Internet Marketing: Why Bother and where to start

behaviour changing – market intelligence

Internet Marketing: Why Bother and where to start

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behaviour changing – market intelligence

Agenda

• Facts about online • Trends • Key needs• Must do• How to get started and or better – over to Susie

later

behaviour changing – market intelligence

Just to set the mood ...

What a few owners think about vets ......

behaviour changing – market intelligence

behaviour changing – market intelligence

Why web is crucial ?

“Its just for young folks ?”

• Over fifties count for 17 % of all web traffic on dating sites

• 66% of people 50-64 use web regularly

• Demographic profile 25-45 ,web is everything

Target pet owning demographic is 25-45

behaviour changing – market intelligence

“My clients aren't on line “ ...................

behaviour changing – market intelligence

What did you last buy online ?

• What do you buy on line ?

• What do you buy on mobile ? m –commerce?

• What services do you access on line?

behaviour changing – market intelligence

Owners are consumers first

• Watch TV – ads send you to web and facebook

• Look at all businesses you deal with – paperless communication growing- normal for many !

• Buying flights, hotels, banking , ..........

behaviour changing – market intelligence

Smart phones

• Who has one ?

• How many have purchased goods with on phone ?

behaviour changing – market intelligence

Your key learning's for later

• Web is normal -You have to be active online

• M-commerce is normal and growing – 1 in 3 mobiles are smart phones – will be 50% by end of this year

• Owner forums and social media is commercially useful

• Owners want us to be in “ that space “....21st Century !

behaviour changing – market intelligence

So where does web fit in your plans

• Web is part of your marketing mix

• Web is a key part of reaching current owners and potential new ones

• Purpose of your marketing is what?

behaviour changing – market intelligence

Purpose of my marketing is ........

Write it down .....what is it that you want to happen ?

behaviour changing – market intelligencePurpose of any marketing ........................is to drive owner behaviour

Create awareness..... Inform decision making ......... Generate trial ..........

MAKE PHONE RING!

behaviour changing – market intelligence

The Footfall plan

behaviour changing – market intelligence

More vets .....

• 4413 vet sites in UK as of February 1st 2012

• 2300 sites in 2000 *

...and it will keep growing in areas where we have OOH covered by 3rd party

* Vetfile Data

behaviour changing – market intelligence

behaviour changing – market intelligence

More new owners

• Never had a pet before

behaviour changing – market intelligence

My new pet ...........

behaviour changing – market intelligence

Owners behaviour

• All surveys indicate that owners use web as a resource to

“ check you out ”

• Owners use web to see you and your team • Owners use web to research vet stuff

behaviour changing – market intelligence

Choosing my horse vet .....

behaviour changing – market intelligence

How owners use web

• Web is used in many ways !

behaviour changing – market intelligence

Web usage …..

behaviour changing – market intelligence

behaviour changing – market intelligence

Facebook matters !

behaviour changing – market intelligence

Web is the start of a journey to local awareness

The awareness journey is critical – you have to be found

• Awareness• Information• Consideration• Selection

– Experience– Repeat experience– Recommendations– Brand ambassador

behaviour changing – market intelligence

Test your self

• Type in “ vets in xxxxxxxx “ or “ horse vet in xxxxxx”

• What comes up ?• Where are you ?• Who else is there ?

• Take a moment to look at those around you on google

behaviour changing – market intelligence

Search traffic

behaviour changing – market intelligence

Time of day known

behaviour changing – market intelligence

Day of week known

behaviour changing – market intelligence

Referral traffic

behaviour changing – market intelligence

Source info

behaviour changing – market intelligence

Mobile search

behaviour changing – market intelligence

Make phone ring

behaviour changing – market intelligence

4539 a month55,080 a year YELL 890 a year!!

behaviour changing – market intelligence

Make phone ring then what ?

FGF +KOL + brand+ CE

Phone call what happens next ?

behaviour changing – market intelligence

Make an appointment

behaviour changing – market intelligence

37The Onswitch Index Winter 2011

Onswitch Index

behaviour changing – market intelligence

Summary

• Online key to you being chosen • Online key to your awareness• Online key to your WOM• Online key to making the phone ring

Online is normal !

behaviour changing – market intelligence

Must haves

• Easy to find – google test • Easy to open – not too clever – simple web • Easy to navigate• Pictures !• Less words – not text heavy

• Home page – ALL key info clear – OOH , contact info address

behaviour changing – market intelligence

Vet web sites

• More pictures• More warmth• Less words• More community• Essential info page 1

behaviour changing – market intelligence

...and finally

...after all that hard work , effort and energy please, please , please, please

offer an appointment or visit !