Swissnex intro to internet marketing 8 22 13

August 2013

Internet Marketing Seminar for Swiss Post

Introductions

Advertising and Marketing Entrepreneur

Jeff Tarran

• Wayfinder – ad agency

• Full Table – restaurant database marketing

• Leaffer Tarran Partners – consultancy

Why is Internet Marketing Important?

Why is internet marketing important?

35% of the world’s population is online

2.5bn people

Why is internet marketing important?

Why is internet marketing important?

Why is internet marketing important?

Why is internet marketing important?

Why is internet marketing important?

Spending figures for Europe

• 2012 Online spending in Europe was €24.3bn

• +11.5% vs. 2011

• Overall, ad spending was -.4%

• 1 in 4 ad €’s was spent online

Info from Adex Benchmark

Why is internet marketing important?

Spending figures Switzerland:

• 2010 Online spending in Switzerland was €326mm

• 2012 was +11% vs. 2011

• High per capita spending

• Big growth in search marketing, +32% in 2012

Info from Adex Benchmark

Why is internet marketing important?

How do we learn about new products?

1. Internet (68%)2. TV advertising (61%)3. Friends and family (53%)

Why is internet marketing important?

The #1 use of the Internet is now Social Media.

27% of the time we spend online is on social media.

82% of the world’s online population use social networks.

Why is internet marketing important?

PORN!

Why is internet marketing important?

Facebook has 1.1 Billion users.

If it was a country it would be the 3rd largest in the

world!

Why is internet marketing important?

Younger people use the internet.

Over 50% of the world’s population is under 30.

Why is internet marketing important?

Every MINUTE 72 HOURS of video are uploaded to Youtube.

Youtube is the 2nd largest search engine.

Why is internet marketing important?

1 in 5 US couples meet online.

1 in 5 US divorces are blamed on Facebook.

Why is internet marketing important?

2 of the largest worldwide ad agencies are merging.

Total revenue will be US$22.7bn

Google’s revenue:US$55bn

How is Internet Marketing Different?

How is internet marketing different?

Data and Technology

• To target; behavior, interests, etc.

• To track and analyze

• To personalize and engage

• To report results

How is internet marketing different?

We communicate differently online.

• Content drives online engagement

• Action or response orientation

• Expectation of relevance

• Always on

• Experiential

How is internet marketing different?

• Visual orientation

• People finding you instead of you finding them

We communicate differently online.

• Short attention span

• People depend on their networks

Internet marketing: Some trends

How is internet marketing different?

It Starts With A Web Site

Website

Search engine marketing

Banner ads

QR codes

Social Media

Email

Podcasts

Videos

Direct mail

Advertising

Newsletters

Blogs

Forms of internet marketing: Websites

Forms of internet marketing: Websites

Website is critical

1. Make it easy to find information

Forms of internet marketing: Websites

Website is critical

1. Make it easy to find information

Forms of internet marketing: Websites

2. Make it look good

According to Google:•simple•looks like others in

your industry (know your target)

Website is critical

Forms of internet marketing: Websites

2. Make it look good

Website is critical

Forms of internet marketing: Websites

Forms of internet marketing: Websites

2. Make it look good – NOT like this

Website is critical

Forms of internet marketing: Websites

3. Visual hierarchy

• What is most important?• How do you make it

stand out?• Use of color and white

space.

Website is critical

Forms of internet marketing: Websites

3. Visual hierarchy

Website is critical

Forms of internet marketing: Websites

4. Keep attention

Website is critical

Do Don’t DoLarge/appealing visuals (people, food, etc.)

Lots of type

Higher on the screen (above the fold)

Poorly written - jargon

Left side Everything equal in size

Surprise/ the unexepected

Contrast/ white space

WIIFM

Forms of internet marketing: Websites

Which is more interesting?

Forms of internet marketing: Websites

4. Keep attention – help people select

or

+25% more sales!

Forms of internet marketing: Websites

5. One action per screen

Website is critical

Know what you want people to do and be clear

about it.

Forms of internet marketing: Websites

5. One action per screen

Forms of internet marketing: Websites

5. One action per screen

Setting Goals and Measuring Success

Forms of internet marketing: Setting Goals

Key Performance Indicators – KPI’s

1. What do we want people to do?

2. How will we get them to do it?

3. How many do we think will do it?

4. What will it cost us?

Forms of internet marketing: Setting Goals

Key Performance Indicators – KPI’s

1. What do we want people to do?

• Build awareness?• Drive sales or leads?• Attend an event?• Reactivate customers?

Forms of internet marketing: Setting Goals

Key Performance Indicators – KPI’s

2. How will we get them to do it?

• Monetary offer• Information• Membership• Free trial• Sweepstakes

Forms of internet marketing: Setting Goals

Key Performance Indicators – KPI’s

3. How many do we think will do it?

• Target universe• Type of offer • Existing or new customers• Offer value

Forms of internet marketing: Setting Goals

Key Performance Indicators – KPI’s

# we need to reach and cost to reach them

Cost of the offer

What will it cost us?

x# of people who respond

+

Forms of internet marketing: Setting Goals

Key Performance Indicators – KPI’s

Reach 400,000 people at a media cost of: €20,000

Offer: €5

What will it cost us?

xResponders: 8,000

+

=€60,000

Forms of internet marketing: Setting Goals

Key Performance Indicators – KPI’s

€60,000 / 8000 = €7.50/each

Was it successful?

• Did it bring in a profit?

• What is the value of a customer?

What Are The Forms of Internet Marketing?

Forms of internet marketing

Search Engine Marketing – SEM

Forms of internet marketing: Web Marketing

Search Engine Marketing

Organic listings

Paid Listings

Paid Listings

Keyword

Forms of internet marketing: Search Engine Optimization (SEO)

Websites optimize for Google to come out on top of organic search.

Search Engine Optimization (SEO)

The Google algorithm:•Site name•Page names•Images and words•And much more

Forms of internet marketing: Pay Per Click (PPC)

Bidding on keywords to get high ranking ads.

Pay Per Click (PPC)

The more people who type in your keywords, the more it costs to get a high ranking.

The “Quality Score”

Forms of internet marketing: Pay Per Click (PPC)

What should your ad say?

Search Engine Marketing

Keyword: Tours in San Francisco

Forms of internet marketing: The Landing Page

The Landing Page

When someone clicks, where should they go?

Forms of internet marketing: The Landing Page

The Landing Page

Web Banners or Display Ads

Forms of internet marketing: Web Banners

Web Banners

Types of banners:•Static•GIF animated•Flash animated<banner examples>•Rich media banners<rich media banners>

Forms of internet marketing: Web Banners

Web Banners

Banner media:•Cost per thousand (CPM)•Cost per click (CPC)•By placement•By size •Rich media•Retargeting

Forms of internet marketing: Web Banners

Web BannersWebsite

Banner ads

Landing page

Social Media

Forms of internet marketing: Social Media

Social Media

Forms of internet marketing: Web Banners

Social Media

Many different types of networks

• Personal• Professional• Interests• Political• Blogs• Photo• Geographic

Forms of internet marketing: Web Banners

Social Media

How much time do you spend on social networks?

Forms of internet marketing: Web Banners

Social Media

Forms of internet marketing: Web Banners

Social Media

Advertising on social networks

• Friends• Co-workers• News and information• Fan page or group postings

Advertisers compete with:

Forms of internet marketing: Web Banners

Social Media

What makes social networks unique?

• Monologue to dialogue and conversations happen without you.

• Ability to engage – consumers expect it.

• It’s a listening platform

Forms of internet marketing: Web Banners

Social Media

What makes social networks unique?

• Be prepared

• Content rich – photos, videos, podcasts, etc.

• Build brand advocates through positive buzz

Forms of internet marketing: Web Banners

Social Media

Advertising on social networks

• Informal• Entertaining• Personal• Visual• Diverse• Sharable

Communications style is:

Forms of internet marketing: Social Media

Forms of internet marketing: Social Media

Social Media

Ways to market on social media

1. Take part in conversations

2. Provide customer service

3. Advertise

Forms of internet marketing: Social Media

Social Media

Ways to market on social media

1. Take part in conversations

Add-to or start conversations sharing

Provide information that is useful

Address issues

Forms of internet marketing: Social Media

1. Take part in conversations

Forms of internet marketing: Social Media

Social Media

Ways to market on social media

2. Provide customer service

Let people connect with you when they have issues.

Monitor and respond!

Forms of internet marketing: Social Media

Social Media

And do it right!

Forms of internet marketing: Social media

Social Media

Ways to market on social media

3. Advertise

Varying degrees of ability to target.

Technologies allow applications in social media sites.

Forms of internet marketing: Social media

Forms of internet marketing: Social media

Forms of internet marketing: Social media

Applications

Forms of internet marketing: Social media

Applications that work within Social Media

Forms of internet marketing: Social media

Social Media - Final word

Social media is not a one-time event.

It takes long-term and short term planning – set reasonable goals.

It can involve a number of non-marketing people, too.

Mobile and Tablets

Forms of internet marketing: Mobile media

Going Mobile

Internet marketing: Some trends

Forms of internet marketing: Mobile media

Tablets and Mobile

• Sales and internet usage growing

• Developing countries going mobile

Forms of internet marketing: Mobile media

Going Mobile

• 79% of Facebook visitors in the US use a smartphone or tablet

Internet marketing: Some trends

• 40% of Facebook’s revenue is now from mobile ads.

• By 2016 80% of website page views will happen on a mobile or tablet device.

Forms of internet marketing: Mobile media

Mobile

Types of advertising:

• Social media sites• Mobile banners• Text campaigns• Geo-location

Designing for mobile

Email

Forms of internet marketing: Email

Email

Forms of internet marketing: Email

Email

Forms of internet marketing: Email

Email

Mostly used for retention and lead nurture.

Many emails are triggers:•Thank you for you order•Your order has shipped, etc.

Forms of internet marketing: Email

Email

Unique issues with email:

• SPAM

• Clutter

• Address changes

• People “own” their inbox

Forms of internet marketing: Email

Email

Opportunity for marketers:

• Ability to personalize

• Ongoing

• It is permission-based

• Two-way

• Forwardable

Example of a Digital Campaign

Forms of internet marketing: Campaign example

Hello Stefan!

Data-base

Some Trends

Visual and video

• Instagram

• Facebook videos

• Vine

• Pinterest

Internet marketing: Some trends

• Snapchat

Visual and video

• Video posts get 267% more links

• Google ranks sites with videos higher

• Video keeps people on site 2min longer

Internet marketing: Some trends

• Videos improve landing page conversion 86%

Internet marketing: Some trends

Information presented graphically

Internet marketing: Some trends

Infoshare

Infographics

Cool examples

Native Advertising

• Advertiser presents content that looks like it is part of the website.

Internet marketing: Some trends

Native Advertising

Internet marketing: Some trends

Native Advertising

Internet marketing: Some trends

Consumer Reviews

• Buyers consult 11 online consumer reviews before buying.

Internet marketing: Some trends

• Consumers ask their network before they buy.

Geotargeting

Internet marketing: Some trends

Ever increasing fragmentation

• More sites

Internet marketing: Some trends

• New networks for smaller segments

• More technologies

Thank you

Jeff Tarranjtarran@wayfindersf.com

415.448.5608www.wayfindersf.com

I’d like to visit Switzerland!