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How to market yourself online (A practical guide)

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					How to market yourself online (A practical guide)
Richard Collins Chief Executive iComms media group PLC

Agenda
 My credentials  Why market yourself online  What do you want to achieve – setting objectives  Tools of the trade  Monitoring and maximisation

Credentials
 1995 Internet strategy manager HW Group PLC  1997 Managing Director of JobSite an internet recruitment site  1999 Set up Tempest

Tempest Online Marketing Ltd
 UK’s largest buyer of internet advertising  Full service online marketing agency  Clients include:
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VNU, Hewlett packard, Toshiba, Regus, BAT LineOne, Activate, Wstore,

 Recently announced our Flotation on Aim in May

Why Market yourself online
 Attract purchase ready consumers  Mass medium - with 24% adult penetration, 40% by 2004.  Highest TAQI of any medium  Cost effective  Your competitors are doing it
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2,000 companies advertised online last year spending £50million 3000 are expected to by 2004 spending £625 million more than radio today.

What do you want to achieve – setting objectives
 Visitors  Revenue

 Page views
 Increase brand awareness

How to achieve them - Tools
 Advertising  Email marketing  Search engines  Content/word of mouth  Online PR

Internet advertising
700 600 500 400 300 200 100 0 1998 2000 2002 2004 Mkt Value £m

Source: Fletcher Research

Forms of advertising
 Banners and buttons

 Content sponsorship  Newsletter sponsorship

Banners and buttons
 Run of site
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Cost per 1,000 (cpm) average £25cpm Response rates average click throughs sub 1%
Eg within the entertainment section of freeserve Typical cpm £40, response rate 3-15% Type books into Yahoo, get an Amazon banner Typical cpm £50, response rate 5-25%

 Run of channel/section
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 Search word sponsorship
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Internet Advertising
 Content sponsorship
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On a time basis (relies on site stats, market research, demographics and competitiveness) Eg travel section of AOL
Sponsorship of header within opt in emails e.g. interactive investor 600,000 subscribers 5-15% response rates – monitoring is difficult

 Newsletters
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Success factors
 Be creative  Keep it simple  Use interactive adverts where possible  The internet is a targeting medium – use it  Don’t assume offline campaign will work online

Email marketing
 Newsletters
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Collect data (Opt in only) Send useful updates Have a privacy policy
Segment customers Monitor behaviour Adapt campaigns

 Advanced CRM
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Search engines
 Directories
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Human intervention eg Yahoo, Open directory
Submit URL once to a specific category Think global and be patient

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Search engines
 Search engines eg Altavista, lycos
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Uses software to analyse your site Add each page of your site Follow rules of the search engine Do the basics – meta tags, text on page, alt tags In competitive markets create gateway pages

Useful search engine resources
 Searchenginewatch.com  Keywordcount.com  Websitegarage.com  Positionagent.com  Topdogg.com  Webposition.com

Content/word of mouth
 Word of mouth is the No #1 method of getting visitors  Create word of mouth through content quality, freshness and adding value

Online PR
 Promote in newsgroups
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Identify and understand etiquette Tailor messages Create compelling content or messages Distribution via “friendly” email

 Viral marketing
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Monitoring and maximisation
 How to monitor
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Ad delivery systems eg Engage, Dart, red eye. Log file analysis eg Net tracker, Web trends Email systems eg Exactis, E2communications Online market research eg Netpoll

What to monitor
 Cost per visitor £30cpm * 1% = £3  Conversions  Site traffic: Page views, visitors (IP every 30minutes)  Site quality: Time per visit PVs/visit  Revenue, leads etc

Conclusion
 Internet marketing is essential to success  Do the basics and be patient

 Be creative
 Use specialists to exceed the market

Contact details
Richard Collins Managing Director Tempest online marketing www.tempestuk.com 01483-306 566


				
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