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    Online Marketing

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    Bhuwan Gupta
    Assignment on principles of management

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    Online Marketing

    Uploaded by

    Bhuwan Gupta
    3 views31 pages
    Assignment on principles of management

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    Assignment on principles of management

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    3 views31 pages

    Online Marketing

    Uploaded by

    Bhuwan Gupta
    Assignment on principles of management

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 31

    ONLINE MARKETING

    Submitted By :-

    Narayan Dutt
    Roll No. – 06
    University Roll No. – 21025504188

    Bhuwan Gupta
    Roll No. – 11
    University Roll No. – 21025504079

    Submitted to :-
    Prof. Sushma Mam
    Hansraj College
    University of Delhi
    ▣ 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
     INTERNET USER IN WORLD
     Types of Online Marketing

    • Email Marketing
    • Blogging
    • Pay per Click (PPC) Marketing
    • Social Media
    • Digital Marketing
    • Viral 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
    you’re trying to sell
    ▣ 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
    ▣ You have to pay for PPC ads.
    ▣ You target certain words and then when those
    words are searched for on a search engine such as
    Google your ad will appear.
    ▣ But you do have to pay every time your ad is clicked
    on.
    ▣ You need to make sure you do your homework and
    find out how to effectively use PPC.
    ▣ Otherwise you can easily lose a lot of money in a short
    amount of time.
    ▣ But if you do learn how to use PPC effectively then you
    can make a lot of money just as fast
    ▣ Social media is very popular right now and it’s only
    getting more popular

    ▣ You can tap into that popularity by using social media to


    sell your products

    ▣ Just make sure you don’t SPAM people. In fact, you


    shouldn’t use any social media to directly sell anything

    ▣ Just use social media to direct people to


    other sites where you can then hit them with a
    sales pitch
    ▣ 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.
    ▣ 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.
    AIDA Model

    ▣ A – Awareness
     Initial point where your brand and/or
    business is recognised and acknowledged.
    ▣ I – Interest
     Generating thoughts and discussion about
    your brand.
    ▣ D – Desire
     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.
    Rank Company Name
    1 Vodafone
    2 Bharti Airtel
    3 Hindustan Unilever
    4 Cadbury
    5 Coca-Cola India
    6 PepsiCo
    7 ITC
    8 Sony India
    9 Tata Motors
    10 Samsung Electronics
    11 Nokia
    12 Idea Cellular
    ▣ 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
    ▣Pull
    marketing:
    ◾ Websites and blogs are pull strategies
    ◾ Build websites & Blogs
    ◾ Company’s 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.
    ▣ 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
    ▣ One to one approach
    ▣ Cater to specific interests
    ▣ Different content by choice
    ▣ Geo- marketing
    ▣ Relatively inexpensive
    ▣ Global business
    ▣ Measuring statistics is easy
    ▣ Accountability
    ▣ Illegal or unethical practices

    ▣ Physical demonstration and needs to be


    tangible

    ▣ Transparency

    ▣ Cost of Hardware
     Governance, laws and regulations
     Cultural issues
     Lack of technical infrastructure
     Marketing philosophies & channels
     Online shopping worries
     Fear factor
     Unreliable delivery mechanisms
     Credit card fraud and usage:
    ▣ 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
    Case Study
    INTRODUCTION

    The "Share a Coke" campaign by Coca-Cola was a very


    successful online marketing effort that tried to get to know
    consumers on a personal level. People were asked to share
    their experiences on social media using the hashtag
    #ShareACoke and famous names were printed on Coca-
    Cola bottles as part of the campaign. The goal of the
    campaign was to give people a sense of being unique and
    help them feel more connected to the brand.
    Objectives
    • Boost brand engagement : The goal of the campaign was to get
    people more involved by getting them to share their custom Coca-
    Cola bottles and stories on social media.

    • Generate social media buzz : Coca-Cola wanted to get a lot of user-


    created content and conversations going on social media sites.

    • Increase brand loyalty : The campaign’s goal was to make people


    feel more connected to and loyal to the Coca-Cola brand by putting
    popular names on the bottles.

    • Drive sales : In the end, the goal of the campaign was to boost sales
    of Coca-Cola by making people excited about and want to collect the
    personalized bottles.
    Strategies
    • Customized bottles : Coca-Cola put the names of famous people on
    their bottles, so people could find their own names or the names of
    people they cared about. The goal of this method of personalization was
    to make a strong emotional connection and get people to talk about
    their experiences.

    • Social media integration : Coca-Cola actively encouraged people to


    share photos and stories about their personalized bottles on social
    media sites with the hashtag #ShareACoke. This strategy took advantage
    of user-generated content and the power of sharing on social media.

    • Influencer collaborations : Coca-Cola worked with influencers and


    celebrities who shared their own personalized bottles and experiences
    on social media. This made the campaign’s reach and impact even bigger.
     Results
    • Massive social media engagement : The #ShareACoke hashtag
    was used in millions of posts and interactions during the campaign,
    which led to a lot of user-generated content on social media sites.

    • Brand visibility : Because of the personalized bottles and user-


    generated content, the campaign got a lot of attention from the media
    and went beyond traditional marketing channels.

    • Increased brand loyalty : The campaign gave people a sense of


    personal connection and emotional attachment, which made them
    more loyal to the brand and made them feel good about it.

    • Sales impact : Coca-Cola’s sales went up because of the “Share a


    Coke” campaign. There was more demand for personalized bottles,
    and overall sales went up.
    Key Takeaways
    • Consumers respond positively to customization : The personalization
    strategy of the campaign hit a nerve with consumers, giving them a sense
    of ownership and making them feel closer to the brand.

    • User-generated content drives engagement : By asking customers to


    share their experiences on social media, a huge amount of user-generated
    content was created, which increased engagement with the brand and
    made it more visible.

    • Using influencers increases reach : Partnering with celebrities and


    people with a lot of influence helped the campaign reach more people and
    create more buzz and excitement.
    Conclusion

    In the end, Coca-Cola's "Share a Coke" campaign was a success


    because it used online marketing techniques to give customers
    a personalized and interesting experience. The campaign's
    focus on personalization, integration of social media, and
    partnerships with influencers led to more brand engagement,
    loyalty, and, in the end, sales. The success of the campaign
    showed how important it is to appeal to the emotions of
    consumers, use user-generated content, and personalize
    marketing.

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