1
Internet/
                                     Business
                                     Marketing
Inspiration
       ...
My keynote contents

   A few facts to get us started
   Future scenario just around the corner
   7 things you should con...
Quick facts

             1.7 billion people have internet access


             That is 25,6% of the global population


...
Valeria – 10 years old                   Anne-Grethe – 62 years old




• Chat with friends                      • Chat wi...
Quick
stats
                                    Cyprus: 30,9%
                                    Sweden: 89,2%




(c) Mi...
SMG anno 1995 and what I learned
                   • Largest IT distributor in Scandinavia
                   • Revenue i...
Imagine different internet growth and user
adaption scenarios and plan accordingly

•           10% growth adds 1,2 mill. ...
A guide to approach your internet
marketing presence – some key questions
                                    • What are y...
Your
        challenge




(c) Michael Leander Nielsen, 2009   10
Consumers are exposed to 3.000 to
                    6.000 marketing messages every day
            mobile marketing user...
Michael Leander Nielsen
  10 years on the business side
     - CEO, midsize companies, IT software
     - VP sales/marketi...
7 things you must consider
  to become a successful
 (digital) marketer – a high
     level introduction



              ...
Your job just got harder
The simplified digital ecosystem




(c) Michael Leander Nielsen, 2009   14
The customer experience matters much
         more than you think




                                 15
(c) Michael Leander Nielsen, 2009   16
(c) Michael Leander Nielsen, 2009   17
Food for thought about the customer
                 experience
                •           A survey, In Customers Are Peo...
Survey: Does Companies Provide an
Excellent Customer experience?
(c) Michael Leander Nielsen, 2008   20
We are motivated to share by experience




                                    Not motivating   Very motivating



(c) Mi...
Even sharing customer experiences via
video




(c) Michael Leander Nielsen, 2009       22
Create a customer vision/strategy
                                                                      Knowledge of Custo...
Engaging customers and prospects
                                    through innovation and differentiation




(c) Michae...
Bil vask, baby

(c) Michael Leander Nielsen, 2008   25
Take away

•           Out of the box thinking can get you ahead of competition
            and closer to the hearts of yo...
The concept of permission marketing




(c) Michael Leander Nielsen, 2009                                 28
What is permission marketing?
 •           Traditionally referred to for electronic marketing through
             email, ...
Permission marketing in a multi-channel
world
                                    Permission to any channel
              ...
Let the consumer decide – if you want

                                     I don’t want your
                            ...
Mobile marketing
                                    Special guest: Con O´Donnell, Sarmady
                               ...
Websites and Usability out of the box




(c) Michael Leander Nielsen, 2009                                   33
‫اإلنسان بالتفكير وهللا بالتدبير‬


Your nose is a part of you even if it
was cut (or ugly).




(c) Michael Leander Niels...
(c) Michael Leander Nielsen, 2009   35
(c) Michael Leander Nielsen, 2009   36
Daring to go new ways
Really new ways: Will this influence?
http://www.greatpockets.com/index.php
The sales funnel when building web sites

Can a different approach
turn more visitors into
customers?
Benefits of ”reinventing and innovating” –
take aways
•           THINK: Sales funnel first
•           Increase traffic t...
ROMI – Return on Marketing Investment




(c) Michael Leander Nielsen, 2009                                   41
What do you want to achieve?
Have 100.000 ppl.                         Attract 20.000
 watch my video                     ...
Meeting Return on Marketing Investment goals
makes it more fun to be a marketer

Understand Customer Lifetime Value

Set c...
Take aways

As a multi-channel direct marketer you must have the ability to
    differentiate your approach depending on

...
Understand how to utilize social networks
                                                             and social media


...
Social networking
and social media
is here to stay

How are you going
to tap into these
new channels?



(c) Michael Leand...
Most people can recall at least 2 social
networks …




(c) Michael Leander Nielsen, 2009          47
New applications add
                                    social networking capabilities
                                  ...
Facebook numbers

•           Egypt: 2.170.000 profiles – that’s nearly 20% of the
            internet population in Egyp...
Engage through a profile (not)




(c) Michael Leander Nielsen, 2009   50
70.500
                                                  fans




                                    Promotions




(c) M...
And what about Twitter?




(c) Michael Leander Nielsen, 2009   52
Launching a product utilizing the
community

                                    BeoSound 3
                              ...
Aligning experience to product benefits




(c) Michael Leander Nielsen, 2008         54
Understanding your audience and
                                             anticipating their needs




(c) Michael Lean...
The ultimate customer experience –
think automation
                          Ask:

                          How can I de...
Summary
First: Understand and know you target audience
1. Think: How can I deliver a good-to-great customer
   experience ...
If none of this works:
                                        Consider more
                                        drast...
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Cairo Digital Marketing Seminar Keynote Presentation

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Michael Leander's keynote presentation at the Cairo Digital Marketing Seminar

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Cairo Digital Marketing Seminar Keynote Presentation

  1. 1. 1
  2. 2. Internet/ Business Marketing Inspiration candy store Innovation Candy for thought (c) Michael Leander Nielsen, 2009 2
  3. 3. My keynote contents A few facts to get us started Future scenario just around the corner 7 things you should consider to become a successful digital marketer 1. Customer experience 2. Innovation and differentiation 3. Permission marketing 4. Mobile marketing: SPECIAL GUEST 5. Usability and websites 6. Return on Marketing Investment 7. Understanding your target audience 3
  4. 4. Quick facts 1.7 billion people have internet access That is 25,6% of the global population Emerging markets quickly catching up Email, searching, shopping, online banking, socializing, contributing, “being” Having digital conversations is the key driver today and in foreseeable future (c) Michael Leander Nielsen, 2009 4
  5. 5. Valeria – 10 years old Anne-Grethe – 62 years old • Chat with friends • Chat with friends and family • Meet new figure skating friends • Stay in touch with family/friends • Comments, playing games, watch TV • Comments • Upload pictures and videos • Upload pictures • Create (weird) art-work and share • Search interests • Search interests • Online banking/investments • Find things to buy • Does taxes online 5 • Spends 15-20 hours online/week incl. • Spends 10-15 hours online /week mobile internet usage
  6. 6. Quick stats Cyprus: 30,9% Sweden: 89,2% (c) Michael Leander Nielsen, 2009 6
  7. 7. SMG anno 1995 and what I learned • Largest IT distributor in Scandinavia • Revenue in excess of 900 mill USD (1996) Size • Internet penetration around 15% • Margins under pressure • Loads of very small IT reseller customers (Fax/phone orders) Challenge • Risk of manufacturers selling direct • Invest in internet presence/e-commerce Solution • Add value: convenience, self-serviced pricing, support • USD 35 mill revenue within first 12 months • Improved margins, freed time to VIP customers, increased loyalty in all segments Result • Outperformed competition in all vital areas (c) Michael Leander Nielsen, 2009 7
  8. 8. Imagine different internet growth and user adaption scenarios and plan accordingly • 10% growth adds 1,2 mill. new internet users in Egypt each year • Increase in penetration will nurture increased usage (time spent online pr. week) • Government initiatives may stimulate a more rapid growth • Remember the Ketchup effect – be ready (c) Michael Leander Nielsen, 2009 8
  9. 9. A guide to approach your internet marketing presence – some key questions • What are you trying to accomplish? Objective • Long term and short term • Your target audience? Research • What do you need to take into consideration? • Which sort of digital presence? Presence • Why? • How are you going to drive traffic to your online Traffic presence? • How are you going to get business online? Convert/serve • How can you serve your customers online? • When you are successful – how can you expand Expand your presence and why? (c) Michael Leander Nielsen, 2009 9
  10. 10. Your challenge (c) Michael Leander Nielsen, 2009 10
  11. 11. Consumers are exposed to 3.000 to 6.000 marketing messages every day mobile marketing user generated content email marketing Enterprise 2.0 customer experience RSS feeds marketing web 2.0 permission marketing communities conversations TV COMMUNICATION OVERLOAD The Moment of truth push/pull web 3.0 Word of Mouth RELEVANCE FREQUENCY RECENCY SOCIAL NETWORKING (c) Michael Leander Nielsen, 2008 11
  12. 12. Michael Leander Nielsen 10 years on the business side - CEO, midsize companies, IT software - VP sales/marketing, 2 * public companies - VP sales/marketing, 1* midsize 10 years on the agency/consulting side - Advertising agency, consultant - CEO, marketing consulting + ESP 12
  13. 13. 7 things you must consider to become a successful (digital) marketer – a high level introduction 13
  14. 14. Your job just got harder The simplified digital ecosystem (c) Michael Leander Nielsen, 2009 14
  15. 15. The customer experience matters much more than you think 15
  16. 16. (c) Michael Leander Nielsen, 2009 16
  17. 17. (c) Michael Leander Nielsen, 2009 17
  18. 18. Food for thought about the customer experience • A survey, In Customers Are People, shows, that 70% of the customers buying decision are based on how they feel they are being treated • Another survey shows, that 69% of the customers say, that emotions count for more than half of the total buying experience • A good customer experience is told to 8 people • A bad customer experience is told to 22 people • It takes 10 good experiences to make up for one bad • Your web presence is very much part of 1 the customer experience (c) Michael Leander Nielsen, 2009 18
  19. 19. Survey: Does Companies Provide an Excellent Customer experience?
  20. 20. (c) Michael Leander Nielsen, 2008 20
  21. 21. We are motivated to share by experience Not motivating Very motivating (c) Michael Leander Nielsen, 2008 21
  22. 22. Even sharing customer experiences via video (c) Michael Leander Nielsen, 2009 22
  23. 23. Create a customer vision/strategy Knowledge of Customers How do we collect knowledge of our customers Customer Experience In which touch points? How do we ensure that customers get the How do we use this knowledge? same experience across all touch points? How can we enrich and increase our own knowledge On which level must the experience be Knowledge consistent across all channels? Customer Value Which customers have which value? How do we measure it? Customer Customer Which customers will we attract, Experience Value retain or develop? Which service will we provide the Integration defined segments? How do we share knowledge of our customers? How do we plan and implement Customer customer activities across the company? How close do we want to integrate ourselves with Customer Integration Expectation customers and partners? Balanced effort Balanced effort Customer Expectations How do we balance our efforts in relation to the When are the customer in touch with us and why? customers value? Which expectations do they have and how do we What effect does that have in our activities? How far live up to them? will we go? How do we communicate with the customers? How do we focus on loyalty, retention, additional and What impact does customer satisfaction have on cross sales? revenue and profit?
  24. 24. Engaging customers and prospects through innovation and differentiation (c) Michael Leander Nielsen, 2009 24
  25. 25. Bil vask, baby (c) Michael Leander Nielsen, 2008 25
  26. 26. Take away • Out of the box thinking can get you ahead of competition and closer to the hearts of your customers • Spend time contemplating, brainstorming – look at other successful (online) players to seek inspiration • And remember: If you can dream it, you can do it (c) Michael Leander Nielsen, 2009 27
  27. 27. The concept of permission marketing (c) Michael Leander Nielsen, 2009 28
  28. 28. What is permission marketing? • Traditionally referred to for electronic marketing through email, SMS etc. • Getting an active and volunteered consent to receive communication via the specified channel from you • Marketers must accept the consumer´ prerogative to opt- out of communication anytime • When a consumer opts-out, no communication can take place in that particular channel until a new opt-in is acquired (c) Michael Leander Nielsen, 2009 29
  29. 29. Permission marketing in a multi-channel world Permission to any channel of communication • Email • Direct mail • SMS/MMS • Telemarketing • Etc. (c) Michael Leander Nielsen, 2009 30
  30. 30. Let the consumer decide – if you want I don’t want your emails – I only want your printed catalogue (c) Michael Leander Nielsen, 2009 31
  31. 31. Mobile marketing Special guest: Con O´Donnell, Sarmady Inc. Sarmady (c) Michael Leander Nielsen, 2009 32
  32. 32. Websites and Usability out of the box (c) Michael Leander Nielsen, 2009 33
  33. 33. ‫اإلنسان بالتفكير وهللا بالتدبير‬ Your nose is a part of you even if it was cut (or ugly). (c) Michael Leander Nielsen, 2009 34
  34. 34. (c) Michael Leander Nielsen, 2009 35
  35. 35. (c) Michael Leander Nielsen, 2009 36
  36. 36. Daring to go new ways
  37. 37. Really new ways: Will this influence? http://www.greatpockets.com/index.php
  38. 38. The sales funnel when building web sites Can a different approach turn more visitors into customers?
  39. 39. Benefits of ”reinventing and innovating” – take aways • THINK: Sales funnel first • Increase traffic to web properties • Increase Word of Mouth • Increase key web metrics • A different perception of your company / brand • A different perception of your image / identity • Acknowledgement amongst your peers (c) Michael Leander Nielsen, 2009 40
  40. 40. ROMI – Return on Marketing Investment (c) Michael Leander Nielsen, 2009 41
  41. 41. What do you want to achieve? Have 100.000 ppl. Attract 20.000 watch my video newsletter subscribers Customer fan club Sell for € 1 mill by Friday Get 50000 people to talk about my product (c) Michael Leander Nielsen, 2009 42
  42. 42. Meeting Return on Marketing Investment goals makes it more fun to be a marketer Understand Customer Lifetime Value Set clear, measurable tangible goals for monetary actions • Cost per sale • Cost per repeat sale • Referral value of customers Set clear, measurable goals for non monetary actions • Acquiring a permission • Increasing the quality of your database • Switching recipients from direct mail to email permission (c) Michael Leander Nielsen, 2009 43
  43. 43. Take aways As a multi-channel direct marketer you must have the ability to differentiate your approach depending on • Status of permission and channels • Value of customer • Potential value of prospect (f.ex. unaddressed communication) • Gross profit (or revenue) you can achieve • Timing, relevancy and ease and speed of buying (c) Michael Leander Nielsen, 2009 44
  44. 44. Understand how to utilize social networks and social media (c) Michael Leander Nielsen, 2009 45
  45. 45. Social networking and social media is here to stay How are you going to tap into these new channels? (c) Michael Leander Nielsen, 2009 46
  46. 46. Most people can recall at least 2 social networks … (c) Michael Leander Nielsen, 2009 47
  47. 47. New applications add social networking capabilities by default, examples; - Event-sites - Photo sharing sites - Blogs - Professional online media - TV stations etc. (c) Michael Leander Nielsen, 2009 48
  48. 48. Facebook numbers • Egypt: 2.170.000 profiles – that’s nearly 20% of the internet population in Egypt How to engage – if you want to engage? (c) Michael Leander Nielsen, 2009 49
  49. 49. Engage through a profile (not) (c) Michael Leander Nielsen, 2009 50
  50. 50. 70.500 fans Promotions (c) Michael Leander Nielsen, 2009 51
  51. 51. And what about Twitter? (c) Michael Leander Nielsen, 2009 52
  52. 52. Launching a product utilizing the community BeoSound 3 Can you keep a secret ? 400 ambassadors chat with PM Results amazing PR 4 in 5 days 1 mill. + hits on page in ”no time”
  53. 53. Aligning experience to product benefits (c) Michael Leander Nielsen, 2008 54
  54. 54. Understanding your audience and anticipating their needs (c) Michael Leander Nielsen, 2009 55
  55. 55. The ultimate customer experience – think automation Ask: How can I deliver a great customer experience wherever I interact with customers? How can I utilize all customer touch points for maximum benefit to me and my customers? How do I align that with my ROMI and other objectives?
  56. 56. Summary First: Understand and know you target audience 1. Think: How can I deliver a good-to-great customer experience in digital/online channels? 2. Think: How can I stand out? What can I do to make me unique and attractive? 3. Think: How do I implement a relevant permission marketing program in various channels? 4. Think: How can I become part of the conversation taking place online? 5. Think: How do I tie new channels in with my existing marketing mix? 57
  57. 57. If none of this works: Consider more drastic means (c) Michael Leander Nielsen, 2009 58

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