How to create an internet marketing strategy

Karen McNulty

Siêu thị điện máy Việt Long - www.vietlongplaza.com.vn

www.marketingpicture.co.uk

Can you afford not to integrate internet marketing into your 2010 marketing plan?


When I took office, only high energy physicists had ever heard of what is called the Worldwide Web.... Now even my cat has its own page.

Bill Clinton


What is Internet What is Internet Marketing?Marketing?

Siêu thị điện máy Việt Long - www.vietlongplaza.com.vn


Using your website as a marketing tool Distributing news and press releases online Social Networking (blogs, and social

networks (like Facebook, MySpace), YouTube, forums and Wikis)

Online advertising (pay per click, banner advertising, affiliate marketing)

Email marketing Viral marketing Search Engine Optimisation


Why should you be doing Why should you be doing it?it?


It’s more measurable than many traditional marketing methods

Your customers are there already

It’s very cost effective

It’s here to stay

Your business may not survive without it…


My customers don’t use social networks, we sell to other businesses

The internet is for young people, they aren’t our customers

We haven’t got time

It’s a flash in the pan

Not convinced?Not convinced?


Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time.

Nielson Report March 2009


18.3 million households in the UK (70 per cent) had Internet access in 2009.

This is an increase of just under 2 million households (11 per cent) over the last year and 4 million households (28 per cent) since 2006.


In 2000 there were 360,985,492 internet users worldwide

In 2009, there were 1,733,993,741

52% of Europe’s population is online and 72% of North America


Just young people?Just young people?

Facebook has more than 175 million users(Its fastest growing demographic is people over 30)

LinkedIn more than 30 million members Twitter more than 7 million users (1.8 million in

the UK) YouTube and Google Video more than 3 billion

visitors per month in the UK Wikipedia more than 9 million visitors per

month


Internet Marketing in Internet Marketing in PracticePractice


Business to Consumer

Innocent DrinksInnocent Drinks


WebsiteWebsite


FacebooFacebookk


YouTubeYouTube


Email Email NewsletterNewsletter


WikipediaWikipedia


Business to Business

Dell ComputersDell Computers


WebsiteWebsite


FacebookFacebook


TwitterTwitter


Email Email NewslettNewsletterer


What are your objectives?- brand awareness- engaging with your customers- sales- Increasing website traffic

How will you measure them?

Your Internet Marketing Your Internet Marketing PlanPlan


Your websiteYour website Establish your brand

Landing pages are critical – is it interactive?

Be updated regularly

Provide a shop-window to your products or services

Allow visitors access to your social networks


Online PROnline PR Press releases go

further on the Internet

Add news to your website too

Measure the appearance of your releases with Google Alerts and PR website statistics


Also Flickr, MySpace, Slideshare and social bookmarking (Digg, Delicicious, Technorati)

What is your target audience using?

What are people saying about your products, brand, marketplace?

Join in or miss out.

Social NetworkingSocial Networking


Google receives 299 million search requests globally in May 2009

$58.1 billion spent on online advertising in 2009, 13.2% of advertising spend across the world (Online Media Daily www.mediapost.com)

Pay per click generally more targeted and successful than paid banner advertising

Set budgets, objectives and analyse statistics rigorously

Online advertisingOnline advertising


It works! Establish trust with

your brand Personalise all

messages Segment your lists Use them to sell Measure and

evaluate what works and what doesn’t (conversions)

Email marketingEmail marketing

The UK market for email marketing platforms and services was worth £254m in 2008 and is predicted to grow by an estimated 15% to a value of £292m by the end of 2009.

(Econsultancy.com)


Not just for big corporate players

Can you be a creative on a tight budget?

Very effective method to get visitors to you using social media

Video as much as you can - practice

Viral MarketingViral Marketing


Oct 30th 2006 – the idea CEO starring 700% increase in turnover from 2006 –

2009 967,000 views per video Now use Facebook, Twitter and website as

social media mix to promote campaign $85 starting budget

Blendtec’s storyBlendtec’s story


What are your most important keywords going to be in 2010? Research using Google Keyword Tool- have you got it right?

Content continues to be important – update regularly and introduce optimised new media such as video

Page Titles and descriptions!

Plan to regularly update and check

Search Engine Search Engine OptimisationOptimisation


It’s far more cost effective and more measurable in every case

What you do on the Internet will still be there next year and the year after…

Our customers’ behaviour has changed – they use the internet to research, review, learn and make buying decisions

Social media is still growing

Why Internet Marketing has Why Internet Marketing has to form part of your to form part of your marketing plan for 2010marketing plan for 2010


Karen McNulty

www.marketingpicture.co.uk Email :

[email protected] Tel 01778 338184

Come and talk to us about how to implement internet marketing in your business.

How to create an internet marketing strategy

Business

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