Digital Marketing

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Digital Marketing
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Jeff Simcox_at_yahoo.co.uk
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Why we love marketing
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25 years International Management experience

• International Marketing Manager (FDI)
• UK
• Hong Kong
• California
• Tokyo

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25 years International Management experience

• Senior Partner Asia Pacific
• Critical Strategic Solutions (UK)
• Asia Pacific Senior Consultant
• Strategy International USA
• Clients
• Sony, Samsung, Siam Furniture

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Academic
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Professor Masters Level Adjunct
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Otto Rohwedder

• 1910

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Spreading Ideas is how you win

• Spreading Ideas is how you win

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Diffusion
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We had the TV/Newspaper Engine
Pay for an ad
Interrupt Some people
Get more money
BROKEN
Buy the product
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We had the TV/Newspaper Engine
Pay for an ad
Interrupt Some people
Get more money
BROKEN
Buy the product
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Now

• TV 57 channels and theres nothing on
• Download, PVR,Tivo
• News
• Internet, CNN BBC News
• Print
• On every topic
• How do you reach me

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today
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Brave new world?
UNDECIDED
MARKETING 3.0
TRADITIONALISTS
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Digital marketing Market to people
who are listening

• Paid For Free
  Be remarkable

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SEO

• Search engine optimization

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What is SEO?

• SEO is the active practice of optimizing a web
  site by improving internal and external aspects
  in order to increase the traffic the site
  receives from search engines.
• Most popular search engines (Global)
• Google 84.8
• Yahoo 6.2
• Bing 3.2
• Baidu 3.2
• Ask 0.75
• Other engines 1.85

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Why Does My Company Need SEO?

• The majority of web traffic is driven by the
  major commercial search engines.
• If your site cannot be found by search engines
  you miss out on the incredible opportunities
  available to websites provided via search--people
  who want what you have visiting your site.
• Whether your site provides content, services,
  products or information, search engines are a
  primary method of navigation for almost all
  Internet users.

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What happens when you search
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Google search in action
Search
Google adwords
Google Index
Result
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How do you get in the index
WWW
The web
spider

• Google Index

Bot
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They uses Link and document analysis

• In document analysis, search engines look at
  whether the search terms are found in important
  areas of the document - the title, the meta data,
  the heading tags and the body of text content.
  They also attempt to automatically measure the
  quality of the document (wilkpedia)
• In link analysis, search engines measure not only
  who is linking to a site or page, but what they
  are saying about that page/site. They also have a
  good grasp on who is affiliated with whom
  (through historical link data, the site's
  registration records and other sources), who is
  worthy of being trusted (links from .edu and .gov
  pages are generally more valuable for this
  reason) and contextual data about the site the
  page is hosted on (who links to that site, what
  they say about the site, etc.).

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To get indexed

• Avoid
• Speed bumps
• Walls
• If your not indexed you will not be found

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Possible speed bumps

• URLs with 2 dynamic parameters i.e.
  http//www.url.com/page.php?id4CK34rrUserTom
  (spiders may be reluctant to crawl complex URLs
  like this because they often result in errors
  with non-human visitors)
• Pages with more than 100 unique links to other
  pages on the site (spiders may not follow each
  one)
• Pages buried more than 3 clicks/links from the
  home page of a website (unless there are many
  other external links pointing to the site,
  spiders will often ignore deep pages)
• Pages requiring a "Session ID" or Cookie to
  enable navigation (spiders may not be able to
  retain these elements as a browser user can)
• Pages that are split into "frames" can hinder
  crawling and cause confusion about which pages to
  rank in the results.

Uniform resource locator --www.x.co.th
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Walls

• Pages accessible only via a select form and
  submit button
• Pages requiring a drop down menu (HTML attribute)
  to access them
• Documents accessible only via a search box
• Documents blocked purposefully (via a robots meta
  tag or robots.txt file - see more on these here)
• Pages requiring a login
• Pages that re-direct before showing content
  (search engines call this cloaking or
  bait-and-switch and may actually ban sites that
  use this tactic)

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• So now you are in the index
• Now what?

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Your pages ranking

• PageRank relies on the uniquely democratic nature
  of the web by using its vast link structure as an
  indicator of an individual page's value. In
  essence, Google interprets a link from page A to
  page B as a vote, by page A, for page B. But,
  Google looks at more than the sheer volume of
  votes, or links a page receives it also analyzes
  the page that casts the vote. Votes cast by pages
  that are themselves "important" weigh more
  heavily and help to make other pages "important."

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Listen to Google
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So!

• Take care with
• Key words
• Title Tag
• Description tag
• Links
• Blogs can help
• Check your competitors
• Trade Bodies

Juicy linkfinder.com
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Google Analytics

• http//www.google.com/analytics/
• Broad tool many uses
• Free tool to measure visits, pages viewed, pages
  viewed/visits, bounce rates and average time on
  site, traffic source, referring sites and more.
• Google Analytics Training Video
• http//www.youtube.com/profile?v_qfG2d9etvkuser
  googleanalyticshlen

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What is Google analytics
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How to use analytics to get insight

• Web response is easily measurable
• Unique visitor numbers
• Track changes effectiveness
• Referencing web sites
• Seo - ppc
• Where do visitors go when they arrive
• Bail out at home page?

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Not just Google

• Clicktracks
• Paid for packages - Hubspot

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Analytics tutorial
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Wordstream.com

• Helps manage keywords for SEO and PPC (Pay per
  Click on Google Adwords)
• GO TO WORDSTEAM FOR DEMO VIDEO for how to use
  Wordstream for SEO
• http//www.wordstream.com/seo-how-to

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(No Transcript)
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Getting your keywords right

• Brainstorming - Thinking of what your
  customers/potential visitors would be likely to
  type in to search engines in an attempt to find
  the information/services your site offers
  (including alternate spellings, wordings,
  synonyms, etc).
• Surveying Customers - Surveying past or potential
  customers is a great way to expand your keyword
  list to include as many terms and phrases as
  possible. It can also give you a good idea of
  what's likely to be the biggest traffic drivers
  and produce the highest conversion rates.
• Applying Data from KW Research Tools - Several
  tools online (including Wordtracker Overture -
  both described below) offer information about the
  number of times users perform specific searches.
  Using these tools can offer concrete data about
  trends in kw selection.
• Term Selection - The next step is to create a
  matrix or chart that analyzes the terms you
  believe are valuable and compares traffic,
  relevancy and the likelihood of conversions for
  each. This will allow you to make the best
  informed decisions about which terms to target.
  SEOmoz's KW Difficulty Tool can also aid in
  choosing terms that will be achievable for the
  site.
• Performance Testing and Analytics - After keyword
  selection and implementation of targeting,
  analytics programs (like Indextools and
  ClickTracks) that measure web traffic, activity
  and conversions can be used to further refine
  keyword selection.

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Meta Tags

• Meta tags once held the distinction of being the
  primary realm of SEO specialists. Today, the use
  of meta tags, particularly the meta keywords tag,
  has diminished to an extent that search engines
  no longer use them in their ranking of pages.
  However, the meta description tag can still be of
  some import, as several search engines use this
  tag to display the snippet of text below the
  clickable title link in the results pages.
• In the image above, an illustration of a Google
  SERP (Search Engine Results Page) shows the use
  of the meta description and title tags. It is on
  this page that searchers generally make their
  decision as to which result to click, and thus,
  while the meta description tag may have little to
  no impact on where a page ranks, it can
  significantly impact the of visitors the page
  receives from search engine traffic. Note that
  meta tags are NOT always used on the SERPs, but
  can be seen (at the discretion of the search
  engine) if the description is accurate,
  well-written and relevant to the searcher's
  query.

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Winning sites have -

• Unique Content - Something that has never before
  been offered on the web in terms of depth,
  quality or presentation (i.e. a unique value
  proposition)
• Access to an Adoptive Community - Connections or
  alliances with people/websites in an existing
  online community that is ready to accept, visit
  and promote your offering
• Link-Friendly Formatting - Even the best content
  may be unlikely to be linked to if it displays
  ads, particularly those that break up the page
  content or pop-up when a visitor comes to the
  site. Use discretion in presenting your material
  and remember that links are one of the most
  valuable commodities a site/page can get and
  they'll last far longer than a pop-up ad's
  revenue.
• Better Links than Competitors
• Market Awareness - If your site is targeting
  highly competitive terms you should make
  available, an online marketing budget, including
  funds for link buying, and hire or consult with
  someone experienced in

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Tech tools etc

• Add a robots.txt IN ROOT DIRECTORY It allows you
  to specify exactly what pages major search
  engines can crawl.
• ltmeta name robots content INDEX,FOLLOWgt
• Google.com/addurl
• Google.com/Wemaster
• Add a site map

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Your product

• toggleglof

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In bound marketing

• Digital media 2

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What is In-Bound Marketing?

• Strategic use of Google, blogs and social media
  sites to draw in, court and win customers/clients
  (a pull vs. push approach)
• Earning your way in with customers
• Focus on getting found by customers
• Focus involves designing products and services
  based on sound information and market research
  about customers wants/needs.
• Outbound Marketing Marketing Communications
  focus (push approach)

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In-Bound Marketing?

• "If you have more money than brains, you should
  focus on outbound marketing. If you have more
  brains than money, you should focus on inbound
  marketing by reading this book.
• Guy Kawasaki, cofounder of Alltop, and author of
  Reality Check also famous Silicon Valley tech.
  marketing guru

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Hubspot the story begins the inbound marketeers

• Brian Halligan Dharmesh Shah MIT
• Halligan Joined VC Co
• Shah started small software Co
• Founded Hubspot 2006
• 5m VC, 12m VC
• Located themselves near MIT

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Hubspot

• Evangelic Marketing of their concept
• brand - Inbound marketing
• Web 2.0
• SEO -Social media- blog PPC

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They launched
TWO VIRAL VIDEOS
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How they launched
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Outbound marketing Theory
Segment
Appropriate for segment
Appropriate for segment
Strategy
Product/service ----- price ----- promotion
Pool of Customers with known needs
Satisfy those needs
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The real world
Product/ range/ service
Research market
Features into Benefits So what?
Segment
Promotion strategy Promotion strategy
Promotion strategy Segment a
segment b
segment c
Based on how benefit satisfies need
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Inbound marketing
Create interest/giveaways/ppc/seo
Pool of Customers with unknown varying needs
Qualify out qualify in
Segment
Product price Product price
Product price
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Lets look at comparative costs
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TV Advertising costs

• Production 1k to 350K
• Place 100 to 240m
• Sensible cheap budget
• Production 50k
• Place 100k
• Normal Budget
• Production 200k
• Place 800k

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Newspaper

• Full page Wall st Jnl 200k
• Full page local paper 1k
• Small ad 50
• Budget 100 - 200k

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Radio

• 60 second 25

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Social media

• Set up micro site for on line community
• Widgets to distribute content
• 50k
• Monthly pay per click 50K
• Budget 650k pa

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Web Site

• 50k per month
• 600k pa

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IN FLIGHT

• Ad production 15k
• BA USA flights 60K
• In flight programme 75k pa

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• PR
• Sponsorship

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The Growing Role of Public Relations in Global
Marketing

• Public Relations expenditures are growing at an
  average of 20 per year
• In India they are reported to be growing by 200
  annually

• Reasons for the growth
• Increased governmental relations between
  countries
• Technology
• Societal issues like the environment

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Hub spot

• 250 pcm to 375 pcm
• 4,500 per annum

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To work you must have

• The ability to write compelling content
• The ability to distribute the content
• Easily found SEO / PPC
• The ability to attract and engage a community of
  followers

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So what do hubspot sell/provide?

• Content design
• Exposure optimization
• Lead tracking and Intelligence

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The service contd

• Content management system
• Easily update content
• Templates (search engine friendly)
• Web sites - blogs - landing pages
• Keyword grader
• Seo optimization
• Other SEO graders
• eg Link grader- facebook grader -twitter grader

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Service cont

• Analytics
• Which programmes work
• Where customers are located
• How they engaged with them
• Classify
• Prospects
• Leads
• Opportunities

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Pay per click

• Digital media 3

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Pay per click
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Google Adwords
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Longtail
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Longtail

• Invented by Chris Anderson Wired Magazine
• On line retailers have unlimited shelf space and
  can offer more choice and can link product
  recommendations from one purchase to another
• Chart it on a graph showing many products selling
  a few multiples out total a few products selling
  many multiples.

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Social media marketing

• Digital Marketing 4

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Social media
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Social Networking Trends

• Social Networking Sites Account for More then 20
  of all US online display advertising (mostly on
  myspace.com and Facebook.com).
• Most popular corporate social brand Starbucks.
• Most popular social brand overall Lady Gaga (5
  times more popular then Starbucks)

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Social Media Mgmt. Systems Examples

• www. seesmic.com Allows you to manage multiple
  social networking sites in one place
  across- Web- Mobile (iPhone, Android and
  Blackberry
• BuddyMedia.com
• Postling.com
• Spredfast.com

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• How it works Three simple features In the most
  basic sense, these management tools do the
  following 
• 1) connect with social media channels like
  Facebook, Twitter, LinkedIn.
• 2) Allow the manager to quickly publish from one
  location to each of those channels, some provide
  ability to customize to each channel
• 3) Aggregate and Manage social data. The system
  allows the manager to see an aggregated view of
  whats happening (from views to comments) and may
  offer some form of analytics and conversion
  metrics.

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Video is King

• APRIL, 2009 STATISTICS
• 83.5 percent of the total U.S. Internet audience
  viewed online video.
• 135.7 million viewers watched 13.0 billion videos
  on YouTube.com (96.0 videos per viewer).
• The average Hulu viewer watched 24.7 videos,
  totaling 2.5 hours of video per viewer.
• The duration of the average online video was 4.4
  minutes. 
• The top video ad networks in terms of their
  actual reach delivered Joost Video Network (by
  Adconion)

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You tube
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Linkedin.com

• Social networking site focused on professional
  connections often used by recruiters.
• 60 million users world-wide (20 small
  businesses)
• Guy Kawasakis 10 ways for small businesses to
  use Linked In (April, 2010) see
• http//blog.linkedin.com/2010/04/12/linkedin-small
  -business-tips/

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The Rise of Facebook

• January, 2004 Mark Zuckerberg (Harvard
  undergrad.) starts thefacebook for Harvard
  students.
• Summer, 2004, Facebook incorporates in Palo Alto,
  CA.
• Facebook buys the domain facebook.com for
  200,000.
• Facebook Members 400 million active users
  (average user has 130 friends)
• Facebook valuation 18-25 billion (rumored to
  be taking on Google directly with competing ad
  products)
• 100 million active users currently access
  Facebook through their mobile devices (June,
  2010, Facebook.com)
• Countries with the most Facebook users US, UK
  and Indonesia (NY Times, April, 2010
• Facebook under heavy criticism for not protecting
  privacy of users (selling information to
  advertisers?)

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Facebook can you really market?
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Facebook
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David Meerman Scott

• We have to unlearn what we have learned
• Yoda
• Offline marketing techniques dont work for
  online marketing.

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Buyer Personas (Segmentation)

• Too many web sites are product driven
• Hotel
• They should be customer driven
• They should allow your segments to easily find
  their key buyer information needs

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Hotel

• Welcome are you visiting as
• An independent business traveller
• A corporate Travel Manager
• An Event planner
• On a family holiday
• On a single holiday

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Event Planner

• Corporate seminar
• Corporate reception
• Private party
• Wedding
• Links also

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• All about content from your buyers point of view
• SEGMENTATION

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How to get Attention

• Buy attention
• Beg for attention
• Bug people for attention
• Earn it!

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Earn it

• Creating content that people want
• Blog
• Video
• Twitter

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Twitter History

• Established in 2006.
• 140 character limit messages patterned after
  SMS.
• Most Twitter users are older then teens or
  college studentswho prefer SMS on cell phones.
• April, 2010 Announced will begin advertising via
  Tweets.
• Raised over 57 million in VC funding.

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Rentokil on Twitter

• The pest control agency has been following people
  on Twitter fairly indiscriminately, essentially
  engaging in follow spam.
• Understandably, this caused a lot (a LOT) of
  people to ask why they were being followed by
  Rentokil - I mean, the company serves a
  much-needed market but it is hardly a brand most
  people want to be associated with. It sounds a
  bit, well, infested.
• So Rentokil created a blog post, Why is
  _at_Rentokil following me? in which it tried to
  explain its motivation.

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Twitter

• Yes, it admitted, its trying to boost its social
  media marketing. Phase one of our twitter
  campaign was to find pest control related people
  to follow. Tick, complete.
• Phase two, it claimed, is to find experts and
  interesting people outside of pest control and
  follow them although it doesnt explain why.
• To make matters worse, the blogger then wrote
  We have had a few nice messages, but also a few
  rude ones which personally I think is a little
  bit unnecessary.

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Twitter the rentakill lecture

• Could the post get worse? Oh it couldThe
  beauty of Twitter is that you get to meet all
  kinds of people online, and not all of them with
  something in common with you. And thats why you
  need to start talking to people, a bit like when
  you go to a party and know no-one but the host.
  Remember that thing called mingling? Try it, you
  might like it!

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Twitter

• Twitter defines follow spam as the act of
  following mass numbers of people, not because
  you're actually interested in their tweets, but
  simply to gain attention, get views of your
  profile (and possibly clicks on URLs therein), or
  (ideally) to get followed back.
• Users hate it, Twitter frowns upon it and it
  gives online marketers a bad name.
• To be fair, though, Rentokil has now apologised
  and I admire its cander. A later post admitted
  In retrospect, it feels as though we may have
  been a bit clumsy.

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Twitter Tips

• Think of conversations relevant to your product
  or business
• Search search.twitter.com
• Who is talking about relevant things
• Trends
• Who is leading
• Who is giving best advice
• Decide who to follow

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Twitter tips

• Follow them - look and learn
• Join in with value
• Use your existing network to add
• Followers
• followees

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Twitter Useful for?

• Direct Marketing company announcements and
  promotions tied to URL.
• Indirect Let employees tweet about their work
  hopefully in a positive way.
• Internal use internally to share ideas or
  communicate about products.
• Inbound Market Intelligence Signalling Use
  Twitter search features to read what is being
  tweeted about your company, products and/or
  services.

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Using the web

• Getting people to your site is not free
• Pay per click
• Time/cost using seo/press release/ blog/ social
  media
• You need a landing page (web site could have a
  number of audiences)
• Keep your end in mind
• Offer something
• Keep forms short

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Be Realistic

• New site 0.5 will come to action
• Average is 2
• Pre Internet
• Direct mail 1
• Telephone prospecting 10

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Be cost effective

• 1,000 hits
• 0.5 interest 50 prospects
• 30 conversion rate 15 customers
• 15 customers x average spend 50
• Total revenue generated 750
• Profit contained within 150
• Cost per hit has to be below 15 cents or loss
  lead

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Its not volume - stupid

• All the sites promote volume of views
• The only thing that should change how much you
  are prepared to pay is quality - ie quality
  that moves the real interested response
• 0.5 becomes 2
• 10 who place orders become 20
• Conversion rate becomes 40

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Effectiveness chart
Quality of response (not volume)
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But before you get carried away

• The Beatles didnt need I tunes
• Rubicks and trivial pursuits didnt need facebook

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Buy my dvds and sell them on thats what I am
trying to do
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but
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But New York 2011
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(No Transcript)
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• Thats how you sell a Country

Or you could always write a blog
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We had the TV/Newspaper Engine
Pay for an ad
Interrupt Some people
Get more money
BROKEN
Buy the product
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Digital marketing Market to
people who are listening

• Paid For Free
  Be remarkable

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remarkable
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OtakuProduct advocate
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(No Transcript)
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(No Transcript)
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Ipad (iPad) on Twitter I'm the coolest gadget in
the world Unofficial account twitter.com/iPad -
Cached
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Average products to average people
Market share
Mass marketing campaign
Consumer profile
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Remarkable products to Listening people
Market share
Otaku marketing campaign
Consumer profile
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Mckinsey

• Word of mouth marketing study 2010
• Mobile telephone purchase

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Stages of purchase

• Stage 1
• Initial consideration
• Stage 2
• Evaluation
• Stage 3
• Moment of purchase

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Stage 1 initial consideration

• Mature market

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Stage 1 initial consideration

• Developing market

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Stage 2 evaluation

• Mature market

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Stage 2 evaluation

• Developing market

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Stage 3 purchase

• Mature market

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Stage 3 purchase

• Developing market

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Word of mouth Marketing

• Experiential
• Most common 50-80
• Consequential
• Pass on campaign message
• Intentional
• Product Celeb endorsement

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Word of mouth Marketing

• Most effective at launch /enhance stage

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Effectiveness

• Content
• We market emotionally
• People talk about the functions
• Identify
• Someone who has product expertise
• Environment
• Trusted network

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(No Transcript)
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And

• 6 million hits
• Sales
• 9
• Brand perception
• 20

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• Remarkable

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how
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• Remarkable