Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cool and Crucial Online Marketing Tactics


Published on

Presented by Adrian Tennant March 2008 to the Economic Development Corporation of Sarasota (EDC) and Florida Public Relations Association, Central West Chapter (FPRA).

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

Cool and Crucial Online Marketing Tactics

  1. 1. COOL AND CRUCIAL ONLINE MARKETING TACTICS Adrian Tennant [email_address]
  2. 2. Overview <ul><li>What are your customers, clients or stakeholders doing? </li></ul><ul><li>How is the Internet changing the role of advertising and public relations? </li></ul><ul><li>What are the coolest sites and technologies? </li></ul><ul><li>What can you do to improve your visibility online? </li></ul>
  3. 3. <ul><li>Web 1.0 – 2.0 </li></ul><ul><li>How we use the web </li></ul><ul><li>Access issues </li></ul>The Evolving Web
  4. 4. The evolving web Web 1.0 A small number of writers create web pages for a large number of readers. A one-to-many broadcast approach. Web 1.5 Personal publishing catches on and goes mainstream. Communities of users form. Web 2.0 Information is broken up into microcontent units that can be distributed over dozens of domains. The web of documents morphs into a web of data. Content becomes part of a unified whole - an ecosystem - not an island.
  5. 5. How we’re using the web today <ul><li>News and information </li></ul><ul><li>Entertainment </li></ul><ul><li>E-commerce, multichannel retail </li></ul><ul><li>E-Learning </li></ul><ul><li>Politics </li></ul><ul><li>Personal media sharing (photos, videos, blogs) </li></ul><ul><li>Business research, marketing, sales </li></ul><ul><li>Keeping in touch with friends and family </li></ul>
  6. 6. <ul><li>What they are </li></ul><ul><li>Bookmarking </li></ul><ul><li>Tagging </li></ul>Social Networks
  7. 7. Social Networks <ul><li>Internet applications that help connect friends, </li></ul><ul><li>business partners or other individuals together </li></ul><ul><li>using a variety of interactive tools. </li></ul>
  8. 8. Wikipedia: Flickr is a photo sharing website, a web services suite and an online community platform
  9. 9. Bookmarks & Tagging <ul><li>People-powered metadata </li></ul><ul><li>Share bookmarked websites with others </li></ul><ul><li>See what other people have bookmarked </li></ul><ul><li>Classify information with user-defined labels or “tags” </li></ul><ul><li>Implications for information architecture, social software and interface design </li></ul>
  10. 10. Wikipedia: is a social bookmarking web service for storing, sharing, and discovering web bookmarks
  11. 11. Bookmarking goes mainstream <ul><li>Blue Dot </li></ul><ul><li>BookmarkSync </li></ul><ul><li>Digg </li></ul><ul><li>Diigo </li></ul><ul><li>Furl </li></ul><ul><li> </li></ul><ul><li>My Web </li></ul><ul><li>Netvouz </li></ul><ul><li>Newsvine </li></ul><ul><li>Reddit </li></ul><ul><li>Simpy </li></ul><ul><li>SiteBar </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Thoof </li></ul>
  12. 12.
  13. 13. <ul><li>Google’s Universal Search </li></ul>
  14. 14. Concepts <ul><li>Tag clouds provide a visual alternative to traditional web navigation </li></ul><ul><li>Users can control labeling – but most popular tags often obscure less frequently used ones </li></ul><ul><li>LibraryThing offers “Tagmash” using + and – keys to add and filter out keywords </li></ul><ul><li>Geotagging combines tags with geographic data: marker, latitude and longitude </li></ul><ul><li>YouTube videos’ tags can be embedded in blogs </li></ul>
  15. 15. Things to consider <ul><li>Can users tag your content? </li></ul><ul><li>Could you post informational videos on YouTube? </li></ul><ul><li>Could you post geo-tagged photos on Flickr? </li></ul><ul><li>Do you provide bookmarks or link to RSS? </li></ul><ul><li>How might you create a community or social network around your product, service or content? </li></ul><ul><li>Do you have a LinkedIn profile, or a MySpace page? </li></ul>
  16. 16. Second Life <ul><li>3-D virtual world </li></ul><ul><li>Imagined and created by its residents </li></ul><ul><li>Navigate the space as an avatar </li></ul><ul><li>Currency - Linden Dollars </li></ul><ul><li>Individuals, businesses, schools and non-profits welcome </li></ul><ul><li>Brands build virtual stores, hotels, sell products </li></ul><ul><li>Used for preliminary interviews </li></ul>
  17. 17.
  18. 18. <ul><li>How the world has changed </li></ul><ul><li>Domestic search vs international search </li></ul><ul><li>Search engine-friendly marketing </li></ul>The Importance of Search
  19. 19. How the world has changed <ul><li>In eleven years, the Internet has transformed </li></ul><ul><li>into a truly multilingual environment </li></ul>75% English 25% English 25% Non-English 75% Non-English
  20. 20. Internet Users <ul><li>InternetWorld Stats 2007 </li></ul>
  21. 21. International search <ul><li>To attract users from outside the U.S., your website must be visible on local search engines </li></ul><ul><li>Many international users speak English as a second language, but… </li></ul><ul><li>… perform searches in their native languages on local search engines </li></ul><ul><li>Understanding differences between search engines in international markets is critical </li></ul>
  22. 22. Gaining international visibility <ul><li>It is not necessary to have your entire website translated, but… </li></ul><ul><li>You do need to have at least one page translated, optimized with keywords and meta tags </li></ul>
  23. 23. Visibility Tactics <ul><li>Search-optimized press releases </li></ul><ul><li>Article submissions </li></ul><ul><li>User-Generated Content </li></ul><ul><ul><li>Blogs and blog marketing </li></ul></ul><ul><ul><li>Wikis and Squidoo lenses </li></ul></ul>
  24. 24. Search Engine-Optimized P.R. <ul><li>Match what you offer with what users are searching for </li></ul><ul><li>Develop keywords and key phrases </li></ul><ul><li>Build key phrases into releases </li></ul><ul><li>Provide hyperlinks to deep content </li></ul><ul><li>Leverage online press release distribution methods for maximum reach </li></ul>
  25. 25. Search Engine-Optimized P.R.
  26. 26. Article Submissions <ul><li>Write keyword and content-rich articles </li></ul><ul><li>Post content in “article junctions” online </li></ul><ul><li>Target sites that accept HTML format, so you can include hyperlinks back to your site </li></ul><ul><li>Search engines like to index fresh content </li></ul><ul><li>Post frequently to increase links to your site </li></ul>
  27. 27. Article Submissions
  28. 28. User-Generated Content <ul><ul><li>Institute for Business Value Consumer Survey, 2007 </li></ul></ul>
  29. 29. Blog Marketing
  30. 30. Blogging <ul><li>Informal wins over formal </li></ul><ul><li>Raise awareness about your product or service </li></ul><ul><li>Drive qualified traffic to a relevant page on your website </li></ul><ul><li>Generate “buzz” online </li></ul><ul><li>Promote and strengthen your brand image </li></ul><ul><li>Consider blog networks for sponsored posts </li></ul>
  31. 31. Wikis and Squidoo
  32. 32. Universal Search <ul><li>Google results include not just text links, but also maps, images, news and video </li></ul><ul><li>Results are aggregated on the main search page </li></ul><ul><li>Universal search is having a major impact on natural and paid search results </li></ul>
  33. 33. <ul><li>Google’s Universal Search </li></ul>London joggers who took place in the Nike-sponsored 10K run could search runs by postcode, distance, or type of run; create a new run by clicking various points on the map; or save a list of their preferred routes.
  34. 35. <ul><li>The wild, wild west </li></ul>Google Earth
  35. 38. Google Earth Content <ul><li>International Flights Animation </li></ul><ul><li>Geologic Atlas of the U.S. </li></ul><ul><li>UNESCO Sites in Germany </li></ul><ul><li>Rising Sea Level Animation </li></ul><ul><li>Global Language Audio </li></ul><ul><li>Virtual Tourism Videos </li></ul><ul><li>Webcams </li></ul><ul><li>Zakouma Ivory Wars in Chad </li></ul><ul><li>City of London Timeline </li></ul>
  36. 39. Things to consider <ul><li>Have you staked your claim to some Google Earth real estate? </li></ul><ul><li>Could you use layers and fly-bys to show off your office or retail locations? </li></ul><ul><li>How could you add a third dimension to your location and directions map? </li></ul><ul><li>Is your address information correct on Google? </li></ul>
  37. 40. <ul><li>Usability Testing </li></ul><ul><li>Analytics </li></ul><ul><li>Eye-Tracing </li></ul>Finding out what works
  38. 41. Usability Testing <ul><li>Test with 6-7 participants </li></ul><ul><li>Captures 85-95% of issues </li></ul><ul><li>Before/during design </li></ul><ul><li>Avoids fixing mistakes later </li></ul><ul><li>Software tools for remote testing with audio and video </li></ul><ul><li>Define audience’s goals </li></ul><ul><li>Remove obstacles </li></ul>
  39. 42. Analytics <ul><li>Google Analytics </li></ul><ul><li>Measure site statistics </li></ul><ul><li>KPIs = goals </li></ul><ul><li>Use in-built A/B testing Optimizer tool </li></ul><ul><li>Test, refine and improve </li></ul><ul><li>Javascript vs log files </li></ul>
  40. 43. Eye Tracking <ul><li>Eye-flow tracking + click data = Heatmaps </li></ul><ul><li>Test existing pages, prototype mock-ups </li></ul><ul><li>47% lift in sponsorship ad click-throughs </li></ul><ul><li>10x increase in home page click-throughs </li></ul>
  41. 44. <ul><li>Migration away from TV </li></ul><ul><li>Advertising everywhere </li></ul><ul><li>Online and offline integration </li></ul>Advertising and PR are changing
  42. 45. Future advertising trends <ul><li>No more “spray and pray” cluster bombs of advertising (hoping that some of it sticks) </li></ul><ul><li>Online media planning is pivotal </li></ul><ul><li>Forget measuring eyeballs, measure engagement </li></ul><ul><li>More product placement, viral campaigns, and sponsorships </li></ul><ul><li>“ Advertising won’t go away – it will go everywhere” </li></ul>
  43. 46. Online and offline meet: Motorby <ul><li>Internet sign-up </li></ul><ul><li>Mini owners in Chicago, New York, Miami and San Francisco receive RFID key fob </li></ul><ul><li>Interactive digital billboards respond to RFID… </li></ul>
  44. 47. Billboards that know you by name
  45. 48. Thank You! <ul><li>Sign up for our free monthly e-newsletter at: </li></ul><ul><li>For more information: </li></ul><ul><ul><li>E: [email_address] </li></ul></ul><ul><ul><li>T: (407) 557-2380 </li></ul></ul>