WEBMARKETING INTRODUCTION TO E-MARKETING STRATEGIES Rokhaya BARRY services@rokbarry.com 1
Rokhaya BARRY Founder of ROKBARRY CREATIONS & SERVICES @RokBarry 2
INTERNET IN THE WORLD France ranks at the third place with 43 millions of unique visitors, behind Germany (52.4 million) and ahead of the United Kingdom (39.4) 3
WHY E-MARKETING IS IMPORTANT? Definition E-marketing is the process of marketing a brand via electronic media and more specifically the Internet by using a range of technologies (websites, e-mailing, mailing lists, newsgroups, partnerships, links, online surveys...) to help connect businesses to their customers. 4
E-MARKETING FOR WHAT PURPOSE? Objectives Visibility Traffic Popularity Audience 5
INTRODUCTION TO E-MARKETING TECHNIQUES Email marketing Search Engine marketing Online advertising Affiliate marketing Social Internet Viral marketing Web press release 6
EMAIL MARKETING: APPLICATION Steps to executing an email campaign 7
EMAIL MARKETING: HOW IT WORKS? Promotional emails aim at an immediate goal from customers. This might be for: Downloading a whitepaper Making a purchase Requesting further information Etc.. 8
EMAIL MARKETING: HOW IT WORKS? Retention based emails also referred to as newsletters tend to focus on longer term goals. Key performance indicators (KPIs) include: Return on investment Click-through rate Open rate 9
EMAIL MARKETING: PROS & CONS Pros Email marketing is cost effective Results highly measurable Cons Possibility for email to be marked as spam Email database relevancy 10
SEARCH ENGINE MARKETING (SEM) Definition Refers to web content optimization to ensure visibility on the first page of search engine results SEM Search Engine Opitmization (SEO) PROs PROs Long term ROI Quick low cost setup More exposure, branding and awareness Highly measurable and trackable CONs Pay Per Click (PPC) CONs Tough to quantify Tend to be expensive Results can take a while to be seen Constant monitoring required 11
SEARCH ENGINE MARKETING (SEM) Search engine optimization + Pay per click advertising = Search engine marketing that correspond to the two types of search results 12
ONLINE ADVERTISING: FIGURES After the television, Internet is the second largest media in terms of advertising investment followed by news papers. *Source : zenithoptimedia 13
ONLINE ADVERTISING: OBJECTIVE Online or offline advertising aims at: Informing consumers Building brand awareness Creating consumer demand Driving response and sales 14
ONLINE ADVERTISING: DISADVANTES Constraints include: A lot of display advertising is intrusive which might cause technical obstacles Advertising fatigue: consumers are getting saturated from advertising Ad blockers: most browsers are now equipped of ad blockers which block directly advertising on web pages 15
AFFILIATE MARKETING: PROCESS It works in 3 steps: An affiliate refers potential customers to a merchant s web site Some of those customers perform a desired action. The merchant rewards the affiliate for each desired action resulting from the affiliate s referral. 16
AFFILIATE MARKETING: EXAMPLE The way affiliates promote merchants website: Personal websites and niche site Emailing lists Etc 17
SOCIAL INTERNET: MEDIA & SOCIAL NETWORKING Creating and sharing content via social media Connecting with communities of people via social networks 18
SOCIAL MEDIA: EXAMPLE OF A BLOG Allow to share opinion, skills, expertise or create an online identity Blog content can be part of the company SEO process 19
SOCIAL MEDIA: EXAMPLE OF YOUTUBE Website which allows users to upload, view and share videos with the rest of the connected world. 20
SOCIAL NETWORK: EXAMPLE OF TWITTER Define clearly its objective and strategy either for a professional or personal account to: Create a voice for yourself or your company Ensure your business / brand development Gain more visibility & create a community 21
SOCIAL NETWORK: EXAMPLE OF LINKEDIN Through that social network users can create their personal profile allowing for: Expand its professional network Interact with its connections Find a job Etc.. 22
SOCIAL INTERNET: ADVANTAGES Networking without borders by accessing a community with similar interest Opportunity to create an online community for your brand Interaction and engagement with target audience Social media s potential to go viral 23
VIRAL MARKETING: HOW IT WORKS? Definition Marketing techniques that use electronic means (eg: social networks) to increase brand awareness or produce marketing buzz through self-replicating viral processes. 24
VIRAL MARKETING: PROCESS Viral marketing contributes to buzz marketing. It can be: Word of mouth delivered or enhanced by the network effects of the internet 25
WEB PRESS RELEASE WebPR is used to connect with customers and enhance brand awareness by providing information and valuable content 26
WEB PRESS RELEASE: TACTICS Online article syndication is one of WebPR s principal and most successful tactics. Articles are submitted to online article directories, from where they are picked up and republished on other site. Example of directories: Articlesbase.com Ezinearticles.com Goarticles.com Etc.. 27
WEB PRESS RELEASE Illustration Anchor text with back link 28
E-REPUTATION: ONLINE IMAGE MANAGEMENT Monitor and analyze its brand reputation using tools of the internet 29
E-MARKETING STRATEGY: PLAN DEVELOPMENT Know the company landscape allow to set up digital marketing strategies and tactics that fit with customers needs Market analysis determining strengths & weaknesses Identifying & setting up of marketing objectives Generate strategies & tactics for achieving objectives Evaluate strategies following SWOT* method Implement, track, analyze and optimize 30
FINAL WORDS: REFERENCES Always define offline and online strategies which complement each other while focusing a customer-centric approach. More about the subject: Books Internet Marketing: Integrating Online and Offline Strategies 3e édition - M.Roberts et D.Zahay SEO Warrior J.Jerkovic (edition o'reilly) Sites http://www.quirk.biz/ 31