1. Are you putting all your eggs in one basket?
World Hostel Conference 2011

3. What do I need ?
What are my objectives ?
How do I reach them ?
Will I use KPIs to measure success?

4. Aggregators Podcasting Promotional Microsites Social Advertising
Affiliation Viral marketing Conversion optimization
E-Commerce
Digital product configuration Rich Media Ads
Adver-Gaming
Display Web Analytics
Press releases SEO SEM AB Testing
Usability Social Media
E-Polls
Contextual
E-Branding Online
Advertising
Reputation
E-mail Marketing Management
Digital Public Relations
E-CRM Funnel Multitesting
Mobile Apps Electronic Coupons Remarketing

5. Press
Release

6. SERP’s
Position
Keywords
Competitors
Landing Pages
42%

9. Popularity
Keywords

10. Directories Articles
Research / White Papers
News / Media / PR
Infographics
Comment Marketing
Social Networks
Blog + Blogging
Webinars
Bookmarking
Document Sharing
Forums
Word of Mouth
Online Video
Podcasting
Direct / Referring Links
Q+A Sites
Partner sites

12. 8%

13. Nearly 80% of clicks
ADVANTAGES
Return on investment
Excellent return on investment Only pay per click received
Structural growth Immediate results
Medium / long term benefit High flexibility (segmentation)
Relevance, prestige, awareness Easy internal implementation
DISADVANTAGES
Not immediate results Not structural growth
Low flexibility High CPAs in competitive markets
Not easy internal implementation Increasing advertising costs
Depends on ability of provider Lower ROI

17. Brand awareness
ADVANTAGES
Customer proximity / loyalty
Word of mouth advertising
SEO support and enhancement
High traffic volumes towards website
Poor quality traffic directed towards website
DISADVANTAGES
Not suitable for direct conversion
Reputation management challenges
Indirect approach to customers
Constant update requirements

19. Greater creative margins than text ads
ADVANTAGES
Thematic / target segmentation
Retargeting - Remarketing
DISADVANTAGES Brand Awareness
CPC model not always available
Banner blindness
Rich media production costs
Big consumer products or niche markets?

20. Low costs
ADVANTAGES
Strong segmentation
Customer Relationship management
Direct response
Added value to other channels
DISADVANTAGES
Low % of response (needs big numbers)
Decreasing popularity among youth target
Might be perceived as Invasive
Spam filters, blacklisted IPs…

21. User Vision™ - www.uservision.co.uk

22. Conversion Funnel
v
Hostel Details
22.036
v (18%)
v
4.068
Personal Data
Where are we loosing our
customers?
(22%) v
879
Reservation
Conversion 3.99%

24. Payment per sale or lead
ADVANTAGES
Brand awareness on relevant sites
Possible SEO benefit (backlinks)
Low development costs
DISADVANTAGES
High monthly fees of affiliate platforms
High commissions to be paid
Halo effect: sale attribution conflicts
Accurate source revenue analysis

25. KPIs
Always be alert…
What do potential customers think of the website?
Are we going in the right direction?
Do we have to change conversion routes?
What do we need to keep, eliminate or improve?
How to improve ROI?
The next strategy to follow?

26. More eggs-perience ….
better knowledge

27. T H A N K
Manuel Vallés
Online Marketing Consultant
manuel@internetadvantage.com
Internet Advantage S.L.
www.internetadvantage.com