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 ASHISH
SUNNY HARNISH

JINAY PRESENTATION ON HARSH

INTERNET
MARKETING
GROUP 3

HARDIK VIVEK

MINESH
 INTERNET MARKETING
• Strategies and Tactics Applied on the Internet
to Support an Organization’s Overall Online
Marketing Objectives
• Goals Include:
• Driving targeted traffic to a Web site
• Customer retention
• Establishing brand-awareness

INTERNET MARKETING
- MARY LOU ROBERTS
 Merits
• 24/7 access & global reach

• Low costs

• Constant Updating

• Information sensitive business

 Demerits

• Security

• Competition

• Cost of providing products & services

• Outdated information

• Information overload
 INTERNET BUSINESS MODELS
Primary Secondary Examples
Revenue Revenue

Aggregator E-Commerce Advertising Amazon

Portal Advertising E-Commerce Yahoo!

INTERNET MARKETING
- MARY LOU ROBERTS
 AMAZON STORY
 Core Business – Online Retailing
 Created the first affiliate Program
 Amazon success is based on
– lower prices
– availability
– search tools
– product information

INTERNET MARKETING
- MARY LOU ROBERTS
 Amazon’s Revenue Generation
Product Category Selling Fee Percentage

Pricing Plans: Beauty 15%

1. Individual Plan
Books 15%
2. Professional Plan
Camera & Photo 8%

Consumer Electronics 8%

DVDs & Videos VHS 15%

AMAZON.COM
YET ANOTHER HIERARCHIAL OFFICIOUS
ORACLE
• Founded by Stanford graduates jerry yang and
David Filo in 1994

• Incorporated on march 2, 1995

• Headquarters in Sunnyvale, California

WIKIPEDIA.COM
  “YOU” Campaign
• Is focused on the personalization of its homepage and products
• The campaign has a budget of more than $100 million
• Includes tag lines such as:
– “It’s time to get personal”
– “The new Yahoo lets you do it your way every day.”
– “It’s you!” featured online and through a variety of other
mediums such as TV, print and radio.

PAIDCONTENT.ORG
THE ECONOMICS OF CONTENT
  YAHOO Revenue Generation

1. Pay – per – click

2. Cost – per - impression

YAHOO.COM
 Retaining Customers

• Display testimonials from satisfied customers

• Provide useful information on your site
• Give consumers an easy way to contact you.
• Use real photographs.
• Over-deliver wherever possible.
• Keep relevant communication flowing.

E-MARKETING
- J STRAUSS
BASIC FACTS

www.comscore.com
4 I’s of Internet Marketing

I
NTERACTIVE
NFORMATIVE
MMEDIATE
NVOLVING

INTERNET MARKETING
- MARY LOU ROBERTS
 Internet user segments
 Connectors
Simplifiers
Routiners
Surfers
Bargainers
Sportsters
INTERNET MARKETING
- MARY LOU ROBERTS
Internet users and penetration

(In millions)

www.emarketer.com
 Social Networking sites
(In thousands)

08 09 % Change

Social Networking 12,795 19,369 51

Orkut 7,123 12,869 81

Facebook.com 1,619 4,044 150

www.comscore.com
 Indian Trends
• 40% of the net ads are from the Financial sector
• 20% from FMCG
• 15% from consumer durables
• 10% from media
• 15% others
Financial sector
FMCG
Consumer Durables
Media
Others

Indian online association

2009
 Event-Driven Marketing

• Amazon’s 10th anniversary offer

INTERNET MARKETING
- MARY LOU ROBERTS
BMW HIRE
 Portal Relationships
• yahoo and autotrader.com

INTERNET MARKETING
- MARY LOU ROBERTS
 Social networking sites
UNILEVER’S SUNSILK WEB CAMPAIGN ON MY
SPACE

• “Life Can’t Wait”

• designed to bolster brand loyalty
• A contest was held
• Women were asked to post their story on how
sunsilk changed their lives
INTERNET MARKETING
- MARY LOU ROBERTS
 Boo.com

• Establishment of boo.com

• Need for such site

• Major flaws committed

• Lessons learnt from this case

Brand Failures
Matt Haig
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