Workshop 1: Essentials of Internet Marketing<br />Blueprint for the Bush (B4B)<br />
Workshop Programme<br />Series of 3 workshops<br />Building block approach<br />Emphasis on practical applications to empo...
Workshop 1<br />Principles of Internet Marketing<br />Components of online strategy<br />Website design  performance<br />...
Workshop 2<br />Web 2.0 and Tourism Industry<br />Consumer Behaviour Trends<br />Experiential Marketing<br />Website Optim...
Workshop 3<br />Social Media and Tourism<br />Benefits of Embracing Social Media<br />Monitoring<br />Customer Reviews<br ...
Question?<br />What are your current experiences and use of internet marketing?<br />
Principles of Internet Marketing<br />Global reach – not just major brands<br />Personalisation<br />Interactive marketing...
Components of Online Strategy<br />Key Components<br />Website design<br />Search engine optimisation<br />Pay Per Click C...
Components of Online Strategy<br />
Customer Integrated into Process<br />
Internet Usage and Consumer Behaviour<br />Online shopping increasing at exponential rate<br />ABS - over 17 million Austr...
Internet Usage and Consumer Behaviour<br />Igeneration (target markets)<br />Characteristics of the tourism product<br />I...
Internet Usage and Consumer Behaviour<br />
Internet Usage and Consumer Behaviour<br />
Question? <br />Website self designed or professionally built <br />What design principles were followed<br />Emphasise ma...
Planning/Reviewing Website<br />
Website design – Key principles<br />Visual design (consumer behaviour)<br />Content<br />Consistency<br />Usability<br />...
Website: User Behaviour<br />A user will automatically associate the quality of your website with the quality of the busin...
Website: User Behaviour<br />
Website: Design<br />The best performing websites are characterised by <br />-Simple layout<br />-Centered orientation<br ...
Simple Layout – Centred Approach<br />Content feels up-front and confident<br />Need to easily guide the user through cert...
Website Content<br />Modern web designs put less energy into designing the canvas and rather focus on designing the conten...
Website Consistency<br />Coherent Pages<br />Consistent = Professional<br />Contributes to ease of use<br />Consistent pro...
Website Usability<br />Simple, simple, simple<br />Keep navigation simple and consistent<br />Adhering to Standards<br />C...
Address customers needs<br />Think about what your customer needs versus what you are trying to achieve<br />Clear Call to...
Practical: Website Development<br />Think about user tasksWhen a user comes to your site what are they actually trying to ...
High Performing Sites as Benchmark<br />Internet as research tool<br />Search the competition, both in Australia and overs...
Website Development<br />www.wix.com<br />
Website Design/CMS<br />Sign Up<br />Create Site<br />Design Aspects<br />Adding Pages<br />Navigation<br />Content – Writ...
Domain Names<br />Domain name is the address used to find your site on the internet<br />East to recognise, not too length...
Domain Names<br />www.auda.org.au/registrars/accredited-registrars<br />www.austdomains.com.au/pricing.html<br />www.crazy...
Hosting<br />All sites must be hosted on a web server<br />Key generating regions determine where to host – Australia<br /...
Hosting/Web Options<br />http://hosting.webcity.com.au/hosting-starter.php<br />www.digitalpacific.com.au/hosting/sitebuil...
Search Engine Optimisation (SEO): The Basics<br />
SEO – The Basics<br />The process of designing and updating a Web site such that it is likely to show up in organic listin...
Blogging: The Basics<br />Allows a business, at no expense to create a presence on the internet<br />Search popular touris...
Practical: Blogging Research<br />www.tourismindustryblog.co.nz<br />www.ecotourismblog.com<br />
Practical: Blogging Account<br />https://www.blogger.com/start<br />http://wordpress.com<br />
Continual Evaluation<br />Website<br />Blog<br />What’s working<br />Get input from industry, friends, etc on design, usab...
Summary of Workshop<br />Internet Marketing<br />Website centre of internet marketing <br />Consumer behaviour<br />Websit...
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Workshop 1: Essentials of internet marketing

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Day 1 of 3: Internet Marketing and Social Media Workshop held inCooktown, Queensland, Australia for tourism operators

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Workshop 1: Essentials of internet marketing

  1. 1. Workshop 1: Essentials of Internet Marketing<br />Blueprint for the Bush (B4B)<br />
  2. 2. Workshop Programme<br />Series of 3 workshops<br />Building block approach<br />Emphasis on practical applications to empower YOU to drive business results<br />
  3. 3. Workshop 1<br />Principles of Internet Marketing<br />Components of online strategy<br />Website design performance<br />Domain names and hosting<br />Basic SEO<br />Blogging Basics<br />Continual Evaluation<br />
  4. 4. Workshop 2<br />Web 2.0 and Tourism Industry<br />Consumer Behaviour Trends<br />Experiential Marketing<br />Website Optimisation<br />Use of Interactive Media<br />Search Engine Optimisation<br />Pay Per Click/Action Campaigns<br />Online Booking/Distribution<br />Email Marketing<br />Analytics and Reporting<br />
  5. 5. Workshop 3<br />Social Media and Tourism<br />Benefits of Embracing Social Media<br />Monitoring<br />Customer Reviews<br />Responding to Feedback<br />Principles of Engagement<br />Blogging<br />Twitter<br />Facebook<br />
  6. 6. Question?<br />What are your current experiences and use of internet marketing?<br />
  7. 7. Principles of Internet Marketing<br />Global reach – not just major brands<br />Personalisation<br />Interactive marketing<br />Right time marketing<br />Integrated marketing<br />Levelling the Playing Field<br />“Channel Shifting” – Value Added<br />
  8. 8. Components of Online Strategy<br />Key Components<br />Website design<br />Search engine optimisation<br />Pay Per Click Campaigns<br />Email marketing<br />Online distribution strategies<br />Social media marketing<br />
  9. 9. Components of Online Strategy<br />
  10. 10. Customer Integrated into Process<br />
  11. 11. Internet Usage and Consumer Behaviour<br />Online shopping increasing at exponential rate<br />ABS - over 17 million Australians spend at least half an hour per week online – over 61% of this number spends more than 8 hours a week online.<br />Researching travel most popular for all demographics<br />
  12. 12. Internet Usage and Consumer Behaviour<br />Igeneration (target markets)<br />Characteristics of the tourism product<br />Intangibility<br />High risk purchase<br />High decision making involvement<br />Seasonal and perishable<br />Highly competitive<br />
  13. 13. Internet Usage and Consumer Behaviour<br />
  14. 14. Internet Usage and Consumer Behaviour<br />
  15. 15. Question? <br />Website self designed or professionally built <br />What design principles were followed<br />Emphasise marketing or information<br />Customer engagement?<br />Social Media?<br />What do you expect to achieve?<br />
  16. 16. Planning/Reviewing Website<br />
  17. 17. Website design – Key principles<br />Visual design (consumer behaviour)<br />Content<br />Consistency<br />Usability<br />Visibility<br />Evaluation<br />Updating – current content<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. Website: User Behaviour<br />A user will automatically associate the quality of your website with the quality of the business and its offerings<br />Web users are impatient and expect instant gratification<br />Users don't make optimal choices<br />Users follow their intuition<br />Users want to be in control<br />Users don’t read, they scan<br />
  22. 22. Website: User Behaviour<br />
  23. 23. Website: Design<br />The best performing websites are characterised by <br />-Simple layout<br />-Centered orientation<br />-Design the content, not the page<br />-3D effects, used sparingly<br />-Soft, neutral background colours<br />-Strong colour, used sparingly<br />-Use images that are relevant, meaningful<br />-Plenty of whitespace<br /> - Nice big text, easily readable fonts<br />and 1.5 line spacing<br />
  24. 24. Simple Layout – Centred Approach<br />Content feels up-front and confident<br />Need to easily guide the user through certain pathways of behaviour – guiding the eye<br />
  25. 25.
  26. 26. Website Content<br />Modern web designs put less energy into designing the canvas and rather focus on designing the content itself.<br />Draw attention to the message, not the design <br />Marketing vs. information<br />Emotive and experiential text<br />Information: Relevant and concise content – update regularly<br />Consider target market<br />
  27. 27. Website Consistency<br />Coherent Pages<br />Consistent = Professional<br />Contributes to ease of use<br />Consistent promotion of Brand<br />
  28. 28. Website Usability<br />Simple, simple, simple<br />Keep navigation simple and consistent<br />Adhering to Standards<br />Consistent Pages<br />
  29. 29. Address customers needs<br />Think about what your customer needs versus what you are trying to achieve<br />Clear Call to Action – Give your customers the satisfaction of completing their goal  <br />
  30. 30.
  31. 31. Practical: Website Development<br />Think about user tasksWhen a user comes to your site what are they actually trying to do? List out the different types of tasks people might do on a site, how they will achieve them, and how easy you want to make it for them. <br />Site Maps<br />
  32. 32. High Performing Sites as Benchmark<br />Internet as research tool<br />Search the competition, both in Australia and overseas<br />Don't need to reinvent the wheel<br />Take the design concept from company that has already spent the investment in design and content principles<br />
  33. 33. Website Development<br />www.wix.com<br />
  34. 34. Website Design/CMS<br />Sign Up<br />Create Site<br />Design Aspects<br />Adding Pages<br />Navigation<br />Content – Writing<br />Content – Interactive Media<br />Applying Pathways to Action<br />
  35. 35. Domain Names<br />Domain name is the address used to find your site on the internet<br />East to recognise, not too lengthy and meaningful to the target market<br />Reflect brand name<br />com.au or com<br />Use alternatives if name taken<br />
  36. 36. Domain Names<br />www.auda.org.au/registrars/accredited-registrars<br />www.austdomains.com.au/pricing.html<br />www.crazydomains.com.au<br />http://domains.webcity.com.au<br />www.cheapdomains.com.au<br />
  37. 37. Hosting<br />All sites must be hosted on a web server<br />Key generating regions determine where to host – Australia<br />Disk space<br />Monthly traffic<br />Number of domains<br />Email Features<br />Site publishing<br />Support<br />
  38. 38. Hosting/Web Options<br />http://hosting.webcity.com.au/hosting-starter.php<br />www.digitalpacific.com.au/hosting/sitebuilder<br />www.redalto.com.au/web-design.html<br />
  39. 39. Search Engine Optimisation (SEO): The Basics<br />
  40. 40. SEO – The Basics<br />The process of designing and updating a Web site such that it is likely to show up in organic listings for relevant user queries on popular search engines like Google, Yahoo and MSN.<br />Keywords, page titles, content<br />https://adwords.google.com/select/KeywordToolExternal<br />
  41. 41. Blogging: The Basics<br />Allows a business, at no expense to create a presence on the internet<br />Search popular tourism blogs – ideas for design, content, etc<br />Peruse/trial<br />Brand and populate<br />
  42. 42. Practical: Blogging Research<br />www.tourismindustryblog.co.nz<br />www.ecotourismblog.com<br />
  43. 43. Practical: Blogging Account<br />https://www.blogger.com/start<br />http://wordpress.com<br />
  44. 44. Continual Evaluation<br />Website<br />Blog<br />What’s working<br />Get input from industry, friends, etc on design, usability, etc<br />
  45. 45. Summary of Workshop<br />Internet Marketing<br />Website centre of internet marketing <br />Consumer behaviour<br />Website design principles<br />Planning/redesigning website<br />Hosting/domain names<br />Search Engine Optimisation<br />Blogging<br />

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