This document provides background on an introductory web marketing course. It outlines the speaker's qualifications and experience in technology and online marketing. It then discusses setting objectives for understanding target markets and their behaviors. Sections cover analyzing existing web presence, developing a web strategy, and using analytics to improve performance. The strategy addresses getting visitors, engaging them, converting visitors to customers, and getting repeat visits. It provides examples of online marketing tactics like social media, advertising, viral marketing and affiliate marketing.

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Background
• Business Studies & German (Marketing), University of Limerick
• Many years working in technology sector. National & international markets
Day 1 Marketing / Business Development with a focus on online marketing/web
Rosey Broderick (Creative Labs, Viking components, Eircom.net, Web Reservations International)
Intro to Web Marketing
• 2006 – set up HomeWise.ie
Feb 2012
• 2007 Set up to help businesses ‘get customers online’
• Mentor with Enterprise Ireland.
• Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise
boards etc
Quick Intro
Name: What are your business objectives?
What is your area of focus / business?
What you are hoping to get from the course?
Are your customers online/offline?
How will the web help you achieve these business
objectives? /What are your objectives from the web?
Target Market
Who is your target market? Reaching the right people with the right
Break them into segments/groups/niche markets?
message
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Individuals/Influencers
To whom
Who do you need to reach?
• End users / consumer market
• Retailers
• Distributors
• Manufacturers
• Research
• Trials
• Put your business on front of investors
• Generate business partnerships
What are your business objectives?
What do you want from these people on the web
Geographical markets?
Local, regional, national, international
Web presence Monthly Objectives
If you have an existing web presence
What are you objectives:
Current web presence -no of visitors
-No of visitors in the last month -source (organic, PPC)
-Source (where they came from) -no & € of transactions
-No. of conversions
For the next 6 months –Oct, Nov, Dec, Jan, Feb, March
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Impact of the Web
?
http://www.internetworldstats.com/stats.htm
Web Marketing
Traditional marketing
Applies technology - Internet The way people are interacting on the web has changed
Research – Who are your customers & what do they do Talking at people
– Where do they go when they need your products/services?
(may not necessarily be actively searching) Has change to
– What search engines, directories, websites do they use ?
(when they are actively searching) Listening to what people are saying………. & then
– How do they behave after they arrive on your website? interact
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Old school The New Target Audience
Marketing
It is based on your target markets behaviour that
you decide on your marketing strategy
What combination of offline activity & online
activity do you need for your business?
Exercise –
Who is your target market
What triggers them to look for your
products/services? Prioritise them (1 = most important etc)
What are their motivations? What do they do?/what is their behaviour?
Do they use the web to research/purchase your
What are their issues?
products/services?
What solution are you providing your customers? Do they use search engines?
What websites do they use?
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Web strategy Web Objectives
What do you want your visitors to do on the web?
How do you get people on to your website?
How do you engage them? What is the conversion?
How do you convert them into a customer? Calls to action
How to get them to come back again....and again......and again
What actions are important
Monitor / Measure
Web strategy Web strategy
Web strategy Web strategy
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Web strategy Web strategy
Build smart architecture /sound platform that cements your brand and also creates
a valuable opt-in database that can be used to invite people again & again
Web Strategy Web Strategy
Areas to be considered when developing a web strategy
• Getting visitors to your website
The website itself
Design/Look & Feel of your website
Search Engine Optimisation
• Converting them into customers for Online marketing activities on your website to engage your visitors and drive
them towards purchasing
your business Off page online marketing activities
Search engine optimisation (off page)
Other tactics to drive new visitors to your website
Offline activity
Activities off the web to drive traffic to your website
Web Strategy
The website itself
Design/Look & Feel of your website
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Web Strategy
You have visitors
• How to convert them!!
Structure/Navigation /Usability/SEO
• What is relevant to them?
• What info are they looking for?
• What is useful in helpful them move towards
the decision to purchase your
product/service?
Web Strategy Interaction with users
Business Objectives - Calls to action
Tools to engage users
• calculators
• currency convertors
• Video demo
• Webinars
• podcasts
Data collection & feedback Data collection & feedback
• Interactivity with visitors on the website
• Visitor - user
• Registration / sign up
• At a basic level giving an email address
• Important to offer something of value in
exchange
• Relevancy is key
• Competitions/reviews/forums….
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Web Strategy Web Strategy
Activities to drive traffic and get people to your website Off page online marketing activities
This involves tactics to drive new visitors to your website
Search engine optimisation (link building)
Pay per click
Online PR
Social Networking
Business Networking
Online advertising
Direct emailers
Viral marketing
Affiliate Marketing
And many more
Offline activity: activities off the web to drive traffic to your website
Web Strategy Interactive campaign
Involving people over time
Elephant campaign Includes user generated content
Belgium with a simple blog and a new video
everyday.
http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded Daily content updates gave people
a reason for revisiting the site.
Users can view footage of the day's
activities, leave comments, browse
tourist information and download
the trip itinerary
Integrated Web Marketing Campaign Web Strategy
http://www.dare-to-be.net/ SEO
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Web Strategy Web Strategy
Pay Per Click Online PR
Web Strategy Web Strategy
Social Media
Web Strategy Web Strategy
why Social Media? Social media
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Web Strategy
Twitter
http://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/
The Volkswagen Twitter Zoom
Volkswagen - February
To promote their sponsorship of the Planeta Terra Festival.
They hid tickets to the festival all over the city, and shared the location with users
via a map. The trick was however, that the map (using Google Maps) would only
zoom in to reveal the locations based on how many people shared the hashtag
#foxatplanetaterra on Twitter
The campaign was a huge success for Volkswagen, as within 2 hours the hashtag
was a trending topic in Brazil
Web Strategy YouTube
Twitter – getting started
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YouTube Web Strategy
Business Networking
Web Strategy Web Strategy
Online Advertising Online Advertising
Online advertising
• People now spend up
to 7 hours of their spare
time per week on the internet, that’s twice as long as
they will spend reading the paper
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How online advertising is sold
• Cost per click CPC or Cost per acquisition CPA
• CPC
• If Budget €5000 – CPC is €2 – can purchase 2500 clicks
• CPA - Calculated on value of conversion
• Register for a site €1 per registration
• Sale of DVD – 50c
• Sale of car - €500
Advertising format Advertising format
• Banner
• Button
• Content Module
• Email
• Mobile Banner
• Rectangle
• Skyscraper
• Streaming Media
• Textlink
• http://www.impactengine.com/home/ad_formats
Web Strategy Web Marketing Activities
Email Viral Marketing
Word of mouth marketing
Use of existing social networks to spread a
Message
People willingly pass on information to their
contacts
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Viral Marketing Web Marketing Activities
http://www.visiblemeasures.com/adage
http://www.youtube.com/watch?v=8vWVtpCfLX8&feat
ure=player_embedded
Web Marketing Activities Web Marketing Activities
Samsung Affiliate Marketing
LED-illuminated sheep running around the Welsh countryside
Attracted nearly 8.5 million views on YouTube and continues to
be the topic of discussion on blogs across the web.
Affiliate Marketing is an Internet-based
The "is it real or not" quality proves once again to be YouTube marketing practice in which a business rewards
gold. one or more affiliates (publishers) for each
visitor, lead or customer brought about by the
http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr
affiliate's marketing efforts
_embedded
http://en.wikipedia.org/wiki/Affiliate_marketing
Affiliate Marketing
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Web Marketing Activities
Web Marketing - Devising a web strategy
Web Analytics
•What works?
•What doesn’t?
Web Marketing - Devising a web strategy
Put a plan in place to build your presence
– Define your priority markets
In summary – Analyse their behaviour
– On the web/Offline
•Website itself – Focus on web:
– Build your website to meet your business objectives & your
•Activities to drive traffic markets
– Target them with focused web marketing activities
•Measurement of both of above – Analyse their behaviour on your website
– Implement changes to improve conversions
•Quality v Quantity • Monitor your performance
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Web Marketing Strategy Web Marketing Strategy
• Impact of Web on Business/Sales/Company Balance:
• Business objectives
• New means of • Users
-reaching your market
• Search engines
-researching your market
-getting your business/products/services on
front of them again
-Identifying what works for your customers
Web Strategy
Effective use online marketing
Fully measurable – highly effective
Questions?
Thank you
WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 info@webresults.ie (01) 2071872
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