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1. Working in webmarketing April 2010 Jérôme DERAMAIX Responsable marketing Web FRAM

2. Introduction

3. What is Web marketing about ?

4. Transaction  5 steps : Identification of the problem Searching solutions Evaluating solutions Choice / Act / Buy Evaluate solution

5. Transaction  Processing buying : AIDA(S) Model A for Attention I for Interest D for Desire A for Action S for Satisfaction

8. Transaction

9. Understanding internauts

10. The webmaster

12. The duties of the webmaster may include :

13. ensuring that the web servers, hardware and software are operating accurately

14. designing the website

15. generating and revising web pages

16. replying to user comments

17. examining traffic through the site

18. Webmasters "must also be well-versed in Web transaction software, payment-processing software, and security software." Source : wikipedia

20. management of content

21. advertising

22. marketing

23. order fulfillment for the Web site.

24. Core responsibilities of the webmaster may include :

25. regulation and management of access rights of different users

26. appearance and setting up website navigation.

27. content placement

28. content creationSource : wikipedia

29. The Webmasterthe one-man band

30. Chapter 1

32. Data analysis

33. Example : Xiti

34. Servers survey

35. Example : Woozweb

36. Everyday navigation

38. Chapter 1Website responsibility

39. Chapter 1Website responsibility

40. Chapter 2

42. Help people to get their transactions done

44. Communicate (push)

46. Chapter 2Growing a database

47. Chapter 2Growing a database

48. Chapter 2Getting delivered

49. Chapter 2Getting delivered

50. Chapter 2Personalization

51. The Webmasterthe one-man band

52. AnalyticsSite centrics

53. AnalyticsSite centrics Xiti Efficiency (primary & secondary goals) Working on Segments Action paths : looking for leaks Measuring Marketing sources

54. The Webmasterthe one-man band

55. Content Managementwebsite animation & creation

56. The Webmasterthe one-man band

57. Content Managementwebsite animation & creation http://media.fram.fr/visuels/agdal/visite_agdal.htm

58. The Webmasterthe one-man band

61. Vinivi

62. Le Routard

63. Easyvoyages

64. Sprice

65. Facebook

66. …For better efficiency : you have to be present everywhere

67. Traffic Management SEO SEM Electronic Ads Affiliate management Partnership

68. Traffic ManagementSEO In France, Google represents more than 90% of search After 5th result, almost no readers

70. The higher a word is on a page, the most important it is

71. If a word is highlighted (bold, underline, title) the most important it is

72. If a page is near home page, it’s more important

74. Use format to highlight keywords

75. Use keywords in URL

76. (cf : google docs)

77. Don’t duplicate content

80. You Determine you daily budget

81. You Determine your maximum auction

82. Google Determines you QS (Quality Score)

83. QS depends on

84. your CTR (Click Through Rate)

85. your keywords

86. your landing page

87. All this elements determine your CPC (cost per click)

88. Your CPC determines your position

90. Traffic ManagementTravel comparators

91. Traffic Managementbanners

92. Traffic Managementbanners

93. Traffic Managementbanners

94. Traffic Managementbanners

95. Traffic Managementbanners

96. Traffic Managementbanners

97. Traffic Managementbanners

98. Traffic Managementbanners Reporting :

99. Traffic Managementaffiliate program banner Your site Editor’s site Remunerate