7. Electronic Marketing What does this all have to do with marketing?• Marketing is about conversations, and the Internet has become a hub of conversations.• The connected nature of the Internet allows us to follow and track these conversations, and provides entry points for all parties. Source: introduction to emarketing by Quirk
8. Electronic Marketing The Brand
9. Electronic Marketing Domain
10. Electronic Marketing The Domain
11. Session 2
12. Search Engine Optimization
13. • Techniques by which you optimize your web pages, photos, and even videos to maximize search engine rankings.• When people are conducting an online search for the type of product or service you provide, they will use their favorite search engine. Type in one or two words.
14. Search Engine Optimization• Put words on your page• Think about the words people use to find you• User Generated content• Tag, Tag, Tag
15. BLOG / WEBSITE
16. BLOG• Web LOG – a website that is maintained by an individual with regular entries or posts that include commentary, thoughts, ideas, photos, video, and or audio.• Business or Personal
17. Tips for blogging• Use Wordpress• Post often• Use catchy post titles• Ask open ended questions• Comment on other blogs• Use Twitter• Make the RSS feed obvious• Provide RSS – to – email option
18. Tips for Blogging• Use images in your posts• Use header tags• Read the remaining http://www.davidrisley.com/50-rapid-fire-tips- for-power-blogging/
19. Website tips• Home page• Show you’re a real organization, with real people, offering real business• Explain why the real people at your real company should be trusted• Make it painfully easy for visitors to contact you
20. Website tips• Signal You’re still there ---- often• Create a captivating, appropriate visual site design
21. Strategy• Who is your audience• What is your concept / design / engagement• Who is your competition (What are they doing)• Build / Test• Engage• Revise
22. Audience• Audience - Consumes content and represents an opportunity for an interactive relationship
24. Online ConceptAn online community for people who areinterested in organic gardening. The communitywould feature expert advice on how to grow awide variety of vegetables. The website for thecommunity would feature photos and videosshowing the different aspects of starting andmaintaining an organic garden. Communitymembers would be encouraged to upload theirown photos, videos and share their organicgardening experiences.
25. Online Concept• Community members would also be able to rate and comment on different products available to organic gardeners. This web site would also offer a vegetable exchange center where people can barter and trade their organic produce.”
31. "What are the elements of a successful viral campaign?"A person views the content and thinks that its so… Awesome/funny/shocking that they feel the need to share it with AT LEAST two other people.
32. "What are the elements of a successful viral campaign?"These people have the same reaction and, in turn, share it with AT LEAST two other people.
33. "What are the elements of a successful viral campaign?"The idea is that each single person passes the content on to more than one other person, and in that way, the number of views grow rapidly and the piece of content becomes viral.
34. "What are the elements of a successful viral campaign?"The problem is that this almost never happens in real life. The majority of content that we view, we never share. Even if your video is the greatest video ever, only a small group of its viewers will share it. Therefore on average, every single viewer will not pass it along to two other people.
35. "What are the elements of a successful viral campaign?"• In fact, for the vast majority of content, every single viewer will pass it on to less than one other viewer, until it eventually stops being spread around. Except in very rare, spontaneous instances, it is unwise to expect and of your content to truly "go viral".
36. Are there ways that you can fake it?• In the hypothetical, you were hoping one person would plant a seed that would grow like crazy. But you dont need to start with just a seed.
37. Who do you Know?You probably have a list of email subscribers, and you have social media profiles, and connections with a few blogs or news agencies.
38. Tap your Existing Resources• If you tap these resources and coordinate a well-orchestrated launch for the piece of content, then the content will be able to draw tons of views in a short period of time.
39. If it looks like a virusA lot of popular sites (like YouTube) look for content that seems to be suddenly sparking a lot of interest and they start promoting it on their own.
40. Make it to the front pageIf you make it on the front page of YouTube or Slideshare, that in turn draws tons of new hits, and your piece of content spreads outside of your original circle like wildfire.
41. Email Marketing
42. Email Marketing
43. Email Marketing• Do you have a low open rate?• Then take a look at your subject line.• Is it short and to the point? It should be between 30 and 40 characters,• and no more than 5-8 words?• Does it incorporate a clear and specific WII-FM (What’s In It For Me)?• Does it look like spam?
44. Email MarketingConsider your delivery day and/or time.• Industry statistics suggest that recipients are more receptive to offers in the• mid-day, mid-week timeframe. Remember the psychographics. Get into your• customer’s head. What are they doing and when are they doing it.
45. Email Marketing• Evaluate your mailing list.• What is the age of the list?• What is the list quality?• How were the names collected?• What is the frequency you mail to this list, and;• Are you providing a strong enough WII-FM?
46. Email MarketingDo you have a low click-through rate?• Again, look at your WII-FM. It may not be strong enough or clear• enough.• Is your copy too long? It may be keeping your WII-FM from standing out.• Stick to simple words, short phrases and paragraphs of 1-3 short sentences.
47. Email Marketing• Does your WII-FM fulfill the promise of your subject line?• Make sure you create a sense of urgency. Limit the WII-FM to a specific time period or, for example, the first 50 customers or use a time period "Until June 3rd".
48. Email MarketingDo you have a high Unsubscribe Opt-Out rate?• Always pay attention to your unsubscribe rate to be sure you are not losing• more than .5% of your subscribers per month. If you are, then:• You may be over-communicating (too frequent), with your recipients.• You may be targeting poorly. Be sure you send the right WII-FM to the right people, segment properly.
49. Your email campaign checklist1. Accurately define your definition of “conversion”. Are you trying to:• Motivate purchases?• Reinforce your brand?• Bring visitors back to visit your site or store? Remember the “Cost of• Customer Acquisition"?• Read an article?• Prompt requests for more information?• Schedule appointments or sign up for a service?• Email Pass-Alongs.• Drive traffic to your 800 number?• Drive traffic to your retail locations (B to C and B to B)?
50. Your email campaign checklist2. Accurately define your audience. Are you targeting:• A segment of your customer base?• Your entire house list?• A rental list of prospects?• What are their specific interests?• What is important to them (WII-FM)?
51. Your email campaign checklist3. Accurately define your message (WII-FM)• Use psychographics to determine how to describe in hot button words the• WII-FM in your offer.
52. Your email campaign checklist4. Define your purpose.• Now that you understand your definition of conversion your audience, and you• how can best communicate with them. Next, think about what kinds of• Campaigns you may want to use. You have many options including: Newsletters, Holiday or seasonal promotions, Preferred customer sales,• New product or service announcements,Press releases,• Industry updates
53. Your email campaign checklist5. Accurately define your delivery timing.• Get into the psychographics of your customer. When is your customer most likely to open and read your message? While your customers may vary, a mid-day delivery is most often better than mornings or evenings.• Choosing the right day of the week is also important. Tuesday and Wednesday achieve better results than the beginning or the end of the week.• Again, the psychographics say that Monday, your customers are indiscriminately emptying their inbox from the weekend. Friday, their minds are on finishing up the week and starting their weekend.
54. The CAN-SPAM ActEach separate email in violationof the CAN-SPAM Act is subject topenalties of up to $16,000, sonon-compliance can be costly.
55. The CAN-SPAM Act• Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.• Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.• Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.• Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.
56. The CAN-SPAM Act• Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand..
57. The CAN-SPAM ActCreative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt- out requests
58. The CAN-SPAM Act• Honor opt-out requests promptly. Any opt- out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days.
59. The CAN-SPAM ActYou can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request.
60. The CAN-SPAM Act• Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law..