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Holistic  approach to eMarketing
 

Holistic approach to eMarketing

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Holistic eMarketing is effetive marketing making use of all digtial mediums. Make contact for more information.

Holistic eMarketing is effetive marketing making use of all digtial mediums. Make contact for more information.

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  • Tehnologies such as ajax and xml have lead to rich interent experiences that can be shared and syndicated with ease
  • Tehnologies such as ajax and xml have lead to rich interent experiences that can be shared and syndicated with ease
  • Tehnologies such as ajax and xml have lead to rich interent experiences that can be shared and syndicated with ease
  • Tehnologies such as ajax and xml have lead to rich interent experiences that can be shared and syndicated with ease

Holistic  approach to eMarketing Holistic approach to eMarketing Presentation Transcript

  • A HOLISTIC APPROACH TO
    eMARKETING
    Presented by digidude (Klaus Germann)
    MACE CONFERENCE– THURSDAY, 29 OCTOBER2009
  • Who is digidude?
    digidudeis my personal brand...
    Yes but who are you?
    Klaus Germann – Founder Gadzira New Media / CEO Internet AdSales / Interweb entrepreneur
    Graphic designer, web developer, eMarketer and entrepreneur
    Building online experiences since 1998
    Multiple awards for property marketing websites
    eMarketing clients include CPUT, HUMMER, Cadillac & more
    Understanding of traditional and digital marketing with 7 years through the line ad agency experience
    digidude.co.za
    Twitter: digidudeza
  • The internet has changed the
    face of marketing
    forever.
    eMarketing is the future
  • The internet has evolved into an ever changing
    user powered,functional,fast,communication toolthat converges numerous technologies to create one complete real-time platform for just about everything.
  • Video insert from YouTube
    -
    http://www.youtube.com/watch?v=NLlGopyXT_g
  • How has marketing changed?
  • Oldschoolvs Connected
    ADVERTISER
    ADVERTISER
    Monologue
    One Way
    Mass Communication
    Static
    No interaction amongst consumers
    Shotgun approach
    Hard to identify customers
    Hard to manage customers
    Dialogue
    One-to-one marketing
    Real-time
    Dynamic
    Collaborative
    Segmented
    Rich customer interaction
    Rich customer data
    YESTERDAY
    TODAY & TOMORROW
  • eMarketing – Where to start
    eMarketing is all about achieving your marketing goals via digital communications.
    Must start with an objective
    Market analysis / SWOT – lessons learnt
    Must have a plan / strategy
    Must be as inclusive as possible (of eMarketing mix)
    Must ALL be tracked(analytics)
    Must be optimised continuously
    Must echo offline activities
  • eMarketing – planning the journey
    What is the goal of the campaign?Benchmarks to determine success
    Got some money? (or time)Budget makes the web revolve
    What’s the message?Tell them what they want to hear
    What and where is your audience?Define audience demographics and media/web properties on which to execute campaign
    What’s the hook?Make me click on you – creative types and placements – engage me
    Take me where I want to go!Related content that has strong call to action
  • eMarketingmix
    $
    SEARCH
    ONLINE
    ADVERTISING
    SOCIAL / REAL-TIME
    MEDIA
    WebPR & ORM
    WEB PRESENCE
    CONVER$ION
    ANALYTICS
    EMAIL
    VIRAL
    MARKETING
    DIRECTORIES &
    AGGREGATORS
    USER BEHAVIOR
    MAPPING
    AFFILIATES
    OPTIMISATION
  • eMarketingweb presence
    Functionality, Search friendly and then only design
    Must work for users – Quickly
    Persuade users to fulfil YOUR goals/objectives – tell them!
    K.I.S.S. – legible text & simple navigation
    Talk to your audience – personas
    MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps
    Avoid gimmicky rubbish!
    Design gives credibility
    Add value and create buzz
    Run on CMS and be widget ready
    WEB PRESENCE
  • eMarketingweb presence
    Functionality, Search friendly and then only design
    Must work for users – Quickly
    Persuade users to fulfil YOUR goals/objectives – tell them!
    K.I.S.S. – legible text & simple navigation
    Talk to your audience – personas
    MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps
    Avoid gimmicky rubbish!
    Design gives credibility
    Add value and create buzz
    Run on CMS and be widget ready
    PLAN
    DEVELOP
    OPTIMISE
    ANALYSE
  • eMarketingweb presence
    Functionality, Search friendly and then only design
    Must work for users – Quickly
    Persuade users to fulfil YOUR goals/objectives – tell them!
    K.I.S.S. – legible text & simple navigation
    Talk to your audience – personas
    MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps
    Avoid gimmicky rubbish!
    Design gives credibility
    Add value and create buzz
    Run on CMS and be widget ready
  • eMarketingsearch (organic)
    • Harness the “long tail”
    • Develop to be indexed - Every page a landing page
    • Approx. 88% of all clicks on top 5 SERP results*
    • Research to find the correct keywords and keyword phrases (volume, competition, conversion)
    • Quality keyword rich content
    • Max 3 keyword phrases per page
    • Meta, Title, Alt tags
    • Headings & content
    • Quality keyword rich links (internal & inbound)
    • Optimise constantly
    • Avoid “Black Hat” SEO
    SEARCH
    WEB PRESENCE
  • eMarketingsearch (organic)
    • Harness the “long tail”
    • Develop to be indexed - Every page a landing page
    • Approx. 88% of all clicks on top 5 SERP results*
    • Research to find the correct keywords and keyword phrases (volume, competition, conversion)
    • Quality keyword rich content
    • Max 3 keyword phrases per page
    • Meta, Title, Alt tags
    • Headings & content
    • Quality keyword rich links (internal & inbound)
    • Optimise constantly
    • Avoid “Black Hat” SEO
    SEARCH
    WEB PRESENCE
  • eMarketingsearch (organic)
    • Harness the “long tail”
    • Develop to be indexed - Every page a landing page
    • Approx. 88% of all clicks on top 5 SERP results*
    • Research to find the correct keywords and keyword phrases (volume, competition, conversion)
    • Quality keyword rich content
    • Max 3 keyword phrases per page
    • Meta, Title, Alt tags
    • Headings & content
    • Quality keyword rich links (internal & inbound)
    • Optimise constantly
    • Avoid “Black Hat” SEO
    SEARCH
    WEB PRESENCE
  • eMarketingsearch (PPC & CPA)
    SEARCH (PPC & CPA)
    • Fast, prominent SERP placement
    • PPC – Bid auction
    • Advanced targeting (Geo, Gender, Age)
    • Search and content network placements
    • Mistakes can be costly
    • Conversion rate and cost must be optimised constantly
    • CPA only available with conversion tracking – pay for reaching goal
    • Drive traffic to targeted landing pages
  • eMarketingemail (every day)
    • Marketing role often overlooked
    • Possibly the strongest marketing tool
    • Every email must relay the brand message
    • Every email should have a positioning ad/feature
    • All mail should look good! Letterhead?
    • ANALYTICS, ANALYTICS, ANALYTICS!
    • Sent, read, re-read, forwarded, clicked, bounced, unsubscribed
    EMAIL
  • eMarketingemail (direct marketing)
    • Newsletters must add value and have a goal
    • Personalisation rocks! %[name]%
    • Make it easy to manage subscription and unsubscribe
    • Constantly build list – sub forms on site etc.
    • Get a professional to create a template
    • Segment Lists as much as possible
    • ANALYTICS, ANALYTICS, ANALYTICS!
    • Sent, read, re-read, forwarded, clicked, bounced, unsubscribed
    EMAIL
  • eMarketingpromotional mailers
    Professional & attractive
    Links to website
    Personalised message
    Specific call to action (lead to specific landing pages)
    Track user clicks and then interaction with landing point through to conversion = track ROI of mailshot
  • eMarketingsocial / real-time media
    We are not seats or eyeballs or end users or consumers.
    We are human beings – and our reach exceeds your grasp.
    DEAL WITH IT.
    Cluetrain Theses - 1999
  • eMarketingsocial / real-time media
    • Define YOUR strategy
    • Join and leadthe conversation
    • Real-time search the next “big thing”
    • Create and manage a reputation
    • Track and dialogue with influential industry role players
    • Good, fresh input spreads fast and lasts forever
    • Make s fans out of your audience and as a result your best most trusted ambassadors
    • Integration via syndication a must – tie different tools into each other
    • Don’t bite more than you can handle – stagnate and die
    SOCIAL / REAL-TIME
    MEDIA
    WEB PRESENCE
    EMAIL
  • eMarketingsocial / real-time media
    • Define YOUR strategy
    • Join and leadthe conversation
    • Real-time search the next “big thing”
    • Create and manage a reputation
    • Track and dialogue with influential industry role players
    • Good, fresh input spreads fast and lasts forever
    • Make s fans out of your audience and as a result your best most trusted ambassadors
    • Integration via syndication a must – tie different tools into each other
    • Don’t bite more than you can handle – stagnate and die
    SOCIAL / REAL-TIME
    MEDIA
    WEB PRESENCE
    EMAIL
  • eMarketingwebPR & ORM
    Many platforms for distributing (free & Paid)
    Link bait to draw in visitors & further propagation
    Site Keyword strategy aligned inbound links
    Newsworthy and helpful
    Piggy back on search rank & audiences
    Track what's being said – everyone has a voice online
    Participate in the Blogosphere
    Interact with audience (in their space )
    Steer the conversation
    WebPR & ORM
    WEB PRESENCE
  • eMarketingonline advertising
    Numerous formats and cost models
    Dislplay, rich media, sponsorships, sponsored links, press offices etc
    CPM, PPC, CPA, CPL, Flat Rate
    Remember the objective and call to action – avoid “headless wonders”
    Focus on niche audiences
    Target audience segments if possible
    Take visitors to related content with a call to action
    Get value through well planned long term campaigns
    Rich media costly but effective
    Emerging technologies i.e. In video ads
    ONLINE
    ADVERTISING
    WEB PRESENCE
  • eMarketingonline advertising
    Numerous formats and cost models
    Dislplay, rich media, sponsorships, sponsored links, press offices etc
    CPM, PPC, CPA, CPL, Flat Rate
    Remember the objective and call to action – avoid “headless wonders”
    Focus on niche audiences
    Target audience segments if possible
    Take visitors to related content with a call to action
    Get value through well planned long term campaigns
    Rich media costly but effective
    Emerging technologies i.e. In video ads
    ONLINE
    ADVERTISING
    WEB PRESENCE
  • eMarketingviral marketing
    • Can be cheap and effective
    • Make people feel something
    • Do something unexpected
    • Core focus not on product – not an advertisement
    • Allow for syndication – share, download, embed
    • Follow the comments and converse
    • Never restrict access
    WEB PRESENCE
    VIRAL
    MARKETING
  • eMarketingviral marketing
    • Cheap and effective
    • Make people feel something
    • Do something unexpected
    • Not product centred – not an advertisement
    • Allow for syndication – share, download, embed
    • Follow the comments and converse
    • Never restrict access
    Video Source: http://www.youtube.com/watch?v=CVS1UfCfxlU
  • eMarketingmapping
    • Take advantage of map / local search
    • Very meaningful exposure at little to no cost
    • Free listing on leading map search sites
    • Business listings on prominent portals/websites
    • Improve SERP rankings due to map prominence on SERPs
    • Massive mobile internet potential
    • User generated content – reviews
    • Click to call
    WEB PRESENCE
    MAPPING
  • eMarketingmapping
    • Take advantage of map / local search
    • Free listing on leading map search sites
    • Improve SERP rankings due to map prominence on SERPs
    • Massive mobile internet potential
    • User generated content – reviews
    • Click to call
    WEB PRESENCE
    MAPPING
  • eMarketingaffilate marketing
    • Can be VERY rewarding at low cost
    • Costs Affiliate nothing
    • Affiliate displays banners and features content to draw clicks your site/product
    • Affiliate earns set fee or commission based on goal conversion
    • Possible route to monetise web presence
    WEB PRESENCE
    AFFILIATES
  • eMarketingdirectories & aggregators
    • Dmoz.org powers Google directory
    • Credible ones have trusting audiences
    • Seek out directories that are relevant
    • Industry, location etc.
    • Seek out directories that allow for press releases and product/service listing
    • Definite link building benefits for SEO
    • Blog directories – get listed!
    • Blog / content aggregators a must to broaden scope of site
    WEB PRESENCE
    DIRECTORIES &
    AGGREGATORS
  • eMarketingmix - recap
    $
    SEARCH
    ONLINE
    ADVERTISING
    SOCIAL / REAL-TIME
    MEDIA
    WebPR & ORM
    WEB PRESENCE
    CONVER$ION
    ANALYTICS
    EMAIL
    VIRAL
    MARKETING
    DIRECTORIES &
    AGGREGATORS
    USER BEHAVIOR
    MAPPING
    AFFILIATES
    OPTIMISATION
  • THANK YOU!
    digidude.co.za
    Skype: iasklaus
    Mobile:083 703 4647
  • Resources
    Distribution of clicks on Google’s SERPs
    Social media prism
    Further reading
    Google’s new Place Pages – location listings
    SEO vs. PPC
    Viral learning centre
    Viral video chart