This document summarizes an internet marketing seminar given to Swiss Post. It discusses why internet marketing is important due to the large number of people online and growing online ad spending. It covers different forms of internet marketing like search engine optimization, pay-per-click ads, banners ads, social media, mobile and email. It provides examples and discusses key trends like the growth of visual content, native advertising, consumer reviews and geotargeting. The seminar emphasized setting goals, measuring success and provided a campaign example.
9. Why is internet marketing important?
Spending figures for Europe
• 2012 Online spending in
Europe was €24.3bn
• +11.5% vs. 2011
• Overall, ad spending was -.4%
• 1 in 4 ad €’s was spent online
Info from Adex Benchmark
10. Why is internet marketing important?
Spending figures Switzerland:
• 2010 Online spending in
Switzerland was €326mm
• 2012 was +11% vs. 2011
• High per capita spending
• Big growth in search marketing,
+32% in 2012
Info from Adex Benchmark
11. Why is internet marketing important?
How do we learn about
new products?
1. Internet (68%)
2. TV advertising (61%)
3. Friends and family (53%)
12. Why is internet marketing important?
The #1 use of the Internet is
now Social Media.
27% of the time we spend online
is on social media.
82% of the world’s online population
use social networks.
20. How is internet marketing different?
Data and Technology
• To target; behavior, interests, etc.
• To track and analyze
• To personalize and engage
• To report results
21. How is internet marketing different?
We communicate differently online.
• Content drives online engagement
• Action or response orientation
• Expectation of relevance
• Always on
• Experiential
22. How is internet marketing different?
• Visual orientation
• People finding you instead of
you finding them
We communicate differently online.
• Short attention span
• People depend on their networks
27. Forms of internet marketing: Websites
Website is critical
1. Make it easy to find information
28. Forms of internet marketing: Websites
Website is critical
1. Make it easy to find information
29. Forms of internet marketing: Websites
2. Make it look good
According to Google:
•simple
•looks like others in
your industry (know your
target)
Website is critical
30. Forms of internet marketing: Websites
2. Make it look good
Website is critical
32. Forms of internet marketing: Websites
2. Make it look good – NOT like this
Website is critical
33. Forms of internet marketing: Websites
3. Visual hierarchy
• What is most important?
• How do you make it
stand out?
• Use of color and white
space.
Website is critical
34. Forms of internet marketing: Websites
3. Visual hierarchy
Website is critical
35. Forms of internet marketing: Websites
4. Keep attention
Website is critical
Do Don’t Do
Large/appealing visuals
(people, food, etc.)
Lots of type
Higher on the screen
(above the fold)
Poorly written - jargon
Left side Everything equal in size
Surprise/ the unexepected
Contrast/ white space
WIIFM
42. Forms of internet marketing: Setting Goals
Key Performance Indicators – KPI’s
1. What do we want people to do?
2. How will we get them to do it?
3. How many do we think will do it?
4. What will it cost us?
43. Forms of internet marketing: Setting Goals
Key Performance Indicators – KPI’s
1. What do we want people to do?
• Build awareness?
• Drive sales or leads?
• Attend an event?
• Reactivate customers?
44. Forms of internet marketing: Setting Goals
Key Performance Indicators – KPI’s
2. How will we get them to do it?
• Monetary offer
• Information
• Membership
• Free trial
• Sweepstakes
45. Forms of internet marketing: Setting Goals
Key Performance Indicators – KPI’s
3. How many do we think will do it?
• Target universe
• Type of offer
• Existing or new customers
• Offer value
46. Forms of internet marketing: Setting Goals
Key Performance Indicators – KPI’s
# we need to reach and cost to
reach them
Cost of the offer
What will it cost us?
x
# of people who respond
+
47. Forms of internet marketing: Setting Goals
Key Performance Indicators – KPI’s
Reach 400,000 people
at a media cost of: €20,000
Offer: €5
What will it cost us?
x
Responders: 8,000
+
=
€60,000
48. Forms of internet marketing: Setting Goals
Key Performance Indicators – KPI’s
€60,000 / 8000 = €7.50/each
Was it successful?
• Did it bring in a profit?
• What is the value of a customer?
52. Forms of internet marketing: Web Marketing
Search Engine Marketing
Organic
listings
Paid
Listings
Paid
Listings
Keyword
53. Forms of internet marketing: Search Engine Optimization (SEO)
Websites optimize for Google to
come out on top of organic search.
Search Engine Optimization (SEO)
The Google algorithm:
•Site name
•Page names
•Images and words
•And much more
54. Forms of internet marketing: Pay Per Click (PPC)
Bidding on keywords to get high
ranking ads.
Pay Per Click (PPC)
The more people who type in
your keywords, the more it costs
to get a high ranking.
The “Quality Score”
55. Forms of internet marketing: Pay Per Click (PPC)
What should your ad say?
Search Engine Marketing
Keyword: Tours in San
Francisco
56. Forms of internet marketing: The Landing Page
The Landing Page
When someone clicks, where
should they go?
59. Forms of internet marketing: Web Banners
Web Banners
Types of banners:
•Static
•GIF animated
•Flash animated
<banner examples>
•Rich media banners
<rich media banners>
60. Forms of internet marketing: Web Banners
Web Banners
Banner media:
•Cost per thousand (CPM)
•Cost per click (CPC)
•By placement
•By size
•Rich media
•Retargeting
61. Forms of internet marketing: Web Banners
Web Banners
Website
Banner ads
Landing page
64. Forms of internet marketing: Web Banners
Social Media
Many different types of networks
• Personal
• Professional
• Interests
• Political
• Blogs
• Photo
• Geographic
65. Forms of internet marketing: Web Banners
Social Media
How much time do you spend on
social networks?
67. Forms of internet marketing: Web Banners
Social Media
Advertising on social networks
• Friends
• Co-workers
• News and information
• Fan page or group postings
Advertisers compete with:
68. Forms of internet marketing: Web Banners
Social Media
What makes social networks unique?
• Monologue to dialogue and
conversations happen without you.
• Ability to engage – consumers
expect it.
• It’s a listening platform
69. Forms of internet marketing: Web Banners
Social Media
What makes social networks unique?
• Be prepared
• Content rich – photos, videos,
podcasts, etc.
• Build brand advocates through
positive buzz
70. Forms of internet marketing: Web Banners
Social Media
Advertising on social networks
• Informal
• Entertaining
• Personal
• Visual
• Diverse
• Sharable
Communications style is:
72. Forms of internet marketing: Social Media
Social Media
Ways to market on social media
1. Take part in conversations
2. Provide customer service
3. Advertise
73. Forms of internet marketing: Social Media
Social Media
Ways to market on social media
1. Take part in conversations
Add-to or start conversations
sharing
Provide information that is useful
Address issues
74. Forms of internet marketing: Social Media
1. Take part in conversations
75. Forms of internet marketing: Social Media
Social Media
Ways to market on social media
2. Provide customer service
Let people connect with you when
they have issues.
Monitor and respond!
76. Forms of internet marketing: Social Media
Social Media
And do it right!
77. Forms of internet marketing: Social media
Social Media
Ways to market on social media
3. Advertise
Varying degrees of ability to target.
Technologies allow applications in
social media sites.
81. Forms of internet marketing: Social media
Applications
that work
within
Social
Media
82. Forms of internet marketing: Social media
Social Media - Final word
Social media is not a one-time
event.
It takes long-term and short term
planning – set reasonable goals.
It can involve a number of non-
marketing people, too.
84. 31%
38%
34%
26%
35%
25%
42%
48% 48%
38%
42%
34%
55%
63% 62%
51% 51%
48%
0%
10%
20%
30%
40%
50%
60%
70%
EU5 Spain UK France Italy Germany
Source: comScore
European Smartphone Penetra on
(%of mobile phone users, age 13+)
Dec 10 Oct 11 Oct 12
Forms of internet marketing: Mobile media
85. Going Mobile
Internet marketing: Some trends
Personal Computers
Smartphones
Tablets
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Global Internet Device Shipments
Source: Gartner, IDC, Strategy Analy cs, company filings, BI Intelligencees mates
86. Forms of internet marketing: Mobile media
Tablets and Mobile
• Sales and internet usage growing
• Developing countries going
mobile
88. Going Mobile
• 79% of Facebook visitors in the
US use a smartphone or tablet
Internet marketing: Some trends
• 40% of Facebook’s revenue is
now from mobile ads.
• By 2016 80% of website page
views will happen on a mobile or
tablet device.
89. Forms of internet marketing: Mobile media
Mobile
Types of advertising:
• Social media sites
• Mobile banners
• Text campaigns
• Geo-location
Designing for mobile
93. Forms of internet marketing: Email
Email
Mostly used for retention and lead
nurture.
Many emails are triggers:
•Thank you for you order
•Your order has shipped, etc.
94. Forms of internet marketing: Email
Email
Unique issues with email:
• SPAM
• Clutter
• Address changes
• People “own” their inbox
95. Forms of internet marketing: Email
Email
Opportunity for marketers:
• Ability to personalize
• Ongoing
• It is permission-based
• Two-way
• Forwardable
99. Visual and video
• Instagram
• Facebook videos
• Vine
• Pinterest
Internet marketing: Some trends
• Snapchat
100. Visual and video
• Video posts get 267% more links
• Google ranks sites with videos
higher
• Video keeps people on site 2min
longer
Internet marketing: Some trends
• Videos improve landing page
conversion 86%
106. Consumer Reviews
• Buyers consult 11 online
consumer reviews before buying.
Internet marketing: Some trends
• Consumers ask their network
before they buy.
Live in Marin. Started in advertising in NY and moved out here. Mix of traditional and internet marketing. Have them introduce themselves
Internet ads providing all the growth. They are generally less costly than mass media because they can be so targeted.
Nearly ¾ on search or display so we’ll talk about them a lot.
For b-to-b the overall percentage of marketing spending is very high because so much b-2-b research & buying is now done online.
Note increases in Asia
Per capita spending among the highest in Europe
This is a recent development. What was the #1 use of the internet before it was social media?
This is a recent development. What was the #1 use of the internet before it was social media?
Asia – 278mm – not even allowed in China Europe – 251mm US – 243mm Key growth in 3 rd in Latin America and 3 rd world countries, India More on how to market in sm later
Before reveals No other communications allows the collection of data like the internet. Privacy issues – downside is what institutions can learn about anyone online Upside – you are better targeted with more meaningful offers from people you want to hear from Click Target – not just demos and broad psycho measures – track down to individual behavior. Click Analyze what individuals do and model that behavior to extend to others Click Personalize the experience Click – real time results
Think about your own behavior online. Interesting content that is updated I will find what I’m looking for Most online marketing is about making the customer do something How you feel about a website is a companies brand – how it looks, how well it works On 24 hrs day
Looks good and engaging People find what they want or leave People search for info, prods, etc. Word of mouth amplified
You have Yelp in Switzerland? Reputation online is key. Strategies often include making sure you are reviewed and people speak well of you on social networks. Buyers consult 11 online consumer reviews before buying. Consumers ask their network before they buy.
Many platforms and networks and always growing
Online and offline feed your site Usually a site, could be a landing page or even a blog in some cases Transition; What makes a good website? Website is your fact to the world. These are the 5 rules to keep in mind
Simple, you know exactly what you are buying here.
Dutch site
This is for a company selling outdoor cookware
What is WIIFM?
Experimented with 4 shoes vs. 3 shoes on a line. Did a test. Which won?
Set goals, then what are the key actions that get us there. These are KPIs. These are the basic questions we ask as we develop a plan. Talk about each individually.
Think about your end goal and the steps along the way to get someone where you want them to be. Awareness – new hours for swiss post KPI of an event: Clicks and then conversion to ticket sales
You can think of many many different offers. The keys are 1) cost 2) that people will give you what you are after to receive your offer. What are your competitors doing? What has this target acted on before. Monetary – coupons, savings, rebates, etc., free gift Info – white paper, data, report Membership – special privileges, first to hear of a sale, announcements, new product releases (video games) Free trial (most impt word in marketing) – no risk offer Sweepstakes – chance to win something. Good way to compile a list. Make them limited time offers Type of offers will get you types of people – sweeps collect lots of names, maybe no interest in prod.
Need to estimate this if you are going to have any idea of costs. How big is target Some offers get more response than others – tradeoff of a sweeps vs. a white paper on a topic
Cost – make sure all costs are built in. White paper – just development. Savings coupon – how much to develop and fulfill Here’s how numbers might work
How many times do you need to reach them: Media is reach x frequency
Short term value vs. longer term value Transition – website is built, you know your goals and have some idea of how you want to try and accomplish them. Next – how are you going to market?
As we said, almost 50% of internet marketing dollars are spent on search so we will spend some time to understand that.
Roughly 50% of online mktg is search so we need to understand that platform – which is mostly google. Bing, yahoo and others are similar. Google is by far the biggest. Let’s say you are visiting SF
You type in a KEWORD See the # of results Ppc vs organic Organic happens bc site is optimize – search engine optimization (SEO) Google’s biz obj – is to get you to use google – make sure you fine relevant results
For a Search Engine spider, the algorithm performs an analysis on each page it 'spiders'. This analysis can be quite elaborate and complex, they could include: analyzing the header tags of a site (site title and meta tags) images of the site including their corresponding alt tags analyze word selection within the title, images, body text, first words, paragraphs, etc. look at keyword density (the number of keywords compared to the total number of words) the number of other sites that link to the site [ read about link logistics ] the relevancy of all those inbound links site depth (i.e. number of pages) the relevance of those pages to each other ... the list goes on and on. IMPORTANCE of when you first build a site.
SEO takes months PPC is immediate Only pay if someone clicks Constant monitoring Playing with different key words CLICK Quality score: Quality Score is Google's system for determining ad rank and cost per click. 1 – 10 ranking – try to be 7 or above Your score quality depends on factors like: Your click-through rate (CTR). The relevance of your keyword to its ad group. Landing page quality. The relevance of your ad text. Your historical account performance.
Match the keywords Note link in ad t
A landing page may not be a website, but a special destination very related to the search. Remember, Google will rank you based on the quality of your landing page.
Sometimes it’s a page on a website. Sometimes it can be a special page just for that keyword that may or may not link back to the site. Mention Google Content network.
What is the objective of abanner ad? Clicks, Branding (awareness) You can spend very little on banner creative, or spend a lot of money Other forms – pop-up, pop under, interstitial ads, superstitial ads, page takeovers, sponsorships
Banners are all about getting a click You can spend very little on banner creative, or spend a lot of money
Taking you through a campaign we recently did for a client Campaign obj – drive financial advisors to learn more about the new product – an investment fund for “emerging markets” Show site Point out banner positions Banner sizes Show banners – flash, vs. Gif, vs. static vs. rich media Before our banner ads : we get attention with interesting graphics and headlines of what is going on around the globe in business. Then we say we have a way to find those opportunities. DEFINE Alpha. CTA – introduced r5 as a process we use to find “emerging alpha” Click rate dependent on industry – avg is about .2%. Note messaging in banners and CTA. LP Note how messaging matches banners, look and feel. Somewhat diff than the site. Obj is to provide info on the process and interest viewer to sign up for webinar or meet the team KPI’s – clicks on banners .21% vs. industry avg of .1%, webinar sign-ups, time on site.
Easy to get overwhelmed with the many networks. Emphasis is on the ones in the US Xing Pinterest Myspace Google + Bebo Vine
Social networks are starting to splinter and integrate into other platforms: Music (spotify) Story of Facebook – who saw movie? Started just for Harvard students. Then for college students, then for everyone, then for businesses (pages), then accepted advertising, then photos (Instagram) then videos (up to 15 seconds)
3.6 hrs/day global average Saudi Arabia 5.1 hrs Turkey 4.9 hrs.
Time spent on social media is often personal. Even if using it professionally.
Not a one-way communications medium, and you can’t control conversations. People talking about you anyway. Monitor conversations using tools Expectation that if someone reaches out you will respond – don’t let them down
You have to be ready for some negativity and deal with it. It’s about transparency. It will make you a better company. Much opportunity to engage. Double- edged sword. Need to develop content ongoing. People who like you will share their experience with friends.
It is a different form of marketing. You “take part” in social media to market in social media.
More networks open up to advertising and marketers are getting involved.
Many ways to market in SM. Here are 3 key ways
Assumes you have established pages for your company Polling Posting photos Responding mentions Providing info that people can use – example of the app that a hospital built. Alerted coaches to lightening strikes. Join Linkedin or Xing groups and post when you see topics related to your business – WITH CAUTION
Join Linkedin or Xing groups and post when you see topics related to your business – WITH CAUTION Polling Posting Responding mentions Providing info that people can use – example of the app that a hospital built. Alerted coaches to lightening strikes.
Big use of Twitter and Facebook Services help you monitor online conversations Take care of complainers - How much to allow people with gripes to post You must respond.
Explain who Dominos is and some history of consumer complaints.
Facebook & Linked in very good for targeting
Many ways to advertise on Facebook
Promoted post
Campaign for a retailer during the holidays – for donations to charity Special cover photo and button
Campaign for a retailer during the holidays – for donations to charity. Just showing you one page. Once someone liked us, they were allowed to vote for their favorite charity and the retailer would donate money to that charity. SHOW RESULTS One last FB thought – you don’t own your FB fans. FB can change your access to fans and charge money. So getting other contact info a good idea.
Once you establish a presence on FB or other network, you can’t just abandon it. Burn out is common. You build a community and then you need to activate it an engage it to meet your objectives. You need plans for content, how to repurpose it. What to do when someone complains or has a question who will answer? To track communications related to you and to be current in your postings. To integrate with other efforts. Start small with one or two networks. Who is going to write blogs, posts, answer questions?
Is your target using mobile for your industry? Don’t just think phones, think tablets.
Smartphones continue to grow. Over 50% in most developed countries.
Note how smartphone sales are > PCs Add tablets to that
Much of the growth is in developing countries where people are getting phones instead of computers.
A regular form of internet access. 68% of mobile usage is from the home in the US. Much of it while watching TV or socializing. Some of it at the dinner table. Mobile campaigns
1 – permission – you have a relationship in the eyes of the customer. Of course, you need to use that well 2 - not just personalize w/ name, but by messaging based on relationship, timing, offers, etc.
Ads much smaller People sign up to be texted to receive special offers Geo-location gives stores opportunity to target at optimal time. Designing for mobile – separate site? Responsive design?
Typically, not an acquisition tool. You can buy lists, but they have very low response rates
Been around longer so not growing as fast.
Typically, not an acquisition tool. You can buy lists, but they have very low response rates Use it to maintain and foster a relationship. Also for informational purposes.
spam - What is def of spam? CAN-SPAM regs – legal issues Clutter - Issues with people overlooking message – raise hands Address No good way to forward an address People are guarded with their inboxes – not like a mailbox
1 – permission – you have a relationship in the eyes of the customer. Of course, you need to use that well 2 - not just personalize w/ name, but by messaging based on relationship, timing, offers, etc. 3 – ongoing – not a one time shot, you can nurture customers and reach out to them 4 - allows for feedback and dialogue 5 – forwardable – easy to share
Could have been mobile, DM or advertising Fill out a form to get the offer – btb that might be a report – in this case, email and mobile info, probably. HE USES THE OFFER You get an email with savings, sending you to. Website – you may purchase online or maybe you don’t buy, you go to store Store At store, you get a geotargeted text – because you looked at blenders Personalized to you with a special offer Which feeds into the database and
Tremendous growth of visual/ video apps Vine – 6 sec videos twitter Instagram – FB FB 15 sec videos Pinterest – was fastest growing app – fb with just pictures Snapchat – disappearing photos
Video engages.
Typically, not an acquisition tool. You can buy lists, but they have very low response rates
Infographics increase site traffic 12%, according to publishers
New trend many people don’t like. Advertisers pay for content that makes them seem like they are part of a site
1 – permission – you have a relationship in the eyes of the customer. Of course, you need to use that well 2 - not just personalize w/ name, but by messaging based on relationship, timing, offers, etc.
This is on the Boston Globe newspaper site
You have Yelp in Switzerland?
Google targets the info you see Mobile knows where you are Retailers find this very valuable Brands develop campaigns to engage locally with treasure hunts, local events
Facebook started for harvard college students everyone Now kids don’t want to be on their parent’s sites. Schools are developing closed networks. “Hornlink” at Univ of TX.