The Ten Golden Rules of Online Marketing

Transcription

1 The Ten Golden Rules of Online Marketing Presented to The American Marketing Association and The Direct Marketing Association May 20, 2004 Jay Berkowitz

2 The Internet is on Fire again Online retail will reach $65 Billion in 2004 (+ 24%) JupiterMedia Venture Capital Investments $5 Billion Q1 Business Week 226,409,994 (69.3%) will use the internet in 2004 Nielsen Net Ratings Record 60 million domain names registered in 2003 Moniker.com

3 Rule #1 - There are no rules Block everything you know about marketing Test, test and test again Applies for site design, banners, search, , pricing Apply direct marketing practices 40:40:20 rule Identify control There are no bad ideas

4 Wayback Machine

5 October 2000

6 June 2003

7 November 17, 2003

8 January 2004

9 April 2004

10 Rule #2 - The Internet is not television. Step 1: What is a customer worth? LTV Life Time Value Analysis

11 Life Time Value Analysis

12 CPA Cost Per Acquisition

13 CPA Cost Per Acquisition

14 Rule #2 - The Internet is not television. Step 1: What is a customer worth? LTV Life Time Value Analysis Step 2: What does it cost to acquire a customer? CPA Cost Per Acquisition Step 3: Make sure customers can find you: Search is the new Prime Time

15 Ten Golden Tips for SEO Search Engine Optimization Evaluation 1. Find out Where You stand Search keywords on Google (MSN, Yahoo and AOL)

16 Free Search PR Natural or Organic

17 Pay-Per-Click Search Paid Advertising

18 Ten Golden Tips for SEO Search Engine Optimization Evaluation 1. Find out Where You stand Search keywords on Google (MSN, Yahoo and AOL) Google Page Rank A link from page A to page B is a vote for page B. Votes cast by "important" pages weigh more heavily Relevant pages weigh more heavily

19 Page Rank up to 6/10!

20 Ten Golden Tips for SEO Search Engine Optimization Evaluation 1. Find out Where You stand Search keywords on Google (MSN, Yahoo and AOL) Google Page Rank A link from page A to page B is a vote for page B. Votes cast by "important" pages weigh more heavily Relevant pages weigh more heavily Alexa.com Ranking based on unique visitors and page views Traffic Details Related Links

21 Alexa Score 363,757

22 Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site/keywords: 3. Have a strong Title Tag and Description using most relevant keywords

23 Keyword Suggestion Tool Over 120,000 searches each month include the term Florida Mortgage. (Multiply by 3 for all search engines).

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28 Google Keyword Tool

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32 Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features keywords you want to target

33 Add Alt Text to images

34 Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features key words you want to target 5. Use Alt text tab on photos 6. Trade links from your site with other relevant, ranked sites (create a vote from site B for your site)

35 Alexa Score 1,095,556 Page Rank 5/10

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38 Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features key words you want to target 5. Use Alt text tab on photos 6. Trade links from your site with other relevant, ranked sites 7. Use free submission tools - Google Submit a Site, Yahoo Suggest a Site Paid Optimization 8. Paid Inclusion/Paid Listings 9. XML Feeds 10. Pay Per Click/Pay For Performance

39 $100 Google Ad Words Credit

40 Step 1 Create an Ad

41 Step 2 Select Keywords

42 Step 3 Review Projected Cost

43 Step 3 Adjust Projected Cost

44 Step 4 Account Set Up

45 Step 5 Review Campaign

46 Step 6 Monitor Campaign Performance

47 Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

48 extremehalloween.com Create a UVP Win A Plasma TV

49 Top 150 Costumes

50 Rule #4 If you build it they won t just come - Classic mistake that killed dot.coms - Push, pull and drive consumers to your site. Banners do work Rich media is hot Search Engine Optimization Affiliate Marketing Partner Marketing Integrated Marketing

51 Rule #5 Subscription Models Survive Million registered, add 50,000 per day! 1.7 Million Paying members, $42 Annually million profiles 800K paid, $24.95/mo million profiles/newsletter subs, 1.3 million paid, $12.00 mo.. Moved to subscription model in Sept million subscribers, $20/month

52 Rule #6 Remember the Four P s and the 4 R s Price Test, niche, price should be less than offline, free plus paid Place Search Optimization, affiliates, partners, exclusive content, content placements, link trades Promotion FREE works online WIN works online N5R Send to a friend Product Build a better mousetrap Shop yourself Air Canada Scratch and win Contest Refer-a-friend for another chance Added 200,000 s!

53 Rule #6 Remember the Four P s and the 4 R s Dr. Russell Abratt, Nova University 4 P s relevant for Goods and Services 4 R s for Knowledge Products Relationship Marketing Trust, interdependence Recommendations and References Word of mouth, online reviews, Dramatic Recovery Risk Management Guarantees, Marks Realization of Performance Manage expectations, measure performance, awards

54 Rule #7 Use the Right Tactic There is no silver bullet Understand the medium Paid Search & work for acquisition Newsletters are great tools for ongoing communication and relationship building Rich Media is great for branding Banners can do both

55 Rule #8 Trust is Golden Privacy Policy Prominent Spam, Can-Spam Spamlaws.com, law.spamcon.org Opt-Ins, Double opt-ins Secure (https, lock) Unsubscribe is EASY Study Security Safeguards Add credible logo s

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57 Rule #9 The Best Never Rest 1. Great Online Marketers (and Direct marketers) are constantly testing, never settling 2. Constant And Never Ending Improvement (CANI) 3. Change = fresh See how sites have evolved at The Way Back Machine 4. Test for customer acceptance

58 Golden Testing Tools 1. Vividence.com 180,000 research participants 2. Optimost.com 3. Proprietary Tool

59 Golden Testing Tools 1. Vividence.com 2. Optimost.com 3. Proprietary Tool

60 Rule #9 The Best Never Rest 1. Great Online Marketers (and Direct marketers) are constantly testing, never settling 2. Constant Never Ending Improvement (CNEI) 3. Change = fresh 4. Test for customer acceptance 5. Site Credibility Stanford University Study Design Look (46.1%) Professional Looking Info. Design/Structure (28.5%) Well organized Information Focus (25.1%) The crap they fill it up with takes away Company Motive (15.5%) Seems too commercial

61 Rule #10 Lead the trends Fact: Online business will change within 6 months (or sooner) Moore s Law Change is easy What to do: Research, Read, Learn, Surf, Study, Subscribe, Ask Questions, Network Ten Trends Shaping Online Marketing Today and Tomorrow

62 Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization 6. Rating 7. Conversion 8. Relevance 9. Permissioning 10. Viral Marketing

63 Ten Golden Rules of Online Marketing 1. There are no rules 2. The Internet is not television 3. Create a UVP 4. If you build it they won t just come 5. Subscription Models Survive 6. Remember the four P s 7. Trust is Golden 8. Use the right tactic 9. The Best Never Rest 10. Lead the Trends

64 Ten Golden Rules Workbook On Sale This Summer: