Effective E Marketing


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Effective E Marketing

  1. 1. NFBP ICT Conference 16 th February 2006 Overview > E-marketing in Perspective Search Engines > Search Engine Optimisation > Pay-per-Click Email Marketing > Benefits > Solutions > Data Management > Legal Issues and Considerations
  2. 2. E-Marketing in Perspective Acquisition > Continuously attract quality new prospects to your site at the right time Engagement > Engage the visitor, make them more receptive and promote a response Conversion > Convert online prospects into customers Retention > Engender customer loyalty and extend their lifetime value to your business
  3. 3. Search Engines: Interesting Facts > 85% of all searches undertaken online are done via search engines* > 75% of users never look further than page one* > Google uses over 100 different criteria to rank your site > Over 6 million web pages uploaded each day* > 55% of users use search engines with the intention of buying a product* > Indexing takes between 2wks and 6mths depending on the search engine > Only 30% of sites submitted are successful in being indexed *Source: Georgia Institute of Technology
  4. 4. Search Engines: Top 10 UK Search Engines
  5. 5. Search Engines: What are the options? Search Engine Optimisation The art of fixing, improving and optimising your web site so that there is a good chance your web pages will appear at the top of natural or free search engine listings for selected keywords and phrases. Pay-Per-Click A search engine marketing technique that requires you to pay a fee every time someone clicks to your website from an advert you have placed in the search engine’s results list for a particular keywords and phrase.
  6. 6. Search Engines: Example Sponsored Pay-Per-Click Listings Ordinary Ranked Listings Sponsored Pay-Per-Click Listings
  7. 7. Search Engines: Example Sponsored Pay-Per-Click Listings Ordinary Ranked Listings Sponsored Pay-Per-Click Listings
  8. 8. Search Engines: Optimisation > Different search engines will rank sites higher because of particular attributes. Each search engine has an algorithm that assesses the site content and indexes accordingly > It is worth remembering that each search engine has a help section to help users understand what they are looking for > Some search engines offer paid inclusion programs. These are sold on the basis of providing site owners with a certainty that content will be crawled at a set frequency over time.
  9. 9. Search Engines: Optimisation Criteria <ul><li>> Page Title </li></ul><ul><li>> Meta Tags </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Description </li></ul></ul><ul><li>> Text Content </li></ul><ul><li>> Text Links </li></ul><ul><li>> Flash </li></ul><ul><li>> ALT Tags </li></ul><ul><li>> Non-framed sites </li></ul><ul><li>> Site Map </li></ul><ul><li>> Domain Names </li></ul><ul><li>> Reciprocal Links </li></ul><ul><ul><li>Link:www.domainname.com </li></ul></ul>Apply fundamentals, appear much higher
  10. 10. Search Engines: Pay-per-Click > Site owners can bid for the highest rank positions in the leading search engines > Site owners will only incur a cost, when a visitor clicks through to their website > Overture (Yahoo, Lycos, Altavista, Wanadoo, MSN, Infospace)‏ > Google Adwords™ (Google, Ask Jeeves, NTL)
  11. 11. Search Engines: Overture PPC Example Sponsored Pay-Per-Click Listings Ordinary Ranked Listings Sponsored Pay-Per-Click Listings
  12. 12. Search Engines: Google Adwords™ PPC Example Sponsored Pay-Per-Click Listings Ordinary Ranked Listings Sponsored Pay-Per-Click Listings
  13. 13. Search Engines: Pay-per-Click Basics > You can set daily / monthly budgets > Your maximum cost-per-click dictates your ranking > Click throughs can cost as little as a few pence, however popular > search terms can cost a lot more > Overture provides you with previous months traffic, existing > > > bidder details and anticipated spend > Overture - minimum spend of £20 per month > Google – no minimum spend > Ad campaigns can be geographically specific > Conversion tools available > Full monitoring and auditing services in-built
  14. 14. Search Engines: Resources Overture Online Advertising www.overture.com Overture Keyword Search Assistant (UK)‏ http://inventory.uk.overture.com/d/searchinventory/suggestion/ Google Adwords www.google.co.uk/ads Search Engine Information Sources www.searchenginewatch.com www.searchengineguide.com www.searchengineforums.com www.payperclickguide.com
  15. 15. Email Marketing: Considerations > Benefits of email marketing > Managing the target data > Designing the email > Sending the email > Monitoring the response > Legal issues and considerations KEY TO SUCCESS – RESPECT THE PEOPLE YOU ARE EMAILING TO
  16. 16. Email Marketing: Benefits > Low Cost (approximately 1/10 th of Direct Mail)‏ > Speed of delivery and response > Personalised communications > Accountability > Proven to work (CTR of 15% are not uncommon)‏ > Branding; Customer Retention; Cross Selling; Up Selling; > Customer Acquisition
  17. 17. Email Marketing: Managing the Data > Rent data > Build own data > Offline vs. online management of data > Profile data in a detailed way > Forms: use radio buttons, drop-downs > Free text cannot be used
  18. 18. Email Marketing: Designing the Email > First impressions count > Select your subject title with care > Make the call to action clear > Always offer an incentive > Personalise the email (sender/receiver)‏ > Bear in mind the fold and email without graphics > Avoid overuse of graphics and animation <25kb
  19. 19. Email Marketing: Designing the Email
  20. 20. Email Marketing: Sending the Email > Email clients > Email list vendors > Email bureaus > Timing > Frequency > ISP delays and blocking
  21. 21. Email Marketing: Monitoring the Response > Sent > Delivered > Hard and soft bounces > Unique opens > Link Responses > TEXT Click through > HTML click through > % click of open > Unsubscribes > Time and day of open > Sales, Sales value > ROI > Cleansing data!!
  22. 22. Email Marketing: Data Protection Act 8 rules of good practice regardless of the channel > Fairly and lawfully processed > Processed for limited purposes > Adequate, relevant and not excessive > Accurate (cleansed annually)‏ > Kept no longer than necessary > Processed in accordance with the data subjects rights > Not transferred to countries without adequate protection > Clear privacy statement
  23. 23. Email Marketing: Privacy & Electronic Coms Act Rule 1 – the sender must not conceal their identity and must give a valid email address for opt-outs Rule 2 – sender must not send emails without prior consent Soft opt-ins can be used Legacy Data (data collected prior to Dec 2003)‏ ● collection method must be legal ● must have contacted consumer in last 12 months ● consumer has not requested to be removed
  24. 24. Email Marketing: Resources DTI eCommunications Information www.dti.gov.uk/industries/ecommunications Data Protection Act www.informationcommissioner.gov.uk Direct Marketing Association www.dma.org.uk Email Bureau Sources www.ipt-ltd.co.uk www.ecircle-uk.com www.emailvision.co.uk www.responsys.com
  25. 25. Simon Judd Apollo Internet Media www.apollo-media.com 023 8087 9105