Websitelately

What has your website done for you lately? Dawn Marie Yankeelov President, ASPectx [email_address] www.aspectx.com June 2002

The Web Today: 2002
Total Active Web Population is 452 million worldwide; US makes up to 174 million of those users
52 Percent of Total are Female
47 Percent of Total are Aged 25 to 49 Olds
58 Percent of Total earn from $25,000 to $75,000 ; half with a high school degree and some college
22 Percent of Total have a College Degree

Affluent Online Users Profile
$100,000+ incomes defines Affluent Netizens
More than 75 Percent Have Been Online for More Than Three Years
Half Have Been Online for Five Years
They Go Online Three to Five Times a Week
Number of Affluent Households in General Growing and Represents 22 Percent of Total Online Users
Women Head 54 Percent of Affluent Households and Make Buying Decisions
Destination-Driven on the Web
Use it As a Resource Tool for Business News, Travel, and General Business Use (Top 3)

“Work It Baby”: Use the Internet
Go beyond using the Internet for an electronic brochure outpost.
Find out what your competitors are doing on the web.
Create an Internet Business Plan and live it.
Don’t be inconsistent with your offline brand.
Email marketing works, but send to careful choices. Do not rent out your lists.
Be sure your website is integrated into other marketing activities.

Tune Into the Internet as a Medium
Integrate web activity with other marketing and sales decisions.
Segment and target.
Enhance customer service with online help.
Make your site an information resource.
Do user testing and find out what is working and what is not.
Care about privacy. Develop a privacy policy.

Low Budget? Get Back to Basics
Checklist for your website
Prominent Contact Us Section
Available Newsletter
Site Search—Website Map
Logo on Home Page
Put Up Chat or Virtual Community Components

Webboard

Public Relations on Site

Explain Concepts on Your Site

Expect Results and Plan for Them
Be ready for inquiries from the website.
Consider outsourcing website development if it is not a core strength of your company.
Promote your website.
Analyze web traffic and buy a web statistics package like Web Trends.

Remember: Top of Mind at Top of Page

Pushing Available Space: Ecommerce Issues

Ecommerce Review: Giving Back Customer Control

Ecommerce Analysis: Hot Deals Pay Off

Ecommerce Uncomplicated: Clear and Concise

Ecommerce Drill Down Options

Think Like Your Client When Designing Your Site

Let the Site Save You Time

Keep It Orderly: People Read from Left to Right

Personalization Approaches

Categorize Items and Tab

Breaking Apart a Winner Site Keep It Current Consistent and Prominent Branding and Customer Service Available Records Your Wants and Needs Offer Help

Lessons from Yahoo

Cost Savings: Email vs. Direct Mail
The advantages of email to corporate marketers are obvious
none of the postage, paper or printing expenses that account for about 60 percent of the cost of direct mail.
Whereas mailing a catalog usually runs 50 cents to $1 , an email costs just five cents to 10 cents to deliver .
Forrester Research expects U.S. marketers alone to send 200 billion emails in 2004.

Email to the Masses
Marketing Approaches
People want bargains
Clients will buy “expert” counsel, so use newsletters to build expert status
A regular message is branding—send to qualified lists once or twice a month
“Free” is a great advertising word
For service companies, offer a free trial or promotional period

Emarketing Concepts
Think Out of the Box—Ex. Casino used a fake scratch-off in its email and got 70 Percent Click-throughs
Translate Urgency—Ex. Few Seats Remaining at Event
Shout the Guarantee—Key: Letting people know you care works on the web
Call to Action—Ask for the Order!
Speak in Terms of Needs and Wants

Manage Your Emarketing
Drive customers to your website for demo, free offer, appointment, contact form, order entry
Track your results and know when to followup
Send out manageable batches for followup
Use in conjunction with other marketing mix concepts:
Ex. To promote booth at upcoming trade show; to cite change or new product offerings at company

Do the Analysis
Use Webtrends or similar program
Investigate Confluent approach of Data Mining
Use eMarketing tools that allow tracking of clicks and opening of message
Evaluate Customer Service email feedback on interactions with staff

Confluent Technologies Business Intelligence and Knowledge Management Solutions to Corporations, School Systems and Governmental Agencies. Confluent Technologies 11857 Commonwealth Drive Louisville, KY 40299 Tel: 502.212.4000 [email_address]

Confluent Technologies
User-Friendly Client Interface Highly Visual Mouse Driven Simplifies Data Mining and Analysis Browser Based / Web Enabled
Delivered as Service, Not Software
Business Intelligence for today’s environment

Food Services Solution
Fast Growing Restaurant Chains
Increase Dining Revenues
Competition for Internal Resources
Perception of “Data Poverty”
Need for Positive Financial Impact

Food Services Launch Page

Check & Margin Analysis

Beverage Trending

Financial Services Portfolio Monitoring

Portfolio Monitoring System
Request: During a time of rapid growth, provide XYZ Bank team with the ability to track and manage the progress of:
Current Loan Portfolio
Deposits/Savings
Certificates of Deposit
DDA Trial Balance (checking)
Why: Understand portfolio balance, customer attrition profitability across accounts, and other key performance measures at all levels.

Portfolio & Asset Support
By Bank
Product:
Avg. Net
Receivable
# 2 Cycle
Delinquent
Avg. Fee
Size per
Product

Decision Support: Average Net Receivable by Product

Decision Support: Number of Delinquencies by Loan Officer

Decision Support: Portfolio Turnover
Bar graph of maturity date of all open loans by $ size of loan

WrapUp
Plan for a connection between online and offline activity in the company
Look for ways to “Keep It Simple” on Your Website
Investigate websites of companies you trust and evaluate what works for them—then use it
Look for ways to have “high touch” through the web
Customer Service
Emarketing
Online Newsletter
Chat
Be Dr. Freud: Analyze what works after three months
Use analysis web tools

Aspectx
Competitive Intelligence *Marketing *
Public Relations*Business Planning *Event Marketing
*Web Consulting
For more information contact:
Dawn Marie Yankeelov, President
Aspectx
(w) 502-292-2351
(c) 502-548-1304
(f) 502-292-2364
[email_address]
www.aspectx.com

Websitelately

by Dawny1962 on Jun 17, 2009

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