Web Marketing

1. Rosey Broderick
Intro to Web Marketing
May 2012

2. Background
• Business Studies & German (Marketing), University of Limerick
• Many years working in technology sector. National & international markets
Marketing / Business Development with a focus on online marketing/web
(Creative Labs, Viking components, Eircom.net, Web Reservations International)
• 2006 – set up HomeWise.ie
• 2007 Set up to help businesses ‘get customers online’
• Mentor with Enterprise Ireland.
• Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise
boards etc

3. Quick Intro
Name:
What is your area of focus / business?
What you are hoping to get from the course?

4. Approach to Web Marketing Strategy?
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic

5. Step 1 – Set Clear objectives
What are your business objectives?
How will the web help you achieve these business
objectives? /What are your objectives from the web?

6. What are your business objectives from the web?

7. Step 2 Understand your market
Market research
•Assess your market potential
•Get to know your Target market:
- Who are they ?
- What are they doing on the web?
•Competitor research

8. What is your market potential?

9. http://www.internetworldstats.com/stats.htm

13. Ireland - Ecommerce
2011 - 43% of Irish adults
had shopped online in the
previous 12 months
Dublin top for ecommerce
Followed by The West

14. Ireland – Silver surfers
Among Irish 60 to 70-year-olds, 21% say that they use the internet every day

15. What Geographical markets are a priority?
Local, regional, national, international

16. Who is your Target Market
Who do you need to reach?
• End users / consumer market
• Retailers
• Distributors
• Manufacturers
• Research
• Trials
• Put your business on front of investors
• Generate business partnerships

17. Individuals/Influencers

18. Define
Who is your target market
Prioritise them (1 = most important etc)
What do they do?/what is their behaviour?
Do they use the web to research/purchase your
products/services?
Do they use search engines?
What websites do they use?

19. What triggers them to look for your
products/services?
What are their motivations?
What are their issues?
What solution are you providing your customers?

20. Reaching the right people with the right
message

21. Step 3 – Look at your current web presence
-No of visitors in the last month
-Source (where they came from)
-No. of conversions
How you are performing on the search engines?
Presence on Social Networks?
Where you are in relation to competition?

22. Step 4 - Put an action plan in place
-With clear objectives from the web
-having identified any weaknesses in your existing presence
- Now knowing your target markets interests & behaviour
- With your competition in mind
-Devise your marketing strategy and set out actions

23. Defining your Marketing strategy
What combination of offline activity & online
activity do you need for your business?

24. Impact of the web on Traditional
marketing?

25. Web Marketing
Traditional marketing
Applies technology - Internet
Research – Who are your customers & what do they do
– Where do they go when they need your products/services?
(may not necessarily be actively searching)
– What search engines, directories, websites do they use ?
(when they are actively searching)
– How do they behave after they arrive on your website?

26. The way people are interacting on
the web has changed
-Talking at people
Has change to
-Listening to what people are
saying………. & then interact

27. Defining your Web strategy

28. Web strategy
Build a sound platform that cements your brand and also creates a valuable
opt-in database / community that can be used to invite people again & again

29. Building your Web Strategy
Areas to be considered when developing a web strategy
The website itself
Off page online marketing activities
Search engine optimisation (off page)
Other tactics to drive new visitors to your website
Offline activity
Activities off the web to drive traffic to your website

30. You have visitors
• How to convert them!!
• What is relevant to them?
• What info are they looking for?
• What is useful in helpful them move towards
the decision to purchase your
product/service?

31. Getting your website in order
• Design/look and feel
• Usability & Navigation
• Tools & Functionality
• Strong calls to action
• Search Engine Optimisation
• Good measurement and tracking

33. Web Strategy
Business Objectives - Calls to action

35. Interaction with users
Tools to engage users
• calculators
• currency convertors
• Video demo
• Webinars
• podcasts

36. Data collection & feedback

42. Web Strategy
Activities to drive traffic
• Pay Per Click
• Search Engine Optimisation
• Social media
• Online Advertising
• Viral Marketing
• Partnership marketing

43. Web Strategy
Elephant campaign
Belgium
http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded

44. • Freight forwarding – 1000 searches

45. Pay Per Click - Google Adwords
•Very targeted
•Gives good understanding
Health and safety training – 720 searches
of your market
•Test to establish ROI
•Focus on what works

46. Web Strategy
Search Engine Optimisation
Keyword research
Building Content
Link Building

48. Web Strategy
Online PR

49. Web Strategy
Social media

50. Web Strategy

51. Web Strategy
Social Media – Clear objectives

52. Ford Fiesta
100 socially vibrant social media fanatics
18 months prior to release in US
Had to share their experiences of the car over 6 months
Blogs, Twitter, Facebook, Flickr and YouTube channels

53. 7 secrets to Fords Social Media Marketing Success
• People trust corporations less - allow other people through word of mouth
create trust for you through Social Media
• Reached out to those who are listening and let them do the talking for you and
to connect with people like themselves
• Let them know that you are real people just like them and are passionate about
what they do and the Ford Brand
• Run a competition involving Social Media eg.. To be selected to drive a Ford
Fiesta for six months – select 100 of those who are “socially vibrant”
• Aggregated the content on Fords Fiesta movement website (crowd sourcing
content) without editing it!
• Implemented multiple Social Media channels such as Facebook, Twitter and
YouTube to create digital buzz
• “Get On Board” the executive team and the board of directors

54. The Results
• 11 million Social Networking impressions
• 5 million engagements on social networks (people sharing and
receiving)
• 11,000 videos posted
• 15,000 tweets.. not including retweets
• 13,000 photos
• 50,000 people who have seen the product in person or on a video
who said that they want to know more about it when it comes out
and 97% of those didn’t currently drive a Ford vehicle
• 38% awareness without spending a dollar on traditional
advertising ( Fords model “Fusion” doesn’t have that awareness
after 2 years of being out in production and yet it has received
hundreds of millions of dollars in traditional marketing spend).

56. Twitter
http://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/
The Volkswagen Twitter Zoom
Volkswagen - February
To promote their sponsorship of the Planeta Terra Festival.
They hid tickets to the festival all over the city, and shared the location with users
via a map. The trick was however, that the map (using Google Maps) would
only zoom in to reveal the locations based on how many people shared the
hashtag #foxatplanetaterra on Twitter
The campaign was a huge success for Volkswagen, as within 2 hours the hashtag
was a trending topic in Brazil

57. YouTube
• 60 hours of video are uploaded every minute, or one hour of video
is uploaded to YouTube every second.
• Over 4 billion videos are viewed a day
• 70% of YouTube traffic comes from outside the US
• In 2011, YouTube had more than 1 trillion views or almost 140
views for every person on Earth
• 500 years of YouTube video are watched every day on Facebook,
and over 700 YouTube videos are shared on Twitter each minute

58. 58 % of marketers with 3+ years of experience are using Google+
67% of respondents say they plan to increase Google+ usage
Source: marketingland.com. Social media examiners survey of marketers &
business owners Jan 2012 – based on replies from 3,800 marketers across the
world

59. In October, the earth's population surpassed 7 billion
The New York Times used Google+ business page to source photos for its latest crowdsourcing project
"Picturing 7 Billion."
Customizing its page based on follower feedback, who said they were looking for international news and
photos on the Google+ business page.

63. Web Strategy
Business Networking

64. Web Strategy
Online Advertising

65. Online Advertising
Online Advertising

67. Web Strategy
Email

68. Web Marketing Activities
Viral Marketing
Word of mouth marketing
Use of existing social networks to spread a
Message
People willingly pass on information to their
contacts

69. Viral Marketing

71. Web Marketing Activities
Samsung
LED-illuminated sheep running around the Welsh countryside
Attracted nearly 8.5 million views on YouTube and continues to
be the topic of discussion on blogs across the web.
The "is it real or not" quality proves once again to be YouTube
gold.
http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr
_embedded

72. Web Marketing Activities
Affiliate Marketing
Affiliate Marketing is an Internet-based
marketing practice in which a business rewards
one or more affiliates (publishers) for each
visitor, lead or customer brought about by the
affiliate's marketing efforts
http://en.wikipedia.org/wiki/Affiliate_marketing

73. Affiliate Marketing

74. Web Marketing - Devising a web strategy
Web Analytics
•What works?
•What doesn’t?

78. Web Marketing Strategy
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic

79. • Regular
• Focused
• Interesting
• Fun

80. Web Strategy
Effective use online marketing
Fully measurable – highly effective

81. Questions?
Thank you
WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 info@webresults.ie (01) 2071872