Internet Marketing
By Peter Fish

27th Feb 2014
gofishcc
Who we are?
12 years
Multi-channel
Technical

Google Partner
SA Moderator

ROI-driven
Wide variety of clients
Fron...
What do you want to achieve?
How do you achieve growth?
Strangers

• Attract

Visitors

• Convert

Clients

• Delight

Promoters
How do you generate traffic?
3 main channels
Search
Display
Communities
What are you selling and who are
you selling to?
Search
Search engine marketing
Quality
Two types:
Free (Organic)
Paid (CPC / PPC)
Search Results
Free Rankings
How does Google decide?
On-site (SEO)
Off-site
Quality
Content Strategy

Content types: news,
general articles, blogs,
new product reviews etc.
Link bait
Paid Rankings
Google AdWords Search Network
 CPC
 Complex
 Quality score
 Immediate
 Effective
Keyword Targeting
Keyword research
 Volume
 Competition
 Quality
How long is the avg. search term?

1

2

3

4

5

6

Search Term Length

7

8

9
How long is the avg. search term?

2 Words
22%
1 Word
5%

4+ Words
48%

3 Words
25%
Keywords
20% are unique

17% are searched only twice in 90 days
8% are searched only three times in 90 days

Searches per ...
Buying Cycle & The Long Tail
chainsaw

stihl chainsaw

Interest

0
LEAST likely
to buy

stihl ms 170 chainsaw
online shop ...
Display Advertising
AdWords Engagement Ads
Remarketing
Remarketing
Can you segment your target
market?
Others
Build a Community
Social Traffic
• Interaction-driven

• Social bookmark sharing
(Online word of mouth)
Multi-Channel?
Revenue generation
Conversion optimisation
– Clear offer & selling point
– Trust building elements
– Call-to-actions

Up...
Conversion Funnel
The effect
Traffic

Conversion Rate

Revenue

3072 to 9517
210%

2.27% to 3.4%
49%

70 to 324
364%
Web Analytics
Mark Twain:
“There are three kinds of lies:
lies, damned lies, and statistics.”
 Analyse traffic
 Focus fu...
Who brings you the most value?
R10.00
R9.00

R8.61
R7.88

R8.00
R7.00

R6.45

R6.24

R6.00
R5.23

R5.00

R5.07

R4.83

R4....
What value do your channels
bring?
Per Visit Value by Channel
R14.00

R13.02

R12.00

R10.00

R9.25

R8.00

R6.91
R6.00

R...
Thank You!

www.GoFishClientCatchers.com
011 612 7460
peter@gofishcc.com
gofishcc
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Go fish internet marketing - 2014 - by Dr. Peter Fish

  1. 1. Internet Marketing By Peter Fish 27th Feb 2014 gofishcc
  2. 2. Who we are? 12 years Multi-channel Technical Google Partner SA Moderator ROI-driven Wide variety of clients Front Runner, Afrihost, Samtrac, Thornybush, Cape Union Mart, Cellini, CUM Books
  3. 3. What do you want to achieve?
  4. 4. How do you achieve growth? Strangers • Attract Visitors • Convert Clients • Delight Promoters
  5. 5. How do you generate traffic? 3 main channels Search Display Communities
  6. 6. What are you selling and who are you selling to?
  7. 7. Search Search engine marketing Quality Two types: Free (Organic) Paid (CPC / PPC)
  8. 8. Search Results
  9. 9. Free Rankings How does Google decide? On-site (SEO) Off-site Quality
  10. 10. Content Strategy Content types: news, general articles, blogs, new product reviews etc. Link bait
  11. 11. Paid Rankings Google AdWords Search Network  CPC  Complex  Quality score  Immediate  Effective
  12. 12. Keyword Targeting Keyword research  Volume  Competition  Quality
  13. 13. How long is the avg. search term? 1 2 3 4 5 6 Search Term Length 7 8 9
  14. 14. How long is the avg. search term? 2 Words 22% 1 Word 5% 4+ Words 48% 3 Words 25%
  15. 15. Keywords 20% are unique 17% are searched only twice in 90 days 8% are searched only three times in 90 days Searches per Month More than once Once or less 55% 45%
  16. 16. Buying Cycle & The Long Tail chainsaw stihl chainsaw Interest 0 LEAST likely to buy stihl ms 170 chainsaw online shop cape town Research 25 50 Purchase 75 100 MOST likely to buy
  17. 17. Display Advertising
  18. 18. AdWords Engagement Ads
  19. 19. Remarketing
  20. 20. Remarketing
  21. 21. Can you segment your target market?
  22. 22. Others
  23. 23. Build a Community
  24. 24. Social Traffic • Interaction-driven • Social bookmark sharing (Online word of mouth)
  25. 25. Multi-Channel?
  26. 26. Revenue generation Conversion optimisation – Clear offer & selling point – Trust building elements – Call-to-actions Upselling  “buy a cover with that?” Cross-selling  “people who bought that also bought these…” Remarketing  products follow-up marketing: promotions, new
  27. 27. Conversion Funnel
  28. 28. The effect Traffic Conversion Rate Revenue 3072 to 9517 210% 2.27% to 3.4% 49% 70 to 324 364%
  29. 29. Web Analytics Mark Twain: “There are three kinds of lies: lies, damned lies, and statistics.”  Analyse traffic  Focus future plans  Trial-and-error results  A/B testing
  30. 30. Who brings you the most value? R10.00 R9.00 R8.61 R7.88 R8.00 R7.00 R6.45 R6.24 R6.00 R5.23 R5.00 R5.07 R4.83 R4.68 R3.80 R4.00 R3.05 R3.00 R2.00 R1.00 R18-24 25-34 35-44 45-54 55-64 65+ male female New Visitor Returning Visitor
  31. 31. What value do your channels bring? Per Visit Value by Channel R14.00 R13.02 R12.00 R10.00 R9.25 R8.00 R6.91 R6.00 R6.50 R5.61 R4.45 R4.00 R4.04 R3.04 R2.00 R0.38 R0.30 R- R- R- R- R-
  32. 32. Thank You! www.GoFishClientCatchers.com 011 612 7460 peter@gofishcc.com gofishcc

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