Lezione di introduzione al web marketing per gli studenti di Ca' Foscari.

1. Introduction to web marketing
Lecture for Ca' Foscari – April 23rd 2013
Alberto M. Rossi
SEO & Magento Specialist
alberto.rossi@bizen.it
http://facebook.com/albertomrossi
http://it.linkedin.com/in/albertomrossi
http://twitter.com/albertomrossi
2013 © Bizen – web marketing philosophy

2. Summary
● Definition of web marketing
● SEM (“search engine marketing”)
– SERP Monitoring
– Link building & link baiting
● SEO (“search engine optimization”)
– On page optimization & off page factors
● PPC (“pay-per-click”)
– AdWords & AdSense
– Landing Pages
● SMM (“social media marketing”)
● WA (“web analytics”)
● Bizen: who we are
● Q&A
2013 © Bizen – web marketing philosophy

3. Definition of web marketing
2013 © Bizen – web marketing philosophy

4. Definition of web marketing
Web marketing (aka “internet marketing, online
marketing, online advertising”, etc...) is the marketing
and promotion of products and services over the
internet.
[wikipedia]
Web marketing consists of many different activities,
here are some examples:
2013 © Bizen – web marketing philosophy

5. Definition of web marketing
Search engine optimization Direct e-mail marketing
SEO DEM
Search engine marketing SEM Web Mktg PPC Pay-per-click
WA SMM
Web analytics Social media marketing
2013 © Bizen – web marketing philosophy

6. Definition of web marketing
Why is web marketing so important?
● It will soon replace traditional media (TV, radio, newspapers)
● People use internet everyday at an increasing rate
● Customers are getting smarter: they want immediate access to informations
● It's cost-effective especially compared to traditional marketing
● Brands can engage customers: bi-directional channel
● Real-time results
● Customized offerings
2013 © Bizen – web marketing philosophy

7. Definition of web marketing
CAGR: compound annual growth rate
2013 © Bizen – web marketing philosophy

8. Definition of web marketing
Marketing over traditional media
vs.
Marketing over the internet
Web marketing is always quantifiable through
KPIs, thus making possible a precise ROI
calculation.
2013 © Bizen – web marketing philosophy

9. Search engine marketing
2013 © Bizen – web marketing philosophy

10. SEM
SEM = “search engine marketing”
Broad term, refers to the promotion of a website
on search engines.
Lin baitin
Goo rds
SEM
ping
Shop gle
&
kb
o
AdW
uild g
SEO PPC
ing
2013 © Bizen – web marketing philosophy

11. SEM
SEM can also be used to evaluate brand/product
awareness and reputation over the web.
Users express their opinions on the internet.
Tracking good and (more importantly) bad
reviews helps brands to always apply the best
strategies.
2013 © Bizen – web marketing philosophy

12. SEM
Monitoring SERPs also gives relevant indication
about SEO performance, competitors' activity
and overall sentiment from the users.
2013 © Bizen – web marketing philosophy

13. SEM
Why is a good ranking so important?
This graph estimates how much traffic
from Google a website gets, depending
on its ranking.
1st: 42.13% of total traffic is
generated from search results!
2013 © Bizen – web marketing philosophy

14. SEM
Inbound links can help increase a website's ranking
for a particular set of keywords, depending on:
● number of links (aka “link popularity”)
● anchor text
● referring domain
How do we get more links to our website?
2013 © Bizen – web marketing philosophy

15. SEM
Link building Link baiting
● “active task” ● “passive task”
● directory submission ● interesting content
● asking for links ● viral content
● press releases ● infographics
● guest blogging ● contests
● etc. ● etc.
2013 © Bizen – web marketing philosophy

16. Search engine optimization
2013 © Bizen – web marketing philosophy

17. SEO
It includes all the activities that make a website rank better
in SERPs.
Two things to consider:
● On-page optimization ( = modifications to the website
itself)
● Off-page factors ( = external elements)
2013 © Bizen – web marketing philosophy

18. SEO
● Page title ● Fresh
● Keywords ● Original
● Decriptions ● Including keywords
● Coherent Titles ● Quality
& Content
Meta
● H1, H2, etc.
● XML
● URI
● Page priorities
SEF ● Defines structure
● Metadata On page Sitemap
Pages ● Helps crawling
● Fast loading ● Lang. informations
● Robots txt Robots Images
● Alt attribute
● Follow/nofollow ● Light
● Index/noindex ● Google Images
2013 © Bizen – web marketing philosophy

19. SEO
● Google Img results
● Image name ● # inbound links
● Image alt ● Anchor text
● Link source
Images Links
● YouTube results
● Online presence
● Video descriptions
● Reputation
Videos Off page Social ● Likes/Rewteets/+1
● Video titles ● Engagement
● Country Personal Trust
● Domain authority
● Locality ● History
2013 © Bizen – web marketing philosophy

20. Pay-per-click
2013 © Bizen – web marketing philosophy

21. PPC
PPC = “pay-per-click”
PPC is an internet advertising model to direct
traffic to a website. Advertisers pay publishers
only if the ad gets clicked.
The CPC (“cost-per-click”) is determined by the
keyword for which the ad gets displayed.
CPC may vary from ~0.01 € to more than 3,00 €.
2013 © Bizen – web marketing philosophy

22. PPC
Many different networks for PPC:
● AdWords
● AdSense
● Google Shopping
● Facebook Ads
● YouTube Ads
● etc...
2013 © Bizen – web marketing philosophy

23. PPC
AdWords is a PPC network owned by Google
where ads get published among search results
or on their partners' websites.
2013 © Bizen – web marketing philosophy

24. PPC
AdSense is similar to AdWords but ads get
published on 3rd parties websites which embed
the relative widget. Owners get payed by Google
for every click their website generates.
AdSense
2013 © Bizen – web marketing philosophy

25. PPC
Landing pages are specifically designed to
persuade users into buying a product/asking for
information/registering to a service.
● Clear content
● Easily readable
● No outbound links
● Explicit call-to-action
2013 © Bizen – web marketing philosophy

26. PPC
Easy-to-fill form
Easy-to-read text
Clear call-to-action
2013 © Bizen – web marketing philosophy

27. Social media marketing
2013 © Bizen – web marketing philosophy

28. SMM
SMM = “social media marketing”
Brands can promote their product and engage
with customers over social networks using
dedicated profile pages.
● Share/retweets/+1 on content
● Customer care
● Drive traffic to websites
● Make users feel closer to brands
2013 © Bizen – web marketing philosophy

29. SMM
Here are some examples:
2013 © Bizen – web marketing philosophy

30. SMM
Nike took full advantage from social media marketing with its Nike+
running campaing.
2013 © Bizen – web marketing philosophy

31. Web analytics
2013 © Bizen – web marketing philosophy

32. WA
WA = “web analytics”
WA provides all the data about visits, visitors,
time on page, clicks, e-commerce transactions
and so on.
Not only it measures web traffic, it also provides
a tool for business and market research, as well
as a way to improve effectiveness of a website.
Let's see some examples:
2013 © Bizen – web marketing philosophy

33. WA
Visits
Average time on site
Conversion rate
Visits per traffic source
Visits per country
Coversions per source
Visits from mobile
devices
2013 © Bizen – web marketing philosophy

34. WA
It's even possible to see how users move throughout your website. This helps discovering
usability issues.
2013 © Bizen – web marketing philosophy

35. Recap
2013 © Bizen – web marketing philosophy

36. Bizen: who we are
● Website: www.bizen.it
● Core business: web marketing
● Other facilities: web development, web design, training
● Team members: 9
● Location: Massanzago (PD)
2013 © Bizen – web marketing philosophy

37. Bizen: who we are
If you are interested in becoming a web marketing
specialist, we offer a course for students and newly
graduates.
● Start/end dates: May 7th – June 11th
● # of lessons: 6, once a week
● Where: Sandono di Massanzago (PD)
● Price: € 190,00 for the entire course
● Possible internship at the end
2013 © Bizen – web marketing philosophy

38. Thank you for your time!
For further informations, please visit:
www.bizen.it
Alberto M. Rossi alberto.rossi@bizen.it
SEO & Magento Specialist
http://facebook.com/albertomrossi
http://it.linkedin.com/in/albertomrossi
http://twitter.com/albertomrossi
2013 © Bizen – web marketing philosophy