Mídia - A internet como mídia e a web 2.0

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FACHA material de apoio

FACHA material de apoio

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  • 1. 1 © 2007 Mike Moran Mike Moran www.mikemoran.com Web Marketing Is Marketing Mike Moran October, 2007 2 Mike Moran © 2007 Mike Moran So, do you have enough information yet? It’s dizzying And it keeps changing Faster and faster How do you cope?
  • 2. 2 3 Mike Moran © 2007 Mike Moran But remember, it’s still marketing 1. You need to target your market 2. Understand what they care about 3. And connect with your message If you do: You improve your image And you drive sales 4 Mike Moran © 2007 Mike Moran The difference is how you do it Time was that marketing was risky Your job was to remove as much of the risk as possible But Web marketing rewards experiments rather than deep planning Are you feeling stuck?
  • 3. 3 5 Mike Moran © 2007 Mike Moran How do you target your markets? Business rules decide who sees your ads You won’t even know how it happened 1 Let customers segment themselves. 6 Mike Moran © 2007 Mike Moran Which segment is this? Offer all 172 choices Let customers choose the most important features to them Want a compass watch?
  • 4. 4 7 Mike Moran © 2007 Mike Moran Narrowing down… Now you’re looking at only compass watches Just 20 results And some of the choices have disappeared, because no models match Want one that’s between $150 and $200? 8 Mike Moran © 2007 Mike Moran Just 5 watches left This is not your father’s market segmentation You’d never have marketed to a segment this small And you don’t even know what they did Only your computer knows for sure
  • 5. 5 9 Mike Moran © 2007 Mike Moran OK, but how do you target your message? The Web rewards pull over push More often, markets have to find you, or your customer must give you permission: Search Opt-in e-mail Subscribe to blogs 2 Stop interrupting. Start attracting. 10 Mike Moran © 2007 Mike Moran The Web is not a passive medium TV, radio, and print are all lagging the Web, especially with younger consumers Moreover, the media shift is also a change from passive reception to interaction UK Web usage overtakes TV viewing 164 Web minutes per day vs. 148 TV minutes Source: Google survey March 2006 Japan Has 59% of All Mobile Web Users Source: University of Japan survey 2005
  • 6. 6 11 Mike Moran © 2007 Mike Moran Search marketing is the most important With paid, you bid what you’ll pay for each click Organic is the search engine’s best match Paid Search Organic Search 12 Mike Moran © 2007 Mike Moran The steps to search success Organic and Paid are the same Same underlying approach The specific things you do for each are different But the basics are the same Get Pages Indexed Get Seen Get Ranked Get Clicked Choose Keywords
  • 7. 7 13 Mike Moran © 2007 Mike Moran How can you understand what customers want? Time was that listening was for the sales people Or customers service Not marketing folks Times have changed 3 Listen to what your customers say. 14 Mike Moran © 2007 Mike Moran Web 2.0 now makes marketing a conversation Readers comment on your blogs They change your wikis The create blogs of their own They create “hate” sites if they don’t like you They produce mashups of your content and functions Web 1.0 users were consumers Web 2.0 users are participants
  • 8. 8 15 Mike Moran © 2007 Mike Moran Are you ignoring the conversation? Others are talking Are you listening? Are you commenting? 16 Mike Moran © 2007 Mike Moran Are you soliciting conversation? Manufacturers are beginning to allow customers to rate their products and provide written reviews—right on the manufacturer’s site Customers are going to look for reviews before buying anyway Why not keep those customers on your site?
  • 9. 9 17 Mike Moran © 2007 Mike Moran Marketers must give up message control We don’t control the message The message is changed, rebutted, and misconstrued by our audience We must modify what we say in response And, the message crosses country borders 18 Mike Moran © 2007 Mike Moran How can you understand what customers want? Web marketing is direct marketing. Watch what your customers do when they interact with your marketing message and your Web site. Customers vote with their mice. 4 Watch what your customers do.
  • 10. 10 19 Mike Moran © 2007 Mike Moran Imagine a catalog marketer who said to the boss… I shipped February’s catalog on time And under budget Customers like it And it looks beautiful Wanna see it? But that’s all we say about our Web sites—where are the metrics? 20 Mike Moran © 2007 Mike Moran Metrics guide direct marketing models Cover, size, inserts, response form Envelope, letter, return envelope Elements Catalogs Conversion rates are much lower than interpersonal channels but costs are, also Create multiple versions; analyze response Test responses to multiple designs Monitor over time and adjust Editors and copy writers assure a consistent message Direct Mail Testing Response Message Treated as experiences, not documents!
  • 11. 11 21 Mike Moran © 2007 Mike Moran The Web can operate the same way Design, navigation, function, images, textual content Elements Conversion rates are much lower than interpersonal channels but costs are, also Create multiple versions; analyze response Test responses to multiple designs Monitor over time and adjust Editors and copy writers assure a consistent message Web Testing Response Message Already treated as an experience 22 Mike Moran © 2007 Mike Moran How can you drive demand for your products? 10Conversions 1%Conversion Rate 1000Visitors Base
  • 12. 12 23 Mike Moran © 2007 Mike Moran How can you drive demand for your products? 2010Conversions 2%1%Conversion Rate 10001000Visitors Increase your conversion rate Base 24 Mike Moran © 2007 Mike Moran How can you drive demand for your products? 202010Conversions 1%2%1%Conversion Rate 200010001000Visitors Increase your conversion rate Increase your traffic Base
  • 13. 13 25 Mike Moran © 2007 Mike Moran How can you drive demand for your products? 40202010Conversions 2%1%2%1%Conversion Rate 2000200010001000Visitors Increase your conversion rate Increase your traffic Or both Base 26 Mike Moran © 2007 Mike Moran What are your conversions? Online sales Find a store Find a dealer Find a partner Phone call Affiliate link Download a white paper Fill out a contact form
  • 14. 14 27 Mike Moran © 2007 Mike Moran What are your Web visitors doing, anyway? Learn Buy Shop Use Get Learn: Research products and services Shop: Compare offerings and prices Buy: Check out and purchase Get: Check order status Use: Get technical and customer support A Web Conversion Cycle 28 Mike Moran © 2007 Mike Moran Use your cycle to measure conversion value Finding the right product page puts the visitor in the “Learn” stage. How many customers that view a product page put items in their carts? And how many check out? Multiply by your average revenue and you have the impact on revenue. Learn Buy Shop Use Get Land Increasing the success rate at any stage increases the overall conversion rate
  • 15. 15 29 Mike Moran © 2007 Mike Moran What is your Web Conversion cycle? For your site? Learn Buy Shop Use Get Land Some sites lead to offline activity Online PC Sales? Land Consulting? Le Learn Engage Select Collaborate 30 Mike Moran © 2007 Mike Moran How do you track offline conversions to the Web? The easiest way is for you to contact the customer If the customer switches channels, entice the customer to: Print the product’s specifications to bring to the dealer Print a coupon to present at the retailer Call a special phone number
  • 16. 16 31 Mike Moran © 2007 Mike Moran How do you connect with your message? Nobody’s buying it anymore Why are you still saying it? 5 Dump the hype. Get real. Guaranteed lowest price or it’s yours free! 32 Mike Moran © 2007 Mike Moran What if you’re not real? Customers ignore you. Hype-laden prose is a holdover from print—it doesn’t persuade Web customers Some companies have been caught creating flogs: Wal-Mart Sony
  • 17. 17 33 Mike Moran © 2007 Mike Moran Dell was flamed for not being real But they recovered Dell quickly admitted its mistakes and promised to do better The blogosphere eventually gave Dell credit for trying 34 Mike Moran © 2007 Mike Moran How do you connect with your message? Relevant content will be passed along by search engines And linked by other Web sites And passed along by your customers 6 Be relevant. Others will pass it along.
  • 18. 18 35 Mike Moran © 2007 Mike Moran What if you’re not relevant? Google ignores you. FTD marketing head fired for poor search results for 2005 Christmas season 36 Mike Moran © 2007 Mike Moran Great content makes your site a link magnet Make your content interesting and fresh Blogs Podcasts Provide something unique, such as a useful free tool Attract one-way links with content people want to link to
  • 19. 19 37 Mike Moran © 2007 Mike Moran Social media marketing is new wine in old bottles Growing out of search marketing, and public relations before that Social media marketing is any way you can get attention for your message using people connected to the Internet People + message + Internet = social media marketing 38 Mike Moran © 2007 Mike Moran Viral marketing is word of mouth on steroids Word of mouth passed from person to person The Internet allows messages to be passed faster to more people
  • 20. 20 39 Mike Moran © 2007 Mike Moran How do you connect with your message? You must change your message in response to what your customers: Say (comments, blogs, product ratings) Do (search, purchases, page views) 7 Respond to what they say and to what they do. 40 Mike Moran © 2007 Mike Moran And if you’re unresponsive? Customers flame you. Accept comments and trackbacks on your blogs Allow your products to be rated and reviewed Staff your efforts with enough people to respond
  • 21. 21 41 Mike Moran © 2007 Mike Moran Bloggers flame you, too Kryptonite: “Our customers don’t read blogs” Yeah, but reporters do… “Picked by a Bic” is not a great headline 42 Mike Moran © 2007 Mike Moran Netflix treats bloggers like press When the blogger writes a story, he routinely requests and gets comment from Netflix Netflix invited a blogger among just five media types for the preview of their download service
  • 22. 22 43 Mike Moran © 2007 Mike Moran Respond to your customers Change your products Change your content Change your prices Change your policies Change your experience Then, change them again Customers vote with their mice Learn Buy Shop Use Get Which changes increase your conversions? 44 Mike Moran © 2007 Mike Moran Respond to the world When the public complains, change Math textbook publishers ignored criticism by mathematicians and parents and had their books removed from state curricula Pharmaceutical firms ignored safety concerns and had their drugs later withdrawn by the FDA The public is now part of marketing—environment, immigration, stockholders—remember that you are doing everything in public now It’s no longer just a problem for the public relations and media contacts
  • 23. 23 45 Mike Moran © 2007 Mike Moran How do you connect with your message? Test everything you do Change based on feedback 8 No more plan, then build. Instead, build, then improve. 46 Mike Moran © 2007 Mike Moran Should the shopping cart be on the left or right? A/B testing decides
  • 24. 24 47 Mike Moran © 2007 Mike Moran Beyond A/B testing: multivariate testing Yes, it’s free Create different versions of your pages Google tests them with live visitors and reports back on which variations did the best Then you permanently change the page to the best version 48 Mike Moran © 2007 Mike Moran Do it wrong quickly and then fix it Instead of killing ourselves to plan exactly the right thing that we can execute in every country for the next two years… …Do it wrong quickly, and then fix it Let the market tell you what works and what doesn’t And then quickly do it better Listen, learn, and adjust
  • 25. 25 49 Mike Moran © 2007 Mike Moran How do you connect with your message? Respond to what your customers says and what they do It’s amazing how smart you’ll look 9 Responding to feedback works. So do it faster. 50 Mike Moran © 2007 Mike Moran One of the toughest things to move quickly is IT Not all IT groups are this easy to motivate With Internet marketing, the old slow ways of information technology do not allow you to change fast enough
  • 26. 26 51 Mike Moran © 2007 Mike Moran Baking or making soup? Which is harder? Riskier? Waterfall is like baking Know what you want up front Precise measurements and preparation Nothing is done until the end Agile is like making soup You can experiment as you go You can eat it at any time, but it tastes best at the end 52 Mike Moran © 2007 Mike Moran How do you connect with your message? It’s impossible for a few marketers and PR people to keep up with entire Web So you need to get help 10 Stop being a Lone Ranger. Deputize your whole company
  • 27. 27 53 Mike Moran © 2007 Mike Moran How do you get everyone to do it? Companies must coordinate these techniques But they can’t centralize them There can’t be any blogging department Every Web page must be written for search Web feeds can be customized for each customer Information knows no country boundaries Metrics are everyone’s job 54 Mike Moran © 2007 Mike Moran How do you coordinate across your company? Employee Blogging Policy Blogs may not contain any company confidential information. All bloggers must be approved by their managers before publishing their first entry. Blogs may not contain any advertising. Evangelism, training, and policies
  • 28. 28 55 Mike Moran © 2007 Mike Moran Offer training in best practices Make someone centrally responsible for policies, best practices and training Make sure that your entire team gets the training they need Your first job is evangelist Your second job is coach 56 Mike Moran © 2007 Mike Moran Read all about it “Buy this book, read it, and then read it again.” --Chris Sherman, Search Engine Watch Updated at each printing www.mikemoran.com The search marketing best seller For more information about the books, and for the free Biznology newsletter and blog: Available now “Great book.” --Robert Scoble, Scoblizer blog “Act now and read it.” --Bryan Eisenberg, Author of #1 best seller Waiting for Your Cat to Bark?