About Web Analytics

As to the Official WAA Definition, Web Analytics  is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. For more details, see our glossary dedicated to eMarketing. Generally speaking, Web Analytics can be off-site and on-site.

Off-Site Web Analytics

Off-site Web Analytics refers to web measurement of a website’s potential audience, share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.  Note that it is not necessary to be the actual owner of the website to run such a buzz monitoring.

On-Site Web Analytics

On-site Web Analytics measure the online performance of a website meaning that it provides detailed analysis of the Internet traffic of visitors on a website. Typically, this data is compared against KPIs (Key Performance Indicators) for performance and used to improve a Website or marketing campaign’s audience response.

Google Analytics

Google Analytics it the free online web analytics tool offered by Google to generate detailed statistics about the visitors to a website. From my own experience, this solution is one of the most comprehensive and reliable of the market.

Web Analytics  and eMarketing

I wouls say that understanding one’s core audience and trying to reach it out is the very basic mission of any eMarketer or online communicator. It goes alon with defining objectives and Key Performance Indicators (KPIs). Thanks to Web Analytics, it is now possible to do it in a very detailed way. Indeed, Web Analytics allow you to analyze the audience of a website and gather strategic insights about its current visitors. Assuming that you are an industry federation dealing with the EU institutions. It will be most likely that you would like to know if EU officials visit your website, read your press releases and download your brochure.

eMarketing

eMarketing, also referred to as Internet marketing, i-marketing, web-marketing or online marketing can be defined as the marketing of products, services or brands via and over the Internet.

Objectives

The objectives of an eMarketing campaign is usually to generate an online strategic presence and visiblity which concretely translate into a qualified trafic of visitors converting hopefully into avid customers of your products or services and eventually turn them into real fans of your brand.

eMarketing for European Actors

Whether you are a PR / PA Consultancy, an Industry Federation, an EU Institution, a Political Party, a Think-Tank or a NGO, it is not possible to ignore the opportunities of Internet in terms of lobbying. It is now time not only to generate a presence a minima by creating a website but strategically integrate a coherent eMarketing to reach visibility and influence on the Internet.

eMarketing professionals call this strategic integration of eMarketing tactics into an European public affairs campaign eLobbying - that is seeking to influence decision-makers through the strategic use of Internet strategies.

eMarketing for European Public Affairs

Indeed, while the fragmented nature of EU institutional structure provides multiple channels through which organized interests may seek to influence policy-making, the Internet is now definitely becoming one of this channel in the context of the development of the information society and of the knowledge economy.

eMarketingServices.eu: Helping you harness the potentialities of eLobbying

That is precisely the reasons why our Internet marketing agency, has been set up. If you want more information, don’t hesitate to contact us.

Indeed, it seems that the DG Information Society and Media has created a Fan Page on Facebook entitled “Sea, Sun and SMS” with the objective of promoting the new regulation about roaming lowering significantly the prices of phone calls and text messages (1 July 2009).

After the successful experience of the European Parliament which campaigned in June to raise awareness on the European Parliament Elections 2009, the European Commission is finally exploring the potentialities of social media – which is as itself and excellent news.

In my opinion of eMarketer, and after having  been scrutinizing the online communication in the EU bubble, this initiative is interesting at least for three reasins:  not only the European Commission is adopting a new communication channel thus reaching a new and possibly broader audience, but the informal discussion that has been set up makes it very singular – knowing that no subcontractor would be involved! For the moment, the Facebook Fan Page has reached about 900 fans and seems to generate positive interactions with its open community of roaming fans. Let’s acknowledge it! The chaps of the web team at the DG INFSO have done a good job. I wish them more and more fans!

eMarketing in Brussels area is a complex activity at the intersection of European Union politics, online communication and the usual promotion techniques which are SEO (Search Engine Optimization), SEM (Search Engine Marketing) and SMO (Social Media Optimization).

One of the particularity is that European actors are not only seeking to improve their online presence and visibility but also to trigger influence on the Internet. That’s why, as an  eMarketing consultant based in Brussels, I will provide on this blog advices on eMarketing for European stakeholders (PR / PA consultancy, Industry federation, EU Institution, Political Party, Think-Tank or NGO).