2. สิงทีจะไดเรียนรูในวันนี….
่ ่ ้
• ความรูพนฐานของอินเตอรเน็ต
ู ื้ ฐ
• ความหมายของ Internet Marketing & Strategy
• Online Advertising
• กลยุทธการตลาด E-Mail และ Search Engine
• Web 2.0
W b 2 0 และ การตลาด W b 2 0/ S i l Networking
Web 2.0/ Social N t ki
• เครื่องมือวิเคราะหเพื่อติดตามผลการทํางาน
15. เขาใจลําดับความสัมพันธของผูใชงาน
Exploration/
p
Awareness
A Commitment
C it t Dissolution
Di l ti
Expansion
Customers can advance through the stages in several
different ways
16. สองทางเลือกของลูกคาในสถานะ Commitment
Satisfied,
profitable customers Stay
Committed
Commitment
Unsatisfied or Dissolution
unprofitable customers
nprofitable c stomers
Customers can either stay committed or move to
dissolution
48. เปรียบเทียบขอดีและขอเสียของสื่อออนไลนตางๆ
Medium Advantages Disadvantages
Communicate rich, detailed information that users
,
Websites/Personalized
W b it /P li d
can navigate at will; can track users and customize Narrow reach
websites
site accordingly.
Link directly to buying opportunity; easy to measure Low attention and click-through rates; short life;
Banner ads effectiveness; wide reach; potential for effective limited “pass-along” audience; very high clutter;
targeting fleeting exposure
Pop-up Catch users’ attention; link to buying opportunity Can annoy users; limited “pass-along” audience
Rich media Attention-getting;
Attention getting; link to buying opportunity Can annoy users without broadband access
Difficult to execute well; can annoy users, other
Dynamic ad placement Serves up customized ads to users in real time
advertisers
Good credibility; high believability; guarantee of High competition; information overload; limited
Search engines
position available; significant audience at major sites “pass-along”
Classifieds and Relatively inexpensive, potential for wide exposure;
Clutter
listings qualified audience
High demographic selectivity; high credibility;
Requires substantial user base before effective;
Opt-in e-mail significant flexibility; proven high click-through rates;
high clutter
absolutely inexpensive; some pass-along
Low attention and significant resentment ( p
g (spam
Mass e mail
e-mail High reach; inexpensive; flexible
image)
Interested parties asking for help, thus high targeting Very expensive to provide comprehensive
Customer service
value; generates loyal customers telephone, e-mail, and online support
51. Internet Ad Terms
Ad Clicks Aggregate number of user clicks on a banner ad
Ad Views
Number of times a banner ad is downloaded to a user’s browser and presumably looked at
(Impressions)
Click-Through Percentage of ad views that are clicked upon; also “Ad Click Rate”
CPC Formula used to calculate what an advertiser will pay to an Internet publisher based on
(Cost-per-Click) number of click-throughs a banner generates
Cost per thousand impressions of a banner ad; a publisher that charges $10 000 per
$10,000
CPM
banner and guarantees 500,000 impressions has a CPM of $20 ($10,000 divided by 500)
Measurement recorded in server log files that represent each file downloaded to a
Hit browser; since page d i can i l d multiple fil
b i design include l i l files, hi are not a good guide f
hits d id for
measuring traffic at a website
Number of individuals who visit a website in a specified period of time; requires the use of
Unique Users
registration or cookies to verify and identify unique users
A series of requests made by an individual at one site; if no information is requested for a
Visits certain period of time, a “time-out” occurs and the next request made counts as a new visit
p q
— a 30 minute time-out is now standard
52. สื่อออนไลนสาหรับ Acquisition และ Retention
ํ
Acquisition
A iii Retention
R i
Search engine positioning 94% 6%
Banner ads 91% 9%
Referral/viral programs
R f l/ i l 85% 15%
Affiliate programs/ 75% 25%
sponsorships
Incentive programs
Incentive programs 5 %
51% 49%
E‐Mail marketing 37% 63%
Source: DMA
58. Who killed email?
• RSS? - hasn’t gone mass market
hasn t
• SMS? - no links
• Twitter - maybe? But we’re still on the
b ’ ll h
adoption curve
p
• Social networks? - maybe? still rely on email
Integrate this stuff with your email
• So actually Email is alive and well!
• It’s why you’re here isn’t it?
67. การใชงานอีเมล
Spam Opt-out Opt-in Double Opt-in
SPAM COOL
No relationship Existing l ti hi
E i ti relationship
No permission Permission to contact
Harvesting Weak relationship Opt-in record
Stale contact
No relationship Existing relationship
3rd party permission Permission to contact
P i i
91. Search Engine
Optimization
O ti i ti
Stand Out in the Crowd!
92. Search Engine Optimization
• Search Engine Optimization หรือเรียกสั้นๆวา SEO คือ
กระบวนการในการทําอัันดับใน S
ใ ํ ั ใ Search engine โ
h i โดยเริิ่มจากการ
คัดเลือก keyword ที่เกี่ยวของกับเนื้อหาของเว็บไซต และทําการ
นา
นํา keyword ปรับเขากับเนื้อหาของเว็บไซตเพื่อการทําอันดับ
ปรบเขากบเนอหาของเวบไซตเพอการทาอนดบ
• SEO นั้นมีความแตกตางจาก Paid-For-Search คือจะตองทําให
เว็บเพจนั้นสามารถถููกอานไดจากตัว robot ของ search engine
g
และ keyword ที่จะใชน้ันตองเกี่ยวของกับ content ของเว็บไซต
ซึ่งแตกตางจากการทําโฆษณาซึ่งไมจําเปนจะตองเกี่ยวของกับ
content ของเว็บไซต
ของเวบไซต
• การทํา search engine optimization ขั้นสูง จะตองมีการ
research ถึงองคปร
esea c ถง ง ระกอบ page design, โครงสราง งเวบไ
des g , โ รงสร งของเว็ ไซต
, Off-the-page
• นักการตลาดสวนใหญจะนํา SEO เปนหนึ่งในกลยุทธในการทํา
online marketing
l k
93. Ranking Factors
• URL Factors
• On-Page F t
O P Factors (C d &
(Code
Content)
• Title tags <title>
• Header tags <h1>
• ALT image tags
• Content Content,
Content, Content
Content (Body text)
<body>
• Hyperlink text
• Keyword frequency &
density
• Off-Page Factors
• Link Popularity ( votes
(“votes”
for your site) – adds
credibility
• Anchor text
Ephricon Web Marketing
97. Link Popularity
The theory goes
something like this: The
search engine Powers
That Be have decided
that if other sites are
linking to your site, it
must be a winner;
therefore, it deserves a
boost in rankings (when
all else is equal). If you
think about it, this
it
makes a lot of sense.
People link to good
sites, not bad ones.
107. PPC vs. “Organic” SEO
Pay Per Click
Pay‐Per‐Click “Organic” SEO
Organic SEO
• results in 1‐2 days • results take 2 weeks to 4 months
• easier for a novice or one without much • requires ongoing learning and experience
knowledge of SEO to reap results
• ability to turn on and off at any moment • very difficult to control flow of traffic
• generally more costly per visitor and per
g y yp p • generally more cost‐effective, doesn’t
g y
conversion penalize for more traffic
• fewer impressions and exposure • SERPs are more popular than sponsored
• easy to compete in highly competitive
easy to compete in highly competitive ads
market space (but it will cost you) • very difficult to compete in highly
• can generate exposure on related sites competitive market space
(AdSense) • can generate exposure on related websites
can generate exposure on related websites
• ability to target “local” markets and directories
• better for short‐term and high‐margin • more difficult to target local markets
campaigns
i • b tt f l
better for long‐term and lower margin
t dl i
campaigns
110. ความสําคัญของ Copy Write
Gems
Great deals on Gems Copy write ที่ดี (Google AdWords)
Shop
Sh on eBay and S
B d Save!
! 1 Title 25 คํา
www.eBay.com
Description 35 คําตอบรรทัด
Gems ถูกหลักไวยากรณ
Exquisite Gems, Jewelry On Sales,
Save Up To 50-95%. Fast Shipping !
p pp g 2 ไมควรใชเครื่องหมายอัศเจรียใน Title
www.thaigem.com ไมควรใชตัวใหญจนเกินความจําเปน
ไมควรใชคําซ้ํากัน
Fine Natural Gemstones ไ ควรแสดงการเปรียบเทียบ เชน best,
ไม ี ี
Up to 40% off loose gems -
Huge sale going on now ! 3 cheapest
www.gemsuite.com
www gemsuite com
112. Birth of Web 2.0
• Cultural shift from passive Web surfers to active
p
content creators who want to share
– Surf (mid 90s)
( )
– Search (2000 2005)
– Subscribe/Publish (2006 on)
• Shift from push marketing to mix of push/pull
• Increased number and two way customer di l
d b d dialogues
• Easy, inexpensive technology to create/distribute
content
• Google, Microsoft, Yahoo promoted use of Web 2.0
g , , p
113. Web 2.0: Evolution Towards a Read/Write Platform
Web 1.0 Web 2.0
(1993-2003)
(1993 2003) (2003- beyond)
(2003 b d)
Pretty much HTML pages viewed through a browser Web pages, plus a lot of other “content” shared over the web,
with more interactivity; more like an application than a “page”
“Read”
ead Mode
ode “Write” & Contribute
te Co t bute
“Page” Primary Unit of “Post / record”
content
“static” State “dynamic”
Web browser Viewed through… Browsers, RSS Readers,
anything
“Client Server” Architecture “Web Services”
Web Coders Content Created Everyone
y
by…
“geeks” Domain of… “mass amatuerization”
114. Web 2.0 is the network as platform, spanning all connected
devices; Web 2.0 applications are those that make the most of
the intrinsic advantages of that platform: delivering software as a
continually-updated service that gets better the more people
use it consuming and remixing data from multiple sources
it, sources,
including individual users, while providing their own data and
services in a form that allows remixing by others, creating
network effects through an "architecture of participation," and
going beyond the page metaphor of Web 1.0 to deliver
rich user experiences
experiences.
Tim O Reilly, “Web 2.0: Compact Definition?”
O'Reilly, Web Definition?
115. Web 2.0
Examples of Web 2.0: MySpace , YouTube, Podomatic, Flickr,
Facebook, Google APIs, Yahoo 360, Imeem, Vox, Live, MSN Spaces,
Dabble, Xanga, TagWorld , LinkedIn, Digg
(Source:http://blogs.zdnet.com/BTL/?p 3226)
(Source:http://blogs.zdnet.com/BTL/?p=3226)
117. What is Social Media?
Social media is the use of electronic and Internet tools
for the purpose of sharing and discussing
information and experiences with other human
beings.
– Wikipedia
p
118.
119.
120. Power of
• More than 300 million active users, 3rd most-trafficked
website in the world
• Over 55,000 regional, work-related, collegiate, and high
school networks
• More than 65 translations available
• More than 50% users are outside of college
• The fastest growing demographic: 35 years old and older
• Maintain 85 %market share of 4-year U.S. universities
• About 70% of facebook users are outside the U.S.
• 50% of users return daily.
• Group Facebook for Business for a rich source of
p
information. 25,000+ members.
Statistics gathered directly from Facebook
121. Professional Resource
• Launched in May 2003
• Grew almost 200% from 2007
• 26+ million experienced professionals from around
p p
the world
• Represents 150 industries
• 10+ Million unique visitors per month
• Oldest average age
g g
• More male than female (57% male)
• Highest average income $89k
• Typically join for business or work – keeping in touch
with business networks, job searching, business
,j g,
development and recruiting top reasons for joining
122. Goes Mainstream
• 18M users by the end of 2009
y
• 1,382% Growth Rate
• $0
$ Revenue
• By 2010, eMarketer expects that 15.5% of all
U.S. adult Internet users will use Twitter.
Businesses are finding ways to tweet
g y
123. Signs of ROI
In August 2009, Dell announced that they've surpassed 1
million followers on Twitter, and has booked more than $2.5
million in sales this year from Twitter.
Source: Twitter 101
124.
125. Marketing Rules are Changing
It was It’s now
Pushing message to client Pulling client to the message
One way message Interactive conversation
Business generated content User generated content
Direct client to immediate action Engage, build relationship
Hard to measure results Real time metrics
Consistent media preferences GenY/X different media preferences
Coveting information Sharing information
Charging for entry – block entry Giving free ebooks product
ebooks,
145. What is Google Trends?
With Google Trends, you can
compare the world’s interest
in your favorite topics. Enter
up to five topics and see
how often they’ve been
searched on Google over
time. Google Trends also
shows how frequently your
topics have appeared in
Google News stories, and in
which geographic regions
people have searched for
them most.
