go fish internet marketing - 2014
DESCRIPTION
Peter Fish from Gofish highlights Issues relating to eMarketingTRANSCRIPT
Internet MarketingBy Peter
Fish24th July 2014
gofishcc
12 years
Multi-channel
Technical
Google PartnerSA Moderator
Google Partner Academy – Regional Speaker
ROI-driven
Wide variety of clients Front Runner, Afrihost, Cape Union Mart,
Thornybush, Cellini, CUM Books
Go Fish Client Catchers
What do you want to achieve?
How do you achieve growth?
Strangers
• Attract Visitors
• Convert Clients
• DelightPromote
rs
3 main channelsSearchDisplayCommunities
How do you generate traffic?
What are you selling and who are you selling to?
Search engine marketing
Quality
Two types:Free (Organic)Paid (CPC / PPC)
Search
Search Results
How does Google decide?On-site (SEO)Off-siteQuality
Free Rankings
Content types: news, general articles, blogs, product reviews etc.
Link bait
Browsing bait
Content Strategy
Google AdWords Search NetworkCPC: R2 – R200CTR: 0.5% to 10%ComplexQuality score ImmediateEffective
Paid Rankings
Keyword researchVolumeCompetitionQuality
Keyword Targeting
How long is the avg. search term?
1 2 3 4 5 6 7 8 9
Search Term Length
How long is the avg. search term?
1 Word5%
2 Words22% 3 Words
25%
4+ Words48%
20% are unique
17% are searched only twice in 90 days
8% are searched only three times in 90 days
55%45%
Searches per Month
More than onceOnce or less
Keywords
chainsaw stihl chainsaw
stihl ms 170 chainsaw online shop cape town
Buying Cycle & The Long Tail
PurchaseResearchInterest
0 50
25
75
100
LEAST likely to
buy
MOST likely to
buy
Display Advertising
YouTube Advertising
AdWords Engagement Ads
Remarketing
Remarketing
Can you segment your target market?
Others
Build a Community
Interaction-driven
Social bookmark sharing (Online word of mouth)
Social Traffic
Multi-Channel?
Conversion optimisation– Clear offer & selling point– Trust building elements– Call-to-actions
Upselling “buy a cover with that?”
Cross-selling “people who bought that also bought these…”
Remarketing follow-up marketing: promotions, new products
Revenue Generation
Conversion Funnel
Traffic
3072 to 9517210%
Conversion Rate
2.27% to 3.4%49%
Revenue
70 to 324364%
The Effect
Mark Twain:
“There are three kinds of lies: lies, damned lies, and statistics.”
Analyse traffic Focus future plans Trial-and-error results A/B testing
Web Analytics
Who brings you the most value?
18-24 25-34 35-44 45-54 55-64 65+ R-
R1.00
R2.00
R3.00
R4.00
R5.00
R6.00
R7.00
R8.00
R9.00
R10.00
R4.68
R3.80
R8.61
R5.23 R5.07
R6.45
New Visitor Returning Visitor
R3.05
R7.88
male female
R4.83
R6.24
What value do your channels bring?
R-
R2.00
R4.00
R6.00
R8.00
R10.00
R12.00
R14.00 R13.02
R9.25
R6.91 R6.50
R5.61
R4.45 R4.04
R3.04
R0.38 R0.30 R- R- R- R-
Per Visit Value by Channel
