360° View of Internet Marketing

Alun Johnwww.emcoe.co.uk

360° View of Internet Marketing

Researching

Analytics Structure Site

SEO & Google

On-line Advertising

Build Community

Create Buzz

Communicate With YourAudience

360° - Researching

Talk in terms of the other man's interests. Dale Carnegie, "How to Win Friends and Influence People"

The advertising man studies the consumer. He tries to place himself in the position of the buyer. Claude Hopkins, “ Scientific Advertising”

Your audience is one single reader. I have found that sometimes it helps to pick out one person -- a real person you know, or an imagined person -- and write to that one. John Steinbeck, Biography

You must put yourself in the customer’s shoes. They’re not all wearing the same shoes, by the way!

360° - Researching

Ask yourselves:

• Do you know your Customers?

• Do you know your Market?

• Do you know your Competitors?

You should before you even

begin

360° - Site Structure

Concepts in Website Design• Usability

• Accessibility (not just about disabilities)

Platform: Windows, Apple Mac, Linux

Browser: Firefox, Opera, Explorer

Mobile Devices: PDAs & Mobile Phones

iPhone: Phone >> Blog >> Phone

360° - Site StructureOn-line Value Proposition

360° - Site StructureOn-line Value Proposition

360° - Site Structure

So, they found the site. Is it appealing?

Does it resonate, empathise, connect?

What is the Call to Action?

360° - Site Structure

Images

Fonts

4 Reasons to return to a siteHigh quality content

Ease of use

Quick to download

Updated frequently

360° - SEO & Google

• Page Title

• Meta Description

• Header Tags

• Good Content

• Decent Links

• Internal

• External

360° - SEO & Google

Have you thought Outside the Box, yet?

Checklist for thinking inside the Box

About Us Profile Photo Gallery Location Contact Us Special Offers

It may be time for you to venture outside the box!

360° - SEO & Google

360° - SEO & Google

360° - SEO & Google

GmailAOL Search

Newspaper Blog

… it’s possible that wherever you surf, Google AdWords will be close by

360° - Google AdWords

[Google's] advertising revenue in the UK is expected this year to surpass Channel 4’s anticipated 2006 take of £800m.

Within 18 months, it is forecast to overtake ITV1, Britain’s leading commercial TV channel and the country’s biggest single recipient of advertising revenue.

Andy Duncan Chief Executive of Channel 4 Television

Paid search marketing revenues in the UK will total £1.26 billion (US$2.5 billion) in 2006, according to E-Consultancy. eMarketer estimates that paid search spending in the US will total $6.8 billion in 2006.

If one divides the number of Internet users by paid search spending in the US vs. the UK* then the UK paid search advertising market is over twice as large per capita than the US.

• US vs UK (US$6.8 billion and 180 million Internet users vs. US$2.5 billion and 30 million Internet users, respectively)

360° - Google AdWords

Politicians Venture Capitalists

Business Leaders Police Chiefs

360° - Build Community

360° - Build CommunityOur Clients

360° - Build Community

• Visitors emailed it to each other and blogged about it

• 2nd largest newspaper in Norway wrote an article about it

• 5,800 page views in 5 months

360° - Build Community

Podcasting

360° - Create Buzz

Eric Schmidt Wheelies

Anil DashGower Surf

360° - Create Buzz

Local Hero Goes Global

6,975,083 Views on

3,000 Friends on

www.youtube.com/watch?v=1k08yxu57NA

360° - Communicate With Your Audience

You Don’t Want To Hear Your

Customers Saying:

“I Never Knew You Did

That”

360° - Communicate With Your Audience

RSSEmail/Newsletters

Tom BevanManaging DirectorPembroke Holidays

************************************The best cottages in the West************************************

The basic argument [of Web 2.0] is, if you think about it: it would be better for you to have all the data and all the applications that you use on a server somewhere, and then whatever computer or device you're near you would be able to use.

Eric Schmidt, Chief Executive Office,

Google

360° - Communicate With Your Audience

360° - Communicate With Your Audience

• Discover where your site visitors come from

• What pages they visit

• How long they stay

360° - Analyse

360° - Visit Our New Sitewww.emcoe.co.uk

Thank You

www.emcoe.co.uk