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Internet Marketing
This document contains information from a presentation on internet marketing. It discusses the online customer cycle, how to generate traffic through various online and offline channels, optimizing conversions by reducing friction and adding velocity, and leveraging word of mouth. The key aspects of the online customer cycle are that it has multiple entry and exit points, is multi-channel, and requires an integrated approach. Generating traffic can be done through search, social media, content marketing and more. Conversion is optimized by removing uncertainties from the user experience and adding trust. Data from analytics and user testing should be used to continuously optimize the website.
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- 1.
- 2. Hello! My nameis Bart.
- 3. This is mydaughter Merel.
- 4. I’m passionate aboutcoffee.
- 5. I live andwork about coffee. I’m passionate in Ghent.
- 6. I work atdigital agency Netlash-bSeen.
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- 10. INTERNET MARKETING KMO Excellence,7/02/2012
- 11. Swift and manychanges.
- 14. The online customercycle ‣ The cycle, and how to use it ‣ Generate traffic ‣ Convert visitors to buyers ‣ Optimize ‣ Word of Mouth
- 15. 1. The OnlineCustomer Cycle
- 16. traffic visitor word of returning mouth visitor buyer
- 17. traffic visitor word of returning mouth visitor buyer
- 18. traffic visitor word of returning mouth visitor buyer
- 19. The online customercycle ‣ Multiple entry points ‣ Multiple exit points ‣ Multi-channel ‣ Measure & attribute ‣ Integrated approach
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- 22. Different smaller funnels,with micro-conversions. Not a funnel!
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- 25. Generate traffic ‣ Traditional marketing (offline) ‣ P2P marketing ‣ Search ‣ Content marketing ‣ Paid search & social ‣ Affiliates & API’s ‣ Social ‣ Mobile
- 26. Offline marketing ‣ Get your URL’s right! ‣ Attribution ‣ Flip from offline to online ‣ QR codes?
- 27. Search ‣ Organic search ‣ Still biggest traffic driver ‣ Attention! Pygmalion effect! ‣ Dynamic rankings ‣ Black-hat vs. white-hat
- 28. Organic search ‣ On page optimization ‣ Link building ‣ Social
- 29. Organic search ‣ On page optimization - text, text, text! - information architecture: URL, breadcrumbs, inner linking, pagerank sculpting... - code - attention for meta tags
- 30. Organic search ‣ Link building - value of PageRank? - domain authority - link baiting - RSS
- 31. Organic search ‣ Social - importance of social signals for search - personalized results - networks?
- 32. Keyword Research ‣ Long tail ‣ spelling, dialect etc. ‣ aim high in the customer journey ‣ pains & solutions
- 33. Paid search ‣ Google: search network vs. display network ‣ Long tail ‣ Specific vs. broad keywords: buying stage ‣ Retargeting/remarketing
- 34. Paid search ‣ Social networks = Facebook ‣ Targeting ‣ Facebook-in or Facebook-out? ‣ Traffic vs. engagement
- 35. Social ‣ Let others generate traffic ‣ ‘be interesting’ ‣ Built-in social ‣ Cfr. customer cycle
- 37. Social ‣ P2P marketing...
- 40. Content marketing ‣ Content circles ‣ ‘curation sweet spot’ ‣ Editorial agenda ‣ Form vs. target audience
- 41. Let others generatetraffic ‣ affiliates ‣ arbitrage ‣ API’s
- 42. Mobile ‣ it’s not a device ‣ “on the go” ‣ responsive!
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- 46. Conversion ‣ Get people from A to B ‣ Remove friction ‣ Add velocity
- 47.
- 48. Remove friction ‣ every doubt ‣ every uncertainty ‣ every hesitation ... makes people leave.
- 49. Remove friction ‣ navigation ‣ logo, subnavigation, search, language... ‣ text: SEO vs. conversion
- 50. Navigation ‣ user centered ‣ faceted navigation & filters ‣ action based navigation vs. target
- 51. 4 kinds ofsurfers
- 52. 4 kinds ofsurfers ‣ hierarchical ‣ search ‣ chaos ‣ social
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- 54. Velocity ‣ trust ‣ psychology ‣ ‘goesting’ ... gets people moving.
- 55. Velocity ‣ logos ‣ link to privacy ‣ telephone number, real-world contact ‣ testimonials ‣ neuromarketing
- 56. Logos ‣ sector & quality organisations ‣ fake? ‣ adds trust!
- 57. Privacy ‣ next to info-request ‣ adds trust ‣ (never gets clicked...)
- 58. Telephone number ‣ next to info-request ‣ adds trust ‣ “If it all goes wrong, someone will help me.” ‣ Cfr. customer cycle!
- 59. Real-world contact ‣ security ‣ adds trust ‣ “It’s not 2 youth delinquents in a garage.” ‣ Pictures of owner, building etc.
- 60. Testimonials ‣ don’t fake it! ‣ pictures: make them ugly... ‣ social reviews?
- 61.
- 62. The power ofthe brain ‣ collecting, reciprocity, social validation, commitment, discovery, concession, scarcity, fear of loss, the endowment effect, choice, Hawthorne effect, clustering illusion, availability cascade, authority bias, competition, zero-risk bias...
- 63.
- 65. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
- 66. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
- 67. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
- 68. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
- 69. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
- 70. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
- 71. Google Analytics? ‣ vs. other packages ‣ free vs. paid ‣ GA Premium (ownership, privacy, real-time)
- 73. Sources ‣ tag everything! ‣ channels ‣ offline & online! ‣ (offline: url-shorteners)
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- 76. Measuring the conversionfunnel ‣ combine visit behaviour and e-shop data ‣ optimize campaigns & actions based on €€€ ‣ drive your website content to the best sellers ‣ get info on where to invest for traffic
- 78. Goals & funnels ‣ make the interaction measurable ‣ goals = quality ‣ investigate the drop-outs ‣ look for site entries with the highest conversion%
- 79. entering the leaving the funnel funnel defined Goal
- 84. The way ofthe web ‣ cfr. Google ‣ launch fast, fail fast ‣ incremental
- 88. Social media monitoring ‣ buying intentions ‣ trends ‣ couponing & actions ‣ customer service
- 89. A/B & multivariate ‣ not just for optimizing ‣ automate! ‣ buying cycle vs. content ‣ triggers vs. content
- 90. Lost buyers ‣ e-mail automation ‣ remarketing & retargeting in SEA
- 91. 5. Word ofMouth
- 92. traffic visitor word of returning mouth visitor buyer
- 93. Word of mouth ‣ advertising = not just awareness ‣ leverage your fans/customers/visitors
- 95. Word of mouth ‣ build social into your website ‣ micro-conversions: maybe a non-sale is better than a sale?
- 96. ORGANISATIES Bedrijf Overheid Vereniging COMMUNICATIE STAKEHOLDERS Pers Prospect Klant Medewerker Opinion Leader
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- 98.
- 99. ORGANISATIES ORGANISATIES MASSAMEDIA DIGITAAL STAKEHOLDERS STAKEHOLDERS
- 100. Different properties ‣ funnel -> parallel ‣ one-way -> multi-directional ‣ control -> bottom-up
- 102. Move from tacticsto strategy.
- 105. Start with strategy. Thinkintegrated.
- 107.
- 108. It’s not atsunami.
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