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Online Marketing 101
- 1. Online Marketing 101 A day in the life of an Internet Marketer
- 2. Intro + | Engagement | Creation | Optimization| Conclusion Outline Intro: The Internet is a Marketer’s holy grail Discover how the internet has changed how companies are doing business. Engage with your audience: Acquiring & interacting with your audience Learn how Search engine Marketing, Affiliate marketing, social media, and other customer retention strategies are making your web strategies more profitable Creating for the web: Building your web strategy Web design & development, Web copyrighting & Mobile development Optimizing your web efforts Improving your performance on the web Discover the advantages of using web analytics, and the types of optimization that can be done while using them. Final Thoughts
- 3. Intro
- 4. Intro + | Engagement | Creation | Optimization| Conclusion Introduction John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." No Longer True!
- 5. Intro + | Engagement | Creation | Optimization| Conclusion
- 6. Who > How Many
- 8. Intro + | Engagement | Creation | Optimization| Conclusion
- 9. Intro + | Engagement | Creation | Optimization| Conclusion
- 10. Intro + | Engagement | Creation | Optimization| Conclusion
- 11. Intro + | Engagement | Creation | Optimization| Conclusion
- 12. Intro + | Engagement | Creation | Optimization| Conclusion
- 13. Intro + | Engagement | Creation | Optimization| Conclusion
- 14. Intro + | Engagement | Creation | Optimization| Conclusion
- 15. Website creation & usability
- 16. Intro + | Engagement | Creation | Optimization| Conclusion
- 17. Intro + | Engagement | Creation | Optimization| Conclusion
- 18. Intro + | Engagement | Creation | Optimization| Conclusion
- 19. Intro + | Engagement | Creation | Optimization| Conclusion
- 20. Intro + | Engagement | Creation | Optimization| Conclusion • IA & navigation • Functionality that works across all browsers • Write for people first • Write for Search Engines second
- 21. Mobile Marketing
- 22. Intro + | Engagement | Creation | Optimization| Conclusion
- 23. Intro + | Engagement | Creation | Optimization| Conclusion
- 24. Web Analytics & Optimization
- 25. Intro + | Engagement | Creation | Optimization| Conclusion
- 26. Intro + | Engagement | Creation | Optimization| Conclusion
- 27. Intro + | Engagement | Creation | Optimization| Conclusion Thank you!
Editor's Notes
- Talk about my past experience (degrees, IM experience)
- Pros:Business is open 24/7Anyone around the world can find youMeasurabilityMarket EfficiencyCons:Cannot see merchandiseTrust / Privacy issuesCompetition
- The loudest is no longer a viable strategy- Ads traditionally were an interruption from people’s everyday activities (such as watching TV, going to work etc.)It used to be extremely profitable, where the loudest one always won (Tony the tiger, they’re greeeat!)Today, we see 5000 ads a day, people have started to become resistant to advertising that does not matter to them
- SearchEngine Revolution!First Search engine, discovered in 1990 at McGill university allowed people to search for filenames across the equivalent of that day’s internet23000 searches being done every secondOffers immediate, relevant results
- Every search represents an intent, whether it is to look up a fact, find an answer to a question, or to compare pricesThe faster a search engine can solve this intent, the happier the user is
- PPC enables people to manage their advertising budget, stands for Pay per clickSEO stands for Search engine optimization, which is all the efforts you put into creating a website that is indexable by search engines
- E-mail Marketing still works!58% of people start their day by reading emails. (Source: Exact Target, 2010)Due to the emergence of smart phones, people now have access to their emails at all times.It is possible to test and tweak email blasts as needed.Permission-based marketingEmails offer a great opportunity to present customers with deals, promotions and inside information.People are more engaged when reading emails then they are when browsing their favorite social media website.
- Offer list managementStatistics (open rates, clickthrough, conversion rates, segmentation
- Pros: Access to new leads/ Sales channelsOnly pay for performanceCons:Lose some control of branding (some affiliates are aggressive marketers)Might produce market cannibalisation (example coupon sites & last-click attribution)
- Talk about social media
- Web design: design for users first and then for computers- All design considerations must be made to left lift conversion
- Navigation links where you expect themVery few wordsCould buy within 5 clicks of the homepageTrust logos at the bottom of the websiteAnswering the customer’s question at the moment they arise, as not to overload the website with information, but also to minimize the visitor’s need to search for information
- Information Foraging:Visitor looking for information on a website is looking for scent, and they will turn back to the hub each time
- - App is Task specificMobile web should be a stripped down version of your website with only the essential functionalities
- Web Analytics & optimizationWhat is being measured What is important to measureDescribe Segmentation (where people are coming from, the types of behaviour they are showing on your website)Describe A/B & multivariate testing
- - Multiplicity strategy- Improving 1% every day leads to 3778% annual gain! Constantly measuring and improving on existing efforts (no matter how small), yields great results in the future