Marketing Strategies and Online Advertising Formats

Instructor _ M.Mujeeb Riaz _ mujeebriaz@yahoo.com

Marketing
• The management process through
which goods and services move
from concept to the customer.
• If you think marketing is sales,
advertising, social media publicity,
then you are wrong again.
In simple words: Marketing is
Systematically communicating your
value to people who can buy it.

Marketing
To add value for consumers
To outperform its
competition
To make a difference
to society
To win customers,
To achieve the firm’s
other defined goals

• Marketing is both research and practice, while advertising
is straight practice
• Advertising is what a company says about its own product,
but Publicity is what others says about a product. ..
• Marketing focuses on customer's need,
whereas sales stresses on the needs of the company.
• Branding is who you are—and marketing is how you build
awareness

4 Ps of Marketing
• The basic principles of
marketing consist of product,
price, place and promotion.
Together, these
four principles are known as the
“4 P” (for its initials in
English) marketing, and include
the integration of marketing.
For a marketing strategy to be
effective, the four components
must be used correctly.
Product Price
Promotion Place

Price
Place
Promotion
People
Process
(Packaging)
Physical
Evidence
(Positioning)
Product

Content Marketing
• Content marketing is a form of
marketing focused on creating,
publishing, and distributing content
for a targeted audience online.
• Content marketing is the practice
of creating, publishing, and sharing
content with the goal of building
the reputation and visibility of your
brand.

Content Marketing Example
• Be Superior

Search Engine Optimization
• SEO stands for Search Engine
Optimization, which is the
practice of increasing the
quantity and quality of traffic to
your website through organic
search engine results.

SEO Marketing Example

Search Engine Marketing
• Search engine marketing is a form of Internet
marketing that involves the promotion of
websites by increasing their visibility in
search engine results pages primarily
through paid advertising.
• Main difference between these two terms is
that search engine optimization is simply a
component of search engine marketing. As
mentioned above, SEM includes components
of paid search, such as PPC and also SMM
(social media marketing)

Search Engine Marketing

Social Media Marketing
• Social media marketing is the
use of social media platforms
and websites to promote a
product or service.
• Visuals – Square Sayings. ...
• Shopping on Instagram

Pay per Click Advertising
• Pay-per-click, also known as cost
per click, is an internet
advertising model used to drive
traffic to websites, in which an
advertiser pays a publisher when
the ad is clicked. Pay-per-click is
commonly associated with first-
tier search engines

PPC Marketing

Affiliate Marketing
• Affiliate marketing is the
process of earning a
commission by promoting
other people's (or company's)
products. You find a product
you like, promote it to others
and earn a piece of the profit
for each sale that you make.

Affiliate Marketing Examples

Email Marketing
• Email marketing is the act
of sending a commercial
message, typically 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.

Instant Message Marketing
• Instant messaging is a great new
opportunity to communicate
with your customers. ... These
are features that work very well
on mobile communication, thus
making WhatsApp, Telegram,
WeChat
or Messenger fundamental for
your next marketing strategy

Inbound Marketing
• Inbound Marketing is a
technique for drawing
customers to products
and services via content
marketing, social media
marketing, search engine
optimization and
branding.

Viral Marketing
• Viral marketing seeks to spread information about a product
or service from person to person by word of mouth or sharing
via the internet or email.

Mobile Marketing
• Mobile marketing is a way in
which technology can be used to
create personalized promotion of
goods or services to a user who is
constantly connected to a
network. Mobile advertising is a
subset of mobile marketing

Online Marketing
• Online marketing is the
process of advertising any
kind of good or service to
potential consumers via
digital strategies.

• Display Advertising
Display advertising conveys its advertising message visually using
text, logos, animations, videos, photographs, or other graphics.
Display advertisers frequently target users with particular traits to
increase the ads' effect.
• Web banner advertising
Web banners or banner ads typically are graphical ads displayed
within a web page. Banner ads can use rich media to incorporate
video, audio, animations, buttons, forms, or other interactive
elements using Java applets, HTML5, Adobe Flash, and other
programs.

• Frame ad (traditional banner)
Frame ads were the first form of web banners. The colloquial
usage of "banner ads" often refers to traditional frame ads.
Website publishers incorporate frame ads by setting aside a
particular space on the web page.
• Pop-ups/pop-unders
A pop-up ad is displayed in a new web browser window that
opens above a website visitor's initial browser window. A pop-
under ad opens a new browser window under a website visitor's
initial browser window.

• Floating ad
A floating ad, or overlay ad, is a type of rich media advertisement that
appears superimposed over the requested website's content. Floating
ads may disappear or become less obtrusive after a preset time period.
• Expanding ad
An expanding ad is a rich media frame ad that changes dimensions upon
a predefined condition, such as a preset amount of time a visitor spends
on a webpage, the user's click on the ad, or the user's mouse movement
over the ad. Expanding ads allow advertisers to fit more information into
a restricted ad space.

• Interstitial ad
An interstitial ad displays before a user can access requested
content, sometimes while the user is waiting for the content to
load. Interstitial ads are a form of interruption marketing.
• Text ads
A text ad displays text-based hyperlinks. Text-based ads may
display separately from a web page's primary content, or they can
be embedded by hyper linking individual words or phrases to
advertiser's websites. Text ads may also be delivered through
email marketing or text message marketing.

• Search Engine Marketing (SEM)
Search Engine Marketing, or SEM, is designed to increase a
website's visibility in search engine results pages (SERPs).
Search engines provide sponsored results and organic (non-
sponsored) results based on a web searcher's query. Search
engines often employ visual cues to differentiate sponsored
results from organic results. Search engine marketing
includes all of an advertiser's actions to make a website's
listing more prominent for topical keywords.

• Search Engine Optimization (SEO)
Search Engine Optimization, or SEO, attempts to improve a
website's organic search rankings in SERPs by increasing the
website content's relevance to search terms. Search engines
regularly update their algorithms to penalize poor quality
sites that try to game their rankings, making optimization a
moving target for advertisers. Many vendors offer SEO
services.

• Sponsored search
Sponsored search (also called sponsored links or search ads)
allows advertisers to be included in the sponsored results of a
search for selected keywords. Search ads are often sold via real-
time auctions, where advertisers bid on keywords.
• Social media marketing
Social media marketing is commercial promotion conducted
through social media websites. Many companies promote their
products by posting frequent updates and providing special offers
through their social media profiles.

• Mobile Advertising
Mobile advertising is ad copy delivered through wireless
mobile devices such as smart phones, feature phones, or
tablet computers. Mobile advertising may take the form of
static or rich media display ads, SMS (Short Message Service)
or MMS (Multimedia Messaging Service) ads, mobile search
ads, advertising within mobile websites, or ads within mobile
applications or games (such as interstitial ads,
“advergaming,” or application sponsorship).

• Email Advertising
Email advertising is ad copy comprising an entire email or a
portion of an email message. Email marketing may be
unsolicited, in which case the sender may give the recipient
an option to opt-out of future emails, or it may be sent with
the recipient's prior consent (opt-in).

Thanks

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