JM503 – eMarketing Week 12 traffic building

1. JM503 – eMarketing Week 12 traffic building

2. CIO agendas driving enterprise 2.0 ZD Net Video

3. Having a great web site is no use if nobody uses it. On the other hand, what do we mean by traffic?This is another view of traffic. Traffic

4. Generating traffic • Vital to e-marketing objectives • Characteristics • Three key aspects of traffic building are :- • Targets • Techniques • Timing

5. Include:- Quantity Quality Cost Resource – www.iabuk.net (Internet advertising bureau) 1. Targets

6. Search Marketing - Online PR - Online partnerships – Offline communication – Interactive ads – Opt in email – Viral marketing 2. Techniques Web site and micro sites

7. 3. Timing • Traditional advertising has fixed duration campaigns • Specific campaigns also used for traffic building • Also continuous traffic building activities

8. Traffic quality is high if visitors are with in target market and they respond in line with objectives. Summary

9. Q. How important are search engines for web site promotion? Search engine marketing A. Very 90% of users use search engines

10. Sites available to search engines Unregistered sites, inaccessible sites, data bases All the web 10 billion pages Search engine registered sites Directories

11. Search engine optimisation Pay per click Trusted feed including paid for inclusionCompanies specialise in search engine marketing example : iprospect Search engine marketing techniques

12. Paid Search Has Only Slight Edge in Conversion Rates over Organic Search, According to a WebSideStory Study Paid Search Vs Organic Search

13. How are search engine result pages produced? How do you register on a search engine?Example: www.google.com/addurlor http://search.yahoo.com/info/submit.html Search Engine Optimisation

14. It is recommended that automated submission tools are not used as these can be considered spamming. If you are linked from other sites many search engines will automatically index you.Use the following search in Googleinurl:www.ozrural.com Search Engine OptimisationCont…

15. Keyphrase analysis tools from vendors such as www.overture.com Example (Car insurance):- Comparison/quality – compare car insurance Adjective – cheap car insurance Intended use – high milage car insurance Product type – holiday car insuranceThink of some othersKey word suggestion tool Overture Key Phrase Analysis

16. Frequency of occurrence in body copy Number of inbound links Inclusion in directories such as dmoz Title HTML Tag Meta tags Hidden graphic text Improving Search Engine Ranking Through SEO

17. Example of Hidden Text <IMG NAME=‘ozrurallogo’ SRC=‘logo.gif’ ALT=“OZRURAL Horse and farm books”>

18. Pay for each click rather than display Ranking depends on highest bidded cost per click Popular when very competitive industry e.g. gaming, insurance, retail Small companies can respond quickly to changes – ‘Google Dance’ and may rank well beyond rightful position as corporations much slower to act. Pay per click (PPC)

19. Need to evaluate maximum PPC Manage each PPC phrase so bid amount competitive Watch for fake clicks Managing Pay per Click

20. Ensure representation on main search engines Complete key phrase analysis Start search optimisation initiative Maximise links to from different sites. Run link building campaign Review relevance of Pay per click to ensure ROI Search Engine Summary

21. Maximise favourable mentions of your company Online reputation management Different to traditional PR Examples of online PR – communicating with media online; link building; blogs and RSS; managing how your brand is presented on third party sites; creating a buzz – viral marketing Online PR

22. Three key types of partnerships Link building – obtaining links from third party sites Affiliate marketing – also offline e.g. Apple Online sponsorship; a long term arrangement to associate a brand with a site or part of a site. Example WebTrends sponsor customer information channel on ClickZ.com Online Partnerships

23. Can help build site traffic but also brand building. Rich media and large format ads effective by placement on specialised portals Acquiring customers by banner CPM is expensive and other methods often preferable particularly Affiliate Advertising Interactive Advertising

24. Three main options – Cold email campaigns Co-branded email (eg your bank sends insurance offer) Third party e-newsletter – ad, sponsorship or PR (editorial) in newsletter. IF EMAIL IS NOT OPT IN IT IS SPAM WHICH IS ILLEGAL Opt-in email

25. Traffic built through email (virtual word of mouth) or real word of mouth to spread from one person to the next Viral Marketing

26. Advertising Word of mouth PR Direct mail and physical reminders Offline Traffic Building

27. Control activities to assess effectiveness of campaign against objectives of traffic quality; cost of visitor; customer acquisition for different techniques. Log file analysis important for evaluation Control

28. Achieving right balance of – Promotion Service and design Online and offline promotion/campaign activities Resourcing Decisions for Campaigns Banner run length Ad-weighting Targeting Campaign size Resourcing

29. Traffic building dependent on setting targets for quantity and quality and using combined onlne/offline techniques Search engine and pay per click marketing to ensure visability Build online PR and review online potential partners Different types of interactive ads to build brands Conclusion

30. Opt in email effective communication Viral emarketing Offline communications essential Control supported by web analytics Resourcing issues involve budgeting – site creation, maintenance, advertising. Conclusion (cont..)

31. Thursday 1st November. Time - 8.30-10.30. Rooms - I have booked 2 computer labs and a classroom. B905 and B903 and room C903. Test next week