An Insider’s Guide to the Technology behind  Internet Marketing   It’s like a Lonely Planet guide  only with less jetlag… ...
The talk <ul><li>Benefits of using technology </li></ul><ul><li>What can be automated? </li></ul><ul><li>Website Technolog...
Benefits of using technology <ul><li>Works for you - Saves Time & Money </li></ul><ul><li>Better understand your clients’ ...
What Can be automated? <ul><li>Lead generation </li></ul><ul><li>Business building </li></ul><ul><li>Client nurturing </li...
Key Website Terms <ul><li>Domain Name Identifies an address on the internet </li></ul><ul><li>Hosting/Server Physical stor...
Website Types <ul><li>Static Content is stored in the page file, data presented all the time changes are typically manual ...
Multimedia Technology <ul><li>MP3 Files -  Compressed sound files </li></ul><ul><li>Video Streaming -  Video playback onli...
Key Internet Marketing Terms <ul><li>PPC - Pay Per Click </li></ul><ul><li>SEO - Search Engine Optimisation </li></ul><ul>...
Getting Domain Names <ul><li>Domain Name Research http://www.bustaname.com   ,  http://www.archive.org </li></ul><ul><li>D...
Why a dedicated Database? <ul><li>Keep records of clients & prospects </li></ul><ul><li>Search contact history with precis...
Using an Internet Marketing Based Database <ul><li>Have your activities work together </li></ul><ul><li>Centralise your ma...
Example of Automation Automatic Data Entry: Contact Name Email Source Time/Date Interests Email  Capture Web Page Segmenta...
Email/SPAM - 3 Steps <ul><li>Spam Act 2003: </li></ul><ul><li>Consent Express or Inferred </li></ul><ul><li>2.Identify Inc...
Express Consent <ul><li>Express:  Direct indication by an addressee that it is ok to send the message </li></ul><ul><li>Eg...
Inferred Consent <ul><li>Inferred:  Consent based on a business or other relationship with the person, and their conduct. ...
Why receive payments online? <ul><li>Save administration time </li></ul><ul><li>Automatic invoicing </li></ul><ul><li>Rece...
Payment Mechanism Terms <ul><li>Internet Merchant Facility Ability to receive credit card payments into your BANK </li></u...
Merchant/Gateway Vs PayPal <ul><li>Merchant/Gateway: Pros: Checkout process is quicker and easier   Funds arrive quicker, ...
Merchant/ Gateway
PayPal
Key Email Marketing Terms <ul><li>Deliverability/Bounce Rate % of people who didn’t get the email </li></ul><ul><li>Open R...
Email Report <ul><li>Bounce Rate = 2.7% Wrong Email? Mailbox Full?  </li></ul><ul><li>Open Rate = 35.1% Subject Line? Timi...
Key Advertising Metrics <ul><li>Impressions -  How many people SAW your Ad? </li></ul><ul><li>CTR - Click Through Rate % o...
Key Traffic Metrics <ul><li>Visits  How many DIFFERENT people saw your page? How many pages did they view? New or Returnin...
Technology and Your Business <ul><li>How is my web site performing now? </li></ul><ul><li>What are my competitors doing on...
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Insider's Guide to the Technology Behind Internet Marketing - Christian Bowman

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My presentation at the Achaeus 2-Day Workshop on Internet Marketing in Brisbane.

April 2008

Bardon Conference Centre

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Insider's Guide to the Technology Behind Internet Marketing - Christian Bowman

  1. 1. An Insider’s Guide to the Technology behind Internet Marketing It’s like a Lonely Planet guide only with less jetlag… Christian Bowman Web Wizard - Achaeus Group
  2. 2. The talk <ul><li>Benefits of using technology </li></ul><ul><li>What can be automated? </li></ul><ul><li>Website Technology </li></ul><ul><li>Leveraging your database </li></ul><ul><li>Email and SPAM </li></ul><ul><li>Payment Mechanisms </li></ul><ul><li>Metrics & Tracking </li></ul><ul><li>Technology and Your Business </li></ul>
  3. 3. Benefits of using technology <ul><li>Works for you - Saves Time & Money </li></ul><ul><li>Better understand your clients’ habits </li></ul><ul><li>Increases control over your content </li></ul><ul><li>Increases your sales </li></ul>
  4. 4. What Can be automated? <ul><li>Lead generation </li></ul><ul><li>Business building </li></ul><ul><li>Client nurturing </li></ul><ul><li>Database segmentation </li></ul><ul><li>Audience surveying </li></ul><ul><li>Content delivery </li></ul><ul><li>Product/Service fulfillment </li></ul>
  5. 5. Key Website Terms <ul><li>Domain Name Identifies an address on the internet </li></ul><ul><li>Hosting/Server Physical storage of your website data </li></ul><ul><li>Website - Pages with content Company Info, Single option landing pages, Blog posts, Shopping Carts, Online Survey, etc… </li></ul>
  6. 6. Website Types <ul><li>Static Content is stored in the page file, data presented all the time changes are typically manual </li></ul><ul><li>Dynamic Content is stored in a database, data is presented when required </li></ul><ul><li>CMS - Content Management System Typically a Dynamic Site which allows users to edit their site themselves </li></ul><ul><li>Blog - Dynamic Site which displays posts according to date - similar to an online diary. </li></ul>
  7. 7. Multimedia Technology <ul><li>MP3 Files - Compressed sound files </li></ul><ul><li>Video Streaming - Video playback online </li></ul><ul><li>Podcasting - Media for download to personal players </li></ul><ul><li>Camtasia - Video recorder of computer screen </li></ul><ul><li>Links to software on resource page </li></ul>
  8. 8. Key Internet Marketing Terms <ul><li>PPC - Pay Per Click </li></ul><ul><li>SEO - Search Engine Optimisation </li></ul><ul><li>Keywords - Significant words or phrases in a website’s content eg. “Gold Coast Accommodation” </li></ul>
  9. 9. Getting Domain Names <ul><li>Domain Name Research http://www.bustaname.com , http://www.archive.org </li></ul><ul><li>Domain Name Registration www.alive.com.au , www. smartyhost .com.au , www. powerpipe .com </li></ul><ul><li>Pre-Ordering Domain Names www. snapnames .com.au </li></ul>
  10. 10. Why a dedicated Database? <ul><li>Keep records of clients & prospects </li></ul><ul><li>Search contact history with precision </li></ul><ul><li>Access a drilled-down audience </li></ul><ul><li>Ability to merge data into mixed formats eg. Send Email, Letters, e-commerce </li></ul>
  11. 11. Using an Internet Marketing Based Database <ul><li>Have your activities work together </li></ul><ul><li>Centralise your marketing operations </li></ul><ul><li>Automate communication sequences Email, Mail, Fax/SMS </li></ul><ul><li>Automate and Schedule activities </li></ul><ul><li>Automatically keep track of your user </li></ul>
  12. 12. Example of Automation Automatic Data Entry: Contact Name Email Source Time/Date Interests Email Capture Web Page Segmentation: Survey Results Email Activity Targeted Content Delivery In less than an hour
  13. 13. Email/SPAM - 3 Steps <ul><li>Spam Act 2003: </li></ul><ul><li>Consent Express or Inferred </li></ul><ul><li>2.Identify Include clear and accurate contact information </li></ul><ul><li>3.Unsubscribe Ensure a functional unsubscribe facility </li></ul>
  14. 14. Express Consent <ul><li>Express: Direct indication by an addressee that it is ok to send the message </li></ul><ul><li>Eg. The addressee has subscribed to your electronic advertising mailing list… </li></ul><ul><li>Or the addressee has specifically requested such material from you over the telephone. </li></ul>
  15. 15. Inferred Consent <ul><li>Inferred: Consent based on a business or other relationship with the person, and their conduct. </li></ul><ul><li>Eg. When purchasing goods or services an addressee has provided their electronic address in the general expectation that there will be follow-up communications. </li></ul>
  16. 16. Why receive payments online? <ul><li>Save administration time </li></ul><ul><li>Automatic invoicing </li></ul><ul><li>Receive payments after hours </li></ul><ul><li>Automatic price changes </li></ul><ul><li>Get money in your account faster </li></ul>
  17. 17. Payment Mechanism Terms <ul><li>Internet Merchant Facility Ability to receive credit card payments into your BANK </li></ul><ul><li>Payment Gateway Ability to accept credit card payments on your WEBSITE </li></ul><ul><li>Shopping Cart Software on your website for customers to make ORDERS for your products & services. </li></ul><ul><li>Check-out – Order form with your CUSTOMER’S DETAILS and PAYMENT </li></ul>
  18. 18. Merchant/Gateway Vs PayPal <ul><li>Merchant/Gateway: Pros: Checkout process is quicker and easier Funds arrive quicker, Hosted on your server, Cons: Expensive to setup Tedious application process </li></ul><ul><li>PayPal: Pros: Free & Easy to setup Cons: Host on PayPal site, Bias towards Paypal members, horrible support – CAN’T CALL </li></ul>
  19. 19. Merchant/ Gateway
  20. 20. PayPal
  21. 21. Key Email Marketing Terms <ul><li>Deliverability/Bounce Rate % of people who didn’t get the email </li></ul><ul><li>Open Rate % of people opening the email </li></ul><ul><li>CTR - Click Through Rate % of people who clicked on a link in the email </li></ul><ul><li>Unsubscribe Rate % of people who unsubscribe after a mail out </li></ul>
  22. 22. Email Report <ul><li>Bounce Rate = 2.7% Wrong Email? Mailbox Full? </li></ul><ul><li>Open Rate = 35.1% Subject Line? Timing? Banned/SPAM? </li></ul>
  23. 23. Key Advertising Metrics <ul><li>Impressions - How many people SAW your Ad? </li></ul><ul><li>CTR - Click Through Rate % of people who saw an Ad/link and then CLICKED CPC - Cost Per Click Total money spent divided by the number of clicks </li></ul><ul><li>CPA – Cost Per Acquisition Average cost per lead based on sales/leads </li></ul>
  24. 24. Key Traffic Metrics <ul><li>Visits How many DIFFERENT people saw your page? How many pages did they view? New or Returning? </li></ul><ul><li>Traffic Source WHERE did my visitors come from? Search, Keywords, Type-in, Advertising or Other websites? </li></ul><ul><li>Content Popularity What are my most popular pages? </li></ul>
  25. 25. Technology and Your Business <ul><li>How is my web site performing now? </li></ul><ul><li>What are my competitors doing online? </li></ul><ul><li>Can I make changes to my website before I know what I need to change? </li></ul><ul><li>Can I do all this in-house right now? </li></ul>

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