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					JM503 – eMarketing

     Week 12
  traffic building
              ZD Net Video

CIO agendas driving enterprise 2.0
                Traffic

Having a great web site is no use if nobody
uses it. On the other hand, what do we mean
 by traffic? This is another view of traffic.
         Generating traffic
Vital to e-marketing objectives


Characteristics
Three key aspects of traffic building are :-
•   Targets
•   Techniques
•   Timing
             1. Targets

Include:-
• Quantity
• Quality
• Cost

Resource – www.iabuk.net (Internet
   advertising bureau)
            2. Techniques

       Search Marketing - Online PR -
Online partnerships – Offline communication
    – Interactive ads – Opt in email – Viral
                   marketing




               Web site and micro sites
                      3. Timing
•   Traditional advertising has fixed duration campaigns
•   Specific campaigns also used for traffic building
•   Also continuous traffic building activities
                 Summary

Traffic quality is high if visitors are with in
   target market and they respond in line with
   objectives.
     Search engine marketing

Q. How important are search engines for web
 site promotion?


A. Very
90% of users use search engines
Sites available to search engines


                                  Unregistered sites,
   All the web 10 billion pages


                                  inaccessible sites,
                                  data bases




                                     Search engine
                                     registered sites

                                       Directories
Search engine marketing techniques

1. Search engine optimisation
2. Pay per click
3. Trusted feed including paid for inclusion

   Companies specialise in search engine
   marketing example : iprospect
 Paid Search Vs Organic Search

Paid Search Has Only Slight Edge in Conversion
  Rates over Organic Search, According to a
  WebSideStory Study
   Search Engine Optimisation

How are search engine result pages produced?

How do you register on a search engine?

  Example: www.google.com/addurl

  or http://search.yahoo.com/info/submit.html
      Search Engine Optimisation
               Cont…
It is recommended that automated submission
   tools are not used as these can be considered
   spamming.

If you are linked from other sites many search
   engines will automatically index you.

  Use the following search in Google
  inurl:www.ozrural.com
         Key Phrase Analysis
Keyphrase analysis tools from vendors such as
www.overture.com
Example (Car insurance):-
1. Comparison/quality – compare car insurance
2. Adjective – cheap car insurance
3. Intended use – high milage car insurance
4. Product type – holiday car insurance
   Think of some others
   Key word suggestion tool Overture
 Improving Search Engine Ranking
          Through SEO
1.   Frequency of occurrence in body copy
2.   Number of inbound links
3.   Inclusion in directories such as dmoz
4.   Title HTML Tag
5.   Meta tags
6.   Hidden graphic text
Example of Hidden Text


<IMG NAME=‘ozrurallogo’ SRC=‘logo.gif’
ALT=“OZRURAL Horse and farm books”>
          Pay per click (PPC)

• Pay for each click rather than display
• Ranking depends on highest bidded cost per
  click
• Popular when very competitive industry e.g.
  gaming, insurance, retail
• Small companies can respond quickly to
  changes – ‘Google Dance’ and may rank well
  beyond rightful position as corporations much
  slower to act.
      Managing Pay per Click

• Need to evaluate maximum PPC
• Manage each PPC phrase so bid amount
  competitive
• Watch for fake clicks
      Search Engine Summary

• Ensure representation on main search engines
• Complete key phrase analysis
• Start search optimisation initiative
• Maximise links to from different sites. Run
  link building campaign
• Review relevance of Pay per click to ensure
  ROI
                Online PR

• Maximise favourable mentions of your
  company
• Online reputation management
• Different to traditional PR
• Examples of online PR – communicating with
  media online; link building; blogs and RSS;
  managing how your brand is presented on third
  party sites; creating a buzz – viral marketing
         Online Partnerships

Three key types of partnerships
1. Link building – obtaining links from third
   party sites
2. Affiliate marketing – also offline e.g. Apple
3. Online sponsorship; a long term arrangement
   to associate a brand with a site or part of a
   site. Example WebTrends sponsor customer
   information channel on ClickZ.com
       Interactive Advertising

Can help build site traffic but also brand
 building. Rich media and large format ads
 effective by placement on specialised portals

Acquiring customers by banner CPM is
 expensive and other methods often preferable
 particularly Affiliate Advertising
               Opt-in email

Three main options –
1. Cold email campaigns
2. Co-branded email (eg your bank sends
   insurance offer)
3. Third party e-newsletter – ad, sponsorship or
   PR (editorial) in newsletter.
4. IF EMAIL IS NOT OPT IN IT IS SPAM
   WHICH IS ILLEGAL
            Viral Marketing

• Traffic built through email (virtual word of
  mouth) or real word of mouth to spread from
  one person to the next
         Offline Traffic Building

•   Advertising
•   Word of mouth
•   PR
•   Direct mail and physical reminders
                   Control

• Control activities to assess effectiveness of
  campaign against objectives of traffic quality;
  cost of visitor; customer acquisition for
  different techniques.
• Log file analysis important for evaluation
              Resourcing
Achieving right balance of –
• Promotion
• Service and design
• Online and offline promotion/campaign
  activities
Resourcing Decisions for Campaigns
• Banner run length
• Ad-weighting
• Targeting
• Campaign size
                Conclusion

• Traffic building dependent on setting targets
  for quantity and quality and using combined
  onlne/offline techniques
• Search engine and pay per click marketing to
  ensure visability
• Build online PR and review online potential
  partners
• Different types of interactive ads to build
  brands
            Conclusion (cont..)

•   Opt in email effective communication
•   Viral emarketing
•   Offline communications essential
•   Control supported by web analytics
•   Resourcing issues involve budgeting – site
    creation, maintenance, advertising.
             Test next week

Thursday 1st November.

Time - 8.30-10.30.

Rooms - I have booked 2 computer labs and a
 classroom.

B905 and B903 and room C903.

				
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