Holistic eMarketing is effetive marketing making use of all digtial mediums. Make contact for more information.

1. A HOLISTIC APPROACH TO eMARKETING Presented by digidude (Klaus Germann) MACE CONFERENCE– THURSDAY, 29 OCTOBER2009

2. Who is digidude? digidudeis my personal brand... Yes but who are you? Klaus Germann – Founder Gadzira New Media / CEO Internet AdSales / Interweb entrepreneur Graphic designer, web developer, eMarketer and entrepreneur Building online experiences since 1998 Multiple awards for property marketing websites eMarketing clients include CPUT, HUMMER, Cadillac & more Understanding of traditional and digital marketing with 7 years through the line ad agency experience digidude.co.za Twitter: digidudeza

3. The internet has changed the face of marketing forever. eMarketing is the future

4. The internet has evolved into an ever changing user powered,functional,fast,communication toolthat converges numerous technologies to create one complete real-time platform for just about everything.

5. Video insert from YouTube - http://www.youtube.com/watch?v=NLlGopyXT_g

6. How has marketing changed?

7. Oldschoolvs Connected ADVERTISER ADVERTISER Monologue One Way Mass Communication Static No interaction amongst consumers Shotgun approach Hard to identify customers Hard to manage customers Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data YESTERDAY TODAY & TOMORROW

8. eMarketing – Where to start eMarketing is all about achieving your marketing goals via digital communications. Must start with an objective Market analysis / SWOT – lessons learnt Must have a plan / strategy Must be as inclusive as possible (of eMarketing mix) Must ALL be tracked(analytics) Must be optimised continuously Must echo offline activities

9. eMarketing – planning the journey What is the goal of the campaign?Benchmarks to determine success Got some money? (or time)Budget makes the web revolve What’s the message?Tell them what they want to hear What and where is your audience?Define audience demographics and media/web properties on which to execute campaign What’s the hook?Make me click on you – creative types and placements – engage me Take me where I want to go!Related content that has strong call to action

10. eMarketingmix $ SEARCH ONLINE ADVERTISING SOCIAL / REAL-TIME MEDIA WebPR & ORM WEB PRESENCE CONVER$ION ANALYTICS EMAIL VIRAL MARKETING DIRECTORIES & AGGREGATORS USER BEHAVIOR MAPPING AFFILIATES OPTIMISATION

11. eMarketingweb presence Functionality, Search friendly and then only design Must work for users – Quickly Persuade users to fulfil YOUR goals/objectives – tell them! K.I.S.S. – legible text & simple navigation Talk to your audience – personas MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps Avoid gimmicky rubbish! Design gives credibility Add value and create buzz Run on CMS and be widget ready WEB PRESENCE

12. eMarketingweb presence Functionality, Search friendly and then only design Must work for users – Quickly Persuade users to fulfil YOUR goals/objectives – tell them! K.I.S.S. – legible text & simple navigation Talk to your audience – personas MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps Avoid gimmicky rubbish! Design gives credibility Add value and create buzz Run on CMS and be widget ready PLAN DEVELOP OPTIMISE ANALYSE

13. eMarketingweb presence Functionality, Search friendly and then only design Must work for users – Quickly Persuade users to fulfil YOUR goals/objectives – tell them! K.I.S.S. – legible text & simple navigation Talk to your audience – personas MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps Avoid gimmicky rubbish! Design gives credibility Add value and create buzz Run on CMS and be widget ready

15. Develop to be indexed - Every page a landing page

16. Approx. 88% of all clicks on top 5 SERP results*

17. Research to find the correct keywords and keyword phrases (volume, competition, conversion)

18. Quality keyword rich content

19. Max 3 keyword phrases per page

20. Meta, Title, Alt tags

21. Headings & content

22. Quality keyword rich links (internal & inbound)

23. Optimise constantly

24. Avoid “Black Hat” SEOSEARCH WEB PRESENCE

26. Develop to be indexed - Every page a landing page

27. Approx. 88% of all clicks on top 5 SERP results*

28. Research to find the correct keywords and keyword phrases (volume, competition, conversion)

29. Quality keyword rich content

30. Max 3 keyword phrases per page

31. Meta, Title, Alt tags

32. Headings & content

33. Quality keyword rich links (internal & inbound)

34. Optimise constantly

35. Avoid “Black Hat” SEOSEARCH WEB PRESENCE

37. Develop to be indexed - Every page a landing page

38. Approx. 88% of all clicks on top 5 SERP results*

39. Research to find the correct keywords and keyword phrases (volume, competition, conversion)

40. Quality keyword rich content

41. Max 3 keyword phrases per page

42. Meta, Title, Alt tags

43. Headings & content

44. Quality keyword rich links (internal & inbound)

45. Optimise constantly

46. Avoid “Black Hat” SEOSEARCH WEB PRESENCE

48. PPC – Bid auction

49. Advanced targeting (Geo, Gender, Age)

50. Search and content network placements

51. Mistakes can be costly

52. Conversion rate and cost must be optimised constantly

53. CPA only available with conversion tracking – pay for reaching goal

55. Possibly the strongest marketing tool

56. Every email must relay the brand message

57. Every email should have a positioning ad/feature

58. All mail should look good! Letterhead?

59. ANALYTICS, ANALYTICS, ANALYTICS!

60. Sent, read, re-read, forwarded, clicked, bounced, unsubscribedEMAIL

62. Personalisation rocks! %[name]%

63. Make it easy to manage subscription and unsubscribe

64. Constantly build list – sub forms on site etc.

65. Get a professional to create a template

66. Segment Lists as much as possible

67. ANALYTICS, ANALYTICS, ANALYTICS!

68. Sent, read, re-read, forwarded, clicked, bounced, unsubscribedEMAIL

69. eMarketingpromotional mailers Professional & attractive Links to website Personalised message Specific call to action (lead to specific landing pages) Track user clicks and then interaction with landing point through to conversion = track ROI of mailshot

70. eMarketingsocial / real-time media We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. DEAL WITH IT. Cluetrain Theses - 1999

72. Join and leadthe conversation

73. Real-time search the next “big thing”

74. Create and manage a reputation

75. Track and dialogue with influential industry role players

76. Good, fresh input spreads fast and lasts forever

77. Make s fans out of your audience and as a result your best most trusted ambassadors

78. Integration via syndication a must – tie different tools into each other

79. Don’t bite more than you can handle – stagnate and dieSOCIAL / REAL-TIME MEDIA WEB PRESENCE EMAIL

81. Join and leadthe conversation

82. Real-time search the next “big thing”

83. Create and manage a reputation

84. Track and dialogue with influential industry role players

85. Good, fresh input spreads fast and lasts forever

86. Make s fans out of your audience and as a result your best most trusted ambassadors

87. Integration via syndication a must – tie different tools into each other

88. Don’t bite more than you can handle – stagnate and dieSOCIAL / REAL-TIME MEDIA WEB PRESENCE EMAIL

89. eMarketingwebPR & ORM Many platforms for distributing (free & Paid) Link bait to draw in visitors & further propagation Site Keyword strategy aligned inbound links Newsworthy and helpful Piggy back on search rank & audiences Track what's being said – everyone has a voice online Participate in the Blogosphere Interact with audience (in their space ) Steer the conversation WebPR & ORM WEB PRESENCE

90. eMarketingonline advertising Numerous formats and cost models Dislplay, rich media, sponsorships, sponsored links, press offices etc CPM, PPC, CPA, CPL, Flat Rate Remember the objective and call to action – avoid “headless wonders” Focus on niche audiences Target audience segments if possible Take visitors to related content with a call to action Get value through well planned long term campaigns Rich media costly but effective Emerging technologies i.e. In video ads ONLINE ADVERTISING WEB PRESENCE

91. eMarketingonline advertising Numerous formats and cost models Dislplay, rich media, sponsorships, sponsored links, press offices etc CPM, PPC, CPA, CPL, Flat Rate Remember the objective and call to action – avoid “headless wonders” Focus on niche audiences Target audience segments if possible Take visitors to related content with a call to action Get value through well planned long term campaigns Rich media costly but effective Emerging technologies i.e. In video ads ONLINE ADVERTISING WEB PRESENCE

93. Make people feel something

94. Do something unexpected

95. Core focus not on product – not an advertisement

96. Allow for syndication – share, download, embed

97. Follow the comments and converse

98. Never restrict accessWEB PRESENCE VIRAL MARKETING

100. Make people feel something

101. Do something unexpected

102. Not product centred – not an advertisement

103. Allow for syndication – share, download, embed

104. Follow the comments and converse

105. Never restrict accessVideo Source: http://www.youtube.com/watch?v=CVS1UfCfxlU

107. Very meaningful exposure at little to no cost

108. Free listing on leading map search sites

109. Business listings on prominent portals/websites

110. Improve SERP rankings due to map prominence on SERPs

111. Massive mobile internet potential

112. User generated content – reviews

113. Click to callWEB PRESENCE MAPPING

115. Free listing on leading map search sites

116. Improve SERP rankings due to map prominence on SERPs

117. Massive mobile internet potential

118. User generated content – reviews

119. Click to callWEB PRESENCE MAPPING

121. Costs Affiliate nothing

122. Affiliate displays banners and features content to draw clicks your site/product

123. Affiliate earns set fee or commission based on goal conversion

124. Possible route to monetise web presenceWEB PRESENCE AFFILIATES

126. Credible ones have trusting audiences

127. Seek out directories that are relevant

128. Industry, location etc.

129. Seek out directories that allow for press releases and product/service listing

130. Definite link building benefits for SEO

131. Blog directories – get listed!

132. Blog / content aggregators a must to broaden scope of siteWEB PRESENCE DIRECTORIES & AGGREGATORS

133. eMarketingmix - recap $ SEARCH ONLINE ADVERTISING SOCIAL / REAL-TIME MEDIA WebPR & ORM WEB PRESENCE CONVER$ION ANALYTICS EMAIL VIRAL MARKETING DIRECTORIES & AGGREGATORS USER BEHAVIOR MAPPING AFFILIATES OPTIMISATION

134. THANK YOU! digidude.co.za Skype: iasklaus Mobile:083 703 4647

135. Resources Distribution of clicks on Google’s SERPs Social media prism Further reading Google’s new Place Pages – location listings SEO vs. PPC Viral learning centre Viral video chart