The State of the Net October 2009

The State of the Net Aileen O’Toole, Managing Director, AMAS Enterprise Ireland conference, 22 October 2009 www.amas.ie

Presentation content

Key Internet trends

Why they matter to you:

Targeting overseas markets

Positioning your products or services

Building, or retaining, customer base

Making your marketing budget stretch

Case studies

A brief introduction….

Past

Business journalist and editor:

Business & Finance

Co-founder, director, deputy editor:

The Sunday Business Post

Present

Managing Director, online consultancy AMAS

Non-executive directorships

Chambers Ireland

ASH Ireland

Business in the Community

Campaign Director, Ideas Campaign

Company profile

AMAS: online consultancy founded 2001, vendor-independent

Goal – enable clients to make strategic gain from the Web

Services

Retained by leading names in public and private sectors

Strategy Content Research Marketing Audits Outsourcing Channel management Project management

Key internet trends and statistics

State of the Net: the publication Available on www.amas.ie

Broadband

eReadiness

eBusiness applications Source: ComReg

B2B purchase - influencing factors 1 = not important 6 = very important Source: Enquiro, Business to Business Expert Series

What B2B buyers want Source: Enquiro, Business to Business Survey

B2B sites: the facts

Seven out of 10 B2B deals start with an Internet search

2-3% of website visitors will submit contact information

Source: Leads Explorer, 2008

B2B buying process Importance of online resources throughout the sale Source: Enquiro B2B Expert series, data based on survey of 2000 B2B decision makers Stage Buyer intent Web activity Awareness

Education

Research solutions

Read online articles

Visit vendor website

Consideration

Define features

Shortlist vendors

Research on “landmark” sites

Cross check vendor sites

Establish vendor credibility

Purchase

Drive best deal

Use site to cross-check

Implementation

Fulfil contract

Access buyer information

Social media gains importance in B2B relationships

B2B: pre-Internet

Markets close by

English language only

Offices

Agents

Specialists

Brochures

Mail shots

Meetings

Events

Networking

Advertising, PR

International reach Infrastructure The toolkit

B2B: the Web 1.0 approach

Markets close by and further afield

Primarily English language

Offices (same or fewer)

Agents (same or fewer)

Specialists

Website (online brochure)

Email

Brochures

Meetings

Events

Networking

Advertising, PR

B2B: the Web 2.0 approach

Global markets

All languages

Offices (fewer/none)

Agents (same or fewer)

Specialists

Digital portfolio

Brochure(s),

Meetings, virtual and physical

Events, virtual and physical

Networking, virtual and physical

Online marketing and PR

Digital portfolio Social media Content sharing Syndication Your website(s) Email newsletters Social bookmarks Blogs User-generated content Search engine profile

What it all means to you? What to do?

Why the Internet is important

Fact: your website is the most important calling card for prospective customers

Fact: how you position your products or services online will determine whether you get noticed by buyers

Fact: it’s not only about your website, it’s your online footprint

Fact: online marketing and communications enable you to reach decision-makers more cost- effectively than traditional means

Benefits to an exporting business

Used well, it can :

Be a flexible, cost effective way to market your business and in some businesses sell your products or services

Enable you to tailor your message and offers to particular target markets

Allow you to gain competitive advantage

Enable your business to punch above its weight

The Internet is:

The lowest cost channel

The quickest way to establish or lose credibility

Plan, plan, plan...

How does Internet support your

business strategy?

How can your site deliver leads, raise awareness and create tangible value?

What else do you need in your digital portfolio?

Who minds your business online?

But remember....

Not every company needs to

have a blog and be on Twitter

Branding can be a key differentiator – Walter Landor CEO, Lander Associates “ Products are made in the factory, but brands are created in the mind ”

Avoid common mistakes B2B Website Usability Study, Nielsen Norman Group Common B2B problems Visitor response Incomplete product description Scepticism Content is overwhelming, convoluted Confusion Navigation structure is confusing Impatience Marketing tactics are pushy Annoyance, distrust Registration or contact form problems Reluctance to contact

Content, and content sharing, are key Source: Direct Connect US

Use free or low-cost software

Don’t forget accessibility Now mainstream and good for business

Internet is now on the move iPhone is to mobile Internet what iPod was to the MP3 player Users accessing content, services on mobile devices

Case studies

Technical Engineering Group Before After

Tipperary Crystal

Pilot Training College

Ideas Campaign

What to do?