opportunities in internet marketing
TRANSCRIPT
Opportunities in Internet Marketing
David Scanlon | Enterprise Ireland
The EI Internet Marketing Unit• Internet marketing is the most cost-effective way to develop export markets
—in advance of, or in parallel with, physical presence
• On-line market needs at least same level of planning and resourcing as geographical markets
• Failure to exploit on-line market will cede advantage to competitors
• Requires integrated strategy, aligned to business development plan, with clear support from senior management in client companies
• Client focus currently on website/technology—seeing the Website as piece of ICT rather than part of an integrated marketing strategy
IMU Activities• Emphasis on developing and implementing Internet Marketing strategies
– Work with existing EI clients
• Strategic Consultancy support available
• Events, Client Management Development Programmes
• Benchmarking (client self-assessment)
• http://www.enterprise-ireland.com/internetmarketingunit
Internet Marketing Maturity
• Online Advertising• Web Traffic Analysis • Customer Relationships• SEO• Content• Social Media• Email Marketing
Interim Results
• 56 companies– Poor performance overall
• Why?– don't see opportunity– chasing opportunity, but no strategy– have strategy, but don't have resource to
service opportunity
Online Advertising
• 73% spend ZERO on Internet Marketing
• 7% allocate budget to display (PPC)
• 52% get ZERO enquiries from Web
Using Traffic Analysis Tool
Yes; 62%
No; 38%
Web Traffic Metrics
•82% receive zero traffic from PPC•53% receive zero traffic from organic
Customer Relationships / Continuous Intelligence Gathering
Actively Using CRM
Yes, 34%
No, 55%
Customer Relationships / Continuous Intelligence Gathering
0 10 20 30 40 50 60
Listening
Not Listening
Considering
Active Listening
Customer Relationships / Continuous Intelligence Gathering
0% 10% 20% 30% 40% 50% 60% 70% 80%
Yes
No
Considering
Process for Managing Online Conversations
Search Engine Optimisation
• 55% not using Search Engine Webmaster Tools
• 48% haven't implemented on-page optimisation– 68% not using descriptive anchor text– 61% not using rich image alt tags
Content
• Strong, specific calls-to-action: 32%– 9% measuring effectiveness
• Video on site: 29%– 2% measuring effectiveness
• Feedback on products and services: 9%– 0% measuring effectiveness
• Localised content: 20%– 7% measuring effectiveness
Social
11% blogging, 0% measuring
34% tweeting, 4% measuring
29% on Facebook, 7% measuring
4% using SlideShare, 2% measuring
32% using LinkedIn, 5% measuring
21% on YouTube, 5% measuring
0% podcasting… 2% considering it
Using Email Marketing
No, 64%
Yes, 27%
Email Marketing
•27% measuring results•16% optimise landing pages•18% manage lists•7% link email campaign to CRM system
Not All Doom and Gloom!
• 3 quick case studies– Openmind Networks– Kent Stainless– Glenisk Organic
Challenge, and opportunity?• Help SMEs think strategically about the Internet
– Web presence as part of sales process– Strategy before structure
• Agencies should:– Online buyer, market analysis & competitor review;– Review & audit existing Web properties;– Plan online lead generation campaigns;– Develop and extend employee digital skillset.
• Agencies should not:– Just build another new website;
Questions?
@ei_dscanlon | @entirl
bestconnected.enterprise-ireland.com