Internet Marketing Workshop

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Introduction to internet marketing by Emagin Online

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Internet Marketing Workshop

  1. 1. Online Marketing 2008 Why Your Business Cannot Afford to Ignore the Web Any Longer Copyright © 2008 Emagin Slide Presented by Jasim Puthucheary
  2. 2. Learning Outcomes <ul><li>Trends in online marketing </li></ul><ul><li>Building a sales funnel for the web </li></ul><ul><li>Building blocks of an internet marketing strategy </li></ul><ul><li>Maximising conversions </li></ul><ul><li>Tracking results </li></ul>Copyright © 2008 Emagin Slide
  3. 3. The Internet Marketing Universe Copyright © 2008 Emagin Slide
  4. 4. Shift to New Media Copyright © 2008 Emagin Slide
  5. 5. Media Cost Matrix <ul><li>Online is by far the most cost effective medium in Malaysia </li></ul>Copyright © 2008 Emagin Slide
  6. 6. Strategy Comparison Copyright © 2008 Emagin Slide
  7. 7. Online + Offline Copyright © 2008 Emagin Slide
  8. 8. Our Campaign Methodology Copyright © 2008 Emagin Slide
  9. 9. Designing for Market Leadership <ul><li>Strong Business Model </li></ul><ul><li>Great User Experience </li></ul><ul><li>Valuable Content </li></ul>Copyright © 2008 Emagin Slide
  10. 10. The Web Conversion Funnel Copyright © 2008 Emagin Slide C = 4M + 3V + 2(I-F) – 2A Illustrates that the probability of Conversion (C) is a function of the buyer’s Motivation (M), how strong our Value Proposition (V) is, and the combination of Friction (F) and Incentive (I) elements further mitigated by any Anxiety (A) experienced by the customer during the process.
  11. 11. Search Engine Marketing Cost Per Click <ul><li>What Is SEM </li></ul><ul><ul><ul><ul><li>Sponsored search results </li></ul></ul></ul></ul><ul><ul><ul><ul><li>85% of all internet traffic is from search engines </li></ul></ul></ul></ul><ul><li>How Does It Work </li></ul><ul><ul><ul><ul><li>Placement vs keyword </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Google Content Network (AdSense) </li></ul></ul></ul></ul><ul><li>Creating the Long Tail of SEM </li></ul><ul><ul><ul><ul><li>Broaden and optimize your keyword list </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Targeted, relevant and specific </li></ul></ul></ul></ul>Copyright © 2008 Emagin Slide
  12. 12. Google AdWords Copyright © 2008 Emagin Slide
  13. 13. Three Stages of Search <ul><li>Keywords for browsing </li></ul><ul><li>mp3 player </li></ul><ul><li>Keywords for comparing </li></ul><ul><li>mp3 player 1 GB </li></ul><ul><li>Keywords for buying </li></ul><ul><li>trekstor i.beat cebrax 1 GB </li></ul>Copyright © 2008 Emagin Slide QUALITY VS QUANTITY
  14. 14. Search Query Trends Copyright © 2008 Emagin Slide
  15. 15. Affiliate Marketing Cost Per Action <ul><li>What Is Affiliate Marketing </li></ul><ul><ul><ul><ul><li>Building a virtual sales force </li></ul></ul></ul></ul><ul><li>How Does It Work </li></ul><ul><ul><ul><ul><li>Supporting your sales agents </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Incentivising </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tracking Results </li></ul></ul></ul></ul>Copyright © 2008 Emagin Slide
  16. 16. The Benefits <ul><li>Efficient - results driven </li></ul><ul><li>Transparent - 100% measurable </li></ul><ul><li>Reach - many partners </li></ul><ul><li>Branding - free exposure </li></ul><ul><li>Low Risk - transferred to partner </li></ul><ul><li>Targeted - specific audience </li></ul><ul><li>Real time - immediate reporting </li></ul>Copyright © 2008 Emagin Slide
  17. 17. Contextual Display Advertising <ul><li>What Is Display Advertising </li></ul><ul><ul><ul><ul><li>The Online Rate Card </li></ul></ul></ul></ul><ul><li>How Does It Work </li></ul><ul><ul><ul><ul><li>Branding through impressions </li></ul></ul></ul></ul><ul><li>What Are The Benefits of Display Advertising </li></ul><ul><ul><ul><ul><li>Are the any ? OK Guaranteed to see </li></ul></ul></ul></ul>Copyright © 2008 Emagin Slide
  18. 18. Search Engine Optimization <ul><li>What Is SEO </li></ul><ul><ul><ul><ul><li>Organic search </li></ul></ul></ul></ul><ul><ul><ul><ul><li>90% of internet users don’t look past first 30 results </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Google Page Rank </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Keywords </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Meta Tags </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Content Relevancy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Link Building </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Competitor Analysis </li></ul></ul></ul></ul>Copyright © 2008 Emagin Slide
  19. 19. Benefits of SEO <ul><li>Targeted Traffic </li></ul><ul><li>24 / 7 / 365 </li></ul><ul><li>Increase brand visibility </li></ul><ul><li>High ROI </li></ul><ul><li>Higher Sales </li></ul><ul><li>Long term positioning </li></ul>Copyright © 2008 Emagin Slide
  20. 20. SEO Program <ul><li>Step 1 – Selecting the Right Keywords </li></ul><ul><li>Step 2 – Optimizing Your Web Pages </li></ul><ul><li>Step 3 – Submitting Your Site </li></ul><ul><li>Step 4 – Building Links </li></ul>Copyright © 2008 Emagin Slide
  21. 21. Strategy Optimisation Copyright © 2008 Emagin Slide Campaign Exposure In Store Sales Source: Yahoo
  22. 22. Landing Page Optimization <ul><li>What Is Landing Page Optimization </li></ul><ul><li>How Does It Work </li></ul><ul><li>What Are The Benefits of of Landing Page Optimization </li></ul>Copyright © 2008 Emagin Slide
  23. 23. The Optimization Sequence <ul><li>Focus first on optimizing the Product factor (OPr), especially the Value Proposition of the product: Why someone should buy your product instead of your competitors’. </li></ul><ul><li>Only then proceed to optimizing the Presentation factor of the Value Proposition ( OPrn). For example: </li></ul><ul><li>Finally, drive as much profitable traffic as possible to your product by optimizing the Channels factor ( OCnn ). </li></ul><ul><li>Highest performing Landing Pages are those that match exactly the Motivation of the customer. </li></ul>Copyright © 2008 Emagin Slide OPr > OPrn > OCnn
  24. 24. Web Analytics <ul><li>Measuring and optimizing </li></ul><ul><li>How Does It Work </li></ul>Copyright © 2008 Emagin Slide
  25. 25. Benefits of Web Analytics <ul><li>Measuring and maximizing ROI </li></ul><ul><li>Better Target Your Marketing Efforts </li></ul><ul><li>Optimize Conversions </li></ul><ul><li>Save On Customer Support </li></ul><ul><li>Help Customers Help Themselves </li></ul>Copyright © 2008 Emagin Slide
  26. 26. Dialogue Channels <ul><li>People Buy From Other People </li></ul><ul><li>NOT Websites </li></ul>Copyright © 2008 Emagin Slide <ul><li>Email </li></ul><ul><li>Contact Forms </li></ul><ul><li>VOIP Calls </li></ul><ul><li>Telephone </li></ul><ul><li>SMS </li></ul><ul><li>Live Chat </li></ul>
  27. 27. Building Trust <ul><li>Continuity and Congruence </li></ul><ul><li>Ad-to-page relevance </li></ul><ul><li>Quantitative vs Qualitative </li></ul>Copyright © 2008 Emagin Slide
  28. 28. Case Study 1 : Celcom Copyright © 2008 Emagin Slide
  29. 29. Case Study 2 Copyright © 2008 Emagin Slide
  30. 30. Introduction to Emagin <ul><li>Emagin (pronounced i- ˈ ma-jən or imagine ) is the acronym for Electronic Marketing throuGh the INternet. </li></ul>Copyright © 2008 Emagin Slide
  31. 31. Our Toolbox <ul><li>Solutions </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Contextual Display Advertising </li></ul><ul><li>Affiliate Marketing </li></ul>Copyright © 2008 Emagin Slide <ul><li>Payment Models </li></ul><ul><li>Pay per click </li></ul><ul><li>Pay per lead </li></ul><ul><li>Pay per sale </li></ul><ul><li>Pay per call </li></ul>
  32. 32. Accreditation <ul><li>Association of Accredited Advertising Agencies Malaysia </li></ul><ul><li>Google Approved Company </li></ul><ul><li>MSC Status </li></ul>Copyright © 2008 Emagin Slide
  33. 33. What Our Customers Say About Us <ul><li>“ Before we had a website but we did not know if people were coming there, what information they wanted and especially, we had no idea how to get more customers. </li></ul><ul><li>Now with Emagin we have a comprehensive internet marketing strategy that drives traffic to our website which has been optimized for conversions. The result: over 30 new customers in 14 countries and increased sales of 65% in 6 months.” </li></ul><ul><li>– Sarisqa International </li></ul>Copyright © 2008 Emagin Slide

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