Internet Marketing: Why Bother and where to start

behaviour changing – market intelligence

Internet Marketing: Why Bother and where to start

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Agenda

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

later


Just to set the mood ...

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



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


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


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?


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 , ..........


Smart phones

• Who has one ?

• How many have purchased goods with on phone ?


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 !


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?


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!


The Footfall plan


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



More new owners

• Never had a pet before


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


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


Choosing my horse vet .....


How owners use web

• Web is used in many ways !


Web usage …..



Facebook matters !


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


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


Search traffic


Time of day known


Day of week known


Referral traffic


Source info


Mobile search


Make phone ring


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


Make phone ring then what ?

FGF +KOL + brand+ CE

Phone call what happens next ?


Make an appointment


37The Onswitch Index Winter 2011

Onswitch Index


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 !


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


Vet web sites

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


...and finally

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

offer an appointment or visit !

Documents

Internet Marketing: Why Bother and where to start