Post on 26-May-2015
description
Internet Marketing
Rubik IT Solution and Development Co. ltd
© 2008. The copyright of this document belongs to I.C.O.M. International Ltd and no part of this document should be used or copied without their prior written permission.
“The next 30 minutes”
· The importance of being online! - Introduction and Some Facts
· Website design and development - Where to start
- Technical choices
· Co-ordinated & Integrated Marketing - Making the most of your Online Potential
· Analysis - Make changes on facts not hunches
· Summary and Questions
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
UK online population growing
37 Million Online in UK 7 Hours online per week
97% of those have
Shopped online
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Today’s new high street?
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
The web isn’t only about online shopping
The web is used as a research tool to help decision making
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Is there a secret to internet success?
· Activate & engage user interest · Be found throughout the buying cycle
· Convert all potential customers
· Essential factors for success:
- Having the right foundations - Attracting the user
- Attracting the search engines
- Hard work!
· Increase efficiency through fact & insight
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
The two stages of internet marketing
· Build an online presence
· Promoting your site
- Attracting the user - Converting the user
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Build the foundations
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Planning your web presence
· An effective online marketing strategy
· It should reflect:
- Business goals and aspirations - Business values
· What do you want the site to achieve?
- Brochure/reference – generate enquiries - Transactional – generate sales
· Research
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Planning your website structure!
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Ensure your site has an excellent user experience
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
The 7 second rule
· 7 seconds to capture and engage an online audience
· Website design should :
- Be visually engaging - Look current and professional
· Make it as easy as possible for users :
- Provide a clear and easy navigation path
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Video – Knickerpicker.com
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Viral Marketing
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
2003 – The Smile Centre
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Evolving 2004 – Smile Centre
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Evolving 2008 – Smile Centre
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Development – technical choices
· Use latest programming techniques: -Search engine friendly
-CSS
· Don’t be wowed by flash: -Use sparingly for effect
· Content management systems: -Should assist in marketing efforts
· Hosting location
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
The Buying Cycle
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Co-ordinated & Integrated Marketing
Timeline identified
Create a marketing plan
Integrate SEO & PPC
Online co-ordinated with offline
Supporting Email campaign
Online PR
Viral Marketing
Social Media
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Online Marketing
· Search Engine Optimisation (SEO) - Achieved higher visitor ratios
- Better conversion ratios
- Better ROI
· Pay per Click or Pay per Action - Quick, flexible and Instant
- Instant Positive and Negative feedback
· Online SEO Press Releases - Submitted to 2000 news feeds
- Google News in 9 mins
- Can bleed into natural results
- Can lead to traditional PR
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission..
Online Marketing
· Company Blog - Excellent way of building content
- Advice not selling
- Back links
· E-Newsletter/E-Marketing - Essential contact with client database
- Achieve additional online sales
- Encourages interaction
· Social Marketing - YouTube
- Face Book
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Slide Title
Reviewing website performance
· Level 1 - Level 2
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
“Google Analytics“ - Benefits
· Google Analytics helps you to :
· Understand how visitors engage or not with your website
· Compare performance of all your marketing efforts
· Evaluate all of your online campaigns
· Identify areas for site improvement
· Pinpoint breakdowns in conversion process
· Track e-commerce metrics, revenue, average order value
and conversion
· Easy to install & It’s FREE!
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Final Word of Caution!
Before employing an individual or company ask the following questions: · Please show me evidence that you have written and implemented an online marketing strategy! · Please show me where you have placed media using SEM, SEO, Banners, Links and Social Media?
Stay away from Link farms and the emails from so called experts on SEO if they sound to good to be true, they normally are!
© 2010. The copyright of this document belongs to Rubik Company Ltd and no part of this document should be used or copied without their prior written permission.
Internet Marketing
Rubik IT Solution and Development Co.ltd
Website & Online Marketing