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Holistic approach to eMarketing
1. A HOLISTIC APPROACH TO eMARKETING Presented by digidude (Klaus Germann) MACE CONFERENCE– THURSDAY, 29 OCTOBER2009
2. Who is digidude? digidudeis my personal brand... Yes but who are you? Klaus Germann – Founder Gadzira New Media / CEO Internet AdSales / Interweb entrepreneur Graphic designer, web developer, eMarketer and entrepreneur Building online experiences since 1998 Multiple awards for property marketing websites eMarketing clients include CPUT, HUMMER, Cadillac & more Understanding of traditional and digital marketing with 7 years through the line ad agency experience digidude.co.za Twitter: digidudeza
3. The internet has changed the face of marketing forever. eMarketing is the future
4. The internet has evolved into an ever changing user powered,functional,fast,communication toolthat converges numerous technologies to create one complete real-time platform for just about everything.
5. Video insert from YouTube - http://www.youtube.com/watch?v=NLlGopyXT_g
7. Oldschoolvs Connected ADVERTISER ADVERTISER Monologue One Way Mass Communication Static No interaction amongst consumers Shotgun approach Hard to identify customers Hard to manage customers Dialogue One-to-one marketing Real-time Dynamic Collaborative Segmented Rich customer interaction Rich customer data YESTERDAY TODAY & TOMORROW
8. eMarketing – Where to start eMarketing is all about achieving your marketing goals via digital communications. Must start with an objective Market analysis / SWOT – lessons learnt Must have a plan / strategy Must be as inclusive as possible (of eMarketing mix) Must ALL be tracked(analytics) Must be optimised continuously Must echo offline activities
9. eMarketing – planning the journey What is the goal of the campaign?Benchmarks to determine success Got some money? (or time)Budget makes the web revolve What’s the message?Tell them what they want to hear What and where is your audience?Define audience demographics and media/web properties on which to execute campaign What’s the hook?Make me click on you – creative types and placements – engage me Take me where I want to go!Related content that has strong call to action
10. eMarketingmix $ SEARCH ONLINE ADVERTISING SOCIAL / REAL-TIME MEDIA WebPR & ORM WEB PRESENCE CONVER$ION ANALYTICS EMAIL VIRAL MARKETING DIRECTORIES & AGGREGATORS USER BEHAVIOR MAPPING AFFILIATES OPTIMISATION
11. eMarketingweb presence Functionality, Search friendly and then only design Must work for users – Quickly Persuade users to fulfil YOUR goals/objectives – tell them! K.I.S.S. – legible text & simple navigation Talk to your audience – personas MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps Avoid gimmicky rubbish! Design gives credibility Add value and create buzz Run on CMS and be widget ready WEB PRESENCE
12. eMarketingweb presence Functionality, Search friendly and then only design Must work for users – Quickly Persuade users to fulfil YOUR goals/objectives – tell them! K.I.S.S. – legible text & simple navigation Talk to your audience – personas MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps Avoid gimmicky rubbish! Design gives credibility Add value and create buzz Run on CMS and be widget ready PLAN DEVELOP OPTIMISE ANALYSE
13. eMarketingweb presence Functionality, Search friendly and then only design Must work for users – Quickly Persuade users to fulfil YOUR goals/objectives – tell them! K.I.S.S. – legible text & simple navigation Talk to your audience – personas MUST be SEO friendly, content, URLs, Nav, Syndication, XML Sitemaps Avoid gimmicky rubbish! Design gives credibility Add value and create buzz Run on CMS and be widget ready
69. eMarketingpromotional mailers Professional & attractive Links to website Personalised message Specific call to action (lead to specific landing pages) Track user clicks and then interaction with landing point through to conversion = track ROI of mailshot
70. eMarketingsocial / real-time media We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. DEAL WITH IT. Cluetrain Theses - 1999
88. Don’t bite more than you can handle – stagnate and dieSOCIAL / REAL-TIME MEDIA WEB PRESENCE EMAIL
89. eMarketingwebPR & ORM Many platforms for distributing (free & Paid) Link bait to draw in visitors & further propagation Site Keyword strategy aligned inbound links Newsworthy and helpful Piggy back on search rank & audiences Track what's being said – everyone has a voice online Participate in the Blogosphere Interact with audience (in their space ) Steer the conversation WebPR & ORM WEB PRESENCE
90. eMarketingonline advertising Numerous formats and cost models Dislplay, rich media, sponsorships, sponsored links, press offices etc CPM, PPC, CPA, CPL, Flat Rate Remember the objective and call to action – avoid “headless wonders” Focus on niche audiences Target audience segments if possible Take visitors to related content with a call to action Get value through well planned long term campaigns Rich media costly but effective Emerging technologies i.e. In video ads ONLINE ADVERTISING WEB PRESENCE
91. eMarketingonline advertising Numerous formats and cost models Dislplay, rich media, sponsorships, sponsored links, press offices etc CPM, PPC, CPA, CPL, Flat Rate Remember the objective and call to action – avoid “headless wonders” Focus on niche audiences Target audience segments if possible Take visitors to related content with a call to action Get value through well planned long term campaigns Rich media costly but effective Emerging technologies i.e. In video ads ONLINE ADVERTISING WEB PRESENCE
135. Resources Distribution of clicks on Google’s SERPs Social media prism Further reading Google’s new Place Pages – location listings SEO vs. PPC Viral learning centre Viral video chart
Notes de l'éditeur
Tehnologies such as ajax and xml have lead to rich interent experiences that can be shared and syndicated with ease
Tehnologies such as ajax and xml have lead to rich interent experiences that can be shared and syndicated with ease
Tehnologies such as ajax and xml have lead to rich interent experiences that can be shared and syndicated with ease
Tehnologies such as ajax and xml have lead to rich interent experiences that can be shared and syndicated with ease