6. PROGRAM (OF DAY I)
Definitions (eBusiness, eCommerce, Digital Marketing, …)
Conversion Funnel
Digital Marketing Strategy
Benefits of Digital Marketing
Segmentation of the market
eMarketing Mix
Website conversion funnel
Techniques of converting visitors to leads and clients (call for actions, affiliate
programs, usability)
Techniques of attracting visitors (SEO, Places)
14. MARKETING MIX
Product
Promotion
Price
Place
People
Process
• Quality
• Image
• Branding
• Features
• Variants
• Mix
• Support
• Customer service
• Use occasion
• Availability
• Warranties
• Marketing
communications
• Personal
promotion
• Sales promotion
• OPR
• Branding
• Direct marketing
• Positioning
• List
• Discounts
• Credit
• Payment methods
• Free or valueadded elements
• Trade channels
• Sales support
• Channel number
• Segmented
channels
• Individuals on
marketing activities
• Individuals on
customer contact
• Recruitment
• Culture/image
• Training and skills
• Remuneration
• Customer focus
• Business led
• IT-supported
• Design features
• Research and
development
The perfect marketing mix that suits the client
Physical
evidence
• Sales/staff contact
• Experience of
brand
• Product packaging
• Online experience
15.
16. TECHNIQUES
Blogs
Ad Campaigns
Search Engine Marketing (SEM)
Search Engine Optimization (SEO)
Forums
Marketplaces & Directories
VISITORS
Call-to-Action
Affiliate Programs
Email Marketing
Public Relations
Social Media (SMM)
Persuation
LEADS
Offline Protocols
CLIENTS
Client Orientation
Usability
Newsletter
Selling Persuation
Cross selling
Newsletter
Web Analytics
LOYALS
Community Creation
Lock In’s
17.
18.
19. HOW CONVERT VISITORS INTO LEADS OR
CUSTOMERS?
1.Call to action
2.Affiliate programs
3.Usability
4.Web analytics
20. CALL FOR ACTION
THE PURPOSE OF THE WEBSITE
Every website has to have an objective:
To develop a list of qualified prospects
To enhance our company's professional image
To gain an increase in sales
To offer company information and give the public a
To sell products directly over the Internet taking
To educate customers and potential customers
To make product or service information available to
favorable impression
To provide better customer service
To increase public awareness of our company's name,
brand or identity
To strengthen brand identification
credit cards and checks (e-commerce)
current customers
To make product or service information available to
distributors
To bring in new clients or customers to our location
To offer a virtual community, a place where users can
interact with each other
21. CALL TO ACTION
•
Make sure your website is been created with the purpose of achieving your
objectives.
•
Persuade the visitor to do what you want them to do.
22.
23. WHAT IS AFFILIATE MARKETING?
•
Affiliate Marketing is an Internet-based marketing practice in which a business
rewards one or more affiliates for each visitor or customer brought about by
the affiliate's marketing efforts.
25. USABILITY
•
Technique that measures the easiness with which people can use a tool or an
object.
•
By making our web page more ‘usable’, we can dramatically increase the
number of users interested in our products, and also more inclined to ask for
further information
•
There are several techniques
1) Heuristic usability
2) Usability with eyetracking devices
3) Usability with A/B Testing Google Website Optimizer
26. HEURISTIC USABILITY
•
Certain standard usability norms are to be found on the internet (western
world):
–
Logos must be placed on the upper left-hand side of the screen
–
Backgrounds underneath texts must be plain
–
Fonts that can be best read on a screen are Arial and Verdana (in general, those
without serif)
–
Text lines should not exceed 100 characters.
–
Kerning must be proportional (no justification) Text alignment brought to the left
–
Etc…
27. BIBLIOGRAPHY ABOUT HEURISTIC USABILIATY
•
“Don’t Make me Think”, Steve Krug
•
www.Useit.com Jacob’s Nielsen web page.
45. RESULTS
• The conversion ratio from “Price consultation” to “Start of
reservation process” improves from 15% to16%.
• Even more so, the conversion ratio from “Start of
reservation process” to “End of reservation” jumps from
12% to 24%.
58. INTRODUCTION of this new
The most important tools
internet era are search engines. And
Google above all.
Each time we need information about
something, we ask a search engine to
find it.
But, how do they work? How can we
be sure that the search engine will
locate our web page?
59. THE OLD SEARCH ENGINES
•
Before the Google era, search engines where handmade web page directories
(except for Altavista search engine). That meant the following:
1)
You had to register your web page in the directory.
2)
Then you had to choose a few key words about your web contents.
3)
And then you had to write down your web page definition.
... And when someone searched for a word that you had in your keywords or in you
definition, the search engine showed your page.
60. HOW DO THEY WORK NOW?
•
Now, search engines are automated web pages indexes.
•
The crawling Search Engines have to perform three basic tasks:
1.
Find web pages and store their contents (they use spiders (robot agents))
2.
Analyze the page contents
3.
Process searchers’ queries
61. THIS PART OF THE PRESENTATION WILL BE
ABOUT:
•
What are the search engine spiders? And how can they read our web page
content?
•
How does Google or any other search engine find our web page?
•
How can we prevent our web page from being stored in a search engine?
•
Once we are indexed, how can we come up in the first places of search
results (SERP)?
63. THE SPIDERS
•There are hundreds of spiders crawling the web every day: search engine spiders,
spiders from spammers, …
•They are also known as Robot Agents.
64. •
64.68.82.14 - - [03/Aug/2003:14:26:11 +0800] "GET / HTTP/1.0" 200 2225 "-" "Googlebot/2.1 (+http://www.googlebot.com/bot.html)"
•
200.46.132.9 - - [03/Aug/2003:15:54:29 +0800] "GET / HTTP/1.1" 200 2225 "-" "Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; .NET CLR
1.0.3705)"
•
200.46.132.9 - - [03/Aug/2003:15:54:29 +0800] "GET /icons/i/1line.gif HTTP/1.1" 200 76 "http://solocine.com/" "Mozilla/4.0 (compatible; MSIE 6.0;
Windows NT 5.1; .NET CLR 1.0.3705)"
•
200.46.132.9 - - [03/Aug/2003:15:54:30 +0800] "GET /icons/i/1bg.gif HTTP/1.1" 200 3023 "http://solocine.com/" "Mozilla/4.0 (compatible; MSIE 6.0;
Windows NT 5.1; .NET CLR 1.0.3705)"
•
200.46.132.9 - - [03/Aug/2003:15:54:35 +0800] "GET /images/logo3_luz_roja_2.jpg HTTP/1.1" 200 47843 "http://solocine.com/" "Mozilla/4.0
(compatible; MSIE 6.0; Windows NT 5.1; .NET CLR 1.0.3705)"
•
64.68.85.10 - - [03/Aug/2003:16:37:05 +0800] "GET /robots.txt HTTP/1.0" 404 128 "-" "Googlebot/2.1 (+http://www.googlebot.com/bot.html)"
•
64.68.85.10 - - [03/Aug/2003:16:37:06 +0800] "GET / HTTP/1.0" 200 2225 "-" "Googlebot/2.1 (+http://www.googlebot.com/bot.html)"
•
62.57.10.48 - - [03/Aug/2003:20:32:10 +0800] "GET / HTTP/1.1" 200 2225 "http://www.montilla.com/" "Mozilla/4.0 (compatible; MSIE 6.0;
Windows NT 5.1)"
These are the signs of visitors and spiders on a registry log.
You can see how spiders visit this web site. Stats programs like WebTrends and LiveStats analyze the
registry logs and show statistics of all the web page activity.
65. HOW DOES GOOGLE,
OR ANY OTHER SEARCH
ENGINE, FIND OUR WEB
PAGE FOR THE FIRST
TIME?
71. WHICH FORMATS CAN’T BE INDEXED?
Once a spider has found our web we have to make sure that it can read all our
web contents.
Spiders can’t pass through:
Javascript code (and some AJAX)
Inside Flash
Inside Pop Up’s
Some buttons
Zones behind a login and password
72. • If the SE's crawler (or spider) has found your web
page, a copy is made and stored in their database.
If the page is already in HTML format, the storage is immediate.
If the page is in some other format, such as PDF or Microsoft Word, then the SE
will convert the page into an HTML equivalent.
73. “CACHED” IS THE IMAGE THE SPIDER SAW LAST
TIME IT VISITED YOUR SITE
74. HOW CAN WE KNOW HOW MANY PAGES WE
HAVE INDEXED?
To find out which of your pages have been indexed by Google, type the following
into Google's search field:
site:YourDomainName.com
And if you want to know in how many of your web pages a word appears, type
the following into the search field:
site:YourDomainName.com “name”
75.
76.
77. ANALYZING THE WEB PAGE CONTENTS
•
Once your web page has been found and stored, the SE will inspect every word
and tag and translate it into a mathematical representation in its database. This
process is different for each SE and it is strictly confidential.
•
What is important to know is that at this point the SE do not look at the real
web pages, they look at these mathematical representations when they match
the searchers’ keywords to the documents in the database.
79. THE ROBOTS EXCLUSION PROTOCOL
The robots exclusion protocol is followed by all regular spiders.
•
All spiders try to find a robots.txt page, before beginning to crawl through
your page.
• In this page, you have to indicate which part of the contents you don’t want
spiders to index.
82. RECOMMENDATION
If you don’t have a robots.txt page, you should have one. Each time a robot
searches for it and doesn’t find it, generates a 404 error. So even if you want
everything indexed it’s a good idea to create a blank page and name it
robots.txt.
More at:
www.robotstxt.org
84. Now it’s time to fight to be
in the first positions!!!
Now that you have a basic understanding
of how Search Engines work, we'll take a
look at what happens when a searcher
types in his search keywords.
85. THE ALGORITHMS
•
Every Search Engine has its own proprietary algorithm (set of rules or formula)
for finding and ranking web sites.
•
This algorithm is a tightly guarded secret, so Search Engine marketers don't get
an upper hand in manipulating their web sites for better rankings.
But we can discuss what generally happens when a Search Engine is given a
search query.
86. THE GOOGLE ALGORITHM
(Simplifying...) It’s formed by 2 algorithms:
1- The PageRank algorithm
2- The Relevance algorithm
Larry Page and Sergey Brin,
Google founders
PageRank <> the ranking of
pages
Page Rank = the Larry Page rank
88. THE PAGERANK ALGORITHM
•
It’s an off-page factor.
•
The purpose of PageRank is to assign a numerical value to the Web pages
according to the number of times that other pages recommend them and
according to the PageRank that these pages have. That is to say, it establishes the
importance of a Web page.
•
The PageRank algorithm is complex and it’s formed by many variables and many
other minor algorithms.
89.
90. The PageRank algorithm is a numerical value that goes from 0 to 10 in a
logarithmic scale. This means that it is much more difficult to raise from 5 to 6
than from 2 to 3.
The PageRank algorithm it’s not being calculate whenever we make a search.
Google calculates it every certain time (every day though). The tool bar is
updated every 3 or 4 months.
91. HOW CAN I MAKE MY PAGERANK HIGHER?
•
You need as many links from third parties as possible
•
You need links from pages with a high PageRank.
•
You need links from pages with a low number of other outgoing links.
To know your PageRank you must have the Google Toolbar
To know how many links you have from third parties, type the following into
Google's search field:
link:www.YourDomainName.com
93. THE RELEVANCE ALGORITHM
The logic of this algorithm is the following:
•
Google wishes to know if your page really verses about the subject that the user
is looking for.
To be sure, Google analyzes 2 factors:
1. The Density of some words
2. The Prominence of some words
94. WHAT IS THE DENSITY OF A WORD?
The Density considers the following
factors:
1. Word relevance in the
general context of indexed
pages: in how many pages the
word appears.
2. In each page, how many
times the word is named
divided by the total number
of words
Export
Export
Export
Export
Export
Export
Export
Export
Export
Export
95. WHAT IS THE considers the
The Prominence PROMINENCE
OF A WORD?
following factors:
1. Where is the word in
each one of the pages.
2. The words that other
web pages use to link us
(anchor text in links from
third parties).
97. THE PROMINENCE INSIDE A PAGE
Google gives relevance points to the words that appear in:
URL
Page title (<title>)
Description
Headings (H1,H2, etc...)
Links
Bold text
Alternative text (ALT)
...
98. Dinamic title, different for every page
URL SEO friendly
Internal links using relevant words
Heading defined as H1
99. TOOL THATtell us the PageRank,
www.Ranks.nl WILL HELP US
density and the prominence of a web
page
102. HOW TO GET MORE LINKS
•
Register in as much directories as you can (www.emarketservices.com will help
you)
•
Look what your competition is doing (www.Alexa.com related links)
•
Do public relations in blogs
•
Do public relations on the online press
•
Be present in social media tools and link to yourself.
•
Practice cross linking with sites with the same target as you.
•
Ask your partners and customers to link you.
113. PROGRAM (OF DAY 2)
Techniques of attracting visitors (SEM, Ad Campagins, Marketplaces and
directories, email marketing, public relations in blogs and forums)
Technical Benchmarking
Your Digital Marketing Strategy
Web 2.0 and Social Media Marketing
Web 3.0
116. HOW DOES IT WORKS?
•
You create your ads
•
You choose keywords, which are words or phrases related to your business.
•
The ad is displayed on Google and Google’s network.
117. 2 WAYS OF DOING SEM
Advertising based on a keyword search
Advertising based on a keyword search could take place through a search engine
such as google.com, or a search engine partner site, such as shopping.com. For
example, Google offers a service called AdWords, which allows companies, for
a small fee, to have a link to their website featured when a user searches a
specific keyword which the company specified.
Advertising based on content context
Many search engines (e.g. Google, Yahoo! Search) have partner websites with
specific content. The websites agree to let the search engines place contentspecific advertising on their website, in return for a fee. The search engine then
finds companies interested in advertising on websites with their desired content.
For example, an online dog food retailer might have their advertisement placed
on a site about dogs.
118. Acquisition cost of a visit
Acquisition cost of a customer
Number of customers
119. HOW DO GOOGLE ORDER THE ADWORDS?
•
The Google Adwords Ordering Algorithm:
1. Cost per thousand (CPM) = what you pay to have your ad
appear a thousand times
2. The more you pay (CPC) better you rank.
3. The better your click through is (CTR) better you rank
4. Your landing page comprises the words searched better you
rank
122. EXEMPLE
Target: Long term tourism.
Segment: English speakers
who stay in Barcelona for more
than 15 days
Value proposition: Big suites,
special offer for long term, wifi,
and free minibar.
Key Words targeted: Hotel
Long stay Barcelona, hotel long
term Barcelona
129. DEFINITION
•
Advertising is drawing public attention to goods and services by promoting
businesses, and is performed through a variety of media.
•
With the dawn of the Internet have come many new advertising opportunities:
Popup, Flash, banner, and email advertisements...
"Half the money I spend on advertising is wasted; the trouble is, I don't know which half."
- John Wanamaker, father of modern advertising
(this is not true on the Internet)
130. FORMAT WISE
Ads could be classified in:
1.
Textual Ads.
2.
Banner Ads.
3.
Videos.
4.
Sponsored posts (we will see them at Public Relations)
5.
Rich Media
131. DIFFERENT WAYS OF AD CAMPAIGNS
• Pay per click you pay each time a user
clicks your ad.
• Impression campaigns you pay per
impression
• Sponsorship you pay for the ads
displaying time.
132. PAY PER CLICK
This is the publicity used by search engines and their partner websites
137. MARKETPLACES
•
A marketplace is the space, actual or virtual, in which a market operates.
•
The growing prevalence of internet access has enabled new markets to
emerge online.
•
There are lots of Marketplaces for every industrial sector.
•
It’s important for you that your products appear in as many marketplaces as
possible.
138. MARKETPLACES EXAMPLES
•
Perhaps best known among these marketplaces is eBay (www.ebay.com), an
enormous globally available auction house.
•
For tourism: www.atrapalo.com, www.expedia.com www.LastMinute.com o
www.TravelPrice.com
•
Factory Outlets: www.solostocks.com, www.Alibaba.com
•
Transportation: www.mercatrans.com, www.Wtransnet.com
All B2B marketplaces are listed at: www.emarketservices.com
143. DEFINITION
•
E-mail marketing is a form of direct marketing which uses electronic mail as
a means of communicating commercial messages to an audience.
•
However, the term is usually used to refer to:
Sending e-mails with the purpose of enhancing the relationship of a merchant with
its current or old customers and to encourage customer loyalty and repeat business.
Sending e-mails with the purpose of acquiring new customers or convincing old
customers to buy something immediately.
Adding advertisements in e-mails sent by other companies to their customers.
144. ADVANTAGES
•
E-mail marketing is popular with companies because:
Compared to other media investments such as direct mail or printed
newsletters, it is less expensive.
Return on investment has proven to be high when done properly.
It is instant, as opposed to a mailed advertisement, an e-mail arrives in
a few seconds or minutes.
It lets the advertiser "push" the message to its audience, as opposed
to a website that waits for customers to come in.
It is easy to track.
145. DISADVANTAGESe-mail marketing
Many companies use
to communicate with existing
customers, but many other companies
send unsolicited bulk e-mail, also
known as spam.
It is frequently difficult for
observers to distinguish between
legitimate and spam e-mail
marketing
151. BEING PRESENT IN BLOGS
Our objective is to achieve:
1.
Reviews of our products or
services.
2.
Links to our website.
•
A link will increase our direct
traffic.
•
A link will help in our SEO
strategies
155. BEING PRESENT ON FORUMS
•
They are as important as blogs, and have the same double objective
(awareness and SEO)
•
We have to monitorize our brands and products.
159. DEFINITION (PR) is the art of
Public relations
managing communication between an
organization and its key publics to build,
manage and sustain an accurate
image.
•Traditional PR extended to online.
•By definition, a press note has no cost.
160. BENEFITS FROM PR ONLINE
•
Extend your presence to individuals on online news and on the web in general
branding.
•
Increase the number of links from third parties Increase PageRank.
•
Deliver traffic direct to your site or through search engines.
Press Notes
162. ONLINE COMPETITION AND BENCHMARKING
Objectives:
To discover who is your competition in the market you wish to attack.
To discover what your competition is doing on the internet.
To build a sustainable competitive advantage.
We analyze:
Technical benchmark (Alexa Rank Google PageRank, Links in, pages indexed on
Google)
Marketing benchmark (targeted segments, value proposition, online marketing actions,
web functionalities, etc.)
163. THE ALEXA of Top Sites available by
Alexa has lists RANK
country, language or category.
Alexa has built a database of
information about sites, that includes
statistics, related links and other useful
information.
All this information can be found on
Alexa's Site Overview pages, Traffic
Detail and Related Links pages.
164.
165. The PageRank algorithm is
a numerical value that
goes from 0 to 10 in a
logarithmic scale. This
means that it is much
more difficult to raise
from 5 to 6 than from 2
to 3.
Not every time we make a
search is The PageRank
algorithm calculated.
Google calculates it every
certain time (everyday
though). The Google tool
bar is updated every 3 or
4 months.
http://www.prchecker.info/
check_page_rank.php
166. INDEXED PAGES IN GOOGLE
To find out which of your pages have been indexed by Google, type the following
into Google's search field:
site:YourDomainName.com
(without www, and without space between : and your domain name)
170. MARKETING BENCHMARK I
Defining your market and targeting it through your website:
•
The easiest way to begin defining your primary, secondary and any possible niche markets is to look at the
current clientele.
•
Create a spreadsheet of current customers by creating column headings.You can start with customer name,
business name, industry type, services and/or products purchased, and total amount spent over a particular
time period.
•
Look for patterns.
•
Check your competition: look whom they are targeting through their website.
•
Check online benchmarking tools as Google Trends for websites and Alexa.
171. EXAMPLE
•
Here’s an example of how a roofing business might define its target and niche
markets:
Primary Target Market: Industrial & Commercial Buildings
Secondary Target Markets: Residential Repair, Real Estate Managers
Niche Markets: Hospitals, Elementary Schools
172. THEunique value a business offers to
The VALUE PROPOSITION
its customers.
It's why your customers will want to
do business with you.
Discover the needs of each targeted
segment and show them your solutions.
It’s easy if before thinking about your
value proposition, you change to a
market orientated definition of
your business.
“Principles of the New Marketing” by Philip
Kottler
175. OBJECTIVES
Decide which of all possible segments
of our target will be attacked through
internet.
Decide our value propositions for
each segment.
175
178. HOW TO HAVE A BETTER WEBSITE STRUCTURE
•
Select a proper domain name (if you can)
•
Create a page for every concept, in your website.
•
Follow a tree structure.
•
Use URL SEO friendly
•
Use a persuasive description metatag
•
Host your pages in a proper ISP
•
Define your website language properly
185. HOW TO CREATE MORE CONTENT
•
From images and multimedia content (well labeled)
•
With RSS feeds and mashup content (using widgets).
•
Including related press articles
•
Creating a press zone
•
Creating a blog or a forum
•
Including comments and opinions
•
Including listings, tops, ranking, etc…
•
Translating to more languages
186. LAST MINUTE ADVICES…
•
Don’t forget that your page has to be read by humans. Keep spiders on your
mind, but think that the objective of being naturally well ranked in search engines
is to have more customers.
•
Don’t cheat, it’s not worth it.
189. KEY ASPECTS OF WEB 2.0
1. Interpersonal computing
2. Web services
3. Software as a service
190. 1. INTERPERSONAL COMPUTING
It’s about using online technology to
connect people into other.
Social Networking.
Wikis
Blogs
Online Videos
etc.
People can ad and access
content, messages and commends.
191. 2. WEB SERVICES
Web services are components of
online functionality that can be put
together (like a Lego puzze) to create a
new integrated online offering or
mashup.
For example:
Payment Services
Maps
Videos
Etc.
192.
193. 3. SOFTWARE AS A SERVICE
This involves application functionalities
being delivered through internet.
Text editors.
Spread sheets.
CRM applications
CMS applications
etc.
196. SOCIAL MEDIA MARKETING (SMM)
There are lots of Social Media
Sites:
Facebook & myspace
Twitter
Linkedin & Xing
aSmallWorld
etc…
197.
198.
199. OBJECTIVE
Our presence in Social Media Sites has many objectives:
1.
Branding.
2.
Achieve the major number of people being on your communication circle.
3.
Acquire information about the consuming habits of your target and their
segments.
4.
Attract visitors to our webpage.
5.
To be trendy and to have an excuse to made a press note.
6.
Fidelize customers
7.
Discover new customer segments.
8.
Follow people to have relevant information.
200. ALL WHAT WE CAN DO
Daily
Weekly
From time to
time
Twitter
Facebook
blog
SlideShare
YouTube
Linkedin
201. AUTOMATION THE KEY TO SUCCESS IN SMM
Blog
Twitter
Face
book
Linkedin
Youtube
202. THE COMMUNITY MANAGER
Is the person in charged of handling
your business profiles in all media sites.
Takes care of your profile.
Interact with your customers and
prospects.
Looks for new trends.
203. CORPORATE REPUTATION ONLINE
You need to know what people are
saying about your company, products, or
services online.
Building a Good Corporate
Reputation Online is a priority for many
industries.
214. INTELLIGENT AGENTS
In our mobile (or any other device connected) will live intelligent agents that
help us (find information, search, etc.)..? This requires that all databases following
standards (Semantic Web)
