Internet Marketing

DESSETATATION REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS On
Internet marketing - clicking for profits
SUBMITTED BY
FACULTY GUIDE
_______________________ AMITY INTERNATIONAL BUSINESS SCHOOL SECTOR 44, GAUTAM BUDDHA NAGAR NOIDA (U.P.)
Internet marketing-Clicking for profits
__________________
________________
CERTIFICATATE OF ORIGIN
This is to certify that Mr. Ankit Bhayana, a student of Post Graduate Degree in International Business, Amity International Business School, Noida has worked in the Study of Internet marketing-clicking on profits, under the able guidance and supervision of Ms. Debjani Bhattacharya school, Noida. This dissertation report has the requisite standard for the partial fulfillment the Post Graduate Degree in International Business. To the best of our knowledge no part of this report has been reproduced from any other report and the contents are based on original research. , Faculty guide, Amity International business
Ms. Debjani Bhattacharya Faculty Guide
Ankit Bhayana Intern
AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA
ACKNOWLEDGEMENT
I express my sincere gratitude to my faculty guide Ms. Debjani Bhattacharya , Faculty Guide, Amity International Business School, Noida, for her able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible.
Ankit Bhayana
Internet marketing-Clicking for profits TABLE OF CONTENTS Chapter No. Ch. 1 Ch. 2 2.1 2.2 2.3 2.4 Ch. 3 3.1.a 3.1.b 3.1.c 3.1.d 3.1.e Ch. 4 4.1 4.2 4.3 4.4 4.5 Ch 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 Ch 6 6.1 6.2 6.3 Ch 7 Subject Executive Summary Research Methodology Primary Objective Marketing research Classification of Marketing Research Market design Critical Review of Literature Go Vernacular Rich media innovations Benefits Limitations Effects on Industries Internet The journey so far Internet-evolution to revolution Era One, Birth: Era Two, Growth: Era Three, Evolution: The Future- Consumer Empowered and Connected Era Understanding the Internet marketing Definition and Scope History Business Models and Formats Purpose of online marketing Online marketing activities Benefits Limitations Challenges Effect on industries Recent issues Future Preparing the ground work E-commerce in India Localization Laws of the internet ROI-calculating your costs 45 44 Page No. 6 7
Internet marketing-Clicking for profits 7.1 7.2 Ch 8 8.1 8.2 a 8.2.b 8.2.c 8.2.d 8.3 8.4 Ch 9 9.1 9.2 Ch 10 10.1 10.2 Ch 11 11.1 Ch 12 12.1 Ch 13 13.1 13.2 Ch 14 14.1 14.2 Ch 15 15.1 15.2 Ch 16 Ch 17 17.1 17.2 Ch 18 An overview ROI-Google adwords Technological solutions Introduction Online advertising Affiliate & referral programs S.E.O PPC Strengths and weakness Conclusion 71 Demography and geography Trends Internet users Search engine challenges Introduction Search engine strategies Preparing for additional traffic Introduction Branding Your Business And Website Develop a brand Making a Sticky Website Increasing the volumes Linking strategies Viral marketing Define US Fact file Online Marketing Methods Email marketing Strategies Traditional Strategies Specialized Marketing miscellaneous marketing strategies Paid advertising strategies The website marketing plan 127 108 109 115 53
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Internet marketing-Clicking for profits Ch 19 19.1 19.2 19.3 19.4 Ch 21 Ch 22 Spam Spam-An overview What are the methods of dealing with Spam? India And The Spam Menace: The CAN-SPAM Act: Requirements for Commercial Emailers Conclusion Glossary
Chapter 1 Executive summary
1. Executive Summary
Internet or online marketing is the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing, interactive advertising, search engine marketing (including search engine optimization), blog marketing, and article marketing. There are many ways of internet marketing like the banners, sky-scrapers, monsters, towers, pop-in and pop outs,ads with flash videos and animation with audio. There are roughly 50 million internet users,the internet cant be ignored when the markerters are deciding their media mix.in india the e-advertising business is about 1400 crores (2% of advertising business wheres the world business is at 10%. The interenet helps in making database of intereseted people. The integeration of the internet with the other forms of the media is what is going to help the companies reach out to its consumers.for example the synergy of the zee television with sify has helped popular programs like Cine star ki khoj. Unlike television or any other media,its easy to find on internet whether a campaign is going well or not. The changing media consumption Hours per week 20+ 11-20 5-10 <5 <3 TV 13% 29% 35% 20% Radio 5% 8% 20% 50% Internet 42% 25% 22% 10% Newspaper 49%(5+hours) 33% 16%
Chapter 2 Research Methodology
Market Research
2.1 Primary objective
2.2 Definition of Market Research A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers who are involved with marketing goods, services or ideas Marketing research is the function which links the Consumer Customer Public
To the marketer through information
Information used to identify and define marketing opportunities and problems Generate, refine, and evaluate marketing actions Monitor marketing performance Improve our understanding of marketing as a process
This definition indicates that marketing research provides information to the marketer for use in at least four areas: 1. The generation of ideas for marketing action, including identification of marketing problems and opportunities 2. The evaluation of marketing actions 3. The comparison of performance versus objectives 4. Development of general understanding of marketing phenomena and process
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Internet marketing-Clicking for profits Further marketing research is involved with all the phase of information-management process including: 1. The specification of what information is needed 2. The collection and analysis of information 3. The interpretation of that information with respect to the objectives that motivated the study in the first place. 2.3(a) Classification of Marketing Research Marketing Research
Problem identification Research Problem identification research
Problem solving Research
Research which is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in future Market potential research Market share research Image research Market characteristics research Sales analysis research Forecasting research Business trends research
Problem solving research Research undertaken to specific marketing problems Segmentation research Product research Pricing research Promotion research Distribution research
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Internet marketing-Clicking for profits Principle of marketing Research Principle #1: Attend to the timeliness and relevance of research Principle #2: Define research objectives carefully and clearly Principle #3: Do not conduct research to support decisions already made 2.3(b) Marketing Researchs Relationship to Decision Making Activity
Marketing Research
Marketing situation calling for decision(s)
Decision-making activity
Final decision(s)
Organizations internal and external environments
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2.4 RESEARCH DESIGN A research design is the detailed blueprint used to guide a research study towards its objectives. It is series of advanced decisions taken together comprising a master plan or a model for the conduct of research in consonance with the research objectives. It details the procedures necessary for obtaining the information needed to structure or solve the marketing research problem The researchers propose to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which the researchers feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research where focused group shall screen through. This stage shall help the researchers to restrict and select only the important question and issue, which inhabit growth and segmentation in the industry. These set of questions are then propose to be studied under a descriptive research setting finally leading to formation of hypotheses and testing under causal research.
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Internet Marketing- Clicking on profits
DESCRIPTIVE RESEARCH
Major objective of descriptive research is to describe something usually market characteristics or functions. Descriptive research is characterized by the prior formulation of specific hypotheses. Here information is clearly defined. A majority of market research studies are descriptive research studies. A descriptive research study must collect data for a definite purpose. In descriptive research, hypotheses often exist, but they may be tentative and speculative.
Research Design
Exploratory Research Design
Descriptive Research Design
Focus Group Secondary Data analysis
Amity International Business School, Noida
Collection of Data
Collection of data
Qualitative data
1. Surveys 2. Questionnaires (archives) Sampling
Quantitative data
1. Observation 2.Indirect observation
SAMPLIN G
Probability Sampling
Non-Probability Sampling
Judgmental sampling
Chapter 3 Critical review of literature
3.1 Critical review of literature

3.1.a Go Vernacular Though the english speaking population is a miniscule, most online content is in in english with hardly any native language portals. But the surveys shows that 42% of the indian visit language sites.googles chief exexcutive officer schmidht says that hindi would be the third largest popular online language after english and chineese.consumer portals like jeevansathi.com have realized the potential and have started going hindi. Having a loyal database of consumers that a brand can repeatedly communicate is a huge asset for portals.for example the sunsilk gang of girls.com has 1.5 lakh women registered and constantly communicating with feedback and introducing the product.they are following 360 degree of communications. 3.1.b Rich media innovations Indians logging to sites like youtube.com is the first step towards convergence becoming a reality.with the news channels providing news online,its the next step to innovation.for example NDTV.com charges Rs.300 per month for online video news. When can internet be called actually said to touch the lives of average indians?? when a women beaten by her drunken husband in a remote village will seek the help of internet to find out who exactly she can seek help from. With a population of 1 billion and where the ambit of press is only limited to 222 million.India is now the 4th largest users of internet userbase with 50.6 million users and contributint to 4.7% of the global internet population. For those who believe that internet is only restricted to metros, a survey showed that 28 % of people who use net for matrimonial come from small cities,compared to only 43% from metros.and therefore the web has become an urban phenomena rather than being a metrocentric phenomena. An IAMAI survey showed that 42% of the users use the internet for more than 20 hours a week, 25 % for 11-20 hours,22 % for 5-10 hours and only 5 % for less than 5 hours. Detractors of this concept of human-to-human contact through online conversations suggest that companies are going to be careful about marketing in this manner and perhaps will never really have honest and open conversations as the interests of companies and businesses are not the interests of potential purchasers. The cluetrain manifesto allows for this type of thinking suggesting that businesses when marketing in this manner need to be thinking about more than just making money; if a business is thinking only about making money, it will become apparent in close online conversations and the market will treat that
Internet Marketing- Clicking on profits business in whatever manner it may as markets can now talk to each other through the same means marketers talk to potential customers. Marketing on the internet requires that one be found using keyword searches or some form of online advertising. In any case the trick to being successful in Online Marketing is being found within the top 30 search results. There are 3 ways that one can be found. 1.) Natural search engine ranking (70% of searchers will skip over sponsored results and start with the naturally ranked sites) 2.) Paid inclusion and 3.) Pay per click. Due to the extreme difficulty of achieving a natural high ranking on a major search engine most companies opt for #'s 2 and 3 for their online marketing. Unfortunately the 3rd option is very costly and only the most well heeled companies can afford to market online via pay per click. What is true of Online Marketing today is that one must pay to play. Since the dot com bust several years ago search engines have discerned that in order to survive they must generate significant revenue. At first the hope was that banner advertising would be sufficient to fill the search engine coffers but it soon became evident that searchers did not respond to banners. It then became evident that there were 2 primary ways to create income for search engines and online directories. Thus paid inclusion and pay per click were born! Semantic logic will allow searchers to use not just keywords to search, but rather they will search using common language. This is a big departure from the crude Boolean logic which has served the Internet searching community for the last decade. 3.1.c Benefits Some of the benefits associated with Internet marketing include the availability of information. Consumers can log onto the Internet and learn about products, as well as purchase them, at any hour. Companies that use Internet marketing can also save money because of a reduced need for a sales force. Overall, Internet marketing can help expand from a local market to both national and international marketplaces.
3.1.d Limitations Limitations of Internet marketing create problems for both companies and consumers. Slow Internet connections can cause difficulties. If companies build overly large or complicated web pages, Internet users may struggle to download the information. Internet marketing does not allow shoppers to touch, smell, taste or try-on tangible goods before making an online purchase. Some e-commerce vendors have implemented liberal return policies to reassure customers.
3.1.e Effects on Industries Internet marketing has had a large impact on several industries including music, banking, and flea markets. In the music industry, many consumers have begun buying and downloading MP3s over the Internet instead of simply buying CDs. The debate over the legality of downloading MP3s has become a major concern for those in the music industry. Internet marketing has also affected the banking industry. More and more banks are offering the ability to perform banking tasks online. Online banking is believed to appeal to customers because it is more convenient than visiting bank branches. Currently, over 50 million U.S. adults now bank online. Online banking is now the fastest-growing Internet activity. The increasing speed of Internet connections is the main reason for the fastgrowth. Of those individuals who use the Internet, 44% now perform banking activities over the Internet. As Internet auctions have gained popularity, flea markets are struggling. Unique items that could previously be found at flea markets are being sold on Ebay.com instead. Ebay.com has also affected the prices in the industry. Buyers and sellers often look at prices on the website before going to flea markets and the Ebay.com price often becomes what the item is sold for. More and more flea market sellers are putting their items up for sale online and running their business out of their homes. Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce exponential increases in brand awareness, through selfreplicating viral processes, analogous to the spread of a computer virus. It can often be word-of-mouth delivered and enhanced online; it can harness the network effect of the Internet and can be very useful in reaching a large number of people rapidly.
Chapter 4 Internet The journey so far
4.1 Internet-evolution to revolution
Internet Marketing- Clicking on profits Last year marked the 10th anniversary of the Mosaic Browser, which gave birth to the Web age. For some it seems like yesterday and for others it feels like entire eras have elapsed during the past decade. While the digital communication age is yet in its infancy, we have actually lived through 3 eras, as consumers, commerce and culture adapted to the domestication of the Internet-until then a decades old academic and military infrastructure-which the browser made possible. These eras of roughly 1,000 days each are: Era One: Birth and the Technology Leap (1996-1999) Era Two: Growth and the Explosion of Commercial Market (2000-2002) Era Three: Evolution and the Age of Pragmatism (2003-2005) 4.2 Era One, Birth: Sometime between 1996 and1998 a few million people came upon something wonderful called the World Wide Web. At the time it consisted of lots of black text and thumbnail pictures on grey background that linked to other wonderful worlds filled with the same. One click and the world was at ones fingertips. This was an era that focused on the newness of the Internet-both to consumers as well as to marketers. Because it was primarily viewed as a technology rather than as enabling mechanism, content was an afterthought. The act of surfing and discovering was fulfilling enough for consumers. The experience was generally a static one. Content didnt refresh regularly and it tended to be limited to text (with sporadic images). The early pioneers in this era were sites like Wired and a now forgotten brand called Zima, a malt beverage that became famous because it aggressively utilized the web. It was not what you said but whether you were on the Web. The emphasis for commercial businesses was in securing domain names, getting a minimal Web site up and ensuring that they had an online presence as a defensive position. Often the site contained pictures of the board, addresses and telephone numbers and pages and pages of text. Staking a spot in this new frontier and advertising the URL in print ads was the predominant form of marketing. This allowed many CEOs to ensure that they could state at the next party that they had a worldwide presence. The measurement metrics associated with this era tended to be internal metrics without any context-things specific to Web traffic, load times, etc. Hits were the big thing. Hits at a site were like money in the bank. This rudimentary content and marketing had begun to attract notice. By 1998 in the US 11.5 million individuals were spending an average of 25 minutes a day with the Web. And it was clear that we were on the verge of something big. The big news in this era had been the browser that makes the World Wide Web possible and accessible.
4.3 Era Two, Growth:

These were the golden years as the World Wide Web grew in terms of content, expertise, and understanding of the end user, measurement, and technology available. The beginning of this era was defined by unbridled excitement about the potential of the Internet-from users as well as marketers. A gold rush catalysed by venture capitalists and equity markets lubricated and magnified the potential worldwide. Internet and users increased 50 per cent during this period. In hindsight, this era appeared to be less about marketing to consumers than about marketing the companies that hoped to leverage excitable equity markets. Spinning off digital units, giving everything a dot-com moniker and issuing breathless press releases about new initiatives was the focus of digital marketing. However, progress was being made in moving commerce and utility online. The main commercial advance was the increased activity of selling online, either directly like Amazon or via auction like eBay. Most marketers who could transact online followed one of these models, with consumer marketers selling directly and business-to-business markets setting up different forms of auctions and bidding from suppliers. The efficiencies of lower cost and more convenience allowed for significant consumer uptake in areas such as travel and finance; the ability to be empowered with information became a utility for consumers, particularly in the areas of car shopping and medical awareness. Car dealers saw nearly half of their customers walk in with pricing and other data from sites like Edmunds, and doctors found patients queried them with questions about their ailments aided by information collected on the Internet. Grudgingly marketers began to realise that not only did digital technology help them distribute and sell efficiently but also empowered and emboldened consumers. Because this era is scarred by the decline of the 1990s bull market, influence shifted from dotcoms to traditional marketers. However, during this phase, traditional marketers took a bifurcated approach. Many approached the Internet as something that required separate, dedicated departments, which focused on initiatives such as building eCRM databases, proprietary content and audiences to ensure their position as digital leaders in their respective categories. Consumers began to expand their Web activities from communication (e-mail) to commerce and content. They found deeper content as websites proliferated and fragmented. They began to become increasingly comfortable with buying online. The pictures became better and bigger and bits of animation sprouted everywhere. This second era-while clearly driven by commerce and greed-expedited growth and consumer uptake.
4.4 Era Three, Evolution:

After the excesses and hype of the bubble years, we are now in the age of marketing pragmatism and evolution. But while many marketers may have lost sight of consumers as they fixated on new models, consumers continued to embrace the Web. Web usage increased and more than doubled in the past few-supposedly dark-years. More importantly, marketers began to realize that they were right in that the Internet was something big. In fact, so big that increasingly everything digital was being connected to the Web whether it is games or music, and so big that it needed to be core to their future strategies and no longer separate initiatives. Thus, integration with the marketing strategy, organizational structure and how people consume Internet content become critical factor for the functioning of the marketing departments. Most importantly, as broadband allows for an always-on connection to the Internet and as more and more utilities, content and communication migrate to the Web, consumers have integrated the Web into their lives. Consumers check weather forecasts and sports scores, look up product information, shop, communicate, post photographs and listen to music on the web. It is no longer a strange toy but a part of life. An example is how airline sites have moved from using the Web to decrease costs by providing booking and other information online to now being the primary contact most consumers have with the airline. They book their fares, get upgrades, monitor their miles, print their tickets and choose their seats online. For many companies like Delta, which aggressively promotes its Web site, Delta.com is in many ways the airline. For Indian companies yatra.com, makemytrip.com etc and almost al airlines companies have adopted the online booking, making life easy for consumers.
4.5 The Future- Consumer Empowered and Connected Era

Through the ups and downs of the past decade, two trends have grown stronger. Both of these trends will significantly impact the future of marketing. First, consumers are becoming increasingly empowered via the choice, control and convenience the Internet offers. Second, most entertainment and communication devices are becoming digital and connected-either hard-wired or wirelessly-to the Internet. Today, it is phones and gaming consoles. Tomorrow, it will be television. Digital marketing, which today has been delivered via net-enabled computers, will spread to every connected electronic device. Both of these trends will make consumers Gods of all they survey. They will have access to a world of information as well as other consumer insights. And technology that sat on a Cray Supercomputer will reside on their digital mobile device. They will control marketing and, to get their attention, marketers will have to be particularly insightful and innovative. In such a world, only by understanding consumers and giving them
Internet Marketing- Clicking on profits something of value-literally paying tribute to the new Gods-will marketers succeed. In the U.S., marketers have begun grappling with these highly empowered and connected consumers as they investigate embedding their product into entertainment-a trend called branded entertainment. If commercials are skipped, incorporate into programming. Word-of-Mouth marketing, leveraging broadband Internet to deliver compelling experiences and exploiting video gaming are all areas where marketers are focusing. Whereas the first era was driven by technology, the second by commercial markets, and the third by pragmatism, the next era will be all about the Empowered and Connected Consumer.
Chapter 5 Understanding the Internet marketing
5.1 Internet marketing

Internet or online marketing is the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing, interactive advertising, search engine marketing (including search engine optimization), blog marketing, and article marketing.
5.1.a. Definition and Scope

Internet marketing is a component of electronic commerce. Internet marketing can include information management, public relations, customer service, and sales. Electronic commerce and Internet marketing have become popular as Internet access is becoming more widely available and used.Over one third of consumers who have Internet access in their homes report using the Internet to make purchases. Internet marketing is also useful for companies that wish to expand their "brick-and-mortar" business into an online business. 5.2 History Internet marketing first began in the early 1990s as simple, text-based websites that offered product information. It then evolved into advertisements complete with graphics. The most recent step in this evolution was the creation of complete online businesses that use the Internet to promote and sell their services and goods. While at first the confusion of experiments, beta versions of websites, search engines and other online devices cause marketers to consider this world of the Internet unknowable and perhaps too unpredictable, there is now a growing body of work to which marketers are now paying attention in order to develop online marketing programs. The most known tools to marketers in the mid 2000s are currently tools grouped into 2 fields: online advertising and search engine optimization. However, marketing online is simply not offline marketing applied to a new online world. Online marketing has a slightly different character and purpose as indicated in such seminal works as The cluetrain manifesto, Purple cow, Permission marketing, and other texts of smaller nature compiled in blogs and news sites. 5.3 Business Models and Formats Internet marketing is associated with several business models. The main models include: 1. Business-to-Business (B2B) 2. Business-to-Consumer (B2C) 3. Peer-to-Peer (P2P) B2B consists of companies doing business with each other, whereas B2C involves selling directly to the end consumer. When Internet marketing first began, the B2C model was
Internet Marketing- Clicking on profits first to emerge. B2B transactions were more complex and came about later. A third, less common business model is peer-to-peer (P2P), where individuals exchange goods between themselves. An example of P2P is Kazaa, which is built upon individuals sharing files. Internet marketing can also be seen in various formats. 1. Name-your-price (e.g. Priceline.com). With this format, customers are able to state what price range they wish to spend and then select from items at that price range. 2. Find-the-best-price websites (e.g. Hotwire.com) Internet users can search for the lowest prices on items. 3. Online auctions (e.g. Ebay.com) This is a site where buyers bid on listed items. 5.4 Purpose of online marketing When marketing online, the general four step process of marketing is still the guiding idea, in the online world the character of marketing becomes more deeply a conversation between a marketer and a market-of-one a concept that is central to The cluetrain manifesto. In such a role as a communicator, the online marketer is in a position to build awareness of her/his company or business in more personal terms than otherwise, and in so doing enables a more human conversation. Such conversations tend to be more warts and all and should establish confidence of the potential purchaser in the potential vendor. Smith and Chaffey (2001) claim that Internet technology can be used to focus marketing on the customer, while at the same time linking to other business operations so as to achieve profitability. This can be done by: A. Identifying - the Internet be used for marketing research to find out customers' needs and wants; B. Anticipating - the Internet provides an additional channel by which customers can access information and make purchases - understanding this demand is key to governing resource allocation to e-marketing. For example, low-cost airline easyJet has an online revenue contribution of over 90% since demand for a standardised product online is so high. C. Satisfying - a key success factor in e-marketing is achieving customer satisfaction through the electronic channel, this raises issues such as is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched? Detractors of this concept of human-to-human contact through online conversations suggest that companies are going to be careful about marketing in this manner and perhaps
Internet Marketing- Clicking on profits will never really have honest and open conversations as the interests of companies and businesses are not the interests of potential purchasers. The cluetrain manifesto allows for this type of thinking suggesting that businesses when marketing in this manner need to be thinking about more than just making money; if a business is thinking only about making money, it will become apparent in close online conversations and the market will treat that business in whatever manner it may as markets can now talk to each other through the same means marketers talk to potential customers. 5.5 Online marketing activities Smith and Chaffey (2001) describe five key online marketing activities (the '5Ss') which can be applied by an organisation to implement various online marketing tactics. For example, for an e-newsletter, the 5Ss are: A. Sell - Grow sales (the e-newsletter often acts as both a customer acquisition tool and a retention tool - the lastminute.com e-newsletter has this dual role) B. Serve - Add value (give customers extra benefits online such as an online exclusive offer or more in-depth information about your products or the industry sector) C. Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking - which content are people most interested in. D. Save - Save costs (of print and post if you have a traditional offline e-newsletter can you reduce print runs or extend it to those customers you can't afford to communicate with) E. Sizzle - Extend the brand online. A newsletter keeps the brand 'front-of-mind' and helps reinforce brand values. Added value can also be delivered by the e-newsletter by informing and entertaining customers. Capturing attention of potential customers can be as simple as advertising using some of the new advertising tools the online world provides, such as advertising on search engines, but it can also be about configuring more remarkable methods that tend to spread across many sites and capturing the imagination of many people in the process. There are at least three major configurations of links and tools that have been used to capture attention online: 1. Funnel building 2. Buzz marketing 3. Cool tools. 1. Building a sales funnel requires working with search engine optimization, email newsletter distribution, discussion board entries, advertisements, affiliate activities and more.Any way that additional links can be provided so that a potential customer can begin a conversation with a business, is educated about that business'
Internet Marketing- Clicking on profits products/services, or is provided with concepts and propositions that will eventually lead to a sale. A funnel is usually laid down over time and is the result of continuous activity of marketers in online activities. Content development is critical to the development of an online marketing campaign. Researching, writing, gathering, organizing, and editing information for publication on web sites to develop and promote your business and or product name is extremely important, and should be incorporated in all online marketing campaigns. Just as a human might adjust their presentation as they evaluate certain sensory cues, it is important that a website leverage the metadata attached to a visitor so as to present the most relevant content. This is called anonymous user marketing. 2. Buzz marketing tends to be a much quicker process and tends to involve less activity on behalf of marketers and requires attention of people online to spread by word-of-mouth, word-from-keyboards, to be fascinated or intrigued. Purple cow was sold largely through buzz marketing that spread by blogs relatively quickly. 3. Another tactic of gaining attention online is through the development and release of a cool tool. A cool tool is something that captures the imagination of the online browsing public and it is thought to be so cool that it should be shared with online friends. This could be a video clip, standalone software that is cute such as a cartoon character that lives on a users screen, or some other device that is used often for a specific purpose, such as 3Ms Post-it Notes. Right in the middle of a new marketing practice is eBay with its datafeed marketing. Essentially a store owner sets up his/her data in eBay and then by way of feeds make this data available to advertising avenues, such as Froogle, Yahoo Product Search and about another twenty of thirty other sites that take datafeeds. All the advertising feed services point the prospective purchaser to the eBay auction. This is perhaps a little like building a sales funnel as described above, however, it uses a specific technology that enables ease of use. Marketing on the internet requires that one be found using keyword searches or some form of online advertising. In any case the trick to being successful in Online Marketing is being found within the top 30 search results. There are 3 ways that one can be found. 1.) Natural search engine ranking (70% of searchers will skip over sponsored results and start with the naturally ranked sites) 2.) Paid inclusion and 3.) Pay per click. Due to the extreme difficulty of achieving a natural high ranking on a major search engine most companies opt for #'s 2 and 3 for their online marketing. Unfortunately the 3rd option
Internet Marketing- Clicking on profits is very costly and only the most well heeled companies can afford to market online via pay per click. What is true of Online Marketing today is that one must pay to play. Since the dot com bust several years ago search engines have discerned that in order to survive they must generate significant revenue. At first the hope was that banner advertising would be sufficient to fill the search engine coffers but it soon became evident that searchers did not respond to banners. It then became evident that there were 2 primary ways to create income for search engines and online directories. Thus paid inclusion and pay per click were born. Recently potential greed-related challenges have emerged. There are companies that create false hits and traffic. Most recently Google has been sued for click fraud. Whether or not the charges prove to be true, actions like this make people think twice about using pay per click as part of their online marketing package. Semantic logic will allow searchers to use not just keywords to search, but rather they will search using common language. This is a big departure from the crude Boolean logic which has served the Internet searching community for the last decade. 5.6 Benefits Some of the benefits associated with Internet marketing include the availability of information. Consumers can log onto the Internet and learn about products, as well as purchase them, at any hour. Companies that use Internet marketing can also save money because of a reduced need for a sales force. Overall, Internet marketing can help expand from a local market to both national and international marketplaces. 5.7 Limitations Limitations of Internet marketing create problems for both companies and consumers. Slow Internet connections can cause difficulties. If companies build overly large or complicated web pages, Internet users may struggle to download the information. Internet marketing does not allow shoppers to touch, smell, taste or try-on tangible goods before making an online purchase. Some e-commerce vendors have implemented liberal return policies to reassure customers.
5.8 Challenges
Even though the e-business value proposition is so lucrative, most businesses don't have a Web presence, and have no immediate plans to have one. The ones that do are struggling to make profits from their Web they simply lack the direction or know how to achieve profits from the Web. Tradition vision-lack of vision: A survey by Evalueserve shows the following results, the findings show that over half (52%) of the CMOs who responded to the survey
Internet Marketing- Clicking on profits believe that traditional, large advertising agencies are ill-suited to meet online marketing needs. Further, 49% believed that these firms encounter difficulty thinking beyond traditional print and TV media models, as a result of which, fewer than 10% want to partner them for their online marketing needs. Instead, they prefer the services of blended firmsfirms with deep roots in technology who can also offer creative and traditional print expertise to boot. The traditional marketing agencies have a lack of vision and are not prepared for the new maestro. Companies believe still time in not right: Auton concedes the industry is in transition, but industry observers point out that online growth may prove slower than many expect. Most households still dont have broadband access, and those that dont are likely to prove the most resistant to signing up. Magazines may have five years perhaps even the best part of a decade - to future-proof their titles by building up their digital presence. Arguably, this engagement with retail and digital is greater for new categories of advertisers like telecom and financial service companies, rather than for fast moving consumer goods companies. Most FMCG firms still run buy-one-get-one offers. That, however, may have more to do with lack of imagination on the part of stuck-forgrowth FMCG marketers than anything else. 5.8.a Security Concerns For both companies and consumers that participate in online business, security concerns are very important. Many consumers are hesitant to buy items over the Internet because they do not trust that their personal information will remain private. Recently, some companies that do business online have been caught giving away or selling information about their customers. Several of these companies have guarantees on their websites, claiming customer information will be private. By selling customer information, these companies are breaking their own, publicized policy. Some companies that buy customer information offer the option for individuals to have their information removed from the database (known as opting out). However, many customers are unaware that their information is being shared and are unable to stop the transfer of their information between companies. Security concerns are of great importance and online companies have been working hard to create solutions. Encryption is one of the main methods for dealing with privacy and security concerns on the Internet. Encryption is defined as the conversion of data into a form called a cipher. This cipher cannot be easily intercepted unless an individual is authorized by the program or company that completed the encryption. In general, the stronger the cipher, the better protected the data is. However, the stronger the cipher, the more expensive encryption becomes. Online frauds also contribute people in being reluctant to the online transactions. For example Nigeria 401 5.9 Effects on Industries
Internet marketing has had a large impact on several industries including music, banking, and flea markets. In the music industry, many consumers have begun buying and downloading MP3s over the Internet instead of simply buying CDs. The debate over the legality of downloading MP3s has become a major concern for those in the music industry. Internet marketing has also affected the banking industry. More and more banks are offering the ability to perform banking tasks online. Online banking is believed to appeal to customers because it is more convenient than visiting bank branches. Currently, over 50 million U.S. adults now bank online. Online banking is now the fastest-growing Internet activity. The increasing speed of Internet connections is the main reason for the fastgrowth. Of those individuals who use the Internet, 44% now perform banking activities over the Internet. As Internet auctions have gained popularity, flea markets are struggling. Unique items that could previously be found at flea markets are being sold on Ebay.com instead. Ebay.com has also affected the prices in the industry. Buyers and sellers often look at prices on the website before going to flea markets and the Ebay.com price often becomes what the item is sold for. More and more flea market sellers are putting their items up for sale online and running their business out of their homes. 5.10 Recent Issues In November 2004, a lawsuit was filed against Bonzi Buddy software. The lawsuit alleged that Bonzi's banner ads were deceptive. These ads often looked like Microsoft Windows message boxes. Internet users would run across the ads and when they attempted to close the boxes, they found themselves redirected to a website determined by Bonzi. On May 27, 2005, Bonzi Buddy agreed to change the format of its ads so they did not resemble Windows message boxes. The boxes will now contain the word "Advertisement" so computer users know what they are looking at. The boxes will also no longer carry buttons that do not perform the correct actions. Sales tax issues have also recently become debated. In the USA, the current laws require that buyers of online products pay their state all due taxes on these goods at the end of the year, along with their other state taxes. However, most consumers do not appear to be making these payments. Thirteen states have now begun encouraging Internet businesses to collect sales tax on every sale. These states are currently not forcing the companies to collect the tax. However, it appears that if companies do not begin collecting the sales tax on their own, states will begin forcing the companies to do so. The states are claiming that each year they lose $15 billion in unpaid sales taxes associated with online purchases. 5.11 Future
Internet Marketing- Clicking on profits Travel industry no doubt has still an untapped potential. The online travel industry is booming and expected to draw sizeable advertising spends. But the problem remains the same: most companies just dont know how to talk to their customers. Which is a pity because according to industry heads,the online travel space in India is registering almost a 100% growth year-on-year. The industry reveals that the $460 million Indian online-travel industry is slated to grow to $1-billion industry by the end of this year and $2 billion by the end of 2008. This opportunity can be tapped only if they make their communication more interactive. The trend consists in making pleas about cases of murders, kidnappings, burglaries and other crimes on social networks such ad MySpace in order to hit the attention of the widest range of people and possibly collect information to help investigations. In other words, these pleas work as high-tech equivalents of wanted posters. For instance, relatives of a Chicago doctor who was murdered last October, posted on MySpace.com a surveillance video showing a blood-spattered young man rushing from the building. The son of the victim explain this choice as an attempt to gain attention on the case: Young people between 18 and 25 are probably not watching the nightly news or reading the newspaper every day. That audience is probably on the Internet, and they all have MySpace. After they posted on MySpace an announcement offering a $25,000 reward, the website received more than 40,000 hits in six weeks, whereas Chicago Police admitted they hadnt received any call but just a few e-mails. The digital medium lends itself very well to pureplay, especially since it's projected that by 2010, 80% of all media is expected to be digitised.
Chapter 6 Preparing the Groundwork
6.1 Ecommerce in India
Introduction
Ecommerce in India is all set to cross the Rs.1180 crore mark for 2005-06 a near 100% increase from the previous financial year. India's i-population stands at 38.5 million and is all set to cross the 100 million. The nuances of the internet along with changing lifestyles and shopping habits coupled with superior options and selections have made this interactive medium most attractive to this e-generation. Whilst traditional access points like the office and the house continue to rise, community access points such as Cybercafs will continue to expand and will be host to a large segment of the i-populace. Online advertising is worth Rs 79 crore as compared to the Rs 8,693 crore total ad revenue market. The online advertisement market still accounts for less than 3% of total advertising spend. Currently online advertising is dramatically under-leveraged and marketers are missing a huge strategic growth opportunity. As per statistics Internet users are expected to go up from 25 million in 2004 to 100 million users. This creates a huge market opportunity for marketers. As per the data available at IOA, by 2007, there will 180 million mobile phones, 140 million of this would use mobile data services and 40 million users will be mobile Internet. If international portals like Yahoo and Google are gung-ho about online advertising, can Indian portals be far behind? Portals like GaramChai.com, Sulekha.com, Rediff.com and Samachar.com have all been experiencing a renewed surge of inquiries from advertisers. Current market stats are just an indication of the shape of things to come. According to the Internet and Mobile Association of India (IAMAI), between 2003-04 and 2005-06, online spends have grown by 286%from Rs 42 crore to Rs 162 crore (2004-05: Rs 107 crore). This has kept pace with the rise in internet population, which stands at 37 million (as of September 2006). Specialist online agencies like Mediaturf, Quasar, Webchutney Studio, eMaven Solutions, BC Webwise, Indiads, Interactive Aveneus, Communicate 2, Pinstorm, Mediacontacts, Media2Win, WebShastra and Module One have already secured their positions in the advertising market, slugging it out against specialist divisions of traditional full-service agencies, such as, GroupM Interactions and Tribal DDB, among others. Sectors that have really opened their arms online advertising are financial services (use the internet to generate leads and business) and internet companies (use the internet to generate registrations; job portals, for example, use the net advertising for getting resumes), to name a few. At the end of the day, marketers also need to worry about bombarding consumers with irrelevant messages. They have already killed the medium of pop-ups by abusing the channel. Banners and e-mails may soon follow suit. As competition multiplies quality over quantity needs to be the guiding principle. 6.2 Localization
One of the biggest gaps in daily life in India is knowing about neighbourhood and city service providers. Yellow pages have not been ingrained into customer behaviour. Local maps have until now been almost non-existent. Mom-and-pop stores have not found it easy to reach out to their catchment area other than perhaps inserting flyers in newspapers. This is where things are going to start changing. India-specific search engines like Guruji.com have been launched. They are collaborating with the yellow pages companies to create searchable local content. Google Maps has recently launched detailed street-level maps for many Indian cities. Expect mashups soon to overlay all kinds of physical world information on these maps. User-generated content is filling in for the lack of a Zagat-like equivalent in India. A number of sites are trying to marry peer production and recommendation engines in an effort to create a rich tapestry of whats happening. All of this is helping build the local reference web in India. Local content is important because local is where we spend much of our lives. A decade ago, options were limited. But that is no longer the case. There are lots of things happenings everyday and especially on weekends. Given the diversity of tastes that people have, they would like to know of the things of interest to them. Parents would like to know of fun activities for children, shoppers would like to know of deals, teenagers would like to know of the new cool thing around town. In India, we have a unique opportunity to bring all of this to life quickly building around the Internet and mobiles, and complemented by user inputs. Coming years will start seeing the launch and growth of these services creating for a richer and more varied lifestyle. The promise of the Internet and the other digital technologies will start being realized.
6.3 Laws of the net

Here are some cutting-edge rules to ensure good returns on e-commerce and Internet marketing. Laws of Visibility One is either highly visible or simply lost in the dark. Today, with millions of competitive pages on the Internet poised against one another, it is critical to be visible. Businesses are paying dearly to advertise on the Internet as a key effort in e-commerce and Internet marketing and waiting for the clicks and hits. There is just no other way. Logos and fancy artwork is dying. Lucky are the ones with a great name identity that directly helps them jump to the top of the search results or on the front page. Most names are just buried with the structural problems of their URLs and lost on search engines, however. Discover the finer methods. Research the brand new rules of global naming so that your domain names can become visible and your name identity becomes a real asset. It is easy to see what Amity International Business School, Noida
Internet Marketing- Clicking on profits your competitors are doing it right now. Laws of Respectability One must be sober enough to run a business. Shareholders and customers are very serious these days and are in no mood for companies turning their hard investments or monies into some joke. Days of silly personalities and overly exaggerated claims and weird ad campaigns, which often challenge the sobriety of the business, are pass. Internet branding images and corporate name identity must be respectable and trustworthy. Laws of Dependability One can deliver either what one says or they can produce smoke and mirrors. There is so much fakery out there; make sure that the delivery of goods and services is there to match the claims. Everyone wants real things, services or any ideas that end-users can depend on. There is a lot of mistrust in the market, and one must create an environment with the overall business model, name identities and marketing message that clearly reflects the dependability aspects that will ensure the delivery of the promise -- guaranteed. Demonstrate a real value. Laws of Memorability The business image is either worthy of remembering or the sooner one forgets it, the better. There has to be a way to remember the name and identity of the concept. If the business image is too complicated or way off target, then it is a wasted effort. There will be no residual or any brand value assets this way. Endless spending of ad dollars will only keep the business image and names alive as long as it is in front of the face; seconds later it will be forgotten. The art and science of having unique positioning with a true name identity is what makes an unforgettable personality. Create lasting image. Laws of Typeability A Web address can either be typed easily or it gets tangled in errors. Today, all domain names and URLs are typed, on large keyboards, small PDAs and too many other gizmos. Typing is now forced upon us no matter what. Simple and easy names are the best. Discover the new rules on how to make your Web addresses workable and free of typing challenges. Make it easy. Laws of Globality One is either savvy on global e-commerce realities or not. One could be very local selling milk and honey from the local barn, or they could sell the same product across cities or countries. The customers are more easily accessible on a much wider bandwidth rather than one the width and length of the dirt road. Globalization is a subject that should be taught in very early grades, and the more we understand this, the better. We all live and work locally, but we must reach out to the global corners, at least in our general and
Internet Marketing- Clicking on profits business understanding. Marketing is only global. Laws of Protectability One either has all ideas and corporate image with name brands properly secured on the global markets or they are open to all kinds of exposure. Registering a business or a mark in a single country of origin is just an elementary process. True, all companies do not have the need to set a global protection plan. However when a corporation starts spending large amounts of money in advertising and starts exports in a few major markets, then the first issue should be a globally protected name and identity. This will be the smallest outlay for such a huge and powerful asset. Own it.
Summary
Businesses, irrespective of size or any other component, must embrace new rules to cope with these new realities. The road to commerce is pretty clear and opportunities are there, provided one can navigate properly. Corporate image design rules of the past are gone and so are the principles of old-fashioned mass marketing blitzes. Discover the true procedures to acquire unique global brand name identity as this will never be achieved by using the traditional branding methods. What is now new is to build an icon and directly aim for the targeted areas with powerful, unique global name identities and apply the latest of cyberbranding skills. The laws of e-commerce and Internet marketing are just the right steps in the right direction. The future is bright, just grab the opportunity.
Chapter 7 Evaluation of Your Business and Website
7.1 ROI-CALCULATING YOUR COST 7.1.a. An overview There are a lot of speculations on the cost of the online advertisements, in order to understand that I have tried to find the investment required for the online campaigns. To start the example is of products like magazine, newspaper etc. It is also infinitely cheaper to produce and distribute content online. Thirty per cent of the costs of magazines are paper and print, says Neil Robinson, IPC digital director, and getting them into 5,000 or so newsagents is also costly. The online commercial model is completely different. The cost of distributing it is virtually free; its bandwidth, and the cost of bandwidth is falling. IPCs Robinson points out that 30 per cent of leisure time is spent online, but the internet only accounts for 14 per cent of ad spend. It is growing faster in the UK than anywhere else, and that discrepancy will soon be resolved, he claims, and online rates will rise. Others insist they will remain low because, unlike magazines, internet sites dont have scarcity value, and prices are set by internet giants such as Google and Yahoo. They can keep rates low because they are volume players who make a small amount of money from each transaction, and have no expensive editorial overheads to maintain. The actual value of transactions currently concluded online is dwarfed by the extraordinary influence the Internet is exerting over purchases carried out in the offline world. Three out of four Americans start shopping for new cars online, even though most end up buying them from traditional dealers. The difference is that these customers come to the showroom armed with information about the car and the best available deals. 7.2 ROI-Google Adwords: Here's an example of how AdWords ads can pay for themselves and eventually lead to increasing returns. You invest Rs. 5000/- in AdWords ads and you pay Rs. 25/- per visitor or click to Google. Because you only pay for ad clicks, you are assured of receiving at least 200 clicks. If 10% of these clicks result in sales, you will make 20 sales and get 20 new clients. If the average sale amount is Rs. 10,000, your initial investment of Rs. 5000/- will generate initial sales of Rs. 2 lacs in just ONE Month. In these cases, you can advertise on a larger scale and reinvest the profits into your AdWords budget, which can increase potential profits even more. So, a basic investment of Rs. 5000/- has a potential to generate sales of Rs. 2 lacs! You can see detailed report directly on Google's website of your account, your marketing investment, how many clicks you got every day.
Chapter 8 Technological solutions
Internet Marketing- Clicking on profits 8.1 Introduction Currently, the options for reaching out to online users include Search Engine Optimisation (SEO), Pay Per Click (PPC), banners on portals, and email marketing. Of these, SEO and PPC offer an excellent starting point for marketers venturing into online advertising. So how exactly does a marketer decide which of the options to commence with? Before we tackle this question, lets take a closer look at what each option entails. 8.2. a. Online advertisingInteractive banner ads are the most common form of online advertising. Online ads can drive traffic to your site and build your online brand. Professional organizations, including the Internet Advertising Bureau, have created standards for ad sizes, including a range of new configurations designed to make Web advertising more prominent and animated. Pricing structures vary. 8.2. b. Affiliate & referral programs These programs offer incentives to loyal or frequent customers. Some incentives include giving discounts or gift certificates for referrals of new customers to your site or affiliations with other sites likely to be of interest to your target customersand likely to drive Web traffic to you. If you're going to sell, there has to be a market that will buy, it's an irrefutable law of business and it applies to online businesses as well. "Catering to a niche" or "specializing" or "targeting a market," it's the key to a small business succeeding on the Internet. Let Amazon or Ebay sell everything to everyone. Small online businesses target a few select markets and give those markets the special attention that only small businesses can give. 8.2. c. SEO SEO may be looked upon as a natural or organic process aimed at optimizing the website for Internet search, and increasing the sites link popularity by acquiring or paying for links that point to the website. This ensures higher rankings on search engines for the search terms (keywords) chosen. The SEO option has being clearly discussed in the chapter of SEO, this paragraph just contains a summary. 8.2. d. PPC In PPC Search Engine Advertising, the marketer purchases visitors (or clicks) from particular search engines. PPC campaigns enable marketers to attain top rankings on search engines by bidding (paying) for specific keywords related to their products and services. What are the Benefits of PPC? PPC has a number of advantages to businesses of all sizes. Here are just a few: Small initial investment: The search engines dont charge a fee to place or run your ad. You only pay for the users that click on the ad.
Internet Marketing- Clicking on profits Budget size is up to you. Depending on how much you want to invest and what kind of sales or leads you want to generate, you can set your budget as large or small as you like. Realistic for all businesses, regardless of size: PPC can create a level playing field for small businesses, especially if you are smart about picking the right keywords. Your ad might be right above or below a large business or national chain, depending on how much you bid for keywords or phrases and the kind of words you target. Immediate results: Research, set up and implementation of pay-per-click campaigns can happen in just a few days time, as opposed to natural rankings which can take weeks or months to gain a ranking. With PPC, you can start seeing results and generating sales the day your ad goes up. Real-time trackability: Help track the effectiveness of various keywords and phrases, which ads generate the most traffic, conversion rates, and much more. And unlike a printed piece or mailer, theres no lag time to know if your ad is working. Gain a national audience: Whats the best way to reach someone in Provo, Utah? Put an add on Google or Yahoo!. Chances are, your potential customers are on one of these two search engines. Along with their network partners, they each claim to reach over 80% of Internet users. Focus on a targeted audience: Maybe you dont want to reach someone in Provo, Utah. Maybe you have a local customer base and want to stay within 50 or 100 miles of your business. Another way to target your audience is by the specific keywords and phrases you choose. In essence, you are pre-qualifying your customers before they ever land on your site. Brand your name: Sometimes you just want to get your name out there. What better way to do that then a top placement on Google or Yahoo? Strengths and Weaknesses An Analysis of the options available
8.3
Both the options discussed above have their individual strengths and weaknesses. For instance, with regard to SEO, there is a huge myth that it is a one time process and that it is inexpensive and easy. This is really not true. A marketer wanting to implement the SEO process on an in-house basis would need to have dedicated resources to monitor the website, continuously striving to make it more popular on the World Wide Web. The process is an ongoing one and requires specialized skill-sets and an in-depth understanding of both contemporary web technologies as well as the search engines algorithms. It is also important to constantly add content to the website so that the Search Engines have a reason for coming back and indexing your page. Hence, when a marketer signs on for a Search Engine Optimisation Campaign, it is critically important to have a maintenance contract. Amity International Business School, Noida
In terms of ROI, natural Search Engine Optimisation usually offers a much higher return on investment than PPC. The reasons underlying this are twofold: Browsing Habits: Search engine users have a tendency to click more on the natural search results than on the Pay Per Click ads/links. Thus, the marketer gets more traffic by paying less. Better Networking through Link Popularity: One of the most important factors for improving rankings through natural SEO is to enhance the websites Link Popularity by paying for and acquiring links that point to the website. These links tend to ensure lasting results by offering top rankings on the search engines and also by driving traffic from the search engines; additionally, the links in themselves tend to provide a significant boost in traffic. However, the biggest weakness of natural Search Engine Optimisation is that it is laborious and time consuming. The time required to generate links and tweak the web pages and keywords to get the desired high rankings could take up to three months or more before tangible benefits of the SEO campaign start showing up. Pay Per Click Search Engine Advertising has some clearly defined benefits that the marketer can experience upfront without a protracted waiting period. The key benefits include: Immediate flow of visitors: Perhaps the most significant benefit of a PPC campaign is that it offers an immediate influx of qualified visitors, leads and sales, thereby ensuring quick results, sometimes within hours. Further, if the keyword being optimized through the Search Engine Optimization Campaign is highly competitive, it is best to take the PPC route. In fact, a pay per click advertising programme is the best option for marketers seeking quick results and a good return on investment while waiting for a parallel Search Engine Optimization (SEO) programme to ramp up and achieve critical mass. Affordability backed by Flexibility: The budget for a PPC campaign is decided by the marketer. Moreover, there are no minimum spend levels to be adhered to. Depending on the marketers traffic goals, and the capacity of the sales funnel, one can have a budget of anywhere from Rs. 20,000 to Rs. 5,00,000 per month. And here is the icing on the cake if one is not satisfied with the kind of leads being generated, one can immediately discontinue the campaign. Enhanced Reach: In addition to addressing the search traffic across Search Engines, through a PPC campaign one can also address other websites and portals that have affiliate marketing programmes with Search Engine. For example: if a marketer undertakes a PPC campaign with Google, not only will the ads appear on the Google search results (for this, the marketer needs to enable this feature), but will also appear on sites such as Business World, Economic Times, Money Control, etc. This ultimately leads to higher traffic being generated.
8.4 Conclusion
Thus, as a short term strategy, Pay Per Click offers a clear advantage over SEO. However, the foremost disadvantage is the cost factor. Depending on the current market demand for the desired keywords and clicks, the PPC campaign could generate tons of traffic and could end up costing hundreds, even thousands of Rupees per day. With various optimization strategies, one could, of course, lower the costs, but on a long term basis, natural search engine optimization will offer higher returns.
Chapter 9 Demography and Geography
Internet Marketing- Clicking on profits 9.1 trends The 2006 statistics released by the Internet and Mobile Association of India (IAMAI) predict that the web base in India is set to grow to 100 million users by 2008. In June 2006, it was 38.5 million. Other sources indicate that the size of the Indian advertising pie is close to $4 billion with online advertising set to grow significantly (figures in US $): 2003-04 (10 million), 2005-06 (36 million) and 2006-07 (50 million approximately). The split industry figures for 2005-06 are: financial services (24%), travel (12%), technology (11%), automobile (11%) and online services (11%). But some believe that online migration means magazines problems are structural rather than cyclical. The biggest casualty from internet usage among 15-24 year-olds has been print media, says City bank Numis. Over 20 per cent of 15-24 year-olds, and 10 per cent of older adults, read magazines less often since they first used the internet, according to media regulator Ofcom, and that trend is likely to accelerate as more households sign up for high-speed internet access - about 20 per cent now have broadband Where consumers go, advertisers follow. The share of consumer magazine advertising [is] declining over the long term due to faster growing alternative media, notably the internet, according to Numis. It has fallen from 4.9 per cent of the total in 1999 to 4.5 per cent, although industry revenues are still growing because the overall ad market is expanding.
9.2 internet users

The number of Internet users will grow from the current 38.5 million to a 100 million users by 2007-08, and the cybercaf is an essential point of access for Internet services as it becomes an integral part of our every day lives. No other business is playing such an instrumental role as cybercafs in the process of bringing the future of Internet technology to the public. The attached respondent base clearly shows what a crucial role "cybercafs" play in making Internet access available in prominent 'tier-II' cities and towns which are witnessing a pick-up in internet related activities & online retailing activity at increased transaction values. The report confirms that cybercafs have fast evolved into a popular access point for ecommerce across India delivering an important contribution towards this years ecommerce estimate of Rs 1180 crores.
Top Ten Parent Companies in Internet according to Nielsen NetRatings # 1 2 3 4 5 6 7 8 9 10 Company or Parent Microsoft Yahoo! Time Warner Google United States Government eBay InterActiveCorp Amazon RealNetworks Walt Disney Internet Group Unique Audience May 2005 107,450,000 97,499,000 96,911,000 77,327,000 53,881,000 53,416,000 40,949,000 38,694,000 32,906,000 32,332,000 Time per Person ( hh:mm:ss ) 2:01:06 3:00:30 5:24:41 0:41:18 0:26:34 2:07:10 0:22:31 0:22:12 0:42:54 0:33:14
Source: The Top 10 Parent Companies in Internet Statistics, combined home and work data, have been provided by NetRatings, Inc. (Nasdaq: NTRT), considered the global standard for Internet audience measurement and analysis and is the industry's premier source for online advertising intelligence. Covering 70 percent of the world's Internet usage, the Nielsen//NetRatings services offer syndicated Internet and digital media research reports and custom-tailored data to help companies gain valuable insight into their business. For additional information, please visit: www.nielsen-netratings.com.
The Top Ten Brands in Internet

according to Nielsen NetRatings
# 1 2 3 4 5 6 7 8 9 10 Yahoo! Microsoft MSN Google AOL eBay MapQuest Amazon Real Weather Channel Company or Parent Unique Audience May 2005 96,930,000 90,822,000 88,631,000 75,796,000 71,174,000 50,963,000 36,580,000 34,294,000 32,300,000 28,610,000 Time per Person ( hh:mm:ss ) 3:00:53 0:42:13 1:43:21 0:40:32 6:45:06 2:05:45 0:12:19 0:19:49 0:41:13 0:25:59
Source: The Top 10 Brands in Internet Statistics, combined home and work data, have been provided by NetRatings, Inc. (Nasdaq: NTRT), considered the global standard for Internet audience measurement and analysis and is the industry's premier source for online advertising intelligence. Covering 70 percent of the world's Internet usage, the Nielsen//NetRatings services offer syndicated Internet and digital media research reports and custom-tailored data to help companies gain valuable insight into their business. For additional information, please visit: www.nielsen-netratings.com.
The Top Ten Advertisers in Internet

according to Nielsen NetRatings
# 1 2 3 4 5 6 7 8 9 10 Advertiser * InterActiveCorp Vonage Holdings Corp LowerMyBills.com, Inc. Dell Computer Corporation Verizon Communications, Inc. Netflix, Inc. SBC Communications, Inc. Monster Worldwide, Inc. Apollo Group, Inc. Scottrade, Inc. Impressions May 2005 3,120,962,000 2,916,792,000 2,170,360,000 2,111,319,000 2,046,221,000 1,914,033,000 1,762,111,000 1,545,699,000 1,468,174,000 1,463,286,000

Source: The Top 10 Advertisers in Internet Statistics, excluding house ads which are ads that run on an advertiser's own web property, have been provided by NetRatings, Inc. (Nasdaq: NTRT), considered the global standard for Internet audience measurement and analysis and is the industry's premier source for online advertising intelligence. Covering 70 percent of the world's Internet usage, the Nielsen//NetRatings services offer syndicated Internet and digital media research reports and custom-tailored data to help companies gain valuable insight into their business. For additional information, please visit: www.nielsen-netratings.com.
10 COUNTRIES WITH THE HIGHEST INTERNET PENETRATION RATE

(PERCENTAGE OF THE POPULATION USING THE INTERNET)
Country or Region
Penetration (% Population) 73.6 % 70.7 % 68.7 % 68.5 % 68.2 % 67.2 % 66.2 % 67.1 % 63.8 % 63.3 % 68.0 % 11.1 % 14.6 %
Internet Users Latest Data 6,656,733 4,878,713 3,720,000 202,888,307 3,140,000 13,784,966 10,806,328 198,000 20,450,000 31,600,000 271,283,058 667,427,871 938,710,929
Population ( 2005 Est. ) 9,043,990 6,898,686 5,411,596 296,208,476 4,606,363 20,507,264 16,322,583 294,947 32,050,369 49,929,293 398,796,375 6,021,306,347 6,420,102,722
Source of Latest Data Nielsen//NR June/05 Nielsen//NR Feb./05 C-I-A Mar./05 Nielsen//NR June/05 C.I.Almanac Mar./05 Nielsen//NR June/05 Nielsen//NR June/04 CIA - Mar./05 C-I-A Dec./03 KRNIC Dec./04 IWS - July 31/05 IWS - July 31/05 IWS - July 31/05
1 Sweden 2 Hong Kong 3 Denmark 4 United States 5 Norway 6 Australia 8 Netherlands 7 Iceland 10 Canada 10 Korea, South TOP TEN Countries Rest of the World Total World Penetration
NOTES: (1) Top 10 Internet Penetration Statistics were updated on July 31, 2005. (2) Detailed data for individual countries may be found clicking on each country name. (3) Demographic ( population ) numbers are based on the data contained in world-gazetteer.com. (4) The Internet Penetration Rates have been obtained from information published by Nielsen//NetRatings, ITU and other trustworthy research sources. (5) Data from this site may be cited, giving the due credit and establishing an active link back to InternetWorldStats.com. (6) For navigation help and definitions, see the Site Surfing Guide. Copyright 2001-2006, Miniwatts Marketing Group. All rights reserved.
Chapter 10 Search Engine Challenges
10.1 Introduction Todays business is highly dependent upon visibility. Although making a good website is one good step towards market visibility, however that is just a beginning. The biggest challenge today is to ensure that your website gets an adequate share of visitors. Internet Marketing is one of the most cost-effective means of enhancing your corporate image and build upon clientele. However, in order to achieve results, Internet Marketing has to be done in a planned and professional manner. There are a number of areas on the Internet that are used to help us find websites. These areas are generally referred to as search engines. Search engines can be broken down into three groups: 1. Automated search engines (That use software to collect and index the content of pages) 2. Directories (That use human editors to categorize web pages by subject) 3. Hybrid search engines (That uses both of the above) Examples: Automated: www.Altavista.com, www.northernlight.com Directories www.Dmoz.org, www.yahoo.com Hybrid www.Google.com, www.metacrawler.com The number one goal of anyone who owns any website is "to be in the top ten listings of every search engine." Depending on the search category you are listed in, with the millions of websites in existence, you can see how difficult it can be for a website to be in a top ten category. For example, if you are trying to get top placement selling space shuttles, you will have a much easier time than trying to get a top placement as a car dealer. Consider too, that if you are in the top ten, there can be hundreds of people with similar websites gunning for your spot on the search engine placement list. Google today controls nearly 70 percent of the search-related advertising market, an industry worth more than $15 billion a year and growing at roughly 50 percent a year. It's these ads that are the source of Google's riches and the basis for its expanding power.
10.2 Search Engine Strategies

Perhaps the most important -- and inexpensive -- strategy is to rank high for your preferred words on the main search engines in "organic" or "natural" searches (as opposed to paid ads). Search engines send robot "spiders" to index the content on your webpage, so let's begin with steps to prepare your web pages for optimal indexing. They idea here is not to trick the search engines, but to leave them abundant clues as to what your webpage is about. 1. Write a Page Title. Write a descriptive title for each page of 5 to 8 words. Remove as many "filler" words from the title, such as "the," "and," etc. This page title will appear hyperlinked on the search engines when your page is found. Entice searchers to click on the title by making it a bit provocative. Place this at the top of the webpage between the <HEAD></HEAD> tags, in this format: <TITLE>Web Marketing Checklist -- 32 Ways to Promote Your Website</TITLE>. (It also shows on the blue bar at the top of your web browser.)
The Plan is to use some descriptive keywords along with your business name on your home page. For example, if you specialize in silver bullets and that's what people will be searching for, don't just use your company name "Acme Ammunition, Inc." use "Silver and Platinum Bullets -- Acme Ammunition, Inc." The words people are most likely to search on should appear first in the title (called "keyword prominence"). This title is nearly the entire identity on the search engines. The more people see that interests them in the blue hyperlinked words on the search engine, the more likely they are to click on the link. 2. Write a Description and Keyword META Tag. The description should be a sentence or two describing the content of the webpage, using the main keywords and keyphrases on this page. If you include keywords that aren't used on the webpage, you could hurt yourself. Place the Description META Tag at the top of the webpage, between the <HEAD></HEAD> tags, in this format: Some search engines include this description below your hyperlinked title. <META NAME="DESCRIPTION" CONTENT="Increase visitor hits, attract traffic through submitting URLs, META tags, news releases, banner ads, and reciprocal links">. Your maximum number of characters should be about 255; just be aware that only the first 60 or so are visible on Google, though more may be indexed. While preparing a webpage, write the article first, then write a description of the content in that article in a sentence or two, using each of the important keywords and keyphrases included in the article. This goes into the description META tag. Then for the keywords Amity International Business School, Noida
Internet Marketing- Clicking on profits META tag, strip out the common words, leaving just the meaty words and phrases. The keywords META tag is no longer used for ranking by Google, but it is currently used by Yahoo. Who knows when more search engines will consider it important again? Every webpage in your site should have a title, and META description tag. 3. Include Your Keywords in Header Tags H1, H2, H3 Search engines consider words that appear in the page headline and sub heads to be important to the page, so make sure your desired keywords and phrases appear in one or two header tags. Don't expect the search engine to parse your Cascading Style Sheet (CSS) to figure out which are the headlines -- it won't. Instead, use keywords in the H1, H2, and H3 tags to provide clues to the search engine. (Note: Some designers no longer use the H1, H2 tags. That's a mistake. Make sure your designer defines these tags in the CSS rather than creating headline tags with other names.) 4. Make Sure Your Keywords Are in the First Paragraph of Your Body Text Search engines expect that your first paragraph will contain the important keywords for the document - where most people write an introduction to the content of the page. You don't want to just artificially stuff keywords here, however. More is not better. Google might expect a keyword density in the entire body text area of maybe 1.5% to 2% for a word that should rank high, so don't overdo it. Other places you might consider including keywords would be in ALT tags and perhaps COMMENT tags, though few search engines give these much if any weight. 5. Use Keywords in Hyperlinks Search engines are looking for clues to the focus of your page. When they see words hyperlinked in your body text, they consider these potentially important, so hyperlink your important keywords and keyphrases. To emphasize it even more, the webpage you are linking to could have a page name with the keyword or keyphrase, such as bluewidget.htm -- another clue for the search engine. 6. Make Your Navigation System Search Engine Friendly Some webmasters use frames, but frames can cause serious problems with search engines. Even if search engines can find your content pages, they could be missing the key navigation to help visitors get to the rest of your site. JavaScript and Flash navigation menus that appear when you hover are great for humans, but search engines don't read JavaScript and Flash. Supplement them with regular HTML links at the bottom of the page, ensuring that a chain of hyperlinks exists that take a search engine spider from your home page to every page in your site. A site map with links to all your pages can help, too. If your site isn't getting indexed fully, make sure you submit a Google Sitemap following directions on Google's site (www.google.com/webmasters/sitemaps/login). Greg Tarrant's Google Sitemap
Internet Marketing- Clicking on profits Generator and Editor (www.sitemapdoc.com) is a free tool to build these. Be aware that some content management systems and e-commerce catalogs produce dynamic, madeon-the-fly webpages. You can sometimes recognize them by question marks in the URLs followed by long strings of numbers or letters. Overworked search engines sometimes stop at the question mark and refuse to go farther. If you find the search engines aren't indexing your interior pages, you might consider URL rewriting, a site map, and targeted content pages. Commercial solutions include Bruce Clay's Dynamic Site Mapping (www.bruceclay.com/web_dsm.htm) and YourAmigo.com's SpiderLinker (www.youramigo.com) 7. Develop Several Pages Focused on Particular Keywords Search Engine Optimization (SEO) specialists no longer recommend using external doorway or gateway pages, since nearly duplicate webpages might get you penalized. Rather, develop several webpages on your site, each of which is focused on a different keyword or keyphrase. For example, instead of listing all your services on a single webpage, try developing a separate webpage for each. These pages will rank higher for their keywords since they contain targeted rather than general content. You can't fully optimize all the webpages in your site, but these focused-content webpages you'll want to spend lots of time tweaking to improve their rank. 8. Submit Your Webpage URL to Search Engines Next, submit your homepage URL to the important Web search engines that robotically index the Web. Look for a link on the search engine for "Add Your URL." In the US, the most used search engines are: Google, Yahoo, MSN, AOL Search, and Ask.com. Some of these feed search content to the other main search engines and portal sites. For Europe and other areas you'll want to submit to regional search engines. It's a waste of money to pay someone to submit your site to hundreds of search engines. Avoid registering with FFA (Free For All pages) and other link farms. They don't work well, bring you lots of spam e-mails, and could cause you to be penalized by the search engines. Submit to directories under "Linking Strategies" below. If your page is already indexed by a search engine, don't re-submit it unless you've made significant changes; the search engine spider will come back and revisit it soon anyway. 9. Fine-tune with Search Engine Optimization Now fine-tune your focused-content pages (described in point 7), and perhaps your home page, by making minor adjustments to help them rank high. Software such as WebPosition (www.wilsonweb.com/afd/webposition.htm) allows you to check your current ranking and compare your webpages against your top keyword competitors. WebPosition's Page Critic provides analysis of a search engine's preferred statistics for each part of your webpage. You can do this yourself with WebPosition. The best set of SEO tools by far is Bruce Clay's SEOToolSet (www.wilsonweb.com/afd/clay_seotoolset.htm).
Many small and large businesses outsource search engine positioning because of the considerable time investment it requires. 10. Promote Your Local Business on the Internet These days many people search for local businesses on the Internet. To make sure they find you include on every page of your website the street address, zip code, phone number, and the five or 10 other local community place names your business serves. If you can, include place names in the title tag, too. When you seek links to your site, a local business should get links from local businesses with place names in the communities you serve and complementary businesses in your industry nationwide.
Chapter 11 Preparing for Additional Website Traffic
11.1 Introduction
Before you do all the work of attracting people to your website, determine whether your business can handle the traffic. You need to prepare ahead of time for increased volumes, and for all the possible problems and challenges that can occur over time. Ask yourself and/or or potential web-hosting service the following questions: 1. Can your web hosting company handle large volumes of traffic coming to your website? In most cases the answer to this will be yes, but you need to know this ahead of time so talk to your Internet Hosting Provider so they can be aware of your potential higher traffic activities. You should also be reminded that additional traffic to your website may mean higher monthly costs from your website hosting company for the increased traffic levels. 2. Are you set up for mail-order shipments? If you are planning on selling products over the Internet, can you and your staff handle volumes of product sales, shipping AND all the things that go along with these. Create a mail-order department, and procedures for handling mail-order requests. In most cases this will also mean you should set up a secure, e-commerce website to handle and track the transactions. 3. Do you have a secure website for accepting customer payments? If you don't, you will be losing sales because many online shoppers will only trust secure sites. E-commerce sites provide a secure means for Internet shoppers to purchase products and services online. There are a multitude of companies that offer services in setting up ecommerce accounts. Check first of all with your own Internet hosting provider to see if they offer this service, or can they recommend another company. 4. What are your procedures for? a) Stolen Credit Cards (When someone pays with a stolen card number).Ask your merchant account provider for details. b) Undelivered product (Your customer claims the product didn't arrive).Have a shipment tracking system in place. c) Damaged goods (Your customer claims product received damaged).Check for availability of shipping insurance policies. d) Unsuitable goods (The product simply does not live up to expectations). Ensure your website depicts your products accurately e) Shipping and delivery. Informing your potential customers of the availability of their purchase and approximate delivery time.
5. What level is your Internet and website security? Will people trust you? Do your website and your business "appear" to be legitimate? Internet security is an important issue, particularly if you are operating an e-commerce site. There are a number of organizations that offer online certificates for secure websites that adhere to their strict code of security implementations. Other things that will help to make your website appear to be legitimate and trustworthy are to publish your street address, and even post a picture of the building in which you are located. Remember that an increase in sales and activities often means an increase in problems that go along with them. If your business is to sell online and you are not fully prepared for volumes of traffic, this can significantly impact your business. Be like a good Boy Scout or Girl Guide and Be Prepared. The last thing you want is an unhappy customer; as that can do more damage to the short- and long-term viability of your business than any other singular event.
Chapter 12 Branding Your Business And Website
12.1 Develop a Brand Branding is a word that has gained popularity in recent years, but its meaning is often shrouded in double talk and misunderstanding. Branding is the "feeling" that people get from certain products, services or businesses. There are many elements of a business that
Internet Marketing- Clicking on profits could be used for branding. It could be a logo, a name, a picture, a product or any other tangible thing that creates an association with a product, service or company. Branding can be difficult to accomplish because you cannot command people to associate a good feeling with your products or services. People need to experience this in order for the branding to become meaningful. You need to start of by establishing what exactly it is that you want to brand. Will it be your products, your company name or a logo? It should be something that will associate all of these business elements together. One important component of branding is the "experience" customers have, during and after an interaction with a "branded" entity. In order for the branding to reflect a positive experience, the interaction and experience must also be positive. Branding can best be described with one word: TRUST. It is the trust in branded entities that prompts people to patronize them. Trust is the same reason that branding cannot happen overnight; it takes time to build client trust. You need to be aware that trust can also be lost in an instant. Trust is a feeling; therefore, it is one of the quickest things your business can lose. For this reason, it is imperative that all your efforts go into making each client interaction a positive one. Think for a moment of the things you purchase and why you purchase them. Take a common product like cola. There are many brands of colas available. Some are well -advertised and promoted while others rely simply on their price. What do you buy? Do you buy the more expensive brand because you have seen all the ads for them over the years; you have consumed the product many times and have always found it to be refreshing and consistent? Or, do you buy the cheaper brand that you have never heard of before, never tried and don't know the company or its product? If you are like most consumers, you will likely buy the well-advertised and "trusted" product most of the time, and very occasionally purchase an unknown brand. Branding is relying on trust and experience to influence our decisions. So how can you use branding? I highly recommend that you "brand" your website address. The reason for this is that when you brand your website address, no matter what product or service you provide, or change, people will always associate your website with a known and trusted entity. You can begin "branding" your website address by focussing all of your promotions on sending people to your website, where they can find out all the information about you, your products and or services, and your company. You need to be consistent in ALWAYS advertising and promoting your website. There are many more activities you can engage in that will help brand your website address. Some good examples are: Incorporating your website address into your logo, making sure your website address appears on all your promotional material and using a catchy name for your website address. Many large corporations have more than one "branded" entity. With some companies it is simply their name; with others it is a variety of elements that have been created and associated with the company. Just a few of the companies that have successfully "branded" their products or services
NIKE Inc. Has bandied their world-famous Nike "swoosh" logo. It has been so well promoted that now most people on the planet recognize a Nike product simply by seeing the logo. The advantage to this is that now Nike can manufacture any product, apply their logo, and be assured that the buyer will recognize who the manufacturer is.
The Coca-Cola Company has spent a lifetime promoting a logo that includes specific colors and scripted lettering. The product is sold worldwide and the logo is recognized around the globe as a popular soft-drink with a consistently high quality of manufacture, packaging and consistency.
An Internet-based company that began as an bookseller, and then branched into a variety of products. www.Amazon.com is the perfect example of a company that branded its web address. Even people who have never visited the Amazon.com website are aware of the company.
Chapter 13 Making a Sticky Website
13.1 increasing the volumes Attracting people to your website is not enough; visitors need to stick around long enough to do whatever it is that your website was designed for them to do. All of the elements that Amity International Business School, Noida
Internet Marketing- Clicking on profits make a website sticky also include the construction and content of your website such as look, feel, navigation, etc. All of these elements are needed to entice visitors to linger at your website long enough for them to obtain something from it. Some of the things you can implement that will help visitors spend more time or increase the volume of visits to your website are: 1. Make sure your website is attractive and works properly so it will not drive visitors away. 2. Use your home or splash page to announce short news features about your business. 3. Provide "tips" associated with your products or services. 4. Provide interesting to-the-point information on products and services. 5. Make your text sections interesting and easy to read. 6. Implement chat, listserve, or other interactive sessions. There is value in having visitors spend more time at your website, just as there is value in having visitors return again and again to your site. Both of these activities build trust (branding) that equates to better customer relations, higher volumes and higher margin sales. 13.2 Linking Strategies Links to your site from other sites bring additional traffic. But since Google and other major search engines consider the number of incoming links to your website ("link popularity") as an important factor in ranking, more links will help you rank higher in the search engines, too. Google has introduced a 10-point scale called PageRank (10 is the highest rank) to indicate the quantity and quality of incoming links. All links, however, are not created equal. Links from popular information hubs will help your site rank higher than those from low traffic sites.). Submit Your Site to Key Directories Submit your site to key directories, since a link from a directory will help your ranking -and get you traffic. Be sure to list your site in the free Open Directory Project (www.dmoz.com), overseen by overworked volunteer human editors. This hierarchical directory provides content feeds to all the major search engines. Plus it provides a link to your site from an information hub that Google deems important. But don't be impatient and resubmit or you'll go to the end of the queue. Yahoo! Directory is another important directory to be listed in, though their search results recently haven't been featuring their own directory as prominently. Real humans will read (and too often, pare down) your 200-character sentence, so be very careful and follow their instructions (http://docs.yahoo.com/info/suggest/). Hint: Use somewhat less than the maximum number of characters allowable, so you don't have wordy text that will tempt the Yahoo! editor to begin chopping. Business sites require a $299 annual recurring fee for Yahoo! Express to have your site considered for inclusion within seven business days
Internet Marketing- Clicking on profits (http://docs.yahoo.com/info/suggest/busexpress.html). Other directories to consider might be About.com and Business.com. Submit Your Site to Industry Sites and Specialized Directories You may find some directories focused on particular industries, such as education or finance. You probably belong to various trade associations that feature member sites. Ask for a link. Even if you have to pay something for a link, it may help boost your PageRank. Beware of directories that solicit you for "upgraded listings." Unless a directory is widely used in your field, your premium ad won't help -- but the link itself will help boost your PageRank and hence your search engine ranking. Marginal directories come and go very quickly, making it hard to keep up. Don't try to be exhaustive here. Request Reciprocal Links Find complementary websites and request a reciprocal link to your site (especially to your free service, if you offer one). Develop an out-of-the way page where you put links to other sites - so you don't send people out the back door as fast as you bring them in the front door. Your best results will be from sites that get a similar amount of traffic to your site. High-traffic site webmasters are too busy to answer your requests for a link and don't have anything to gain. Look for smaller sites that may have linking pages. Check out Ken Evoy's free SiteSell Value Exchange. (1) It registers your site as one that is willing to exchange links with other sites that have a similar theme/topic content and (2) Searches for sites with similar topical content (http://sales.sitesell.com/valueexchange/). Additionally, two automated link building software programs stand out -Zeus and Arelis. These searches for complementary sites help you maintain a link directory, and manage reciprocal links. However, use these programs to identify the complementary sites, not to send impersonal automated e-mail spam to site owners. When you locate sites, send a personal e-mail to the administrative contact found in the Whois Directory (www.networksolutions.com/whois/). If e-mail doesn't get a response, try a phone call. One warning: Be sure to only link to complementary sites, no matter how often you are bombarded with requests to exchange links with a mortgage site that has nothing to do with yours. One way Google determines what your site is about is who you link to and who links to you. It's not just links, but quality links you seek. Write Articles for Others to Use in their Newsletters
You can dramatically increase your visibility when you write articles in your area of expertise and distribute them to editors as free content for their e-mail newsletters or their websites. Just ask that a link to your website and a one-line description of what you offer be included with the article. This is an effective "viral" approach that can produce hundreds of links to your site over time. Begin a Business Blog Want links to your site? Begin a business blog on your website, hosted on your own domain. If you offer excellent content and regular industry comment, people are likely to link to it, increasing your site's PageRank. If you have a blog on a third-party blog site, occasionally find reasons to talk about and link to your own domain. Issue News Releases Find newsworthy events and send news releases to print and Web periodicals in your industry. The links to your site in online news databases may remain for years and have some clout with link popularity. However, opening or redesigning a website is seldom newsworthy these days. You may want to use a Web news release service such as PR Web (http://wilsonweb.prwebdirect.com). Placing your website URL in online copies of your press release may increase link popularity some. Issuing press releases is a traditional promotional strategy, but there are other traditional approaches that can help you as well.
Chapter 14
Viral Marketing
14.1 Viral marketing One of the sales elements that works hand in hand with branding is viral marketing. These two marketing aids complement one another and help to make one another more powerful. Viral marketing is a new phrase that means "word of mouth" marketing, or more accurately for website promotion, "self-propagation." What viral marketing does is to "spread your message" within the community, without you having to intervene. It's like free advertising because visitors to your website will recommend it to others who will
Internet Marketing- Clicking on profits recommend it to others and so on. In many ways, this kind of promotion acts just like a virus in that it spreads from person to person almost without them being aware. There are two types of viral marketing: 1. Direct Viral Marketing occurs when a client spreads the awareness of your product or service to others simply by using the product or service. Some of the online e-mail services are examples of this. When someone sends an e-mail using these kinds of services, each email automatically includes a message at the bottom of the e-mail that states the name of the email service they are using. A subtle but effective method of promotion. 2. Indirect Viral Marketing happens when a client must actively find another client in order for both of them to benefit by using the product. An example of this is when someone wants to use an Internet service like a chat or messaging service, and they have to solicit the assistance of another user in order to implement the service. For example, if one person wants to send instant online messages to another person, that other person also needs to have the same software installed in order for the messaging to work. This means that one person needs to implore another to also install a messaging utility. (e.g., MSN messenger or ICQ) There may be some ways you can implement viral marketing or self propagation within your website. Offering things for free is one good way of doing this. This doesn't mean you have to give away a product; you could provide a free service or some other valuable non-tangible item. If you have the means, providing a free screen saver or background image could be one way that your customers will spread the news of your website. Another idea is to provide a free service to visitors of your site. Free advice on technical or other complicated topics could be useful Quotes or definitions are useful to some people. Contests are another way of attracting attention. If you do implement a contest, I suggest that your prize be one of significant value in the eyes of your clients. If it is deemed to be of low value, it will not attain the status of being a suitable viral marketing item.
14.2 US- fact file Most advertising industry leaders in the US believe that Fortune 500 companies are generally behind the curve when it comes to online ad strategy. There is also a wariness of advertising executives regarding their own ability to keep pace with the changing digital
Internet Marketing- Clicking on profits environment. 58% feel that they personally are struggling simply to manage existing online efforts, let alone stay ahead of the curve.
There are many ways that a website can be made to contain items that visitors to the site will want to tell others about. Those who implement this feature and make it valuable will have a much greater chance of reaping the benefits of viral marketing. RISKY PROPOSITION: Advertising executives find blogs a riskier, less effective advertising vehicle than user-generated content sites such as MySpace, YouTube, Facebook, etc. 62% said that blogs are too risky to advertise with due to lack of predictability of the editorial content, while only 53 per cent agreed with the same statement about user-generated content. Despite these concerns, an overwhelming majority said advertisers should exploit the viral marketing opportunities of user-generated sites and, to a lesser degree, blogs. According to the American Advertising Federation (AAF) Survey of Industry Leaders on Digital Media Trends, an overwhelming majority of those surveyed recognise the effectiveness of digital marketing, with 91 per cent citing the online media environment as empowering to advertisers, allowing the ad industry to shape its own development. Digital medias high return on investment (ROI) was also recognised by those surveyed, with 42 per cent citing paid search as offering the highest ROI platform. The AAF study surveyed 140 advertising industry leaders, spread across agency (23 per cent), media (28 per cent), client (7 per cent) and others (22 per cent, composed mostly of consultants and researchers) sectors; 60 per cent had worked in the advertising industry for over 15 years (30 per cent for +25 years). Advertising industry leaders forecast expanded ad budgets across online media as a whole, as well as most digital media platforms
Average spending on online advertising, as a percentage of the total media budget, is anticipated to increase from 15 per cent in 2005 to 20 per cent in 2006, and forecast to reach 32 per cent by 2010

New media platforms will only get a small percentage of online budgets next year, with social media and video getting the top percentage of spend Average spend of the online budget over the next year: 7 per cent on social media, 5 per cent on online video, 4 per cent on podcasts, 2 per cent on blogs, 2 per cent on mobile devices and 1 per cent on advergaming The average budget allocation to paid search is set to increase from 9 per cent of the online budget in 2005 to 11 per cent in 2006 and 23 per cent in 2010 Display advertising is set to increase over the next year: 22 per cent of the online budget in 2005 to 28 per cent in 2006, but decrease by over half to 13 per cent by 2010 Rich media will increase from 11 per cent in 2005 to 13 per cent in 2006 and 18 per cent in 2010; dedicated/other email advertising will experience the slowest growth from 8 per cent in 2005 to 11 per cent in 2006 to 13 per cent in 2010 Respondents said that they are willing to pay a 14 per cent premium for behavioral and demographic targeting services for online ads
Advertising industry leaders are generally optimistic on the industrys relationship with digital media, but wary of their own ability to keep pace with the changing environment: 91 per cent cite the online media environment as empowering to advertisers, allowing the ad industry to shape its own development Only 29 per cent said that the overwhelming uncertainty of the online media environment makes me hesitant to move ad dollars there Less than half (46 per cent) cited the online media environment as creating a loss of control for advertisers, with the majority struggling just to keep pace However, 58 per cent said that they personally are struggling simply to manage existing online efforts, let alone stay ahead of the curve Advertising industry leaders see online advertising as increasingly expanding into the traditional advertising sphere, but say that Fortune 500 companies lag behind: 71 per cent disagree with the statement that the majority of online advertising will continue to be advertisers whose products/services are sold online However, 63 per cent believe that Fortune 500 companies are generally behind the curve when it comes to online ad strategy While 73 per cent of advertisers say that Fortune 500 companies are more likely to spend the majority of their ad budgets on display rather than search ads, 63 per cent do not believe that as branding becomes more of a priority, advertisers will spend relatively fewer dollars on paid search Advertising industry leaders attribute a higher ROI to digital media than traditional media, with paid search as the highest ROI platform 73 per cent see digital media as providing more ROI than traditional media 42 per cent cited paid search ads as having the highest ROI, 24 per cent for dedicated or other email ads, 16 per cent for rich media ads, and 9 per cent for display ads Advertising industry leaders generally have a more positive view of user-generated content sites (MySpace, YouTube, Facebook, etc) than blogs
While 24 per cent have advertised on a blog and 7 per cent plan to do so in the next year, 19 per cent have advertised on a user-generated content site, and 14 per cent plan to do so in the next year Blogs are considered to be relatively riskier than user-generated content sites, with 62 per cent agreeing with the statement that blogs are too risky to advertised with due to lack of predictability of the editorial environment, and 53 per cent agreeing with the same statement about user generated content 76 per cent were concerned about the ability to control brand/product image on blogs, as opposed to 67 per cent for user-generated content sites While 70 per cent said that blogs are useful for niche advertising, but will not have an effect on major accounts, only 41 per cent agreed with the statement when applied to user-generated content sites 91 per cent said that advertisers should exploit the viral marketing opportunities of user-generated content sites, while 81 per cent said the same of blogs
While online video provides more advertising opportunities, it has not yet had a significant impact on ad spend with television network upfront markets 93 per cent said that video and other rich media ads provide more creative opportunities for online advertising Of those who participate in TV upfront markets, 62 per cent said online video (either rebroadcast or original content) did not have an effect on their spend with networks, 15 per cent said online video decreased their network spend while 23 per cent said it expanded their spend with networks
Chapter 15 Online Marketing

Methods
15.1 E-mail marketing E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:
Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business. Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately. Adding advertisements in e-mails sent by other companies to their customers. Emails that are being sent on the Internet (Email did and does exist outside the Internet, Network Email, FIDO etc.)
Researchers estimate that as of 2004 the E-mail Marketing industry's revenues has surpassed the $1 billion/yr mark. Advantages E-mail marketing (on the Internet) is popular with companies because:

Compared to other media investments such as direct mail or printed newsletters, it is less expensive. Return on investment has proven to be high when done properly. It is instant, as opposed to a mailed advertisement, an e-mail arrives in a few seconds or minutes. It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in. It is easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read-receipts, click-throughs, etc. These can be used to measure open rates, positive or negative responses, corrolate sales with marketing. Advertisers can reach substantial numbers of e-mail subscribers who have opted in (consented) to receive e-mail communications on subjects of interest to them When most people switch on their computer the first thing they do is check their e-mail. Specific types of interaction with messages can trigger other messages to be automatically delivered.
Disadvantages Many companies use e-mail marketing to communicate with existing customers, but many other companies send unsolicited bulk e-mail, also known as spam. Illicit e-mail marketing antedates legitimate e-mail marketing, since on the early Internet it was not permitted to use the medium for commercial purposes. As a result, marketers attempting to establish themselves as legitimate businesses in e-mail marketing have had an uphill battle, hampered also by criminal spam operations billing themselves as legitimate. It is frequently difficult for observers to distinguish between legitimate and spam e-mail marketing.
Internet Marketing- Clicking on profits 1. spammers attempt to represent themselves as legitimate operators, obfuscating the issue. 2. direct-marketing political groups such as the U.S. Direct Marketing Association (DMA) have pressured legislatures to legalize activities which many Internet operators consider to be spamming, such as the sending of "opt-out" unsolicited commercial e-mail. 3. the sheer volume of spam e-mail has led some users to mistake legitimate commercial e-mail (for instance, a mailing list to which the user subscribed) for spam especially when the two have a similar appearance, as when messages include HTML and flashy graphics. Due to the volume of spam e-mail on the Internet, spam filters are essential to most users. Some marketers report that legitimate commercial e-mails frequently get caught by filters, and hidden; however, it is somewhat less common for e-mail users to complain that spam filters block legitimate mail. Companies considering an e-mail marketing program must make sure that their program does not violate spam laws such as the United States' CAN-SPAM Act, the European Privacy & Electronic Communications Regulations 2003 or their Internet provider's acceptable use policy. Even if a company follows the law, if Internet mail administrators find that it is sending spam it is likely to be listed in blacklists such as SPEWS.
15.2 Strategies Install a "Signature" in your E-Mail Program This helps potential customers get in touch with you. Most e-mail programs such as AOL, Netscape, and Outlook allow you to designate a "signature" to appear at the end of each message you send.Limit it to 6 to 8 lines: Company name, address, phone number, URL, e-mail address, and a one-phrase description of your unique business offering. Publish an E-Mail Newsletter While it's a big commitment in time, publishing a monthly e-mail newsletter ("ezine") is one of the very best ways to keep in touch with your prospects, generate trust, develop brand awareness, and build future business. It also helps you collect e-mail addresses from those who visit your site but aren't yet ready to make a purchase. Ask for an email address and first name so you can personalize the newsletter. You can distribute your newsletter using listservers such as: 1 Constant Contact (www.wilsonweb.com/afd/roving.htm) 2 Got Marketing Campaigner (www.wilsonweb.com/afd/gotmarketing.htm) 3 AWeber (www.wilsonweb.com/afd/aweber.htm) 4 Topica Email Publisher (www.wilsonweb.com/afd/topica.htm) 5 Gammadyne Mailer (www.wilsonweb.com/afd/gammadyne.htm)
Internet Marketing- Clicking on profits If you're just getting started you can use a free advertising-supported newsletter from Yahoo! Groups (www.yahoogroups.com). Send Offers to Your Visitors and Customers Your own list of customers and site visitors who have given you permission to contact them will be your most productive list. Send offers, coupon specials, product updates, etc. Personalizing the subject line and the message may increase the results. Rent targeted e-mail lists We abhor "spam," bulk untargeted, unsolicited e-mail, and you'll pay a very stiff price in a ruined reputation and cancelled services if you yield to temptation here. But the direct marketing industry has developed targeted e-mail lists you can rent -- lists consisting of people who have agreed to receive commercial e-mail messages. These lists cost $40 to $400 per thousand or 4 to 40 per name. Do a smaller test first to determine the quality of the list. Your best bet is to find an e-mail list broker to help you with this project -- you'll save money and get experienced help for no additional cost.
Chapter 16 Traditional Marketing Methods

16.1 Traditional Strategies Just because "old media" strategies aren't on the Internet doesn't mean they aren't effective. A mixed media approach can be very effective. Include Your URL on Stationery, Cards, and Literature
Internet Marketing- Clicking on profits This is a no-brainer that is sometimes overlooked. Make sure that all reprints of cards, stationery, brochures, and literature contain your company's URL. And see that your printer gets the URL syntax correct. In print, it is recommended leaving off the http:// part and including only the www.domain.com portion. Promote using traditional media Don't discontinue print advertising that you've found effective. But be sure to include your URL in any display or classified ads you purchase in trade journals, newspapers, yellow pages, etc. View your website as an information adjunct to the ad. Use a two-step approach: (1) Capture readers' attention with the ad, (2) Then refer them to a URL where they can obtain more information and perhaps place an order. Look carefully at small display or classified ads in the back of narrowly-targeted magazines or trade periodicals. Sometimes these ads are more targeted, more effective, and less expensive than online advertising. Consider other traditional media to drive people to your site, such as direct mail, classifieds, post cards, etc. TV can be used to promote websites, especially in a local market. Develop a Free Service It's boring to invite people, "Come to our site and learn about our business." It's quite another to say "Use the free kitchen remodeling calculator available exclusively on our site." Make no mistake, it's expensive in time and energy to develop free resources, such as Research Room (www.wilsonweb.com/cat/), but it is very rewarding in increased traffic to your site. Make sure that your free service is closely related to what you are selling so the visitors you attract will be good prospects for your business. Give visitors multiple opportunities and links to cross over to the sales part of your site.
Chapter 17 Specialized Marketing

Methods
17.1 Miscellaneous Strategies

Promote Your Site in Online Forums and Blogs The Internet offers thousands of much targeted e-mail based discussion lists, online forums, blogs, and Usenet news groups made up of people with very specialized interests. Use Google Groups to find appropriate sources (groups.google.com). Don't bother with news groups consisting of pure "spam." Instead, find groups where a serious Amity International Business School, Noida
Internet Marketing- Clicking on profits dialog is taking place. Don't use aggressive marketing and overtly plug your product or service. Rather, add to the discussion in a helpful way and let the "signature" at the end of your e-mail message do your marketing for you. People will gradually get to know and trust you, visit your site, and do business with you.). Announce a Contest People like getting something free. If you publicize a contest or drawing available on your site, you'll generate more traffic than normal. Make sure your sweepstakes rules are legal in all states and countries you are targeting. Prizes should be designed to attract individuals who fit a demographic profile describing your best customers.. Ask Visitors to Bookmark Your Site It seems so simple, but make sure you ask visitors to bookmark your site or save it in their Favorites list. Exchange Ads with Complementary Businesses Banner exchange programs don't work well these days. But consider exchanging e-mail newsletter ads with complementary businesses to reach new audiences. Just be sure that your partners are careful where they get their mailing list or you could be in trouble with the Devise Viral Marketing Promotion Techniques So-called viral marketing uses the communication networks (and preferably the resources) of your site visitors or customers to spread the word about your site exponentially. Wordof-mouth, PR, creating "buzz," and network marketing are offline models. "Write Articles for Others to Use in their Newsletters," is a viral approach. The classic example is the free e-mail service, hotmail.com that includes a tagline about their service at the end of every message sent out, so friends tell friends, who tell friends.
17.2 Paid Advertising Strategies

None of the approaches described above is "free," since each takes time and energy. But if you want to grow your business more rapidly, there comes a point when you need to pay for increased traffic. Advertising is sold in one of three ways: (1) traditional CPM (cost per thousand views), (2) pay per click (PPC), and (3) pay per action, otherwise known as an affiliate program or lead generation program. Buy a Text Ad in an E-Mail Newsletter Some of the best buys are small text ads in e-mail newsletters targeted at audiences likely to be interested in your products or services. Many small publishers aren't sophisticated Amity International Business School, Noida
Internet Marketing- Clicking on profits about advertising and offer attractive rates. For example, we offer low-priced 2-Line Ads in Web Marketing Today each week (www.wilsonweb.com/ads/2-line-ad.htm). Banner ads get such a low click-through rate (0.2%) these days that I don't recommend paying much for them. Banner ads typically cost about 50 to $1 per thousand page views. Begin an Affiliate Program Essentially, a retailer's affiliate program pays a commission to other sites whose links to the retailer result in an actual sale. The goal is to build a network of affiliates who have a financial stake in promoting your site. If you're a merchant you, need to (1) determine the commission you are willing to pay (consider it your advertising cost), (2) select a company to set up the technical details of your program, and (3) promote your program to get the right kind of affiliates who will link to your site. Consider affiliate management software. Purchase Pay Per Click (PPC) ads Purchase PPC ads with Yahoo Search Marketing (formerly Overture) (www.wilsonweb.com/afd/overture.htm) and Google AdWords (https://adwords.google.com/select/). The top ads appear as featured links to the right of "natural" search engine results for your keywords. Your ranking is determined by how much you've bid for a particular search word compared to other businesses. This can be a cost-effective way to get targeted traffic, since you only pay when someone actually clicks on the link. List Your Products with Shopping Comparison Bots and Auction Sites Shopping bots compare your products and prices to others. Google's Froogle (www.froogle.com) is free, so be sure to list your products there. A Froogle listing also helps your product page's ranking on Google. Some work on a PPC basis: mySimon (www.mysimon.com), BizRate (www.bizrate.com), PriceGrabber (www.pricegrabber.com), and Shopping.com (www.shopping.com). Others expect a commission on the sale and sometimes a listing fee, especially sales systems that host the merchant. These include eBay (www.ebay.com), Yahoo! Shopping Auctions (http://auctions.shopping.yahoo.com), Amazon zShops, Marketplace, and Auctions (http://zshops.amazon.com), and Yahoo! Shopping (http://shopping.yahoo.com). You pay to acquire first-time customers, but hopefully you can sell to them a second, third, and fourth time, too.
Chapter 18 Your Website Marketing Plan
18.1 Divide Your Website into Logical Sections My first website had 100+ pages and I made the mistake of dumping all the webpages into a single directory. What a mess! I learned quickly that you need to organize your site both logically and with multiple directories, one for each section. Here's a typical small-site structure:
Privacy norms are to be followed as shown in dis survey 18.2 Segmentation Contrary to belief, our studies on internet usage show that tech phobia is not age-related. Different age groups use the media differently and its up to the marketers to understand their usage patterns and display their web content accordingly. 18.3 Integration of mobile plus net, technology plus tradition marketing According to a survey by Mudra group company Kidstuff Promos & Events, 84 per cent of urban Indians have participated in some promo or the other in the last two years. The money spent on promos in India has quadrupled in two years to Rs 1,000 crore in 2004-05. That's almost a tenth of the Rs 12,000 crore or so spent on advertising - almost all of it on mass media - in the year. But though it's on a small base, promo spends are growing much faster than mass media spends. The other factor for increased online usage is the proliferation of digital media. With 65 million mobile phone users and 6 million Internet connections, several brands are finding a new way of dealing with mass media clutter in digital media. "Digital media promotions allow brands to communicate with younger audiences. Brands want to learn the medium so that when Internet subscribers grow to about 100 million in the next couple of years, they know what works and what doesn't. The bet paid off. In the US, promo marketing spends surpassed mass media spends two years ago - companies spent $213 billion on traditional advertising and $231 billion on promo marketing. In Australia, the shift happened in 2000, when promo spends became 1.5 times that of mass media. As a result, the revenue composition of most large marketing service groups has changed. WPP, for instance, gets almost 60 per cent of its revenues from non-advertising business. This is true for digital media too. Young Indians are spending more time in the virtual world. Therefore, brands want to connect with them in that world. Pepsi, for one, has doubled its digital media spends over the last three years. It claims that Web episodes (or Amity International Business School, Noida
Internet Marketing- Clicking on profits webisodes) of its 'Oye Bubbly' campaign were viewed by 40,000 consumers within the first six hours of launch. Nanda of Webchutney is also emphatic in his defence. Being able to view TVCs online doesnt mean they are online ads. Online and offline messaging has to be different even if the basic premise of the campaign is the same. Take the case of MakeMyTrip.com. The premise was lowest airfares but the online and offline campaigns have been completely different. Indeed, the viral marketing campaign for travel site MakeMyTrip.com, created and implemented by Webchutney, won a Gold and a Silver at the Abby Awards 2006, and again a Gold and a Bronze at Advertising Agencies Association of India (AAAI ) Awards 2006. The next step is to make possible the local incremental web. This is where the combination of RSS and mobiles can play a role. Do-it-yourself publishing can create the content, while subscriptions can help deliver to the interested people in near real-time on their mobiles. In this world, events will start becoming the centrepiece of people?s lives. With mobiles, individuals can also report on what they are seeing and share it easily with others. This two-way interaction can help spur all kinds of new services ? from citizen journalism to Wikipedia-like search for something interesting to do on a Sunday evening. 18.4 Why need of integration Ad Spending by Media The majority of 19 media measured by TNS MI experienced growth during 2005. Internet display advertising registered the largest gain, up 13.3 percent to $8.3 billion on the strength of accelerated spending from dot-com brands. For the year, these online brands accounted for 49.7 percent of total internet expenditures, the highest level since the dotcom bust. In addition, Cable TV advanced sharply, up 11.4 percent to $15.9 billion as it continued to take share from other national media. Other notably strong performers were Outdoor, up 9.8 percent to $3.5 billion, and Consumer Magazines, up 7.5 percent to $21.7 billion on the strength of higher rate card pricing. Local Newspaper led with most total dollars spent at $25.1 billion, up 1.1 percent compared to 2004. Network TV was the second leading category with $22.5 billion, a decline of 0.3 percent versus the Summer Olympic year of 2004. In the fourth quarter, a period unaffected by Olympic comparisons, Network TV achieved modest growth of 4.0 percent. Ad Spending by Media: Full Year 2005 vs. Full Year 20041 Full Year 2005 Full Year 2004 Media % Change (Millions) (Millions) NEWSPAPERS (LOCAL) NETWORK TV CONSUMER $25,090.50 $22,455.20 $21,688.00 $24,814.40 $22,523.40 $20,167.40 1.10% -0.30% 7.50%
Internet Marketing- Clicking on profits MAGAZINES CABLE TV SPOT TV

2 3
$15,874.10 $15,529.20 $8,322.70 $7,364.90 $4,471.00 $4,222.50 $4,219.20 $3,528.80

$3,466.70 $2,604.10 $1,619.50 $1,441.50 $1,009.90 $143,293.40
$14,248.80 $17,158.70 $7,343.00 $7,273.40 $4,364.60 $3,930.90 $3,976.10 $3,213.00

$3,303.50 $2,616.50 $1,497.40 $1,391.90 $1,027.80 $317.70 $139,168.60
11.40% -9.50% 13.30% 1.30% 2.40% 7.40% 6.10% 9.80%

4.90% -0.50% 8.20% 3.60% -1.70% 21.30% 3.00%
INTERNET
LOCAL RADIO4 B-TO-B MAGAZINES SYNDICATION NATIONAL SPANISH LANGUAGE MEDIA5 OUTDOOR
NATIONAL NEWSPAPERS NATIONAL SPOT RADIO SUNDAY MAGAZINES FSI's6 NETWORK RADIO TOTAL
7
LOCAL MAGAZINES $385.50
Source: TNS Media Intelligence 1. Figures are based on the TNS Media Intelligence Stradegy multimedia ad expenditure database across all TNS MI measured media, including: Network TV; Spot TV; Cable TV (44 networks); Syndication TV; Hispanic Network TV; Consumer Magazines (203 publications);,Sunday Magazines (5 publications); Local Magazines (26 publications); Hispanic Magazines (24 publications); Business-to-Business Magazines (428 publications); Local Newspapers (143 publications); National Newspapers (3 publications); Hispanic Newspapers (52 publications); Network Radio; Spot Radio; Local Radio; Internet; and Outdoor. Figures do not contain public service announcement (PSA) data. 2. Spot TV figures do not include Hispanic Spot TV data. 3. Internet figures do not include paid search advertising. 4. Local Radio includes expenditures for 33 markets in the U.S provided by Miller Kaplan. 5. Spanish Language Media includes expenditures from Hispanic Network and Cable TV (Univision, Telemundo, Telefutura and Galavision); Hispanic Spot TV; Hispanic Magazines; and Hispanic Newspapers. 6. FSI data represents distribution costs only. 7. The sum of the individual media may differ from the total due to rounding.
Internet Marketing- Clicking on profits Ad Spending by Advertiser The top 10 advertisers of 2005 spent $18.6 billion, a drop of 3.3 percent compared to 2004. Spending by these elite companies softened noticeably in the fourth quarter, with eight of the ten registering declines. Procter & Gamble, with Gillette now counting towards the parent company total, regained the top spot with $3.2 billion in spending, down 4.6 percent on a like-for-like basis against 2004. General Motors holds the second position with $3.0 billion in spending, up 7.1 percent. Verizon Communications had the largest growth rate among the top ten, up 8.5 percent. The largest decrease among the top 10 advertisers was AT&T, with a 26.4 percent drop to $1.6 billion on cutbacks in its wireless divisions associated with the SBC Communications merger. Daimler Chrysler reduced its 2005 advertising outlays by 12.8 percent to $1.6 billion. The drop was spread across all its major nameplates.
Chapter 19 Spam
19.1 Spam
Spamming is truly the scourge of the Information Age. This problem has become so widespread that it has begun to burden our information infrastructure. Entire new networks have to be constructed to deal with it, when resources would be far better spent on educational or commercial needs." - United States Senator Conrad Burns
Internet Marketing- Clicking on profits Unsolicited Electronic Mail also called "spam" is a growing concern among corporations and individuals. Spamming, once viewed as a mere nuisance, is now posing some alarming problems. In the year 2002 alone, losses to US Corporations due to spamming were a staggering $8.9 billion. In 2003, spam costs to all Non-corporation Internet users were an estimated $255 million . With the increasing number of Internet users in India, the absence of any legislation prohibiting spamming and the dearth of other spam-control measures, it is time the Government took note of this menace. What exactly is Spam? Spam may be defined as Unsolicited Bulk E-Mail (UBE) or Unsolicited Commercial EMail (UCE). In either case, it is important to note that Spam is "Unsolicited" which means that there is no prior relationship between the parties concerned and the recipient has not explicitly consented to receive the communication. Why is Spam harmful? 1. Content Many of the objections to spam relate to its content. Objections to commercial messages, which promote dubious ventures and messages that contain sexually explicit material, are commonplace. However, the single most important objection is as far as messages containing harmful embedded code and hostile file attachments. 2. Consumption of Internet Resources Spam represents a significant proportion of all e-mail traffic, consuming massive amounts of network bandwidth, memory, storage space, and other resources. Internet users and system administrators spend a great deal of time reading, deleting, filtering, and blocking spam, as a result of which they pay more for Internet access. 3. Threat to Internet Security Spammers frequently tap into Simple Mail Transfer Protocol (SMTP) Servers and direct them to send copies of a message to a long list of recipients. Third-party relaying usually represents theft of service because it is an unauthorized appropriation of computing resources. A companys reputation may be damaged if it is associated with spam because of third party relaying. 19.2 What are the methods of dealing with Spam? I. Technical Methods The first line of defense against spam normally consists of self-help and other technical mechanisms. These mechanisms can be implemented by individual Internet users, ISPs and other destination operators, as well as by various third parties, some of which specialize in battling spam.
Internet Marketing- Clicking on profits A. Filtering and Blocking i. End User Filtering and Collaborative Filtering End User filtering entails the recipient simply ignoring unwanted messages while collaborative filtering consists of filtering done by Internet Service Providers (ISP) and proxy filtering services like Brightmail. ii. Blocking Blocking involves enabling destination operators to refuse delivery of spam. Many databases sometimes referred to as blacklists or "blackhole lists," list Internet hosts frequented by spammers. Destination operators can use these databases to identify and refuse delivery of selected incoming messages. B. Hiding from Spammers This process involves concealing e-mail addresses by the recipients thus making harder for the spammers. C. Opting Out This procedure involves requesting the spammer to remove the recipient from the mailing list. Of all the measures stated above this is the most ineffective as spammers almost never remove a mail address from their mailing lists. 18.2. a Problems with Technical Approach: The Technical Approach has several fallacies especially in India:
* Technical approaches are unlikely ever to eradicate spam, partly because of the time and resources that spammers devote to their activities (and the economies of scale from which they benefit) and partly because of the inherent openness of the Internet and e-mail protocols. * Technical approaches have deleterious effects that they can have on legitimate communications. Blocking e-mail traffic from a spam-friendly site often means blocking a great deal of legitimate email, for example. * Modern Anti-spam technology is expensive and it further burdens the netizen * There is lack of transparency and accountability consequently spammers continue to act with impunity II. Legal Methods In the absence of adequate technological protection, stringent legislation is essential to deal with the problem of spam. Several spam-related Bills have been introduced in the United States Congress , of which only CAN-SPAM Act of 2003 has come into force. The European Union and other countries have also enacted anti-spam legislation. Australia which contributes to about 16% of the total spam in the world has the most stringent spam
Internet Marketing- Clicking on profits laws under which spammers may be fined up to $1.1 million a day. Although anti-spam legislations are found all over the world, the methods of combating spam are virtually similar as is evident from the following: 1) Prohibition The state of Delaware in the United States has stringent anti-spam legislation , which imposes a virtual ban on Unsolicited Bulk Commercial E-mail messages The European Union does not prohibit unsolicited commercial email, but permits individual member states to do so. Finland , Germany , and Italy all have laws prohibiting UCE, while Austria prohibits both UCE and UBE. 2) Enforcement of Anti-Spam policies ISPs and other destination operators generally have policies that govern the use of their facilities for various purposes, and nearly all of them prohibit spamming in particular. Consequently in some legislations emphasis is laid on following these policies. 3) Opt-out clause Several Legislations including the US CAN -SPAM Act provide for an Opt-out procedure wherein senders may communicate with anyone except those who have explicitly opted out. 4) Other Statutory Provisions Data protection laws in some States regulate the collection, use, and transfer of personal information that may include e-mail addresses, and legislation has been proposed in the United States Congress to restrict the ability of spammers to harvest e-mail addresses from domain name registration records. 5) Enforcement Mechanisms Several jurisdictions provide for criminal penalties or other governmental enforcement mechanisms in addition to or in place of private actions. The large number of Anti-spam legislations passed and the severe punishments meted out to spammers are indicative of the fact that the International Community has recognized the spam menace and is taking steps to combat it effectively. It is time that India too joined the bandwagon. 19.3 India And The Spam Menace: Spam legislation is non-existent in India. The much-touted Information Technology Act of 2000 does not discuss the issue of spamming at all. It only refers to punishment meted out to a person, who after having secured access to any electronic material without the consent of the person concerned, discloses such electronic material to any other person. It does not have any bearing on violation of individual's privacy in Cyberspace. The illegality of spamming is not considered
Internet Marketing- Clicking on profits Other cogent reasons for introducing comprehensive legislation to curb, control and penalize spammers are: The Delhi High Court acknowledged the absence of appropriate legislation concerning spam in a recent case wherein Tata Sons Ltd and its subsidiary Panatone Finwest Ltd filed a suit against McCoy Infosystems Pvt Ltd for transmission of spam. It was held that in the absence of statutory protection to check spam mails on Internet, the traditional tort law principles of trespass to goods as well as law of nuisance would have to be used. With the growing number of Internet users every day and the increasing proportion of junk e-mail, it is essential that measures be taken to curb spam before it assumes gargantuan proportions like in the United States. With the establishment of the Indian arm of the Coalition Against Unsolicited Commercial E-Mails (an International Organization against spam) some efforts are being made to combat the spam menace. However, in the absence of stringent laws and technical advancements, the proliferation of spam seems inevitable.
19.4 The CAN-SPAM Act: Requirements for Commercial Emailers

The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them. The law, which became effective January 1, 2004, covers email whose primary purpose is advertising or promoting a commercial product or service, including content on a Web site. A "transactional or relationship message" email that facilitates an agreed-upon transaction or updates a customer in an existing business relationship may not contain false or misleading routing information, but otherwise is exempt from most provisions of the CAN-SPAM Act. The Federal Trade Commission (FTC), the nation's consumer protection agency, is authorized to enforce the CAN-SPAM Act. CAN-SPAM also gives the Department of
Internet Marketing- Clicking on profits Justice (DOJ) the authority to enforce its criminal sanctions. Other federal and state agencies can enforce the law against organizations under their jurisdiction, and companies that provide Internet access may sue violators, as well. What the Law Requires Here's a rundown of the law's main provisions: It bans false or misleading header information. Your email's "From," "To," and routing information including the originating domain name and email address must be accurate and identify the person who initiated the email. It prohibits deceptive subject lines. The subject line cannot mislead the recipient about the contents or subject matter of the message. It requires that your email give recipients an opt-out method. You must provide a return email address or another Internet-based response mechanism that allows a recipient to ask you not to send future email messages to that email address, and you must honor the requests. You may create a "menu" of choices to allow a recipient to opt out of certain types of messages, but you must include the option to end any commercial messages from the sender. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your commercial email. When you receive an opt-out request, the law gives you 10 business days to stop sending email to the requestor's email address. You cannot help another entity send email to that address, or have another entity send email on your behalf to that address. Finally, it's illegal for you to sell or transfer the email addresses of people who choose not to receive your email, even in the form of a mailing list, unless you transfer the addresses so another entity can comply with the law. It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address. Your message must contain clear and conspicuous notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving more commercial email from you. It also must include your valid physical postal address.
Penalties
Each violation of the above provisions is subject to fines of up to $11,000. Deceptive commercial email also is subject to laws banning false or misleading advertising. Additional fines are provided for commercial emailers who not only violate the rules described above, but also: Amity International Business School, Noida
"Harvest" email addresses from Web sites or Web services that have published a notice prohibiting the transfer of email addresses for the purpose of sending email Generate email addresses using a "dictionary attack" combining names, letters, or numbers into multiple permutations Use scripts or other automated ways to register for multiple email or user accounts to send commercial email Relay emails through a computer or network without permission for example, by taking advantage of open relays or open proxies without authorization. The law allows the DOJ to seek criminal penalties, including imprisonment, for commercial emailers who do or conspire to: use another computer without authorization and send commercial email from or through it use a computer to relay or retransmit multiple commercial email messages to deceive or mislead recipients or an Internet access service about the origin of the message falsify header information in multiple email messages and initiate the transmission of such messages register for multiple email accounts or domain names using information that falsifies the identity of the actual registrant Falsely represent themselves as owners of multiple Internet Protocol addresses that are used to send commercial email messages.
Chapter 20 NRI Services

NRI services www.garamchai.com If international portals like Yahoo and Google are gung-ho about online advertising, can Indian portals be far behind? Portals catering to NRIs like GaramChai.com, Sulekha.com, Rediff.com, Samachar.com have all been experiencing renewed surge in interest among advertisers, though most are guarded about actual numbers. GaramChais manager of operations, Raj Narayan concedes that they are indeed receiving an increasing number of inquiries from advertisers and prospective clients who are savvier about advertising on the Web. Most clients have their internal checks and balances and are more aware of the workings of Internet marketing. On the flip side, many advertisers looking for instant gratification by launching online advertising campaigns, find that the clicks on their banner advertisement dont always translate into instant business. For instance, a bank advertising services for NRIs may find that clicks from advertising on a niche portal may not translate to a proportionate number of customers signing up. However, the same advertiser may find an improvement in brand recognition, what advertising gurus call subliminal brand recognition, which may be worth a lot over a long period of time.
Chapter 21 Conclusion
As competition multiplies quality over quantity needs to be the guiding principle. good return on investment while waiting for a parallel Search Engine Optimisation (SEO) programme to ramp up and achieve critical mass. To conclude: the best way for a marketer to experience the benefits of SEO and PPC would be to commence a Search Engine Optimisation campaign and simultaneously obtain a flavour of PPC while the SEO campaign is gaining ground.
Recommendations
The difference between India and the mature markets is in experimentation. According to observers, the level is low here. In 2003, C2W tied up with Jet Airways for conducting in-flight contests. Now Tata-AIG, among others, has tied up with C2W for participating in such contests. But apart from these and a few others, there isn't much experimentation. That's primarily because Amity International Business School, Noida
Internet Marketing- Clicking on profits marketers will take some more time to extract all they can from retail and digital media; other options can come later.
Refereneces
Smith, P.R. and Chaffey, D. (2001) eMarketing eXcellence: at the heart of eBusiness. Butterworth Heinemann, Oxford, UK. Internet Marketing for Less Than $500 Per Year. ISBN 1-885068-69-7 Building Your E-Bay Traffic The Smart Way. ISBN 0-8144-7269-9 The Online Copywriters Handbook. ISBN 0-658-02099-4
Chapter 22
Glossary
Terminology
Click-through The act of clicking on a link to visit an indexed site, usually within a set of search engine results. This is important in the process of receiving visitors to a site; good ranking may be ineffective if users do not click on the link which leads to the indexed site. Cloaking Any of several varying techniques used to provide a different web page for the search engine spiders to scan than what a human user would see. Cloaking is one of the most controversial methods used in search engine optimization. It can be an unethical attempt to mislead search engines regarding the content on a particular web page. On the other hand, it can be used to provide human users with content that a search engine would not be able to process or parse. An ethical use of cloaking would be to provide website accessibility to blind people and people with other disabilities. A good benchmark on whether a given act of cloaking is ethical or not is whether it enhances accessibility. CPA Cost-Per-Action. A method of online advertising where payment is based solely on qualifying actions such as sales or registrations. CPC Cost-Per-Click. Used in online advertising, it is the cost an advertiser pays each time a link pointing to their site is clicked. This can range from $.05 to $150 depending on the link text. CTR Click-Through-Rate. It is a ratio of clicks to impressions in a Pay-per-Click (PPC) campaign. Dead Link A link which does not lead to a page or site, probably because the server is down or the page has moved or no longer exists. Most search engines have techniques for removing dead links from their listings automatically, but it is becoming increasingly difficult for a search engine to regularly check all the pages in the index. De-listing The removal of pages from a search engine's index Directory A server or a collection of servers dedicated to indexing internet web pages organized by topical subject or geographical region and returning lists of pages which match particular queries. Directories, also known as indexes, are normally compiled manually, by user submission, and often involve an editorial selection and/or categorization process. Yahoo! and The Open Directory Project (DMOZ) are two of the most popular directories on the web. Amity International Business School, Noida
Internet Marketing- Clicking on profits Doorway Page Also called a gateway page, a doorway page exists for the purpose of driving traffic to a website. They are designed and optimized to target one specific key phrase and are written for search engines to obtain high rankings and drive traffic to the site. Using doorway pages is a violation of the Terms of Service of most search engines and could be grounds for banning a website. Stay away from the use of doorway pages. Doorway pages are currently considered a recognized spam tactic and are banned by most of the major engines and directories. Hit The measure of the number of web pages matching a query returned by a search engine or directory. HTML Hyper Text Markup Language. The main scripting language used to define the content and appearance of a web page. IBL In-bound Link. Any link on another page that point to the subject page. Also called a back link. Impression A single view of one page by a single user. It is often used in calculating advertising rates. Inbound Links All the links pointing at a particular web page. Inbound links are counted to produce a measure of the page popularity. Index The database of web pages maintained by a search engine or directory. Keyword Frequency How often a keyword appears on a page and in specific areas on a page. The more times a keyword shows up on a webpage, the more relevant that page is considered to be for that search. If overdone, some search engines and directories will downgrade the page due to what they consider to be spamming. Keyword Placement Refers to the areas on a web page that a search engine looks for keywords. Most important are the page title, body text, headings and link text. Keyword Prominence How close to the beginning of the content a keyword appears on a page. A keyword that appears closer to the top of the page will be more relevant to some search engines. However, your keywords and phrases should be peppered throughout the page, in the middle and end for best results. Keyword Weight or Density The number of times your keyword or phrase is used in relation to all the other words on a page. It is often expressed as a percentage Keyword/Key Phrase Keywords and keyphrases are words used in search engine queries. Each variation of a keyword, such as the plural form of the word, is treated like a separate term. SEO is the
Internet Marketing- Clicking on profits process of optimizing web pages for keywords and key phrases so that the pages rank highly in search engine results. Landing Page A web page viewed after clicking on a link within a search engine listing. Also referred to as a bounce page, or click page. Link Building A search engine optimization technique where the number and quality of inbound links from outside sites are increased to improve a web page's link popularity, thereby boosting a web page's rank in the search engines. Link Farm A set of web pages that have been built for the sole purpose of increasing the number of incoming links to a website to increase link popularity and search engine rankings. Link farms usually require a reciprocal link from sites seeking listings. Link farms are a known spam tactic and participating sites are likely to be penalized or banned from the major search engines. Link Popularity A measure of the number and quality of inbound links to a particular web page. Many search engines are increasingly using this number as part of their ranking process; links from sites with high link popularity will have more weight in the search engine's algorithm than links from unpopular or irrelevant sites. Log File A file maintained on a server in which details of all file accesses are stored. Analyzing log files can be a powerful way to find out about a website's visitors, where they arrive from, and which queries are used to access a site. Meta Description Tag Allows page authors to state how they would like their pages described when listed by search engines. Not all search engines use the tag in their algorithmic formulas. Meta Keywords Tag Allows page authors to add text to a page to help with the search engine ranking process. Not all search engines use the tag in their algorithmic formulas. Meta Tag An HTML tag placed within a website's header code that is visible only to spiders and not as a visual part of the website. Originally designed to provide information about website content to assist search engines in indexing, but because the tags were so easily abused, few search engines still read their content. Mirror Website A nearly identical or duplicate website or page. Using mirrors is a violation of the Terms of Service of most search engines and could be grounds for banning. Organic Listings Listings that search engines do not sell that appear naturally in the SERPs. Instead, sites appear only because a search engine has deemed them editorially important for inclusion regardless of payment. Paid inclusion content is also often considered "organic" even though it is paid for. This is because that content usually appears intermixed with unpaid organic results. Out-bound Links
Internet Marketing- Clicking on profits Links from your website to another website. Page View Used in site statistics as a measure of pages viewed rather than server hits. Many server hits may be made to access a single page, causing many separate log file entries. Analysis software can determine that these server hits were generated when a visitor viewed a single page, and group them together to provide this more useful method of counting visitors. PageRank or PR Google's proprietary measure of link popularity for web pages. It is expressed as a score in a range of 0 to 10 (e.g. 4/10) with 0 being low and 10 being high. Paid Inclusion Advertising program where pages are guaranteed to appear in a search engine's index in exchange for payment, though no guarantee of ranking well is typically given. In contrast, organic listings are not sold paid placement advertising program where listings are guaranteed to appear in response to particular search terms, with higher ranking typically obtained by paying more than other advertisers. PPC Pay-Per-Click. An advertising model where advertisers pay only for the clicks on their advertisements. Query The word(s) a searcher enters into a search engine's search box. Reciprocal Link A link to another website placed on your site in exchange for a link to your site from theirs. Robot Any browser program that follows hypertext links and accesses Web pages but is not directly under human control. Example: search engine spiders, the harvesting software programs that extract e-mail addresses or other data from Web pages. ROI Return on Investment. The percentage of profit or revenue generated from a specific activity. Search Directory A search directory is similar to a search engine in that they each compile databases of web sites. A directory differs in that it only enters sites that are directly submitted to it and, instead of crawling a site, they send humans to inspect and decide if the site is worthy of a listing. The listings are then categorized, and sometimes alphabetized, so that the results of any search will start with site descriptions that begin with some number or non-letter character. Search Term The word a search engine marketer hopes a particular page will be found for. Also called keyword, keyphrase, or keyword phrase. SEM Search Engine Marketing. The process of online marketing using search engines to increase the number of visitors a website. This includes, but is not limited to, improving
Internet Marketing- Clicking on profits rank in organic listings through SEO methods, management of paid advertising listings on search engines, or any combination of these and other search engine-related activities. The higher a website ranks in the results of a search, the greater the chance that site will be visited by a user, so where a site ranks in a search is essential for directing more traffic toward the site. SEMPO Search Engine Marketing Professional Organization. A non-profit association formed to increase the awareness of and educate people on the value of search engine marketing. SEO Abbreviation for Search Engine Optimization. SEO covers the process of making web pages spider friendly (so search engines can read them) and helping web pages be relevant for targeted keywords. SERP Search Engine Results Page/Positioning. This refers to the organic search results for a given query in a search engine. Spam or Spamdexing The practice of deliberately and dishonestly modifying HTML pages to increase the chance of them being placed close to the beginning of search engine results, or to dishonestly influence the category to which the page is assigned. Spamdexing refers exclusively to practices that mislead a search and indexing program to give a page a ranking it does not deserve. Spider Also called a bot (or robot). Spiders are software programs that scan the web. They vary in purpose from indexing web pages for search engines to harvesting email addresses for spammers. Splash Page Similar to a gateway page but provides an initial display which must be viewed before a visitor reaches the main page. This usually acts as a kind of "opening title" sequence, and can be extremely annoying. Spoofing The alteration or creation of a document with intent to deceive an electronic catalog or filing system. Any technique that increases the potential position of a site at the expense of the quality of the search engine's database. Stop Word A word so commonly used in a query that is often ignored because of its irrelevancy in a search query. They are rarely indexed by search engines. Examples are common net words such as computer and web, and general words like ? and? ? , ? , "a", "as", ? , "the", , of? on? an? etc. that are ignored by search engines when indexing web pages and processing search queries. Submission The process of submitting a URL for inclusion into a search engine or directory. Unless done through paid inclusion, submission generally does not guarantee listing. In addition, submission does not help with rank improvement on crawler-based search engines unless search engine optimization efforts have been taken. Traffic
Internet Marketing- Clicking on profits The visitors to a webpage or website. Also refers to the number of unique visitors, hits, and page views over a given period. Unique Visitor A real visitor to a website. Web servers record the IP addresses of each visitor, and this is used to determine the number of actual people who have visited a website. For example, if someone visits 10 pages within a website, the server will count only one unique visitor but 10 page views. See also hit and page view. Visibility The position of a web page in search engines or directories. See also rank. Web Copywriting The writing of body copy text specifically for a webpage. Good web copywriting can have a great effect on search engine positioning, thereby forming a major part of SEM and SEO.

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DESSETATATION REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS On

Internet marketing - clicking for profits

Internet marketing-Clicking for profits

Ms. Debjani Bhattacharya Faculty Guide

Ankit Bhayana Intern

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Internet marketing-Clicking for profits

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Internet marketing-Clicking for profits

Chapter 1 Executive summary

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Internet marketing-Clicking for profits

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Internet marketing-Clicking for profits

Chapter 2 Research Methodology

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Internet marketing-Clicking for profits

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Problem identification Research Problem identification research

Problem solving Research

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Marketing situation calling for decision(s)

Organizations internal and external environments

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Internet marketing-Clicking for profits

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

Internet Marketing- Clicking on profits

Exploratory Research Design

Descriptive Research Design

Focus Group Secondary Data analysis

Amity International Business School, Noida

Internet Marketing- Clicking on profits

Amity International Business School, Noida

Internet Marketing- Clicking on profits

Chapter 3 Critical review of literature

Amity International Business School, Noida

Internet Marketing- Clicking on profits

3.1 Critical review of literature

Amity International Business School, Noida

Amity International Business School, Noida

Internet Marketing- Clicking on profits

Amity International Business School, Noida

Internet Marketing- Clicking on profits

Chapter 4 Internet The journey so far

4.1 Internet-evolution to revolution

Amity International Business School, Noida

Amity International Business School, Noida

Internet Marketing- Clicking on profits

4.3 Era Two, Growth:

Amity International Business School, Noida

Internet Marketing- Clicking on profits

4.4 Era Three, Evolution:

4.5 The Future- Consumer Empowered and Connected Era

Amity International Business School, Noida

Amity International Business School, Noida

Internet Marketing- Clicking on profits

Chapter 5 Understanding the Internet marketing

Amity International Business School, Noida

Internet Marketing- Clicking on profits

5.1 Internet marketing