Karlstads University - Business by web Part 1

Anders Tufvesson

Senior Internet &Digital Media Strategist

Our ditigal future

1. 2. 3.

4.

5, 6, 7.

1.

2.

Internet =

The physical net

World WideWeb =

A service on the internet

December 1989

Tim Berners-Lee

Hattar för hundar

Hattar för hundar

Ninetech Communication Circle

Everything is connectedbut…

The website is central!

Long term internet marketing

Attract visitors to the website

Convert the visitorsInto customers

Analysis and optimization

Attracting visitors

• Internet marketing• Search Engines• News letters• Traditional Advertising• Social Media• Personal meetings• Etc.

Do the know you?

Yes No

Search Engines

VideoImagesNewsBlogsEtc.

SearchesAwarenessFiltering

SelectionBook

Before youbook!

Next step

Focusing

Support

Relation

Vacation near water

Vacation near water england

Vacation lake district

Hotels lake district

Activities lake district

Walks lake district

Restaurants lake district

Forums lake district

Booking!

After youbook!

Konvertera besökare till kund

Convert the visitors into customers

Landing on the website

What do the visitors want to• Know• Feel• Do

• Web shop – Amazon.com• Content and advertising – returning visitors

(Newspapers)• Leads generation – (B2B, Complex B2C products)• Customer support – reduce telephone support (ex

Nikon)

Example of different analytics models

and the site is about?

• the purpose of the website• the unique/emotional selling points of the

organization compared to its competitors• target groups for the website• “know – feel – do”, a model for managing target

groups• goals and how they will be measured• navigation structure• contents

Web Strategy

the purpose of the website

• to sell something• to generate connections with customers• to improve a brand• to support and help customers

the unique/emotional selling points

• What does the organization do?• How does the organization do business?• Who are the organization’s customers?• What do the organization’s customers want?• Why did the customers become customers of the

organization?

Target groups

• People who is between 20-30 and have good economy

OR

• Target groups for the web site

“know – feel – do”

• What do the visitor want to know?• How does she want to feel?• What does she want to do?

goals and how they will be measured

• an order, a reservation, a purchase• a subscription to a newsletter• a request for more information• a download of a pdf or other document• contact with someone• a certain number of pages visited• the amount of time the visitor spends on the

website• x percent of traffic generated by search engines• the number of unique visitors over a period of

time

Navigation

Contents and functions

• What kind of content?• Is there any functions that the CMS does not

handle?

Google:Anders Tufvesson

for contact information

anders@tufvesson.se

Thanks!

Go and ask your search engine instead!