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- 2. What is web 2.0 ? 2
- 3. What is web 2.0 ? 3 • “The Web 2.0 world is defined by new ways of understanding ourselves, of creating value in our culture, of running companies, and of working together.” By John Battelle
- 4. What is web 2.0 ? Ola Sayed Ahmed 4 a . • Typically it’s when you – post or comment on Facebook. – Read & write on Wikipedi – Upload & download on 4shared. – Watch & upload videos on YouTube. – Sell or buy on eBay. – Be an employer or an employee through the net. – Online booking of a hotel or a flight. – Etc…………
- 5. Web 1.0 Vs. Web 2.0 Ola Sayed Ahmed 5 Web 1.0 Web 2.0 Double Click Google Ad Sense Britannica Online Wikipedia personal websites Blogging domain name speculation search engine optimization page views cost per click screen scraping web services publishing participation directories (taxonomy) Tagging (folksonomy”) © 2015, O’Reilly Media, Inc.
- 6. Web 2.0 Space • Some of them are technological components (e.g., AJAX, RIA‘s, and XML/DHTML) • Some are principles (e.g., participation, collective intelligence, and rich user experience) • Some are applications and tools (e.g., Wikipedia, Flickr, and Mashups). 6
- 7. Web 1.0 Vs. Web 2.0 Ola Sayed Ahmed 7
- 8. Aspects of Web 2.0 Ola Sayed Ahmed 8
- 9. Tools of Web 2.0 Ola Sayed Ahmed 9 • Blogs e.g. • Podcasts e.g. the use of Subscribing or RSS • Social Networks e.g. • Wikis e.g. wikihow, wikianswers, wikitravel, Wikipedia, etc.. • Social Bookmarking e.g. #hashtags
- 10. Role of Web Marketing Manager
- 11. The Web Marketing Manager will develop and implement the company's web- based marketing strategy to promote the company's brand, attract visitors and potential leads, and generate internet sales. Duties/Responsibilities: 1. Plans and implements web-based marketing strategies and campaigns via the company's website(s). 2. Collaborates with web development and design teams; provides guidance on marketing-related aspects of the company's web presence. 3. Develops and expands company's web presence through social media, email, web advertising, and other online sources; promotes company brand through these channels. 4. Drafts, implements, maintains, and revises online marketing campaigns to drive sales and revenue to the company. 5. Coordinates with other marketing team members to ensure active promotions and campaigns are represented on the website(s).
- 12. 5. Collaborates with web design, development, and content staff to monitor and improve search engine optimization (SEO) results for the company's site(s). 6. Maintains current knowledge of trends and developments in online marketing. 7. Assists with budget preparation for marketing department. 8. Performs other related duties as assigned.
- 13. Five KPIsEvery Digital Marketer needs to track TRACKING RESULTS
- 16. KPIschangeatdifferent stages Impressions Reach Unique Visitors Clicks Engagement Sessions Duration P ageviews Leads Downloads Emails Purchase Download Subscription Calls Attention Interest Desire Action 1 6
- 17. Foreasierlearning– SegmentyourKPIs Conversion ROI Revenue (ecommerce) Brand KPI Groupings 1 7 TrafficSource Interactionspervisit BounceRate Costof Acquisition Customer Lifetime Value Attribution System LeadsinPipeline T otalRevenue Transactions TimetoPurchase Product Performance Recommendation New&Returning Visitors Sentiment s Visitor Loyalty
- 18. What is a KPI The beauty of digital marketing lies in the fact that nearly everything can be tracked. Free tools like Google Analytics give you instant access to the actions, behaviors and locations of prospects visiting your website, and more robust tools like Marketing Automation software can trace attribution across channels like email, social media and events. But this data is useless if it doesn’t relate to your business goals. That’s where Key Performance Indicators (or KPIs)come into play. A KPIis a measurement that will directly affect your marketing objectives. For example, if your goal is to increase sales efficiency,
- 19. 1.DigitalMarketingReturnonInvestment This is the most important KPIfor digital marketers because it effectively answers the question, “Isthis digital stuff even working?” Not surprisingly, this simple question is also one of the most difficult to answer . T ocalculate dmROI, you need to be able to directly attribute new sales to your online marketing efforts. Putting processes in place to track and increase ROI should be a top priority for any digital marketingmanager .
- 20. 2.WebsiteConversionRate Your website should be your number one salesperson, tirelessly working for you 24/7 to attract new leads and guide them through the sales funnel. This can be tracked by measuring the number of form submissions, tracked phone calls and tracked emails coming from your website. Ifone of your major tactics is increasing website visitors every month, you should monitor conversion rate like a hawk How to Measure Conversion Rate: (Form Submissions +Tracked Calls +Tracked Emails)/(Total Website Visitors) =Conversion Rate
- 21. 3.CostperLeadbySource The number of leads alone does not designate a successful digital campaign. You want to keep lead acquisition costs low so that you can maintain healthy margins and see meaningful growth. Bymeasuring cost per lead for different web sources, you can focus on digital activities that will be the most profitable for your business and reinvest your marketing dollars accordingly. How to Measure Cost Per Lead: (Total Spent on Campaign)/(Total #ofLeads) [note: do this for eachsource]
- 22. 4.RevenueperLeadbySource On the flip side of Cost per Lead, we also want to measure theapproximate sales value of each new lead. This will help you forecast future sales based on expected traffic and conversion rates. This KPIwill help you determine where your most profitable leads are coming from so that you can reinvest in those channels. How to Measure Revenue per Lead: (T otal Attributable Revenue)/(Total #of Leads) [note: do this for eachsource]
- 23. 5.% of SalesfromDigital This last KPIis often overlooked but will justify the role of the digital marketing manager for many companies. Byincreasing the share of total sales attributed to digital marketing, you will effectively justify your value to the company’s bottom line and make a case for more investment in your department. Building a sound strategy and supporting it with the right people and technology is key to increasing this number overtime. How to Measure %Sales from Digital: (Total Revenue Attributed from Digital)/(Total Monthly Sales)
- 24. SocialMediaKPI’s 24 Numberof fans/followers Numberof mentions Reach Inbound links Blog subscribers Retweets Socialshare Comments Referral traffic Shareofvoice Net promoter Sentiment Number of social influencers Post reach Potential reach Video views Conversions Sales revenue Issuesresolved Costperlead Leadconversionrate Customerlifetime value Numberof posts Blog posts Videos SocialMediabudget Socialmediaposts
- 25. Competitive Analysis Lookaround beforeyoustartbuildingyour Content Strategy
- 26. Toolsfor understandingCompetitor Strategies GoogleAdWordsKeywordPlanner (free) GoogleTrends (free) SEMRush SpyFu Moz 26
- 28. KeyDefinitions– Digital Analytics 2 8 Attribution– assigncredittoastep/actionfor salesand conversions Dimension– descriptionattributeor characteristicof data(locations, pages, sessions,browsers,etc) Metrics – quantitative measure of your data, sums or ratios (views, sessions, avg. timeper session,etc.) Conversion– completedactivityonlineor offline ― Goal:newslettersubscription; or ― Sales: purchaseon e-commerce Goal – configuration setting, to track valuable actions happening on your site, which are related to your business objectives (visit 5+ pages, or spends $x on your site) Events– ahitusedtotrackuserinteractionwithyour content
- 30. ImportantElementsofSearch Console SearchAnalytics– thiscanbeaccessedviaGoogle Analyticsaswell ― Keyword Queries ― Dimensions:Pages,Countries,Devices,Search type ― Metrics:Impression,CTR,Position ― Links Crawl ― Errors ― Stats ― Robots.txt tester ― Sitemaps SearchAppearances ― HTML Errors ― SiteEnhancements:StructuredData,RichCards,DataHighlighter 24
- 32. Conversion Tracking Monitoringspendiscriticalandsoittrackingconversions Someof thewaystodo thisare: ― ConversionTrackinginAdWords ― LinkGoogleAnalytics ― ConversionTracking tools 3 2
- 33. KPIsin AdWords 3 3 Conversion Impression Share QualityScore (QS) CPCor CTC– Costper Click AdRank– MaxCPCxQualityScore+ Extensions impact Keyword(KW) Search T erm Max CPC CTR– ClickThrough Rate SERPPage– SearchEngineResult Page CP A– Costper Acquisition CT A– Callto Action Clicks– Hiton your adonSERP Impressions– visibilityof your adon SERP ROI– ReturnonInvestment
- 34. LinkGoogle Analytics&AdWords 3 4 SeeadandsiteperformancedataintheAdWordsreportsin Analytics. ImportAnalyticsGoalsandEcommercetransactionsdirectlyintoyour AdWords account. ImportvaluableAnalyticsmetrics– suchasBounceRate,Avg.SessionDuration, andPages/Session—into your AdWords account. T a k eadvantageof enhancedRemarketing capabilities. Get richer data in the Analytics Multi-Channel Funnelsreports. Use your Analytics datatoenhanceyour AdWords experience.
- 35. LeveragePre-definedreportsin AdWords Reports> Pre-defined Reports> Ad Groups report 3 5
- 36. Tipsfor calculatingROI 3 6 GeneralPerformance- Traffic,leads,Reach ChannelBased- Website,blog, socialnetworks,searchengines Sourcebasedperformance- Directtraffic,Organicsearch,referrals,email, PPC Campaignbasedperformance - Leadgeneration,clickthroughs,conversions, conversion rates Settingrealisticandmeasurablegoals
- 42. What’sOur Vision? Create the most compelling car company of the 21st century by driving the world‟s transition to electric vehicles - Tesla Motors Company Vision Via Tesla‟s 2011Annual Report
- 43. WhoAreWeTryingtoReach? Personas are one way to help define a target audience. Image via Creative Applications for MIT. More on personas for search marketing from Mike King.
- 44. WhereCan WeBestReachThisAudience? Users: 343mm 1.1B+ 250mm 225mm 33mm Users: 25mm 43mm 517mm 170mm 48mm The above shows only social networks (good collection of stat sources), but every channel should be considered in this mix –search, email, ads, partnerships, events, etc.
- 45. WhatisOurUniqueValue Proposition? The SaaS business intelligence firm GoodData explains what‟s uniquely valuable about their software through a nicely visual, easy-to-understand, How It Works page.
- 46. NowWeCan Havea Real Marketing Strategy.
- 47. 10Tips
- 48. #1:ChooseChannelsYourCompetitionIgnores Google+ is often mocked for being a “ghost town,” but many smart, early-adopter brands (like ASUS) see higher engagement here than on Twitter or Facebook!
- 49. #2:BeAnEarlyAdopter;NotanEarlyAbandoner Despite the massive growth of social media & mobile apps and the media narrative of these eclipsing search, both mobile and desktop queries continue to rise
- 50. #3:InfuseYourMarketingwithYourCulture&Values Betabrand takes on the boring, hyper-competitive field of men‟s clothing by infusing their trademark style, creativity, & humor in their products and marketing.
- 51. #4:Createa Customized,Internal,DynamicFunnel This funnel comes via Moz‟s internal tracking system, called “Gizmo,” that shows a ton of critical
- 52. #5:WhenMeasuring,Lookat3KeyAreas Whiteboard Friday on gettingto the right metrics.
- 53. #5:WhenMeasuring,Lookat3KeyAreas Whiteboard Friday on gettingto the right metrics. Note: these are just examples. You should choose the rightmetrics based on yourmarketing campaigns &goals.
- 55. #7:BeCautiousWithMulti-ChannelAttribution Google Analytics offers some very cool multi-channel attribution features, but unless you have sophisticated ways to analyze and the discipline to turn off channels to measure their contributions, the takeaways can be tough (or worse, misleading).
- 56. #8:StayVigilantforFluencyBiasesthatHarm Marketing Domain Names Marketing Slogans Website UX Stock Ticker Symbols VisualDesign Ease ofProduct Use LengthofLearningCurve Consistency Processing fluency is the same set of principles that make us more likely to trust aesthetically beautiful design and to interpret misspellings or poor grammar as signals of
- 57. #9:SpeedImpactsEverything(way more than isfair) Via: the NYTimes article „Impatient Web Users Flee Slow-Loading Sites‟
- 58. #10:HiretheRightPeople.EmpowerthemtheRightWays. Even in (perhaps especially in) the most demanding teams and jobs, hire for cultural fit over competence fit. Long-term, shared values, the ability to work well together, and a shared mission will trump
- 59. Market Research in Digital Marketing Identify Your Target Audience Know the Digital Areas You Should be Active In Study the Competition Identify Key Influencers
- 61. Planning a Digital Marketing Budget
- 62. Digital Marketing Budget Plans Depending on short term and long term marketing goals you can go for any of following digital marketing plan : 3 months digital marketing plan 6 months digital marketing plan 9 months digital marketing plan 12 months digital marketing plan
- 63. Budget allocation for 3/6/9/12 months digital marketing Tasks Budget Allocation Web Development and Initial Analysis 10.00% SEO 10.00% PPC 75.00% Email 5.00% Social Media 0.00% Mobile 0.00% Content marketing 0.00% Digital marketing budget web development and initialAnalysis SEO PPC E-mail Social media Mobile Content marketing