Online Marketing 101

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This is a presentation I recently gave during the Young Professionals Committe for the Canadian Chamber of Commerce in Hong Kong. The presentation was an introduction to fundamental Internet Marketing duties, and touched on topics such as Pay Per Click, SEO, Affiliate Marketing, Web Usability, email Marketing, web analytics, and landing page optimization.

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  • Talk about my past experience (degrees, IM experience)
  • Pros:Business is open 24/7Anyone around the world can find youMeasurabilityMarket EfficiencyCons:Cannot see merchandiseTrust / Privacy issuesCompetition
  • The loudest is no longer a viable strategy- Ads traditionally were an interruption from people’s everyday activities (such as watching TV, going to work etc.)It used to be extremely profitable, where the loudest one always won (Tony the tiger, they’re greeeat!)Today, we see 5000 ads a day, people have started to become resistant to advertising that does not matter to them
  • SearchEngine Revolution!First Search engine, discovered in 1990 at McGill university allowed people to search for filenames across the equivalent of that day’s internet23000 searches being done every secondOffers immediate, relevant results
  • Every search represents an intent, whether it is to look up a fact, find an answer to a question, or to compare pricesThe faster a search engine can solve this intent, the happier the user is
  • PPC enables people to manage their advertising budget, stands for Pay per clickSEO stands for Search engine optimization, which is all the efforts you put into creating a website that is indexable by search engines
  • E-mail Marketing still works!58% of people start their day by reading emails. (Source: Exact Target, 2010)Due to the emergence of smart phones, people now have access to their emails at all times.It is possible to test and tweak email blasts as needed.Permission-based marketingEmails offer a great opportunity to present customers with deals, promotions and inside information.People are more engaged when reading emails then they are when browsing their favorite social media website.
  • Offer list managementStatistics (open rates, clickthrough, conversion rates, segmentation
  • Pros: Access to new leads/ Sales channelsOnly pay for performanceCons:Lose some control of branding (some affiliates are aggressive marketers)Might produce market cannibalisation (example coupon sites & last-click attribution)
  • Talk about social media
  • Web design: design for users first and then for computers- All design considerations must be made to left lift conversion
  • Navigation links where you expect themVery few wordsCould buy within 5 clicks of the homepageTrust logos at the bottom of the websiteAnswering the customer’s question at the moment they arise, as not to overload the website with information, but also to minimize the visitor’s need to search for information
  • Information Foraging:Visitor looking for information on a website is looking for scent, and they will turn back to the hub each time
  • - App is Task specificMobile web should be a stripped down version of your website with only the essential functionalities
  • Web Analytics & optimizationWhat is being measured What is important to measureDescribe Segmentation (where people are coming from, the types of behaviour they are showing on your website)Describe A/B & multivariate testing
  • - Multiplicity strategy- Improving 1% every day leads to 3778% annual gain! Constantly measuring and improving on existing efforts (no matter how small), yields great results in the future
  • Online Marketing 101

    1. 1. Online Marketing 101A day in the life of an Internet Marketer
    2. 2. Intro + | Engagement | Creation | Optimization| Conclusion Outline Intro: The Internet is a Marketer’s holy grail Discover how the internet has changed how companies are doing business. Engage with your audience: Acquiring & interacting with your audience Learn how Search engine Marketing, Affiliate marketing, social media, and other customer retention strategies are making your web strategies more profitable Creating for the web: Building your web strategy Web design & development, Web copyrighting & Mobile development Optimizing your web efforts Improving your performance on the web Discover the advantages of using web analytics, and the types of optimization that can be done while using them. Final Thoughts
    3. 3. Intro
    4. 4. Intro + | Engagement | Creation | Optimization| Conclusion Introduction John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I dont know which half." No Longer True!
    5. 5. Intro + | Engagement | Creation | Optimization| Conclusion
    6. 6. Who > How Many
    7. 7. Acquiring customers
    8. 8. Intro + | Engagement | Creation | Optimization| Conclusion
    9. 9. Intro + | Engagement | Creation | Optimization| Conclusion
    10. 10. Intro + | Engagement | Creation | Optimization| Conclusion
    11. 11. Intro + | Engagement | Creation | Optimization| Conclusion
    12. 12. Intro + | Engagement | Creation | Optimization| Conclusion
    13. 13. Intro + | Engagement | Creation | Optimization| Conclusion
    14. 14. Intro + | Engagement | Creation | Optimization| Conclusion
    15. 15. Website creation & usability
    16. 16. Intro + | Engagement | Creation | Optimization| Conclusion
    17. 17. Intro + | Engagement | Creation | Optimization| Conclusion
    18. 18. Intro + | Engagement | Creation | Optimization| Conclusion
    19. 19. Intro + | Engagement | Creation | Optimization| Conclusion
    20. 20. Intro + | Engagement | Creation | Optimization| Conclusion • IA & navigation • Functionality that works across all browsers • Write for people first • Write for Search Engines second
    21. 21. Mobile Marketing
    22. 22. Intro + | Engagement | Creation | Optimization| Conclusion
    23. 23. Intro + | Engagement | Creation | Optimization| Conclusion
    24. 24. Web Analytics & Optimization
    25. 25. Intro + | Engagement | Creation | Optimization| Conclusion
    26. 26. Intro + | Engagement | Creation | Optimization| Conclusion
    27. 27. Intro + | Engagement | Creation | Optimization| Conclusion Thank you!

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