2. Contents
• Marketing Tactics 2009
• Email Marketing
• Social Media
• Search Engine Optimisation (SEO)
• Online PR
• Pay Per Click advertising (PPC)
• Internet Marketing Tactic Combinations
3. Marketing Tactics 2009
• As the Internet develops, so to do the tactics
involved in online marketing.
• So what has changed since last year?
4. Marketing Tactics 2009
• Several polls that were run at the beginning of 2009
indicate that there are around 5 tools that are going to be
HUGE in 2009. There is no consensus around the order
though, with Social Media and Search Engine Optimisation
trading places.
• The 5 most important tactics for 2009 are (in no particular order):
- E-Mail marketing (slipping a bit from last year)
- Social Media
- Search Engine Optimisation
-PPC
- Online PR
5. Marketing Tactics – Email Marketing
• Email marketing is set to remain one of the most
effective Internet marketing tools around. And with the
potential of better behavioural analysis tools and
better use of CRM programs this year, it seems that
more targeted email campaigns are set to be the norm.
• Mobile marketing is also an important avenue for
email marketers to pursue. It seems that the market for
devices such as the Blackberry and iPhone is becoming
more mature, making it an excellent alternative for
email marketers to distribute their creations.
6. Marketing Tactics – Social Media
• Social Media is an umbrella term used for a
variety of platforms including:
• Blogs
• Microblogging (e.g. Twitter)
• Message boards
• Social networks (e.g. MySpace, Facebook)
• Video sharing (e.g. You Tube)
• Picture sharing (Flickr)
• Podcasts
• Vidcasts
• Wikis
• Virtual worlds or communities (Second life)
7. Marketing Tactics – Social Media
• The statistics on social media usage worldwide is astonishing:
• Social media activity is continuing to grow at a frenetic pace. According to
Wave3 research of active users:
394m watch video clips online
346m read blogs
307m visit a friend's social network page
303m share a video clip
272m manage a profile on a social network
248m upload photos
216m download video podcasts
215m download podcasts
184m start their own Blog
83m upload a video clip
160m subscribe to an RSS feed
Source: Wave.3 Social Media Tracker - Universal McCann
8. Marketing Tactics – Social Media
• All indications are that growth in social media
shows no sign of letting up.
• Companies are now able to reach consumers
more effectively. Social media by its very nature
segments groups of people according to interests
and tastes and provides a wealth of information
to marketers.
• Ad spend in this area has grown recently,
however, with the good does come
the bad…
9. Marketing Tactics – Social Media
• Social network advertising has had some issues. A Nielson Online
report states that-
• “Members have a greater sense of ‘ownership’ around the personal
content they provide and are less inclined to accept advertising
around it,quot; the report states. quot;A well used analogy is that
advertising on a social network is like gate-crashing a party.”
• What this means is that the return that marketers are experiencing
from social networking sites is not what would be expected from
potential customers who are completely engaged in their online
experience.
• Within social media, the biggest area of opportunity according to
expert opinion is in fact blogs and microblogging (i.e. Twitter)
10. Marketing Tactics – Social Media
• As more people start to use video platforms on the web (e.g.
You Tube), we could start to see online marketers take up
some of the roles played by traditional marketing and
advertising agencies. Online ads and audio as opposed to
television and radio advertising is becoming more effective
and less expensive than television and radio.
11. Marketing Tactics – Social Media
• Costs of Social media
Minimal-virtually free.
-Time is probably the biggest cost of
participation in the social media side of the
Internet. It would probably be best to
outsource this function to a specialist agency.
13. Marketing Tactics – Search Engine
Optimisation (SEO)
• SEO has consistently ranked as one of the most
important tools for any effective internet marketing
campaign.
• With search engines still being the most popular
destination for Internet users, ranking in Google,
Yahoo! etc., and driving traffic to your website remains
one of the most effective ways to reach potential
customers.
• SEO however does take a few months to deliver results,
as it takes time for search engines to find and index
your web site’s pages after effective SEO has been
done.
14. Marketing Tactics – Online PR
• With the rise of blogs, negative websites and other social
media platforms (e.g. Videos on You Tube), conversations
about different companies and products is becoming more
common on the web. As such, companies need to spend
more time participating in online discussions.
• In the very near future, negative blogs and web sites will
hurt a company’s image as badly as a bad article in a
newspaper or bad television exposure, so it is crucial to
start to get a handle on the online environment now.
• As an example, “Kentucky Fried Chicken” in Google.com
brings up videos and news articles of KFC’s inhumane
chicken farming practices.
16. Marketing Tactics – Pay Per Click
advertising (PPC)
• PPC is a brilliant tool to use in conjunction with
Search Engine Optimisation (SEO). This is because
PPC gives you immediate ranking, and is based on
your bid offer. So, if you have enough cash in
hand, then PPC can drive traffic to your site
initially until SEO has had a chance to prove itself.
• PPC listings are shown in both Google, as well as
Google Maps, giving a local business more
targeted advertising.
18. Internet Marketing Tactic
Combinations
• Your choice of an Internet marketing strategy
depends on a few factors:
• The nature of your industry, and level of
competition
If, for example, you are targeting a niche market with a new idea, then
all you really need to do as a start, is to work with Social Media sites and
platforms to generate buzz.
If , on the other hand you are in a highly competitive and established
industry, then SEO is probably your best bet. SEO takes time to deliver
results, but as your rankings and traffic increase, provided you sell
quality items and offer good content, then users should continue to
return to your site.
• Your time horizon
If you are looking for instant results, then PPC and social media are
probably your best options. Longer time horizons would mean a
focus on SEO and a good Online PR strategy. A good middle strategy
is to use PPC to generate some immediate traffic until the SEO work
done has had a chance to filter through.
19. Internet Marketing Tactic
Combinations
• There are many other factors to consider
when deciding on an effective integrated
online marketing strategy.
• Since each case is different, it is best to speak
to a specialist agency that has experience in
the different aspects of online marketing.
