internet summit basis online marketing - 2011

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Framework to Running an Effective Online Marketing

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• Started as a web developer and experiment into the field of online marketing in 2005

• Focused mainly on search engine optimization and search engine marketing

• Areas of expertise range from SEO, SEM, Social Media, Affiliate marketing, Banner ads, Analytics, Revenue generation and usability

• Worked for the following companies

Who Am I?

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About CommercialGuru

• Singapore’s Leading Commercial Property Portal - Comprehensive site dedicated to office, retail, industrial and factory properties

• Used by more than 100,000 business owners & investors monthly

• 1.5 million pages viewed monthly

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PropertyGuru Network

• Asia’s Leading Property Portal Group – Singapore, Malaysia & Indonesia + Hong Kong, Australia, Macau & India partners

• Almost 4 million visits monthly

• 47 million pages viewed monthly

• 435,000 properties available for sale or rent

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The Framework

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Online Marketing Framework

Objectives

Target Audience

Conversions

Tracking & Reporting

Optimization

Phase 1 - Setup

Phase 2 - Execution

Phase 3 – Post CampaignConversions

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Phase 1 – Setup

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• Branding• Awareness &

Usage

3 types of objective, marketers commonly set to achieve when marketing online.

Phase 1 - Objectives

Set Your Campaign Objectives

Getting Traffic Product Sales Lead Generation

• Promotions• Product Launch

• Prospecting• Community

Building

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Determine Your Target Audience, Why?

Phase 1 - Target Audience

Because

•Resource are limited (manpower)

•Our budgets are finite

•Provide better conversions (sales)

•Minimize advertising wastage

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Determine Your Target Audience, How?

Target Audience

Ask Questions on

•Who, What, When, Where & Why• About their demographics

• What type of products they need

• Would they buy your product online or require someone to talk to them?

• Product purchase frequency

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Phase 2 – Execution

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Phase 2 - Media Selection

Finding Your Audience, Where They Spend Time Online

Source: http://www.wordle.net

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Phase 2 - Media Selection

Typical Campaign Setup

Search Engines Reach out to

consumers seeking products, services and information

Vertical SitesAd Network

Channels include – Car, Travel, Biz, News &

lifestyle

Branding to Mass Audience

Branding to Target Audience

Mass with Branding and Tactical Copy

Mass SitesYahoo/MSN

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Phase 2 - Creative Message

Determine Your Campaign Message

Using the right message would contribute to the success of your campaigns.

• Determine keywords that triggers a

reaction / call to action

• Types of images that stimulates an emotion or action

• Each message should also be catered for the media used

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Phase 2 - Creative Message

Sample Creative

Relating to a specific need

Lowest in Market

Individuals looking for a bargain

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Phase 3 – Post Campaign

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Phase 3 - Tracking & Reporting

Tracking & Reporting

Enables marketers to depend the health of their campaigns and if they are meeting their objectives.

• All online campaigns should be tracked

• Tracked campaigns allows marketers to calculate their cost per acquisition

• Match the initial performance estimates with actual figures

• Reports help marketers analyze their campaign performance for improvements

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Phase 3 - Tracking & Reporting

Metrics to Measure

Commonly tracked metrics for a successful campaign

• Impressions• Clicks • Creative Performance• Cost • Earned Media (PR

Articles)• Interactions (Rich

Media)

Inputs Mixture Outputs

• Visitors • Page Views• Time on Site• Bounce Rate• Average Page per

Visit

• Goals / Conversions• Cost per lead/

Acquisition • Post Campaign

Analysis

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Channel Tracking•3rd Party Ad Servers like Eyeblaster •Tracking codes from Google Analytics – Click here

Website Statistics•Google Analytics•Webmaster Central

Site Improvements•Google Website Optimizer•Crazy Egg

Phase 3 - Tracking & Reporting

Tools We Use

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Phase 3 - Optimization

Improving Your Campaign by Optimization

Analyzing campaign reports, enables marketers to improve upon their existing campaign

What to look out for

•Determine profitable channels – Search, online banners, edms, etc

•Which creative works best

•List top 10 performing and non-performing sites

•Tweak performing creative message or ad units to meet each channel

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Case Illustration

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To generate leads and product awareness

• Age 30 and above• Business owners and office

managers• Annual revenues about 100k

Objective

Target Audience

• High educational level• Uses the internet daily

(read news, search for information and communications)

Media Selection

• Online Banners, EDMs, Microsite integration

Leading business solutions providerClient

Creative • Creative used to promote advertisers solutions

Post Campaign

• Still in Progress with positive client feedback

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Thank You