Online Marketing Trends for 2013

By

Malathi.n
Roll no.12 MD042
MBA-II sem

What is Online Marketing?

Online Marketing is the marketing of products or services over the Internet & it ties together creative and technical aspects of the Internet, including design, development, advertising and sale

Online marketing is used by companies selling goods and services directly to consumers as well as those who operate on a business to business model

E-Marketing Domains
Targeted to consumers Targeted to businesses

Initiated by businesses

B2C C2C

B2B C2B

Initiated by consumers

E-commerce Market Models

1. Business to Business (B2B) 2. Business to Customer (B2C) 3. Customer to Business (C2B)

4. Customer to Customer (C2C)

E-Commerce Domains
Major Domains
B2C B2B C2C C2B
Online consumers

Now more mainstream and diverse

Has created new ecommerce targeting opportunities Online behavior differs by age Online consumers differ from traditional off-line consumers They initiate and control the exchange process Value information highly

E-Commerce Domains
Major Domains
B2C B2B C2C C2B
Open trading networks E-market space bringing sellers and buyers together Private trading networks Links sellers with their own trading partners

E-Commerce Domains
Major Domains
B2C B2B C2C C2B
C2C web sites help consumers exchange goods or information eBay is one example Blogs Allows interchanges of information for special interest groups Highly credible for advertisers

E-Commerce Domains
Major Domains
B2C B2B C2C C2B
Allow consumers to search out sellers, learn about offers, initiate purchase, or dictate purchase terms Ex: Priceline.com Some sites facilitate the feedback process between customers and companies Ex: Planetfeed.com

Facts About Online Marketing -2012

78% of Internet users conduct product research online.

78% of business people use their mobile device to check email.

More than 3/4 of the total population is expected to be online during 2013

The average tablet user spends 13.9 hours per week with the device

57% of businesses have acquired a customer through their company blog.

67% of B2B companies and 41% of B2C companies have acquired a customer through Facebook.

The number of marketers who say Facebook is critical or important to their business has increased 83% in just 2 years.

1.User-Centric Analytics
In 2013, efforts to better track visitors across various devices and interactions will intensify, accelerated by an update to Google Analytics. What is it? A way to track visitors more holistically, across devices and further through a sales funnel. Google Analytics just launched its beta version of what theyre calling Universal Analytics. Its a much-needed and updated way to look at how we track Web users. It is expected to go live in early 2013. So what? Instead of relying on cookies, the new Universal Analytics will assign a user ID to visitors, to which information can be appended.

User-Centric Analytics

2. Content Marketing
Theres never been a better time to be a content marketer than 2013. The value of content marketing has increased tremendously as search, social, email, and display channels are all beginning to rely on content as a marketing tool. What is it? Content marketing is the art of understanding exactly what your customers need to know and delivering it to them on-line, in a relevant and compelling way to grow your business. So what? The best long-term SEO strategy, and a great strategy for B2B companies.

3. Integration of Social and Search

Social media is now a must-have for search marketers that

would not typically be engaged in social. What is it? Social factors now influence both paid search advertising and search engine optimization(SEO). So what? This affects click-through rates and a host of other factors such as AdWords Quality Score and cost per click

4. Backlink Clean-up
If youve been using some less-than-ideal link building tactics, youll want to clean those up, or else What is it? Both Google and Bing now pay attention to where your links are coming from. Theyve even provided a way in which website owners can disavow a link. Search engine optimizers are scrambling to review their websites inbound links with the goal of cleaning up unsavory links. So what? Being vigilant about what sites are linking to you and being proactive in either getting the link removed or by using the disavow tool.

5. Remarketing
As pressure increases to improve marketing ROI in 2013, remarketing is a clear winner. What is it? Remarketing is a way to show ads to visitors who visit your website in an effort to bring them back.

So what? Remarketing is a great way to stretch marketing Dollars you are already spending on acquiring new traffic, thus improving overall return on investment. By spending just a small amount on remarketing, you can drastically reduce your overall cost-per-acquisition

6. Responsive Design
You could drive yourself crazy by creating multiple websites for various types of devices, or you could create one to serve the needs of all device users, from desktops to small smart phones. What is it?

Its a type of website that can adapt to varying screen widths without needing the use of a separate mobile website.
So what?

Not only is it a SEO best practice, a responsive website means that your website will be ready to handle nearly any new devices that come out on the market.

7. HTML5/CSS3 Usage
Increasing mobile Web usage and browser compatibility will make 2013 the breakout year for the widespread usage of HTML5 and CSS3 elements. What is it? There are new standard capabilities in HTML and CSS code which allow web developers to avoid using any number of other methods, such as javascript, Flash, or images, to accomplish certain effects. So what? Some of the benefits of using HTML5 or CSS3 elements include faster page load times, better accessibility for mobile devices, and less time spent coding.

8. Web Videos
As production and hosting costs are vanishing for Web video, its becoming a cost-effective solution for many business going into 2013. What is it? The usage of video for sales purposes on websites So what? There are ways to embed lead generation forms into Web videos so as to get more results as well as track conversion rates for various videos. Its important to not only have a well-planned video on your website, but to track it and use it to generate business.

9. Mobile Advertising
Mobile advertising will go mainstream in 2013 as over 50% of the US adult population will own a smartphone or tablet.

What is it? Target mobile users while they browse the Web or from within some apps. So what? The market is still very unsaturated, meaning that there is a lot of potential, when compared to other advertising channels. Smartphone users are also very action-oriented, meaning that if they are searching for something, its because they need it. In all, the mobile advertising is going to be a cheap, highpotential arena for advertisers to explore in 2013.

10. Better Display Targeting

With emerging ad targeting technology that provides pinpoint precision and the opening of the Facebook ad platform, advertisers will be exploring more effective methods of reaching the right audience in 2013. What is it? Today, it is possible to show ads to specific size companies, job functions, titles, locations, and more. A marketer can slice and dice all day long to come up with various industry segments and the type of ads to display.

So what? It means a better marketing ROI and less time spent fielding unqualified leads.

11. Email Remarketing Campaigns

Abandons and bounces are part of the sales funnel. Email reengagement has become easier than ever and represents a massive opportunity to take advantage in 2013. What is it? When users abandon a shopping cart or a webform sign-up, an automated email is triggered to be sent 1 hr, 24 hrs, 3 days, and 7 days after abandonment with the objective of bringing that user back to the website. So what? Similar to display remarketing, email remarketing has a very low cost-per-acquisition.

12. Search Retargeting

What has mostly been a niche marketing technique used by only some marketers will become semi-mainstream when Google brings search retargeting to AdWords in 2013. What is it? Search retargeting gives advertisers the ability to target ads at users with a specific search history. So what? Its just another way that ROI from online marketing can be optimized. Knowing a users search history means better understanding their intent and thus serving the right ads to the right users.

13. Conversion Rate Optimization

Earlier this year, Google made testing a feature in Google Analytics. Its never been easier to run an A/B split test on your website. In April, conversion rate optimization was explained on CNN - a big step forward for the industry. What is it? Conversion optimization is the process by which a Web page is optimized to increase the rate of conversions. So what? Conversion rate optimization is the single most powerful way to increase your online marketing ROI.

Indias Best Marketing Companies.

Rank 1 Company Name Vodafone

2 3
4 5 6 7 8 9 10 11 12

Bharti Airtel Hindustan Unilever

Cadbury Coca-Cola India PepsiCo ITC Sony India Tata Motors Samsung Electronics Nokia Idea Cellular

Marketing Strategies
Pull marketing:
1. 2. 3. 4. 5. Websites and blogs are pull strategies Build websites & Blogs Companys social media profiles Long-term success The company tries to draw in customers through different kinds of advertising, such as TV ads, online banner ads and social media 6. Online banner ads, and radio and TV ads are other forms of pull marketing.

 Push Marketing:
1. Email Campaign 2. Certain offers through your social media profiles 3. Companies may push information and promotional material directly to end users through email or fliers to generate demand 4. Create an email database of potential customers and send them product announcements and promotions directly

Advantages Of online marketing

One to one approach Cater to specific interests Different content by choice Geo- marketing Relatively inexpensive Global business Measuring statistics is easy Accountability Helps reduce the cost Flexibility in marketing communication

Disadvantages
Illegal or unethical practices Physical demonstration and needs to be tangible Transparency Cost of Hardware Threat of information security Trust on virtual marketers Questionable profitability Difficult management (technology)

Internet Marketing in India Challenges

Governance, laws and regulations Cultural issues Lack of technical infrastructure Marketing philosophies & channels Online shopping worries Fear factor Unreliable delivery mechanisms Credit card fraud and usage: