Tere tulemastEturundusele!
Modern electronic marketingfor a changing world
CHANGE IS COMING"The traditional marketing model we all grew up with is obsolete"
James R. Stengel, Chief Marketing OfficerProcter & Gamble
What are we waiting for?
►“Brands are not being built on advertising...
... you build brands today through experiences."
John Hayes, American Express
Even McKinseys ‘gets it’
►"By 2010, we estimate, television advertising could be only 35 percent as effective as it was in 1990..........20 to 25 percent of spending should finance well-structured experiments“
Boosting returns on marketing investmentMcKinsey
“How can we attract and convert international visitors to our
websites?”
It’s not about YOU anymore
►Find out what people want & give it to them►Engage your prospects in dialogue►Foster community & engender trust►Be helpful on a personal level►Give people content & tools THEY want
= Clients and brand ambassadors
..maybe..
It’s all about results►Audit your website►Measure current success levels
CAN YOU MEASURE ......
►Your ability to attract target visitors ?►Conversion ratio of visitors to ACTION ?►The value of your online ‘friendships’?►The depth of user engagement ?
Find you
Feel welcome
Enjoy you
Trust you
Use you
Do business
Can people:Is your website:
VISIBLE Search engines / news / links// blogs/ ads
ACCESSIBLE Language, technology, culture
CREDIBLE Trust and expertise
USABLE Easy navigation, good content
PERSUASIVE Engaging and interactive
TRANSACTIONFRIENDLYReassurance, easy process
General population
Clients and Repeats
Visitor satisfactionSales Leads Referrals
Attract.............Engage.............Transact
Brand Ambassadors
VisibilitySearch engines
DirectoriesNiche directories
Blogs, newsgroups, mediaAffiliate partners
VCRs
Mor
e re
turn
s
Higher quality fit
More experience
Content is King; Links are royal
Wise words from Google'sDirector of Technology, Craig Silverstein
"You should look for quality links from relevant neighbours"
"Make sure that the people that should be linked to you are linked to you."
Are search engines important?
YES93.4% B2B BUYERS use search engines63.9% B2B BUYERS look to search engines FIRST!!!70-80% of searchers click on ORGANIC resultsONLY 20-30% of searches click on PAID results60% of 10,000+€ purchases researched 2 months prior
All buyer types use search engines►Awareness►Research►Decision making►Buying (transaction)
0,0010,0020,0030,0040,0050,0060,0070,00
AwarenessResearchDecisionsPurchase
% Buyerswho usesearchengines
Opportunities lost..just in SEs
►Estonia piano 974►Baltic cruise 8,514►Medieval castles 31,700►Tallinn dentist 92►Baltic birch plywood 892►Log home manufacturer 3,790►Exporter food product 834
Search engines
►Automatic process►Read meta tags and
live text►Index single pages►Hundreds exist►Which ones matter?
Directories and link partners
►Core►General subjects ►High volume use►Increase SE appeal
►Niche ►More experienced users►Increased relevance►Targeted Subject /
Lifestyle / Audience
Link building summary►Research possible properties►Create target list►Characterise
► Type (e-zine, personal,directory, blog, forum, online media)
► Owner contact / submission details►Discover relationship preferences.►Paid or free?►Train your message managers in relationship
options
Accessibility:Legal compliance?
►Modem or broadband?►English or not?►Text or image?►Java and Flash?► SE friendly►Who cares?
Credibility: 50 factors
►Contact details►Professional design►Fresh content
►Slow► Broken links
►Spelign Mitsakeswww.angelfire.com/super/badwebs/main.htm
Usability KISS►Assume nothing►Multiple audiences►Clear (text) links►Don’t ask for much►Don’t be shy►Simple navigation►Lean and fast►Be concise►Test
Engage...Persuade...Transact►Search engines don’t spend cash
►People stand in queues
►Why do people buy anyway?
►EngageInteractPersuadeMake it easyReassure
Most measurements are useless !Page impressions
ClicksHits
Who cares?
►Engagement Depth►‘Ambassador’ Volumes►Transactions
Only these really matter !
The importance of measurementShifting budgets means demonstrate ROI means data!
Where exactly?
Who is sending them to you?
What are they looking for?
And what are they doing?
Exactly?
Where are the buyers & enquirers coming from?
Good Internet Marketing is about►Satisfying needs
and desires of target audiences
►Maximising commercial benefitsof owning a website
►Testing and tuning
► ICT & marketing
►Remembering Competitors Are Just One Click Away!
Expert Performance Online
Robin Gurney altex marketing partner
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