Internetiturundus - interneta mārketings - internet marketing

Do not be afraid.

Advertisers in Estonia (and elsewhere in EU and US) are starting to shift more spend to the internet as they come under pressure to reduce traditional media budgets.

Clever online marketers inside client companies already have many of the tools and relationships in place to ride this economic downturn successfully.
In an uncertain economic climate where even some banks are becoming too afraid to lend to each other and businesses (and consumers) are finding it tougher to get loans, it is no surprise that Estonian companies are beginning to look very closely at their marketing and advertising budgets.
The axe is falling…

But what does this mean for online marketing in Estonia?

Well a clue is perhaps that in the last week we have had twenty or so enquiries so its not bad news for us.

Paradoxically, the economic squeeze is our (and other internet companies) opportunity to shine

Reduced budgets = companies looking for better advertising return on investment

Some international reports predict the biggest fall in advertising budgets for years BUT internet advertising spend is predicted to increase by double digit percentages and in many markets will probably see the largest rises of any advertising spend category.

2007 was another boom year for the internet in Estonia.

The growth of internet usage is continuing rapidly, thanks to ever-faster broadband connections and greater market penetration.
The internet is now often seen (by our clients and others) as a great way to reach targeted audiences quickly and effectively.

For Estonian marketers, we predict that online advertising will touch an ever growing audience and an increasingly diverse demographic.

Our experience with e-campaigns proves we can hit the tough to reach young male market but we are also finding success targeting women and older groups too now.

So, Estonian marketers CAN feel confident that the internet is a really reliable way to hit a BIG target audience, BUT marketing budgets ARE reducing so every Estonian Crown needs to be focused on the most effective e-channels and measuring performance is key.

It’s going to be really important to target carefully and not to waste on “big splashes”.
Pay for performance and performance measurement will come up as a subject time and time again in 2008/9.

Yes of course there is still room for branding campaigns - its not all about direct response but even the rules for branding are changing fast - often driven by internet behaviour.
Users/consumers are shaping brands and people turn increasingly to brands they have had positive interactions with online. (So long terms campaigns/strategies focussing on creating and sustaining online engagement should be considered carefully.)

Again, that’s good news for Estonian companies who have been experimenting (with more than just banner ads) over the past couple of years. They will have the edge.

Change won’t stop there.
Online publishers will have to become more accountable for results of clients’ banner ad campaigns - the ones that do will see fantastic growth, the ones that don’t will continue to disappoint their clients and the media agencies will have no choice but to shift spending to “alternative e-marketing”: things like – email marketing, search engine marketing, online PR (blogging, social media, link building etc.) etc etc etc.

Sad though it is (personal level) to see an economic downturn I am very excited about it from altex’s business perspective.
Our prediction for altex growth for this year is 100-300%

If you are an Estonian client marketer and you are not yet experimenting with e-marketing then “wake up and smell the coffee” as the Americans would say..

aeg eksperimenteerida TM is now truer than it ever was.

Kuldmuna and Kandiline Muna are the names given to the advertising awards here in Estonia.
Translation: Golden Egg and Square Egg Awards.

I was honoured to be selected as a judge for the 2008 interactive awards and am looking forward to setting aside the time look closely at what I trust will be some inspiring, creative and measurably effective interactive work.

Here is the full list of judges (Estonian language).

And just in case you are wondering what might impress me? what might get my vote?
Well just this morning I discovered a new website that whilst not perfect (I won’t bore you with details) it is pretty amazing.
I guess it won’t stay like that and this is just a gimmick for launch but still…..

Turn the volume up, sit back and enjoy a shopping website launch like no other…. Hema (The Netherlands)

OK I know this technique is not new on TV or in fact on the web (I wonder if they were inspired by Alan Becker’s excellent work: Animation v Animator 2006 and the even better? part 2 in 2007

Bill Hicks (RIP) thinks so.
Be careful: not for kids (contains rude language)

Don’t know Bill Hicks?
Check him out on YouTube or start here

here’s the intro of a post made on the Barcamp blog

Hi, my name’s Robin Gurney and I am “da big boss” of altex marketing, a specialist internet marketing agency based in Tallinn, Riga and London.
We are proud to be Barcamp co-sponsor and ambassador to Estonia.

Like Barcamp we also want to stimulate education and development of digital media projects in the Baltics.

For modern marketers the internet holds enormous potential and the opportunity for brands, organisations to gain competitive advantages is clear.

If time is the currency of communication then web 2.0 activities are great for developing ways to engage the consumer with your brand however, a word of caution: we believe it is wise to gets basics of visibility, accessibility, credibility, usability, engagement, persuasion, conversion and referral right before starting adding web 2.0 widgets and gadgets “just because you can and they are cool”. Beware the hype of web 2.0.

read more here

Thanks to Dr Margus Laidre, The Estonian Ambassador to the UK, and his team the AngloEstonian launch was a friendly, buzzy and apparently pretty successful little event.
Another special thank you must go to the speakers Malthe Sigurdsson (Skype), Sam Michel (Chinwag) and Jason Boorman (Blue Barracuda) who set the tone perfectly.

I know personally that (already) a number of high value, concrete and serious and deals are now possible, even probable, directly as a result of the meeting.
I am aware of one deal being closed already too.
And that’s down to the quality, not the quantity, the agency representatives who came.

These deals include short and long term outsourcing, setting up production arms and, as humbly predicted in my speech, acquisition interest - Estonian New Media sector has increased its footprint, in London anyway

Videos of the opening speeches by Dr Margus Laidre, Malthe, Sam, Jason and myself will go up to YouTube, photos to Flickr
- we announce when they are ready here.

Äripäev were there and got some interviews so watch out for the story…

Job New Business Executive (salesperson)
Employer altex marketing

Salary During 4 month trial 12000 eek net + commission. Negotiable.
After trial 15-20,000 eek net + commission/benefits and share options.
A successful altex sales person we think can earn 30,000 eek + net per month

Location Tallinn based
Job Type Permanent
Start Date ASAP

Altex has never had a sales person before.
We are fortunate that business has grown from word of mouth and repeat business.
But we have been investing in more people and resources and its time to ramp up the sales and show what we can really do.
We need someone to lead the charge.
To get out there and open doors and close deals. Is that you?

We are looking for you if:

· You can demonstrate previous successes in the field of Internet Service Sales. Maybe you work at a leading ad or digital agency now ?
· You can run a successful sales pipeline from lead generation to closure.
· You have experience working with public sector as well as corporate clients and agencies.
· You have a sound knowledge of the online space, and are confident talking about the creative as well as the technical sides of an online project.
· You can work closely with others to maintain high level of customer satisfaction and repeat business.
· You are commercially and financially aware.
· You are a self-starter with buckets of enthusiasm.
· You are a “can do” person not an “oh, but” person
· You can work flexibly in a small team – we all wear multiple ‘hats’.
· You have excellent verbal and written communication and time management skills.
· You have excellent attention to detail.
· You are an effective person who makes great things happen.
· Even though you are already smart, you constantly crave more knowledge.
For you, life is about learning something — and achieving something — every day.
· You can talk the legs off a donkey and can sell ice to eskimos

You are looking for us if:

· You want to work with diverse people, in a place where you truly respect — and are respected by — your peers.
· You want to work in a fast moving and learning environment.
· You would like the recognition you deserve.
· You want to work in a company where freedom and trust allow you to explore possibilities.
· You believe its time to experiment..in a structured way.
· You want to work on something important, not just for another small company.
· You want to own part of the company you work for, a company that is growing fast in value
· You want a career not a short term job
· You want to promote a high value, high ticket and ethical company with a great client list and a growing reputation

Job Description

The job role includes identifying and building relationships with companies who wish to improve their website and their other internet marketing activities.

Initially you will have 4 roles:
1. Selling direct to end clients a range of altex services including website evaluations, internet marketing strategy and online promotions/campaigns.
2. Establishing reseller and partner deals with web designers, ad agencies and others who wish to give their clients access to cutting edge internet marketing services.
3. Sell tickets and other opportunities related to Eturundus! Events
4. Finding partners to advertise promotions in www.spindo.eu email newsletters.

Key Responsibilities

Utilise sales/marketing techniques to generate new business for altex.
Identifying potential new partners who can refer sales or enquiries to altex.
Show a flair for innovative ideas and ways to gain new clients
Explaining the benefits of becoming an altex partner or client (partners are paid for referrals) - Mainly by telephone calls, Skype chat, follow up emails, and occasionally face-to-face meetings.·
Writing proposals
Closing deals and getting the contracts signed.
Listening carefully to the marketplace to identify new service ideas
You must be prepared to travel inside Estonia to close deals, altex wants to expand its non-Tallinn client base.

I don’t want to go public on my comments about the Estonian Embassy in Second Life yet although I do find the decision rather “curious”.
I will reserve deeper comment for when it launches and we can all have a good look around.

However it’s good to know that Hill and Knowlton can produce such good value work.

Quoted as costing at 6400€ to create the Embassy I wonder if they would care to build a similarly complex Second Life office for altex, designed by Scope Clever, for the same price?

Anyone from H & K reading? Did you really do this for that price?
If so the send me a quote please or perhaps clarify the true cost if the cost of 6400€ is inaccurate.

We could not compete with that price and if the cost is correctly quoted then I am sure we can send some customers your way.

Here is the blog following the Embassy’s progress.

Paari sõnaga tänasest konverentsipäevast. Toon siinkohal välja mõned meeldejäävamad mõtteterad. Päev sai alguse Adviva “behavioural targeting” teemalise seminariga, mis on praegu digitaalse marketingi üks kuumemaid teemasid - veebilehe külastaja käitumisest (+ demograafilise infi, brauseri jm andmetega kombineerides) õppida ja talle spetsiaalselt suunatud pakkumisi kuvada, mille tulemusena CPC tavalise PPC programmiga võrreldes oluliselt alaneb. Tähtis teema asja puhul on loomulikult võrgu suurus, kus reklaame näidatakse, mis viib järgmise probleemini - kuidas oma klientidele garanteerida, et nende reklaame sobimatus kontekstis ei näidata? Siinkohal tuleb appi IASH (Internet Advertisin Sales House), mille üheks asutajaliikmeks oli ka Adviva.

Otsimootoriturundus ja PPC on loomulikult samuti praegu turul kuumad teemad ja väga huvitava ettekande tegi selle kohta Warren Cowan Greenlight’st, kes rääkis alternatiivsetest märksõnaotsingu tehnikatest.

Minu jaoks (ja Meelis ütleb, et on ka seda meelt) olid kõige sisukamad ettekanded IDM poolt (mille liige on juhtumisi ka altex - Esimene liige Eestist ). Täna sai nende käest õppida digitaalse marketingi testimise (milles polnud küll “ülla ülla” midagi uut, aga hea oli sellegipoolest teemast üle käia) ja emaili turunduse kohta. Neist esimese puhul jäi võtme-elemendina kõlama Avinash Kaushiki Trinity mõttekäik. Viimast postitust tasub kindlasti lugeda ja üldse Avinashi blogil silma peal hoida. Tegemist on oma-ajast ees oleva mehega ja kui te nüüd mõtlete, mis ajal me elame (iga nädal toob jälle midagi uut ses müstilises e-maailmas), siis saate aru, miks see mees nii eriline on Tema põhiline spetsialiteet keerleb veebianalüütika ja veebi kasutajapõhiste tegevuste ümber.

Mis puutub emaili teemalist esitlust, siis ega seal midagi põhjapanevat uut kuulnudki, kuivõrd seda, et email töötab endiselt suurepäraselt ja seda kanalit EI TOHI segamini ajada otsepostitusega. Email ei ole uuenenud otsepostitus, sellise ideloogia järgmisel võivad olla üsna kurvad tagajärjed. Ja seda ka, et opt-out on ainult ühesuunaline protsess. Nii kui midagi sellist teed, mis su listis olevaid inimesi häirib, oled neist jäädavalt ilma. Hoidkem oma kliente/kontakte!

Päeva lõpu poole sai külastatud üht online video reklaami teemalist seminari, kus Jan Van Ottele Adjustables’st seletas, millised võimalused on selles maailmas olemas ja kuidas video reklaame üles ehitada (sh. tehniliselt). Jällegi oli väga väärt jutt - mees teadis oma ala läbi ja lõhki!

Päeva (ja konverentsi!) lõpetasime Meelisega iMedia foorumis, kus toimus Chinwagi poolt juhitav arutelu “Media widgetised”. Ütleme nii, et see widgeti teema ajas lõpus pea päris sassi ikka küll, sest on samuti väga uus nähtus ja juba eos üsna erinevates suundades arenenud pakkudes väga laia võimalust erinevate veebi/desktopi/mobiili vidinate väljaarendamiseks. Oma arvamust avaldasid RSS-turunduse spetsialistid ja mobiiltelefonide lahenduste pakkujad, aga ka näiteks ebay esindaja. Üheks ülesandeks oli neil lühidalt widgeti / vidina mõiste defineerida - igatahes definitsioonid tulid ka üsna seinast seina. Üheks huvitavamaks oli Vodafone definitsioon: “Lihtne veebiaplikatsioon, millele on antud närimiskummi vorm.”

Q/A voorus kõlasid samuti päris huvitavad küsimused ja punkt pandi üritusele küsimusega, et mille alusel jagatakse “vidinatele” kinnisvara (juppi sinu arvutekraanist võib just nimelt kinnisvarana käsitleda) kasutajate desktopil / veebilehel / blogil? Miks just see ja teine vidin?

Hea vastuse andis Fergus Burns nooked’st, öeldes et selle protsessi võib jagada kolmeks etapiks. Kõigepealt on tegemist isiklike eelistustega (näiteks piltide kuvamine blogi servas - flickri stream), teine samm on külastajate arvu suurendamise soov (näiteks rss kaudu pealkirjade kuvamine) ja viimane on külastajate rahaks pööramine (näiteks google adsense).

Ja lõpetuseks õnnesoovid Google’le, kes on märkamatult 9-aastaseks saanud!

altex is growing fast and if you are working in web analytics, email marketing, search engine optimisation (SEO) / marketing (SEM) or online PR then you will know more and more companies want to test these areas of internet marketing.
..and the ones who have already been testing them in 2006/7 are ready to increase their investments because they can see these e-marketing tactics work as part of a coherent, integrated marketing strategy.

So we need a new person to join the team….asap pls.

You will be working mostly on email marketing (campaigns and newsletters), SEO and maybe also looking after some microsite design and content management (altex has 6 websites believe it or not).

You have either good design or coding skills but ideally are not bad at both.
What you don’t know we will teach you.

You will be working on big brand accounts and the opportunities for increased responsibility, salary jumps and foreign travel are here for you.
All altex people go on foreign trips for training or research purposes.

You will have a strong work ethic and always put our clients first.
We work hard, pay above average and the experience you gain will be invaluable for your future.

We need you now - Part time or full time.
Salary will be according to experience (not age) and will range between 10,000-15,000 net (after tax for FT) during your 3 month trial period.
If you have exceptional track record, fantastic design skills, a good reputation in the industry and plenty of experience working with large brands then we would be able to pay more.

You will be required to work from the office (Tallinn, Estonia) but we can be flexible and allow some work from home. For example if you are a working parent.

Language skills: Estonian, English and ideally Russian too. A Russian speaker with excellent Estonian and English would be ideal.
Other languages welcome, we have projects in Swedish, Norwegian, Finnish, Latvia and Lithuanian.

Age: over 21 please.

altex is an equal opportunity employer and employs people irrespective of their race, colour, religion, sexuality or disability - we just ask that you can do what needs to be done.

Send your CV to tonis at altex dot ee if it’s in Estonian or to me robin at altex dot ee if it’s in English.
Everything, of course, is confidential so if you just want an informal chat first then buzz me on skype (altexor)

As you may already know altex people travel a bit
We have been in Russia, Finland, UK and Latvia in the past couple of months working or training.
Its all part of our commitment to Continuous Professional Development of our team.

Unfortunately specialist emarketing training is not available easily in Estonia although people like Pets, and even us, plan to change that but in the meantime we need advanced training too, to understand the latest trends, network with potential partners and learn new tricks etc.

Next week three of us (Tõnis, Meelis and me)will be in London for 4 days at AdTech (seminars). We will be focusing our attention on email marketing, seo/sem, web analytics and web 2.0 marketing - these are the areas where we do most business and where we need to stay ahead of the curve.

Always good are the Google sessions

If you are going to visit AdTech and want to hook up then contact me robin at altex dot ee or call me on +44 (0)7894 997925 when you get there.