Internet Marketing

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Internet Marketing

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

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