Introduction to Internet Marketing: Introduction to Internet Marketing:

Introduction to Internet Marketing:
Moving Off-line to Online
1
Agenda
• The Digital Era
– Internet Technology Timeline
– Digitization; moving off-line to online
– Internet Opportunity
• Internet Marketing Overview
– Key Market Indicators
– Internet Marketing Elements
• Internet Marketing System
– Internet Marketing System
– Phased approach to moving / evolving online
• Questions
2
About WSI
WSI is a Global Research and Knowledge
based organization, specializing in Strategic
Internet Marketing, Online Branding and
Business Automation.
We are the LARGEST Internet
Marketing Consulting Company
in the World
• Head Office
Toronto Canada since 1995
• 1500 offices
• 87 Countries
• 345 Certified Google
Experts
• 35 Certified Analytics
Experts
• 28 Certified Conversion
Specialists
• 381 SEO Content
Developers
• 182 Certified Landing Page
Developers
The WSI Network
proven processes – proven
results
Darryl Chenoweth
• 30 years retail experience
including 15 as a senior retail
executive
• Sr. Retail Management for
International, national and
regional companies
–
–
–
–
–
Payless ShoeSource
Loblaw Company
Liquidation World
Joggers & Campus Crew
Aldo
Doug Schust
• Internet Marketing expert with
over 12 years experience
• 25 + years in Marketing &
Advertizing
• Global client base
• Google Presenter
• Internet Marketing Solutions
Centre – 75+ Associates
~The Digital Era~
Moving Off-line to Online
It’s a Changing World
8
Internet Technology Generations
Gen 4
Gen 3
Internet
Marketing
Gen 2
Interactive
Websites
Gen 1
Websites
Digital
Communications
Tipping Point = Critical Mass
New
Technology
Emergence
Behavioural
Change
Businesses
React
Marketing
Spend
Moves From
Offline to
Online
Tools Your Target Audience are Using
to Interact!
50-64
Internet Technology Generations
Gen 4
Digital
Communications
Digital
Gen 3
Internet
Marketing
Interactivity
with Devices
Gen 2
Digital
Interactive
Websites
Web
2.0
Gen 1
Websites
Web
1.0
Consumer
1.0
Searching for
Information
Connecting and
Conversation
Consumer
2.0
Consumer
All Media is Being Digitized
Digitization n.
n.,, the transformation of data
from offline (physical) to online (digital)
13
Your Customers are Being Digitized
Media Consumption
and the pace is increasing!
What’s left?
10 Years Ago
Today*
Offline Media
*41% of consumer media consumption is online (Jupiter Research)
5 Years From Now
Online Media
…and SO is Business
It’s becoming more digitized every day!
Build
Presence
?
?
+
+ ?
Acquire
Customers
??
Retain
?
+
Customers
?
+?
Manage
Reputation
? ?
10 Years Ago
Today
5 Years From Now
The New Digital Consumer
16
The Three Conversations Online
Social
Search
Surf
Opportunity in 3 Conversations
Where to Find New Consumer
SURF
SEARCH
SOCIAL
Internet Users Spend 42% of
their time on Content Sites
Introduction to Internet Marketing:
….and an Internet Marketing Overview
20
Key Market Indicators
Global
INTERNET ADVERTISING EXPENDITURE
Forecast 2009-2012
90,000
77,511
80,000
68,405
70,000
US$ million at current prices
• Internet spending was
the only media with
double digit growth last
year
• Internet spending
forecasts predict that
Internet revenue will be
the primary media
driving the increasing in
global advertising
expenditure over the
next 3 years
60,350
60,000
54,070
50,000
40,000
30,000
20,000
10,000
2009
2010
2011
2012
Key Market Indicators
• UK market leads the way as being the first market where
Internet surpasses all other forms of advertising
– Bypassed Newspaper last year
– Bypassing TV this year
– In North America, internet is second only to TV
Key Market Indicators
• Major brands and
companies refocus their
marketing efforts
– PEPSI decides for the
first time in 25 years to
not advertise in the
Super bowl and instead
run an online Social
Crowd-sourcing Contest
Marketers Try to Keep Up
• 1440 Newspapers
in the US alone will
disappear
24
Internet Opportunity
#1 fastest growing Advertising Media… the Internet
It’s a Changing World
26
Internet Marketing Overview
Essential Components of Your Web Strategy
•
•
•
•
•
•
•
•
•
•
•
•
Understand Your Online Position “if you have one”
Understand your Competition
Understand how people look and or discuss your products and or services.
How does that audience communicate?
Conversion Architecture
(Calls to Action, Sales Funnels)
Paid Search Marketing
Search Engine Optimization
Email Marketing
Social Media
Conversion Tools
Streamline Processes & Reduce Costs
Web Analytics
27
Internet Marketing Flowchart
Paid Search
(PPC)
Social Media
(SMO)
Internet
Marketing
System
Email
Marketing
Search
Engine
Optimization
(SEO)
Targeted Traffic
Local Search Engine Marketing
Your
Business
Needs To Be
Here
Where Do Searchers Click?
Pay Per Click – 12.2%
Organic
Search
74.3%
Pay Per Click
13.5%
Source: Enquiro & Marketingsherpa
How Many Clicks Can You Expect?
PPC
Pos
Organic Pos
%
1
7.4
2
3.4
3
1.1
4
.3
5
2.6
6
.9
7
1.7
%
1
27.1
2
11.7
3
8.7
4
5.1
5
4.0
6
4.1
7
4.1
8
3.2
8
.4
9
2.8
9
.1
10
3.6
10
.4
Paid Search Marketing
• Start generating sales
or leads instantly
• Pre-qualify your
customers before they
land on your site
• Flexible budget size
based on how much
you want to invest
Pay Per Click - Ads
Design Landing
Pages that Speak to
your Keywords and
Offer!
Source: Enquiro & Marketingsherpa
PPC Landing Page
Standard Practice
•Search ads
•Email links
•Display ads
•Offline sources
•Site pages
•Limit Navigation
35
36
Search Engine Optimization
• Prospects type in key words in search
engines (Google, Yahoo, Bing)
• Search engines search database of
scanned sites to match correct site
• The most relevant and highest ranked
sites appear at the top of the listings
37
SEO for Organic Ranking
38
Search Engine Optimization
3 Components
• Foundational Setup
• Content
• Incoming Links
39
Foundational Setup
• Keyword researched keyword targets
• Optimized content, tags and links
40
Social Media
Facebook, LinkedIn, YouTube, Blogger, Twitter, Flickr
• While media becomes increasingly
fragmented, the evolution of online
advertising and the rise of social media are
set to shake up the industry…”
Source: Jupiter Research
• “For marketing companies who are still
focused on search engine reports, that
sound you hear is your market share
disappearing.”
Source: Social-Media-Blog
• “We are advising clients that a recession is a
time to be advertising on social networks.”
Source: Forrester Research
41
SEO & SMO Work Together
• Adding pages of content as an
SEO strategy can be substantially
enhanced by SMO
• Social Media is the new way to
take your SEO strategy to the next
level
• Social Media increases the
number of high quality links &
targeted traffic
And I’m SMO..
Hello. I’m SEO.
What an Effective SEO/SMO
Strategy Will Help With
Increase
Brand
Awareness
Promote
Products
Promote
Services
Get Indexed
Quickly
Dominate The
Search Engines
Email Marketing
• Direct mail costs 200% more
than Email Marketing
Source: www.emarketer.com
• Helps you to stay in regular
contact with your customers
• Unmatched customer targeting
44
Email Marketing
•
•
•
•
•
Promotional
Newsletter
Customer retention tool
Top of mind awareness
Sell Products and
Services
Determine ROI
Web Analytics = Measurement = Accountability & Continuous
Improvement
• Measure & track
IMS performance
• Increase your
website conversions
• Measure your marketing
initiatives
• Determine your ROI
Do you know your Internet Business ROI?
46
Conversion Processes
47
It’s About Making More Money…
We can show you from our experience how to
unlock the true potential of your website and
uncover hidden profits for your business.
We make websites work!
Phase One
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51
Phase Two
52
53
54
55
Phase 4
56
57
Phase 5
58
59
Questions
60
Upcoming Webinars
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Weds, August 18th
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Weds, September 15th
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#4 Understanding Social Media and Advertising Online
Weds, October 13th
1:00pm – 2:00pm EST
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Weds November 3rd
1:00pm – 2:00pm EST
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