internet summit basis online marketing - 2011

All Rights Reserved CommercialGuru.com.sg

Framework to Running an Effective Online Marketing


• 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?


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


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


The Framework


Online Marketing Framework

Objectives

Target Audience

Conversions

Tracking & Reporting

Optimization

Phase 1 - Setup

Phase 2 - Execution

Phase 3 – Post CampaignConversions


Phase 1 – Setup


• 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


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


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


Phase 2 – Execution


Phase 2 - Media Selection

Finding Your Audience, Where They Spend Time Online

Source: http://www.wordle.net


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


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


Phase 2 - Creative Message

Sample Creative

Relating to a specific need

Lowest in Market

Individuals looking for a bargain


Phase 3 – Post Campaign


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



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


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


Tools We Use


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


Case Illustration


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


Thank You

internet summit basis online marketing - 2011

Marketing

setupall rights reserved

executionall rights

frameworkall rights

media usedall rights

campaign message

campaign objectives

campaign performance

campaign reports