MARKETING ONLINE

At the end of this lesson, the student will be

able to:

1. Explain the basics of marketing online.

2. Describe the marketing tools on the
Internet.
3. Apply the P.R.A.I.S.E. marketing process in
selling online.
 Wouldn’t it be nice if everyone were to be
money masters? To be a master of money is not
only about being able to manage money. To be a
real money master, one has to be able to
promote, distribute, and sell a product or
service.
 Marketing can mean a lot of things, but the
best definitions concern customers’ orientation,
needs, and satisfaction as provided by the seller.
Even when the seller and customer do not
interface physically, being social to and
connecting with the customer are important to
get the trust and patronage of the people.
 MARKETING IS SOCIAL
• The evolution of marketing online has been driven mostly
by social tools and services on the Internet. The
availability of information and the quickness of updating
content make the online world ideal for marketing
research.
• The social aspect of marketing is brought to the fore when
one sees how much people share their opinions, insights,
and experience on products to each other. Such
information used to come only from surveys. Now,
information on customers and their preferences are
available online.
 Did you know?
Monique Reece is a marketing consultant,
speaker, and trainer of CEOs, marketers, and
entrepreneurs who could use a better process of
creating sustainable business growth online. Her
idea is to teach business people to market
smarter, not harder.
Her P.R.A.I.S.E. marketing model, which she co-
developed with fellow author Pamela Stambaugh,
is now a crucial process in online marketing.
 P.R.A.I.S.E. OF MARKETING
A crucial part of the process in marketing is
decision-making. In the P.R.A.I.S.E. Marketing
Process, it’s not just one decision, it’s a whole
set based on a framework, which has six parts
conveniently encapsulated in the acronym,
P.R.A.I.S.E, which stands for Purpose, Research,
Analyze, Implement , Strategize, Execute and
Evaluate.
P.R.A.I.S.E. Marketing
 Purpose
• This starts with the company’s mission and vision
statements and its core values. Every company starts
out with a goal, and as the company grows, the
goals for specific strategic areas need to be
identified or revisited so as to re-establish the
company’s focus. Here you define goals, write a
marketing plan, and a strengths, weakness,
opportunities, and threats (SWOT) analysis.
• Key Question: Does the business vision inspire and
motivate?
 Research
• This section is instrumental to planning as it
lays the foundation of the whole strategy. It’s
lengthy, but shouldn’t be skipped. It covers
much about customers—their wants, needs,
segmentation, targeting, as well as
information on the competition.
• Key Question: Do you know why customers
buy and if they are profitable?
 Analyze
• This follows research, after all the information
has been gathered. It includes analysis of the
distribution channels, pricing, data on the
competition, market trends, and insights from
the customers themselves, all for new
opportunities for growth of the business.
• Key Question: How do I use pricing and
solutions to maximize opportunity and create
new value to customers?
 Implement
• This is about the application of processes and
the methodology for better execution, return
on investment (ROI), and sales. This involves
the use of digital, Internet, and social media to
create brand awareness, leads, and customer
engagement.
• Key Question: What social media tools are
best to improve marketing and sales?
 Strategize
• This concerns the action plan after conclusions and
decisions have been established after all the research
and analysis are done. Included here are the following:
the positioning statement that makes the business
unique, the development of a marketing objective, a
sales plan, and an overall strategy that covers
customers, target market, competition, product, price,
promotion, distribution, growth, and innovation.
• Key Question: How can the brand be positioned to
make it stand out from the others?
 Execute and Evaluate
• This is the part where marketing and
operations come together for a better
execution of the business. The evaluation is
where you identify metrics that you can
record, and, thus measure the success of your
marketing.
• Key Question: What’s the best way to measure
and evaluate the plan?
 THE TOOLS OF ONLINE MARKETING
RESEARCH

Using these tools, a business can connect to

potential customers and feed them information
on products and services. Here are some social
services online that you can use to market your
business.
 THE TOOLS OF ONLINE MARKETING
RESEARCH

• Social Networking and Bookmarking

This category includes Facebook, Google+,
Twitter, and LinkedIn. These services are used by
professionals and companies to get to know
their customers as well as for the customers to
get to know the company.
 THE TOOLS OF ONLINE MARKETING
RESEARCH

• Polling and Survey

Polls and surveys are excellent for getting
customer feedback. WuFoo is used for making
survey forms to embed on your blog. PollDaddy
lets you ask a question that you can post on
status update sites like Twitter.
 THE TOOLS OF ONLINE MARKETING
RESEARCH

• Blogs
Blogs are excellent in promoting a business,
but too much selling can turn people off and
annoy potential customers if your blog is like
one big advertisement. Great content useful to
readers is important
 THE TOOLS OF ONLINE MARKETING
RESEARCH
• Analysts and Analytics
There are services online that do research and
surveys and publish the results online. Analytics
services, like Google Analytics, collect browsing
information on the people who visit your site, which
is good for location targeting. If you’re from the
Philippines with a blog about Filipinos, and analytics
show that your visitors are mostly from the US, then
it makes sense to target Filipino-Americans.