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E-MarketingQuick Guide
Ahmed El-Sherif, 2011
www.Linkedin.com/in/elsherif
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1- Internet evolution & significance
2- E-Business models
3- Marketing vs. E-Marketing------------------------------------------------------------------------------------------------------------------------------------------------------------------
4- Email & Mobile marketing
5- Affiliate marketing
6- Banner advertising------------------------------------------------------------------------------------------------------------------------------------------------------------------
7- SEM - Search Engine Marketing
8- SEO - Search Engine Optimization
9- SMM - Social Media marketing
10- CRM - Customer Relationship Management------------------------------------------------------------------------------------------------------------------------------------------------------------------
11- Creating Website
12- Website marketing components
13- UX - User Experience
14- Analytics & ROI - Return on investment-------------------------------------------------------------------------------------------------------------------------------------------------------------------
15- Web research & planning
16- Media plan
www.Linkedin.com/in/elsherif
1. Internet Evolution & Significance
International: Market/Supply/Segments
Measurable: Research & Analysis
No Distance, Lower Time & Cost
Automation & Up-to-date
No standards & Entrepreneurship
Rapid change
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Web significance for individuals
Convenience
Lower cost
Power shift to buyers
Needs differentiation & satisfaction
Customization & profiling
Anonymity
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2. E-Business Models
Horizontal: B2B, B2C, C2B, C2C, G2C
Vertical: E-Travel, E-Education, etc
1 to Many / 1 to 1 / Many to Many
E-Shop (online/offline) & Affiliates
E-Marketplace & Bartering
Auction & Info Brokers
Name your price & Group purchasingwww.Linkedin.com/in/elsherif
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Revenue Models
Sales & Marketing
Affiliate programs
Transactions
Subscription
Advertising
Ad networks
Donations
Other (game fees)
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Payment Methods
Credit cards
E-Banks
Pre-Paid cards
Western Union
Pay on delivery
Cheques & transfer
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3. Marketing vs. E-Marketing
Segmentation & Targeting
Product
Place
Price
Promotion >
• AdvertisingBanners, Links, Emails, SEM
• Sales promotionSubscription, Coupons, Free trial
• Public RelationsWebinar, Blogs, Social media
• Personal selling (costive)Email, CRM www.Linkedin.com/in/elsherif
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E-Marketing Tools
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4. Email & Mobile marketing
Email & Newsletter
Email design
Avoid Spam
Autosenders-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
SMS, MMS
Bluetooth, GPS
Mobile software
Mobile siteswww.Linkedin.com/in/elsherif
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5. Affiliate Marketing
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Referral / Reseller / Coupon / Reviews
Commission (CPS) & Points / CPA / Fixed
Links & Banners
Widgets
Recruitment:
Directories & Networks
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6. Banner Advertising
Banner standards: 250x250, 30 fps
CPC (PPC), CPM, CPA, Exchange
Impressions > Clicks > Conversions
$5 CPM: 100,000 > 1000 (CTR) > 10
Customer Acquisition Cost = $50
Facebook & Websites & Ad networks
Design & Messagewww.Linkedin.com/in/elsherif
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7. SEM - Search Engine Marketing
Search & Network placement
Research Keywords: Alexa, SERP
Design ads & create groups
Set budget, time, bidding, placement
Optimize campaign (A/B)
Quality score (Cost paid 70% CTR 20%
Other 10%: Relevance, Account age & CTR)www.Linkedin.com/in/elsherif
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8. SEO - Search Engine Optimization
SEO: SERP, Images, Maps, Directories
Spiders, Page Rank, Meta info.
Keywords research & Content
Website structure, webmaster
Title, H1, Strong, Anchor, Alt, etc
Link Building campaign (No follows)www.Linkedin.com/in/elsherif
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SEO Plan
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Social Media
Social NetworkingFacebookTwitterLinkedinWidgets
Social BookmarkingDiggStumble uponDeliciousReddit
Social MediaYoutubeFlickrSlideshareGames
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9. SMM - Social Media marketing
Social & Sharing widgets
Social page: FB, Youtube, Linkedin
Protect your brand name
Social monitoring & reputation
Software Applications
Advocates (influencers)
Metrics: tone, mentions, etc www.Linkedin.com/in/elsherif
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10. CRM - Customer Relationship Management
Market fragmentation (1 to 1)
Customization
No Time or Distance or Cost
Informative: Follow up service
Updated news & info
New services/promotions
DB marketing & Consumer behaviorwww.Linkedin.com/in/elsherif
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The Website
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Website Types
E-Business Website
Information Website
Microsite
CMS or Blog
Mobile
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11. Creating Website
Domain, Hosting, 2CO
CMS: Wordpress, Joomla, Durpal
Software: Shopping cart, Album
In-House/Outsource/Freelance
Investors: MCIT incubator
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12. Website marketing components
Banner Management System
Advertise page, Ad network
Google Adsense
Search box, Feeds, Domains, Video
Ads relevant to content & design
Spam Adsense farms/ Competitors
Widgets, SEO & RIAwww.Linkedin.com/in/elsherif
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13. UX - User Experience
Wireframe, Usability & Design
Functionality & Browsers
Facilities: Payment & Shipping
Information & Confirmation
Security & trust
Quick response & delivery
Consumer behaviorwww.Linkedin.com/in/elsherif
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14. Analytics & ROI - Return on investment
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Statistics & Analysis
Campaigns analysis
Visitor experience
Conversion & Filters
ROI > CAC
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15. Web research & planning
Benchmarks: Alexa, WorldStats, W3C
Polls & Surveys: Social, SurveyMonkey
Google: Operators, Insights, Ad planner
Competitors review
User feedback & comments
Social & Vertical communities
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16. Media Plan
1. Research & Goals
2. Website
3. SEO & Content
4. Social marketing
5. SEM & Advertising
6. Analysis
7. Management & Monitoring
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“O Allâh, I ask You for beneficial knowledge, acceptable action, and
good provision.”
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