This presentation is a real beginners guide and gives an outline to all the online marketing elements which are needed to run a successful online business.

1. Online Marketing Services in a Nutshell
Presented by:
George Ioannou
Head of Creative & Strategy

2. Setting the scene...
 Over 13 years
eCommerce industry
experience
 Worked for well
known solution
providers
 Clients: Small to large
retailers
 Experience in many
industry verticals

3. What I've found
 Shifts in eCommerce
requirements
 People responsible for
online marketing didn't
understand all areas
 Too senior to ask!

4. Just so you know, this...
 Will be generic
 Will give you insight to marketing activities which
you should already be deploying
 Will not give you marketing strategies / plans
 Will give you a few hints and tips along the way!

5. What this session is going to cover
 Overview into main online marketing methods used
today
 Some of the metrics you should be looking for
 Ways to improve these metrics
 Right services at the right time

6. Online Marketing
 Natural Search / SEO
(search engine
optimisation)
 Paid search – PPC
(Pay per click)
 Social Media
 Email Marketing
 Affiliate Marketing
 Multivariate
 Web Analytics

7. Natural Search / SEO
(search engine optimisation)
{ Wikipedia }
[ Organic search results are listings on search
engine results pages that appear because of their
relevance to the search terms, as opposed to their
being advertisements ]

8. Natural Search / SEO
(search engine optimisation)
 Increases Exposure
 Shows relevance for
potential customers
 Cost effective
 Sustainable source of
new traffic
 Excellent for long tail
search

9. Some metrics
 Visits via non paid search results
 Number of keywords found for (Brand Non-
Brand terms)
 Number of entry pages
 Page result ranking
 Revenue by keyword

10. SEO – 3 Things to remember
 You need to identify the right keywords for your
business
 Concentrate on increases in traffic and revenue as
opposed to search engine ranking only
 Search engines rank pages not websites

11. Paid search – PPC
(Pay per click)
{ Wikipedia }
[ PPC is an Internet advertising model used on
websites, in which advertisers pay their host only
when their ad is clicked. With search engines,
advertisers typically bid on keyword phrases
relevant to their target market ]

12. Paid search – PPC
(Pay per click)
 Immediate results
 Easy to measure
 Target specific sectors
e.g. geolocation,
keywords etc.
 Flexible in terms of
controlling content,
budgets etc.

13. Metrics
 Total ad spend (make sure you can spend it)
 Cost Per Click (CPC - lower it as much as possible)
 Click through rate (CTR - increase it)
You may later down the line look at:
 CPA (cost per acquisition)
 ROAS (return on ad spend)

14. PPC – 3 Things to remember
 Keep a close eye on the account - Know when to
increase and decrease spend
 Make sure link throughs are targeted and specific to
the ad
 Use paid search to research new keyword terms or
areas, then migrate these to SEO

15. Social Media
{ Wikipedia }
[ Social media uses web-based technologies to
turn communication into interactive dialogues...a
blending of technology and social interaction for
the co-creation of value ]

16. Social Media
 Open to all
 Allows brand to have a
personality
 Opens two way
conversations
 Builds brand loyalty

17. Metrics
 Twitter
 Blog
 Number of Followers
 Visits
 Number of Mentions
 Time on site
 Number of Retweets  Visitor Interaction
 Number of Backlinks
 Facebook Pages
 Look at impact on SEO
 How many Fans
 Amount of “Likes” to
show post approval
 Visitor Interaction –
Comments, shares, page

18. Social Media – 3 Things to remember
 Plan a strategy and resource, once the ball starts
rolling it's hard to stop
 Be true to your brand values and choose a suitable
presence
 Seek expert advice, it's 'social' but but it's serious!

19. Email Marketing
{ Wikipedia }
[ E-mail marketing is a form of direct marketing
which uses electronic mail as a means of
communicating commercial or fund-raising
messages to an audience ]

20. Email Marketing
 Relatively inexpensive
 Measurable
 Personalised, relevant,
dynamic messaging
 Re-activate dormant
accounts

21. Email Marketing - 3 Things to remember
 Collect customer email addresses at every
opportunity to build up your database
 Mix it up – We all like a little changes e.g Vary the
email look feel
 Test everything including subject lines, content,
promotions and frequency

22. Metrics
 Number of emails sent
 Open rate of the email
 Click-through rate of the email
 Click-through rate for each link in the email
 Conversion rate and/or ROI for each email
 Number of email address bounces
 The unsubscribe rate

23. Affiliate Marketing
{ Wikipedia }
[ Affiliate marketing is a marketing practice in
which a business rewards one or more affiliates
for each visitor or customer brought about by the
“affiliate's” marketing efforts...Using one website
to drive traffic to another ]

24. Affiliate Marketing
 Broadens company
exposure
 Cost effective as you
often pay on conversion
 Can be low cost to
setup
 Easy to measure results

25. Some metrics
 Number of affiliates recruited
 Number of active affiliates
 Amount of traffic referred
 Activation of dormant affiliates
 Sales volume

26. Affiliate Marketing – 3 Things to remember
 Ensure you've thought about your strategy and
guidelines for affiliates e.g. are they allowed to use
PPC?
 Closely monitor your affiliates network
 Find a network that suits your business

27. Multivariate Testing (MVT)
{ Wikipedia }
[ Multivariate testing is a process by which more
than one component of a website may be tested
in a live environment. It can be thought of in
simple terms as numerous A/B tests performed on
one page at the same time ]

28. Multivariate Testing (MVT)
 Improves/increases
conversions, AOV,
revenue etc.
 Earn while your testing
 Apply statistical analysis
to design to be
objective rather than
subjective
 Removes internal
decision arguments

29. Some example tests
 Homepage: How much Brand Vs. Merchandise
 Category page: Number of products shown, call to
action
 Product page: Imagery, description, up-sells, pricing
layout and call to action
 Checkout: One page Vs. longer checkout path

30. MVT – 3 Things to remember
 Pick a tool/service that suits you. There is a wide
range to choose from
 Be open to test anything and everything e.g. Copy,
graphics, size colour and position of elements like
buttons
 Always act on your results

31. Web Analytics
{ Wikipedia }
[ Web analytics is the measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing web
usage...but can be used as a tool for business
and market research. ]

32. Web Analytics
 Knowledge of what is
happening in a virtual
environment
 Ability to make
informed decisions on
concrete data
 Measure your KPIs for
your business

33. Some tips
 Choose a tool which suits your business and the
reporting metrics and turnaround time you need
 Implementing the tool isn't enough. Study the stats
and make changes based on the analytics if required
 Don't get carried away with ONLY the stats, clicks
and figures, go back to basics and look at the site
pages and put yourselves in the customer's shoes.

34. Web Analytics – 3 Things to remember
 Stay focussed and targeted. If the measurement
doesn't provide information that helps your
business improve your site, then stop analysing it.
 Address your main KPIs
 Track campaigns (url builder is one method for
Google Analytics)

35. Right services at the right time
- Stage 1
 Need to drive traffic to  Analytics!
the site
 SEO
 Increase your marketing  Email Marketing
database size
 Try out PPC
 Learn, analyse and
develop your  Social Media
proposition
 Make money

36. Right services at the right time
- Stage 2
 Keep Increasing traffic  Analytics
and your marketing  SEO
database size
 Social Media
 Measure customer
service
 PPC
 Be more targeted
 Email Marketing
 Make money

37. Right services at the right time
- Stage 3
 Increase traffic and  Analytics
market share
 SEO
 Drive more traffic
 Social Media
 Increase Average Order  PPC
Value
 Email Marketing
 Go further than
ecommerce!
 Affiliate Marketing
 Multivariate Testing

38. How to capitalise on any budget
 Understanding your
analytics
 Ask your audience e.g.
polls / reviews
 Don't be shy to use
more resource
 Ask for expert help
 Start small and build on
it

39. Some online tools...
 Feng-GUI
 www.feng-gui.com
 Optimise layouts
 Identify weak spots
improve performance
 Location of brand and
branding effectiveness

40. Some online tools...
 Loop11
 www.loop11.com
 Create professional
usability tests in minutes
 Conduct remote user
testing
 See the results of your
user test online –
instantly.

41. Some online tools...
 Clicktale
 www.clicktale.com
 Visitor recordings
 Mouse movement heatmaps
 Attention heatmaps
 Click heatmaps

42. Thanks for listening!
George Ioannou
Email: george@maginus.com
Twitter: @georgeioannou
Linked In: www.linkedin.com/in/georgeioannou