Digital marketing seo - Kent International College

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Digital marketing seo - Kent International College www.kent.edu.vn

Transcript of Digital marketing seo - Kent International College

  • 1. Lecturer by NGUYEN HUU PHAT Kent International College www.kent.edu.vn
  • 2. Agenda SEO & SEM ? How important SEO and SEM? Keyword Assessment Ad Content Development Link Building Strategies AdWords Campaign Management Campaign Measurement & Analysis
  • 3. Search Engine Optimization (SEO) "optimizes" website content to achieve a higher ranking in search results, for example, by incorporating specific keywords or links associated with the website. Depending on the context, SEM can be an umbrella term for various means of marketing a website including SEO, or it may contrast with SEO, focusing on just paid components Search Engine Marketing (SEM) is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. In 2008, North American advertisers spent US$13.5 billion on search engine marketing
  • 4. Where do we see after a search?Do you want yoursites to be here? Lets do Search Optimization and marketingTo attract prospective customers who are searching for you
  • 5. SEARCHSEE 1 to 2 websites Source: The Art of SEO
  • 6. Keyword Assessment To analyze and find relevant keywords Ad Content Development To show an impressive and right message Link Building Strategies Who links to your site, number of links? Campaign Measurement & Analysis ROI of a campaign (CPC) Ranking of your site
  • 7. Pay per Click campaign
  • 8. Yahoo AdWords
  • 9. Microsoft AdWords
  • 10. Social Media Marketing Social networks enable a dialogue among customers and fuel word-of-mouth. Forum Management Facebook and Linkedin Profile Management Blog, community seeding and Online PR Promotional Campaigns, Games, and Contests
  • 11. Forum Management
  • 12. Facebook and Linkedin Profile Management Network = # Connections of consortium Network = # of Fans members + # Group Members (sponsored Contribution = (Marketing Agent group)only) Contribution = # Sponsored Group Participation = # Commenters Members who start Discussions or post News + Set goals for frequency of comments # consortium members who start Discussions or post News in targeted Groups. Participation = # Commenters in Sponsored Group + #Commenters to any Discussions initiated by consortium members in targeted groups
  • 13. Facebook Ads
  • 14. Linkedin Management NCP Model Case Examples
  • 15. Blog, community seeding and Online PR
  • 16. Blog, community seeding and Online PR
  • 17. Blog, community seeding and Online PR
  • 18. Promotional Campaigns, Games, and Contests NCP Model Case Examples
  • 19. Promotional Campaigns, Games, and Contests NCP Model Case Examples
  • 20. Promotional Campaigns, Games, and Contests NCP Model Case Examples
  • 21. Online marketing plansAn online marketing plan is a part of a marketing plan and can never be separated. Online marketing strategy (planning and booking) Third Party Tracking Web and campaign analysis
  • 22. Online marketing strategy (planning)Objective: Why? Target audience: To whom?To attract new customers AgeTo maintain old customers Male/ FemaleTo educate your customers Location: Hanoi, HochiminhTo turn your customers into your fans Class: A, B,C, DTo promote your brand/ productTo increase sale Which message
  • 23. Online marketing strategy (planning) When? How long? How? Creative, format Which position? top, down, right, leftWhich websites When to change creative Is that expensive?
  • 24. Basic online banner or Adnetwork banner? Basic online banners: Many different sizes in Vietnamese websites => resize cost is higher.
  • 25. Online marketing strategy (booking) CPM: Cost Per Impression CPC: cost per click - CPE: Cost Per Engagement CPD: Cost Per Day CPV: Cost Per View CPA : Cost Per Action
  • 26. Web and Campaign analysis Objectives were achieved Is that an effective campaign? ROI
  • 27. Customer Research & AnalysisIf your goal is for your customers to prefer you, keep a pulse on their changing needs. Segmentation and Analysis Need-state Assessment Focus Groups Quantitative / Statistical Studies Interviews with Industry Leaders Expert Roundtables