Un exemple de formation présentant les opportunités de marketing internet pour PME. Contient des statistiques sur l'opportunité en Suisse

1. Introduction to Digital Marketing How to Move from Offline to Online

2. Webinar Slides and Recording FAQ: Will these slides and recording be made available after the webinar? YES

3. About WSI Provide advanced digital marketing solutions Business of all sizes and industries Our goal is to help businesses: Elevate their online brand reputation Generate more leads through the Internet Tap into new revenue opportunities Take their profit potentials to higher levels World’s largest network of Internet Consultants Service more than 80 countries internationally Corporate head office in Toronto, Canada

5. 35 Google Analytics Experts

6. 28 Conversion Specialists

7. 381 SEO content developers

8. 182 Landing Page developersBest Practices / Case Studies On-going R&D

9. Benoît Gaillard - WSI Business Performance ‘Customers don’t buy strategies, but companies don’t sell without one’ 1st WSI DM Franchise in Switzerland 14y Marketing at Procter & Gamble Ex-Directeur Marketing Global NESTEA JV betweeenCoca-ColaandNestlé Plan marketingpour de grandesmarquesPantene, Head&Shoulders, Pringles, NESTEA Experts WSI On-goingtraining WSI certifiedProductioncenters Ing. Dipl. EPFL Prochede vous

10. What this Webinar will Cover Context for change: The Digitization of Business Internet Technology Timeline Moving Offline to Online Surf, Search and Social The Digital Era: Switzerland Market Indicators Solutions: Digital Marketing Overview System Digital Marketing System Digital Marketing Elements How to manage successful change Appreciative Inquiry

11. The digitization of business

12. It’s a Changing World

13. Internet Technology Generations Social Search Surf

14. Less TV watching Better Internet connection

15. Not TV or Internet but Media mashing TV + Internet + Mobile Radio + Internet + Mobile

16. Activities online Social Distribute, consume content Gaming: female 43+ Ratings

17. Internet Technology Generations Social Search Interactivity with Devices Digital Surf Digital Consumer Connecting and Conversation Web 2.0 Searching for Information Web 1.0 Consumer 2.0 Consumer 1.0

18. All Media is Being Digitized Digitization n., the transformation of data from online (physical) to online (digital) - Reach Local

19. Your Customers are Becoming Digitized Media Consumption 10 Years Ago Today* 5 Years From Now © Reach Local. *41% of consumer media consumption is online (Jupiter Research)

20. …and so is Your Business Build Presence Acquire Customers Retain Customers Manage Reputation © Reach Local. 10 Years Ago Today 5 Years From Now

21. 83% plan to buy onlineSwitzerland ecommerce growing faster than Europe

22. The New Digital Consumer Users get what they need when they need and where they need it, no matter what. On demand video DVRs Amazon, Ebay and Shopzilla Netflix, Blockbuster.com iTunes … and they tell you and other about it Sharing using email, social networks, writing blogs or uploading videos Product evaluations and user comments

23. Search, Surf and Social SEARCH SURF SOCIAL

24. The 3 Conversations Online Social CONSUMER CONSUMER Search Surf BUSINESS © Reach Local.

26. Ideal for: Businesses with products/services that consumers know they need, so they are actively searching for a local provider (i.e. businesses that fulfill a need or want that people type into a search engine).

27. Example: Linda just brought home a new puppy and searches online for a local vet. © Reach Local. Source: Nielsen NetRatings Search is the #1resource used by consumers looking for a local business 72% of all searched traffic is with in 25 miles of where they live or work!

28. Search #1 Internet usage

30. Ideal for: Businesses that need a more cost-effective form of brand advertising (i.e. businesses currently advertising on offline media like print, radio & TV).

31. Example: Susan is reading an article online about caring for her new puppy and sees a banner ad for a local vet.© Reach Local. Source: Jupiter Research, eMarketer Consumers spend over 40% of their online time surfing their favorite sites.

32. Shift from Press to Online Maps, directions Weather forecast Holiday/travel Recipe Health information Lifestyle Financial information Fashion Expertise

34. Ideal for: Businesses with consumers that have a high emotional or financial investment in the purchase (i.e. businesses that consumers “check out” before purchasing or rely on referrals).

35. Example: Susan “Googles” the name of the vet she’s considering, then reads several reviews.80% of consumers read online reviews & 90% trust them! © Reach Local. Source: Nielsen NetRatings,kudzu research study

36. Switzerland leading facebook community in Europe Switzerland 67% Europe 64% UK 82%!

37. Advertising Opportunity is Online! Search 5% Media Consumption (hours per week) SURF SEARCH Commerce 14% Online 50% Surf (content) 42% Communication (Email & IM) 27% Social (community) 12% SOCIAL © Reach Local. Sources: Jupiter Research, Online Publishers Assoc., Google Offline 50% By spending less than 10% of their ad dollars online, local businesses are missing the opportunity to reach consumers where they spend 50% of their time!

38. It’s a Changing World

39. Digital marketing overview

40. Digital Marketing System Grow your business Google search results Syndicate content SMS / Mobile Marketing Social Networks Google advertising Email Optimised Landing pages Digital Mkting Strategy Workshop: ‘let‘s make choices‘ Analyse and Improve Conversion Traficciblé Strategic choices (target, positioning, competition, resources)

41. Pay Per Click – 12.2% Organic Search 74.3% Pay Per Click 13.5% Source: Enquiro & Marketingsherpa Where Do They Click?

42. How Many Clicks Can You Expect?

43. Keyword Your business can appear here Paid Advertising

44. Landing Pages Increase Conversion Significantly

45. 3 MAIN ELEMENTS Page set-up Content Links Search Engine Optimization

46. Search Engine Optimization Keyword Don’t forget about the other search engines! Organic SEO Results

47. Email Marketing Direct mail costs 200% more then Email Marketing (eMarketer.com) Help you to stay in regular contact with your customers Unmatched customer targeting and segmentation

48. Email Marketing Nurture prospects to customers Provide ongoing value and retain more customers Get repeat business from existing customers

49. Client Communication

50. What is an effective SEO/SMO Strategy? A strategy that will help you to…

51. SEO & Social Media Work Together Adding pages of content as an SEO strategy can be substantially enhanced by SMO Social Media is the new way take your SEO strategy to the level Social Media increases the number of high quality linksand targeted traffic And I’m Social Media. Hello. I’m SEO.

52. Social Media Metaphor of buffet: Fresh content Credibility of link (facebook page rank 9) Search becoming social +1

53. Determine Your ROI Web Analytics = Measurement = Accountability & Continuous Improvement Measure and track DMS performances Increase your website conversions Measure your marketing initiatives (Adword, SEO, Email, offline) Determine your ROI Do you know what your Internet business ROI is?

54. Follow the System! Grow your business Google search results Syndicate content SMS / Mobile Marketing Social Networks Google advertising Email Optimised Landing pages Digital Mkting Strategy Workshop: ‘let‘s make choices‘ Analyse and Improve Conversion Traficciblé Strategic choices (target, positioning, competition, resources)

55. It’s About Making More Money… We can show you from our experience how to unlock the true potential of your website and uncover hidden profits for your business. Visit: WSIWisdomBook.com

56. Exclusive Offers for Webinar participants FREE 500CHF

57. Upcoming Webinar WEBINAR # 2: ONLINE ADVERTISING Building Targeted Traffic –Turning Your Visitors into Customers Date: [Insert date – Day of week, number, year] Time: [Insert time with time zone] [INSERT MONTH] [DATE]

58. Comment puis-je vous aider? gaillardb@wsibusinessperformance.com www.wsibusinessperformance.com gaillardbenoit [Insert your Facebook page URL] @gaillardb