Contenu connexe Similaire à eMarketing: What's it all about? Similaire à eMarketing: What's it all about? (20) 4. eMarketing: The process of marketing through a digital medium 7. A hub to drive traffic to 8. A medium through which you can communicate and build a relationship with your audience 10. You MUST add value to your user’s experience. Before, during and after their visit 21. Allow the reader to get the gist of your message in a few seconds by merely scanning the page 23. Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking 26. Tell people to take the exact action you want them to perform in order to get the best response 33. Primary goal: Site must be fully indexable and optimised around a set of well researched key phrases 35. Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page 67. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors? 70. 67% 8% 12% Google is by far the largest player… 84. SEO Book http://tools.seobook.com/general/keyword/ KW Discovery http://www.keyworddiscovery.com Digital Point http://www.digitalpoint.com/tools/suggestion Word Tracker http://www.wordtracker.com/ Adwords https://adwords.google.com/select/KeywordToolExternal 94. Build a website that offers so much value that people talk about it and link to it naturally 107. Don’t send your traffic to your home page, use highly targeted landing pages 110. The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI 130. “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ” Warren Buffet 133. … and the evidence lasts longer 135. Because peers are the most trusted source of recommendation Edelman Trust Barometer 2008 144. Use the data you gather to build profiles of influencer’s who you can target for future campaigns 145. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns 146. OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people? 151. It costs a HUGE amount for you to acquire a customer 159. Allow users to manage their information and subscription preferences 161. Rather send less often with more relevant content – people will be more likely to listen Notes de l'éditeur Tourism is the biggest industry on the web How do we take advantage of this? eMarketing: The process of marketing through a digital medium A hub to drive traffic to A medium through which you can communicate and build a relationship with your audience But it can’t just be any old website You MUST add value to your customer’s travel experience. Before, during and after. Websites are no longer just brochures They should be built to attract, convert and retain customers Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere Is your website THAT good? Our web development priorities: 1.) usability 2.) search engine visibility 3.) design Usability and conversion oriented design Design sites for your users above all else Make sure they can find what they want quickly and easily Copy style: Allow the reader to get the gist of your message in a few seconds by merely scanning the page Pyramid style writing Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking Have consistent Calls to Action Don’t make them think… Tell people to take the exact action you want them to perform in order to get the best response Keep navigation basic, consistent and standardised Don’t distract users with Christmas trees blinking images flashing lights automatic sound scrolling text unusual fonts One point with one sub point One point with one sub point One point with one sub point Headline here as opposed to title - more explanatory, see wiki for more info One point with one sub point One point with one sub point One point with one sub point One point with one sub point
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