1. | 1| proprietary | not for general distribution | all rights reserved | © 2008 | 1| proprietary | not for general distribution | all rights reserved | © 2008
Summary: Introduction
 The audiences with whom we want to communicate are spending more and
more time online – more than on any other media
 Marketing budgets are also moving onto the web, but not as fast as the
audience, resulting in an “opportunity gap”
 The web has some powerful advantages for marketers – in particular:
 It is cheap to use
 You can reach a very wide audience
 You can deliver messages in any combination of text, images, video, audio
 Communication can be in both directions
 You can segment your audience and target different sub-groups very effectively
 You can measure ROI very effectively
 The wide range of options available to marketers on the web can be
confusing, and this is partly why online marketing spend is lagging behind the
migration of the audience online
 Because the web is very different from traditional media, we need to
understand in some detail how it works and how to get the most from it

2. | 2| proprietary | not for general distribution | all rights reserved | © 2008 | 2| proprietary | not for general distribution | all rights reserved | © 2008
Summary: E-Newsletters
 Range of different techniques and tactics can be used. Poor creative, badly
targeted lists, irrelevant content sent at the wrong time can tarnish a brand.
 The main challenges:
 Task #1: Get delivered
 Task #2: Get opened
 Task #3: Get read
 Task #4: Get clicked
 Publisher e-newsletters provide an effective way to reach a targeted B2B
audience
They offer : Brand awareness: brand profile and greater awareness/High
impact: limited ad positions per newsletter/Brand association with a trusted
brand and quality content/New business: high quality leads/Cost effective route
to market/Generates traffic to website/Reinforcement: Complements other parts
of a marketing campaign
 A large number of people working in businesses rely on e-newsletters as their
primary source of industry news
To help you maximise your E-Newsletters, contact an RBI expert.

3. | 3| proprietary | not for general distribution | all rights reserved | © 2008 | 3| proprietary | not for general distribution | all rights reserved | © 2008
Summary: Online Display Advertising
Think about…
 …what you’re trying to achieve
 …how you intend to engage current or potential customers
 …what you want to say and how you’re going to say it
 …what success looks like and how you intend to measure it
Based on your campaign objectives…
 …review the most appropriate website (relevant content and target
audience, marketing opportunities)
 …decide on the type of ad and the best placement strategy…run of site,
sponsorship, etc
 …pick the pricing strategy that best meets your objectives…sponsorship,
CPM, CPC, CPL or CPA
 …get the campaign metrics (from the site publisher) and TEST different
approaches and frequencies
To use digital to engage your marketplace, contact an RBI expert.

4. | 4| proprietary | not for general distribution | all rights reserved | © 2008 | 4| proprietary | not for general distribution | all rights reserved | © 2008
Summary: Online Lead Generation
Think about…
 …Lead Definition - your definition of a ‘qualified’ lead could have a bearing
on the success of your campaign and conversion to sales
 …Customer Buying Cycles - understanding where a customer is within their
buying cycle will determine how you respond to them
 …Lead Generation Strategies - key factors which can affect customer
response and the strategies used to engage them
 …Lead Quality - understanding the customer’s desire for your product, their
intention to buy and how you intend to nurture them
 …Measures of Success - what does success look like and how will you
measure it…volume of leads, quality of leads, cost per lead?
To generate quality leads for your business, contact an RBI expert.

5. | 5| proprietary | not for general distribution | all rights reserved | © 2008 | 5| proprietary | not for general distribution | all rights reserved | © 2008
Summary: Website Usability
Making your website work harder
 A good user experience can drive users to visit your site more frequency
and recommend it to others.
 Including users in the website design process can ensure you avoid
common usability issues such as confusing navigation, poor content
prioritisation and/or badly signposted ‘calls to action’.
 A three step plan to get users involved in your website design…
1: Review your site (Expert review)
2: Talk to your users (Online surveys / Usability labs)
3: Understand your users (Personas)
To find out how RBI can help you improve your user’s experience, contact an RBI expert.

6. | 6| proprietary | not for general distribution | all rights reserved | © 2008 | 6| proprietary | not for general distribution | all rights reserved | © 2008
Summary: Search Engine Optimisation
• Business decision-makers use search engines to find products and services
• To channel these people to your website, search engines must find, index and rank your
web pages highly against search terms you care about.
To make sure all your pages get found:
 Have a clear site structure, with all content accessible in no more than 2 clicks
 Have an all-content sitemap and an XML sitemap
 Don’t rely on Flash, Javascript etc for navigation
 Use a mixture of content types (text, images, video)
 Get more inbound links to your site
 Make sure your pages download reasonably quickly
To get your pages indexed and ranked highly against key search terms
 Identify the keywords (words and phrases) that matter to you
 Make your keywords as specific as possible for each page
 Use keywords in the right places (URL, page title, headings, text, etc).
 Use keywords in alt text for images
 Get high-quality in-bound links from other relevant websites, preferably with keywords
in the link text
 Produce great content, that other people want to link to
To find out how RBI can help you improve your user’s experience, contact an RBI expert.

7. | 6| proprietary | not for general distribution | all rights reserved | © 2008 | 6| proprietary | not for general distribution | all rights reserved | © 2008
Summary: Search Engine Optimisation
• Business decision-makers use search engines to find products and services
• To channel these people to your website, search engines must find, index and rank your
web pages highly against search terms you care about.
To make sure all your pages get found:
 Have a clear site structure, with all content accessible in no more than 2 clicks
 Have an all-content sitemap and an XML sitemap
 Don’t rely on Flash, Javascript etc for navigation
 Use a mixture of content types (text, images, video)
 Get more inbound links to your site
 Make sure your pages download reasonably quickly
To get your pages indexed and ranked highly against key search terms
 Identify the keywords (words and phrases) that matter to you
 Make your keywords as specific as possible for each page
 Use keywords in the right places (URL, page title, headings, text, etc).
 Use keywords in alt text for images
 Get high-quality in-bound links from other relevant websites, preferably with keywords
in the link text
 Produce great content, that other people want to link to
To find out how RBI can help you improve your user’s experience, contact an RBI expert.