Holistic approach to eMarketing

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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

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

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