Indian Context

The marketing of products or services over the Internet / wireless media.

Some of the common strategies include:

Search Engine MarketingE-mail marketingWeb 2.0 strategiesDisplay advertising

Cheaper and better reach to target audience.

One to one personal approach.Statistics can be tracked easily. This

results in better feedback and improvements.

80 million users by 2010Some target markets include

matrimony sites, social networks, movie review sites etc.

The market is growing at 11.2%5th largest internet market globally.

Search marketing spending will grow by 14.9% in 2009

Total US Internet ad spending will increase to $25.7 billion in 2009, an 8.9% growth rate.

Uses information collected on an individual's web-browsing behavior, to select which advertisements to display to that individual.

Site owners display content more relevant to the interests of the user.

Used by online publishers and advertisers to increase the effectiveness of campaigns.

Social media: Internet based tools for sharing information over the internet e.g. blogs, forums, wikis, photos/videos sharing etc.

Social media optimization (SMO): A set of methods for generating publicity through social media.

Some Social media software applications:Twitter, Wordpress, Orkut, Flickr etc.

A website, maintained with regular entries of commentary, descriptions or graphics etc.

Can be embedded with videos, music, photographs, calendars etc.

Some famous blogs:Barack Obama, L.K. Advani, Google apps etc.

Blogger.com

Wordpress.com

An online discussion site. It acts as a digital bulletin board.

Manages customer-generated content for company's website.

Evolution from interest groups.E.g. vBulletin, phpBB

Brief text/macromedia updates which are distributed through the internet.

The most popular service is Twitter.

Almost every company uses Twitter to stay in touch with target customers.

Building online communities of people who share interests.

New ways to communicate and share information.

Connects millions of people on a common platform.

Collection of web pages designed to enable users to contribute or modify content.

Create collaborative websites and to power community websites.

Used in business to provide Knowledge Management systems for users.

Photo sharing: Flickr.com

Video Sharing: Youtube.com

Document sharing: Esnips.com

Different categories of social media usage: Creators, Critics, Collectors, Joiners, Spectators, Inactives.

Fastest growing Social Network.140 million active users.Average user is connected to

101friendsMore than 15 million pieces of

content (web links, blog posts, notes, photos, etc.) shared each month.

17 million people in India estimated to visit social networks regularly.

Orkut is the highest used social network followed by Bigadda and Facebook.

Social Networking in India Rises by 51%

50% of traffic in India is related to Social networking. Orkut has taken internet to the masses.

It’s difficult to monetize social networks.

Users aren’t looking for information about products.

Previous advertising models have failed.

Techniques use pre-existing social networks to produce brand awareness.

It can be word-of-mouth delivered or enhanced by network effects of the Internet.

Viral promotions may take the form of:Video clipsInteractive Flash gamesImages

Interactive parking game.Ads on cricinfo and rediff to play a

game called ‘Park the spark’Promotes its compact nature suitable

for city driving.

Online marketing on RediffAimed at creating platforms for

users to ‘connect’ with Kolkata Knight Riders team.

Initial advertising via TV ads

New microsite depicting Youngistan.Alongside Pizza Hut, PVR and MTV all

of whom are youth brands.Offers mobile theme downloads, free

discounts etc.

To hit its target segment of young Indian consumers online.

Riding on the success of T2o

Promotes websites by increasing their visibility in search engine result pages.

SEM methods include: Search engine optimization (or SEO)Contextual advertisingPaid inclusion

The more profiting consumer target is Small and Medium Entrepreneurs (SME's)

Market is still young:0.5 million queries per month as compared to the 213 million in the U.S.

Captures as much as 80% of search engine market in India.

India is Google's 5th largest market globally.

Guruji and Byindia are main competitors.

Dell has user base of millions of technology-savvy people.

After registering, users are able to add ideas, promote them and comment on them.

Almost 9,000 ideas, which have been voted on over 614,324 times, and have amassed almost 70,000 comments.

Minimal investment

comScore world matrixcomScore qSearchBusiness todayForrester Research, Inc.Marketing Sherpa Inc.Emarketer.com