internet marketing
Post on 15-Sep-2014
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Internet Marketing.TRANSCRIPT
INTERNET MARKETING
Hello! My name is Bart.
This is my daughter Merel.
I’m passionate about coffee.
I’m passionate about coffee.I live and work in Ghent.
I work at digital agency Netlash-bSeen.
@netlash
INTERNET MARKETING
KMO Excellence, 7/02/2012
Swift and many changes.
‣ The cycle, and how to use it
‣ Generate traffic
‣ Convert visitors to buyers
‣ Optimize
‣ Word of Mouth
The online customer cycle
1. The Online Customer Cycle
trafficvisitor
returningvisitor
buyer
word ofmouth
trafficvisitor
returningvisitor
buyer
word ofmouth
trafficvisitor
returningvisitor
buyer
word ofmouth
‣ Multiple entry points
‣ Multiple exit points
‣ Multi-channel
‣ Measure & attribute
‣ Integrated approach
The online customer cycle
Not a funnel!
Not a funnel!
Different smaller funnels, with micro-conversions.
2. Generate traffic
‣ Traditional marketing (offline)
‣ Search
‣ Paid search & social
‣ Social
Generate traffic
‣ P2P marketing
‣ Content marketing
‣ Affiliates & API’s
‣ Mobile
‣ Get your URL’s right!
‣ Attribution
‣ Flip from offline to online
‣ QR codes?
Offline marketing
‣ Organic search
‣ Still biggest traffic driver
‣ Attention! Pygmalion effect!
‣ Dynamic rankings
‣ Black-hat vs. white-hat
Search
‣ On page optimization
‣ Link building
‣ Social
Organic search
‣ On page optimization
- text, text, text!
- information architecture: URL, breadcrumbs, inner
linking, pagerank sculpting...
- code
- attention for meta tags
Organic search
‣ Link building
- value of PageRank?
- domain authority
- link baiting
- RSS
Organic search
‣ Social
- importance of social signals for search
- personalized results
- networks?
Organic search
‣ Long tail
‣ spelling, dialect etc.
‣ aim high in the customer journey
‣ pains & solutions
Keyword Research
‣ Google: search network vs. display network
‣ Long tail
‣ Specific vs. broad keywords: buying stage
‣ Retargeting/remarketing
Paid search
‣ Social networks = Facebook
‣ Targeting
‣ Facebook-in or Facebook-out?
‣ Traffic vs. engagement
Paid search
‣ Let others generate traffic
‣ ‘be interesting’
‣ Built-in social
‣ Cfr. customer cycle
Social
‣ P2P marketing...
Social
‣ Content circles
‣ ‘curation sweet spot’
‣ Editorial agenda
‣ Form vs. target audience
Content marketing
‣ affiliates
‣ arbitrage
‣ API’s
Let others generate traffic
‣ it’s not a device
‣ “on the go”
‣ responsive!
Mobile
3. Conversion
‣ Get people from A to B
‣ Remove friction
‣ Add velocity
Conversion
Double instrument
‣ every doubt
‣ every uncertainty
‣ every hesitation
... makes people leave.
Remove friction
‣ navigation
‣ logo, subnavigation, search, language...
‣ text: SEO vs. conversion
Remove friction
‣ user centered
‣ faceted navigation & filters
‣ action based navigation vs. target
Navigation
4 kinds of surfers
‣ hierarchical
‣ search
‣ chaos
‣ social
4 kinds of surfers
Add velocity
‣ trust
‣ psychology
‣ ‘goesting’
... gets people moving.
Velocity
‣ logos
‣ link to privacy
‣ telephone number, real-world contact
‣ testimonials
‣ neuromarketing
Velocity
‣ sector & quality organisations
‣ fake?
‣ adds trust!
Logos
‣ next to info-request
‣ adds trust
‣ (never gets clicked...)
Privacy
‣ next to info-request
‣ adds trust
‣ “If it all goes wrong, someone will help me.”
‣ Cfr. customer cycle!
Telephone number
‣ security
‣ adds trust
‣ “It’s not 2 youth delinquents in a garage.”
‣ Pictures of owner, building etc.
Real-world contact
‣ don’t fake it!
‣ pictures: make them ugly...
‣ social reviews?
Testimonials
Neuromarketing
‣ collecting, reciprocity, social validation, commitment,
discovery, concession, scarcity, fear of loss, the
endowment effect, choice, Hawthorne effect, clustering
illusion, availability cascade, authority bias, competition,
zero-risk bias...
The power of the brain
4. Optimize
Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY
Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY
Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY
Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY
Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY
Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY
‣ vs. other packages
‣ free vs. paid
‣ GA Premium (ownership, privacy, real-time)
Google Analytics?
‣ tag everything!
‣ channels
‣ offline & online!
‣ (offline: url-shorteners)
Sources
medium?
source?
link?
message?
format?
colour?
A/B test!
‣ combine visit behaviour and e-shop data
‣ optimize campaigns & actions based on €€€
‣ drive your website content to the best sellers
‣ get info on where to invest for traffic
Measuring the conversion funnel
‣ make the interaction measurable
‣ goals = quality
‣ investigate the drop-outs
‣ look for site entries with the highest conversion%
Goals & funnels
entering the funnel
leaving the funnel
defined Goal
‣ cfr. Google
‣ launch fast, fail fast
‣ incremental
The way of the web
‣ buying intentions
‣ trends
‣ couponing & actions
‣ customer service
Social media monitoring
‣ not just for optimizing
‣ automate!
‣ buying cycle vs. content
‣ triggers vs. content
A/B & multivariate
‣ e-mail automation
‣ remarketing & retargeting in SEA
Lost buyers
5. Word of Mouth
trafficvisitor
returningvisitor
buyer
word ofmouth
‣ advertising = not just awareness
‣ leverage your fans/customers/visitors
Word of mouth
‣ build social into your website
‣ micro-conversions: maybe a non-sale is better than
a sale?
Word of mouth
Pers Prospect Klant Medewerker Opinion Leader
Bedrijf Overheid Vereniging
STAKEHOLDERS
ORGANISATIES
COMMUNICATIE
STAKEHOLDERS
ORGANISATIES
MASSAMEDIA
STAKEHOLDERS
ORGANISATIES
DIGITAAL
STAKEHOLDERS
ORGANISATIES
DIGITAAL
STAKEHOLDERS
ORGANISATIES
MASSAMEDIA
‣ funnel -> parallel
‣ one-way -> multi-directional
‣ control -> bottom-up
Different properties
Move from tactics to strategy.
Start with strategy.Think integrated.
Remember 1 thing.
It’s not a tsunami.
Surf’s up!
Conversation
Questions?