Intervet: Internet Marketing

"Research Makes the Difference"

Strategic planning and implementation of websites and online advertising:

1. Setting Goals and Positioning Websites

• Intervet.com
• Product websites - Axilur, Vetsulin, etc.
• Disease/disorder websites - Foot-and-mouth-disease.com, cats-at-risk.com, etc.

Evaluate current website metrics and develop recommendations and summary conclusions based on targets and objectives. Redesign components of your site(s) based on the above analysis for cohesive message, strategic goals and professional/trustworthy appeal. What is the target audiences’ perception of the website? Is all information up-to-date? -- issue with the Vetsulin launch date....

2. Interactive Advertising Plan and Budget

• Domain names
• Keyword analysis
• Banner Ad campaign
  - found on www.thepoultrysite.com
  - additional targeted marketing
• Graphics, Tile and Banner development
• Additional Multimedia?
• Explore Google and Overture directory listings
  - Sample budget with keyword bid costs
• Affiliate sites:
  --Professional Associations/Magazines Online
  ----Design promotional messages, target links, etc.
  ----Work with marketing team to build comprehensive list of client resources and publications for advertising opportunities

Competition is advertising to owner audience using PPC campaigns. For vet audience, consider e-newsletter and article sponsorship on highly targeted websites, i.e., American Veterinary Medical Association's Pet Health. For poultry industry, consider DPI (Delmarva) sponsorships and listing under "poultry links", The Poultry Industry Council, ThePoultrysite.com, International Poultry Expo.

3. Search Engine Optimization

• HTML, meta tags, alt tags
• Keyword population in content
• Web analytics: Where are customers moving on the site?
• Expand branding for additional search terms
• Dmoz, Inktomi, AOL, Google, MSN, Ask Jeeves, Teoma, AltaVista
• Link building, between sites and with articles
• RSS Feeds and Article Composition – grassroots marketing
  

4. Customer Communication

• Identify and cherish your good customers,
• Increase customer retention and referral base
• E-postcards
• E-newsletters