OnlineTao Internet Marketing

going forward - ecommerce focus

admin — Thu, 11 Dec 2008 14:13:44 +0000

Apologies for a taking a bit of a break, I have been setting up other sites and that along with my other committments has meant I had limited time to do anything else. Well that’s my excuse - Still I am going to try again with this blogging thing to try to capture my thoughts etc. Going forward I intend to try and focus the commentary more on online retail specifically. I think most of the advice I have offered previously has been more generic.

Updating specific fields in SQL database

admin — Thu, 11 Dec 2008 14:08:00 +0000

Use following instructions and if you don't want to change all records remember to include the where statement.

UPDATE table_name
SET column1=value, column2=value2,...
WHERE some_column=some_value

Comparing excel lists

admin — Tue, 14 Oct 2008 08:14:44 +0000

Use following formula to determine whether a value in one column is in another column and if not then return 1

=IF(IFERROR(MATCH(A2,B$2:B$4117,0),-1)=-1,1,”")

Removing tabs in excel cells

admin — Tue, 14 Oct 2008 07:20:06 +0000

Sometimes when you are preparing your internet marketing data for upload to your site you need to remove tabs from you site so your database etc does not get confused

use the excel clean() function

Excel write limit

admin — Tue, 14 Oct 2008 06:59:35 +0000

This is a useful macro but be aware that the field limit is 1028 characters!

Excel reversing digits

admin — Tue, 14 Oct 2008 06:58:04 +0000

Sometimes when you are using internet marketing you need to understand difficult functions in excel to keep you one step ahead of the competition. This one entered as an array reverses the digits in a number.

=SUM(VALUE(MID(A1,ROW(INDIRECT(”1:”&LEN(A1))),1))*10^(ROW(INDIRECT(”1:”&LEN(A1)))-1))

Generally this works fine except for when number ends withn zero

Internet marketing media performance

admin — Tue, 30 Sep 2008 08:30:06 +0000

Media Performance

Creative format	Standard billing metric	Average click thru rates	Examples
Rich media	CPM (cost per thousand impressions)	4%	Overlay:An interactive flash animation that appears on top of a web page for 10 seconds
Standard banners	CPM (cost per thousand impressions)	0.5%	468*60 standard banners
Sponsorship	Tenancy	0.5%	Partnership agreement to appear on the shopping pages of an ISP
Pay per click	CPC (cost per click)	8%	Appearing on sponsored lisings on search engines, including contextual advertising
Email lists	CPM (cost per thousand impressions)	5%	Renting a third party opt in email list from a portal
Feed advertising	CPC (cost per click)	0.5%	Creating an RSS/product feed that links to your site
Pay per call	PPC (pay per call)	5%	Listing a telephone number on an advert and paying every time a user calls that number

internet marketing campaign metrics

admin — Fri, 26 Sep 2008 13:19:13 +0000

Below are some key internet marketing campaign metrics

Impression delivered

How many impressions have been delivered to date

e.g. 1,200,000

Clicks delivered

Total number of clicks delivered

e.g. 12,000

% clicks

Percentage of consumers clicking on creative

e.g. 5%

% clicks to leads

Percentage consumers converting from a click to a lead

e.g. 22%

% clicks to sales

Percentage consumers converting from click to sale

e.g. 7%

Number of orders

Total number of orders generated

e.g. 1,452

Number of new customers

This is the total number of new customers

1,200

Revenue

Total revenue generated

e.g. £35,980

Profit

Profit generated

e.g. £8,820

Retention

Percentage of last months customers who ae also customers this month

e.g. 35%

AOV

Average order value

e.g. £25

Lifetime value

All the profit that this campaign is expected to generate in total

e.g. £152,300

Internet marketing campaign attributes

admin — Thu, 25 Sep 2008 13:12:18 +0000

Campaign name
Name of campaign that this media is associated with, e.g. BA Come Fly
Site name
Name of the site/email list where the campaign will be delivered e.g. Financial Times
Channel
The type of media purchased e.g. email, banner etc. e.g. Paid search
Position
Position of creative on site e.g. Overlay on the homepage
Reach
The number of users who will view the creative, or the impressions purchased e.g. 500,000
Demographics
The demographic profile of the consumer e.g. Female, aged <25
CPM / CPR . CPC
A standard pricing metric for the media, cost per 1000 impressons (CPM), cost per registration (CPR) and cost per click (CPC etc. e.g. £60 CPR
Total cost
Total cost for the site e.g. £15,000

internet marketing branding

admin — Wed, 24 Sep 2008 16:02:57 +0000

Some businesses question the value of internet marketing branding. They know that offline it has some value but online many businesses just don’t get it. But actually branding on the internet is if anything even more important than offline. Online there generally is no rich interaction with customers as you get in many offline businesses, therefore anything you can do to make a positive imprint in a viewers mind of your site is critical for driving sales, repeat business and referrals.