Tere tulemastEturundusele!

Modern electronic marketingfor a changing world

CHANGE IS COMING"The traditional marketing model we all grew up with is obsolete"

James R. Stengel, Chief Marketing OfficerProcter & Gamble

What are we waiting for?

►“Brands are not being built on advertising...

... you build brands today through experiences."

John Hayes, American Express

Even McKinseys ‘gets it’

►"By 2010, we estimate, television advertising could be only 35 percent as effective as it was in 1990..........20 to 25 percent of spending should finance well-structured experiments“

Boosting returns on marketing investmentMcKinsey

“How can we attract and convert international visitors to our

websites?”

It’s not about YOU anymore

►Find out what people want & give it to them►Engage your prospects in dialogue►Foster community & engender trust►Be helpful on a personal level►Give people content & tools THEY want

= Clients and brand ambassadors

..maybe..

It’s all about results►Audit your website►Measure current success levels

CAN YOU MEASURE ......

►Your ability to attract target visitors ?►Conversion ratio of visitors to ACTION ?►The value of your online ‘friendships’?►The depth of user engagement ?

Find you

Feel welcome

Enjoy you

Trust you

Use you

Do business

Can people:Is your website:

VISIBLE Search engines / news / links// blogs/ ads

ACCESSIBLE Language, technology, culture

CREDIBLE Trust and expertise

USABLE Easy navigation, good content

PERSUASIVE Engaging and interactive

TRANSACTIONFRIENDLYReassurance, easy process

General population

Clients and Repeats

Visitor satisfactionSales Leads Referrals

Attract.............Engage.............Transact

Brand Ambassadors

VisibilitySearch engines

DirectoriesNiche directories

Blogs, newsgroups, mediaAffiliate partners

VCRs

Mor

e re

turn

s

Higher quality fit

More experience

Content is King; Links are royal

Wise words from Google'sDirector of Technology, Craig Silverstein

"You should look for quality links from relevant neighbours"

"Make sure that the people that should be linked to you are linked to you."

Are search engines important?

YES93.4% B2B BUYERS use search engines63.9% B2B BUYERS look to search engines FIRST!!!70-80% of searchers click on ORGANIC resultsONLY 20-30% of searches click on PAID results60% of 10,000+€ purchases researched 2 months prior

All buyer types use search engines►Awareness►Research►Decision making►Buying (transaction)

0,0010,0020,0030,0040,0050,0060,0070,00

AwarenessResearchDecisionsPurchase

% Buyerswho usesearchengines

Opportunities lost..just in SEs

►Estonia piano 974►Baltic cruise 8,514►Medieval castles 31,700►Tallinn dentist 92►Baltic birch plywood 892►Log home manufacturer 3,790►Exporter food product 834

Search engines

►Automatic process►Read meta tags and

live text►Index single pages►Hundreds exist►Which ones matter?

Directories and link partners

►Core►General subjects ►High volume use►Increase SE appeal

►Niche ►More experienced users►Increased relevance►Targeted Subject /

Lifestyle / Audience

Link building summary►Research possible properties►Create target list►Characterise

► Type (e-zine, personal,directory, blog, forum, online media)

► Owner contact / submission details►Discover relationship preferences.►Paid or free?►Train your message managers in relationship

options

Accessibility:Legal compliance?

►Modem or broadband?►English or not?►Text or image?►Java and Flash?► SE friendly►Who cares?

Credibility: 50 factors

►Contact details►Professional design►Fresh content

►Slow► Broken links

►Spelign Mitsakeswww.angelfire.com/super/badwebs/main.htm

Usability KISS►Assume nothing►Multiple audiences►Clear (text) links►Don’t ask for much►Don’t be shy►Simple navigation►Lean and fast►Be concise►Test

Engage...Persuade...Transact►Search engines don’t spend cash

►People stand in queues

►Why do people buy anyway?

►EngageInteractPersuadeMake it easyReassure

Most measurements are useless !Page impressions

ClicksHits

Who cares?

►Engagement Depth►‘Ambassador’ Volumes►Transactions

Only these really matter !

The importance of measurementShifting budgets means demonstrate ROI means data!

Where exactly?

Who is sending them to you?

What are they looking for?

And what are they doing?

Exactly?

Where are the buyers & enquirers coming from?

Good Internet Marketing is about►Satisfying needs

and desires of target audiences

►Maximising commercial benefitsof owning a website

►Testing and tuning

► ICT & marketing

►Remembering Competitors Are Just One Click Away!

Expert Performance Online

Robin Gurney altex marketing partner