JM503 – eMarketing Week 12 traffic building. ZD Net Video CIO agendas driving enterprise 2.0

JM503 – eMarketing

Week 12 traffic building

ZD Net Video

CIO agendas driving enterprise 2.0

Traffic

Having a great web site is no use if nobody uses it. On the other hand, what do we mean by traffic? This is another view of traffic.

Generating traffic

Vital to e-marketing objectives

Characteristics

Three key aspects of traffic building are :-

• Targets

• Techniques

• Timing

1. Targets

Include:-• Quantity• Quality• Cost

Resource – www.iabuk.net (Internet advertising bureau)

2. Techniques

Search Marketing - Online PR -

Online partnerships – Offline communication – Interactive ads – Opt in email – Viral

marketing

Web site and micro sites

3. Timing

• Traditional advertising has fixed duration campaigns

• Specific campaigns also used for traffic building

• Also continuous traffic building activities

Summary

Traffic quality is high if visitors are with in target market and they respond in line with objectives.

Search engine marketing

Q. How important are search engines for web site promotion?

A. Very

90% of users use search engines

Sites available to search engines

All the w

eb 10 billion pages

Unregistered sites, inaccessible sites, data bases

Search engine registered sites

Directories

Search engine marketing techniques

1. Search engine optimisation

2. Pay per click

3. Trusted feed including paid for inclusion

Companies specialise in search engine marketing example : iprospect

Paid Search Vs Organic Search

Paid Search Has Only Slight Edge in Conversion Rates over Organic Search, According to a WebSideStory Study

Search Engine Optimisation

How are search engine result pages produced?

How do you register on a search engine?

Example: www.google.com/addurl

or http://search.yahoo.com/info/submit.html

Search Engine OptimisationCont…

It is recommended that automated submission tools are not used as these can be considered spamming.

If you are linked from other sites many search engines will automatically index you.

Use the following search in Googleinurl:www.ozrural.com

Key Phrase AnalysisKeyphrase analysis tools from vendors such as www.overture.comExample (Car insurance):-1. Comparison/quality – compare car insurance2. Adjective – cheap car insurance3. Intended use – high milage car insurance4. Product type – holiday car insurance

Think of some others

Key word suggestion tool Overture

Improving Search Engine Ranking Through SEO

1. Frequency of occurrence in body copy

2. Number of inbound links

3. Inclusion in directories such as dmoz

4. Title HTML Tag

5. Meta tags

6. Hidden graphic text

Example of Hidden Text

<IMG NAME=‘ozrurallogo’ SRC=‘logo.gif’ ALT=“OZRURAL Horse and farm books”>

Pay per click (PPC)

• Pay for each click rather than display• Ranking depends on highest bidded cost per

click• Popular when very competitive industry e.g.

gaming, insurance, retail• Small companies can respond quickly to

changes – ‘Google Dance’ and may rank well beyond rightful position as corporations much slower to act.

Managing Pay per Click

• Need to evaluate maximum PPC• Manage each PPC phrase so bid amount

competitive• Watch for fake clicks

Search Engine Summary

• Ensure representation on main search engines• Complete key phrase analysis• Start search optimisation initiative• Maximise links to from different sites. Run

link building campaign• Review relevance of Pay per click to ensure

ROI

Online PR

• Maximise favourable mentions of your company

• Online reputation management• Different to traditional PR• Examples of online PR – communicating with

media online; link building; blogs and RSS; managing how your brand is presented on third party sites; creating a buzz – viral marketing

Online Partnerships

Three key types of partnerships

1. Link building – obtaining links from third party sites

2. Affiliate marketing – also offline e.g. Apple

3. Online sponsorship; a long term arrangement to associate a brand with a site or part of a site. Example WebTrends sponsor customer information channel on ClickZ.com

Interactive Advertising

Can help build site traffic but also brand building. Rich media and large format ads effective by placement on specialised portals

Acquiring customers by banner CPM is expensive and other methods often preferable particularly Affiliate Advertising

Opt-in email

Three main options –

1. Cold email campaigns

2. Co-branded email (eg your bank sends insurance offer)

3. Third party e-newsletter – ad, sponsorship or PR (editorial) in newsletter.

4. IF EMAIL IS NOT OPT IN IT IS SPAM WHICH IS ILLEGAL

Viral Marketing

• Traffic built through email (virtual word of mouth) or real word of mouth to spread from one person to the next

Offline Traffic Building

• Advertising• Word of mouth• PR• Direct mail and physical reminders

Control

• Control activities to assess effectiveness of campaign against objectives of traffic quality; cost of visitor; customer acquisition for different techniques.

• Log file analysis important for evaluation

ResourcingAchieving right balance of –• Promotion• Service and design• Online and offline promotion/campaign

activitiesResourcing Decisions for Campaigns• Banner run length• Ad-weighting• Targeting• Campaign size

Conclusion

• Traffic building dependent on setting targets for quantity and quality and using combined onlne/offline techniques

• Search engine and pay per click marketing to ensure visability

• Build online PR and review online potential partners

• Different types of interactive ads to build brands

Conclusion (cont..)

• Opt in email effective communication• Viral emarketing • Offline communications essential• Control supported by web analytics• Resourcing issues involve budgeting – site

creation, maintenance, advertising.

Test next week

Thursday 1st November.

Time - 8.30-10.30.

Rooms - I have booked 2 computer labs and a classroom.

B905 and B903 and room C903.