Web marketing

Web Marketing

Karthik JeganathanPurple Mango Creative Solutions

Table of Contents

The InternetHow did Web Marketing Evolve?What is Web / E-Marketing ?Paying for Online AdvertisingDifferent Kinds of Online Advertising

Banner AdsSEO & SEMSMO & SM

How do we measure results?The Future

Virtual WorldsGeo-targeting

A Career in Web MarketingConclusion

The Internet

Advertising meant mass media i.e. Radio, Television, Print

Agencies made money on media commissions

Information was power and power was in the hands of the media owners

Then, the Internet happened

The Internet

For the first time in history, people could reach anyone across the world, at any time and most importantly at LITTLE cost

In 1995, Newsweek ran an article called “The Internet? Bah!: Why cyberspace isn’t, and will never be, nirvana”

Clifford Stoll a US astronomer and author and the author had this to say…

The Internet

“The truth in no online database will replace your daily newspaper, no CD-ROM can take the place of a competent teacher and no computer network will change the way government works.”

The Internet

Advertising Agencies too..dismissed the internet

The Digital Agency, a new breed took over

And then they got BOUGHT over

Evolution of E-Marketing

The roots of the internet were established in the 1950s

But it really only took off in the late 90s.

Who remembers DOS? Anyone ever used WordStar?

How about Windows 95?


Internet Explorer was included as part of Windows 95. Yes, Netscape Navigator was released the year before

In the early days there was no Google. Instead there were Web Directories for instance Yahoo!

Yahoo was a Web Directory which later became a Web Portal. A portal presents information from diverse sources in a unified way.


A portal presents information from diverse sources in a unified way.

Information was present in one portal. There was attention..there was time. And so Banner Ads were born.

Initially, banner ads and print ads had a lot in common


E-mail another relic from 60s took off around the same time.

Hotmail was born in 1996. It was also the first to use a novel promotional technique.

The first, highly successful e-mail marketing campaign in the world


Then we got SPAM. (In the year 2011, the estimated figure for spam messages is around seven trillion)

The domain name for Google was registered on September 15, 1997 and the company was incorporated on September 4, 1998.

Google made things easy


While conventional search engines ranked results by counting how many times the search terms appeared on the page

Google determined a website's relevance by the number of pages, and the importance of those pages, that linked back to the original site.

A useful means of search and also the precursor to Search Engine Optimization (SEO)


The real change only started as of early this century

hi5 took off in 2003. Orkut was quietly laucnhed in 2004 so was Facebook to a select group

From here on everyone knows…

What is Web Marketing?

‘Marketing on the Internet’

It is constantly evolving

RecapBanner AdsSEO & SEME-mail MarketingSMO& SMM


There is no such thing as an expert in E-marketing there are only students

The moment you stop learning you are outdated

Most digital agencies are less than ten years old; for social media agencies it would be less than 5 years.

Paying for Online Mktg

Pay Per Click (PPC) vs. Pay Per Impression (PPI)

Pay Per ClickFlat Rate ModelBid Based Model


Flat Rate Model: The advertiser and publisher agree upon a fixed amount that will be paid for each click. In many cases the publisher has a rate card that lists the CPC within different areas of their website or network.

Bid Based Model: the advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network


Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword), usually using online tools to do so.

The automated auction takes place whenever a search for the keyword that is being bid upon occurs. All bids for the keyword that target the searcher's geo-location, the day and time of the search, etc. are then compared and the winner determined.

Online Mktg: Banner Ads

Content sites commonly charge a fixed price per click rather than use a bidding system

A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.


Banner Ads usually work for well known brands (Familiarity is key)

More useful for awareness than action, it does invariably better when it is part of a larger campaign


Banner Ads usually work for well known brands (Familiarity is key)

More useful for awareness than action, it does invariably better when it is part of a larger campaign

Online Mktg: SEO

The process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

Online Mktg: SEO

SEO now refers to the optimization of websites for all organic listings, or the listings for which one does NOT pay an advertising fee to the search engine. This is the section of a SERP (search engine results page) that 'oganically' or 'naturally' come up when you search for a specific term

Online Mktg: SEO

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to increase its relevance to specific keywords. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

Online Mktg: SEO

Simple ways to get better rankings the non-technical way:

Submit it to search enginesList it with directoriesCreate a blogCreate social media profiles

Online Mktg: SEM

Refers to the paidside of Internet Marketing, specifically PPC (Paid Per Click advertising).

Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content.

Such advertisements are called sponsored links or sponsored ads, and usually appear adjacent to or above organic results

Online Mktg: SEM

Refers to the paidside of Internet Marketing, specifically PPC (Paid Per Click advertising).

Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content.

Such advertisements are called sponsored links or sponsored ads, and usually appear adjacent to or above organic results

Online Mktg: SEM

Among PPC providers, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model

Online Mktg: SMO & SMM

Social Media Optimization is in many ways connected as a technique to viral marketing where word of mouth is created not through friends or family but through the use of networking in social bookmarking, video and photo sharing websites.

Social media features added to the content itself, including: RSS feeds, social news and sharing buttons, user rating and polling tools

Online Mktg: SMO & SMM

Primarily in SMO the focus is on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO

The tools include Facebook, LinkedIn, YouTube, Twitter, SlideShare, Orkut, Flickr, Blogs etc

Examples???

Measuring Results

Number of VisitorsTime SpentNumber of SharesNumber of FansInteractions

The Future

Virtual WorldsA virtual world is an online community that often takes the form of a computer-based simulated environment through which users can interact with one another and use and create objects.

Mobile Marketing3G and its ImplicationsGeo-targeting

Careers in Web Marketing

Business Graduates usually end up in Client Servicing/Media Buying

Some top ranked digital agencies Webchutney, Tribal DDB, iContract, Neo@Ogilvy

How do I start?Be AwareShow InterestOnline Reputation Management couldn’t hurt

Careers in Web Marketing

Business Graduates usually end up in Client Servicing/Media Buying

Some top ranked digital agencies Webchutney, Tribal DDB, iContract, Neo@Ogilvy

How do I start?Be AwareShow InterestOnline Reputation Management couldn’t hurt

fin