measurable management of internet marketing and communications - pärnu juhtimiskonverents workshop...

Measurable Management of Internet Marketing &

Communications

Robin Gurney and Tõnis Hinnosaar

Eesti esimene internetiturunduse agentuur

Internet Marketing

Robin and Tõnis : Vanad Kalad

• 13 years internet marketing• Export/tourism specialist• Website content strategist• Expert in online acquisition

• Leading website analyst• Partner/Director @ altex• Google analytics specialist• Search engine marketer


Internet Marketing

Today’s Agenda

1. The importance of measurement2. Optimum conversion path online3. Search engine visibility of Estonian banks4. Monitoring social media: Estonian Air5. Google Analytics: Blogfest case study6. Is the Internet really worth measuring?7. Credibility test8. Usability case study: Riigikantselei9. What do you want to measure?

The Importance of Measurement

• Foundation for strategic

e-business decisions

• Which e-strategies are having

most impact

• Important trends and insights

• Where people are going?

• Where people come from?

• What are they doing?

• Where do they leave?Eesti esimene internetiturunduse

agentuurInternet Marketing

Optimum Conversion Online


Internet Marketing

Search Engine Visibility of Estonian Banks


Internet Marketing

Bank Visibility Keypoints

• Top 3/5/10 - SEB 1st

• NETI “kodulaen” - blog posts rank 1st then SEB consultants with wrong info!!

• Google.ee “pangakaart” 1st but.....

Social Media Monitoring


Internet Marketing

Google Analytics for You

• What can you measure?

• How does your website support your business goals?

• Which decisions can you make?

• Which other insights can Google Analytics give?


Internet Marketing

Google Analytics: Tallinn Blogfest


Internet Marketing

Is the Internet Worth Monitoring?

• 6-74: 70% use internet

• 15-24: 94% use daily

• 52% use 5 days per week

• 60% purchase decisions influenced

• 63% homes have broadband

• 7000+ active blogs

• 450,000 use Neti....and Google?

Optimum Conversion Online


Internet Marketing

All websites are not made equal.

A great website meets the needs

and desires of ALL the target

audiences.

The three key elements to a

successful website are:

compelling content,

attractive design and robust

technology.

To convert your website visitors to action at an optimum rate you will need excellent visibility, accessibility, credibility, usability, engagement and persuasion.

And then you will need to be able to measure it all and act upon the results - promptly.

Website Credibility Score


Internet Marketing

http://www.angelfire.com/super/badwebs/main.htm

Measurement Case Study: Riigikantselei


Internet Marketing

What Do You Want to Measure?

• download speeds?• disabled access?• search engine ranking?• banner performance?• online reputation?• form conversion rates?• email subject lines?• button location?


Internet Marketing

• bullet1• bullet2• bullet3• bullet4• bullet5• bullet6

What are the Take Outs Today?

• Internet activity is worth measuring

• Internet activity is very measurable

• Get FACTS about your e-performance

• Find out where to focus your attention

• Software and services exist to help you

• Training is available for your team

• Low cost and potentially high return

Who Have We Measured for?


Internet Marketing

Suudame kiirendada ka Sinu äritegevust Internetis.

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