INTERNATIONAL ISLAMIC UNIVERSITY CHITTAGONGDHAKA CAMPUS

Implications of Internet marketing in promoting abrand: An Overview from Defence Intelligence Canada

M Ahsan Ullah Khan

Adjunct Faculty

Department Of Business Administration

International Islamic University Chittagong

Dhaka Campus.

Md. Abul Hasan

ID No: M122897

MBA, Major in Marketing

IIUC-Dhaka Campus

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Internship report on

Supervised By andSubmitted To

Submitted By

Date of Submission: 3rd July 2013

Particular PageNo.

Cover Letter iLetter of transmittal iiLetter of Acceptance iiiDeclaration ivAcknowledgement vAbstract vi

Chapter One- Introduction 1Origin of the report 2Objectives of the study 3Scope of the study 4

Methodology of the Study 4

Limitation of the study 4

Chapter Two- Literature Review 5Literature Review 6

Chapter Three- Theoretical Background 9Marketing 10

Online Marketing 11

Advantages of Internet Marketing 11

Disadvantages of Internet Marketing 13

Modern Methods of Internet Marketing 13

Tools of internet marketing 14

Chapter Four- Website- The Core of Internet Marketing 15Website- The Core of Internet Marketing 16The Goal and Importance of a Company Website 17

Call to Action Principle 18

Website Building Lifecycle 20

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Table of

contents

Chapter Five- Search Engine Optimization (SEO) 22Definition of Search Engine Optimization 23Tools of Search Engine Optimization 24The Social Activity & Recommendation Free Tool 25Type of Search Engine Optimization 26Black Hat SEO 30

Chapter Six - Search engine marketing (SEM) 32Definition of Search engine marketing 33Search engine marketing methods 33Tools of Search engine marketing 34

Chapter Seven- Social media marketing(SMM) 37Definition of Social media marketing 38Tools for the Social Media Marketing 38Social media platforms 41Social media marketing tools 46

Chapter Eight - Display advertisement 47Definition of Display advertisement 48Types of Display advertisement 48Price of display advertisement 49Tools of Interactive advertising 50

Chapter Nine- E-mail marketing 52Definition of E-Mail-Marketing 53

Action of Email Marketing 53Uses Email Marketing Software 54Types of Email marketing 55List of Email Marketing Software 56

Chapter Ten - An Overview from Defence Intelligence Canada 58

About Defence Intelligence 59

Website- The Core of Internet Marketing 60

Search Engine Optimization (SEO) 61

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Social media marketing(SMM) 63

E-mail marketing 66

Findings 68

Recommendations 70

Conclusions 71

Bibliography 72

█ Letter of Transmittal

3rd July 2013

M Ahsan Ullah Khan

Adjunct Faculty

Department of Business Administration

Subject: Submission of the Internship Report

Dear Sir,

Assalamu Alaikum.

I am pleased to submit my internship report on Implications of

Internet marketing in promoting a brand: An Overview from Defence

Intelligence Canada. This report prepared for the purpose of

fulfilling a requirement of the degree of Masters of Business

Administration.

This report helped me to know the valuable knowledge about

different aspects of internet marketing and its practices in

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promoting a Brand. I have tried my level best to collect the

information for the report. I hope the report will give a fair

idea on the concerned issue. I wish that you would be very

pleased to accept my report and oblige there by.

Sincerely yours,

Md. Abul Hasan

ID No: M122897

MBA, Major in Marketing

IIUC-Dhaka Campus

█ Letter of Acceptance

This is to certify that the Internship report on Implications of

Internet marketing in promoting a brand: An Overview from Defence

Intelligence Canada has been submitted for the award of the

degree of Masters of Business Administration (MBA) major in

Marketing from International Islamic University Chittagong

carried out by Md. Abul Hasan of 41th batch bearing ID: M122897,

under my supervision. To the best of my knowledge and as per his

declaration, any part of this report has not been submitted for

any degree, diploma or certificate.

His report can be accepted.

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M Ahsan Ullah Khan

Supervisor

Department Of Business Administration

International Islamic University Chittagong

Dhaka Campus

█ Declaration

I am Md. Abul Hasan, the student of Masters of Business

Administration (MBA) 41th batch bearing ID: M122897 major in

Marketing from International Islamic University Chittagong, would

like to solemnly declare here that an Internship report on

Implications of Internet marketing in promoting a brand: An

Overview from Defence Intelligence Canada. It has been

authentically prepared by me. While preparing this Report, I

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didn’t breach any copyright act intentionally. I am further

declaring that, I did not submit this report anywhere for

awarding any degree, diploma or certificate.

Md. Abul Hasan

ID No: M122897

MBA, Major in Marketing

IIUC-Dhaka Campus

█ Acknowledgment

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First of all, I am very much grateful to Almighty Allah who gave

blessings, courage and ability to prepare this report. I am very

much grateful to M Ahsan Ullah Khan, Adjunct faculty of

Department of Business Administration, International Islamic

University Chittagong, Dhaka Campus, for guiding me to complete

my Internship report. I am also highly indebted to him for his

scholarly and constructive suggestion which was of much

assistance to prepare this report on Implications of Internet

marketing in promoting a brand: An Overview from Defence

Intelligence Canada.

It was really a great opportunity to work on this topic, and

which is really an important and exceptional report. Though I

tried my best level, there are some limitations. My ultimate

constraint was time. If I could give times, I could make it

better.

At last, I am extremely sorry for my limitations and constraints

that had impact in making report efficient and effective.

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█ Abstract

The research builds upon the literature in electronic commerce

and past research in marketing with the objective of

understanding factors that impact a product’s adaptability to

online marketing. A review of marketing channel choice literature

reveals a set of factors and channel choice functions that are

considered important in making channel decisions. Using this as a

basis, four major channel functions, namely, product

customization, availability, logistics, and transaction

complexity are considered relevant in understanding the

implications for Internet marketing. By building upon previous

research in the area of channel selection, I provide a means of

classifying Internet marketing initiatives based on product

characteristics. The classification scheme based on product

characteristics can help analyze the significance of each factor

on the success of Defintel Internet marketing approach. Further,

the classification scheme is used to discuss decision support

implications.

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CHAPTER 1

Introduction

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Origin of the report

As a mandatory requirement of the Masters of Business

Administration(MBA) program under International Islamic

University Chittagong, this report entitled “Implications of

Internet marketing in promoting a brand: An Overview from Defence

Intelligence Canada” is a contrived depiction of the three months

long OCP program. My working report is on the overview of

Internet marketing. Internet marketing is one of the most

important factors for maintaining the consistent growth of an

organization. Multi Domestic companies attach great importance to

Internet marketing program deepening in the promotions of their

mega brand and Brand extensions. By optimizing search engine,

marketing on search engine, optimizing the social media and doing

marketing on this platform, Operating E-mail marketing, Display

advertising program is seen as playing a critical role in

facilitating brand promotions, directly through growth,

contributing to increase brand image of organizations. In order

to ensure efficient and effective Growth of Brand Image, there is

no alternative of Internet Marketing. This report will focus on

how Defence Intelligence Canada deals with brand promotions by

operating internet marketing for the fluent growth of an

organization. Advent of information and communications

technologies unleashing abound opportunities and posing

challenges that calls for abreast with the latest development.

Promoting a brand worldwide with a fraction of cost has been

possible by several search engine, Internet Ad networking and

Social media platforms. From that light the primary purpose of

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the study was to explore how Defence Intelligence Canada can

optimize opportunities of search engine optimization, search

engine marketing, Display advertisement, E-Mail Marketing and

Social media marketing to promote the brand across the globe. To

attain the objective the study identified several updated

procedure to get a brand popular and sale products and service

over Internet where million target clients worldwide gather every

day.

Objective of the study

Primary Objective is to find out the

Implications of Internet marketing in promoting a brand: An

Overview from Defence Intelligence Canada.

Secondary Objectives:

This report has been encoded to obtain the following secondary

objectives:

Knowing the mechanism of SEO Quake tool.

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Find out different ways for doing keywords research and how

to use them for target oriented traffic.

Knowing the power and Procedure of On- page SEO.

Getting a brief idea about Off-page SEO.

Complete procedure of doing marketing on different Search

Engines.

Giving a Glance of what a marketer should know about “Web

Coding”.

Guiding the way for optimizing Social Media as medium of Marketing.

How to run Display advertisement and pricing of different Ad

network.

Giving a brief idea about E-Mail Marketing campaign.

Leading the way of generating leads from different corner of

the web.

Sort out the problem of Defence Intelligence Canada in the

field of Internet Marketing.

Suggesting the way of boosting the brand image within the

country and around the world horizontally in real time.

Scope of the study

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From this study we can get a clear concept of Search engine

optimization, Search Engine Marketing, Social Media Marketing,

Display Advertising, E-Mail Marketing and Social Media Marketing.

Here we have all the tools and procedure to move forward. We can

have a complete Internet Marketing procedure for an organization.

Methodology of the Study

To prepare this study the secondary information was highly used.

Different study likes, relevant books some web site and research

paper have been used in this study. After ensuring the accuracy

of the data I utilized this data to my report.

Limitation of the study:

High degree of involvement regarding collection of information,

review of literature and analysis of information requires for any

kind of research work. This study has also suffered from

different kind of constrained, that are given below:-

The depth of the analysis has been limited to the extent of

information collected from different sources.

This study has been conducted within a limited time.

Lack of theoretical knowledge as it is newer one.

Inexperience about practical work.

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Literature Review

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CHAPTER 2

Literature review

A number of available research papers have been studied to the

backdoor of doing this study. The main findings of those

researches have been summarized in this part of study.

Early marketing media was mostly in the form of advertising and

direct mail; these were the tools of the trade used by companies

to generate visibility and customer demand. These were very much

broadcast in nature, with a very low response rate. Webster

(2004) states that ―Typical response rate to their direct mail

campaigns is 1%. Part of the reason to such a low response rate

is that these types of campaigns are often quite easy to ignore,

and ignore because the message may not have any relevance to the

end recipient. It is still more difficult to link and quantify

the true impact of advertising to increases in brand value. For

services firm marketing efforts to be effective using ―tangible

media, they had to exhibit three characteristics: repetition,

volume, and creativity (Webster 2004), these efforts have an

effect on increasing cost in a nonlinear fashion.

Friedstad and Wright (May 2002) in a study claimed that

Traditional Marketing communication is overall becoming less

effective and it is in marketing‘s interest to discover new means

of capitalizing on consumers networks in order to convey their

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message. It also appears that consumers have control where once

it was the marketer who was in control. The increasing importance

of third parties will force businesses to enhance their awareness

of blogs, chat rooms, and other social-networking media and to

develop new strategies both to capitalize on marketing

opportunities revealed by consumers and to defend themselves from

attacks.

Sean McPheat (March 2011) in a study about internet marketing

says that the internet has drastically changed the way that

companies design their marketing strategies. Where marketing may

have once limited to specific geographic area .the internet

marketing strategies and targeted demographics can be greedy

widened since the web knows no true geographic boundaries, at

same time. The easy access of web also means that your

competition has changed as well. Before you might have had one or

two major competition in town. Now you are competing against

everyone who has website.

Bruce Wills (November 2008) in a study says that Marketing

channel decisions are among the most critical decisions facing

management. The types of channels can be divided broadly into

direct and indirect marketing approaches. Most companies do not

sell their products or services directly to the final users for

three reasons: 1. Lack of financial resources to carry out direct

marketing; 2. decreased cost effectiveness e.g., selling gum or

other low-price consumer goods directly. 3. To focus on the core

business w21x.Internet marketing shares some of the

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characteristics of both direct and indirect marketing forms.

These factors can be classified based on the function performed

by the channel in fulfilling customers’ requirements. We believe

studying the factors considered significant in conventional

channel selection can also help in analyzing the characteristics

of Internet marketing. However, there are factors that either was

considered less important in conventional channel.

Melody Y. Kiang T.S. Raghu, Kevin Huei-Min Shang (August 2007) in

a study named marketing on the Internet — who can benefit from an

online Marketing approach? Claimed that High product

customization requires extensive profiling and customization

tools to identify and target individual customers. Highly

sophisticated tracking tools to monitor changing customer

preferences are necessary to maintain the flexibility of the

online marketing channel. When both product customization and

transaction complexity are high, wizards and tools that may

utilize past orders as a guide. are needed to assist customers in

placing orders. When product customization is low, one would

still need tools that can broadly cluster customers for target

marketing. Customer clustering could be based on a combination of

demographics and past interactions. If a physical product is

being marketed online, sophisticated multimedia tools could be

used to enhance user experience and knowledge about the products.

JakubVejmola (September 2010) in a study named Modern Methods of

Online Marketing Claimed that There is no doubt we can think of

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online marketing as a service system – it is focused on in-

tangibles, benefits for customers and cooperation between the

client and the provider. The concrete service system looks like

this: An organization or individual (client) wants to reach

customers (target) using services provided by a marketing agency

(provider). The agency has then the responsibility for customers

“belonging to” the client. So, the target is not just getting new

customers, but the whole relationship with them.

A review of the literature conversely suggests that the biggest

shift in today‘s marketing world isn‘t the much-discussed

declining effectiveness of television advertising but the changes

in how consumers research and buy products. The Internet is a

major contributor to this shift. (Court 2007) (Porter 2001), many

new media that seem to be promising ways of gaining access to

consumers as they conduct their research are not yet at scale.

The result is fragmented media spending and, sometimes, rising

costs to generate the desired consumer impact.

One such very famous attack is that on Dell from a Blogger, Jeff

Jarvis of the BuzzMachine.com. This all unfolded in the Summer of

2005, after Dell refused to replace or fix Jeff‘s computer, Jeff

proceeded to post ―Dell Hell posts on his blog. After several

days he still had received no response from Dell, so he posted an

open letter on his blog to Michael Dell, the chairman and Michael

George the then Chief Marketing Officer. This post summarized his

resistance and struggle with Dell‘s customer service. At the time

Jeff‘s blog would have 5,000 visits per day, but when this open

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letter was posted, the post became the third most linked in the

blogosphere, and received 10,000 visited per day as people

commented on their bad Customer experiences with Dell.

(mediapost.com 2005)

A review of the literature conversely suggests that the biggest

shift in today‘s marketing world isn‘t the much-discussed

declining effectiveness of television advertising but the changes

in how consumers research and buy products. The Internet is a

major contributor to this shift. (Court 2007) (Porter 2001), many

new media that seem to be promising ways of gaining access to

consumers as they conduct their research are not yet at scale.

The result is fragmented media spending and, sometimes, rising

costs to generate the desired consumer impact.

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Theoretical Background

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CHAPTER 3

Marketing

I would like to start this thesis with a very obvious question.

What is marketing? Only a small percentage of managers can answer

this question correctly. Many of them consider marketing to be

just a synonym for advertising or confuse this term with some

market analysis. There are many myths about marketing coming from

traditional media such as television or radio. Also many

definitions from old-fashioned marketing books are complicated or

indeterminate. Therefore, each year billions of dollars are

wasted on annoying advertisings. Before talking about the online

form of marketing, the basic concept must be clear and

understood.

As described in marketing is:

1. Finding what customers want

2. Developing a strategy for satisfying their needs

3. Creating a plan for achieving the goal of the strategy

The centre of the process is customers – all the activities

should be directed towards them.

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2. Developing a strategy for satisfying their

3. Creating a plan for achieving the

1. Finding what customers

Customers

Marketing is the social process by which individuals and groups obtain what they need

and want through creating and exchanging products and value with others.”

- Philip Kotler

“The right product, in the right place, at the right time, at the right price.”

-Dennis Adcock

Online Marketing

Online Marketing is the art and science of selling products and/or services over digital

networks, such as the Internet and cellular phone networks. The art of online marketing

involves finding the right online marketing mix of strategies that appeals to your target

market and will actually translate into sales.

-Susan Ward

Advantages and Disadvantages of Online Marketing

Advantages of Online Marketing

As with everything, there are pros and cons also. The basic

advantages are represented by the following 7 points:

1. Targeting and individualization

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Thanks to the Internet, we can now precisely target the customers

interested in our product or service. They are no longer

anonymous persons for us. We can understand their individual

needs and preferences. This enables us not only to adapt products

and services, but also the way of communication this is called

“difference customization”.

2. Monitoring and measurement

The following example says it all: How can we determine, how many

people will react to a Billboard at the road? We can only assume

some inaccurate percentage from the statistics of passing cars.

But can we determine how many people saw our website or how many

of them clicked on our online advertisement? Yes, we can –

analytical tools for online marketing provide absolutely accurate

numbers.

3. Company-customer interaction

The Internet brought the situation back to the local marketplace.

People can discuss the quality with each other and also with

companies. While mass media produced just passive consumers of

one-way messages, the online world made companies converse again.

Services are better now with the help of advice coming from

customers. In short, the nature of the medium allows two-way

communication.

4. Complexity

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The field of internet marketing offers a wide range of methods,

which can be all used for reaching the target audience. Combining

all of them at the same time achieves a very powerful strategy.

5. Efficiency

Most of the marketing systems on the Internet are charged in a

completely different way than in traditional media – the system

is called PPA – Pay-Per-Action. We only pay for the users act –

clicking on an advertisement, watching a spot video, buying a

product etc. Money is always spent for a reason. Compared to

standard advertising budgets, online marketing is relatively

inexpensive.

6. Global impact

The Internet is a globally accessible medium with a minimum of

restrictions. This is why we can target customers almost

everywhere.

7. Availability 24/7/365

Activities in the online world are continuous - they never stop.

Despite the fact that during the night most people are sleeping

in a specific country, we can still reach customers on the other

side of the planet.

Disadvantages of Online Marketing

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1. Lower trustfulness

People still perceive the Internet as a second-rate medium.

Companies prefer to trust to the Traditional marketing channels,

customers are afraid of online shopping. However, it is assumed

that this situation is going to change in the near future.

2. Not everyone is online

Even in modern society, there are some minorities hardly

reachable by today’s technologies. A very important group for

marketers is seniors, who mostly don’t have a positive

relationship to the Internet or just don’t have the access to it

Modern Methods of Online Marketing

Now we come to the most extensive part of the thesis. This

chapter analyzes actual trends in the online marketing area and

defines the most important methods their significance, settings,

uses, management, advantages etc. This information is very

important to all, who will be responsible for designing a

strategy. Only the complete knowledge of all following methods

may contribute to the effective management of a quality online

campaign.

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We should always keep in mind that all the methods must

correspond to the initial strategy. A thoughtless use does not

“Instead of believing that single marketing weapons such as advertising or a website

work, guerrillas know that only marketing combinations work. Multiple weapons link to

and strengthen each other.”

-Jay Conrad Levinson (The founder of guerrilla

marketing)

Tools of internet marketing

There are some featured tools available at the market which is

being used in working with internet marketing. These tools make

the specialist move easy to forward efficiently by providing all

relevant data at a single click. This types of tools usually

either found as a plug Ins. of browser or tinny application. As

an example we can show you a tool name SEO Quake. Which can be

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An emphasis must be placed on creating a coherent plan with

many different complementary elements instead of clinging to

one idea.

Public relations

News and articles

Social media Podcasting,

Vodcasting Advergaming Guerrilla & viral

marketing

Sales promotions

Affiliate marketing

Contests Free samples

Direct marketing

E-mail marketing VoIP Online chat

Online

advertising

PPC advertising

Banners

Link directories

Behavioral

advertising

Mobile advertising

found in the site http://www.seoquake.com and it can be

integrated to fire fox only as add-ons.

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CHAPTER 4

Website- The Core of Internet Marketing

Website- The Core of Internet Marketing

A website as a marketing method was not included in the previous

categorization deliberately. The reason is that a website is an

essential cornerstone of all marketing activities on the Internet

and falls in all those categories.

Every single company website is supposed to have a goal – direct

online sales, brand building, consumer research, promotion,

customer support, etc. So, the main objective of all the

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Most marketing methods have one thing in common – to bring

potential customers to the company website where they should

The change from a website visitor to a final customer is called

“conversion” – this occurs, when the website goal is fulfilled.

different marketing methods is to attract prospective customers

and get them to the website, where the interest may be further

developed and finally some action executed

Figure: Website – the core of internet marketing

This sub chapter is not going to be about graphic or technical

design of web pages. Many materials about this topic have already

been written, but I would like to give attention to the marketing

significance of a company website.

The Goal and Importance of a Company Website

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SearchEngines

----

Backlinks

DirectTraffic

PPC

Articles

SocialNetworks

Banners

Website

GOAL

Conversations

A website is the key and most powerful element of the online

business – this also makes every strategy very vulnerable. A

wrongly designed website makes all the Money invested in other

activities completely wasted.

Many companies entrust the production of a website to their IT

department and don’t take care of it anymore. This is the worst

thing to do. The creation of a website is not a matter of

technologies or graphic design. These are just supportive

instruments. Unfortunately, following this wrong model is the

reason, why there is such a huge number of visually interesting

sites that are missing the vital element content is a thing which

makes the business.

This quotation is taken over from, but can be found in many other

materials about online marketing. It suggests not dealing with

the visual and technical aspects before focusing on website’s

content. The evidence of underestimating the content is confirmed

by the research published in with these results:

“96.3% of websites have the wrong content”

“72.4% of websites don’t explain the benefits of offered products or services to the

visitors”

Companies come up with the wishes of online marketing, when they

have already finished the creation of a website. This is a

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“Content is king”

entire strategy will not work. In certain cases, redesign is

possible, but in most cases it is better to start from scratch.

The visual appearance is, of course, substantial also. A

significant percentage of people evaluate the credibility of web

pages by graphic design. But it should be dominated by mainly

high quality information (also perfectly structured) that the

user is looking for.

Call to Action Principle

Time is running much faster these days. Nobody has time for

reading longwinded texts. Even if our site offers high-quality

content and great appearance, it should not burden the visitors

with unnecessary reading of something that does not interest

them. To prevent this situation, the modern concept “call-to-

action (CTA)” is evolving.

CTA allows users to easily go through the website and leads

the user to quickly fulfill the goal by following simple

buttons. People don’t have to study the structure of the

site just for finding what they are looking for.

This approach should be respected on the home page the most.

There are many corporate websites, where the homepage is used

just to describe a company’s history, achievements, quality

certificates etc. This information says absolutely nothing to

prospective customers they need to see, what we offer to them. If

the homepage doesn’t deliver this at the first glance, it is

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likely that the visitor will be no longer interested and will

leave immediately.

Homepage is a showcase. It should offer quick and clear

links to interesting subpages. If not, we’ll lose customers

unnecessarily.

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Figure: Call to Action Principle

Micro site

For companies, which offer a wide range of services, it is

advantageous to create small separate websites for the flagship

products, services or actual marketing campaigns. These dedicated

web pages called “micro sites” are described greatly in these

articles.

“A micro site lets you focus on a specific purpose, such as

selling clearance or discounted items, Selling products to

businesses (vs. consumers), promoting new merchandise, or trying

out a new product line. Sometimes the design and navigation of a

micro site differs from its parent site.” “Technically, they’re

called micro sites is small, self-contained Web destinations that

are separate from a company’s primary site, have their own

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Home Page

Our Services

Company Info

The TeamMost desired

Service Request

Service 2

Service 1

References

Contact US

There are two essential advantages of micro site:

- It focuses only on one service or product – it doesn’t

bother the visitors with useless information; leads them fast

to the goal (should be supported by the CTA)

- A low content website may be easily optimized for search

distinct URLs, and consist entirely of content focused on a

particular product or service.”

Website Building Lifecycle

The workflow of a website design is shown in Figure 3.7. Again,

we can see what attention we should pay to an analysis, for a

website to fit into the overall concept of online marketing

activities.

The analytical part must stem from the initial strategy – this

applies to any method.

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Setting websiteobjectives(measurable)

Content,structure, SEO

on-page

Graphic Design

Seo Off-Page

Setting maintopics based onproducts or

CompetitionAnalysis

Keywordsanalysis

Finding thetarget group

Setting thegoal forvisitor

ANALYSIS

REAL

IZAT

ION

Figure: Website Building Lifecycle

As shown in the diagram, the creation must precede hand in hand

with the search engine optimization (SEO) activities: keywords

analysis, SEO on-page and off-page factors. This issue will be a

subject of the following subchapter, but in fact it is closely

related to this part. There are of course many other very

important terms related to the website design such as

accessibility, usability, graphic design, etc. This thesis is,

however, focused primarily on marketing activities, so these

topics cannot get the space which they truly deserve.

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Testing Monitoring Analysis andImprovement

OPTI

MIZA

TION

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Search Engine Optimization (SEO)

Search Engine Optimization (SEO)

Search engine optimization (SEO) is recently a much discussed

topic. Many companies are trying to get rich on it these days. In

my humble opinion, if websites were created for people respecting

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CHAPTER 5

the logical principles of the HTML language, something such as a

SEO would never come into being.

If we think about how Internet users browse its infinite content,

we will realize that the most common way is to search. Therefore,

it is necessary to make our website easy to find by the major

search engines like Google, Yahoo and Bing for most of the world

and Seznam for the Czech Republic. This is the job of SEO:

An excessive focus on the SEO meant that some websites now cannot

be read by a human being. If all the pages were totally

customized for the search engines, the Internet would be

absolutely useless for its users.

Many marketers also claim that they can optimize your existing

site to improve your business. While this may be true, it is

always better to stick to the following rule:

The largest share of global searches belongs surely to Google. At

the moment, it is about 86% of all searches in the world. The

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Basically, SEO is a set of techniques supposed to provide

a better (higher) placement on the search engine results

page (SERP) ensuring more site visits. However, a lot of

web designers forget that, above all, they must think of

the user in the first place and just secondly of the

SEO should be always performed as a constituent part of

the whole web design as shown in the Figure. Optimizing an

existing site usually doesn’t produce the same results.

rest is divided among Yahoo, Baidu (China), Bing and several

smaller engines. These are the results for March 2010 taken over

from

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Find all the ways keyword text is used on webpage with this

invaluable tool. The Side-by-Side SEO Comparison Tool compares

two sites in a side-by-side report. You can quickly see see how

your page and a competitor’s page use keywords, how much text is

on the page, and which keywords are used.By(Joseph L. Flatleyon May10, 2012)

Robots.txt Generator & Comparison Tool

Building a robots.txt file can be confusing. You want to make

sure that when search engines crawl your site, they don't have

access to sensitive files, while permitting access for others.

User our free Robots.txt Generator and Comparison Tool to build

or modify your robots.txt file, and get a side by side comparison

of how your current robots.txt will work verses your new one.

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Meta Tag Generator

Quickly create new meta tags for your website. This tool will

prompt you for various meta tags, including title, description,

keywords and author and will then create the meta tags in a

format you can copy and paste on to your pages.

Keyword Density Analysis Tool

Enter in a page URL and this free SEO tool will tell you the

keyword density of all the phrases on the page. Find out how

strong of a keyword message your content is sending with the

Keyword Density Analysis Tool. Get hard numbers on your content

ratios to find out if you need more or have too much. Use this

tool to ensure a solid balance of keywords within your content,

and to match the right keywords to the right pages.

Search Combination Tool

This SEO tool will generate all possible combinations of two

separate lists of search phrases. Find new ways to promote your

website and reach your audience, when you broaden your keyword

horizons. Use these phrases to modify and create new content, as

well as to optimize title tags, URL's and internal linking

structure. For a new insight into your keyword prospects generate

combinations to kick start the brainstorming process.

Load Time Speed Test Tool

Does your page load quickly or is it slow to appear? How does the

loading time of your page compare to the loading time of another

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page? What is the actual speed your page loads at? Use this tool

to analyze how long your page takes to load at a variety of

connection speeds, to view what components of your page take the

longest amount of time to load, and see a full break down of

every component of your page. Also, use our cool "Compare 2

Pages" function to load your page side by side with another!

The Social Activity & Recommendation Free Tool

Look at Facebook interactions and Facebook activity for a URL.

This free tool brings two great Facebook information streams

together on one page to give you insight on who is talking about

and recommending pages relative to the URL. Try it when you're

logged into Facebook and when you're not to get two different

perspectives.

Header Checker Tool

This SEO tool will check any web page's header tags. Use our

header checker to find any page's status code to ensure that your

URLs are returning the appropriate status codes and re-directs

are working properly. A surprising number of indexing and ranking

problems come from erroneous re-directs, so it's crucial to be

sure all of the HTTP status codes are correct.

On-Page Optimization Tool

See your site how the spider sees it. This one stop glimpse of

your site's most basic information can give you insight into

minor adjustments which can have a major impact. Use this tool to

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evaluate your internal links, Meta information and page content.

By using precision in regards to these elements you can structure

your site to reach its maximum potential.

Type of Search Engine Optimization

Off–Page Optimization:

Off–Page Optimization includes all kinds of ranking factor which

must be available in your web page. Following factor must be

including in the web page. if you want to batter search engine

ranking. Off page SEO included

Directory Submission

An Online directory definition is a website submission service

where your website is added to the proper category in a

searchable online directory which enhances your site’s visibility

and creates relevant inbound links to your website.

Forum Profile Building

The process of establishing relevant, inbound links to your

website which help your website achieve higher ranking with the

major search engines and drive targeted traffic to your site.

Social Bookmarking

Social Bookmarking is to examine how they work. Basically links

are listed on a network, then whoever has access to that network

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can search for links that pertain to the keywords that person is

searching for. Each link has three keywords associated with it,

generally keywords that are optimized on their webpages, and when

those keywords are searched for, ideally, it is that particular

link that comes up is to examine how they work. Basically links

are listed on a network, then whoever has access to that network

can search for links that pertain to the keywords that person is

searching for. Each link has three keywords associated with it,

generally keywords that are optimized on their WebPages, and when

those keywords are searched for, ideally, it is that particular

link that comes up.

Article Submission

Article Submission is seriously one of the most powerful white

hat (organic link building) way of getting links, It’s quite

simple, which is completely safe from any changes from Search

Engines.

I say it is safe from changes from Search Engines like Google,

because it uses the essential principle of Google to help you get

backlinks. That’s relevant content, from relevant sites with

relevant links surrounded by relevant content.

Angela & Paul Links

Angela & Paul Links were once two separate entities who are now

merged together. The method behind Angela’s backlink method is

pretty simple; she’s able to find high page rank sites where she

is able to place an internal link to your webpage. Most of the

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sites that she finds placement for have a sign-up form and a

profile form or blog page. People have raved about her service,

and it’s true that her service is one of the most effective

methods for newcomers to build up your backlinks and push your

web pages to the top of search engine results. Paul’s method aims

to acquire more authority links, focusing on less links but of

higher quality. So the two services together can end up creating

a pretty decent back link profile.

Angela’s and Paul’s Back link service offers back link packets to

its subscribers. These packets include a step-by-step guide on

how to build links and how to get links. People spend a lot of

time creating their web pages, posts and articles, but then they

become lost or confused when the time comes to get links to their

site.

On-Page Optimization

On-Page Optimization includes those who make your web page search

engine friendly.

Now we finally have a certain set of keywords. Some we consider

more important, some relatively insignificant. Here comes the

part when the words are incorporated into the HTML code of our

site. Keywords affect the website position on the SERP depending

on where in the code they appear – these properties are called

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“on-page factors”. But we always should adhere to the rule that

the website structure should be arranged especially for the user.

Content

Use original content where you can. Make sure too that you update

your site regularly, especially if you're in a fast-changing

field like health or law. If you're happy with the way your main

pages are, add fresh content via news, and FAQs. If you can, add

the articles and news through a blog page that's part of the

site.

Keywords and your website name

The question we're often asked is, 'Should I use keywords in my

domain (website) name to help with optimization?' Having a

keyword rich domain name used to help a lot. In SEO terms it

helps less so now, but certainly doesn't count against you. In

addition, when people are looking at SERPs results and see a

keyword rich domain name they may be more likely to click on it

than one that doesn't indicate what the company is about

XML Sitemaps

We recommend everyone uses what's known as an 'XML Sitemap,

usually known just as a Sitemap.

Once your site has been indexed, search engines 'crawl' your

site. A Sitemap gives search engines gives a way to find page.

on your site they might not necessarily have discovered. Submit

your Sitemap if:

Getting Indexed

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If you type a website into the search bar and it doesn't come up

in the results, you know the site hasn't been indexed. If yours

hasn't, log in to Google and Bing's webmaster tools and submit

your sitemap; you get taken through step by step. Make sure you

have settled on your URL format before you start. Once the site

has been indexed, software robots called spiders 'crawl' it and

add the information found in the pages to their massive database.

Keyword tags

<meta name=“keywords” content= “your keywords here”>Figure: The Keyword met tag

You put in the keywords relevant to that page (not the whole

site), and separate them by commas. Many search engines, Google

included, don't use the Keyword metatags to help them bring back

the results, so why use them? It's a valuable exercise in

pinpointing what you want a page to be about, and in helping you

craft your headings and content.

Htags

H or Header tags need to be used on each page. HI, the main

header, is the most important, and needs to be used oneach page and

to include the page's keyword. Most web building sottwaiv will

allow you to highlight the words and choose 'heading 1', just as

you would with a word processor. If not, justput in the tags

manually: <hl>your main heading here</h2>

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Pic

ture: Htages

Tags and Meta tags

Metadata is information about data. Met tags for meta tags)

provide information about the HTML (code) of your site.

MelYilYigs are found in the HTML (code) part of your website

between the opening and closing head tags (<head> and </ head> }.

The tags don't show up on the web pages but can provide useful

information about a web page, its content and more

Figure: In source code how the tags look like

Black Hat SEO

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Unfortunately, knowledge of these factors also led to substantial

abusing of the SEO principles. The following unethical methods

have found their place in the IT jargon dictionary as “Black Hat

SEO”:

Keyword stuffing: Senseless repeating of keywords

Hidden (unrelated) text: Hiding the text by color, font size and HTML

etc.

Doorway pages: “keyword-based” pages with low-quality content

referencing “main” websites

Link farms : Group of pages referencing each other

Hidden (or footer) links: Placing links where visitors can’t see them

or are useless to them

Content spam: Placing links into comments, wikis, etc.

Mirror websites: Websites with a very similar content using

different URLs

Cloaking: The content presented to the search engine differs to

what user can see.

Usage of these methods may really bring some results, but

usually, we are only talking about temporary success. The modern

search engine algorithms can detect these methods relatively fast

and the websites are then removed from the index forever (or for

a very long time). This methodology is often used in questionable

businesses such as gambling or pornography.

Originally, I wanted to explain each of these methods in detail,

but then I realized that describing the SEO misappropriation

would be against the principles of this thesis. Moreover, this

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would quite unnecessary waste space for much more serious

content.

I definitely recommend avoiding these fraudulent techniques. They

have nothing to do with a serious marketing campaign and it is

also only a matter of time, when they become banned or even

illegal. The easiest way how to perform SEO is just following the

simple rule repeated many times before: The optimization is

primarily done for people.

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Search engine marketing (SEM)

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CHAPTER 6

Search engine marketing

Search engine marketing (SEM) is a form of Internet marketing

that involves the promotion of websites by increasing their

visibility in search engine results pages (SERPs) through

optimization (both on-page and off-page) as well as through

advertising (paid placements, contextual advertising, and paid

inclusions). Depending on the context, SEM can be an umbrella

term for various means of marketing a website including search

engine optimization (SEO), which adjusts or rewrites website

content to achieve a higher ranking in search engine results

pages, or it may contrast with SEO, focusing on only paid

components. (Chris Sherman Feb 8, 2011)

Search Engine marketing methods

Keyword research and analysis involves three "steps:" ensuring

the site can be indexed in the search engines, finding the most

relevant and popular keywords for the site and its products, and

using those keywords on the site in a way that will generate and

convert traffic.

Website saturation and popularity, how much presence a website

has on search engines, can be analyzed through the number of

pages of the site that are indexed on search engines (saturation)

and how many back links the site has (popularity). It requires

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your pages containing those keywords people are looking for and

ensure that they rank high enough in search engine rankings. Most

search engines include some form of link popularity in their

ranking algorithms. The followings are major tools measuring

various aspects of saturation and link popularity: Link

Popularity, Top 10 Google Analysis, and Market leap’s Link

Popularity and Search Engine Saturation.

Back end tools, including Web analytic tools and HTML validates,

provide data on a website and its visitors and allow the success

of a website to be measured. They range from simple traffic

counters to tools that work with log files and to more

sophisticated tools that are based on page tagging (putting

JavaScript or an image on a page to track actions). These tools

can deliver conversion-related information. There are three major

tools used by EBSCO: (a) log file analyzing tool: Web Trends by

NetIQ; (b) tag-based analytic programs Websites’ story’s Hit box;

(c) transaction-based tool: Tea Leaf Real Tea. Valuators’ check

the invisible parts of websites; highlighting potential problems

and many usability issues ensure your website meets W3C code

standards. Try to use more than one HTML validator or spider

simulator because each tests, highlights, and reports on slightly

different aspects of your website.

Who.is tools reveal the owners of various websites, and can

provide valuable information relating to copyright and trademark

issues by (Chris Sherman Feb 8, 2011)

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Tools of Search Engine marketing

Update Your Keyword Research

Keyword trends change with the season, the economy, and any

number of other outside factors. Spend a few minutes looking at

the keywords you're currently targeting, and then go find

something new and shiny to focus a new page of content on.

Re-Optimize Your Homepage

Look at your keyword research and make sure the target term on

your home page is the best term for your site. Home pages are

more powerful than interior pages, so don't be afraid to choose a

competitive term with lots of searches if your whole site can

support it.

Login and Claim/Update Your Google Maps Listing

This can take more than 10 minutes, if you really want to dig in,

but you can get started on it in the first 10 minutes, and come

back to it later. Doing something with it is obviously better

than doing nothing, and by claiming and verifying the listing,

you're giving Google the indicators they need to start seeing you

as a competitor in your local market.

Rewrite a Poorly-Performing PPC Ad

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Do you have an ad in your PPC campaign that has a pretty low

click-through rate (CTR)? Try rewriting the ad to better focus on

giving the user the experience they're searching for. Read-up on

features like dynamic keyword insertion and match type and try

something new. Be careful to monitor paid ad changes, because

even a small change can cost you a lot of money. Skip this one if

you don't have time to stay on top of the effects of your change.

Submit Your Site to Best of the Web

This is a great directory that drives very nice traffic and a

good link in some cases. You can also test out the new BOTW local

directory, which can be submitted to for free, although I

recommend the premium listing that's on sale right now for $5 per

month.

Update a Page

Have your rates or prices changed? Maybe your site special is

from last month? Take 10 minutes to update that content and give

your users something they're looking for.

Place Your Address and Phone Number on Every Page

Local search is location-based. That sounds obvious, but many

people forget that if their brick-and-mortar business relies on

people showing up at your door, they need to tell the local

search engines where they are. Putting your address and phone

number on every page can help improve your rankings in location-

based searches.

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Update Your Sitemap

All controversy around Page Rank soiling or sculpting aside, it's

a good idea to have a sitemap -- no matter what your philosophy

is. Most importantly, keep it updated! Figure out which new pages

you need to add. Also, consider writing a sentence or two around

each link to lend non-linking text relevance to your links -- if

you're PR sculpting, that is.

Start Twittering

The entire world's a-Twitter -- are you cashing in? There have

been some great reads on how Twitter can help small businesses.

Check them out and see if you can leverage it for something fun

and interesting to drive traffic to your site.

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CHAPTER 7

Social media marketing (SMM)

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.

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Social media has become 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 (Nowotarski, 2011.)

Tools for Social Media Marketing

If you are an avid user of social media and you are working to

build traffic for your own website or blog with SMM, here are 10

tools to help make your work easier.

Social Media for Firefox Extension

Submitting pages to social media sites can be a time consuming

process. It can be frustrating when you find a great item that

you want to submit, take the time to visit the social media site

of your choice, and then you find that it has already been

submitted. The Social Media for Firefox Extension helps you to

save time by allowing you to check any page to see if it has been

submitted to the major social media sites and it so, how many

votes it has received. All you have to do is click a button in

your browser and you’ll quickly see the results, and it will even

lead you to the appropriate pas to submit or vote at each site.

Wasting time trying to submit stories is no longer necessary.

Stumble Upon Toolbar

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The toolbar and ease of use is what separates Stumble Upon from

all the others. With the toolbar installed in your browser you

can easily give a thumbs up or down to any page that you are

visiting, plus there are tons of other features like sharing

links with friends and stumbling the favorites of other users.

Once you have the toolbar installed you’ll be ready to quickly

build a strong profile while spending almost no extra time

outside of your normal internet usage.

Instant Messenger

If you are active with social media, you will most likely want to

be able to share some of your favorite links with friends and

allow them to do the same. With IM you can communicate easily

with anyone anywhere. Some of the leading IM providers are Google

Talk, AIM, MSN, Yahoo! Messenger, and AOL.

Google Trends

By knowing what topics are currently generating the most

attention you will be able to create content that is attractive

to social media users. Google Trends is one of the best tools for

tracking hot news. You can see charts and graphs of searches and

you can even look back at the trends for a particular day in the

past.

Tec meme

Another tool for finding the hottest news. Tec meme tracks the

recent headlines on anything tech-related. If your website or

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blog targets tech-savvy users, this is a great way to see what

they may be interested in at the moment. You may also want to

check out Tail rank, which is similar to Tec meme except that it

doesn’t focus exclusively on any industry. Another useful site is

popurls, which displays all of the top stories at major social

media sites. Rather than needing to visit each one individually,

you can get see the bigger picture at popurls.

Shareaholic Browser Extension

Shareaholic is an extension that is designed to allow for easy

interection with social media. It lets you easily submit or vote

for pages that you are visiting, it includes a number of

different social media sites, and you can even email pages to

friends.

Quality Hosting

If you hope to draw a large rush of traffic from social media,

you will need to have a host that can handle quick surges. Media

Temple offers the best combination of quality hosting and

affordability. Their cutting-edge grid hosting service starts at

$20 per month.

Bookmark Manager

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Active users of social media are bound to come across a number of

pages that they will want to be able to find later. Bookmark

managers make this easy. Additionally, bookmark managers can help

you with your own marketing. When you come across a page that

sparks an idea for you, bookmark and tag it accordingly. When you

see an example of a great post title that you can learn from,

bookmark and tag it.Del.icio.us is the most popular bookmark

manager, but there are tons of other choices including Magnolia

and Furl.

RSS Reader

Of course you’ll need an RSS reader to stay up-to-date with your

favorite blogs and to be looking out for great content to submit

to social media. My choice is Google Reader, but Blog lines and

Feed Demon are also popular choices.

Flock

Flock is a browser designed specifically for social media users.

It adds the ability to interact with several social media sites

right from the browser. You can also accomplish some of the same

things with the extensions mentioned earlier in this post. Read

TechCrunch’s review of Flock.(JöranBeel 13 may 2009)

Social media platforms

Facebook

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Facebook profiles are more detailed than Twitter. They allow a

product to provide videos, photos, and longer descriptions.

Videos can show when a product can be used as well as how to use

it. These also can include testimonials as other followers can

comment on the product pages for others to see. Facebook can link

back to the product’s Twitter page as well as send out event

reminders. Facebook promotes a product in real-time and brings

customers in.

As marketers see more value in social media marketing,

advertisers continue to increase sequential ad spend in social by

25%. Strategies to extend the reach with Sponsored Stories and

acquire new fans with Facebook ads continue to an uptick in spend

across the site. The study attributes 84% of "engagement" or

clicks to Likes that link back to Facebook advertising. Today,

brands increase fan counts on average of 9% monthly, increasing

their fan base by two-times the amount annually.

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Picture: Facebook page of Microsoft Corporation

Twitter

Twitter allows companies to promote products on an individual

level. The use of a product can be explained in short messages

that followers are more likely to read. These messages appear on

followers’ home pages. Messages can link to the product’s

website, Facebook profile, photos, videos, etc. This link

provides followers the opportunity to spend more time interacting

with the product online. This interaction can create a loyal

connection between product and individual and can also lead to

larger advertising opportunities. Twitter promotes a product in

real-time and brings customers in.

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MySpace

MySpace (previously styled as MySpace and My space is a social

networking service owned by Specific Media LLC and pop star

Justin Timberlake. MySpace launched in August 2003 and is

headquartered in Beverly Hills, California. In August 2011,

MySpace had 33.1 million unique U.S. visitors.

MySpace was founded in 2003 and was acquired by News Corporation

in July 2005 for $580 million. From 2005 until early 2008,

MySpace was the most visited social networking site in the world,

and in June 2006 surpassed Google as the most visited website in

the United States.[In April 2008, MySpace was overtaken by

Facebook in the number of unique worldwide visitors, and was

surpassed in the number of unique U.S. visitors in May 2009.Since

then, the number of MySpace users has declined steadily in spite

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of several redesigns. As of December 2011, MySpace was ranked

138th by total web traffic.

In June 2009, MySpace employed approximately 1,600 workers. Since

then the company has undergone several rounds of layoffs and by

June 2011, MySpace had reduced its staff to around 200.

On June 29, 2011, MySpace was sold to Specific Media and Justin

Timberlake for approximately $35 million

Google plus

The service was launched as an invitation-only "field test" in

June 2011. Early invites were soon suspended due to an "insane

demand" for new accounts. On September 20, 2011, Google+ was

opened to everyone 18 years of age or older without the need for

an invitation. It was opened for a younger age group (13+ years

old in US and most countries, 14+ in South Korea and Spain, 16+

in Netherlands) on January 26, 2012.

Google+ integrates social services such as Google Profiles, and

introduces new services identified as Circles, Hangouts and

Sparks. Google+ is available as a website and on mobile devices.

Sources such as The New York Times have declared it Google's biggest

attempt to rival the social network Facebook, which has over 800

million users. Google+ is considered the company's fourth foray

into social networking, following Google Buzz (launched 2010,

retired in 2011), Google Friend Connect (launched 2008, to be

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retired by March 2012) and orkut (launched in 2004, now operated

entirely by subsidiary Google Brazil).

In November 2011, Google+ was integrated into the account

creation process for other Google services, such as Google Mail.

According to independent analysis of its growth in December 2011,

the site was adding an estimated number of 625,000 new users a

day, which may total 400 million members by the end of 2012. The

site's popularity accelerated in December 2011, with almost a

quarter of its total user base joining in December alone, said

Paul B. Allen, the founder of Ancestry.com, who tracks the

numbers as the "unofficial statistician" for Google+. However, on

February 28, 2012 Todd Wasserman from Mash able reported Google+

users are only spending 3.3 minutes monthly on Google+ which is a

downward trend from 4.8 minutes in December and 5.1 minutes in

November compared to Facebook users currently spending 7.5 hours

using Facebook monthly

Linked in

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LinkedIn, being a professional business-related networking site,

allows companies to create professional profiles for themselves

as well as their business to network and meet others. Through the

use of widgets, members can promote their various social

networking activities, such as Twitter stream or blog entries of

their product pages, onto their LinkedIn profile page. LinkedIn

provides its members the opportunity to generate sales leads and

business partners. Members can use “Company Pages” similar to

Facebook pages to create an area that will allow business owners

to promote their products or services and be able to interact

with their customers.

Blog

Every day there are more reasons for companies to use blogging

platforms to their social media repertoire. Platforms like

LinkedIn create an environment for companies and clients to

connect online. Companies that recognize the need for

information, originality and accessibility employ blogs to make

their products popular and unique, and ultimately reach out to

consumers who are privy to social media.

Blogs allow a product or company to provide longer descriptions

of products or services. The longer description can include

reasoning and uses. It can include testimonials and can link to

and from Facebook, Twitter and many social network and blog

pages. Blogs can be updated frequently and are promotional

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techniques for keeping customers. Other promotional uses are

acquiring followers and subscribers and direct them to your

social network pages.

In a similar fashion, online communities benefit businesses

because they enable them to reach the clients of other businesses

using the platform. These online environments can be accessed by

virtually anyone; therefore consumers are invited to be a part of

the creative process. To allow firms to measure their standing in

the corporate world, Glass door is a site where employees can

place evaluations of their companies.

YouTube

YouTube is another popular avenue; advertisements are done in a

way to suit the target audience. The type of language used in the

commercials and the ideas used to promote the product reflect the

audience's style and taste.

Also, the ads on this platform are usually in sync with the

content of the video requested, this is another advantage YouTube

brings for advertisers. Certain ads are presented with certain

videos since the content is relevant. Promotional opportunities

such as sponsoring a video is also possible on YouTube, “for

example, a user who searches for a YouTube video on dog training

may be presented with a sponsored video from a dog toy company in

results along with other videos.

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Flickr

Flickr is an image hosting and video hosting website, web

services suite, and online community that was created by Ludicorp

in 2004 and acquired by Yahoo! in 2005. In addition to being a

popular website for users to share and embed personal

photographs, the service is widely used by bloggers to host

images that they embed in blogs and social media. Yahoo reported

in June 2011 that Flickr had a total of 51 million registered

members and 80 million unique visitors. In August 2011 the site

reported that it was hosting more than 6 billion images and this

number continues to grow steadily according to reporting sources.

Photos and videos can be accessed from Flickr without the need to

register an account but an account must be made in order to

upload content onto the website. Registering an account also

allows users to create a profile page containing photos and

videos that the user has uploaded and also grants the ability to

add another Flickr user as a contact. For mobile users, Flickr

has an official app for iOS, Android, and Windows Phone 7

operating systems.

Social media marketing tools

Besides research tools, there are many companies providing

specialized platforms/tools for social media marketing, such as

tools for:

Social media measurement

Social network aggregation

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Social bookmarking

Social analytics

Automation

Social media

Blog marketing

Implications on traditional advertising

Minimizing use

Traditional advertising techniques include print and television

advertising. The Internet had already overtaken television as the

largest advertising market. Websites often include banner or pop-

up ads. Social networking sites don’t always have ads. In

exchange, products have entire pages and are able to interact

with users. Television commercials often end with a spokesperson

asking viewers to check out the product website for more

information. Print ads are also starting to include barcodes on

them. These barcodes can be scanned by cell phones and computers,

sending viewers to the product website. Advertising is beginning

to move viewers from the traditional outlets to the electronic

ones.

lxxii | P a g e CHAPTER 8

Display Advertisement

Display advertising

Display advertising is graphical advertising on the World Wide

Web that appears next to content on web pages, IM applications,

email, etc.

These ads, often referred to as banners, come in standardized ad

sizes, and can include text, logos, pictures, or more recently,

rich media.

Rich media, synonymous for interactive multimedia, is enhanced

media that utilizes a combination of text, audio, still images,

lxxiii | P a g e

animation, video, and interactivity content for active

participation from the recipient of the ad.

You may picture display advertising like magazine or newspaper

ads, just online and - like TV commercials - with the possibility

of moving from static to interactive, flash and video. However,

display advertising has a significant advantage over advertising

in magazines, newspapers and TVs: by (Lloyd Allison 12 December

2008)

Types of Display advertisement

An array of online display ad types exists—everything from

hyperlinked still images to interactive “mini websites.”

Marketers usually mix and match types of ads making almost

everyone a hybrid. Here is the typical typers.An array of online

display ad types exist -- everything from hyperlinked still

images to interactive “mini websites.” Marketers usually mix and

match types of ads, making almost everyone a hybrid. Here are the

typical types.

Static

Static display ads, which have been around for more than a

decade, offer no movement or user interaction. They are simple

images hyperlinked to an advertiser’s site. They can contain a

combination of still images and text.

lxxiv | P a g e

Animated

Animated ads inject movement in .GIF or Flash formats. Depending

on the design, the entire ad can be animated or just a part of

the ad while the other part remains static -- it’s up to you.

Publishers usually limit the file size of an animated ad and the

number of times the animation can loop on their sites.

Video ads

Video ads play a short video for the user. The video can be

programmed to play automatically when a Web page opens, or it can

be user-activated. Their functionality varies greatly. Some allow

users to rewind, fast-forward and adjust the volume; others offer

no controls. One thing almost all these ads do is link to an

advertiser’s site.

Price of display advertisement

Cost-per-impression

Placement is charged based on the number of times an

advertisement is displayed (even if no-one clicks on the

advertisement). Advertisers buy impressions in blocks. For the

Google AdWords network, impressions are bought in blocks of 1000

impressions.

CPC: cost-per-click

lxxv | P a g e

Placement is charged based on the number of times people click on

an advertisement (to link through to the advertiser’s website)

Cost-per-action – CPA

Stands for "Cost Per Action," and is used in online advertising.

CPA defines how much revenue a publisher receives when a user

clicks an advertisement on his website and then completes a

certain action

Interactive advertising

A technique used by online publishers and advertisers to increase the effectiveness of

their campaigns. Behavioral targeting uses information collected on an individual’s

web browsing behavior such as the pages they have visited or the searches they have

made to select which advertisements to be displayed to that individual. Practitioners

believe this helps them deliver their online advertisements to the users who are most

likely to be influenced by them.” James Moore

Tools of Interactive advertising

Click-stream

1) The electronic path a user takes while navigating from site to

site, and from page to page within a site; 2) a comprehensive

body of data describing the sequence of activity between a user’s

lxxvi | P a g e

browser and any other Internet resource, such as a Web site or

third party ad server.

Heuristic

Heuristic a way to measure a user’s unique identity. This measure

uses deduction or inference based on a rule or algorithm which is

valid for that server. For example, the combination of IP address

and user agent can be used to identify a user in some cases. If a

server receives a new request from the same client within 30

minutes, it is inferred that a new request comes from the same

user and the time since the last page request was spent viewing

the last page. Also referred to as an inference.

Profiling

The practice of tracking information about consumers’ interests

by monitoring their movements online. This can be done without

using any personal information, but simply by analyzing the

content, URL’s, and other information about a user’s browsing

path/click-stream.

Unique user

Unique individual or browser which has either accessed a site

(see unique visitor) or which has been served unique content

and/or ads such as e-mail, newsletters, interstitials and pop-

under ads. Unique users can be identified by user registration or

cookies. Reported unique users should filter out bots. See

iab.net for ad campaign measurement guidelines

lxxvii | P a g e

Web beacon

Web beacon is a line of code which is used by a Web site or third

party ad server to track a user’s activity, such as a

registration or conversion. A Web beacon is often invisible

because it is only 1 x 1 pixel in size with no color. Also known

as Web bug, 1 by 1 GIF, invisible GIF and tracker GIF. By (Danny

Sullivan, November 4, 2001)

lxxviii | P a g e

E-mail marketing

E-Mail-Marketing

lxxix | P a g e

CHAPTER 9

Email marketing is directly marketing a commercial message to a

group of people using electronic mail (email). In its broadest

sense, every email sent to a potential or current customer could

be considered email marketing. It usually involves using email to

send ads, request business, or solicit sales or donations, and is

meant to build loyalty, trust, or brand awareness. Email

marketing can be done to either cold lists or current customer

database. 71% of Big Companies Use Email Marketing

“Email is the fastest, most flexible and cost-efficient, personalized, and targeted

communication medium in the world today.”

Of U.S. and U.K. marketers surveyed, 81 percent plan to

increasing their spending on email marketing in 2011, while only

50 percent said they'd increase spending on direct mail. (By

SharVan Boskirk August 24, 2011)

Unlimited Email Campaigns & Subscribers Lists 

HTML email editor for beautiful emails that your clients

will love

List Management and segmentation

Trigger-Based Auto responders upon client registration

Track Opens, Clicks Bounces and deal with lists

automatically

Create Online Surveys 

for fast and easy feedback

Action of Email Marketing

lxxx | P a g e

Simply put, yes, email marketing works. Of course, there is the

stigma of SPAM that keeps people wondering whether or not email

marketing is still effective. Email marketing, just like other

forms of Internet marketing like social media marketing, is fast

paced and must be adapted to. Despite sometimes being lumped in

with the category of SPAM, email marketing should still be used

as part of an Internet marketing strategy. Here are a few

statistics to show that email marketing does, in fact, work:

In a survey by Eco consultancy in 2011, 72% of respondents

said that email's ROI (Return on Investment) was good or

excellent. Organic SEO (Search Engine Optimization} was the

only Internet marketing component that did better.

According to the Direct Marketing Association, email

marketing in 2010 was expected to generate $42.08 in ROI for

each dollar spent. This outperforms other channels of direct

marketing such as printed catalogue or news latter Marketing

According to a 2010 report by Foresee Results, the second

biggest influence to retail website visits was through

emails. The biggest influence was brand familiarity. In a

survey of more than 8,000 local US business owners by

Merchant Circle, email marketing was one of by (Erik Wilde10 June 2009)

lxxxi | P a g e

Uses of Email Marketing Software

To manage your email marketing campaigns, you will want to

purchase and use an email marketing software. When using email

marketing software, a couple of other marketing strategies are

still in place. Online, you should have all other essentials for

the best possible exposure of your business as well as your

product. A company website, blogs, and social media should also

be a part of your marketing strategy, and they should work in

conjunction with each other and with your email marketing

strategy as well. We will discuss this further when we talk about

the opt-in process.

Customers through multiple forms of media, and doing it offline

are no exception. In the following sections of this chapter, we

will discuss how to build your customer base through lists and

the opt-in process. Though not entirely preliminary steps, these

next few sections will be the basis from which your email

marketing strategy will come into being.

Types of Email marketing

Email marketing can be carried out through different types of

emails:

lxxxii | P a g e

Email newsletters

Email Newsletters are direct emails sent out on a regular basis

to a list of subscribers, customers. The primary purpose of an

email newsletter is to build upon the relationship of the company

with their customers/subscribers.

Transactional emails

Transactional emails are usually triggered based on a customer’s

action with a company. Triggered transactional messages include

dropped basket messages, purchase or order confirmation emails

and email receipts.

The primary purpose of a transactional email is to convey

information regarding the action that triggered it. But, due to

its high open rates (51.3% compared to 36.6% for email

newsletters transactional emails are a golden opportunity to

engage customers; to introduce or extend the email relationship

with customers or subscribers, to anticipate and answer questions

or to cross-sell or up-sell products or services.

Many email newsletter software vendors offer transactional email

support, which gives companies the ability to include promotional

messages within the body of transactional emails. There are also

software vendors that offer specialized transactional email

marketing services, which include providing targeted and

personalized transactional email messages and running specific

marketing campaigns (such as customer referral programs).

lxxxiii | P a g e

Direct emails

Direct email involves sending an email solely to communicate a

promotional message (for example, an announcement of a special

offer or a catalog of products). Companies usually collect a list

of customer or prospect email addresses to send direct

promotional messages to, or they can also rent a list of email

addresses from service companies.

List of email marketing software

Email Marketing Pro

This is one of the market leaders, when we talk about the email

marketing software. It can authenticate your own SMTP server for

free email marketing, create bulk email and send personalized

emails in seconds. Software can be found here for free

(http://emailmarketingprofessional.com/)

1And1Mail

It helps you to maximize your email deliver-ability and avoids

being blacklisted by email service providers. With 1And1 Mail,

your email marketing campaigns will be delivered accurately and

harmless to your clients. What makes this software special is the

fact that it comes with an email template downloader. Software

can be found here for free (http://www.1and1soft.com/).

lxxxiv | P a g e

Send Blaster 2

First and foremost, it is free email marketing software which

makes it a serious competitor in the market. It gives small

businesses a chance to take on their giant rivals. It can be used

to create an impact email using the free templates available with

the software Email Marketing Director

this is a one stop solution for your professional email marketing

campaign. Email Marketing Director allows you to import

previously created HTML and start your campaign instantly. The

advanced features that the software has include ability to add

anchors, post, hyperlinks, images and subscripts along with other

formatting options. Software can be found here for free

(http://www.sendblaster.com/)

Atomic Mail Sender

You won’t have to train your staff to initiate an email campaign

with Atomic Mail Sender as it offers an easy-to-use interface and

requires no training. Among the features this software includes a

built-in SMTP server, authentication support and multiple email

formats. Software can be found here for free

(http://www.amailsender.com/)

E-Campaign

An easy to use campaign manager this allows to you design rich

HTML emails and newsletters to market your business. You can

design highly personalized emails with this. You can also

lxxxv | P a g e

customize the emails including the subject, message body, file

attachments and even embed different images for different

recipients in the same mailing list. This is a complete campaign

runner and supports all the popular databases including Microsoft

Access. Software can be found here for free

(http://www.lmhsoft.com/)by (Glen Pringle, January 2009) by (Jack

Schofield Tuesday 10 June 2008)

lxxxvi | P a g e

An Overview from Defence IntelligenceCanada

About Defence Intelligence

lxxxvii | P a g e

CHAPTER 10

Founded in 2008, Defence Intelligence is an Ottawa based

information security firm specializing in advanced compromise

protection.

Perhaps best known for discovering and dismantling the Mariposa

botnet, Defence Intelligence has received international acclaim

and been awarded the Global Hero Award by the Digital Crimes

Consortium.

A passionate group of security experts, Defence Intelligence

combines global threat data, research partnerships, analysis and

proprietary tools and techniques to provide the most effective

compromise protection solutions available.

Our team members are regularly featured as experts on CNN, ABC,

BBC, NBC, CBS, CBC, Fox, and for publications such as The Wall

Street Journal, USA Today, The Washington Post, The Globe and

Mail, and The National Post.

Internet Marketing practices by Defintel

Defintel is currently practicing different internet marketing

campaign for promoting the brand. The campaign includes:

Website- The Core of Internet Marketing

lxxxviii | P a g e

Search Engine Optimization (SEO)

Social media marketing (SMM)

E-mail marketing

Website- The Core of Internet Marketing

Website URL- www.defintel.com

Most marketing methods have one thing in common which is to bring

potential customers to the company website where they should meet

a goal.

The change from a website visitor to a final customer is called

“conversion” This occurs, when the website goal is fulfilled.

Website of Defence Intelligence Canada have a goal which direct

online sales, brand building, consumer research, promotion,

customer support, etc. So, the main objective of all the

different marketing methods is to attract prospective customers

and get them to the website, where the interest may be further

developed and finally some action executed.

lxxxix | P a g e

Search Engine Optimization (SEO)

Search Engine Optimization is a set of techniques which provide a

higher placement on the Search engine results page (SERP)

ensuring more site visits.

On page Optimization

Defintel have a certain set of keywords. Some we consider more

important, some relatively insignificant. Here comes the part

when the words are incorporated into the HTML code of defintel

site. Keywords affect the website position on the SERP depending

on where in the code they appear and these properties are called

“on-page factors”. But defintel always adhere to the rule that

the website structure should be arranged especially for the user.

Content

Defintel always use original content. Update defintel site

regularly. Defintel main pages are, add fresh content via news,

and FAQs. Defintel add the articles and news through a blog page

that's part of the site.

xc | P a g e

Keywords and Defintel website name

Defintel.com is the domain name of the website of Defence

intelligence. This allows visitor directly is to be informed

through company name and its brand image. Main keywords are

Defence Intelligence, security executives, malware, malware

detection, botnets, network breaches, advanced persistent

protection, APT, security analysts

Indexed in search Engine

Defence Intelligence indexed the website into different search

engines like Google, yahoo, Bing, MSN.

Keyword tags

<meta name="keywords" content="Defence Intelligence, security executives, malware,

malware detection, botnets, network breaches, advanced persistent protection, APT,

security analysts"/>

Off–Page Optimization

Off–Page Optimization includes all kinds of ranking factor which

must be available in your web page. Following factor must be

including in the web

Directory Submission

To enhances defintel site’s visibility and creates relevant

inbound links to defintel website in different Online directory

xci | P a g e

defintel submitted its website where the website is added to the

proper category in a searchable online directory.

Forum Profile Building

To achieve higher ranking with the major search engines and drive

targeted traffic to the site defintel build profile into lots of

high ranking forum which is the process of establishing

relevant, inbound links to your website which

Social Bookmarking

Defintel website links are listed on verity of network then

whoever has access to that network can search for links that

pertain to the keywords that person is searching for Each link

has three keywords associated with it, generally keywords that

are optimized on their WebPages, and when those keywords are

searched for, ideally, it is that particular link that comes up.

Article Submission

Defintel submitted thousands of articles into different article

submission site as we know article submission is seriously one of

the most powerful organic link building way of getting links,

It’s quite simple, which is completely safe from any changes from

Search Engines.

xcii | P a g e

Social media marketing (SMM)

Social media marketing refers to the process of gaining website

traffic or attention through social media sites.

Social media has become a platform that is easily accessible to

anyone with internet access. Increased communication for

organizations fosters brand awareness and often, improved

customer service.

Social media platforms

Twitter

Twitter Address: https://twitter.com/defintel

Defintel have an active page on Twitter. Twitter allows companies

to promote products on an individual level. The use of a product

can be explained in short messages that followers are more likely

to read. These messages appear on followers’ home pages. Messages

can link to the product’s website, Facebook profile, photos,

videos, etc. This link provides followers the opportunity to

spend more time interacting with the product online. This

interaction can create a loyal connection between product and

individual and can also lead to larger advertising opportunities.

Twitter promotes a product in real-time and brings customers in.

xciii | P a g e

LinkedIn

LinkedIn Address: http://www.linkedin.com/company/defence-intelligence

Defintel is currently operating marketing campaign through the

Professional network LinkedIn. LinkedIn, being a professional

business-related networking site, allows companies to create

professional profiles for themselves as well as their business to

network and meet others. Through the use of widgets, members can

promote their various social networking activities, such as

Twitter stream or blog entries of their product pages, onto their

LinkedIn profile page.

xciv | P a g e

Blog

Blog Address: http://defintel.blogspot.com

Every day there are more reasons for companies to use blogging

platforms to their social media repertoire. Platforms like

LinkedIn create an environment for companies and clients to

connect online. Companies that recognize the need for

information, originality and accessibility employ blogs to make

xcv | P a g e

their products popular and unique, and ultimately reach out to

consumers who are privy to social media.

Blogs allow a product or company to provide longer descriptions

of products or services. The longer description can include

reasoning and uses. It can include testimonials and can link to

and from Facebook, Twitter and many social network and blog

pages. Blogs can be updated frequently and are promotional

techniques for keeping customers. Other promotional uses are

acquiring followers and subscribers and direct them to your

social network pages.

E-mail marketing

xcvi | P a g e

Email is the fastest, most flexible and cost-efficient, personalized, and targeted

communication medium in the world today.

Uses of Email Marketing Software

To manage email marketing campaigns, Defintel purchases and use

different email marketing software. When using email marketing

software, a couple of other marketing strategies are still in

place. A company website, blogs, and social media should also be

a part of your marketing strategy, and they should work in

conjunction with each other and with your email marketing

strategy as well.

Email newsletters

Email Newsletters are direct emails sent out on a regular basis

to a list of subscribers, customers. The primary purpose of an

email newsletter is to build upon the relationship of the company

with their customers/subscribers.

Transactional emails

The primary purpose of a transactional email is to convey

information regarding the action that triggered it. But, due to

its high open rates 51.3% compared to 36.6% for email newsletters

transactional emails is a golden opportunity to engage customers;

to introduce or extend the email relationship with customers or

subscribers, to anticipate and answer questions or to cross-sell

or up-sell products or services.

xcvii | P a g e

Direct emails

Direct email involves sending an email solely to communicate a

promotional message (for example, an announcement of a special

offer or a catalog of products). Companies usually collect a list

of customer or prospect email addresses to send direct

promotional messages to, or they can also rent a list of email

addresses from service companies.

List of email marketing software Defintel is currently using

Email Marketing Pro

Website- emailmarketingprofessional.com

This is one of the market leaders, when we talk about the email

marketing software. It can authenticate your own SMTP server for

free email marketing, create bulk email and send personalized

emails in seconds.

Atomic Mail Sender

Website- amailsender.com

You won’t have to train your staff to initiate an email campaign

with Atomic Mail Sender as it offers an easy-to-use interface and

requires no training. Among the features this software includes a

built-in SMTP server, authentication support and multiple email

formats.

xcviii | P a g e

E-Campaign

An easy to use campaign manager this allows to you design rich

HTML emails and newsletters to market your business. You can

design highly personalized emails with this. You can also

customize the emails including the subject, message body, file

attachments and even embed different images for different

recipients in the same mailing list. This is a complete campaign

runner and supports all the popular databases including Microsoft

Access. Software can be found here for free

█ Findings

If we look at the whole Internet marketing operation of Defintel

we can see Defintel has lots of lacking. We found a few internet

marketing ways and platform is practiced in the Internet

marketing campaign. This is really very much unfortunate from

such organization. As Defintel is one of the Superior in Internet

Security Provider and the market leader in Raw Data provider for

Threat Analysis Defintel should have access on all internet

marketing platform and should have all the updated script and

perform the campaign on regular basis. However some problems we

found in Defintel are shown as follows.

xcix | P a g e

PPC advertising is one of the greatest ways of branding. But

Defintel do not use PPC advertising at all.

Interchanging web Banners within other website who is also

operating business in homogeneous industry is good way of

branding but Defintel did not include this action in the

marketing campaign.

At Strongest Links you can find good linking partners, track

directory submission and manage your online promotion

campaign. Behavioral advertising but Defintel don’t have

intention of using this platform.

Defintel never used Mobile advertising. Mobile advertising is

now has a great influence on consumer buying behavior and

impact on overall brand awareness.

Though Defintel currently operating its marketing campaign

through E-mail marketing but we see Defintel only uses three

E-Mail marketing Software only.

Voice over Internet Protocol is a marketing medium which is so

less costly. These medium includes different IM or Messaging

software and website like Skype, Viver etc. Defintel has no

practices of them at all.

There is no online chat Option exists on Defintel Website.

These impacts on customer after sales services experience and

finally impact on Overall Branding.

Posting News and articles on Different News site, News portal,

Article portal, Forum and Wiki as Press release or article is

really driving customer directly through website but Defintel

not operating such operation on regular basis.

c | P a g e

Facebook is the largest Social media and now has the most

impact of people’s daily life from Social Networking and

Social Media site. But Defintel has no Facebook Page at all.

This is a huge shortage of Defintel.

YouTube is the largest video sharing based Social media

platform which is now ranked number one among other

competitors like Vimeo, Daily Motion, vevo, metacafe.

Defintel has no long term objective like guerrilla marketing

which is designed to create a unique, engaging and thought

provoking concept to generate buzz, and consequently turn

viral.

Defintel has no affiliate marketing engagement and doesn’t

operate any Affiliate marketing in any platform. As we know

affiliate marketing is the most convenient way of selling

product online.

Defintel has no free samples of the service operation and this

is absolutely a known cause of less sales and branding.

The website of Defintel is not updated enough on regular

basis.

The blog of Defintel has shortage of article and not taken

action for regular basis up gradation.

ci | P a g e

█ Recommendations

As an internet marketing consultant I will now suggest Defintel

to include some actions in overall internet marketing operation.

These are as

Running PPC advertising is one of the greatest ways of

branding.

Interchanging web Banners within other website who is also

operating business in homogeneous industry is good way of

branding.

At Strongest Links you can find good linking partners, track

directory submission and manage your online promotion

campaign. Behavioral advertising.

Mobile advertising is now has a great influence on consumer

buying behavior and impact on overall brand awareness.

For operating its marketing campaign through E-mail marketing

software uses updated E-Mail marketing Software only.

Add online chat Option on the website to provide a good

customer experience for after sales services

cii | P a g e

Posting News and articles on Different News site, News portal,

Article portal, Forum and Wiki as Press release or article is

really driving customer directly through website.

Create a Facebook page and collect Facebook fan worldwide and

then update audience through the Facebook on regular basis.

Manage the twitter page regular basis and update content to

keep the audience posted always.

Create YouTube, Vimeo, VIVO, Daily motion Channel to post

videos related with the service and let the audience be known

about the service regularly.

Set long term objective like guerrilla marketing which is

designed to create a unique, engaging and thought provoking

concept to generate buzz, and consequently turn viral.

Get involve in affiliate marketing platform. As we know

affiliate marketing is the most convenient way of selling

product online.

Serve free samples of the service operation and this is

absolutely a known cause of high volume of sales and branding.

The website of Defintel should be updated on regular basis.

Enhance the blog of Defintel by ensuring Good latest article

based on latest news.

█ Conclusion

Defence Intelligence Canada is serving in the field of Internet

Security since 2008. Perhaps best known for discovering and

dismantling the Mariposa botnet, Defence Intelligence has

ciii | P a g e

received international acclaim and been awarded the Global Hero

Award by the Digital Crimes Consortium.

A passionate group of security experts, Defence Intelligence

combines global threat data, research partnerships, analysis and

proprietary tools and techniques to provide the most effective

compromise protection solutions available.

Defintel is practicing a few internet marketing platforms which

is really very much unfortunate from such organization. As

Defintel is one of the Superior in Internet Security Provider and

the market leader in Raw Data provider for Threat Analysis

Defintel should have access on all internet marketing platform

and should have all the updated script and perform the campaign

on regular basis.

As an internet marketing consultant I suggest Defintel to

conclude some actions in overall internet marketing operation.

These are as follows:

Affiliate Marketing

PPC advertising

Mobile advertising

Emphasize on Social Media Marketing

civ | P a g e

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By Joseph L. Flatleyon May 10, 2012 10:32

amhttp://www.emarketer.com

Faultline • Get more from this author Posted in Financial

News, 29th September 2006 08:40 GMT

JöranBeel Otto-von-Guericke University FIN / ITI / VLBA-Lab

Germany

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Glen Pringle,School ofComputer Science and Software

Engineering,

Monash University, Clayton, Vic. 3168, Australia

Lloyd Allison School of Computer Science and Software

Engineering,

Monash University, Clayton, Vic. 3168, Australia

School of Computer Science and Software Engineering,Monash

University, Clayton, Vic. 3168, AustraliaRickRe: Is Email

Appending an Abusive Practice

Nick StamoulisRe: 5 Reasons to Invest in Content for PPC and

SEO

Danny Sullivan is the editor-in-chief of Search Engine Land

Danny, November 4, 2001

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