Web marketing


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Prezentacija "Web marketing" koju je Kristjan Mar Hauksson održao na konferenciji iFront 2010 u junu 2010. godine.

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  • Connects the the physical to the virtual
  • Web marketing

    1. 1. Web Marketing<br />International Partners:<br />
    2. 2. Web Marketing<br />Important<br />
    3. 3. Why is this important?<br />With close to 1.800.000.000 people using the Internet world wide the internet is taking down all barriers<br />
    4. 4. More importantly<br />Mobile phones world wide have passed 4,6 billion with over 3 billion users<br />
    5. 5. The merger of these worlds has begun<br />
    6. 6. Web Marketing<br />Internet versus traditional<br />
    7. 7. The Net is Turning the Advertising World on its Head<br />Increasingly the consumer is in control<br />Technology innovation and broadband penetration foster environment of consumer’s need for relevant and on demand information<br />Marketers held to new levels ofaccountability to Business ROI vs Media ROI<br />Escalating content choices creating new complexities for marketers<br />Consumer shopping behaviors have been radically altered<br />
    8. 8. Into the searchers mind<br />Searcher's intent is either <br />navigational, informational, <br />or transactional?<br />~ Source: 2008 Web-Smart CMO Report<br />80%80% of all <br />searches are <br />informational<br />.(Penn - 2008)<br />
    9. 9. Consumers embrace the Internet!<br />95%of corporate purchasing agents use the Web to research purchases of products and services.<br />93%of consumers use the Internet to research major purchases. <br />64%of net users start purchase research with search engines.<br />127.7 Europe retail e-commerce sales<br />In billions of £ in the year 2009.<br />
    10. 10. Consumer is in Control<br />Shift in the way consumers engage…<br />Visitor Controlled: Pull vs Push – Consumers can engage on their own terms<br />Task Oriented: The consumer is no longer surfing the Web aimlessly; They are on a quest to find, do or buy something!<br />Low Risk: If they don’t like what they see they are just a click away from the back button. <br />Comprehensive: Vast amount of information both empowers and frustrates<br />Transparent: Transparency equates to credibility – consumers demand respect <br />
    11. 11. The Online Brand<br />Brand online is about: <br />Visibility – Attracting customers who are actively looking for you<br />Usability – Engaging customers with clear concise web site that speaks their language<br />Transparency – Retain customers with open dialogue and information that empowers<br />
    12. 12. The Web is Marketing Glue<br />Over 56 percent of marketing<br />executives said that the web was<br />either the hub of their<br />organization’s marketing strategy,<br />or that it will become the hub in<br />the next year.<br />~ Source: 2006 Web-Smart CMO Report<br />56%<br />
    13. 13. People react online<br />
    14. 14. Online Effect of Offline “happening”<br />Case Study:“Volcano goes off in Iceland”<br />The Problem: <br />A small volcano in Iceland starts to erupt <br />Flights are halted and millions are stranded<br />People are interviewed and state “I hate Iceland”<br />Result: <br />Searches for Iceland go up 800%<br />Searches for Iceland travel go up 600%<br />
    15. 15. Take advantage of these changes<br />Feed the need for control and create compelling information consumers will pull and interact with on demand. <br />Test your offline messaging with paid search advertising before it goes live <br />Close the awareness loop with search by monitoring increased demand for new keywords<br />Plan for and take advantage of the increased demand at search engines generated by offline<br />Embrace search in your 360-degree world<br />
    16. 16. New players in town<br />More than 9 in 10 marketers are planning a Facebook presence by the end of 2010<br />World wide social media sites like Facebook, Twitter and LinkedIn have around 1 billion users world wide<br />Facebook just reach 500 million users in May 2010 and is growing fast<br />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. <br />
    17. 17. The mapping cycle of “users” is closing<br />
    18. 18. Early day’s<br />Despite all the hype search marketing is still in it’s infancy<br />There are developed markets like the US and the UK <br />There are emerging markets like Brazil, China and India to mention few<br />There is Europe, countries like Serbia, Bulgaria and even Russia with great and growing potential<br />And let’s not forget possible privacy issues<br />
    19. 19. !<br />Web Marketing<br />Organic Visibility 101<br />
    20. 20.
    21. 21. WhatdoesGooglesay?<br />Google WebMaster tools says it looks at over 200 items when it ranks web sites<br />I say let’s put most our efforts into five of those<br />Good unique descriptive title focusing on your main keywords <title><br />Don’t overfill your page with text for the sake of search engines.<br />Think about the keywords people are actually going to search for<br />Good text that includes all your targeted keywords<br />Don’t lock you text in images<br />Have an option for user reviews and comments<br />
    22. 22. Then there are links<br />
    23. 23. Web Marketing<br />Case Study<br />Pure Organic<br />
    24. 24. Start-up / Case Study<br />What happens when you open an online shop and only use search to market it?<br />Year one - 2004: $4500<br />Close to zero inventory<br />Year two – 2005: $32,500<br />Year three – 2007: $150,000<br />Year three – 2008: $190,000.-<br />Year three – 2008: $360,000.-<br />Year three – 2009: $800,000.-<br />Year three – 2010: est $1,000,000.-<br />Physical store opened in 2009<br />Minimum inventory<br />Three employees<br />What was done:Good CMS<br />Keyword analysis<br />Organic Search marketing<br />
    25. 25. Thank You<br />Kristjan Mar Hauksson<br />Director of Search / Founder<br />kmh@nordicemarketing.com<br />Board of Directors SEMPO<br />International Partners:<br />
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