Topic 12 - Traffic Building - Kazbaah

woebegoneidealInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

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JM503


eMarketing


Week 12

traffic building

ZD Net Video

CIO agendas driving enterprise 2.0

Traffic


Having a great web site is no use if nobody
uses it. On the other hand, what do we mean
by
traffic?

This is another view of
traffic
.


Generating traffic

Vital to e
-
marketing objectives


Characteristics

Three key aspects of traffic building are :
-


Targets


Techniques


Timing


1. Targets

Include:
-


Quantity


Quality


Cost


Resource


www.iabuk.net

(Internet
advertising bureau)



2. Techniques

Search Marketing
-

Online PR
-

Online partnerships


Offline communication


Interactive ads


Opt in email


Viral
marketing

Web site and micro sites

3. Timing






Traditional advertising has fixed duration campaigns




Specific campaigns also used for traffic building




Also continuous traffic building activities

Summary

Traffic quality is high if visitors are with in
target market and they respond in line with
objectives.

Search engine marketing

Q. How important are search engines for web
site promotion?


A. Very

90% of users use search engines

Sites available to search engines

All the web 10 billion pages

Unregistered sites,
inaccessible sites,
data bases

Search engine
registered sites

Directories

Search engine marketing techniques

1.
Search engine optimisation

2.
Pay per click

3.
Trusted feed including paid for inclusion


Companies specialise in search engine
marketing example :
iprospect

Paid Search Vs Organic Search

Paid Search Has Only Slight Edge in Conversion
Rates over Organic Search, According to a
WebSideStory Study


Search Engine Optimisation

How are search engine result pages produced?


How do you register on a search engine?


Example:
www.google.com/addurl


or
http://search.yahoo.com/info/submit.html


Search Engine Optimisation

Cont…

It is recommended that automated submission
tools are not used as these can be considered
spamming.


If you are linked from other sites many search
engines will automatically index you.


Use the following search in Google

inurl:www.ozrural.com



Key Phrase Analysis

Keyphrase analysis tools from vendors such as

www.overture.com

Example (Car insurance):
-

1.
Comparison/quality


compare car insurance

2.
Adjective


cheap car insurance

3.
Intended use


high milage car insurance

4.
Product type


holiday car insurance


Think of some others


Key word suggestion tool
Overture


Improving Search Engine Ranking
Through SEO

1.
Frequency of occurrence in body copy

2.
Number of inbound links

3.
Inclusion in directories such as
dmoz

4.
Title HTML Tag

5.
Meta tags

6.
Hidden graphic text


Example of Hidden Text


<IMG NAME=‘ozrurallogo’ SRC=‘logo.gif’
ALT=“OZRURAL Horse and farm books”>

Pay per click (PPC)


Pay for each click rather than display


Ranking depends on highest bidded cost per
click


Popular when very competitive industry e.g.
gaming, insurance, retail


Small companies can respond quickly to
changes


‘Google Dance’ and may rank well
beyond rightful position as corporations much
slower to act.

Managing Pay per Click


Need to evaluate maximum PPC


Manage each PPC phrase so bid amount
competitive


Watch for fake clicks

Search Engine Summary


Ensure representation on main search engines


Complete key phrase analysis


Start search optimisation initiative


Maximise links to from different sites. Run
link building campaign


Review relevance of Pay per click to ensure
ROI

Online PR


Maximise favourable mentions of your
company


Online reputation management


Different to traditional PR


Examples of online PR


communicating with
media online; link building; blogs and RSS;
managing how your brand is presented on third
party sites; creating a buzz


viral marketing

Online Partnerships

Three key types of partnerships

1.
Link building


obtaining links from third
party sites

2.
Affiliate marketing


also offline e.g.
Apple

3.
Online sponsorship; a long term arrangement
to associate a brand with a site or part of a
site. Example WebTrends sponsor customer
information channel on
ClickZ.com


Interactive Advertising

Can help build site traffic but also brand
building. Rich media and large format ads
effective by placement on specialised portals


Acquiring customers by banner CPM is
expensive and other methods often preferable
particularly
Affiliate Advertising

Opt
-
in email

Three main options


1.
Cold email campaigns

2.
Co
-
branded email (eg your bank sends
insurance offer)

3.
Third party e
-
newsletter


ad, sponsorship or
PR (editorial) in newsletter.

4.
IF EMAIL IS NOT OPT IN IT IS SPAM
WHICH IS ILLEGAL

Viral Marketing


Traffic built through email (virtual word of
mouth) or real word of mouth to spread from
one person to the next

Offline Traffic Building


Advertising


Word of mouth


PR


Direct mail and physical reminders

Control


Control activities to assess effectiveness of
campaign against objectives of traffic quality;
cost of visitor; customer acquisition for
different techniques.


Log file analysis important for evaluation

Resourcing

Achieving right balance of



Promotion


Service and design


Online and offline promotion/campaign
activities

Resourcing Decisions for Campaigns


Banner run length


Ad
-
weighting


Targeting


Campaign size


Conclusion


Traffic building dependent on setting targets
for quantity and quality and using combined
onlne/offline techniques


Search engine and pay per click marketing to
ensure visability


Build online PR and review online potential
partners


Different types of interactive ads to build
brands


Conclusion (cont..)


Opt in email effective communication


Viral emarketing


Offline communications essential


Control supported by web analytics


Resourcing issues involve budgeting


site
creation, maintenance, advertising.

Test next week

Thursday 1
st

November.


Time
-

8.30
-
10.30.


Rooms
-

I have booked 2 computer labs and a
classroom.


B905 and B903 and room C903.