E-COMMERCE

&
DIGITAL MARKETING
SY – MASTERS

PROF. KINNARIE SINGH

 CHAPTER 12 -
INTRODUCTION TO
ONLINE MARKETING
E-MARKETING

■ It refers to the application of marketing principles & techniques via electronic media &
more specifically the Internet.

Why is it important?

■ Reach

■ Scope

■ Interactivity

■ Immediacy
ADVANTAGES OF ONLINE
MARKETING
Low cost
No geographical barrier
Open for 24*7 (365 days)
Product reach with accurate information
Helps in creating credibility & gain trust & confidence of the customers
Helps in updating the subscribers through a fast mode of e-mails
Sensitive business information can be sent directly to the customers online
Increased ability to measure & collect data
DISADVANTAGES OF ONLINE
MARKETING
Outdated Information

Visitors are always looking for offers

Lot of competition in the market

 CHAPTER 13 -
TOOLS OF ONLINE
MARKETING
SEM – SEARCH ENGINE
MARKETING
■ Paid Search – it includes PPC

■ Organic Search – focus on SEO

PPC – PAY PER CLICK

■ They are to be paid purely on the performance basis, i.e. when the ad is clicked on.

■ Advert positioning is based on bidding system. The highest bidder gets the highest ad
placement.
SEO – SEARCH ENGINE
OPTIMIZATION
■ SEO is about optimizing websites to achieve high rankings on the Search Engines for
certain selected key phrases.

■ It is organic optimization.

■ SEO involves making changes to the HTML code, content & structure behind your
website, making it more accessible for Search Engines, & by extension, easier to find by
users.

■ It is cost effective way of generating new business to your site.

ONLINE ADVERTISING

■ It is strongest on – adverts on websites, email, newsletters & other electronic

publications & is generally paid for a Cost Per Acquisition (CPA) basis.
AFFILIATE MARKETING

■ It uses affiliate partner websites to display your adverts & pays them a Cost Per
Acquisition (CPA) basis.

■ Advertisers earn a commission on sales generated.

VIRAL MARKETING

■ Word of mouth in an electronic context

■ Self-replicating distribution techniques

■ Exponential growth in campaign reach

■ Viral marketing uses connectedness of the Internet & the social networks characteristics
of electronic communication to build brand awareness exponentially.
ORM – ONLINE REPUTATION
MANAGEMENT
■ It means monitoring what`s being said about you.

■ It also means responding.

WebPR

■ It allows PR to reach its fullest expression because the potential for getting your brand
but there is limitless.
EMAIL MARKETING

■ It is very powerful & cost effective, highly targeted, customizable, measurables & best
of all, takes advantage of consumers most prolific touch point with the Internet, their
inbox.

■ It is about creating, building up & capitalizing on the relationships you build with your
clients.
CONVERSION OPTIMIZATION

■ Analyze: ■ Optimize:

– Website usability – Minimizing the drop rate & making the

– Site analytics most of the traffic.

– Lower CPA & a better ROI

– ROI of each e-marketing techniques

– Split & multivariate testing ■ Testing:

– Constant tweaking & testing for fine tuning

 CHAPTER 14 -
BLOGGING / PODCASTS &
VODCASTS
BLOGGING

■ Blog is essentially a website typically driven by a content management system which

features articles & comments on the blog posts.

■ RSS (Really Simple Syndication) eliminates the need for the user to constantly check a
site or blog to see if it has been updated. Feed reader automatically does this for them
by constantly monitoring the potentially hundreds or even thousands of blogs &
websites without having to spend the time visiting each one to check for fresh content.
PODCAST

■ It is described as “push” audio content.

■ It is essentially downloaded audio files intended for listening on the move.

VODCAST

■ Video on Demand files online via RSS feeds.

■ Inorder to publish a vodcast, video files have to remain on the server & special
enclosure tags must be used in an RSS feed.

■ The format of the file is different than the regular video files.
CHAPTER 15 -
SEO & SEM
WHAT SEO DOES?

■ Identifies key phrases to target, based on search popularity or frequency of those terms
■ Creates accessible content to target those key phrases
■ Builds links to lead Search Engine spiders to the content
CREATING RELEVANT CONTENT

■ Search Volume (indication of the Competitiveness

popularity of a search term)
SEO strategists needs to make these
Some useful Keywords tools include: decisions based on the ratio of searches to

– Keyword Discovery competitors & decide on its viability

considering that particular terms
– Wordtracker
propensity to convert.
– SEObook Keyword Tool

– Digital Point
CREATING RELEVANT CONTENT

■ Propensity to Convert

– Use your content to create an obvious site theme

– Create a hierarchical structure of supporting content, again reinforcing the

theme

– Better quality of your content

– Conversion is your website`s ultimate goal.

ON PAGE INDICATORS OF
RELEVANCE
Meta Data
■ Meta Keywords
■ Meta Description
Title Tags (primary indicators of what your webpage is about)
Header Tags (used to create a hierarchical page structure & act as an indicator of page
theme)
Keyword Density (measure of how many times your key phrase occurs on your page in
relation to total number of words)
Bolding / Strong & Italics / Emphasis
Alt Tags for Images (alt tags to describe the images)
Bullets (easy to conveyr your point quickly & concisely)
SEM – SEARCH ENGINE
MARKETING
■ SEM is the process of gaining website traffic by purchasing ads on search engines.
■ SEM is used to refer to paid listings, with the longer term of search marketing used to
encompass both SEO & SEM.
 CHAPTER 16 –
PAY PER CLICK & OTHER
SEM METHODS
PPC – PAY PER CLICK

PPC is an advertising system offered by Search Engines in which an advertisers pay for
each click on their advert.
■ Search targeted – it refers to search engine results pages.
■ Content targeting - it refers to PPC adverts being displayed on content pages.
PPC STRATEGY

PHASE 1: INITIAL PLANNING

■ Define your goal - PPC Golden Rule: clearly defined goal from PPC.

PHASE 2: RUNNING THE CAMPAIGN

■ Campaign structure – ensures your budget & stats are correctly focused
■ Keyword selection – should contain the right balance of cost & relevance & should be
considered alongside your SEO keyword selection
■ Ad wording – which needs to communicate to the right market & contain as much
detail about what you are offering in as few characters as possible.
■ Tracking – which involves deciding what customer behaviour is important to you.
PPC STRATEGY

PHASE 3: TESTING & OPTIMISING

■ Keyword Management – identify your priority keywords & spend your budget & time
on it.

■ Advert Management – test tone, wording, structure, offer details, display URLS. Test
both click-through rate & conversion rate as they both affect your campaign
performance.

■ Campaign Management – PPC keyword research can offer great insights in finding
new ways to package or market your product.
PPC ADVANTAGES OVER OTHER
MEDIUMS
■ You only pay for what you get
■ You only spend what you can afford
■ Accurate targeting
■ Nobody is too small or too niche
■ Fast set up & immediate results
■ Accurate tracability
OTHER METHODS OF
ADVERTISING
■ CPM (Cost Per Thousand) – This is the amount you will pay the ad-network or
website publisher to show your ad a thousand times on their website or across their ad-
network.
■ CPC (Cost Per Click) – It is how much you pay the ad-network or website every time
a visitor clicks on your banner.
■ CPA (Cost Per Action) – The action could be any of the following types of action –
CPR (Cost per Registration) or CPS (Cost Per Sale)
■ CTR (Click Through Rate) – It is the percentage rate at which people click on your ad
banner.
■ CPL (Cost Per Lead) – Total cost of online advertisement campaign divided by the no.
of leads generated.
■ CPS (Cost Per Sale) – Cost paid per sale generated from an online advertisement or
affiliate link.
 CHAPTER 17 –
EMAIL MARKETING
EMAIL MARKETING

■ Purpose: to build virtual relationships with existing & potential customers

■ Benefits: Maximize the retention & value of these customers, which should ultimately
lead to greater profitability.
EMAIL MARKETING CAMPAIGN
STAGES
STEP 1: STRATEGIC PLANNING
■ Planning through the goals you will need to achieve.
■ Types of commercial emails:
– Promotional Emails – are more direct & are geared at enticing the user to take
action through purchase or sign up.
– Retention Emails – take the form of newsletter & may include promotional
messages.
EMAIL MARKETING CAMPAIGN
STAGES
STEP 2: LIST BUILDING & MANAGEMENT
■ Inhouse list cultivated over time.
■ The list should contain people who are prospects, customers or potential evangelists of
your business.
STEP 3: CREATIVE EXECUTION
Valuable content is informative & progressive & should address the problems & needs of
readers.
EMAIL MARKETING CAMPAIGN
STAGES
STEP 4: DESIGN
■ Common problems:
– Length of the email
– Dis-organized structure of information
– Readability of text (colour / font)
– Load time
STEP 5: NEWSLETTER COMPONENTS
■ Components
– Subject lines are essential
– “To”, “from” & “reply” fields are important
– Personalization should be a standard practice
EMAIL MARKETING CAMPAIGN
STAGES
STEP 6: DEPLOYMENT
■ Delivering emails at correct & consistent times
STEP 7: TRACKING & REPORTING
■ Measurable contributes to check the performance:
– Subscriber growth / decline
– Click through rates & conversion
– Feedback & Interaction Handling
– Split testing
 CHAPTER 18 –
AFFILIATE MARKETING
PARTIES INVOLVED

■ The merchant: individual or company that wants to sell its service or product.
■ The Affiliate: Individual or company that allows their website to be used for the
marketing of the merchant`s product.
NO REFERRAL, NO REWARDS!

■ Pay per performance model of advertising.

– CPL (Cost Per Lead)
– CPA (Cost Per Acquisition)
KEEPING THE TRACK

■ Basic data to track includes:

– The no. of impressions
– The no. of clicks
– The no. of conversions
– The price of the sale & which product was sold
ADVANTAGES

To the Merchant
■ Reaching a larger online audience by advertising on many sites
■ Free branding on affiliates websites
■ Not paying for advertising unless a lead or sale has occurred

To the Affiliate
■ Earning regular revenue through the website without having to sell anything themselves.
■ Access to advertisements & a tracking system
■ Advice & support on how to run & improve the campaign
 CHAPTER 19 –
WEBPR & ONLINE
REPUTATION MANAGEMENT
ONLINE REPUTATION
MANAGEMENT
■ ORM is where people talk about your companies online.
■ It involves monitoring the internet conversations about your brand & even your
competitors brands.
ROLES TO RECOVER FROM AN
ONLINE BRAND ATTACK
■ Humility
■ Listen
■ Act Immediately
■ If what they`re saying is false….
■ If what they`re saying is true…
■ Keep the negative pages out of the search engines
■ Maintain communication
■ Engage in conversations
■ Care
■ Be prepared
 CHAPTER 20 –
VIRAL MARKETING
VIRAL MARKETING

■ Viral campaign would only serve the purpose of presenting information in am anner that
it reaches out to everyone in one short lived effort.

■ It will trigger mass psychology & cause a general sentiment ruling out the personalized
intent of true PR.
HOW DOES VIRAL MARKETING
WORK?
■ The incentive to participate
■ Easy Forwarding
■ Design of Message & Incentive
ONLINE ADVERTISING

■ Objectives:
– Building brand awareness
– Creating consumer demand
– Informing consumers of your ability to satisfy that demand
– Driving traffic & sales
PAYMENT MODELS

■ CPM or CPI (Cost per Thousand or Cost Per Impression)

■ CPC (Cost Per Click)
■ CPA (Cost Per Acquisition)
■ Flat Rate (Fixed cost per month)
CHAPTER 21 –
SOCIAL MEDIA
MARKETING
SMM - SOCIAL MEDIA
MARKETING
■ SMM is a form of internet marketing that implements various social media networks in
order to achieve marketin communication & branding goals.
SMM PROCESS

STAGE 1 – Start with a Plan

■ Create a SMM plan & brainstorm about your goals.
STAGE 2 – Developing your Goals
■ Create goals such as:
– Increasing website traffic
– Building conversions
– Raising brand awareness
– Creating brand identity & brand association
– Improving communication & interactions with audiences
STAGE 3 – Know your Platform
ADVANATAGES &
DISADVANTAGES
Advantages Disadvantages
■ Large audience ■ Negative feedback
■ Free to create ■ Potential for embarrassments
■ Encourages sharing ■ Time intensive
■ Increases brand loyalty
■ Uncovers valuable insights
 CHAPTER 23 –
WEB ANALYTICS &
INCREASING WEB TRAFFIC
WEB ANALYTICS

■ It is the process of analyzing the behaviour of visitors to a website.

■ It enables to attract more visitors, retain or attract new customers for goods & services
or to increase the rupee volume each customer spends.
FEATURES FOR COMPARISON

■ Traffic
■ Referrals
■ Report Stat Intervals
■ Events
■ Visitor details
■ File exporting
■ Tech / support help
WEB TRAFFIC

■ It is the number of people visiting as well as purchasing services or products being

offered.

■ Types of website traffic:

– Free or Organic – generated through optimizing your blog, content or website for
search engines. Generated through social media by linking your sites to social
media platforms.

– Paid – involves making payments to have traffic diverted to your site i.e. PPC.
ADVANATAGES &
DISADVANTAGES – FREE TRAFFIC
Advantages Disadvantages
■ It is free ■ Free traffic can be time wasting if not
well managed
■ It is less demanding
■ Success is not guaranteed
■ Traffic flow can continue long after
you have stopped the campaign
ADVANATAGES &
DISADVANTAGES – PAID TRAFFIC
Advantages Disadvantages
■ You get traffic fast ■ Costly
■ It is easier to reach your target market ■ You may have to wait.