INTERNATIONAL DIGITAL MARKETING. Montserrat Peñarroya May 2009

Transcription

1 INTERNATIONAL DIGITAL MARKETING Montserrat Peñarroya May 2009

2 Summary 2

3 Market Analysis 3

4 Online Concurrence analysis Objectives: Discover what your concurrence is doing on the internet. To build a sustainable competitive advantage. We analyze: Technical benchmark (Alexa Ranking, Google PageRank, Links in, pages indexed on Google) Marketing benchmark (target and segments, value proposition, online marketing actions, web functionalities, etc.) 4

5 Examples 5

6 Examples of technical benchmarking 6

7 Example 7

8 Digital Marketing Plan 8

9 Objectives Decide which of all possible segments of our target will be attacked through internet. Decide our value propositions for each segment. 9

10 Example 10

11 Building an Action Plan 11

12 The 4 basic processes The success of a web page depends on 4 basic Digital Marketing processes: 1. To gain visitors 2. To convert visitors into commercial leads 3. To convert leads into clients 4. To fidelize clients 12

13 Techniques Blogs Forums Ad Campaigns Marketplaces & Directories Marketing Search Engine Marketing (SEM) Search Engine Optimization (SEO) Call-to-Action Affiliate Programs Usability Newsletter Selling Persuation Cross selling Newsletter VISITORS LEADS CLIENTS FIDELIZED Public Relations Social Media (SMM) Persuation Offline control Web Analytics Client Orientation Web Analytics Community Creation Lock In s

14 1. How to attract visitors? Search Engine Optimization Search Engine Marketing Ad Campaigns Blogs Marketplaces & Directories Forums Marketing Online Public Relations Social Media Marketing

15 Advertisment SEM SEO Natural positioning

16 Search Engine Optimization (See PPT: Google, Yahoo and MSN as Marketing Tools ) 16

17 Search Engine Marketing 17

18 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. 18

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20 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. 20

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22 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 contents de words searched better you rank 22

23 Exemple Target: medical tourism Segment: Clinica Teknon. Value proposition: Big suites with wifi connection.

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25 Exemple Target: Long term tourism. Segment: English spoken that stays in Barcelona for more than 15 days Value proposition: Big suites, special offer for long term, wifi, and free minibar.

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27 Ad Campaigns 27

28 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 (the last often being a form of spam). "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." - John Wanamaker, father of modern advertising. 28

29 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. 29

30 Pay per click This is the publicity used by search engines Text ads M. Peñarroya

31 Impression Campaigns Publishers pay each time an ad is clicked Banner ads 31

32 The publisher pays to have his logo displayed for a periode of time. Sponsorship

33 Example of campaign SolMelia.com Record Rent a Car

34 Blogs

35 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 on our SEO strategies

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38 Forums

39 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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41 Interesting tool Google Alerts:

42 Marketplaces & Directories

43 Marketplaces A marketplace is the space, actual or metaphorical, 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 much marketplaces as possible. 43

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

45 Directories Examples Yahoo Directory DMOZ (human directory) Wikidweb Logismarket Kompass Europages 45

46 Marketing

47 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. 47

48 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.

49 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 49

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51 Font:

52 Campaign Reporting 52

53 Campaign Reporting

54 Online Public Relations 54 M. Peñarroya

55 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. Online defines media such as the Internet. 55 M. Peñarroya

56 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 thirt parties Increase PageRank. Deliver traffic direct to your site or through search engines. 56 M. Peñarroya

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58 Social Media Marketing (SMM)

59 What is SMM Is the Marketing done on Social Media Sites (SMS) 59

60 Objective Our presence in Social Media Sites has 2 objectives: 1. Achieve the major number of people being on your communication circle. 1. Acquire information about the consuming habits of your target and their segments.

61 SMS plan for a company 61

62 Final chronogram

63 Example 63

64 Analyzing customer behavior Web analytics

65 Web Analysis 65

66 Web Analytics We help companies to decide which web analytics program is right for them: Usually: Google Analytics We implement that program. We teach them how to use it. 66

67 Control panel examples 67

68 Example of conversion funnel 68

69 Example of conversion funnel 69

70 The 2Bdigital Program By ACC10 (COPCA)

71 Institucional Help The 2BDigital ACC10 program: helps catalan companies that export or that help to export other companies. 50% of the International Online Marketing Plan = % of the International Online Action Plan = % web programming up to El 50% of online marketing costs of the actions planned on the Action Plan, up to 1.000

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