Internet Marketing
for New Ventures
Patrycja Rudnicka, PhD
University of Silesia
Erasmus IP
Psychology of Entrepreneurship
Prague, 2011
All links for today's class are on Delicious:
http://www.delicious.com/IP2011
When does internet marketing
start?
3
When does internet marketing
start?
Images source: www.simpleid.com.au, www.maps.google.com, www.linkedin.com, www.ceneo.com, www.skype.com,
www.microsoft.com, www.ebay.com, www.amazon.com, www.myspace.com
Agenda

Internet marketing tools and techniques

Web presence and user experience creation

Performance monitoring and evaluation

Social media marketing
Internet Marketing
Internet Marketing
The application of the Internet and
related digital technologies in
conjunction with traditional
communications to achieve marketing
objectives.
(Chaffey et al., 2006)
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7
Internet marketing tools
Source: Esteves, S. - http://www.flickr.com/photos/sergeesteves/5516895461/sizes/o/in/photostream/
Internet Marketing objectives

sales increase

branding

advertising and PR

communication

customer service

cost optimization
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Internet marketing tools and
techniques – US research
Source: SEMPO/AmEx, 2011
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Traffic
Online
Presence
Conversion
Internet
Marketing
Success
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Building traffic – SEM, SEO,
SMO, and PPC
Source: http://www.vcinternetmedia.com/images/sem_smo_seo_ppc.jpg
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- Surprising Fact No 1 Over 50% of american SME's don't
really know what they're doing when
it comes to SEO.
(Source: SEMPO/Amex, 2011)
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SEO and PPC definitions
SEO - a structured approach used to increase
the position of a company or its products in
search engine natural or organic results
listings for selected keywords or phrases.
PPC - is an Internet advertising model used
to direct traffic to websites, where
advertisers pay the hosting service when the
ad is clicked.
(Chaffey et al., 2006, Wikipedia)
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Source: http://www.switchconsultancy.com/switchconsultancy/wpcontent/uploads/2009/11/What-is-SEO-PPC.png
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SEO Pyramid
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SEO FAQ
Recommended readings:
SEO FAQs A Guide. Infographic by Serge Esteves. Available at
http://www.flickr.com/photos/sergeesteves/4521211289/sizes/o/i
n/photostream/
The Beginner's Guide to SEO by SEO moz. Available at
http://www.seomoz.org/beginners-guide-to-seo
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Conversion
Source: http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
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Examples of conversion action

order placement

purchase

completion of registration form

newsletter subscription

content download

feedback gathering
... or any other goal
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Spot the difference –
A/B testing example
Control product page
Variation product page 10% increase in clickthroughs!
Source: http://visualwebsiteoptimizer.com/split-testing-blog/
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Tracking conversion
Source: http://www.panalysis.com/conversion-tracking-basics.php
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Improving conversion rate –
design, UX, accessibility

measure traffic and do web analytics

identify problem

redesign


test, test, test, and test again – i.e. A/B testing and
statistical analysis of its results
measure traffic again...
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Improving conversion rate USP
USP – Unique Selling Proposition/Point

competitive sales offer

clear returns, different payment options

trustworthy content

persuasiveness, call-to-action

customer care
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Improving conversion rate

web analytics

web design and UX

information design

emotions management
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Web Presence
Stages of Internet adoption
Source: Teo and Pian, 2004, p. 548
Types of websites
brochureware site
transactional e-commerce site
services-oriented relationship-building web site
brand-building site
portal or media site
(Chaffey et al., 2006, p. 14-16)
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Objectives of commercial web
presence

promotion of products and services

provision of data and information
processing of business transactions and
operations

but also

delivering the expected user experience (UX)
(Ho, 1997)
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User Experience (UX)



encompasses all aspects of the end-user's
interaction with company/website/product
the goal is to meet the user's needs or even go
beyond them to create specific experience
sometimes conflated with usability, information
architecture (IA), and user interface (UI) design,
which are components of it
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The role of user experience

transfer of emotions

satisfaction

bonding

creation of image
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What are we looking for?
balance in design and content between
customer’s expectations,
expectations company
marketing goals and technological
features
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Three levels of customer
experience
rational
emotional
promised experience
(Chaffey at all, 2006)
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Online customer experience
pyramid
Source: Chaffey at all, 2006, p. 303
Rational values ease of use

– usability
– accessibility and standards

relevance
– content and search
– customisation

performance
– speed
– availability
(Chaffey at all, 2006)
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Emotional values

design
– visual design
– style, tone

reassurance
– trust
– credibility
(Chaffey at all, 2006)
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Promised experience

product
– price/promotions
– range

interactivity
– customer journey fit
– flow and data entry

service
– fullfilment
(Chaffey at all, 2006)
– support
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Web presence bare necessities

clear goals

good hosting

proper domain name

good design

quality content

SEO
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How to create a good website?

knowledge about users

professional design

testing, testing and testing
continuous performance assessment and
feedback gathering


periodic reviews and updates
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Step by step
specify who will be the audience and which information
will be presented

analyse the usability and accessibility level (clarity,
ease of use, navigation, graphics, speed, browser
compatibility)

ask people (with different levels of skills preferably) to
use the site and gather their opinions


do web analytics
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Knowing the User
What should we know about
user?
how do they use, perceive and assess the
organisation's website

which technologies and features are
important to customers

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What else should we know
about user?

who is she/he

what are her/his needs

what are her/his expectations

what are her/his potential weaknesses
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How to do it?

web statistics

personas and scenarios creation

observation, interviews, focus groups interviews

usability assessment

web analytics

satisfaction measure – feedback gathering
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Web statistics – where to start
NEW MEDIA TREND WATCH http://www.newmediatrendwatch.com/markets-by-country/10-europe
INTERNET WORLD STATS http://www.internetworldstats.com/stats4.htm#europe
EUROSTAT – general data on ICT usage across EU
http://epp.eurostat.ec.europa.eu/portal/page/portal/information_society/introduction
GEMIUS – ICT usage on Poland, Czech Republic and some other countries
http://gemius.com
ALEXA - free traffic metrics, search analytics, demographics, etc. http://alexa.com
GOOGLE TRENDS and GOOGLE ALERTS http://google.com
Activity: User profiling
Work in project teams
Goal:
–
Prepare short briefing about internet usage of your target customers
–
Briefing should include information about:
How (i.e. for what, how often, which services) do they uses Internet?
What are potential weakness of their usage?
How will they behaviour online will influence your internet marketing strategy?
Methods:
–
brainstorming, web statistics analysis, or... ask Google
–
Preparation: 15 minutes
–
Presentation of findings: up to 5 minutes
Time:
Links to internet statistics are on Delicious – on the right hand menu choose tag
user_activity_profiling
Web analytics
Web analytics
Techniques used to assess and improve the
contribution of e-marketing to a business,
including reviewing traffic,
volume,referrals, clickstreams, online reac
data, customer satisfactory surveys, leads
and sales.
(Chaffey, et al. 2006)
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Most important information

number or visitors entering company's page

new vs returning visitors, bouncing rate
visitors behaviour on web page, i.e. time spent, site's parts clicked, landing and exit
pages


visitors geographical localisation as well as browser and operating system used
referring URL and domain, where they come from, i.e. search engine, a link from other
site, direct visit


effective queries in search engines
paths (funnel) or clickstream analysis showing the sequence of pages viewed and
actions taken

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Web analytics tools
Google Analytics – free yet sophisticated tool, they provide
you with very good tutorials and courses online:
http://www.google.com/support/conversionuniversity

Customers online behaviour and usability analysis tools –
usually not free, but offering unique services

Userfly (www.userfly.com), Clicky (www.getclicky.com),
Crazy Egg (www.crazyegg.com), Click Tale (www.clicktale.com)
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Web analytics
Web analytics
Heatmap
Mouse click analysis
Usability analysis
Designinig information
(source: Chaffey, et al. 2006)
How to design information

years of research

clear rules
– usability
– accessibility

testing is relatively easy
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(Source: Krug, 2006, p. 13)
Steve Krug's Rules

Create a clear visual hierarchy on each page

Take advantage of conventions

Break pages into clearly defined areas

Make it obvious what is clickable

Minimize noise

Omit needless words
(Source: Krug, 2006)
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(Based on: Krug, 2006)
(Source: Krug, 2006, p. 21)
(Source: Krug, 2006, p. 23)
BANNER BLINDNESS
(Source: http://www.useit.com/alertbox/bannerblindness.html)
(Based on: Krug, 2006)
Keyword: Simplicity
Source: http://stuffthathappens.com/blog/2008/03/05/simplicity/
Emotions management
Emotions management


look and feel
−
visual design
−
colours, patterns
−
graphic, photos
−
style and tone
e-commerce
−
trust
−
credibility
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Differences are based on

gender, age, education

previous experience

individual preferences

trends

cultural background
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Culturability
a combination of culture and usability in Web
design

impacts on the user’s perception of credibility
and trustworthiness of the website

(Kondrativea & Goldfarb, 2007)
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Cultural markers
color, spatial organization, fonts, shapes,
icons, metaphors, language, images (ie.
flags, people, buildings, monuments etc),
sounds, motion, text vs. graphics
preference, writing direction (left vs. right),
features and navigation tools
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Colour meaning
China
Happiness
Heavens Clouds
Japan
Anger Danger
Villainy
Dynasty Youth Heavens
Energy
Power
Death Purity
Death
Aristocracy
Faith Truth
Future Wealth France
Virtue Ming Birth Egypt
Fertility Strength
Grace Happiness
Nobility
Prosperity
Death
Joy
Freedom Peace
Criminality
Temporary
Neutrality
United States
Danger
Stop
Masculine
Safety Go
Cowardice Temporary
Purity
Source: Barber & Badre, 2001
Theoretical basis

Hofstede (1980)
– individualism – collectivism
– uncertainty avoidance
– power distance
– masculinity – femininity

Hall (1976)
– high-context – low-context
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Source: Singh & Matsuo, 2004
Cultural differences -
examples of cultural differences in website
design
Japanese bank
Italian bank
Cultural differences –
examples of cultural fit in website design
Switzerland
low-context
culture
India
high-context
culture
Source: Würtz, 2005
Measuring emotions
It is not easy to access emotional level of website user
experience (because we are not always aware of what
do we feel, and sometimes we do not know how to talk
about)

BERT – Bipolar Emotional Response Test is simple
measure which may help you to catch users feelings
towards website. Read more about BERT (BBC, 2002)
at http://www.liamdelahunty.com/blog/media/theglasswall.pdf
Remember, there is no perfect website everybody
loves – that's why we should concentrate on
typical/average user

Bipolar emotional response
test
(Source: BBC, 2006, p. 12-13)
Bipolar emotional response
test
(Source: BBC, 2006, p. 12-13)
Internet marketing tools &
emotional response
From practice:
In 2009 we have conducted a short study to learn how the general usability level and use
of specific marketing tools influence emotional response towards web site.
We have identified 17 marketing tools and checked whether their use is correlated with
specific positive or negative emotional response.
Our data were obtained through content analysis of 20 web sites selected from the Polish
list of Top 500 Enterprises. Each web site was assessed by four users with Bipolar
Emotional Response Test (BERT; BBC, 2002 with minor modifications) and Web site
User Satisfaction Scale (WUS; Muylle, Moenaert, & Despontin, 2004).
The study confirmed that apart from several neutral internet marketing tools some of them
are correlated with negative, positive or both types of sentiment and may influence
emotional evaluation of the web page.
The figure on the next slide presents frequency of use of marketing tools and significant
correlations between presence of some of them on the website and users emotional
response.
(Source: Rudnicka, 2009)
77
Internet marketing tools &
emotional response
(Source: Rudnicka, 2009)
Promising experience
Promised experience interactivity
possibility
 assurance
 support
 taking the advantages of Web 2.0
and social media

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Promised experience - flow

help user to realize goals

make website concentrating and focusing

enable merging of action and awareness

provide direct and immediate feedback

balance between ability level and challenge
give user a sense of personal control over the situation or
activity

make the activity is intrinsically rewarding, so there is an
effortlessness of action

(See more in Csikszentmihalyi, 2005;Rettie, 2001; Xia, Skadberg i Kimmel, 2004)
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Promised experience - flow
Note that compelling website
distorts sense of time, one's subjective
experience of time is altered

people become absorbed in their activity, and
focus of awareness is narrowed down to the
activity itself

(See more in Csikszentmihalyi, 2005;Rettie, 2001; Xia, Skadberg i Kimmel, 2004)
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Web 2.0 / Social Media
Web 2.0 key words
Image source: www.aperto.de
Web 2.0 key words

user generated content (UGC) and collaborative work

social -media, -networking, -software

connectedness, interactivity and feedback

sharing and remixing

tag cloud

pastel colours, wet floor and glossy effects ;-)

permanent beta
Bet
a
(Constantinides & Fountain, 2008; Gillin, 2008)
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(Source: http://blog.skloog.com/history-social-media-history-social-media-bookmarking)
Web 2.0 tools
Even more
Web 2.0
tools
Web 2.0 key technologies

social networks / on-line communities (Facebook, MySpace, LinkedIn)

blogs, comments, trackbacks, microblogs (Twitter)

shared bookmark systems (Delicious)

content aggregators (Digg)

wikis

rss

podcasts, videocasts (YouTube)

widgets

mash-ups
(Constantinides & Fountain, 2008; Gillin, 2008)
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- Social Media Rule No 1 Any customers activity should be
perceived as a potential way to
promote or improve the product or
service
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90
Social media users are
customers, whose:

are connected to organisation

are connected to each other

have access to other information

can pull information

can push information

have power
(see: Chaffey at all, 2006)
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Social Media users in Europe
Social Media Optimisation
(SMO)
A structured approach used to attract
visitors with the use of social media
by its application on site (i.e. RSS
feeds, social sharing buttons,
providing increasing linkability, and
the ability to bookmark the site)
and/or use as promotional tools (i.e.
blogging, participating in social
networks, publishing podcast or
videocasts)
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Example - SMO
good level of SMO
good level
of SMO
Facebook' fan page
website
good level
of SMO
SMO should be
improved there,
i.e. interlinking
content
traffic
weblog
Twitter is
outdated, the
link to the
Twitter should
be deleted
Opineo – customers reviews site
Twitter
Image source: www.mamagama.pl
Example – social features
(Source: Joshua Porter website, http://bokardo.com/archives/how-social-is-amazon/)
Examples
- sharing optimisation
Source: http://www.pdmediasource.com/digital/social-media-optimization/
Examples
buzz / hype and viral
marketing
+
=
6,398,935
views on
Images source: www.eepybird.com, The Extreme Diet Coke & Mentos Experiments
Examples
buzz / hype and viral
marketing
+
=
476 451
subscribers
Images source: bylaurenluke.com, panacea81 profile on youtube.com
Examples
buzz / hype and viral
marketing
oral
antidiarrhoeal
drug
Over 52 000
People
Likes It!
Image source: http://www.facebook.com/niebiegam, http://http://niebiegam.pl/ stoperan
Examples
crowdsourcing
Image source: www.dellideastorm.com
Examples
software as a service
Source: http://www.jitterbit.com/Solutions/saas-integration-ondemand
- Facebook's Fact No 1 Facebook fans are 41% more likely to recommend a consumer
product and 28% more likely to continue using it
- Facebook 's Fact No 2 A Facebook fan spends $71.84 more per year than a non-fan
and is worth on average $136.38
- Facebook's Fact No 3 Facebook passes Google as most visited site of 2010*
* in the USA only and for limited period of time, but, anyhow
(Source: Syncapse, 2010; Hitwise, 2011)
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Facebook's Tips

be yourself and be authentic

differentiate yourself and your content
promote Fb profile both online and offline (your
facebook URL on business cards, leaflets,
promotional stuff / facebook button on your website
etc.)


Share, Like and Review
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Facebook's Tips
provoke viral distribution abd engage your community – use
interactive strategies like questions, polls, quizzes

reward your community: exclusives or freebies - discounts,
coupons and content (insider tips, behind-the-scene, how to
lessons, photos)


allow fans to buyers convertion – use Payvment
track it all – Facebook Insigts and other tool as well (i.e.
Google Analytics)

learn how to integrate other tools with Fb http://mashable.com/2009/01/22/business-facebook-apps/

Twitter for SME's – UK sample
Keep in touch with other small businesses
Monitor competitors
Stay in touch with customers and suppliers
Marketing tool for promoting business
Free communication tool
(Source: O2 Survey, 2010)
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Twitter for SMEs

branding

building relationship with prospective clients

advertising and PR

recruitment (i.e. vacancies info)

building traffic and SEO tool

business networking and conversation

customer service and interaction

reputation monitoring
feedback gathering

107
107
Twitter use by SME - example
Image source: http://twitter.com/#!/Vegabutikpl
Need inspiration?
Wiki of social media examples http://wiki.beingpeterkim.com/
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109
Social Media User Experience UX

allow logo recognition - don't let your logo become distorted
use vanity URLs (i.e. facebook.com/yourbusiness) and
custom domains (i.e. facebook.yourbusiness.com).


post, share and repost content wisely

be there (24/7 if you only can!) and respond/react promptly

have a publishing schedule and guidelines
make share buttons visible on the first screen of your
website

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Low Social Media UX examples
http://twitter.com/#!/green_look
Image source: http://twitter.com/#!/green_look
Low Social Media UX examples
Screen 1
Scroll
Screen 2
Image source: http://www.greenlook.pl/
Low Social Media UX examples
?
Image source: http://www.facebook.com/pages/LOCOMOCO/127521160613501?sk=info
Take Home Activity
Web 2.0 strategy for your business
1. Consider which of below goals you are able to achieve by using Web 2.0
technologies:
•
product or service promotion,
•
sales,
•
customer service,
•
building brand awareness,
•
outsourcing of specific processes / using software as a service
2. Be creative but think also about necessary time, skills and personnel
investments
3. If you would like to discuss your choices and possibilities I have a time for
you after tomorrow classes or you can always drop me a line or twelve
on patrycja.rudnicka@us.edu.pl
Thank You!
Questions? Comments?
patrycja.rudnicka@us.edu.pl
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