Internet Marketing

INTERNET MARKETING

Hello! My name is Bart.

This is my daughter Merel.

I’m passionate about coffee.

I’m passionate about coffee.I live and work in Ghent.

I work at digital agency Netlash-bSeen.

@netlash

http://slideshare.net/netlash

INTERNET MARKETING

KMO Excellence, 7/02/2012

Swift and many changes.

‣ The cycle, and how to use it

‣ Generate traffic

‣ Convert visitors to buyers

‣ Optimize

‣ Word of Mouth

The online customer cycle

1. The Online Customer Cycle

trafficvisitor

returningvisitor

buyer

word ofmouth

trafficvisitor

returningvisitor

buyer

word ofmouth

trafficvisitor

returningvisitor

buyer

word ofmouth

‣ Multiple entry points

‣ Multiple exit points

‣ Multi-channel

‣ Measure & attribute

‣ Integrated approach

The online customer cycle

Not a funnel!

Not a funnel!

Different smaller funnels, with micro-conversions.

2. Generate traffic

‣ Traditional marketing (offline)

‣ Search

‣ Paid search & social

‣ Social

Generate traffic

‣ P2P marketing

‣ Content marketing

‣ Affiliates & API’s

‣ Mobile

‣ Get your URL’s right!

‣ Attribution

‣ Flip from offline to online

‣ QR codes?

Offline marketing

‣ Organic search

‣ Still biggest traffic driver

‣ Attention! Pygmalion effect!

‣ Dynamic rankings

‣ Black-hat vs. white-hat

Search

‣ On page optimization

‣ Link building

‣ Social

Organic search

‣ On page optimization

- text, text, text!

- information architecture: URL, breadcrumbs, inner

linking, pagerank sculpting...

- code

- attention for meta tags

Organic search

‣ Link building

- value of PageRank?

- domain authority

- link baiting

- RSS

Organic search

‣ Social

- importance of social signals for search

- personalized results

- networks?

Organic search

‣ Long tail

‣ spelling, dialect etc.

‣ aim high in the customer journey

‣ pains & solutions

Keyword Research

‣ Google: search network vs. display network

‣ Long tail

‣ Specific vs. broad keywords: buying stage

‣ Retargeting/remarketing

Paid search

‣ Social networks = Facebook

‣ Targeting

‣ Facebook-in or Facebook-out?

‣ Traffic vs. engagement

Paid search

‣ Let others generate traffic

‣ ‘be interesting’

‣ Built-in social

‣ Cfr. customer cycle

Social

‣ P2P marketing...

Social

‣ Content circles

‣ ‘curation sweet spot’

‣ Editorial agenda

‣ Form vs. target audience

Content marketing

‣ affiliates

‣ arbitrage

‣ API’s

Let others generate traffic

‣ it’s not a device

‣ “on the go”

‣ responsive!

Mobile

3. Conversion

‣ Get people from A to B

‣ Remove friction

‣ Add velocity

Conversion

Double instrument

‣ every doubt

‣ every uncertainty

‣ every hesitation

... makes people leave.

Remove friction

‣ navigation

‣ logo, subnavigation, search, language...

‣ text: SEO vs. conversion

Remove friction

‣ user centered

‣ faceted navigation & filters

‣ action based navigation vs. target

Navigation

4 kinds of surfers

‣ hierarchical

‣ search

‣ chaos

‣ social

4 kinds of surfers

Add velocity

‣ trust

‣ psychology

‣ ‘goesting’

... gets people moving.

Velocity

‣ logos

‣ link to privacy

‣ telephone number, real-world contact

‣ testimonials

‣ neuromarketing

Velocity

‣ sector & quality organisations

‣ fake?

‣ adds trust!

Logos

‣ next to info-request

‣ adds trust

‣ (never gets clicked...)

Privacy

‣ next to info-request

‣ adds trust

‣ “If it all goes wrong, someone will help me.”

‣ Cfr. customer cycle!

Telephone number

‣ security

‣ adds trust

‣ “It’s not 2 youth delinquents in a garage.”

‣ Pictures of owner, building etc.

Real-world contact

‣ don’t fake it!

‣ pictures: make them ugly...

‣ social reviews?

Testimonials

Neuromarketing

‣ collecting, reciprocity, social validation, commitment,

discovery, concession, scarcity, fear of loss, the

endowment effect, choice, Hawthorne effect, clustering

illusion, availability cascade, authority bias, competition,

zero-risk bias...

The power of the brain

4. Optimize

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

‣ vs. other packages

‣ free vs. paid

‣ GA Premium (ownership, privacy, real-time)

Google Analytics?

‣ tag everything!

‣ channels

‣ offline & online!

‣ (offline: url-shorteners)

Sources

medium?

source?

link?

message?

format?

colour?

A/B test!

‣ combine visit behaviour and e-shop data

‣ optimize campaigns & actions based on €€€

‣ drive your website content to the best sellers

‣ get info on where to invest for traffic

Measuring the conversion funnel

‣ make the interaction measurable

‣ goals = quality

‣ investigate the drop-outs

‣ look for site entries with the highest conversion%

Goals & funnels

entering the funnel

leaving the funnel

defined Goal

‣ cfr. Google

‣ launch fast, fail fast

‣ incremental

The way of the web

‣ buying intentions

‣ trends

‣ couponing & actions

‣ customer service

Social media monitoring

‣ not just for optimizing

‣ automate!

‣ buying cycle vs. content

‣ triggers vs. content

A/B & multivariate

‣ e-mail automation

‣ remarketing & retargeting in SEA

Lost buyers

5. Word of Mouth

trafficvisitor

returningvisitor

buyer

word ofmouth

‣ advertising = not just awareness

‣ leverage your fans/customers/visitors

Word of mouth

‣ build social into your website

‣ micro-conversions: maybe a non-sale is better than

a sale?

Word of mouth

Pers Prospect Klant Medewerker Opinion Leader

Bedrijf Overheid Vereniging

STAKEHOLDERS

ORGANISATIES

COMMUNICATIE

STAKEHOLDERS

ORGANISATIES

MASSAMEDIA

STAKEHOLDERS

ORGANISATIES

DIGITAAL

STAKEHOLDERS

ORGANISATIES

DIGITAAL

STAKEHOLDERS

ORGANISATIES

MASSAMEDIA

‣ funnel -> parallel

‣ one-way -> multi-directional

‣ control -> bottom-up

Different properties

Move from tactics to strategy.

Start with strategy.Think integrated.

Remember 1 thing.

It’s not a tsunami.

Surf’s up!

Conversation

Questions?

twitter.com/[email protected]