emcoe
TRANSCRIPT
360° View of Internet Marketing
Alun Johnwww.emcoe.co.uk
360° View of Internet Marketing
Researching
Analytics Structure Site
SEO & Google
On-line Advertising
Build Community
Create Buzz
Communicate With YourAudience
360° - Researching
Talk in terms of the other man's interests. Dale Carnegie, "How to Win Friends and Influence People"
The advertising man studies the consumer. He tries to place himself in the position of the buyer. Claude Hopkins, “ Scientific Advertising”
Your audience is one single reader. I have found that sometimes it helps to pick out one person -- a real person you know, or an imagined person -- and write to that one. John Steinbeck, Biography
You must put yourself in the customer’s shoes. They’re not all wearing the same shoes, by the way!
360° - Researching
Ask yourselves:
• Do you know your Customers?
• Do you know your Market?
• Do you know your Competitors?
You should before you even
begin
360° - Site Structure
Concepts in Website Design• Usability
• Accessibility (not just about disabilities)
Platform: Windows, Apple Mac, Linux
Browser: Firefox, Opera, Explorer
Mobile Devices: PDAs & Mobile Phones
iPhone: Phone >> Blog >> Phone
360° - Site StructureOn-line Value Proposition
360° - Site StructureOn-line Value Proposition
360° - Site Structure
So, they found the site. Is it appealing?
Does it resonate, empathise, connect?
What is the Call to Action?
360° - Site Structure
Images
Fonts
4 Reasons to return to a siteHigh quality content
Ease of use
Quick to download
Updated frequently
360° - SEO & Google
• Page Title
• Meta Description
• Header Tags
• Good Content
• Decent Links
• Internal
• External
360° - SEO & Google
Have you thought Outside the Box, yet?
Checklist for thinking inside the Box
About Us Profile Photo Gallery Location Contact Us Special Offers
It may be time for you to venture outside the box!
360° - SEO & Google
360° - SEO & Google
360° - SEO & Google
GmailAOL Search
Newspaper Blog
… it’s possible that wherever you surf, Google AdWords will be close by
360° - Google AdWords
[Google's] advertising revenue in the UK is expected this year to surpass Channel 4’s anticipated 2006 take of £800m.
Within 18 months, it is forecast to overtake ITV1, Britain’s leading commercial TV channel and the country’s biggest single recipient of advertising revenue.
Andy Duncan Chief Executive of Channel 4 Television
Paid search marketing revenues in the UK will total £1.26 billion (US$2.5 billion) in 2006, according to E-Consultancy. eMarketer estimates that paid search spending in the US will total $6.8 billion in 2006.
If one divides the number of Internet users by paid search spending in the US vs. the UK* then the UK paid search advertising market is over twice as large per capita than the US.
• US vs UK (US$6.8 billion and 180 million Internet users vs. US$2.5 billion and 30 million Internet users, respectively)
360° - Google AdWords
Politicians Venture Capitalists
Business Leaders Police Chiefs
360° - Build Community
360° - Build CommunityOur Clients
360° - Build Community
• Visitors emailed it to each other and blogged about it
• 2nd largest newspaper in Norway wrote an article about it
• 5,800 page views in 5 months
360° - Build Community
Podcasting
360° - Create Buzz
Eric Schmidt Wheelies
Anil DashGower Surf
360° - Create Buzz
Local Hero Goes Global
6,975,083 Views on
3,000 Friends on
www.youtube.com/watch?v=1k08yxu57NA
360° - Communicate With Your Audience
You Don’t Want To Hear Your
Customers Saying:
“I Never Knew You Did
That”
360° - Communicate With Your Audience
RSSEmail/Newsletters
Tom BevanManaging DirectorPembroke Holidays
************************************The best cottages in the West************************************
The basic argument [of Web 2.0] is, if you think about it: it would be better for you to have all the data and all the applications that you use on a server somewhere, and then whatever computer or device you're near you would be able to use.
Eric Schmidt, Chief Executive Office,
360° - Communicate With Your Audience
360° - Communicate With Your Audience
• Discover where your site visitors come from
• What pages they visit
• How long they stay
360° - Analyse
360° - Visit Our New Sitewww.emcoe.co.uk
Thank You
www.emcoe.co.uk