International Partners:

Web Marketing

Strategy

Web Marketing

Why is this important?

• With close to 1.800.000.000 people using the Internet world wide the internet is taking down all barriers

More importantly

• Mobile phones world wide have passed 4,6 billion

The merger of these worlds has begun

Internet versus traditional

Web Marketing

The Internet is Turning the Advertising World Upside Down

1. Increasingly the consumer is in control2. Technology innovation and broadband penetration foster

environment of consumer’s need for relevant and on demand information

3. Marketers held to new levels of accountability to Business ROI vs Media ROI

4. Escalating content choices creating new complexities for marketers

5. Consumer shopping behaviors have been radically altered

Into the searchers mind

Searcher's intent is either navigational, informational, or transactional?~ Source: 2008 Web-Smart CMO Report

80%80% of all

searches are informational

.(Penn - 2008)

Consumers embrace the Internet!

95%of corporate purchasing agents use the Web to research purchases of products and services.

93%

of consumers use the Internet to research major purchases.

64%

of net users start purchase research with

search engines.

127.7

Europe retail e-commerce sales

In billions of £ in the year 2009.

Consumer is in ControlShift in the way consumers engage…

– Visitor Controlled: Pull vs Push – Consumers can engage on their own terms

– Task Oriented: The consumer is no longer surfing the Web aimlessly; They are on a quest to find, do or buy something!

– Low Risk: If they don’t like what they see they are just a click away from the back button.

– Comprehensive: Vast amount of information both empowers and frustrates

– Transparent: Transparency equates to credibility – consumers demand respect

The Online Brand

Brand online is about: • Visibility – Attracting customers who are

actively looking for you• Usability – Engaging customers with clear

concise web site that speaks their language• Transparency – Retain customers with open

dialogue and information that empowers

The Web is Marketing GlueOver 56 percent of marketingexecutives said that the web waseither the hub of theirorganization’s marketing strategy,or that it will become the hub inthe next year.~ Source: 2006 Web-Smart CMO Report

56%

People react online

Online Effect of Offline “happening”

Case Study: “Volcano goes off in Iceland”

• The Problem: – A small volcano in Iceland starts to erupt – Flights are halted and millions are stranded– People are interviewed and state that they hate

Iceland• Result:

– Searches for Iceland go up 800%– Searches for Iceland travel go up 600%

Take advantage of these changes• Feed the need for control and create compelling

information consumers will pull and interact with on demand.

• Test your offline messaging with paid search advertising before it goes live

• Close the awareness loop with search by monitoring increased demand for new keywords

• Plan for and take advantage of the increased demand at search engines generated by offline

• Embrace search in your 360-degree world

New players in town• More than 9 in 10 marketers are planning a

Facebook presence by the end of 2010• World wide social media sites like Facebook, Twitter

and LinkedIn have around 1 billion users world wide• Facebook just reach 500 million users in May 2010

and is growing fast• According to a November 2009 survey from

Business.com, 73% of B2B respondents who were using social media had less than two years of social media marketing experience.

Early day’s

• Despite all the hype search marketing is still in it’s infancy

• There are developed markets like the US and the UK

• There are emerging markets like Brazil, China and India to mention few

• There is Europe, countries like Serbia, Bulgaria and even Russia with great and growing potential

!Organic Visibility

Web Marketing

Google• Google says it looks at over 200 items when it ranks

web sites• I say let’s put all our efforts into five of those

– Good unique descriptive title focusing on your main keywords <title>

• Don’t overfill your page with text for the sake of search engines.• Think about the keywords people are actually going to search for

– Good text that includes all your targeted keywords– Don’t lock you text in images– Have an option for user reviews and comments

Then there are links

Case StudyPure Organic

Web Marketing

Start-up / Case Study• What happens when you open an online shop and only use

search to market it?– Year one - 2004: $4500

• Close to zero inventory

– Year two – 2005: $32,500– Year three – 2007: $150,000– Year three – 2008: $190,000.-– Year three – 2008: $360,000.-– Year three – 2009: $800,000.-– Year three – 2010: est $1,000,000.-

• Physical store opened in 2009• Minimum inventory• Three employees

What was done:Good CMSKeyword analysisOrganic Search

Thank You

Kristjan Mar HaukssonDirector of Search / Founder

kmh@nordicemarketing.com

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