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The Future of Online Marketing
The NMA held a conference in London on the future of online marketing. The discussion covered a lot of interesting topics surrounding the increasingly popular world of search engine marketing.
Website usability and conversions
Peter Ballard from Foolproof spoke about improving website usability to improve conversion rates from your search engine marketing campaigns. Useful tips from this sessions were as follows:
• Buying decisions aren't always immediate. Visitors return to sites they had bookmarked or printed out
• Comparison shopping is very popular, and visitors view comparison sites as true guides, often a wrong perception
• This results in lower visitor loyalty and the need for sites to convince users why they should buy from them
• Provide users information they might need to make a decision... don't just push for a sale.
Search marketing in the future
Nick Cox from Mirago spoke about the future of search engine marketing - both optimisation and paid advertising. His session highlighted the following:
• Regional search and Europe-wide search are both growing initiatives. Whilst Google is pushing towards regional search, Tier 2 search engines are driving for Europe-wide search services
• Shopping comparison sites are gaining popularity
• As Google slashes agency commission, there may be motivation for agencies to return to SEO to make up for lost commission revenue
• Personalised search might make search engine optimisation nearly impossible if different users see totally different results.
Email marketing
Peter Chapman from Blue Streak discussed email marketing - yes, email marketing! - it is not dead, and when done well, it still provides great results. The main tips provided for the future of email marketing were:
• Email marketing is most effective when segmented according to:
oStage of customer life cycle
oProduct usage
oGeography
• Email marketing will be integrated with SEO and PPC even more in the future, to provide a more robust marketing model with multiple customer touch-points
• New avenues of marketing such as RSS and SMS will complement email marketing in the future.
Web site visitor analytics
The current market leading web site analytics providers, WebTrends spoke about a handful of issues currently surrounding analytics packages and the future of analytics. The main points to be noted were:
• Not all users accept cookies. An estimated 5-10% systems do not accept 1st party cookies, and as much as 28% of users do not accept 3rd party cookies. Therefore always look out for solutions offering multiple tracking method options.
• Conversions are not always detected by the Google AdWords or Overture system. Users often come back to sites later to make a final decision or purchase. Analytics packages should be tuned to count these conversions
• Ways to calculate conversion rates include:
oNumber of conversions / Total visits
oNumber of conversions / Sum of daily unique visitors
oNumber of conversions / Absolute unique visitors
• Pay attention to segmentation information provided by website visitor data analysis, especially new versus repeat users, and referral sources.
The future of analytics providers seems to indicate a shift towards providing business analysis services rather than just tools. This need is being driven mostly by smaller businesses recognizing the need for visitor analysis but not having the skills to do it in-house.
Integration of analytics solutions with all forms of marketing, from PPC to email to banner marketing seems to also be on the upswing as client awareness improves.
The most immediate effect the above changes will bring about will be better navigation on website's, as businesses realize their customers' needs and optimise their site navigation to facilitate finding the information easily.
About the Author
1) The Future Of Online Marketing
2) Search Engine Marketing Consultancy
Check Ebay for marketing peter products.
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Marketing Management by J. Paul Peter and James H. Donnelly Jr. 10E (G) |  |
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US $36.95 | 27d 1h 36m |
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Marketing Management : Knowledge and Skill 10E, Peter | |
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US $43.48 | 17d 2h |
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Marketing Management Knowledge and Skills, J Paul Peter | |
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US $29.90 | 19d 3h 10m |
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Marketing Management by J. Paul Peter and James H. Donnelly Jr. (2008,... | |
0 Bid | US $35.00 | 11h 31m |
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Marketing Management by J. Paul Peter and James H. Donnelly Jr. (2008,... | |
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US $24.00 | 1d 16h 44m |
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Consumer Behavior and Marketing Strategy by J. Paul Peter and Jerry C. Olson... | |
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US $22.00 | 2d 7h 9m |
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Consumer Behavior and Marketing Strategy by Jerry C. Olson and J. Paul Peter... | |
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US $21.99 | 2d 8h 6m |
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Marketing Management 10th edition by Peter International Edition | |
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US $49.02 | 26d 1h 57m |
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MARKETING MANAGEMENT: KNOWLEDGE AND SKILLS by PETER ed 10th | |
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US $36.95 | 20d 3h 4m |
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MISSION-BASED MARKETING - PETER C. BRINCKERHOFF (HARDCOVER) NEW | |
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US $45.51 | 29d 19h 28m |
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A Preface To Marketing Management by Peter & Donnelly | |
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US $44.95 | 29d 4h 48m |
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The Highly Effective Marketing Plan NEW by Peter Knight | |
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US $22.53 | 29d 4h 25m |
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Marketing Management 10th By J. Paul Peter and James Donnelly, Jr. | |
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US $45.99 | 29d 3h 50m |
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A Preface To Marketing Management by J. Paul Peter/ 12th International Edition | |
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US $46.00 | 18d 1h 9m |
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Marketing Management by J. Paul Peter, James H. Donnelly and Peter J Paul (2006, | |
0 Bid | US $19.99 | 3d 13h 59m |
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Marketing Management by J. Paul Peter and James H. Donnelly Jr. (2008, Hardco... | |
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US $45.00 | 28d 21h 33m |
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Marketing Management by Peter R. Dickson (1994, Hard... | |
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US $14.99 | 28d 11h 16m |
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A Preface to Marketing Management by J. Paul Peter, Jr. James H. Donn 0072466588 | |
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US $5.57 | 28d 10h 8m |
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Marketing for the Manufacturer by J. Paul Peter 1556236484 | |
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US $4.97 | 28d 4h 55m |
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Pay Per Click Search Engine Marketing For Dummies by Peter Kent (2006,... | |
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US $24.95 | 28d 3h 28m |
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Consumer Behavior and Marketing Strategy by Jerry C. Olson and J. Paul Peter... | |
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US $16.95 | 28d 3h 28m |
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INTERNATIONAL EDITION Marketing Management 10th J. Paul Peter | |
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US $45.00 | 23d 21h 35m |
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PAY PER CLICK SEARCH ENGINE MARKETING FOR DUMMIES - PETER KENT (PAPERBACK) NEW | |
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US $22.97 | 27d 19h 11m |
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A Preface to Marketing Management by J. Paul Peter and James H. Donnelly... | |
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US $16.95 | 25d 6h 21m |
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Marketing Management 10/2010 inter.ed by J. Paul Peter and James H. Donnelly Jr. | |
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US $59.90 | 27d 6h 48m |
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A Preface to Marketing Management by J. Paul Peter, ... | |
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US $1.00 | 26d 5h 49m |
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Marketing Management By Peter, J. Paul/ Donnelly, James H., Jr. | |
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US $213.76 | 26d 5h 3m |
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Consumer Behavior and Marketing Strategy 9th by Peter International Edition | |
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US $51.44 | 26d 54m |
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A Preface To Marketing Management 12th ed. by Peter International Edition | |
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US $47.86 | 26d 39m |
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Marketing Management by J. Paul Peter, James H. Donn... | |
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US $12.99 | 25d 11h 17m |
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A Preface to Marketing Management~J. Paul Peter~SOFTCOV | |
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US $9.95 | 25d 2h 50m |
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MARKETING GENIUS - PETER FISK (HARDCOVER) NEW | |
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US $28.19 | 24d 19h 4m |
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Marketing Management by J. Paul Peter - USA EDITION!!! | |
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US $145.00 | 24d 15h 7m |
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Bayesian Statistics And Marketing by Peter E. Rossi, Greg M. Allenby and... | |
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US $84.32 | 23d 23h 4m |
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MARKETING MANAGEMENT by Paul Peter & James Donnelly | |
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US $34.95 | 20d 3h 54m |
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Outlines & Highlights for Marketing Management by Peter | |
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US $44.43 | 23d 5h 39m |
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COUNTER-INTUITIVE MARKETING BY KEVIN J. CLANCY & PETER C. KRIEG 2000 LQQK! | |
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US $19.95 | 23d 3h 59m |
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MARKETING MANAGEMENT - JAMES H. DONNELLY JR. J. PAUL PETER (HARDCOVER) NEW | |
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US $207.17 | 23d 3h 25m |
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MARKETING ACCOUNTABILITY - PETER MOUNCEY MALCOLM MCDONALD (PAPERBACK) NEW | |
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US $26.59 | 23d 2h 46m |
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A Preface to Marketing Management 12/2010 J. Paul Peter | |
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US $49.90 | 22d 19h 18m |
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Consumer Behavior and Marketing Strategy by Peter Olson | |
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US $41.95 | 22d 16h 52m |
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Marketing Management Knowledge and Skills J. Paul Peter | |
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US $14.95 | 22d 15h 48m |
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Consumer Behavior And Marketing Strategy by Peter Olson | |
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US $18.95 | 22d 15h 41m |
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MARKETING IN A WEB 2.0 WORLD - BRIAN GOLDFARB PETER VANRYSDAM (PAPERBACK) NEW | |
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US $20.20 | 21d 22h 28m |
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Mission-Based Marketing NEW by Peter C. Brinckerhoff | |
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US $41.87 | 20d 9h 6m |
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Outlines & Highlights for Marketing Management by Peter | |
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US $44.43 | 20d 5h |
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NEW Arts Marketing - Kerrigan, Finola/ Fraser, Peter/ O | |
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US $54.83 | 20d 3h 30m |
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A Preface to Marketing Management NEW by J. Paul Peter | |
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US $163.57 | 20d 2h 9m |
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Marketing Management by Peter 10th International Editio | |
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US $46.71 | 19d 23h 42m |
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NEW! A PREFACE TO MARKETING MANA BY PETER 12TH EDT | |
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US $44.17 | 16d 1h |
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Marketing Management 10th Paperback Edition by J. Paul Peter | |
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US $56.00 | 19d 15h 16m |
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Marketing Management 10th International Edition by Peter and Donnelly Jr. | |
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US $44.69 | 19d 14h 52m |
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Peter Sun Marketing & Copywriting Swipe File CDROM | |
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US $24.99 | 14d 1h 3m |
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Consumer Behavior Foundations of Marketing by Peter D. Bennett 0131693832 | |
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US $5.99 | 19d 1h 49m |
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Preface to Marketing Management Peter, J. Paul/ Donnelly, James, Jr. | |
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US $193.14 | 18d 21h 43m |
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MARKETING MANAGEMENT AND STRATEGY - PHILIP STERN PETER DOYLE (PAPERBACK) NEW | |
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US $147.80 | 18d 20h |
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