CIO agendas driving enterprise 2.0

Having a great web site is no use if nobody uses it. On the other hand, what do we mean by traffic?
This is another view of traffic .

Vital to e-marketing objectives
Characteristics
Three key aspects of traffic building are :-
•
Targets
•
Techniques
• Timing

Include:-
•
Quantity
•
Quality
•
Cost
Resource – www.iabuk.net
(Internet advertising bureau)

Search Marketing - Online PR -
Online partnerships – Offline communication
– Interactive ads – Opt in email – Viral marketing
Web site and micro sites

• Traditional advertising has fixed duration campaigns
•
Specific campaigns also used for traffic building
•
Also continuous traffic building activities

Traffic quality is high if visitors are with in target market and they respond in line with objectives.

Q. How important are search engines for web site promotion?
A. Very
90% of users use search engines

Unregistered sites, inaccessible sites, data bases
Search engine registered sites
Directories

Search engine marketing techniques
1. Search engine optimisation
2. Pay per click
3. Trusted feed including paid for inclusion
Companies specialise in search engine marketing example : iprospect

Paid Search Has Only Slight Edge in Conversion
Rates over Organic Search, According to a
WebSideStory Study

How are search engine result pages produced?
How do you register on a search engine?
Example: www.google.com/addurl or http://search.yahoo.com/info/submit.html

Search Engine Optimisation
Cont…
It is recommended that automated submission tools are not used as these can be considered spamming.
If you are linked from other sites many search engines will automatically index you.
Use the following search in Google inurl:www.ozrural.com

Keyphrase analysis tools from vendors such as www.overture.com
Example (Car insurance):-
1.
Comparison/quality – compare car insurance
2.
Adjective – cheap car insurance
3.
Intended use – high milage car insurance
4.
Product type – holiday car insurance
Think of some others
Key word suggestion tool Overture

Improving Search Engine Ranking
Through SEO
1. Frequency of occurrence in body copy
2. Number of inbound links
3. Inclusion in directories such as dmoz
4. Title HTML Tag
5. Meta tags
6. Hidden graphic text

<IMG NAME=‘ozrurallogo’ SRC=‘logo.gif’
ALT=“OZRURAL Horse and farm books”>

• Pay for each click rather than display
• Ranking depends on highest bidded cost per click
• Popular when very competitive industry e.g. gaming, insurance, retail
• Small companies can respond quickly to changes – ‘Google Dance’ and may rank well beyond rightful position as corporations much slower to act.

• Need to evaluate maximum PPC
• Manage each PPC phrase so bid amount competitive
• Watch for fake clicks

• Ensure representation on main search engines
• Complete key phrase analysis
• Start search optimisation initiative
• Maximise links to from different sites. Run link building campaign
• Review relevance of Pay per click to ensure
ROI

• Maximise favourable mentions of your company
• Online reputation management
• Different to traditional PR
• Examples of online PR – communicating with media online; link building; blogs and RSS; managing how your brand is presented on third party sites; creating a buzz – viral marketing

Three key types of partnerships
1. Link building – obtaining links from third party sites
2. Affiliate marketing – also offline e.g. Apple
3. Online sponsorship; a long term arrangement to associate a brand with a site or part of a site. Example WebTrends sponsor customer information channel on ClickZ.com

Can help build site traffic but also brand building. Rich media and large format ads effective by placement on specialised portals
Acquiring customers by banner CPM is expensive and other methods often preferable particularly Affiliate Advertising

Three main options –
1. Cold email campaigns
2. Co-branded email (eg your bank sends insurance offer)
3. Third party e-newsletter – ad, sponsorship or
PR (editorial) in newsletter.
4. IF EMAIL IS NOT OPT IN IT IS SPAM
WHICH IS ILLEGAL

• Traffic built through email (virtual word of mouth) or real word of mouth to spread from one person to the next

• Advertising
• Word of mouth
• PR
• Direct mail and physical reminders

• Control activities to assess effectiveness of campaign against objectives of traffic quality; cost of visitor; customer acquisition for different techniques.
• Log file analysis important for evaluation

Achieving right balance of –
• Promotion
• Service and design
• Online and offline promotion/campaign activities
Resourcing Decisions for Campaigns
• Banner run length
• Ad-weighting
• Targeting
• Campaign size

• Traffic building dependent on setting targets for quantity and quality and using combined onlne/offline techniques
• Search engine and pay per click marketing to ensure visability
• Build online PR and review online potential partners
• Different types of interactive ads to build brands

• Opt in email effective communication
• Viral emarketing
• Offline communications essential
• Control supported by web analytics
• Resourcing issues involve budgeting – site creation, maintenance, advertising.

Thursday 1 st November.
Time - 8.30-10.30.
Rooms - I have booked 2 computer labs and a classroom.
B905 and B903 and room C903.