Online Design, Marketing and Sales

Terenure Enterprise Centre

Keith Feighery

Summary

• Introductions• Overview of the course• The Changing Digital & Customer Landscape• The Importance of Relevant Content - Always• Web Technologies and Solutions• Q & A

Introductions

Introduction

• Owner of Digital Insights– Work with clients developing online business channels– Lecturer with DIT in MA Digital Media Technologies– Run Diploma in Online Marketing, Sales & Digital Strategy with

DBS, Griffith College, IBAT– Work with university incubation centres – LINC and Synergy IT

Colleges

• 12 Years working in Software Industry– Irish and International Companies

• Developed Online Retail Business– www.BabaBeag.ie

• 30,000 Customers over 50,000 Subscribers to email

Overview of Course

Course Overview

• Week 1: Introductions and Overview of Web Technologies and Solutions

• Week 2: Design Principles and Information Architecture considerations

• Week3: Creating Website Specs and Ecommerce Solutions

• Week 4: Developing a Clear Online Marketing Plan

Course Overview

• Week 5: Implementing Online Marketing Solutions– SEO, PPC, Email etc.

• Week 6: Using Social Media to drive awareness, acquire customers & retain existing clients

• Week 7: Measuring and optimising web site performance

Changing Digital & Customer Landscape

Where do people get information today and how do they engage

Where is everyone?

Social Media Landscape

Traditional Marketing Vs Social

Engagement

Key Platforms for Customers

• Social/Professional Networks– Facebook, LinkedIn, MySpace (Main ones in US and Europe)

• Blogging/Micro-Blogging/Lifestreaming– Wordpress, TypePad, Twitter, Posterous, Tumblr

• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog

• Mobile– Foursquare, Facebook, Twitter, Yelp

• Bookmarks/Sharing– Delicious, StumbleUpon, Digg, Google Profils

Content Drives The Web

Be Relevant

Hubspot – Inbound Marketing Company view

Outbound Vs Inbound Marketing Strategies

Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the

marketplace.• Finds customers by building brand awareness through advertising and

promotion.

Inbound marketing strategy:• New and emerging approach – can also be referred to as ‘pull messaging’.• Business aims to be ‘get found’ by customers• Approach tends to be more social and it is more interactive and involving

that the more traditional outbound marketing.

Different types of media in the digital world

• Owned Media – such as website

• Paid Media – such as display ads

• Earned Media – such as viral campaign

Owned Vs Paid Vs Earned Media

Various Types of Content

• Facebook/MySpace/Bebo fan pages and groups• Videos, demos, presentations, and custom animations• Product/service reviews• Blog posts, reader comments and reactions• Tweets, status updates• E-mail newsletters• The content and digital media on your Web site, other

microsites, partner sites etc..• Articles and other intellectual property or knowledge sharing –

professional contributions etc.• Whitepapers, case studies, webinars, podcasts

Web Strategy

• Have a clear and defined business objective for your web presence– Sales, Information, Lead Gen, Build Awareness, Customer

Retention

• Know exactly who your audience is – and where they reside digitally

• Develop a content strategy for your site and digital channels – that adds value for your customers

• Build relationships – not always selling• Optimise and promote content across digital channels

(web, social media, offline etc.)

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274