Elements of Online Marketing

www.altersage.com | [email protected] | (+27 21) 462 0036 | skype: altersage | twitter: altersage

Elements of Online

MarketingChristine da Silva


AlterSage was founded in 2006

Offer innovative online marketing solutions

Custom created to specific needs and goals

Aim of our strategies:increased brand awareness

increased traffic

lead to increased leads

and sales

Overall focus of our strategies: results

Experienced in markets in SA, USA, UK and greater Europe

Team: Copywriters, strategists, campaign managers,

account

management, sales & marketing, design and development

AlterSage | Who We Are


Introduction to online media


Search Engine Optimisation (SEO)The key to commencing a successful online marketing campaign. It is the crux upon which the other techniques build. A strongly optimised website will harvest long-term results and deliver positive return on investment.

Competitors

Paid Search Results

Keywords

#1 on Search Engine Result

Page (SERP) through SEO

Competitors


Pay Per Click Consulting (PPC)Pay Per Click or Adword Campaigns work incredibly well in conjunction with a SEO campaign, especially where the site is still acquiring good ranks from the optimisation. PPC provides paid for traffic to the site based on a per click basis.

Paid Search ResultsOrganic

Search Results

Paid Search Results


Web CopywritingWeb copywriting vastly differs from the more traditional offline copy writing as people mostly tend to scan bits of copy online and not read the entire page as with offline copy. Therefore the message needs to be clear and concise yet effective enough to provide fodder for search engines.


Website UsabilityThe process that visitors navigate through a site with optimal ease is very important if you want to keep them as visitors. Ideally every action or desire needs to be a mere three clicks away from any page they browse of the website. This implies that the site developer / designer and copy writer needs to know the intentions of the visitors before creating the site.


Conversion AnalyticsThe aim with every website is not only to attract visitors and increase brand awareness, but to ideally have every visitor perform an action on your site. The action will be determined by the website: to fill in a form, contact you telephonically or purchase a product. When visitors perform these intended actions it is called conversions. Conversion analytics works hand in hand with Website Usability.


Affiliate MarketingA risk-free form of advertising in which a company pays its affiliate partners a commission for sales and / or leads generated through the affiliate’s marketing activities.


Email Marketing (strictly opt-in)By using Usability, Conversion and Behaviour Methodologies, AlterSage strategically advise on the design and content of any email marketing (eNewsletter) material, create html, manage email databases and sends of bulk campaigns.

Personalised

• Links• Bolding• Contact details

Introduction to Social media



Online Brand Building (Online PR)Much like offline PR, Online Brand Building acts in a very similar way. Online PR comprises of building trusted relationships with directories and or websites that share an interest or follow the same industry as a particular client.


Online Reputation ManagementIt is crucial for companies to be aware of what is being said about them in the media and respond timely. The web is searched for any snippet or mention of the client’s name and create a strategy to react to any instance (positive or negative).


Viral MarketingAlterSage will strategically advise on the design, format and copy (if required) of any viral marketing material and may assist in the creation thereof as well (YouTube, eMail Competitions, etc). Political Campaign driven by Social Media

Aim: To reach as large an audience, but through localised targeting on mediums that they use on a daily basis.

Website – MyBarackObama A blog & community website Twitter.com Facebook & MySpace YouTube channel PPC Affiliate Marketing Online PR In-game advertising (EA Games specifically) TV & Radio Total Campaign Spend as at Oct 2008 = $8 million



Social Media Marketing Consumer generated media is all about creating a buzz for your website and or brand online. It’s getting people to talk about you and creating an interest by means of starting a conversation online. Strategies are created on a per site basis as it goes hand in hand with your unique marketing goals. Social Media sites and/or marketing include, but are not limited to Blogs, Facebook, MySpace, LinkedIn, Yahoo Answers.


Facebook Application DevelopmentFacebook’s applications are a great and powerful way to get fantastic brand awareness for your company. They are a hybrid between Social and Viral marketing, so the more useful they are, the more exposure the company will gain. And what better way than to target where you can captivate your audience on a daily basis.

Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23


Multi Channel


Why is online media so powerful?

From 2000 – 2008 Internet usage in SA increased with 91.25%

(from 2 400 000 to 4 590 000 users)

More cost effective when compared to traditional media

Completely customisable

Highly targeted

Completely measurable

Offer sustained results

Change in consumer interaction behaviour


AlterSage: Effective Online Solutions

Social Media Case Study


About Perdeberg Winery

In the early 1940s; wine farmers in the Perdeberg region grew dissatisfied with the low prices they were getting for their premium quality grapes. Then an astute farmer named Jan Rossouw suggested they begin producing their own wine and Perdeberg Winery was born! They pressed their first grapes manually in 1942 and while they have come a long way in terms of technology, they are still renowned for their hands-on approach!

In 2005, Perdeberg entered the bottled wine market and we soon earned their stripes in the local and international awards arena. This bold step brought them in direct contact with their consumers - and also allowed them to develop an international distribution network within a short space of time.


The ChallengeAlterSage was appointed to assist with the further exposure of the social media campaign for Perdeberg Winery in conjunction to Wired Communications to drive increased awareness of the “Clink to Win” campaign. AlterSage created and implemented a social media advertising campaign for Perdeberg Winery.

What We Did

Created a Facebook Fan Page Kick-started the forum Added images to albums Initiated discussions Kick-started the viral process


Results

Facebook Advertising: Flyer Campaign to drive traffic to the competition website and the group respectively. Statistics for the highly targeted flyer in first week of the campaign:

- The network costs amounted to $11.38 (Approximately R113.80)

- Impressions: 61 080- Clicks: 57

After the first week we opened the advert up to increase the exposure. The total duration of the campaign was 2 weeks with the following statistics:

- Impressions: 284 028- Clicks: 189

Perdeberg’s number of fans currently amount to 523 and is growing daily (February 2009)

Perdeberg took it one step further…



AlterSage: Effective Online Solutions

Case Study


About Exclusive Getaways

Exclusive Getaways gives you an easy find index of all the accommodation in South Africa at safari lodges, nature escapes and country retreats on offer. The collection celebrates the establishments at the frontline of South African hospitality. Each of the properties is undoubtedly special, with its own character and unique brand of appeal. All establishments have been carefully assessed and the existing choice of getaways caters for discerning leisure-seekers and executive travellers. Whether your choice is a retreat off the beaten track or a fine uptown villa near the commercial network, the options make for first-rate conferences, incentives and corporate escapes.


The Challenge

Exclusive Getaways wanted to increase the number of visitors to www.exclusivegetaways.co.za, increase conversions from their website and consequently increase their return on investment (ROI).

What We DidAlterSage implemented and is currently maintaining Exclusive Getaways’ search engine optimisation (SEO) campaign. AlterSage recommended a SEO campaign for the following reasons:

- SEO will ensure that www.exclusivegetaways.co.za rank higher on search engines- Increased visibility means more traffic, more leads and more sales from the website- This consequently lead to higher return on investment (ROI)- Results achieved from a SEO campaign are sustainable


Results

0

500

1000

1500

2000

2500

May 2008 July 2008 September2008

Total Visitors

Tota l Vis i tors


Results Continued…Goal One: Contact Us Conversion Rate

June 2008 4.56%

October 2008 7.29%

Goal Two: Reservations Conversion Rate

June 2008 4.30%

October 2008 7.82%

Goal Three: Request Brochure Conversion Rate

June 2008 5.07%

October 2008 6.87%


Results Continued…

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

Goal One: Contact Us Goal Two: Reservati ons

Goal Three: RequestBrochure

June

October

Comparison: June 08 vs Oct 08

= 4 Months


What could we do for you?

Christine da Silva

(+27 21) 462 0036 | [email protected] | www.altersage.com

Skype and Twitter: altersage

Technology

Elements of Online Marketing