Measurable Management of Internet Marketing &
Communications
Robin Gurney and Tõnis Hinnosaar
Eesti esimene internetiturunduse agentuur
Internet Marketing
Robin and Tõnis : Vanad Kalad
• 13 years internet marketing• Export/tourism specialist• Website content strategist• Expert in online acquisition
• Leading website analyst• Partner/Director @ altex• Google analytics specialist• Search engine marketer
Eesti esimene internetiturunduse agentuur
Internet Marketing
Today’s Agenda
1. The importance of measurement2. Optimum conversion path online3. Search engine visibility of Estonian banks4. Monitoring social media: Estonian Air5. Google Analytics: Blogfest case study6. Is the Internet really worth measuring?7. Credibility test8. Usability case study: Riigikantselei9. What do you want to measure?
The Importance of Measurement
• Foundation for strategic
e-business decisions
• Which e-strategies are having
most impact
• Important trends and insights
• Where people are going?
• Where people come from?
• What are they doing?
• Where do they leave?Eesti esimene internetiturunduse
agentuurInternet Marketing
Optimum Conversion Online
Eesti esimene internetiturunduse agentuur
Internet Marketing
Search Engine Visibility of Estonian Banks
Eesti esimene internetiturunduse agentuur
Internet Marketing
Bank Visibility Keypoints
• Top 3/5/10 - SEB 1st
• NETI “kodulaen” - blog posts rank 1st then SEB consultants with wrong info!!
• Google.ee “pangakaart” 1st but.....
Social Media Monitoring
Eesti esimene internetiturunduse agentuur
Internet Marketing
Google Analytics for You
• What can you measure?
• How does your website support your business goals?
• Which decisions can you make?
• Which other insights can Google Analytics give?
Eesti esimene internetiturunduse agentuur
Internet Marketing
Google Analytics: Tallinn Blogfest
Eesti esimene internetiturunduse agentuur
Internet Marketing
Is the Internet Worth Monitoring?
• 6-74: 70% use internet
• 15-24: 94% use daily
• 52% use 5 days per week
• 60% purchase decisions influenced
• 63% homes have broadband
• 7000+ active blogs
• 450,000 use Neti....and Google?
Optimum Conversion Online
Eesti esimene internetiturunduse agentuur
Internet Marketing
All websites are not made equal.
A great website meets the needs
and desires of ALL the target
audiences.
The three key elements to a
successful website are:
compelling content,
attractive design and robust
technology.
To convert your website visitors to action at an optimum rate you will need excellent visibility, accessibility, credibility, usability, engagement and persuasion.
And then you will need to be able to measure it all and act upon the results - promptly.
Website Credibility Score
Eesti esimene internetiturunduse agentuur
Internet Marketing
Measurement Case Study: Riigikantselei
Eesti esimene internetiturunduse agentuur
Internet Marketing
What Do You Want to Measure?
• download speeds?• disabled access?• search engine ranking?• banner performance?• online reputation?• form conversion rates?• email subject lines?• button location?
Eesti esimene internetiturunduse agentuur
Internet Marketing
• bullet1• bullet2• bullet3• bullet4• bullet5• bullet6
What are the Take Outs Today?
• Internet activity is worth measuring
• Internet activity is very measurable
• Get FACTS about your e-performance
• Find out where to focus your attention
• Software and services exist to help you
• Training is available for your team
• Low cost and potentially high return
Who Have We Measured for?
Eesti esimene internetiturunduse agentuur
Internet Marketing
Suudame kiirendada ka Sinu äritegevust Internetis.