ONLINE MARKETING…No longer an option, but a necessity

Tech 4.0Amey Kolhatkar

Balaji MDivya

Rahul Yadav

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INTRODUCTION

Powerful and self sufficient marketing strategy

Using a range of internet channels to sell or promote a product or idea

Key objective : targeted website traffic Encouraging genuine prospects

- To visit your website- To purchase products and services- To find your company, product or service- To interact with your brand- To subscribe and download documents and applications

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SCOPE : FEASIBILITY

Exponential growth of internet

Direct communication to target audience

Technical advancements

Creative marketing expertise

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REQUISITES

Good Search Engine Marketing Strategies

Online Marketing Agency

Identification of target markets

Tying together creative and technical aspects of internet

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ADVANTAGES

Efficient and cost effective

High leverage

Low overheads

Measurable results

Predictable returns

Low risk

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EXAMPLES

Search Engine result pages

Banner Ads

Rich Media Ads

Social Networking Advertising

Advertising Networks

Online Classified Advertising

Interstitial Ads

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TYPES

E-mail Marketing

Affiliate Marketing

Contextual Advertising

Behavioral Targeting

Semantic Advertising

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E-MAIL MARKETING

Individuals

Groups

Organisation

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AFFILIATE MARKETING

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I want to know more about Vinod Gupta School of Management, IIT Kharagpur.

CONTEXTUAL MARKETING

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BEHAVIORAL TARGETING

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SEMANTIC ADVERTISING

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EVOLUTION

Banner Ads.- CPI (customer Per Impression)model

Now we talk about “eyeballs," "stickiness," "bleeding edge,“

Google- Adsense- Content distribution network-targeted online advertisement.

Pop ups, cookies, spams. Disturbed Privacy.

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LIST OF PLAYERS

Since 2008 Google controls estimated 69% of the online advertising market.

Vendor Ad viewers (millions) Google 1,118 DoubleClick (Google) 1,079 Yahoo! 362 MSN (Microsoft) 309 AOL 156 Adbrite 73 (Total 3,087)Other players:Amazon, e-bay, facebook, Shaadi.com etc.

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PORTER’S FIVE FORCES ANALYSIS

The threat of substitute products or services

The threat of the entry of new competitors

The intensity of competitive rivalry

The bargaining power of customers (buyers)

The bargaining power of suppliers

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THE THREAT OF SUBSTITUTE PRODUCTS OR SERVICES

Number of substitute products available in the market. Ease of substitution.

The threat of the entry of new competitors.

entry barriers are high and exit barriers are low

The intensity of competitive rivalry:

Sustainable competitive advantage through innovation.

Powerful competitive strategy

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REVENUE MODELSClick Through Rate (CTR)

Cost Per Action (CPA)

Cost Per Click (CPC)

Cost Per Impression (CPI)

Cost Per Mile (CPM)

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HOW IN THE HELL DOES PAGE AND BRIN MAKE MONEY?

Google ADWORDS. Google AdWords is Google’s advertising product, which

displays your ads to people looking for your products or services on Google or its partner sites.

Based on keywords.

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OK..HOW MUCH DO THEY MAKE?

USD 21 billion in 2008 21,000,000,000 $ because they

knew what you were searching for.

DO THEY SHARE IT?

They DO!!!! But you need to carry their ads. Simple!! Let Google post ads on your site and based on people clicking on the ads you get paid.

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THANK YOU!