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© Copyright 2012, praxisnow.ie - ‹#›
COMPETITIVE STRATEGIES IN

INTERNATIONAL
SEARCH MARKETING
                                                JOHN COBURN
                                                Tel.: 01-2360076
                                               Limerick 22nd March 2012


          Enterprise Ireland eMarketing Workshop, March 2012              www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
(Otherwise known as )
10 COMPETITIVE STRATEGIES IN
INTERNATIONAL
SEARCH        MARKETING

       Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
1 SEO STRATEGY
  If you are far from the enemy, make him
  believe you are near
  Sun Tzu




         Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
           SEO LONG-TAIL
WEBSITE TRAFFIC   1 : 40                 Non-Brand-related




                              UNIQUE KEY-PHRASES

                                                                                Source: Covario / NetConcepts

                           Enterprise Ireland eMarketing Workshop, March 2012                www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
(& therefore simultaneous!)
DISCRETE TARGETING
     METHODS




                                                            Source: Covario / NetConcepts
       Enterprise Ireland eMarketing Workshop, March 2012                                   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
2   GEO-TARGETED
    Link Topology

      Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
             LIKE THIS!
Neighbourhood                                                       .co.uk or generic:
Inbound Link Topology                                               registered and hosted
                                                                    in UK




                    Enterprise Ireland eMarketing Workshop, March 2012                www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
      . . . OR THIS!
                                                                 .co.uk or generic:
Neighbourhood                                                    registered Ireland and
Inbound Link Topology                                            geo-located to UK

                                                                         NOTE: Not workable
                                                                         with a .ie domain




                    Enterprise Ireland eMarketing Workshop, March 2012                        www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
            NOT THIS!
                (STILL AT HOME)
Neighbourhood                                                           With
Inbound Link Topology                                                   replication, carry-over
                                                                        of links is often
                                                                        overlooked



                        Enterprise Ireland eMarketing Workshop, March 2012                 www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
. . . AND DEFINATELY NOT THIS!
    Neighbourhood
                                                                   What many Irish
    Inbound Link Topology                                          Companies are
                                                                   doing:

                                                                            NOTE: Can still compete
                                                                            for unique brands, geo-
                                                                            locator based terms and
                                                                            unique search phrases

                       Enterprise Ireland eMarketing Workshop, March 2012                     www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
. . .AND LOGICALLY THEREFORE . . .



  3       SEPARATE WEBSITE PER
          TARGET GOEGRAPHY
          (or geo-located sub-domain)


                 Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
4   ADWORDS “QUALITY SCORE”
    THE NEW PPC LONG-TAIL




          Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
THE “OLD” PPC LONGTAIL
        BEHIND THE TIMES?




      Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
“NEW” PPC LONGTAIL
 “RELEVANCE”: A MORE USEFUL MODEL

 €            Low Quality Score
              Poor Alignment / High Competition

                Medium Quality Score
                Low CTR / (often) Low Competition


                              High Quality Score
                              High CTR / Good Alignment




     LOW                       RELEVANCE                        HIGH




           Enterprise Ireland eMarketing Workshop, March 2012          www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
GOOGLE’S KEYWORD QUALITY SCORE
     DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED




GOOGLE’S KEYWORD
   QUALITY SCORE                                                          CTR
        QUALITY SCORE SCALE


       1 - 10
                                                                                Source: Google


                     Enterprise Ireland eMarketing Workshop, March 2012                www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
5   HIGH VOLUME OF
    ORIGINAL CONTENT
    (written as you wish it to be
    read, then revisited for
    optimisation)

         Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
6 WITH COMPELLING
   CAPTURE SALES LEADS

   VALUE PROPOSITIONS
   (on every “CATEGORY” page of your website)



           Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
            MOST PREVALENT, BASIC
BINARY SALES PROPOSITION
       (One “all or nothing” value proposition)

                                                                   RELATIONSHIP
   HELLO             CONVERT                                         MANAGE


  VISITOR    INFORMATION-DRIVEN                                    NEWSLETTER
                / FACILITATION

  Typical “campaign level” conversion rate =
                                                                                  2%
                                                                                  ?
              Enterprise Ireland eMarketing Workshop, March 2012                   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
        SLIGHTLY MODIFIED (BUT STILL SIMPLE)
 NON-BINARY SALES PROCESS
               LEAD
HELLO                                               CONVERT               GROW
             CAPTURE


   Not “Subscribe” | “Add to Newsletter” | “Enquiry Form”
   (What to do with % of other 98%)



                     Enterprise Ireland eMarketing Workshop, March 2012      www.praxisnow.ie
© Copyright 2011, praxisnow.ie - 20
      CASE STUDY
                                                            GUIDE TO CUTTING
          Concept
           Original                    13 ways solid fuel
                                       heating can save
                                                            YOUR ENERGY BILLS
                                                            BY 25%
                                       money on your
                                       energy costs
          • READ ON SCAN
  • RELEVANT RIGHT NOW
       • EASY TO REQUEST
• INSTANT GRATIFICATION
            • TO THE POINT
          • HIGHLY VISIBLE
                      Scope for 20+
       different, compelling value
propositions on separate Landing
  Pages, targeting separate buyer
   priorities at different stages in
 the purchase process or by user
                               type
© Copyright 2012, praxisnow.ie - ‹#›
CASE STUDY                                                           SPECIAL AIRLINE INDUSTRY REPORT:
Position Above Fold                                                         Carbon Footprint
                                                                            Reduction Planning
                                                                            in the Airline
                                                                            Industry




                      Enterprise Ireland eMarketing Workshop, March 2012                                www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
CASE STUDY
Position Above Fold
           Alternate




                                                                            Special Report:

                                                                                 Carbon
                                                                                 Footprint
                                                                                 Reduction
                                                                                 Planning in the
                                                                                 Airline Industry




                       Enterprise Ireland eMarketing Workshop, March 2012                           www.praxisnow.ie
© Copyright 2011, praxisnow.ie - 23
CASE STUDY
     Original

    What’s the
 Capture Value
  Proposition?
© Copyright 2011, praxisnow.ie - 24
 CASE STUDY
    Concept 1

Keeping it Simple




                    Keep it simple – get more detailed
                    information later in the process
© Copyright 2011, praxisnow.ie - 25
                           Ireland’s leading supplier of easy to use bookkeeping

   CASE STUDY              software for small and medium businesses




      Concept 2                 21 things you need to know about
                                the new tax changes for 2012

   Keep Free Trial as is

                  Add a
compelling, campaign-
    support page-level
  value proposition for
  lead capture without
        need for a trial
 (prospect may not be
 ready or have time to
            trial – yet.
© Copyright 2012, praxisnow.ie - ‹#›
                                                     CASE STUDY
                                                     1. Engage
                                                     2. Capture




                        ?


Enterprise Ireland eMarketing Workshop, March 2012           www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
                                                                                              CASE STUDY
                                                                                              1. Engage
                                                                                              2. Capture




                                                                 PLAY
                                                                                             ENGAGE
AFFORDABLE ERP:
21 ways to reduce the cost of running
                                                          Video Demo
your enterprise using SaaS processes.
name:
email:
                           DOWNLOAD



                                                            CAPTURE WITHOUT COMMITTING TO TRIAL




                                        Enterprise Ireland eMarketing Workshop, March 2012            www.praxisnow.ie
© Copyright 2011, praxisnow.ie - 28
CASE STUDY
    Concept

   Online Shop

                 Get our exclusive free guide to leveraging the power of your brand
© Copyright 2012, praxisnow.ie - ‹#›
7   MAP YOUR ONLINE
    SALES PROCESS
    (point of 1st contact to point of
    conversion. Lifecycle management)



         Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
        MAPPING THE
ONLINE SALES PROCESS




     Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
8   FOCUS ON “CONVERSION”
    With Value Proposition Alignment




           Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
CONVERSION TIPPING POINT

                   98%                                                    2%

     NO SALE                                                                   SALE
                                    VISITOR QUALITY
POOR QUALITY                                                                   HIGH QUALITY
/ IRRELEVANT   NOT READY TO BUY YET                                            / DIRECTLY RELEVANT
                  (BUT WILL BUY IN TIME)



  A “Quality Visitor” is not just the person who is ready to buy now.


                     Enterprise Ireland eMarketing Workshop, March 2012                       www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
       OPENING THE DOOR
       Let’s say

     38%
     98%               2%
                       Determined by traffic quality
    LEAVE                                                                               CONVERT
                                                                                             30%
30%                                           60%
                                                                                           Convert over time

May never convert                                                                  On the basis of a
                         EXCHANGE
                    ANONYMOUS                      IDENTIFIED                      =x15
                                                                                   COMPELLING
                                                                                   Value Proposition
                                                                                      conversion improvement

                              Enterprise Ireland eMarketing Workshop, March 2012                               www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
         WHO ARE THEY? (I)
                            [                       ]                    B2C
                                                                               MOTHER
              B2B
                                                                               FATHER
   END USER                                                                    DAUGHTER
ENGINEERING                                                                    SISTER
                    ANY INFLUENCER TYPE
                                                                               SON
PRODUCTION          % SALES PROSPECTS IN RESEARCH                              HUSBAND
                    MODE (NOT YET READY / WILLING                              WIFE
         IT
                    / ABLE TO BUY)                                             BROTHER
    FINANCE                                                                    PLAYER
                    RELATED BUT DIFFERENT NEEDS
  EXECUTIVE                                                                    SUPPORTER
                                                                               etc...
                    Enterprise Ireland eMarketing Workshop, March 2012               www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
    WHO ARE THEY? (II)
              ANY INFLUENCER TYPE + ...

[      ]                                                        DECISION
                                                                BUSINESS CASE
         ANY STAGE IN                                           TCO
    PURCHASE PROCESS                                            ASSESSMENT
                                                                AWARENESS
                                                                DISCOVERY

           Enterprise Ireland eMarketing Workshop, March 2012                   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
HOW BIG IS THIS SEGMENT?
                    [                       ]

 A FUNCTION OF:
 HOW TRAFFIC WAS GENERATED:
  Targeted eMail V Bulk, untargeted
  Key-phrase targeted SEO V unqualified traffic
  Managed Social engagement V Viral ‘novelty’
  Targeted Advertising V General Advertising

            Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
9   LEVERAGE THE NEW
    GOOGLE ANALYTICS
    Event tracking




        Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
                                   ONLINE SALES PROCESS


                               ANALYTICS
  CAPTURE RATIO                     FRONT-END                                            BACK-END CONVERSION
EG. (VIEWS:REGISTRATIONS)        CONVERSION RATIO                                               RATIO
                                  CAPTURES:CONVERSIONS                                      FRONT-END:BACK-END




           VISITOR TRAFFIC     LANDING PAGE VIEWS                   ACCESS TO LEVEL 2            LINKING BACK-END
          (Quality & Source)                                     (development) CONTENT             TO FRONT-END
                                  DOWNLOADS                          (email-triggered)
       SPLIT TESTING METRICS                                                                       SALES FUNNEL
                                    “EVENTS”                           ENGAGEMENT
        ACCESS TO CONTENT



                                    Enterprise Ireland eMarketing Workshop, March 2012                              www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
10
IS WEBSITE PURPOSE IS
CLEARLY DEFINED?
MEASURE PURPOSE ACCOMPLISHMENT


       Enterprise Ireland eMarketing Workshop, March 2012   www.praxisnow.ie
© Copyright 2012, praxisnow.ie - ‹#›
COMPETITIVE STRATEGIES IN

INTERNATIONAL
SEARCH MARKETING
                                JOHN COBURN
                                Tel.: 01-2360076
                                           Email:
                          jcoburn@praxisnow.ie
                                       Limerick 22nd March 2012
          Enterprise Ireland eMarketing Workshop, March 2012      www.praxisnow.ie

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Competitive Strategies in International Search Placement

  • 1. © Copyright 2012, praxisnow.ie - ‹#› COMPETITIVE STRATEGIES IN INTERNATIONAL SEARCH MARKETING JOHN COBURN Tel.: 01-2360076 Limerick 22nd March 2012 Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 2. © Copyright 2012, praxisnow.ie - ‹#› (Otherwise known as ) 10 COMPETITIVE STRATEGIES IN INTERNATIONAL SEARCH MARKETING Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 3. © Copyright 2012, praxisnow.ie - ‹#› 1 SEO STRATEGY If you are far from the enemy, make him believe you are near Sun Tzu Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 4. © Copyright 2012, praxisnow.ie - ‹#› SEO LONG-TAIL WEBSITE TRAFFIC 1 : 40 Non-Brand-related UNIQUE KEY-PHRASES Source: Covario / NetConcepts Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 5. © Copyright 2012, praxisnow.ie - ‹#› (& therefore simultaneous!) DISCRETE TARGETING METHODS Source: Covario / NetConcepts Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 6. © Copyright 2012, praxisnow.ie - ‹#› 2 GEO-TARGETED Link Topology Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 7. © Copyright 2012, praxisnow.ie - ‹#› LIKE THIS! Neighbourhood .co.uk or generic: Inbound Link Topology registered and hosted in UK Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 8. © Copyright 2012, praxisnow.ie - ‹#› . . . OR THIS! .co.uk or generic: Neighbourhood registered Ireland and Inbound Link Topology geo-located to UK NOTE: Not workable with a .ie domain Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 9. © Copyright 2012, praxisnow.ie - ‹#› NOT THIS! (STILL AT HOME) Neighbourhood With Inbound Link Topology replication, carry-over of links is often overlooked Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 10. © Copyright 2012, praxisnow.ie - ‹#› . . . AND DEFINATELY NOT THIS! Neighbourhood What many Irish Inbound Link Topology Companies are doing: NOTE: Can still compete for unique brands, geo- locator based terms and unique search phrases Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 11. © Copyright 2012, praxisnow.ie - ‹#› . . .AND LOGICALLY THEREFORE . . . 3 SEPARATE WEBSITE PER TARGET GOEGRAPHY (or geo-located sub-domain) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 12. © Copyright 2012, praxisnow.ie - ‹#› 4 ADWORDS “QUALITY SCORE” THE NEW PPC LONG-TAIL Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 13. © Copyright 2012, praxisnow.ie - ‹#› THE “OLD” PPC LONGTAIL BEHIND THE TIMES? Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 14. © Copyright 2012, praxisnow.ie - ‹#› “NEW” PPC LONGTAIL “RELEVANCE”: A MORE USEFUL MODEL € Low Quality Score Poor Alignment / High Competition Medium Quality Score Low CTR / (often) Low Competition High Quality Score High CTR / Good Alignment LOW RELEVANCE HIGH Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 15. © Copyright 2012, praxisnow.ie - ‹#› GOOGLE’S KEYWORD QUALITY SCORE DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED GOOGLE’S KEYWORD QUALITY SCORE CTR QUALITY SCORE SCALE 1 - 10 Source: Google Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 16. © Copyright 2012, praxisnow.ie - ‹#› 5 HIGH VOLUME OF ORIGINAL CONTENT (written as you wish it to be read, then revisited for optimisation) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 17. © Copyright 2012, praxisnow.ie - ‹#› 6 WITH COMPELLING CAPTURE SALES LEADS VALUE PROPOSITIONS (on every “CATEGORY” page of your website) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 18. © Copyright 2012, praxisnow.ie - ‹#› MOST PREVALENT, BASIC BINARY SALES PROPOSITION (One “all or nothing” value proposition) RELATIONSHIP HELLO CONVERT MANAGE VISITOR INFORMATION-DRIVEN NEWSLETTER / FACILITATION Typical “campaign level” conversion rate = 2% ? Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 19. © Copyright 2012, praxisnow.ie - ‹#› SLIGHTLY MODIFIED (BUT STILL SIMPLE) NON-BINARY SALES PROCESS LEAD HELLO CONVERT GROW CAPTURE Not “Subscribe” | “Add to Newsletter” | “Enquiry Form” (What to do with % of other 98%) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 20. © Copyright 2011, praxisnow.ie - 20 CASE STUDY GUIDE TO CUTTING Concept Original 13 ways solid fuel heating can save YOUR ENERGY BILLS BY 25% money on your energy costs • READ ON SCAN • RELEVANT RIGHT NOW • EASY TO REQUEST • INSTANT GRATIFICATION • TO THE POINT • HIGHLY VISIBLE Scope for 20+ different, compelling value propositions on separate Landing Pages, targeting separate buyer priorities at different stages in the purchase process or by user type
  • 21. © Copyright 2012, praxisnow.ie - ‹#› CASE STUDY SPECIAL AIRLINE INDUSTRY REPORT: Position Above Fold Carbon Footprint Reduction Planning in the Airline Industry Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 22. © Copyright 2012, praxisnow.ie - ‹#› CASE STUDY Position Above Fold Alternate Special Report: Carbon Footprint Reduction Planning in the Airline Industry Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 23. © Copyright 2011, praxisnow.ie - 23 CASE STUDY Original What’s the Capture Value Proposition?
  • 24. © Copyright 2011, praxisnow.ie - 24 CASE STUDY Concept 1 Keeping it Simple Keep it simple – get more detailed information later in the process
  • 25. © Copyright 2011, praxisnow.ie - 25 Ireland’s leading supplier of easy to use bookkeeping CASE STUDY software for small and medium businesses Concept 2 21 things you need to know about the new tax changes for 2012 Keep Free Trial as is Add a compelling, campaign- support page-level value proposition for lead capture without need for a trial (prospect may not be ready or have time to trial – yet.
  • 26. © Copyright 2012, praxisnow.ie - ‹#› CASE STUDY 1. Engage 2. Capture ? Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 27. © Copyright 2012, praxisnow.ie - ‹#› CASE STUDY 1. Engage 2. Capture PLAY ENGAGE AFFORDABLE ERP: 21 ways to reduce the cost of running Video Demo your enterprise using SaaS processes. name: email: DOWNLOAD CAPTURE WITHOUT COMMITTING TO TRIAL Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 28. © Copyright 2011, praxisnow.ie - 28 CASE STUDY Concept Online Shop Get our exclusive free guide to leveraging the power of your brand
  • 29. © Copyright 2012, praxisnow.ie - ‹#› 7 MAP YOUR ONLINE SALES PROCESS (point of 1st contact to point of conversion. Lifecycle management) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 30. © Copyright 2012, praxisnow.ie - ‹#› MAPPING THE ONLINE SALES PROCESS Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 31. © Copyright 2012, praxisnow.ie - ‹#› 8 FOCUS ON “CONVERSION” With Value Proposition Alignment Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 32. © Copyright 2012, praxisnow.ie - ‹#› CONVERSION TIPPING POINT 98% 2% NO SALE SALE VISITOR QUALITY POOR QUALITY HIGH QUALITY / IRRELEVANT NOT READY TO BUY YET / DIRECTLY RELEVANT (BUT WILL BUY IN TIME) A “Quality Visitor” is not just the person who is ready to buy now. Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 33. © Copyright 2012, praxisnow.ie - ‹#› OPENING THE DOOR Let’s say 38% 98% 2% Determined by traffic quality LEAVE CONVERT 30% 30% 60% Convert over time May never convert On the basis of a EXCHANGE ANONYMOUS IDENTIFIED =x15 COMPELLING Value Proposition conversion improvement Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 34. © Copyright 2012, praxisnow.ie - ‹#› WHO ARE THEY? (I) [ ] B2C MOTHER B2B FATHER END USER DAUGHTER ENGINEERING SISTER ANY INFLUENCER TYPE SON PRODUCTION % SALES PROSPECTS IN RESEARCH HUSBAND MODE (NOT YET READY / WILLING WIFE IT / ABLE TO BUY) BROTHER FINANCE PLAYER RELATED BUT DIFFERENT NEEDS EXECUTIVE SUPPORTER etc... Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 35. © Copyright 2012, praxisnow.ie - ‹#› WHO ARE THEY? (II) ANY INFLUENCER TYPE + ... [ ] DECISION BUSINESS CASE ANY STAGE IN TCO PURCHASE PROCESS ASSESSMENT AWARENESS DISCOVERY Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 36. © Copyright 2012, praxisnow.ie - ‹#› HOW BIG IS THIS SEGMENT? [ ] A FUNCTION OF: HOW TRAFFIC WAS GENERATED:  Targeted eMail V Bulk, untargeted  Key-phrase targeted SEO V unqualified traffic  Managed Social engagement V Viral ‘novelty’  Targeted Advertising V General Advertising Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 37. © Copyright 2012, praxisnow.ie - ‹#› 9 LEVERAGE THE NEW GOOGLE ANALYTICS Event tracking Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 38. © Copyright 2012, praxisnow.ie - ‹#› ONLINE SALES PROCESS ANALYTICS CAPTURE RATIO FRONT-END BACK-END CONVERSION EG. (VIEWS:REGISTRATIONS) CONVERSION RATIO RATIO CAPTURES:CONVERSIONS FRONT-END:BACK-END VISITOR TRAFFIC LANDING PAGE VIEWS ACCESS TO LEVEL 2 LINKING BACK-END (Quality & Source) (development) CONTENT TO FRONT-END DOWNLOADS (email-triggered) SPLIT TESTING METRICS SALES FUNNEL “EVENTS” ENGAGEMENT ACCESS TO CONTENT Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 39. © Copyright 2012, praxisnow.ie - ‹#› 10 IS WEBSITE PURPOSE IS CLEARLY DEFINED? MEASURE PURPOSE ACCOMPLISHMENT Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 40. © Copyright 2012, praxisnow.ie - ‹#› COMPETITIVE STRATEGIES IN INTERNATIONAL SEARCH MARKETING JOHN COBURN Tel.: 01-2360076 Email: jcoburn@praxisnow.ie Limerick 22nd March 2012 Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie