module 8 internet marketing

Bonus Module: Internet Marketing

Website

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Planning your website

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- First of all, get a clear idea of who you are trying to reach and what you want to achieve with your website.

- promote your company website on search engines (Google) - Search engine optimization (SEO) for natural searches. - online advertising to drive traffic - Appropriate/memorable domain name- attract new customers- keep existing customers up to date (special offers, product

launches, news etc.)- improve customer service and cut costs > supply information and

contact details online- products or services you sell should be available on your website

Design and content

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- design of your website should reflect business image and branding

- clients must be able to get what they need quickly , clear layout and information and straightforward navigation

- content isled by marketing objectives.- check legislation for cookies

Maintaining your website

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- Building and launching your website is only the start - make sure that it works well and is regularly updated - Out-of-date content, slow page loading and technical

problems are problematic- Choose the right internet service provider (ISP)- pay somebody to manage your website- tracking software so that you can see which pages are

popular and which are under-performing. - Tools like Google Analytics for testing and monitoring- Monitoring and ongoing development


Ecommerce

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Ecommerce

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- mobile commerce- electronic funds transfer- supply chain management- Internet marketing- online transaction processing- electronic data interchange (EDI)- inventory management systems- automated data collection systems.

Ecommerce functions

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- Retail or virtual storefront on websites with online catalogs (virtual mall)

- Buy/ sell on online marketplaces.- Collect and use demographic data through

web contacts and social media.- Use electronic data interchange- Contact prospective and established

customers by email- Provide secure business transactions

Applications

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• Document automation in supply chain and logistics• Domestic and international payment systems• Enterprise content management• Group buying• Print on demand• Automated online assistant• Newsgroups• Online shopping and order tracking• Online banking• Online office suites• Shopping cart software• Teleconferencing• Electronic tickets• Social networking• Instant messaging

Global trends

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- 2010: UK has the biggest e-commerce market in the world

- Czech Republic: European country where eCommerce makes the biggest contribution to the enterprise´s total revenue.

- Emerging economies: China's expands every year. - E-Commerce is now an important tool for small and

large businesses worldwide, not just to sell to clients, but also to engage them.

- 2012: E-Commerce sales topped $1 trillion for the first time in history.

- Mobile devices > increasing role


SEO

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Search engine optimization (SEO)

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- A search engine's "natural" or un-paid ("organic") results- Higher rank > more visitors- Different kinds of search: image search, local search, video

search, academic search, news search, industry-specific vertical search engines

- SEO works with keywords/ search terms (which are preferred by the audience?)

- Optimize a page: editing content/ HTML and coding to increase relevance to specific keywords/ remove barriers to indexing activities

- Promoting a website to increase number of backlinks/ inbound links

SEO methods

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- Search engines usecomplex mathematical algorithms- programs (called spiders) examine which sites link to which

other sites- Web sites with more inbound links > more - leading search engines (Google, Bing, Yahoo!) use crawlers

to find pages for their algorithmic search results - Google: Google Webmaster Toolsk at a number of different

factors when crawling a website. - Not every page is indexed by search engines. - Distance of pages from the root directory of a site may also

are a factor in whether or not pages get crawled.

SEO methods

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- Cross linking between pages of the same website

- Writing content that includes frequently searched keyword

- Updating content- Adding relevant keywords to a

web page's meta data (title tag and meta description)

White hat versus black hat techniques

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SEO fall into two broad categories:

- -Techniques that search engines recommend as part of good practice

- - -Techniques of which search

engines do not approve

SEO Marketing

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- Not an appropriate strategy for every website- SEO may generate an adequate return on

investment. - search engines are not paid for organic search

traffic, algorithms change > no guarantees of continued referrals (could be a problem)

- In 2010, Google made over 500 algorithm changes

- Don’t depend too much on SEO

International SEO

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- Depend on dominant search engine of the country

- Google is leading in Europe but some countries prefer local players

- Professional website translation- Domain name for target market- Local IP address


Social Media

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Social Media Marketing

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- process of getting website traffic through social media websites

- create content that encourages audience to share > electronic word of mouth (eWoM)

- Message appears to come from a trusted, third-party source, > earned media rather than paid media

Social networking websites

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- allow individuals to interact with one another - build relationships - Direct communication with customers for businesses > more

personal- Repeated message > possibility to reach more people- > more traffic for the product/company- brands can reach a very narrow target audience- information about what prospective clients might be

interested in - buying signals can help sales people target relevant

prospects and marketers run micro-targeted campaigns

Social Media Marketing Strategy

- selection of potential Social Networks to use

- definition of a financial plan

- definition of organizational structures to manage the Social Network in the market

- selection of target- promotion of products

and services- performance measures

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Mobile phones

- Smartphones benefit socila media marketing

- Notifications in real-time

- Constant connection- Advertisements- QR codes

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Twitter

- Short messages limited to 140 characters

- Messages can link to other websites/ social media profiles, videos, potos etc.

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Facebook

- More details tan Twitter

- Videos, potos,longer descriptions, Testimonials etc.

- IN 2014, Facebook restricts the content published on business pages

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Google +

- Similar features to Facebook

- Integrates with Google search engine, Adwords and Maps (SEO)

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LinkedIn

- Professional/ business-related networking website

- Generate sales leads and business partners

- Personal and Company Pages

- Employee recruitment

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Instagram

- Mobile app- Share pictures and short

messages- Over 200 million users in

May 2014- Engagement 15 times

higher tan Facebook and 25 times higher tan Twitter

- Younger targets- On the go

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Youtube

- Publish your advertisement

- Huge audience- Ads correspond to video

content- Sponsor a video- Affects SEO

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Blogs

- Company blog- Longer descriptions, links,

Testimonials- Update frequently- Followers/ subscribers

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Metrics for Social Media Marketing

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- Channel reports- Google analytics- Return on Investment (ROI) data Z compare with contact

database or CRM, connect marketing efforts directly to sales activities

- Customer response rates > frequency of discussion/ shares etc.

- Reach and virality > Facebook, Twitter, LinkedIn and other social networks provide marketers with a number of how large their audience is (but a large audience may not always translate into a large sales volumes…)

- audience activity such as social shares, retweets etc.


Online advertising

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Online advertising

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- Online advertising/ Internet advertising uses the Internet to deliver promotional marketing messages to consumers

- email marketing, search engine marketing (SEM), social media marketing, display advertising (including web banner advertising) and mobile advertising.

- publisher, who integrates advertisements into its online content, and advertiser, who provides the advertisements to be displayed

- advertising agencies - Some online advertising practices are controversial - Online ad revenues do not always adequately replace other

revenue streams for publishers

Display advertising

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- text, logos, animations, videos, photographs, other graphics

- Target particular users, behavorial targeting

- Cookies- geography, IP address- Phone GPS

Search engine marketing (SEM)

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- Search engine marketing (SEM) > increase a website's visibility in search engine results pages (SERPs)

- sponsored results and organic (non-sponsored) results based on a web search

- Search engines often employ visual hints to differentiate sponsored results from organic results

Others

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- Online classified advertising

- Adware- Affiliate marketing


Content Marketing

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Content Marketing

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- Creation and sharing of media and publishing content in order to acquire and retain customers

- news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

Content Marketing

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- strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content

- attract and retain a clearly-defined audience and drive profitable customer action

- consistent creation and curation of relevant and valuable content with the intention of changing or enhancing consumer behavior

- ongoing process integrated into the overall marketing strategy

- Focus is on owning not renting media


Email marketing

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Email marketing

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- directly marketing a commercial message to a group of people via email

- broadest sense: every email sent to a potential or current customer could be considered email marketing.

- email to send ads, request business, solicit sales or donations

- meant to build loyalty, trust, or brand awareness - either sold lists or a current customer database.

Types of email marketing

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- Transactional/ relationship emails- Direct emails

Advantages

• An exact return on investment can be tracked • cheaper and faster than traditional mail• Advertisers can reach substantial numbers of email subscribers who have opted in • Almost half of American Internet users check or send email every day• If compared to standard email, direct email marketing produces higher response rate and higher average order value for e-commerce businesses.

Opt-in email marketing or permission marketing

- eliminate disadvantages of email marketing

- Customer satisfaction- It’s assumed that the

receiver wants to get the message

- Segment promotions for specific market segments

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Compensation methods

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Compensation methods

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- CPM (cost per mile)- CPC (cost per click)- PPC (Pay per click) - CPE (cost per engagement)- CPV (cost per view)- CPA (Cost Per Action or Cost Per Acquisition) - PPP (Pay Per Performance) - Fixed cost

Benefits of online marketing

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- Cost- Measurability- Formatting- Targeting- Coverage- Speed