Modern marketing is changing and brands are now built through experiences rather than just advertising. Websites need to find what people want and give it to them by engaging users in dialogue, fostering community, and providing helpful personalized content and tools. It is important for websites to measure their success in attracting visitors, converting visitors into actions or "friendships", and the depth of user engagement in order to improve marketing performance online. Search engines are still very important for attracting visitors and should be optimized through quality links from relevant sites.

1. Tere tulemast
Eturundusele!
Modern electronic marketing
for a changing world

2. CHANGE IS COMING
"The traditional marketing model we all grew up with is obsolete"
James R. Stengel, Chief Marketing Officer
Procter & Gamble

3. What are we waiting for?
►“Brands are not being built on
advertising...
... you build brands today through
experiences."
John Hayes, American Express

4. Even McKinseys ‘gets it’
►"By 2010, we estimate, television
advertising could be only 35 percent as
effective as it was in 1990..........20 to 25
percent of spending should finance well-
structured experiments“
Boosting returns on marketing investment
McKinsey

5. “How can we attract and convert
international visitors to our
websites?”

6. It’s not about YOU anymore
►Find out what people want & give it to them
►Engage your prospects in dialogue
►Foster community & engender trust
►Be helpful on a personal level
►Give people content & tools THEY want
= Clients and brand ambassadors
..maybe..

7. It’s all about results
►Audit your website
►Measure current success levels
CAN YOU MEASURE ......
►Your ability to attract target visitors ?
►Conversion ratio of visitors to ACTION ?
►The value of your online ‘friendships’?
►The depth of user engagement ?

8. Find you
Feel welcome
Enjoy you
Trust you
Use you
Do business
Can people:Is your website:
VISIBLE
Search engines / news / links// blogs/ ads
ACCESSIBLE
Language, technology, culture
CREDIBLE
Trust and expertise
USABLE
Easy navigation, good content
PERSUASIVE
Engaging and interactive
TRANSACTIONFRIENDLYReassurance, easy process
General population
Clients and Repeats
Visitor satisfaction
SalesLeads Referrals
Attract.............Engage.............Transact
Brand Ambassadors

9. Visibility
Search engines
Directories
Niche directories
Blogs, newsgroups, media
Affiliate partners
VCRs
Morereturns
Higher quality fit
M
ore
experience

10. Content is King; Links are royal
Wise words from Google's
Director of Technology, Craig Silverstein
"You should look for quality links from relevant
neighbours"
"Make sure that the people that should be
linked to you are linked to you."

11. Are search engines important?
YES
93.4% B2B BUYERS use search engines
63.9% B2B BUYERS look to search engines FIRST!!!
70-80% of searchers click on ORGANIC results
ONLY 20-30% of searches click on PAID results
60% of 10,000+€ purchases researched 2 months prior

12. All buyer types use search
engines
►Awareness
►Research
►Decision making
►Buying (transaction)
0,00
10,00
20,00
30,00
40,00
50,00
60,00
70,00
AwarenessResearchDecisionsPurchase
% Buyers
who use
search
engines

13. Opportunities lost..just in SEs
►Estonia piano 974
►Baltic cruise 8,514
►Medieval castles 31,700
►Tallinn dentist 92
►Baltic birch plywood 892
►Log home manufacturer 3,790
►Exporter food product 834

14. Search engines
►Automatic process
►Read meta tags and
live text
►Index single pages
►Hundreds exist
►Which ones matter?

15. Directories and link partners
►Core
►General subjects
►High volume use
►Increase SE appeal
►Niche
►More experienced users
►Increased relevance
►Targeted Subject /
Lifestyle / Audience

16. Link building summary
►Research possible properties
►Create target list
►Characterise
► Type (e-zine, personal,
directory, blog, forum, online media)
► Owner contact / submission details
►Discover relationship preferences.
►Paid or free?
►Train your message managers in relationship
options

17. Accessibility:
Legal compliance?
►Modem or broadband?
►English or not?
►Text or image?
►Java and Flash?
► SE friendly
►Who cares?

18. Credibility: 50 factors
►Contact details
►Professional design
►Fresh content
►Slow
► Broken links
►Spelign Mitsakes
www.angelfire.com/super/badwebs/main.htm

19. Usability KISS
►Assume nothing
►Multiple audiences
►Clear (text) links
►Don’t ask for much
►Don’t be shy
►Simple navigation
►Lean and fast
►Be concise
►Test

20. Engage...Persuade...Transact
►Search engines don’t spend cash
►People stand in queues
►Why do people buy anyway?
►Engage
Interact
Persuade
Make it easy
Reassure

21. Most measurements are useless !
Page impressions
Clicks
Hits
Who cares?
►Engagement Depth
►‘Ambassador’ Volumes
►Transactions
Only these really matter !

22. The importance of measurement
Shifting budgets means demonstrate ROI means data!

23. Where exactly?

24. Who is sending them to you?

25. What are they looking for?

26. And what are they doing?

27. Exactly?

28. Where are the buyers &
enquirers coming from?

29. Good Internet Marketing is about
►Satisfying needs
and desires of target
audiences
►Maximising
commercial benefits
of owning a website
►Testing and tuning
►ICT & marketing
►Remembering
Competitors Are
Just One Click
Away!

30. Expert Performance Online
Robin Gurney altex marketing partner