The Power of Web Some Digital Marketing Thought Points © XIOS, 2009

Wise Use of Web is different from “use of web” The possibilities are far too many to feel comfortable with anything you do online Sometimes the fact that it’s online, means it’s wise. Break free and see the light. This presentation might help.

5 Thought points for the Wise Use of Web Youtube Google Twitter Linkedin Facebook Orkut Gmail Google Maps Slideshare msn Yahoo! Gmail Blogspot Wordpress

See the future 1

See the Future Use Your Sixth Sense. See your customer switching long before he/she actually does See your prospects becoming eligible for acquisition, long before competition sees them Surrogate Data available on the web provides enough information to derive insights that help predict consumer behavior

See the Future

Use Your Sixth Sense.

See your customer switching long before he/she actually does

See your prospects becoming eligible for acquisition, long before competition sees them

Surrogate Data available on the web provides enough information to derive insights that help predict consumer behavior

Protect your ROI from turning on its head 2

Don’t let your ROI turn on it’s head Fragile web approaches could get your ROI to turn on its head. That is of-course if you choose to look at it. Every consumer interaction approach on the web has an “opportunity cost” (Widget v/s SEM v/s SMO v/s SEO v/s Display V/s …?!) Know the universe of choices available and then make the right choices, in the context of your objectives Be available to neutrally analyzing these opportunity cost scenarios to help preventing your ROI from turning on its head

Keep a Close Eye 3

Keep a Close Eye Realize that consumers are not loyal to web platforms, they are loyal to their needs and preferences And these preferences shift over time. Have the eye to see these shifting preferences online more than getting excited about a new social media site which just took birth. You could then collaborate more holistically in the evolution of the web for your consumers, in the context of your brand objectives. And that is a powerful way of using the Web

Keep a Close Eye

Realize that consumers are not loyal to web platforms, they are loyal to their needs and preferences

And these preferences shift over time.

Have the eye to see these shifting preferences online more than getting excited about a new social media site which just took birth.

You could then collaborate more holistically in the evolution of the web for your consumers, in the context of your brand objectives. And that is a powerful way of using the Web

Recession is Fun 4

Recession is Fun In gloom it’s the web that’ll come to your rescue. Low input communication costs. High concentration of target groups and favorable category ROI on the web allows non web users too to take notice of this medium in these times Existing users, in these times enjoy optimizing usefulness of the web by discovering innovative online marketing opportunities that are low on cost and tremendously high on impact This is the time to do a few things, and do only those that return significant value. And web fits perfectly here

Don’t Get Intimidated 5

Don’t get intimidated by the web’s false sense of power The web has the potential to drown you in its data deluge and sheer vastness. Don’t get too carried away. Don’t allow juvenile ideas to pass of as online strategies. Also don’t allow dramatic representation of simple data to double up as insights Stay true to your brand strategy and don’t hesitate to ask fundamental questions like: “ What’s the ROI?” “ What is the consumer insight?” “ Am I driving favorable consumer behavior?” Stick on to doing what you are doing, so long as you get convincing answers

To Conclude

Web is not Google + Yahoo + Linkedin + Facebook + Blogger + Orkut + Twitter + …

Web is “ An aggregation of human expressions, indicative of demographics, psychographics, sociographics and behavioral traits”

Web is “ A cost effective opportunity to interact, engage with and influence the stakeholders of your brand”

Think about it.

Dhaval Thanki Digital Media Evangelist & Director XIOS Media Solutions (P) Ltd www.xios.co.in XIOS Is an Online Media Solutions Company