Uhi Workshop Emarketing Presentation

Vicky Brock vicky@highlandbusinessresearch.com

Build it and they will come?

UHI eMarketing Course Workshop

An introduction to eMarketing...

eMarketing at UHI

a 15 week course taster in 2 hours....

Find out more:www.cpd.uhi.ac.uk

Build it and they will come?

eMarketing & web value course developer for UHI

Associate lecturer in web analytics, UBC Canada

Workshop leader for the WAA, MRS, Internet

Marketing Conference and the eMetrics Summit

Board Director of WAA

Digital marketer for a decade

Rabid blogger at TrackingTourism.com

Who am I?Build it and they will come?

It's not just about advertising and promotion:

And what is eMarketing?Build it and they will come?

Your website is here

Why bother with eMarketing?Build it and they will come?

Part 1: A tall tale of worlds colliding

Part 2: Visibility.

How might I discover your website exists?

Part 3: Relevance.

Why exactly would I come to your site?

Part 4: The experience.

Will I stick around and will I come back?

What we're going to cover...Build it and they will come?

In the beginning, there was ITPart 1 - a tall tale of worlds colliding

Part 1 - a tall tale of worlds collidingConsumers flock online in their millions

UK has more than 40 million internet users.

March 2008, the indexed web contains 50 billion pages.

Average UK Internet users now spend 164 minutes online each day, compared to 148 minutes spent watching TV.

There are also 7.4 million mobile web users in the UK

Part 1 - a tall tale of worlds collidingSo where are all your website visitors?

The competition is only beginning...

Spend on Internet ads will overtake TV in next year.

UK is the world’s most developed Internet advertising market, worth $5.6 billion in 2007.

Do you know how well you're doing?

Part 2 – Visibility, the tool box for being found

How might people discover you exist?

There's no getting away from search

Only 25% of people travel through a site via a homepage. The rest search and get straight there.

March 2008, UK saw 33 million people make 4 billion searches – 124 searches per person per month.

80% of those were with Google.

The top 10 Google properties drive 36% of all UK Internet traffic.

Is Google even trumping the url?

Paying your way to number 1 Part 2 – Visibility, the tool box for being found

Paying your way to number 1

“Car insurance”

average cost per click: £9.25 - £13.87

estimated clicks per day: 1,764 – 2,209

estimated cost per day: £16,320 - £30,640

“Churchill car insurance”

average cost per click: £3.47 - £5.20

estimated clicks per day: 19 – 23

Optimising your way to number 1

http://www.google.com/local/add

Optimising your way to number 1

Find the phrases and words people actually search and assess their relative importance:

https://adwords.google.com/select/KeywordToolExternal

How else might people discover you?

Consumer generated content & web 2.0:

Blogs Social networking sites Consumer review sites Online gaming and specialist communities

Your customers trust each other more than they trust you

Cost of participation is in time, not direct spend

Cannot be controlled, merely steered somewhat!

The conversations are happening anyway, participation lets your voice and message be heard too

Part 2 – Visibility, the tool box for being foundA web 2.0 strategy in action

A few rules of engagement

Trust & authenticity is king in consumer generated content

Don't fake it! Be transparent about your identity and motives Don't ignore comments and contacts Keep it manageable by remembering the purpose behind what you're doing Enjoy it (it shows) Remember - none of this stuff goes away!

Rounding up on visibility

The options are virtually limitless – but time and budgets are not....

When consumer choice is endless, how do you compete amongst 45 billion other web pages?

Relevance is everything

Part 3 – Relevance, the thorny issue of why

Why would anyone come to your site?

"People want sites to get to the point, they have very little patience"

"I do not think sites appreciate that yet ..... They still feel that their site is interesting and special and people will be happy about what they are throwing at them."

Jakob Nielsen, BBC 24th May 2008

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Getting to a user-centric perspective

Exercise in pairs:

Person 1: Describe in turn the pages/sections of information on your site

Person 2: You're the visitor and you have two possible responses:

a) I see, will that help me to XXXX

b) So what problem does that page/info help me solve?

You are not the customer

Don't build for the HIPPO

Is your online activity for the benefit of you (or your boss) or the customer?

Understanding your customer means you can focus the targeting of your site and marketing, meaning better results.

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The scent of relevance...

Rounding up on relevance....

Most people using the Internet will never come to your site – so focus on making it relevant to that small segment that will.

Life is short, so is time spent on websites

Great marketing is wasted if doesn't drive people to the most relevant landing page.

You are not the customer

Part 4 – User experience and customer retention

Can people do what they came for?

Users typically read no more than 20% of the text on a page

They are stumped by the smallest usability problems when they visit a new site for the first time.

First-time visitors to a site struggle to correctly interpret menu options and navigate to the appropriate place.

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Trust and customer expectations

A website has to earn trust from its visitors

1. The personal touch

2. Reassurance

3. Easy Communication

4. Meets basic needs

5. Don't take our word for it

Usability testing you can do now

Take 5 people (individually)

Take 3 “tasks” related to how a genuine visitor might use your site

Ask the person to undertake the tasks

Observe silently and note when they do not achieve and cannot find

No flashy equipment req!

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Retention, loyalty, upsell

The cost of retaining an existing customer/website visitor is often only about 10% of the cost of acquiring a new one.

First step, usability – help them do what they came for the first time.

Second step, capture some data (transaction, newsletter sign up, RSS, blog subscription) that allows you to continue to interact.

Email marketing, newsletters, blogs, videos etc – all great for retention marketing – if you have some data.

Automate, segment and be relevant - “what's in it for me?”

Rounding up on user experience...

About 75% of people successfully achieve what they set out to do online, up from 60%

First time visitors struggle the most

People don't read websites, not do they instantly trust them

You can see for yourself how users struggle with your site

Gaining repeat visitors means your life becomes much easier and your activities more profitable:

Retention = Good first experience + data capture + strong reason to return

Thanks!

Vicky Brockwww.HighlandBusinessResearch.com

www.TrackingTourism.com

eMarketing at UHIwww.cpd.uhi.ac.uk

Uhi Workshop Emarketing Presentation

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