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On-Line Marketing. CI3103 Electronic Commerce Lecture by Dr Jarek Francik contributed by Prof. Jonathan Briggs Kingston University London 2011. 7 Principles of Online Marketing. according to Jed Wylie. Customer Profiling The Many Pillars of Marketing Testing The Doubling Mindset

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On line marketing

On-Line Marketing

CI3103 Electronic Commerce Lecture

by Dr JarekFrancik

contributed by Prof. Jonathan Briggs

Kingston University London 2011


7 principles of online marketing
7 Principles of Online Marketing

according to Jed Wylie

  • Customer Profiling

  • The Many Pillars of Marketing

  • Testing

  • The Doubling Mindset

  • The Internet Equation

  • The Three Roads to Success

  • Real Customer Value

YOURON-LINE BUSINESS

average order value

conversion

rate

AFFILIATION

BLOGGING

E-MAIL

S.E.O.

P.P.C.

revenue

visitors

1000

2000

2000

1000

1000

1%

2%

2%

1%

1%

£20

£20

£20

£40

£40

£1600

£400

£400

£400

£200


7 principles of online marketing1
7 Principles of Online Marketing

according to Jed Wylie

  • Customer Profiling

  • The Many Pillars of Marketing

  • Testing

  • The Doubling Mindset

  • The Internet Equation

  • The Three Roads to Success

  • Real Customer Value


Seo search engine optimisation

SEO:Search Engine Optimisation


Why promote your site
Why promote your site?

  • Customers will not find you unless you tell them

  • Potential customers won’t stumble across you

  • Search engines drive a significant percentage of your visitors

  • Search engine advertising is an effective way of promoting your site


Not all visitors are equal
Not all visitors are equal

  • Only some visitors want what you sell

  • Reaching those customers is important

  • Search engines are good places to find customers with particular needs (expressed as search)

  • Remember to create customer journeys that allow visitors to become customers


Only 24 of people go beyond page 1
Only 24% of people go beyond page 1

  • Majority of people will only see the first page of organic results

  • The higher in the page, the more clicks you get

  • Being clicked in organic results is free!

    (unlike being clicked through an ad)


Understanding search engines
Understanding Search Engines

  • Difference between:

    • search engines (Google, Yahoo, Bing, Ask)  spider

    • directories (Yahoo, DMOZ)  human editor

  • Google:

    • 90% in the UK

    • 72% in the US

      every search engine has a different (and secret) algorithm but a site well optimised for one engine will usually be fine with others


  • Pagerank algorithm
    PageRank Algorithm

    Larry Page,

    patent owned by Stanford University

    drawn by Felipe MicaroniLalli (micaroni@gmail.com).


    Pagerank algorithm1
    PageRank Algorithm

    • Pages ranked on

      • relevancehow relevant is your page, how you use keywords

      • reputation

        number and reputation of your in-bound links (Google Juice)

        this shows two main directions in S.E.O.


    Some easy rules
    Some Easy Rules

    • Content is the King!

      Trust the spiders, quality content and services will be awarded (and indexed!)

    • Update frequently

      Search engines prefer regularly updated pages

    • Be honest

      Pages with artificially increased position will be black-listed and blocked

      Spiders are very effective in detecting such pages

    • Soak-in Google Juice

      Try and get reputable in-bound links


    Things to avoid
    Things to avoid

    • Cheating

      spiders will notice if you have too many keywords, or keywords are made invisible (small font, white on white)

    • Bad HTML

      <h1> is for marking headings and this is exactly where spiders look for significant stuff (keywords). HTML 5 provides even more meaningful mark ups.

    • Barriers

      Misuse of Flash (hiding navigation in Flash applets), frames, tables, images (always use <img alt=“meaningful text“)


    Keywords
    Keywords

    Guess what your users are likely to search for


    Keywords1
    Keywords

    • Choose relevant keywords:search words you think valued visitors would use

    • KEI – Keyword Effectiveness Index:

      • goes up if the keyword is popular among clients

      • goes down if there is strong competition

    • Use tools to choose keywords:WordTrackerhttp://wordtracker.com


    Keywords2
    Keywords

    • relevant to your product or services

    • attracting good volume of traffic

    • not much competition

    • balance between popular and specific


    Keywords3
    Keywords

    wine generic, very large competition

    will attract people who spilled red wine on their carpet

    online wine sellers better – will channel more valuable traffic

    best oaked red wine very high KEI factor – found on WordTracker

    red wine aerator set another quality KEI – but we do not sell it!


    Keywords4
    Keywords

    lcdtv generic, very large competition

    customers are rarely satisfied with very broad search terms

    sonylcdtvmuch more specific, smaller competition,

    much more likely to buy 

    sony KDL 32U3000 even more likely to buy!

    PROVIDE LANDING PAGES FOR YOUR CHOSEN KEYWORDS!


    Keywords5
    Keywords

    • Optimise for several different keywords

    • Good length for a keyphrase: 3-4 words

    • Use keywords in:

      • <title> tag

      • heading tags <h1> <h2> etc.

      • page copy – provide relevant, keyword-rich text

      • page URL (where possible)

      • <meta> description tag

        • <meta name=“description“ content=“Wine shop sells wine from...

        • <meta name=“keywords“ content=“best oak red wine, aerator...

      • link anchor text


    External ranking factors
    External Ranking Factors

    • Even the perfectly optimised website will remain low in PageRank without Google Juice:reputable in-bound links

    • Avoid referrers with low reputation!

    • Provide quality content and services – give others very good reasons to link to you

    • Use reciprocal links – but only from relevant sites

    • Get listed in high ranking directories (DMOZ!)

    • Publish – and leave links behind (but avoid ostentatiously selling!)

    • Search for blogs in your area and comment on them


    Optimisation
    Optimisation

    • The real thing is an iterative process:

      • Continuously search for new keywords

      • Check GoogleAnalytics – promote those keywords that proved to be effective

      • Test (for example A/B)

      • User PPC (Per Per Click)

    • Search Engine Optimisation (SEO) is not a one-off activityIT MUST BE AN ONGOING PROCESS


    S e o vs p p c
    S.E.O. vs P.P.C.

    • Search Engine Optimisation is free (unless you pay for outsourcing)

    • Results will only be visible after 6 – 12 months

    • No sensible analysis before that period

    • PPC campaigns will cost you money

    • But you will get some instant traffic

    • Well designed campaign will provide a very high ROI (return on investment)


    Ppc pay per click

    PPC:Pay per Click


    Pay per click ads
    Pay Per Click Ads

    • Ads are shown when search terms are entered

    • Ads are relevant to the search

    • Advertisers only pay when ad is clicked

    • Advertisers bid on keywords and phrases

    • Google provides a powerful backend system for managing ads


    Pay per click
    Pay Per Click

    • Choose your budget

    • Select where and when your ad is displayed

    • Create ads

    • Identify and select your keywords

    • Optimise your site – create Landing Pages!

    • Analyse effectiveness and optimise

      http://adwords.google.co.uk


    Google guidelines for ads
    Google guidelines for ads

    4 lines:

    • Heading – up to 25 characters

    • 1st line – up to 35 characters

    • 2nd line – up to 35 characters

    • Your URL (most often – landing page)

      no exclamation marks, no capital letters, no “best” things...


    Match types
    Match types

    • Broadyoga clothes will match clothes for yoga training

    • Phrase“yoga clothes” will match women’s yoga clothes

    • Exact[yoga cloths] will only match yoga cloths

    • Negative-discounted will exclude discounted yoga cloths


    On line marketing
    Tips

    • Use relevant, 2-3 words long keyphrases, specific enough to profile your visitors

      chardonnay white wine, chilean red winebut red wine is to generic (red wine spill on the carpet!)

      buy French snails, Burgundy snailsbut snails are too generic (we wan’t people who eat snails, not keep them in fish tank)yoga women’s clothes, stylish yoga clothesbut yoga is too generic

    • Use negative keywords

      spill, carpet, stopper, tastingwater, tank, biologypositions, cheap, discount

    • Use the Keyword Tool


    Ppc planning
    PPC Planning

    To maximise profit:

    • High Click Through Rate (CTR)

    • High Conversion

    • Low Cost Per Click (CPC)


    Ppc planning1
    PPC Planning

    To maximise profit:

    • High Click Through Rate (CTR)

      • Impressions = how many times seen

      • Clicks = how many times clicked

      • CTR = Clicks / Impressions

    • High Conversion

    • Low Cost Per Click (CPC)


    Ppc planning2
    PPC Planning

    To maximise profit:

    • High Click Through Rate (CTR)

    • High Conversion

    • Low Cost Per Click (CPC)


    Ppc planning3
    PPC Planning

    To maximise profit:

    • High Click Through Rate (CTR)

    • High Conversion

    • Low Cost Per Click (CPC)

      determined by:

      • bids in auction-style process

      • quality score (65%)

      • constrained by user’s maximum bid & daily budget


    Ppc planning4
    PPC Planning

    To maximise profit:

    • High Click Through Rate (CTR)

    • High Conversion

    • Low Cost Per Click (CPC)

      determined by:

      • bids in auction-style process

      • quality score (65%)

      • constrained by user’s maximum bid & daily budget

    • Google measures:

    • relevancy of your ad

    • quality of your landing page

    • history of your CTR

    • Google applies a sophisticated algorithm to promote most effective ads – because they charge for a click!


    Economy of ppc advertising
    Economy of PPC advertising

    • What kind of data is provided in Keyword Tool?

      • impressions

      • clicks

      • CTR: click through ratewhat percentage of my impressions is actually clicked

      • average CPC (cost per click)

      • cost

      • average position





    Ppc instant results
    PPC: Instant results!

    What’s fascinating in PPC:

    • You get some instant results

    • You don’t have to wait long for analytical data

    • You can start to optimise your campaign from the very beginning!

    • ROI in PPC is relativelyvery high