what is « now » and what is « next · teaches and researches at ecole hotelière de lausanne...

What is « now » and What is « now » and what is « next »what is « next »

Hilary Murphy

Prof. Dr. Hilary C Murphy, PhD, MCIM, MPhil, dip BITS, BA, teaches and researches at Ecole Hotelière de Lausanne (EHL) in the strategic deployment of technology and e-marketing. Over the past 14 years she has researched and published articles on these subjects in trade magazines and in international academic journals and also delivered key papers at international conferences.

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Agenda – what really matters:Agenda – what really matters: Practical Tips Practical Tips

how many of you have a how many of you have a website?website?

And does it look kind of like And does it look kind of like this?this?

4© Ecole hôtelière de Lausanne – Nom du département – date

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Who is the website for?Who is the website for?

• What is is….

• Murano

© Ecole hôtelière de Lausanne – Nom du département – date

http://www.muranoresort.com/murano_gb.html

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Your Toolbox – what really Your Toolbox – what really matters?matters?

Source: E-consultancy Guide to Managing Digital Channels

Search Engine MarketingSearch Engine Marketing

Search Engine Optimisation (SEO)

Paid Search Marketing = Google AdWords

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Introducing Search Engine Marketing. Introducing Search Engine Marketing. SEM = SEO + PPCSEM = SEO + PPC

Paid listings - Pay Per Click (PPC)

Natural or organic listings -Search engine optimisation (SEO)

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Tip -Use the Google Keyword tool to Tip -Use the Google Keyword tool to perform demand-gap analysis perform demand-gap analysis

https://adwords.google.com/select/KeywordToolExternal

https://adwords.google.com/select/KeywordToolExternal

2. Analytics2. Analytics

Tuning Google Analytics

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Tip #10 Reduce your bounce rateTip #10 Reduce your bounce rate

• “Percentage of visitors who enter the site and ...who then immediately exit”

• Should benchmark for different:

– 1. Digital channels (Search, ads, direct, email)– 2. Different sites, placements or search terms – 3. Creative– 4. Different landing pages

20% = Great

40% = OK

60% = Spam

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Tip - tune your Tip - tune your ww.google.com/analyticsww.google.com/analytics setup setup• 1. Define conversion goals (including value) & funnels

• 2. Define unique pages (e.g. remove Session IDs from URLs)

• 3. Setup filters (e.g. new visitors only, paid search, campaigns)

• 4. Put campaign tracking tags in placehttp://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner&utm_source=boston.com&utm_content=text-only Variable Meaning

utm_campaign The name of the marketing campaign, e.g. Spring Campaign.

utm_medium Media channel (i.e. email, banner, CPC, etc). What is the ‘distribution method’ that is used to get our message out to our clients?

utm_source Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search,

utm_content The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable.

utm_term The search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example.

http://www.google.com/analytics

Landing pagesLanding pages

Proving you’re not a dog

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Value PropositionValue Proposition

• Core brand proposition = Marketing Mix:

– Who are you?– What do you do?– Where you do it?– What makes you different?

• OVP - Online Value Proposition

– Reinforces core brand proposition and credibility, but messaging shows:

– Value that a site visitor get from your online brand or campaign that… They can’t get from you offline? They can’t get from competitors?

– Communicate message forcefully: online and offline

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Examples of Nielsen’s testsExamples of Nielsen’s tests

Email marketingEmail marketingGetting through the spam filter

Email template design

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1. Before you send email (Content)A. Limit use of spam keyphrasesB. Test e-mail against spam checker, use: www.lyris.com/resources/contentchecker

C. Test delivery / renderability in ISPs/FirewallsD. Educate your list members to whitelist youE. Setup Email server with best practice: Use subdomain: http://email.domain.com, SPF, SenderID, etc

2. After you send Email (Reputation):A. Remove bounces after 3 times (automatic)B. Track complaints through ‘closed-looped systems’C. Track Opens and Clicks across web mail companies and main corporate clients

http://www.lyris.com/resources/contentchecker

http://email.domain.com/

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Use a content diagnostic tool : Use a content diagnostic tool : Lyris E-mail AdviserLyris E-mail Adviser

See also Sitevista.com and Browsercam.com

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Using eyetracking research Using eyetracking research to inform Email design- ???to inform Email design- ???

1. Heading and subhead copy critical

• First 2-3 words most important

• Make hyperlinked2. Large fonts work well

3. Images often missed

• Use text link calls-to-action4. Readers scan down

the left of an E-mail

5. First part of para important

• F shape eyetrack6. Email intros skipped

• Use to personalise and engagee.g. with hyperlinks

Need to deliverScannability and Skimmability

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What’s « new »What’s « new »

• Photosynth?

• Web 3.0?

• Second life?


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GOOGLE EARTH 5GOOGLE EARTH 5

• http://earth.google.co.uk/ocean/


http://earth.google.co.uk/ocean/

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How does your frequency How does your frequency compare? How often should compare? How often should you “touch” your customer?you “touch” your customer?

Mobile Marketing GrowthMobile Marketing Growth

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And finally, don’t forget the mobile And finally, don’t forget the mobile Internet…Internet…

Source: Comscore: http://www.comscore.com/press/release.asp?press=1432

http://www.comscore.com/press/release.asp?press=1432

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Mobile usage varies dramatically by Mobile usage varies dramatically by geographygeography

• Research on short code response from M:Metrics found that a sizable percentage of mobile subscribers are responding to short codes placed in advertisements or in other media:

– Spain - 29.1 percent– UK - 18.5 percent– France - 10.1 percent– United States - 7

percent– Germany - 3.4

percent

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Mobile MarketingMobile Marketing

MOBILE MARKETING

Marketing through Mobile Devices

Mobile Web Mobile Messaging

SMS

MMS

Mobile Video DownloadableApplications

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The “thumb economy”The “thumb economy”

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Hype or reality?Hype or reality?

22%

25%

30%

59%

75%

70%

41%

70%

78%

30%

0% 50% 100%

Mobile advertising spend is more than 5% of totalad spend in the UK today

Mobile search will overtake PC search by 2015

The current mobile audience is 75% young males.

Mobile will be the primary medium forcommunicating with the 12 to 24 age group.

Location based ads are effective today

I agree I disagree

Source:IAB

Customer takes control!Customer takes control!

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• Photosynth


http://www.youtube.com/watch?v=IRwOFLWVg8A

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What e-marketing works?What e-marketing works?

• AMAZON

• E-BAY

• ITUNES

• GOOGLE

• Norwich union


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Thank youThank you

• Any further questions…[email protected]


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