holistic approach to emarketing

Presented by digidude (Klaus Germann)

MACE CONFERENCE– THURSDAY, 29 OCTOBER2009

A HOLISTIC APPROACH TOeMARKETING

digidude is my personal brand...

Yes but who are you?

Klaus Germann – Founder Gadzira New Media / CEO Internet AdSales /

Interweb entrepreneur

Graphic designer, web developer, eMarketer and entrepreneur

Building online experiences since 1998

Multiple awards for property marketing websites

eMarketing clients include CPUT, HUMMER, Cadillac & more

Understanding of traditional and digital marketing with 7 years through the

line ad agency experience

Who is digidude?

digidude.co.za

Twitter: digidudeza

The internet has changed the

face of marketing

forever.

eMarketing is the future

The internet has evolved into an ever changing

user powered, functional, fast,

communication tool that converges

numerous technologies to create one

complete real-time platform for just about

everything.

Video insert from YouTube -

http://www.youtube.com/watch?v=NLlGopyXT_g

How has marketing changed?

Oldschool vs Connected

MonologueOne Way

Mass CommunicationStatic

No interaction amongst consumersShotgun approach

Hard to identify customersHard to manage customers

ADVERTISER

YESTERDAY

DialogueOne-to-one marketing

Real-timeDynamic

CollaborativeSegmented

Rich customer interactionRich customer data

TODAY & TOMORROW

ADVERTISER

eMarketing is all about achieving your marketing goals via digital communications.

Must start with an objective Market analysis / SWOT – lessons learnt Must have a plan / strategy Must be as inclusive as possible (of eMarketing mix)

Must ALL be tracked (analytics)

Must be optimised continuously Must echo offline activities

eMarketing – Where to start

eMarketing – planning the journey

What is the goal of the campaign?

Benchmarks to determine success

Got some money? (or time)

Budget makes the web revolve

What’s the message?

Tell them what they want to hear

What and where is your audience?

Define audience demographics and media/web properties on which to execute campaign

What’s the hook?

Make me click on you – creative types and placements – engage me

Take me where I want to go!

Related content that has strong call to action

AFFILIATESMAPPING

VIRALMARKETIN

G

EMAIL

eMarketing mix

SEARCH

WEB PRESENCE

ONLINEADVERTISING

WebPR & ORM

SOCIAL / REAL-TIME

MEDIA $CONVER$IONANALYTICS

OPTIMISATION

USER BEHAVIOR

DIRECTORIES &AGGREGATORS

eMarketing web presence Functionality, Search friendly and

then only design

Must work for users – Quickly

Persuade users to fulfil YOUR goals/objectives – tell them!

K.I.S.S. – legible text & simple navigation

Talk to your audience – personas

MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps

Avoid gimmicky rubbish!

Design gives credibility

Add value and create buzz

Run on CMS and be widget ready

WEB PRESENCE

eMarketing web presence Functionality, Search friendly and

then only design

Must work for users – Quickly

Persuade users to fulfil YOUR goals/objectives – tell them!

K.I.S.S. – legible text & simple navigation

Talk to your audience – personas

MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps

Avoid gimmicky rubbish!

Design gives credibility

Add value and create buzz

Run on CMS and be widget ready

PLAN

DEVELOP

ANALYSE

OPTIMISE

eMarketing web presence Functionality, Search friendly and

then only design

Must work for users – Quickly

Persuade users to fulfil YOUR goals/objectives – tell them!

K.I.S.S. – legible text & simple navigation

Talk to your audience – personas

MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps

Avoid gimmicky rubbish!

Design gives credibility

Add value and create buzz

Run on CMS and be widget ready

SEARCH

WEB PRESENCE

eMarketing search (organic) Harness the “long tail”

Develop to be indexed - Every page a landing page

Approx. 88% of all clicks on top 5 SERP results*

Research to find the correct keywords and keyword phrases (volume, competition, conversion)

Quality keyword rich content

Max 3 keyword phrases per page Meta, Title, Alt tags Headings & content

Quality keyword rich links (internal & inbound)

Optimise constantly

Avoid “Black Hat” SEO

SEARCH

WEB PRESENCE

eMarketing search (organic) Harness the “long tail”

Develop to be indexed - Every page a landing page

Approx. 88% of all clicks on top 5 SERP results*

Research to find the correct keywords and keyword phrases (volume, competition, conversion)

Quality keyword rich content

Max 3 keyword phrases per page Meta, Title, Alt tags Headings & content

Quality keyword rich links (internal & inbound)

Optimise constantly

Avoid “Black Hat” SEO

SEARCH

WEB PRESENCE

eMarketing search (organic) Harness the “long tail”

Develop to be indexed - Every page a landing page

Approx. 88% of all clicks on top 5 SERP results*

Research to find the correct keywords and keyword phrases (volume, competition, conversion)

Quality keyword rich content

Max 3 keyword phrases per page Meta, Title, Alt tags Headings & content

Quality keyword rich links (internal & inbound)

Optimise constantly

Avoid “Black Hat” SEO

eMarketing search (PPC & CPA)

SEARCH (PPC & CPA)

Fast, prominent SERP placement

PPC – Bid auction

Advanced targeting (Geo, Gender, Age)

Search and content network placements

Mistakes can be costly

Conversion rate and cost must be optimised constantly

CPA only available with conversion tracking – pay for reaching goal

Drive traffic to targeted landing pages

EMAIL

eMarketing email (every day)

Marketing role often overlooked

Possibly the strongest marketing tool

Every email must relay the brand message

Every email should have a positioning ad/feature

All mail should look good! Letterhead?

ANALYTICS, ANALYTICS, ANALYTICS! Sent, read, re-read, forwarded, clicked,

bounced, unsubscribed

EMAIL

eMarketing email (direct marketing)

Newsletters must add value and have a goal

Personalisation rocks! %[name]%

Make it easy to manage subscription and unsubscribe

Constantly build list – sub forms on site etc.

Get a professional to create a template

Segment Lists as much as possible

ANALYTICS, ANALYTICS, ANALYTICS! Sent, read, re-read,

forwarded, clicked, bounced, unsubscribed

Professional & attractive

Links to website

Personalised message

Specific call to action (lead to specific landing pages)

Track user clicks and then interaction with landing point through to conversion = track ROI of mailshot

eMarketing promotional mailers

We are not seats or eyeballs or end users or consumers.

We are human beings – and our reach exceeds your grasp.

Cluetrain Theses - 1999

DEAL WITH IT.

eMarketing social / real-time media

eMarketing social / real-time media Define YOUR strategy

Join and lead the conversation

Real-time search the next “big thing”

Create and manage a reputation

Track and dialogue with influential industry role players

Good, fresh input spreads fast and lasts forever

Make s fans out of your audience and as a result your best most trusted ambassadors

Integration via syndication a must – tie different tools into each other

Don’t bite more than you can handle – stagnate and die

WEB PRESENCE

SOCIAL / REAL-TIME

MEDIA

EMAIL

eMarketing social / real-time media Define YOUR strategy

Join and lead the conversation

Real-time search the next “big thing”

Create and manage a reputation

Track and dialogue with influential industry role players

Good, fresh input spreads fast and lasts forever

Make s fans out of your audience and as a result your best most trusted ambassadors

Integration via syndication a must – tie different tools into each other

Don’t bite more than you can handle – stagnate and die

WEB PRESENCE

SOCIAL / REAL-TIME

MEDIA

EMAIL

eMarketing webPR & ORM

WEB PRESENCE

WebPR & ORM

Many platforms for distributing (free & Paid)

Link bait to draw in visitors & further propagation

Site Keyword strategy aligned inbound links

Newsworthy and helpful

Piggy back on search rank & audiences

Track what's being said – everyone has a voice online

Participate in the Blogosphere

Interact with audience (in their space )

Steer the conversation

WEB PRESENCE

ONLINEADVERTISING

eMarketing online advertising

Numerous formats and cost models Dislplay, rich media, sponsorships,

sponsored links, press offices etc CPM, PPC, CPA, CPL, Flat Rate

Remember the objective and call to action – avoid “headless wonders”

Focus on niche audiences

Target audience segments if possible

Take visitors to related content with a call to action

Get value through well planned long term campaigns

Rich media costly but effective

Emerging technologies i.e. In video ads

WEB PRESENCE

ONLINEADVERTISING

eMarketing online advertising

Numerous formats and cost models Dislplay, rich media, sponsorships,

sponsored links, press offices etc CPM, PPC, CPA, CPL, Flat Rate

Remember the objective and call to action – avoid “headless wonders”

Focus on niche audiences

Target audience segments if possible

Take visitors to related content with a call to action

Get value through well planned long term campaigns

Rich media costly but effective

Emerging technologies i.e. In video ads

eMarketing viral marketing

WEB PRESENCE

VIRALMARKETIN

G

Can be cheap and effective

Make people feel something

Do something unexpected

Core focus not on product – not an advertisement

Allow for syndication – share, download, embed

Follow the comments and converse

Never restrict access

eMarketing viral marketing

Cheap and effective

Make people feel something

Do something unexpected

Not product centred – not an advertisement

Allow for syndication – share, download, embed

Follow the comments and converse

Never restrict access

Video Source: http://www.youtube.com/watch?v=CVS1UfCfxlU

WEB PRESENCE

MAPPING

eMarketing mapping

Take advantage of map / local search

Very meaningful exposure at little to no cost

Free listing on leading map search sites

Business listings on prominent portals/websites

Improve SERP rankings due to map prominence on SERPs

Massive mobile internet potential

User generated content – reviews

Click to call

WEB PRESENCE

MAPPING

eMarketing mapping

Take advantage of map / local search

Free listing on leading map search sites

Improve SERP rankings due to map prominence on SERPs

Massive mobile internet potential

User generated content – reviews

Click to call

eMarketing affilate marketing

WEB PRESENCE

AFFILIATES

Can be VERY rewarding at low cost

Costs Affiliate nothing

Affiliate displays banners and features content to draw clicks your site/product

Affiliate earns set fee or commission based on goal conversion

Possible route to monetise web presence

eMarketing directories & aggregators

Dmoz.org powers Google directory

Credible ones have trusting audiences

Seek out directories that are relevant

Industry, location etc.

Seek out directories that allow for press releases and product/service listing

Definite link building benefits for SEO

Blog directories – get listed!

Blog / content aggregators a must to broaden scope of site

WEB PRESENCE

DIRECTORIES &AGGREGATORS

EMAIL

eMarketing mix - recap

SEARCH

WEB PRESENCE

ONLINEADVERTISING

WebPR & ORM

SOCIAL / REAL-TIME

MEDIA

AFFILIATESMAPPING

VIRALMARKETIN

G$CONVER$ION

ANALYTICS

OPTIMISATION

USER BEHAVIOR

DIRECTORIES &AGGREGATORS

THANK YOU!

digidude.co.za

Skype: iasklaus

Mobile: 083 703 4647

Resources Distribution of clicks on Google’s SERPs

Social media prism

Further reading

Google’s new Place Pages – location listings

SEO vs. PPC

Viral learning centre

Viral video chart