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  1. 1. Cost-effective online marketing Fiachra Ó Marcaigh, Director, AMAS Bord Bia horticulture workshop
  2. 2. <ul><li>Team skills </li></ul><ul><li>Digital strategy </li></ul><ul><li>Research </li></ul><ul><li>Usability, accessibility </li></ul><ul><li>Project management </li></ul><ul><li>Online consultant for 10 years </li></ul><ul><li>Co-founder The Sunday Business Post </li></ul><ul><li>Non-Executive Director, Business in the Community, </li></ul>Aileen O’Toole Managing Director <ul><li>Online consultant for 10+ years </li></ul><ul><li>Ex-Assistant Editor (systems), The Irish Times </li></ul><ul><li>User Experience Group, IIA </li></ul><ul><li>Team skills </li></ul><ul><li>Content </li></ul><ul><li>Online technologies </li></ul><ul><li>Online marketing </li></ul><ul><li>Training </li></ul>Fiachra Ó Marcaigh Director People
  3. 3. AMAS services <ul><li>Designed to assist clients to: </li></ul><ul><li>Plan </li></ul><ul><li>Evaluate </li></ul><ul><li>Manage </li></ul><ul><li>Market their online channels </li></ul>
  4. 4. AMAS research and insights AMAS blog @ AMASinternet
  5. 5. Internet use
  6. 6. Internet use
  7. 7. eCommerce Source: Eurostat, 2010, respondents asked if they have bought or ordered goods or services for their own use over the past 12 months
  8. 8. Social features on eCommerce sites Source: AMAS review of 100 websites, May 2011. Each site was evaluated on ten criteria.
  9. 9. Social media
  10. 10. Web 1.0 – online brochure
  11. 11. Web 2.0 - digital portfolio Social networks Content sharing Syndication Your website(s) Email newsletters Social bookmarks Blogs User-generated content Search engine profile Multiple channels to build brands, transact business and manage reputations Mobile Extranet
  12. 12. Why the internet? <ul><li>Audiences </li></ul><ul><ul><li>Many are online </li></ul></ul><ul><li>Cost </li></ul><ul><ul><li>Internet is the lowest cost channel </li></ul></ul><ul><li>Customer service </li></ul><ul><ul><li>Customers can “self serve” </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Communications and interactions </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Everything can be measured </li></ul></ul>
  13. 13. Going global <ul><li>Companies which are using the </li></ul><ul><li>internet to take on </li></ul><ul><li>international markets </li></ul>
  14. 14. Web a key way to generate business
  15. 15. Know your audiences <ul><li>Who are your primary audience? </li></ul><ul><li>Who are your secondary audiences? </li></ul><ul><li>What are the specific goals of each audience? </li></ul>
  16. 16. Web project elements
  17. 17. The tools, many free
  18. 18. Write for the Web <ul><li>Conclusion first </li></ul><ul><li>Then supporting material </li></ul><ul><li>Finally – background </li></ul>Write to be read <ul><li>Help people to scan </li></ul><ul><li>Break content into chunks </li></ul><ul><li>Label and signpost </li></ul>Write to be found <ul><li>Search engines are vital </li></ul>Conclusion Supporting information Background
  19. 19. Plan, plan, plan... <ul><li>How does Internet support your business strategy? </li></ul><ul><li>How can your site deliver leads, raise awareness and create tangible value? </li></ul><ul><li>What else do you need in your digital portfolio? </li></ul><ul><li>Who minds your business online? </li></ul>But remember.... Not every company needs to have a blog and be on Twitter
  20. 20. AMAS: what we do AMAS is an internet consultancy with a simple goal – help our clients to exploit the internet. Large corporates, government bodies and, increasingly, high potential businesses retain us to develop and help implement internet strategies. We cut through the clutter and the complexity to allow our clients to capitalise on the unlimited opportunities offered by the internet. Services: • Strategy • Research • User experience • Content • Training • Marketing • Project management Contact Fiachra Ó Marcaigh on +353 1 6610499 or [email_address] Follow us: For digital research and insights, follow AMAS on [email_address]