Internet Summit Basis Online Marketing - 2011
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Simple 30min Presentation on Framework to Running Effective Online Marketing - 2011
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Internet Summit Basis Online Marketing - 2011
- 1. Framework to Running an Effective Online Marketing All Rights Reserved CommercialGuru.com.sg
- 2. Who Am I? • Started as a web developer and experiment into the field of online marketing in 2005 • Focused mainly on search engine optimization and search engine marketing • Areas of expertise range from SEO, SEM, Social Media, Affiliate marketing, Banner ads, Analytics, Revenue generation and usability • Worked for the following companies All Rights Reserved CommercialGuru.com.sg
- 3. About CommercialGuru • Singapore’s Leading Commercial Property Portal Comprehensive site dedicated to office, retail, industrial and factory properties • Used by more than 100,000 business owners & investors monthly • 1.5 million pages viewed monthly All Rights Reserved CommercialGuru.com.sg
- 4. PropertyGuru Network • Asia’s Leading Property Portal Group – Singapore, Malaysia & Indonesia + Hong Kong, Australia, Macau & India partners • Almost 4 million visits monthly • 47 million pages viewed monthly • 435,000 properties available for sale or rent All Rights Reserved CommercialGuru.com.sg
- 5. The Framework All Rights Reserved CommercialGuru.com.sg
- 6. Online Marketing Framework Objectives Target Audience Phase 1 - Setup Phase 2 - Execution Conversions Conversions Tracking & Reporting Phase 3 – Post Campaign Optimization All Rights Reserved CommercialGuru.com.sg
- 7. Phase 1 – Setup All Rights Reserved CommercialGuru.com.sg
- 8. Phase 1 - Objectives Set Your Campaign Objectives 3 types of objective, marketers commonly set to achieve when marketing online. Getting Traffic • • Branding Awareness & Usage Product Sales • • Promotions Product Launch Lead Generation • • Prospecting Community Building All Rights Reserved CommercialGuru.com.sg
- 9. Phase 1 - Target Audience Determine Your Target Audience, Why? Because •Resource are limited (manpower) •Our budgets are finite •Provide better conversions (sales) •Minimize advertising wastage All Rights Reserved CommercialGuru.com.sg
- 10. Target Audience Determine Your Target Audience, How? Ask Questions on •Who, What, When, Where & Why • About their demographics • What type of products they need • Would they buy your product online or require someone to talk to them? • Product purchase frequency All Rights Reserved CommercialGuru.com.sg
- 11. Phase 2 – Execution All Rights Reserved CommercialGuru.com.sg
- 12. Phase 2 - Media Selection Finding Your Audience, Where They Spend Time Online Source: http://www.wordle.net All Rights Reserved CommercialGuru.com.sg
- 13. Phase 2 - Media Selection Typical Campaign Setup Search Engines Reach out to consumers seeking products, services and information Vertical Sites Ad Network Mass Sites Yahoo/MSN Channels include – Car, Travel, Biz, News & lifestyle Mass with Branding and Tactical Copy Branding to Target Audience Branding to Mass Audience All Rights Reserved CommercialGuru.com.sg
- 14. Phase 2 - Creative Message Determine Your Campaign Message Using the right message would contribute to the success of your campaigns. • Determine keywords that triggers a reaction / call to action • Types of images that stimulates an emotion or action • Each message should also be catered for the media used All Rights Reserved CommercialGuru.com.sg
- 15. Phase 2 - Creative Message Sample Creative Relating to a specific need Individuals looking for a bargain Lowest in Market All Rights Reserved CommercialGuru.com.sg
- 16. Phase 3 – Post Campaign All Rights Reserved CommercialGuru.com.sg
- 17. Phase 3 - Tracking & Reporting Tracking & Reporting Enables marketers to depend the health of their campaigns and if they are meeting their objectives. • All online campaigns should be tracked • Tracked campaigns allows marketers to calculate their cost per acquisition • Match the initial performance estimates with actual figures • Reports help marketers analyze their campaign performance for improvements All Rights Reserved CommercialGuru.com.sg
- 18. Phase 3 - Tracking & Reporting Metrics to Measure Commonly tracked metrics for a successful campaign Inputs • • • • • • Impressions Clicks Creative Performance Cost Earned Media (PR Articles) Interactions (Rich Media) Outputs Mixture • • • • • Visitors Page Views Time on Site Bounce Rate Average Page per Visit • • • Goals / Conversions Cost per lead/ Acquisition Post Campaign Analysis All Rights Reserved CommercialGuru.com.sg
- 19. Phase 3 - Tracking & Reporting Tools We Use Channel Tracking •3rd Party Ad Servers like Eyeblaster •Tracking codes from Google Analytics – Click here Website Statistics •Google Analytics •Webmaster Central Site Improvements •Google Website Optimizer •Crazy Egg All Rights Reserved CommercialGuru.com.sg
- 20. Phase 3 - Optimization Improving Your Campaign by Optimization Analyzing campaign reports, enables marketers to improve upon their existing campaign What to look out for •Determine profitable channels – Search, online banners, edms, etc •Which creative works best •List top 10 performing and non-performing sites •Tweak performing creative message or ad units to meet each channel All Rights Reserved CommercialGuru.com.sg
- 21. Case Illustration All Rights Reserved CommercialGuru.com.sg
- 22. Client Objective Leading business solutions provider To generate leads and product awareness • Age 30 and above • High educational level • Business owners and office managers • • Annual revenues about 100k Uses the internet daily (read news, search for information and communications) Media Selection • Online Banners, EDMs, Microsite integration Creative • Creative used to promote advertisers solutions Target Audience Post Campaign • Still in Progress with positive client feedback All Rights Reserved CommercialGuru.com.sg
- 23. Thank You All Rights Reserved CommercialGuru.com.sg
Notes de l'éditeur
- {"17":"Campaigns should be tracked\nAllows insights and sets benchmarks\n","6":"Draw the framework diagram\nFramework includes\nObjectives\nTarget Audience\nCreative Message\nMedia Selection\nTracking & Reporting\nOptimization\n","12":"The internet has many types of websites, finding suitable sites where your audience visit is crucial to your campaign success\n","18":"- Impressions, Clicks, Creative performance\nOn site analytics – visits, PVs, time on site, bounce rates\nGoals conversion, costs of sales and leads, post campaign analysis\n","13":"Campaign \n","8":"CommercialGuru – Launch objectives - To generate awareness (visitors) to the site while at the same time generating leads for our commercial agents\n","14":"Call to actions Keywords – Click Here, Buy Now, Save Up to \nImages – Need to find some examples\n","20":"Profitable channels \nCTR\nConversions\nCreative performance\nIs the message working \n","9":"Our target audience\n- Entrepreneurs, Business owners, Investors \nPrimary (Age target) – 25 years and up\nSecondary (Age target) – 21 to 25 new breed of entrepreneurs and branding\nAble to commit at least 1 to 2 years rental lease \nIndividuals looking to rent or buy \n","15":"Keywords – Click Here, Buy Now, \nImages – Need to find some examples\n","10":"Who / What \nDemographics of my audience, their age, spending power, educational levels, etc\nTheir likes and dislikes\nWhat\nWhich stage of life are they in? \nWhat type of product/service are you offering\nWhen \nWould they need your product or service\nProduct purchase frequency \nWould it be a one time purchase item or a multi purchase item\nWhere\nWould they buy your product online? \nWould they rather get some\nWhy\nWould they buy your product, what is the USP/ differentiating factor\n"}