ONLINE MARKETING

STRATEGY
POWERPOINT TEMPLATE
AGENDA
Online Marketing Strategy

1. Quote
2. DEFINITION
3. Basics
4. Basic TERMS
5. STATISTICs
6. Implementation
7. Checklists
We lived on farms, then we lived
in cities, and now we're going to
live on the Internet!
From the movie, The Social Network
DEFINITION
ONLINE MARKETING STRATEGY
Marketing is a sales-related business
function that has to do with acquiring
information about markets, defining a
company's areas of activity in selected
markets and influencing operators in
commercial transactions or business
relationships.
Hartwig Steffenhagen
(from Marketing – An Introduction)
Online Marketing is a set of measures or
actions that aim to steer traffic towards its
own website or a particular web presence
from which business can be directly
conducted or initiated.
Erwin Lammenett
(Online Marketing Practical Knowledge)
The term strategy can be defined as
the basic description, characterization
and/ or identification of procedures by
which an organization tries to assert itself
towards their environment to ensure the
long-term success.
Martin Sonnenschein (Strategies for new business)
BASICS
ONLINE MARKETING STRATEGY
BASICS
Online Marketing

Although online marketing, or digital marketing

uses the Internet quite often, it isn’t limited to this
channel.

Other Online Marketing Channels:

Intranet Extranet Mobile Devices

Closed, Closed, Smartphones,
internal corporate external corporate tablets, etc.
network network
BASICS
Customer Acquisition Through Marketing

Reach Awareness Relevance

MARKETING
BASICS
Customer Journey

Awareness Search Evaluation Sales/Booking After Sales

SOCIAL NETWORKS SEO/SEARCH ENGINE

AFFILIATE NETWORKS WEBSITES E-MAIL MARKETING
(RECOMMENDED) OPTIMIZATION

ONLINE ADVERTISING
KEYWORD TARGETING MICROSITES REFERRAL MARKETING
(BANNERS)

SOCIAL NETWORKS
MOBILE MARKETING/APPS DIRECTORIES (RECOMMENDED)

VIDEOS/ REPORTS ON BLOG/PODCAST/

PORTALS VIDEO-BLOGS

PRICE COMPARISON
E-MAIL MARKETING
WEBSITES

WEBSITES EVALUATION PORTAL

BASICS
Online Marketing Tools

Awareness Online
The need for a product  ads on social media
The product’s existence must be known, otherwise the  banner ads
customer does not feel a need for it.
 mobile marketing/
apps
 videos/ reports on
portals
Traditional communication tools:
 email marketing

television or press release infomercial

radio spot
BASICS
Online Marketing Tools

Search Online
Searching for the desired product  search engine
Feeling the need, the potential customer sets out to  online directories
search for the products that will meet it.
SEO
Keyword Targeting
Traditional communication tools:
 online marketplace
newspapers magazines

Business directories catalogs

The product is often searched online, even if it isn’t

purchased: ROPO effect (research online/ purchase online)
BASICS
Online Marketing Tools

Evaluation Online
Selecting the desired product Product comparison PROGRESS REPORTS:
All possibilities are weighed and evaluated.  affiliate networks
 social networks
 blogs/ podcasts/
video blogs
Traditional communication tools:
 price comparison
websites
Flyer packaging
transparency is
higher than ever
today
recommendations by direct comparison of the
acquaintances business
BASICS
Online Marketing Tools

Sales/Booking Online
Final purchase and booking  Websites
It comes down to one of the products being considered  Microsites
and then purchased.
 Apps
 the most important step
purchases made
 user-friendly buying process is crucial on mobile end-
user devices are
more significant
Traditional communication tools:

direct purchase Purchase Purchase

from the by phone by Ordering
distributor
GRUNDLAGEN
Online Marketing Tools

After Sales Online

Actions after purchase  email marketing
regular newsletter
The goal is for a long-term customer relationship
 referral marketing
product reviews by
customers and
online
Traditional communication tools: recommendations

newsletter by post catalogs

Customer Clubs referrals from clients

BASICS
AIDA MODEL Applied to Online Marketing

A I D A
ATTENTION INTEREST DESIRE ACTION
BASICS
Acquisition Process on the Internet
User

ATTRACT
USER
FAN Potential customer
MAKE GENERATE
UPSALES LEAD

ATTRACT CONVERT TO
CUSTOMER TRANSACTION

INCREASE
LOYALTY
Loyal customer Customer
GRUNDLAGEN
3 Basics of Online Marketing

Search Engine Content Social media

optimization (SEO) marketing marketing
95% of viewers click on one  6 out of 10 consumers  connects SEO and
of the search results that develop sympathy for a content marketing
appear on the first page. company after reading
What is important? their custom  social media is
publications. becoming the most
 relevant keywords popular way to share
 website content can content
 valuable content give the company’s first
 fast loading time for impression to a
both content and potential customer.
images
 off-page links
BASICS
Search Engine Marketing

SEO SEA

SEARCH ENGINE SEARCH ENGINE

Optimization ADVERTISING
 steps to push your web pages to higher  purchase ads in search engines
rankings in search engines
 pay per click
 on-page and off-page optimization
 effective advertising is placed exactly
where interested parties search
BASICS
Online Marketing Strategy
INTEGRATION
OFFLINE-
MARKETING
INBOUND-
SEA
MARKETING

MOBILE-
SEO
ADVERTISING

ONLINE
MARKETING
STRATEGY
E-Mail CONVERSION
MARKETING OPTIMIZATION

SOCIAL MEDIA BLOGS

CONTENT-
MARKETING
BASICS
Objectives

 number of site visitors  completed

contact forms
 organic traffic from
brand terms  email contacts
 reference on social Branding, Kunden-  phone calls
media platforms, Markenaufbau kontakte
blogs & forums

 page impression  shop orders

 social media feedback  orders by phone,
Bindung Absatz email, etc.
 comments
 bounce rates
 average length of session
BASICS
Online-Advertising types

ONLINE MARKETING
Usability (UX)
Search engine
E-Mail Affiliated PPC & conversion Social Media
optimization Content (Online-) PR
Marketing marketing advertising optimization Marketing
SEO
CRO

Search engine Keyword/ topic Community Influencer

Topic research
advertising SEA research building marketing

Display Content Community

Technical SEO Media relations
advertising planning management

Website &
In-text Content Influencer Blogger
content
advertising production marketing relations
structuring

Content Content Content- Native

promotion promotion Promotion advertising

PULL PUSH Social Media

Advertising
BASICS
Online Advertising

PUSH MARKETING PULL MARKETING

 the manufacturer deals indirectly with  manufacture deals directly with the
the customer because products are customer through advertising
available in retail
 this typically encourages customers to
 retail advertises the product and ask the distributor about the product
operates merchandising
 the product is pulled onto the market
 the product is pushed onto the market
 The manufacturer advertises the
product and conducts the sales ONLINE ADVERTISING IS MAINLY A
promotion
PULL TOOL
 The company must be represented where customers
are present.
 The company should be part of the community
especially in social networks to entice customers to
set its products apart from others
BASICS
Online Advertising

Push tools VERSUS Pull tools

CREATE NEEDS SATISFY NEEDS

MASS CUSTOM-MADE

CAMPAIGN-BASED PERMANENT

REACH TARGETING

MANY TO ONE ONE TO ONE

BANNER ADVERTISING SEARCH ENGINE MARKETING

NEWSLETTER BLOGS
BASICS
Traditional offline and online instruments

Marketing Type Traditional Tools Online Marketing Tools

(not the complete list, only selected (not the complete list, only selected
examples ) examples)
STRATEGIES

REACH ADVERTISING TV, RADIO, NEWSPAPERS,  WEBSITE (WEBSITE MARKETING)

MAGAZINES, BILLBOARDS
 Company branding  BANNER, BUTTONS & CO
BRANDING (ADVERTISING MATERIAL)
 Product branding
 EMAIL MARKETING
 MOBILE MARKETING
DIRECT RESPONSE DIRECT MARKETING (MAILINGS)
MARKETING  SEARCH ENGINE MARKETING

MERCHANDISING AIDS SUCH AS FLYERS OR BROCHURES  DIVERSE ONLINE ADVERTISING

(portal integration, affiliated
PERFORMANCE AT POS marketing, online contests, directors,
MARKETING e-Coupon, etc.)

 SOCIAL MEDIA MARKETING

BASICS
Connecting Offline and Online Strategies

SOCIAL MEDIA NETWORKING

WEBINAR SPEAKING

MEETINGS
PHONE/VIDEO

BLOGS/ONLINE PUBLICATIONS PRINT PUBLICATIONS

E-MAIL DIRECT MAIL

SEARCH COLD CALLS

ONLINE ADVERTISING PRINT ADVERTISING

ONLINE CONFERENCES TRADE SHOWS

BASIC TERMS
ONLINE MARKETING STRATEGY
BASIC TERMS
Overview

Hit Page Impression

PageView Visit

Session Unique Visitor

Unique Client Visit Duration

BASIC TERMS
Hit

 triggered by an action on the web server (displaying a page, downloading a file)

 actions are counted (uploaded pictures, etc.)
 each action corresponds to a hit
 a website often consists of hundreds of elements which are all counted as hits

This term is a bad parameter for comparison websites.

It is no longer used by online professionals.
BASIC TERMS
Page Impression/Page View

 impression = pageview
 hits calculated on each page
 only full pageviews
 website developing can affect impressions

Impressions and pageviews are only partially used for measuring traffic.
They are being used less and less.
BASIC TERMS
Visit/Session

 a user session with activities which are carried out by a website user
 each user is detected
 returning visitors will be counted as new visitors after 30 minutes

Impression or visit?
Visit rating since 2010 as reliable worth.
BASIC TERMS
Unique Visitor

 this is the measurement of the amount of people reached

 the number of people who use a website
 still considered a unique visitor 30 minutes after a new visit
 calculates the number of different computers, however, many people use more
than one computer
 the same computer can be used by an entire family

Effective Values.
Figures should still be explored.
BASIC TERMS
Unique Client

access from only end-user irrelevant how many

client devices users per device

The value is mathematically determined.

BASIC TERMS
Visit Duration

the website type makes a

the average time spent difference (e.g. weather
on a website services have less duration
than dating sites)

The value is increased based on importance.

BASIC TERMS
Advertising Cost Key Figures

CPx – cost-per-x
The advertising campaign is paid according to the number of fixed value (x).

CPM – cost-per-mile CPC – cost-per-click

costs for an ad to reach 1000 visitors advertising with payment per click

CPA – cost per action CPL – cost-per-lead

costs of further steps after advertising, cost per new customer request, usually by filling
for example, newsletter subscriptions in a form, for example, raffles
BASIC TERMS
NET-Metrix-Audit

The NET-Metrix Audit measures COLLECTOR

personal access data for Measurement
websites and is a module of box
internet research in
Switzerland. It applies
also for Germany.

Analysis tool
Information about:
 impression
 visits UNIQUE CLIENTS

 unique clients
Webserver
 visit duration
BASIC TERMS
KPIs – Key Performance Indicators

Online marketing success can be measured with key performance indicators.

CONVERSION RATE AVERAGE ORDER VALUE

The number of total visitors is divided by the Total revenue is divided by the total number
number of purchases. The values are usually of orders.
between 1-5 percent.

RELATIONSHIP OF NEW AND BOUNCE RATE

RETURNING VISITORS This determines how many users only
The relationship between first-time buyers view one page and then navigate away from
and repeat buyers is determined. the site.
IMPLEMENTATION
ONLINE MARKETING STRATEGY
IMPLEMENTATION
Developing an Online Marketing Strategy

Analysis
Content with Online Increasing
customer benefits Customer loyalty networking/ performance
social media
 blogs  email marketing  Xing, Linkedln  A/B testing

 articles  newsletters  Google+  Google AdWords

 eBooks  webinars  Facebook  banner ads

 white papers  Twitter

 online videos  YouTube

SEO
IMPLEMENTATION
The Right Online Marketing Strategy

Define the target audience Define the offer Look at the competition

 Determine the group  What added value  considering the direct

makes an offer for the competition
– B2B vs. B2C
target audience?
– Hybrid Branches  online marketing tools?
 Is it a unique product or
 Narrow it down good service?  SEO steps?
– new customers
– regular customers
– former customers
– influencers
– future employees
– …
IMPLEMENTATION
Effect of Steps in Online Marketing

Objectives Steps in Online Marketing

WEBSITE SEARCH SEARCH DISPLAY EMAIL ONLINE PR SOCIAL AFFILIATE

ENGINE ENGINE MARKETING MARKETING MEDIA MARKETING
OPTIMIZATIO ADVERTISING
N SEO SEA

INCREASED
POPULARITY

CUSTOMER
ACQUISITION

CUSTOMER
LOYALTY
IMPLEMENTATION
10 Rules of Search Engine Optimization SEO

1 2 3 4 5

HAVE GOOD KNOW YOUR AVOID INTERNAL CONTENT

COPYWRITING USERS BARRIERS LINKING IS KING
appealing content benefit from e.g. Flash, frames, using navigation organic growth
for people, not analysis software large image files, in the text
search engines long loading times,
etc.
IMPLEMENTATION
10 Rules of Search Engine Optimization SEO

6 7 8 9 10

LINKS, LINKS LET THE WORLD DON’T BE TOO THE RIGHT HAVE PATIENCE
AND MORE KNOW YOU ARE OLD-FASHIONED TARGET AND ANALYZE
LINKS HERE SEO is constantly
AUDIENCE/THE Don’t constantly
off-page Google sitemaps changing and what
RIGHT make changes to
optimization for website worked before KEYWORDS the SEO strategy, it
backlinks indexing could be out-of- keyword databank takes time to take
date today effect
IMPLEMENTATION
Successful Strategies

Show yourself as both passive (push) and active (pull) on the internet

Present yourself attractively with interactive & multimedia elements

Stay online where target audience is staying

Enable Access to offers on end-user client devices

Users by unexpected surprise

IMPLEMENTATION
Common Mistakes

Absolutely no online marketing

Insufficient visibility on search engines

Uninteresting newsletters

Websites are unimaginative

Online advertising is run like print advertising

Limited visibility for web presence

IMPLEMENTATION
Online Marketing Concepts

Management Background and

Summary current status

Online
Analyses
Marketing Plan
STATISTICS
ONLINE MARKETING STRATEGY
STATISTICS
Internet Users in Germany, 2015

TOTAL POPULATION 73.52 MI.

TOTAL INTERNET USERS 56.05 MI.

TOTAL INTERNET USERS IN THE LAST THREE

MONTHS 55.48 MI.

Source: AGOF e.V. 2015-05

STATISTICS
Online Penetration by Age Group (Germany) 2015

120

5,1 2,5 4,5 5,1

100
9,7
21,2
80

58,5
60

94,9 97,5 95,5 94,9 90,3

40 78,8

20 41,5

0
10-13 YEARS 14-19 YEARS 20-29YEARS 30-39 YEARS 40-49YEARS 50-59 YEARS 60+ YEARS

All figures in % Internet user Non-internet user

Source: AGOF e.V. 2015-05
STATISTICS
Internet Users 14 Years and Older in the Last 3 Months

45
39.9
40
34.6
35

30

25

20
14.5
15
10.9
10

0
MAINLY PERSONAL USE MAINLY PROFESSIONAL OR BOTH ONLY PERSONAL USE
EDUCATIONAL USE
All figures in %
Source: AGOF e.V. 2015-05
STATISTICS
Thematic Focus Areas in Germany 2015

SEARCH ENGINES 92.7

PRIVATE EMAILS, SENT AND RECEIVED 87.4
NEWS ON WORLD EVENTS 72.8
ONLINE SHOPPING 71.9
WEATHER 67.6
REGIONAL OR LOCAL NEWS 64.4
ONLINE BANKING 57.9
COMMUNITIES AND FORUMS 56.1
VIDEOS/MOVIES 48.6
FOOD, DRINK AND ENTERTAINMENT 42.3
All figures in % 0 10 20 30 40 50 60 70 80 90 100
Source: AGOF e.V. 2015-05
STATISTICS
Top 5 Searched Products on the Internet (Germany) 2015
14-19 YEARS 40-49 YEARS
Cell or smartphones 73,0 Books 62,7
Apps 70,4 Vacation, last-minute trips 59,5
Shoes 69,1 Tickets to the cinema, theater, etc. 58,4
Tickets to the cinema, theater, etc. 68,6 Hotels for vacation or business trips 55,0
Books 57,8 Furniture, home decor 53,7
20-25 YEARS 50-59 YEARS
Tickets to the cinema, theater, etc. 69,7 Vacation, last-minute trips 54,3
Books 65,8 Hotels for vacation or business trips 53,9
Shoes 65,3 Books 53,1
Cell or smartphones 62,7 Tickets to the cinema, theater, etc. 50,5
Vacation, last-minute trips 60,9 Furniture, home decor 44,6
30-39 YEARS 60+ YEARS
Books 67,9 Hotels for vacation or business trips 49,2
Furniture, home decor 63,6 Books 48,1
Vacation, last-minute trips 62,4 Vacation, last-minute trips 47,5
Tickets to the cinema, theater, etc. 62,3 Train tickets 40,6
Shoes 60,9 Tickets to the cinema, theater, etc. 36,2
Source: AGOF e.V. 2015-05
STATISTICS
Net Advertising/ Digital Advertising

88,59 79,3
Television
868,55 154,2
Daily newspapers
737,66
Advertising journals
926,3
Online and mobile 4289,16

Public magazines
970,1
Directory assistance media
External advertising
Trade journals 1190

Radio
Weekly/ Sunday newspapers 2835
1344,22
Movie cinemas
Newspaper inserts 1847

Source: Statista
CHECKLISTS
ONLINE MARKETING STRATEGY
CHECKLISTS
Advertising Planning Checklist

Starting position
Advertising objectives
Target audience
Objective type (e.g. Increasing awareness level)
Geographical area
Time
Advertising content (message, customer benefits, call to action, etc.)
Advertising/ promotional material
Budget
Control
CHECKLISTS
Online Marketing Checklist

Do you have a website with information on your products or services?

Do you think that your target audience uses general search engines to find your
products or services?

Would you be willing to radically revise your website if required?

Do you analyze what your target audience type into general search engines to find
your products or services?

Would you also perform any steps when success doesn’t seem likely?

Do you want your audience to respond even if their search is only for general
information without specifying any provider?
CHECKLISTS
Help in Deciding Promotional Activities

BUDGET ENTRY PLAN OF ACTION/

EFFECTIVENESS
ADVERTISING STRATEGIES
CROSSMEDIA ADVERTISING high medium
ONLINE ADVERTISING TYPES
BANNER low medium
DIRECTORIES low medium
AFFILIATES low high
E-MAIL low low
KEYWORD ADVERTISING medium high
PRODUCT SEARCH ENGINES medium high
MOBILE medium medium
SEO high low
Source: BVDW – Arbeitskreis Erfolgsfaktoren – Leitfaden Marketing
CHECKLISTS
What Should be Weighed

 lead  A/B testing

 unique visitors
conversion rate  delivery rate
 bounce rate @
 traffic  bounce rate
conversion rate  popular
 open rate
subpages
KPI’s  cost per lead WebsITES WebsITES
 click-through
 rarely viewed
 cost per rate
subpages
customer  unsubscribers

 landing gages
 visit to Lead  followers,
conversion rate likes,…
 unique visitors
 lead to  generated web
 new entries customer
KPI’s
traffic
 post views Landing conversion rate Social-media
pages marketing  generated
 visit to conversions
customer
conversion rate
CHECKLISTS
12 Steps to Success

Research and know your audience! Create a content bank using a

spreadsheet of all posts and
publications.
Only choose to utilize the same
platforms as your audience. Post relevant content relating to
newsworthy topics.
State your key performance indicators
(KPIs). Treat all social channels separately and
don’t post the same message on every
Write a social media marketing playbook. one.

Align the members of your company Assign someone to act as a customer

around this plan. Who is responsible for service rep.
what?
Schedule reporting!

Take 30-60 minutes at the beginning of

each week to schedule all content. Analyze your plan on a regular basis.
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