Internet Viral Marketing Tips

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					            Enterprise Wanganui Training - E-commerce Programme


                         Marketing Online
                     Finding new and keeping
                   customers using the internet




                             Nygllhuw Morris & Jon Jackson




April 15, 2011                   New Zealand Trade and Enterprise
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Introductions                                                              Four steps
                                                                                  Online tactics
                                                                                  Blunders
                                                                                  Email Features
       Biz E commerce workshops:                                                  Legal issues
                                                                                  Future


                 1. Introduction to ecommerce

                 2. Using the internet (email, search engines)

                 3. Using e business to improve your business

                 4. Finding/keeping customers using e commerce

                 5. Getting your business on line




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Workshop Topics                                                            Four steps
                                                                                  Online tactics
       •    The four steps to successful Internet marketing                       Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            The main online marketing tactics                                     Future

       •    The top 10 Internet marketing blunders
       •    Legal issues for Internet marketing
       •    Internet marketing in the future?
       •    Using Email as a Marketing Tool
            (Making emails look good!!!)




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Finding new and keeping existing                                           Four steps
                                                                                  Online tactics
       customers using the Internet                                               Blunders
                                                                                  Email Features

       • By the end of this workshop you should:                                  Legal issues
                                                                                  Future




                 – Be able to develop a strategy for retaining
                   customers using the internet
                 – Be able to develop a strategy for gaining
                   new customers using the internet
                 – Be able to implement practical internet
                   marketing ideas immediately in your
                   business



April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme



          The four steps to successful
               Internet marketing




April 15, 2011                   New Zealand Trade and Enterprise
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Similar to normal marketing                                                Four steps
                                                                                  Online tactics
       • Choose a target                                                          Blunders
                                                                                  Email Features

       • Promote to them
                                                                                  Legal issues
                                                                                  Future

         (encourage them to phone, visit, or email you)
       • Have something they want
       • Make a sale
       • Convert them to a loyal customer so they
         come back




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Also about other technologies                                              Four steps
                                                                                  Online tactics
       •    Cellphones                                                            Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            Palm PDAs                                                             Future

       •    TVs
       •    Emails
       •    Fax machines
       •    ATMs
       •    Touch screen kiosks




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       The four stages to Internet marketing                                      Four steps
                                                                                  Online tactics
       1. Choose your targets                                                     Blunders
                                                                                  Email Features
                                                                                  Legal issues
       2. Get them to your business                                               Future

       3. Grab their interest immediately
       4. Give them a reason to return




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       1. Choosing your targets                                                   Four steps
                                                                                  Online tactics
       • It‟s too expensive trying to target everyone                             Blunders
                                                                                  Email Features
          – Apply the 80/20 principle                                             Legal issues
                                                                                  Future

       • The Internet allows you to target segments
       • Choose the top 3 targets
       • Tailor your ideas for each target




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Case study: local motel                                                    Four steps
                                                                                  Online tactics
       Identify one possible target:                                              Blunders
                                                                                  Email Features
          – normal methods of promoting to this target?                           Legal issues
                                                                                  Future

          – what online methods are there?
       • New NZ customer:
          – Links from regional websites
          – AA portal, Jasons, PureNZ listing
          – Referral organisations:
               • information centres
               • motels in other regions
       • Existing customers:
          – email newsletter
          – promotions
April 15, 2011
Marketing Mix
Internet marketing should not be conducted
by itself. The internet should be just one part of
your marketing mix.
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       2. Getting Them There                                                      Four steps
                                                                                  Online tactics
       Two methods to get people to your site:                                    Blunders
                                                                                  Email Features

       • Offline
                                                                                  Legal issues
                                                                                  Future

       • Online




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Offline advertising                                                        Four steps
                                                                                  Online tactics
       • A web site is just another sales tool                                    Blunders
                                                                                  Email Features

       • Tell everyone (your customers) about your
                                                                                  Legal issues
                                                                                  Future

         website:
          – press releases
          – newsletters
          – competitions
          – tell them in person
       • Include your domain name (www address)
         on EVERYTHING!




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Offline advertising                                                        Four steps
                                                                                  Online tactics
       •    Advertisements                     •   Uniforms                       Blunders
                                                                                  Email Features
       •    Billboards                         •   Signage                        Legal issues
       •    Brochures                          •   Sponsorship
                                                                                  Future

       •    Business Cards
       •    Envelope Stuffers                  •   Directories
       •    Invoices                           •   Loyalty cards
       •    Mailing and shipping               •   Give aways
            labels                             •   in fact, anything!
       •    Letterheads
       •    Newsletters
       •    Posters
       •    Packaging
       •    Rubber Stamps
       •    Direct mail


April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Offline advertising                                                        Four steps
                                                                                  Online tactics
       • Can be an effective way to get traffic                                   Blunders
                                                                                  Email Features

       • Is traditionally very hard to measure
                                                                                  Legal issues
                                                                                  Future

       • Our advice?
          If you do what you have always done,
          then you will get what you have always got:
                 – If you‟ve been successful, then keep doing it
                 – If you haven‟t, then be prepared to change




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Online: Driving traffic to your business                                   Four steps
                                                                                  Online tactics
       • Can be accurately measured                                               Blunders
                                                                                  Email Features

       • How do people get to your website?
                                                                                  Legal issues
                                                                                  Future

          1. Typing in your web address directly
             (or guessing)
          2. Clicking on your advert at another site
          3. Clicking on a hyperlink from another site
          4. Doing a search and getting a list of sites
             – then choosing your website from the list
       • You need to do more than hope your customers
         will search for your site



April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
                                                                                  Four steps
                                                                                  Online tactics
       The most important word in internet marketing?                             Blunders
                                                                                  Email Features
                                                                                  Legal issues
                                                                                  Future
       Permission!




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Permission Marketing                                                       Four steps
                                                                                  Online tactics
       • Sending promotional information via email                                Blunders
                                                                                  Email Features
         to those that have given permission                                      Legal issues
                                                                                  Future

       • Electronic version of direct marketing
       • Requires patience
       • The internet is not invasive like normal
         advertising – the customer decides what
         to view




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Success tips for permission marketing                                      Four steps
                                                                                  Online tactics
       •    Get Permission                                                        Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            Remind them they gave permission                                      Future

       •    Personalise your offers
       •    Use optimal timing (seasonality issues)
       •    Don‟t send them email too often
       •    Keep each email simple
       •    Make realistic promises
       •    Provide a way to opt out




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Warning                                                                    Four steps
                                                                                  Online tactics
       • No spam!!                                                                Blunders
                                                                                  Email Features

       • Having the details of a customer is very
                                                                                  Legal issues
                                                                                  Future

         powerful. Don‟t abuse it.




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Main online marketing tactics                                              Four steps
                                                                                  Online tactics
       •    Search engines                                                        Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            Reciprocal links                                                      Future

       •    Banner ads
       •    Viral marketing
       •    Affiliate programmes
       •    Mailing Lists




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       3. Grab their interest immediately                                         Four steps
                                                                                  Online tactics
       • “Get inside your customer‟s head and find out                            Blunders
                                                                                  Email Features
         what they want!”                                                         Legal issues
                                                                                  Future

       • Maintain visitor interest
       • Give visitors something to do




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       What do visitors look for?                                                 Four steps
                                                                                  Online tactics
       •    High quality content                                                  Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            Topical and relevant Information                                      Future

       •    Ease of use
       •    Quick to download
       •    Frequently updated
       •    Activities:
             – join
             – play
             – look
             – learn


April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Promoting a Motel Using the Internet                                       Four steps
                                                                                  Online tactics
       • Group Exercise:                                                          Blunders
                                                                                  Email Features
          How could a motel website maintain interest?                            Legal issues
                                                                                  Future

       • Now remember to
         go home and do it
         for your own business




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       4. Getting visitors to return                                              Four steps
                                                                                  Online tactics
                                                                                  Blunders

            “A relationship is like a shark, you know.                            Email Features
                                                                                  Legal issues

             Either you move forward or you die.”                                 Future



                                                               Woody Allen


       • You need to build a relationship with your
         customers
       • It is a huge waste if you cannot get people to
         come back
       • Build your email list



April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Building Your Mailing List                                                 Four steps
                                                                                  Online tactics
       • Get email addresses!                                                     Blunders
                                                                                  Email Features

       • Ask – on a day to day basis
                                                                                  Legal issues
                                                                                  Future

       • Provide reassurance of integrity
       • Provide incentives:
          – freebies (downloads, reports)
          – newsletter
          – competitions
          – advance purchases
       • If you can, get more than their email address



April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Make it easy to join                                                       Four steps
                                                                                  Online tactics
       • Provide suitable incentives                                              Blunders
                                                                                  Email Features

       • Capture only an email address at the start
                                                                                  Legal issues
                                                                                  Future

       • Break down the barriers to signing up:
          – no personal information at first
          – Don‟t rush the relationship




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       How do you get them back?                                                  Four steps
                                                                                  Online tactics
       • Send regular emails (be careful of spamming):                            Blunders
                                                                                  Email Features
          – Newsletters                                                           Legal issues
                                                                                  Future

          – News items
          – Updated features
          – Contests
          – Advance purchasing
          – Joint promotions with other small businesses




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Summary                                                                    Four steps
                                                                                  Online tactics
       • The Internet can increase your marketing                                 Blunders
                                                                                  Email Features
         options                                                                  Legal issues
                                                                                  Future

       • Your website is your key internet advertisement
         – you need a website traffic plan
       • New “internet” marketing tactics are really
         “old” marketing tactics that have evolved to take
         advantage of the internet




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Remember:                                                                  Four steps
                                                                                  Online tactics
       1. Choose your target                                                      Blunders
                                                                                  Email Features
                                                                                  Legal issues
       2. Get them to your business                                               Future

       3. Grab their interest immediately
       4. Give them a reason to return




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme



                        The main online
                        marketing tactics




April 15, 2011                   New Zealand Trade and Enterprise
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Main online marketing tactics                                              Four steps
                                                                                  Online tactics
       A. Search engines                                                          Blunders
                                                                                  Email Features
                                                                                  Legal issues
       B. Reciprocal links                                                        Future

       C. Banner ads
       D. Viral marketing
       E. Affiliate programmes




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       A. Search Engines                                                          Four steps
                                                                                  Online tactics
       • Searchable indexes (databases of websites)                               Blunders
                                                                                  Email Features

       • Directories v search engines
                                                                                  Legal issues
                                                                                  Future




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       How do search engines work?                                                Four steps
                                                                                  Online tactics
       • Robots / spiders                                                         Blunders
                                                                                  Email Features

       • They roam around looking for key words to
                                                                                  Legal issues
                                                                                  Future

         assess the relevance of your site
       • Need to make your site as relevant as possible
       • Main way is META tags
            – What would the META tags for
              Destination Queenstown be?




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Preparing for Search Engines                                               Four steps
                                                                                  Online tactics
       • Think pages, not website                                                 Blunders
                                                                                  Email Features

       • Write “META” tags
                                                                                  Legal issues
                                                                                  Future

          – keywords, page titles and descriptions
       • Enter the mind of your target customers
       • Exercise:
          – Write 20 keywords or phrases to describe
            your business
          – Then write 20 words for the person next to
            you




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Submitting to Search Engines                                               Four steps
                                                                                  Online tactics
       • Register with the top search engines/directories                         Blunders
                                                                                  Email Features
          – Google                www.google.co.nz                                Legal issues
                                                                                  Future

          – Alta Vista NZ         www.altavista.co.nz
          – Yahoo! NZ             www.yahoo.co.nz
          – SearchNZ              www.searchnz.co.nz
          – NZSearch              www.nzsearch.co.nz
          – Yellow Pages          www.yellowpages.co.nz
          – UBD                   www.ubd.co.nz
       • Also list with any industry specific portals and
         directories (eg: motels with Jasons)


April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       How to do it yourself                                                      Four steps
                                                                                  Online tactics
       • Write your META tags                                                     Blunders
                                                                                  Email Features

       • Get web designer to put them into your page
                                                                                  Legal issues
                                                                                  Future

         (or do it yourself)
       • List on search engines or directories
         (look for „add a site‟ or „submit URL‟ link
       • Check your listing every few months




April 15, 2011
B. Reciprocal Links




  • Complementary sites work best
  • Look for sites with similar target markets
  • Look for industry associations
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Example: Promoting a Motel online                                          Four steps
                                                                                  Online tactics
       • What types of businesses could a motel                                   Blunders
                                                                                  Email Features
         seek reciprocal links with?                                              Legal issues
                                                                                  Future

                 –   motels in the same chain
                 –   information centres
                 –   industry associations
                 –   complementary businesses:
                       • tourism operators
                       • conference organisers, etc




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       C. Banner ads                                                              Four steps
                                                                                  Online tactics
       •    Ads in a rectangular window                                           Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            Usually at the top of a web page                                      Future

       •    Click on banner ad to find out more
       •    Payment options:
             – free contra deal
             – pay per view
             – pay per click through
             – pay per sale




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Banner Ads                                                                 Four steps
                                                                                  Online tactics
       • Evaluating Effectiveness:                                                Blunders
                                                                                  Email Features
          – Ad impressions                                                        Legal issues
                                                                                  Future

          – Click-throughs
          – Click-through rate
          – Conversion rate




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       D. Viral Marketing                                                         Four steps
                                                                                  Online tactics
       • Strategy that encourages individuals to pass on                          Blunders
                                                                                  Email Features
         a marketing message to others                                            Legal issues
                                                                                  Future

       • Is the internet term for word of mouth
       • Creates the potential for exponential growth




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Viral Marketing                                                            Four steps
                                                                                  Online tactics
       • 1996: Hotmail.com                                                        Blunders
                                                                                  Email Features
          – Offered free email accounts                                           Legal issues
                                                                                  Future

          – Advertising budget only $3,000
          – Every hotmail email sent ended with the ad
            “get your free email at hotmail.com”
          – 12 million users in 18 months
          – Now over 100 million users




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Viral Marketing – the secrets                                              Four steps
                                                                                  Online tactics
       • Give away products or services                                           Blunders
                                                                                  Email Features
          – This doesn‟t have to cost you anything                                Legal issues
                                                                                  Future
            eg: free reports
       • Provide for easy transfer to others
       • Exploit common motivations and behaviours
       • Utilise existing communication networks
       • Think about what you can do to get people to
         pass your message on
       • Be aware of becoming too successful without
         the support mechanisms in place


April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       E. Affiliate Programs                                                      Four steps
                                                                                  Online tactics
       • You earn a percentage commission from                                    Blunders
                                                                                  Email Features
         a click-through sale                                                     Legal issues
                                                                                  Future

       • Banner or text link on your website
       • Earn commission on all sales
          – eg: Amazon pays 5-15% commission




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       How affiliates work                                                        Four steps
                                                                                  Online tactics
       • Affiliate includes a link to an online retailer:                         Blunders
                                                                                  Email Features
          – Affiliate‟s visitor clicks on link                                    Legal issues
                                                                                  Future

          – Affiliate‟s visitor visits online retailer
          – Affiliate earn a commission on any
            purchases made during the visit
       • Most famous example is www.amazon.com
          – Began in July 1996
          – 600,000 affiliates
          – About 25% of sales
       • May not get instant sales, but is an active
         reciprocal link

April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       One last point                                                             Four steps
                                                                                  Online tactics
       Most of this stuff is free!                                                Blunders
                                                                                  Email Features
                                                                                  Legal issues
       (except for the cost of your time)                                         Future




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme



                     The top 10 Internet
                     marketing blunders




April 15, 2011                   New Zealand Trade and Enterprise
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Top 10 Internet blunders                                                   Four steps
                                                                                  Online tactics
       •    Using free web hosting services                                       Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            Destroying your site with technology                                  Future

       •    Not asking for, or acting on, customer feedback
       •    Relying too much on search engines
       •    Not managing email communications effectively
       •    Not having an opt-in mailing list
       •    Measuring site traffic by „hits‟
       •    Not using your domain name opportunity
       •    Thinking you‟ll get rich quick online
       •    Not understanding the real power of the Internet

April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Top Internet marketing blunders                                            Four steps
                                                                                  Online tactics
       •    Poor search engine metatags                                           Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            Poor site navigation                                                  Future

       •    Irritating design features
       •    Slow sites
       •    Not managing email communications effectively
       •    Static unchanging content
       •    No physical contact information
       •    Forgetting about off line methods
       •    Forgetting about the marketing basics
       •    Trying to do everything yourself

April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
                                                                                  Four steps
                                                                                  Online tactics
                                                                                  Blunders

                 Remember oblivion is                                             Email Features
                                                                                  Legal issues
                                                                                  Future


                 just one mouse click
                        away!




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
                                                                                  Four steps
                                                                                  Online tactics
                                                                                  Blunders

                  Now a quick break                                               Email Features
                                                                                  Legal issues
                                                                                  Future



                 for Jon to talk email
                     in more detail



April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme



                       Legal issues for
                      Internet marketing




April 15, 2011                   New Zealand Trade and Enterprise
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Legal issues for Internet marketing                                        Four steps
                                                                                  Online tactics
       A. Consumer legislation                                                    Blunders
                                                                                  Email Features
                                                                                  Legal issues
       B. Hyperlinking                                                            Future

       C. Privacy




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       A. Consumer legislation                                                    Four steps
                                                                                  Online tactics
       • You need to still comply with all the normal                             Blunders
                                                                                  Email Features
         rules of business:                                                       Legal issues
                                                                                  Future
          – Sale of Goods Act
          – Privacy Act
          – Consumer Guarantees Act
          – Fair Trading Act
       • See www.findlaw.co.nz




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       B. Hyperlinking                                                            Four steps
                                                                                  Online tactics
       • Widely believed anyone could link anywhere                               Blunders
                                                                                  Email Features

       • In some situations linking is not welcome
                                                                                  Legal issues
                                                                                  Future

       • Customary to ask if it‟s okay to link to a
         particular site – this also might result in a link
         back to you




April 15, 2011
Hyperlinking example
                                   Acme Web design
                                   also provide a link
    You design a site              and claim they
  for a client and link            designed the site
   to it from your site




  You can find out who‟s linking to you though...
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       C. Privacy and confidentiality                                             Four steps
                                                                                  Online tactics
       • When you collect personal information about                              Blunders
                                                                                  Email Features
         customers you should be careful                                          Legal issues
                                                                                  Future

       • Information provided for one purpose can not
         be used for another
       • Unless specifically stated you can‟t
          – rent
          – sell
          – giveaway
          your customers‟ personal information.




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Other confidential information                                             Four steps
                                                                                  Online tactics
       • Your suppliers and other contracting                                     Blunders
                                                                                  Email Features
         parties have the right to expect that you will                           Legal issues
                                                                                  Future
         keep information private.
          – You should have appropriate provisions in
            place to keep it safe.
       • Your staff also have the right to expect you will
         look after their personal information.




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Legal issues about privacy                                                 Four steps
                                                                                  Online tactics
       • Existing laws cover online activity:                                     Blunders
                                                                                  Email Features
          – Privacy Act                                                           Legal issues
                                                                                  Future

       • Existing codes of practice:
          – NZ code for e-tailers
          – DMA e-marketing code of practice




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Develop a good privacy policy                                              Four steps
                                                                                  Online tactics
       • Write a privacy policy to reassure potential                             Blunders
                                                                                  Email Features
         customers you will not pass on their details                             Legal issues
                                                                                  Future

       • Explain how your business uses the customer
         information being gathered
       • Visit www.the-dma.org for a privacy policy
         template to copy…
          – Search on “Privacy Policy Generator”
       • See www.privacy.org.nz (Office of the Privacy
         Commissioner)




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       The opening page!                                                          Four steps
                                                                                  Online tactics
                                                                                  Blunders
                                                                                  Email Features
                                                                                  Legal issues
                                                                                  Future




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       In summary…                                                                Four steps
                                                                                  Online tactics
       • You cannot trade unfairly, or promise things                             Blunders
                                                                                  Email Features
         that are untrue                                                          Legal issues
                                                                                  Future

       • Your products and services must do what you
         said they would do
       • You cannot sell other peoples names




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme



                      Internet marketing
                         in the future?




April 15, 2011                   New Zealand Trade and Enterprise
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       As the internet matures…                                                   Four steps
                                                                                  Online tactics
       • Bandwidth                                                                Blunders
                                                                                  Email Features
          – Faster                                                                Legal issues
                                                                                  Future
          – Everywhere
       • Payment
          – More than just credit cards!
          – On-line EFTPOS?
       • Experience
          – Virtual Reality
          – Augmented Reality
       • Customisation
          – Knowledge driven
          – Your Web!



April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Example: Tourism                                                           Four steps
                                                                                  Online tactics
       • Book entire itinerary before leaving home                                Blunders
                                                                                  Email Features

       • Virtual tours before booking
                                                                                  Legal issues
                                                                                  Future

       • Holiday locations boom as physical workplace
         becomes less important
       • Virtual tourism – don‟t need to physically leave
         your home




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Virtual tour                                                               Four steps
                                                                                  Online tactics
       • Sheraton Fallsview – Niagara Falls, Canada                               Blunders
                                                                                  Email Features
                                                                                  Legal issues
                                                                                  Future




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Retail                                                                     Four steps
                                                                                  Online tactics
       • Shop from anywhere                                                       Blunders
                                                                                  Email Features
         eg: www.woolworths.co.nz                                                 Legal issues
                                                                                  Future

       • Distribution becomes a key issue
       • Customers are in control
          – intelligent price-comparing robots
          – virtual holographic products to „kick the tyres‟
          – shopping as a form of entertainment




April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       More to look forward to…                                                   Four steps
                                                                                  Online tactics
       • Mobile internet                                                          Blunders
                                                                                  Email Features
          – Location based marketing!                                             Legal issues
                                                                                  Future

             • Combining internet and GPS
          – Handheld mobile commerce
       • Home of the future
          – Home automation
             • “The self-stocking fridge”
          – Entertainment on demand
             • “Personal media”
       • Online Video Service & Products


April 15, 2011
            Enterprise Wanganui Training - E-commerce Programme
            Marketing Online - Finding and keeping customers using the internet

                                                                                  Workshop Topics
       Workshop summary                                                           Four steps
                                                                                  Online tactics
       •    The four steps to successful Internet marketing                       Blunders
                                                                                  Email Features

       •
                                                                                  Legal issues
            The main online marketing tactics                                     Future

       •    The top 10 Internet marketing blunders
       •    Legal issues for Internet marketing
       •    Internet marketing in the future?




April 15, 2011

				
DOCUMENT INFO
Description: Internet Viral Marketing Tips document sample