Some of the common uses of analytical models are:

Acquiring new customers: Acquiring new customers is generally a big cost for the company, with increase in prices on various acquisition channels, companies find it hard to reduce cost in acquiring good profitable customers. Predictive modeling to certain extent becomes very useful in reducing costs in acquiring right customers and increase profitability. It also helps in designing marketing offers, special campaigns for customers to reach out to them.

Predictive models use historical data of customer attributes to understand relationships between attributes and their specific response or behavior. The output of predictive model is generally to predict a future response of the customer with their present data. These models are generally used to rank a list of prospective customers on the likelihood of their predicted response. This is very useful as it helps take present decisions. Other factors can also be fit into the response such as risk of acquiring customers like credit risk, or the cost of retaining customer. We can also predict response to each specific product, which helps in better targeting the customer and increases chances of acquiring them or even for cross selling products

(http://www.stochasticsolutions.com/pdf/CrossSell.pdf).

Additionally, there might be situations where it might not be easy to connect both customer and the response desired. Additionally there may be situations where various responses of customers are also valuable. For example, a customer might purchase a product after visiting the site 4 times, each time the customer performs a action like search, sending an enquiry, contacting user, reading knowledge material etc. Each action may be valuable to business therefore need to included in the model. In all such cases we need to use proxies to understand purchase behavior. Model building is a tedious task, but very worthy effort in increasing profitability.

In process there are additional outputs generated like customer profiling, customer segmentation, clustering and affinity pairs which is very valuable in developing products for customers.

http://en.wikipedia.org/wiki/Predictive_analytics

Customers Retention: The second problem is of retaining existing customers, companies are willing to provide offers to retain customers. The data mining problem will translate into finding the customers at risk (or customers who are looking to switch) and additionally identify those customers who are more likely to change behaviour due the marketing offer given by the company. (http://www.stochasticsolutions.com/pdf/FinanceRetention.pdf).

The data useful will be behavior of customers before attrition for certain time duration along with their demographics, attitudinal & behavioral patterns.

Predicting customer attrition rate is separate from predicting their behavioral change because of promotional offer. These models are extremely useful where markets are saturated and acquiring new customers becomes increasingly difficult.

Marketing techniques for retaining customer could backfire sometimes, resulting in loss of customer due to persuation from the company. There are also certain customers who would attrite irrespective of any marketing offered to them. Capturing this behavioral difference can be done through Control Groups, Test Groups & Hold Groups. This method is called as Differential Response modeling or Incremental impact model or Uplift model or Net model. Here is more info on the same: http://en.wikipedia.org/wiki/Uplift_modelling, and few white papers on the same http://www.stochasticsolutions.com/pdf/SavedAndDrivenAway.pdf. Customers in Control Group are randomly targeted, Customers in Test Groups are targeted based on model, Hold Group Customers are not considered for targeting of offer. Results of test and experiment is used in building the Net Model.

The industries where these techniques will be highly useful are Financial Services, Retail, Telecom, Internet Companies and Software Houses.

Do check back for more articles on this topic.

List of resources to find more information about Analytics

1) http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Predictive-Analytics-Can-Pinpoint-Profitable-Customers-52164.aspx

2) http://scientificmarketer.com/search/label/response

3) http://www.redclaymedia.com/response_modeling.php

4) http://stochasticsolutions.com/retention.html

5) http://www.information-management.com/specialreports/2008_62/10000747-1.html?ET=dmreview:e323:1015879a:&st=email

6) http://www.information-management.com/issues/2007_52/10001990-1.html

7) http://www.predictiveanalyticsinsight.com/articles/callcenter.htm

http://www.predictiveanalyticsworld.com/predictive_analytics.php

9) http://www.marketingprofs.com/4/shearer1.asp

10) http://semphonic.blogs.com/semangel/2009/01/predictive-analytics-getting-a-legup-on-where-analytics-is-headed-.html

The Original article is present on http://www.praveenkodur.com/blog

In measurement and benchmarking of conversion rate never make comparison of conversions rates or other metrics between different websites. You often find users quoting statistics like 5% conversion rate in retail industry, 10% conversion rate in services Industry etc..

There are publicly available tools like Fireclickhttp://index.fireclick.com/: or shop.org which contain benchmarks on conversion rate statistics w.r.t to industry.

How accurate is it to fix a conversion rate number for an industry? The comparison of conversion rates is irrelevant & inaccurate, Web site A might have 8% conversion rate and Website B may have 5% conversion Rate for variety of reasons

Difference in Conversion Rates between sites may be dependent on:

1) Branding & Overall Popularity of the site: Web site A may be industry leader; Web site B may be a startup.

2) Products Service Offered.

3) Landing Page Structure

4) Sources of Traffic

5) Seasonal Offers, discounts offered by few sites.

Measuring Conversion Rates (Issues): There are issues in measuring conversion rates.

Latency issue:

a. Users may convert at later point of time; Users may bounce but return after a certain time period to sign up or complete the form.

b. Users may call you on the number displayed on your landing page

c. Users may visit your site and buy offline.

Tracking Issue:

d. Google uses a 30 day cookie

e. Analytics Software may use track differently, (Log file analysis tracks conversions differently using IP based tracking)

f. Deleted Cookies

Incomplete conversions:

g. Users who buy a product but abandon the cart at checkout page.

h. Users who fill incomplete details in form

A user visits your website many times and may be through different channels before making a purchase or converting. Is your business capable of measuring such users?

Reasons for users not converting on the site:

1. The User did not want to visit your site in First place
2. Miscommunication between Ad text and Landing Page
3. The Landing Page did not load
4. The Advertising Traffic was not directed to the Right landing page
5. >Sponsored advertising & external links on landing page may be driving away users

There are various methods to increase conversion rates.

http://www.sherpastore.com/RevisedLandingPageHB.html?8913

http://analytics.blogspot.com/2008/02/learn-about-landing-page-optimization.html

http://www.google.com/support/conversionuniversity/

Other Users

Majority of Users who have landed from advertising channel do not convert. Should we care about them? Yes, because they tell a different story. We can know a lot about our website if we just know the activity of these users online.

How do you measure the activity done by users who did not convert? However advertisers have paid the channel to bring them on their website. Since we are paying to get users on the site, can we identify these users and their actions?

What actions did these users perform?

• Did they click sponsored links, links to external site
• Did they view/navigate to other pages of the site?
• Perform a search on the site.
• Did they view the FAQ, Contact Us, About Us pages?
• Subscribe to Feeds
• Downloaded any content, files.
• Tagging, Bookmarked, Rated any content
• Submitted a Comment

Attributes of these Users that should be measured:

A) The Time Spent by these users on our Site

B) Depth of their Visits

C) Frequency of each Visit (Did they return again to our view the site)

D) How many Unique Visits (Detect unique IPs)

What were these users looking for? The Ad text, keywords and even the channel of advertising can give us a better Idea.

If you are an ecommerce site, find out how many times a user visits your site before making a purchase. And how many users are repeat customers, and through what sources do they visit your site.

Marketing is not about acquiring One Time conversion, it about building relationship. Therefore it is necessary to identify different users online and understand their activity, behavior to value them differently.

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The Long tail for Traffic Sources can be explained as:

A) Numerous Sources each generating smaller amount of targeted traffic.

B) Cumulatively form a significant percentage of overall traffic.

Advantage of Long tail traffic sources

A) Never be completely dependent on few sources of traffic. Never put all eggs in one basket.

B) Mitigate the risk due to competition & market dynamics.

C) Find New segment of target audience.

a. Forums, Social Networks, New Media formats also attract good amount of targeted traffic.
93% of IT professionals in US find social network helpful for professional solutions.

b. 60% of facebook users login daily.

c. It Industry spends more time in Social Media

How to develop a long tail of traffic sources

A) Optimize sites to support all types of users, media formats (Video, Images, Audio).

B) Do not ignore the needs of even a small percentage of users on your site.

C) Include features in your site for every new type of users as well. For example: Video/Audio/Image content users,

Why the effort?

A) People are increasingly using social media sites like del.icio.us, digg, facebook, answers etc.

B) Support your users to use your product on every social site.

B) Competition on newer traffic sources is less, so it is better to make the first move.

C) It is important to increase the length of the long tail.

D) It is also important to increase the width of the long tail.

D) Develop applications to like Blog, gadget, Facebook application, podcast subscription.

Using the Face Book example, which has more than 230% growth even in countries like India:

A) The idea behind making the site Open to developers was to increase the long tail of traffic.

B) Facebook now supports all type of users & all needs of users.

C) Even the need of small percentage of users to share Books is met by a Book application, which notifies people of best books and rates them. Face book car pool application, Face book Linkedin Application

D) Each application on facebook could have been a new profitable online business altogether.

E) Facebook’s is a collection of multiple brilliant ideas put in one single site. This has exploded the website, traffic, activity and popularity & brand value.

F) Every small & medium business can cash in traffic on Facebook by creating an innovative application for users. By giving freedom to external developers it has allowed them to create products for Facebook. These products meet the needs of even the smallest percentage of users on the site.

G) This is the biggest USP of facebook: satisfying the remote need of the smallest percentage of users with products developed by external developers who in turn get their brand promoted.

Overall Facebook wins by ensuring the long tail grows longer and wider.

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There a lot of companies/agencies into online business in India, who are looking to hire people with experience more than the company age or even industry age!

Due to high growth rate & success of existing online companies, new companies have emerged with backing of good VC funding. This has resulted in growth in demand for manpower in online industry both from small companies to large MNCs. This has particularly increased in past 3 years and tends to grow at this rate for few more years.

Online Marketing individuals are assessed on one or more of below marketing skills:

A) Search Engine Marketing

B) Display Media Buying/Media Planning

C) Search Engine Optimization

D) Web Analytics

E) Product Marketing

F) Content/Blog Writers

G) Account Management

There are various Job Boards which are exclusively meant for Online Jobs:

A) Alootechie Job Board,

B) Content Sutra Job Board

H) Internationally the Job Sites for Online Marketing are:

A) Online Marketing Jobs

B) Jobs in Search

C) Marketing Pilgrim

D) E-Consultancy.com

E) Craigslist.org

F) Indeed.com

G) Simplyhired.com

On popular Job sites you can use Keywords from above skills to get various job listings from online companies.

The jobseeker should have understanding of the company’s business before taking the decision of making a career move, more so in the online marketing industry. There can also be a lot of cases where there are high paying jobs available in the market, but you may not appreciate company environment & working style. When looking for jobs in startups or newly established Online Business, be sure that you believe in the company’s business model & vision before making a move.

The Major categories of Companies having presence in Online Industry are:

1) Indian Online Businesses

2) Successful Indian Offline Businesses with Online Presence

3) Indian Online Agencies,

4) BPOs, Web Based Services.

5) MNC online businesses with Indian Operations

Indian Online Businesses

These are companies, which are 100% functioning online. Their business model completely operates online. These companies have been started by Indians and mainly operated in India. There are companies which have back end support of a larger group like Reliance starting out Zapak.com, Yatra.com.

There are other companies who started as small startups and with good VC funding & experience these companies have been operating successfully online for a long duration. For example: Makemytrip.com.

Offline Businesses with Online Presence

There are lot of offline businesses who have been successful in their field of businesses are finding new markets, newer channels of finding & reaching their customers through online media. There is significant awareness among companies which have encouraged them to start their respective online divisions.

Many of the businesses are

A) Traditional newspaper & Print media sites.

(HT, Times, Express & more)

B) Banks and Financial Institutions,

(ICICI, HDFC, LIC and All Major Private Banks)

C) Shopping & Retail Businesses,

(Indiaplaza, Futurebazaar, Ebay, and more)

D) Travel & Tours Businesses.

(Travelguru, Yatra, Ixigo, Cleartrip.com, Makemytrip.com & more)

E) Academic Institutions such as career coaching & counseling.

F) Export & Import Trade Businesses.

Every Top player in above industry has significant online presence and has considerable business coming through online & Internet Media.

Online Agencies

These companies were started initially by single person or group of few people, with major business into providing services to other online companies or assist offline companies in online advertising. There are agencies that are into online marketing services business alone and there are offline ad agencies having a separate online marketing division.

There are Top Agencies such GroupM, Pinstorm, Mediaturf which serve all Top brands in India. There are other US agencies such as Tribal Fusion operating in India. Almost all top offline AD agencies now have a digital arm offering services in Online Advertising & Marketing Activities.

BPOs & Web Based Services

These are companies who operate like normal call centers, provide services to outsourced projects from clients across various countries. They might operate in Indian work timings or other geographic work timings.

There are Top companies such as WNS Global, Technovate, Fareportal, Cleartrip.com and many more.

MNC online businesses with Indian Operations

These are Top companies such as Google.com, Yahoo.com, MSN.com, AOL.com, who have setup their Indian Operations. These Companies are mainly looking for best Talent from Top colleges in India, and experienced people from other online companies.

You have to decide on what type of company and what role you would like to work in Online Industry. If you are job seeker in Online Industry, then all the best to your career! Don’t forget to keep reading my blog…

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Most online businesses which operate online perform competitive intelligence analysis tracking competitor products, websites, traffic through various tools available both free & paid.

There are very few companies which analyze the link structure of competitor websites. In an offline scenario, a company is always aware of its competitor’s reach & various business links.

Competitive Link Analysis

This is actually a process of identifying various websites which link to your competitor’s website. Analyzing these websites based

A) Theme of Content containing the link

B) Freshness of links,

C) Frequency of new link addition,

D) Number of links from each domain

E) Network Structure of Links

Advantage of Link Analysis

A) Insight into Competitors’ Online Strategies

B) Complete picture of some sources of traffic of competitor’s sites, referral traffic.

C) Competitors Business Links, Business Partners, Online Alliances.

D) Get insight into competitors’ online promotional activities.

E) Find out why your competitor is ranking in Organic Search?

F) Identify new methods of Content Promotion, Link Building.

G) Find new forums, answers programs where your target audience is active.

H) Find sites which are mostly talking about your industry, business.

I) Include these links in Custom Search Engines, so that you perform niche search or filtered sample size to perform your search.

Tools Required for Link Analysis

Build software which can find backlinks of any website,

a. Retrieve content from webpages that contains the link. Like Title Tags, Meta, Headings etc.

b. Compare different Urls.

c. Group Urls based in Location, IP addresses, theme of content.

d. Get Page Rank of the Urls,

e. Categorize Urls based on Domain names, Org sites, education sites. Etc.

f. Categorize Urls Based on number of pages present on that domain, i.e group urls based on small sites, big sites.

g. Ability to split Urls to extract just domain names.

h. Filter domain names, unwanted Urls.

i. Given a Keyword or a Phrase, your software should be able to find maximum occurrences of this phrase on these set of links, as anchor, as content.

Read my further posts on link analysis …..

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1) Search Engine Optimization is technique which is optimize your website for gaining better visibility or ranking in search engines.

2) SEO is free of cost

3) SEO is more of promoting web content. Involves a lot of working on your content.

4) SEO can be done in-house or through an Agency

5) SEO involves making your online content richer with keywords

6) Search engine optimization also involves techniques to promote every event, news about your company so as to be gain online visibility.

7) SEO requires lot of linking which again requires you to get in touch with other websites and build relationships

In SEO there is a simple rule you do not know what you do not know.

9) Getting high visibility always require hard work, knowledge and perseverance.

10) Last but not the least SEO has no direct measurable results.

11) Right SEO can get you brand promotion.

12) If you can do SEO right your site can get promoted by itself.

13) SEO involves constant analysis of how search engines & users view your website

14) SEO involves constant analysis of how your competitors are placed against you on search engines.

Similar comparison of above point’s vis-à-vis Public Relations (PR). I am not very good about knowing what PR is about, however do comment me on if I am wrong somewhere.

1) PR involves always working on your content that offline media picks up about you.

2) Right PR can get your free publicity.

3) PR also involves constant check of what your competitors are saying

4) PR adds to your brand value.

5) PR also cannot give you direct measurable results on increase in awareness, traffic etc.

6) PR also involves constant monitoring of how the media looks at your company.

7) PR equally requires hard work, knowledge & perseverance. No shortcuts to gaining success.

PR involves publicizing and taking leverage of every possible event, news about your company and industry.

9) PR also requires maintaining relationships with other network companies to provide positive support to your standing.

10) PR is done mostly through an Agency

11) PR is more of promoting web content. Involves a lot of working on your content.

These are just few points however SEO involves a lot of technical knowledge and know-how and analyzing how search engines rank websites. Also SEO involves optimizing different forms of content such as video content, news content, Image content, to respective media like video search engines, news search engines, Image search engines etc..

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Therefore according to this we analyze that most users searching on search engines are basically looking for information which they may use it to make offline decisions. This is an opportunity for the companies to provide user awareness and education to equip/empower them with required information to make a decision.

A website presence is basic essential of any company, at the same search engine visibility is very important for this both SEO, SEM becomes necessary. Just as a public relations is to offline media, SEO is to search engines.

What is Blogging?

Blogging is personal opinion dashboard of an individual to express his/her views, opinion or suggestions to the world. Many people blog about their work, personal life, hobby, related interests etc.

Blogs can be created on any freely available blogging system such as Blogger.com, Wordpress.com and many more. Every blog has a feed which can be subscribed by users who can read your posts from their personal feed readers. Also people can post comments on the posts.

Advantage of Blogging

In an offline comparison, you would express your views, thoughts (all types political, personal, business etc) to few close friends and relations. Your expression of thoughts may not have had an impact on your friends but certainly have counted as word of mouth marketing.

Porting the similar analogy to online scenario, your ideas on your blog my have an impact to an information seeker who has landed from a search engine & who is reading your posts.

Many users who visit a website may not be able to find all information or may not have complete trust in what you say. They may be looking for additional information from another user, who may be available on social networks or blogs.

Providing additional information on your blog about the company, its policies and products gives an excellent way to build trust with users and convert an information seeker into a customer.

Google always sets an example in every aspect of online marketing. Google has a blog for its each & every product & service it has launched so far. This gives Google an excellent way to communicate to users in casual and user friendly fashion. Also this provides a platform to provide comprehensive information about its products to end users. This gives them tremendous scope to gain confidence among users and ensure their user base community grows. My belief is that popularity of users & webmaster community has greatly increased only because Google maintains extensive communication about its products through blogs, forums, usenet groups etc.

Apart from the official blogs, there numerous personal blogs that are maintained by company employees such as Mattcutts, Avinash Kaushik and other such people. They promote the policies and procedures of the company through their personal blogs.

AOL product manger talks about the new home page on his personal blog, Avinash Kaushik talks about Google Analytics new interface on his personal blog. The information provided here were very useful to end user and builds confidence and therefore brand value.

Companies must demonstrate the way to blogs by first indulging themselves actively into blogging & social networks before they expect the users to blog about them. This is the simple basic principle on which user activity, habits & behavior on internet are transformed. Practice before your preach. This is after you have a excellent product with very good technology.

How Online Companies should blog?

A) Blog about products that are displayed online,

B) Blog about website features & enhancements & every product on website.

C) Blog about policies, procedures, payment systems

D) Blog about FAQs, and user activity

E) Blog about happy customers, happy users, use photographs, videos etc.

F) Participate in popular forums; solve problems/ grievances posted by users.

G) Increase your presence wherever your target users are located online.

H) Encourage your employees to blog about the company and its policies to send out positive signal to end users.

This would definitely build more confidence into your customers as well as turn information seekers into potential customers. This is a big boost to your brand as it increases your popularity in the online community.

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Google is already a leader in Targeted Advertising both Text Ad/Image Ad display. They have great products such as Adwords & Adsense for Advertisers & Publishers respectively; this technology is for anybody and requires little or no human involvement from Google’s end.

The main question is why did Google Acquire DoubleClick? Some of the reasons I can think for are:

1) Google took inspiration from Overture to build an Ad system to display relevant text ads based on search terms. They built a system and revolutionized it in a big way. Now they might be thinking of repeating the history again with DoubleClick. DoubleClick has DART, which Google might want to make it enormously scalable for anybody to just plug and play. They might want to keep the human intervention to the minimum level and let technology work the maximum, mainly to reduce cost which ultimately benefits the end user.

2) The Ad business is growing at a rapid rate, with internet overtaking Radio and competing with Print. Ad Agency business is really on the rise. Google wants to have a share of that pie too. It not just wants to be a medium to offer and manage inventory, they would also want to actively work with advertisers and publishers to meet their end goals & take major share of the pie.

3) Most Agencies managing Ad business apart from few good ones do not have long term satisfied customers. Most companies are looking for more accountability and reliability from Agencies. Google is more trusted than anyone in the online industry.

4) Google being the leader in the Online Ad selling; its move towards vertical integration is very natural.

Google would be using its technological expertise in combination with DoubleClick’s business acumen & client servicing capabilities to reach it goals.

Yahoo has in acquired Right Media to be able to compete evenly with Google.com. To state another interesting acquisition is Google acquiring Performics, since Performics is a part of DoubleClick. Performics is a company that sells SEO services to its clients. So, formally Google has acquired a SEO Company, I am sure its business would increase whether Google actually supports it or not.

What will Google do with Performics is yet to be seen….

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1) Innovative Skills: Believe it or not this is the industry which basically runs on innovation & new ideas. Every innovation can help a company grow only till it is widely followed and copied by everybody else.

a. This industry is an IP intensive industry, IP (intellectual property) is the key asset to any company operating in this industry. Here companies do not have inventory or physical assets; it thrives and grows by knowledge pool and talent of its people.

b. Therefore people who can think out of the box is essential in this industry.

c. The best example is Google & Yahoo; both the companies have a place in history only because they created great products for end users. They are popular not because of advertising or marketing, but because of the popularity of their innovative products.

2) Knowledge Skills: Technical know-how and methodology of working is very essential in this industry. The ever changing new trends in technology make it imperative for professionals working in this field to have latest knowledge to have technological advantage over others. For example Web 2.0, AJAX etc..

3) Marketing Skills: To efficiently market your online products with ROI oriented approach is very essential for your business. Deciding the right mix of media and external communication is the essential job of any online marketing individual. Manage, Monitor & constantly optimize campaigns to drive right traffic to the website and efficiently monetize it are the important skills needed for the individual.

The above qualities are some of the main qualities a person must have working in an online industry. However the most important aspect is to understand and believe in the overall vision of the company, the bigger picture which the company aims to reach. Consider the below example:

Compare a scenario where a person is walking today, tomorrow he starts to walk faster, 3rd day he starts to Jog, 4^th day he starts to run faster. Similarly there is another person who is walking today, 2^nd day he cycles, 3^rd day he moves in a two wheeler, 4^th day he drives a car. In the second case the person has grown while as in first case the person is in the same state but operating faster. Companies and individuals are also same. Most companies tend to operate in the same fashion but more efficiently as they progress, such companies were good in the traditional industries such as banking and finance however in online industries which are IP intensive they would soon die. The real growth happens to companies which follow the second path by moving up the value chain and not just offering a customer a better product but also to create a whole new set of customer base

Marketing, Knowledge & Other skills can make you No.1 in the game, but you need Vision, Innovation, out of the box thinking to Lift the Game to different level. Google was able to think Big, which clearly the other players lacked, this is the main reason why Google is in leadership position and is able to define the game.

Most online companies follow the traditional businesses and follow the Method 1 explained above. They have an idea, implement it, become successful and then want to become efficient in repeating it. They run out of innovation and startup spirit to create new things. They become busy implementing the same idea everywhere they go, even though the whole world has copied it. This is exactly Yahoo has been doing until recently they changed the organization structure to think differently.

But Google has been following the second path, they started thinking bigger and broader. They ventured into Radio, Newspaper, TV, and whole lot of acquisitions.

They bought Youtube, DoubleClick, partnered with myspace and other major online players.

This is the main reason why Google surpassed Microsoft to be the No.1 Brand in the world is less than decade of time, which Microsoft took almost 25 years to build it.

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Many online marketing agencies & companies abroad find it advantageous to outsource their work to other agencies and companies in India. This is possible mainly in online industry where geographic location is of slight importance

Agencies in India target 3 main entities for business.

A) Agency client, typically another agency abroad looking to reduce its cost of operations by outsourcing part or entire amount of work to agencies in India. This is profitable for agencies as they only have to manage the client while the backend operations are taken care of by outsourcing partner.

B) Companies: These are primary advertisers who are looking to advertise across various channels across online media. They would be totally willing to outsource their work to agencies here in India, but since physical presence matters while negotiating deals, the agencies in India have difficulty in closing deals with big companies. But companies which are active online are aware of methods of outsourcing their online work to agencies worldwide. These agencies may have experience in the past or are aware of channels like forums and sites where people selling services can be contacted.

There are also companies in India who are interested in online marketing arena. These companies need to be convinced of the ROI on investing online. However most big companies are aware of online industry growth and advantageous of advertising.

SEO SEM Agencies

In the online marketing industry the services offered by agencies are performed in a predefined set of processes. Every service is offered in phases like:

Phase 1: Analysis

Phase 2: Activities 1

Phase 3: Activities 2 etc…

The agencies assign an account manager or a client representative who is in constant touch with the client regarding updates and changes etc. This client representative would be dealing with numerous clients of that agency. The agencies provide you a standard set of reports and documents sent at regular intervals of the campaign.

The agencies mainly have clientele who are unaware of technicalities and knowledge of the industry, the campaign management activities cannot be performed by them due to lack of expertise or necessary resources.

However the most important thing to be noted is that the agencies have very little knowledge of the business of the client. The company which runs the business knows exactly who its target audience is and what their needs are hence would be able to reach them with the right communication. This is especially true in B2B marketing on search networks. Another aspect is maintaining the ROI, the company self managing the campaign would have all records of sales as well as cost of advertising to help maintain the advertising costs/expenditure

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