Internet Marketing
Upcoming SlideShare
Loading in...5
×
 

Internet Marketing

on

  • 5,962 views

Internet Marketing.

Internet Marketing.

Statistics

Views

Total Views
5,962
Views on SlideShare
5,296
Embed Views
666

Actions

Likes
29
Downloads
309
Comments
1

17 Embeds 666

http://www.conseilsmarketing.com 332
http://xyofeinstein.wordpress.com 207
http://www.stonepower.fr 74
http://a0.twimg.com 24
http://www.paperblog.fr 9
http://www.linkedin.com 4
http://feeds.feedburner.com 4
http://flavors.me 2
http://www.twylah.com 2
http://depotesfutbol.blogspot.com 1
http://confluence.q4u.de 1
http://www.brijj.com 1
http://www.bonkm.com 1
http://stonepower.fr 1
http://us-w1.rockmelt.com 1
https://twitter.com 1
https://www.linkedin.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Internet Marketing Internet Marketing Presentation Transcript

  • INTERNET MARKETING
  • Hello! My name is Bart.
  • This is my daughter Merel.
  • I’m passionate about coffee.
  • I live and work about coffee.I’m passionate in Ghent.
  • I work at digital agency Netlash-bSeen.
  • @netlash
  • http://slideshare.net/netlash
  • INTERNET MARKETINGKMO Excellence, 7/02/2012
  • Swift and many changes.
  • The online customer cycle‣ The cycle, and how to use it‣ Generate traffic‣ Convert visitors to buyers‣ Optimize‣ Word of Mouth
  • 1. The Online Customer Cycle
  • traffic visitorword of returningmouth visitor buyer
  • traffic visitorword of returningmouth visitor buyer
  • traffic visitorword of returningmouth visitor buyer
  • The online customer cycle‣ Multiple entry points‣ Multiple exit points‣ Multi-channel‣ Measure & attribute‣ Integrated approach
  • Not a funnel!
  • Different smaller funnels, with micro-conversions.Not a funnel!
  • 2. Generate traffic
  • Generate traffic‣ Traditional marketing (offline) ‣ P2P marketing‣ Search ‣ Content marketing‣ Paid search & social ‣ Affiliates & API’s‣ Social ‣ Mobile
  • Offline marketing‣ Get your URL’s right!‣ Attribution‣ Flip from offline to online‣ QR codes?
  • Search‣ Organic search‣ Still biggest traffic driver‣ Attention! Pygmalion effect!‣ Dynamic rankings‣ Black-hat vs. white-hat
  • Organic search‣ On page optimization‣ Link building‣ Social
  • Organic search‣ On page optimization - text, text, text! - information architecture: URL, breadcrumbs, inner linking, pagerank sculpting... - code - attention for meta tags
  • Organic search‣ Link building - value of PageRank? - domain authority - link baiting - RSS
  • Organic search‣ Social - importance of social signals for search - personalized results - networks?
  • Keyword Research‣ Long tail‣ spelling, dialect etc.‣ aim high in the customer journey‣ pains & solutions
  • Paid search‣ Google: search network vs. display network‣ Long tail‣ Specific vs. broad keywords: buying stage‣ Retargeting/remarketing
  • Paid search‣ Social networks = Facebook‣ Targeting‣ Facebook-in or Facebook-out?‣ Traffic vs. engagement
  • Social‣ Let others generate traffic‣ ‘be interesting’‣ Built-in social‣ Cfr. customer cycle
  • Social‣ P2P marketing...
  • Content marketing‣ Content circles‣ ‘curation sweet spot’‣ Editorial agenda‣ Form vs. target audience
  • Let others generate traffic‣ affiliates‣ arbitrage‣ API’s
  • Mobile‣ it’s not a device‣ “on the go”‣ responsive!
  • 3. Conversion
  • Conversion‣ Get people from A to B‣ Remove friction‣ Add velocity
  • Double instrument
  • Remove friction‣ every doubt‣ every uncertainty‣ every hesitation... makes people leave.
  • Remove friction‣ navigation‣ logo, subnavigation, search, language...‣ text: SEO vs. conversion
  • Navigation‣ user centered‣ faceted navigation & filters‣ action based navigation vs. target
  • 4 kinds of surfers
  • 4 kinds of surfers‣ hierarchical‣ search‣ chaos‣ social
  • Add velocity
  • Velocity‣ trust‣ psychology‣ ‘goesting’... gets people moving.
  • Velocity‣ logos‣ link to privacy‣ telephone number, real-world contact‣ testimonials‣ neuromarketing
  • Logos‣ sector & quality organisations‣ fake?‣ adds trust!
  • Privacy‣ next to info-request‣ adds trust‣ (never gets clicked...)
  • Telephone number‣ next to info-request‣ adds trust‣ “If it all goes wrong, someone will help me.”‣ Cfr. customer cycle!
  • Real-world contact‣ security‣ adds trust‣ “It’s not 2 youth delinquents in a garage.”‣ Pictures of owner, building etc.
  • Testimonials‣ don’t fake it!‣ pictures: make them ugly...‣ social reviews?
  • Neuromarketing
  • The power of the brain‣ collecting, reciprocity, social validation, commitment, discovery, concession, scarcity, fear of loss, the endowment effect, choice, Hawthorne effect, clustering illusion, availability cascade, authority bias, competition, zero-risk bias...
  • 4. Optimize
  • Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • Google Analytics?‣ vs. other packages‣ free vs. paid‣ GA Premium (ownership, privacy, real-time)
  • Sources‣ tag everything!‣ channels‣ offline & online!‣ (offline: url-shorteners)
  • medium?source?link?message?format?colour?A/B test!
  • Measuring the conversion funnel‣ combine visit behaviour and e-shop data‣ optimize campaigns & actions based on €€€‣ drive your website content to the best sellers‣ get info on where to invest for traffic
  • Goals & funnels‣ make the interaction measurable‣ goals = quality‣ investigate the drop-outs‣ look for site entries with the highest conversion%
  • entering the leaving thefunnel funnel defined Goal
  • The way of the web‣ cfr. Google‣ launch fast, fail fast‣ incremental
  • Social media monitoring‣ buying intentions‣ trends‣ couponing & actions‣ customer service
  • A/B & multivariate‣ not just for optimizing‣ automate!‣ buying cycle vs. content‣ triggers vs. content
  • Lost buyers‣ e-mail automation‣ remarketing & retargeting in SEA
  • 5. Word of Mouth
  • traffic visitorword of returningmouth visitor buyer
  • Word of mouth‣ advertising = not just awareness‣ leverage your fans/customers/visitors
  • Word of mouth‣ build social into your website‣ micro-conversions: maybe a non-sale is better than a sale?
  • ORGANISATIES Bedrijf Overheid Vereniging COMMUNICATIE STAKEHOLDERSPers Prospect Klant Medewerker Opinion Leader
  • ORGANISATIESMASSAMEDIASTAKEHOLDERS
  • ORGANISATIES DIGITAALSTAKEHOLDERS
  • ORGANISATIES ORGANISATIESMASSAMEDIA DIGITAALSTAKEHOLDERS STAKEHOLDERS
  • Different properties‣ funnel -> parallel‣ one-way -> multi-directional‣ control -> bottom-up
  • Move from tactics to strategy.
  • Start with strategy.Think integrated.
  • Remember 1 thing.
  • It’s not a tsunami.
  • Surf’s up!
  • Conversation
  • Questions?
  • twitter.com/netlashbart@netlash-bseen.bewww.netlash-bseen.be