Swissnex intro to internet marketing 8 22 13
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Presentation to Swiss Post executives on Internet marketing. Provides an overview, stats and best practices.

Presentation to Swiss Post executives on Internet marketing. Provides an overview, stats and best practices.

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  • Live in Marin. Started in advertising in NY and moved out here. Mix of traditional and internet marketing. Have them introduce themselves
  • Internet ads providing all the growth. They are generally less costly than mass media because they can be so targeted.
  • Nearly ¾ on search or display so we’ll talk about them a lot.
  • For b-to-b the overall percentage of marketing spending is very high because so much b-2-b research & buying is now done online.
  • Note increases in Asia
  • Per capita spending among the highest in Europe
  • This is a recent development. What was the #1 use of the internet before it was social media?
  • This is a recent development. What was the #1 use of the internet before it was social media?
  • Asia – 278mm – not even allowed in China Europe – 251mm US – 243mm Key growth in 3 rd in Latin America and 3 rd world countries, India More on how to market in sm later
  • Before reveals No other communications allows the collection of data like the internet. Privacy issues – downside is what institutions can learn about anyone online Upside – you are better targeted with more meaningful offers from people you want to hear from Click Target – not just demos and broad psycho measures – track down to individual behavior. Click Analyze what individuals do and model that behavior to extend to others Click Personalize the experience Click – real time results
  • Think about your own behavior online. Interesting content that is updated I will find what I’m looking for Most online marketing is about making the customer do something How you feel about a website is a companies brand – how it looks, how well it works On 24 hrs day
  • Looks good and engaging People find what they want or leave People search for info, prods, etc. Word of mouth amplified
  • You have Yelp in Switzerland? Reputation online is key. Strategies often include making sure you are reviewed and people speak well of you on social networks. Buyers consult 11 online consumer reviews before buying. Consumers ask their network before they buy.
  • Many platforms and networks and always growing
  • Online and offline feed your site Usually a site, could be a landing page or even a blog in some cases Transition; What makes a good website? Website is your fact to the world. These are the 5 rules to keep in mind
  • Simple, you know exactly what you are buying here.
  • Dutch site
  • This is for a company selling outdoor cookware
  • What is WIIFM?
  • Experimented with 4 shoes vs. 3 shoes on a line. Did a test. Which won?
  • Set goals, then what are the key actions that get us there. These are KPIs. These are the basic questions we ask as we develop a plan. Talk about each individually.
  • Think about your end goal and the steps along the way to get someone where you want them to be. Awareness – new hours for swiss post KPI of an event: Clicks and then conversion to ticket sales
  • You can think of many many different offers. The keys are 1) cost 2) that people will give you what you are after to receive your offer. What are your competitors doing? What has this target acted on before. Monetary – coupons, savings, rebates, etc., free gift Info – white paper, data, report Membership – special privileges, first to hear of a sale, announcements, new product releases (video games) Free trial (most impt word in marketing) – no risk offer Sweepstakes – chance to win something. Good way to compile a list. Make them limited time offers Type of offers will get you types of people – sweeps collect lots of names, maybe no interest in prod.
  • Need to estimate this if you are going to have any idea of costs. How big is target Some offers get more response than others – tradeoff of a sweeps vs. a white paper on a topic
  • Cost – make sure all costs are built in. White paper – just development. Savings coupon – how much to develop and fulfill Here’s how numbers might work
  • How many times do you need to reach them: Media is reach x frequency
  • Short term value vs. longer term value Transition – website is built, you know your goals and have some idea of how you want to try and accomplish them. Next – how are you going to market?
  • As we said, almost 50% of internet marketing dollars are spent on search so we will spend some time to understand that.
  • Roughly 50% of online mktg is search so we need to understand that platform – which is mostly google. Bing, yahoo and others are similar. Google is by far the biggest. Let’s say you are visiting SF
  • You type in a KEWORD See the # of results Ppc vs organic Organic happens bc site is optimize – search engine optimization (SEO) Google’s biz obj – is to get you to use google – make sure you fine relevant results
  • For a Search Engine spider, the algorithm performs an analysis on each page it 'spiders'. This analysis can be quite elaborate and complex, they could include: analyzing the header tags of a site (site title and meta tags) images of the site including their corresponding alt tags analyze word selection within the title, images, body text, first words, paragraphs, etc. look at keyword density (the number of keywords compared to the total number of words) the number of other sites that link to the site [ read about link logistics ] the relevancy of all those inbound links site depth (i.e. number of pages) the relevance of those pages to each other ... the list goes on and on. IMPORTANCE of when you first build a site.
  • SEO takes months PPC is immediate Only pay if someone clicks Constant monitoring Playing with different key words CLICK Quality score: Quality Score is Google's system for determining ad rank and cost per click. 1 – 10 ranking – try to be 7 or above Your score quality depends on factors like: Your click-through rate (CTR). The relevance of your keyword to its ad group. Landing page quality. The relevance of your ad text. Your historical account performance.
  • Match the keywords Note link in ad t
  • A landing page may not be a website, but a special destination very related to the search. Remember, Google will rank you based on the quality of your landing page.
  • Sometimes it’s a page on a website. Sometimes it can be a special page just for that keyword that may or may not link back to the site. Mention Google Content network.
  • What is the objective of abanner ad? Clicks, Branding (awareness) You can spend very little on banner creative, or spend a lot of money Other forms – pop-up, pop under, interstitial ads, superstitial ads, page takeovers, sponsorships
  • Banners are all about getting a click You can spend very little on banner creative, or spend a lot of money
  • Taking you through a campaign we recently did for a client Campaign obj – drive financial advisors to learn more about the new product – an investment fund for “emerging markets” Show site Point out banner positions Banner sizes Show banners – flash, vs. Gif, vs. static vs. rich media Before our banner ads : we get attention with interesting graphics and headlines of what is going on around the globe in business. Then we say we have a way to find those opportunities. DEFINE Alpha. CTA – introduced r5 as a process we use to find “emerging alpha” Click rate dependent on industry – avg is about .2%. Note messaging in banners and CTA. LP Note how messaging matches banners, look and feel. Somewhat diff than the site. Obj is to provide info on the process and interest viewer to sign up for webinar or meet the team KPI’s – clicks on banners .21% vs. industry avg of .1%, webinar sign-ups, time on site.
  • Easy to get overwhelmed with the many networks. Emphasis is on the ones in the US Xing Pinterest Myspace Google + Bebo Vine
  • Social networks are starting to splinter and integrate into other platforms: Music (spotify) Story of Facebook – who saw movie? Started just for Harvard students. Then for college students, then for everyone, then for businesses (pages), then accepted advertising, then photos (Instagram) then videos (up to 15 seconds)
  • 3.6 hrs/day global average Saudi Arabia 5.1 hrs Turkey 4.9 hrs.
  • Time spent on social media is often personal. Even if using it professionally.
  • Not a one-way communications medium, and you can’t control conversations. People talking about you anyway. Monitor conversations using tools Expectation that if someone reaches out you will respond – don’t let them down
  • You have to be ready for some negativity and deal with it. It’s about transparency. It will make you a better company. Much opportunity to engage. Double- edged sword. Need to develop content ongoing. People who like you will share their experience with friends.
  • It is a different form of marketing. You “take part” in social media to market in social media.
  • More networks open up to advertising and marketers are getting involved.
  • Many ways to market in SM. Here are 3 key ways
  • Assumes you have established pages for your company Polling Posting photos Responding mentions Providing info that people can use – example of the app that a hospital built. Alerted coaches to lightening strikes. Join Linkedin or Xing groups and post when you see topics related to your business – WITH CAUTION
  • Join Linkedin or Xing groups and post when you see topics related to your business – WITH CAUTION Polling Posting Responding mentions Providing info that people can use – example of the app that a hospital built. Alerted coaches to lightening strikes.
  • Big use of Twitter and Facebook Services help you monitor online conversations Take care of complainers - How much to allow people with gripes to post You must respond.
  • Explain who Dominos is and some history of consumer complaints.
  • Facebook & Linked in very good for targeting
  • Many ways to advertise on Facebook
  • Promoted post
  • Campaign for a retailer during the holidays – for donations to charity Special cover photo and button
  • Campaign for a retailer during the holidays – for donations to charity. Just showing you one page. Once someone liked us, they were allowed to vote for their favorite charity and the retailer would donate money to that charity. SHOW RESULTS One last FB thought – you don’t own your FB fans. FB can change your access to fans and charge money. So getting other contact info a good idea.
  • Once you establish a presence on FB or other network, you can’t just abandon it. Burn out is common. You build a community and then you need to activate it an engage it to meet your objectives. You need plans for content, how to repurpose it. What to do when someone complains or has a question  who will answer? To track communications related to you and to be current in your postings. To integrate with other efforts. Start small with one or two networks. Who is going to write blogs, posts, answer questions?
  • Is your target using mobile for your industry? Don’t just think phones, think tablets.
  • Smartphones continue to grow. Over 50% in most developed countries.
  • Note how smartphone sales are > PCs Add tablets to that
  • Much of the growth is in developing countries where people are getting phones instead of computers.
  • A regular form of internet access. 68% of mobile usage is from the home in the US. Much of it while watching TV or socializing. Some of it at the dinner table. Mobile campaigns
  • 1 – permission – you have a relationship in the eyes of the customer. Of course, you need to use that well 2 - not just personalize w/ name, but by messaging based on relationship, timing, offers, etc.
  • Ads much smaller People sign up to be texted to receive special offers Geo-location gives stores opportunity to target at optimal time. Designing for mobile – separate site? Responsive design?
  • Typically, not an acquisition tool. You can buy lists, but they have very low response rates
  • Been around longer so not growing as fast.
  • Typically, not an acquisition tool. You can buy lists, but they have very low response rates Use it to maintain and foster a relationship. Also for informational purposes.
  • spam - What is def of spam? CAN-SPAM regs – legal issues Clutter - Issues with people overlooking message – raise hands Address No good way to forward an address People are guarded with their inboxes – not like a mailbox
  • 1 – permission – you have a relationship in the eyes of the customer. Of course, you need to use that well 2 - not just personalize w/ name, but by messaging based on relationship, timing, offers, etc. 3 – ongoing – not a one time shot, you can nurture customers and reach out to them 4 - allows for feedback and dialogue 5 – forwardable – easy to share
  • Could have been mobile, DM or advertising Fill out a form to get the offer – btb that might be a report – in this case, email and mobile info, probably. HE USES THE OFFER You get an email with savings, sending you to. Website – you may purchase online or maybe you don’t buy, you go to store Store At store, you get a geotargeted text – because you looked at blenders Personalized to you with a special offer Which feeds into the database and
  • Tremendous growth of visual/ video apps Vine – 6 sec videos twitter Instagram – FB FB 15 sec videos Pinterest – was fastest growing app – fb with just pictures Snapchat – disappearing photos
  • Video engages.
  • Typically, not an acquisition tool. You can buy lists, but they have very low response rates
  • Infographics increase site traffic 12%, according to publishers
  • New trend many people don’t like. Advertisers pay for content that makes them seem like they are part of a site
  • 1 – permission – you have a relationship in the eyes of the customer. Of course, you need to use that well 2 - not just personalize w/ name, but by messaging based on relationship, timing, offers, etc.
  • This is on the Boston Globe newspaper site
  • You have Yelp in Switzerland?
  • Google targets the info you see Mobile knows where you are Retailers find this very valuable Brands develop campaigns to engage locally with treasure hunts, local events
  • Facebook started for harvard  college students  everyone Now kids don’t want to be on their parent’s sites. Schools are developing closed networks. “Hornlink” at Univ of TX.

Swissnex intro to internet marketing 8 22 13 Presentation Transcript

  • 1. August 2013 Internet Marketing Seminar for Swiss Post
  • 2. Introductions Advertising and Marketing Entrepreneur Jeff Tarran • Wayfinder – ad agency • Full Table – restaurant database marketing • Leaffer Tarran Partners – consultancy
  • 3. Why is Internet Marketing Important?
  • 4. Why is internet marketing important? 35% of the world’s population is online 2.5bn people
  • 5. Why is internet marketing important?
  • 6. Why is internet marketing important?
  • 7. Why is internet marketing important?
  • 8. Why is internet marketing important?
  • 9. Why is internet marketing important? Spending figures for Europe • 2012 Online spending in Europe was €24.3bn • +11.5% vs. 2011 • Overall, ad spending was -.4% • 1 in 4 ad €’s was spent online Info from Adex Benchmark
  • 10. Why is internet marketing important? Spending figures Switzerland: • 2010 Online spending in Switzerland was €326mm • 2012 was +11% vs. 2011 • High per capita spending • Big growth in search marketing, +32% in 2012 Info from Adex Benchmark
  • 11. Why is internet marketing important? How do we learn about new products? 1. Internet (68%) 2. TV advertising (61%) 3. Friends and family (53%)
  • 12. Why is internet marketing important? The #1 use of the Internet is now Social Media. 27% of the time we spend online is on social media. 82% of the world’s online population use social networks.
  • 13. Why is internet marketing important? POR N!
  • 14. Why is internet marketing important? Facebook has 1.1 Billion users. If it was a country it would be the 3rd largest in the world!
  • 15. Why is internet marketing important? Younger people use the internet. Over 50% of the world’s population is under 30.
  • 16. Why is internet marketing important? Every MINUTE 72 HOURS of video are uploaded to Youtube. Youtube is the 2nd largest search engine.
  • 17. Why is internet marketing important? 1 in 5 US couples meet online. 1 in 5 US divorces are blamed on Facebook.
  • 18. Why is internet marketing important? 2 of the largest worldwide ad agencies are merging. Total revenue will be US$22.7bn Google’s revenue: US$55bn
  • 19. How is Internet Marketing Different?
  • 20. How is internet marketing different? Data and Technology • To target; behavior, interests, etc. • To track and analyze • To personalize and engage • To report results
  • 21. How is internet marketing different? We communicate differently online. • Content drives online engagement • Action or response orientation • Expectation of relevance • Always on • Experiential
  • 22. How is internet marketing different? • Visual orientation • People finding you instead of you finding them We communicate differently online. • Short attention span • People depend on their networks
  • 23. Internet marketing: Some trends
  • 24. How is internet marketing different?
  • 25. It Starts With A Web Site
  • 26. Website Search engine marketing Banner ads QR codes Social Media Email Podcasts Videos Direct mail Advertising Newsletters Blogs Forms of internet marketing: Websites
  • 27. Forms of internet marketing: Websites Website is critical 1. Make it easy to find information
  • 28. Forms of internet marketing: Websites Website is critical 1. Make it easy to find information
  • 29. Forms of internet marketing: Websites 2. Make it look good According to Google: •simple •looks like others in your industry (know your target) Website is critical
  • 30. Forms of internet marketing: Websites 2. Make it look good Website is critical
  • 31. Forms of internet marketing: Websites
  • 32. Forms of internet marketing: Websites 2. Make it look good – NOT like this Website is critical
  • 33. Forms of internet marketing: Websites 3. Visual hierarchy • What is most important? • How do you make it stand out? • Use of color and white space. Website is critical
  • 34. Forms of internet marketing: Websites 3. Visual hierarchy Website is critical
  • 35. Forms of internet marketing: Websites 4. Keep attention Website is critical Do Don’t Do Large/appealing visuals (people, food, etc.) Lots of type Higher on the screen (above the fold) Poorly written - jargon Left side Everything equal in size Surprise/ the unexepected Contrast/ white space WIIFM
  • 36. Forms of internet marketing: Websites Which is more interesting?
  • 37. Forms of internet marketing: Websites 4. Keep attention – help people select or +25% more sales!
  • 38. Forms of internet marketing: Websites 5. One action per screen Website is critical Know what you want people to do and be clear about it.
  • 39. Forms of internet marketing: Websites 5. One action per screen
  • 40. Forms of internet marketing: Websites 5. One action per screen
  • 41. Setting Goals and Measuring Success
  • 42. Forms of internet marketing: Setting Goals Key Performance Indicators – KPI’s 1. What do we want people to do? 2. How will we get them to do it? 3. How many do we think will do it? 4. What will it cost us?
  • 43. Forms of internet marketing: Setting Goals Key Performance Indicators – KPI’s 1. What do we want people to do? • Build awareness? • Drive sales or leads? • Attend an event? • Reactivate customers?
  • 44. Forms of internet marketing: Setting Goals Key Performance Indicators – KPI’s 2. How will we get them to do it? • Monetary offer • Information • Membership • Free trial • Sweepstakes
  • 45. Forms of internet marketing: Setting Goals Key Performance Indicators – KPI’s 3. How many do we think will do it? • Target universe • Type of offer • Existing or new customers • Offer value
  • 46. Forms of internet marketing: Setting Goals Key Performance Indicators – KPI’s # we need to reach and cost to reach them Cost of the offer What will it cost us? x # of people who respond +
  • 47. Forms of internet marketing: Setting Goals Key Performance Indicators – KPI’s Reach 400,000 people at a media cost of: €20,000 Offer: €5 What will it cost us? x Responders: 8,000 + = €60,000
  • 48. Forms of internet marketing: Setting Goals Key Performance Indicators – KPI’s €60,000 / 8000 = €7.50/each Was it successful? • Did it bring in a profit? • What is the value of a customer?
  • 49. What Are The Forms of Internet Marketing?
  • 50. Forms of internet marketing
  • 51. Search Engine Marketing – SEM
  • 52. Forms of internet marketing: Web Marketing Search Engine Marketing Organic listings Paid Listings Paid Listings Keyword
  • 53. Forms of internet marketing: Search Engine Optimization (SEO) Websites optimize for Google to come out on top of organic search. Search Engine Optimization (SEO) The Google algorithm: •Site name •Page names •Images and words •And much more
  • 54. Forms of internet marketing: Pay Per Click (PPC) Bidding on keywords to get high ranking ads. Pay Per Click (PPC) The more people who type in your keywords, the more it costs to get a high ranking. The “Quality Score”
  • 55. Forms of internet marketing: Pay Per Click (PPC) What should your ad say? Search Engine Marketing Keyword: Tours in San Francisco
  • 56. Forms of internet marketing: The Landing Page The Landing Page When someone clicks, where should they go?
  • 57. Forms of internet marketing: The Landing Page The Landing Page
  • 58. Web Banners or Display Ads
  • 59. Forms of internet marketing: Web Banners Web Banners Types of banners: •Static •GIF animated •Flash animated <banner examples> •Rich media banners <rich media banners>
  • 60. Forms of internet marketing: Web Banners Web Banners Banner media: •Cost per thousand (CPM) •Cost per click (CPC) •By placement •By size •Rich media •Retargeting
  • 61. Forms of internet marketing: Web Banners Web Banners Website Banner ads Landing page
  • 62. Social Media
  • 63. Forms of internet marketing: Social Media Social Media
  • 64. Forms of internet marketing: Web Banners Social Media Many different types of networks • Personal • Professional • Interests • Political • Blogs • Photo • Geographic
  • 65. Forms of internet marketing: Web Banners Social Media How much time do you spend on social networks?
  • 66. Forms of internet marketing: Web Banners Social Media
  • 67. Forms of internet marketing: Web Banners Social Media Advertising on social networks • Friends • Co-workers • News and information • Fan page or group postings Advertisers compete with:
  • 68. Forms of internet marketing: Web Banners Social Media What makes social networks unique? • Monologue to dialogue and conversations happen without you. • Ability to engage – consumers expect it. • It’s a listening platform
  • 69. Forms of internet marketing: Web Banners Social Media What makes social networks unique? • Be prepared • Content rich – photos, videos, podcasts, etc. • Build brand advocates through positive buzz
  • 70. Forms of internet marketing: Web Banners Social Media Advertising on social networks • Informal • Entertaining • Personal • Visual • Diverse • Sharable Communications style is:
  • 71. Forms of internet marketing: Social Media
  • 72. Forms of internet marketing: Social Media Social Media Ways to market on social media 1. Take part in conversations 2. Provide customer service 3. Advertise
  • 73. Forms of internet marketing: Social Media Social Media Ways to market on social media 1. Take part in conversations Add-to or start conversations  sharing Provide information that is useful Address issues
  • 74. Forms of internet marketing: Social Media 1. Take part in conversations
  • 75. Forms of internet marketing: Social Media Social Media Ways to market on social media 2. Provide customer service Let people connect with you when they have issues. Monitor and respond!
  • 76. Forms of internet marketing: Social Media Social Media And do it right!
  • 77. Forms of internet marketing: Social media Social Media Ways to market on social media 3. Advertise Varying degrees of ability to target. Technologies allow applications in social media sites.
  • 78. Forms of internet marketing: Social media
  • 79. Forms of internet marketing: Social media
  • 80. Forms of internet marketing: Social media Applications
  • 81. Forms of internet marketing: Social media Applications that work within Social Media
  • 82. Forms of internet marketing: Social media Social Media - Final word Social media is not a one-time event. It takes long-term and short term planning – set reasonable goals. It can involve a number of non- marketing people, too.
  • 83. Mobile and Tablets
  • 84. 31% 38% 34% 26% 35% 25% 42% 48% 48% 38% 42% 34% 55% 63% 62% 51% 51% 48% 0% 10% 20% 30% 40% 50% 60% 70% EU5 Spain UK France Italy Germany Source: comScore European Smartphone Penetra on (%of mobile phone users, age 13+) Dec 10 Oct 11 Oct 12 Forms of internet marketing: Mobile media
  • 85. Going Mobile Internet marketing: Some trends Personal Computers Smartphones Tablets 0 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 1,400,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Global Internet Device Shipments Source: Gartner, IDC, Strategy Analy cs, company filings, BI Intelligencees mates
  • 86. Forms of internet marketing: Mobile media Tablets and Mobile • Sales and internet usage growing • Developing countries going mobile
  • 87. Forms of internet marketing: Mobile media
  • 88. Going Mobile • 79% of Facebook visitors in the US use a smartphone or tablet Internet marketing: Some trends • 40% of Facebook’s revenue is now from mobile ads. • By 2016 80% of website page views will happen on a mobile or tablet device.
  • 89. Forms of internet marketing: Mobile media Mobile Types of advertising: • Social media sites • Mobile banners • Text campaigns • Geo-location Designing for mobile
  • 90. Email
  • 91. Forms of internet marketing: Email Email
  • 92. Forms of internet marketing: Email Email
  • 93. Forms of internet marketing: Email Email Mostly used for retention and lead nurture. Many emails are triggers: •Thank you for you order •Your order has shipped, etc.
  • 94. Forms of internet marketing: Email Email Unique issues with email: • SPAM • Clutter • Address changes • People “own” their inbox
  • 95. Forms of internet marketing: Email Email Opportunity for marketers: • Ability to personalize • Ongoing • It is permission-based • Two-way • Forwardable
  • 96. Example of a Digital Campaign
  • 97. Forms of internet marketing: Campaign example Hello Stefan! Hello Stefan! Data- base
  • 98. Some Trends
  • 99. Visual and video • Instagram • Facebook videos • Vine • Pinterest Internet marketing: Some trends • Snapchat
  • 100. Visual and video • Video posts get 267% more links • Google ranks sites with videos higher • Video keeps people on site 2min longer Internet marketing: Some trends • Videos improve landing page conversion 86%
  • 101. Internet marketing: Some trends
  • 102. Information presented graphically Internet marketing: Some trends Infoshare Infographics Cool examples
  • 103. Native Advertising • Advertiser presents content that looks like it is part of the website. Internet marketing: Some trends
  • 104. Native Advertising Internet marketing: Some trends
  • 105. Native Advertising Internet marketing: Some trends
  • 106. Consumer Reviews • Buyers consult 11 online consumer reviews before buying. Internet marketing: Some trends • Consumers ask their network before they buy.
  • 107. Geotargeting Internet marketing: Some trends
  • 108. Ever increasing fragmentation • More sites Internet marketing: Some trends • New networks for smaller segments • More technologies
  • 109. Thank you Jeff Tarran jtarran@wayfindersf.com 415.448.5608 www.wayfindersf.com
  • 110. I’d like to visit Switzerland!