On-line shopping

On-line shopping
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Internet Survey, Sep-Oct 2010, www.eltrun.gr
Promotion Plan
Based on the market share we want to achieve:
Define marketing strategy:
• Heavy investment in building the brand fast
• Conservative approach, initially based on word-of-mouth
Define promotion mix:
•
•
•
•
Traditional media
Internet advertising
Search-engine optimization
Social media
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Promotion Plan
Search Engine Optimization
Facebook and social media
Adwords (“pay per click”)
Monitoring conversion rate
Further communication (“traditional”, “pay per
view”)
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Internet Advertising
Google/adwords
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Organic Results? nop
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Adwords – text display
Text
display
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Adwords – Image display
Image
display
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Mobile
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Facebook ads
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Search Engine Optimization
Five steps to being radically relevant for Google
1. Indentify you brands
Google says: “think about the words users would type to find your pages
and make sure that your site actually includes those words within it”
2. Make your website “spider friendly”
3. Title tags
Google says: “make sure that your title tags are descriptive and accurate”
4. Page content
Google says: “create a useful, information-rich site and write pages that
clearly and accurately describe your content
5. Incoming links
Google says: “make sure all the sites that should know about your pages
are aware your site is online”
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Viral marketing
Viral marketing is a technique that facilitates and encourages people to pass
marketing message along to others. Clever, entertaining, and interesting
videos, photos, text messages, and other communication that gets rapid passalong online can result in a huge brand impact. Viral marketing is similar to
buzz marketing
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Social Media Overview
Social Media
What is it?
Examples
Social networks
Associations of internet users
for social connection
MySpace, Facebook , Linkedln
Search engines
Databases allowing users to
search for content
Google, Yahoo!, MSN, America
Online, Ask
User review sites and forums
Special interest communities
with user product reviews
Tripadvisor , Amazon, CNET
Blogs
Online multimedia journals
with frequent updating
Technology:TypePad, Blogger,
Wordpress.Sites:
Marketingpilgrim.com
RSS
Brings content to user
desktops
Technology:Bloglines,
FeedBurner.Sites:most media
and blogs
Tagging
Metadata that helps users find
a photo, news story or Web
page
Del.icio.us, Flickr, Digg
Wikis
Collaborative publishing on
websites
Wikipedia, Wikihow
Podcasts
Digital audio, and sometimes
video, for user download to
computers, iPods, or other
devices
NPR, Comedy Central,
National Geographic, ESPN
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Forums
A discussion dashboard
4troxoi.gr
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Conversion Rate
Converting visitors to customers
Number of orders/ Number of visits
Influenced by:
The source of the visitor:
• Banner or words used in the message of an adword (paid-results –
search engine)
• Where the message appears (web site or keywords used)
Product category
Web-site features
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Impact on Intention to transact
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Example - 1
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