Digital marketing

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Digital marketing

  1. 1. Damascus, 19-20 June 2013 TRAINING WORKSHOP BY MUHAMAD SHABAREK
  2. 2. WHO’S IN THE ROOM ?
  3. 3. “THE INTERNET IS BECOMING THE TOWN SQUARE FOR THE GLOBAL VILLAGE OF TOMORROW” BILL GATES, FOUNDER, MICROSOFT
  4. 4. “ALMOST OVERNIGHT, THE INTERNET'S GONE FROM A TECHNICAL WONDER TO A BUSINESS MUST.” BILL SCHRADER, BUSINESSMAN
  5. 5. EXPECTATIONS, WHY ARE YOU HERE ?
  6. 6. PROGRAM (OF DAY I)  Definitions (eBusiness, eCommerce, Digital Marketing, …)  Conversion Funnel  Digital Marketing Strategy  Benefits of Digital Marketing  Segmentation of the market  eMarketing Mix  Website conversion funnel  Techniques of converting visitors to leads and clients (call for actions, affiliate programs, usability)  Techniques of attracting visitors (SEO, Places)
  7. 7. D∑FINITIONS Press Agents Suppliers Investors Staff Customers Other stakeholders
  8. 8. TYPES OF ECOMMERCE Business Customer Government Business B2B C2B G2B B2C C2C G2C B2G C2G G2G Customer Government
  9. 9. CONVERSION FUNNEL
  10. 10. BENEFITS OF DIGITAL MARKETING Closedloop marketing Reach Adaptive Scope Targeting Immediacy Interactivity
  11. 11. SEGMENTATION
  12. 12. MARKETING MIX Product Promotion Price Place People Process • Quality • Image • Branding • Features • Variants • Mix • Support • Customer service • Use occasion • Availability • Warranties • Marketing communications • Personal promotion • Sales promotion • OPR • Branding • Direct marketing • Positioning • List • Discounts • Credit • Payment methods • Free or valueadded elements • Trade channels • Sales support • Channel number • Segmented channels • Individuals on marketing activities • Individuals on customer contact • Recruitment • Culture/image • Training and skills • Remuneration • Customer focus • Business led • IT-supported • Design features • Research and development The perfect marketing mix that suits the client Physical evidence • Sales/staff contact • Experience of brand • Product packaging • Online experience
  13. 13. TECHNIQUES Blogs Ad Campaigns Search Engine Marketing (SEM) Search Engine Optimization (SEO) Forums Marketplaces & Directories VISITORS Call-to-Action Affiliate Programs Email Marketing Public Relations Social Media (SMM) Persuation LEADS Offline Protocols CLIENTS Client Orientation Usability Newsletter Selling Persuation Cross selling Newsletter Web Analytics LOYALS Community Creation Lock In’s
  14. 14. HOW CONVERT VISITORS INTO LEADS OR CUSTOMERS? 1.Call to action 2.Affiliate programs 3.Usability 4.Web analytics
  15. 15. CALL FOR ACTION THE PURPOSE OF THE WEBSITE Every website has to have an objective:  To develop a list of qualified prospects  To enhance our company's professional image  To gain an increase in sales  To offer company information and give the public a  To sell products directly over the Internet taking  To educate customers and potential customers  To make product or service information available to favorable impression  To provide better customer service  To increase public awareness of our company's name, brand or identity  To strengthen brand identification credit cards and checks (e-commerce) current customers  To make product or service information available to distributors  To bring in new clients or customers to our location  To offer a virtual community, a place where users can interact with each other
  16. 16. CALL TO ACTION • Make sure your website is been created with the purpose of achieving your objectives. • Persuade the visitor to do what you want them to do.
  17. 17. WHAT IS AFFILIATE MARKETING? • Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts.
  18. 18. HOW DOES THEY WORK?
  19. 19. USABILITY • Technique that measures the easiness with which people can use a tool or an object. • By making our web page more ‘usable’, we can dramatically increase the number of users interested in our products, and also more inclined to ask for further information • There are several techniques 1) Heuristic usability 2) Usability with eyetracking devices 3) Usability with A/B Testing  Google Website Optimizer
  20. 20. HEURISTIC USABILITY • Certain standard usability norms are to be found on the internet (western world): – Logos must be placed on the upper left-hand side of the screen – Backgrounds underneath texts must be plain – Fonts that can be best read on a screen are Arial and Verdana (in general, those without serif) – Text lines should not exceed 100 characters. – Kerning must be proportional (no justification)  Text alignment brought to the left – Etc…
  21. 21. BIBLIOGRAPHY ABOUT HEURISTIC USABILIATY • “Don’t Make me Think”, Steve Krug • www.Useit.com Jacob’s Nielsen web page.
  22. 22. EYE TRACKING
  23. 23. 29
  24. 24. 30
  25. 25. 31
  26. 26. 33
  27. 27. 34
  28. 28. PRACTICAL EXERCISE 35
  29. 29. 36
  30. 30. 37
  31. 31. 38
  32. 32. ************* 39
  33. 33. 40
  34. 34. A/B Testing with Google Website Optimizer
  35. 35. HOTEL AC VICTORIA SUITES: PRACTICAL CASE • How to increase the conversion ratio with the aid of A/B Testing and web analytics
  36. 36. 44
  37. 37. RESULTS • The conversion ratio from “Price consultation” to “Start of reservation process” improves from 15% to16%. • Even more so, the conversion ratio from “Start of reservation process” to “End of reservation” jumps from 12% to 24%.
  38. 38. NEW SCREEN ORIGINAL SCREEN
  39. 39. NEW SCREEN ORIGINAL SCREEN
  40. 40. ANALYTICS
  41. 41. HOW TO ATTRACT VISITORS? 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Ad Campaigns 4. Blogs 5. Marketplaces & Directories 6. Forums 7. Email Marketing 8. Online Public Relations 9. Social Media Marketing
  42. 42. HOW MANY SEARCH ENGINES ARE THERE ON THE INTERNET?
  43. 43. USEFUL TOOL http://gs.statcounter.com This tool will show us what search engines are most popular in each region or country. The Alexa local rank will also be a useful tool.
  44. 44. SEM Places SEO
  45. 45. SEARCH ENGINE OPTIMIZATION (SEO)
  46. 46. “CONTENT DOESN’T WIN. OPTIMIZED CONTENT WINS” LI EVANS, SEARCH MARKETING GURU
  47. 47. INTRODUCTION of this new The most important tools internet era are search engines. And Google above all. Each time we need information about something, we ask a search engine to find it. But, how do they work? How can we be sure that the search engine will locate our web page?
  48. 48. THE OLD SEARCH ENGINES • Before the Google era, search engines where handmade web page directories (except for Altavista search engine). That meant the following: 1) You had to register your web page in the directory. 2) Then you had to choose a few key words about your web contents. 3) And then you had to write down your web page definition.  ... And when someone searched for a word that you had in your keywords or in you definition, the search engine showed your page.
  49. 49. HOW DO THEY WORK NOW? • Now, search engines are automated web pages indexes. • The crawling Search Engines have to perform three basic tasks: 1. Find web pages and store their contents (they use spiders (robot agents)) 2. Analyze the page contents 3. Process searchers’ queries
  50. 50. THIS PART OF THE PRESENTATION WILL BE ABOUT: • What are the search engine spiders? And how can they read our web page content? • How does Google or any other search engine find our web page? • How can we prevent our web page from being stored in a search engine? • Once we are indexed, how can we come up in the first places of search results (SERP)?
  51. 51. WHAT ARE SEARCH ENGINE SPIDERS? AND HOW CAN THEY READ OUR WEB PAGE CONTENT?
  52. 52. THE SPIDERS •There are hundreds of spiders crawling the web every day: search engine spiders, spiders from spammers, … •They are also known as Robot Agents.
  53. 53. • 64.68.82.14 - - [03/Aug/2003:14:26:11 +0800] "GET / HTTP/1.0" 200 2225 "-" "Googlebot/2.1 (+http://www.googlebot.com/bot.html)" • 200.46.132.9 - - [03/Aug/2003:15:54:29 +0800] "GET / HTTP/1.1" 200 2225 "-" "Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; .NET CLR 1.0.3705)" • 200.46.132.9 - - [03/Aug/2003:15:54:29 +0800] "GET /icons/i/1line.gif HTTP/1.1" 200 76 "http://solocine.com/" "Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; .NET CLR 1.0.3705)" • 200.46.132.9 - - [03/Aug/2003:15:54:30 +0800] "GET /icons/i/1bg.gif HTTP/1.1" 200 3023 "http://solocine.com/" "Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; .NET CLR 1.0.3705)" • 200.46.132.9 - - [03/Aug/2003:15:54:35 +0800] "GET /images/logo3_luz_roja_2.jpg HTTP/1.1" 200 47843 "http://solocine.com/" "Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; .NET CLR 1.0.3705)" • 64.68.85.10 - - [03/Aug/2003:16:37:05 +0800] "GET /robots.txt HTTP/1.0" 404 128 "-" "Googlebot/2.1 (+http://www.googlebot.com/bot.html)" • 64.68.85.10 - - [03/Aug/2003:16:37:06 +0800] "GET / HTTP/1.0" 200 2225 "-" "Googlebot/2.1 (+http://www.googlebot.com/bot.html)" • 62.57.10.48 - - [03/Aug/2003:20:32:10 +0800] "GET / HTTP/1.1" 200 2225 "http://www.montilla.com/" "Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1)"  These are the signs of visitors and spiders on a registry log. You can see how spiders visit this web site. Stats programs like WebTrends and LiveStats analyze the registry logs and show statistics of all the web page activity.
  54. 54. HOW DOES GOOGLE, OR ANY OTHER SEARCH ENGINE, FIND OUR WEB PAGE FOR THE FIRST TIME?
  55. 55. HANDMADE SUBMISSION
  56. 56. SUBMISSION THROUGH LINKS ON THIRD PARTY WEBSITES
  57. 57. SUBMISSION THROUGH GOOGLE SITEMAPS
  58. 58. EXAMPLE OF GOOGLE SITEMAPS
  59. 59. HOW A SPIDER CAN READ OUR WEB CONTENT?
  60. 60. WHICH FORMATS CAN’T BE INDEXED?  Once a spider has found our web we have to make sure that it can read all our web contents.  Spiders can’t pass through:  Javascript code (and some AJAX)  Inside Flash  Inside Pop Up’s  Some buttons  Zones behind a login and password
  61. 61. • If the SE's crawler (or spider) has found your web page, a copy is made and stored in their database.  If the page is already in HTML format, the storage is immediate.  If the page is in some other format, such as PDF or Microsoft Word, then the SE will convert the page into an HTML equivalent.
  62. 62. “CACHED” IS THE IMAGE THE SPIDER SAW LAST TIME IT VISITED YOUR SITE
  63. 63. HOW CAN WE KNOW HOW MANY PAGES WE HAVE INDEXED?  To find out which of your pages have been indexed by Google, type the following into Google's search field: site:YourDomainName.com  And if you want to know in how many of your web pages a word appears, type the following into the search field: site:YourDomainName.com “name”
  64. 64. ANALYZING THE WEB PAGE CONTENTS • Once your web page has been found and stored, the SE will inspect every word and tag and translate it into a mathematical representation in its database. This process is different for each SE and it is strictly confidential. • What is important to know is that at this point the SE do not look at the real web pages, they look at these mathematical representations when they match the searchers’ keywords to the documents in the database.
  65. 65. WHAT CAN I DO IF I DON’T WANT TO BE INDEXED?
  66. 66. THE ROBOTS EXCLUSION PROTOCOL The robots exclusion protocol is followed by all regular spiders. • All spiders try to find a robots.txt page, before beginning to crawl through your page. • In this page, you have to indicate which part of the contents you don’t want spiders to index.
  67. 67. EXAMPLES FOR ROBOTS.TXT PAGES
  68. 68. EXAMPLE
  69. 69. RECOMMENDATION  If you don’t have a robots.txt page, you should have one. Each time a robot searches for it and doesn’t find it, generates a 404 error. So even if you want everything indexed it’s a good idea to create a blank page and name it robots.txt.  More at: www.robotstxt.org
  70. 70. OK, OUR PAGE HAS BEEN INDEXED. AND NOW WHAT?
  71. 71. Now it’s time to fight to be in the first positions!!! Now that you have a basic understanding of how Search Engines work, we'll take a look at what happens when a searcher types in his search keywords.
  72. 72. THE ALGORITHMS • Every Search Engine has its own proprietary algorithm (set of rules or formula) for finding and ranking web sites. • This algorithm is a tightly guarded secret, so Search Engine marketers don't get an upper hand in manipulating their web sites for better rankings.  But we can discuss what generally happens when a Search Engine is given a search query.
  73. 73. THE GOOGLE ALGORITHM (Simplifying...) It’s formed by 2 algorithms:  1- The PageRank algorithm  2- The Relevance algorithm Larry Page and Sergey Brin, Google founders PageRank <> the ranking of pages Page Rank = the Larry Page rank
  74. 74. WHAT IS THE PAGERANK?
  75. 75. THE PAGERANK ALGORITHM • It’s an off-page factor. • The purpose of PageRank is to assign a numerical value to the Web pages according to the number of times that other pages recommend them and according to the PageRank that these pages have. That is to say, it establishes the importance of a Web page. • The PageRank algorithm is complex and it’s formed by many variables and many other minor algorithms.
  76. 76.  The PageRank algorithm is a numerical value that goes from 0 to 10 in a logarithmic scale. This means that it is much more difficult to raise from 5 to 6 than from 2 to 3.  The PageRank algorithm it’s not being calculate whenever we make a search. Google calculates it every certain time (every day though). The tool bar is updated every 3 or 4 months.
  77. 77. HOW CAN I MAKE MY PAGERANK HIGHER? • You need as many links from third parties as possible • You need links from pages with a high PageRank. • You need links from pages with a low number of other outgoing links.  To know your PageRank you must have the Google Toolbar  To know how many links you have from third parties, type the following into Google's search field: link:www.YourDomainName.com
  78. 78. WHAT IS THE RELEVANCE ALGORITHM?
  79. 79. THE RELEVANCE ALGORITHM The logic of this algorithm is the following: • Google wishes to know if your page really verses about the subject that the user is looking for.  To be sure, Google analyzes 2 factors: 1. The Density of some words 2. The Prominence of some words
  80. 80. WHAT IS THE DENSITY OF A WORD? The Density considers the following factors: 1. Word relevance in the general context of indexed pages: in how many pages the word appears. 2. In each page, how many times the word is named divided by the total number of words Export Export Export Export Export Export Export Export Export Export
  81. 81. WHAT IS THE considers the The Prominence PROMINENCE OF A WORD? following factors: 1. Where is the word in each one of the pages. 2. The words that other web pages use to link us (anchor text in links from third parties).
  82. 82. EXAMPLE OF ANCHOR TEXT
  83. 83. THE PROMINENCE INSIDE A PAGE  Google gives relevance points to the words that appear in:  URL  Page title (<title>)  Description  Headings (H1,H2, etc...)  Links  Bold text  Alternative text (ALT)  ...
  84. 84. Dinamic title, different for every page URL SEO friendly Internal links using relevant words Heading defined as H1
  85. 85. TOOL THATtell us the PageRank, www.Ranks.nl WILL HELP US density and the prominence of a web page
  86. 86. EXAMPLE WITH RANKS.NL
  87. 87. SEO PageRank External PR from links Number of links Links Internal Indexed pages from our website Relevance Density In all pages Content In each page Prominence Third party anchor text Different zones of a web page Estructure
  88. 88. HOW TO GET MORE LINKS • Register in as much directories as you can (www.emarketservices.com will help you) • Look what your competition is doing (www.Alexa.com  related links) • Do public relations in blogs • Do public relations on the online press • Be present in social media tools and link to yourself. • Practice cross linking with sites with the same target as you. • Ask your partners and customers to link you.
  89. 89. WHY SEO IS SO IMPORTANT?
  90. 90. SEM Local SEO
  91. 91. - 25 YEARS OLD VS + 25 YEARS OLD
  92. 92. BEING ON GOOGLE PLACES
  93. 93. Local Business Center / Places
  94. 94. SUBMISSION TO THE LOCAL BUSINESS CENTER
  95. 95. GOOGLE MAPS  http://www.google.com/mapmaker
  96. 96. Damascus, 19-20 June 2013 TRAINING WORKSHOP BY MUHAMAD SHABAREK
  97. 97. PROGRAM (OF DAY 2)  Techniques of attracting visitors (SEM, Ad Campagins, Marketplaces and directories, email marketing, public relations in blogs and forums)  Technical Benchmarking  Your Digital Marketing Strategy  Web 2.0 and Social Media Marketing  Web 3.0
  98. 98. SEARCH ENGINE MARKETING (SEM)
  99. 99. SEM
  100. 100. HOW DOES IT WORKS? • You create your ads • You choose keywords, which are words or phrases related to your business. • The ad is displayed on Google and Google’s network.
  101. 101. 2 WAYS OF DOING SEM Advertising based on a keyword search  Advertising based on a keyword search could take place through a search engine such as google.com, or a search engine partner site, such as shopping.com. For example, Google offers a service called AdWords, which allows companies, for a small fee, to have a link to their website featured when a user searches a specific keyword which the company specified. Advertising based on content context  Many search engines (e.g. Google, Yahoo! Search) have partner websites with specific content. The websites agree to let the search engines place contentspecific advertising on their website, in return for a fee. The search engine then finds companies interested in advertising on websites with their desired content. For example, an online dog food retailer might have their advertisement placed on a site about dogs.
  102. 102. Acquisition cost of a visit Acquisition cost of a customer Number of customers
  103. 103. HOW DO GOOGLE ORDER THE ADWORDS? • The Google Adwords Ordering Algorithm: 1. Cost per thousand (CPM) = what you pay to have your ad appear a thousand times 2. The more you pay (CPC)  better you rank. 3. The better your click through is (CTR) better you rank 4. Your landing page comprises the words searched  better you rank
  104. 104. EXEMPLE Target: medical tourism Segment: Clinica Teknon. Value proposition: Big suites with wifi connection. Key words targeted: Hotel + cerca + Teknon
  105. 105. EXEMPLE Target: Long term tourism. Segment: English speakers who stay in Barcelona for more than 15 days Value proposition: Big suites, special offer for long term, wifi, and free minibar. Key Words targeted: Hotel Long stay Barcelona, hotel long term Barcelona
  106. 106. CHOOSE THE RIGHT www.Google.com/Trends KEYWORDS www.Wordtracker.com www.Keydiscovery.com www.Google.com/adwords
  107. 107. SEM RUSH FOR URL
  108. 108. EXAMPLE WITH SEM RUSH WITH KEY WORDS
  109. 109. AD CAMPAIGNS
  110. 110. DEFINITION • Advertising is drawing public attention to goods and services by promoting businesses, and is performed through a variety of media. • With the dawn of the Internet have come many new advertising opportunities: Popup, Flash, banner, and email advertisements...  "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." - John Wanamaker, father of modern advertising (this is not true on the Internet)
  111. 111. FORMAT WISE  Ads could be classified in: 1. Textual Ads. 2. Banner Ads. 3. Videos. 4. Sponsored posts (we will see them at Public Relations) 5. Rich Media
  112. 112. DIFFERENT WAYS OF AD CAMPAIGNS • Pay per click  you pay each time a user clicks your ad. • Impression campaigns  you pay per impression • Sponsorship  you pay for the ads displaying time.
  113. 113. PAY PER CLICK This is the publicity used by search engines and their partner websites
  114. 114. IMPRESSION CAMPAIGNS Publishers pay each time an ad is clicked Banner ads
  115. 115. SPONSORSHIP The publisher pays to have his logo displayed for a period of time.
  116. 116. TYPE OF ADS • Text Ads • Graphic ads (banners, pop ups, pop under, etc…) • Rich media ads • Email ads (ads on emails)
  117. 117. MARKETPLACES & DIRECTORIES
  118. 118. MARKETPLACES • A marketplace is the space, actual or virtual, in which a market operates. • The growing prevalence of internet access has enabled new markets to emerge online. • There are lots of Marketplaces for every industrial sector. • It’s important for you that your products appear in as many marketplaces as possible.
  119. 119. MARKETPLACES EXAMPLES • Perhaps best known among these marketplaces is eBay (www.ebay.com), an enormous globally available auction house. • For tourism: www.atrapalo.com, www.expedia.com www.LastMinute.com o www.TravelPrice.com • Factory Outlets: www.solostocks.com, www.Alibaba.com • Transportation: www.mercatrans.com, www.Wtransnet.com  All B2B marketplaces are listed at: www.emarketservices.com
  120. 120. DIRECTORIES EXAMPLES • Yahoo Directory • DMOZ (human directory)  www.dmoz.com • Wikidweb  www.wikidweb.com • Logismarket  www.Logismarket.com • Kompass  www.kompass.es • Europages  www.Europages.es • …
  121. 121. PRIVATE MARKETPLACES / PRIVATE OUTLETS • Importers and wholesellers selling direct to end consumers.
  122. 122. EMAIL MARKETING
  123. 123. DEFINITION • E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience. • However, the term is usually used to refer to:  Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business.  Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately.  Adding advertisements in e-mails sent by other companies to their customers.
  124. 124. ADVANTAGES • E-mail marketing is popular with companies because:  Compared to other media investments such as direct mail or printed newsletters, it is less expensive.  Return on investment has proven to be high when done properly.  It is instant, as opposed to a mailed advertisement, an e-mail arrives in a few seconds or minutes.  It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in.  It is easy to track.
  125. 125. DISADVANTAGESe-mail marketing Many companies use to communicate with existing customers, but many other companies send unsolicited bulk e-mail, also known as spam. It is frequently difficult for observers to distinguish between legitimate and spam e-mail marketing
  126. 126. WHERE TO BUY EMAIL ADDRESSES
  127. 127. WHEN TO SEND THE EMAILS?
  128. 128. Font: http://www.clickz.com/img/preferred_sending_day_for_B2B.html
  129. 129. EMAIL REPORTING (EXAMPLE OF EMAIL CAMPAIGN)
  130. 130. PUBLIC RELATIONS IN BLOGS
  131. 131. BEING PRESENT IN BLOGS Our objective is to achieve: 1. Reviews of our products or services. 2. Links to our website. • A link will increase our direct traffic. • A link will help in our SEO strategies
  132. 132. BLOGGER MARKETPLACES
  133. 133. PUBLIC RELATIONS IN FORUMS
  134. 134. BEING PRESENT ON FORUMS • They are as important as blogs, and have the same double objective (awareness and SEO) • We have to monitorize our brands and products.
  135. 135. INTERESTING TOOL  Google Alerts: www.google.com/alerts
  136. 136. ONLINE PRESS PUBLIC RELATIONS
  137. 137. DEFINITION (PR) is the art of Public relations managing communication between an organization and its key publics to build, manage and sustain an accurate image. •Traditional PR extended to online. •By definition, a press note has no cost.
  138. 138. BENEFITS FROM PR ONLINE • Extend your presence to individuals on online news and on the web in general  branding. • Increase the number of links from third parties  Increase PageRank. • Deliver traffic direct to your site or through search engines. Press Notes
  139. 139. HOW TO MAKE A MARKET ANALYSIS
  140. 140. ONLINE COMPETITION AND BENCHMARKING  Objectives:  To discover who is your competition in the market you wish to attack.  To discover what your competition is doing on the internet.  To build a sustainable competitive advantage.  We analyze:  Technical benchmark (Alexa Rank Google PageRank, Links in, pages indexed on Google)  Marketing benchmark (targeted segments, value proposition, online marketing actions, web functionalities, etc.)
  141. 141. THE ALEXA of Top Sites available by Alexa has lists RANK country, language or category. Alexa has built a database of information about sites, that includes statistics, related links and other useful information. All this information can be found on Alexa's Site Overview pages, Traffic Detail and Related Links pages.
  142. 142.  The PageRank algorithm is a numerical value that goes from 0 to 10 in a logarithmic scale. This means that it is much more difficult to raise from 5 to 6 than from 2 to 3.  Not every time we make a search is The PageRank algorithm calculated. Google calculates it every certain time (everyday though). The Google tool bar is updated every 3 or 4 months.  http://www.prchecker.info/ check_page_rank.php
  143. 143. INDEXED PAGES IN GOOGLE  To find out which of your pages have been indexed by Google, type the following into Google's search field: site:YourDomainName.com (without www, and without space between : and your domain name)
  144. 144. EXAMPLES OF TECHNICAL BENCHMARKING 168
  145. 145. BENCHMARKING GRAPH
  146. 146. MARKETING BENCHMARK I  Defining your market and targeting it through your website: • The easiest way to begin defining your primary, secondary and any possible niche markets is to look at the current clientele. • Create a spreadsheet of current customers by creating column headings.You can start with customer name, business name, industry type, services and/or products purchased, and total amount spent over a particular time period. • Look for patterns. • Check your competition: look whom they are targeting through their website. • Check online benchmarking tools as Google Trends for websites and Alexa.
  147. 147. EXAMPLE • Here’s an example of how a roofing business might define its target and niche markets: Primary Target Market: Industrial & Commercial Buildings Secondary Target Markets: Residential Repair, Real Estate Managers Niche Markets: Hospitals, Elementary Schools
  148. 148. THEunique value a business offers to The VALUE PROPOSITION its customers. It's why your customers will want to do business with you. Discover the needs of each targeted segment and show them your solutions.  It’s easy if before thinking about your value proposition, you change to a market orientated definition of your business. “Principles of the New Marketing” by Philip Kottler
  149. 149. EXAMPLES 173
  150. 150. SEGMENTATION 174
  151. 151. OBJECTIVES Decide which of all possible segments of our target will be attacked through internet. Decide our value propositions for each segment. 175
  152. 152. EXAMPLE 176
  153. 153. BUILDING AN EFFECTIVE WEBSITE
  154. 154. HOW TO HAVE A BETTER WEBSITE STRUCTURE • Select a proper domain name (if you can) • Create a page for every concept, in your website. • Follow a tree structure. • Use URL SEO friendly • Use a persuasive description metatag • Host your pages in a proper ISP • Define your website language properly
  155. 155. WHY HOSTING IS IMPORTANT
  156. 156. ...
  157. 157. LANGUAGE DEFINITION
  158. 158. SLOVENIAN???
  159. 159. PERSUASIVE <DESCRIPTION>
  160. 160. CHOOSE THE RIGHT www.Google.com/Trends KEYWORDS www.Wordtracker.com www.Keydiscovery.com www.Google.com/adwords
  161. 161. HOW TO CREATE MORE CONTENT • From images and multimedia content (well labeled) • With RSS feeds and mashup content (using widgets). • Including related press articles • Creating a press zone • Creating a blog or a forum • Including comments and opinions • Including listings, tops, ranking, etc… • Translating to more languages
  162. 162. LAST MINUTE ADVICES… • Don’t forget that your page has to be read by humans. Keep spiders on your mind, but think that the objective of being naturally well ranked in search engines is to have more customers. • Don’t cheat, it’s not worth it.
  163. 163. WEB 2.0 & SOCIAL MEDIA MARKETING (SMM)
  164. 164. 188
  165. 165. KEY ASPECTS OF WEB 2.0 1. Interpersonal computing 2. Web services 3. Software as a service
  166. 166. 1. INTERPERSONAL COMPUTING It’s about using online technology to connect people into other.  Social Networking.  Wikis  Blogs  Online Videos  etc.  People can ad and access content, messages and commends.
  167. 167. 2. WEB SERVICES Web services are components of online functionality that can be put together (like a Lego puzze) to create a new integrated online offering or mashup. For example:  Payment Services  Maps  Videos  Etc.
  168. 168. 3. SOFTWARE AS A SERVICE This involves application functionalities being delivered through internet.  Text editors.  Spread sheets.  CRM applications  CMS applications  etc.
  169. 169. NEW BUSINESS STRATEGY FOR WEB 2.0 Website Web 1.0 Web 2.0 Website
  170. 170. SOCIAL MEDIA MARKETING (SMM) There are lots of Social Media Sites:  Facebook & myspace  Twitter  Linkedin & Xing  aSmallWorld  etc…
  171. 171. OBJECTIVE Our presence in Social Media Sites has many objectives: 1. Branding. 2. Achieve the major number of people being on your communication circle. 3. Acquire information about the consuming habits of your target and their segments. 4. Attract visitors to our webpage. 5. To be trendy and to have an excuse to made a press note. 6. Fidelize customers 7. Discover new customer segments. 8. Follow people to have relevant information.
  172. 172. ALL WHAT WE CAN DO Daily Weekly From time to time Twitter Facebook blog SlideShare YouTube Linkedin
  173. 173. AUTOMATION THE KEY TO SUCCESS IN SMM Blog Twitter Face book Linkedin Youtube
  174. 174. THE COMMUNITY MANAGER Is the person in charged of handling your business profiles in all media sites.  Takes care of your profile.  Interact with your customers and prospects.  Looks for new trends.
  175. 175. CORPORATE REPUTATION ONLINE You need to know what people are saying about your company, products, or services online. Building a Good Corporate Reputation Online is a priority for many industries.
  176. 176. 204
  177. 177. EXEMPLE 205
  178. 178. 206
  179. 179. … WEB 3.0
  180. 180. AUGMENTED REALITY
  181. 181. INTERNET CONNECTION EVERYWHERE AND FOR EVERYTHING
  182. 182. INTELLIGENT AGENTS  In our mobile (or any other device connected) will live intelligent agents that help us (find information, search, etc.)..? This requires that all databases following standards (Semantic Web)

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