importance of internet marketing
DESCRIPTION
An overview of the importance of Internet Marketing and a few tips on how to get the most out of it!TRANSCRIPT
The Importance of Internet Marketing
In 1995, 0.4% of the world’s population were Internet users.
By June 2009, there were 1,600
million users, or 24.7% of the world’s population.
“When I took office, only high energy physicists had ever heard of what is called the World Wide Web... Now even my cat has it's own page.” - Bill Clinton
Internet Marketing, is the marketing of products or services over the Internet - Wikipedia
What is ‘Internet Marketing’?
•Web sites/portal/ecommerce•Micro-sites•Landing pads •Applications•Search engine optimization•Pay-per-click•Banners•Direct email marketing•Viral marketing •Social media marketing •Games•Web 2.0 strategies, •Traffic driving, •Classifieds, •Etc.
What does it include?
It is an economic, effective and measurable alternative to
expensive broadcast marketing and cumbersome and inefficient print marketing.
Why do we need Internet Marketing?
Apple ITunes - largest music retailer in the world.
Amazon - sells more books than any retailer offline.
Google alone receives 91 million search requests a day
Online advertising - highest increase of all advertising investment.
Online Advertising - €45 billion in 2008 (nearly 10% of all ad spend)
Examples of Internet marketing success
An attractive, effective
web site that adds value to your business or brand, be it institutional, promotional or ecommerce
Focus on:•Memorable & Attractive design•Usability & Easy navigation•Functional•KIS (keep it simple)
What to expect from successful Internet Marketing…
A well defined
SEO (search Engine optimization) Strategy, with continuity and accountability.
Focus on:•Domain name choice•Keyword optimization•Optimize content•Easy to navigate site structure•Meta, title, page tags•Optimal code vs content ratio
What to expect from successful Internet Marketing…
A targeted
Pay-Per-Click campaign, that focuses on quality and not quantity.
Focus on:•Analyse the competition•Chose specific /targeted keywords•Don’t overspend too quick•Evaluate campaigns daily•Measure ROI (important)•First place is not always best
What to expect from successful Internet Marketing…
An effective and comprehensive
Social Media strategy, targeted at the specific audience, with a well defined objective, and always with focussing on dialogue with
Focus on:•Not a monologue but a dialogue!•Listen more than you talk•Give more than you take•Set purpose (& selling not enough)•Not magic pill•Complimentary to existing communication strategy
What to expect from successful Internet Marketing…
Always supported by a
traffic driving exercise, generating links pointing to your web site, on other web sites with higher page ranking than your site
Focus on:•Chose sites carefully•Don’t fall for ‘link submission services’•Make sure sites are complimentary•Don’t spam forums/portals
What to expect from successful Internet Marketing…
Whether fun, shocking, whacky or interactive, a digital
viral campaign is a great way of getting your name, company or brand spread round the world by ‘word of email’ forwarding.
Focus on:•Creating storyboard essential•Humour always works very well•Ask yourself ‘would I forward this?’•Don’t be too clever•KIS (keep it simple)
What to expect from successful Internet Marketing…
Keep in touch with your target audience using
direct emailing,whether through newsletters, emails or e-cards, always making sure the content is of interest to the recipients.
Focus on:•Total personalization (content)•Ensure content of interest to recipients•Segment the database•Use data insight and intelligence•Make sure easy to read and attractive•Link to web site, micro site, landing pad•Track visitor behaviour (on site)•Measure and evaluate performance
What to expect from successful Internet Marketing…
Interesting
Online games & campaignsthat allow you to interact with your customer, capture their data, keep them coming back and increase their affinity with your company or brand.
Focus on:•Identify the likes of your target market•Don’t make it too heavy or complex•Make it quick and memorable•Make people want to come back•Reinforce your brand message
What to expect from successful Internet Marketing…
And
banners campaigns well placed to ensure maximum ROI, focusing on quality and not quantity
Focus on:•Don’t ‘over do’ the banner•Chose the right sites•Be very targeted to ensure good ROI•Go for quality not quantity•Don’t overpay, there are often economic solutions
What to expect from successful Internet Marketing…
