What is Online Marketing?By Malcolm Gordon

“The marketing of products or services over

the internet”

• Search Engine Marketing (paid)• Search Engine Optimisation• Display Advertising (banners)• Social Media Marketing• Email Marketing• Content Marketing

The Disciplines

Search Engine Marketing (SEM)

Improving the visibility of a website or page in

search engine results pages (SERPs)

Paid (Google Adwords)Organic - SEO

paid results on search engine results pages

Search Engine Marketing

Search Engine Marketing

• #1 Google (dominates market) - Adwords• #26 Bing (now 30% of all US searches)• #4 Yahoo (still #1 in Japan) Search

Marketing• # 5 Baidu (China)• Ask• Wolfram Alpha

Search Engines

• Highly targeted – region, country, city, town, postcode

• Right message at right time• Pay for performance only (no clicks = no

charge)• Accountability• More control over organic results• Global reach (everyone searches)• Best ROI (usually)

Benefits

Benefits

Search Engine Optimisation (SEO)

Improvement of organic listings in search engine results pages (SERPs)

Why Important• Search algorithm – over 200 elements• Over 500 minor changes last year alone• On page and off page – link building,

blogs, Youtube videos, social media, etc.

• Black art, hard to measure results• Fast evolving playing field, has to be an

ongoing effort• Hard to build support and understanding

for because results may take some time• Ongoing effort, many marketing teams and

advertising agencies are geared towards thinking in terms of campaigns

Weaknesses of SEO

Display Advertising

Advertising that contains text, logos, photos and

other images.

• Use for increasing brand awareness• Can include rich media – games, videos,

highly engaging• Global reach• Can extend to mobile platforms• Contextual placements

Pros

• Lower CTR than search in general• Lower ROI than search in general• More costly to produce• Not as effective for direct

Cons

Social Media Marketing

The process of gaining traffic or attention

through social media sites

Facebook – 850 million+ (920,000 Perth) most visited site on earth (alexa)

YouTube – 620 million users (48 hours of video per minute)

Twitter – 200 million

LinkedIn – 120 million (159,000 Perth)

Google+ - 90 million

Foursquare – 20 million

Importance of Social Media

• Enormous reach• Mixture of roles – customer

service/advertising/public relations• Most popular sites on the web• Spend inordinate amounts of time• Great traffic drivers

Importance of Social Media

“More addictive than alcohol or cigarettes”

- Chicago University’s Booth Business School

Viral Marketing

Relationship Marketing

Build rapport – befriend first then sell second

The audience is

now the medium

Great content is shared, unengaging content is not

passed on

Viral Marketing

Frictionless Sharing

Proctor & Gamble is shedding 1600 staff and reducing its advertising spend because

online advertising and social media in particular have been

so successful

Viral Marketing

Viral Marketing

Email Marketing

Directly marketing a commercial message to

a group through electronic mail (EDM)

• Highly personalised messaging• Straight to a user’s inbox• Great metrics – open rates, etc• Can create/borrow lists by demographics• Ubiquitous – everyone has an email

address (2 billion+)

Benefits of Email Marketing

• Spam filters improving• Open rates declining• Younger demographics prefer SMS,

instant messaging or Facebook messaging• Risk of irritating audience and being

flagged as a spammer

Weaknesses of email marketing

Content Marketing

The creating and sharing of content to engage potential customers

• Blogs • White papers• Video – YouTube• News items of website• Build rapport first, sell second• Add value on a regular basis• Good content gets shared and spreads

virally