PROGRAM (OF DAY I)
Definitions (eBusiness, eCommerce, Digital Marketing, …)
Digital Marketing Strategy
Benefits of Digital Marketing
Segmentation of the market
Website conversion funnel
Techniques of converting visitors to leads and clients (call for actions, affiliate
Techniques of attracting visitors (SEO, Places)
• Customer service
• Use occasion
• Sales promotion
• Direct marketing
• Payment methods
• Free or valueadded elements
• Trade channels
• Sales support
• Channel number
• Individuals on
• Individuals on
• Training and skills
• Customer focus
• Business led
• Design features
• Research and
The perfect marketing mix that suits the client
• Sales/staff contact
• Experience of
• Product packaging
• Online experience
Search Engine Marketing (SEM)
Search Engine Optimization (SEO)
Marketplaces & Directories
Social Media (SMM)
HOW CONVERT VISITORS INTO LEADS OR
1.Call to action
CALL FOR ACTION
THE PURPOSE OF THE WEBSITE
Every website has to have an objective:
To develop a list of qualified prospects
To enhance our company's professional image
To gain an increase in sales
To offer company information and give the public a
To sell products directly over the Internet taking
To educate customers and potential customers
To make product or service information available to
To provide better customer service
To increase public awareness of our company's name,
brand or identity
To strengthen brand identification
credit cards and checks (e-commerce)
To make product or service information available to
To bring in new clients or customers to our location
To offer a virtual community, a place where users can
interact with each other
CALL TO ACTION
Make sure your website is been created with the purpose of achieving your
Persuade the visitor to do what you want them to do.
WHAT IS AFFILIATE MARKETING?
Affiliate Marketing is an Internet-based marketing practice in which a business
rewards one or more affiliates for each visitor or customer brought about by
the affiliate's marketing efforts.
Technique that measures the easiness with which people can use a tool or an
By making our web page more ‘usable’, we can dramatically increase the
number of users interested in our products, and also more inclined to ask for
There are several techniques
1) Heuristic usability
2) Usability with eyetracking devices
3) Usability with A/B Testing Google Website Optimizer
Certain standard usability norms are to be found on the internet (western
Logos must be placed on the upper left-hand side of the screen
Backgrounds underneath texts must be plain
Fonts that can be best read on a screen are Arial and Verdana (in general, those
Text lines should not exceed 100 characters.
Kerning must be proportional (no justification) Text alignment brought to the left
• The conversion ratio from “Price consultation” to “Start of
reservation process” improves from 15% to16%.
• Even more so, the conversion ratio from “Start of
reservation process” to “End of reservation” jumps from
12% to 24%.
INTRODUCTION of this new
The most important tools
internet era are search engines. And
Google above all.
Each time we need information about
something, we ask a search engine to
But, how do they work? How can we
be sure that the search engine will
locate our web page?
THE OLD SEARCH ENGINES
Before the Google era, search engines where handmade web page directories
(except for Altavista search engine). That meant the following:
You had to register your web page in the directory.
Then you had to choose a few key words about your web contents.
And then you had to write down your web page definition.
... And when someone searched for a word that you had in your keywords or in you
definition, the search engine showed your page.
HOW DO THEY WORK NOW?
Now, search engines are automated web pages indexes.
The crawling Search Engines have to perform three basic tasks:
Find web pages and store their contents (they use spiders (robot agents))
Analyze the page contents
Process searchers’ queries
THIS PART OF THE PRESENTATION WILL BE
What are the search engine spiders? And how can they read our web page
How does Google or any other search engine find our web page?
How can we prevent our web page from being stored in a search engine?
Once we are indexed, how can we come up in the first places of search
WHICH FORMATS CAN’T BE INDEXED?
Once a spider has found our web we have to make sure that it can read all our
Spiders can’t pass through:
Inside Pop Up’s
Zones behind a login and password
• If the SE's crawler (or spider) has found your web
page, a copy is made and stored in their database.
If the page is already in HTML format, the storage is immediate.
If the page is in some other format, such as PDF or Microsoft Word, then the SE
will convert the page into an HTML equivalent.
HOW CAN WE KNOW HOW MANY PAGES WE
To find out which of your pages have been indexed by Google, type the following
into Google's search field:
And if you want to know in how many of your web pages a word appears, type
the following into the search field:
ANALYZING THE WEB PAGE CONTENTS
Once your web page has been found and stored, the SE will inspect every word
and tag and translate it into a mathematical representation in its database. This
process is different for each SE and it is strictly confidential.
What is important to know is that at this point the SE do not look at the real
web pages, they look at these mathematical representations when they match
the searchers’ keywords to the documents in the database.
THE ROBOTS EXCLUSION PROTOCOL
The robots exclusion protocol is followed by all regular spiders.
All spiders try to find a robots.txt page, before beginning to crawl through
• In this page, you have to indicate which part of the contents you don’t want
spiders to index.
If you don’t have a robots.txt page, you should have one. Each time a robot
searches for it and doesn’t find it, generates a 404 error. So even if you want
everything indexed it’s a good idea to create a blank page and name it
Now it’s time to fight to be
in the first positions!!!
Now that you have a basic understanding
of how Search Engines work, we'll take a
look at what happens when a searcher
types in his search keywords.
Every Search Engine has its own proprietary algorithm (set of rules or formula)
for finding and ranking web sites.
This algorithm is a tightly guarded secret, so Search Engine marketers don't get
an upper hand in manipulating their web sites for better rankings.
But we can discuss what generally happens when a Search Engine is given a
THE GOOGLE ALGORITHM
(Simplifying...) It’s formed by 2 algorithms:
1- The PageRank algorithm
2- The Relevance algorithm
Larry Page and Sergey Brin,
PageRank <> the ranking of
Page Rank = the Larry Page rank
THE PAGERANK ALGORITHM
It’s an off-page factor.
The purpose of PageRank is to assign a numerical value to the Web pages
according to the number of times that other pages recommend them and
according to the PageRank that these pages have. That is to say, it establishes the
importance of a Web page.
The PageRank algorithm is complex and it’s formed by many variables and many
other minor algorithms.
The PageRank algorithm is a numerical value that goes from 0 to 10 in a
logarithmic scale. This means that it is much more difficult to raise from 5 to 6
than from 2 to 3.
The PageRank algorithm it’s not being calculate whenever we make a search.
Google calculates it every certain time (every day though). The tool bar is
updated every 3 or 4 months.
HOW CAN I MAKE MY PAGERANK HIGHER?
You need as many links from third parties as possible
You need links from pages with a high PageRank.
You need links from pages with a low number of other outgoing links.
To know your PageRank you must have the Google Toolbar
To know how many links you have from third parties, type the following into
Google's search field:
THE RELEVANCE ALGORITHM
The logic of this algorithm is the following:
Google wishes to know if your page really verses about the subject that the user
is looking for.
To be sure, Google analyzes 2 factors:
1. The Density of some words
2. The Prominence of some words
WHAT IS THE DENSITY OF A WORD?
The Density considers the following
1. Word relevance in the
general context of indexed
pages: in how many pages the
2. In each page, how many
times the word is named
divided by the total number
WHAT IS THE considers the
The Prominence PROMINENCE
OF A WORD?
1. Where is the word in
each one of the pages.
2. The words that other
web pages use to link us
(anchor text in links from
THE PROMINENCE INSIDE A PAGE
Google gives relevance points to the words that appear in:
Page title (<title>)
Headings (H1,H2, etc...)
Alternative text (ALT)
HOW TO GET MORE LINKS
Register in as much directories as you can (www.emarketservices.com will help
Look what your competition is doing (www.Alexa.com related links)
Do public relations in blogs
Do public relations on the online press
Be present in social media tools and link to yourself.
Practice cross linking with sites with the same target as you.
Ask your partners and customers to link you.
PROGRAM (OF DAY 2)
Techniques of attracting visitors (SEM, Ad Campagins, Marketplaces and
directories, email marketing, public relations in blogs and forums)
Your Digital Marketing Strategy
Web 2.0 and Social Media Marketing
HOW DOES IT WORKS?
You create your ads
You choose keywords, which are words or phrases related to your business.
The ad is displayed on Google and Google’s network.
2 WAYS OF DOING SEM
Advertising based on a keyword search
Advertising based on a keyword search could take place through a search engine
such as google.com, or a search engine partner site, such as shopping.com. For
example, Google offers a service called AdWords, which allows companies, for
a small fee, to have a link to their website featured when a user searches a
specific keyword which the company specified.
Advertising based on content context
Many search engines (e.g. Google, Yahoo! Search) have partner websites with
specific content. The websites agree to let the search engines place contentspecific advertising on their website, in return for a fee. The search engine then
finds companies interested in advertising on websites with their desired content.
For example, an online dog food retailer might have their advertisement placed
on a site about dogs.
HOW DO GOOGLE ORDER THE ADWORDS?
The Google Adwords Ordering Algorithm:
1. Cost per thousand (CPM) = what you pay to have your ad
appear a thousand times
2. The more you pay (CPC) better you rank.
3. The better your click through is (CTR) better you rank
4. Your landing page comprises the words searched better you
Target: Long term tourism.
Segment: English speakers
who stay in Barcelona for more
than 15 days
Value proposition: Big suites,
special offer for long term, wifi,
and free minibar.
Key Words targeted: Hotel
Long stay Barcelona, hotel long
Advertising is drawing public attention to goods and services by promoting
businesses, and is performed through a variety of media.
With the dawn of the Internet have come many new advertising opportunities:
Popup, Flash, banner, and email advertisements...
"Half the money I spend on advertising is wasted; the trouble is, I don't know which half."
- John Wanamaker, father of modern advertising
(this is not true on the Internet)
Ads could be classified in:
Sponsored posts (we will see them at Public Relations)
DIFFERENT WAYS OF AD CAMPAIGNS
• Pay per click you pay each time a user
clicks your ad.
• Impression campaigns you pay per
• Sponsorship you pay for the ads
A marketplace is the space, actual or virtual, in which a market operates.
The growing prevalence of internet access has enabled new markets to
There are lots of Marketplaces for every industrial sector.
It’s important for you that your products appear in as many marketplaces as
Perhaps best known among these marketplaces is eBay (www.ebay.com), an
enormous globally available auction house.
For tourism: www.atrapalo.com, www.expedia.com www.LastMinute.com o
Factory Outlets: www.solostocks.com, www.Alibaba.com
Transportation: www.mercatrans.com, www.Wtransnet.com
All B2B marketplaces are listed at: www.emarketservices.com
E-mail marketing is a form of direct marketing which uses electronic mail as
a means of communicating commercial messages to an audience.
However, the term is usually used to refer to:
Sending e-mails with the purpose of enhancing the relationship of a merchant with
its current or old customers and to encourage customer loyalty and repeat business.
Sending e-mails with the purpose of acquiring new customers or convincing old
customers to buy something immediately.
Adding advertisements in e-mails sent by other companies to their customers.
E-mail marketing is popular with companies because:
Compared to other media investments such as direct mail or printed
newsletters, it is less expensive.
Return on investment has proven to be high when done properly.
It is instant, as opposed to a mailed advertisement, an e-mail arrives in
a few seconds or minutes.
It lets the advertiser "push" the message to its audience, as opposed
to a website that waits for customers to come in.
It is easy to track.
Many companies use
to communicate with existing
customers, but many other companies
send unsolicited bulk e-mail, also
known as spam.
It is frequently difficult for
observers to distinguish between
legitimate and spam e-mail
BEING PRESENT IN BLOGS
Our objective is to achieve:
Reviews of our products or
Links to our website.
A link will increase our direct
A link will help in our SEO
DEFINITION (PR) is the art of
managing communication between an
organization and its key publics to build,
manage and sustain an accurate
•Traditional PR extended to online.
•By definition, a press note has no cost.
BENEFITS FROM PR ONLINE
Extend your presence to individuals on online news and on the web in general
Increase the number of links from third parties Increase PageRank.
Deliver traffic direct to your site or through search engines.
ONLINE COMPETITION AND BENCHMARKING
To discover who is your competition in the market you wish to attack.
To discover what your competition is doing on the internet.
To build a sustainable competitive advantage.
Technical benchmark (Alexa Rank Google PageRank, Links in, pages indexed on
Marketing benchmark (targeted segments, value proposition, online marketing actions,
web functionalities, etc.)
THE ALEXA of Top Sites available by
Alexa has lists RANK
country, language or category.
Alexa has built a database of
information about sites, that includes
statistics, related links and other useful
All this information can be found on
Alexa's Site Overview pages, Traffic
Detail and Related Links pages.
The PageRank algorithm is
a numerical value that
goes from 0 to 10 in a
logarithmic scale. This
means that it is much
more difficult to raise
from 5 to 6 than from 2
Not every time we make a
search is The PageRank
Google calculates it every
certain time (everyday
though). The Google tool
bar is updated every 3 or
INDEXED PAGES IN GOOGLE
To find out which of your pages have been indexed by Google, type the following
into Google's search field:
(without www, and without space between : and your domain name)
MARKETING BENCHMARK I
Defining your market and targeting it through your website:
The easiest way to begin defining your primary, secondary and any possible niche markets is to look at the
Create a spreadsheet of current customers by creating column headings.You can start with customer name,
business name, industry type, services and/or products purchased, and total amount spent over a particular
Look for patterns.
Check your competition: look whom they are targeting through their website.
Check online benchmarking tools as Google Trends for websites and Alexa.
Here’s an example of how a roofing business might define its target and niche
Primary Target Market: Industrial & Commercial Buildings
Secondary Target Markets: Residential Repair, Real Estate Managers
Niche Markets: Hospitals, Elementary Schools
THEunique value a business offers to
The VALUE PROPOSITION
It's why your customers will want to
do business with you.
Discover the needs of each targeted
segment and show them your solutions.
It’s easy if before thinking about your
value proposition, you change to a
market orientated definition of
“Principles of the New Marketing” by Philip
HOW TO HAVE A BETTER WEBSITE STRUCTURE
Select a proper domain name (if you can)
Create a page for every concept, in your website.
Follow a tree structure.
Use URL SEO friendly
Use a persuasive description metatag
Host your pages in a proper ISP
Define your website language properly
HOW TO CREATE MORE CONTENT
From images and multimedia content (well labeled)
With RSS feeds and mashup content (using widgets).
Including related press articles
Creating a press zone
Creating a blog or a forum
Including comments and opinions
Including listings, tops, ranking, etc…
Translating to more languages
LAST MINUTE ADVICES…
Don’t forget that your page has to be read by humans. Keep spiders on your
mind, but think that the objective of being naturally well ranked in search engines
is to have more customers.
Don’t cheat, it’s not worth it.
KEY ASPECTS OF WEB 2.0
1. Interpersonal computing
2. Web services
3. Software as a service
1. INTERPERSONAL COMPUTING
It’s about using online technology to
connect people into other.
People can ad and access
content, messages and commends.
2. WEB SERVICES
Web services are components of
online functionality that can be put
together (like a Lego puzze) to create a
new integrated online offering or
3. SOFTWARE AS A SERVICE
This involves application functionalities
being delivered through internet.
SOCIAL MEDIA MARKETING (SMM)
There are lots of Social Media
Facebook & myspace
Linkedin & Xing
Our presence in Social Media Sites has many objectives:
Achieve the major number of people being on your communication circle.
Acquire information about the consuming habits of your target and their
Attract visitors to our webpage.
To be trendy and to have an excuse to made a press note.
Discover new customer segments.
Follow people to have relevant information.
ALL WHAT WE CAN DO
From time to
THE COMMUNITY MANAGER
Is the person in charged of handling
your business profiles in all media sites.
Takes care of your profile.
Interact with your customers and
Looks for new trends.
CORPORATE REPUTATION ONLINE
You need to know what people are
saying about your company, products, or
Building a Good Corporate
Reputation Online is a priority for many
In our mobile (or any other device connected) will live intelligent agents that
help us (find information, search, etc.)..? This requires that all databases following
standards (Semantic Web)