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Powerful Communication Making the Virtual Connection

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					  Internet Advertising:
Getting Results on the Web

                Maria Krueger
  Internet Strategist / Web Project Manager
                 Oracular, Inc.
          mlkrueger@oracular.com

                 UW - Oshkosh
         Advertising & Sales Promotion
                27 October 2005
 About the Speaker
• Nine years in Information Technology:
   •Project Management        •Web Strategy
   •Business Analysis         •Web Marketing/Branding
   •Systems Design            •Web Content Management
   •Application Development   •Search Engine Optimization
   •Database Design           •e-Marketing


 • Bachelor of Business Administration (BBA), UW-
   Oshkosh, Finance & MIS majors, 1993
 • Master of Business Administration (MBA), UW-
   Oshkosh, 1999
 • E-Business Consultant with Oracular, Inc.
About You
• Marketing Majors
• Journalism Majors
• Other
Topics for Today’s Web
Business
•   Web Usability
•   E-Marketing
•   Search Engine Optimization (SEO)
•   Web Analytics
Web Usability
Design Approach:
• Employ standard Web design conventions – understand
  user expectations
• Know your audience – take a user-centered approach
• Write for the web – make content scanable with inverted
  pyramid approach

Marketing Approach:
• State your brand and purpose – brief statement & tag line
• State your audience’s needs – segmented audiences
  with key content mapped to them
• Convey brand, content, & message – the overall
  “experience”
• Employ integrated marketing communication
Web Usability
Examples
www.verisonwireless.com
www.starbucks.com
www.abercrombie.com
www.apple.com/itunes
www.gymboree.com
www.acpideas.com
www.atomicskioutlet.com
E-Marketing
Trends and Practices on the Web:

• Affiliate Marketing – revenue sharing between one site
  (the affiliate merchant) which features an ad or content
  designed to drive traffic to another site (the advertiser).
  The affiliate will receive a fee based on the amount of
  traffic generated.

• Examples:
    –   www.amazon.com
    –   www.shopzilla.com
    –   www.bizrate.com
    –   www.google.com/adsense
E-Marketing
Trends and Practices on the Web:

• Pay-Per-Click/Paid Inclusion – advertising model in
  which advertisers pay for click-throughs to their website.
  Ads are served based on keywords or themes on major
  search engines or web sites.

• Examples:
    – Yahoo Search Marketing (formerly Overture)
    – Google AdWords
E-Marketing
Trends and Practices on the Web:

• Online PR – the use of traditional public relations
  strategies and tactics to garner coverage for a company
  or Web site via online media, such as ezines, online
  publications, newsgroups, blogs, threaded forums and
  chat rooms.

• Examples:
    – www.hgtv.com
E-Marketing
Trends and Practices on the Web:

• Email Marketing – a form of direct marketing with the
  purpose of enhancing the relationship of a merchant with
  its current or old customers and to encourage customer
  loyalty and repeat business. Example: monthly e-
  newsletters, email promotions

• Examples:
    – www.emarketer.com
    – www.llbean.com
    – www.uwosh.edu
E-Marketing
Trends and Practices on the Web:

• Personalization & Interaction – the provision of secure
  user accounts and interactive features on your web site
  to allow customers to personalize their online visit
  experience and interact with you.

• Examples:
   – www.gymboree.com
   – www.yahoomusic.com
   – www.cont-girbau.com
E-Marketing
Integrated Marketing Communication:
• All aspects of a company's promotional efforts work
  together with a unified purpose to deliver a consistent
  and positive message.
    –   Direct Mail
    –   E-newsletters
    –   E-mail promotions
    –   Web site announcements
    –   Brochures & Print Collateral
E-Marketing
Integrated Marketing Communication:
                     Traditional                Web
                    Touchpoints              Touchpoints
Branding       Market presence, sales Web site, links
               collateral,            to/from your site, e-
               offices/stores, sales  mails, e-newsletters
               interaction
Customer       In-store, phone, sales    Web site, online
Experience     interaction, quality of   customer service
               product/service
E-Marketing
Integrated Marketing Communication:
                          Traditional                Web
                         Touchpoints              Touchpoints
Advertising        Local media                Online ads at related
                   advertising, billboards,   web sites, search
                   product, wrappers,         engine optimization,
                   product placement          paid online search
                                              ads
Public Relations   Media relations, news      Web site info, e-
                   releases, photo ops,       mailing reporters,
                   story leads                online photos/info
E-Marketing
Integrated Marketing Communication:
                     Traditional                Web
                    Touchpoints              Touchpoints
Events         Planning, advertising,    Web site info /
               invitations, promotions   registration, links to
               & giveaways, lead         related sites, posting
               follow-up                 of info post-event, e-
                                         mail follow-up
Special        In-store, POP,            E-mail lists,
Promotions     seasonal, referrals       downloadable
                                         promotions
E-Marketing
Integrated Marketing Communication:
                     Traditional             Web
                    Touchpoints           Touchpoints
Testimonials   Marketing handouts,   Online customer
               samples, references   videoclips, links to
                                     customers & related
                                     companies
Incentives     In-store, POP,        Redundant
               seasonal, referrals   availability, online
                                     incentives if
                                     preferred
Web Site – SEO
• Know how search engines work to reward “good
  sites”
      • Algorithm-based – best-kept secret
      • Spiders “crawl” the web and store information
        about web sites in an index
      • Deliver quality results – relevance is important
        (Google only indexes sites that have inbound links from
        other sites determining “popular” sites.)
      • Free submittal doesn’t always work
• Consider unpaid and sponsored links
• Continue to fine-tune this art & science
Web Site – SEO
The SEO Checklist – organically enhance your site
  to help make it search engine “friendly”

•   Page Titles
    – Keep dynamic – Google may not index pages that look like
      duplicates
    – Control through database
•   Body Text & Keyword Density
    –   Determine key words
    –   5-10% of text per page is keywords
    –   Page length should be around 250 words maximum
    –   Balance keyword saturation with readable copy

                                              Examples
Web Site – SEO
The SEO Checklist – organically enhance your site
  to help make it search engine “friendly”

•   Adjacency and Proximity
    – Search on two or more words – appearance next to or near
      one another
    – Avoid: blue and purple widgets
    – Instead: blue widgets and purple widgets
•   Domain Names
    – Keywords in domain name
    – Search engines look at domain names but not of great value


                                              Examples
Web Site – SEO
The SEO Checklist – organically enhance your site
  to help make it search engine “friendly”

•   Layout and Design
    – Have more text content than HTML elements
    – HTML elements to avoid: flash, animated GIFs, rollovers
•   Meta Tags
    – Utilize “description” tag and “keywords” tag
    – Description – 150 characters that are keyword rich but focus
      on the human reader – overloading with keywords can
      confuse user and lose a click
    – Keywords – tell search engine what keywords are important
      for that page – do not repeat more than three times
                                                 Examples
Web Site – SEO
The SEO Checklist – organically enhance your site
  to help make it search engine “friendly”
•   Images and Alt Text
     –   Image alternate text weighs less than actual text
     –   Text menu over image menu
     –   Use keywords where it makes sense to the user in alt text
     –   Google may only index alt text on clickable images
•   Link Popularity
     –   Number and quality of inbound links from external web sites
     –   Editorial links
     –   Directory links (DMOZ, Yahoo, etc.)
     –   Affiliate links
     –   Articles
     –   Higher ranked sites                      Examples
Web Site – SEO
The SEO Checklist – organically enhance your site
  to help make it search engine “friendly”

•   SEO Tools - http://www.webconfs.com/
     – Spider simulator
     – Keyword density checker
     – Link price calculator
     – Keyword generator
     – Link popularity checker
Web Analytics
•   Web servers have always recorded all their transactions in
    a log file. It was soon realized that these log files could be
    read by a program to provide data on the popularity of the
    website.

     –   Hits
     –   Page Views
     –   Visits per Session
     –   Visitors
          •   Total
          •   New
          •   Unique
          •   Repeat
     – Search Engines
Web Analytics
•   Demo:
     – AW Stats – web analysis tool
     – www.acpideas.com - before and after large promotion
Questions
Additional Resources
www.useit.com                  www.cyberatlas.com
www.webstyleguide.com          www.e-businessadvisor.com
www.prcentral.org/tools        www.marketingpower.com
www.ezine-tips.com              www.digital-web.com
www.zdnet.com                  www.adresource.com
www.cio.com                    www.wired.com
www.internet.com               www.clickz.com
www.ecf.utoronto.ca/~writing/handbook-emedia.html
www.newmediastudies.com/fenshui.htm

Homepage Usability, Nielsen/Tahir, New Riders, 2001
Information Architecture for the World Wide Web, Rosenfeld
   and Morville, O’Reilly, 1998

				
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