An Insider’s Guide to the Technology behind Internet Marketing

It’s like a Lonely Planet guide

only with less jetlag…

Christian BowmanWeb Wizard - Achaeus Group

2

The talk• Benefits of using technology• What can be automated?• Website Technology• Leveraging your database• Email and SPAM• Payment Mechanisms• Metrics & Tracking• Technology and Your Business

3

Benefits of using technology

• Works for you - Saves Time & Money• Better understand your clients’

habits• Increases control over your content• Increases your sales

4

What Can be automated?• Lead generation• Business building• Client nurturing• Database segmentation• Audience surveying• Content delivery• Product/Service fulfillment

5

Key Website Terms

• Domain NameIdentifies an address on the internet

• Hosting/ServerPhysical storage of your website data

• Website - Pages with contentCompany Info, Single option landing pages, Blog posts, Shopping Carts, Online Survey, etc…

6

Website Types• Static

Content is stored in the page file, data presented all the timechanges are typically manual

• DynamicContent is stored in a database, data is presented when required

• CMS - Content Management SystemTypically a Dynamic Site which allows users to edit their site themselves

• Blog - Dynamic Site which displays posts according to date - similar to an online diary.

7

Multimedia Technology• MP3 Files - Compressed sound files

• Video Streaming - Video playback online

• Podcasting - Media for download to personal players

• Camtasia - Video recorder of computer screen

Links to software on resource page

8

Key Internet Marketing Terms

• PPC - Pay Per Click• SEO - Search Engine Optimisation• Keywords - Significant words or phrases

in a website’s content

eg. “Gold Coast Accommodation”

9

Getting Domain Names

• Domain Name Researchhttp://www.bustaname.com , http://www.archive.org

• Domain Name Registrationwww.alive.com.au, www.smartyhost.com.au, www.powerpipe.com

• Pre-Ordering Domain Nameswww.snapnames.com.au

10

Why a dedicated Database?

• Keep records of clients & prospects• Search contact history with precision• Access a drilled-down audience• Ability to merge data into mixed

formats eg. Send Email, Letters, e-commerce

11

Using an Internet Marketing Based Database• Have your activities work together• Centralise your marketing operations• Automate communication sequences

Email, Mail, Fax/SMS• Automate and Schedule activities• Automatically keep track of your user

12

Example of AutomationAutomatic Data

Entry:

Contact Name

Email

Source

Time/Date

Interests

Email

Capture

Web Page

Segmentation:

Survey Results

Email Activity

Targeted

Content

Delivery

In less than an hour

13

Email/SPAM - 3 Steps

Spam Act 2003:1.Consent

Express or Inferred

2.IdentifyInclude clear and accurate contact information

3.UnsubscribeEnsure a functional unsubscribe facility

14

Express Consent

• Express: Direct indication by an addressee that it is ok to send the message

Eg. The addressee has subscribed to your electronic advertising mailing list…Or the addressee has specifically requested such material from you over the telephone.

15

Inferred Consent

• Inferred: Consent based on a business or other relationship with the person, and their conduct.

Eg. When purchasing goods or services an addressee has provided their electronic address in the general expectation that there will be follow-up communications.

16

Why receive payments online?

• Save administration time• Automatic invoicing• Receive payments after hours• Automatic price changes• Get money in your account faster

17

Payment Mechanism Terms

• Internet Merchant FacilityAbility to receive credit card payments into your BANK

• Payment GatewayAbility to accept credit card payments on your WEBSITE

• Shopping CartSoftware on your website for customers to make ORDERS for your products & services.

• Check-out – Order form with your CUSTOMER’S DETAILS and PAYMENT

18

Merchant/Gateway Vs PayPal

• Merchant/Gateway:Pros: Checkout process is quicker and easier

Funds arrive quicker, Hosted on your server,Cons: Expensive to setup

Tedious application process• PayPal:

Pros: Free & Easy to setupCons: Host on PayPal site, Bias towards Paypal

members, horrible support – CAN’T CALL

19

Merchant/Gateway

20

PayPal

21

Key Email Marketing Terms

• Deliverability/Bounce Rate% of people who didn’t get the email

• Open Rate% of people opening the email

• CTR - Click Through Rate% of people who clicked on a link in the email

• Unsubscribe Rate% of people who unsubscribe after a mail out

22

Email Report

•Bounce Rate = 2.7%

Wrong Email?

Mailbox Full?

•Open Rate = 35.1%

Subject Line?

Timing?

Banned/SPAM?

23

Key Advertising Metrics

• Impressions - How many people SAW your Ad?

• CTR - Click Through Rate% of people who saw an Ad/link and then CLICKED

CPC - Cost Per ClickTotal money spent divided by the number of clicks

• CPA – Cost Per AcquisitionAverage cost per lead based on sales/leads

24

Key Traffic Metrics

• Visits How many DIFFERENT people saw your page? How many pages did they view? New or Returning?

• Traffic Source WHERE did my visitors come from? Search, Keywords, Type-in, Advertising or Other websites?

Content PopularityWhat are my most popular pages?

25

Technology and Your Business

• How is my web site performing now?• What are my competitors doing online?• Can I make changes to my website before

I know what I need to change?• Can I do all this in-house right now?