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eMarketing: What's it all about?
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  • Tourism is the biggest industry on the web
  • How do we take advantage of this?
  • eMarketing: The process of marketing through a digital medium
  • A hub to drive traffic to
  • A medium through which you can communicate and build a relationship with your audience
  • But it can’t just be any old website
  • You MUST add value to your customer’s travel experience. Before, during and after.
  • Websites are no longer just brochures
  • They should be built to attract, convert and retain customers
  • Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere
  • Is your website THAT good?
  • Our web development priorities: 1.) usability 2.) search engine visibility 3.) design
  • Usability and conversion oriented design
  • Design sites for your users above all else
  • Make sure they can find what they want quickly and easily
  • Copy style:
  • Allow the reader to get the gist of your message in a few seconds by merely scanning the page
  • Pyramid style writing
  • Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
  • Have consistent Calls to Action
  • Don’t make them think…
  • Tell people to take the exact action you want them to perform in order to get the best response
  • Keep navigation basic, consistent and standardised
  • Don’t distract users with Christmas trees blinking images flashing lights automatic sound scrolling text unusual fonts
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point
  • Headline here as opposed to title - more explanatory, see wiki for more info
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point

eMarketing: What's it all about? Presentation Transcript

  • 1. eMarketing: What’s it all about? by Rob Stokes
  • 2.
    • South Africa has more internet users than:
    • Belgium
    • Ireland
    • Sweden
    • Denmark
  • 3. How do we take advantage of this?
  • 4. eMarketing: The process of marketing through a digital medium
  • 5.  
  • 6. It all starts with a website
  • 7. A hub to drive traffic to
  • 8. A medium through which you can communicate and build a relationship with your audience
  • 9. But it can’t just be any old website
  • 10. You MUST add value to your user’s experience. Before, during and after their visit
  • 11. Websites are no longer just brochures
  • 12. They should be built to attract, convert and retain customers
  • 13. The average website has about 10 seconds to capture a user before they get bored
  • 14. Is your website THAT good?
  • 15. Our web development priorities
  • 16. 1. Usability and conversion oriented design
  • 17. Understand the goals and priorities of your site and design for your users above all else
  • 18. Make sure they can find what they want quickly and easily
  • 19. Drive them towards YOUR desired goals
  • 20. Copy style:
  • 21. Allow the reader to get the gist of your message in a few seconds by merely scanning the page
  • 22. Pyramid style writing
  • 23. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
  • 24. Have consistent Calls to Action
  • 25. Don’t make them think…
  • 26. Tell people to take the exact action you want them to perform in order to get the best response
  • 27. Keep navigation basic, consistent and standardised
  • 28.
    • Don’t distract users with Christmas trees
    • blinking images
    • flashing lights
    • automatic sound
    • scrolling text
    • unusual fonts
  • 29. Using Personas: critical for large sites
  • 30. 2. Search Engine Friendliness
  • 31. 2 Billion searches each day
  • 32. Either you are there, or your competitor is > you choose
  • 33. Primary goal: Site must be fully indexable and optimised around a set of well researched key phrases
  • 34.
    • SEO Considerations for your site
    • The age of the domain
    • Links to the domain
    • Key phrases in URLs
    • Add regular fresh content
    • Text navigation is better than images
    • Offer RSS feeds (AND RSS to email)
    • Well indexed
    • Be remarkable - m ake your site a resource!
    • XML sitemap
  • 35. Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
  • 36.
    • Also integrate keywords into your:
    • Meta tags
    • Title tag
    • Headings
    • Alt tags
    • Internal and inbound links
  • 37. 3. Look and Feel
  • 38. Very important, BUT the least important consideration in web development
  • 39. That doesn’t mean ugly sites are OK
  • 40. Sites must look professional and demonstrate your credibility...
  • 41. If these two goals are met, the user will be satisfied.
  • 42. Remember, they are looking to achieve a goal – not look at a piece of artwork.
  • 43. A quick review of a few of your sites
  • 44. Plugg October 2009 MnetAfrica.com
  • 45. Plugg October 2009 MnetAfrica.com
  • 46. MnetAfrica.com
    • Basic homepage observations:
    • There is too little attention drawn to the main navigation.
    • Need to draw more attention to ‘register’ or ‘log in’.
    • The Mnet logo should direct home.
    • Users are not actively encouraged to register.
    • Too much wasted space above the fold
    • There is not enough descriptive content on the site to aid in SEO
    • Lame Ass Syndrome
  • 47. MnetAfrica.com
    • Analytics insight:
    • The Homepage is the top landing page and top exit page with a bounce rate of 73.35%.
    • This implies a low degree of user interaction past the homepage.
    • Most popular pages, besides the homepage are ‘Face of Africa’ and ‘Channel O’.
    • Mnet.co.za is the top referring site but 69.74% of traffic is direct (LAS!!).
    • Average time on homepage is 6 min 36 seconds
  • 48. Plugg October 2009 Big Brother Africa
  • 49. Plugg October 2009
  • 50. Big Brother Africa
    • Basic homepage observations:
    • The user login should be more prominent on the page as well as the ‘register’ link.
    • Twitter and Facebook chicklets should be placed above the fold.
    • Not enough attention is drawn to the navigation bar.
    • The site makes use of the same meta description throughout regardless of the page’s content.
    • The site does not have a xml sitemap
  • 51. Big Brother Africa
    • Analytics insight:
    • Average time spent on site is 15 min which is very high.
    • ‘ Register’ page has 1.55% goal conversion rate. This could be improved by shortening the registration process.
    • Majority of traffic (42 %) comes from search engines.
    • mnetafrica.com, mnet.co.za and bigbrotherafrica.com are top referrers.
    • Home page has a bounce rate of 22.69% which is very low.
  • 52. Big Brother Africa
    • Further Findings:
    • There is a high degree of user interaction on this site seen by the average time spent on page and the number of page views per visitor.
    • Users spend most time on the homepage, vote, news and video pages.
    • There is little user interaction with pages such as ‘Fantasy’ and ‘The Show’.
  • 53. Plugg October 2009 Vuzu.tv
  • 54. Plugg October 2009
  • 55. Vuzu.tv
    • Basic homepage observations:
    • ‘ About us’ should be placed in the main navigation.
    • Make the ‘sign up’ or ‘register’ link more visually obvious, preferably at the top right where there is white space.
    • Place Twitter and Facebook chicklets above the fold.
    • Home/Meet/Share/Play navigation at top centre attracts attention but is not very intuitive. (its drawing the eye, but not the click)
    • The search function should stand out more.
    • Alt tags should be added to images such as the logo.
  • 56. Vuzu.tv
    • Analytics insight:
    • Users spend the most time on the ‘news’ page (4 min).
    • The homepage is the top landing page but has a bounce rate of 50.63 %.
    • This implies low level of user interaction beyond this landing page.
    • Mnet Africa is the top referring site.
    • Register page has a 27.9% bounce rate and a 2.58% conversion rate.
  • 57. Vuzu.tv
    • Further Findings:
    • Not enough attention is drawn to the navigation bar.
    • The registration conversion rate can be increased by shortening the registration process.
    • The registration button should more visually obvious and placed in the top right corner.
    • There is little interaction on the forum page.
  • 58. Monitoring your website’s performance
  • 59.  
  • 60. Top stats to keep an eye on
  • 61. Above all else, conversion rates!
  • 62. Unique users
  • 63. Bounce rate
  • 64. Pages per user
  • 65. Time spent on site
  • 66. Traffic Sources
  • 67. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?
  • 68. There are many options, but the most important is…
  • 69. Search Engines
  • 70. 67% 8% 12% Google is by far the largest player…
  • 71. Lots of volume, but why is this important?
  • 72. Searchers are looking for what your are offering
  • 73. They WANT to find you!
  • 74. You cannot get more targeted traffic
  • 75. So how do we make sure we are found?
  • 76. Search Engine Marketing
  • 77. SEM = SEO + PPC Paid vs. Organic
  • 78.  
  • 79.  
  • 80. You don’t need to be a guru to get the basics
  • 81. Firstly make sure you select the right keywords
  • 82.
    • Select keywords based on the following:
    • Search Volume
    • Competition
    • Propensity to convert
    • Potential value per conversion
  • 83. A few keyword selection tools…
  • 84. SEO Book http://tools.seobook.com/general/keyword/ KW Discovery http://www.keyworddiscovery.com Digital Point http://www.digitalpoint.com/tools/suggestion Word Tracker http://www.wordtracker.com/ Adwords https://adwords.google.com/select/KeywordToolExternal
  • 85. Then decide where you want to be…
  • 86. Search Engine Optimisation
  • 87.  
  • 88.  
  • 89. Make sure your site is optimised around your keywords
  • 90. Then build plenty of high quality, keyword rich links
  • 91. And this isn’t easy
  • 92. The best sites inevitably win
  • 93. So grow links organically
  • 94. Build a website that offers so much value that people talk about it and link to it naturally
  • 95. Pay Per Click
  • 96. But first: Why you can’t ignore SEO:
  • 97.  
  • 98. www.quirk.biz
  • 99. You choose how much you want to pay per click
  • 100. And how much you want to spend per day
  • 101. If you manage your campaign properly, you can’t lose money!
  • 102. www.quirk.biz
  • 103. Don’t burn your budget early on: Test!
  • 104. Look for long tail key phrases
  • 105. Geotarget your adverts
  • 106. Have a solid call to action in each advert
  • 107. Don’t send your traffic to your home page, use highly targeted landing pages
  • 108. Test, test and test these landing pages
  • 109. Conversion optimisation
  • 110. The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI
  • 111.  
  • 112.  
  • 113. Test individual pages and paths
  • 114.
    • Things to test:
    • Colours
    • Calls to action
    • Font size
    • Headings
    • Text length
    • Copy style and tone
    • Offers
    • Pricing
    • Credibility items
  • 115. Online Reputation Management
  • 116. 11 million people search for Ryainair
  • 117. A Ryanair employee comments on a blog…
  • 118.  
  • 119. Followed by the official response
  • 120.  
  • 121. Then the online community got hold of it
  • 122.  
  • 123. Then the newspapers got hold of it
  • 124.  
  • 125.  
  • 126. These powerful sites often linked to this site…
  • 127.  
  • 128. And we know how important good links are…
  • 129.  
  • 130. “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ” Warren Buffet
  • 131. How is online reputation different?
  • 132. It spreads faster...
  • 133. … and the evidence lasts longer
  • 134. Why is this important?
  • 135. Because peers are the most trusted source of recommendation Edelman Trust Barometer 2008
  • 136. People are talking, are you listening?
  • 137.  
  • 138.  
  • 139. What to track?
  • 140. Brand names
  • 141. Important staff
  • 142. Names of specials/packages
  • 143. Track outgoing communications (PR) by monitoring a piece of unique text
  • 144. Use the data you gather to build profiles of influencer’s who you can target for future campaigns
  • 145. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
  • 146. OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?
  • 147. Email Marketing
  • 148. Use it to build relationships
  • 149. Not to acquire them
  • 150. Relationships are built on mutual trust and respect
  • 151. It costs a HUGE amount for you to acquire a customer
  • 152. You may as well make the most of them
  • 153. How do your email newsletters foster this?
  • 154. Firstly, get personal!
  • 155.  
  • 156. Nurture your in-house list
  • 157. But make it easy to unsubscribe
  • 158. Use layout to increase readability
  • 159. Allow users to manage their information and subscription preferences
  • 160. … and then personalise accordingly
  • 161. Rather send less often with more relevant content – people will be more likely to listen
  • 162. Ask yourself what YOU would want from the newsletter as a reader
  • 163. Does it speak to you?
  • 164. Or does it speak AT you?
  • 165.
    • In conclusion: eMarketing fundamentals
    • Get your website right, make it remarkable!
    • Drive qualified traffic to it.
    • Optimise the conversion of that traffic.
    • Build a relationship with your audience.
    • Test, test, test.
  • 166. Thank You www.quirk.biz/DSTV