1. Electronic Marketing

2. Electronic Marketing
Internet Statistics

3. Electronic Marketing

4. Electronic Marketing

5. Electronic Marketing

6. Electronic Marketing

7. Electronic Marketing
What does this all have to do with marketing?
• Marketing is about conversations,
and the Internet has become a hub
of conversations.
• The connected nature of the Internet
allows us to follow and track these
conversations, and provides entry
points for all parties.
Source: introduction to emarketing by Quirk

8. Electronic Marketing
The Brand

9. Electronic Marketing
Domain

10. Electronic Marketing
The Domain

11. Session 2

12. Search Engine Optimization

13. • Techniques by which you optimize your
web pages, photos, and even videos to
maximize search engine rankings.
• When people are conducting an online
search for the type of product or service
you provide, they will use their favorite
search engine. Type in one or two words.

14. Search Engine Optimization
• Put words on your page
• Think about the words people use to find you
• User Generated content
• Tag, Tag, Tag

26. BLOG / WEBSITE

27. BLOG
• Web LOG – a website that is
maintained by an individual with
regular entries or posts that include
commentary, thoughts, ideas,
photos, video, and or audio.
• Business or Personal

28. Tips for blogging
• Use Wordpress
• Post often
• Use catchy post titles
• Ask open ended questions
• Comment on other blogs
• Use Twitter
• Make the RSS feed obvious
• Provide RSS – to – email option

29. Tips for Blogging
• Use images in your posts
• Use header tags
• Read the remaining
http://www.davidrisley.com/50-rapid-fire-tips-
for-power-blogging/

30. Website tips
• Home page
• Show you’re a real organization, with real
people, offering real business
• Explain why the real people at your real
company should be trusted
• Make it painfully easy for visitors to contact
you

31. Website tips
• Signal You’re still there ---- often
• Create a captivating, appropriate visual site
design

32. Strategy
• Who is your audience
• What is your concept / design / engagement
• Who is your competition (What are they
doing)
• Build / Test
• Engage
• Revise

33. Audience
• Audience - Consumes content and represents
an opportunity for an interactive relationship

34. Analytics

35. Online Concept
An online community for people who are
interested in organic gardening. The community
would feature expert advice on how to grow a
wide variety of vegetables. The website for the
community would feature photos and videos
showing the different aspects of starting and
maintaining an organic garden. Community
members would be encouraged to upload their
own photos, videos and share their organic
gardening experiences.

36. Online Concept
• Community members would also be able to
rate and comment on different products
available to organic gardeners. This web site
would also offer a vegetable exchange center
where people can barter and trade their
organic produce.”

37. Online Concept Design
• Wordpress
• Tumblr
• Blogger

38. Competition
• Identify
• Measure
• Track
• Compete
• Coopertition

39. Build and Test

40. Engage

41. Engage

42. "What are the elements of a
successful viral campaign?"
A person views the content and
thinks that it's so…
Awesome/funny/shocking that
they feel the need to share it
with AT LEAST two other people.

43. "What are the elements of a
successful viral campaign?"
These people have the same reaction
and, in turn, share it with AT
LEAST two other people.

44. "What are the elements of a
successful viral campaign?"
The idea is that each single person
passes the content on to more than
one other person, and in that way,
the number of views grow rapidly
and the piece of content becomes
viral.

45. "What are the elements of a
successful viral campaign?"
The problem is that this almost never
happens in real life. The majority of
content that we view, we never share.
Even if your video is the greatest video
ever, only a small group of it's viewers
will share it. Therefore on average, every
single viewer will not pass it along to two
other people.

46. "What are the elements of a
successful viral campaign?"
• In fact, for the vast majority of content, every
single viewer will pass it on to less than one
other viewer, until it eventually stops being
spread around. Except in very rare,
spontaneous instances, it is unwise to expect
and of your content to truly "go viral".

47. Are there ways that you can fake it?
• In the hypothetical, you were hoping one
person would plant a seed that would grow
like crazy. But you don't need to start with just
a seed.

48. Who do you Know?
You probably have a list of email
subscribers, and you have social
media profiles, and connections with
a few blogs or news agencies.

49. Tap your Existing Resources
• If you tap these resources and coordinate
a well-orchestrated launch for the piece
of content, then the content will be able
to draw tons of views in a short period of
time.

50. If it looks like a virus
A lot of popular sites (like YouTube)
look for content that seems to be
suddenly sparking a lot of interest
and they start promoting it on their
own.

51. Make it to the front page
If you make it on the front page of
YouTube or Slideshare, that in turn
draws tons of new hits, and your
piece of content spreads outside of
your original circle like wildfire.

52. Email Marketing

53. Email Marketing

54. Email Marketing
• Do you have a low open rate?
• Then take a look at your subject line.
• Is it short and to the point? It should be
between 30 and 40 characters,
• and no more than 5-8 words?
• Does it incorporate a clear and specific WII-FM
(What’s In It For Me)?
• Does it look like spam?

55. Email Marketing
Consider your delivery day and/or time.
• Industry statistics suggest that recipients are
more receptive to offers in the
• mid-day, mid-week timeframe. Remember the
psychographics. Get into your
• customer’s head. What are they doing and
when are they doing it.

56. Email Marketing
• Evaluate your mailing list.
• What is the age of the list?
• What is the list quality?
• How were the names collected?
• What is the frequency you mail to this list,
and;
• Are you providing a strong enough WII-FM?

57. Email Marketing
Do you have a low click-through rate?
• Again, look at your WII-FM. It may not be strong
enough or clear
• enough.
• Is your copy too long? It may be keeping your WII-FM
from standing out.
• Stick to simple words, short phrases and paragraphs
of 1-3 short sentences.

58. Email Marketing
• Does your WII-FM fulfill the promise of your
subject line?
• Make sure you create a sense of urgency. Limit
the WII-FM to a specific time period or, for
example, the first 50 customers or use a time
period "Until June 3rd".

59. Email Marketing
Do you have a high Unsubscribe Opt-Out rate?
• Always pay attention to your unsubscribe rate to
be sure you are not losing
• more than .5% of your subscribers per month. If
you are, then:
• You may be over-communicating (too frequent),
with your recipients.
• You may be targeting poorly. Be sure you send
the right WII-FM to the right people, segment
properly.

60. Your email campaign checklist
1. Accurately define your definition of “conversion”. Are you trying to:
• Motivate purchases?
• Reinforce your brand?
• Bring visitors back to visit your site or store? Remember the “Cost
of
• Customer Acquisition"?
• Read an article?
• Prompt requests for more information?
• Schedule appointments or sign up for a service?
• Email Pass-Alongs.
• Drive traffic to your 800 number?
• Drive traffic to your retail locations (B to C and B to B)?

61. Your email campaign checklist
2. Accurately define your audience. Are you
targeting:
• A segment of your customer base?
• Your entire house list?
• A rental list of prospects?
• What are their specific interests?
• What is important to them (WII-FM)?

62. Your email campaign checklist
3. Accurately define your message (WII-FM)
• Use psychographics to determine how to
describe in hot button words the
• WII-FM in your offer.

63. Your email campaign checklist
4. Define your purpose.
• Now that you understand your definition of conversion
your audience, and you
• how can best communicate with them. Next, think
about what kinds of
• Campaigns you may want to use. You have many
options including: Newsletters, Holiday or seasonal
promotions, Preferred customer sales,
• New product or service announcements,Press releases,
• Industry updates

64. Your email campaign checklist
5. Accurately define your delivery timing.
• Get into the psychographics of your customer. When is
your customer most likely to open and read your
message? While your customers may vary, a mid-day
delivery is most often better than mornings or
evenings.
• Choosing the right day of the week is also important.
Tuesday and Wednesday achieve better results than the
beginning or the end of the week.
• Again, the psychographics say that Monday, your
customers are indiscriminately emptying their inbox
from the weekend. Friday, their minds are on finishing
up the week and starting their weekend.

65. The CAN-SPAM Act
Each separate email in violation
of the CAN-SPAM Act is subject to
penalties of up to $16,000, so
non-compliance can be costly.

66. The CAN-SPAM Act
• Don’t use false or misleading header information. Your “From,”
“To,” “Reply-To,” and routing information – including the originating
domain name and email address – must be accurate and identify
the person or business who initiated the message.
• Don’t use deceptive subject lines. The subject line must accurately
reflect the content of the message.
• Identify the message as an ad. The law gives you a lot of leeway in
how to do this, but you must disclose clearly and conspicuously that
your message is an advertisement.
• Tell recipients where you’re located. Your message must include
your valid physical postal address. This can be your current street
address, a post office box you’ve registered with the U.S. Postal
Service, or a private mailbox you’ve registered with a commercial
mail receiving agency established under Postal Service regulations.

67. The CAN-SPAM Act
• Tell recipients how to opt out of receiving
future email from you. Your message must
include a clear and conspicuous explanation of
how the recipient can opt out of getting email
from you in the future. Craft the notice in a
way that’s easy for an ordinary person to
recognize, read, and understand..

68. The CAN-SPAM Act
Creative use of type size, color, and location
can improve clarity. Give a return email
address or another easy Internet-based way to
allow people to communicate their choice to
you. You may create a menu to allow a
recipient to opt out of certain types of
messages, but you must include the option to
stop all commercial messages from you. Make
sure your spam filter doesn’t block these opt-
out requests

69. The CAN-SPAM Act
• Honor opt-out requests promptly. Any opt-
out mechanism you offer must be able to
process opt-out requests for at least 30 days
after you send your message. You must honor
a recipient’s opt-out request within 10
business days.

70. The CAN-SPAM Act
You can’t charge a fee, require the recipient to
give you any personally identifying
information beyond an email address, or make
the recipient take any step other than sending
a reply email or visiting a single page on an
Internet website as a condition for honoring
an opt-out request.

71. The CAN-SPAM Act
• Monitor what others are doing on your
behalf. The law makes clear that even if you
hire another company to handle your email
marketing, you can’t contract away your legal
responsibility to comply with the law..