Opportunities in Internet Marketing

Opportunities in Internet Marketing David Scanlon | Enterprise Ireland

The EI Internet Marketing Unit
Internet marketing is the most cost-effective way to develop export markets—in advance of, or in parallel with, physical presence
On-line market needs at least same level of planning and resourcing as geographical markets
Failure to exploit on-line market will cede advantage to competitors
Requires integrated strategy, aligned to business development plan, with clear support from senior management in client companies
Client focus currently on website/technology—seeing the Website as piece of ICT rather than part of an integrated marketing strategy

IMU Activities
Emphasis on developing and implementing Internet Marketing strategies
Work with existing EI clients
Strategic Consultancy support available
Events, Client Management Development Programmes
Benchmarking (client self-assessment)
http://www.enterprise-ireland.com/internetmarketingunit

Internet Marketing Maturity
Online Advertising
Web Traffic Analysis
Customer Relationships
SEO
Content
Social Media
Email Marketing

Interim Results
56 companies
Poor performance overall
Why?
don't see opportunity
chasing opportunity, but no strategy
have strategy, but don't have resource to service opportunity

Online Advertising
73% spend ZERO on Internet Marketing
7% allocate budget to display (PPC)
52% get ZERO enquiries from Web

Web Traffic Metrics
82% receive zero traffic from PPC
53% receive zero traffic from organic

Customer Relationships / Continuous Intelligence Gathering

Search Engine Optimisation
55% not using Search Engine Webmaster Tools
48% haven't implemented on-page optimisation
68% not using descriptive anchor text
61% not using rich image alt tags

Content
Strong, specific calls-to-action: 32%
9% measuring effectiveness
Video on site: 29%
Feedback on products and services: 9%
Localised content: 20%

Social 11% blogging, 0% measuring 34% tweeting, 4% measuring 29% on Facebook, 7% measuring 4% using SlideShare, 2% measuring 32% using LinkedIn, 5% measuring 21% on YouTube, 5% measuring 0% podcasting… 2% considering it

Email Marketing
27% measuring results
16% optimise landing pages
18% manage lists
7% link email campaign to CRM system

Not All Doom and Gloom!
3 quick case studies
Openmind Networks
Kent Stainless
Glenisk Organic

Challenge, and opportunity?
Help SMEs think strategically about the Internet
Web presence as part of sales process
Strategy before structure
Agencies should:
Online buyer, market analysis & competitor review;
Review & audit existing Web properties;
Plan online lead generation campaigns;
Develop and extend employee digital skillset.
Agencies should not:
Just build another new website;

Questions?
@ei_dscanlon | @entirl
bestconnected.enterprise-ireland.com

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Opportunities in Internet Marketing

by David Scanlon on Oct 19, 2011

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Opportunities in Internet Marketing — Presentation Transcript