Day 1 of Get online in 09 workshop in Brisbane, March 2009.

1. Internet Marketing
Technology in Plain English
Christian Bowman

2. First help desk Video
QuickTime™ and a
decompressor
are needed to see this picture.

3. The talk
• Why is technology awesome for business?
• What stuff can I do automatically?
• Website Lingo
• Website Technology
• Cool stuff you can do with a database
• “Are you ready to order now?”
• Metrics
• Technology and Your Business

4. Why is technology awesome
for business?
• It can do stuff automatically - Saves
you time & money eg. common activity
• Read the minds of your prospects
• Cost effective
• Get a PhD in Awesome overnight
• Increases your sales

5. What stuff can I do
automatically?
• Lead generation
• Business building
• Client nurturing
• Database segmentation
• Audience surveying
• Content delivery
• Product/Service fulfillment

6. Key Website Terms
• Domain Name
Identifies an address on the internet
• Hosting/Server
Physical storage of your website data
• Website - Pages with content
Company Info, Single option landing pages, Blog
posts, Shopping Carts, Online Survey, etc…

7. Website Types
• Static
Content is stored in the page file, data presented all the time
changes are typically manual
• Dynamic
Content is stored in a database, data is presented when
required
• CMS - Content Management System
Typically a Dynamic Site which allows users to edit their site
themselves
• Blog - Dynamic Site which displays posts according to date -
similar to an online diary.

8. QuickTime™ and a
H.264 decompressor
are needed to see this picture.

9. Multimedia Technology
• MP3 Files - Compressed sound files
• Video Streaming - Video playback online
• Podcasting - Media for download to personal
players
• Camtasia - Video recorder of computer screen
Links to software on resource page
Getonlinein09.com/blog/resources

10. Key Internet Marketing Terms
• PPC - Pay Per Click
• SEO - Search Engine Optimisation
• Keywords - Significant words or phrases in a
website’s content
eg. “Gold Coast Accommodation”

11. Getting Domain Names
• Domain Name Research
http://www.bustaname.com ,
http://www.archive.org
• Domain Name Registration
www.alive.com.au, www.smartyhost.com.au,
www.powerpipe.com
• Pre-Ordering Domain Names
www.snapnames.com.au

12. Cool stuff you can do with a
database
• Keep records of clients & prospects
• Who bought what, why and when...
• Create campaigns for a specific group
• Ability to merge data –
eg. Dear ~FirstName~, check this
out...

13. Using an Internet Marketing
Based Database
• Have your activities work together
• Centralise your marketing operations
• Automate communication sequences
Email, Mail, Fax/SMS
• Automate and Schedule activities
• Automatically keep track of your user

14. Example of Automation
Automatic Data
Entry:
Contact Name
Email
Source
Time/Date
Interests
Email
Capture
Web Page
Segmentation:
Survey Results
Email Activity
Targeted
Content
Delivery
In less than an hour

15. Why receive payments online?
• Save administration time
• Automatic invoicing
• Receive payments after hours
• Automatic price changes
• Get money in your account faster

16. Payment Mechanism Terms
• Internet Merchant Facility
Ability to receive credit card payments into your BANK
• Payment Gateway
Ability to accept credit card payments on your WEBSITE
• Shopping Cart
Software on your website for customers to make ORDERS
for your products & services.
• Check-out –
Order form with your CUSTOMER’S DETAILS and PAYMENT

17. Merchant/Gateway Vs PayPal
• Merchant/Gateway:
Pros: Checkout process is quicker and easier
Funds arrive quicker, Hosted on your server,
Cons: Expensive to setup
Tedious application process
• PayPal:
Pros: Free & Easy to setup
Cons: Host on PayPal site, Bias towards Paypal
members, horrible support – CAN’T CALL

18. Merchant/
Gateway

19. PayPal

20. Key Advertising Metrics
• Impressions - How many people SAW your Ad?
• CTR - Click Through Rate
% of people who saw an Ad/link and then CLICKED
CPC - Cost Per Click
Total money spent divided by the number of clicks
• CPA – Cost Per Acquisition
Average cost per lead based on sales/leads

21. Key Traffic Metrics
• Visits
How many DIFFERENT people saw your page? How
many pages did they view? New or Returning?
• Traffic Source
WHERE did my visitors come from? Search,
Keywords, Type-in, Advertising or Other websites?
Content Popularity
What are my most popular pages?

22. Technology and Your Business
• How is my web site performing now?
• Which technology do I need right now?
• Can I make changes to my website
before I know what I need to change?
Every week you delay could be costing
you lots of dollars $$$$