Tsogo Sun   E Marketing, A Strategic Approach
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  • 1. eMarketing
  • 2. Something to think about
  • 3. South Africa has more internet users than:
  • In the UK, the internet is now the biggest marketing channel in terms of spend
  • 7. Zappos will sell more than $1 Billion of shoes online this year.
    And who says the internet can’t benefit certain industries…?
  • 8. Are we giving eMarketing the respect it deserves?
  • 9. How it all fits together
  • 10.
  • 11. But eMarketing is NOT just a list of tactics
  • 12. It achieves its true potential when these tactics work together
  • 13. The tactics need each other
  • 14. They feed off each other
  • 15. They are substantially less effective without each other
  • 16. Let’s start with the website - the centre of your eMarketing universe
  • 17. A hub to drive traffic to
  • 18. A medium through which you can communicate and build a relationship with your audience
  • 19. But it can’t just be any old website
  • 20. You MUST add value to your user’s experience. Before, during and after their visit
  • 21. Websites are no longer just brochures
  • 22. They should be built to attract, convert and retaincustomers – or they shouldn’t exist at all
  • 23. The average tourism website has 11 seconds to capture a user before they get bored
  • 24. Is your website THAT good?
  • 25. Our web development priorities
  • 26. 1. Usability and conversion oriented design
  • 27. Identify the goals and priorities of your site and design for your users to achieve them
  • 28. Make sure they can find what they want quickly and easily
  • 29. Drive them towards YOUR desired goals
  • 30. Allow the reader to get the gist of your message in a few seconds by merely scanning the page
  • 31. Pyramid style writing
  • 32. Break up text with bolding, bullets, highlighting, crossheads and
    contextual interlinking
  • 33. Have consistent Calls to Action
  • 34. Don’t make them think…
  • 35. Tell people to take the exact action you
    want them to perform in order to get
    the best response
  • 36. Keep navigation basic, consistent and standardised
  • 37. Think about persuasive architecture
  • 38. Don’t distract users with Christmas trees
  • Using Personas for large sites
  • 43. 2. Search Engine Friendliness
  • 44. Primary goal:
    Site must be fully indexable and optimised around a set of well researched key phrases
  • 45. Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
  • 46. Also integrate keywords into your:
  • Other SEO Considerations for your site
    • The age of the domain
    • 51. Links to the domain
    • 52. Key phrases in URLs
    • 53. Add regular fresh content
    • 54. Text navigation is better than images
    • 55. Offer RSS feeds (AND RSS to email)
    • 56. Well indexed
    • 57. XML sitemap
    Be remarkable - make your site a resource!
  • 58. 3. Look and Feel
  • 59. Very important, BUT the least important consideration in web development
  • 60. That doesn’t mean ugly sites are OK
  • 61. Sites must look professional and demonstrate your credibility...
  • 62. If these two goals are met and your site is easy to use, then the user will be satisfied.
  • 63. Remember, they are looking to achieve a goal – not look at a piece of artwork.
  • 64. A quick review of a few of your sites
  • 65. Montecasino
  • 66. Your logo should link to the homepage
    Non standard secondary menu could be confusing to visitors
  • 67. Menu could be more prominent to attract more attention.
    Highlights area is getting most attention
  • 68. Initial Observations
    The homepage is very busy – could confuse and deter visitors
    There is little attention drawn to the main menu
    You could combine the main menu and the secondary menu further down
  • 69. Technical Considerations
    Meta Data is not set up and is identical for every page
    Alt tags could be more descriptive
    There is no .xml sitemap
    Heading tags aren’t used
  • 70. Emnotweni
  • 71.
  • 72. Menu should be more prominent.
    Newsletter subscription is hidden in the contact us – should be prominent.
    This banner could give more detail and call to action?
  • 73. Promos attracting attention – good.
  • 74. Initial Observations
    The main menu could be more prominent
    Good use of breadcrumbs
    Copy style (font & size) could be improved
  • 75. Technical Considerations
    There is no use of Meta Data
    Alt tags are used well
    There is no .xml sitemap
    LAS
    404 error page could be customised to improve visitor retention
  • 76. Suncoast
  • 77. Logo should link to home
    Two menus are confusing
    Logo does not redirect home
    What is the benefit of registering?
  • 78. No attention attracted to either menu
    What is the benefit of registering?
    Most attention attracted to promo – this should link to competition page.
  • 79. Initial Observations
    Not enough attention on conversion goals like register – show visitors the benefit of registering
    There is no sitemap
    Casinos page has a video elements that cannot be paused – this may annoy users
  • 80. Technical Considerations
    Meta Data is good
    Alt tags are not used
    There is no .xml sitemap
    301 redirects need to be set up
    Error page could be customised to improve visitor retention
  • 81. Monitoring your website’s performance
  • 82.
  • 83. Top stats to keep an eye on
  • 84. Above all else, conversion rates!
  • 85. Unique users (not HITS)
  • 86. Traffic Sources (and their conversion rates)
  • 87. Engagement Metrics
  • 88. Bounce rate
  • 89. Repeat users
  • 90. Pages per user
  • 91. Time spent on site
  • 92. A quick word on mobile sites
  • 93. Get one
  • 94. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?
  • 95. There are many options, but the most important is…
  • 96. Search Engines
  • 97. 1 Billion searches each day
  • 98. Lots of volume, but why is this important?
  • 99. Searchers are looking for what your are offering
  • 100. They WANT to find you!
  • 101. And if they don’t find you, they will find your competitor
  • 102. And if they don’t find you, they will find your competitor
  • 103. So how do we make sure we are found?
  • 104. Search Engine Marketing
  • 105. SEM = SEO + PPC
    Organic and Paid
  • 106.
  • 107.
  • 108. You don’t need to be a guru to get the basics
  • 109. Firstly make sure you select the right keywords
  • 110. Select keywords based on the following:
    • Search Volume
    • 111. Competition
    • 112. Propensity to convert
    • 113. Potential value per conversion
  • Then decide where you want to be…
  • 114. Search Engine Optimisation
  • 115.
  • 116.
  • 117. Make sure your site is optimised around your keywords
  • 118. Then build plenty of high quality, keyword rich links
  • 119. And this isn’t easy
  • 120. The best sites inevitably win
  • 121. So grow links organically
  • 122. Build a website that offers so much value that people talk about it and link to it naturally
  • 123. Pay Per Click
  • 124. But first: Why you can’t ignore SEO:
  • 125.
  • 126. www.quirk.biz
  • 127. You choose how much you want to pay per click
  • 128. And how much you want to spend per day
  • 129. If you manage your campaign properly, you can’t lose money!
  • 130. www.quirk.biz
  • 131. Don’t burn your budget early on: Test!
  • 132. Look for long tail key phrases
  • 133. Geotarget your adverts
  • 134. Have a solid call to action in each advert
  • 135. Don’t send your traffic to your home page, use highly targeted landing pages - give people what they want
  • 136.
  • 137. Test, test and test these landing pages
  • 138. Conversion optimisation
  • 139. The process of making your website and eMarketing activities as efficient and effective as possible
  • 140.
  • 141.
  • 142. Test individual pages and paths
  • 143. Things to test:
  • Search marketing will bring a lot of traffic to your site, but you can’t stop there…
  • 152. You should be looking to build communities around your business
  • 153. Social Media can play a big part in this
  • 154. But what is Social Media?
  • 155.
  • 156.
  • 157. A few tips…
  • 158. Be strategy lead.
    The medium is not the message
  • 159. How will social media deliver on your business goals?
  • 160. Push for critical mass quickly
  • 161. Discover and target influential individuals and communities
  • 162. Identify and fill content holes – don’t echo
  • 163. Consider the impact of social media on your other eMarketing tactics
  • 164. Write with your keyword strategy at your side
  • 165. Create a social media culture internally, it will reflect externally
  • 166. Let’s look at a few specific examples…
  • 167. Online Video: YouTube
    Second largest search engine!
    60% market share
    100+ million viewers a night
    ‘The overnight success’ thing
  • 168.
  • 169.
  • 170.
  • 171. 300+Million active users
  • 172. And many ways to communicate with them:
  • 176. Above all when it comes to any social network
  • 177. If your customers are there, you must engage
  • 178. And do it honestly, humbly and openly
  • 179. They will respect you for it
  • 180. What about creating your own social network?
  • 181. You have lots of customers with similar tastes
  • 182. An example: The Pod Hotel, New York
  • 183. PodCulture: a social network for guests before they arrive
  • 184. Since implementing 2 years ago, customer retention is at an all time high, and revenue is up 400%
  • 185. BloggingPrinciple: make friends and influence people
  • 186. Not 16 year old girls
    Source: emarketer.com
  • 187. The rewards of blogging
    Builds community
    Search Engine rankings:
    Search friendly design
    Attract links
    Feedback loop
  • 188. Remember: social media influencers are unique
    Short attention span: they get info served to them
    Selfish: ‘What will I get for sharing this?’
    Often younger, affluent, urban
  • 189. There is someone Twittering about you
  • 190. Be ready to make the most of it
  • 191.
  • 192.
  • 193. Or you could just ignore it…
  • 194. 11 million people search for “Ryanair” each month.
  • 195. A Ryanair employee comments on a blog…
  • 196.
  • 197. Followed by the official response
  • 198.
  • 199. Then the online community got hold of it
  • 200.
  • 201. Then the newspapers got hold of it
  • 202.
  • 203.
  • 204. These powerful sites often linked to this site…
  • 205.
  • 206. And we know how important good links are…
  • 207.
  • 208. “ 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
  • 209. How is online reputation different?
  • 210. It spreads faster...
  • 211. … and the evidence lasts longer
  • 212. Why is this important?
  • 213. Because peers are the most trusted source of recommendation
    Edelman Trust Barometer 2008
  • 214. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration.
    European Travel Commission
  • 215. 88% of Trip Advisor Visitors are influenced by the content the read on the site
  • 216.
  • 217. Consumer Generated Content influences over $10 Billion per year in online travel
    Compete.com
  • 218. People are talking, are you listening?
  • 219.
  • 220.
  • 221. What to track?
  • 222. Brand names
  • 223. Important staff
  • 224. Names of specials/packages
  • 225. Track outgoing communications (PR) by monitoring a piece of unique text
  • 226. Use the data you gather to build profiles of influencer’s who you can target for future campaigns
  • 227. 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
  • 228. 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?
  • 229. Email Marketing
  • 230. Use it to build relationships
  • 231. Not to acquire them
  • 232. Successful long term customer relationships are built on mutual trust and respect
  • 233. Do your email newsletters foster relationships?
  • 234. Or do they treat customers like marketing targets?
  • 235. Firstly, get personal!
  • 236. But go beyond the name
  • 237. An email newsletter should be a totally customised experience
  • 238. Allow users to manage their information and subscription preferences
  • 239. …and then personalise accordingly
  • 240. Rather send less often with more relevant content – people will be more likely to listen
  • 241. Nurture your in-house list
  • 242. But make it easy to unsubscribe
  • 243. Optimise your subscription touch points
    • Benefit statements
    • 244. 2 stage process
    • 245. Don’t gather too much info
    • 246. Confirmation pages and emails
  • The biggest challenge: Deliverability
  • 247. Bottom line:
    Ask yourself what YOU would want from the newsletter as a reader
  • 248. Does it speak to you?
  • 249. Or does it speak AT you?
  • 250. In conclusion: eMarketing fundamentals
    • Get your website right, make it remarkable!
    • 251. Drive qualified traffic to it.
    • 252. Optimise the conversion of that traffic.
    • 253. Build a relationship with your audience.
    • 254. Test, test, test.
  • Thank You
    www.quirk.biz/tsogosun