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E-Marketing Techniques and Methodologies

At Webtern (Formerly Tradebooster) we devise an e-Marketing Strategy that is best suited to the needs of your business and product. A mix of the following techniques is used:

Search Engine Marketing (SEM)

About 80% of the traffic to a website comes from Search Engines. Daily search volumes run into hundreds of million of searches on different keywords. Search is usually the first thing that anybody does who is looking for information online. Search Engine Marketing (SEM) can be classified into two categories:

Paid Search

Popularly known as Pay Per Click (PPC). As the name suggests, you as an advertiser pay for every click on your advertisement. You buy paid adverts on Search Engine Results Pages (SERPs), which are often displayed above or to the right of generic search results. The beauty of this technique is that you pay purely on a performance basis i.e. when somebody clicks on your ad.
The positioning of you advert is based on a bidding system i.e. the highest bidder gets the highest ad placement.
An appropriate keyword strategy is important so that you pay for targeted clicks. The more targeted the traffic to your website, better is the conversion rates. Better conversion implies better ROI.

Organic Search (Search Engine Optimisation – SEO)

Why pay for clicks when you can get them for free?
SEO involves makes changes to the HTML code, content and structure of your website thereby making it more accessible to Search Engines and hence easier to finds by the users. Search Engines reward relevant, helpful websites that provide relevant information about what it’s users are looking for.
SEO is an extremely cost effective way of driving traffic to your website. Once your site ranks high on your keywords you don’t need to pay for the traffic that comes to your website from the organic results. No doubt, SEO is a continuous process both to maintain rankings on existing keywords and improve rankings on other secondary keywords that may bring traffic to your website.
A good SEM strategy makes use of both PPC and SEO synergistically to maximize the traffic from Search Engines.

Online Advertising

More eyeballs imply better brand awareness. For brand awareness you need your brand to be seen.
Online advertising takes the form of banners on websites, email newsletters and other electronic publications. Such a form of advertising is usually paid for on a Cost per Acquisition (CPA) basis.
Online advertising is a excellent medium for combining brand awareness with the immediacy of e-Marketing.

Affiliate Marketing

Affiliate Marketing helps combine the performance-based cost element of PPC and the brand awareness potential of online advertising.
It uses websites of affiliate partners to display your adverts. The affiliate partners could be paid on CPM (Cost per 1000 impressions), CPC (cost per click) or CPA (Cost per Acquisition).
It helps create revenue-making opportunities for online publishers thereby helping in the overall growth of the e-marketing industry.

Viral Marketing

Word of mouth marketing is probably the oldest form of marketing known to mankind. You go to see a movie. If you like the movie you immediately tell your friends about it. If you don’t like it, you give a negative feedback about the same. Collaboration and information sharing is a basic human trait.
Viral marketing is word of mouth marketing in an electronic context. Viral marketing uses the connectedness of the Internet and social networks to build brand awareness exponentially.
People generally pass on and share things that add value, especially when the costs of sharing are low, as in the case of social networks.
A well-orchestrated viral marketing campaign harnesses this basic fact about human nature to build a better brand awareness about your product.

Online Reputation Management (ORM)

What do you normally do when you want to buy a new car? Or when you are planning to join a new organization.
You go to the web and search for what others are saying about the car or the company. Your brand / company’s reputation is out there on the web. People are talking about you, good and bad, praise and scorn. Existing and potential customers care about the reputation. So should you.
ORM not only means listening to what is being said about your company / brand. It also means responding. Let your customers know that you are listening to them. Most importantly, engage them.
If you are aware of what is being said about your brand / company, you are able to respond in time and put up a damage control strategy in place, if required, as soon as bad publicity pops up.

Web PR

Businesses have moved online and so had Public Relations (PR), which is an indispensable tool for creating brand awareness.
A variety of techniques can be used to market your business globally through Web PR.

  • Article Banks / Directory Sites
  • Industry related forums / blogs
  • Local and International News sites

Can be used to distribute content about your brand, company or product.
Your website is a very powerful tool to convert visitors into customers. Online Press Releases must drive traffic to your website. Writing high quality keyword rich articles and submitting them to content distribution sites is a great way to effectively build your brand identity.

Email Marketing

Quite often Email Marketing is understood as sending Spam. Well, it would be Spam if your message is being sent out to all and sundry with no focus on your target audience.
When we talk about Email Marketing, we mean Direct Marketing to your existing and potential target audience. It’s extremely cost effective, highly targeted, personalized, customizable, measurable and best of all it puts your message in your customers email inbox.
Email marketing is about creating, building and capitalizing on the relationships you build with your clients.

Conversion Optimisation

Its not enough to have a fantastic website and tons of traffic from various e-marketing initiatives. That traffic needs to convert into customers. The entire purpose of building a website and spending money on e-marketing is defeated if the traffic does not convert. This is where Conversion Optimisation comes into play.
However, before optimizing it is important to analyze. We analyze the following factors before taking any optimization initiatives:

  • Website Usability
  • Analysis of Website Traffic
  • ROI of each individual e-marketing technique
  • Split and multivariate testing

Analysis is very important to identify the deficiencies. Once the inefficiencies are scoped out, optimization can be done.
Optimisation process is all about minimizing the drop-off rate and converting a greater percentage of your web traffic into customers. Conversion is the whole reason why the website exists. Optmisation changes should always be made incrementally. Perform a small set of changes, analyse, and then optimize again.
Improving the conversion rate of our customers implies lower CPA and higher ROI.