Embed Size (px)
DESCRIPTION
Presentation to Swiss Post executives on Internet marketing. Provides an overview, stats and best practices.
Citation preview
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
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
Forms of internet marketing: Email
Forms of internet marketing: Email
Forms of internet marketing: 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
Unique issues with email:
• SPAM
• Clutter
• Address changes
• People “own” their inbox
Forms of internet marketing: 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
• Facebook videos
• Vine
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
I’d like to visit Switzerland!
