basics of online marketing

1. Introduction to Online Marketing

2. What is Online Marketing?
 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

3. Internet Users By Country

4. Methods and Channels

5. Email Marketing
 Email marketing promotes products through
the use of email
 There are 2 main ingredients to an effective
email marketing campaign
1. Build a large list of people to email
2. Write great emails
 The emails should be packed with free value
and they should move people to buy what
you’re trying to sell

6. Blogging
 Blogging is an important and crucial marketing trend
that has brought a huge change to societies.
 Blogger was launched in 1999 by three friends.
Blogging as a marketing tool has increased over the last
decade
 Businesses, companies and celebrities now use
blogging systems for promotion

7. Pay Per Click Marketing
 Businesses pay for PPC ads.
 Certain words are “targeted“ and then when those
words are searched for in a search engine such as
Google the ad will appear.
 Businesses pay every time the ad is clicked.
 It is important to research and find out how to
effectively use PPC.
 PPC used effectively can create very effective traffic.

8. Social Media Marketing
 Social media continues to be very popular and all
evidence points to continued growth
 Businesses can tap into that popularity by using social
media to sell their products
 SPAM however has negative impacts. In fact, businesses
shouldn’t use any social media to directly sell anything
 Use social media to direct people to another other site
where you can expose them to a sales promotion

9.  In the context of the Internet, this is the promoting
of brands using all types of online and offline digital
advertising to reach consumers
 This includes video channels, Internet Radio, mobile
phones, in app advertising, specialized apps,
display or banner ads, digital outdoors, and any
other form of digital media.
Digital Marketing

10.  Marketing techniques that use shares on social
networks to produce an increase in brand awareness or
achieve other marketing objectives (such as product
sales) through a “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 posts, video clips, interactive Flash
games, ebooks, images, or text or twitter messages.
Viral Marketing

11.  Awareness
Initial point where your brand and/or business is recognised and
acknowledged.
 Interest
Generating thoughts and discussion about your brand.
 Desire
Communicate your messages through the use of social media and
email marketing.
 Action
The stage where the conversion is complete and back to the
'interest' stage to retain them. Your website is responsible for this
stage.
AIDA Model for Marketing

12. Online Marketing Worldwide

13.  PUSH Marketing is a promotional strategy where businesses attempt to take their
products to the customers. The term push stems from the idea that marketers are
attempting to push their products at consumers. Common sales tactics include
trying to sell merchandise directly to customers via company showrooms and
negotiating with retailers to sell their products for them, or set up point-of-sale
displays. Often, these retailers will receive special sales incentives in exchange for
this increased visibility.
Example of Push Marketing
 One common example of push marketing can be seen in department stores that sell
fragrance lines. The manufacturing brand of the fragrance will often offer sales
incentives to the department stores for pushing its products onto customers. This
tactic can be especially beneficial for new brands that aren't well-established or for
new lines within a given brand that need additional promotion. After all, for many
consumers, being introduced to the fragrance at the store is their first experience
with the product, and they wouldn't know to ask for it if they didn't know it
existed.
Marketing Strategies
Push and Pull

14.  PULL marketing on the other hand, takes the opposite approach. The goal of pull
marketing is to get the customers to come to you, hence the term pull, where
marketers are attempting to pull customers in. Common sales tactics used for pull
marketing include mass media promotions, word-of-mouth referrals and
advertised sales promotions. From a business perspective, pull marketing attempts
to create brand loyalty and keep customers coming back, whereas push marketing
is more concerned with short-term sales.
Example of Pull Marketing: You can often recognize pull marketing campaigns by the
amount of advertising that's being used. Pull marketing requires lots of advertising
dollars to be spent on making brand and products a household name. One example
includes the marketing of children's toys. In the first stage, the company advertises the
product. Next, the children and parents see the advertisement and want to purchase the
toy. As demand increases, retailers begin scrambling trying to stock the product in their
stores. All the while, the company has successfully pulled customers to them.
“The primary difference between push and pull marketing lies in how consumers are
approached. In push marketing, the idea is to promote products by pushing them onto people.
For push marketing, consider sales displays at your grocery store. On the other hand, in pull
marketing, the idea is to establish a loyal following and draw consumers to the products.
Examples are Porsche and Lamborghini, which no longer need to advertise, as consumers come
to them.”

15. Push marketing and pull marketing differ in concept and application. Let’s
explore the five main differences between push and pull.
1. Concept
Push Marketing: This is also known as outbound marketing, since it pushes
marketing out to customers.
Pull Marketing: This is also known as inbound marketing. The term
“inbound” means that your marketing efforts generate a response: interest,
inquiries, transactions, etc. That is, customers come to you for answers.
2. Strategy
Push Marketing: Push strategy is about devising ways to place products
before prospects. This usually involves some form of paid advertising: TV
ads, radio spots, billboards and flyers.
Pull Marketing: Pull makes it easy for customers to find you. The focus is on
creating awareness and increasing brand visibility, particularly on the web.
Pull marketing strategies include eBooks, white papers, blogs and social
media marketing.

16. 3. Channels
Push Marketing: This type of marketing typically starts offline, with a few
exceptions. A direct mail postcard is an example of offline marketing. An email
offer is a perfect example of how push marketing can translate to the web. You
can also combine both. For example, send a postcard that includes a URL to an
irresistible online offer.
Pull Marketing: Pull is usually a web-based method. Blog posts, eBooks and
other online-content machines are forms of pull marketing that live on the web.
4. Application
Push and pull also differ in application. Let’s consider a few specific examples.
Example 1: Phone
Push: You pick up the phone and cold call a list of prospects
Pull: They call you and place an order, having found your number on your
site
Example 2: Direct Mail
Push: You mail out a holiday coupon
Pull: A customer emails you to inquire about your services

17. 5. Engagement
Push Marketing: If done incorrectly, push marketing can be disruptive. As a
result, push customers tend to be less engaged. This happens when marketers
send a “Hail Mary” to a large swath of customers hoping for a lucky
touchdown.
Pull Marketing: Marketing is easy when customers come to you. Pull
marketing generally enjoys a higher level of engagement because the
customers seek out the companies. Pull marketing can also fail if you target
the wrong audience, or betray a customer’s trust.
Why You Need Both
Now that you know the differences between push and pull, which model do you prefer? Successful
marketing campaigns adopt the best of both worlds. You need push to reach out to those who might
not have heard of your company. You need pull to attract those in the research phase of the purchase
cycle.
Studies back up an integrated marketing approach. Businesses can Supercharge their marketing
campaigns by making inbound and outbound work hand in hand.

21. Advantages Of Online Marketing
 One to one approach
 Cater to specific interests
 Different content by choice
 Geo-Marketing
 Relatively inexpensive
 Global business
 Measuring statistics is easy
 Accountability

22. Disadvantages Of Online Marketing
 Illegal or unethical practices
 Physical demonstration and needs to be
tangible
 Transparency
 Cost of Hardware

23. Internet Marketing Challenges
in Saudi Arabia
 Governance, laws and regulations
 Cultural issues
 Lack of technical infrastructure
 Marketing philosophies & Channels
 Online shopping worries
 Fear factor
 Unreliable delivery mechanisms
 Credit card fraud

24. MARKETING FUTURE
 Generally 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