Uhi Workshop Emarketing Presentation

Slide 1: Build it and they will come? UHI eMarketing Course Workshop Vicky Brock vicky@highlandbusinessresearch.com

Slide 2: Build it and they will come? An introduction to eMarketing... eMarketing at UHI a 15 week course taster in 2 hours.... Find out more: www.cpd.uhi.ac.uk Vicky Brock vicky@highlandbusinessresearch.com

Slide 3: Build it and they will come? Who am I? eMarketing & web value course developer for UHI Associate lecturer in web analytics, UBC Canada Workshop leader for the WAA, MRS, Internet Marketing Conference and the eMetrics Summit Board Director of WAA Digital marketer for a decade Rabid blogger at TrackingTourism.com Vicky Brock vicky@highlandbusinessresearch.com

Slide 4: Build it and they will come? And what is eMarketing? It's not just about advertising and promotion: Vicky Brock vicky@highlandbusinessresearch.com

Slide 5: Build it and they will come? Why bother with eMarketing? Your website is here Vicky Brock vicky@highlandbusinessresearch.com

Slide 6: Build it and they will come? What we're going to cover... Part 1: A tall tale of worlds colliding Part 2: Visibility. How might I discover your website exists? Part 3: Relevance. Why exactly would I come to your site? Part 4: The experience. Will I stick around and will I come back? Vicky Brock vicky@highlandbusinessresearch.com

Slide 7: Part 1 - a tall tale of worlds colliding In the beginning, there was IT Vicky Brock vicky@highlandbusinessresearch.com

Slide 8: Part 1 - a tall tale of worlds colliding Consumers flock online in their millions UK has more than 40 million internet users. March 2008, the indexed web contains 50 billion pages. Average UK Internet users now spend 164 minutes online each day, compared to 148 minutes spent watching TV. There are also 7.4 million mobile web users in the UK Vicky Brock vicky@highlandbusinessresearch.com

Slide 9: Part 1 - a tall tale of worlds colliding So where are all your website visitors? The competition is only beginning... Spend on Internet ads will overtake TV in next year. UK is the world’s most developed Internet advertising market, worth $5.6 billion in 2007. Do you know how well you're doing? Vicky Brock vicky@highlandbusinessresearch.com

Slide 10: Part 2 – Visibility, the tool box for being found How might people discover you exist? ? Vicky Brock vicky@highlandbusinessresearch.com

Slide 11: Part 2 – Visibility, the tool box for being found There's no getting away from search Only 25% of people travel through a site via a homepage. The rest search and get straight there. March 2008, UK saw 33 million people make 4 billion searches – 124 searches per person per month. 80% of those were with Google. The top 10 Google properties drive 36% of all UK Internet traffic. Is Google even trumping the url? Vicky Brock vicky@highlandbusinessresearch.com

Slide 12: Part 2 – Visibility, the tool box for being found Paying your way to number 1 Vicky Brock vicky@highlandbusinessresearch.com

Slide 13: Part 2 – Visibility, the tool box for being found Paying your way to number 1 “Car insurance” average cost per click: £9.25 - £13.87 estimated clicks per day: 1,764 – 2,209 estimated cost per day: £16,320 - £30,640 “Churchill car insurance” average cost per click: £3.47 - £5.20 estimated clicks per day: 19 – 23 Vicky Brock vicky@highlandbusinessresearch.com

Slide 14: Part 2 – Visibility, the tool box for being found Optimising your way to number 1 http://www.google.com/local/add Vicky Brock vicky@highlandbusinessresearch.com

Slide 15: Part 2 – Visibility, the tool box for being found Optimising your way to number 1 Find the phrases and words people actually search and assess their relative importance: https://adwords.google.com/select/KeywordToolExternal Vicky Brock vicky@highlandbusinessresearch.com

Slide 16: Part 2 – Visibility, the tool box for being found How else might people discover you? Consumer generated content & web 2.0:  Blogs  Social networking sites  Consumer review sites  Online gaming and specialist communities Your customers trust each other more than they trust you Cost of participation is in time, not direct spend Cannot be controlled, merely steered somewhat! The conversations are happening anyway, participation lets your voice and message be heard too Vicky Brock vicky@highlandbusinessresearch.com

Slide 17: Part 2 – Visibility, the tool box for being found A web 2.0 strategy in action Vicky Brock vicky@highlandbusinessresearch.com

Slide 18: Part 2 – Visibility, the tool box for being found A few rules of engagement Trust & authenticity is king in consumer generated content  Don't fake it!  Be transparent about your identity and motives  Don't ignore comments and contacts  Keep it manageable by remembering the purpose behind what you're doing  Enjoy it (it shows)  Remember - none of this stuff goes away! Vicky Brock vicky@highlandbusinessresearch.com

Slide 19: Part 2 – Visibility, the tool box for being found Rounding up on visibility The options are virtually limitless – but time and budgets are not.... When consumer choice is endless, how do you compete amongst 45 billion other web pages? Relevance is everything Vicky Brock vicky@highlandbusinessresearch.com

Slide 20: Part 3 – Relevance, the thorny issue of why Why would anyone come to your site? \"People want sites to get to the point, they have very little patience\" \"I do not think sites appreciate that Image removed yet ..... They still feel that their site is interesting and special and people will be happy about what they are throwing at them.\" Jakob Nielsen, BBC 24th May 2008 Vicky Brock vicky@highlandbusinessresearch.com

Slide 21: Part 3 – Relevance, the thorny issue of why Getting to a user-centric perspective Exercise in pairs: Person 1: Describe in turn the pages/sections of information on your site Person 2: You're the visitor and you have two possible responses: a) I see, will that help me to XXXX or b) So what problem does that page/info help me solve? Vicky Brock vicky@highlandbusinessresearch.com

Slide 22: Part 3 – Relevance, the thorny issue of why You are not the customer Don't build for the HIPPO Is your online activity for the benefit of you (or your boss) or the customer? Image removed Understanding your customer means you can focus the targeting of your site and marketing, meaning better results. Vicky Brock vicky@highlandbusinessresearch.com

Slide 23: Part 3 – Relevance, the thorny issue of why The scent of relevance... Vicky Brock vicky@highlandbusinessresearch.com

Slide 24: Part 3 – Relevance, the thorny issue of why Rounding up on relevance.... Most people using the Internet will never come to your site – so focus on making it relevant to that small segment that will. Life is short, so is time spent on websites Great marketing is wasted if doesn't drive people to the most relevant landing page. You are not the customer Vicky Brock vicky@highlandbusinessresearch.com

Slide 25: Part 4 – User experience and customer retention Can people do what they came for? Users typically read no more than 20% of the text on a page They are stumped by the smallest usability problems when they visit a new site for the first time. Image removed First-time visitors to a site struggle to correctly interpret menu options and navigate to the appropriate place. Vicky Brock vicky@highlandbusinessresearch.com

Slide 26: Part 4 – User experience and customer retention Trust and customer expectations A website has to earn trust from its visitors 1. The personal touch 2. Reassurance 3. Easy Communication 4. Meets basic needs 5. Don't take our word for it Vicky Brock vicky@highlandbusinessresearch.com

Slide 27: Part 4 – User experience and customer retention Usability testing you can do now Take 5 people (individually) Take 3 “tasks” related to how a genuine visitor might use your site Ask the person to undertake the tasks Image removed Observe silently and note when they do not achieve and cannot find No flashy equipment req! Vicky Brock vicky@highlandbusinessresearch.com

Slide 28: Part 4 – User experience and customer retention Retention, loyalty, upsell The cost of retaining an existing customer/website visitor is often only about 10% of the cost of acquiring a new one.  First step, usability – help them do what they came for the first time.  Second step, capture some data (transaction, newsletter sign up, RSS, blog subscription) that allows you to continue to interact. Email marketing, newsletters, blogs, videos etc – all great for retention marketing – if you have some data.  Automate, segment and be relevant - “what's in it for me?” Vicky Brock vicky@highlandbusinessresearch.com

Slide 29: Part 4 – User experience and customer retention Rounding up on user experience... About 75% of people successfully achieve what they set out to do online, up from 60% First time visitors struggle the most People don't read websites, not do they instantly trust them You can see for yourself how users struggle with your site Gaining repeat visitors means your life becomes much easier and your activities more profitable: Retention = Good first experience + data capture + strong reason to return Vicky Brock vicky@highlandbusinessresearch.com

Slide 30: eMarketing at UHI www.cpd.uhi.ac.uk Thanks! Vicky Brock www.HighlandBusinessResearch.com www.TrackingTourism.com Vicky Brock vicky@highlandbusinessresearch.com