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A quick overview of interactive marketing

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    A quick overview of interactive marketing - Presentation Transcript

    1. Interactive Marketing A quick overview of opportunities 16 March 2009 Mancom, Hogeschool Gent
    2. Content
      • About Duval Guillaume
      • Today’s Context
      • Opportunities
          • Offsite
          • Onsite
          • Participation
      • Q&A
      / Spa Barisart 2009 / Promo
    4. Context Brands in a digital world
    5. / Spa Barisart 2009 / Promo Internet use: some numbers
    6. Internet use in Europe
    7. Internet use in Europe
    8. Social networks in Belgium
    9. / Spa Barisart 2009 / Promo Brands Useful Relevant Honest Interesting
    10. Is this so much different from how it used to be ?
    11. / Spa Barisart 2009 / Promo No. But the context is different.
    12. Multitasking & media cluttering
    13. User is in control
    14. Consumer is a medium
    15. We’re all connected
    16. / Spa Barisart 2009 / Promo Dear marketeers, don’t be afraid. It offers plenty of opportunities
    17. A brand can be a medium
    18. A brand can be a medium
    19. A marketeer can run his shop again
    20. Brand momentum + Brand continuum
    21. Opportunities
    22. Opportunities Off-site: traffic
    23. / Spa Barisart 2009 / Promo Online media
    26. Investments per channel
    27. Portals
    28. Cost per Thousand : Media term describing the cost of 1000 gross contacts (impressions). For example a Web site that charges 1500 euros and reports 100 000 gross contacts has a CPM of 15 euros. CPM = (cost / number of gross contacts) x 1000
    29. Contextual advertising
    30. Cost per click models: affiliation
    31. Targeted advertising
    32. E-mail marketing: rent database
    33. Content integration
    34. Long tail
    35. Long tail
    36. Track campaigns: post-click
    37. / Spa Barisart 2009 / Promo Search
    38. Organic search vs. Paid search Organic Paid Paid
    39. Google AdSense
    40. SEO: Search Engine Optimizing
      • Ranking
      • Long-term approach
      • Keyword strategy
      • Optimize website
      • Page rank
      • Link building
    41. SEA: Search Engine Advertising
      • Keyword strategy
      • Long-term approach
      • Bidding
      • Do it yourself
      • Tools
    42. SEA: Search Engine Advertising
    43. Opportunities On-site
    44. What is your strategy ?
      • E-commerce
      • Functional
      • Experience
      • Engage
      • Community
    45. Information architecture: great user experience
      • Who are your users: persona
    46. Information architecture: great user experience
      • Information architecture: navigation & wireframes
      • Interaction design
    47. Web copy
      • Reader is in control. They don’t have time and make no effort.
      • People scan a page. They only read when they want to know the details.
      • People read to do something. Action-driven.
    48. Web copy
      • Structure your text:
          • Clear titles
          • Bullet points
          • Visual support
      • Start by telling what it’s about
          • Reverse pyramid
      • Write for action and interaction
          • Clicks to other pages
          • People have to know what’s behind the click (no ‘read more …’)
      • As short as possible
          • To the point
          • Complete
    49. Great book
    50. Content is king !
      • Search
      • Information
      • Sharing
    51. Information
    52. Pre-sale
    53. Pre-sale: product demo
    54. Pre-sale: drive sales to POS
    55. Support
    56. Support
    57. Web metrics & ROI
    58. Web metrics: goals & funnels
    59. Web metrics: traffic analysis
    60. Web optimizer: A/B testing
    61. Opportunities Participation
    62. E-mail marketing
    63. RSS
    64. Blogging
    65. Twitter
    66. Social Networks
    67. Social Media
    68. Crowdsourcing
    69. Viral marketing / Spa Barisart 2009 / Promo
    70. Mobile: internet anytime, everywhere
    71. Brand reputation
    72. People share positive and negative experience
    73. User opinions matter
    76. Make people your ambassador / Spa Barisart 2009 / Promo
    77. Interesting: skittles.com / Spa Barisart 2009 / Promo
    78. Conclusions
    79. / Spa Barisart 2009 / Promo 2 options: Be a medium. Or be the subject of conversation.
    80. The big change BUY ATTENTION DESERVE ATTENTION
    81. Wim Walraevens Duval Guillaume T hx! [email_address] www.duvalguillaume.com twitter.com/duvalguillaume

    + Wim WalraevensWim Walraevens, 8 months ago

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