online marketing - the 3i's

Charlie Gunninghamaussiehome.com, 1999-2010

reiwa.com, 2010-13businessnews.com.au, 2013-

Online Marketing

… the 3 i’s

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MBA Graduation, March 1999

7 months later… Dec 1999

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Start-ups are easy

… survival & managing growth is hard!

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In 1999, it was dial up, ISDN…

- it took longer, it cost more (3x)- agents were suspicious, the site was

poor- then the dotcom crash came (Easter

2000)

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Free (Trad) Media

- newspapers, reviews, editorials, online, radio, TV, … all need content

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The West

Launch Day… Dec 20007

5 months later… May 2000

The West

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9

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1111

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Business News

10 years … SOLD!13

What’s newsworthy?

- regular, local, quirky, parochial, pic

- treat journos like clients14

Keep innovating, keep pushing

- UX is all important these days - Clients are critical, the only

thing?- - usertesting.com

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It’s never the technology, … it’s the people

- hire + retain the best. That’s it.16

Keep networking

- there’s a fast growing start-up/tech sector in Perth

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SEO basics:

title tags, H1, alt tags…

SEM buy traffic – volume, 7c/click

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TODAY… you have social media

- talk to innovators/early adopters ~ Godin

- make it easy to spread ~ Gladwell- find influencers (use KLOUT)

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Display Ads/online

- Facebook – boost posts, targetted ads- similar on LinkedIN, Youtube, Twitter- page take overs, ‘remarketing’

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Mobile – the new frontier?

- think mobile first – or lose - mobile site, web app, native app…?

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Other Promotion/offline

- local: use outdoor, very targetted- TV/radio: cheaper than you think

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What does not work

- forums, email blasts, spamming- ‘dark’ SEO tactics (blacklisted!)- affiliates, buying links and likes

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Ultimately – it’s word of mouth

- have you seen an ad for Google?- a great experience, is passed on- NPS scores (measures customer pride)26

Marketing = the 3 i’s

Get the right informationto the right eyesat the right instant

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@ chazgunningham /charliegunningham charliegunningham.com

Online Marketing & the 3i’s

Charlie Gunninghamcharlie.gunningham@businessnews.com.au

Chris Hadfield’s“Space Oddity”

13mn viewsin 4 days

on Youtube

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