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PM Forum - Dublin
eMarketing for professional services firms
Today it is generally accepted that a corporate website is a firm’s most important calling card. Disputing the merits of the internet was more of an issue a couple of years ago than now. The recent PM Forum Ireland seminar focused on eMarketing for professional services firms. Hosted by Arthur Cox, the group was addressed by AMAS Managing Director, Aileen O’Toole, whose informative presentation started with examining some key internet trends.
First and foremost, Aileen explained that internet usage had risen since the introduction of broadband in 2005 and that currently there were over 1.3m users in Ireland. As a result, online marketing and communications has become a key tool in enabling businesses reach decision-makers more cost effectively than traditional means. The more a business can deliver online, the more benefit there is to its bottom line. Aileen presented an interesting analysis of traditional advertising and online advertising in the UK. It is predicted that online advertising will overtake press advertising this year and possibly TV advertising too.
Online advertising includes features such as search engine marketing, advertising on social networking sites and banner campaigns, but the format of such advertising is continuously evolving. The top three websites in Ireland are Google.ie, Google.com and YouTube.com. Interestingly, statistics reveal that traditional media don’t feature in this top ten website listing. Aileen did point out that although 90% of buyers say that website content and online marketing influences their purchasing decision, it doesn’t replace the power of face-to-face interaction.
Recent research conducted in the US suggests that more than half of business-to-business buyers begin their online journey through a search engine and less than half of those go beyond the first results page. Businesses have to help potential customers find them. This is where search engine optimisation comes in. Websites need to be structured so that search engines prioritise them and identify them as important. This can be improved by using tools such as Google Keywords. In addition, businesses should measure response and monitor site visibility through tools such as Google Analytics and Google Alerts.
However, it is not only about the website. A business’ broader online footprint is important too. Aileen suggested that businesses should consider Web 2.0 which contains features such as RSS feeds, social networking sites, blogs, podcasts, video and mobile. Social networking sites are becoming key online tools for businesses. It is not necessary for all businesses to use Web 2.0 tools. A business should define the business benefits and the value it delivers before implementing it.
Aileen provided a case study showing how eMarketing had been successful in driving her brainchild, The Ideas Campaign. Launched in March 2009, the campaign challenged the people of Ireland to come up with their own innovative ideas towards the country’s economic recovery. The campaign, which sought to tap into the nation’s collective creativity, received a total of 5,300 ideas from the general public for Irish economic recovery and renewal. PR and online marketing, in particular social networking sites, were key tools used in the campaign. The decision of the Government to implement seventeen of the ideas was testimony to the campaign’s success.
Finally, Aileen stressed that businesses cannot afford to ignore the internet. She explained that businesses should start with the basics by communicating on their websites what it is they do best. Then they should seek to make it easier for potential audiences to find its website through search engine optimisation.
In summary, good online marketing can be summed up in three words: monitor, measure and respond.
Karen Doherty
Ernts & Young
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