WMES 1103 E-Marketing Strategy
Search Engines
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Introduction: E-Marketing
E-Marketing can be defined as: • achieving marketing objectives through use of electronic communications technology. • Applying Digital technologies which form online channels (Web, e-mail, databases) to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle) through improving our customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs.
E-Marketing Strategy
• The main thrust of E-Marketing strategy is taking decisions on the selective targeting of customer groups and different forms of value delivery for online channels. • We suggest a generic E-Marketing strategy development process, which are show as following.
A generic e-marketing strategy development process
A generic e-marketing strategy development process
A. Defining the Online Opportunity
1. Set E-marketing Objectives: Companies need to set specific numerical objectives for their online channels and then resource to deliver these objectives. These objectives should be informed by and influence the business objectives and also the following activities: Evaluate E-marketing Performance: Applying web analytics tools to measure the contribution of leads, sales and brand involvement currently delivered by online communications such as search engine marketing, online advertising and E-mail marketing in conjunction with the web site. Assess Online Marketplace: Situation analysis reviewing the micro-environment (customers, competitors, intermediaries, suppliers and internal capabilities/ resources) and the broader macroenvironment which influences strategy such as legal requirements and technology innovation.
A generic e-marketing strategy development process
B. Selecting the Strategic Approach
2. Define E-marketing Strategy: Select appropriate strategies to achieve the objectives set at stage 1. Define customer value proposition: Define the value proposition available through the online channel and how it relates to the core proposition delivered by the company. Reviewing the marketing mix and brand values to evaluate how they can be improved online. Define E-communications mix: Selecting the offline and online communications tools to encourage usage of an organization’s online services and to generate leads and sales.
A generic e-marketing strategy development process
C. Delivering Results Online
3. Implement E-marketing plan: This details the implementation of the strategy. Implement customer experience: Build the web site and create the E-mail marketing communications which form the online interactions customers make with a company. Create online customer relationship management capabilities to understand customer’s characteristics, needs and behaviors and to deliver targeted, personalized value . Execute E-communications: Managing the continuous online marketing communications such as search engine marketing, partnerships, sponsorships and affiliate arrangements and campaign-based E-marketing communications such as Online advertising, E-mail marketing and micro sites to encourage usage of the online service and to support customer acquisition and retention campaigns.
A generic e-marketing strategy development process
4. Profile, Measure and Improve: Monitor and improve online activities and maintaining the online activities: Capturing profile and behavioral data on customer interactions with the company and summarizing and disseminating reports and alerts about performance compared with objectives in order to drive performance improvement.
E-marketing Strategy: Promotional techniques
• Example Online promotional techniques:
search engine marketing, interactive advertising, e-mail marketing and partnership arrangements (affiliate marketing) with other web sites.
• Search Engine Marketing
Meet its objectives by delivering relevant content in the search listings when users search and encouraging them to click through to a destination site.
Promotional Technique: Search Engine Marketing
Two approaches for making company visible: 1. Search engine optimization (SEO)
The position or ranking is dependent on an algorithm used by the search engine to match relevant site page content with the key word combination entered. The section below explains the basis for optimization.
To make company be the first in the search engine list:
Frequency of occurrence in body copy The number of times the key phrase is repeated determining the Search engine results pages (SERPS) position for a key phrase.
Promotional Technique: Search Engine Marketing
Number of inbound links For example, Page Rank helps Google deliver relevant results since it counts each link from another site as a vote. Title HTML tag The keywords indicated in the HTML code by the
keyword. Significant in search engine listings since if a key phrase appears in a title it is more likely to be listed highly than if it is only in the body text of a page. Meta-tags Used by some search engines when robots or spiders compile their index. Hidden graphic text A site that uses a lot of graphical material or plug-ins, is less likely to be listed highly. To improve on this graphical images can have hidden text associated with them that is not seen by the user (unless graphical images are turned off), but will be indexed by the search engine.
Promotional Technique: Search Engine Marketing
2. Pay per Click (PPC) or paid listings
A relevant text ad with a link to a company page is displayed when the user of a search engine types in a specific phrase. A series of text ads are displayed as is shown on right. The relative ranking of the paid performance placements which are often labeled as ‘sponsored links’ is typically based on the highest bidded per click value for each key word phrase. Google also takes the relative click through rates of the ads into accounts.
Example: Google Search Engine
Pay per Click (PPC): Comparison Cost
• Cost for the Pay per Click (PPC) or paid listings
CPA @ 25% conversion CPA @ 10% conversion
Keywords Overall 5,714
Avg. CPC €5.9
Cost / Day €33,317
Avg. Position 1.3 €23.4 €58.4
insurance
3,800
€5.4
€20,396
1.3
€21.5
€53.7
"car insurance"
1,700
€6.6
€11,119
1.2
€26.2
€65.5
"cheap car insurance"
210
€8.4
€1,757
1.1
€33.5
€83.7
"women car insurance"
4.1
€10.5
€43
1.0
€42.2
€105.4
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