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Online Marketing - the 3i's

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Presentation to a MBA Marketing class at UWA Business School, 18th July 2013.

Published in: Business, News & Politics
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Online Marketing - the 3i's

  1. 1. Charlie Gunningham aussiehome.com, 1999-2010 reiwa.com, 2010-13 businessnews.com.au, 2013- Online Marketing … the 3 i’s 1
  2. 2. MBA Graduation, March 1999
  3. 3. 7 months later… Dec 1999 3
  4. 4. Start-ups are easy … survival & managing growth is hard! 4
  5. 5. In 1999, it was dial up, ISDN… - it took longer, it cost more (3x) - agents were suspicious, the site was poor - then the dotcom crash came (Easter 2000) 5
  6. 6. Free (Trad) Media - newspapers, reviews, editorials, online, radio, TV, … all need content 6
  7. 7. The West Launch Day… Dec 2000 7
  8. 8. 5 months later… May 2000 The West 8
  9. 9. 9
  10. 10. 10
  11. 11. 1111
  12. 12. 12
  13. 13. Business News 10 years … SOLD! 13
  14. 14. What’s newsworthy? - regular, local, quirky, parochial, pic - treat journos like clients 14
  15. 15. Keep innovating, keep pushing - UX is all important these days - Clients are critical, the only thing?- - usertesting.com15
  16. 16. It’s never the technology, … it’s the people - hire + retain the best. That’s it. 16
  17. 17. Keep networking - there’s a fast growing start-up/tech sector in Perth 17
  18. 18. SEO basics: title tags, H1, alt tags… SEM buy traffic – volume, 7c/click 18
  19. 19. TODAY… you have social media - talk to innovators/early adopters ~ Godin - make it easy to spread ~ Gladwell - find influencers (use KLOUT) 19
  20. 20. 21
  21. 21. Display Ads/online - Facebook – boost posts, targetted ads - similar on LinkedIN, Youtube, Twitter - page take overs, ‘remarketing’ 22
  22. 22. Mobile – the new frontier? - think mobile first – or lose - mobile site, web app, native app…? 23
  23. 23. Other Promotion/offline - local: use outdoor, very targetted - TV/radio: cheaper than you think 24
  24. 24. What does not work - forums, email blasts, spamming - ‘dark’ SEO tactics (blacklisted!) - affiliates, buying links and likes 25
  25. 25. Ultimately – it’s word of mouth - have you seen an ad for Google? - a great experience, is passed on - NPS scores (measures customer pride) 26
  26. 26. Marketing = the 3 i’s Get the right information to the right eyes at the right instant 27
  27. 27. @ chazgunningham /charliegunningham charliegunningham.com Online Marketing & the 3i’s Charlie Gunningham charlie.gunningham@businessnews.com.au Chris Hadfield’s “Space Oddity” 13mn views in 4 days on Youtube 28

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