internet summit basis online marketing - 2011
DESCRIPTION
Simple 30min Presentation on Framework to Running Effective Online Marketing - 2011TRANSCRIPT
All Rights Reserved CommercialGuru.com.sg
Framework to Running an Effective Online Marketing
All Rights Reserved CommercialGuru.com.sg
• Started as a web developer and experiment into the field of online marketing in 2005
• Focused mainly on search engine optimization and search engine marketing
• Areas of expertise range from SEO, SEM, Social Media, Affiliate marketing, Banner ads, Analytics, Revenue generation and usability
• Worked for the following companies
Who Am I?
All Rights Reserved CommercialGuru.com.sg
About CommercialGuru
• Singapore’s Leading Commercial Property Portal - Comprehensive site dedicated to office, retail, industrial and factory properties
• Used by more than 100,000 business owners & investors monthly
• 1.5 million pages viewed monthly
All Rights Reserved CommercialGuru.com.sg
PropertyGuru Network
• Asia’s Leading Property Portal Group – Singapore, Malaysia & Indonesia + Hong Kong, Australia, Macau & India partners
• Almost 4 million visits monthly
• 47 million pages viewed monthly
• 435,000 properties available for sale or rent
All Rights Reserved CommercialGuru.com.sg
The Framework
All Rights Reserved CommercialGuru.com.sg
Online Marketing Framework
Objectives
Target Audience
Conversions
Tracking & Reporting
Optimization
Phase 1 - Setup
Phase 2 - Execution
Phase 3 – Post CampaignConversions
All Rights Reserved CommercialGuru.com.sg
Phase 1 – Setup
All Rights Reserved CommercialGuru.com.sg
• Branding• Awareness &
Usage
3 types of objective, marketers commonly set to achieve when marketing online.
Phase 1 - Objectives
Set Your Campaign Objectives
Getting Traffic Product Sales Lead Generation
• Promotions• Product Launch
• Prospecting• Community
Building
All Rights Reserved CommercialGuru.com.sg
Determine Your Target Audience, Why?
Phase 1 - Target Audience
Because
•Resource are limited (manpower)
•Our budgets are finite
•Provide better conversions (sales)
•Minimize advertising wastage
All Rights Reserved CommercialGuru.com.sg
Determine Your Target Audience, How?
Target Audience
Ask Questions on
•Who, What, When, Where & Why• About their demographics
• What type of products they need
• Would they buy your product online or require someone to talk to them?
• Product purchase frequency
All Rights Reserved CommercialGuru.com.sg
Phase 2 – Execution
All Rights Reserved CommercialGuru.com.sg
Phase 2 - Media Selection
Finding Your Audience, Where They Spend Time Online
Source: http://www.wordle.net
All Rights Reserved CommercialGuru.com.sg
Phase 2 - Media Selection
Typical Campaign Setup
Search Engines Reach out to
consumers seeking products, services and information
Vertical SitesAd Network
Channels include – Car, Travel, Biz, News &
lifestyle
Branding to Mass Audience
Branding to Target Audience
Mass with Branding and Tactical Copy
Mass SitesYahoo/MSN
All Rights Reserved CommercialGuru.com.sg
Phase 2 - Creative Message
Determine Your Campaign Message
Using the right message would contribute to the success of your campaigns.
• Determine keywords that triggers a
reaction / call to action
• Types of images that stimulates an emotion or action
• Each message should also be catered for the media used
All Rights Reserved CommercialGuru.com.sg
Phase 2 - Creative Message
Sample Creative
Relating to a specific need
Lowest in Market
Individuals looking for a bargain
All Rights Reserved CommercialGuru.com.sg
Phase 3 – Post Campaign
All Rights Reserved CommercialGuru.com.sg
Phase 3 - Tracking & Reporting
Tracking & Reporting
Enables marketers to depend the health of their campaigns and if they are meeting their objectives.
• All online campaigns should be tracked
• Tracked campaigns allows marketers to calculate their cost per acquisition
• Match the initial performance estimates with actual figures
• Reports help marketers analyze their campaign performance for improvements
All Rights Reserved CommercialGuru.com.sg
Phase 3 - Tracking & Reporting
Metrics to Measure
Commonly tracked metrics for a successful campaign
• Impressions• Clicks • Creative Performance• Cost • Earned Media (PR
Articles)• Interactions (Rich
Media)
Inputs Mixture Outputs
• Visitors • Page Views• Time on Site• Bounce Rate• Average Page per
Visit
• Goals / Conversions• Cost per lead/
Acquisition • Post Campaign
Analysis
All Rights Reserved CommercialGuru.com.sg
Channel Tracking•3rd Party Ad Servers like Eyeblaster •Tracking codes from Google Analytics – Click here
Website Statistics•Google Analytics•Webmaster Central
Site Improvements•Google Website Optimizer•Crazy Egg
Phase 3 - Tracking & Reporting
Tools We Use
All Rights Reserved CommercialGuru.com.sg
Phase 3 - Optimization
Improving Your Campaign by Optimization
Analyzing campaign reports, enables marketers to improve upon their existing campaign
What to look out for
•Determine profitable channels – Search, online banners, edms, etc
•Which creative works best
•List top 10 performing and non-performing sites
•Tweak performing creative message or ad units to meet each channel
All Rights Reserved CommercialGuru.com.sg
Case Illustration
All Rights Reserved CommercialGuru.com.sg
To generate leads and product awareness
• Age 30 and above• Business owners and office
managers• Annual revenues about 100k
Objective
Target Audience
• High educational level• Uses the internet daily
(read news, search for information and communications)
Media Selection
• Online Banners, EDMs, Microsite integration
Leading business solutions providerClient
Creative • Creative used to promote advertisers solutions
Post Campaign
• Still in Progress with positive client feedback
All Rights Reserved CommercialGuru.com.sg
Thank You