Integrated Marketing Communication

Group Assignment
Assignment Topic
Media Characteristics
Choose your favorite medium from the major media -- newspapers, magazines, television, radio, outdoor, direct marketing, and Internet -- and develop a detailed summary of key attributes, strengths and weaknesses, top properties in the medium, and other key information that would help sell that particular medium over the others.

Shrikant Mulay Zoeb Eisa

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Integrated Marketing Communication

Table of Contents
Introduction .................................................................................................................................................. 2 Key Attributes: .............................................................................................................................................. 3 Advantages of Internet Marketing................................................................................................................ 6 Online Marketing Advantages over Offline (Traditional Advertising) ...................................................... 7 Online Marketing Disadvantages over Offline (Traditional Advertising) .................................................. 7 Components of Internet Marketing .............................................................................................................. 8 Website Designing: ................................................................................................................................... 9 Pay per Click (Google AdWords) ............................................................................................................. 10 Search Engine Optimization .................................................................................................................... 11 Social Media Marketing .......................................................................................................................... 11 Future of Internet Marketing ...................................................................................................................... 12

Integrated Marketing Communication

Introduction
India has an active internet population of 52 million With a penetration level of 5.2% expected to reach 10% by 2015. The country's Internet population has grown 2600% since 2000 58% of the Indian online population is in the age group of 19-35 36% of Internet users from India are from small towns and rural India Sec C/D/E account for 35% of Indian internet users 78% of the young audience prefer Internet to television when it comes to entertainment / information

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Key Attributes:
Internet Users(India,China, USA and UK)

The Online Medium

The Internet is the only medium that lets us do all this

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Time-Line

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Daily Traffic Trend

Time spent: Websites accessed

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Advantages of Internet Marketing

There are too many advantages of using Internet marketing as the modern tool and strategy to draw more customers to trigger unprecedented growth. Internet marketing has been more effective when measured on the aspect of product meeting the eyes of an end user. You can design and woo your customers in a better way without much time and investments on an Internet Marketing enabled campaign. With less cycle time you can meet more needs of your customers when compared to conventional channel. One of the best aspect of an Internet Marketing campaign is that it meets the eye of the target much faster and in a concentrated way. You can manage your leads and convert them into opportunities in a faster manner too. It has proven to provide a clear cut communication between the customer and the service provider. Internet marketing leads to product innovation. Vendors are informed about the preferences and likings of the end user and they manufacture or present the services in a desired manner. Proliferation of your service portfolio is pretty easy and simple online. Within no time you can create a campaign and send it across to major social networks including LinkedIn. Twitter or Stumble Upon. You can better your online revenues and increase your bottom-line over the period of time. With better customer satisfaction and increased bottom-line you are sure to become a prominent entity in the segment of your industry. More people admit to the fact that Internet marketing and an online presence can provide a more trustworthy image of self or business online. It has helped in new customer acquisition and growth even in the challenging times of recession.

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Online Marketing Advantages over Offline (Traditional Advertising)

Online Marketing Disadvantages over Offline (Traditional Advertising)

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Components of Internet Marketing

Key Components of Internet Marketing 1. 2. 3. 4. 5. Website Design Search Engine Optimization Social Media Marketing Pay Per Click Advertising Email Marketing

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Website Designing:
A Good website design needs to be visually appealing, navigation friendly, highly content rich and above all, search engine optimized in order to attract & retain visitors. Users should actually know your existence, visit your website, appreciate you and translate to leads or sales. Building the website is great but maintaining the website and updating it on a regular basis is critical to make sure your website works for your business. Top Website Design Mistakes: 1. Impeding search engines 2. Poor cross-browser compliance 3. Egocentric site copy 4. Lacking clear USP 5. Lacking clear call-to-action 6. Brochure

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Pay per Click (Google AdWords)

Online ad market in India is approximately INR 2350 Million in 2007-08 expected that reach INR 3500 Million in 2008-09 Advantages: Increase in Internet Penetration Increase in the online activities of the Internet users Targeted Niche Advertising Branding Power Cost Effective Behavioral Targeting Creative Output Global Reach

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Search Engine Optimization

Search Engine Optimization (SEO), paid placement, paid inclusions and pay per click (PPC campaigns)are search engine marketing. These are the techniques that companies can use to increase their visibility in the search engine page results from Google, Yahoo and their competitors.

Social Media Marketing

Social networking platforms like Facebook, Twitter and Linkedln are extremely traffic intensive. In fact, Facebook is ranked second to Google in terms of the amount of traffic generated. Any online platform that has a high turnover of traffic provides a lucrative promotional medium for an internet marketer. Your brand or product can spread virally through platforms like Facebook, twitter, etc.

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Future of Internet Marketing

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