INTERNATIONAL DIGITAL MARKETING

Transcription

1 INTERNATIONAL DIGITAL MARKETING Montserrat Peñarroya Malta 2010 Montserrat Peñarroya May 2009

2 How to attract visitors? 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Ad Campaigns 4. Blogs 6. Forums 7. Marketing 8. Online Public Relations 9. Social Media Marketing 5. Marketplaces & Directories

3 Being on the Local Business Center

4 Local Business Center

5 Submission to the Local Business Center

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7 7 Search Engine Marketing (SEM)

8 SEM

9 How does it works? You create your ads You choose keywords, which are words or phrases related to your business. The ad is displayed on Google and Google s network. 9

10 2 ways of doing SEM Advertising based on a keyword search Advertising based on a keyword search could take place through a search engine such as google.com, or a search engine partner site, such as shopping.com. For example, Google offers a service called AdWords, which allows companies, for a small fee, to have a link to their website featured when a user searches a specific keyword which the company specified. Advertising based on content context Many search engines (e.g. Google, Yahoo! Search) have partner websites with specific content. The websites agree to let the search engines place content-specific advertising on their website, in return for a fee. The search engine then finds companies interested in advertising on websites with their desired content. For example, an online dog food retailer might have their advertisement placed on a site about dogs. 10

11 Acquisition cost of a visit Acquisition cost of a customer Number of customers

12 How do Google order the adwords? The Google Adwords Ordering Algorithm: 1. The more you pay (CPC) better you rank. 2. The better your click through is (CTR) better you rank 3. Your landing page comprises the words searched better you rank 12

13 Exemple Target: medical tourism Segment: Clinica Teknon. Value proposition: Big suites with wifi connection. Key words targeted: Hotel + cerca + Teknon

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15 Exemple Target: Long term tourism. Segment: English speakers who stay in Barcelona for more than 15 days Value proposition: Big suites, special offer for long term, wifi, and free minibar. Key Words targeted: Hotel Long stay Barcelona, hotel long term Barcelona

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17 Choose the right keywords

18 SEM Rush for URL

19 Example with SEM Rush with key words

20 20 Ad Campaigns

21 Definition Advertising is drawing public attention to goods and services by promoting businesses, and is performed through a variety of media. With the dawn of the Internet have come many new advertising opportunities: Popup, Flash, banner, and advertisements... "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." - John Wanamaker, father of modern advertising (this is not true on the Internet) 21

22 Different ways of ad campaigns Pay per click you pay each time a user clicks your ad. Impression campaigns you pay per impression Sponsorship you pay for the ads displaying time. 22

23 Pay per click This is the publicity used by search engines and their partner websites 23

24 Impression Campaigns Publishers pay each time an ad is clicked Banner ads 24

25 Sponsorship The publisher pays to have his logo displayed for a period of time.

26 Type of ads Text Ads Graphic ads (banners, pop ups, pop under, etc ) Rich media ads ads (ads on s)

27 Ads in a website

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29 Ads on third party newsletters Price for to a register database

30 Example of campaign SolMelia.com Record Rent a Car

31 Marketplaces & Directories

32 Marketplaces A marketplace is the space, actual or virtual, in which a market operates. The growing prevalence of internet access has enabled new markets to emerge online. There are lots of Marketplaces for every industrial sector. It s important for you that your products appear in as many marketplaces as possible. 32

33 Marketplaces Examples Perhaps best known among these marketplaces is ebay ( an enormous globally available auction house. For tourism: o Factory Outlets: Transportation: All B2B marketplaces are listed at:

34 Directories Examples Yahoo Directory DMOZ (human directory) Wikidweb Logismarket Kompass Europages 34

35 Private Marketplaces / private outlets Importers and wholesellers selling direct to end consumers.

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37 Marketing

38 Definition marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience. However, the term is usually used to refer to: Sending s with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business. Sending s with the purpose of acquiring new customers or convincing old customers to buy something immediately. Adding advertisements in s sent by other companies to their customers. 38

39 Advantages marketing is popular with companies because: Compared to other media investments such as direct mail or printed newsletters, it is less expensive. Return on investment has proven to be high when done properly. It is instant, as opposed to a mailed advertisement, an arrives in a few seconds or minutes. It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in. It is easy to track.

40 Disadvantages Many companies use marketing to communicate with existing customers, but many other companies send unsolicited bulk , also known as spam. It is frequently difficult for observers to distinguish between legitimate and spam marketing 40

41 Where to buy addresses

42 When to send the s?

43 Font:

44 Reporting (bad example of campaign)

45 Reporting (good example of campaign) 45

46 Public Relations in Blogs

47 Being present in Blogs Our objective is to achieve: 1. Reviews of our products or services. 2. Links to our website. A link will increase our direct traffic. A link will help in our SEO strategies

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49 Blogger marketplaces

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52 Public Relations in Forums

53 Being present on Forums They are as important as blogs, and have the same double objective (awareness and SEO) We have to monitorize our brands and products.

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55 Interesting tool Google Alerts:

56 Online Press Public Relations 56 M. Peñarroya

57 Definition Public relations (PR) is the art of managing communication between an organization and its key publics to build, manage and sustain an accurate image. Traditional PR extended to online. By definition, a press note has no cost. 57 M. Peñarroya

58 Benefits from PR online Extend your presence to individuals on online news and on the web in general branding. Increase the number of links from third parties Increase PageRank. Deliver traffic direct to your site or through search engines. Press Notes 58 M. Peñarroya

59 THANK YOU Montserrat Peñarroya Farell GEA Internet Project Consulting Marketing Digital Internacional Tel Mov