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Rosey BroderickIntro to Web Marketing        May 2012
Background• Business Studies & German (Marketing), University of Limerick• Many years working in technology sector. Nation...
Quick IntroName:What is your area of focus / business?What you are hoping to get from the course?
Approach to Web Marketing Strategy?Step 1: Set clear objectivesStep 2: Understand your marketplaceStep 3: Analyse your exi...
Step 1 – Set Clear objectives  What are your business objectives?  How will the web help you achieve these business  objec...
What are your business objectives from the web?
Step 2 Understand your marketMarket research•Assess your market potential•Get to know your Target market:       - Who are ...
What is your market potential?
http://www.internetworldstats.com/stats.htm
Ireland - Ecommerce2011 - 43% of Irish adultshad shopped online in theprevious 12 monthsDublin top for ecommerceFollowed b...
Ireland – Silver surfersAmong Irish 60 to 70-year-olds, 21% say that they use the internet every day
What Geographical markets are a priority?Local, regional, national, international
Who is your Target MarketWho do you need to reach?• End users / consumer market• Retailers• Distributors• Manufacturers• R...
Individuals/Influencers
DefineWho is your target marketPrioritise them (1 = most important etc)What do they do?/what is their behaviour?Do they us...
What triggers them to look for your products/services?What are their motivations?What are their issues?What solution are y...
Reaching the right people with the right                message
Step 3 – Look at your current web presence -No of visitors in the last month -Source (where they came from) -No. of conver...
Step 4 - Put an action plan in place-With clear objectives from the web-having identified any weaknesses in your existing ...
Defining your Marketing strategy  What combination of offline activity & online  activity do you need for your business?
Impact of the web on Traditional           marketing?
Web MarketingTraditional marketing                               Applies technology - InternetResearch – Who are your cust...
The way people are interacting on   the web has changed-Talking at peopleHas change to-Listening to what people are    say...
Defining your Web strategy
Web strategyBuild a sound platform that cements your brand and also creates a valuableopt-in database / community that can...
Building your Web StrategyAreas to be considered when developing a web strategyThe website itselfOff page online marketing...
You have visitors• How to convert them!!• What is relevant to them?• What info are they looking for?• What is useful in he...
Getting your website in order• Design/look and feel• Usability & Navigation• Tools & Functionality• Strong calls to action...
Web StrategyBusiness Objectives - Calls to action
Interaction with usersTools to engage users•   calculators•   currency convertors•   Video demo•   Webinars•   podcasts
Data collection & feedback
Web Strategy    Activities to drive traffic•   Pay Per Click•   Search Engine Optimisation•   Social media•   Online Adver...
Web StrategyElephant campaignBelgiumhttp://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded
• Freight forwarding – 1000 searches
Pay Per Click - Google Adwords•Very targeted•Gives good understanding                            Health and safety trainin...
Web StrategySearch Engine OptimisationKeyword researchBuilding ContentLink Building
Web StrategyOnline PR
Web StrategySocial media
Web Strategy
Web StrategySocial Media – Clear objectives
Ford Fiesta100 socially vibrant social media fanatics18 months prior to release in USHad to share their experiences of the...
7 secrets to Fords Social Media Marketing Success •   People trust corporations less - allow other people through word of ...
The Results• 11 million Social Networking impressions• 5 million engagements on social networks (people sharing and  recei...
Twitterhttp://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/The Volkswagen Twitter ZoomVolkswagen - F...
YouTube• 60 hours of video are uploaded every minute, or one hour of video  is uploaded to YouTube every second.• Over 4 b...
58 % of marketers with 3+ years of experience are using Google+67% of respondents say they plan to increase Google+ usageS...
In October, the earths population surpassed 7 billionThe New York Times used Google+ business page to source photos for it...
Web StrategyBusiness Networking
Web StrategyOnline Advertising
Online AdvertisingOnline Advertising
Web StrategyEmail
Web Marketing Activities Viral Marketing Word of mouth marketing Use of existing social networks to spread a Message Peopl...
Viral Marketing
Web Marketing Activities Samsung LED-illuminated sheep running around the Welsh countryside Attracted nearly 8.5 million v...
Web Marketing Activities Affiliate Marketing Affiliate Marketing is an Internet-based marketing practice in which a busine...
Affiliate Marketing
Web Marketing - Devising a web strategyWeb Analytics•What works?•What doesn’t?
Web Marketing StrategyStep 1: Set clear objectivesStep 2: Understand your marketplaceStep 3: Analyse your existing web pre...
• Regular• Focused• Interesting• Fun
Web Strategy   Effective use online marketing      Fully measurable – highly effective
Questions?                                                       Thank youWebResults.ie, 1A Richview Office Park, Clonskea...
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
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  • NOTES: (1) Internet Usage and World Population Statistics are for December 31, 2011. (2) CLICK on each world region name for detailed regional usage information. (3) Demographic (Population) numbers are based on data from the  US Census Bureau  and local census agencies. (4) Internet usage information comes from data published by  Nielsen Online , by the  International Telecommunications Union , by  GfK , local Regulators and other reliable sources. (5) For definitions, disclaimers, and navigation help, please refer to the  Site Surfing Guide . (6) Information in this site may be cited, giving the due credit to www.internetworldstats.com . Copyright © 2001 - 2012, Miniwatts Marketing Group. All rights reserved worldwide.
  • The numbers may be relatively small, but silver surfers are taking to the internet in greater numbers. Among Irish 60 to 70-year-olds, 21% say that they use the internet every day, compared with only 14% the previous year. That represents the greatest annual growth rate of any of the four age bands in the Central Statistics Office study of 6,800 households. Not surprisingly, daily internet use is greatest among younger people. Among those aged 16 to 29, 77% are on the internet daily, compared with 64% of 30 to 44-year-olds. Taking a five-year view, there has been steady growth in internet use across all the age groupings. That said, the data shows that there is a group who never use the internet. Across the entire sample, 25% said that they did not use the internet in the previous three months, with the highest proportion (62%) among the oldest age grouping.
  • http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
  • Introduction to Web Strategy Business objectives: what you want the web to do for your business? How to approach this?
  • http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
  • http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
  • http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
  • http://www.jeffbullas.com/2011/03/14/how-to-take-your-companys-facebook-fan-page-from-zero-to-40000-fans/
  • http://www.jeffbullas.com/2011/03/14/how-to-take-your-companys-facebook-fan-page-from-zero-to-40000-fans/
  • http://www.jeffbullas.com/2011/03/14/how-to-take-your-companys-facebook-fan-page-from-zero-to-40000-fans/
  • Social Media Examiner’s  fourth annual survey  of marketers and business owners. The January survey collected replies from more than 3,800 marketers around the world, a group that was almost equally split between B2B and B2C marketers.
  • Ning – Social networks for your interests and passions
  • Ning – Social networks for your interests and passions
  • Integrated campaign
  • Transcript of "WebResultsIntrotowebmarketing17may2012"

    1. 1. Rosey BroderickIntro to Web Marketing May 2012
    2. 2. Background• Business Studies & German (Marketing), University of Limerick• Many years working in technology sector. National & international markets Marketing / Business Development with a focus on online marketing/web (Creative Labs, Viking components, Eircom.net, Web Reservations International)• 2006 – set up HomeWise.ie• 2007 Set up to help businesses ‘get customers online’• Mentor with Enterprise Ireland.• Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise boards etc
    3. 3. Quick IntroName:What is your area of focus / business?What you are hoping to get from the course?
    4. 4. Approach to Web Marketing Strategy?Step 1: Set clear objectivesStep 2: Understand your marketplaceStep 3: Analyse your existing web presenceStep 4: Put action plan in place to drive quality visitorsStep 5: Measure/Monitor to establish sources of quality traffic
    5. 5. Step 1 – Set Clear objectives What are your business objectives? How will the web help you achieve these business objectives? /What are your objectives from the web?
    6. 6. What are your business objectives from the web?
    7. 7. Step 2 Understand your marketMarket research•Assess your market potential•Get to know your Target market: - Who are they ? - What are they doing on the web?•Competitor research
    8. 8. What is your market potential?
    9. 9. http://www.internetworldstats.com/stats.htm
    10. 10. Ireland - Ecommerce2011 - 43% of Irish adultshad shopped online in theprevious 12 monthsDublin top for ecommerceFollowed by The West
    11. 11. Ireland – Silver surfersAmong Irish 60 to 70-year-olds, 21% say that they use the internet every day
    12. 12. What Geographical markets are a priority?Local, regional, national, international
    13. 13. Who is your Target MarketWho do you need to reach?• End users / consumer market• Retailers• Distributors• Manufacturers• Research• Trials• Put your business on front of investors• Generate business partnerships
    14. 14. Individuals/Influencers
    15. 15. DefineWho is your target marketPrioritise them (1 = most important etc)What do they do?/what is their behaviour?Do they use the web to research/purchase yourproducts/services?Do they use search engines?What websites do they use?
    16. 16. What triggers them to look for your products/services?What are their motivations?What are their issues?What solution are you providing your customers?
    17. 17. Reaching the right people with the right message
    18. 18. Step 3 – Look at your current web presence -No of visitors in the last month -Source (where they came from) -No. of conversions How you are performing on the search engines? Presence on Social Networks? Where you are in relation to competition?
    19. 19. Step 4 - Put an action plan in place-With clear objectives from the web-having identified any weaknesses in your existing presence- Now knowing your target markets interests & behaviour- With your competition in mind-Devise your marketing strategy and set out actions
    20. 20. Defining your Marketing strategy What combination of offline activity & online activity do you need for your business?
    21. 21. Impact of the web on Traditional marketing?
    22. 22. Web MarketingTraditional marketing Applies technology - InternetResearch – Who are your customers & what do they do – Where do they go when they need your products/services? (may not necessarily be actively searching) – What search engines, directories, websites do they use ? (when they are actively searching) – How do they behave after they arrive on your website?
    23. 23. The way people are interacting on the web has changed-Talking at peopleHas change to-Listening to what people are saying………. & then interact
    24. 24. Defining your Web strategy
    25. 25. Web strategyBuild a sound platform that cements your brand and also creates a valuableopt-in database / community that can be used to invite people again & again
    26. 26. Building your Web StrategyAreas to be considered when developing a web strategyThe website itselfOff page online marketing activitiesSearch engine optimisation (off page)Other tactics to drive new visitors to your websiteOffline activityActivities off the web to drive traffic to your website
    27. 27. You have visitors• How to convert them!!• What is relevant to them?• What info are they looking for?• What is useful in helpful them move towards the decision to purchase your product/service?
    28. 28. Getting your website in order• Design/look and feel• Usability & Navigation• Tools & Functionality• Strong calls to action• Search Engine Optimisation• Good measurement and tracking
    29. 29. Web StrategyBusiness Objectives - Calls to action
    30. 30. Interaction with usersTools to engage users• calculators• currency convertors• Video demo• Webinars• podcasts
    31. 31. Data collection & feedback
    32. 32. Web Strategy Activities to drive traffic• Pay Per Click• Search Engine Optimisation• Social media• Online Advertising• Viral Marketing• Partnership marketing
    33. 33. Web StrategyElephant campaignBelgiumhttp://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded
    34. 34. • Freight forwarding – 1000 searches
    35. 35. Pay Per Click - Google Adwords•Very targeted•Gives good understanding Health and safety training – 720 searches of your market•Test to establish ROI•Focus on what works
    36. 36. Web StrategySearch Engine OptimisationKeyword researchBuilding ContentLink Building
    37. 37. Web StrategyOnline PR
    38. 38. Web StrategySocial media
    39. 39. Web Strategy
    40. 40. Web StrategySocial Media – Clear objectives
    41. 41. Ford Fiesta100 socially vibrant social media fanatics18 months prior to release in USHad to share their experiences of the car over 6 monthsBlogs, Twitter, Facebook, Flickr and YouTube channels
    42. 42. 7 secrets to Fords Social Media Marketing Success • People trust corporations less - allow other people through word of mouth create trust for you through Social Media • Reached out to those who are listening and let them do the talking for you and to connect with people like themselves • Let them know that you are real people just like them and are passionate about what they do and the Ford Brand • Run a competition involving Social Media eg.. To be selected to drive a Ford Fiesta for six months – select 100 of those who are “socially vibrant” • Aggregated the content on Fords Fiesta movement website (crowd sourcing content) without editing it! • Implemented multiple Social Media channels such as Facebook, Twitter and YouTube to create digital buzz • “Get On Board” the executive team and the board of directors
    43. 43. The Results• 11 million Social Networking impressions• 5 million engagements on social networks (people sharing and receiving)• 11,000 videos posted• 15,000 tweets.. not including retweets• 13,000 photos• 50,000 people who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those didn’t currently drive a Ford vehicle• 38% awareness without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).
    44. 44. Twitterhttp://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/The Volkswagen Twitter ZoomVolkswagen - FebruaryTo promote their sponsorship of the Planeta Terra Festival.They hid tickets to the festival all over the city, and shared the location with users via a map. The trick was however, that the map (using Google Maps) would only zoom in to reveal the locations based on how many people shared the hashtag #foxatplanetaterra on TwitterThe campaign was a huge success for Volkswagen, as within 2 hours the hashtag was a trending topic in Brazil
    45. 45. YouTube• 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.• Over 4 billion videos are viewed a day• 70% of YouTube traffic comes from outside the US• In 2011, YouTube had more than 1 trillion views or almost 140 views for every person on Earth• 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute
    46. 46. 58 % of marketers with 3+ years of experience are using Google+67% of respondents say they plan to increase Google+ usageSource: marketingland.com. Social media examiners survey of marketers &business owners Jan 2012 – based on replies from 3,800 marketers across theworld
    47. 47. In October, the earths population surpassed 7 billionThe New York Times used Google+ business page to source photos for its latest crowdsourcing project"Picturing 7 Billion."Customizing its page based on follower feedback, who said they were looking for international news andphotos on the Google+ business page.
    48. 48. Web StrategyBusiness Networking
    49. 49. Web StrategyOnline Advertising
    50. 50. Online AdvertisingOnline Advertising
    51. 51. Web StrategyEmail
    52. 52. Web Marketing Activities Viral Marketing Word of mouth marketing Use of existing social networks to spread a Message People willingly pass on information to their contacts
    53. 53. Viral Marketing
    54. 54. Web Marketing Activities Samsung LED-illuminated sheep running around the Welsh countryside Attracted nearly 8.5 million views on YouTube and continues to be the topic of discussion on blogs across the web. The "is it real or not" quality proves once again to be YouTube gold. http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr _embedded
    55. 55. Web Marketing Activities Affiliate Marketing Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates (publishers) for each visitor, lead or customer brought about by the affiliates marketing efforts http://en.wikipedia.org/wiki/Affiliate_marketing
    56. 56. Affiliate Marketing
    57. 57. Web Marketing - Devising a web strategyWeb Analytics•What works?•What doesn’t?
    58. 58. Web Marketing StrategyStep 1: Set clear objectivesStep 2: Understand your marketplaceStep 3: Analyse your existing web presenceStep 4: Put action plan in place to drive quality visitorsStep 5: Measure/Monitor to establish sources of quality traffic
    59. 59. • Regular• Focused• Interesting• Fun
    60. 60. Web Strategy Effective use online marketing Fully measurable – highly effective
    61. 61. Questions? Thank youWebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 info@webresults.ie (01) 2071872
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