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Internet Marketing

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Internet Marketing.

Internet Marketing.

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  • 1. INTERNET MARKETING
  • 2. Hello! My name is Bart.
  • 3. This is my daughter Merel.
  • 4. I’m passionate about coffee.
  • 5. I live and work about coffee.I’m passionate in Ghent.
  • 6. I work at digital agency Netlash-bSeen.
  • 7. @netlash
  • 8. http://slideshare.net/netlash
  • 9. INTERNET MARKETINGKMO Excellence, 7/02/2012
  • 10. Swift and many changes.
  • 11. The online customer cycle‣ The cycle, and how to use it‣ Generate traffic‣ Convert visitors to buyers‣ Optimize‣ Word of Mouth
  • 12. 1. The Online Customer Cycle
  • 13. traffic visitorword of returningmouth visitor buyer
  • 14. traffic visitorword of returningmouth visitor buyer
  • 15. traffic visitorword of returningmouth visitor buyer
  • 16. The online customer cycle‣ Multiple entry points‣ Multiple exit points‣ Multi-channel‣ Measure & attribute‣ Integrated approach
  • 17. Not a funnel!
  • 18. Different smaller funnels, with micro-conversions.Not a funnel!
  • 19. 2. Generate traffic
  • 20. Generate traffic‣ Traditional marketing (offline) ‣ P2P marketing‣ Search ‣ Content marketing‣ Paid search & social ‣ Affiliates & API’s‣ Social ‣ Mobile
  • 21. Offline marketing‣ Get your URL’s right!‣ Attribution‣ Flip from offline to online‣ QR codes?
  • 22. Search‣ Organic search‣ Still biggest traffic driver‣ Attention! Pygmalion effect!‣ Dynamic rankings‣ Black-hat vs. white-hat
  • 23. Organic search‣ On page optimization‣ Link building‣ Social
  • 24. Organic search‣ On page optimization - text, text, text! - information architecture: URL, breadcrumbs, inner linking, pagerank sculpting... - code - attention for meta tags
  • 25. Organic search‣ Link building - value of PageRank? - domain authority - link baiting - RSS
  • 26. Organic search‣ Social - importance of social signals for search - personalized results - networks?
  • 27. Keyword Research‣ Long tail‣ spelling, dialect etc.‣ aim high in the customer journey‣ pains & solutions
  • 28. Paid search‣ Google: search network vs. display network‣ Long tail‣ Specific vs. broad keywords: buying stage‣ Retargeting/remarketing
  • 29. Paid search‣ Social networks = Facebook‣ Targeting‣ Facebook-in or Facebook-out?‣ Traffic vs. engagement
  • 30. Social‣ Let others generate traffic‣ ‘be interesting’‣ Built-in social‣ Cfr. customer cycle
  • 31. Social‣ P2P marketing...
  • 32. Content marketing‣ Content circles‣ ‘curation sweet spot’‣ Editorial agenda‣ Form vs. target audience
  • 33. Let others generate traffic‣ affiliates‣ arbitrage‣ API’s
  • 34. Mobile‣ it’s not a device‣ “on the go”‣ responsive!
  • 35. 3. Conversion
  • 36. Conversion‣ Get people from A to B‣ Remove friction‣ Add velocity
  • 37. Double instrument
  • 38. Remove friction‣ every doubt‣ every uncertainty‣ every hesitation... makes people leave.
  • 39. Remove friction‣ navigation‣ logo, subnavigation, search, language...‣ text: SEO vs. conversion
  • 40. Navigation‣ user centered‣ faceted navigation & filters‣ action based navigation vs. target
  • 41. 4 kinds of surfers
  • 42. 4 kinds of surfers‣ hierarchical‣ search‣ chaos‣ social
  • 43. Add velocity
  • 44. Velocity‣ trust‣ psychology‣ ‘goesting’... gets people moving.
  • 45. Velocity‣ logos‣ link to privacy‣ telephone number, real-world contact‣ testimonials‣ neuromarketing
  • 46. Logos‣ sector & quality organisations‣ fake?‣ adds trust!
  • 47. Privacy‣ next to info-request‣ adds trust‣ (never gets clicked...)
  • 48. Telephone number‣ next to info-request‣ adds trust‣ “If it all goes wrong, someone will help me.”‣ Cfr. customer cycle!
  • 49. Real-world contact‣ security‣ adds trust‣ “It’s not 2 youth delinquents in a garage.”‣ Pictures of owner, building etc.
  • 50. Testimonials‣ don’t fake it!‣ pictures: make them ugly...‣ social reviews?
  • 51. Neuromarketing
  • 52. 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...
  • 53. 4. Optimize
  • 54. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • 55. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • 56. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • 57. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • 58. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • 59. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  • 60. Google Analytics?‣ vs. other packages‣ free vs. paid‣ GA Premium (ownership, privacy, real-time)
  • 61. Sources‣ tag everything!‣ channels‣ offline & online!‣ (offline: url-shorteners)
  • 62. medium?source?link?message?format?colour?A/B test!
  • 63. 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
  • 64. Goals & funnels‣ make the interaction measurable‣ goals = quality‣ investigate the drop-outs‣ look for site entries with the highest conversion%
  • 65. entering the leaving thefunnel funnel defined Goal
  • 66. The way of the web‣ cfr. Google‣ launch fast, fail fast‣ incremental
  • 67. Social media monitoring‣ buying intentions‣ trends‣ couponing & actions‣ customer service
  • 68. A/B & multivariate‣ not just for optimizing‣ automate!‣ buying cycle vs. content‣ triggers vs. content
  • 69. Lost buyers‣ e-mail automation‣ remarketing & retargeting in SEA
  • 70. 5. Word of Mouth
  • 71. traffic visitorword of returningmouth visitor buyer
  • 72. Word of mouth‣ advertising = not just awareness‣ leverage your fans/customers/visitors
  • 73. Word of mouth‣ build social into your website‣ micro-conversions: maybe a non-sale is better than a sale?
  • 74. ORGANISATIES Bedrijf Overheid Vereniging COMMUNICATIE STAKEHOLDERSPers Prospect Klant Medewerker Opinion Leader
  • 75. ORGANISATIESMASSAMEDIASTAKEHOLDERS
  • 76. ORGANISATIES DIGITAALSTAKEHOLDERS
  • 77. ORGANISATIES ORGANISATIESMASSAMEDIA DIGITAALSTAKEHOLDERS STAKEHOLDERS
  • 78. Different properties‣ funnel -> parallel‣ one-way -> multi-directional‣ control -> bottom-up
  • 79. Move from tactics to strategy.
  • 80. Start with strategy.Think integrated.
  • 81. Remember 1 thing.
  • 82. It’s not a tsunami.
  • 83. Surf’s up!
  • 84. Conversation
  • 85. Questions?
  • 86. twitter.com/netlashbart@netlash-bseen.bewww.netlash-bseen.be