Marketing and Keywords

Search engines are used as a great source to direct traffic to a website. When a consumer is searching for an item in particular, they will often type the item into a search engine and look at what online stores appear.

This post will look at the traffic linking to the website Net-a-Porter.

http://www.net-a-porter.com

NetAPorter Homepage

Net-a-porter is an international B2C clicks and mortar website where consumers are able to purchase international designer items. These include items by Alexander McQueen, Stella McCartney and Diane Von Furstenberg. They also have a male counter-part Mr Porter. The Global Ranking for Net-a-Porter is 2.358 and is the 512th ranked website in Japan.

Due to the store only selling female items, the demographic is predominately female, which is to be expected because of Mr Porter. There are a small number of male visitors however almost all are female.

Source: Alexa.com

Source: Alexa.com

The top keywords from search engines that lead to the Net-a-Porter website are:

  1. net a porter
  2. netaporter
  3. net-a-porter
  4. isabel marant
  5. christian louboutin

The last two keywords on the list are international renowned designers, best known for their footwear.

On the home page of Net-A-Porter there is a drop down of designers. Isabel Marant’s name is listed in this drop down however Christian Louboutin’s is not.

However under the designers listed under shoes, Christian Louboutin is.

NetAPorter Designers List

Source:

http://www.alexa.com/siteinfo/http%3A%2F%2Fwww.net-a-porter.com

http://www.net-a-porter.com

Using social media for marketing strategies

Trends have signified a shift from sharing of text to sharing of pictures and videos. Why describe what you’re up to when you can take a photo or a video! Below is a quick analysis of three social networks that are prominent in visual sharing and their major differences.

Firstly, as is the norm with social media, all three sites are built around a ‘following’. The more people you follow, the more information will be placed in your feed.

Pinterest

 

Pinterest is a live image board where you can ‘pin’ pictures from the internet or other uses on Pinterest for your boards. Boards can be used for motivation reasons or just items that people like. A lot of people will use Pinterest for plans for a wedding, party or interior design ideas.

Source: Pinterest

Source: Pinterest

Instagram

Instagram is a social media website that is predominately used through their app where users can post photos or videos. There is a high use of hashtags and is a common way to follow celebrities and other users for up to date posts. Instagram’s tagline is ‘Capture and Share the World’s moments’.

Source: Instagram

Source: Instagram

 

Tumblr

Tumlr allows uses to post videos, photos and text. The premise is similar to that of a facebook wall however the user is able to have more freedom with the interface. (Chaffey and Smith, 2013).

Source: Tumblr

Source: Tumblr

Major Differences

 

Tumblr allows the user to have a lot of freedom with the interface; almost everything can be customized. Instagram and Pinterest have a very rigid interface in comparison and users are unable to change the interface.

Pinterest is designed to regurgitate photos (re-pin) whereas Instagram is more based around original content. It is possible to ‘regram’ however it is quite fiddly in its designed (e.g. you need to screenshot, then crop, then repost).

Sprout Social writes that Tumblr is a microblogging tool where users can share text, video, audio and photos and Pinterest is a social bookmarking tool where you can save images for later reference.

 

Stats

 

Simply Measured released a report in June, 2014 with phenomenal stats of the above websites.

  • Tumblr had 83.1 billion posts at the time of publishing
  • Pinterest users post 3, 472 images per minute
  • Instagram users post 216,000 photos per minute
  • Instagram has over 200 million users

Sprout Social writes that Tumblr users are predominately younger and Pinterest users are predominately female.

Marketing Strategies

 

Brian Solis writes that a business uses social media networks to converse with their customers. This is very true in Instaram, through comments a business can interact with their consumers. Solis concludes that an effective business will use a social network as one of its primary sources of interaction with consumers, but it shouldn’t be the only channel.

All three sites can be used as a part of integrated marketing communication strategies. Choosing which site really depends on the nature of the product that you’re trying to sell. For more visual items, Instagram and Pinterest would be the most effective.If you require a lot of text than Tumblr would be the more effective site to utilise.

References:

Chaffey, D. & Smith, PR. (2013). EMarketing Excellence: Planning and optimizing your digital marketing (4th edition). Abingdon, Oxon, Routledge.

Simply Measured:

Hitz, L. (June 30, 2014) http://simplymeasured.com/blog/2014/06/30/8-stats-you-should-know-about-tumblr-instagram-and-pinterest/, viewed 14 September 2014

Sprout Social:

Gunellus, S. (February 1, 2012) http://sproutsocial.com/insights/pinterest-vs-tumblr/, viewed 14 September 2014

Solis, B. (May 14, 2014) http://www.briansolis.com/2014/05/qa-seven-success-factors-social-business-strategy/ viewed 14 September 2014

Analysis of four travel/feedback websites

This post will analyse four feedback or travel websites – TripAdvisor, Webjet, Urbanspoon and Wotif. 

What is Webjet?

 www.webjet.com.au

 

Source: Webjet

Source: Webjet

 

Webjet is listed as an online travel agent, but they are use primarily as a comparison site that allows the consumer to enter in their trip details and produce options for their travel. They allow comparisons for flights, hotels, cars and most recently cruise packages. Essentially Webjet is an aggregator of travel options.

Comparison of flights from Canberra to Cebu Source: Webjet

Comparison of flights from Canberra to Cebu
Source: Webjet

 

Recently Webjet have been making acquisitions to boost their B2B market as the domestic market has not experienced any growth recently although they have managed to grow their overall profits by 195 percent (SMH, August 20, 2014).

 

Webjet offers 24/7 customer support however due to their low capital costs, this does not seem to be entirely true. Webjet scores a 1.4 out of 5 on product review with many of the reviews scathing of the customer service.

 

Site Traffic:

 

  • According to the Experian Travel Q2 Report for 2014, Webjet is the third most used website after Flight Centre and Expedia for booking travel
  • From 2011 to 2012, the website traffic has grown 17.41 (Experian Travel Q2 Report)
  • Globally, the AU website is ranked 15,583 which is higher than the US counterpart which is only ranked at 76,680 globally
  • Daily page views per visitor is 4.94 – due to the nature of the website this is approximately the amount of pages that you would need to surf through to get the desire content

 

Target Market:

 

  • No one from schools browses Webjet. This is not unexpected due to the nature of the website as the predominant use of the website is for international travel. Most school aged travellers who would travel internationally would be travelling with their parents
  • After ‘webjet’ the four top keywords that direct traffic to the website is ‘tiger airways’, ‘qantas’, ‘singapore airlines’ and ‘airasia’ indicating that most are comparing fares and then using webjet as a comparison site.
  • The gender demographic is considerably higher for females however this seems to be consistent with the other travel and feedback websites viewed.

 

Sources:

 

Elley, R. 28 August 2014. Webjet launches 4,000 cruises including Princess Cruises, P&O, Royal Caribbean and Carnival, viewed 8 September 2014 from http://mozo.com.au/travel-money/articles/webjet-launches-4-000-cruises-including-princess-cruises-p-o-royal-caribbean-and-carnival/7255465019

 

Freed, J. August 20, 2014. Webjet earnings soar by 195 per cent. Sydney Morning Herald, viewed 8 September 2014 from http://www.smh.com.au/business/webjet-earnings-soar-by-195-per-cent-20140820-10622s.html

 

http://www.productreview.com.au/p/webjet.html viewed 8 September 2014

 

http://www.alexa.com/siteinfo/www.webjet.com.au viewed 8 September 2014

 

www.alexa.com viewed 08 September 2014

 

Australian Quarterly Travel Snapshot Q2 2014 Experian Marketing Services, viewed 7 September 2014 from http://www.experian.com.au/assets/marketing-services/white-papers/travel-snapshot-q2-2014.pdf

 

 

What is Trip Advisor?

 http://www.tripadvisor.com

 

Source: TripAdvisor

Source: TripAdvisor

 

TripAdvisor was originally an international feedback website on hotels, sites and restaurants. It also was a forum when travellers could ask other travellers for hints or advice on their upcoming travel plans.

 

Through TripAdvisor’s popularity, it has also become an intermediary for booking websites allowing users to enter their travel dates and to compare hotels and their prices at the same time. Trip Advisor has become an internationally recognised website. However implications for this feedback is that everyone has their own opinion and those may find faults unsuitable while others are able to dismiss them. This causes for a skewed rating system and business owners who have received bad reviews try to have these taken down.

 

TripAdvisor display when searching accommodation in Sentosa in Singapore.  Source: TripAdvisor

TripAdvisor display when searching accommodation in Sentosa in Singapore.
Source: TripAdvisor

Site traffic:

  • According to Experian, TripAdvisor is the leader travel website in crowd sourcing.
  • Global ranking is 199
  • The rank in the US is 74
  • Daily time on site is 3:81
  • Over 100,000 websites are linked in to TripAdvisor which is significantly more than the other websites analysed

 

Target Market:

  • Consistent with the other travel and feedback websites analysed, Trip Advisor is predominately used by females
  • Unlike Webjet, TripAdvisor has a quite high market for those browsing at schools. This could be due to the restaurant element of the website which Webjet does not have.
  • According to the AFR article, TripAdvisor will slowly remove from being a third party booking website

 

Source:

The Economist for Australian Financial Review, 22 August 2014, TripAdvisor looks set to take on Goliaths, viewed 8 September 2014 from http://www.afr.com/p/national/tripadvisor_looks_set_to_take_on_jW64wHAyCJffuspHeMcw4I

 

www.alexa.com viewed 08 September 2014

 

Australian Quarterly Travel Snapshot Q2 2014 Experian Marketing Services, viewed 7 September 2014 from http://www.experian.com.au/assets/marketing-services/white-papers/travel-snapshot-q2-2014.pdf

 

 

What is Urbanspoon?

 www.urbanspoon.com

 

Source: Urbanspoon

Source: Urbanspoon

Urbanspoon is a feedback website that is only food restaurants. The restaurants are given ratings based on whether or not someone likes it. Unlike TripAdvisor which uses a point system, it is just rated on either ‘likes it’ or ‘doesn’t like it’. The reviewer is able to leave a comment if they wish.

 

The app is a major site traffic stimulator. The Urbanspoon app was previously the #1 free app on the iTunes store and has rating of 4 and a half stars. One of the benefits of the app is able to use the location information on your phone to display which restaurants are nearby and their rating.

 

Display of Paper Box Thai in Sydney. Source: Urbanspoon

Display of Paper Box Thai in Sydney.
Source: Urbanspoon

Site traffic:

  • Global rank: 1,789
  • Rank in the US: 617
  • Daily page views per visitor: 3.57
  • Daily time on site: 2:38
  • Total sites linking in: 20,446

 

Target Market:

  • Consistent with the other travel and feedback websites analysed, Urbanspoon is predominately used by females however it has a much higher percentage than the others.
  • All of the browsing locations are below average, this is consistent with the app being utilised the most.

 

Sources:

 

https://itunes.apple.com/au/app/urbanspoon-restaurant-food/id284708449?mt=8 viewed 8 September

 

www.alexa.com viewed 08 September 2014

 

What is Wotif?

 

Wotif was originally a intermediary hotel booking website that allowed the consumer to compare hotels and their rating (either AAA or self-rated). The rates given on Wotif are usually considerably lower as they are prepaid and non-refundable. The reduced rates on Wotif are also advantageous for the hotels as they are able to lower the rates and not damage their branding.

 

Due to the popularity of Wotif, they now also offer flights and packages for example the package for The Lion King in Sydney in which you could select flights, hotels and a ticket to the show.

 

Site traffic:

  • Global Rank: 10,341
  • Rank in Australia: 177

 

Target Market:

  • Consistent with the other travel and feedback websites analysed, Wotif is predominately used by females
  • Very high percentage of people browsing at schools this is consistent with having cheaper rates which are more desirable for school attendees.

 

Sources:

www.alexa.com viewed 08 September 2014

 

Australian Quarterly Travel Snapshot Q2 2014 Experian Marketing Services, viewed 7 September 2014 from http://www.experian.com.au/assets/marketing-services/white-papers/travel-snapshot-q2-2014.pdf

The Five “I”s

Those who have studied marketing would be familiar with the 4 Ps – product, price, place and promotion. As society moves into the technological age, it has been proposed that there are the 5 Is.

 The 5 Is are:

  • Identification
  • Individualisation
  • Interaction
  • Integration
  • Integrity

Below are two websites that demonstrate the 5 Is. The first is Crust Pizza.

First is a screen shot of the identification for the Crust Pizza website. Some websites use IP addresses and cookies to track customer’s movements however Crust Pizza use customer accounts.

Through customer logins, Crust Pizza is able to record customer’s orders. By recording their orders, the offer the option of being able to select the same items for their first order. This is a demonstration of individualised service.

Source: Crust Pizza

Source: Crust Pizza

 

 

Next is how Crust Pizza demonstrate integration and interaction They allow customers to provide feedback, but also to read and learn about the company’s objectives. .

 

Source: Crust Pizza

Source: Crust Pizza

 

 

Essential to a company who conducts business online is integrity. They need to ensure that their customer’s information remains private and any information collected or distributed is with the customer’s permission.

 

Source: Crust Pizza

Source: Crust Pizza

The second website viewed was Youtube.

 

Source: Youtube

Source: Youtube

 

Above is my Youtube homepage. As I viewed the website from my laptop, I remain logged in so my Youtube account is automatically loaded. This is used as the form of identification.

 

In this webpage you can see that my homepage is tailored to me through my subscriptions (automatically listed on the homepage and I am able to manage them through the side bar on the left). Below are recommended videos for me.

 

Source: Youtube

Source: Youtube

As Youtube is owned by Google, the integrity of the website is under the umbrella that is the Google terms of privacy.

Privacy Google

References:

www.youtube.com

www.crustpizza.com.au

 Bouvain, P. (2014). 6379. Internet Marketing. Lecture 2.1. Week 2. Remixing the Mix. Retrieved from: http://learnonline.canberra.edu.au/course/view.php?id=12302

Peppers, D. and Rogers, M. The Five “I”s of One-to-One Marketing. Viewed 01 September 2014 http://www.crmodyssey.com/Documentation/Documentation_PDF/The_Five%20_I_of%201-to-1_Marketing.PDF

 

Business Models

Through technological advancements, businesses have had to change their business models to make their company competitive in today’s market. These advancement have also paved the way for new business models to emerge. This post will discuss two types of e-commerce business models. The first is the content subscription service and the second is an affiliate revenue model of cost per click.

Content Subscription Service (Netflix)

The first is Netflix, a subscription business model that provides content services.

Source: PCmag.com

Source: PCmag.com

Those who subscribe to Netflix are able to access television shows and movies through online streaming by paying a monthly fee. The user is able to access this content without having to store the files on their personal hard drives. Services like Netflix have become possible due to the increase in high broadband speeds.

This service is similar to the service provided in Australia by ABC iView. Currently Netflix is not available in Australia due to geo-coding of IP addresses however those who are tech-savvy are able to create a Virtual Private Network (VPN) to mask their IP addresses to access this content.

 This has proven to be a successful business model. Netflix has now overtaken HBO and has so far made over $1.15 billion USD.

 

Affiliate Revenue Pay Per Click (PPC) (Vlogger Chloe Morello)

Chloe Morello is an Australian Vlogger who rose to fame for her make-up tutorials on Youtube. Although she gained prominence in her Youtube account (https://www.youtube.com/user/ChloeMorello), Chloe has used other social media platforms such as Instagram to promote her brand.

Chloe has affiliate relationships with companies of brands that she has promoted on her social media such as Sigma who specialise in makeup and makeup brushes. Revenue is generated on a Pay Per Click model and Chloe uses her social media sites and Youtube to direct viewers to the Sigma website. For those who purchase make-up brushes through Chloe’s affiliate link, Sigma pays a percentage to Chloe.

This business model can also be defined as a hybrid revenue model as Chloe uses the Affiliate and Community Model to gain revenue.

Source: Youtube

Source: Youtube

References:

Casper, A. 2014. Move over HBO, Netflix has got this. Viewed 01 September 2014, http://www.reviewjournal.com/entertainment/reel/move-over-hbo-netflix-has-got

Hopewell, L. 2014. Australian TV Execs Are Upset that Netflix Exists. Viewed 01 September 2014, http://www.gizmodo.com.au/2014/03/australian-tv-network-execs-are-upset-that-netflix-exists/

Bouvain, P. (2014). Internet Marketing. Retrieved from:http://learnonline.canberra.edu.au/course/view.php?id=12302

 Jackson, S. 2014. ‘Beaut of an idea eats into mag ads’. Viewed on 01 September 2014. http://www.theaustralian.com.au/media/beaut-of-an-idea-eats-into-mag-ads/story-e6frg996-1226843001457?nk=cbabbf4a6758c712ffda3957b95766b0