INTERNET (ONLINE) MARKETING BASICS

UNIT - 6

Electronic Commerce [ITC 206]BBA 6th Semester

PRIME COLLEGENAYABAZAR, KATHMANDU

NEPAL

- Hem Sagar Pokhrel

Marketing ?

Advertisement ?

2

a notice or announcement in a public medium

promoting a product, service, or event or

publicizing a job vacancy.

ADVERTISEMENT

noun

the action or business of promoting and selling

products or services, including market

research and advertising.

MARKETING

noun

"Marketing might be defined as everything an organization

does to facilitate an exchange between itself and its

customers/clients. Advertising is just one of many

marketing activities."

"Marketing is the sum total of all impressions and advertising

is part of the impressions that must be managed. And, of

course, advertising has a hard dollar cost associated."

- Kathleen Micken, professor of marketing, Roger Williams University

- Steven R. Jolly, owner - SRJ Marketing Communications, Dallas, Texas

Marketing is the way in which you convince potential buyers that you have

the right product for them, advertising is how you communicate to them

the existence of that product.

TYPES OF MARKETING

Online

(Internet)

Offline

(Traditional)

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TYPES OF MARKETING

1. Online or Internet Marketing

2. Offline or Traditional Marketing

The point of marketing is to increase business visibility,

no matter if you do it online or offline. But that

advertising is handled different depending on if you are

doing traditional advertising or internet marketing.

For example, when you are advertising offline, your

focus is going to be on print ads, radio jingles and

television spots. The goal is to boost brand visibility and

to ensure people know your product is out there when

they head on out to the stores.7

Offline Marketing Offline marketing is the process to create brand awareness and

reach till target customer to satisfy their needs and want

without using internet as a medium.

In many occurrences, individual adopt marketing mix strategy

for their business promotion.

The entire plan behind offline promotion is to obtain leads,

when there is no website for your business.

There are many forms of offline marketing strategies such as

through print media as well as non print media.

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Offline Marketing Medias includes

Television

Radio

Brochure

Flyers

Banners

News papers

Pamphlets

Posters

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Online Marketing Online marketing is the process to catch the attention of

potential customers for business through particular banner,

articles, video, images, flash animation etc. using internet.

Marketing activities or information are planned as an elegant

tempt to the visitors in which particular website of business

wants to attract.

This information is particularly placed on main page or front

page of website to reach key audiences.

It has many ways to be done possible to get traffic for business

through online marketing principles.

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Online Marketing Media includes

Website/Blog

Social Media

Email Marketing

Search Engine Marketing

Content marketing

Video Blogging

Online classifieds

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Online and offline Marketing | Differences

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Online and offline Marketing | Differences..

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Fundamental Difference If we advertise in local newspapers:

Cost: is dependent of space and place ads on the front page,

middle, or rear.

Reach: as many people who read the local newspaper, a maximum

number of printed newspapers.

If we advertise on the web site:

Cost: The cost of web development, web hosting, domain (if you

develop and design your own website) and Search Engine

Optimization.

Reach: as many people connected to the Internet and view our site.

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Total number of internet users

worldwide.. ?

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Number of internet users in

Nepal.. ?

30 % of world’s population | More than 2 billion

44.11% | 11,687,819 Internet subscribers

as of MIS Report by NTA (November 2015)

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Tools for online Marketing

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Search Engines

Social Media Marketing

Email Marketing

SEARCH ENGINES

A program that searches for and identifies items in a database

that correspond to keywords or characters specified by the

user, used especially for finding particular sites/resources on

the World Wide Web.

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A search engine is really a general class of programs, however, the

term is often used to specifically describe systems like Google, Bing

and Yahoo!

Search Engine Marketing Search engine marketing, which is perhaps more commonly

referred to by its acronym “SEM”, is a term that describes

processes that can be taken to help gain visibility and traffic to

the products or services or web sites as a whole on search

engines result pages(SERPs)., primarily through paid

advertisements.

Search engine marketing is a very broad term that refers to a

number of other different activities, such as:

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Search engine optimization (SEO)

Managing paid listings in search

engines (primarily pay per click, or

PPC)

Social media marketing

Search retargeting

Submitting sites to search engine

directories

Describing the development of

many different online marketing

strategies

Search Engine Marketing There are millions upon millions of websites on the Internet,

many of which may be similar to yours, sell the same products

as yours, and may be a competitor of yours.

Through all of the above methods – SEO, PPC, social media

marketing, search retargeting, etc. – you are allowing your

website to stand out and scream, “HEY! I’M WHAT YOU’RE

LOOKING FOR!”

All of the above methods are ways that increase your ranking

in search engines so that rather than being on the last search

result page of Google or Yahoo!, you’re on page 5, 3, or

possibly even page 1. 20

Search Engine Marketing If you do a search in Google, the left-hand side results are

natural, organic listings that will appear when a certain keyword

is entered into a search query.

On the right hand side are the paid advertisement results that

are linked to that keyword, like the Pay Per Click

advertisements.

Both of these are essential in driving traffic to your website,

especially both organic listings and paid listings (i.e. listing your

site to search engines’ directory) are a very economical way to

get people to your site.21

Search Engine Marketing Concept of SEM is simple: when a customer or a business person

searches the web through either a text box or by clicking through a

directory hierarchy, he/she is in hunt mode. This psychological state is

unique because it signals to the search engine (and to marketers) that

the person is looking for the information, often of a direct or indirect

commercial nature.

To put it simply, SEM is anything that you can do to help improve your

site’s ranking in search engines, like Google or Bing, as well as the

amount of traffic you receive from those search engines.

This is particularly important, as over 70% of all new visitors will find your

website just by performing a search query through a search engine.

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Search Engine Marketing | Tips

• If you want to be successful in SEM, then you need to come

up with a plan. Some points to consider are:

Who is your target audience? You need to do your research and find out

who will actually want to visit your website before you really delve into

your SEM plan.

Update your site or blog regularly!

Get yourself some quality tracking software, and continue to track your

site’s performance.

Continuously test your keywords and see which ones work best.

Always add fresh content to your site(avoid plagiarism), and continually

improve your web design.23

Search Engine Marketing | Tips Get the proper tools. Keyword analysis tools to find how well certain

keywords are performing is obviously of the utmost importance, but

other tools like web analytic tools and HTML tools are important, too.

Begin building partnerships with people on blogs, forums, and other

websites and start building up your links. This will give you a great

boost in the search engine rankings

Expand beyond your website. Do some video marketing or vlogs and

post them on YouTube. Put pictures up on Flickr. If you don’t have a

blog, get one. And submit articles to article submission sites, like eHow

and About.com. Add a link to your website along with each of the

above.24

Search Engine MarketingTo conclude:

Search Engine traffic is non-intrusive method of marketing.

Searchers are on a mission- “It’s just in time marketing”.

Search Engine Traffic originates from voluntary, audience-driven

search behaviour.

Audience-driven means that the visitors to your business from

search engine result page link have not only selected your

content from among your competitors/peers but also their search

query that resulted in your content being shown.

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SOCIAL MEDIA MARKETING(SMM)

Social media marketing (SMM) is a form of Internet marketing

that utilizes social networking websites as a marketing tool.

The goal of SMM is to produce content that users will share with

their social network to help a company increase brand exposure

and broaden customer reach.

Some examples of social media sites and applications include

Facebook, YouTube, Del.icio.us, Twitter, Digg, blogs and other

sites that have content based on user participation and user-

generated content (UGC).

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SOCIAL MEDIA MARKETING

Social Media Marketing seeks companionship with customers that have

similar interests via social media avenues so as to develop a long

lasting relationship and as a result, drive more revenues.

There are a wide range of Social Media tools, websites and resources

available…from the highly visible and popular such as Facebook and

Twitter through to niche communities such as Stumbleupon or

Digg…each with their own nuances and requiring a unique finesse.

To succeed, you need an overall Social Media strategy, a tactical plan

and a Social Media partner who can help guide and implement the

Social Media component of your broader marketing plan.

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SOCIAL MEDIA MARKETING

SMM seek to develop and integrate marketing concept with other

approaches to influence behavior that benefit indeviduals and

communities for the greater social good.

SMM practice is guided by ethical principles.

It seeks to integrate research, best practice, theory, audience and

partnership insight to inform the delivery of competition sensitive and

segmented social change programs that are effective, efficient,

equitable and sustainable.

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SOCIAL MEDIA MARKETING

SMM can help with the no. of goals, such as:

Increasing website traffic

Building conversions

Raising brand awareness

Creating a brand identity and positive brand association.

Improving communication and interaction with key audiences.

Only by establishing these goals can you measure your social media

ROI.

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SOCIAL MEDIA MARKETING | TIPS

Planning: building SMM plan is essential. Consider keyword research

and brainstorm content ideas that will interest your target audience.

Content is King: When it comes to Social Media Marketing, Content will

be everything. Make sure you are offering valuable information that

your ideal customers will find interesting. In addition to classic text

based content add videos, images, and infographics.

Consistence brand image: Core identity of your brand should remain

consistent across all social media platforms including Facebook,

LinkedIn, Twitter, Pinterest, Instagram, StumbleUpon, Google Plus and

so on.

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SOCIAL MEDIA MARKETING | TIPS

Blog: Blogging is a great SMM tool that lets you to share a wide array of

information and content with readers. Your company blog can also serve as

your social media marketing blog, in which you blog about your recent social

media efforts, campaign, contests and events etc.

Links: If other sources provide great, valuable information you think your target

audience will enjoy, don’t hesitate to link them. Such links will improve trust and

reliability, and you may even get some links in return.

Track competitors: It’s always important to keep an eye in your competitors-

they can provide valuable data for keyword research, where to get industry

related links, and other SMM insights. If your competitors are using other social

media then do the same with better approach.

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SOCIAL MEDIA MARKETING | TIPS

Measure Success With Analytics: Without tracking data, you won’t be able to

measure success of your SMM campaign. Google analytics can be of useful

tool for analysing and tracking your campaign.

Also, attach tracking tags such as #HashTags to your SMM campaign so that you

can properly monitor them.

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EMAIL MARKETING Email marketing is directly marketing a commercial message to

a group of people using email. In its broadest sense,

every email sent to a potential or current customer could be

considered email marketing.

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Broadly, the term is usually used to refer to sending email messages

with the purpose of enhancing the relationship of a merchant with its

current or previous customers, to encourage customer loyalty and repeat

business.

It helps in acquiring new customers or in convincing current customers

to purchase something immediately, and companies can also add

advertisements to email messages sent to their customers.

E-MAIL MARKETING

Along with the power of email comes the abuse of email,

commonly known as spam.

Is spam email considered marketing? Technically, the

answer is probably yes, but it is certainly not responsible

email marketing.

Email spam is actually a major threat to legitimate email

marketers, as a it could make the entire email medium less

effective.

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E-MAIL MARKETING TOOLS “MailChimp”, “My Emma”, “GraphicMail” and “Constant Contact”

are some widely used email marketing tools.

Email marketing tools helps to manage tasks such as

Formatting email message.

Designing e-mail newsletters.

Handling an auto-responder.

Managing subscription for your client.

Sending of emails to your potential customers.

Sending out follow-up emails.

Integrate your marketing with associated SM account and other websites

that you own. 35

SOME ESSENTIAL TERMS

What is an email blast?

Single sending of many electronic messages to many people at the

same time: We sent the sale announcement in an email blast to all

customers.

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What are transactional emails?

Transactional emails are sent to one person as a result of an action

triggered by the user. These are automated notifications such as

welcome emails, shipping notices, order confirmations, password

reminders, purchase receipts, etc.

ISSUES WITH ONLINE MARKETING

Internet Access

Marketing strategies on the

web

Web design

Attracting visitors to your

site

Virtual societies

Localization

Promoting your e-business

Banner and Campaigning

Online measurement

One to one marketing

Direct Marketing

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LEGAL ISSUES WITH ONLINE MARKETING

Three key legal issues that online marketers should

know:

1. Privacy and Data collection

2. Intellectual Property

3. Advertising

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1. Privacy and Data Collection

It may seem simplistic to point out that before you can send

marketing emails or messages, you need to collect the contact

information of your customers or potential customers.

Yet, the actual process of collecting the information is far more

complex than it seems, particularly if you’re trying to collect it in

a legally compliant manner.

Most jurisdictions around the world have privacy legislation in

place that requires you to notify people before you collect their

personal information.

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2. Intellectual Property Rights

The next legal issue to consider as a marketer is intellectual

property. First, you want to protect your own intellectual

property, such as trademarks and copyright.

Second, you want to ensure that you don’t infringe on the

intellectual property of others.

Let’s take a look at the main types of intellectual property

protection area. Trademark

b. Copyright

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a. Trademark

If you are sending out marketing emails or contacting people

with flyers or advertisements, the first thing you will need to

protect is your brand or logo.

Registering a trademark gives you the exclusive right to use

a specific word or words, name, design, or logo in

connection with specific goods or services. It is valid for 10

years and is renewable if certain requirements are met.

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b. Copyright

If you use original marketing language on your website or text in

emails, you may want to copyright that text. Copyright relates to

authorship of original works, including literary, dramatic, musical,

artistic, architectural, and a broad range of other works.

If you work with any third parties who write your marketing copy or text

for you, ensure that their work is checked for plagiarism. You don’t

want to infringe on someone else’s copyrighted work when sending

out your emails or newsletters.

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3. Advertisement

Advertisements and marketing messages must not mislead consumers

or unfairly affect consumers’ behavior or decisions about the product or

service.

Unfair or deceptive advertising is prohibited, which means that any

marketing must tell the truth and not leave out any relevant information

that a consumer would be interested in.

Be careful with any comparative advertising or marketing. If you don’t

compare products fairly and transparently, you may be breaching

advertising standards.

Check the wording of your marketing messages carefully and ensure

that someone outside of your marketing team (such as someone from

your legal team) has a quick look at what your message is saying. 43

References Ravi Kalakota and Andrew B Whinston, Frontiers of Electronic Commerce (PEARSON 12th

Impression 2011).

Three Key Legal Issues Online Marketers Need to Know About (Kissmetrics Blog)

https://blog.kissmetrics.com/legal-issues-facing-online-marketers/ [Accessed Date: 8/20/2016]

An introduction to E-Commerce by Dilli Prasad Sharma and Hiranya Bastakoti, 1st Edition,

2011

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•Thank You !• Stay Connected:

Hem Sagar PokhrelFaculty Member

Computer Science & IT Department

Prime College

Kathmandu, Nepal

www.np.linkedin.com/in/geeksagar

www.facebook.com/geeksagar

www.twitter.com/nepalisagar

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