Introduction to Internet Marketing

Justin Mink, ReachLocalSheryl McKibben, Sheryl McKibben Associates

What is Internet Marketing?

Internet Marketing

Internet Marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet.

How does Internet Marketing apply to the multi-family industry?

Joe “Renter”

Jane “Marketer”

Joe’s Journey Begins

“Google” Search–noun Trademark . 1. brand name of a leading internet search engine, founded in 1998. –verb (used without object) 2. ( often lowercase ) to use a search engine like Google to find information, a web site address, etc., on the Internet.Note: About 2/3 of all searches are performed on the Google network. Millions upon millions also search on Yahoo, Bing, AOL, Ask.com, etc.

Key word

A word or series of words that are essential to creating websites and advertising and marketing them. They are entered as queries into the search box. Thus, keywords are arranged in specific ways (but in limited numbers) for on-page SEO.

Local SearchLocal search is the use of specialized Internet search engines that allow users to submit geographically constrained searches. Typical local search queries include not only information about "what" the site visitor is searching for (a business category, name of a consumer product, etc.) but also "where" information, such as a street address, city name, postal code, or geographic coordinates like latitude and longitude.

SEM Search engine marketing, (SEM), a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. SEM is utilizing various means of paid "marketing" a website in order for it to become more relevant to search engine searches and their rankings. This is the predominant form of “advertising” on the search engines.

Search Engine Results Page (SERP)

The page on which search engines display the results of a search. The results page contains both “natural” (or “organic”) results in the left center, and ads on the top and right side of the page, in addition to Google Places/Directory Listings. Businesses can have a presence on a SERP through a variety of channels – websites, blogs, social media channels, content sites (YouTube, Flickr, etc.).

PPC (Pay Per Click)An online advertising model where advertiser pays only when a user clicks on an ad (or “sponsored listing”) that links to the advertiser’s web site. For each click, the advertiser pays the search engine an incremental part of their daily budget. The cost ranges from a few cents to several dollars per click. In search results pages, these are displayed as text ads on the top and/or down the right side of most search engines. In other online content, they are found in many places. In general, they can be targeted for relevance and can be measured in a variety of ways (cost-per-click, click-through-rate, conversions, etc.).

Directory (or “Map”) Listings Directory listings are the online equivalent of the offline White Pages. The most commonly known directory listing application is Google Places. Directories “scrape” the web and aggregate local business information (location, hours, methods of payment, products & services, etc.) within listings tied to unique local businesses. Businesses can “claim” their listing (even though they can never “own” them) and then update the listing information by uploading accurate, up-to-date information.

Search Engine Optimization (SEO)SEO is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, news search and industry-specific vertical search engines. Effective SEO contributes to a website’s overall “web presence”.

Text AdsA type of online ad that contains words rather than an images. When viewed on a search results page such as Google, a Google AdWords text ad consists of a headline, two lines of text, and a display URL. A text ad can be found in both search results and contextual or content pages.

Internet Listing Service (ILS)

Apartment listings, by service providers, posted on the Internet. These can also be considered “vertical search engines”, i.e., a niche, business category specific place to search for relevant information.

Click

Joe!!!!!

Joe Goes to a Job Website…

PixelA pixel is the base element of a digital image in computer graphics.

CookieAlso known as a web cookie, browser cookie, and HTTP cookie, is a piece of text stored on a user's computer by their web browser. A cookie can be used for authentication, storing site preferences, shopping cart contents, the identifier for a server-based session, or anything else that can be accomplished through storing text data.

Banner AdA web banner or banner ad is a form of advertising on the Web. It is intended to attract traffic to a website by linking to the website of the advertiser. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece.

RemarketingRemarketing allows you to show your ads to people who previously visited your website, and tailor your message to their specific interest.

Behavioral TargetingBehavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.

Ad ImpressionsIn online advertising, the term used to describe when your ad has been shown on a search results page after being triggered by a user's query, content match, or website pageview.

Social MediaSocial media marketing known as SMO or Social Media Optimization is a recent addition to integrated marketing communications plans. Integrated marketing communications coordinates promotional elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion. Increasingly, viral marketing campaigns are also grouped into integrated marketing communications. SMO usually center on efforts to create content that attracts attention, generates audience engagement, and encourages readers to share it with their social networks. A message spreads from user to user and presumably resonates because it is coming from a trusted, third-party source (one’s trusted social circle), as opposed to the brand or company itself.

Charting the Social GraphPeople trust the people within their sphere of influence – families, friends, coworkers, acquaintances. Understanding the dynamics of online relationships and learning how to leverage those relationships for both online users and businesses is commonly referred to as “charting the social graph”.

User Generated ContentSocial media includes “user generated content” – consumers of this content can also contribute to and add their own content, which in turn initiates dialogue, open communication, and informs businesses about the types of content relative to a given target audience that generates engagement.

FacebookFacebook is a social networking service and website. Users may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile. Additionally, users may join common interest user groups, organized by workplace, school or college, or other characteristics. The name of the service stems from the colloquial name for the book given to students at the start of the academic year by university administrations to help students get to know each other better.

TwitterTwitter is a website which offers a social networking and micro blogging service, enabling its users to send and read messages called tweets. Tweets are text-based posts composed of up to 140 characters displayed on the user's profile page. Tweets are publicly visible by default; however, senders can restrict message delivery to just their followers. Users may subscribe to other users' tweets – this is known as following and subscribers are known as followers or tweeps (Twitter + peeps). The advent of Twitter marked a significant development in the online publishing revolution and the focus on “real time” search.

BlogA blog (a blend of the term web log) is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. Blog can also be used as a verb, meaning to maintain or add content to a blog.Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites.

FlickrFlickr is an image hosting and video hosting website, web services suite, and online community. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media. Owning a Flickr account that is tied to a brand/property name can be an important component of optimizing “web presence”.

U-tubeYouTube is a video-sharing website on which uses Adobe Flash Video technology to display a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short original videos. YouTube is now one of the world’s most highly used search engines.

Joe continues to research the property.

YelpYelp, Inc. is a social networking, user review, and local search web site. The advent of Yelp marked an important moment in how consumers utilize online, 3rd party peer reviews when going through a decision making buying cycle.

Apartment RatingsApartmentRatings.com is an online user generated database of information about apartment buildings in the United States. The site was developed to provide transparency into the quality of apartment life, and claims to be an unbiased resource because it does not accept advertising from apartment building managers, owners, or corporations. Apartment Ratings maintains a database of tenant-generated reviews of apartment buildings. In addition to reviews, the site features a database of building features, user ratings, and a database of tenant-reported average rental prices called "What the Neighbors Pay."

How is Jane managing what Joe is seeing?

• SEM• SEO• ILS’• Content Management• Social Media• Reputation Management

Content MarketingContent marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty. Content marketing became especially important as the barriers to publishing new, fresh, relevant content were lowered (the “online publishing revolution”).

Reputation ManagementSearch Engine Reputation Management (or SERM) is used to shield brands or reputations from damaging content brought to light through search engine queries. Consumer generated media (like blogs) has amplified the public's voice, making points of view - good or bad - easily expressed. Search Engine Reputation Management strategies include Search engine optimization (SEO) and Online Content Management. Because search engines are dynamic and in constant states of change and revision, it is essential that results are constantly monitored.

How does Jane get it done?

• Content Syndication Tools• RSS Feed

SyndicationWeb syndication is a form of syndication in which online content material is made available to multiple other sites. Most commonly, web syndication refers to making web feeds available from a site in order to provide other people with a summary or update of the website's recently added content (for example, the latest news or forum posts). The term can also be used to describe various forms of licensing website content so that other websites can repurpose and use this content.

RSS FeedRSS is an abbreviation for rich site summary or real simple syndication. It is a method of sharing content among different web sites. Sites can syndicate "feeds" or content, and users can use an application known as an RSS reader to download these feeds.

How is Jane making decisions?

• A/B Testing• Analytics• CTR• Web Analysis

A/B TestingA/B Testing also known as Split Testing is a method in which two groups of web site visitors are served different ads or pages to test the performance of specific components such as a headline or graphic elements. This testing is used to test only one variable at a time. Results help to track the changes in behavior of prospective customers based on which version of the ad or web page they viewed. This type of testing can increase conversion rates, challenge assumptions, and solve problems.

AnalyticsA tracking program that provides useful data about what happened on a website. Installing the code on the pages to activate tracking is necessary for monitoring trends. This data may include how many visits occurred during a particular time frame, what visitors did while they were on the website, the page they left from, where they went after they left, and much more. A free version (“Google Analytics”) is available from Google.

Click Through RateClick through rate or CTR is one way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the "number of users who clicked on an ad" on a web page by the "number of times the ad was delivered" (impressions). For example, if a banner ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1 percent. This is an important factor in determining click costs – a better CTR equals a lower cost-per-click, as users are essentially “voting” for the high relevancy of the web listing.

Web AnalyticsWeb analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. It helps one to estimate how the traffic to the website changed after the launch of a new advertising campaign. Web analytics provides data on the number of visitors, page views, etc. to gauge the traffic and popularity trends which helps doing the market research.

Meanwhile, Joe is on the move…

Multichannel MarketingThe use of multiple media activities to reach a targeted customer group. Channels can be a web site, email, a bricks-and-mortar business, a mail order catalog, etc. The objective is to make it as easy as possible for your clients or customers to find and buy from you.

Mobile MarketingMobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

Viral MarketingAs mobile is an interactive mass media similar to the internet, advertisers are eager to utilize and make use of viral marketing methods, by which one recipient of an advertisement on mobile, will forward that to a friend. This allows users to become part of the advertising experience. At the bare minimum mobile ads with viral abilities can become powerful interactive campaigns. At the extreme, they can become engagement marketing experiences.

Email MarketingEmail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, the term is usually used to refer to:• sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business,• sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately,• adding advertisements to email messages sent by other companies to their customers.

CRM

CRMCustomer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service.

Joe is ready to commit!

Resident Engagement Plan

Location Based ServicesLocation-based services allow users to connect with others based on their current locations. In most cases, people use their smartphones (iPhone, Android, Blackberry) to “check in” to businesses like restaurants, bars and stores they visit. These locations are then broadcasted to their online friends. Many of these services also have a gaming component, allowing members to compete against one another or to collect rewards (like online badges) for their activities.

The Life Cycle of an Internet Marketing

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