holistic approach to emarketing
DESCRIPTION
Holistic eMarketing is effetive marketing making use of all digtial mediums. Make contact for more information.TRANSCRIPT
Presented by digidude (Klaus Germann)
MACE CONFERENCE– THURSDAY, 29 OCTOBER2009
A HOLISTIC APPROACH TOeMARKETING
digidude is my personal brand...
Yes but who are you?
Klaus Germann – Founder Gadzira New Media / CEO Internet AdSales /
Interweb entrepreneur
Graphic designer, web developer, eMarketer and entrepreneur
Building online experiences since 1998
Multiple awards for property marketing websites
eMarketing clients include CPUT, HUMMER, Cadillac & more
Understanding of traditional and digital marketing with 7 years through the
line ad agency experience
Who is digidude?
digidude.co.za
Twitter: digidudeza
The internet has changed the
face of marketing
forever.
eMarketing is the future
The internet has evolved into an ever changing
user powered, functional, fast,
communication tool that converges
numerous technologies to create one
complete real-time platform for just about
everything.
Video insert from YouTube -
http://www.youtube.com/watch?v=NLlGopyXT_g
How has marketing changed?
Oldschool vs Connected
MonologueOne Way
Mass CommunicationStatic
No interaction amongst consumersShotgun approach
Hard to identify customersHard to manage customers
ADVERTISER
YESTERDAY
DialogueOne-to-one marketing
Real-timeDynamic
CollaborativeSegmented
Rich customer interactionRich customer data
TODAY & TOMORROW
ADVERTISER
eMarketing is all about achieving your marketing goals via digital communications.
Must start with an objective Market analysis / SWOT – lessons learnt Must have a plan / strategy Must be as inclusive as possible (of eMarketing mix)
Must ALL be tracked (analytics)
Must be optimised continuously Must echo offline activities
eMarketing – Where to start
eMarketing – planning the journey
What is the goal of the campaign?
Benchmarks to determine success
Got some money? (or time)
Budget makes the web revolve
What’s the message?
Tell them what they want to hear
What and where is your audience?
Define audience demographics and media/web properties on which to execute campaign
What’s the hook?
Make me click on you – creative types and placements – engage me
Take me where I want to go!
Related content that has strong call to action
AFFILIATESMAPPING
VIRALMARKETIN
G
eMarketing mix
SEARCH
WEB PRESENCE
ONLINEADVERTISING
WebPR & ORM
SOCIAL / REAL-TIME
MEDIA $CONVER$IONANALYTICS
OPTIMISATION
USER BEHAVIOR
DIRECTORIES &AGGREGATORS
eMarketing web presence Functionality, Search friendly and
then only design
Must work for users – Quickly
Persuade users to fulfil YOUR goals/objectives – tell them!
K.I.S.S. – legible text & simple navigation
Talk to your audience – personas
MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps
Avoid gimmicky rubbish!
Design gives credibility
Add value and create buzz
Run on CMS and be widget ready
WEB PRESENCE
eMarketing web presence Functionality, Search friendly and
then only design
Must work for users – Quickly
Persuade users to fulfil YOUR goals/objectives – tell them!
K.I.S.S. – legible text & simple navigation
Talk to your audience – personas
MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps
Avoid gimmicky rubbish!
Design gives credibility
Add value and create buzz
Run on CMS and be widget ready
PLAN
DEVELOP
ANALYSE
OPTIMISE
eMarketing web presence Functionality, Search friendly and
then only design
Must work for users – Quickly
Persuade users to fulfil YOUR goals/objectives – tell them!
K.I.S.S. – legible text & simple navigation
Talk to your audience – personas
MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps
Avoid gimmicky rubbish!
Design gives credibility
Add value and create buzz
Run on CMS and be widget ready
SEARCH
WEB PRESENCE
eMarketing search (organic) Harness the “long tail”
Develop to be indexed - Every page a landing page
Approx. 88% of all clicks on top 5 SERP results*
Research to find the correct keywords and keyword phrases (volume, competition, conversion)
Quality keyword rich content
Max 3 keyword phrases per page Meta, Title, Alt tags Headings & content
Quality keyword rich links (internal & inbound)
Optimise constantly
Avoid “Black Hat” SEO
SEARCH
WEB PRESENCE
eMarketing search (organic) Harness the “long tail”
Develop to be indexed - Every page a landing page
Approx. 88% of all clicks on top 5 SERP results*
Research to find the correct keywords and keyword phrases (volume, competition, conversion)
Quality keyword rich content
Max 3 keyword phrases per page Meta, Title, Alt tags Headings & content
Quality keyword rich links (internal & inbound)
Optimise constantly
Avoid “Black Hat” SEO
SEARCH
WEB PRESENCE
eMarketing search (organic) Harness the “long tail”
Develop to be indexed - Every page a landing page
Approx. 88% of all clicks on top 5 SERP results*
Research to find the correct keywords and keyword phrases (volume, competition, conversion)
Quality keyword rich content
Max 3 keyword phrases per page Meta, Title, Alt tags Headings & content
Quality keyword rich links (internal & inbound)
Optimise constantly
Avoid “Black Hat” SEO
eMarketing search (PPC & CPA)
SEARCH (PPC & CPA)
Fast, prominent SERP placement
PPC – Bid auction
Advanced targeting (Geo, Gender, Age)
Search and content network placements
Mistakes can be costly
Conversion rate and cost must be optimised constantly
CPA only available with conversion tracking – pay for reaching goal
Drive traffic to targeted landing pages
eMarketing email (every day)
Marketing role often overlooked
Possibly the strongest marketing tool
Every email must relay the brand message
Every email should have a positioning ad/feature
All mail should look good! Letterhead?
ANALYTICS, ANALYTICS, ANALYTICS! Sent, read, re-read, forwarded, clicked,
bounced, unsubscribed
eMarketing email (direct marketing)
Newsletters must add value and have a goal
Personalisation rocks! %[name]%
Make it easy to manage subscription and unsubscribe
Constantly build list – sub forms on site etc.
Get a professional to create a template
Segment Lists as much as possible
ANALYTICS, ANALYTICS, ANALYTICS! Sent, read, re-read,
forwarded, clicked, bounced, unsubscribed
Professional & attractive
Links to website
Personalised message
Specific call to action (lead to specific landing pages)
Track user clicks and then interaction with landing point through to conversion = track ROI of mailshot
eMarketing promotional mailers
We are not seats or eyeballs or end users or consumers.
We are human beings – and our reach exceeds your grasp.
Cluetrain Theses - 1999
DEAL WITH IT.
eMarketing social / real-time media
eMarketing social / real-time media Define YOUR strategy
Join and lead the conversation
Real-time search the next “big thing”
Create and manage a reputation
Track and dialogue with influential industry role players
Good, fresh input spreads fast and lasts forever
Make s fans out of your audience and as a result your best most trusted ambassadors
Integration via syndication a must – tie different tools into each other
Don’t bite more than you can handle – stagnate and die
WEB PRESENCE
SOCIAL / REAL-TIME
MEDIA
eMarketing social / real-time media Define YOUR strategy
Join and lead the conversation
Real-time search the next “big thing”
Create and manage a reputation
Track and dialogue with influential industry role players
Good, fresh input spreads fast and lasts forever
Make s fans out of your audience and as a result your best most trusted ambassadors
Integration via syndication a must – tie different tools into each other
Don’t bite more than you can handle – stagnate and die
WEB PRESENCE
SOCIAL / REAL-TIME
MEDIA
eMarketing webPR & ORM
WEB PRESENCE
WebPR & ORM
Many platforms for distributing (free & Paid)
Link bait to draw in visitors & further propagation
Site Keyword strategy aligned inbound links
Newsworthy and helpful
Piggy back on search rank & audiences
Track what's being said – everyone has a voice online
Participate in the Blogosphere
Interact with audience (in their space )
Steer the conversation
WEB PRESENCE
ONLINEADVERTISING
eMarketing online advertising
Numerous formats and cost models Dislplay, rich media, sponsorships,
sponsored links, press offices etc CPM, PPC, CPA, CPL, Flat Rate
Remember the objective and call to action – avoid “headless wonders”
Focus on niche audiences
Target audience segments if possible
Take visitors to related content with a call to action
Get value through well planned long term campaigns
Rich media costly but effective
Emerging technologies i.e. In video ads
WEB PRESENCE
ONLINEADVERTISING
eMarketing online advertising
Numerous formats and cost models Dislplay, rich media, sponsorships,
sponsored links, press offices etc CPM, PPC, CPA, CPL, Flat Rate
Remember the objective and call to action – avoid “headless wonders”
Focus on niche audiences
Target audience segments if possible
Take visitors to related content with a call to action
Get value through well planned long term campaigns
Rich media costly but effective
Emerging technologies i.e. In video ads
eMarketing viral marketing
WEB PRESENCE
VIRALMARKETIN
G
Can be cheap and effective
Make people feel something
Do something unexpected
Core focus not on product – not an advertisement
Allow for syndication – share, download, embed
Follow the comments and converse
Never restrict access
eMarketing viral marketing
Cheap and effective
Make people feel something
Do something unexpected
Not product centred – not an advertisement
Allow for syndication – share, download, embed
Follow the comments and converse
Never restrict access
Video Source: http://www.youtube.com/watch?v=CVS1UfCfxlU
WEB PRESENCE
MAPPING
eMarketing mapping
Take advantage of map / local search
Very meaningful exposure at little to no cost
Free listing on leading map search sites
Business listings on prominent portals/websites
Improve SERP rankings due to map prominence on SERPs
Massive mobile internet potential
User generated content – reviews
Click to call
WEB PRESENCE
MAPPING
eMarketing mapping
Take advantage of map / local search
Free listing on leading map search sites
Improve SERP rankings due to map prominence on SERPs
Massive mobile internet potential
User generated content – reviews
Click to call
eMarketing affilate marketing
WEB PRESENCE
AFFILIATES
Can be VERY rewarding at low cost
Costs Affiliate nothing
Affiliate displays banners and features content to draw clicks your site/product
Affiliate earns set fee or commission based on goal conversion
Possible route to monetise web presence
eMarketing directories & aggregators
Dmoz.org powers Google directory
Credible ones have trusting audiences
Seek out directories that are relevant
Industry, location etc.
Seek out directories that allow for press releases and product/service listing
Definite link building benefits for SEO
Blog directories – get listed!
Blog / content aggregators a must to broaden scope of site
WEB PRESENCE
DIRECTORIES &AGGREGATORS
eMarketing mix - recap
SEARCH
WEB PRESENCE
ONLINEADVERTISING
WebPR & ORM
SOCIAL / REAL-TIME
MEDIA
AFFILIATESMAPPING
VIRALMARKETIN
G$CONVER$ION
ANALYTICS
OPTIMISATION
USER BEHAVIOR
DIRECTORIES &AGGREGATORS
THANK YOU!
digidude.co.za
Skype: iasklaus
Mobile: 083 703 4647
Resources Distribution of clicks on Google’s SERPs
Social media prism
Further reading
Google’s new Place Pages – location listings
SEO vs. PPC
Viral learning centre
Viral video chart