2. Background
• Business Studies & German (Marketing), University of Limerick
• Many years working in technology sector. National & international markets
Marketing / Business Development with a focus on online marketing/web
(Creative Labs, Viking components, Eircom.net, Web Reservations International)
• 2006 – set up HomeWise.ie
• 2007 Set up to help businesses ‘get customers online’
• Mentor with Enterprise Ireland.
• Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise
boards etc
4. Approach to Web Marketing Strategy?
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic
5. Step 1 – Set Clear objectives
What are your business objectives?
How will the web help you achieve these business
objectives? /What are your objectives from the web?
7. Step 2 Understand your market
Market research
•Assess your market potential
•Get to know your Target market:
- Who are they ?
- What are they doing on the web?
•Competitor research
16. Who is your Target Market
Who do you need to reach?
• End users / consumer market
• Retailers
• Distributors
• Manufacturers
• Research
• Trials
• Put your business on front of investors
• Generate business partnerships
18. Define
Who is your target market
Prioritise them (1 = most important etc)
What do they do?/what is their behaviour?
Do they use the web to research/purchase your
products/services?
Do they use search engines?
What websites do they use?
19. What triggers them to look for your
products/services?
What are their motivations?
What are their issues?
What solution are you providing your customers?
21. Step 3 – Look at your current web presence
-No of visitors in the last month
-Source (where they came from)
-No. of conversions
How you are performing on the search engines?
Presence on Social Networks?
Where you are in relation to competition?
22. Step 4 - Put an action plan in place
-With clear objectives from the web
-having identified any weaknesses in your existing presence
- Now knowing your target markets interests & behaviour
- With your competition in mind
-Devise your marketing strategy and set out actions
23. Defining your Marketing strategy
What combination of offline activity & online
activity do you need for your business?
25. Web Marketing
Traditional marketing
Applies technology - Internet
Research – Who are your customers & what do they do
– Where do they go when they need your products/services?
(may not necessarily be actively searching)
– What search engines, directories, websites do they use ?
(when they are actively searching)
– How do they behave after they arrive on your website?
26. The way people are interacting on
the web has changed
-Talking at people
Has change to
-Listening to what people are
saying………. & then interact
28. Web strategy
Build a sound platform that cements your brand and also creates a valuable
opt-in database / community that can be used to invite people again & again
29. Building your Web Strategy
Areas to be considered when developing a web strategy
The website itself
Off page online marketing activities
Search engine optimisation (off page)
Other tactics to drive new visitors to your website
Offline activity
Activities off the web to drive traffic to your website
30. You have visitors
• How to convert them!!
• What is relevant to them?
• What info are they looking for?
• What is useful in helpful them move towards
the decision to purchase your
product/service?
31. Getting your website in order
• Design/look and feel
• Usability & Navigation
• Tools & Functionality
• Strong calls to action
• Search Engine Optimisation
• Good measurement and tracking
45. Pay Per Click - Google Adwords
•Very targeted
•Gives good understanding
Health and safety training – 720 searches
of your market
•Test to establish ROI
•Focus on what works
52. Ford Fiesta
100 socially vibrant social media fanatics
18 months prior to release in US
Had to share their experiences of the car over 6 months
Blogs, Twitter, Facebook, Flickr and YouTube channels
53. 7 secrets to Fords Social Media Marketing Success
• People trust corporations less - allow other people through word of mouth
create trust for you through Social Media
• Reached out to those who are listening and let them do the talking for you and
to connect with people like themselves
• Let them know that you are real people just like them and are passionate about
what they do and the Ford Brand
• Run a competition involving Social Media eg.. To be selected to drive a Ford
Fiesta for six months – select 100 of those who are “socially vibrant”
• Aggregated the content on Fords Fiesta movement website (crowd sourcing
content) without editing it!
• Implemented multiple Social Media channels such as Facebook, Twitter and
YouTube to create digital buzz
• “Get On Board” the executive team and the board of directors
54. The Results
• 11 million Social Networking impressions
• 5 million engagements on social networks (people sharing and
receiving)
• 11,000 videos posted
• 15,000 tweets.. not including retweets
• 13,000 photos
• 50,000 people who have seen the product in person or on a video
who said that they want to know more about it when it comes out
and 97% of those didn’t currently drive a Ford vehicle
• 38% awareness without spending a dollar on traditional
advertising ( Fords model “Fusion” doesn’t have that awareness
after 2 years of being out in production and yet it has received
hundreds of millions of dollars in traditional marketing spend).
55.
56. Twitter
http://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/
The Volkswagen Twitter Zoom
Volkswagen - February
To promote their sponsorship of the Planeta Terra Festival.
They hid tickets to the festival all over the city, and shared the location with users
via a map. The trick was however, that the map (using Google Maps) would
only zoom in to reveal the locations based on how many people shared the
hashtag #foxatplanetaterra on Twitter
The campaign was a huge success for Volkswagen, as within 2 hours the hashtag
was a trending topic in Brazil
57. YouTube
• 60 hours of video are uploaded every minute, or one hour of video
is uploaded to YouTube every second.
• Over 4 billion videos are viewed a day
• 70% of YouTube traffic comes from outside the US
• In 2011, YouTube had more than 1 trillion views or almost 140
views for every person on Earth
• 500 years of YouTube video are watched every day on Facebook,
and over 700 YouTube videos are shared on Twitter each minute
58. 58 % of marketers with 3+ years of experience are using Google+
67% of respondents say they plan to increase Google+ usage
Source: marketingland.com. Social media examiners survey of marketers &
business owners Jan 2012 – based on replies from 3,800 marketers across the
world
59. In October, the earth's population surpassed 7 billion
The New York Times used Google+ business page to source photos for its latest crowdsourcing project
"Picturing 7 Billion."
Customizing its page based on follower feedback, who said they were looking for international news and
photos on the Google+ business page.
68. Web Marketing Activities
Viral Marketing
Word of mouth marketing
Use of existing social networks to spread a
Message
People willingly pass on information to their
contacts
71. Web Marketing Activities
Samsung
LED-illuminated sheep running around the Welsh countryside
Attracted nearly 8.5 million views on YouTube and continues to
be the topic of discussion on blogs across the web.
The "is it real or not" quality proves once again to be YouTube
gold.
http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr
_embedded
72. Web Marketing Activities
Affiliate Marketing
Affiliate Marketing is an Internet-based
marketing practice in which a business rewards
one or more affiliates (publishers) for each
visitor, lead or customer brought about by the
affiliate's marketing efforts
http://en.wikipedia.org/wiki/Affiliate_marketing
74. Web Marketing - Devising a web strategy
Web Analytics
•What works?
•What doesn’t?
75.
76.
77.
78. Web Marketing Strategy
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic
The numbers may be relatively small, but silver surfers are taking to the internet in greater numbers. Among Irish 60 to 70-year-olds, 21% say that they use the internet every day, compared with only 14% the previous year. That represents the greatest annual growth rate of any of the four age bands in the Central Statistics Office study of 6,800 households. Not surprisingly, daily internet use is greatest among younger people. Among those aged 16 to 29, 77% are on the internet daily, compared with 64% of 30 to 44-year-olds. Taking a five-year view, there has been steady growth in internet use across all the age groupings. That said, the data shows that there is a group who never use the internet. Across the entire sample, 25% said that they did not use the internet in the previous three months, with the highest proportion (62%) among the oldest age grouping.
http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
Introduction to Web Strategy Business objectives: what you want the web to do for your business? How to approach this?
http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
Social Media Examiner’s fourth annual survey of marketers and business owners. The January survey collected replies from more than 3,800 marketers around the world, a group that was almost equally split between B2B and B2C marketers.
Ning – Social networks for your interests and passions
Ning – Social networks for your interests and passions