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Introduction to Digital Marketing
 

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

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 Introduction to Digital Marketing Presentation Transcript

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