Opportunities in Internet Marketing

David Scanlon | Enterprise Ireland

The EI Internet Marketing Unit• Internet marketing is the most cost-effective way to develop export markets

—in advance of, or in parallel with, physical presence

• On-line market needs at least same level of planning and resourcing as geographical markets

• Failure to exploit on-line market will cede advantage to competitors

• Requires integrated strategy, aligned to business development plan, with clear support from senior management in client companies

• Client focus currently on website/technology—seeing the Website as piece of ICT rather than part of an integrated marketing strategy

IMU Activities• Emphasis on developing and implementing Internet Marketing strategies

– Work with existing EI clients

• Strategic Consultancy support available

• Events, Client Management Development Programmes

• Benchmarking (client self-assessment)

• http://www.enterprise-ireland.com/internetmarketingunit

Internet Marketing Maturity

• Online Advertising• Web Traffic Analysis • Customer Relationships• SEO• Content• Social Media• Email Marketing

Interim Results

• 56 companies– Poor performance overall

• Why?– don't see opportunity– chasing opportunity, but no strategy– have strategy, but don't have resource to

service opportunity

Online Advertising

• 73% spend ZERO on Internet Marketing

• 7% allocate budget to display (PPC)

• 52% get ZERO enquiries from Web

Using Traffic Analysis Tool

Yes; 62%

No; 38%

Web Traffic Metrics

•82% receive zero traffic from PPC•53% receive zero traffic from organic

Customer Relationships / Continuous Intelligence Gathering

Actively Using CRM

Yes, 34%

No, 55%

Customer Relationships / Continuous Intelligence Gathering

0 10 20 30 40 50 60

Listening

Not Listening

Considering

Active Listening

Customer Relationships / Continuous Intelligence Gathering

0% 10% 20% 30% 40% 50% 60% 70% 80%

Yes

No

Considering

Process for Managing Online Conversations

Search Engine Optimisation

• 55% not using Search Engine Webmaster Tools

• 48% haven't implemented on-page optimisation– 68% not using descriptive anchor text– 61% not using rich image alt tags

Content

• Strong, specific calls-to-action: 32%– 9% measuring effectiveness

• Video on site: 29%– 2% measuring effectiveness

• Feedback on products and services: 9%– 0% measuring effectiveness

• Localised content: 20%– 7% measuring effectiveness

Social

11% blogging, 0% measuring

34% tweeting, 4% measuring

29% on Facebook, 7% measuring

4% using SlideShare, 2% measuring

32% using LinkedIn, 5% measuring

21% on YouTube, 5% measuring

0% podcasting… 2% considering it

Using Email Marketing

No, 64%

Yes, 27%

Email Marketing

•27% measuring results•16% optimise landing pages•18% manage lists•7% link email campaign to CRM system

Not All Doom and Gloom!

• 3 quick case studies– Openmind Networks– Kent Stainless– Glenisk Organic

Challenge, and opportunity?• Help SMEs think strategically about the Internet

– Web presence as part of sales process– Strategy before structure

• Agencies should:– Online buyer, market analysis & competitor review;– Review & audit existing Web properties;– Plan online lead generation campaigns;– Develop and extend employee digital skillset.

• Agencies should not:– Just build another new website;

Questions?

@ei_dscanlon | @entirl

bestconnected.enterprise-ireland.com