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Work Profile : Online Marketing Trainee

Job Description : As a online marketing trainee from the first day training was begun , it was a zenith period of the business . The training was formal though very well structured for the required position . Online marketing is almost an equivalent task to the SEO (Search Engine Optimization ) . Training period was of two days with a very good knowledge enrichment . Preparing strategy to keep the website of the company on the top of the google page and all the other search engines . Apart from online strategies there was other offline activities as well such as the survey and research for the new upcoming brand/product of the company .

Task was been assigned on daily basis to make sure that the target of the company will be achieved in decided term . The making strategies for organisation was really a good experience , as a learning process there was lot to learn about market , rivals and the SWOT analysis . The reporting was on daily basis . And reporting was to the marketing manager head . The response and understanding of the manager was also really good . Helped lot in the learning new things form the root .

SEO : Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back links, or inbound links, is another SEO tactic. The plural of the abbreviation SEO can also refer to "search engine optimizers," those who provide SEO services.

Relationship with search engines : By 1997, search engines recognized that webmasters were making efforts to rank well in their search engines, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms in an effort to prevent webmasters from manipulating rankings. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web was created to bring together practitioners and researchers concerned with search engine optimisation and related topics. Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients. Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban. Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients. Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, chats, and seminars. Major search engines provide information and guidelines to help with site optimization. Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the crawl rate, and track the web pages index status.

As a marketing strategy : -

SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, depending on the site operator's goals. A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate. SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes almost 1.5 per day. It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic.

Social media optimization : Social media optimization (SMO) refers to the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event. Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Twitter, and video and blogging sites. SMO is similar to search engine optimization in that the goal is to generate traffic and awareness for a website. In general, social media optimization refers to optimizing a website and its content in terms of sharing across social media and networking sites.

Relationship with search engine optimization : -

Social media optimization is becoming increasingly important for search engine optimization, as search engines are increasingly utilizing the recommendations of users of social networks such as Facebook, Twitter, and Google+ to rank pages in the search engine result pages. The implication is that when a webpage is shared or "liked" by a user on a social network, it counts as a "vote" for that webpage's quality. Thus, search engines can use such votes accordingly to properly rank websites in search engine results pages. Furthermore, since it is more difficult to tip the scales or influence the search engines in this way, search engines are putting more stock into social search. This, coupled with increasingly personalized search based on interests and location, has significantly increased the importance of a social media presence in search engine optimization. Due to personalized search results, location-based social media presences on websites such as Yelp, Google Places, Foursquare, and Yahoo! Local have grown increasingly important. Rob Reed, founder of location-based marketing platform Moment Feed, has stated that, moving into 2013, local optimization on social platforms is now a "strategic imperative" rather than a "luxury". While social media optimization is related to search engine marketing, it differs in several ways. Primarily, SMO focuses on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful social media optimization

Social media marketing : -

Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media is a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Social networking websites and blogs : Social networking websites allow individuals to interact with one another and build relationships. When companies join the social channels, consumers can interact with them. That interaction feels personal to users because of their previous experiences with social networking site interactions. Social networking sites and blogs allow individual followers to retweet or repost comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. In 2009, bloggers had an enormous impact on fashion, affecting everything from print publishing to how brands market themselves online. There are thousands of style-related blogs on the web these days, and those dedicated to their craft have earned industry recognition. Gala Darling, Bryan Boy, 13-year-old Tavi, Scott Schuman of the Satorialist and Garance Dorehave earned recognition from Dolce & Gabanna, Burberry, Alexander McQueen and leading publications such as Vogue. Theyve participat ed in fashion design collection collaborations and received front-row, international Fashion Week seats next to some of the most notable figures in the couture world. A recent Financial Times article notes that being a style blogger is a perfectly respectable career for someone in the fashion industry. The social web has removed the gatekeepers of an industry that was notoriously hard to penetrate and build a name in. These sites have succeeded because of the quality of their content. While each is unique, theyve built a cult following around their areas of expertise and passion.

Through social networking sites, companies can interact with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience. Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in. Through the use of new Semantic Analysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.

The following activities that JARO GROUP do to increase the page rank and traffic on their web site : -

1. Social bookmarking - crawling

2. Directories submission - Indexing

3. Forums - Publicity

4. Profile creation Backlincks , Reputation , Page Rank

5. Question and Answers - Publicity

6. Facebook posting - Publicity

7. Blog commenting - Backlincks , Reputation , Page Rank

8. Classifieds - Advertisement

9. Press Release - News

10. Article Submission - Authorship

Digital footprint : -

A digital footprint is the data trail left by the interactions in a digital environment; including the use of TV, mobile phone, the World Wide Web, the internet and other connected devices and sensors. Digital Footprints provide data on what has been performed in the digital environment (e.g. what you clicked on, searched for, Liked, where you went, your location, your IP address, what you said, what was said about you); and the data can be used in behavioural targeting, behavioural economics, personalisation, targeted marketing, digital reputation, social Influence and other social media or social graphing services. In social media, a digital footprint can refer to the size of a person's "online presence" measured by the number of individuals with whom they interact.

Paid inclusion : -

Paid inclusion is a search engine marketing product where the search engine company charges fees related to inclusion of websites in their search index. Also known as sponsored listings, paid inclusion products are provided by most search engine companies, the most notable being Google. The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis. However, some companies are experimenting with nonsubscription based fee structures where purchased listings are displayed permanently . A per-click fee may also apply. Each search engine is different. Some sites allow only paid inclusion, although these have had little success. More frequently, many search engines, like Yahoo!, mix paid inclusion (per-page and per-click fee) with results from web crawling.

Others, like Google (and as of 2006, Ask.com , do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such). Some detractors of paid inclusion allege that it causes searches to return results based more on the economic standing of the interests of a web site, and less on the relevancy of that site to end-users. Often the line between pay per click advertising and paid inclusion is debatable. Some have lobbied for any paid listings to be labeled as an advertisement, while defenders insist they are not actually ads since the webmasters do not control the content of the listing, its ranking, or even whether it is shown to any users. Another advantage of paid inclusion is that it allows site owners to specify particular schedules for crawling pages. In the general case, one has no control as to when their page will be crawled or added to a search engine index. Paid inclusion proves to be particularly useful for cases where pages are dynamically generated and frequently modified. Paid inclusion is a search engine marketing method in itself, but also a tool of search engine optimization, since experts and firms can test out different approaches to improving ranking, and see the results often within a couple of days, instead of waiting weeks or months. Knowledge gained this way can be used to optimize other web pages, without paying the search engine company.

Display advertising : -

Display advertising is a type of advertising that typically contains text (i.e., copy), logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear on the same page as, or on the page adjacent to, general editorial content. In contrast, classified advertising generally appears in a distinct section, was traditionally text-only, and was available in a limited selection of typefaces. Display advertisements are not required to contain images, audio, or video: Textual advertisements are also used where text may be more appropriate or more effective. An example of textual advertisements is commercial messages sent to mobile device users, or email. One common form of display advertising involves billboards. Posters, fliers, transit cards, tents, scale models are examples of display advertising.

On the Internet : Display advertising also appears on the Internet, as a form of online advertising. Display advertising appears on web pages in many forms, including web banners. Banner ad standards continue to evolve.

Contextual advertising : Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user.

How contextual advertising works : A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. The advertisements may be displayed on the webpage or as pop-up ads. For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user's query. Contextual advertising is a form of targeted advertising in which the content of an ad is in direct correlation to the content of the web page the user is viewing. For example, if you are visiting a website concerning travelling in Europe and see that an ad pops up offering a special price on a flight to Italy, thats contextual advertising. Contextual advertising is also called In-Text advertising or In-Context technology. Apart from that when a visitor doesn't click on the ad in a go through time (a minimum time a user must click on the ad) the ad is automatically changed to next relevant ad showing the option below of going back to the previous ad.

Service providers : -

Google AdSense was the first major contextual advertising network.[citation needed] It works by providing webmasters with JavaScript code that, when inserted into webpages, displays relevant advertisements from the Google inventory of advertisers. The relevance is

calculated by a separate Google bot, Mediabot, that indexes the content of a webpage. Recent technology/service providers have emerged with more sophisticated systems that use language-independent proximity pattern matching algorithm to increase matching accuracy. Since the advent of AdSense, Yahoo! Bing Network Contextual Ads, Microsoft adCenter, Advertising.com Sponsored Listings (formerly Quigo) and others have been gearing up to make similar offerings.

Impact : -

Contextual advertising has made a major impact on earnings of many websites. Because the advertisements are more targeted, they are more likely to be clicked, thus generating revenue for the owner of the website (and the server of the advertisement). A large part of Google's earnings is from its share of the contextual advertisements served on the millions of webpages running the AdSense program. Contextual advertising has attracted some controversy through the use of techniques such as third-party hyperlinking, where a third-party installs software onto a user's computer that interacts with the web browser. Keywords on a webpage are displayed as hyperlinks that lead to advertisers. This sort of advertising also applies to the airline industry, with more airlines offering advertisers the opportunity to advertise on their print-at-home boarding passes, itineraries and confirmation emails. The company driving this trend is Ink, who work with many airlines to help them generate additional revenues.

Agency roles : -

There are several advertising agencies that help brands understand how contextual advertising options affect their advertising plans. There are three main components to online advertising: creation what the advertisement looks like media planning where the advertisements are to be run media buying how the advertisements are paid for

Contextual advertising replaces the media planning component. Instead of humans choosing placement options , that function is replaced with computers facilitating the placement across thousands of websites.

Behavioural targeting : -

Behavioural Targeting refers to a range of technologies and techniques used by online website publishers and advertisers which allows them to increase the effectiveness of their campaigns by capturing data generated by website and landing page visitors. When it is done without the knowledge of users, it may be considered a breach of browser security and illegal by many countries' privacy, data protection and consumer protection laws. When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make and the things that they interact with, allow sites to collect that data, and other factors, create a 'profile' that links to that visitor's web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles. When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow advertisers to position their online ads in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered. On the theory that properly targeted ads will fetch more consumer interest, the publisher (or seller) can charge a premium for these ads over random advertising or ads based on the context of a site. Behavioural marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or contextual web page content. It's worth noting that many practitioners also refer to this process as "Audience Targeting".

Onsite Behavioural Targeting : -

Behavioural targeting techniques may also be applied to any online property on the premise that it either improves the visitor experience or it benefits the online property, typically through increased conversion rates or increased spending levels. The early adopters of this technology/philosophy were editorial sites such as HotWired, online advertising with leading online ad servers, retail or other e-commerce website as a technique for increasing the relevance of product offers and promotions on a visitor by visitor basis. More recently,

companies outside this traditional e-commerce marketplace have started to experiment with these emerging technologies. The typical approach to this starts by using web analytics to break-down the range of all visitors into a number of discrete channels. Each channel is then analyzed and a virtual profile is created to deal with each channel. These profiles can be based around Personas that gives the website operators a starting point in terms of deciding what content, navigation and layout to show to each of the different personas. When it comes to the practical problem of successfully delivering the profiles correctly this is usually achieved by either using a specialist content behavioural platform or by bespoke software development. Most platforms identify visitors by assigning a unique id cookie to each and every visitor to the site thereby allowing them to be tracked throughout their web journey, the platform then makes a rules-based decision about what content to serve. Again, this behavioural data can be combined with known demographic data and a visitor's past purchase history in order to produce a greater degree of data points that can be used for targeting. Self-learning onsite behavioural targeting systems will monitor visitor response to site content and learn what is most likely to generate a desired conversion event. Some good content for each behavioural trait or pattern is often established using numerous simultaneous multivariate tests. Onsite behavioural targeting requires relatively high level of traffic before statistical confidence levels can be reached regarding the probability of a particular offer generating a conversion from a user with a set behavioural profile. Some providers have been able to do so by leveraging its large user base, such as Yahoo!. Some providers use a rules based approach, allowing administrators to set the content and offers shown to those with particular traits.