Gofish - Insights into internet marketing - 2014

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Dr. Peter Fish from Gofish shares insights into making internet marketing work for your online shopping site

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Gofish - Insights into internet marketing - 2014

  1. 1. Internet Marketing By Peter Fish 22nd May 2014 gofishcc
  2. 2. 12 years Multi-channel Technical Google Partner SA Moderator Google Partner Academy – Regional Speaker ROI-driven Wide variety of clients Front Runner, Afrihost, Cape Union Mart, Thornybush, Cellini, CUM Books Go Fish Client Catchers
  3. 3. What do you want to achieve?
  4. 4. How do you achieve growth? Strangers • Attract Visitors • Convert Clients • Delight Promoters
  5. 5. 3 main channels Search Display Communities How do you generate traffic?
  6. 6. What are you selling and who are you selling to?
  7. 7. Search engine marketing Quality Two types: Free (Organic) Paid (CPC / PPC) Search
  8. 8. Search Results
  9. 9. How does Google decide? On-site (SEO) Off-site Quality Free Rankings
  10. 10. Content types: news, general articles, blogs, product reviews etc. Link bait Browsing bait Content Strategy
  11. 11. Google AdWords Search Network CPC: R2 – R200 CTR: 0.5% to 10% Complex Quality score Immediate Effective Paid Rankings
  12. 12. Keyword research Volume Competition Quality Keyword Targeting
  13. 13. How long is the avg. search term? 1 2 3 4 5 6 7 8 9 Search Term Length
  14. 14. How long is the avg. search term? 1 Word 5% 2 Words 22% 3 Words 25% 4+ Words 48%
  15. 15. 20% are unique 17% are searched only twice in 90 days 8% are searched only three times in 90 days 55% 45% Searches per Month More than once Once or less Keywords
  16. 16. chainsaw stihl chainsaw stihl ms 170 chainsaw online shop cape town Buying Cycle & The Long Tail PurchaseResearchInterest 0 5025 75 100 LEAST likely to buy MOST likely to buy
  17. 17. Display Advertising
  18. 18. YouTube Advertising
  19. 19. AdWords Engagement Ads
  20. 20. Remarketing
  21. 21. Remarketing
  22. 22. Can you segment your target market?
  23. 23. Others
  24. 24. Build a Community
  25. 25. Interaction-driven Social bookmark sharing  (Online word of mouth) Social Traffic
  26. 26. Multi-Channel?
  27. 27. Conversion optimisation – Clear offer & selling point – Trust building elements – Call-to-actions Upselling  “buy a cover with that?” Cross-selling  “people who bought that also bought these…” Remarketing  follow-up marketing: promotions, new products Revenue Generation
  28. 28. Conversion Funnel
  29. 29. Traffic 3072 to 9517 210% Conversion Rate 2.27% to 3.4% 49% Revenue 70 to 324 364% The Effect
  30. 30. Mark Twain: “There are three kinds of lies: lies, damned lies, and statistics.”  Analyse traffic  Focus future plans  Trial-and-error results  A/B testing Web Analytics
  31. 31. Who brings you the most value? R4.68 R3.80 R8.61 R5.23 R5.07 R6.45 R- R1.00 R2.00 R3.00 R4.00 R5.00 R6.00 R7.00 R8.00 R9.00 R10.00 18-24 25-34 35-44 45-54 55-64 65+ R3.05 R7.88 New Visitor Returning Visitor R4.83 R6.24 male female
  32. 32. What value do your channels bring? R13.02 R9.25 R6.91 R6.50 R5.61 R4.45 R4.04 R3.04 R0.38 R0.30 R- R- R- R- R- R2.00 R4.00 R6.00 R8.00 R10.00 R12.00 R14.00 Per Visit Value by Channel
  33. 33. www.GoFishClientCatchers.com 011 612 7460 peter@gofishcc.com gofishcc Thank You!

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