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Digital marketing 2011
The document outlines key trends and strategies in digital marketing for 2011, emphasizing the importance of online visibility, website conversions, and a positive brand reputation for achieving online success. It highlights significant growth in internet advertising, particularly in social media and email marketing, while traditional advertising channels continue to decline. The approach of the presented digital marketing strategy focuses on lead generation, customer nurturing, and integration of technology with marketing to maximize return on investment.
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Digital marketing 2011
- 1. Digital Marketing 2011 Online Visibility + Website Conversions + Positive Brand Reputation = Online Success! Components of a Good DM Strategy Prepared & Presented By: Superior Web Solutions, Inc. WSI – We Simplify the Internet #1 Leader in Internet Business Services Thomas J. Holzkopf - President & Owner Phone: (608) 523-4255 www.WSIprositebuilder.com | Info@WSIprositebuilder.com Advanced Internet Marketing Certification Member of Search Engine Marketing Professionals Organization
- 2. Digital Marketing 2011 • Digital Marketing Trends • Our Focus – Marketing vs. Technology • Our Services – Strategy-driven • Our Approach – ABC‟s of Internet Marketing • About WSI (We Simplify the Internet)
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- 4. Internet Advertising Seesthe Most Growth • During the recession, traditional advertising channels saw a decrease in spending growth in 2009, as marketers moved their budgets to more measurable channels like Internet advertising, which saw an increase of 14.1% • In 2010, most channels will continue to see a decrease in growth, while Internet marketing will continue to remain the channel of choice and increase by 15.2% • In 2011, outdoor and TV advertising growth will rise again, but the Internet will still see the most growth with 15.1%
- 5. Advertising Expenditure inthe US by Media • In 2009, US marketers spent $20.34 billion advertising online • In 2010 marketers will spend $23.42 billion advertising online, and by 2011, this number is projected to reach almost $27 billion • Though TV ads still consume the largest piece of the advertising pie, Internet ad-spend in the US has surpassed print advertising, including channels like radio, magazine and outdoor advertising
- 6. Marketing Spending Increasesin 2011 • According to a November 2010 survey of business executives around the globe by StrongMail, nearly two-thirds of companies will increase spending on email marketing, and 57% will put more dollars toward social media marketing. Search took a distant third place with 41% of respondents indicating they would spend more.
- 7. Social Media MarketingContinues to Rise • Trends indicate that US marketers are spending more money to advertise with social media • In 2010, $728 million will be spent advertising with social media, up from $558 million in 2009 • Marketers are expected to spend approximately $948 million on social media marketing in 2011 • By 2012, about $1.23 billion will be spent on social media marketing
- 8. More Internet Userson Social Networks • According to eMarketer, there were 70.6 million adult online social network users in 2009 (43.5% of total adult Internet users) • In 2010, 46.5% of the adult online population were social network users (77.8 million) • In 2012, more than half of all adult Internet users will also be social network users (50.5%, 89.1 million)
- 9. Activities of SocialNetwork Users • Interestingly, 52% of social network users become a fan/follower of a company or brand on the social networks • 46% have said something positive about a company/brand on the social portals, while 23% have said something negative • 18% of respondents have used the social portals to promote another company/brand, and 12% have used social networks to promote their own business
- 10. So to SumIt Up: • Internet Advertising Outpaces All Other Methods • Top 3: Email, Social Media, Search Marketing • Mobile Marketing is Gaining Quickly! • Adults Are Rapidly Adopting Social Networks • > 50% Social Network Users Follow or Fan a Business Page
- 11. Our Focus – MarketingVs. Technology Solutions
- 12. Our Focus –Marketing vs. Technology • We Focus On: – Lead Generation – Brand Building – Customer Nurturing • Online Success By Providing: – Online Visibility (Attract Target Market) – Site Conversions (Conversion-focused Design) – Positive Brand Reputation (Monitor, Analyze, Influence) • IM System - Not Technology-Driven!
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- 14. DM System FlowChart Paid Search (PPC) Search Social Media Engine (SMO) Digital Optimization (SEO) Targeted Traffic Marketing System Email Mobile Marketing Marketing
- 15. Our Core Competencies • Conversion-Focused Web Design • Search Engine Marketing • Social Media Marketing • Targeted Lead Marketing • Mobile Marketing
- 16. Conversion-Focused Web Design Paid Search (PPC) Search Engine Social Media (SMO) Digital Optimization (SEO) Targeted Traffic Marketing System Email Mobile Marketing Marketing
- 17. #1 Priority –The Online “Face” To Your Company Is Your Website! • Conversion-focused Design – An investment with a return … • Start by identifying your online objectives for the website: – Increase BRAND AWARENESS – LEAD GENERATION – E-COMMERCE – INFORMATIONAL or CUSTOMER SERVICE • Identify the “Call To Action”. E.G.: – Submit an online form – Download a brochure or whitepaper – Call your phone number – Buy your products or services online • Design the site to funnel site visitors toward “Call To Action”
- 18. Web Design • State-of-the-ArtTechnologies (Joomla, DotNetNuke, Business Catalyst, Fully Customized) • Conversion-Focused Design (See Examples) • Content Writing & Page Formatting • Landing Pages & Microsites • Content Management Systems (self-maintainable) • Customer Service After Launch
- 19. Conversion-Focused Web Design(Examples)
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- 21. Search Engine Marketing: 1. Search Engine Optimization 2. Paid Search Marketing (PPC) Paid Search (PPC) Search Engine Social Media (SMO) Digital Optimization (SEO) Targeted Traffic Marketing System Email Mobile Marketing Marketing
- 22. Search Engine Marketing– Organic Optimization • On-Page or “Organic” Optimization (Un-Paid Listings) – Keyword Analysis Is The KEY! • Off-Page optimization – Inbound Link Building – Quality Links Are Gold! • Directories, B2B Portals, One Way Links (PR3 or better) • Articles, Press Releases, Blog Posts with Links + Syndication – Interactive SEO – • Social Bookmarks, Social Networking Profiles • Landing Pages & Microsites – Content is Still King! • Site Submittal
- 23. Search Engine Marketing– On-page Keyword Optimization is Critical
- 24. Search Engine Marketing– Inbound Link Building Is Even More Important
- 25. Paid Search Marketing(PPC) • Immediately Attract Your Target Market • Seasonally & Geographically Friendly – Run Seasonally. Local or Global Advertising! • You Set The Monthly Budget • Only Pay When They Visit • Text, Photo Image, Video Ads & Now More! • Search & Content Network
- 26. What PPC CanDo For Advertisers • Pay-Per-Click Advertising can help an advertiser meet many objectives • Determining, measuring, and tracking metrics helps ensure success Objective Example Success Metrics Generate awareness • Targeted impressions Build brand • Qualified visits to your website Educate prospects • Depth of involvement Generate leads • Request for proposals Identify prospects • Coupon downloads • Newsletter registrations • Email address opt-ins • Appointments Customer acquisition • Sales conversions = $$$ Sales • Lower cost per lead/sale
- 27. Benefits of PPC:Cost • No minimum spend • You choose your own maximum daily spending limit (daily budget) • Choose how much you want to spend per click for every keyword • Only pay search engine when users click on your ad and visit your website • More cost-effective than Yellow Pages, Banner Ads & Direct Mail* • Conversion tracking = real-time return-on-investment data ** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004
- 28. Example: How AdwordsCan Pay For Itself $1,000 initial investment in AdWords $1.00 CPC ≥ 1,000 clicks 1 - 10% conversion rate = 10-100 sales Average sale = $100 $1K investment returns $1K-10K in sales Reinvest profits, increase budget
- 29. Pay Per Click– 12.2% Organic Search 74.3% Pay Per Click 13.5%
- 30. PPC % Pos 1 7.4 Organic Pos % 2 3.4 1 27.1 2 11.7 3 1.1 3 8.7 4 .3 4 5.1 5 2.6 5 4.0 6 4.1 6 .9 7 4.1 7 1.7 8 3.2 8 .4 9 2.8 9 .1 10 3.6 10 .4
- 31. Best Solution: CombineSEO with PPC 1) Use PPC to get a fast start 2) Let PPC click-through and conversion rates help identify your best keywords 3) Target these keywords via SEO 4) Re-apply PPC funds to new keywords to attract even more traffic 7/24/2011 31
- 32. Social Media Marketing Paid Search (PPC) Search Engine Social Media (SMO) Digital Optimization (SEO) Targeted Traffic Marketing System Email Mobile Marketing Marketing
- 33. What Is SocialMedia Marketing SMM is… Starting a Conversation Engaging Clients Online Brand Reputation Management A realm where ‘Consumers Rule’ Another way for your customers to find you Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. Wikipedia 2009
- 34. Social Media Marketing •In 2008, 79.5 million people, or 41% of the US Internet user population, visited social network sites at least once a month, an 11% increase from 2007. • By 2013, an estimated 52% of Internet users will be regular social network visitors. The steady stream of updates and news will become a weekly or even daily habit for many people.
- 35. SEO & SMOWork Together • Just adding pages and pages of content as an SEO strategy doesn‟t cut it anymore • Social Media is the new way to take your SEO strategy to the next level • Social Media increases the number of high quality inbound links & targeted traffic
- 36. Types of SocialMedia Social Video/Photo/Music • Facebook Bookmarking Sites • Wikipedia Sharing Sites • Blogger • Twitter • Scribd • Wordpress • LinkedIn • Digg • Squidoo • YouTube • Moveable Type • MySpace • Technorati • Gather • Flickr • Yahoo 360! • Bebo • Stumbleupon • Photobucket • MSN Spaces • Orkut • Del.icio.us • Metacafe • Last.fm Social Networking Content Sharing Blogging Sites Sites Sites
- 37. Where Do YouStart?
- 38. An Effective SMMStrategy Will: Increase Brand Promote Awareness Products/Services Get Indexed Protect Brand Quickly Dominate The Search Engines
- 39. Typical Social MediaStartup Strategy For Small Businesses • Brand Reputation: Monitor, Analyze, Influence – Get Into The Conversation • Launch Branded Pages On Facebook, Twitter, LinkedIn, YouTube • Integrate a Blog On Your Website • Content Development Requirements (Articles, Press Releases, Blog Posts to Syndicate Across All Channels) • Document Syndication Process • Future Steps: Add Online Customer Reviews, Videos
- 40. Targeted Lead Marketing Paid Search (PPC) Search Engine Social Media (SMO) Digital Optimization (SEO) Targeted Traffic Marketing System Email Mobile Marketing Marketing
- 41. Targeted Lead MarketingDefinition • Lead Nurturing: – “Maintaining a healthy and interactive relationship with prospects and existing customers, wherever they may be in their decision making or buying process”. • Cost-Effective Methods Include: – Auto-responders – Click-to-Call (Internet to Phone) – Email Marketing – RSS Feeds – Blogs – Customer Loyalty Programs – Free Trials
- 42. Permission-Based Email Marketing: Leverage Your Most Important Asset • Market To Your List of Customer Email Addresses • Can-Spam Act of „03 - Permission-Based is OK – Always Provide Opt-out Option • Newsletters, Special Events, Promotions, Customer Loyalty • Should Be Informational, Add Value To The Reader • Include Links Back To Website From Newsletter • Put a Subscriber Window On Every Page Of Website 84% of consumers surveyed said they liked receiving e-mail from companies they had registered with—and more than one-half saved the messages for later review. 57% of consumers had a more positive impression of companies they had purchased from when they received e-mail from them— and 40% said such e-mail made a future purchase from the company more likely.
- 43. Advantages of EmailMarketing • Unmatched Customer Targeting & Tracking Capability • Lowest Cost Per Unit of Any Advertising Medium • Creates On-Going Awareness Of Your Brand & Offerings
- 44. Mobile Marketing Paid Search (PPC) Search Engine Social Media (SMO) Digital Optimization (SEO) Targeted Traffic Marketing System Email Mobile Marketing Marketing
- 45. Mobile Marketing –Cellular Version of Email Marketing • From July 2009 to July 2010 Over $1 Billion Of Products Purchased From Amazon.com using a Mobile Phone • Opt-In - Not Spam - Like Email Marketing • 1/3 of World Has Mobile Internet Access, Twice As Many Internet-Connected PCs • 60% of World‟s Population Will Have Access By 2012 • Can Provide Location-Specific Resources to Users • Text Messages Read Within 4 Minutes – Email, 48 Hours • 65% Email = Spam; < 10% of SMS Is Spam • Technology Lets Business Manage SMS Ads Directly
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- 47. Web Analytics • Analyticsis… • A NECESSITY • A way to Track and Measure your Internet Marketing • A way to maximize ROI • A way to uncover opportunity • Google Analytics, Clicktracks, Urchin • What the Data Tells You • The Balance Sheet of YOUR Business Online
- 48. Our Approach – TheWSI Internet Marketing Solutions Lifecycle
- 49. Our Approach – The ABC’s Of Internet Marketing • “A”ffordable Web Solutions For Your Business • We leverage economies of scale, pool resources and spreading costs across a large global network • “B”uild Pipeline of Targeted Traffic • Our core competencies are marketing strategies integrated with leading edge technologies. • We focus on Lead Generation & Customer Conversion • “C”onvert Website Visitors Into Customers • Conversion-focused Web Design
- 50. The WSI InternetMarketing Solutions Lifecycle • Discovery - learning more about you and your industry • Internet Business Analysis (IBA) - identify your business requirements and "pains & challenges" • Build - preparing the project requirements, submitting them to one of our Production / Solution Centers • Implement - launch the solution • Measure - analyze the Web Traffic & Conversions • Manage Results – manage campaigns and identify additional value, services, upgrades and enhancements – stay current The Lifecycle is designed to increase our client’s profitability, Return on Investment (ROI) and visibility by creating new revenues through Internet traffic generation and bringing more visitors through their "e-door".
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- 52. About WSI • WSI currently has over 1,500 offices in 93 countries – 13+ offices in Wisconsin • We have helped thousands of companies since 1995 • Our systems have been proven to get results 7/24/2011 52
- 53. A Few OfOur Partners 7/24/2011 53
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