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On-Line Marketing

On-Line Marketing. CI3103 Electronic Commerce Lecture by Dr Jarek Francik contributed by Prof. Jonathan Briggs Kingston University London 2011. 7 Principles of Online Marketing. according to Jed Wylie. Customer Profiling The Many Pillars of Marketing Testing The Doubling Mindset

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On-Line Marketing

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  1. On-Line Marketing CI3103 Electronic Commerce Lecture by Dr JarekFrancik contributed by Prof. Jonathan Briggs Kingston University London 2011

  2. 7 Principles of Online Marketing according to Jed Wylie • Customer Profiling • The Many Pillars of Marketing • Testing • The Doubling Mindset • The Internet Equation • The Three Roads to Success • Real Customer Value YOURON-LINE BUSINESS average order value conversion rate AFFILIATION BLOGGING E-MAIL S.E.O. P.P.C. revenue visitors 1000 2000 2000 1000 1000 1% 2% 2% 1% 1% £20 £20 £20 £40 £40 £1600 £400 £400 £400 £200

  3. 7 Principles of Online Marketing according to Jed Wylie • Customer Profiling • The Many Pillars of Marketing • Testing • The Doubling Mindset • The Internet Equation • The Three Roads to Success • Real Customer Value

  4. SEO:Search Engine Optimisation

  5. Why promote your site? • Customers will not find you unless you tell them • Potential customers won’t stumble across you • Search engines drive a significant percentage of your visitors • Search engine advertising is an effective way of promoting your site

  6. Not all visitors are equal • Only some visitors want what you sell • Reaching those customers is important • Search engines are good places to find customers with particular needs (expressed as search) • Remember to create customer journeys that allow visitors to become customers

  7. Only 24% of people go beyond page 1 • Majority of people will only see the first page of organic results • The higher in the page, the more clicks you get • Being clicked in organic results is free! (unlike being clicked through an ad)

  8. Understanding Search Engines • Difference between: • search engines (Google, Yahoo, Bing, Ask)  spider • directories (Yahoo, DMOZ)  human editor • Google: • 90% in the UK • 72% in the US every search engine has a different (and secret) algorithm but a site well optimised for one engine will usually be fine with others

  9. PageRank Algorithm Larry Page, patent owned by Stanford University drawn by Felipe MicaroniLalli (micaroni@gmail.com).

  10. PageRank Algorithm • Pages ranked on • relevancehow relevant is your page, how you use keywords • reputation number and reputation of your in-bound links (Google Juice) this shows two main directions in S.E.O.

  11. Some Easy Rules • Content is the King! Trust the spiders, quality content and services will be awarded (and indexed!) • Update frequently Search engines prefer regularly updated pages • Be honest Pages with artificially increased position will be black-listed and blocked Spiders are very effective in detecting such pages • Soak-in Google Juice Try and get reputable in-bound links

  12. Things to avoid • Cheating spiders will notice if you have too many keywords, or keywords are made invisible (small font, white on white) • Bad HTML <h1> is for marking headings and this is exactly where spiders look for significant stuff (keywords). HTML 5 provides even more meaningful mark ups. • Barriers Misuse of Flash (hiding navigation in Flash applets), frames, tables, images (always use <img alt=“meaningful text“)

  13. Keywords Guess what your users are likely to search for

  14. Keywords • Choose relevant keywords:search words you think valued visitors would use • KEI – Keyword Effectiveness Index: • goes up if the keyword is popular among clients • goes down if there is strong competition • Use tools to choose keywords:WordTrackerhttp://wordtracker.com

  15. Keywords • relevant to your product or services • attracting good volume of traffic • not much competition • balance between popular and specific

  16. Keywords wine generic, very large competition will attract people who spilled red wine on their carpet online wine sellers better – will channel more valuable traffic best oaked red wine very high KEI factor – found on WordTracker red wine aerator set another quality KEI – but we do not sell it!

  17. Keywords lcdtv generic, very large competition customers are rarely satisfied with very broad search terms sonylcdtvmuch more specific, smaller competition, much more likely to buy  sony KDL 32U3000 even more likely to buy! PROVIDE LANDING PAGES FOR YOUR CHOSEN KEYWORDS!

  18. Keywords • Optimise for several different keywords • Good length for a keyphrase: 3-4 words • Use keywords in: • <title> tag • heading tags <h1> <h2> etc. • page copy – provide relevant, keyword-rich text • page URL (where possible) • <meta> description tag • <meta name=“description“ content=“Wine shop sells wine from... • <meta name=“keywords“ content=“best oak red wine, aerator... • link anchor text

  19. External Ranking Factors • Even the perfectly optimised website will remain low in PageRank without Google Juice:reputable in-bound links • Avoid referrers with low reputation! • Provide quality content and services – give others very good reasons to link to you • Use reciprocal links – but only from relevant sites • Get listed in high ranking directories (DMOZ!) • Publish – and leave links behind (but avoid ostentatiously selling!) • Search for blogs in your area and comment on them

  20. Optimisation • The real thing is an iterative process: • Continuously search for new keywords • Check GoogleAnalytics – promote those keywords that proved to be effective • Test (for example A/B) • User PPC (Per Per Click) • Search Engine Optimisation (SEO) is not a one-off activityIT MUST BE AN ONGOING PROCESS

  21. S.E.O. vs P.P.C. • Search Engine Optimisation is free (unless you pay for outsourcing) • Results will only be visible after 6 – 12 months • No sensible analysis before that period • PPC campaigns will cost you money • But you will get some instant traffic • Well designed campaign will provide a very high ROI (return on investment)

  22. PPC:Pay per Click

  23. Pay Per Click Ads • Ads are shown when search terms are entered • Ads are relevant to the search • Advertisers only pay when ad is clicked • Advertisers bid on keywords and phrases • Google provides a powerful backend system for managing ads

  24. Pay Per Click • Choose your budget • Select where and when your ad is displayed • Create ads • Identify and select your keywords • Optimise your site – create Landing Pages! • Analyse effectiveness and optimise http://adwords.google.co.uk

  25. Google guidelines for ads 4 lines: • Heading – up to 25 characters • 1st line – up to 35 characters • 2nd line – up to 35 characters • Your URL (most often – landing page) no exclamation marks, no capital letters, no “best” things...

  26. Match types • Broadyoga clothes will match clothes for yoga training • Phrase“yoga clothes” will match women’s yoga clothes • Exact[yoga cloths] will only match yoga cloths • Negative-discounted will exclude discounted yoga cloths

  27. Tips • Use relevant, 2-3 words long keyphrases, specific enough to profile your visitors chardonnay white wine, chilean red winebut red wine is to generic (red wine spill on the carpet!) buy French snails, Burgundy snailsbut snails are too generic (we wan’t people who eat snails, not keep them in fish tank)yoga women’s clothes, stylish yoga clothesbut yoga is too generic • Use negative keywords spill, carpet, stopper, tastingwater, tank, biologypositions, cheap, discount • Use the Keyword Tool

  28. PPC Planning To maximise profit: • High Click Through Rate (CTR) • High Conversion • Low Cost Per Click (CPC)

  29. PPC Planning To maximise profit: • High Click Through Rate (CTR) • Impressions = how many times seen • Clicks = how many times clicked • CTR = Clicks / Impressions • High Conversion • Low Cost Per Click (CPC)

  30. PPC Planning To maximise profit: • High Click Through Rate (CTR) • High Conversion • Low Cost Per Click (CPC)

  31. PPC Planning To maximise profit: • High Click Through Rate (CTR) • High Conversion • Low Cost Per Click (CPC) determined by: • bids in auction-style process • quality score (65%) • constrained by user’s maximum bid & daily budget

  32. PPC Planning To maximise profit: • High Click Through Rate (CTR) • High Conversion • Low Cost Per Click (CPC) determined by: • bids in auction-style process • quality score (65%) • constrained by user’s maximum bid & daily budget • Google measures: • relevancy of your ad • quality of your landing page • history of your CTR • Google applies a sophisticated algorithm to promote most effective ads – because they charge for a click!

  33. Economy of PPC advertising • What kind of data is provided in Keyword Tool? • impressions • clicks • CTR: click through ratewhat percentage of my impressions is actually clicked • average CPC (cost per click) • cost • average position

  34. PPC Example

  35. PPC Example

  36. PPC Example

  37. PPC: Instant results! What’s fascinating in PPC: • You get some instant results • You don’t have to wait long for analytical data • You can start to optimise your campaign from the very beginning! • ROI in PPC is relativelyvery high

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