effective e marketing
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Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
NFBP ICT Conference 16th February 2006
Overview> E-marketing in Perspective
Search Engines> Search Engine Optimisation> Pay-per-Click
Email Marketing> Benefits> Solutions> Data Management> Legal Issues and Considerations
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
E-Marketing in Perspective
Acquisition> Continuously attract quality new prospects to your site at the right time
Engagement> Engage the visitor, make them more receptive and promote a response
Conversion> Convert online prospects into customers
Retention> Engender customer loyalty and extend their lifetime value to your business
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Interesting Facts
> 85% of all searches undertaken online are done via search engines*
> 75% of users never look further than page one*
> Google uses over 100 different criteria to rank your site
> Over 6 million web pages uploaded each day*
> 55% of users use search engines with the intention of buying a product*
> Indexing takes between 2wks and 6mths depending on the search engine
> Only 30% of sites submitted are successful in being indexed
*Source: Georgia Institute of Technology
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Top 10 UK Search Engines
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: What are the options?
Search Engine Optimisation
The art of fixing, improving and optimising your web site so that there is a good chance your web pages will appear at the top of natural or free search engine listings for selected keywords and phrases.
Pay-Per-Click
A search engine marketing technique that requires you to pay a fee every time someone clicks to your website from an advert you have placed in the search engine’s results list for a particular keywords and phrase.
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Example
Sponsored Pay-Per-ClickListings
Ordinary RankedListings
Sponsored Pay-Per-Click
Listings
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Example
Sponsored Pay-Per-ClickListings
Ordinary RankedListings
Sponsored Pay-Per-Click
Listings
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Optimisation
> Different search engines will rank sites higher because of particular attributes. Each search engine has an algorithm that assesses the site content and indexes accordingly
> It is worth remembering that each search engine has a help section to help users understand what they are looking for
> Some search engines offer paid inclusion programs. These are sold on the basis of providing site owners with a certainty that content will be crawled at a set frequency over time.
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Optimisation Criteria
> Page Title> Meta Tags
KeywordsDescription
> Text Content > Text Links> Flash
> ALT Tags> Non-framed sites> Site Map> Domain Names> Reciprocal Links
Link:www.domainname.com
Apply fundamentals, appear much higher
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Pay-per-Click
> Site owners can bid for the highest rank positions in the leading search engines
> Site owners will only incur a cost, when a visitor clicks through to their website
> Overture (Yahoo, Lycos, Altavista, Wanadoo, MSN, Infospace)
> Google Adwords™ (Google, Ask Jeeves, NTL)
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Overture PPC Example
Sponsored Pay-Per-ClickListings
Ordinary RankedListings
Sponsored Pay-Per-Click
Listings
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Google Adwords™ PPC Example
Sponsored Pay-Per-ClickListings
Ordinary RankedListings
Sponsored Pay-Per-Click
Listings
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Pay-per-Click Basics
> You can set daily / monthly budgets
> Your maximum cost-per-click dictates your ranking
> Click throughs can cost as little as a few pence, however popular
> search terms can cost a lot more
> Overture provides you with previous months traffic, existing > >
> bidder details and anticipated spend
> Overture - minimum spend of £20 per month
> Google – no minimum spend
> Ad campaigns can be geographically specific
> Conversion tools available
> Full monitoring and auditing services in-built
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Search Engines: Resources
Overture Online Advertisingwww.overture.com
Overture Keyword Search Assistant (UK)http://inventory.uk.overture.com/d/searchinventory/suggestion/
Google Adwordswww.google.co.uk/ads
Search Engine Information Sourceswww.searchenginewatch.com www.searchengineguide.comwww.searchengineforums.com www.payperclickguide.com
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Considerations
> Benefits of email marketing
> Managing the target data
> Designing the email
> Sending the email
> Monitoring the response
> Legal issues and considerations
KEY TO SUCCESS – RESPECT THE PEOPLE YOU ARE EMAILING TO
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Benefits
> Low Cost (approximately 1/10th of Direct Mail)
> Speed of delivery and response
> Personalised communications
> Accountability
> Proven to work (CTR of 15% are not uncommon)
> Branding; Customer Retention; Cross Selling; Up Selling;
> Customer Acquisition
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Managing the Data
> Rent data
> Build own data
> Offline vs. online management of data
> Profile data in a detailed way
> Forms: use radio buttons, drop-downs
> Free text cannot be used
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Designing the Email
> First impressions count
> Select your subject title with care
> Make the call to action clear
> Always offer an incentive
> Personalise the email (sender/receiver)
> Bear in mind the fold and email without graphics
> Avoid overuse of graphics and animation <25kb
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Designing the Email
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Sending the Email
> Email clients
> Email list vendors
> Email bureaus
> Timing
> Frequency
> ISP delays and blocking
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Monitoring the Response
> Sent
> Delivered
> Hard and soft bounces
> Unique opens
> Link Responses
> TEXT Click through
> HTML click through
> % click of open
> Unsubscribes
> Time and day of open
> Sales, Sales value
> ROI
> Cleansing data!!
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Data Protection Act
8 rules of good practice regardless of the channel
> Fairly and lawfully processed
> Processed for limited purposes
> Adequate, relevant and not excessive
> Accurate (cleansed annually)
> Kept no longer than necessary
> Processed in accordance with the data subjects rights
> Not transferred to countries without adequate
protection
> Clear privacy statement
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Privacy & Electronic Coms Act
Rule 1 – the sender must not conceal their identity and must give a valid email address for opt-outs
Rule 2 – sender must not send emails without prior consent
Soft opt-ins can be used
Legacy Data (data collected prior to Dec 2003)● collection method must be legal● must have contacted consumer in last 12 months● consumer has not requested to be removed
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Email Marketing: Resources
DTI eCommunications Informationwww.dti.gov.uk/industries/ecommunications
Data Protection Actwww.informationcommissioner.gov.uk
Direct Marketing Associationwww.dma.org.uk
Email Bureau Sourceswww.ipt-ltd.co.uk www.ecircle-uk.com www.emailvision.co.ukwww.responsys.com
Effective E-Marketing
Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105
Simon Judd
Apollo Internet Media
www.apollo-media.com
023 8087 9105