Internet Marketing Playbook

WIMST 1 Slideshow

2009-04-16T18:16:00.001-07:00

The first Winning Internet Marketing Strategies & Tactics may be finished, but it left everyone, from the participants to the faculty, a great wealth of experience.

The photos in this slideshow waken by Jayvee Fernandez.

Live Blogging at WIMST Day 4

2009-04-16T00:49:00.000-07:00

The 1st Winning Internet Marketing Strategies & Tactics is almost done!

We spent the early morning learning about Web Analytics and tying everything to business objectives. I led the discussion on this topic and I found it quite challenging because because all of the participants never handled web analytics tools this extensively. I was all over the place answering questions-- good thing Anton and Jayvee were here to help put out little fires.

--

We had some challenges on the Google AdWords campaigns of the participants because some of the students' campaigns got disapproved. One participant was quite apprehensive about sharing her credit card online... I gave her my personal guarantee that I'll pay for her bill if her credit card got charged. :P

--

Prof. Cruz now wrapping up the class. :D

Live Blogging at WIMST Day 3

2009-04-14T17:42:00.000-07:00

Day 3 of Winning Internet Marketing Strategies & Tactics. Today's theme will be Web 2.0: the Social Web and blogging. We'll be having applying the classic case method AIM has been known for in the morning session and a very interesting blogger round table in the afternoon.

As always, you can follow me in Twitter or look for #wimst to get a glimpse of what we're doing here. :)

--

Yesterday was a very rich session where Anton shared a lot of insights about online branding and I discussed about connecting to your target customers online, with a very different slant on it. I'm sure the discussions today will be equally great.

--

BTW, the can groups are running their Google AdWords campaigns now. Hopefully we will see some results a little later.

--

Recurring theme again: A lot of clients still don't "trust" the new media-- they can't see the ROI of internet marketing. This is from insights from media buyers & planners.

--

I'm wondering why, at this day & age, a lot companies in the Philippines, particularly FMCG's, still "fear" the internet-- or is it skepticism? Skepticism on the effectiveness of internet marketing?

--

Good insight: A lot of companies use traditional media as benchmark for internet media, thus it is put in a not so good light. Perhaps if we sell internet marketing as a totally different animal, then success could be better.

--

Hard data is very important! It seems it's one of the things that will change the game. Like attributing traffic to sales, even for FMCG's.

--

Remember: the sooner you are on the internet, the better it is for your brand.

--

Insight: Internet Marketing is not a magic bullet.

--

We're now discussing a case. It's about online communities. Nice site: http://www.myparentsjoinedfacebook.com.

--

Anton is now talking about blogging. :) Thanks to bloggers who are here:

We're watching viral videos from YouTube. :) Funny!

--

We're almost done. The blogger round table was a very enriching activity. Keep posted for the blog post on it and photos.

Live Blogging at WIMST Day 2

2009-04-13T20:20:00.000-07:00

We're now in Day 2 of Winning Internet Marketing Strategies & Tactics. Anton started off the morning sessions with the discussion on Online Reputation Management.

One of the main points is to do a landscape scan of the web on the company's brand. There are basic tools like Google's Keyword tool, Technorati, & Alexa to help do a quick scan of how your website measure up in search engines, blogs, and people.

The next step is to do a Online Reputation Gap Analysis. (We have a special exercise & framework to help the participants figure this out.)

--

I think we should be getting an NDA for this course... we're discussing really meaty. Good discussions!

--

Live Blogging at WIMST Day 1

2009-04-12T19:56:00.000-07:00

And we're off!

Winning Internet Marketing Strategies & Tactics is now up and running. We have 12 participants, with a majorty coming from a prominent media company.

Prof. Ricky Lim kicked things off a while a go with a road map of the course and now Jayvee is talking about an overview of Internet Marketing.

I'll be posting updates in this blog, apart from the Twitter #wimst topic. :)

--

Interesting insight: smaller companies "take risks" with internet marketing more, compared to corporate giants, at least locally.

--

One theme recurring is the hesitance of companies to invest on internet marketing because there fear or lack of understanding. Also, there is also a need to have better media valuation of internet marketing.

--

We had good looks at campaigns from a local deli/cofee shop and a telco. Interesting stuff from Jayvee.

--

One key question we hope to answer during the duration of the course: "how do you convince the big advertisers to advertise online?"

--

Key takeaway: Pitch internet marketing in a different way, relative to traditional campaigns. "Traditional" companies need to look at internet marketing in a very different light.

--

Nice URL's of local campaigns:

Anton's time! We're looking at the Philippines' Top 100 websites... Interesting: News sites are going down, no local sites in top 10 sites in the Philippines.

--

What IS the difference between "Word of Mouth" and "Viral Marketing"? Anton sharing his thoughts: Viral is really more technology-based.

--

Nice things to think about for your internet campaigns: pain points, authenticity & empowerment.

--

Anton is sharing the things that make things "viral" in the Philippines... interesting. Sample: Everyone loves food pics! :)

--

The Wisdom of Crowds: the aggregation of information in groups, resulting in decisions that are often better than could have been made by any single member of the group.

--

Now we're talking about Search Engine Optimization (SEO): stuff like onsite SEO techniques that even managers should talk about.

--

SEO: When do you do SEO?

--

Now we're at Pay Per Click advertising (PPC) strategies.

--

Framing the campaign

2009-04-12T20:43:00.000-07:00

The #1 problem for this medium is how it is compared to traditional mass media. Therein lies the problem: the net ain't comparable. It is participative, social. While first impressions matter (like a billboard) what follows is unlike TV or print or billboard. Audiences have to feel they are contributing to a community. Once they are in, they stick--and they infect others.