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Internet Marketing
 

Internet Marketing

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Internet Marketing.

Internet Marketing.

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    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