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Marketing Techniques

The Internet is growing at an incredible rate with thousands of people going online for the first time every single day. In order for businesses to keep up with this fast growing phenomenon it is essential to learn online marketing techniques. On this blog you will find links to many online resources as well as lots of regularly updated articles that will help with building your online presence. Cash4umarketing endeavours to bring you up to date news, articles and marketing information to keep you on track. If you would like to have your own article published here please contact me you can send me your marketing related articles for consideration. please do send me any comments or requests for further Internet marketing information.

Search Engine Ranking getting started

For a better search engine ranking of your website there are various things that you can do, here are some ideas to get you started.

Once your site is up and running you should apply to have it listed with all the search engines that you can find. You should then be looking to build up lots of links into your site. Link with other sites that are relevant to your business, you can do this by simply finding other sites and e-mail the owner asking to set up a reciprocal link. Also search for directories related to your business and advertise there.

You should be providing information on your site that people will want to link with. Getting others to link to your site is a great way of improving your search engine rankings. Everyone knows enough about something to be able to put together some quality content. Keep it relevant to your business and it is best to give useful information not just more sales pitch.

Think about what your customers want or need in the way of information, what questions are you frequently asked by your customers? You now have a starting point for your information content.

Generating More Traffic

The easiest way to make more affiliate profits is to simply generate more traffic.

I generally use pay-per-click traffic for almost all the affiliate products I promote simply because you can control exactly how much money is going out- and once you figure out how many visitors it takes to make a sale with whatever you are promoting, then you will know exactly how much money will come in.

PPC advertising just makes affiliate marketing easier if you ask me!

First off, pay per click (PPC) does NOT mean Google Adwords. Adwords is just the most popular form of PPC advertising, but it is definitely not the only one. On that note, PPC search engine advertising is also not the only form of PPC.

You can pay per click on a variety of different advertising vehicles including banner ads, text ads, flash ads, email ads, etc.. So don't limit yourself to just Google Adwords, or just search engines.

If you want to find more sources where you can pay per click, just go to and search for "pay per click advertising".

Before you do any PPC advertising (or any advertising for that matter), you need a good tracking system to track your results. If you are doing search engine PPC, you need to know which keywords are producing sales and which aren't. This will help fine tune your marketing system.

So what works in PPC advertising? Well, the truth is, 90% of the money you make from PPC ads will come from 10% of your keywords- The same keywords that produce results for you in the organic search most of the time. learn more at..

Marketing Coach

A great way to get started with Internet marketing is to use a coach or a mentor. This will make a huge difference to your progress and not only in how much progress you make, but how fast you make it, A coach or mentor can prevent you making the mistakes as they have made them all before you and they know how to steer you in the right direction.

You will want to get your business up and running and of course profitable as soon as possible. Having a coach or mentor who will take you through each step will boost your self belief and help you reach your goals.

There are plenty of people and programs out there all telling you that they have a faster or easier way for you to make money, sticking with one person will bring you the results you want much faster.

Joining a mentor will shorten dramatically the learning process involved in Internet marketing.

If you want to be successful and make money online, you must be ready for a lot of hard work. But if you stick with it and with the right teacher you can become very successful at making money online and you could make this your main source of income.

The one thing you really need more than anything in the beginning is a clear set of directions to follow from someone who started from scratch just like you, and managed to find a legitimate way to full-time online income.
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Products to sell - produce your own

Non-physical products:
This covers a wide area of products or services but generally speaking we are interested in downloadable products here. Ebooks; or information books are by far the most suitable products to sell online, they are available immediately to the customer in most cases and can be sold through fully automated systems.
Whatever business you are in you should consider selling information products online and they are not difficult to find or create. I would recommend you do a search on "Google" or another search engine for "ebooks with resale rights" and you will be surprised just how many people are selling or even giving away ebooks for you to sell on.
You can also often find software packages for sale or free that offer re-sale rights, but this will depend on availability in your chosen "niche".
The more specialised your chosen niche the better your chances of success as there will be less competition. You also need to make sure that the chosen niche has enough interest.
Writing your own ebook:
Some people are put off by the thought of having to write their own ebook, you may think it is not something you can do but actually it is not difficult at all. If you have knowledge of a subject then you can write your own ebook. Everyone knows about a subject be it a hobby or what you do for a living, and this should be your first choice of subject to write about.
Often the easiest way to get started is to simply start writing and the words will begin to flow naturally.
If you really can't face doing it yourself though there are alternatives, You may have a relative or friend who enjoys writing and for most people you just need to offer them the incentive of earning a little extra money. There are also websites to be found that are full of people who will write for you for a fee, try Elance or Article Equaliser. When producing your own ebooks you can write them using Microsoft word or similar and then you will need to purchase a pdf writer to save your work and produce the ebook.

Affiliate Marketing

With many people’s finances getting ever tighter these days, the idea of making money online is becoming more attractive, one method is something called “affiliate marketing” Affiliate marketing is quite simply advertising other peoples products or services for sale.

Research the Market.

You should research the markets you are interested in. This is a very important first step. Start by finding out what your potential customers are looking for. This can be achieved through “keyword research” – finding the actual words or phrases people type into search engines to find answers to their problems.

Once you have found the keywords that consumers are actively entering into the search engines for your chosen subject you will be able to help your website rank higher.

Keyword research is not difficult. Start with the free Google Keyword Tool, which can be found by searching for “Google keyword tool external,” and enter in a keyword or phrase that identifies the product or niche that you are interested in promoting as an affiliate.

Click on “get keyword ideas” to produce a list of keywords. you can now see the competitiveness of your chosen subject or niche by taking a look at the number of times people are searching for your main keywords each month.

you should look for a niche with high demand that already has some competition and products for sale, but not too competitive that ranking highly is going to be impossible.

Of course it is important that there is an audience for whatever you choose as your niche. Since we are considering affiliate marketing, your costs for entering the chosen niche are not too high. It is a good idea to take the time to do niche research in order to ensure success. Once you have an idea of the products you would like to promote you will need to search for affiliate products. There are many websites that list affiliate products that you can promote on your own website or blog. It is also worth considering advertising offline, for example in newspapers or magazines.

Getting high ranking results in search engines

What do you need to do to get high-ranking results in search engines?
If you are trying to get high rankings on Google and other search engines, you need do the right things to be successful. You will need to work on several factors to make sure that your website out performs your competitors website.

Is your site going to make sense to search engines?
A good site layout will show search engines that your website is not just a random collection of pages.
Try linking your pages together in a logical order, this will help to show search engines which pages of your website are related to each other. The search engines should be able easily identify which groups of web pages on your site are related to a certain topic.

Are your web pages easily accessible?
If search engines cannot read your web pages then they will ignore your site and they will not give your site good rankings. Of course search engines need to be able to access your web pages. Follow these points and check that your site is operating correctly.
· Be sure your web server does not return an error code when search engine spiders visit your web pages. If your server returns an error code, search engines will not index your site.
· The content of your web pages must make sense to search the engines and be easily understood. Avoid using images or Flash to present the main content of your web pages.
· You also need to check the HTML code of your web pages. While most HTML errors may not cause problems with search engines, some of them can prevent search engines from indexing your site. The less HTML errors your web pages have, the better.
· Your robot.txt file must allow search engines to index your web pages. The Robot Exclusion Standard, also known as the Robots Exclusion Protocol or robots.txt protocol, is a convention to prevent cooperating web spiders and other web robots from accessing all or part of a website which is otherwise publicly viewable.If you accidentally blocked all bots or all directories of your website (this can happen with a simply error in the robots.txt file), search engines won't list your website.
Have you created back links to your site?
It is very important that you have good back links to your site, without them it is not likely you will get high rankings on major search engines. Links that point to your website will have a major impact on the position of your web pages in Google's search results. Try to get as many links as possible from related web sites. The more targeted the link, the more it will help your search engine rankings.

How good is your websites content?
Web sites that mainly offer advertising, affiliate links and articles can be found on many other web sites and so will have a hard time getting good search engine rankings. You should concentrate on creating unique and trustworthy content that helps your web site to stand out from all the others.
If you are an expert in a particular field you should write as much as possible about that subject. This will make sure that your web site becomes the best resource for that topic. Writing about things you are passionate about will come easier than trying to write on a subject you know little about. If you find yourself struggling to write good content you may wish to consider outsourcing.
How relevant are your keywords?
Choosing the right keywords is an important step in determining whether your SEO campaign will be a success or not.
It's best to focus on longer keywords for search engine optimisation. “long tail” keywords have been proven to be more likely to convert into sales. Whereas one word keywords are much less likely to convert to a sale and they are also much more competitive.

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Tuesday, 20 April 2010

Marketing in Transition


Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. In pre-modern economies, the predominance of small enterprise and there was monopoly and there was no recognition of marketing as a separate field of expertise. Marketing emerged as a separate technical field only in the late 19th century.

In the present scenario, the changing needs and wants or taste and preferences among the customers leads to paradigm shift in marketing. This is due to changing attitude and behaviour of the customers, globalization, increasing purchasing power and changing life style of the customers.

Causes for Marketing in Transition

• Globalization - Globalization has brought changes in technology, quality, service, work culture and undoubtedly fierce competition.
• Emerging Middle-Class Consumers - the increasing Purchasing Power of the Middle-Class consumers creates the MNC's to seek opportunity in the emerging market.
• Changing Lifestyle and attitude of Consumers - since there is a change in the customers lifestyle due to western influence the customer's needs and expectations has increased.
• Increasing literacy rate
• Children influence in buying decision making
• Changing perspective of rural marketing in India
• Increasing penetration of mass media
• Consumer awareness
• Information revolution
• An Enormous growth in international business

Formation of marketing concepts and practices
• 1905 - the University of Pennsylvania offered a course in "The Marketing of Products"
• 1908 - Harvard Business School opens
• 1940s - electronic computers developed
• 1980s - emergence of relationship marketing
• 1984 - introduction of guerilla marketing
• 1995-2001 - the Dot-com bubble temporarily re-defines the future of marketing
• 1996 - identification of viral marketing

Emerging New Marketing Practices

Due to increased competition the companies had necessity to enhance additional features to their products to promote the sale of their products. Many companies followed different marketing practices to attract their customers.

Winning concepts and marketing practices are
• Relationship marketing
• Co-branding
• Viral Marketing
• Sachet Marketing
• Green marketing
• Rural marketing
• Destination marketing
• Online marketing
• Cause related marketing


A transition from a product oriented approach to a resource oriented approach

Transaction marketing Relationship marketing
Focus on Obtaining new customers Customer retention
Orientation to Service features Customer benefits
Timescale shorts long
Customer service Little emphasis High emphasis
Customer commitment Limited High
Customer contact Limited High


Primarily an operations concern

The concern to all

Nowadays many companies are practicing the new marketing concepts and practices. Some of the examples are as follows.

Relationship marketing:

The domain of relationship marketing extends into many areas of marketing and strategic decision making. In the phenomenon of cooperation and collaboration with customers becomes the dominant paradigm of marketing practices. Relationship marketing has the potential to emerge as the predominance perspective in the paradigm of marketing.

In the fierce competitive market customer relationship management is emerging as the core marketing activity in companies. For that to maintain companies practices customer retention strategies and having good relation with the customers.

HSBC bank sent greeting cards to the customers on their birthdays to have good relationship
Whirlpool do very good post sale service to the customers.

Sachet Marketing

In India, Unilever successfully markets Sunsil and Lux shampoo sachets sold in units of 2-4 dollar cents; Clinic All Clear anti-dandruff shampoo sachets at 2.5 rupees each; and 16 cent Rexona deodorant sticks.

Idhayam gingili oil available for Rs 4/- package.
To capture the BOTTOM OF PYRAMID also

Green Marketing

It refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.

Green marketing can be a very powerful marketing strategy though when it's done right. Nowadays all companies are trying to produce eco-friendly products. And many companies have got ISO 14001 awards and strive to get.
Examples are ITC products, in the note books, it is environment friendly notebook.

Changing Perspective Of Rural Marketing In India

The great Indian rural market is characterized by huge untapped potential and opportunities. It is estimated that almost 70% of Indian consumers live in rural areas, which generate almost half of the national income. The number of middle income households in rural India is growing to above 111 million by 2007. There are almost twice as many lower middle income households in rural areas as in the urban areas.

A large number of corporate are excited about tapping the potential of rural areas. The recent entry of some corporate like Bharti, ITC, DCM shriram consolidated, EID parry and Amul etc. proved their fascination towards this sector. These corporates tried to develop successful model of integrating information-technology in rural transformation in a profitable way.

The tamilnadu based EID parry has developed an agro-portal [] to cater the specific needs of the rural farming community. It is an endeavor to catalyze e-commerce in agricultural and non-farms products by offering a network of partnerships. The content is available in local tamil language.

The Anand, Gurajat based Amuls DISK dairy information system KIOSK project is yet another milestone of integrating corporate sector and information technology. These kiosk serve valuable information related to dairying, breeding and rearing cattle .

ITC e-choupal has emerged as one of the most ambitious project integrating information technology and corporate sector for rural transformation. ITC e-choupal network has already covered approximately 3.1 million farmers through 5050 choupal in 29,500 villages. The company has ambitious plan to reach 1,00,000 villages covering 10 million farmers by 2010 with whopping approximately 1,000 crore. It is opening 5-6 e-choupals everyday in six different states of India.

Pepsi rural marketing

Pepsi company India has entered into rural market by having joint programme with the Punjab agriculture university in ludiana and Punjab agro industries corporation in chandigarh. The programme focuses on evolving agricultural practices to help Punjab farmers produce crops that would make Indian products internationally competitive. To cultivate a range of sweet oranges for its Tropicana range.

Apart from that, they have given advertisement to attract the rural people with the celebrity of Amitabh bachchan and star cricketer sachin tendulkar.

Coca-cola rural marketing

With the help of Isha foundation coca-cola released the CD of the coca-cola tamil CSR film "NESA KARANGAL" and also acknowledged and appreciated coca-cola's efforts in promoting social cohesiveness and sportsmanship with an aim to transform rural lives,

Advertisements to attract the rural customers are maasa-actress Rani Mukherji acted in this advertisement and says "masti ka chataka" , Satis shah's maaza ad is also based on village background.

Aamir khan acted in the advertisement which showcases a beautiful village background with the punch line "thanda ka matlab cocacola" and also ad title "soni kudi" targeted the villagers.

Destination marketing:

Destination marketing is all about selling the experience. To sell the experience is far more difficult. In destination marketing media plays a major role . word of mouth plays a vital role in destination marketing . people love to discuss their tour, infact they feel proud in telling their experiences, they bring gifts for their close ones they show their photographs and purchases to their relatives and neighbours

Eg . kerala has implemented the destination marketing very successfully and emerged as the most acclaimed tourist destination of the country in the recent past. Because of this destination marketing kerala has achieved remarkable success in generating revenue and employment in state through tourism. It is estimated nearly $100 million which generate the employment opportunity in kerala.

In the recent past all the successful stories of destination marketing that is Malaysia, Goa, Kerala, Singapore etc.

Emergence of theme parks such as ADHISAYAM, MGM , BLACK THUNDER,- all are examples of destination marketing.

Transition from kirana stores to modern organized retail outlets:

Modern retailing in India is growing rapidly. Although it commands just 3% of the overall retail market share, changing demographics and consumer taste are driving the growth of more than 30% of the modern retail formats. It is expected to grow another 9% in the year of 2010. India is more attractive than ever to global retailers.

Major players in India are:

Pantaloon retail India limited or future group, RPG group, Tata group, k.Raheja corp. group of companies, RRL (Reliance retail limited), A.B.Birla group, Gati, Calvin klein,murjani group, Disney artist stores, Vishal group (vishal megamart)
Foreign players in India are
Wal-mart stores, Carrefour, Tesco, Rosy blue group, LVMH Group, Metro
This transition makes the marketing in transition

Transition in Segmentation:
Transition from demographic based segmentation to psychographic based segmentation . since 1950's market segmentation has been referred to as a process of identifying groups of individuals who are similar in attitudes etc. and the segmentation is of demographic segmentation . after 1970s it is psychographic segmentation , know about the customer taste and preferences and collect at the real time point of purchase data. And now it is need based segmentation is using for different marketing functions like advertising and new product development .

Cause related marketing

Cause related marketing is practiced on the rationale that consumers are human beings are kind hearted. The customer pay the amount with some satisfaction that the specific amount is to for relevant social cause.


A sanitary napkin brand "whisper" announced a contribution o Re.1 on every pack of sales for blind relief society. This helps in improving whisper's market share.

HLL announced a contribution of Rs 0.50 on the sale of each of its brand of lifebuoy brand soap to a diarrhea project.


Co-branding is when two companies form an alliance to work together, creating marketing synergy. This co-branding is innovative in the marketing practices.

• Andhra bank and ICFAI university are using the strategy of co-branding.
• Andhra bank and Hindustan petroleum also launched their co-branded card
• SBI card and LG electronics India launched the LG-SBI card. This is the country's first co-branded credit card for the consumer appliances industry and can be used at more than 2 lakh outlets in India.
• Idea cellular and HDFC Bank launched two co-branded cards providing multiple benefits to customers of both.
• Pillsbury Brownies with Nestle Chocolate
• Dell Computers with Intel Processors

Online marketing

Internet marketing, also referred to as online marketing, Internet advertising, or eMarketing, is the marketing of products or services over the Internet. Internet marketing also includes management of digital customer data and electronic customer relationship management (E-CRM) systems.

Samsung marketing practices

Viral marketing , interactive marketing

Samsung created its "Fun Club" as a way to engage with Samsung mobile phone owners to help them get the most from their phones. Samsung provides content such as games, ringers, and wallpapers that are designed specifically for Samsung mobile phone models. Hearing about new mobile content is one of the benefits of joining the "Fun Club." Samsung was looking for a new way to use rich multimedia to promote the game, Skipping Stone, to its customers. Samsung engaged Enpocket to create a mobile marketing campaign promoting Skipping Stone using the graphically rich MMS channel.


In the present competitive scenario, there should be transition in marketing practices in order to survive in the market. Since "change in the only thing which never change" in the world, companies have to adapt themselves according to the changing environment. The best emerging practices in the corporate world is win-win concept to be the leader in the market.


II MBA (2007-2009) BATCH



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