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Internet Marketing Systems

Internet Marketing Systems. Effective use of the Internet to Increase Business Tel: 0845 050 9711 www.wsimarketing.com/amerrifield. WSI. Andrew Merrifield Internet Marketing Consultant Tel: 0845 050 9711 Email: amerrifield(at)wsimarketing.com. WSI. Specialist Internet Consultants

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Internet Marketing Systems

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  1. Internet Marketing Systems Effective use of the Internet to Increase Business Tel: 0845 050 9711 www.wsimarketing.com/amerrifield

  2. WSI • Andrew Merrifield Internet Marketing Consultant Tel: 0845 050 9711 Email: amerrifield(at)wsimarketing.com

  3. WSI • Specialist Internet Consultants • Established in 1997 • HQ in Toronto, Canada • 2000+ Consultants operating out of 87 countries • 200+ Support Staff

  4. WSI • Suppliers of Internet Marketing Systems: • Expert Consultancy • Website Design/Build • Search Engine Marketing • e-Commerce Systems • Paid Placement (PPC) Campaigns • Email Marketing Programs/Management • Delivering: • Increased volumes of targeted website visitors • Increased conversion rates • Increased acquisition of new clients/sales • Improved retention of existing clients • Increased ROI for Marketing Spend

  5. Typical WSI Customers • SMEs and upwards • Typically already have a marketing budget • Are often already familiar with concept/idea/need for Internet Marketing (but don’t know how to do it) • Have no idea how Search Engine Marketing works And often……… • May have been “burnt” before by spending on Website that does not deliver a return (note NOT an Internet Marketing System)

  6. A Sample of Our Customers Precision Engineers Inn/Restaurant Automotive Group Tourist Organisation Hotel Marketing Group Independent Hotel

  7. Taking the Internet Seriously..? • “Online sales have grown by 3553% over the past seven years to £30.2 billion” (2006) • “Forecast for 2007 online sales - £42 billion” • “2006 pre-Christmas period online sales rose 54% to £7.66billion” • “19.7mpeople now shop online in the UK (52% of British adults)” • “By 2011 32m UK consumers will be shopping online” • “10% of retail sales are now online” • “the value of UK online sales will reach £78 billion by the year 2010, doubling its share to 20% of total retail sales” Sources - IMRG/BMRB

  8. E-Retail Growth Dec. 2006 £3.624B April 2000 £87M Source - IMRG

  9. Taking the Internet Seriously..? • “In 2005 (continued into 2006) the biggest growth sector in online use was the over 55s (2.7 million and growing) The amount spent online by this sector grew by 46.7%” • “Over the 2006 Christmas period these over 55s spent more than half (53%) their shopping time online” • “38% of online shopping takes place outside normal shopping hours – the peak time being between 7pm and 9pm” • “The spend on online advertising overtook the spend on print advertising for the first time in Q4 2006 - a total of £2.016 Billion, a 41% increase” • “British consumers assume a quality web presence is now available for all products and brands, yet almost half of the top 100 UK retailers did not have a transactional website at the beginning of 2007. Their non-store sales were just 4.4% of their total sales, whereas 10% of retail sales are now online” Sources – Neilson/IMRG/IAB/P

  10. What is an effective Internet Marketing System? “An Integrated System which drives targeted Web Traffic to a persuasive Website for Conversion”

  11. Driving Visitors to a Website? Search Engine Optimisation (SEO) Paid Placement (PPC Advertising) Email Marketing Directory Entries, Brochures etc. Affiliate Marketing Mailshots, Business Cards etc.

  12. What is an effective Internet Marketing System? So effective means............. • Increasing the number of visitors to the Website........ • a function of Search Engine Marketing (Optimisation and Paid Placement), Affiliate Marketing, Email Marketing, Directory referrals etc. etc. And then......... • Converting them! • a function of the Website itself.

  13. What is an effective Internet Marketing System? • A System that must include: • Search Engine Optimisation applied to ...... • A Converting Website • Website Statistics • That should include: • Paid Placement (PPC) • E-mail Marketing • Affiliate Marketing • Typically Reciprocal Banner Ads. Etc. • Website Analytics

  14. Search Engine Marketing Paid Placement (PPC) Organic Search Engine Optimisation

  15. Search Engine Optimisation (SEO) • A structured approach used to increase the position of the Website or its products in search engine organic results for selected keywords or key phrases. • Only 3 search engines really matter – Google –Yahoo – MSN (88% of overall search market share) • Google is favoured by business searchers – 82.9% of market share • SEO is absolutely Essential for driving targeted traffic to the Website

  16. Why is SEO so important? • 81% of Internet users find what they are looking for through Search Engines • 500 Million searches worldwide every day (and growing!) • 55% of Internet purchases originate from a Search Engine search And yet, surprisingly……… • On only 7% of Websites is the content visible to Search Engines! Source StatMarket.com

  17. Why is Position so Important? The Golden Triangle Source: Google

  18. Paid Placement (PPC) • Paid text ads that are displayed on search engine results pages when a specific keyphrase is entered by the searcher • Only 2 real options at present – Google & Yahoo • MSN on the way • PPC is definitely desirable for Internet Success

  19. Why Use Pay per Click? • You only pay when your ad is clicked • You can limit and control your campaign budget • You can change your campaign in any way at any time to target different groups or territories etc. • SEO may take 3-6 months – PPC is instantly available • It increases the effectiveness of SEO

  20. Why Use SEO and PPC?……

  21. PPC Scent Trails • Traditional Marketing– often “Push” • Internet Age – “Pull” Marketing is King • Remember, Web searchers are goal driven (their goals!)....... • Pull is more about leading – it is about helping potential customers to reach their goal..... • Break the Scent Trail – the searcher is likely to hit the back button..........

  22. Search Engine Visibility - a Book and its Cover.........

  23. A Website that Converts • Conversion Architecture • Clear concise messages • Funnel creation • Enabling the visitors to get to the information they want – quickly! • Attracting/Leading visitors to where you want them be • High Conversion Rate!

  24. Conversion Architecture • “ ….users are extremely goal driven, and look for only the one thing they have in mind” For you to achieve your goals, the visitor must achieve theirs first. The visitor is only concerned with what they want to achieve! • “A web page can only do one of two things either it contains the content the user wants or it contains the links to get them to the content they want.” If a page doesn’t follow this rule then the user stops clicking…. Jarad Spool/Jacob Nielson

  25. Conversion Architecture • “on any given web page, users have a particular goal in mind, and this goal drives their use. Either they click on a link that they think will take them toward the goal, or (seeing no appropriate clicks) they click the back button to take another path” • “90% of people look at a company’s Website before calling them with an enquiry. 80% go somewhere else if they don’t find what they need on that Website” Mark Hurst

  26. Conversion Rate • So what is Conversion Rate? • Different interpretations – but put simply • “Your conversion rate is the measure of your success at persuading your visitors to take the action you want them to take” • For you to achieve your goals, the visitor must achieve theirs first. The visitor is only concerned with what they want to achieve!

  27. Email Marketing • Sending messages by email to known contacts • Use is regulated - though not well policed and prosecutions are rare • Email may only be sent to consumers who have agreed beforehand to receive them, except where they are existing customers of the sending party • Companies can still be approached 'cold‘ by email but in these instances emails must have an opt-out clause

  28. Email Marketing • Relatively poor customer acquisition tool but a 1st Class customer retention and development tool • “The most cost effective way to repeatedly bring existing customers back to your site to make purchases” - Forrester and Andersen Research • “It costs 5 - 10 times more to acquire a new customer than it does to retain an existing one” - Emarketer

  29. Website Statistics/Analytics • Statistics – basic site information • How many visitors? • Where are they from? • How did they get to the site? • What did they search on? • What did they look at? • What didn’t they look at? • What did they do (or not) ? • Key Marketing Numbers

  30. Website Statistics/Analytics • Analytics – detailed site analysis • Highly sophisticated tools • Detailed site behaviour patterns • Detailed visitor information – return & new visitors etc. • Detailed period analysis • Enabling analysis of visitor behavior that leads to Conversion

  31. Question.... Question: When is a Website just an expensive luxury? Answer: When it is just an expensive Website !

  32. An effective Internet Marketing System...... “An Integrated System which drives targeted Web Traffic to a persuasive Website for Conversion”

  33. Affiliate Marketing • Reciprocal arrangements between sites where traffic is diverted from one site to the other through banner advertisements, links or incentives. Often the source site will receive a commission payment.

  34. Viral Marketing • A marketing message is communicated from one person to another, facilitated by different media, such as word of mouth, email, websites. Rapid transmission of message. • Examples – Sky TV £50 gift voucher for referral – Email a friend from website

  35. Driving Visitors to a Website? Search Engine Optimisation (SEO) Pay Per Click Advertising Directory Entries, Brochures etc. Email Marketing Affiliate Marketing Mailshots, Business Cards etc.

  36. Scent Trails Your wish The Visitor’s action Examples......

  37. WSI • Thank you for listening/viewing… • Questions? Tel: 0845 050 9711 Email: amerrifield(at)wsimarketing.com

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