Uhi Workshop Emarketing Presentation
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Transcript of Uhi Workshop Emarketing Presentation
Vicky Brock [email protected]
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?
Vicky Brock [email protected]
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?
Vicky Brock [email protected]
It's not just about advertising and promotion:
And what is eMarketing?Build it and they will come?
Vicky Brock [email protected]
Your website is here
Why bother with eMarketing?Build it and they will come?
Vicky Brock [email protected]
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?
Vicky Brock [email protected]
In the beginning, there was ITPart 1 - a tall tale of worlds colliding
Vicky Brock [email protected]
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
Vicky Brock [email protected]
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?
Vicky Brock [email protected]
Part 2 – Visibility, the tool box for being found
How might people discover you exist?
?
Vicky Brock [email protected]
Part 2 – Visibility, the tool box for being found
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?
Vicky Brock [email protected]
Paying your way to number 1 Part 2 – Visibility, the tool box for being found
Vicky Brock [email protected]
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
Vicky Brock [email protected]
Part 2 – Visibility, the tool box for being found
Optimising your way to number 1
http://www.google.com/local/add
Vicky Brock [email protected]
Part 2 – Visibility, the tool box for being found
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
Vicky Brock [email protected]
Part 2 – Visibility, the tool box for being found
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
Vicky Brock [email protected]
Part 2 – Visibility, the tool box for being foundA web 2.0 strategy in action
Vicky Brock [email protected]
Part 2 – Visibility, the tool box for being found
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!
Vicky Brock [email protected]
Part 2 – Visibility, the tool box for being found
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
Vicky Brock [email protected]
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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Vicky Brock [email protected]
Part 3 – Relevance, the thorny issue of why
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
or
b) So what problem does that page/info help me solve?
Vicky Brock [email protected]
Part 3 – Relevance, the thorny issue of why
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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Vicky Brock [email protected]
Part 3 – Relevance, the thorny issue of why
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
Vicky Brock [email protected]
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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Vicky Brock [email protected]
Part 4 – User experience and customer retention
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
Vicky Brock [email protected]
Part 4 – User experience and customer retention
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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Vicky Brock [email protected]
Part 4 – User experience and customer retention
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?”
Vicky Brock [email protected]
Part 4 – User experience and customer retention
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
Vicky Brock [email protected]
Thanks!
Vicky Brockwww.HighlandBusinessResearch.com
www.TrackingTourism.com
eMarketing at UHIwww.cpd.uhi.ac.uk