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Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
Online Marketing 101
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Online Marketing 101

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  • Thank you for the opportunity to share my preliminary thoughts with you about External Affairs, and our immediate plans and longer term strategy. As you know, I’ve been at the Bank for about 8 weeks and it’s been anything but boring…. I’ll walk through slides but plan to keep this presentation short so as to leave time for discussion. I am going to talk to you about three things: first, the immediate challenge of managing communications around the presidential selection process; second, our ongoing rapid response in the aftermath of the recent crisis; and third, the work I have initiated on developing a longer term strategy for EXT.
  • Transcript

    • 1. The Web Team Online Marketing 101
    • 2. On the web, people <ul><li>Search </li></ul><ul><li>Browse </li></ul><ul><li>Communicate </li></ul><ul><li>Collaborate </li></ul><ul><li>Transact </li></ul>
    • 3. Internet use is still growing Source: Internet World Stats December 2007
    • 4. Online Marketing Spend continues to increase Source: eMarketer 2007
    • 5. Search Engine Use <ul><li>Over 61% of consumers use search engines at least several times a week </li></ul>Source: Forrester Research 2006
    • 6. Google has a strong-hold on the market Source: ComScore February 2008
    • 7. Google Services Huge network of small publishers and blogs Google in 250 countries in 40 languages + + + Search network Contextual network
    • 8. Google has the most loyal users Source: MarketingSherpa 2006
    • 9. Online Marketing Options <ul><li>Pay-Per-Click Search Engine Marketing </li></ul><ul><ul><li>Text ads on Google </li></ul></ul><ul><li>Contextual Search Engine Marketing </li></ul><ul><ul><li>Text, static banners, animated banners, video ads </li></ul></ul><ul><li>Site/Placement Targeting </li></ul><ul><ul><li>Text, static banners, animated banners, video ads </li></ul></ul>
    • 10. Paid Search Engine Marketing Natural/Organic Search Results Place text ads in Paid Search Results
    • 11. Contextual Search Engine Marketing Place text or banner ads next to relevant content on Google’s large network of sites.
    • 12. Site/Placement Targeting – Banner Ads Place static or animated banner ads on relevant sites in Google’s Network
    • 13. Site/Placement Targeting - Video Ads Place Click-To-Play Video Ads on a list of sites
    • 14. Measurement <ul><li>The biggest advantage of online marketing vs. Traditional marketing is Measurement </li></ul><ul><li>Using Omniture, track your campaign’s performance throughout your website </li></ul><ul><li>Report and Optimize your campaign based on Key Performance Metrics such as: </li></ul><ul><ul><li>File downloads, page views, time spent on site, bounce rate, etc. </li></ul></ul>
    • 15. How it Works
    • 16. Online Marketing Process <ul><li>Set Goals </li></ul><ul><li>Online Marketing Team: </li></ul><ul><li>-Send Questionnaire </li></ul><ul><li>Campaign Initiator: </li></ul><ul><li>- Complete Questionnaire to determine the following: </li></ul><ul><li>- Identify Objectives </li></ul><ul><li>Define a Conversion </li></ul><ul><li>Target Audience </li></ul><ul><li>Determine Budget </li></ul><ul><li>Pick Sample Keywords </li></ul><ul><li>Plan </li></ul><ul><li>Online Marketing Team: </li></ul><ul><li>Keyword Discovery </li></ul><ul><li>Site Discovery </li></ul><ul><li>Ad Copywriting </li></ul><ul><li>Campaign Structure Development </li></ul><ul><li>Targeting Strategy </li></ul><ul><li>Tracking Procedure </li></ul><ul><li>Web Editor: </li></ul><ul><li>Landing Page Strategy </li></ul><ul><li>Landing Page implementation </li></ul><ul><li>Implement </li></ul><ul><li>Online Marketing Team: </li></ul><ul><li>Implement approved campaign </li></ul><ul><li>Implement tracking technology </li></ul><ul><li>Test tracking </li></ul><ul><li>Forecast budget </li></ul><ul><li>Forecast traffic </li></ul><ul><li>Optimize </li></ul><ul><li>Online Marketing Team: </li></ul><ul><li>Keyword Conversions </li></ul><ul><li>Ad Copy effectiveness </li></ul><ul><li>Keyword Bid management </li></ul><ul><li>Day-parting assessmentW </li></ul><ul><li>Landing Page assessment </li></ul><ul><li>Reporting </li></ul><ul><li>Analysis </li></ul>
    • 17. How Much Does it Cost? <ul><li>Cost-Per-Click (CPC) </li></ul><ul><ul><li>We set a maximum cost-per-click bid and you only pay when a user clicks on the ad. </li></ul></ul><ul><ul><li>Average CPC ranges from $0.10 - $0.75 for World Bank industry keywords </li></ul></ul><ul><li>Cost-Per-Thousand-Impressions (CPM) </li></ul><ul><ul><li>We set a maximum CPM bid and you pay for each 1000 impressions your ad receives. </li></ul></ul><ul><ul><li>Average CPM ranges from $1.00 - $5.00 and provides mass brand exposure </li></ul></ul>
    • 18. How much budget do I need? <ul><li>You can establish your own budget </li></ul><ul><ul><ul><li>(Recommended minimums apply) </li></ul></ul></ul><ul><li>Options: </li></ul><ul><ul><li>On-going monthly budget </li></ul></ul><ul><ul><ul><li>Best for Country and Region search campaigns </li></ul></ul></ul><ul><ul><li>Campaign Specific Budget </li></ul></ul><ul><ul><ul><li>Best for special initiatives, reports, events </li></ul></ul></ul>
    • 19. Case Study – IDA 2007 <ul><li>Methods: </li></ul><ul><ul><li>Paid Search Engine Marketing </li></ul></ul><ul><ul><li>Contextual Search Engine Marketing </li></ul></ul><ul><ul><li>Site-Targeting - Banners and Videos </li></ul></ul><ul><ul><li>Geo targeting: Most campaigns were set to only display ads to users in Part 1 countries while others were targeting specific Part 2 countries when the message was appropriate (i.e. Ghana, Vietnam etc...) </li></ul></ul>
    • 20. Case Study: IDA 2007 <ul><li>Search Engine Marketing </li></ul><ul><ul><li>Focused on showing the progress and results achieved by the Countries, with the help of the bank </li></ul></ul>
    • 21. Case Study: IDA 2007 <ul><li>Banner Ads: In line with site's look and feel and messages. Compelling creative, not saying too much, inviting people to find out more </li></ul><ul><li>Multiple Languages </li></ul>
    • 22. Case Study: IDA 2007 <ul><li>Video ads; In line with site's look and feel and messages, inviting users to play and see &quot;The World Bank in action&quot; </li></ul>
    • 23. Case Study: IDA 2007
    • 24. Case Study: IDA 2007 <ul><li>Results </li></ul><ul><ul><li>Over 70% of the traffic on the IDA site was coming from various advertising campaigns </li></ul></ul><ul><ul><li>Visitors to IDA site between Feb - Jun 200 6 : 47,000 </li></ul></ul><ul><ul><li>Visitors to IDA site between Feb - Jun 200 7 : 184,000 ( +300% ) </li></ul></ul><ul><ul><li>Number of visits from the campaign: 160,000 </li></ul></ul><ul><ul><li>Number of video ads viewed: 15,600 </li></ul></ul><ul><ul><li>Total cost of the campaign: $25,000 </li></ul></ul><ul><ul><li>Average Cost per visitor: $0.15 </li></ul></ul>
    • 25. What’s Next? <ul><li>Talk to your region’s Web Editor about starting your next online marketing campaign </li></ul>

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