TOOLKIT 4 Web marketing & advertising of agrofood products

WHAT WILL BE DISCUSSED?

Web Marketing – Definition

Tools of Web Marketing – Definition

Web Marketing techniques

Action Plan – Designing a web marketing plan (Steps)

Monitoring & Optimization

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WHAT IS WEB MARKETING?

Web marketing is the marketing of products or services over the internet.

It is also known as: digital marketing, e-marketing, internet marketing, online marketing

Today’s small businesses must view their marketing strategies and tactics as a key driver to selling their products

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WHY MARKETING ON WEB?

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The web and digital interactivity now represent the center of the marketing universe.

More and more people use the internet every day.

Online sales account for more than 10% of all retail sales, and the percentage is growing by the day.

Almost all potential customers visit the website before deciding contacting with the company

WHICH ARE THE TOOLS OF WEB MARKETING?

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Tools

Company website

SEO

Web Analytics

Social Media

Email Marketing & Newsletters

Online Advertising

WHICH ARE THE CRITICAL ELEMENTS OF A COMPANY WEBSITE?

Presentation – Sell the right image. Develop an inspirational website

Presence – Easy to find and user-friendly

Products – Showcase what you sell . Entertaining content such as recipe guides and cookery videos build brand loyalty

Customer service – Operative - Successful operation of all operating parameters of site: such as email, contact form, on line subscriptions

Speed – Website loads fast. No waiting time which fatigues the user and ultimately prevents him from staying in your website

Optimized – Search engine friendly

Promoted - Services that make your site popular, increase the visitors on your site, and therefore potential customers.

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E-SHOP ON ORGANIC PRODUCTS

http://www.abelandcole.co.uk

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WHAT ARE SEARCH ENGINES

Search engines are complex computer programmes designed to search and index information on the web.

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WHAT IS SEO ? SEO (Search engine Optimization) is the active

process of optimizing a website by improving internal and external aspects in order to increase the traffic the site receives from search engines.

All major search engines such as Google, Yahoo and Bing have such results.

Web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.

Businesses should optimize their website in order to elevate it to the top of the search engines

SEO is free! 9

WHAT IS SEM? SEM (Search engine Marketing) consists in the purchase of

specific key words, so that when someone makes a search in a search engine, advertisements appear in the advertizing area of the search engine page.

These areas can usually be found in the right-hand column of the results page and in some cases they are also found in the upper central area of the search results.

The areas are always marked as “sponsored links” or as “advertising”.

These words are purchased directly via an area with this objective on the search engines. In Google, this service is known as Adwords, and on Yahoo it is called Yahoo Search Marketing.

The company pays only when the ad is clicked

Used in combination of SEO

It is not for free!

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WHAT IS LOCAL SEARCH OPTIMIZATION (MAPS)? Google Local is a service provided by Google in order

to promote companies in the local search engine.

That is, when someone carries out a search where the name of a city appears, Google shows an extract of Google Maps locating companies that offers related to the search and that are in the area that the user has shown an interest in.

This is totally free

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SEO VS PAID ADVERTISING

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Paid search SEO

Guarantee Listings No guaranteed Listings

Immediate Results Site ranking can take weeks or months to improve

Pay search engine for clicks No fees to search engine

Ability to customize ad copy and destination landing page

Ad copy often depending on page title and meta tags. Destination page dependent on page relevancy

WHAT IS EMAIL MARKETING?

Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience

It can be used for:

Automated messaging

Sending newsletters

Seasonal reminders

Promotion

Free gifts - Loyalty

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WHAT SHOULD AN E-MAIL BE LIKE TO BE EFFECTIVE?

The e-mail must be personalized.

The e-mail must have an interesting “subject”.

There are days that are better than others for sending e-mails.

The e-mails should not be anonymous or signed by “Customer Services” or to emphasize it even more, from the Automatic Service for the Sending of E-mails”.

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WHAT ARE SOCIAL MEDIA?

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Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue

Businesses use social media to interact with consumers

Social site marketing can attract fans and followers who are passionate about agrofood sector

Effective social media marketing takes the form of a conversation and not a sales pitch

AND MORE… 16

HELPING TIPS FOR SMES USING SOCIAL MEDIA…

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Be authentic

Commitment is the key

Strategy before tactics

Listen and understand the conversations before engaging

Define a clear strategy

Keep it simple

IMPORTANT NOTES:

Social Media is free but social Media Marketing is NOT!

Always on conversation

Time, Effort, Resources are required to plan, develop, implement, monitor and optimize

Attention is needed to the conversations happening around the business

Listen for the moments when people not only need help, but are specifically asking for it

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SOCIAL MEDIA & MARKETING

Successful elements of social media campaigns:

Consistency of the message with the brand/product

Requires collaboration with members of the community

- People like be part of the community

-Members who are involved will usually be generous in sharing information with other within their network

Encourage conversations online and offline (eWOM)

Engage the audience and make the campaign fun (games, puzzles, quizzes)

Create something permanent for post campaign (youtube,photo,app etc.)

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Cost Per Click CPL

Promoted Posts Sponsored stories

Offers Company profiles

Ads

WHAT IS MOBILE MARKETING?

Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices.

According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.

80% of mobile device time in spent on apps, with game apps eating up the largest percent of app time

People browse 70% more web pages on tablets than smartphones

Retail conversion rates are 2.2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%

Mobile searches have increased 200% year over year in 2012

Mobile is predicted to surpass desktop in 2014

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TYPES OF MOBILE MARKETING

App-based marketing: This is mobile advertising involving mobile apps. Services like Google AdMob help advertisers create mobile ads that appear within third-party mobile apps. Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.

In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, like in the example below. In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.

QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re jumping down.

Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.

Mobile search ads: These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps.

Mobile image ads: Image-based ads designed to appear on mobile devices.

SMS: SMS marketing involves capturing a user’s phone number and sending them text offers. This is considered somewhat passé.

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STEPS FOR DEVELOPING A WEB MARKETING PLAN

1. Identification of customers’ touch points online…

2. Definition of the aims to Be achieved via Web Marketing activities

3. Definition of what the company wants the targeted audience do

4. Definition of company’s competition and the way they offer their products via web

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WHICH COULD BE THE POTENTIAL CUSTOMERS’ ON-LINE TOUCH POINTS? E-newsletter E- direct email Social Platforms Banners Search Branded content Mobile apps Microsites Blogs Podcast Forums Website

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WHICH COULD BE THE AIMS ACHIEVED VIA WEB MARKETING?

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Web Marketing activities

Awareness

Sales

Adoption

Building relationshi

ps

Leads generation

Data acquisition

WHAT THE COMPANY WANTS THE AUDIENCE DO?

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Call

Register for events

Contact your sales team

Download marketing material

Attend an online

training

Purchase online

Update your profile

Subscribe to your

newsletter

Find more about your

product/services

PROPOSING MARKETING TECHNIQUES ACCORDING TO WHAT THE COMPANY WANTS THE AUDIENCE DO

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Awareness

• Advertising (online/Offline)

• Email Marketing

• Viral Marketing

• Social media

Consideration

• Paid search • SEO • Viral

Marketing • Mobile • Social media

Preference

• Paid search • SEO • Email

Marketing • Viral

Marketing • Mobile • Social Media

Purchase

• Website (user experience)

• Mobile • Web analytics

Retention

• Email Marketing

• Social Media

Advocacy

• Email Marketing

• Viral Marketing

• Social Media

WHAT THE COMPETITORS DO?

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Companies should take time to look-up their competition and see what they are offering and how they are marketing it

Who specifically is the competition?

Direct competition

Indirect competition

Future competition?

MEASURING & OPTIMIZING!

Website tracking using Google analytics

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MEASURE & OPTIMIZE!

Learn about what people say about a brand (free tools):

Google alerts (www.google.com/alerts)

Social mention(www.socialmention.com)

Hootsuite for twitter (hootsuite.com)

Other…

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Q& A?

THANK YOU