2. CHANGE IS COMING
"The traditional marketing model we all grew up with is obsolete"
James R. Stengel, Chief Marketing Officer
Procter & Gamble
3. What are we waiting for?
►“Brands are not being built on
advertising...
... you build brands today through
experiences."
John Hayes, American Express
4. Even McKinseys ‘gets it’
►"By 2010, we estimate, television
advertising could be only 35 percent as
effective as it was in 1990..........20 to 25
percent of spending should finance well-
structured experiments“
Boosting returns on marketing investment
McKinsey
5. “How can we attract and convert
international visitors to our
websites?”
6. It’s not about YOU anymore
►Find out what people want & give it to them
►Engage your prospects in dialogue
►Foster community & engender trust
►Be helpful on a personal level
►Give people content & tools THEY want
= Clients and brand ambassadors
..maybe..
7. It’s all about results
►Audit your website
►Measure current success levels
CAN YOU MEASURE ......
►Your ability to attract target visitors ?
►Conversion ratio of visitors to ACTION ?
►The value of your online ‘friendships’?
►The depth of user engagement ?
8. Find you
Feel welcome
Enjoy you
Trust you
Use you
Do business
Can people:Is your website:
VISIBLE
Search engines / news / links// blogs/ ads
ACCESSIBLE
Language, technology, culture
CREDIBLE
Trust and expertise
USABLE
Easy navigation, good content
PERSUASIVE
Engaging and interactive
TRANSACTIONFRIENDLYReassurance, easy process
General population
Clients and Repeats
Visitor satisfaction
SalesLeads Referrals
Attract.............Engage.............Transact
Brand Ambassadors
10. Content is King; Links are royal
Wise words from Google's
Director of Technology, Craig Silverstein
"You should look for quality links from relevant
neighbours"
"Make sure that the people that should be
linked to you are linked to you."
11. Are search engines important?
YES
93.4% B2B BUYERS use search engines
63.9% B2B BUYERS look to search engines FIRST!!!
70-80% of searchers click on ORGANIC results
ONLY 20-30% of searches click on PAID results
60% of 10,000+€ purchases researched 2 months prior
12. All buyer types use search
engines
►Awareness
►Research
►Decision making
►Buying (transaction)
0,00
10,00
20,00
30,00
40,00
50,00
60,00
70,00
AwarenessResearchDecisionsPurchase
% Buyers
who use
search
engines
13. Opportunities lost..just in SEs
►Estonia piano 974
►Baltic cruise 8,514
►Medieval castles 31,700
►Tallinn dentist 92
►Baltic birch plywood 892
►Log home manufacturer 3,790
►Exporter food product 834
15. Directories and link partners
►Core
►General subjects
►High volume use
►Increase SE appeal
►Niche
►More experienced users
►Increased relevance
►Targeted Subject /
Lifestyle / Audience
16. Link building summary
►Research possible properties
►Create target list
►Characterise
► Type (e-zine, personal,
directory, blog, forum, online media)
► Owner contact / submission details
►Discover relationship preferences.
►Paid or free?
►Train your message managers in relationship
options
21. Most measurements are useless !
Page impressions
Clicks
Hits
Who cares?
►Engagement Depth
►‘Ambassador’ Volumes
►Transactions
Only these really matter !
22. The importance of measurement
Shifting budgets means demonstrate ROI means data!
29. Good Internet Marketing is about
►Satisfying needs
and desires of target
audiences
►Maximising
commercial benefits
of owning a website
►Testing and tuning
►ICT & marketing
►Remembering
Competitors Are
Just One Click
Away!