Internet Marketing

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

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

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

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Internet Marketing

by Bart De Waele

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