Internet Marketing workshop

Marketing Today (New Zealand DMA annual conference) — Auckland, NZ

June 16th, 2003

Workshop by

Presented by Stephan Spencer, Managing Director of Netconcepts:

  • Search engine optimization
    You want to get to the top of the search engines? Ah… but which search engines should you target? What keywords are your prospects searching for? And how do you actually get your site to the top for those keywords and then to stay there? Learn the tactics that will make your site ‘scream’ in the search engines – ethically and sustainably – without costing you a fortune ongoing.
  • Improving conversion rate
    So you’ve got visitors to your site, but will they purchase? Improving conversion on your site is an art and a science that involves a mix of clever copywriting, compelling offers, a follow-up strategy, meaningful metrics for measuring success, and more.
  • Email marketing
    Email can get you in front of your customers and prospects without relying on them to remember to come back and visit your site. But pitfalls abound. Get it wrong just once and you’ll significantly trim your list and burn your relationships. Learn what it takes to make great campaigns and newsletters, get the permission you need from your intended audience, and then test your assumptions scientifically.
  • Working with your web developer
    What are the ingredients for sucess when launching a redesign or a new site? What processes are helpful in keeping the project and the vendor on track? What are reasonable expectations of the client and the vendor? What goes into (and what doesn’t go into) an effective brief or specification? How do you manage the legal risk?

Presented by Kelly Goto, Principal, gotomedia, Inc.:

  • Usability
  • Information design
  • Workflow
  • Metrics for ROI from a user experience perspective

PHP versus ASP comparison

February 16th, 2003

by Stephan Spencer

Why do we code in PHP rather than ASP? For reasons including price, capability, its “open source” and platform-agnostic nature, popularity, speed, security, and efficiency.

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Your Web Site Should Not Need a Manual

February 1st, 2003


Originally published in Unlimited

Usability. Boring but crucial, it’s about making your website easy and intuitive to use. Users shouldn’t need to learn how to use your site. Put stuff where people expect it.

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PHP versus Perl comparison

December 26th, 2002

by Stephan Spencer

We recommend writing web scripts in PHP, not CGI / Perl. PHP is much better suited to the Web and takes less “overhead,” meaning that scripts will run faster and the server will be able to handle more simultaneous users on your site. Here’s Why…

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Conversion Rate Marketing

Step-by-Step Web Marketing (produced by IIR, sponsored by Google, and endorsed by the American Marketing Association) — Atlanta, GA

November 6th, 2002

Workshop by

How to Create Email Campaigns That Drive Action and Build Relationships
Learn how to develop objectives and strategies for implementing email communication campaigns that involve email newsletters and promotional emails.
Deliverable is a 2-3 month email campaign.

How to Decipher Your Web Trends to Maximize Results
Learn how to develop, track, maintain, analyze and utilize the large volumes of data available and turn that into useful information you can use to manage and optimize your business.
Deliverable is to develop historical data, current benchmarks and an understanding of what to measure, why to measure it and what it means.

Developing Strategic and Creative Methodologies For Increasing Results

Learn how to increase your conversion rate one step at a time. You goals are for prospects to make purchases, or subscribe, or register, or make referrals. Each of these goals is a “macro-action,” and you can measure its conversion rate. Every one of your macro-actions is composed of a series of smaller micro-actions.

Deliverable is to develop an efficient conversion system matching your selling process to your prospect’s buying decisions by dealing with real examples from your website.

Development Doesn’t Have to be Rocket Science
Learn how to communicate effectively with web developers about what your requirements are. Did you know that of all software development projects are failures? Did you know that 80% of development costs are incurred after the initial project is delivered?
Deliverable is to take your project from concept to wireframe, to storyboard to final prototype independent of what technology your company uses by effectively creating a prototype of an application you want to have developed.

Legal Landmines

November 1st, 2002


Originally published in Unlimited

If you’re operating a website or conducting internet-based business, what you don’t know may hurt you. Dangers abound: your contractors could infringe on others’ copyrights and trademarks; others could infringe on yours; you could be held liable for mistakes or omissions on your website; your legal contracts with your online customers could be deemed unenforceable; and your visitors’ behaviour on your site could land you with a libel or slander lawsuit.

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Essential Ingredients for Web Site Redesign Success

Sales & Marketing Executives International - Wellington Chapter — Wellington, NZ

October 23rd, 2002

Seminar by

So you’ve decided your web site needs an overhaul. Before you start work, you and your web developers need to do a bit of planning. Going off re-building a web site half-cocked is a sure fire recipe for disaster.

From this seminar you’ll get an understanding of what should go into a Request For Proposal, a strategic brief, a creative brief, a technical specification, a content plan, an Internet marketing plan, and more. You’ll also garner practical tips to keep your web redesign project on time, within the specs, and under budget. And you’ll learn what you need to ask from your web agency to keep them on the straight and narrow, even if you’re not a “techie” or a “creative” but a mere mortal like the rest of us.

If you catch yourself saying any of the following statements to yourself or colleagues, then run — don’t walk — to this seminar!

  • Web design is just an extension of our current marketing collateral – we can reuse the text and graphics from our print pieces.
  • If more people work on it, we’ll get it done faster.
  • The Web is a place where you just try things and see what works – I have a friend who designs web sites in his spare time.
  • Documentation is a waste of time and effort
  • We can design the site ourselves and save money. We just want a group that will make the web pages we sketch out.
  • We’ll send out a Request For Proposal and get lots of good ideas back for free.
  • Web sites don’t need much maintenance. We can do it ourselves. It’ll be fun!

Website evaluation resulted in more customer-friendly site

“Netconcepts helped us step back and see how we come across to our audience – and just as important, how to improve our copy, usability, and functionality towards a more customer-friendly site.”

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Learning from the Dot-Bombs

July 1st, 2002


Originally published in Unlimited

Remember 20th century e-commerce? Perhaps you’d rather forget. The days when people threw money at any e-business idea that sounded vaguely plausible are long gone, but they shouldn’t be forgotten. Some of those famously ill-fated ideas had merit, but the execution let them down.

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Site now on page 1 for Google – thanks to Netconcepts

“…how pleased I was when I typed ‘Health jobs in New Zealand’ into Google the other day and we came up number one.”

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