web and google
TRANSCRIPT
MARKETING
COMMUNICATIONINTEGRATING ONLINE AND OFFLINE WITH
SOCIAL MEDIA
Heidi HellströmMaster of Economic Sciences, Senior Lecturer
University of Applied Sciences, Vaasa
WEB AND
“SLOPPY WEBSITE CAN DESTROY IN A
SECOND THE BRAND THAT HAS BEEN
BUILD FOR YEARS”
WHAT A WEBSITE SHOULD DO?
• Create sizzle
• Create customer engagement
A successful website has a clear navigation,
structure and interaction.
1. keep it simple (navigation!)
2. be consistent
3. have a sign(posts) within websites
SIZZLE
Every website should have the sizzle = something
that creates added value to the visitor
“What unique experience a website could deliver?”
Ask your self: “How can my website help my
customers?”
DEVELOPING PERSONAS = DETERMINE TYPES
OF VISITORS / BUILD PERSONAL ATTRIBUTES
CHARACTERISTICS OF A
GREAT BLOG?
• Clear – easy to navigate
• Understandable content, as text
• Visual content (pictures, videos)
• Updated
• Attractive, interesting and adds value to the
customer
• Length is reasonable and informative
• Wide variety of contents
• Interactive
GREAT BLOG (OR WEBPAGE)
CASE GOOGLE
REFERENCES SAMI KANKKUNEN,
GOOGLE, FINLAND
25 million
searches in
Finland per day
3 million at
mobile advices
Mobile usage in
Finland appr. 5,5
h / d / per
FOMO (what does this mean?)
Google has
segmented Finland
to the same category
than Albania
SEOSEARCH ENGINE
OPTIMIZATION
SERPSEARCH ENGINE RESULT
PAGES
SEARCH ENGINE MARKETING
• Online marketing in Finland 2014: over 90M €
• This is approximately 34% of whole entity of
online marketing on Finland (most likely too
low, since Google wont share its figures in
Finland
Google knows, which words
are used that brings the
customer to a certain web
page
OVER 80% ”GOOGLES” BEFORE
MAKING A PURCHASE DECISION!
SEARCH ENGINE MARKETING AND
THE KEY WORDS
• Example: Flora
• Products and choices (milk, butter,…)
• User preferences (omega3, healthy heart,
diabetes, lower cholestrole,…)
• User interests (fitness, cooking, diets, maraton,
recipies,…)
• On otherhand you can determine, which words
dont lead to your pages
AUCTION
• Auction pricing in 3 upper ads
• AdWords / quality points given to each
advertisement
• Quality points: the more clicks => the better
points + technical quality (how fast page
opens)
• Quality points: (1-10) x how much a company
is willing to pay (for example 0,3€)
= the company´s order in the list
BANNERS
Google display network reaches 90% of internet
users!
http://www.google.com/ads/displaynetwor
k/
REMARKETING
• 3% web site visitors buy something from the web
store
BUT
• 70% log off before finalizing the purchase