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Introduction to Digital Marketing


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Un exemple de formation présentant les opportunités de marketing internet pour PME. Contient des statistiques sur l'opportunité en Suisse

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Introduction to Digital Marketing

  1. 1. Introduction to Digital Marketing<br />How to Move from Offline to Online<br />
  2. 2. Webinar Slides and Recording<br />FAQ: Will these slides and recording be made available after the webinar?<br />YES<br />
  3. 3. About WSI<br />Provide advanced digital marketing solutions<br />Business of all sizes and industries<br />Our goal is to help businesses:<br />Elevate their online brand reputation<br />Generate more leads through the Internet<br />Tap into new revenue opportunities<br />Take their profit potentials to higher levels<br />World’s largest network of Internet Consultants <br />Service more than 80 countries internationally<br />Corporate head office in Toronto, Canada <br />
  4. 4. Global Knowledge, Local Results<br />Strategic Alliances<br />In-house Expertise<br />Industry certified professionals<br /><ul><li>345 Google AdWords Experts
  5. 5. 35 Google Analytics Experts
  6. 6. 28 Conversion Specialists
  7. 7. 381 SEO content developers
  8. 8. 182 Landing Page developers</li></ul>Best Practices / Case Studies<br />On-going R&D<br />
  9. 9. Benoît Gaillard - WSI Business Performance<br />‘Customers don’t buy strategies, <br />but companies don’t sell without one’<br />1st WSI DM Franchise in Switzerland<br />14y Marketing at <br />Procter & Gamble<br />Ex-Directeur Marketing Global NESTEA<br />JV betweeenCoca-ColaandNestlé<br />Plan marketingpour de grandesmarquesPantene, Head&Shoulders, Pringles, NESTEA<br />Experts WSI<br />On-goingtraining<br />WSI certifiedProductioncenters<br />Ing. Dipl. EPFL<br />Prochede vous<br />
  10. 10. What this Webinar will Cover<br />Context for change: The Digitization of Business <br />Internet Technology Timeline<br />Moving Offline to Online<br />Surf, Search and Social<br />The Digital Era: Switzerland Market Indicators<br />Solutions: Digital Marketing Overview System<br />Digital Marketing System<br />Digital Marketing Elements<br />How to manage successful change<br />Appreciative Inquiry<br />
  11. 11. The digitization of business<br />
  12. 12. It’s a Changing World<br />
  13. 13. Internet Technology Generations<br />Social<br />Search<br />Surf<br />
  14. 14. Less TV watching Better Internet connection<br />
  15. 15. Not TV or Internet <br />but<br />Media mashing<br />TV + Internet + Mobile<br />Radio + Internet + Mobile<br />
  16. 16. Activities online<br />Social<br />Distribute, consume content<br />Gaming: female 43+<br />Ratings<br />
  17. 17. Internet Technology Generations<br />Social<br />Search<br />Interactivity with Devices<br />Digital<br />Surf<br />Digital<br />Consumer <br />Connecting and Conversation<br />Web 2.0<br />Searching for Information<br />Web 1.0<br />Consumer 2.0<br />Consumer 1.0<br />
  18. 18. All Media is Being Digitized<br />Digitization n., the transformation of data from online (physical) to online (digital)<br />- Reach Local<br />
  19. 19. Your Customers are Becoming Digitized<br />Media Consumption<br />10 Years Ago Today* 5 Years From Now<br />© Reach Local.<br />*41% of consumer media consumption is online (Jupiter Research)<br />
  20. 20. …and so is Your Business <br />Build<br />Presence<br />Acquire Customers<br />Retain Customers<br />Manage Reputation<br />© Reach Local.<br />10 Years Ago Today 5 Years From Now<br />
  21. 21. 83% plan to buy onlineSwitzerland ecommerce growing faster than Europe<br />
  22. 22. The New Digital Consumer<br />Users get what they need when they need and where they need it, no matter what.<br />On demand video DVRs<br />Amazon, Ebay and Shopzilla<br />Netflix,<br />iTunes<br />… and they tell you and other about it<br />Sharing using email, social networks, writing blogs or uploading videos<br />Product evaluations and user comments<br />
  23. 23. Search, Surf and Social<br />SEARCH<br />SURF<br />SOCIAL<br />
  24. 24. The 3 Conversations Online<br />Social<br />CONSUMER<br />CONSUMER<br />Search<br />Surf<br />BUSINESS<br />© Reach Local.<br />
  25. 25. Consumers Search Online“Consumer-to-Business Conversation”<br />Online: Consumers look for local businesses on Internet search engines <br />Offline: Consumers look for local businesses in the Yellow Pages<br /><ul><li>Opportunity: Advertise specifically to consumers who have an established need for what you offer.
  26. 26. Ideal for: Businesses with products/services that consumers know they need, so they are actively searching for a local provider (i.e. businesses that fulfill a need or want that people type into a search engine).
  27. 27. Example: Linda just brought home a new puppy and searches online for a local vet. </li></ul>© Reach Local. Source: Nielsen NetRatings<br />Search is the #1resource used by consumers looking for a local business<br />72% of all searched traffic is with in 25 miles of where they live or work!<br />
  28. 28. Search #1 Internet usage<br />
  29. 29. Consumers Surf Online“Business-to-Consumer Conversation”<br />Offline: Consumers get their news and entertainment from a few newspapers and magazines<br />Online: Consumers get their news and entertainment from thousands of websites<br /><ul><li>Opportunity: Create awareness for your brand (name) so your business will be the one consumers remember when they’re ready to buy.
  30. 30. Ideal for: Businesses that need a more cost-effective form of brand advertising (i.e. businesses currently advertising on offline media like print, radio & TV).
  31. 31. Example: Susan is reading an article online about caring for her new puppy and sees a banner ad for a local vet.</li></ul>© Reach Local. Source: Jupiter Research, eMarketer<br />Consumers spend over 40% of their online time surfing their favorite sites.<br />
  32. 32. Shift from Press to Online<br />Maps, directions<br />Weather forecast<br />Holiday/travel<br />Recipe<br />Health information<br />Lifestyle<br />Financial information<br />Fashion<br />Expertise<br />
  33. 33. Consumers Socialize Online “Consumer-to-Consumer Conversation”<br />Offline: Consumers give and get referrals and reviews through word-of-mouth<br />Online: Consumers give & get referrals through online conversations and reviews that are stored on social and review sites<br /><ul><li>Business Opportunity: Leverage the Internet to promote your online referrals and manage your online reputation.
  34. 34. Ideal for: Businesses with consumers that have a high emotional or financial investment in the purchase (i.e. businesses that consumers “check out” before purchasing or rely on referrals).
  35. 35. Example: Susan “Googles” the name of the vet she’s considering, then reads several reviews.</li></ul>80% of consumers read online reviews & 90% trust them!<br />© Reach Local. Source: Nielsen NetRatings,kudzu research study<br />
  36. 36. Switzerland leading facebook community in Europe<br />Switzerland 67%<br />Europe 64%<br />UK 82%!<br />
  37. 37. Advertising Opportunity is Online!<br />Search 5%<br />Media Consumption<br />(hours per week)<br />SURF<br />SEARCH<br />Commerce <br />14%<br />Online 50%<br />Surf (content)<br />42%<br />Communication<br />(Email & IM) <br />27%<br />Social<br />(community) <br />12%<br />SOCIAL<br />© Reach Local. Sources: Jupiter Research, Online Publishers Assoc., Google<br />Offline 50%<br />By spending less than 10% of their ad dollars online, local businesses are missing the opportunity to reach consumers where they spend 50% of their time!<br />
  38. 38. It’s a Changing World<br />
  39. 39. Digital marketing overview<br />
  40. 40. Digital Marketing System<br />Grow your business<br />Google search results<br />Syndicate content<br />SMS / Mobile Marketing<br />Social Networks<br />Google advertising<br />Email<br />Optimised Landing pages<br />Digital Mkting Strategy<br />Workshop:<br />‘let‘s make choices‘<br />Analyse and Improve<br />Conversion<br />Traficciblé<br />Strategic choices (target, positioning, competition, resources)<br />
  41. 41. Pay Per Click – 12.2%<br />Organic<br />Search<br />74.3%<br />Pay Per Click<br />13.5%<br />Source: Enquiro & Marketingsherpa<br />Where Do They Click?<br />
  42. 42. How Many Clicks Can You Expect?<br />
  43. 43. Keyword<br />Your business can appear here<br />Paid Advertising<br />
  44. 44. Landing Pages<br />Increase Conversion Significantly<br />
  45. 45. 3 MAIN ELEMENTS<br />Page set-up<br />Content<br />Links<br />Search Engine Optimization<br />
  46. 46. Search Engine Optimization<br />Keyword<br />Don’t forget about the other search engines!<br />Organic SEO Results<br />
  47. 47. Email Marketing<br />Direct mail costs 200% more then Email Marketing <br />(<br />Help you to stay in regular contact with your customers<br />Unmatched customer targeting and segmentation<br />
  48. 48. Email Marketing<br />Nurture prospects to customers<br />Provide ongoing value and retain more customers<br />Get repeat business from existing customers<br />
  49. 49. Client Communication<br />
  50. 50. What is an effective SEO/SMO Strategy?<br />A strategy that will help you to…<br />
  51. 51. SEO & Social Media Work Together<br />Adding pages of content as an SEO strategy can be substantially enhanced by SMO<br />Social Media is the new way take your SEO strategy to the level<br />Social Media increases the number of high quality linksand targeted traffic<br />And I’m Social Media.<br />Hello. I’m SEO.<br />
  52. 52. Social Media<br />Metaphor of buffet:<br />Fresh content<br />Credibility of link (facebook page rank 9)<br />Search becoming social<br />+1<br />
  53. 53. Determine Your ROI<br />Web Analytics = Measurement = Accountability & Continuous Improvement <br />Measure and track DMS performances<br />Increase your website conversions<br />Measure your marketing initiatives (Adword, SEO, Email, offline)<br />Determine your ROI<br />Do you know what your Internet business ROI is?<br />
  54. 54. Follow the System!<br />Grow your business<br />Google search results<br />Syndicate content<br />SMS / Mobile Marketing<br />Social Networks<br />Google advertising<br />Email<br />Optimised Landing pages<br />Digital Mkting Strategy<br />Workshop:<br />‘let‘s make choices‘<br />Analyse and Improve<br />Conversion<br />Traficciblé<br />Strategic choices (target, positioning, competition, resources)<br />
  55. 55. It’s About Making More Money…<br />We can show you from our experience how to unlock the true potential of your website and uncover hidden profits for your business.<br />Visit:<br />
  56. 56. Exclusive Offers for Webinar participants<br />FREE<br />500CHF<br />
  57. 57. Upcoming Webinar<br />WEBINAR # 2: ONLINE ADVERTISING<br />Building Targeted Traffic –Turning Your Visitors into Customers<br />Date: [Insert date – Day of week, number, year]<br />Time: [Insert time with time zone]<br />[INSERT MONTH]<br />[DATE]<br />
  58. 58. Comment puis-je vous aider?<br /><br /><br />gaillardbenoit<br />[Insert your Facebook page URL]<br />@gaillardb<br />