More than Just Lines on a Map: Best Practices for U.S Bike Routes
Opening doors of opportunities through online marketing
1. Opening Doors of Opportunities
through Online Marketing
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2. Maayung Aga!
Mass Communications graduate
Started SEO in 2006, worked as
SEO professionally in 2008
Worked for a Public Relations
company (specializing in issues
management, advocacy and
political campaigns) for almost 4
years.
Currently,
Online Marketing Manager for a
company in travel and
accommodation niche
Social Media Analyst for a
Singaporean company
SEO Consultant for local
businesses www.sheiladelapena.com
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3. What is Online Marketing?
“…also known as web marketing, online
marketing, webvertising, or e-marketing, is
referred to as the marketing (generally promotion)
of products or services over the Internet.”
-Wikipedia
Includes Display/Banner
Advertising, Search Engine
Marketing (Paid and
Organic), Social Media
Marketing, Affiliate
Marketing, Content Marketing
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4. Some Data Points
Digital Marketing Spending
2011 and 2012 (projected)
35%
30%
25%
20%
15%
10%
5%
0%
0-9% 10-19% 20-29% 30-39% 40-49% 50-59% 60% or more
2011 21% 14% 13% 9% 5% 8% 31%
2012 17% 11% 13% 11% 8% 10% 33%
Source: SoDA’s Digital Marketing Outlook Survey: 2012
Digital marketing budget continue to move slowly yet steadily
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5. Some Data Points
Online Marketing Budget Shift
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Paid Digital Media Paid Traditional Media Earned/Owned Media
Significantly Decreasing 4% 11% 2%
Somewhat Decreasing 12% 27% 7%
Staying the Same 33% 40% 26%
Somewhat Increasing 42% 18% 41%
Significantly Increasing 8% 4% 25%
Source: SoDA’s Digital Marketing Outlook Survey: 2012
Budget continue to be allocated from traditional, expensive
tactics toward digital
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6. Some Data Points
Inbound Lead Source Value
SEO 94% 6%
Social Media 85% 15%
Email 79% 21%
Blogs 68% 32%
PPC 54% 46%
Trade Shows 28% 72%
DirectMail 23% 77%
Telemarket… 21% 79%
0% 20% 40% 60% 80% 100%
More Important Less Important
Source: 2011 Marketing Sherpa Benchmark Survey
Leads obtained from inbound marketing tactics, such as
SEO, social media and blogs, have increased in importance over
the last 12 months
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7. Some Data Points
Approach to Online Marketing Expansion
Increase internal resource 62%
Increase external resource 42%
Diversify Agency partnerships 28%
Consolidate Agency Partnerships 19%
Others 2%
0% 10% 20% 30% 40% 50% 60% 70%
Increased self-reliance is becoming a common mantra for many
companies
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8. High Demand Positions
1. Online Project Manager
2. Search Engine Marketing
3. User Experience (UX) Designer
4. Video Producer
5. Web Analytics Specialist
6. Web Designer / Developer
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9. Service/s you may provide
Web design
Brand marketing
Social Media Management
SEO / PPC
Full-Service Online Marketing
Content Creation
Video Production
App / Program Development
Digital Media Buying
and many more.
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10. Where to get your online marketing jobs?
Outsourced jobs
Jobs that are given to an external service provider.
Outsourced jobs are easily found in online job marketplaces
such as Odesk, Guru, Elance, etc.
Freelance, contracted projects
Jobs with no long-term commitment. Check within your
network, family and/or friends for possible freelance
projects.
In-house employment
Jobs within a company, with long-term commitment. Job
placement companies or websites, old-school classifieds
are common sources of in-house job leads.
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11. Job Outsourcing Marketplaces
Website / Company Founded Contractors Fee
Campbell, Califo
rnia 170,000 4% to 15%
2003
Australia
3.4 million Up to 10%
2009
Pittsburgh, Penns
ylvania 350,000 7.45% or 11.95%
1998
Mountain
6.75% to 8.75%
View, California 1.4 million
1999
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12. In Focus: oDesk Activity
RUSSIA
2,545,298
USA
3,479,304
UKRAINE
2,545,298
TOP 10 Most Requested Skills
INDIA PHILIPPINES
13,197,206 17,193,653
1. PHP 6. SEO
2. HTML 7. CSS
3. English 8. Photoshop
4. Writing 9. MySQL
5. Wordpress 10. Javascript
The Philippines tops the list of freelance contractors with a peak of
around 10,000 contractors
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13. Show me the money!
Position Minimum Maximum
User Experience Designer $71,750.00 $104,000.00
User Interface Developer $77,250.00 $111,500.00
Web Designer (5+ years) $72,750.00 $100,750.00
Web Designer (1 to 5 years) $50,250.00 $74,750.00
Flash Designer (5+ years) $68,000.00 $88,750.00
Flash Designer (1 to 5 years) $50,750.00 $70,750.00
Flash Developer $70,250.00 $99,500.00
Web Developer (Front-End) $61,500.00 $98,500.00
Blogger $40,000.00 $60,000.00
Mobile Designer $61,750.00 $90,000.00
Mobile Developer $78,500.00 $106,000.00
Game Designer $57,500.00 $88,500.00
Web Content Writer (5+ years) $58,500.00 $88,750.00
Web Content Writer (1 to 5 years) $43,000.00 $65,000.00
Online Content Manager $59,500.00 $7,700.00
Online Marketing Strategist $80,500.00 $117,000.00
Web Analytics Specialist (3+ years) $73,250.00 $93,750.00
Web Analytics Specialist (1 to 3 years) $69,500.00 $91,750.00
SEO/SEM Specialist (3+ years) $63,750.00 $87,500.00
SEO/SEM Specialist (1 to 3 years) $46,250.00 $61,000.00
Link Builder $35,000.00 $100,000.00
Source: The Creative Group 2012 Salary Guide (Annual, US)
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14. 10 Internet Marketing Skills Must-Have
1. Writing
2. Statistics understanding
3. SEO / PPC
4. Information Retrieval
5. HTML and CSS
6. Design Principles
7. Social Media
8. Math!
9. Business sense
10. Diplomacy
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15. Be aware of the speedbumps and risks!
1. Cashflow may be inconsistent
2. leads or networks to get new clients/projects
may be insufficient
3. Getting new clients/projects may be difficult
4. Project or contract duration may be short
5. Retainer fee may be lower
6. Keeping up with technology updates may be
challenging
7. Clients may be too demanding
8. Skillset and client requirement may be
mismatched
9. Client may terminate projects unexpectedly
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16. What it takes to survive in the Online
Marketing Industry
1. Develop good communication skills
2. Learn to come up with solutions.
3. Be critical with the projects you accept.
4. Know the rules and/or laws (if any) as well
as the work-arounds.
5. Have an analytical mind set.
6. Be organized and systematic.
7. Be responsive and adaptive to change
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17. “Enjoying success requires the ability to adapt.
Only by being open to change will you have a true
opportunity to get the most from your talent.”
- Nolan "The Ryan Express“ Ryan
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18. Your Inputs are important to me
I hope I was able to provide you with valuable
information.
Please help me improve my presentation by
answering a short feedback form here.
Thank you!
Notes de l'éditeur
Show of hands
Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales.Ask: How big is the Online Marketing Industry and how huge is the opportunity that online marketing has to offer.Conducted by Econsultancy, SoDA’s Digital Outlook Marketing Survey had 651 respondents. 53% of those participants were marketers representing corporate brands (25%), consumer brands (30%) and other related industries (45%). The remaining 47% were creative service leaders from traditional agencies (23%), digital agencies (64%) and production companies (13%).
The Society of Digital Agencies (SoDA) serves as a voice for digital marketing professionals worldwide with a mission to advance the industry through Best Practices, Education, and Advocacy. What percentage of your overall marketing budget was invested in digital channels in 2011 vs 2012?Companies have moved much of their marketing budget online
While only 22% of client marketers are forecasting increases in traditional media spends in 2012, 50% projected an increase in paid digital media and two thirds say they expect to increase earned digital media efforts this year.Earned Media – published content into free channelsOwned Media – brand platforms or web assetsPaid Media – Banner ads, Paid Search, Video Owned media is also found to be the main focus of most companies for 2012
According to a recently released MarketingSherpa 2012 Inbound Marketing Handbook, nearly 95% of marketers report that SEO has become more important as an inbound marketing lead source,
What is your organization’s approach to expanding digital marketing / communication initiatives?
- Guru.com developed the SmartMatch technology which matches résumés and other information about job applicants to jobs,transact safely through SafePay. You pay us and we pay the Freelancer only after you approve the work, gives “quality score” to freelancersTop 10 make available in strategicdigitalpresence.com
A recent story by Associate Professor PanosIpeirotis of the New York University pointing out that data recorded by the oDesk Team client shows when a worker is active during which time of the day and found out that contractors from the Philippines are practically active throughout the day compared to other top countries on the list.WHY PHILIPPINES?English communication skillsEducated and Highly qualified workforceCultural adaptationLower costImpeccable customer service
The Creative Group 2012 Salary Guide (US)Salary ranges for more than 100 interactive, design, marketing, advertising and public relations position. The figures are national averages and represent the starting compensation only. Hence, bonuses, incentives and other forms of compensation such as benefits and retirement packages are not taken into account
Writing. I’ve beaten this one to death. If you can’t write, don’t even put the word ‘marketer’ in your title. DON’T. I hear you starting – “mar…” BZZZZT. Stop right there. Statistics. You don’t need to be an expert statistician. But understanding a rolling average, statistical significance and confidence interval is required. SEO. Yep. Search engine optimization. This of course leads to a whole new list of stuff. That’s for another blog post. PPC. Pay per click marketing. See SEO, above.Information Retrieval. I separate this from SEO and PPC because it’s central to a lot of stuff you may end up doing to dig through/mine/organize data when you do everything from social media monitoring to reading your client’s last 3 years of sales brochures. HTML and CSS. Please. For the love of all that’s good in the universe. You can’t help people market on the internet if you can’t even fathom how it’s all built. Design. You don’t have to be a professional designer. At least I hope not – I can’t design to save my life. But you should understand some basic principles: The Golden Ratio, typography, use of color, how to do a layout using a grid. Don’t be a native, but at least speak the language. Social media. Shudder. It pains me to use this stupid phrase. Still, you need to understand how people connect online. It’s a (sarcasm here) teeny little aspect of online marketing (end sarcasm). Twitter, Facebook, StumbleUpon, Reddit, and a bunch of others. Math. Quick: What’s .1 X $10,000? If you answered $100, then I’ve interviewed you before. Fail. Business sense. I can’t easily categorize this. But you need to understand what makes a business ‘tick’. Little stuff, like earning more money than you spend, can really make a difference. Diplomacy. Yeaaahhhhhhhhh I’m still working on this one. Learn to advocate, strongly, for controversial points that you know for certain are critical to your client. Without alienating every single person in the room. ‘Diplomacy’ is the ability to tell people they’re totally wrong, and make them smile at the same time. - Published at Portent, an internet marketing company.
Lynn Nolan Ryan, Jr. (born on January 31, 1947), nicknamed "The Ryan Express", is a former Major League Baseball pitcher. He is currently principal owner, president and CEO of the Texas Rangers.Ryan was an eight-time MLB All-Star, and his 5,714 career strikeouts rank first in baseball history by a significant margin.