Online marketing services in a nutshell


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This presentation is a real beginners guide and gives an outline to all the online marketing elements which are needed to run a successful online business.

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Online marketing services in a nutshell

  1. 1. Online Marketing Services in a NutshellPresented by:George IoannouHead of Creative & Strategy
  2. 2. Setting the scene...   Over 13 years eCommerce industry experience   Worked for well known solution providers   Clients: Small to large retailers   Experience in many industry verticals
  3. 3. What Ive found  Shifts in eCommerce requirements  People responsible for online marketing didnt understand all areas  Too senior to ask!
  4. 4. Just so you know, this...  Will be generic  Will give you insight to marketing activities which you should already be deploying  Will not give you marketing strategies / plans  Will give you a few hints and tips along the way!
  5. 5. What this session is going to cover  Overview into main online marketing methods used today  Some of the metrics you should be looking for  Ways to improve these metrics  Right services at the right time
  6. 6. Online Marketing   Natural Search / SEO (search engine optimisation)  Paid search – PPC (Pay per click)  Social Media  Email Marketing  Affiliate Marketing  Multivariate  Web Analytics
  7. 7. Natural Search / SEO(search engine optimisation) { Wikipedia } [ Organic search results are listings on searchengine results pages that appear because of theirrelevance to the search terms, as opposed to their being advertisements ]
  8. 8. Natural Search / SEO(search engine optimisation)   Increases Exposure   Shows relevance for potential customers   Cost effective   Sustainable source of new traffic   Excellent for long tail search
  9. 9. Some metrics  Visits via non paid search results  Number of keywords found for (Brand Non- Brand terms)  Number of entry pages  Page result ranking  Revenue by keyword
  10. 10. SEO – 3 Things to remember  You need to identify the right keywords for your business  Concentrate on increases in traffic and revenue as opposed to search engine ranking only  Search engines rank pages not websites
  11. 11. Paid search – PPC(Pay per click) { Wikipedia } [ PPC is an Internet advertising model used onwebsites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market ]
  12. 12. Paid search – PPC(Pay per click)   Immediate results   Easy to measure   Target specific sectors e.g. geolocation, keywords etc.   Flexible in terms of controlling content, budgets etc.
  13. 13. Metrics  Total ad spend (make sure you can spend it)  Cost Per Click (CPC - lower it as much as possible)  Click through rate (CTR - increase it) You may later down the line look at:   CPA (cost per acquisition)  ROAS (return on ad spend)
  14. 14. PPC – 3 Things to remember  Keep a close eye on the account - Know when to increase and decrease spend  Make sure link throughs are targeted and specific to the ad  Use paid search to research new keyword terms or areas, then migrate these to SEO
  15. 15. Social Media { Wikipedia } [ Social media uses web-based technologies toturn communication into interactive dialogues...ablending of technology and social interaction for the co-creation of value ]
  16. 16. Social Media  Open to all  Allows brand to have a personality  Opens two way conversations  Builds brand loyalty
  17. 17. Metrics  Twitter   Blog   Number of Followers   Visits   Number of Mentions   Time on site   Number of Retweets   Visitor Interaction   Number of Backlinks  Facebook Pages   Look at impact on SEO   How many Fans   Amount of “Likes” to show post approval   Visitor Interaction – Comments, shares, page
  18. 18. Social Media – 3 Things to remember  Plan a strategy and resource, once the ball starts rolling its hard to stop  Be true to your brand values and choose a suitable presence  Seek expert advice, its social but but its serious!
  19. 19. Email Marketing { Wikipedia } [ E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience ]
  20. 20. Email Marketing   Relatively inexpensive   Measurable   Personalised, relevant, dynamic messaging   Re-activate dormant accounts
  21. 21. Email Marketing - 3 Things to remember  Collect customer email addresses at every opportunity to build up your database  Mix it up – We all like a little changes e.g Vary the email look feel  Test everything including subject lines, content, promotions and frequency
  22. 22. Metrics  Number of emails sent  Open rate of the email  Click-through rate of the email  Click-through rate for each link in the email  Conversion rate and/or ROI for each email  Number of email address bounces  The unsubscribe rate
  23. 23. Affiliate Marketing { Wikipedia } [ Affiliate marketing is a marketing practice in which a business rewards one or more affiliatesfor each visitor or customer brought about by the“affiliates” marketing efforts...Using one website to drive traffic to another ]
  24. 24. Affiliate Marketing  Broadens company exposure  Cost effective as you often pay on conversion   Can be low cost to setup  Easy to measure results
  25. 25. Some metrics  Number of affiliates recruited  Number of active affiliates  Amount of traffic referred  Activation of dormant affiliates  Sales volume
  26. 26. Affiliate Marketing – 3 Things to remember   Ensure youve thought about your strategy and guidelines for affiliates e.g. are they allowed to use PPC?   Closely monitor your affiliates network   Find a network that suits your business
  27. 27. Multivariate Testing (MVT) { Wikipedia } [ Multivariate testing is a process by which more than one component of a website may be tested in a live environment. It can be thought of insimple terms as numerous A/B tests performed on one page at the same time ]
  28. 28. Multivariate Testing (MVT)   Improves/increases conversions, AOV, revenue etc.   Earn while your testing   Apply statistical analysis to design to be objective rather than subjective   Removes internal decision arguments
  29. 29. Some example tests  Homepage: How much Brand Vs. Merchandise  Category page: Number of products shown, call to action  Product page: Imagery, description, up-sells, pricing layout and call to action  Checkout: One page Vs. longer checkout path
  30. 30. MVT – 3 Things to remember  Pick a tool/service that suits you. There is a wide range to choose from   Be open to test anything and everything e.g. Copy, graphics, size colour and position of elements like buttons  Always act on your results
  31. 31. Web Analytics { Wikipedia }[ Web analytics is the measurement, collection, analysis and reporting of internet data forpurposes of understanding and optimizing web usage...but can be used as a tool for business and market research. ]
  32. 32. Web Analytics   Knowledge of what is happening in a virtual environment   Ability to make informed decisions on concrete data   Measure your KPIs for your business
  33. 33. Some tips  Choose a tool which suits your business and the reporting metrics and turnaround time you need  Implementing the tool isnt enough. Study the stats and make changes based on the analytics if required  Dont get carried away with ONLY the stats, clicks and figures, go back to basics and look at the site pages and put yourselves in the customers shoes.
  34. 34. Web Analytics – 3 Things to remember  Stay focussed and targeted. If the measurement doesnt provide information that helps your business improve your site, then stop analysing it.  Address your main KPIs  Track campaigns (url builder is one method for Google Analytics)
  35. 35. Right services at the right time- Stage 1   Need to drive traffic to   Analytics! the site   SEO  Increase your marketing   Email Marketing database size   Try out PPC  Learn, analyse and develop your   Social Media proposition  Make money
  36. 36. Right services at the right time- Stage 2   Keep Increasing traffic   Analytics and your marketing   SEO database size   Social Media  Measure customer service   PPC  Be more targeted   Email Marketing  Make money
  37. 37. Right services at the right time- Stage 3   Increase traffic and   Analytics market share   SEO  Drive more traffic   Social Media  Increase Average Order   PPC Value   Email Marketing  Go further than ecommerce!   Affiliate Marketing   Multivariate Testing
  38. 38. How to capitalise on any budget  Understanding your analytics  Ask your audience e.g. polls / reviews  Dont be shy to use more resource  Ask for expert help  Start small and build on it
  39. 39. Some online tools...  Feng-GUI  Optimise layouts  Identify weak spots improve performance  Location of brand and branding effectiveness
  40. 40. Some online tools...  Loop11  Create professional usability tests in minutes  Conduct remote user testing  See the results of your user test online – instantly.
  41. 41. Some online tools...  Clicktale  Visitor recordings  Mouse movement heatmaps  Attention heatmaps  Click heatmaps
  42. 42. Thanks for listening!George IoannouEmail: george@maginus.comTwitter: @georgeioannouLinked In: