e-marketing quick guide

E-MarketingQuick Guide

Ahmed El-Sherif, 2011

www.Linkedin.com/in/elsherif


http://www.linkedin.com/in/elsherif

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1- Internet evolution & significance

2- E-Business models

3- Marketing vs. E-Marketing------------------------------------------------------------------------------------------------------------------------------------------------------------------

4- Email & Mobile marketing

5- Affiliate marketing

6- Banner advertising------------------------------------------------------------------------------------------------------------------------------------------------------------------

7- SEM - Search Engine Marketing

8- SEO - Search Engine Optimization

9- SMM - Social Media marketing

10- CRM - Customer Relationship Management------------------------------------------------------------------------------------------------------------------------------------------------------------------

11- Creating Website

12- Website marketing components

13- UX - User Experience

14- Analytics & ROI - Return on investment-------------------------------------------------------------------------------------------------------------------------------------------------------------------

15- Web research & planning

16- Media plan


1. Internet Evolution & Significance

International: Market/Supply/Segments

Measurable: Research & Analysis

No Distance, Lower Time & Cost

Automation & Up-to-date

No standards & Entrepreneurship

Rapid change


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Web significance for individuals

Convenience

Lower cost

Power shift to buyers

Needs differentiation & satisfaction

Customization & profiling

Anonymity


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2. E-Business Models

Horizontal: B2B, B2C, C2B, C2C, G2C

Vertical: E-Travel, E-Education, etc

1 to Many / 1 to 1 / Many to Many

E-Shop (online/offline) & Affiliates

E-Marketplace & Bartering

Auction & Info Brokers

Name your price & Group purchasingwww.Linkedin.com/in/elsherif

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Revenue Models

Sales & Marketing

Affiliate programs

Transactions

Subscription

Advertising

Ad networks

Donations

Other (game fees)


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Payment Methods

Credit cards

E-Banks

Pre-Paid cards

Western Union

Pay on delivery

Cheques & transfer


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3. Marketing vs. E-Marketing

Segmentation & Targeting

Product

Place

Price

Promotion >

• AdvertisingBanners, Links, Emails, SEM

• Sales promotionSubscription, Coupons, Free trial

• Public RelationsWebinar, Blogs, Social media

• Personal selling (costive)Email, CRM www.Linkedin.com/in/elsherif

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E-Marketing Tools


4. Email & Mobile marketing

Email & Newsletter

Email design

Avoid Spam

Autosenders-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

SMS, MMS

Bluetooth, GPS

Mobile software

Mobile siteswww.Linkedin.com/in/elsherif

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5. Affiliate Marketing


Referral / Reseller / Coupon / Reviews

Commission (CPS) & Points / CPA / Fixed

Links & Banners

Widgets

Recruitment:

Directories & Networks

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6. Banner Advertising

Banner standards: 250x250, 30 fps

CPC (PPC), CPM, CPA, Exchange

Impressions > Clicks > Conversions

$5 CPM: 100,000 > 1000 (CTR) > 10

Customer Acquisition Cost = $50

Facebook & Websites & Ad networks

Design & Messagewww.Linkedin.com/in/elsherif

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7. SEM - Search Engine Marketing

Search & Network placement

Research Keywords: Alexa, SERP

Design ads & create groups

Set budget, time, bidding, placement

Optimize campaign (A/B)

Quality score (Cost paid 70% CTR 20%

Other 10%: Relevance, Account age & CTR)www.Linkedin.com/in/elsherif

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8. SEO - Search Engine Optimization

SEO: SERP, Images, Maps, Directories

Spiders, Page Rank, Meta info.

Keywords research & Content

Website structure, webmaster

Title, H1, Strong, Anchor, Alt, etc

Link Building campaign (No follows)www.Linkedin.com/in/elsherif

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SEO Plan


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Social Media

Social NetworkingFacebookTwitterLinkedinWidgets

Social BookmarkingDiggStumble uponDeliciousReddit

Social MediaYoutubeFlickrSlideshareGames


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9. SMM - Social Media marketing

Social & Sharing widgets

Social page: FB, Youtube, Linkedin

Protect your brand name

Social monitoring & reputation

Software Applications

Advocates (influencers)

Metrics: tone, mentions, etc www.Linkedin.com/in/elsherif

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10. CRM - Customer Relationship Management

Market fragmentation (1 to 1)

Customization

No Time or Distance or Cost

Informative: Follow up service

Updated news & info

New services/promotions

DB marketing & Consumer behaviorwww.Linkedin.com/in/elsherif

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The Website


Website Types

E-Business Website

Information Website

Microsite

CMS or Blog

Mobile


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11. Creating Website

Domain, Hosting, 2CO

CMS: Wordpress, Joomla, Durpal

Software: Shopping cart, Album

In-House/Outsource/Freelance

Investors: MCIT incubator


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12. Website marketing components

Banner Management System

Advertise page, Ad network

Google Adsense

Search box, Feeds, Domains, Video

Ads relevant to content & design

Spam Adsense farms/ Competitors

Widgets, SEO & RIAwww.Linkedin.com/in/elsherif

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13. UX - User Experience

Wireframe, Usability & Design

Functionality & Browsers

Facilities: Payment & Shipping

Information & Confirmation

Security & trust

Quick response & delivery

Consumer behaviorwww.Linkedin.com/in/elsherif

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14. Analytics & ROI - Return on investment


Statistics & Analysis

Campaigns analysis

Visitor experience

Conversion & Filters

ROI > CAC

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15. Web research & planning

Benchmarks: Alexa, WorldStats, W3C

Polls & Surveys: Social, SurveyMonkey

Google: Operators, Insights, Ad planner

Competitors review

User feedback & comments

Social & Vertical communities


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16. Media Plan

1. Research & Goals

2. Website

3. SEO & Content

4. Social marketing

5. SEM & Advertising

6. Analysis

7. Management & Monitoring


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“O Allâh, I ask You for beneficial knowledge, acceptable action, and

good provision.”


e-marketing quick guide

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