WWO Summary Slides

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  • 1. Summary: Introduction
    • The audiences with whom we want to communicate are spending more and more time online – more than on any other media
    • Marketing budgets are also moving onto the web, but not as fast as the audience, resulting in an “opportunity gap”
    • The web has some powerful advantages for marketers – in particular:
      • It is cheap to use
      • You can reach a very wide audience
      • You can deliver messages in any combination of text, images, video, audio
      • Communication can be in both directions
      • You can segment your audience and target different sub-groups very effectively
      • You can measure ROI very effectively
    • The wide range of options available to marketers on the web can be confusing, and this is partly why online marketing spend is lagging behind the migration of the audience online
    • Because the web is very different from traditional media, we need to understand in some detail how it works and how to get the most from it
  • 2. Summary: E-Newsletters
    • Range of different techniques and tactics can be used. P oor creative, badly targeted lists, irrelevant content sent at the wrong time can tarnish a brand.
    • The main challenges:
      • Task #1: Get delivered
      • Task #2: Get opened
      • Task #3: Get read
      • Task #4: Get clicked
    • Publisher e-newsletters provide an effective way to reach a targeted B2B audience They offer : Brand awareness : brand profile and greater awareness/ High impact: limited ad positions per newsletter/ Brand association with a trusted brand and quality content/ New business : high quality leads/ Cost effective route to market/Generates traffic to website/ Reinforcement : Complements other parts of a marketing campaign
    • A large number of people working in businesses rely on e-newsletters as their primary source of industry news
    To help you maximise your E-Newsletters, contact an RBI expert.
  • 3. Summary: Online Display Advertising
    • Think about…
    • … what you’re trying to achieve
    • … how you intend to engage current or potential customers
    • … what you want to say and how you’re going to say it
    • … what success looks like and how you intend to measure it
    • Based on your campaign objectives…
    • … review the most appropriate website (relevant content and target audience, marketing opportunities)
    • … decide on the type of ad and the best placement strategy…run of site, sponsorship, etc
    • … pick the pricing strategy that best meets your objectives…sponsorship, CPM, CPC, CPL or CPA
    • … get the campaign metrics (from the site publisher) and TEST different approaches and frequencies
    To use digital to engage your marketplace, contact an RBI expert.
  • 4. Summary: Online Lead Generation
    • Think about…
    • … Lead Definition - your definition of a ‘qualified’ lead could have a bearing on the success of your campaign and conversion to sales
    • … Customer Buying Cycles - understanding where a customer is within their buying cycle will determine how you respond to them
    • … Lead Generation Strategies - key factors which can affect customer response and the strategies used to engage them
    • … Lead Quality - understanding the customer’s desire for your product, their intention to buy and how you intend to nurture them
    • … Measures of Success - what does success look like and how will you measure it…volume of leads, quality of leads, cost per lead?
    To generate quality leads for your business, contact an RBI expert.
  • 5. Summary: Website Usability Making your website work harder
    • A good user experience can drive users to visit your site more frequency and recommend it to others.
    • Including users in the website design process can ensure you avoid common usability issues such as confusing navigation, poor content prioritisation and/or badly signposted ‘calls to action’.
    • A three step plan to get users involved in your website design…
    • 1: Review your site (Expert review)
    • 2: Talk to your users (Online surveys / Usability labs)
    • 3: Understand your users (Personas)
    To find out how RBI can help you improve your user’s experience, contact an RBI expert.
  • 6. Summary: Search Engine Optimisation
    • Business decision-makers use search engines to find products and services
    • To channel these people to your website, search engines must find, index and rank your web pages highly against search terms you care about.
    • To make sure all your pages get found:
      • Have a clear site structure, with all content accessible in no more than 2 clicks
      • Have an all-content sitemap and an XML sitemap
      • Don’t rely on Flash, Javascript etc for navigation
      • Use a mixture of content types (text, images, video)
      • Get more inbound links to your site
      • Make sure your pages download reasonably quickly
    • To get your pages indexed and ranked highly against key search terms
      • Identify the keywords (words and phrases) that matter to you
      • Make your keywords as specific as possible for each page
      • Use keywords in the right places (URL, page title, headings, text, etc).
      • Use keywords in alt text for images
      • Get high-quality in-bound links from other relevant websites, preferably with keywords in the link text
      • Produce great content, that other people want to link to
    To find out how RBI can help you improve your user’s experience, contact an RBI expert.