Web marketing

Web Marketing
International Partners:

Web Marketing
Important

Why is this important?
With close to 1.800.000.000 people using the Internet world wide the internet is taking down all barriers

More importantly
Mobile phones world wide have passed 4,6 billion with over 3 billion users

The merger of these worlds has begun

Web Marketing
Internet versus traditional

The Net is Turning the Advertising World on its Head
Increasingly the consumer is in control
Technology innovation and broadband penetration foster environment of consumer’s need for relevant and on demand information
Marketers held to new levels ofaccountability to Business ROI vs Media ROI
Escalating content choices creating new complexities for marketers
Consumer shopping behaviors have been radically altered

Into the searchers mind
Searcher's intent is either
navigational, informational,
or transactional?
~ Source: 2008 Web-Smart CMO Report
80%80% of all
searches are
informational
.(Penn - 2008)

Consumers embrace the Internet!
95%of corporate purchasing agents use the Web to research purchases of products and services.
93%of consumers use the Internet to research major purchases.
64%of net users start purchase research with search engines.
127.7 Europe retail e-commerce sales
In billions of £ in the year 2009.

Consumer is in Control
Shift in the way consumers engage…
Visitor Controlled: Pull vs Push – Consumers can engage on their own terms
Task Oriented: The consumer is no longer surfing the Web aimlessly; They are on a quest to find, do or buy something!
Low Risk: If they don’t like what they see they are just a click away from the back button.
Comprehensive: Vast amount of information both empowers and frustrates
Transparent: Transparency equates to credibility – consumers demand respect

The Online Brand
Brand online is about:
Visibility – Attracting customers who are actively looking for you
Usability – Engaging customers with clear concise web site that speaks their language
Transparency – Retain customers with open dialogue and information that empowers

The Web is Marketing Glue
Over 56 percent of marketing
executives said that the web was
either the hub of their
organization’s marketing strategy,
or that it will become the hub in
the next year.
~ Source: 2006 Web-Smart CMO Report
56%

People react online

Online Effect of Offline “happening”
Case Study:“Volcano goes off in Iceland”
The Problem:
A small volcano in Iceland starts to erupt
Flights are halted and millions are stranded
People are interviewed and state “I hate Iceland”
Result:
Searches for Iceland go up 800%
Searches for Iceland travel go up 600%

Take advantage of these changes
Feed the need for control and create compelling information consumers will pull and interact with on demand.
Test your offline messaging with paid search advertising before it goes live
Close the awareness loop with search by monitoring increased demand for new keywords
Plan for and take advantage of the increased demand at search engines generated by offline
Embrace search in your 360-degree world

New players in town
More than 9 in 10 marketers are planning a Facebook presence by the end of 2010
World wide social media sites like Facebook, Twitter and LinkedIn have around 1 billion users world wide
Facebook just reach 500 million users in May 2010 and is growing fast
According to a November 2009 survey from Business.com, 73% of B2B respondents who were using social media had less than two years of social media marketing experience.

The mapping cycle of “users” is closing

Early day’s
Despite all the hype search marketing is still in it’s infancy
There are developed markets like the US and the UK
There are emerging markets like Brazil, China and India to mention few
There is Europe, countries like Serbia, Bulgaria and even Russia with great and growing potential
And let’s not forget possible privacy issues

!
Web Marketing
Organic Visibility 101

WhatdoesGooglesay?
Google WebMaster tools says it looks at over 200 items when it ranks web sites
I say let’s put most our efforts into five of those
Good unique descriptive title focusing on your main keywords <title>
Don’t overfill your page with text for the sake of search engines.
Think about the keywords people are actually going to search for
Good text that includes all your targeted keywords
Don’t lock you text in images
Have an option for user reviews and comments

Then there are links

Web Marketing
Case Study
Pure Organic

Start-up / Case Study
What happens when you open an online shop and only use search to market it?
Year one - 2004: $4500
Close to zero inventory
Year two – 2005: $32,500
Year three – 2007: $150,000
Year three – 2008: $190,000.-
Year three – 2008: $360,000.-
Year three – 2009: $800,000.-
Year three – 2010: est $1,000,000.-
Physical store opened in 2009
Minimum inventory
Three employees
What was done:Good CMS
Keyword analysis
Organic Search marketing

Thank You
Kristjan Mar Hauksson
Director of Search / Founder
kmh@nordicemarketing.com
Board of Directors SEMPO
International Partners:

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Web marketing

by ITDogadjaji.com on Jun 10, 2010

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Web marketing — Presentation Transcript