Internet marketing can attract more users to your website, increase customers for your business, and enhance branding of your company and products.

1. Successful
Online Marketing
Techniques
By Marcos Herrera

2. Keep Calm and Tweet On
Marcos Herrera
SEO Consultant
Adrenalina
@
Internet Group
& PPC Manager
@Marcos_dice
@Adrenalina_bcn

3. Top Marketing Online Techniques
Display
Email
SEM
{SEO + PPC}
Social
Media
Video
Affiliation

4. Which one is the best strategy
for
YOUR Business

5. Display
Navigation Inserted Advertising
Banners with text, graphics, images and/or
videos that appear when we are browsing by:
• Webs
• Blogs
• Forums
• Youtube
• Other Social Networks
• (…)

6. Display Ads
Example

7. Display
How does it works?
payment methods
• CPM (Cost per mile)*
• CPC (Cost per Clic)
• CPA (Cost per Action)
• CPL (Cost per Lead)
*CPM is the most frequently and cheap method of payment

8. Display Ads
Handicaps
 Low Impact
 Bad Targeting
 High Competition on
Websites
 Intrusive advertising
 Bad user experience
 Ignored
 Usually blocked

9. Display
Advantatges
• Branding
Perfect for spreading
new brands or products
• Easy to create a Campaign
Multiple platforms where to publish
• Cheap
Low cost on CPM payment method
• Easy ROI Optimization
Multiple factors for A/B testing and
tracking results

10. Search Engine Marketing {SEO & PPC}
Promotion of Websites by increasing their
visibility in Search engine results pages (SERPs)
The market approach is performed by increasing the visibility of the
website, for the Search Queries (Keywords) normally done by the
users interested in our product
• Keyword Research specific for each niche/industry
• Competition analysis and ROI of each Keyword

11. Search Engine Marketing {SEO & PPC}
Purchase cycle based on keywords
Iphone 5
features
Iphone 5
or galaxy
s3
Iphone 5
prices
Buy Online Iphone 5

12. Search Engine Marketing {SEO & PPC}
Two main strategies:
Search Engine
Optimization
Pay per Clic
Organic results (natural placement)
generated by the search engine index,
based on the relevance of the pages for
a particular keyword through an
algorithmic process.
Cream colored ads that appear on the
top and on the right column of the
search results on SERP’s
 Free*
 Cost per each click
 Long-term positioning
 immediate positioning

13. How
Does
Google
Work?

14. 1. Insurances
2. Loans
Which
3. Mortgage
4. Attorney
Most
7. Donate
8. Degree
are the
Expensive
Niches?
5. Credit
6. Lawyer
9. Hosting
10. Claim
11. Conference Call
12. Trading
13. Software
14. Recovery
15.
16.
17.
18.
19.
20.
Transfer
Gas/Electricity
Classes
Rehab
Treatment
Cord Blood

15. Where
does the
click
Go?

16. Google Adwords Keyword Planner Tool
How do
we know
the
search
volume
of each
keyword?

17. Social Media
Most of the Goals in Social Media somehow covers
viral marketing, branding, visibility and even sales.
Social Media also includes Reputation Management,
and positive influence actions
Through advertising on Social Networks we can
target the audience of our ads by:
•
•
•
•
•
•
geographic location
sex
age
interests
keywords
language
•
•
•
•
•
•
relationship status
educational level
social connections
group affiliations
working position/company
(...)

18. Facebook Ads targeting
Facebook
Targeting
Example

19. Linkedin
Targeting
Example

20. Email Marketing
Acquisition and retention of
customers through email.
 Email marketing is the online channel adaptation for:
• Direct mailing
• Traditional newsletters and catalogs
• Mailshot

21. Email
Marketing
Example

22. Email Marketing Advantages
 Direct and Non-invasive
 Allows High Segmentation
Why
Email
Marketing?
 Easy ROI Optimization
 Generates Immediate Response
 Direct Communication channel
 Increases Customer Loyalty
 And it’s…
CHEAP

23. Video Marketing
The video marketing is experiencing a huge
increase in companies' annual budgets

800 million people visit YouTube worldwide every month

Youtube is the medium with the highest intention of increasing the advertising
investment for 76% of advertisers
What you can do video marketing for your business?
 Reach engaged viewers
 Make a really lasting impression
Paying only when people choose to watch
your video
Connecting with your audience in the most
memorable way
 Drive direct Results
 Make your brand go viral
It will help your Business reaching visits and
purchases
Let your audience talk about your new funny or
emotional video, and make your brand closer

24. Video
Marketing
Examples

25. Video marketing is the main
channel for small businesses to get
millions of users to know about their
brand and product, by the
ridiculous cost of making a video
(even with a smartphone! )

26. Affiliation Marketing
Business rewards affiliates for each visitor or
customer brought by his own marketing efforts
 Affiliates are responsible for carrying out their own strategies:
SEO, PPC, Display, email marketing (...)
 The most commonly payment methods are:
-Sales commission
-CPA (previously agreed price for each sale)

27. Affiliation Marketing
Advantages
Disadvantages
 The cost of marketing
is assumed by the affiliated
 Audience reach
 Brand awareness
 Paying only for proven results
 Bad advertising can destroy a
merchant’s reputation
 Affiliates usually cheat for their
own benefit
 Brand corporative communication
will be on the hands of others
 Sales objectives depend on third parties

28. Online Marketing spend evolution
Percentage of digital marketing budget:
20
18
16
14
12
10
8
6
4
2
0
Display
Search Engine
Marketing
Social Media
2011
Email Marketing
2012
Video
Afiliation
2013
*Data gathered from Gartner studies

29. It’s up to you now

30. Which one is going to be the
Online Marketing strategy that
will drive your Business to success

31. Thanks for your attention
Marcos Herrera
Questions?
SEO Consultant &
PPC Manager
Adrenalina
Internet Group
@Marcos_dice