, Presence

Instant Messaging involves real time conversational media using Instant Messaging tools, presence, and status tools, such as Twitter. These tools tie to online and mobile devices. Branding on IM’s is permanent reminder of the brand.

E) Voting FeaturesVoting Features assist Corporate Websites to generate Traffic on a daily basis. Topics can be extension of new products, features according to the users, ideas about services etc. Voting features also assist users to know some useful inputs about the brand & hence generating loyalty.

WEB MARKETING TOOLSOther Related Mediums to Market

The web platform is also extended to other mediums.

A) Internet TV (IPTV)An emerging technology where web as a medium is used to showcase some of the content from the TV. This technology uses online streaming method to view content.

B) Mobile ContentWebsites can be viewed on mobile devices by creating a WAP based module. This module can be extension of the Corporate Website/micro site allowing the user mobile flexibility.

WEB MARKETING TOOLSC) Online Press Releases

To & Fro links from the press releases assist users to link to the website. This form of marketing is prominent for industries who have a corporate presence.

D) Run WebinarsCreate & run online tutorials, experts view & related topic discussions with top executives of the company.

E) Article SubmissionSpecific Press releases, new articles, submit to various networking, news, media, blogs to generate traffic & market the brand effectively. To & fro links will allow the user to land at the home page/intend page from the article.

WEB MARKETING TOOLSF) Gratifying the User

You can run:An Auction A ContestSurveys & gratify the user with Online Coupon,

specific Downloads or any other non monetary or monetary gains.

G) Create News LetterWeekly updates on brand’s movement, Information about new products, contest details, content from Blogs, Community talks, etc can be appealing.

Results Right selection of Web Marketing tools generate effective traffic

Content driven tools generate regular visitors & are effective for Word of Mouth Quotient.

Permanent reminders with Widgets, Videos, Images, Games deliver the brand effectiveness.

Affiliate marketing initiatives spread the message demographically.

New & advance applications attract users to build the curiosity.

Contests, Give away’s, UGC’s pull the desired results with effective interactivity.

Effective Search marketing techniques spread the message to larger audiences.

APPRECIATE!