Short presentation give at Fourth Annual Tallinn ITECHLAW conference June 2, 2011

1. Internet Marketing & Branding Lessons learned over the last 14 years by digital marketing veteran Robin Gurney

3. Fast

4. Flexible...usually And results are MEASURABLE, so.... you KNOW what works and what doesn’t.

5. SOSTAC Digital Strategy Framework Source: Smart Insights

6. Content is KING Define website content first Then think about design and technology Use a tested „content strategy“ methodology Brainstorming is not enough Poor content strategy = project slippage and hidden costs later

7. Online Conversion Funnel

8. Online Credibility is Essential Earned Trust + Demonstrated Expertise = Credibility Credibility checklist and Source: Stanford University.

9. Branding = Customer Experience Planning A logo is not a brand. A trademark is not a brand. People still want to „see“ clear brand values. A brand is shaped by customer experience at many touchpoints. 79-90% of marketing spend goes to advertising and promotions that hit consumers at the consider and buy phases, but consumers are often more open to influence at the evaluate and advocate stages Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places. Harvard Business Press.

10. Questions? Comments?Let’s Talk LinkedIn: http://ee.linkedin.com/in/robingurney Skype: altexor Tel: +372 5062170 Email: robin@altex.ee