Developing a web marketing strategy

Digital is important because that’s were your audience is

26% Increase in views of online video steams

98% Increase in time spent watching videos on social networking sites.

66% Percentage of internet users who visit social networking or blog sites.

Figures YOY from October 2009 Source: Neilsen Newswire

Source: The Nielsen Company Australia ~ Top Media Advertisers Report Fiscal 08/09

Australian companies are still betting on traditional media. But online is growing

Source: www.emarketer.com

In the UK internet spend has overtaken television

What’s in a strategy?

ContentSocial mediaSEO

Content is the most important thing on your site. It is what sets you apart from competitors. It is why users visit you, search engines rank you and advertisers buy digital inventory

Why use it?

Audience

• Want authenticity – not spin• Want useful information• Want to participate• Willing to contribute• Want information on demand

“The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organisation as a leader …

“What works is a focus on your buyers and their problems. What fails is an egocentric display of your products or services.”

David Meerman ScottThe New Rules of Marketing and PR

http://www.flickr.com/photos/beingpeterkim

Why use it?

• Build trust / reputation with audience• Facilitates ‘word of mouth’• Find out what people really think• Engage with customers• Increase exposure• Nurture evangelists• Drive traffic to websites • Advertise

www.publishingtalk.eu

www.publishingtalk.eu

Paid forVSOrganic

Content helps drive organic rankings

SEO

• Keywords• Links• Metadata• Content• Domains / URLs

Skye Doherty

MEDIA http://skyedoherty.com