MumbaiMar 22, 20131 PM to 7 PM               ©   GutsGo eMarketing   1
Understanding Customer’s    Online Behavior   Let’s Learn & Do It Better!         Let’s Be At It!                         ...
Business, Marketing & eMarketing        Establishing Customers Need or Want      Having a Market Ready Product / Service  ...
All Businesses Today Must… • Understand Consumers Online Behaviors • Integrate Online Media into Marketing   Strategies • ...
Who is Your Customer?        In Flesh & Blood     Emotions & Behaviors  Making their Life Better Today         Life Time V...
Business, Marketing & eMarketing    Any Marketing Online = eMarketing     eMarketing = Customer Centric++   Paid Search, S...
Why Customer Centric++?Seamless Online Behavior Real time Only way - Be Proactive to Engage   Each Engaging Tactic is a SI...
Class Discussion 1A Business Offering Please!                        ©   GutsGo eMarketing   8
Class Discussion 1What is the Customer Engagement?                         ©   GutsGo eMarketing   9
Integrated eMarketing Funnel                     ©   GutsGo eMarketing   10
What Tactics did they USE / Consume?    Website                               Email       Web               SE0   PPC   SM...
EARNED MEDIA              radio                                                                                           ...
eMarketing Tactics & Outcome    Tactic              Out Come    Website             Customer Engagement    SEO            ...
Class Discussion 2A Business Offering Please!       Your Choice!                       ©   GutsGo eMarketing   14
Who is Your Customer?        In Flesh & Blood     Emotions & Behaviors  Making their Life Better Today         Life Time V...
What is your eMarketing Plan?                         ©   GutsGo eMarketing   16
What is Your Social Graph? •   Who you are? •   What you do? •   Whom are you connected with? •   What do you say when som...
Customer Profiling – Social Graph    www.gutsgo.comhttp://www.firepolemarketing.com/blog/2011/04/30/customer-profiles/   ©...
Will she REFER you?                (B2C)Will the Client Refer your Business?                (B2B)                         ...
Why will she PAY you? (B2C)Why will a Client Pay you? (B2B)     Can the referrals work for your            Network Effect?...
The Network Effect                     ©   GutsGo eMarketing   21
UnderstandingUser Generated Content (UGC)             &Consumer Generated Contend           (CGC)                    ©   G...
What is UGC?What is CGC?Examples Please!                   ©   GutsGo eMarketing   23
Let’s Get our CC++ to our Wholly Grail                          ©   GutsGo eMarketing   24
Q&A       Let’s Be At It!Let’s Learn & Do It Better!                     ©   GutsGo eMarketing   25
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Module 2 customer behaviour ratan kk_masterclass on online marketing,– Ratan KK:Understanding the Customer Behavior on the internet. Explanation through Cases.

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Module 2 customer behaviour ratan kk_masterclass on online marketing,– Ratan KK:Understanding the Customer Behavior on the internet. Explanation through Cases.

  1. 1. MumbaiMar 22, 20131 PM to 7 PM © GutsGo eMarketing 1
  2. 2. Understanding Customer’s Online Behavior Let’s Learn & Do It Better! Let’s Be At It! © GutsGo eMarketing 2
  3. 3. Business, Marketing & eMarketing Establishing Customers Need or Want Having a Market Ready Product / Service Connecting with an Identified Customer For Sales, Distribution & Advertising In the Market Place against Competition © GutsGo eMarketing 3
  4. 4. All Businesses Today Must… • Understand Consumers Online Behaviors • Integrate Online Media into Marketing Strategies • Develop Integrated Online Marketing Strategies • Understand various Online Marketing Tactics • Implement Online Marketing Tactics • Know Online Industry © GutsGo eMarketing 4
  5. 5. Who is Your Customer? In Flesh & Blood Emotions & Behaviors Making their Life Better Today Life Time Value © GutsGo eMarketing 5
  6. 6. Business, Marketing & eMarketing Any Marketing Online = eMarketing eMarketing = Customer Centric++ Paid Search, SEO, Social Media, eMail © GutsGo eMarketing 6
  7. 7. Why Customer Centric++?Seamless Online Behavior Real time Only way - Be Proactive to Engage Each Engaging Tactic is a SILO © GutsGo eMarketing 7
  8. 8. Class Discussion 1A Business Offering Please! © GutsGo eMarketing 8
  9. 9. Class Discussion 1What is the Customer Engagement? © GutsGo eMarketing 9
  10. 10. Integrated eMarketing Funnel © GutsGo eMarketing 10
  11. 11. What Tactics did they USE / Consume? Website Email Web SE0 PPC SMM Banner Strategy Mobile Analytics © GutsGo eMarketing 11
  12. 12. EARNED MEDIA radio First-person commentary and mags newspapers bricks & content about the brand posted and shared across a variety of mortar product venues site(s) ‘advertising’ “Social Media” outlets also corporate support both Bought Media (e.g., online ads website ad banners, sem/ppc, etc.) and outdoor Owned Media (e.g., widgets, apps, television etc.) DM / CRM OWNED MEDIA All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media mobile campaign video sharing site(s) social networks BOUGHT MEDIA blogsTypical corporate media spend socialDrives people to Owned Media email media SEO forums personal pages © GutsGo eMarketing 12
  13. 13. eMarketing Tactics & Outcome Tactic Out Come Website Customer Engagement SEO Customer Acquisition & Retention PPC Acquisition & Retention Social Media Branding, Participation & Engagement Banner Branding & Acquisition Content Marketing Branding & Acquisition Email & Mobile Customer Retention & Acquisition Affiliate Sales & Branding ORM Customer Retention, Branding & Participation Web Analytics Intelligence on Customer ‘touch points’ © GutsGo eMarketing 13
  14. 14. Class Discussion 2A Business Offering Please! Your Choice! © GutsGo eMarketing 14
  15. 15. Who is Your Customer? In Flesh & Blood Emotions & Behaviors Making their Life Better Today Life Time Value © GutsGo eMarketing 15
  16. 16. What is your eMarketing Plan? © GutsGo eMarketing 16
  17. 17. What is Your Social Graph? • Who you are? • What you do? • Whom are you connected with? • What do you say when some one interacts with you? • What are your emotional connects? • What do you work for? • What others perceive you as? • What is others experience of you? • What are others talking about you? • What are your reasons for your current social graph? © GutsGo eMarketing 17
  18. 18. Customer Profiling – Social Graph www.gutsgo.comhttp://www.firepolemarketing.com/blog/2011/04/30/customer-profiles/ © GutsGo eMarketing 18
  19. 19. Will she REFER you? (B2C)Will the Client Refer your Business? (B2B) © GutsGo eMarketing 19
  20. 20. Why will she PAY you? (B2C)Why will a Client Pay you? (B2B) Can the referrals work for your Network Effect? © GutsGo eMarketing 20
  21. 21. The Network Effect © GutsGo eMarketing 21
  22. 22. UnderstandingUser Generated Content (UGC) &Consumer Generated Contend (CGC) © GutsGo eMarketing 22
  23. 23. What is UGC?What is CGC?Examples Please! © GutsGo eMarketing 23
  24. 24. Let’s Get our CC++ to our Wholly Grail © GutsGo eMarketing 24
  25. 25. Q&A Let’s Be At It!Let’s Learn & Do It Better! © GutsGo eMarketing 25
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