Transcript Topic 12 - Traffic Building

JM503 – eMarketing
Week 12
traffic building
ZD Net Video
CIO agendas driving enterprise 2.0
Traffic
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.
Generating traffic
Vital to e-marketing objectives
Characteristics
Three key aspects of traffic building are :•
Targets
•
Techniques
•
Timing
1. Targets
Include:• Quantity
• Quality
• Cost
Resource – www.iabuk.net (Internet
advertising bureau)
2. Techniques
Search Marketing - Online PR Online partnerships – Offline communication
– Interactive ads – Opt in email – Viral
marketing
Web site and micro sites
3. Timing
•
Traditional advertising has fixed duration campaigns
•
Specific campaigns also used for traffic building
•
Also continuous traffic building activities
Summary
Traffic quality is high if visitors are with in target
market and they respond in line with
objectives.
Search engine marketing
Q. How important are search engines for web
site promotion?
A. Very
90% of users use search engines
Sites available to search engines
All the web 10 billion pages
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 Vs Organic Search
Paid Search Has Only Slight Edge in Conversion
Rates over Organic Search, According to a
WebSideStory Study
Search Engine Optimisation
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
Key Phrase Analysis
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.
2.
3.
4.
5.
6.
Frequency of occurrence in body copy
Number of inbound links
Inclusion in directories such as dmoz
Title HTML Tag
Meta tags
Hidden graphic text
Example of Hidden Text
<IMG NAME=‘ozrurallogo’ SRC=‘logo.gif’
ALT=“OZRURAL Horse and farm books”>
Pay per click (PPC)
• 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.
Managing Pay per Click
• Need to evaluate maximum PPC
• Manage each PPC phrase so bid amount
competitive
• Watch for fake clicks
Search Engine Summary
•
•
•
•
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
Online PR
• 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
Online Partnerships
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
Interactive Advertising
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
Opt-in email
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
Viral Marketing
• Traffic built through email (virtual word of
mouth) or real word of mouth to spread from
one person to the next
Offline Traffic Building
•
•
•
•
Advertising
Word of mouth
PR
Direct mail and physical reminders
Control
• 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
Resourcing
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
Conclusion
• 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
Conclusion (cont..)
•
•
•
•
•
Opt in email effective communication
Viral emarketing
Offline communications essential
Control supported by web analytics
Resourcing issues involve budgeting – site
creation, maintenance, advertising.
Test next week
Thursday 1st November.
Time - 8.30-10.30.
Rooms - I have booked 2 computer labs and a
classroom.
B905 and B903 and room C903.