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Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
Emarketing strategies for success
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Emarketing strategies for success

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  • A very good morning. I thank you for being here today. It’s a Friday and end of the year. How are we all feeling today? GREAT!
    Are we ALL here to learn. Please tell your neighbour that you are here to learn and kepp his/ her phone to silent mode. Thank you.
  • Please note disclaimer
  • Take note of the breaktimes
  • ** Mainly for Day 2
    ** Number 1b. – can only touch 50% of direct mail with Email. Need a way of re-engaging.
    ** Welcome strategy not strong – have auto-response.
    ** Tim says that should start with community and then develop a strategy, e.g. Jitter Strategies.
    ** Could do with 5 segments, but with 3 high speed customer segments. Overlap with RF and serial data.
    ** Sue Dancers self-selecting.
    ** Reasons to click.
    ** Achieving opt-ins.
    Need alternate methods for capturing email addresses – need to win back.
  • Use text blocks such that the message and offer are still clear and encourage pictures to be downloaded.
  • Transcript

    • 1. eMarketing Strategies for Sucess eMarketingeMarketing strategies forstrategies for SuccessSuccess Gary Gopinathan, CEC, PDM (Asia Pacific) Founder / Director of Consulting and Training GSQM
    • 2. eMarketing Strategies for Sucess DisclaimerDisclaimer • Any names, brands or trademarks mentioned do not expressively mean that we are promoting or advising that you should adopt such practices. • You should always consult your consultant to advise on these measures before embarking on any campaigns.
    • 3. eMarketing Strategies for Sucess AgendaAgenda • Digital world today – Globally and in Asean • Technology Leadership • Digital Technologies explained – Search Engine Optimization – Paid Search Marketing – Podcast / VODcast / Webinar – Video Advertising – Digital Simulation – Game Development • Usage of these technologies • Innovative creation of these technologies • How digital technology is influencing companies today • How can engineering faculties be ready to ride this wave of growth • Q & A
    • 4. eMarketing Strategies for Sucess Trainer: Gary GopinathanTrainer: Gary Gopinathan • Gary Gopinathan is a Marketing and Business Consultant with over 10 years of experience in the various aspects of Accounting & Finance, Information Technology & Software Development, e-Business and Marketing. • Gary is a Certified eCommerce Consultant accredited by Institute of Certified eCommerce Consultants, USA and holds a Prof Dip - Marketing (Asia Pacific). Gary has trained over 8,000 individuals • Gary is a Board Member of the Asia Professional Speakers Singapore and is an Active member of the following associations: – Marketing Institute of Singapore (MIS) – Web Analytics Association (WAA) – Direct Marketing Association of Singapore (DMAS) – Asia Digital Marketing Association (ADMA) – Search Engine Marketing Professionals Organization (SEMPO)
    • 5. eMarketing Strategies for Sucess Digital world today –Digital world today – • Globally • Asean
    • 6. eMarketing Strategies for Sucess Technology Leadership • Technology leadership is business or industry leadership • World is flat
    • 7. eMarketing Strategies for Sucess Digital Technologies explained – Search Engine Optimization – Paid Search Marketing – Podcast / VODcast / Webinar – Video Advertising – Digital Simulation – Gaming
    • 8. eMarketing Strategies for Sucess History & Growth of InternetHistory & Growth of Internet
    • 9. eMarketing Strategies for Sucess Marketing FundamentalsMarketing Fundamentals • 4P’s – Product | Price | Place | Promotion • PEST – Politics | Economy | Social | Technology • SWOT – Strength | Weakness | Opportunity | threat
    • 10. eMarketing Strategies for Sucess Customer Contact FundamentalsCustomer Contact Fundamentals • Where are you touching your customers FIRST • Are you repeated touching your customers and through which medium?
    • 11. eMarketing Strategies for Sucess Introduction to eMarketingIntroduction to eMarketing • Digital Marketing is Applying digital technologies which form online channels to market … (web, email, database, plus mobile / wireless and digital TV) to …contribute to marketing activities aimed at achieving profitable acquisitions and retention of customers through… recognizing the strategic importance of digital technologies and developing a planned approach to improve customer knowledge, then delivering integrated targeted communications and online services that match their individual needs
    • 12. eMarketing Strategies for Sucess SOSTAC Planning FrameworkSOSTAC Planning Framework Situation Analysis Control Actions Tactics objectives Strategy
    • 13. eMarketing Strategies for Sucess Types of online PresenceTypes of online Presence • Transactional ecommerce site • Service-oriented relationship building site • Brand building site • Portal or media site
    • 14. eMarketing Strategies for Sucess Alternative relationshipsAlternative relationships EM EC EB E-marketing has some overlap with e-Commerce and eBusiness a) b) EM = EC = EB EC EM EB eBusiness eccompasses e- marketing and ecommerce, but e- marketing involves more process than e-commerce E-marketing is broadly equivalent to e- commerce and e- business c)
    • 15. eMarketing Strategies for Sucess ObjectivesObjectives • Failures due to not agreeing to clearly defined objectives and razor sharp strategies. – Grow Sales – Add value – Get closer to customer (tracking, ask questions, creating dialogue, learning about them) – Save costs (of service, sales transactions and admin, print and post) – Extend brand online
    • 16. eMarketing Strategies for Sucess ObjectiveObjective • Sell – using the internet as a sales tool – DELL, IBM, General Electric • Serve – using the internet as a customer service tool – FEDex, DHL – package tracking tool • Speak – using the Internet as a communication tool – Press Release • Save – using the Internet for cost reduction – Web based customer service, Annual report sales literature, user manuals, cheaper phone calls (SKYPE) • Sizzle – Using the Internet as a brand-building tool
    • 17. eMarketing Strategies for Sucess Communication channelsCommunication channels Online Games SMS / MMS email RSS Instant Messaging IPTV Outdoor Advertising Web Online Gambling Offline media
    • 18. eMarketing Strategies for Sucess Flat world, thomas FriedmanFlat world, thomas Friedman #1: Collapse of Berlin Wall--11/'89: The event not only symbolized the end of the Cold war, it allowed people from other side of the wall to join the economic mainstream. (11/09/1989) #2: Netscape: Netscape and the Web broadened the audience for the Internet from its roots as a communications medium used primarily by 'early adopters and geeks' to something that made the Internet accessible to everyone from five-year-olds to eighty-five-year olds. (8/9/1995) #3: Workflow software: The ability of machines to talk to other machines with no humans involved. Friedman believes these first three forces have become a “crude foundation of a whole new global platform for collaboration.” #4: Open sourcing: Communities uploading and collaborating on online projects. Examples include open source software, blogs, and Wikipedia. Friedman considers the phenomenon "the most disruptive force of all." #5: Outsourcing: Friedman argues that outsourcing has allowed companies to split service and manufacturing activities into components, with each component performed in most efficient, cost-effective way.
    • 19. eMarketing Strategies for Sucess Flat world, thomas FriedmanFlat world, thomas Friedman #6: Offshoring: Manufacturing's version of outsourcing. #7: Supply chaining: Friedman compares the modern retail supply chain to a river, and points to Wal-Mart as the best example of a company using technology to streamline item sales, distribution, and shipping. #8: Insourcing: Friedman uses UPS as a prime example for insourcing, in which the company's employees perform services--beyond shipping--for another company. For example, UPS itself repairs Toshiba computers on behalf of Toshiba. The work is done at the UPS hub, by UPS employees. #9: In-forming: Google and other search engines are the prime example. "Never before in the history of the planet have so many people-on their own-had the ability to find so much information about so many things and about so many other people", writes Friedman. #10: "The Steroids": Personal digital devices like mobile phones, iPods, personal digital assistants, instant messaging, and voice over IP or VOIP.
    • 20. eMarketing Strategies for Sucess Where is my business in thisWhere is my business in this connected world?connected world? Is my business connected?Is my business connected?
    • 21. eMarketing Strategies for Sucess Is your competitor seated next toIs your competitor seated next to you TODAY?you TODAY? What is your competitor doing thatWhat is your competitor doing that you are not doing?you are not doing? What can you find out online aboutWhat can you find out online about them?them?
    • 22. eMarketing Strategies for Sucess Customer Acquisition strategyCustomer Acquisition strategy • What is your current strategy – How do you get your customer TODAY? – How do you want acquire your customers FROM TODAY?
    • 23. eMarketing Strategies for Sucess Web MarketingWeb Marketing
    • 24. eMarketing Strategies for Sucess In the “old” daysIn the “old” days • TV, Radio, Print media were CHANNELS – You either published or consumed media – Social influence limited to neighbours, family, work colleagues –“people you knew personally” • Measurement was easy – Count the heads of those who consumed a channel – Stratify it into a few social groups if you’re advanced – Simple, easy, worked fairly well
    • 25. eMarketing Strategies for Sucess AudienceAudience • Demographics • What technology tools do they use • Are they in social networks • Do they publish a blog? • What do they expect from your portal / site?
    • 26. eMarketing Strategies for Sucess Along came the InternetAlong came the Internet • Now millions participate • Anyone can publish, comment, recommend, draw attention, relay, shape opinions • Social influence now reaches (and impacts) thousands of people you don’t know –who often trusts you more than they trust traditional publishers • Think also NETWORK –not channels
    • 27. eMarketing Strategies for Sucess Web 2.0 andWeb 2.0 and Marketing New 4PsMarketing New 4Ps Personalization Participation Peer-to-Peer Community Predictive Modeling
    • 28. eMarketing Strategies for Sucess Levraging Digital TechnologyLevraging Digital Technology Promoting products and services using online distribution channels to reach consumers in a Timely Relevant Personal Cost Effective Manner
    • 29. eMarketing Strategies for Sucess Digital MarketingDigital Marketing mediums / networksmediums / networks Online Games SMS / MMS email RSS Instant Messaging IPTV Outdoor Advertising Web Online Gambling
    • 30. eMarketing Strategies for Sucess New MediaNew Media Animation Audio Virtual Worlds Video ROVION Video forROVION Video for your Web Portalyour Web Portal www.rovion.com
    • 31. eMarketing Strategies for Sucess Pull vs. PushPull vs. Push Pull Push
    • 32. eMarketing Strategies for Sucess FeedCommerceFeedCommerce
    • 33. eMarketing Strategies for Sucess Something to think about?Something to think about? Who have influence in relation to an issue/brand? (Who should we influence?) Where do they get their influence from (who listens to them)? When the voices are weighed according to their influence on a topic, what is actually being said? What is our position in the influence network compared to the one we desire – to our competitors? What are the trends in the market? Which features of our products/services do the different market segments appreciate.
    • 34. eMarketing Strategies for Sucess Weather InformationWeather Information
    • 35. eMarketing Strategies for Sucess Application InterfacingApplication Interfacing
    • 36. eMarketing Strategies for Sucess Feed Marketing - the benefitsFeed Marketing - the benefits Permission based 100% opt-in Inexpensive to implement Personalized RSS “Web2.0” compliant
    • 37. eMarketing Strategies for Sucess WidgetsWidgets • Generic web widgets (web) • Google Gadgets (hybrid web & homepage) • Facebook integration • MySpace widgets (web) • Spring Widgets (hybrid web & desktop) • Widgetbox (web) • Musestorm (RSS-based web) • Pageflakes (personal homepage) • Netvibes (personal homepage) • Microsoft Live! (homepage) • Yahoo Widgets (desktop) • Apple Desktop widgets (desktop) • Vista Desktop widgets (desktop)
    • 38. eMarketing Strategies for Sucess Widget samplesWidget samples
    • 39. eMarketing Strategies for Sucess Feeds and WidgetsFeeds and Widgets [desktop][desktop]
    • 40. eMarketing Strategies for Sucess Feeds and WidgetsFeeds and Widgets [web][web]
    • 41. eMarketing Strategies for Sucess Feeds & SEO –Feeds & SEO – google basegoogle base
    • 42. eMarketing Strategies for Sucess Customers/ Employees/ Partners Email Website SMS Call Centre Offers Promotions Product Updates Events Personalised News Performance Metrics Product News Training Accreditation Partners Blog Updates Order Status Sales Toolkit Emergencies “Pull” Channels “Push” Channels Communication engagement is broken!
    • 43. eMarketing Strategies for Sucess Email Website SMS Call Center Offers Promotions Product Updates Events Personalised News Performance Metrics Product News Training Accreditation Partners Blog Updates Order Status Sales Toolkit Emergencies Desktop Agents/ Widgets/RSS/IM Handheld Agents “Pull” Channels Blended Multi-channel Push Customers/ Employees/ Partners
    • 44. eMarketing Strategies for Sucess The desktop:The desktop: good “attention” real estategood “attention” real estate
    • 45. eMarketing Strategies for Sucess A growing number ofA growing number of channels/devices…channels/devices… @ SMS Next? IM Skype VoIP Desktop AlertsWidgets ATTENTION!
    • 46. eMarketing Strategies for Sucess Desktop/RSS (requires client soft., interruption, branding, economical, interactive, high attention value) IM (private, cross platform) Email (low attention value, wide adoption, reference) Mobile Push (Requires client soft., portable, high attention value) SMS (Wide adoption, very expensive, high attention value, private) Fire/Bomb Alert 11 11 11 11 11 Traffic Alerts 11 -- -- 22 33 Time based offers 11 -- 22 -- -- Banking Alert 33 -- -- 11 22 Tracking Alerts 11 -- 33 22 44 Breaking News 11 22 -- 33 44 Sports Alerts 11 -- -- 22 33 Your notification ?? ?? ?? ?? ?? A blended multi-channel approachA blended multi-channel approach
    • 47. eMarketing Strategies for Sucess YouTube delivers more than 100 million video views every day with 65,000 new videos uploaded daily Yahoo! Answers had 160 million answers posted in its first 12 months Myspace has 185 million registered users and between 39 and 45 billion page views per month Facebook has 22 million registered users who generate 40 billion page views a month 36% of online American adults consult Wikipedia 47 User-Generated Content Is Everywhere 33 million (26%) have rated a product, service, or person using an online rating system 12 million adult American Internet users (8%) maintain a blog and 57 million users (37%) read blogs Blogs Ratings & Reviews Confidential and Proprietary. © 2006 Bazaarvoice, Inc.
    • 48. eMarketing Strategies for Sucess 48 US Customer Research Validates Market Need • 80% of online shopping time is spent researching products rather than buying them • 59% of their users considered customer reviews to be more valuable than expert reviews • Online-influenced sales will reach 40% of total U.S. retail sales, or $1 trillion, by 2011 1. JupiterResearch 2006, 2. TechCrunch .3. JupiterResearch 2007 • 77% of online shoppers seek product reviews before purchasing
    • 49. eMarketing Strategies for Sucess Reviews Drive ConversionReviews Drive Conversion 49 Highly reviewed products receive more attention from both consumers and retailers ultimately leading to higher sales Data compiled from Bazaarvoice customers
    • 50. eMarketing Strategies for Sucess Confidential and Proprietary. © 2006 Bazaarvoice, Inc. 50 Ratings & ReviewsRatings & Reviews Drive Value Across All ChannelsDrive Value Across All Channels
    • 51. eMarketing Strategies for Sucess 51 After Ratings & Reviews in RSS Drive Higher Clickthroughs Before Burpee drives customer engagement by providing featured product and educational content via RSS. Average daily RSS clickthroughs are 43% higher when Burpee includes customer reviews alongside featured products! Confidential and Proprietary. © 2006 Bazaarvoice, Inc.
    • 52. eMarketing Strategies for Sucess 52 52 Reviews Enhance Offline Marketing & Store Signage Confidential and Proprietary. © 2006 Bazaarvoice, Inc.
    • 53. eMarketing Strategies for Sucess BE USEFUL TO THEM SEE THE WEB LIKE A SEARCH ENGINE UNDERSTAND YOUR NETWORKS LEARN FROM SOCIAL MEDIA’S SUCCESS
    • 54. eMarketing Strategies for Sucess And turnaroundAnd turnaround 54 © Copyright Spannerworks 2007. All rights reserved
    • 55. eMarketing Strategies for Sucess
    • 56. eMarketing Strategies for Sucess “Google is a reputation management system.”
    • 57. eMarketing Strategies for Sucess Match your targetMatch your target market to the mediamarket to the media So which social networks should you be on? • You’re probably on them all already! It is impossible to control market conversations about your brand. You need to consider how you participate in these conversations to meet your objectives • Your strategy should follow the basic principles of marketing – Who is your target audience? – Where can they be found on social networks? Think about how to use these social networks to achieve your objectives June 2007
    • 58. eMarketing Strategies for Sucess June 2007 Define clear business goals before you doDefine clear business goals before you do anythinganything There is little point marketing on social networks unless you know what you want to achieve – Traffic to your website (what for?) – Registrations (what will you do with them?) – Advertising / eCommerce / Subscription revenue – Customer Relationship Management – Market research – Media Publicity & PR (how will you measure?) – Etc etc...
    • 59. eMarketing Strategies for Sucess Marketing on social networks needs aMarketing on social networks needs a different approachdifferent approach • Social networking sites are places frequented by many people. You can use them to lead people into a buying process • Marketing on these sites can be tricky - members hate overt commercial messages • The key is first to create a compelling profile (through an offline personality or character associated with your campaign, or possibly via an employee) • This ‘profile’ can then build a following by creating content that is right for the audience you want to reach out to. June 2007
    • 60. eMarketing Strategies for Sucess Create a profile & messages to appeal to the targetCreate a profile & messages to appeal to the target marketmarket AmplificationofMessage Direct Brand Interaction Brand X MySpace discovered that the momentum effect of consumer-to- consumer (C2C) advertising can account for 70% of a campaign's impact on social networks.
    • 61. eMarketing Strategies for Sucess June 2007 Myspace offers the most overt commercialMyspace offers the most overt commercial opportunitiesopportunities
    • 62. eMarketing Strategies for Sucess June 2007 Create compelling content targeted to yourCreate compelling content targeted to your audienceaudience Some things to consider re content: • Think like your target audience - create content that will be useful to them, don’t just plug your products • Brand your content & widgets – to get your logo across the network • Use pictures of people on your profile to make it more personal • Take care of your profile – keep it active and updated, so that visitors come back • Don’t spam – communicate offers and commercials carefully, to avoid users complaining so MySpace shut you down Embedded videos www.MySpace.com Portable blog www.widgetbox.com Slide show for pictures www.rockyou.com Don’t forget your business objectives!
    • 63. eMarketing Strategies for Sucess June 2007 Adidas’ profile is aAdidas’ profile is a good examplegood example – Authentic and personal - welcome video message from NBA pro Gilbert. 13,500 friends on the network – Compelling content - users invited to submit own success stories and videos on training tips – not ‘controlled by Adidas – Branded - users can download MySpace Skins (page designs) and icons – Related to business objectives - provides prominent links to buying Adidas gear www.myspace.com/Adidas “impossible is nothing” campaign
    • 64. eMarketing Strategies for Sucess User-generated contentUser-generated content • IDC estimate that by 2010, 70% of web content will be user generated. • Indicates to web managers that they need a social media strategy to help manage the online brand visibility and reputation • More UGC will inevitably mean that Internet users are spending less time with branded content and destination site originated content.
    • 65. eMarketing Strategies for Sucess 2007 Balanced Tipped2007 Balanced Tipped Asia Pacific takes the global lead in some key aspects of the digital marketing mix Internet world stats – 36% of world’s online population lives in Asia Mobile penetration remains higher than anywhere else in the world. HK, Aust, Taiwan, are the world’s top 3 mkts Asian users accessing the Internet over their mobile phones exceeds the entire Internet connected population of the US
    • 66. eMarketing Strategies for Sucess 2007 Balanced Tipped2007 Balanced Tipped Asia is driving the digital marketing industry Merrill Lynch predicts – global online spend will reach US$14.5 billion in 2007 Increase of 24% from 2006 Asia will be the driving engine Highest growth to come from China, Australia, South Korea and Japan Asia Pac is also the leading edge of many technologies and marketing techniques
    • 67. eMarketing Strategies for Sucess 2007 Balanced Tipped2007 Balanced Tipped Despite all these stats – digital marketing still captures only about 3% of all advertising dollars in the region 3% is remarkably low, considering that the web is among the top 3 consumed media types (TV, Print and Outdoor) Younger demographics users spend the majority of their media time online and on the mobile, often simultaneously consuming other media.
    • 68. eMarketing Strategies for Sucess What’s in it for me?What’s in it for me? unprecedented business opportunities for Marketers, Advertisers and the entire Digital Marketing “ecosystem” of portal, mobile operators, communication service providers, games and entertainment companies, handset manufacturers, interactive agencies and the rest.
    • 69. eMarketing Strategies for Sucess Culture in AsiaCulture in Asia • Take NOTE of the DIVERSE culture in Asia • What may be feasible in one country may not be feasible in another, i.e mobile campaign in Philippines Vs Mobile campaign in Vietnam
    • 70. eMarketing Strategies for Sucess Email MarketingEmail Marketing • Web 2.0 • Leveraging on Email Marketing • What to DO • What NOT to do • Improving Conversion rates • Checklist before sending • Web Analytics • Testing and Conversion Tracking
    • 71. eMarketing Strategies for Sucess Web 2.0 andWeb 2.0 and Marketing New 4PsMarketing New 4Ps Personalization Participation
    • 72. eMarketing Strategies for Sucess Email Marketing –Email Marketing – Pull vs. PushPull vs. Push Pull Push
    • 73. eMarketing Strategies for Sucess E-mail 2.0E-mail 2.0
    • 74. eMarketing Strategies for Sucess SAP get the sell/informSAP get the sell/inform balance rightbalance right
    • 75. eMarketing Strategies for Sucess Biggest mistakes withBiggest mistakes with Email MarketingEmail Marketing 1. Not having a contact/targeting strategy – Poor welcome strategy, use of event triggers – Reactivation strategy, unsubscribe follow-up 2. Not using reminders sufficiently. Integration with direct mails. 3. Not interactive – simply direct mail delivered by email 4. Not having list quality targets – Number by segment, activity levels 5. Not enough care over from and subject line 6. Not building the email around the call-to-action 7. Not providing sufficient space above the fold 8. Not effective with images blocked 9. Not using tracking sufficiently 10. Not evaluating qualitatively (brand metrics)
    • 76. eMarketing Strategies for Sucess How succinct are yourHow succinct are your subject lines?subject lines?
    • 77. eMarketing Strategies for Sucess Using Eyetracking researchUsing Eyetracking research to improve Email marketingto improve Email marketing 1. Heading and subhead copy critical • First 2-3 words most important • Make hyperlinked 2. Large fonts work well 3. Images often missed • Use text link calls-to-action 4. Readers scan down the left of an E-mail 5. First part of para important • F shape eyetrack 6. Email intros skipped • Use to personalise and engage e.g. with hyperlinks Need to deliver Scannability and Skimmability Tips: Use powerful headings Key messages and calls-to-action on left
    • 78. eMarketing Strategies for Sucess HP E-newsletter ticks the boxesHP E-newsletter ticks the boxes
    • 79. eMarketing Strategies for Sucess Templates that work in the inbox –Templates that work in the inbox – beware image blockingbeware image blocking
    • 80. eMarketing Strategies for Sucess Is your email clear within the preview pane?Is your email clear within the preview pane? Ensure email width < 500 pixels, key messages on left…Ensure email width < 500 pixels, key messages on left…
    • 81. eMarketing Strategies for Sucess Skills to manage email marketingSkills to manage email marketing Web design skills, HTML and webWeb design skills, HTML and web technology and software application usagetechnology and software application usage
    • 82. eMarketing Strategies for Sucess Manage ContactsManage Contacts
    • 83. eMarketing Strategies for Sucess CreateCreate
    • 84. eMarketing Strategies for Sucess HTML MessageHTML Message
    • 85. eMarketing Strategies for Sucess TextText MessageMessage TEST!
    • 86. eMarketing Strategies for Sucess SendSend
    • 87. eMarketing Strategies for Sucess ReportsReports
    • 88. eMarketing Strategies for Sucess DMAS Commercial Electronic MessagingDMAS Commercial Electronic Messaging Compliance- Email Marketing ChecklistCompliance- Email Marketing Checklist As of 1 June 2007As of 1 June 2007
    • 89. eMarketing Strategies for Sucess DMAS Commercial Electronic MessagingDMAS Commercial Electronic Messaging Compliance- Email Marketing ChecklistCompliance- Email Marketing Checklist As of 1 June 2007As of 1 June 2007
    • 90. eMarketing Strategies for Sucess Important elements forming anImportant elements forming an email marketing campaignemail marketing campaign Design & copywriting Measurement & Analytics Personalisation Strategy & Campaign Planning Segmentation
    • 91. eMarketing Strategies for Sucess Barriers to EffectiveBarriers to Effective Use of EmailUse of Email Lack of Skills & Training Lack of Budget / Finances Lack of Strategy Lack of Segmentation Quality of Email Database
    • 92. eMarketing Strategies for Sucess Barriers to EffectiveBarriers to Effective IntegrationIntegration Disconnected Systems / Technologies Lack of Budget / Finances Lack of Skills & Training Organisation Culture
    • 93. eMarketing Strategies for Sucess To work onTo work on the followingthe following Strategy & Campaign Planning Measurement & Analytics List / Data Quality Segmentation Campaign Optimization
    • 94. eMarketing Strategies for Sucess Tips for Measuring ROITips for Measuring ROI  Ask each customer how they found out about you.  Invest in web analytics.Invest in web analytics.  If you use an email marketing provider that can integrate with your website to track orders  Monitor other inbound channels (e.g. telephone) and use discount codes / special offers / unique phone numbers to label inquiries and orders.  Some database systems make this possible without massive investment.  Allocate and invest time in analysing the performance of each campaign.
    • 95. eMarketing Strategies for Sucess Get Your OwnGet Your Own House in OrderHouse in Order Consolidate and integrate your email campaigns Build effective communications strategy, including Relevance, personalisation, segmentation and targeting Develop a testing strategy Focus on List and Data quality
    • 96. eMarketing Strategies for Sucess Choose YourChoose Your Partners CarefullyPartners Carefully Follow strategy not features Use agencies for expertise Work with partners Choose an approach based on your set up
    • 97. eMarketing Strategies for Sucess Think Strategically:Think Strategically: Take the Next StepTake the Next Step Quick wins are possible Deliverability Understand the barriers to effective email integration
    • 98. eMarketing Strategies for Sucess Search MarketingSearch Marketing
    • 99. eMarketing Strategies for Sucess Search strategySearch strategy • Traffic Building • Optimization of website • Are you found on Google, Yahoo, MSN and other sites
    • 100. eMarketing Strategies for Sucess Options AvailableOptions Available Website + Microsite Search Marketing # SEO # PPC # Trusted Feeds Online PR # Media Alerting Service Online Partnerships # Link Building # Affiliate Marketing # Sponsorship Interactive Ads # Banners, Rich Media # Dynamic / Behavioural #3rd party e-newsletters Opt-in-email # Cold email # Co-branded email 3rd party e-newsletters Viral Marketing # Pass along # Prompted # Incentivized Offline Communications # Advertising # PersonalSelling # Sales Promotion # PR # Sponsorship Offline Communications # Direct Mail # Exhibitions # Packaging # Word of mouth
    • 101. eMarketing Strategies for Sucess Search for FlowersSearch for Flowers
    • 102. eMarketing Strategies for Sucess Search for booksSearch for books
    • 103. eMarketing Strategies for Sucess How to’sHow to’s • Search Engine Registration / submission – Yahoo http://submit.search.yahoo.com/free/request – Google http://www.google.com/addurl.html • Keyphrase analysis – https://adwords.google.com/select/KeywordToolExternal – http://inventory.overture.com/d/searchinventory/suggestion/
    • 104. eMarketing Strategies for Sucess Improving your website rankingImproving your website ranking • Frequency if occurrence in body copy • Number of inbound links • Inclusion in directories • Title HTML tag • Meta tags • Hidden graphic text
    • 105. eMarketing Strategies for Sucess Online PROnline PR
    • 106. eMarketing Strategies for Sucess Web MeasurementWeb Measurement
    • 107. eMarketing Strategies for Sucess Server CapacityServer Capacity Kilo- Mega- Terra- Petabytes per second Page Speed Fast Nice Fine OK Painful SucksSlow Gone
    • 108. eMarketing Strategies for Sucess Server LogsServer Logs Transaction Records for RecoveryTransaction Records for Recovery Surfer http log - “server log” What pages were served to which IP addresses & when? Web Server
    • 109. eMarketing Strategies for Sucess Using Web Analytics to Measure:Using Web Analytics to Measure: • Attention • Navigation • Content • Conversion • Customer Experience
    • 110. eMarketing Strategies for Sucess • How good is my advertising creative? • How good is my public relations? • How good is my partner program? • How good are my search engine listings? • How good are my off-line promotions? Measuring Clicks Reveals:Measuring Clicks Reveals:
    • 111. eMarketing Strategies for Sucess Attracting AttentionAttracting Attention • Organic Search • Keyword Pay Per Click • Banner/Email • Offline Where are they coming from? What does it cost? Is the traffic worth the expense?
    • 112. eMarketing Strategies for Sucess Where do They Come From?Where do They Come From? • Search engines (SEM & SEO) • Banner ads • Newsletter ads • Email marketing • Directories • Press releases • Partner pages
    • 113. eMarketing Strategies for Sucess Web AnalyticsWeb Analytics To Improve NavigationTo Improve Navigation • What was the first page? • What did they look at? • How long did they stay? • How deep did they click? • Where/why did they leave? • What can we learn from their behavior?
    • 114. www.gsqm.com www.garygopinathan.com eMarketing Strategies for Sucess About Us Product C Product B Events Services Web Site NavigationWeb Site Navigation Divining by PageviewsDivining by Pageviews Home Products Product A White Paper Specs Price
    • 115. www.gsqm.com www.garygopinathan.com eMarketing Strategies for Sucess Product AProducts Product BProducts Home White Paper Products Product A Web Site NavigationWeb Site Navigation Divining by ClickstreamDivining by Clickstream
    • 116. eMarketing Strategies for Sucess Content CostsContent Costs • Write copy • Proof copy • Create graphics • Format layout • Maintain index/site map • Maintain navigation • Host & serve Is it worth it?
    • 117. www.gsqm.com www.garygopinathan.com eMarketing Strategies for Sucess • Sales Did They Buy Anything?Did They Buy Anything? (Conversion)(Conversion) • Clickthroughs • & Referrals • Registration • Contest entry • Document download • Retail coupon print • Feedback• Leads
    • 118. eMarketing Strategies for Sucess Emetrics - Business Metrics for the New Economy
    • 119. eMarketing Strategies for Sucess • Likely to buy combinations • Likely to abandon combinations • Likely upsell • Likely cross-sell Shopping Cart AnalysisShopping Cart Analysis Cookies Cake Peanut butter
    • 120. eMarketing Strategies for Sucess
    • 121. eMarketing Strategies for Sucess Customer ExperienceCustomer Experience • Brand • Delight - Frustration • Reputation • Customer Satisfaction
    • 122. eMarketing Strategies for Sucess Brand MeasurementBrand Measurement • Unaided awareness • Aided awareness • Ad recall • Message association • Brand favorability • Intent to purchase
    • 123. eMarketing Strategies for Sucess Reputation ManagementReputation Management ExamplesExamples Amazon – rate this book eBay – rate this vendor/buyer Bizrate – rate this vendor/product/Web site Epinions •rate this vendor/product/Web site
    • 124. eMarketing Strategies for Sucess • Technology – How do we get the data? • Analytics – – How do we turn the data into information? What’s useful? • Business Manager – – What action do we take? How do we determine the impact of that action? Three Skill Sets RequiredThree Skill Sets Required Jim Sterne www.targeting.com
    • 125. eMarketing Strategies for Sucess Culture of AccountabilityCulture of Accountability • Continuous improvement • Embrace risk • Reward failure • Numbers aren’t personal
    • 126. eMarketing Strategies for Sucess Web Analytics is only Actionable if:Web Analytics is only Actionable if: 1. Business goals are clear 2. Tech, analytics & biz are aligned 3. Feedback loop is complete
    • 127. eMarketing Strategies for Sucess Measure Analyze Report Change Cleanse Internal Interpret Plan Capture The Feedback Loop Loop Gap Effect Feedback Loop GapFeedback Loop Gap XX
    • 128. eMarketing Strategies for Sucess The Road to Website SuccessThe Road to Website Success • How do we make our website better? • What should we measure? It depends – What constitutes “success”? Who is your audience? What are they trying to accomplish? How well are you helping them get the job done?
    • 129. eMarketing Strategies for Sucess http://www.barnesandnoble.com/
    • 130. eMarketing Strategies for Sucess http://www.barnesandnoble.com/
    • 131. eMarketing Strategies for Sucess http://www.barnesandnoble.com/
    • 132. eMarketing Strategies for Sucess http://www.barnesandnoble.com/
    • 133. eMarketing Strategies for Sucess http://www.barnesandnoble.com/
    • 134. eMarketing Strategies for Sucess http://www.barnesandnoble.com/
    • 135. eMarketing Strategies for Sucess
    • 136. eMarketing Strategies for Sucess
    • 137. eMarketing Strategies for Sucess gary@gsqm.com Skype: garygopinath Blog: bizitmktg

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