Web
marketing

Daphné Duvernay
daphne.duvernay@univ-tln.fr
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OUTLINE
• Product
• Distribution
• Price

• Communication

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DIGITAL ADVERTISING
EXPENSES
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Paid : paying media. Ex : Google ads, Facebook
ads, Linkedin Ads…
• outbound marketing : push communication
• inbound marketing (less costly) : lead magnet (pull communication)

Internet =
several
media

Owned : company-owned medias . Ex :
website, brand blog, social medias
Earned : customers reviews impossible to
control Ex : on forums, reports, social media….
To note : among these media, we can find
techniques about :

►1 : The traffic creation
► 2: Getting leads qualification
►3: The conversion from leads to loyal
customers

II.4 : Communication
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The main
communicati
on channels

To create traffic

To convert (get
leads)

To build loyalty

Social media
marketing

Call to action

Program The point

Email marketing

Newsletter

Paying program

Sponsored links

Discount and
promotional offer

Charity program

Display advertising

Inbound marketing
(White book…)

Program by tier
(level)

Affiliate program

Testomony

Program progress

Comparison website

Private ads

Community Program

Partnership with a
portal

Influencers

Sponsorship

Viral communication

Games, contest

Loyalty Club

1 : THE
TRAFFIC
CREATION
• Curiosity traffic vs
targeted traffic
• Continuous website
updating
• Commercial/promotional
offers
• 8 main tools of
communication :

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1st tool :
the display
advertising
A/ The banner ads
• ▪ Logo
• * Incentive offer
• * Call to action

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b) open window pop-up (ex.sncf)

c) pop-under
(ex.lastminute.com)

• d) in-between ads (ex.lastminute.com)
e) extend banner

f) retargeting

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2nd tool : the
sponsored links

•https://ads.google.com/intl/en_uk/home/

▪ For an e-shop launching, to
support the promotional
offer
▪ Weak conversion rate
▪ Difficulty to monetize the
cost (= 14$/click)
▪ Necessity to retain the
customers to re buy without
using the keywords
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3rd tool : the affiliate program
The affiliating site pay the
affiliated site :
▪ in % of turnover
▪ for each form
▪ for the click
Key factors of success :
▪ notoriety of the affiliating site
(ex Shopify)

▪ generosity of the affiliated
site payment
▪ technical efficiency of the
affiliating platform (tracking)
* Animation, emulation,
challenge of the affiliated sites

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4th tool : the
partnership with
a portal site

•Yahoo.com

With a portal
site :
▪ Microsoft
▪ Yahoo
* Google…
Payment of the
portal partner :

Attract an
important traffic
Ensure a
widespread on
the web

▪ in % of
turnover
▪ for the click
▪ or both
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5th tool : comparison website
Partnership with :
▪ Yahoo shopping, idealo
▪ googleshopping,
shopping.com….
Comparison site payment :
▪ for each click

▪ Eliminate the products that
bring only clicks and no sales
▪ Follow-up of the relevance
and popularity to optimize the
product ranking

Variable profitability :
▪ Adapt the product's
designation

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6th tool : the e-mailing
▪ Quick implementation
▪ Excellent tracking of the recipients
▪ Rich media (videos…)
▪ viral communication ability
▪ Efficient if :
- Identifiable sender
- Original subject
- Strong message customization
- Attractiveness of the commercial
offer
- Visible call to action (clickable link)

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7th tool : the social media marketing
▪ Facebook, Instagram, Linkedin, Twitter
▪ YouTube, Daily motion
▪ Blogs
Possibility to be present with :
▪ Contextual sponsored links
▪ Videos contests
- Fan page
Payment by click or by display
Define the missions of each account,
profile, groups
Difficult to evaluate the profitability
On Facebook : only 2,5 % to 5 % of the
fans see the posts, 10% to 16 % on
Instagram and 20 % on LinkedIn

Build an active community :
o The reach of the message
o Number of clicks and traffic
generated on the website
o The commitment on the posts (likes,
comments, sharing…)
o The distinction the organic likes and
the paying likes
o The emotion and the enthusiasm
sparked
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Worldwide social media use

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Southeastern Asia : 72% of the inhabitants
use social media

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Most of the time spent on Youtube and Facebook

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8th technique : The influencer marketing
The appeal
to the
influencers
:

•Nano : <10000 subscribers. Strong proximity,
interesting engagement rate. Targeted theme.
•Micro : from 10000 to 50000 subscribers.
Brand Feedback. Good engagement rate..
•Macro even Mega : from 50000 to several
millions of subscribers (level at 200000).
Sales, image, notoriety

Some
themes
with a
stronger
community
:

•

Implement
a watch to
identify
the
influencers

• Google
• Social media
• Audit : Favikon

Food, Beauty, Travel, Fashion,
Fitness&Sport

The top
4 of
marketi
ng
influenc
e
platefor
ms

Youtube : 2nd search engine. 90 % of netsurfers
discover new brands on videos. 55 % of
marketing experts say that it is their n°1 video
channel.
Instagram : 79 % of brands choose this platform to
launch their influence campaign. 34 %  of posts growth
from the 18-24 y.o. Success of the nano influencers
campaigns and of the social commerce evolution. 55 %
of the users buy a product after seeing a post about it.  
TikTok : 41 % of the designers are subscribed on this network.
Worldwide average engagement rate is 15%. 41 % of the
netsurfers are between 16 and 24 y.o. The micro-influencers
have an engagement rate of 17,96 % against 4,96 % for the most
famous influencers. In one year, the number of influencers has
grown up from 35 528 influencers to 106 104 this year.

Twitch : broadcast in live some authentic and trustable
content. The subscribers answer in real time. The
engagement rate is more important. The influencers
promote a brand, unpack the products they try and
comment. From 9 990 influencers to 36 663 in 2021

Market share around 15
billions in 2022

Some key
datas
about the
Influence
r
marketin
g

94 % of netsurfers say that a
positive reviewing make
them purchase the product.
18 $, it's the ROI for 1 dollar
invested in the influence
marketing
58 % of the brands highlight an
increase of their trustability and
54 % observ an increase of their
prospects and turn-over.

How to contract with the influencer
The campaign duration,

Expected number of posts

Publication frequency,

formats used,

the publication platforms,

The message to convey, and
even the slogan ,

The product to promote,

The presence or not of a
logo,

The duration of the sequence
for a video,

How much earn an
influencer?
54 % of the companies give 20% of their budget and 17% more than 50%
40 000 USD is the amount the companies are ready to invest
9 % expense more than 50 000 $
36 % of the brands remunerate their influencers with some products samples and 32,4% paid them.
43 % of the yearly expenses in Influencer marketing are given to the macro influencers and 23% to the  micro-influencers

According to the Klear survey : women ask an average post rate around 351$ and the men of 459 $
An Instagram post costs between 100 $ and 2058 $ according to the number of subscribers
And a sponsored You Tube video costs 315 $ for a nano-influencer and 3857 $ for a celebrity (mega influencer)

24% of vietnamese people follow influencers on
social media

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The voluntarily leads
qualification (opt
in) : database

2:
CREATE
SOME
LEADS

Appeal to the
Inbound Marketing

Landing page to list
the characteristics
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Reminder emails scenario.

Lead magnet

Reminder of abandoned cart.

Newsletter with educational content

Testimony of satisfied customers.

YouTube channel

Webinars

Animations on social networks

Coupon for a first purchase.

Recovery of the target details using an online form
• Game-contest
• Event sponsoring

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• Profitability evaluated :
• Calculation of the unit
cost = campaign
cost/nber of leads
generated
• Comparison of the ROI
on the basis of the
income generated for
each action of leads
creation

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3 : Conversion OF THE leads INTO CUSTOMERS : TO THE
LOYALTY

Start the purchase and renew the
purchase : 5 customers profiles

• sponsored links
• SEO keywords
• Very heterogeneous results according to the keywords

Best conversion rates coming from :

• A product offer = 0,4%
• A brand message = 0,1%

Influence of the type of the messages :

• Utilitarian purchase > impulsion purchase

Influence of the type of purchase :

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Program The
points : The
North face

•The more the customer expenses, the more
points he gets that will give you more rewards

The paying
program :
Barnes&Noble
(B&N)
•The customer pay a monthly or
yearly membership fee to get some
benefits and rewards (discounts, free
delivery, gifts…)

The charity
program : The
Body shop

•The more the customer expense, the more rewards
he gets but also he can give donation to some charity
NGO, partners of the brand

Tier
Program (by
leve:) : e.l.f
•Thanks to how much the
customer expenses, it
makes him to join an upper
level of loyalty.

Program
Progress :
Nike (nike+)
•Nike offers several training
applications to help its
members to reach their
running training goals.
•The more the customer
trains, the more rewards he
gets

The
community
program :
Sephora

•It's not only a tier program but also a loyalty club : the
members can share with each other, participate to
some events.

Sponsorship

• The brand asks its best customers (the godfathers) to promote
the products their friends (the godsons). The 1st godson's
purchase, godfather and godson earn a reward.

Loyalty Club

•To be part of the club, it is necessary to be a customer.
Some club offer the registration and for some other ones,
the customer has to pay a membership fee. In exchange,
the brand offers some discount, VIP offers, gifts, samples
and a strong community (forum, social media)

The risky repetitive customers

Questionaire with incentive.
Discount coupon with a deadline use
Sharing concerning the evolution of the services or a new
product launching
Email « I miss you».

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The inactive repetitive customers

Announcement of major change concerning the enterprise
(internationalisation, acquisition of companies) or the products
(revolutionary product launching or at a competitive price).
Products big promotions.
A questionaire like: « How can I help you » ?
A last chance message.
A farewell message.
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