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
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 existing web presenceStep 4: Put action plan in place to drive quality visitorsStep 5: Measure/Monitor to establish sources of quality traffic
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?
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 they ? - What are they doing on the web?•Competitor research
What is your market potential?
Ireland - Ecommerce2011 - 43% of Irish adultshad shopped online in theprevious 12 monthsDublin top for ecommerceFollowed by The West
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• Research• Trials• Put your business on front of investors• Generate business partnerships
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?
What triggers them to look for your products/services?What are their motivations?What are their issues?What solution are you providing your customers?
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 conversions How you are performing on the search engines? Presence on Social Networks? Where you are in relation to competition?
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
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 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?
The way people are interacting on the web has changed-Talking at peopleHas change to-Listening to what people are saying………. & then interact
Defining your Web strategy
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
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
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?
Getting your website in order• Design/look and feel• Usability & Navigation• Tools & Functionality• Strong calls to action• Search Engine Optimisation• Good measurement and tracking
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 Advertising• Viral Marketing• Partnership marketing
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 training – 720 searches of your market•Test to establish ROI•Focus on what works
Web StrategySearch Engine OptimisationKeyword researchBuilding ContentLink Building
Web StrategyOnline PR
Web StrategySocial media
Web StrategySocial Media – Clear objectives
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
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
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).
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
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
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
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.
Web StrategyBusiness Networking
Web StrategyOnline Advertising
Online AdvertisingOnline Advertising
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
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
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
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 presenceStep 4: Put action plan in place to drive quality visitorsStep 5: Measure/Monitor to establish sources of quality traffic
• Regular• Focused• Interesting• Fun
Web Strategy Effective use online marketing Fully measurable – highly effective