Demystifying Internet Marketing

Agenda

• Marketing Trends

• Search Engine Marketing

• Content Marketing

• Social Media Marketing

• Online Display Advertising

• Affiliate Marketing

• Email Marketing

Marketing Trends

Communication Paradigm Shift

Smoke Signals

Letters / Mail

Telegraph

Telephone

Mobile Phone

Email

Online Community

Technology continues to change the way humans communicate professionally and socially

Newspapers and magazines are losing readers, traditional advertising and marketing spending is decreasing while digital spending is increasing.

Percentage Change in Audience, 2007 to 2008, Across Media

Change in Ad Spending by Medium2008 to 2009

Media Type % Change

Television -9.7%

Magazine -20.5%

Newspaper -25.5%

Internet Display Ads 8.2%Radio -26.2%

Outdoor -14.6%

According to marketingcharts.com, “US Ad Spend Plunges 14.2%; Only Online Posts Growth”

Forecast: US Interactive Marketing Spend, 2009 to 2014

New media/social media channels are becoming more critical

77% stated they will take on a greater focus in their overall interactive strategy“Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget.”

Search Engine Marketing(SEM)

Americans conducted 14.3 billion searches in October, up 3% from

September

Search Marketing is Economical

Spending on SEM will reach $26 billion annually by 2013

SEM Growth Factors

Growth driven by:•Increasing advertiser focus on accountability and ROI•Increase in small to mid-sized businesses using SEM•Greater consumer usage of search utilities•Better targeting and niche offerings•Increase in competition

Organic (SEO) vs. Sponsored (PPC)

Keyword Analysis

Organic Search Pros

• No cost-per-click on search engines

• Greater credibility

• Produces 85% of clicks resulting from search engines

Organic Search Cons

• No guarantee of link placement on search results page

• Limited keyword use, dependent on content

• Requires writing skill to properly incorporate terms

Pay-Per-Click Pros

• Tracking

• Instant results

• Real-time keyword changes

• Any budget

• Geo-demographic targets

PPC Cons

• Price of keywords

• Competition keyword use

• Determining which words to purchase

Search Engine Optimization

•Optimize each page with keywords

•Some places keywords are used:• Meta tags• Meta descriptions• Titles• Copywriting• Headers• Site map

“Behind the Scenes” Optimization

SEO Results

Measuring Tools

Website Traffic (Google Analytics)User Demographics (Quantcast)Search ResultsPage Rank (PR) Alexa Rank Backlinks Indexed Web Pages

Content Marketing

Common Forms of Content Distributed Via the Internet

Videos

Articles

News Releases

PowerPoint Presentations

How-To's

Wiki Material

Blog Posts

Benefits of Content Distribution

• Creates thousands of links from external credible websites back to your website

• Improves your website's reputation and credibility with search engines

• Improves your rank on search engines

• Presents you as a thought leader in your industry

• Provides potential customers with value

Content: Using Keywords

Keyword density- 2% to 4%

To calculate keyword density:

# of keyword mentions

total number of article words

=keyword density

Article- “Best Valentine’s Day Romantic Gift Ideas”

Distributed on 1/22/2010 via 19 properties

Indexed on 22,600 sites, all providing links back to client site http://www.gohastings.com

Social Media Marketing(SMM)

Rethinking Business Rethinking Business CommunicationCommunication

Consider how you communicate with your clients (and market)Are negative remarks always bad?How much did ineffective media cost last year alone?Where’s the last place you checked for product information?How are purchasing decisions made?What parts of your marketing budget exist out of habit?

What is Social Media?

Face to Face networking or Word-of-Mouth Marketingin a virtual world

What is Social Media?Uses Internet tools to share and discuss information and experiences with others

Integrates technology, social interaction, and the construction of words, pictures, videos and audio

Builds relationships as users share stories and experiences

Uses conversations through networking to share experience, links, and information about a company, product, or service

Must provide value to be effective

Social Media:Social Media:Internal & External UsesInternal & External Uses

Social media tools built into the website to compliment, reinforce, and strengthen an online presence

External websites which leverage social media tools (often exclusively) to communicate with others

Social Media Timeline

50% of Social Media activity happens on properties you’ve

never heard of.

Social Media Usage in the US

Social Media is a Key Driver in Brand Awareness and Affinity

Social Media: Quick Facts

• 49% of social media (SM) users log on daily

• 31% agree SM is more credible than ads

• 61% research purchases with SM

• 36% use SM for purchasing decisions

• 40% are talking and learning from specific orgs

• 25% of users “feel better” about companies using SM

• 89% of users use SM more/same as last year

Source: CNW Group and Leger Marketing

What can Social mediado for you?

• Identify and create prospects

• Create brand awareness

• SEO via link building

• Public relations services

• Relationship and network building

• Establish thought leadership

Social Media Tools• Blogging, micro-blogging, & RSS (open platform,

Wordpress, Blogger)

• Wikis, & web office tools (Internal or public)

• Social networks, (such as Facebook, MySpace, LinkedIn, etc)

• Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)

• Online photo sharing, (such as Flickr & PhotoBucket)

• Podcasting/videocasting, (independently or though sources such as iTunes)

Before You Start SMM: Listen

Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:

• Blogs, micro-blogs, life-streams• Forums, communities, wikis, niche networks• Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can find

Social Media Process

Three phases of an end to end program:• Listening: Discovering real-time, relevant, impactful conversations• Measuring: Monitoring, analyzing and tracking those conversations• Engaging: Active dialog with customers and tracking/ tagging comments for further use

Choosing Your PropertiesChoosing Your Properties

Know your market

Know the property’s functions

Appropriateness & etiquette

Legal limitations & liabilities

Becoming InteractiveBecoming Interactive

Have an opinionConversations, not lecturesNo spamLink, link, linkEducate & offer insightCite original works (with links!)Use media, when appropriateBe honest; be yourself

Creating a Buzz: ProfilesCreating a Buzz: Profiles

Consider yourself a celebrity, without the drama

Add media (photos, videos, slideshows...)

Include links to your business website and other social media profiles or sites

Creating a Buzz: BlogsCreating a Buzz: Blogs

About 3 paragraphs

Conversation

Include media (photos & videos)

Use links

Creating a Buzz: VideosCreating a Buzz: Videos

Be interactive

Keep them short! (Under 30 seconds, 2 minutes is the LONGEST)

Include text at the bottom with links for additional information

Include contact information at the end (in text) for follow ups

ROI Measurement:ROI Measurement:QualitativeQualitative

Corporate reputation & brand awarenessConversation participationBuild and maintain strong, positive relationshipsThought leadershipMarket research value (can be quantitative)

ROI Measurement:ROI Measurement:QuantitativeQuantitative

Measure trafficSearch engine optimization (SEO) -rankingIdentified & created prospectsMeasure salesMarket research value (also qualitative)

http://www.geneseecountyparks.org/social_media.htm

Online Display Advertising

What is Online Display Advertising?

• Display advertising appears on web pages in many forms, including web banners

• Consist of static or animated images, as well as interactive media that may include audio and video elements

The best performing banner size is 300x250

Terms to Know

• CPM - Cost Per Impressions. (The "M" comes from the Roman numeral for 1,000.) CPM represents the cost per 1,000 displays of a banner.

• CPC - Cost Per Click. You pay an agreed amount for each click-through to your site.

• Click-Through Rate (CTR) - This is the number of people who click on an ad (banner or text link) divided by the number of displays of the ad, represented in percentages.

• Run Of Site (ROS) - This means your banner will be displayed on all or most pages of the site.

Targeted Online Display Advertising

Behavioral targeting• Targeted based on a user's clickstream analysis

enabled by cookies stored on the user's computer, the user is served relevant ads to past clicks

Contextual advertising• Display graphical or text-only ads that correspond

to the keywords of an Internet search or to the content of the page on which the ad is shown

Demographic/Geographic targeting• Display ads by city, state, age, gender, income,

etc.

Affiliate Marketing

What is Affiliate Marketing?

Affiliate marketing is a practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts.

Compensation

80% of affiliate programs today use revenue sharing or cost per sale (CPS) as a compensation method, nineteen percent use cost per action (CPA), and the remaining programs use other methods such as cost per click (CPC).

Email Marketing

Email Marketing

Using email (often in specialized formats) to communicate with clients

Email marketing generated an ROI of $43.62 for every dollar spent on it in 2009.

The expected figure for 2010 is $42.08.

According to research conducted by the Direct Marketing Association

Email Marketing Pros

• Communicating with new and existing clients

• Promoting business initiatives• Reinforcing personal relationships• Low cost

Email Marketing Cons

• Unprofessionalism may result in spam perception

• Often blocked by SPAM filters• Clutter• Useless without proper targeting (“cold

calling”)

Email Marketing Tips

• Personalize your message

• Add a value proposition

• Professionalize the look and feel with templates

• Make opting out of the email an accessible option for users

Questions?

Thank you!Kevin Krasonkkrason@biznetis.net248.560.9000Twitter.com/kevinbiznetLinkedIn.com/in/kevinkrason

Jenn Weesiesjweesies@biznetis.net248.560.9000Twitter.com/weesiesjLinkedIn.com/in/jennweesies