What is «now» and what is «next» Hilary Murphy

Size: px

Start display at page:

Download "What is «now» and what is «next» Hilary Murphy"

Lee Burke
5 years ago
Views:

1 What is «now» and what is «next» Hilary Murphy

Prof. Dr. Hilary C Murphy, PhD, MCIM, MPhil, dip BITS, BA, teaches and researches at Ecole Hotelière de Lausanne (EHL) in the strategic deployment of technology and emarketing.

2 Prof. Dr. Hilary C Murphy, PhD, MCIM, MPhil, dip BITS, BA, teaches and researches at Ecole Hotelière de Lausanne (EHL) in the strategic deployment of technology and emarketing. Over the past 14 years she has researched and published articles on these subjects in trade magazines and in international academic journals and also delivered key papers at international conferences.

3 Agenda what really matters: Practical Tips how many of you have a website? And does it look kind of like this? 3 3

4 Ecole hôtelière de Lausanne Nom du département date 4

5 Ecole hôtelière de Lausanne Nom du département date 5

6 Ecole hôtelière de Lausanne Nom du département date 6

7 Ecole hôtelière de Lausanne Nom du département date 7

8 Ecole hôtelière de Lausanne Nom du département date 8

9 Who is the website for? What is is. Murano Ecole hôtelière de Lausanne Nom du département date 9

10 Your Toolbox what really matters? Source: E-consultancy Guide to Managing Digital Channels 10 10

11 Search Engine Marketing Search Engine Optimisation (SEO) Paid Search Marketing = Google AdWords

12 Introducing Search Engine Marketing. SEM = SEO + PPC Paid listings Pay Per Click (PPC) Natural or organic listings Search engine optimisation (SEO) 12 12

13 Tip -Use the Google Keyword tool to perform demand-gap analysis

14 2. Analytics Tuning Google Analytics

15 Tip #10 Reduce your bounce rate 20% = Great 40% = OK 60% = Spam Percentage of visitors who enter the site and...who then immediately exit Should benchmark for different: 1. Digital channels (Search, ads, direct, ) 2. Different sites, placements or search terms 3. Creative 4. Different landing pages 15 15

16 Tip - tune your ww.google.com/analytics setup 1. Define conversion goals (including value) & funnels 2. Define unique pages (e.g. remove Session IDs from URLs) 3. Setup filters (e.g. new visitors only, paid search, campaigns) 4. Put campaign tracking tags in place &utm_medium=banner &utm_source=boston.com&utm_content=text-only Variable Meaning utm_campaign The name of the marketing campaign, e.g. Spring Campaign. utm_medium Media channel (i.e. , banner, CPC, etc). What is the distribution method that is used to get our message out to our clients? utm_source Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search, utm_content The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable. utm_term The search term purchased (if you re buying keywords). This16is not always used and is NOT included in the above example. 16

17 Landing pages Proving you re not a dog

18 Value Proposition Core brand proposition = Marketing Mix: Who are you? What do you do? Where you do it? What makes you different? OVP - Online Value Proposition Reinforces core brand proposition and credibility, but messaging shows: Value that a site visitor get from your online brand or campaign that They can t get from you offline? They can t get from competitors? Communicate message forcefully: online and offline 18 18

19 Examples of Nielsen s tests 19 19

20 marketing Getting through the spam filter template design

21 1. Before you send (Content) A. Limit use of spam keyphrases B. Test against spam checker, use: C. Test delivery / renderability in ISPs/Firewalls D. Educate your list members to whitelist you E. Setup server with best practice: Use subdomain: SPF, SenderID, etc 2. After you send (Reputation): A. Remove bounces after 3 times (automatic) B. Track complaints through closed-looped systems C. Track Opens and Clicks across web mail 21 21

22 Use a content diagnostic tool : Lyris Adviser See also Sitevista.com and Browsercam.com 22 22

Using eyetracking research to inform EmailNeed design??? to deliver Scannability and Skimmability 1.

Images often missed Use text link calls-to-action 4. Readers scan down the left of an E-mail 5.

23 Using eyetracking research to inform Need design??? to deliver Scannability and Skimmability 1. Heading and subhead copy critical First 2-3 words most important Make hyperlinked 2. Large fonts work well 3. Images often missed Use text link calls-to-action 4. Readers scan down the left of an 5. First part of para important F shape eyetrack 6. intros skipped 23 Use to personalise and engage e.g. with hyperlinks 23

24 What s «new» Photosynth? Web 3.0? Second life? Ecole hôtelière de Lausanne Nom du département date 24

25 GOOGLE EARTH 5 Ecole hôtelière de Lausanne Nom du département date 25

26 How does your frequency compare? How often should you touch your customer? 26 26

27 Mobile Marketing Growth

28 And finally, don t forget the mobile Internet Source: Comscore:

Mobile usage varies dramatically by geography Research on short code response from M:Metrics found that a sizable percentage of mobile subscribers are responding to

29 Mobile usage varies dramatically by geography Research on short code response from M:Metrics found that a sizable percentage of mobile subscribers are responding to short codes placed in advertisements or in other media: Spain percent UK percent France percent United States - 7 percent Germany percent 29 29

30 Mobile Marketing MOBILE MARKETING Marketing through Mobile Devices Mobile Web Mobile Messaging Mobile Video Downloadable Applications SMS MMS 30

31 The thumb economy 31

32 Hype or reality? Source:IAB Location based ads are effective today 70% Mobile will be the primary medium for communicating with the 12 to 24 age group. 59% The current mobile audience is 75% young males. 41% 30% Mobile search will overtake PC search by % 25% Mobile advertising spend is more than 5% of total ad spend in the UK today 75% 22% 0% I agree 30% 78% 50% 100% I disagree 32

33 Customer takes control!

34 Photosynth Ecole hôtelière de Lausanne Nom du département date 34

35 What e-marketing works? AMAZON E-BAY ITUNES GOOGLE Norwich union Ecole hôtelière de Lausanne Nom du département date 35

36 Thank you Any further Ecole hôtelière de Lausanne Nom du département date 36

GOOGLE ANALYTICS, EXTENDED TRACKING

GOOGLE ANALYTICS, EXTENDED TRACKING Table of Contents Google Analytics... 3 How to measure the performance of email traffic to your website... 4 How to add your Google Analytics Tracking to CommuniGator