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

1. Charlie Gunningham
aussiehome.com, 1999-2010
reiwa.com, 2010-13
businessnews.com.au, 2013-
Online
Marketing
… the 3 i’s
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2. MBA Graduation, March 1999

3. 7 months later… Dec 1999
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4. Start-ups
are easy
… survival &
managing
growth is hard!
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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)
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6. Free (Trad) Media
- newspapers, reviews, editorials, online,
radio, TV, … all need content
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7. The West
Launch Day… Dec 2000
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8. 5 months later… May 2000
The West
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10. 10

11. 1111

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13. Business News
10 years … SOLD!
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14. What’s newsworthy?
- regular, local, quirky, parochial, pic
- treat journos like clients
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15. Keep innovating, keep pushing
- UX is all important these days
- Clients are critical, the only thing?-
- usertesting.com15

16. It’s never the technology,
… it’s the people
- hire + retain the best. That’s it.
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17. Keep networking
- there’s a fast growing start-up/tech
sector in Perth
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18. SEO
basics:
title tags,
H1, alt tags…
SEM
buy traffic –
volume,
7c/click
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19. TODAY… you have social media
- talk to innovators/early adopters ~ Godin
- make it easy to spread ~ Gladwell
- find influencers (use KLOUT)
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22. Display Ads/online
- Facebook – boost posts, targetted ads
- similar on LinkedIN, Youtube, Twitter
- page take overs, ‘remarketing’
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23. Mobile – the new frontier?
- think mobile first – or lose
- mobile site, web app, native app…?
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24. Other Promotion/offline
- local: use outdoor, very targetted
- TV/radio: cheaper than you think
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25. What does not work
- forums, email blasts, spamming
- ‘dark’ SEO tactics (blacklisted!)
- affiliates, buying links and likes
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26. Ultimately – it’s word of mouth
- have you seen an ad for Google?
- a great experience, is passed on
- NPS scores (measures customer pride)
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27. Marketing = the 3 i’s
Get the right information
to the right eyes
at the right instant
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28. @ 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
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