Download Digital Marketing

Digital
Marketing
This module will provide you with sufficient
understanding of how to use the digital media to
enhance your marketing efforts.
Overview
Create website
Use digital marketing
Audit ROI
Contents
1
What is digital marketing?
3
What is digital marketing?
2
How do I create an effective website?
7
1>Register your website
2>Design an effective website
3>Explore e-commerce
4>Get people to visit your website
3
How do I use digital marketing?
18
Online display advertising
Email marketing
Social media marketing
4
How can I measure the success of my efforts?
28
Web analytics
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Page | 2
1>
What is
digital
marketing?
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Page | 3
Overview
Case Study
SMEs that ignore digital
are at a disadvantage
A study conducted in Australia
found that SMEs will lose out if
they continue to shy away from
using digital marketing to
engage with customers and
putting a digital strategy in
place. Business that had made
efforts in developing websites,
using eCommerce and mobile
marketing, and using social
media to listen and respond to
customers have all reported
positive experiences.
Create website
Use digital marketing
Audit ROI
Digital marketing is an efficient
and cost-effective means to ensure
that you are seen by the people
who are looking for you.
In the past, digital marketing was seen as an IT responsibility –
managing websites and search engines was not the
responsibility of the typical marketer. Today, with more people
spending time online for work and entertainment, digital media
is part of our daily lives. Even traditional media advertisements
invite customers to visit a website for information and
interaction.
In Singapore alone, there are 3.6 million Internet
users as of June 2010, 77.8% of the population.
Asia represents more than 42% of worldwide
internet users.
What this means to a marketer is that online marketing is now
one of the key mediums a business can use to promote its
business to the large local and international web savvy
audience. Digital Marketing takes this a step further, by using
all forms of digital media, including television, radio and
mobile, to promote brands, products and services to consumers
in a timely, relevant, personal and cost-effective manner.
This module will provide you with sufficient understanding to
enhance your digital marketing efforts.
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Page | 4
Overview
Create website
Use digital marketing
Audit ROI
How well are you using digital marketing?
Do an audit on your digital marketing efforts
Have you explored the various ways?
Do you need a website?
Learn how to create a good website
Do you want to do business online?
Learn what is needed for e-commerce
Do people visit your website?
Learn how to make your website more visible
on the World Wide Web
Do you want to increase sales or
enhance your brand?
Explore the potential of online advertisements
emailers and building a social media network
Do you want to get customer insights
from your website?
Learn how to use web analytics
Do you want to keep making your
website better?
Keep learning by getting inspiration
from other websites
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Page | 5
Overview
Create website
Use digital marketing
Audit ROI
Company website and email
 I have my own company branded website,
eg. www.mycompany.com.sg
 I update my website regularly (eg. once a month)
 I have a company branded email address (eg.
[email protected]
 I regularly review the volume of traffic coming to my website and
find out what pages customers are viewing
 My company website can be easily found in the first 2-3 pages of a
search engine results page
 I get enquiries regularly from my website
Digital marketing tools
 I make use of paid search advertising (eg. Search engine marketing)
 I make use of paid display advertising (eg. Online display
advertisements)
 I make use of email marketing
 My company is listed on Google Street Directory maps
 My company is listed on online business directories (eg.
Yellowpages.com.sg)
 My company has a social media community (eg. Facebook page)
 My company has a blog or a microblog
 I make use of mobile/sms marketing
 I constantly review the effectiveness of each of the above tools I use
in terms of the number of people using the tools, enquiries and
sales.
Act on It
What is the next step?
0-5  You could be doing more to utilise the benefits of digital marketing. Read this module thoroughly
to get some tips on where to start. Alternatively, you could also employ the services of a digital
marketing company.
6-10  You are well on your way. If you have used these tools for over 6 months, you should see some
results.
10-15  Make a thorough assessment of the effectiveness of the tools you are using. Keep learning by
Observing your audience and keep evolving your digital offering.
Develop a plan using the editable template provided: Plan Your Digital Marketing Efforts
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Page | 6
2>
How do I
create
an
effective
website?
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Page | 7
Overview
Create website
Tip
Costs related to setting up a
website
 Domain name registration
 Hosting fees
 Design and construction of
website
 Developing the site content
 Recurring fees such as
monthly hosting charges,
domain renewals, and
merchant account fees if
applicable
Use digital marketing
Audit ROI
Your website is the easiest way
potential customers can find out
more about your products and
services without having to call
you or to visit your place of
business.
Today, you can have a company branded website and email
service for less than S$100 a year. A website provides you
with 24/7 visibility to anyone who is interested in finding
out more about your products and services.
You can provide details for customers to make an informed
purchase decision, or engage them such they return
regularly to your website to find out about future products
and services.
Many businesses also have ecommerce features that allow
customers to purchase products online. Websites are not
only meant for business to consumer products, but for
business to business products as well.
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Page | 8
Overview
Create website
Use digital marketing
Audit ROI
STEP 1
Get your own unique address on
the World Wide Web.
Tip
Get the name you want
List the possibilities and make a
decision to buy even before you
reach the registrar's page to
check.
Only go to the registrar that you
plan to buy from. Once you see
that the domain is available,
buy it immediately.
This is to avoid others snapping
up the name you have just
checked.
Today, you can have a company branded website and email
service for less than S$100 a year. A website provides you with
24/7 visibility to anyone who is interested in finding out more
about your products and services.
Register a domain name
Use a domain name that is readable and easy to remember, so
that people do not have to guess what it is. A name like
www.eleconesing.com is hard to remember or tell anyone. You
should aim to have a domain name that matches your brand
name.
You can choose to register your domain name with .sg, .com,
.net, .edu or any other extensions. Typically the extension
suggests where you are located and the coverage of your
business.
Singapore only. If you are located in Singapore and only cater
to the local community, then a .sg domain name lets your
customers know that they are contacting a local supplier.
Register with one of domain registrars listed at Singapore
Network Information Centre (sme.sgnic.sg/registrars.html).
Beyond Singapore. Search and register US extensions like
.com, .net, .edu at Network Solutions (www.networksolutions
.com). If you are unable to get the .com name you want, you
could consider using an alternative extension, then promoting
your business or website with the full name.
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Page | 9
Overview
Create website
Use digital marketing
Audit ROI
Engage the services of a web hosting company
Tip
Useful information on
setting up a website
EnterpriseOne
www.business.gov.sg
guides you in registering a
domain name in Singapore;
search „Singapore Domain
Name‟
www.thesitewizard.com
offers free articles and tutorials
on web design, and promotion
websitesetupguide.com
offers a guide to novices to set
up a website
This is a company that can provide you with space on a server
that you can upload your web-site to. They also provide
personalised company branded email account services. The
cost varies depending on the scale of your website and the
services you require.
Most web-hosting companies offer a one stop service: register
the domain name, provide web-hosting, web site design and
maintenance.
Check with a few vendors before you decide which is best for
your business. Always ensure that you or your company is the
owner of the domain name and content of the website.
Link your domain name and website.
Once you have a domain name and a web hosting account you
need to link them up. Ask your web host for the list of name
servers they use, log on at your domain registrar‟s website and
amend the list of name servers there. Ask the registrar for help
if you need it.
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Page | 10
Overview
Create website
Use digital marketing
Audit ROI
STEP 2
Tip
Design your own website
You can visit these websites and
make use of their templates to
design your own website:
Featured Wix Websites
www.wix.com/sample/web
site
Joomla!
community.joomla.org/sho
wcase
Metamorphosis Design
www.metamorphozis.com/f
ree_templates/free_templa
tes.php
Your website is your
salesperson on the Internet.
It needs to be professional and
engaging in presenting your
business, sometimes it even
needs to close sales.
Design your website.
You can choose to do this yourself or engage a web
designer. The cost of building a website can vary from a
few hundred to several thousands of dollars depending on
the technology used, for example, Flash, HTML, content
management systems, etc
Develop good website content
One element of website building that often gets neglected
is website content. The content and style of your website
needs to be relevant to your target audience, and it
represents your sales pitch to them. Your website needs to
connect, issue a compelling offer and give a clear call for
action, just like a live salesperson.
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Page | 11
Overview
Create website
Use digital marketing
Audit ROI
Include user-friendly features
Tip
Websites worth visiting
Take a moment to visit some of
these websites and get some
inspiration from them.
International WebAward
Competition
www.webaward.org
Web Marketing Association
picks the best websites from 96
industries based on Design,
Ease of use, Copywriting,
Interactivity, Use of technology,
Innovation and Content.
Web Design Ledger
webdesignledger.com
This is a publication written by
web designers for web
designers.
Web Design Trends for 2010
webdesignledger.com/tips/
web-design-trends-for2010
Colorful Web Designs
webdesignledger.com/inspi
ration/55-colorful-webdesigns-to-inspire-you
Minimal and Super Clean Web
Designs
webdesignledger.com/inspi
ration/60-minimal-andsuper-clean-web-designsto-inspire-you
If you are building a web-site for the first time or looking to
revamp your website, consider the following design elements that
will enhance user experience:






Look and feel: Provide a pleasant and engaging experience
for your target users; ensure that the images, colors, font and
even music on your website are what they would like. It
should also be appropriate for your company image and
brand.
Information: Check that the information is presented
logically and that it is easy for the user to navigate around
your site. Provide them with all that they need to make
informed decisions to buy your products and services.
Updated Content: To attract users back to your site, content
must be frequently refreshed. Constantly putting new
information on your site also pushes you up the search engine
rankings.
Interactivity: Reading words on static websites are not very
engaging. Use images, animation, and video where
appropriate to deliver the right information at the right
moment. Provide visitors with tools and learning
opportunities so that they feel more engaged with your brand.
Talk Back: Make it easy for users to talk back through email,
enquiry forms, virtual helpdesks, and even Chatbots, virtual
salespeople who will soon be able to hold real conversations.
If you receive an enquiry, be ready to respond within 24
hours.
Educate: Don‟t always have sales as the number one
objective, education can also lead to sales. Organizations too
often confuse marketing objectives with sales objectives.
Time Magazine 50 Best
Websites 2010
www.time.com/time/specia
ls/packages/0,28757,20127
21,00.html
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Page | 12
Overview
Create website
Use digital marketing
Audit ROI
STEP 3
Tip
Find out how other SMEs
in Singapore are doing in
ecommerce
The Ecommerce Association of
Singapore conducts an annual
Singapore Ecommerce Survey
ecommerce.org.sg
E-commerce is not a standalone
decision. It needs to be a
carefully considered component
of your business model and
marketing strategy.
Many online businesses rushed to put ecommerce on their
websites in the 90‟s only to realize that not every product
sells well online. These are some key pointers before you
decide to put ecommerce on your website:
Unique product. Your product must be unique and can
only be found online. If it can be bought from the
nearest supermarket or shop, there is no incentive to
buy online especially when many users in Singapore
prefer to touch and feel products before they purchase.
Provide sufficient information. Use good quality
pictures taken from multiple angles, clear descriptions
of dimensions and materials, colour choices and
availability. The more details you offer, the easier it is
for customers to make a decision.
Ease of navigation and ordering. This is the key to
closing online sales. Ensure that users have an option
to contact someone if they have questions or problems
with the site. Provide product codes for easy reference.
Ecommerce engine. This is the part of your site that
serves as a shopping cart where users can select
multiple products and pay for them. There are free
tools like ebay as well as paid tools to build this.
Always run a trial account first to ensure that it can
fulfill your requirements. Compare several to make
sure it gives a level of service that does credit to your
business.
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Page | 13
Overview
Create website
Tip
E-commerce websites to
learn from
Visit a good e-commerce
website or even buy something
from them to experience how
they make it easy for customers
to make a purchase. These are
some you can start with:
Amazon
www.amazon.com
Far East Flora
www.fareastflora.com
Lands‟ End
www.landsend.com
Use digital marketing
Audit ROI
Secure transactions. You can use payments services
from WorldPay, NETS, PayPal or other credit card
processing companies that offer secure transactions for
merchants. All payment gateway providers will
typically charge anything between 2-8% of the
purchase value as a transaction fee. So choose the
provider based on the ease of use, payment currency
capabilities and cost.
Order fulfillment. Make sure you have the logistical
capability to deliver the products within 2-3 business
days. Courier providers like Speedpost, DHL, UPS or
SingPost are options you can consider. Provide your
customers with a way to track the status of their
orders.
Returns, exchanges or money back warranty. It is a
good practice to offer returns, exchanges or money
back warranty if users are unhappy with their purchase
or if they found it damaged upon delivery. Online
industry practice is within 30 days of delivery,
although some provide up to 45 days, probably to cater
for overseas customers. In Singapore 7 days is the
norm.
Bandwidth. Most low-end sites can only manage a
limited number of concurrent transactions at the same
time. Check with your web hosting vendor what sort of
bandwidth the website can manage, so that you do not
run the risk of having your site crash and losing
customers.
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Page | 14
Overview
Create website
Use digital marketing
Audit ROI
STEP 4
Tip
Website design skills
Choosing a website design
vendor involves evaluating both
their creative design skills and
their technical skills. You will
then need to decide which is
more important based on your
website design needs.
A beautiful website that nobody
visits is the saddest place on
earth.
Now that you have a website, it is time to look at how you
can generate more awareness amongst online users and
direct them to your products and services. The most
utilised advertising and communication tools are Search
engine optimisation (SEO) and Search engine marketing
(SEM).
What is search engine optimisation (SEO)?
SEO helps you to become more visible when people are
searching for a product or service like yours. When a user
types in a keyword, websites with relevant content are
likely to appear in the search results. This is referred to as
organic or natural search.
This is like pitching for your news to be published by the
media – while you cannot count on being listed, you
should make every effort to tap this free visibility.
Optimising your website for search engines is free if done
in-house, or you can pay a fee to have an SEO/SEM
company do it for you.
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Page | 15
Overview
Create website
Use digital marketing
Audit ROI
How do I use SEO?
Tip
Websites that help you
boost your SEO listings
Build your Metatags
www.scrubtheweb.com/abs
/builder.html
www.addme.com/meta.htm
www.onlinemetatag.com
www.pandia.com/optimizat
ion/SEO-metatags.html
Submit your Website URL to
search engines
www.google.com/addurl/?c
ontinue=/addurl
www.addme.com/submissi
on/free-submissionstart.php
www.submitexpress.com/fr
ee-submission.html
www.scrubtheweb.com/add
url.html
In order for your website to be listed, or “indexed”, by search
engines, you need to optimise the pages in a way that it „speaks‟
to the search engine and tells it how to categorise your web site.
This is done by embedding a series of meta tags. The most
common meta tags are Title, Description and Keywords.
Enter the URL of the website in the web browser and select
View, Source to see the HTML code used for the web page, then
amend the following:
Title. This is similar to the title of a book or article, and
provides a one liner of what the page content is. Keep to 510 words, including the company name and relevant
keywords, and use unique title tags for each page.
Description. This is similar to the preface or back cover of
a book, and provides a concise summary of the page. Keep
to 20-40 words.
Keywords. These are the top ten keywords users might use
to find your product or service. In selecting keywords, think
from a user perspective what they might key in and what
purpose they might need your product or service for. It is
more effective if the keywords or key phrases are actually
found in the page content.
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Page | 16
Overview
Act on It
Do your SEO well first. It
is important for you to spend
some time getting familiar
with your best keywords on
SEO before you embark on
SEM, as it has to work
together to get a better
response.
Quality advertisements.
It is worthwhile to strive for
quality and relevance in your
advertising, and to make
sure your ad is closely linked
to the keywords you have
paid for. You get better
results while paying less.
Create website
Use digital marketing
Audit ROI
What is search engine marketing (SEM)?
Search engine marketing is all about buying keywords that
are associated to your products or services. When a user
types in a keyword that you have bought, your ad will
appear, either above the organic or natural search results,
or in the column on the right.
This is like buying advertisement space on newspapers,
except that you only need to pay if users click on the
advertisement link to visit your website. This is known as
pay per click or cost per click pricing.
How do I use SEM?
The exact inner workings of search engines such as Google
and Yahoo are confidential, however, the gist of it is that
you need to develop good advertisements and understand
how users are likely to search for you.
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Page | 17
3>
How do I
use
digital
marketing?
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Page | 18
Overview
Create website
Tip
Successful Ads
The secret to a successful ad is
your headline. You only have a
split second to grab the target
customer‟s attention. Your
potential customer will most
likely scan the ads and only
read one if it catches their
attention. Write your ads with
passion, excitement, and
benefits. This is a good
guideline to follow:
Attention -Grab attention
through the headline
Interest -Create curiosity with
something relevant to their
needs
Detail -Provide sufficient
details to draw them in; they
should not need to hunt for the
information themselves
Action – Call for action using a
compelling offer that requires
their immediate action
Use digital marketing
Audit ROI
Online display advertising is
most effective when you place
your advertisements on popular
websites that your target users
regularly visit.
Just as you would buy advertising space in the real world –
a travel poster at a bridal fair, an advertisement for
handbags in a fashion magazine, a pamphlet on shiny new
tyre rims at the car showroom – online display
advertising is about placing advertisements where the
visitors are highly likely to have an interest in such a
product.
A banner placed on a website with high traffic
is potentially viewed by all the visitors to the
site.
If for example, you place a banner on
channelnewsasia.com for two weeks, you potentially have
a reach of close to 100,000 unique users every day. If a
high percentage of their readers, who fit a certain profile,
become interested in your product, you would have
achieved sustained impact over more days at a lower cost
than traditional media.
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Page | 19
Overview
Create website
Use digital marketing
Audit ROI
What are they?
Pros
Cons
Banner Ads
Leaderboards
Skyscraper Ads
Sidebar Ads
Ads of various sizes that
appear at the top,
bottom or right side of
the page
Good for branding and
constant reminders of the
brand message
Does not usually
convert directly to
sales, which may occur
at a later date based on
customer recall
Pop-up Ads
Interstitial Ads
Floating ads
Expanding ads
Ads that try harder to
catch your attention by
popping up over the
webpage, appearing as
you travel from one page
to another, floating
across the screen, or
expanding when your
mouse is near
Visitors are much more
likely to look at the ad,
and to look at it for longer
time
Visitors could find
them irritating if there
are too many; they may
use software to block
such ads
Video Ads
Unicast Ads
Ads that are like the
above two groups, but
with moving images;
they last about 10-30
seconds
Visitors tend to click on
them; this is like a TV
commercial that you can
immediately respond to
May cost slightly more
to develop and host
Text Ads
Ads that are simple and
text-based, using catchy
phrases to grab visitors'
attention so that they
click on the link to read
more
Customers trust text ads
more than banner ads;
converts to sales well; it
can also help with your
Google rankings
Provides less visual
branding opportunity
than graphic ads
Email Ads
Newsletter
Sponsorships
Page Sponsorships
Ads that are distributed
through email blasts to
audiences who have
opted to receive them;
you can send your own
email or newsletter, or
buy a space on an
existing newsletter
You can build brand
awareness with a chosen
target market;
it can also convert
directly to sales;
if the newsletter is
archived online, you get
long term visibility
Effectiveness depends
on the quality of the
subscriber database
Paid Listings
Your company name and
product/service is listed
in a directory
If the directory is relevant
and has good traffic, this
can directly result in sales
No guarantee that you
will be seen by
prospective customers
Advertorials
Ads that are like news
articles by journalists,
but are paid for by
advertisers
You can share in-depth
information and positive
user experiences, which
can lead to sales
Visitors may not have
the patience to read
advertorials that are
too long
Types
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Page | 20
Overview
Create website
Use digital marketing
Audit ROI
Understanding the technology behind the online display advertisements will help
you to decide what is sufficient for your needs:
Standard Banner
Rich Media Display
What is this?
Jpeg or Flash animated banner
Display ads with dynamic motion,
interactive and informational, often
taking advantage of broadband
connectivity
File size limit
Max 40kb
From 300kb up to 10mb
Content
Graphics and animation
Interactive ads, games,
mini-microsites, forms, creative
execution, videos (2.2mb – 10mb),
and variations
Measurements
No. of visitor impressions
No. of click-thrus
No. of visitor impressions
No. of click-thrus
Length of time for video play
Length of time spent on interaction
No. of options selected on custom
interactions
Cost
Standard media costs
Some publishers charge a premium
to use rich media; production of such
ads may also cost more
Effectiveness
Visuals and words need to be strong,
possibilities for maximising
effectiveness through using ideas,
education and compelling value
propositions to increase brand recall
Wide range of possibilities for
interaction, users can be actively
engaged, high potential for
communicating brand message;
typically able to get higher rate of
click-thrus
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Page | 21
Overview
Create website
Use digital marketing
Audit ROI
There are huge advantages to placing your advertisements where the visitors are
more likely to already have an interest in such a product or service. These are the
ways in which you can achieve this:
Contextual Ads
This is when an ad is shown to
the visitor based on what he is
currently reading or browsing.
For example, if he is reading an article on
a news website about health, he may see
contextual ads for vitamins, exercise
equipment or sportswear. Contextual ads
are purchased through search engines
like Google, Yahoo, MSN and other
contextual ad networks.
Behavioral Ads
This is when an ad is shown to
the visitor based on what he
has recently done, such as
online purchases, searches and
browsing history, as well as
demographic details such age
or gender.
For example, if he recently visited a car
dealership website, he may see
behavioral ads offering car loans.
Geographical / Localized Ads
This is when an ad is shown to the
visitor based on where he is. It is
useful if you are serving users within
a specific locality or region.
For example, you can place your ads on local
radio, television and newspaper websites, as well
as localised sites of search engines and
directories.
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Page | 22
Overview
Create website
Tip
Find out more about email
marketing
SPAM control guidelines in
Singapore
www.spamcontrol.org.sg
Wikipedia: Email Marketing
en.wikipedia.org/wiki/Email_marketing
Use digital marketing
Audit ROI
An email or e-newsletter is a
great way to communicate
regularly with a list of potential
customers who have clearly
identified their needs
Email marketing, also called electronic direct mailers
(EDMs), is a form of direct marketing through electronic
mails. You can send an email on a specific topic or as a
newsletter of related topics.
It is sent to a database of users whom you have already
identified to be interested in your products and services.
The personalised format of an email makes it useful for
enhancing relationships with current or past customers.
The frequency of receiving updated information
encourages loyalty or repeat business
And the fact that useful information and compelling offers
can be easily forwarded to friends and business associates
makes it effective for acquiring new customers.
Some of the advantages include:
 EDMs are cheap and fast
 Every recipient can receive a personal message
 Customer segments can be targeted effectively
 You can track whether the mail has been opened,
clicked, forwarded, bounced or unsubscribed
 Manpower can saved by using automated response
 Recipients can be reached anywhere as they are
accessible from portable devices
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Page | 23
Overview
Create website

Use digital marketing
Audit ROI
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SPRING Singapore & Marketing Institute of Singapore Copyright © 2010 All Rights Reserved
Page | 24
Overview
Create website
Case Study
Is social media marketing
relevant to B2B
businesses?
Scania is a B2B company selling
heavy trucks, buses and
coaches, industrial and marine
engines; their products are
supported by engineering
services such as the Scania
Driver Support, which
continually analyses data from
sensors in the vehicle to help
enhance driver performance.
Visit Scania Drivers on
Facebook to see how they have
engaged the community and
helped them to understand its
competencies.
Use digital marketing
Audit ROI
Social media marketing can ride on
the social media network which
brings together an online community
of people who are keen to build social
and business connections, share
information, develop common
interests and even collaborate on
projects.
There is a huge interest to leverage on social media for
marketing purposes as the most powerful influencers most
people can tap on are business associates, friends and family.
Today there are a variety of online services and communities
that serve this purpose.
Social media platforms can be grouped as follows:
 Social Platforms (Facebook)
 Expressing (blogs)
 Sharing Content (You Tube, Flickr)
 Games (Zynga)
 Networking (Linkedin)
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Overview
Create website
Tip
More B2B business using
social media marketing
A B2B Marketer's Guide to
Great Facebook Pages
This website offers a free
ebook on 15 short case
studies of B2B businesses
that are using social media
marketing to grow their
business.
www.hubspot.com/ma
rketing-ebook/b2bmarketing-guide-forgreat-facebook-pages
Use digital marketing
Audit ROI
A social media community takes time
and effort to build. The community
grows because people want to interact
with the issues and purposes your
organisation supports.
They value the honest communication and real one-on-one
conversations about real questions and challenges they may be
going through in their business or personal lives. They
appreciate receiving relevant and current information that
they community can share.
Used correctly, your social media network can give you a
platform for brand awareness, exposure, networking and a
boost in website traffic and sales.
Is social media marketing relevant to B2B
businesses?
Visit some of the most visited Facebook business pages of both
big and small businesses, and try to understand why people
are attracted to them.
Big Boys
Ben & Jerry‟s
Pizza Hut
Starbucks
Pringles
RedBull
Coca Cola
100% Pure New Zealand
Small Businesses
The Menu Group / Brewerkz
Caminito Argentinean Steakhouse
Wiggly Wigglers
Moonfruit
Martell Home Builders
Epic Change
Rochor Beancurd House
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Overview
Create website
Use digital marketing
Audit ROI
Before you venture into social media marketing,
consider the following:
 Do you have a clear objective for developing a social media
network?
 What would your customer be looking for in a social media
network?
 Do you have sufficient valuable, high-quality content, or are you
confident of generating the content, such that your readers
would want to share it with their associates and friends?
 Do you have a basic circle of friends or business peers outside of
your company that can serve as the start of this community?
 What resources can you commit to managing responses, given
that users expect responses within 24 hours on social media
sites?
 What resources can you commit to enhancing your social media
listening abilities to listen to what the rest of the web is saying
about you, so that you respond appropriately on your site?
 Do you have a plan to engage the community further and to
develop the next level of relationship with some of them?
 Do you have plans to improve your products and services based
on the suggestions from the community?
 Do you have qualified customer care personnel to manage service
recovery if complaints are posted?
 Can you maintain this for the long term, as users may become
skeptical about participating if it is not well managed?
 How will you measure the performance? You will need to
develop several metrics as it should not be based on the number
of users alone.
 What social media tool will best cater to your product or service?
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4>
How can I
measure
the
success
of
my efforts?
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Overview
Create website
Think About It
One of the things our
grandchildren will find
quaintest about us is that we
distinguish the digital from the
real
…in the future, that will become
literally impossible.
William Gibson
American-Canadian writer
Use digital marketing
Audit ROI
Determine the effect of your digital
marketing efforts to decide what
gives you the best value for money
If you are going to make an investment in digital marketing,
then you definitely want to see results. Without tracking your
results, you could be spending your budget on the wrong
options and missing out on better opportunities.
One way to assess your return on investment (ROI) on digital
marketing is to compare the costs and results against what you
have spent on traditional marketing. For example, did it cost
you to get one sale, a potential lead, someone to sign up for a
newsletter, to drive visit to stores. The results may be harder to
distinguish if you have already been using both.
These are some of the criteria you can measure as a gauge of
effectiveness, depending on your objective for embarking on
digital marketing:
Increase sales
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Increase in volume of traffic at website
Increase in number of page views
Increase in number of enquiries at website
Better search engine rankings
No. of click-thrus from paid search
advertising (eg. SEM)
No. of click-thrus from paid display
advertising (eg. online ads)
No. of responses from email marketing
No. of responses from map or directory
listings
No. of responses from mobile/sms
marketing
Increase in ecommerce
Increase in overall sales
Effectiveness Measure:
High level of intent to purchase
Cost per enquiry
Enhance brand awareness
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Number of people registered / actively
participating in social media community
Number of people visiting blog
Do a brand audit to find out what they
have learnt about you through your
website / social media network / blog
High level of brand or product recognition
/ awareness / recall
High level of understanding of your
product / product category
High level of understanding of the issues
and purposes your organisation supports
Effectiveness Measure:
Positive perception of brand
Emotional connection with brand
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Overview
Create website
Act on It
Find out more about web
analytics
Wikipedia: Web Analytics
en.wikipedia.org/wiki/
Web_analytics
Use digital marketing
Audit ROI
Web analytics provides you with
opportunities for unparalleled levels of
information and intelligence to better
serve your customer‟s needs.
Marketers need to be able to answer questions such as:
 Which type of customer is driving profitability?
 What do our most profitable customers do on our Web site?
 Which of our marketing activities are proving most
valuable?
 How can we best respond to new and potential competitive
threats?
 What returns are we getting on our investment in digital
marketing?
Analyzing website traffic allows you to assess the
effectiveness of your website and will give you
insights into some of the questions above.
How can I use web analytics?
Server site analytics
Your website hosting company should have software such as
Webtrends, AWStats or equivalent, to provide you with
performance reports on how every page on your website is being
used. Most web-hosting companies will provide some basic web
analytics for your site so remember to ask for it. The report is
usually included in the web hosting rental price.
Third-party analytics
If your webhost does not have server site analytics, you can use
Google Analytics or Yahoo! Web Analytics, which are offered
free. However, as this requires the embedding of scripts on
every page of your website in order to generate the reports, this
option may not be suitable for companies dealing with sensitive
information on their website, such as a financial services
website.
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Overview
Create website
Use digital marketing
Audit ROI
So what do you look out for?
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Unique visitors. How many people are visiting your site?
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Page views per day, week, month & most visited pages.
Helps you understand if users are finding relevant content by the
number of pages they read. Also, average time spent on the site
will give you an indication of the usefulness of the content, and
which pages are most useful, so that you can do more of what you
are doing well.
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What time of day is your website the busiest. Consumer
sites tend to be busier in the evenings, and business sites more in
the day time. This helps you to decide whether you need to
enhance your ability to engage and provide greater access to your
products, such as using a call service or online chat to cater to
enquiries received after normal business hours.
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Search keywords. What keywords did the users key into the
search engine to find your website? This allows you to optimise
your website with relevant keywords, and guides you in your
SEM purchases.
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Referrals. What other sites are referring visitors to your site?
Consider partnerships with these sites if it is relevant to boosting
your business potential and your branding is in alignment.
SPRING Singapore & Marketing Institute of Singapore Copyright © 2010 All Rights Reserved
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Acknowledgements
In order of appearance:
Introduction:
International Telecommunications Union (www.itu.int) -figures on Internet use
en.wikipedia.org/wiki/Digital_marketing – Digital Marketing
www.smartcompany.com.au - Sensis eBusiness report: SMEs ignore digital marketing strategies
by Patrick Stafford
Register your website:
www.thesitewizard.com - by Christopher Heng
websitesetupguide.com – by Daniel Piechnick
www.allbusiness.com/ - How Much Does It Cost to Build a Basic Business Web Site?
Design an effective website:
www.michelfortin.com/the-seven-deadly-sins-of-website-copy - by Michel Fortin
Get people to visit your website:
www.optimum7.com - How Does Google Adwords Work?
Online display advertising:
www.web-source.net/internet_advertising.htm - Online Advertising / Web Advertising / Business Advertising
www.MsSEM.com - Copyright 2006 Helen M. Overland, All Rights Reserved
ezinearticles.com - Different Types of Online Advertisement by Alka Shakya
www.webadvantage.net - Types of Online Advertising
Email marketing:
www.spamcontrol.org.sg - SPAM control guidelines in Singapore
en.wikipedia.org/wiki/E-mail_marketing - Email marketing on Wikipedia
Social media marketing:
www.clicknewz.com/1689/- How to Use Social Media… Successfully by Lynn Terry
www.asmallchange.net - Let‟s Get Real: Why Use Social Media by Jason Dick
www.penn-olson.com - 10 Successful Facebook business pages/5 Brilliant Facebook business pages by Willis Wee
www.penn-olson.com - 3 Successful small businesses on social media (parts I & II) by Sarah Chong
Web Analytics
William Gibson, American-Canadian writer, quote obtained from article on
http://smartdatacollective.com/jackmason/17971/one-things-our-grandchildren-will-find-quaintest-about-uswe-distinguish-digital by Jack Mason
Websites mentioned in the guide
In order of appearance:
Domain Name Registration:
SGNIC – Singapore Network Information Centre - http://sme.sgnic.sg/registrars.html
Network Solutions - http://www.networksolutions.com
Useful information on setting up a website
EnterpriseOne guides you in registering a domain name in Singapore; search „Singapore Domain Name‟
www.business.gov.sg
www.thesitewizard.com - offers free articles and tutorials on web design, and promotion
websitesetupguide.com - offers a guide to novices to set up a website
Web Templates:
Featured Wix Websites - www.wix.com/sample/website
Joomla! - community.joomla.org/showcase
Metamorphosis Design - www.metamorphozis.com/free_templates/free_templates.php
Websites worth visiting
Take a moment to visit some of these websites and get some inspiration from them.
International WebAward Competition
www.webaward.org
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Web Marketing Association picks the best websites from 96 industries based on Design, Ease of use, Copywriting,
Interactivity, Use of technology, Innovation and Content.
Web Design Ledger
webdesignledger.com
This is a publication written by web designers for web designers.
Web Design Trends for 2010
webdesignledger.com/tips/web-design-trends-for-2010
Colorful Web Designs
webdesignledger.com/inspiration/55-colorful-web-designs-to-inspire-you
Minimal and Super Clean Web Designs
webdesignledger.com/inspiration/60-minimal-and-super-clean-web-designs-to-inspire-you
Time Magazine 50 Best Websites 2010
www.time.com/time/specials/packages/0,28757,2012721,00.html
The Ecommerce Association of Singapore conducts an annual
Singapore Ecommerce Survey
ecommerce.org.sg
Payment gateways
RBSWorldpay - http://www.rbsworldpay.com/products/index.php?c=SG
NETS - http://www.enets.com
Paypal – http://www.Paypal.com
Ecommerce websites
Amazon - www.amazon.com
Far East Flora www.fareastflora.com
Lands‟End - www.landsend.com
Build your Metatags:
http://www.scrubtheweb.com/abs/builder.html
http://www.addme.com/meta.htm
http://www.onlinemetatag.com
Submit your Website URL to search engines:
http://www.google.com/addurl/?continue=/addurl
http://www.addme.com/submission/free-submission-start.php
http://www.submitexpress.com/free-submission.html
http://www.scrubtheweb.com/addurl.html
Email marketing:
SPAM control guidelines in Singapore: www.spamcontrol.org.sg
Email marketing on Wikipedia: http://en.wikipedia.org/wiki/E-mail_marketing
Social media marketing:
Visit Scania Drivers on Facebook – http://www.facebook.com/pages/Scania/16922907763
A B2B Marketer's Guide to Great Facebook Pages
This website offers a free ebook on 15 short case studies of B2B businesses that are using social media marketing
to grow their business.
www.hubspot.com/marketing-ebook/b2b-marketing-guide-for-great-facebook-pages
Web Analytics
Webtrends - http://www.webtrends.com
AWStats - http://awstats.sourceforge.net
Google Analytics - http://www.google.com/analytics
Yahoo! Web Analytics - http://web.analytics.yahoo.com
Wikipedia http://en.wikipedia.org/wiki/Web_analytics
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