Demystifying Internet Marketing
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Demystifying Internet Marketing

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Thank you to all who attended our Internet Marketing Seminar at Automation Alley on February 9th, 2010. We hope that you found value in our experience and discussions....

Thank you to all who attended our Internet Marketing Seminar at Automation Alley on February 9th, 2010. We hope that you found value in our experience and discussions.

An investment-worthy internet marketing campaign includes a combination of traditional methods while strategically utilizing various digital methods including search engine marketing, social media marketing and content distribution. For more information on Biznet please visit: http://www.biznetis.net

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  • according to an annual report by the Project for Excellence in Journalism.
  • http://www.marketingcharts.com/television/us-ad-spend-plunges-142-only-online-posts-growth-9424/tns-media-intelligence-percent-change-measured-ad-spending-q1-2009jpg/
  • According to Forrester’s five year forecast, Compound Annual Growth Rate (CAGR)
  • http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090622005696&newsLang=en
  • http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-expenditures-26b-february-2009jpg/
  • http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-expenditures-26b-february-2009jpg/
  • http://ezinearticles.com/?Building-an-Effective-Banner-Campaign&id=64639
  • http://en.wikipedia.org/wiki/Online_advertising
  • http://en.wikipedia.org/wiki/File:Affiliate_Marketing_Illustration.png
  • http://en.wikipedia.org/wiki/Affiliate_marketing#Predominant_compensation_methods
  • According to research conducted by the Direct Marketing Association, http://directmag.com/magilla/1020-e-mail-roi-still-slipping/

Transcript

  • 1. Demystifying Internet Marketing
  • 2. Agenda
    • Marketing Trends
    • Search Engine Marketing
    • Content Marketing
    • Social Media Marketing
    • Online Display Advertising
    • Affiliate Marketing
    • Email Marketing
  • 3. Marketing Trends
  • 4. Communication Paradigm Shift
    • Smoke Signals
    • Letters / Mail
    • Telegraph
    • Telephone
    • Mobile Phone
    • Email
    • Online Community
    Technology continues to change the way humans communicate professionally and socially
  • 5.
    • Newspapers and magazines are losing readers, traditional advertising and marketing spending is decreasing while digital spending is increasing .
  • 6. Percentage Change in Audience, 2007 to 2008, Across Media
  • 7. Change in Ad Spending by Medium 2008 to 2009 According to marketingcharts.com, “ US Ad Spend Plunges 14.2%; Only Online Posts Growth ” Media Type % Change Television -9.7% Magazine -20.5% Newspaper -25.5% Internet Display Ads 8.2% Radio -26.2% Outdoor -14.6%
  • 8. Forecast: US Interactive Marketing Spend, 2009 to 2014
  • 9. New media/social media channels are becoming more critical 77% stated they will take on a greater focus in their overall interactive strategy “ Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”
  • 10. Search Engine Marketing (SEM)
  • 11. Americans conducted 14.3 billion searches in October, up 3% from September
  • 12. Search Marketing is Economical
  • 13. Spending on SEM will reach $26 billion annually by 2013
  • 14. SEM Growth Factors
    • Growth driven by:
    • Increasing advertiser focus on accountability and ROI
    • Increase in small to mid-sized businesses using SEM
    • Greater consumer usage of search utilities
    • Better targeting and niche offerings
    • Increase in competition
  • 15. Organic (SEO) vs. Sponsored (PPC)
  • 16.  
  • 17. Keyword Analysis
  • 18. Organic Search Pros
    • No cost-per-click on search engines
    • Greater credibility
    • Produces 85% of clicks resulting from search engines
  • 19. Organic Search Cons
    • No guarantee of link placement on search results page
    • Limited keyword use, dependent on content
    • Requires writing skill to properly incorporate terms
  • 20. Pay-Per-Click Pros
    • Tracking
    • Instant results
    • Real-time keyword changes
    • Any budget
    • Geo-demographic targets
  • 21. PPC Cons
    • Price of keywords
    • Competition keyword use
    • Determining which words to purchase
  • 22. Search Engine Optimization
    • Optimize each page with keywords
    • Some places keywords are used:
      • Meta tags
      • Meta descriptions
      • Titles
      • Copywriting
      • Headers
      • Site map
  • 23. “ Behind the Scenes” Optimization
  • 24. SEO Results
  • 25. Measuring Tools Website Traffic (Google Analytics) User Demographics (Quantcast) Search Results Page Rank (PR) Alexa Rank Backlinks Indexed Web Pages
  • 26. Content Marketing
  • 27. Common Forms of Content Distributed Via the Internet
    • Videos
    • Articles
    • News Releases
    • PowerPoint Presentations
    • How-To's
    • Wiki Material
    • Blog Posts
  • 28. Benefits of Content Distribution
    • Creates thousands of links from external credible websites back to your website
    • Improves your website's reputation and credibility with search engines
    • Improves your rank on search engines
    • Presents you as a thought leader in your industry
    • Provides potential customers with value
  • 29. Content: Using Keywords Keyword density- 2% to 4% To calculate keyword density : # of keyword mentions total number of article words =keyword density
  • 30. Article- “Best Valentine’s Day Romantic Gift Ideas” Distributed on 1/22/2010 via 19 properties Indexed on 22,600 sites, all providing links back to client site http://www.gohastings.com
  • 31. Social Media Marketing (SMM)
  • 32. Rethinking Business Communication
    • Consider how you communicate with your clients (and market)
    • Are negative remarks always bad?
    • How much did ineffective media cost last year alone?
    • Where’s the last place you checked for product information?
    • How are purchasing decisions made?
    • What parts of your marketing budget exist out of habit ?
  • 33. What is Social Media? Face to Face networking or Word-of-Mouth Marketing in a virtual world
  • 34. What is Social Media?
    • Uses Internet tools to share and discuss information and experiences with others
    • Integrates technology, social interaction, and the construction of words, pictures, videos and audio
    • Builds relationships as users share stories and experiences
    • Uses conversations through networking to share experience, links, and information about a company, product, or service
    • Must provide value to be effective
  • 35. Social Media: Internal & External Uses
    • Social media tools built into the website to compliment, reinforce, and strengthen an online presence
    • External websites which leverage social media tools (often exclusively) to communicate with others
  • 36. Social Media Timeline
  • 37. 50% of Social Media activity happens on properties you’ve never heard of.
  • 38. Social Media Usage in the US
  • 39. Social Media is a Key Driver in Brand Awareness and Affinity
  • 40. Social Media: Quick Facts
    • 49% of social media (SM) users log on daily
    • 31% agree SM is more credible than ads
    • 61% research purchases with SM
    • 36% use SM for purchasing decisions
    • 40% are talking and learning from specific orgs
    • 25% of users “feel better” about companies using SM
    • 89% of users use SM more/same as last year
    Source : CNW Group and Leger Marketing
  • 41. What can Social media do for you?
    • Identify and create prospects
    • Create brand awareness
    • SEO via link building
    • Public relations services
    • Relationship and network building
    • Establish thought leadership
  • 42. Social Media Tools
    • Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)
    • Wikis, & web office tools (Internal or public)
    • Social networks, (such as Facebook, MySpace, LinkedIn, etc)
    • Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)
    • Online photo sharing, (such as Flickr & PhotoBucket)
    • Podcasting/videocasting, (independently or though sources such as iTunes)
  • 43. Before You Start SMM: Listen
    • Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:
      • Blogs, micro-blogs, life-streams
      • Forums, communities, wikis, niche networks
      • Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can find
  • 44. Social Media Process
    • Three phases of an end to end program:
    • Listening: Discovering real-time, relevant, impactful conversations
    • Measuring: Monitoring, analyzing and tracking those conversations
    • Engaging: Active dialog with customers and tracking/ tagging comments for further use
  • 45. Choosing Your Properties
    • Know your market
    • Know the property’s functions
    • Appropriateness & etiquette
    • Legal limitations & liabilities
  • 46. Becoming Interactive
    • Have an opinion
    • Conversations , not lectures
    • No spam
    • Link, link, link
    • Educate & offer insight
    • Cite original works (with links!)
    • Use media , when appropriate
    • Be honest; be yourself
  • 47. Creating a Buzz: Profiles
    • Consider yourself a celebrity, without the drama
    • Add media (photos, videos, slideshows...)
    • Include links to your business website and other social media profiles or sites
  • 48. Creating a Buzz: Blogs
    • About 3 paragraphs
    • Conversation
    • Include media (photos & videos)
    • Use links
  • 49. Creating a Buzz: Videos
    • Be interactive
    • Keep them short! (Under 30 seconds, 2 minutes is the LONGEST)
    • Include text at the bottom with links for additional information
    • Include contact information at the end (in text) for follow ups
  • 50. ROI Measurement: Qualitative
    • Corporate reputation & brand awareness
    • Conversation participation
    • Build and maintain strong, positive relationships
    • Thought leadership
    • Market research value (can be quantitative)
  • 51. ROI Measurement: Quantitative
    • Measure traffic
    • Search engine optimization (SEO) -ranking
    • Identified & created prospects
    • Measure sales
    • Market research value (also qualitative)
  • 52.
    • http://www.geneseecountyparks.org/social_media.htm
  • 53. Online Display Advertising
  • 54. What is Online Display Advertising?
    • Display advertising appears on web pages in many forms, including web banners
    • Consist of static or animated images, as well as interactive media that may include audio and video elements
  • 55. The best performing banner size is 300x250
  • 56. Terms to Know
    • CPM - Cost Per Impressions. (The "M" comes from the Roman numeral for 1,000.) CPM represents the cost per 1,000 displays of a banner.
    • CPC - Cost Per Click. You pay an agreed amount for each click-through to your site.
    • Click-Through Rate (CTR) - This is the number of people who click on an ad (banner or text link) divided by the number of displays of the ad, represented in percentages.
    • Run Of Site (ROS) - This means your banner will be displayed on all or most pages of the site.
  • 57. Targeted Online Display Advertising
    • Behavioral targeting
    • Targeted based on a user's clickstream analysis enabled by cookies stored on the user's computer, the user is served relevant ads to past clicks
    • Contextual advertising
    • Display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown
    • Demographic/Geographic targeting
    • Display ads by city, state, age, gender, income, etc.
  • 58. Affiliate Marketing
  • 59. What is Affiliate Marketing?
    • Affiliate marketing is a practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts.
  • 60.  
  • 61. Compensation
    • 80% of affiliate programs today use revenue sharing or cost per sale (CPS) as a compensation method, nineteen percent use cost per action (CPA), and the remaining programs use other methods such as cost per click (CPC).
  • 62. Email Marketing
  • 63. Email Marketing
    • Using email (often in specialized formats) to communicate with clients
  • 64.
    • Email marketing generated an ROI of $43.62 for every dollar spent on it in 2009.
    • The expected figure for 2010 is $42.08.
    According to research conducted by the Direct Marketing Association
  • 65. Email Marketing Pros
    • Communicating with new and existing clients
    • Promoting business initiatives
    • Reinforcing personal relationships
    • Low cost
  • 66. Email Marketing Cons
    • Unprofessionalism may result in spam perception
    • Often blocked by SPAM filters
    • Clutter
    • Useless without proper targeting (“cold calling”)
  • 67. Email Marketing Tips
    • Personalize your message
    • Add a value proposition
    • Professionalize the look and feel with templates
    • Make opting out of the email an accessible option for users
  • 68. Questions?
  • 69. Thank you! Kevin Krason [email_address] 248.560.9000 Twitter.com/kevinbiznet LinkedIn.com/in/kevinkrason Jenn Weesies [email_address] 248.560.9000 Twitter.com/weesiesj LinkedIn.com/in/jennweesies