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COVER
STORY
Search
Engine Marketing
-- Kanugovi Sreenath and Tathagata Dasgupta
In
the Internet economy, competitive rules are not driven by
physical entities of a company (form, size or location). Each
company (read as website) should compete at par with scores
of other Web pages to surface before the customer for a meaningful
transaction. There are selected `gateways' that determine
whether the website should rank better before its prospective
customer or go into oblivion. These gateways are popularly
termed as Search Engines. Their number, in relation to websites
is paltry yet they control the fate of zillions of websites.
Each website, in turn, tries hard to do whatever it can to
rank favorably so that it can capture their precious attention
and convert that to build its bottom line. The task is easier
said than done. This article discusses the role of an enablerSearch
Engine Marketing.
© 2004 IUP. All Rights Reserved.
COPY
WRITING
Search
Engine Copywriting
-- Robb Hecht
Whether
it be traditional print media or electronic media, be it advertising,
newspapers, or a website, copywriting is the use of a strong
blend of powerful, motivating and persuasive words that not
only puts your message across to your target audiences, but
also brings about desired results. In advertising, good copywriting
grabs attention, creates user interest, holds attention, conveys
useful product information and it expects to generate more
sales. Couple this powerful David Ogilvy approach to marketing
with search engines online and a whole new world opens up
to you and to building a relationship with your potential
customers.
© 2004 IUP. All Rights Reserved.
BRAND
MANAGEMENT
Branding
by Design
-- Arvind Lodaya
Branding
is rapidly evolving into a consumer's comprehensive experience,
involving all the brand touchpoints she/he comes into contact
with. This means that design, more than advertising, is emerging
as the definitive creative skillset in creating successful
branding. This article deconstructs the various elements of
design and illustrates how these have actually contributed
to some of the most vibrant and appealing contemporary Indian
brands. The article also attempts to raise certain questions
about the limitations of design-driven branding and encourages
a greater critical discourse of this fast-growing field in
India.
© 2004 IUP. All Rights Reserved.
ADVERTISING
STRATEGIES: HISPANIC COMMUNITY
Fundamentals
of Advertising to the Hispanic Community
-- Joan Marques
In
the past years, even more so in the past months, the awareness
of the potential of the Hispanic Community as a consumer group
has increased in the US. Companies from all disciplines are
allocating increased room in their advertising budgets for
this market, following the trend that was set by successful
competitors in recent years. And although, like in every new
challenge, there are some slips and slides made where they
could have been prevented, the overall picture is extremely
promising. This article examines some important facts and
figures pertaining to this minority group; reviews some of
the current trends in the US marketing and advertising world;
and presents some focus points, which may be helpful in approaching
the Hispanic market effectively.
© 2004 IUP. All Rights Reserved.
E-CRM
CRM:
Future Marketing
-- Colonel RS Prasad and Rajiv Guptaa
All
organizations have realized the importance of CRM as an effective
organizational strategy for competitive advantage. Many organizations
successfully deployed CRM projects and reaped large benefits.
Many others are in the process of implementing CRM in their
organizations. However, many practicing mangers and academicians
feel that CRM in the present form suffers from many shortcomings
and may not meet the requirements of the future. They feel
that present-day CRM takes the customer for granted and expects
the customer to react, while the organization does all the
planning. This practice is not matching the aspirations of
the customers and they are demanding a major role. They are
of the view that CRM project design and implementation has
to be from `outside in'. This article examines some future
CRM practices proposed like collaborative and Just-In-Time
marketing.
© 2004 IUP. All Rights Reserved.
ONLINE
PR
PR
Online: Making the Most of the Internet
-- Nimish Dubey
One
of the ironies of the public relations profession in India
is that in spite of India's reputation as an IT superpower,
the Internet is not a part of most organizations' public relations
campaigns. Most companies restrict themselves to paying mere
lip service to the importance of the Internet and make no
attempt to leverage its speed and reach for their benefit.
There are no winners in this scenariothe online community
loses out on information and the organization on a potential
global audience. It is essential that organizations in India
recognize the power of the Internet and avail the benefits
that it offers them. If they do not, they could find themselves
being overtaken by their foreign counterparts. Whatever the
Internet lacks, it is certainly not competition!
© 2004 IUP. All Rights Reserved.
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