REI Overview ecommerce Online Marketing Channels. Keith Feighery

Transcription

1 REI Overview ecommerce Online Marketing Channels Keith Feighery

2 Summary Brief Introduction Overview of Online Marketing Landscape Planning an Online Marketing Programme Online Marketing Channel Case Studies Social Media PPC SEO

3 Career Summary Director of Digital Strategy with Digital Insights 14 Years experience developing and marketing web and digital applications Lecturer with DIT on MA in Digital Media Technologies Lecturer with Dublin Business School, Griffith College, Champlain College, DMI, IBAT in Online Marketing and Digital Strategy

4 Contact Details

5 Current Stats for Online Usage Patterns in Ireland

6 Irish Online Stats to Consider 70% of all Irish Internet Users use Facebook (approx. 2.1M) Tops 2 sites visited are Google (38%), Facebook (19%) Average Irish person spends 18 Hrs+ online each month 4 hours 10 mins Facebook 2 hours 51 mins Google Approx. 70% of Facebook Users are Aged under 35 47% of All Facebook Users login Daily 53% Facebook Users are Female; 47% Male Approx. 400K Twitter Accounts 80K Daily Users 613K Users on LinkedIn 31% login weekly (9% Daily) 2.1 M Unique Visitors Each Month to YouTube (400M views)

7 What are the core objectives of using Online Marketing Channels?

8 To Reach, Acquire, Retain (Advocate) Customers both Online and Offline

9 Online Marketing Should Support and Accelerate the following: Create Awareness of Products/Services Customer/Prospect Engagement Customer Acquisition Customer Retention Customer Advocacy

10 What are the core tactical tools at a Digital Marketers disposal

11 Social Media Marketing Twitter, LinkedIn, Facebook, Google Plus, YouTube, Blogs Content & Inbound Marketing Website, blog, social platforms, partnership sites etc Search Engine Marketing PPC, Display and Affiliates Search Engine Optimisation (SEO) Structured & Planned Content, Optimismed Vocabulary, Links Marketing Key Online Marketing Tactics Service Providers, Acquisition and Retention, Lead Nurturing Mobile Marketing Location Based, Text, Advertising, Coupons, Offline-Activation Measurement and Analytics Clear Objectives and Benchmarks

12 What are the core elements to consider when planning a Digital Campaign

13 Core Components of Digital Strategy Have clear and defined business objectives for your Digital Programmes Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc Know exactly who your audience is and where they reside digitally Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences Develop a content strategy for your site and digital channels that adds value for your customers What's in it for me always from the customer perspective Use customer lexicon not yours Build relationships not always selling Funnel marketing, top of mind, inform, educate and entertain Create Activation and Conversion points within your digital assets Optimise and Measure performance across all digital channels

14 Understand that the Digital Landscape has changed radically over the past 7 years

15 Proliferation of Channels Growth of Social Media

16 Social Media Landscape

17 It has never been easier for Businesses to communicate with People online But You have to use engaging content Give people a reason to engage with you

18 Plan for the reality of Today s Online Marketing Ecosystem

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20 Online Marketing Platforms and Tactics

21 Social Media Channels

22 Facebook

23 Facebook Communications Provide unique valuable information, rich content, entertainment to your prospects and customers Create an ongoing conversation Address wider customer needs & interests beyond what your product/service does Give them what they want i.e. deals/discounts/extended service, engagement etc.. Provide active customer service Actively seek network effects and customer validations Got to get customers responding to your updates

24 Common Mistakes on Facebook Assuming People Go To Your Fan Page (Versus Seeing Your Posts In Their News Feed) 1-2% go back to homepage Overly promoting your sales/internal business messages rather than what community want Got to entertain, interest, engage etc.. Not soliciting feedback Facebook reward interaction through EdgeRank Overestimating Apps and Tabs High bounce when ask people to share information (up to 75%)

25 Be Social Interact with People & Solicit Feedback and Responses

26 Ask Questions of your community and then they will respond

27 Be Entertaining, Informative or Offer Something of VALUE to Followers Give Target Audience what THEY want

28 What Posts Work Best?

29 Think in Images and Video What to post? Think Shorthand posts with 80 chars or less receive 27% more engagement When sharing company links use an image with the link and some commentary 65% higher engagement rate using images Think frequency too much is spam, too little could mean not being noticed Think Humour and Personality Facebook users like humour they re people after all

30 Understand why people like Facebook pages

31 Exact Target Research

32 Case Studies

33 Hairy Baby

34 Be Topical.and Humorous

35 Entertain

36 Don t make engagement hard!

37 Co-Promote with Good Ideas

38 Penneys

39 Penneys Ireland

40 Penneys

41 Lidl

42 Timeline

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44 Smaller Brands Cully and Sully

45 Cully and Sully

46 Cheffactor.ie

47 Click Like to Vote

48 Twitter

49 Plan Your Twitter Strategy Understand the Goals, Audience, Tone, Personality, Content Type

50 Find Good Communicators not everyone is a good communicator on Twitter

51 CrackBird

52 CrackBird

53 Customer Service

54 ASOS_heretohelp

55 UPC

56 YouTube

57 BlendTec

58 Pay Per Click Advertising

59 PPC Examples

60 Search: Health Insurance Quote

61 Search Engine Optimisation

62 SEO Case Example

63 Search: Flowers for newborn baby

64 Newborn Flowers

65 Marketing

66 Service Providers Mail Chimp Constant Contact Vertical Response TriggerMail CheetahMail Blue Sky Factory Aweber Campaign Monitor ExactTarget

67 Case Studies

68 CityDeal.ie

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70 Schuh

71

72 Questions & Answers

73 Contact Details