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Introduzione al Web Marketing
 

Introduzione al Web Marketing

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Lezione di introduzione al web marketing per gli studenti di Ca' Foscari.

Lezione di introduzione al web marketing per gli studenti di Ca' Foscari.

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    Introduzione al Web Marketing Introduzione al Web Marketing Presentation Transcript

    • Introduction to web marketing Lecture for Ca Foscari – April 23rd 2013 Alberto M. Rossi SEO & Magento Specialist alberto.rossi@bizen.it http://facebook.com/albertomrossi http://it.linkedin.com/in/albertomrossi http://twitter.com/albertomrossi 2013 © Bizen – web marketing philosophy
    • Summary● Definition of web marketing● SEM (“search engine marketing”) – SERP Monitoring – Link building & link baiting● SEO (“search engine optimization”) – On page optimization & off page factors● PPC (“pay-per-click”) – AdWords & AdSense – Landing Pages● SMM (“social media marketing”)● WA (“web analytics”)● Bizen: who we are● Q&A 2013 © Bizen – web marketing philosophy
    • Definition of web marketing 2013 © Bizen – web marketing philosophy
    • Definition of web marketingWeb marketing (aka “internet marketing, onlinemarketing, online advertising”, etc...) is the marketingand promotion of products and services over theinternet. [wikipedia] Web marketing consists of many different activities, here are some examples: 2013 © Bizen – web marketing philosophy
    • Definition of web marketing Search engine optimization Direct e-mail marketing SEO DEMSearch engine marketing SEM Web Mktg PPC Pay-per-click WA SMM Web analytics Social media marketing 2013 © Bizen – web marketing philosophy
    • Definition of web marketing Why is web marketing so important?● It will soon replace traditional media (TV, radio, newspapers)● People use internet everyday at an increasing rate● Customers are getting smarter: they want immediate access to informations● Its cost-effective especially compared to traditional marketing● Brands can engage customers: bi-directional channel● Real-time results● Customized offerings 2013 © Bizen – web marketing philosophy
    • Definition of web marketing CAGR: compound annual growth rate 2013 © Bizen – web marketing philosophy
    • Definition of web marketing Marketing over traditional media vs. Marketing over the internetWeb marketing is always quantifiable throughKPIs, thus making possible a precise ROIcalculation. 2013 © Bizen – web marketing philosophy
    • Search engine marketing 2013 © Bizen – web marketing philosophy
    • SEM SEM = “search engine marketing”Broad term, refers to the promotion of a websiteon search engines. Lin baitin Goo rds SEM ping Shop gle & kb o AdW uild g SEO PPC ing 2013 © Bizen – web marketing philosophy
    • SEMSEM can also be used to evaluate brand/productawareness and reputation over the web.Users express their opinions on the internet.Tracking good and (more importantly) badreviews helps brands to always apply the beststrategies. 2013 © Bizen – web marketing philosophy
    • SEMMonitoring SERPs also gives relevant indicationabout SEO performance, competitors activityand overall sentiment from the users. 2013 © Bizen – web marketing philosophy
    • SEMWhy is a good ranking so important? This graph estimates how much traffic from Google a website gets, depending on its ranking. 1st: 42.13% of total traffic is generated from search results! 2013 © Bizen – web marketing philosophy
    • SEMInbound links can help increase a websites rankingfor a particular set of keywords, depending on:● number of links (aka “link popularity”)● anchor text● referring domain How do we get more links to our website? 2013 © Bizen – web marketing philosophy
    • SEM Link building Link baiting● “active task” ● “passive task”● directory submission ● interesting content● asking for links ● viral content● press releases ● infographics● guest blogging ● contests● etc. ● etc. 2013 © Bizen – web marketing philosophy
    • Search engine optimization 2013 © Bizen – web marketing philosophy
    • SEOIt includes all the activities that make a website rank betterin SERPs.Two things to consider:● On-page optimization ( = modifications to the website itself)● Off-page factors ( = external elements) 2013 © Bizen – web marketing philosophy
    • SEO ● Page title ● Fresh ● Keywords ● Original ● Decriptions ● Including keywords ● Coherent Titles ● Quality & Content Meta● H1, H2, etc. ● XML● URI ● Page priorities SEF ● Defines structure● Metadata On page Sitemap Pages ● Helps crawling● Fast loading ● Lang. informations ● Robots txt Robots Images ● Alt attribute ● Follow/nofollow ● Light ● Index/noindex ● Google Images 2013 © Bizen – web marketing philosophy
    • SEO ● Google Img results ● Image name ● # inbound links ● Image alt ● Anchor text ● Link source Images Links● YouTube results ● Online presence● Video descriptions ● Reputation Videos Off page Social ● Likes/Rewteets/+1● Video titles ● Engagement ● Country Personal Trust ● Domain authority ● Locality ● History 2013 © Bizen – web marketing philosophy
    • Pay-per-click 2013 © Bizen – web marketing philosophy
    • PPC PPC = “pay-per-click”PPC is an internet advertising model to directtraffic to a website. Advertisers pay publishersonly if the ad gets clicked.The CPC (“cost-per-click”) is determined by thekeyword for which the ad gets displayed.CPC may vary from ~0.01 € to more than 3,00 €. 2013 © Bizen – web marketing philosophy
    • PPCMany different networks for PPC:● AdWords● AdSense● Google Shopping● Facebook Ads● YouTube Ads● etc... 2013 © Bizen – web marketing philosophy
    • PPCAdWords is a PPC network owned by Googlewhere ads get published among search resultsor on their partners websites. 2013 © Bizen – web marketing philosophy
    • PPCAdSense is similar to AdWords but ads getpublished on 3rd parties websites which embedthe relative widget. Owners get payed by Googlefor every click their website generates. AdSense 2013 © Bizen – web marketing philosophy
    • PPCLanding pages are specifically designed topersuade users into buying a product/asking forinformation/registering to a service.● Clear content● Easily readable● No outbound links● Explicit call-to-action 2013 © Bizen – web marketing philosophy
    • PPC Easy-to-fill form Easy-to-read textClear call-to-action 2013 © Bizen – web marketing philosophy
    • Social media marketing 2013 © Bizen – web marketing philosophy
    • SMM SMM = “social media marketing”Brands can promote their product and engagewith customers over social networks usingdedicated profile pages.● Share/retweets/+1 on content● Customer care● Drive traffic to websites● Make users feel closer to brands 2013 © Bizen – web marketing philosophy
    • SMMHere are some examples: 2013 © Bizen – web marketing philosophy
    • SMMNike took full advantage from social media marketing with its Nike+ running campaing. 2013 © Bizen – web marketing philosophy
    • Web analytics 2013 © Bizen – web marketing philosophy
    • WA WA = “web analytics”WA provides all the data about visits, visitors,time on page, clicks, e-commerce transactionsand so on.Not only it measures web traffic, it also providesa tool for business and market research, as wellas a way to improve effectiveness of a website. Lets see some examples: 2013 © Bizen – web marketing philosophy
    • WAVisitsAverage time on siteConversion rateVisits per traffic sourceVisits per countryCoversions per sourceVisits from mobiledevices 2013 © Bizen – web marketing philosophy
    • WAIts even possible to see how users move throughout your website. This helps discoveringusability issues. 2013 © Bizen – web marketing philosophy
    • Recap 2013 © Bizen – web marketing philosophy
    • Bizen: who we are● Website: www.bizen.it● Core business: web marketing● Other facilities: web development, web design, training● Team members: 9● Location: Massanzago (PD) 2013 © Bizen – web marketing philosophy
    • Bizen: who we areIf you are interested in becoming a web marketingspecialist, we offer a course for students and newlygraduates.● Start/end dates: May 7th – June 11th● # of lessons: 6, once a week● Where: Sandono di Massanzago (PD)● Price: € 190,00 for the entire course● Possible internship at the end 2013 © Bizen – web marketing philosophy
    • Thank you for your time! For further informations, please visit: www.bizen.it Alberto M. Rossi alberto.rossi@bizen.itSEO & Magento Specialist http://facebook.com/albertomrossi http://it.linkedin.com/in/albertomrossi http://twitter.com/albertomrossi 2013 © Bizen – web marketing philosophy