ONLINE MARKETING

What is Online Marketing?

Online Marketing is the marketing of products or

services over the Internet & it ties together
creative and technical aspects of the Internet,
including design, development, advertising and
sale

Online marketing is used by companies selling

goods and services directly to consumers as well
as those who operate on a business to business
model

Methods
Methodsand
andChannels
Channels

Types
Typesof
of online
online marketing
marketingare
are ::
Email Marketing
Blogging
Pay per click (PPC) marketing,

Social media marketing,

Digital Marketing
Viral Marketing

Email Marketing

Email marketing is promoting products

through the use of email

There are 2 main ingredients to an effective

email marketing campaign

They are to build a large list of people you

can email and to write great emails

The emails should be packed with free value

and they should move people to buy what
youre trying to sell

Blogging

Yet another but important and crucial marketing

trend that has brought a huge aberration in our
society

Blogger was launched in 1999 by three friends.

Blogging as an ardent marketing tool has really
blossomed in the last some years

Businesses, companies and even superstar now

use blogging system for huge promotion

Pay per Click Marketing

A company has to pay for PPC ads.

The company target certain words and then
when those words are searched for on a search
engine such as Google the ad of the company
will appear.
But company do have to pay every time the ad
is clicked on.

Social Media Marketing

Social media is very popular right now and its only

getting more popular

one can tap into that popularity by using social

media to sell your products

One should not SPAM people. In fact, it shouldnt

use any social media to directly sell anything

Just use social media to direct people to other sites

where one can then hit them with a sales pitch

DIGITAL MARKETING

With regards to the Internet, this is the

promoting of brands using all forms of online
digital advertising channels to reach consumers

This includes video channels, Internet Radio,

mobile phones, display or banner ads, digital
outdoors, and any other form of digital media.

Viral Marketing

Marketing techniques that use social networks

to produce an increase in brand awareness or
achieve other marketing objectives (such as
product sales) through self-replicating viral
processes.

It can be word-of-mouth delivered or enhanced

by the network effects of the Internet. Viral
promotions may take the form of video clips,
interactive Flash games, ebooks, images, or
even text messages.

Applying the AIDA Model to Online Marketing

A Awareness

Generating thoughts and discussion about your brand.

D Desire

Initial point where your brand and/or business is

recognised and acknowledged.

I Interest

AIDA
AIDAModel
Model

Communicate your messages through the use of social

media and email marketing.

A Action

The stage where the conversion is complete and back

to the 'interest' stage to retain them. Your website is
responsible for this stage.

How the Online Marketing Industry Is Impacting

Local Businesses

Grow from $27.1 billion in 2011 to over $42.5 billion

in 2015

The search engine marketing industry is projected to

reach over $22 billion by the end of 2012, a 19
percent increase from $19.3 billion last year

74 percent of small businesses find online

networking to be just as valuable as 58 percent
reporting they struggle to find value in using
Facebook to promote their brand or don't have a
page at all number of companies struggling to take
advantage of online resources

Marketing Strategies

Pull marketing:
Websites and blogs are pull strategies
Build websites & Blogs
Companys social media profiles
long-term success
the company tries to draw in customers
through different kinds of advertising, such as
TV ads, online banner ads and social media
Online banner ads, and radio and TV ads are
other forms of pull marketing.

Marketing Strategies

Push Marketing:
Email Campaign
Certain offers through
your social media profiles
Companies may push information and
promotional material directly to end users
through email or fliers to generate demand
Create an email database of potential
customers and send them product
announcements and promotions directly

Advantages Of online marketing

One to one approach

Cater to specific interests
Different content by choice
Geo- marketing
Relatively inexpensive
Global business
Measuring statistics is easy
Accountability

Disadvantages

Illegal or unethical practices

Physical demonstration and needs to be

tangible

Transparency

Cost of Hardware

MARKETING FUTURE

Clearly, the strengths of the Internet as a

marketing medium far outweigh the negatives

Companies grappling with the issue of whether

to market via the Internet are already behind

Companies attempting to build a coherent

Internet marketing strategy must begin to
believe that the Web is likely to be the center of
their marketing future, not simply an adjunct to
traditional marketing methods

Interactive marketing

evolving trend in marketing whereby

marketing has moved from a transactionbased effort to a conversation.
Facilitated by internet
but, different from online marketing
Interactive Marketing allows
customers and prospects to participate in
the process of building a brand's image in
a certain market or target group's minds

Interactive marketing

interactive marketing uses internet

technology to address the customer and
maintain a database of customer
preferences.
makes use of e-mail messages

Advantages of interactive
marketing

Customer relates to the product in a much

deeper way
The company makes the customer feel
important, which is a huge ego boost.
Use of internet makes sure that the data is
highly reliable in nature.
The marketer is guaranteed a sufficiently
large potential customer base.
The marketer can gauge the responses
immediately just by having a look at the
number of hits on the website.

Industrial or B2B
marketing

MARKETING OF GOODS AND SERVICES TO:

Companies
Government

Bodies
Institutions (i.e. hospitals)
Non-Profit Organizations (i.e. American Red
Cross)
FOR

USE IN PRODUCING THEIR PRODUCTS

AND/OR TO FACILITATE THEIR OPERATIONS
Goods or services are sold for any use
other than personal consumption

B2B versus B2C Marketing

Characteristic

B2B Market

B2C Market

Sales volume

Greater

Smaller

Purchase volume

Greater

Smaller

Number of buyers

Fewer

Many

Size of individual buyers

Larger

Smaller

Location of buyers

Concentrated

Diffuse

Buyer-seller relationship

Closer

More Impersonal

Nature of channel

More direct

Less direct

Buying influences

Multiple

Single/Multiple

Type of negotiations

More complex

Simpler

Use of reciprocity

Yes

No

Use of leasing

Greater

Less

Key promotion method

Personal Selling

Advertising

BUSINESS TO BUSINESS:
IT IS ALL ABOUT DEMAND

DERIVED DEMAND
The demand for a companys products comes
from (derived) the demand for their customers
products.
Most demand comes from consumers.

JOINT DEMAND

Two products are used together and demanded

together Both products are consumed at the
same time

Major Uses of B2B Products

For additional production

(e.g., components are
combined into
subassemblies and become
part of the finished
product)
For use in operations, but
not part of the finished
product

International
marketing

International marketing

The process of planning and conducting

transactions across national borders to
create exchanges that satisfy the
objectives of individuals and
organizations

Opportunities/challenges
Integrate global knowledge
Expand long-run production
Lengthen and rejuvenate product life cycles
Competitive supply chains
Some challenges faced in international
marketing International logistics
Small business mindset
Political and economic stability
Increased competition

Motivations to go abroad

Competitive pressures
Overproduction
Declining domestic sales
Excess capacity
Saturated domestic markets
Proximity to customers/ports
Profit advantage
Unique products
Technological advantage
Exclusive information
Tax benefit
Economies of scale

Entry Strategy
Direct exporting/importing
Indirect exporting/importing
Licensing and franchising
Foreign Direct Investment
Joint ventures
Strategic Alliances
Contract manufacturing

CHARACTERISTICSOFTHEB2BMARKET

GEOGRAPHICMARKETCONCENTRATION

Businessmarketmoreconcentratedthanconsumer
market.

GeographicconcentrationdecreasingasInternet
technologyimproves.

SIZESANDNUMBEROFBUYERS

Businessmarkethassmallernumberofbuyersthan
consumermarket.

Manybuyersarelargeorganizations,suchasBoeing,
whichbuysjetengines.

THEPURCHASEDECISIONPROCESS

Ofteninvolvesmultipledecisionmakers,ismoreformal,
andmayrequirebiddingandnegotiations.

BUYERSELLERRELATIONSHIPS

Oftenmorecomplexthaninconsumermarketwitha
greaterrelianceonrelationshipmarketing.

EVALUATINGINTERNATIONALBUSINESS
MARKETS

Businesspurchasingpatternsdifferfromcountryto
country.

GlobalsourcingPurchasinggoodsandservicesfrom
suppliersworldwide.