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MARKETING
COMMUNICATIONINTEGRATING ONLINE AND OFFLINE WITH
SOCIAL MEDIA
Heidi HellströmMaster of Economic Sciences, Senior Lecturer
University of Applied Sciences, Vaasa
WEB AND
“SLOPPY WEBSITE CAN DESTROY IN A
SECOND THE BRAND THAT HAS BEEN
BUILD FOR YEARS”
WHAT A WEBSITE SHOULD DO?
• Create sizzle
• Create customer engagement
A successful website has a clear navigation,
structure and interaction.
1. keep it simple (navigation!)
2. be consistent
3. have a sign(posts) within websites
SIZZLE
Every website should have the sizzle = something
that creates added value to the visitor
“What unique experience a website could deliver?”
Ask your self: “How can my website help my
customers?”
DEVELOPING PERSONAS = DETERMINE TYPES
OF VISITORS / BUILD PERSONAL ATTRIBUTES
CHARACTERISTICS OF A
GREAT BLOG?
• Clear – easy to navigate
• Understandable content, as text
• Visual content (pictures, videos)
• Updated
• Attractive, interesting and adds value to the
customer
• Length is reasonable and informative
• Wide variety of contents
• Interactive
GREAT BLOG (OR WEBPAGE)
CASE GOOGLE
REFERENCES SAMI KANKKUNEN,
GOOGLE, FINLAND
25 million
searches in
Finland per day
3 million at
mobile advices
Mobile usage in
Finland appr. 5,5
h / d / per
FOMO (what does this mean?)
Google has
segmented Finland
to the same category
than Albania
SEOSEARCH ENGINE
OPTIMIZATION
SERPSEARCH ENGINE RESULT
PAGES
SEARCH ENGINE MARKETING
• Online marketing in Finland 2014: over 90M €
• This is approximately 34% of whole entity of
online marketing on Finland (most likely too
low, since Google wont share its figures in
Finland
Google knows, which words
are used that brings the
customer to a certain web
page
OVER 80% ”GOOGLES” BEFORE
MAKING A PURCHASE DECISION!
SEARCH ENGINE MARKETING AND
THE KEY WORDS
• Example: Flora
• Products and choices (milk, butter,…)
• User preferences (omega3, healthy heart,
diabetes, lower cholestrole,…)
• User interests (fitness, cooking, diets, maraton,
recipies,…)
• On otherhand you can determine, which words
dont lead to your pages
AUCTION
• Auction pricing in 3 upper ads
• AdWords / quality points given to each
advertisement
• Quality points: the more clicks => the better
points + technical quality (how fast page
opens)
• Quality points: (1-10) x how much a company
is willing to pay (for example 0,3€)
= the company´s order in the list
BANNERS
Google display network reaches 90% of internet
users!
http://www.google.com/ads/displaynetwor
k/
REMARKETING
• 3% web site visitors buy something from the web
store
BUT
• 70% log off before finalizing the purchase
