Introduction to Digital Marketing

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Un exemple de formation présentant les opportunités de marketing internet pour PME. Contient des statistiques sur l'opportunité en Suisse

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  • So based on the eye tracking study we can see where most people clickThe top sponsored links get around 12% of clicksThe right hand side sponsored links get around 13% of clicksWe can see that most clicks happen on the left hand side of Google’s pagePeople click here because this is where they find the information that they are looking forThis is the main reason why we recommend that a website has many web page on it so that you have the chance to introduce your brand, services, products or company to the searcherThis is a term we call “Content Marketing”
  • Now that we know this, how many clicks can you expect if you rank on Google’s 1st pageRead through a couple of these and point out that the number 10 position in organic search can attract over 3 %The reason that PPC position 5 & 7 are higher was really based on the B2B report and it is assumed that these positions got a better click through rate because of compelling adcopy. The better your meta titles & descriptions are, the more chance you have of getting the click against your competitor’s poor descriptionThis information also shows that it is not necessary to be in the top 3 to get clicks to your websiteThat can be expensive and take a considerable amount of time & in the end one may not get a return on investmentThe way we work at WSI is to determine how much more business you need and then to try and get you the necessary amount of leads to get the best return on your online spendWe do this by measuring business goals that you wish to achieveI will show you some actual examples as we go through some of my client’s actual reports
  • Introduction to Digital Marketing

    1. 1. Introduction to Digital Marketing<br />How to Move from Offline to Online<br />
    2. 2. Webinar Slides and Recording<br />FAQ: Will these slides and recording be made available after the webinar?<br />YES<br />
    3. 3. About WSI<br />Provide advanced digital marketing solutions<br />Business of all sizes and industries<br />Our goal is to help businesses:<br />Elevate their online brand reputation<br />Generate more leads through the Internet<br />Tap into new revenue opportunities<br />Take their profit potentials to higher levels<br />World’s largest network of Internet Consultants <br />Service more than 80 countries internationally<br />Corporate head office in Toronto, Canada <br />
    4. 4. Global Knowledge, Local Results<br />Strategic Alliances<br />In-house Expertise<br />Industry certified professionals<br /><ul><li>345 Google AdWords Experts
    5. 5. 35 Google Analytics Experts
    6. 6. 28 Conversion Specialists
    7. 7. 381 SEO content developers
    8. 8. 182 Landing Page developers</li></ul>Best Practices / Case Studies<br />On-going R&D<br />
    9. 9. Benoît Gaillard - WSI Business Performance<br />‘Customers don’t buy strategies, <br />but companies don’t sell without one’<br />1st WSI DM Franchise in Switzerland<br />14y Marketing at <br />Procter & Gamble<br />Ex-Directeur Marketing Global NESTEA<br />JV betweeenCoca-ColaandNestlé<br />Plan marketingpour de grandesmarquesPantene, Head&Shoulders, Pringles, NESTEA<br />Experts WSI<br />On-goingtraining<br />WSI certifiedProductioncenters<br />Ing. Dipl. EPFL<br />Prochede vous<br />
    10. 10. What this Webinar will Cover<br />Context for change: The Digitization of Business <br />Internet Technology Timeline<br />Moving Offline to Online<br />Surf, Search and Social<br />The Digital Era: Switzerland Market Indicators<br />Solutions: Digital Marketing Overview System<br />Digital Marketing System<br />Digital Marketing Elements<br />How to manage successful change<br />Appreciative Inquiry<br />
    11. 11. The digitization of business<br />
    12. 12. It’s a Changing World<br />
    13. 13. Internet Technology Generations<br />Social<br />Search<br />Surf<br />
    14. 14. Less TV watching Better Internet connection<br />
    15. 15. Not TV or Internet <br />but<br />Media mashing<br />TV + Internet + Mobile<br />Radio + Internet + Mobile<br />
    16. 16. Activities online<br />Social<br />Distribute, consume content<br />Gaming: female 43+<br />Ratings<br />
    17. 17. Internet Technology Generations<br />Social<br />Search<br />Interactivity with Devices<br />Digital<br />Surf<br />Digital<br />Consumer <br />Connecting and Conversation<br />Web 2.0<br />Searching for Information<br />Web 1.0<br />Consumer 2.0<br />Consumer 1.0<br />
    18. 18. All Media is Being Digitized<br />Digitization n., the transformation of data from online (physical) to online (digital)<br />- Reach Local<br />
    19. 19. Your Customers are Becoming Digitized<br />Media Consumption<br />10 Years Ago Today* 5 Years From Now<br />© Reach Local.<br />*41% of consumer media consumption is online (Jupiter Research)<br />
    20. 20. …and so is Your Business <br />Build<br />Presence<br />Acquire Customers<br />Retain Customers<br />Manage Reputation<br />© Reach Local.<br />10 Years Ago Today 5 Years From Now<br />
    21. 21. 83% plan to buy onlineSwitzerland ecommerce growing faster than Europe<br />
    22. 22. The New Digital Consumer<br />Users get what they need when they need and where they need it, no matter what.<br />On demand video DVRs<br />Amazon, Ebay and Shopzilla<br />Netflix, Blockbuster.com<br />iTunes<br />… and they tell you and other about it<br />Sharing using email, social networks, writing blogs or uploading videos<br />Product evaluations and user comments<br />
    23. 23. Search, Surf and Social<br />SEARCH<br />SURF<br />SOCIAL<br />
    24. 24. The 3 Conversations Online<br />Social<br />CONSUMER<br />CONSUMER<br />Search<br />Surf<br />BUSINESS<br />© Reach Local.<br />
    25. 25. Consumers Search Online“Consumer-to-Business Conversation”<br />Online: Consumers look for local businesses on Internet search engines <br />Offline: Consumers look for local businesses in the Yellow Pages<br /><ul><li>Opportunity: Advertise specifically to consumers who have an established need for what you offer.
    26. 26. Ideal for: Businesses with products/services that consumers know they need, so they are actively searching for a local provider (i.e. businesses that fulfill a need or want that people type into a search engine).
    27. 27. Example: Linda just brought home a new puppy and searches online for a local vet. </li></ul>© Reach Local. Source: Nielsen NetRatings<br />Search is the #1resource used by consumers looking for a local business<br />72% of all searched traffic is with in 25 miles of where they live or work!<br />
    28. 28. Search #1 Internet usage<br />
    29. 29. Consumers Surf Online“Business-to-Consumer Conversation”<br />Offline: Consumers get their news and entertainment from a few newspapers and magazines<br />Online: Consumers get their news and entertainment from thousands of websites<br /><ul><li>Opportunity: Create awareness for your brand (name) so your business will be the one consumers remember when they’re ready to buy.
    30. 30. Ideal for: Businesses that need a more cost-effective form of brand advertising (i.e. businesses currently advertising on offline media like print, radio & TV).
    31. 31. Example: Susan is reading an article online about caring for her new puppy and sees a banner ad for a local vet.</li></ul>© Reach Local. Source: Jupiter Research, eMarketer<br />Consumers spend over 40% of their online time surfing their favorite sites.<br />
    32. 32. Shift from Press to Online<br />Maps, directions<br />Weather forecast<br />Holiday/travel<br />Recipe<br />Health information<br />Lifestyle<br />Financial information<br />Fashion<br />Expertise<br />
    33. 33. Consumers Socialize Online “Consumer-to-Consumer Conversation”<br />Offline: Consumers give and get referrals and reviews through word-of-mouth<br />Online: Consumers give & get referrals through online conversations and reviews that are stored on social and review sites<br /><ul><li>Business Opportunity: Leverage the Internet to promote your online referrals and manage your online reputation.
    34. 34. Ideal for: Businesses with consumers that have a high emotional or financial investment in the purchase (i.e. businesses that consumers “check out” before purchasing or rely on referrals).
    35. 35. Example: Susan “Googles” the name of the vet she’s considering, then reads several reviews.</li></ul>80% of consumers read online reviews & 90% trust them!<br />© Reach Local. Source: Nielsen NetRatings,kudzu research study<br />
    36. 36. Switzerland leading facebook community in Europe<br />Switzerland 67%<br />Europe 64%<br />UK 82%!<br />
    37. 37. Advertising Opportunity is Online!<br />Search 5%<br />Media Consumption<br />(hours per week)<br />SURF<br />SEARCH<br />Commerce <br />14%<br />Online 50%<br />Surf (content)<br />42%<br />Communication<br />(Email & IM) <br />27%<br />Social<br />(community) <br />12%<br />SOCIAL<br />© Reach Local. Sources: Jupiter Research, Online Publishers Assoc., Google<br />Offline 50%<br />By spending less than 10% of their ad dollars online, local businesses are missing the opportunity to reach consumers where they spend 50% of their time!<br />
    38. 38. It’s a Changing World<br />
    39. 39. Digital marketing overview<br />
    40. 40. Digital Marketing System<br />Grow your business<br />Google search results<br />Syndicate content<br />SMS / Mobile Marketing<br />Social Networks<br />Google advertising<br />Email<br />Optimised Landing pages<br />Digital Mkting Strategy<br />Workshop:<br />‘let‘s make choices‘<br />Analyse and Improve<br />Conversion<br />Traficciblé<br />Strategic choices (target, positioning, competition, resources)<br />
    41. 41. Pay Per Click – 12.2%<br />Organic<br />Search<br />74.3%<br />Pay Per Click<br />13.5%<br />Source: Enquiro & Marketingsherpa<br />Where Do They Click?<br />
    42. 42. How Many Clicks Can You Expect?<br />
    43. 43. Keyword<br />Your business can appear here<br />Paid Advertising<br />
    44. 44. Landing Pages<br />Increase Conversion Significantly<br />
    45. 45. 3 MAIN ELEMENTS<br />Page set-up<br />Content<br />Links<br />Search Engine Optimization<br />
    46. 46. Search Engine Optimization<br />Keyword<br />Don’t forget about the other search engines!<br />Organic SEO Results<br />
    47. 47. Email Marketing<br />Direct mail costs 200% more then Email Marketing <br />(eMarketer.com)<br />Help you to stay in regular contact with your customers<br />Unmatched customer targeting and segmentation<br />
    48. 48. Email Marketing<br />Nurture prospects to customers<br />Provide ongoing value and retain more customers<br />Get repeat business from existing customers<br />
    49. 49. Client Communication<br />
    50. 50. What is an effective SEO/SMO Strategy?<br />A strategy that will help you to…<br />
    51. 51. SEO & Social Media Work Together<br />Adding pages of content as an SEO strategy can be substantially enhanced by SMO<br />Social Media is the new way take your SEO strategy to the level<br />Social Media increases the number of high quality linksand targeted traffic<br />And I’m Social Media.<br />Hello. I’m SEO.<br />
    52. 52. Social Media<br />Metaphor of buffet:<br />Fresh content<br />Credibility of link (facebook page rank 9)<br />Search becoming social<br />+1<br />
    53. 53. Determine Your ROI<br />Web Analytics = Measurement = Accountability & Continuous Improvement <br />Measure and track DMS performances<br />Increase your website conversions<br />Measure your marketing initiatives (Adword, SEO, Email, offline)<br />Determine your ROI<br />Do you know what your Internet business ROI is?<br />
    54. 54. Follow the System!<br />Grow your business<br />Google search results<br />Syndicate content<br />SMS / Mobile Marketing<br />Social Networks<br />Google advertising<br />Email<br />Optimised Landing pages<br />Digital Mkting Strategy<br />Workshop:<br />‘let‘s make choices‘<br />Analyse and Improve<br />Conversion<br />Traficciblé<br />Strategic choices (target, positioning, competition, resources)<br />
    55. 55. It’s About Making More Money…<br />We can show you from our experience how to unlock the true potential of your website and uncover hidden profits for your business.<br />Visit: WSIWisdomBook.com<br />
    56. 56. Exclusive Offers for Webinar participants<br />FREE<br />500CHF<br />
    57. 57. Upcoming Webinar<br />WEBINAR # 2: ONLINE ADVERTISING<br />Building Targeted Traffic –Turning Your Visitors into Customers<br />Date: [Insert date – Day of week, number, year]<br />Time: [Insert time with time zone]<br />[INSERT MONTH]<br />[DATE]<br />
    58. 58. Comment puis-je vous aider?<br />gaillardb@wsibusinessperformance.com<br />www.wsibusinessperformance.com<br />gaillardbenoit<br />[Insert your Facebook page URL]<br />@gaillardb<br />

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