Implementing Internet marketing tactics, social media

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INTRODUCTION TO
E-MARKETING STRATEGIES
Rokhaya BARRY
services@rokbarry.com
WEBMARKETING

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Rokhaya BARRY
Founder of ROKBARRY CREATIONS & SERVICES
@RokBarry

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INTERNET IN THE WORLD
France ranks at the third place with 43 millions of unique
visitors, behind Germany (52.4 million) and ahead of the
United Kingdom (39.4)

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Definition
E-marketing is the process of
marketing a brand via electronic
media and more specifically the
Internet by using a range of
technologies (websites, e-mailing,
mailing lists, newsgroups,
partnerships, links, online
surveys...) to help connect
businesses to their customers.
WHY E-MARKETING IS IMPORTANT?

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E-MARKETING FOR WHAT PURPOSE?
Objectives Visibility
Traffic
Audience
Popularity

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INTRODUCTION TO E-MARKETING TECHNIQUES
Email marketing
Search Engine marketing
Online advertising
Affiliate marketing
Social Internet
Viral marketing
Web press release

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EMAIL MARKETING: APPLICATION
Steps to executing an email campaign

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EMAIL MARKETING: HOW IT WORKS?
Promotional emails aim at an immediate goal from
customers. This might be for:
Downloading a whitepaper
Making a purchase
Requesting further information
Etc..

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EMAIL MARKETING: HOW IT WORKS?
Retention based emails also referred to as newsletters tend to
focus on longer term goals. Key performance indicators
(KPIs) include:
Return on investment
Click-through rate
Open rate

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EMAIL MARKETING: PROS & CONS
Pros
Email marketing is cost effective
Results highly measurable
Cons
Possibility for email to be marked as spam
Email database relevancy

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SEARCH ENGINE MARKETING (SEM)
Definition
Refers to web content
optimization to ensure
visibility on the first page
of search engine results
SEM
Search Engine
Opitmization (SEO)
Pay Per Click (PPC)
PROs PROs
Long term ROI Quick low cost setup
More exposure,
branding and
awareness
Highly measurable
and trackable
CONs CONs
Tough to quantify Tend to be expensive
Results can take a
while to be seen
Constant monitoring
required

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SEARCH ENGINE MARKETING (SEM)
Search engine optimization + Pay per click advertising = Search
engine marketing that correspond to the two types of search
results

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ONLINE ADVERTISING: FIGURES
After the television, Internet is the second largest media in
terms of advertising investment followed by news papers.
*Source : zenithOptimedia

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ONLINE ADVERTISING: OBJECTIVE
Online or offline advertising aims at:
Informing consumers
Building brand awareness
Creating consumer demand
Driving response and sales

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ONLINE ADVERTISING: DISADVANTES
Constraints include:
A lot of display advertising is intrusive which might
cause technical obstacles
Advertising fatigue: consumers are getting saturated
from advertising
Ad blockers: most browsers are now equipped of ad
blockers which block directly advertising on web pages

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AFFILIATE MARKETING: PROCESS
It works in 3 steps:
An affiliate refers potential
customers to a merchant’s web
site
Some of those customers
perform a desired action.
The merchant rewards the
affiliate for each desired action
resulting from the affiliate’s
referral.

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AFFILIATE MARKETING: EXAMPLE
The way affiliates promote merchants website:
Personal websites and niche site
Emailing lists
Etc

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SOCIAL INTERNET: MEDIA & SOCIAL NETWORKING
Creating and sharing content via social media
Connecting with communities of people via
social networks

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SOCIAL MEDIA: EXAMPLE OF A BLOG
Allow to share opinion, skills, expertise or create an online
identity
Blog content can be part of the company SEO process

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SOCIAL MEDIA: EXAMPLE OF YOUTUBE
Website which allows users to upload, view and share videos with
the rest of the connected world.

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SOCIAL NETWORK: EXAMPLE OF TWITTER
Define clearly its objective and strategy either for a professional
or personal account to:
Create a voice for yourself or your company
Ensure your business / brand development
Gain more visibility & create a community

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SOCIAL NETWORK: EXAMPLE OF LINKEDIN
Through that social network users can create their personal
profile allowing for:
Expand its professional network
Interact with its connections
Find a job
Etc..

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SOCIAL INTERNET: ADVANTAGES
Networking without borders by accessing a
community with similar interest
Opportunity to create an online community for
your brand
Interaction and engagement with target
audience
Social media’s potential to go viral

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VIRAL MARKETING: HOW IT WORKS?
Definition
Marketing techniques that use electronic means (eg:
social networks) to increase brand awareness or produce
marketing buzz through self-replicating viral processes.

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VIRAL MARKETING: PROCESS
Viral marketing contributes to buzz marketing. It can be:
Word of mouth delivered or enhanced by the network effects
of the internet

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WEB PRESS RELEASE
WebPR is used to connect with customers and enhance
brand awareness by providing information and valuable
content

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WEB PRESS RELEASE: TACTICS
Online article syndication is one of WebPR’s principal
and most successful tactics. Articles are submitted to
online article directories, from where they are picked
up and republished on other site. Example of
directories:
Articlesbase.com
Ezinearticles.com
Goarticles.com
Etc..

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WEB PRESS RELEASE
Illustration
Anchor
text with
back link

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E-REPUTATION: ONLINE IMAGE MANAGEMENT
Monitor and analyze its brand reputation using tools of the
internet

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E-MARKETING STRATEGY: PLAN DEVELOPMENT
Know the company landscape allow to set up digital
marketing strategies and tactics that fit with customers needs
Market analysis determining strengths & weaknesses
Identifying & setting up of marketing objectives
Generate strategies & tactics for achieving objectives
Evaluate strategies following SWOT* method
Implement, track, analyze and optimize

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FINAL WORDS: REFERENCES
Always define offline and online strategies which complement each
other while focusing a customer-centric approach.
More about the subject:
Books
Internet Marketing: Integrating Online and Offline Strategies 3e
édition - M.Roberts et D.Zahay
SEO Warrior – J.Jerkovic (edition o'reilly)
Sites
http://www.quirk.biz/