Internet Marketing Workshop
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1 Internet Marketing Workshop Jamaica August 2006 Caribbean Regional Sustainable Tourism Development Programme European Commission Caribbean Tourism Organization Cariforum
2 WORKSHOP 2 Day 2
3 Recap of Workshop 2 Day 1 Building Blocks: Driving business to your destination Website Fundamentals of Internet Marketing Today Developing E-business Plans Measurement and Tracking Felix Laboy & Paolo Torchio September
4 DAY 3: ECRM & Website as a Dynamic Business Application 7) Getting Consumers to come back to the website E-CRM; Subscription Models; RSS; Blogging; Newsletters; Podcasts; best practices 8) E-commerce tools & future technologies Examples and benefits of e-commerce tools 9) Website project management for success Tools & techniques to assist in managing Website projects 10) It s all about keeping content current? Content management as a discipline and content management tools Felix Laboy & Paolo Torchio September
5 Engaging Website visitors and getting them to return E-CRM & E-Commerce
6 Engaging Website Visitors New site Felix Laboy & Paolo Torchio September
7 Website Analysis Exercise Felix Laboy & Paolo Torchio September
8 Getting Website visitors to return E-CRM & E-Commerce
9 E-CRM: Marketing One of the primary objectives of many websites is to develop a database of opted-in consumers Participant Survey: How many of you are actively building an opted in database? How often do you mail to it? Felix Laboy & Paolo Torchio September
10 E-CRM: Marketing Example of ECRM/ & Content Convergence Felix Laboy & Paolo Torchio September
11 E-CRM: Database Development In addition to the placement of the join our club push marketing based on your specific objectives others ways to build the db: Sweepstakes Leverage Interactive Media Partner s Newsletters try to get their subscribers to opt in to your list utilize a landing page & potentially an offer Purchased lists utilize with caution Co-ops with other member countries Co-ops with your member hotels and businesses Felix Laboy & Paolo Torchio September
12 Felix Laboy & Paolo Torchio September
13 E-CRM: Database Enhancement Enhancing the database with Geographics Demographics Utilize your opt in page to further qualify subscribers by determining more narrow interests Every time you ask one or two more profile questions Utilize this to target further campaigns Felix Laboy & Paolo Torchio September
14 Felix Laboy & Paolo Torchio September
15 E-CRM: Datamining Even with the current level of SPAM continues to grow in effectiveness for opted in consumers Felix Laboy & Paolo Torchio September
16 E-CRM: Marketing Best Practices Three objectives of the e-card: 1. Attention 2. Convey Message 3. Call to Action The initial impact of the piece needs to retain the attention of the recipient, get them to read the details of the promotion and take an action. Combining the limited e-card real estate and these objectives the e-card can be divided into three zones: Felix Laboy & Paolo Torchio September
17 E-CRM: Marketing Best Practices Mast head/header area relying on rich visuals and or short text taglines to convince the recipient to read the message Screen shot of a good campaign Body area relying more on copy to explain the desired message Footer bottom area to present simple calls to action Felix Laboy & Paolo Torchio September
18 Felix Laboy & Paolo Torchio September
19 E-CRM: Marketing CAN SPAM CAN SPAM Requirements Specific requirements that marketers must adhere to when sending campaigns are as follows: The message must include an opt-out mechanism The message must include a valid subject line (not misleading) The legitimate physical address of the mailer must exist in the , whether it is in the e-card or below it Ensures CAN SPAM compliance through the automated inclusion of disclaimers under the e-cards in addition to an opt-out link look for a tool that does this programatically. Felix Laboy & Paolo Torchio September
20 E-CRM: Marketing SPAM Subject Line Subject line can hold up to 60 characters or less (including spacing) and should be in title case. Best to use less rather than more, and 45 characters at most, is optimal. The subject line also needs to give the recipient a reason to open the , but be void of spam trigger words such as: Words to avoid: Call Now, Special Promotion, Offer Expires, Free Membership, Free Money, Free Offer, Save $, The Best Rates, Vacation Offers, Weekend Getaway, You Have Been Selected, Congratulations, Amazing, For Free, Great Offer. The subject also should not include exclamation marks as there is a risk that the message will get trapped in a spam filter. Felix Laboy & Paolo Torchio September
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