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Copyright ( C ) 2008 Dr. Kumuda Gururao. All Rights Reserved Copyright ( c ) 2008 Dr. Kumuda Gururao. All rights reserved Although all precautions have been taken in the preparation of this ebook, the author assumes no liability for damages that result from using the ebook and information contained herein. For information, please contact Dr. Kumuda Gururao at www.advisor2u.com 2 Acknowledgements It is quite some after I have published my first book, where I had explored concepts of Nobel Prize in Physics through Concept Mapping. My experience as Asso. Prof. and Web Technologist at i2IT, India kindled my curiosity to explore Internet Marketing as it seemed natural to promote what you have created, i.e. your website. Thus born my interest in iMarketing, During the journey of my acquiring knowledge related to iMarketing I explored various possibilities of gaining knowledge such as practically implementing them on trial sites, gathering from various virtual iMarketing guru’s through their ebooks and subscribing to various newsletters related to this topic. On the way, I gathered useful information and thought why not I publish a book, so that entire web community could benefit from this knowledge, Thus born my third baby, as I have contributed as co-author in another book related to ‘Mobile Learning’ published by IADIS, Malta. I should acknowledge my sincere thanks to Mr.Vishal Sharma, EDS & Former VP Tech, Neted Inc for his valuable suggestions and encouragement given to me in publishing this ebook in spite of his busy schedule. His encouraging words, which usually bring the best out of me, gave me the confidence to publish this ebook on my own. Next, a special mention should be made about the Founders of Jamuse.com Rob Wilson and David Fritsche and C.O.O Bruce Lazarus for letting me present jamuse in detail. I thought it my duty to introduce jamuse as it is a Web 2.0 Marketing Operating System useful to both Creative Professionals and Ad Makers. It enables you to market your product and interact with your clients at one go. Hence all references related to jamuse belong to A special mention has to me made about Ms.Geetha, an Educationist for Special Children for proof reading my entire document as she has always done for my books. Finally my thanks to my mother, other relatives, cousins and friends who had put up with my work, as most of the time I was so busy attending only very important calls as I had to keep abreast of my interest in other fields such as ELearning, ABAP apart from writing this ebook, as I wear few other hats too. They understood my pressure and continue to love me as they had always done. I sincerely hope, the information you find in this book, when implemented would definitely promote your business. 3 Guide 2 iMarketing 4 Ur Business (Introducing jamuse an offspring of Web 2.0) Unit 1 – Introduction 5 Chapter 1 - Nitty-Gritty of iMarketing 6 1.1 Introduction to iMarketing 7 1.2 Principles of iMarketing 14 1.3 Essentials of iMarketing 19 1.4 Mobile Web Marketing 24 Unit 2 - Various Ways of Promoting Your Website through iMarketing 29 Chapter 2 - Search Engine Optimization (SEO) 30 2.1 What is SEO? 31 2.2 Onsite Optimization 35 2.3 Offsite Optimization 44 2.4 Promotional Methods that Compliment SEO 53 Chapter 3 - Search Engine Marketing (SEM) 60 3.1 Introduction to Search Engine Marketing 61 3.2 Pay Per Click (PPC) 67 3.3 Analyzing SEM 73 3.4 Promoting Website through Web 2.0 Gadgets n Widgets 80 Chapter 4 - Search Engine Maximization (SE Maximization) 91 4.1 Article Writing 92 4.2 Press Release (PR) 99 4.3 Blogs 1 06 4.4 Email Marketing 123 Chapter 5 - Webvertising n iMedia 130 5.1 Roles of Audio & Video in iMarketing 131 5.2 Role of Animations in iMarketing 137 5.3 Role of Podcasting in iMarketing 146 5.4 Role of Vodcasting in iMarketing 153 Chapter 6 - Business Networks n Viral Marketing n Affiliate Marketing 160 6.1 Business Networks & their Role in Promoting Business 161 6.2 Viral Marketing to Promoting Business 169 6.3 Affiliate Marketing to Promoting Your Business 176 6.4 Confluence of Blogs, Forums and Work Space (to Share files ) in Promoting Your Business 181 4 Unit 3 – Conclusion 194 Chapter 7 –Future of iMarketing 195 7.1 Latent Semantic Indexing 196 7.2 Vertical Searching 202 7.3 Future Trends in Online Marketing 209 7.4 Future Trends in Mobile Web Marketing 214 Author’s Other Published Works, Awards & Honors 219 5 UNIT 1 : INTRODUCTION ------------------------------------------------------------------------------------------------------------ "Knowledge is the only instrument of production that is not subject to diminishing returns." John Maurice Clarke 6 Chapter 1- Nitty-Gritty of iMarketing -------------------------------------------------------------------------------------------- “This may seem simple, but you need to give customers what they want, not what you think they want. And, if you do this, people will keep coming back “ John Ilhan 7 1. 1 Introduction to iMarketing Goal and Objectives To know the basics of iMarketing By the end of this chapter you will be able to Define the goal of iMarketing and how to achieve it to promote your business. Suggest various iMarketing strategies that can be tried for promoting business. Highlight the interactive nature of iMarketing with examples. List the advantages and limitations of iMarketing. Implement the activities suggested at the end of this chapter. 8 Goal of iMarketing Internet marketing, that is also referred as online marketing or E-marketing (Electronic Marketing) is marketing of your products or services over the internet. The goal of iMarketing is to generate leads and the essential thing to achieve it is to have an Optimized website. Leads are like prospects to your business. So, How would you identify prospects for your business? Normally you identify them through survey or by employing a focus group and then ask them to complete a questionnaire that enables you to recognize attitude, aptitude, economic status and geographical location etc of your prospects. Similarly you have to identify and get the prospects for your business through iMarketing. iMarketing is a sub set of general marketing. But the advantage is, you can reach the global audience, round the clock. In this book I shall explain the various types of iMarketing and how you should implement them to generate leads. Interactive Nature Internet Marketing also known as Online Marketing is, marketing that uses World Wide Web to promote your business. From here onwards I shall refer Internet Marketing as iMarketing. It has brought lots of benefits to business community, the main advantage being, the ability to distribute information to global audience. Moreover, it offers interactivity in its various modes of implementation so that it provides an opportunity for your prospects/clients to express their queries / responses directly to you. Business Networks, email marketing, blogs etc enable them to interact with you. Since the future is going to be a participation age, where interaction plays an important role in promoting business, iMarketing certainly has an edge over others. Because of this intrinsic nature of iMarketing, you can inform your prospective clients about The nature of products you are going to introduce or update, How it is different from similar existing products, What services you would offer to retain your clients, How frequently you intend to update your products (if necessary) How you would offer them to your clients How you plan to outsmart your competitors in healthy way maintaining business ethics etc. In short iMarketing enables you to talk to your customers, provides you an opportunity to convince them about your products and services and win them for you to promote your business. Business Models There are various types of business models, the main ones being B2C, B2B. In the former case you can convince your customer and in the latter case, you can strike a deal with your business client and reach a win-win situation that benefits both of you. ECommerce has not restricted itself to Retail Giants like Wal-Mart, Spencer etc. It has spread its wings to Airlines, Banking and Hotel Industries where transaction can be done through secured site. These are industries that are capable of holding the customers for lifelong, Hence winning 10 the customers for these industries would be an added advantage. iMarkeitng through its highly distributive nature is capable of winning lot of customers and play a vital role in boosting your business. After the introduction of Apple ipod, millions of MP3 files have been downloaded and in the case of banking sector, both its performance, and its customer base have improved through internet / mobile banking. Book stores like Amazon and Barnes & Nobel are standing examples of success for iMarketing as they are internet oriented business houses. Even in non ecommerce business sectors a website optimized to search engines, backed by IMarketing, will bring prospects to your website, enable them to know your products better and then direct them to you for finalization of the sale / deal. Role of iMarketing in Promoting Business Hence in future, where broadband connection will reach even to remotest part of the world the role of IMarketing is no doubt going to be big. A stage will come, where it will be inevitable to live without technology, where broadband connection for internet access will be similar to having cable for TV and a point will be reached where almost every Tom, Dick and Harry will use internet without phobia for simple things from buying groceries to booking air tickets. So when internet reaches to remotest part of the world, iMarketing follows it too to every nook and corner and hence, there is no doubt that it is going to play a major role in future.
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