WMES 1103 EMarketing Strategy Search Engines

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WMES 1103E-Marketing StrategySearch Engines
GROUP MEMBERS KONG POOI
YEE WEK040063LEONG SOON EE WEK040080TAN WEI
YI WEK040175
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Introduction E-Marketing

• E-Marketing can be defined as
• achieving marketing objectives through use of
  electronic communications technology.
• Applying Digital technologies which form online
  channels (Web, e-mail, databases) to contribute
  to marketing activities aimed at achieving
  profitable acquisition and retention of customers
  (within a multi-channel buying process and
  customer lifecycle) through improving our
  customer knowledge (of their profiles, behaviour,
  value and loyalty drivers), then delivering
  integrated targeted communications and online
  services that match their individual needs.

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E-Marketing Strategy

• The main thrust of E-Marketing strategy is taking
  decisions on the selective targeting of customer
  groups and different forms of value delivery for
  online channels.
• We suggest a generic E-Marketing strategy
  development process, which are show as following.

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A generic e-marketing strategy development process
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A generic e-marketing strategy development process

• A. Defining the Online Opportunity
• Set E-marketing Objectives Companies need to set
  specific numerical objectives for their online
  channels and then resource to deliver these
  objectives. These objectives should be informed
  by and influence the business objectives and also
  the following activities
• Evaluate E-marketing Performance Applying web
  analytics tools to measure the contribution of
  leads, sales and brand involvement currently
  delivered by online communications such as search
  engine marketing, online advertising and E-mail
  marketing in conjunction with the web site.
• Assess Online Marketplace Situation analysis
  reviewing the micro-environment (customers,
  competitors, intermediaries, suppliers and
  internal capabilities/ resources) and the broader
  macro-environment which influences strategy such
  as legal requirements and technology innovation.

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A generic e-marketing strategy development process

• B. Selecting the Strategic Approach
• 2. Define E-marketing Strategy Select
  appropriate strategies to achieve the objectives
  set at stage 1.
• Define customer value proposition Define the
  value proposition available through the online
  channel and how it relates to the core
  proposition delivered by the company. Reviewing
  the marketing mix and brand values to evaluate
  how they can be improved online.
• Define E-communications mix Selecting the
  offline and online communications tools to
  encourage usage of an organizations online
  services and to generate leads and sales.

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A generic e-marketing strategy development process

• C. Delivering Results Online
• 3. Implement E-marketing plan This details the
  implementation of the strategy.
• Implement customer experience Build the web site
  and create the E-mail marketing communications
  which form the online interactions customers make
  with a company. Create online customer
  relationship management capabilities to
  understand customers characteristics, needs and
  behaviors and to deliver targeted, personalized
  value .
• Execute E-communications Managing the continuous
  online marketing communications such as search
  engine marketing, partnerships, sponsorships and
  affiliate arrangements and campaign-based
  E-marketing communications such as Online
  advertising, E-mail marketing and micro sites to
  encourage usage of the online service and to
  support customer acquisition and retention
  campaigns.

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A generic e-marketing strategy development process

• Profile, Measure and Improve Monitor and improve
  online activities and maintaining the online
  activities Capturing profile and behavioral data
  on customer interactions with the company and
  summarizing and disseminating reports and alerts
  about performance compared with objectives in
  order to drive performance improvement.

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E-marketing Strategy Promotional techniques

• Example Online promotional techniques
• search engine marketing,
• interactive advertising,
• e-mail marketing and partnership arrangements
  (affiliate marketing) with other web sites.
• Search Engine Marketing
• Meet its objectives by delivering relevant
  content in the search listings when users search
  and encouraging them to click through to a
  destination site.

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Promotional Technique Search Engine Marketing

• Two approaches for making company visible
• Search engine optimization (SEO)
• The position or ranking is dependent on an
  algorithm used by the search engine to match
  relevant site page content with the key word
  combination entered. The section below explains
  the basis for optimization.
• To make company be the first in the search engine
  list
• Frequency of occurrence in body copy
• The number of times the key phrase is repeated
  determining the Search engine results pages
  (SERPS) position for a key phrase.

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Promotional Technique Search Engine Marketing

• Number of inbound links
• For example, Page Rank helps Google deliver
  relevant results since it counts each link from
  another site as a vote.
• Title HTML tag
• The keywords indicated in the HTML code by the
  keyword.
• Significant in search engine listings since if a
  key phrase appears in a title it is more likely
  to be listed highly than if it is only in the
  body text of a page.
• Meta-tags
• Used by some search engines when robots or
  spiders compile their index.
• Hidden graphic text
• A site that uses a lot of graphical material or
  plug-ins, is less likely to be listed highly.
• To improve on this graphical images can have
  hidden text associated with them that is not seen
  by the user (unless graphical images are turned
  off), but will be indexed by the search engine.

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Promotional Technique Search Engine Marketing

• 2. Pay per Click (PPC) or paid listings
• A relevant text ad with a link to a company page
  is displayed when the user of a search engine
  types in a specific phrase.
• A series of text ads are displayed as is shown on
  right. The relative ranking of the paid
  performance placements which are often labeled as
  sponsored links is typically based on the
  highest bidded per click value for each key word
  phrase. Google also takes the relative click
  through rates of the ads into accounts.

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Example Google Search Engine
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Pay per Click (PPC) Comparison Cost
Clicks / Day

• Cost for the Pay per Click (PPC) or paid listings

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• Thank You!!!