Cairo Day1 Part2 Objectives Pub
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Cairo Day1 Part2 Objectives Pub

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Cairo Day1 Part2 Objectives Pub Cairo Day1 Part2 Objectives Pub Presentation Transcript

  • The Internet Marketing Seminar 12:30 – 13:30 | Part 2: Key objectives for your internet marketing plan and understanding internet behavior now and in the future Cairo, Egypt 16-17 December, 2009 (c) Michael Leander Nielsen, 2009 1
  • This is how we do it for the next 2 days • I talk • You listen • You ask questions • I try to answer • I ask questions • You answer • I listen • I will give you small assignments along the way • We agree that interaction is the name of the game (c) Michael Leander Nielsen, 2009 2
  • The methodology and your assignment at end of part 2 • Define your critical Objectives & Goals few internet marketing Research target objectives Measure/control group • Two people to read their objectives aloud Implement Define offering Create content/concept (c) Michael Leander Nielsen, 2009 3
  • Outside in thinking (c) Michael Leander Nielsen, 2009 4
  • Internet penetration in Egypt • 16-17 % have access to the internet • Presumed similar growth in penetration and usage patterns as in rest of Europe • Presumed similar adaption as in the rest of the world (c) Michael Leander Nielsen, 2009 5
  • Changing media landscape (c) Michael Leander Nielsen, 2008 6
  • Your mum is online Online audience demographic by age group Sh#)/ - my mum knows what I did last summer- LOL
  • Surprise – social networking Social networks are big everywhere (profiles)
  • Enormous growth in video, communities
  • Increasing amount of time spend in communities
  • Where are they spending time? • Shopping, home banking, researching, email, listening to radio, watching TV ? • Do your own research to identify what your target groups are doing when using new media • Currently more and more people • are involved in some sort of social network • are spending quite a bit of time watching videos • spend time publishing thoughts and commenting on others thoughts
  • What influences the customer buying decision? (c) Michael Leander Nielsen, 2009 12
  • People are VERY different Heavy users Yes, that’s right - I don’t want your emails – I only want your catalogue How can you identify and reach your stereotypes?
  • Think about interruption and channel intermediation • Amazon.com vs. Barnes & Nobles • Encarta vs. Encyclopedia Brittanica • Google maps vs. printed maps • Skype vs telecommunication corporations • Niche bank players vs. established banks • Paypal.com vs. ? (c) Michael Leander Nielsen, 2009 14
  • This will happen • Customers will expect to find information online • Customers will eventually expect to be able to compare services/products online • Customers will increase their e-commerce spending • Customers will be able to take their business elsewhere by the click of a button • Customers will expect offline/online integration • New competitors will try to enter if opportunity presents itself (c) Michael Leander Nielsen, 2009 15
  • How do you leverage this opportunity? • Becoming a first mover is a seriously effective strategy • You need a compelling customer focused internet marketing strategy • You need to set specific key internet marketing objectives • You need to address timing and ROMI – early adapters often have to be patient (c) Michael Leander Nielsen, 2009 16
  • What are others doing in 2010? (c) Michael Leander Nielsen, 2009 17
  • Do you know where you are going? mln@fokusintegrated.com (c) Michael Leander Nielsen, 2009 18
  • Setting your objectives • Provide a sense of direction • Take into account • Marketing opportunities (first mover, gap etc.) • Competition • Present and future • Strategic measures (c) Michael Leander Nielsen, 2009 19
  • Objectives may address any or all of the following Branding Sales Information Service (c) Michael Leander Nielsen, 2009 20
  • Example of objectives Fokus Integrated online marketing objectives are: • To provide an introduction to Fokus Integrated and our competencies to CMO’s and CEO’s in medium sized and large companies in 1) Europe 2) Middle East • Frequent updates to show the dynamics and success of the company and our consultants • To attract customers looking for the following prioritized key words ”Marketing speaker”, ”lifecycle marketing automation” and ”email marketing consulting” • Get at least four new qualified leads each month • From 2010 provide a (network) community for anyone whom have been in contact with any of our consultants • Resources, white papers, tips and tricks • Video inspiration (c) Michael Leander Nielsen, 2009 21
  • Now please write your objectives – you have 5 minutes (c) Michael Leander Nielsen, 2009 22
  • Next: Setting your goals • Business goals • Marketing goals • Service goals (c) Michael Leander Nielsen, 2009 23
  • Internet marketing metric terminologi • Unique visitors - # of unique visitors to your site • Bounce rate - # of people arriving at one page without navigating to other pages • Conversion rate - # of people converting to a certain action point (c) Michael Leander Nielsen, 2009 24
  • Examples of goals We want to… (and/or) - Attract 2.000 unique visitors pr. month - Reach 4,2 average page views pr. user - Bounce rate of no more than 25% - Attract 15 comments to our blog posts each month - Attract 4 new leads each month - Maximum cost per new customer (or cost per lead) x€ (c) Michael Leander Nielsen, 2009 25
  • Now please write your goals – You have 4,5 minutes (c) Michael Leander Nielsen, 2009 26
  • When you get home • Revisit the objectives + goals you wrote • Discuss with colleagues • Let your objectives and goals be your guiding star for your future activities (c) Michael Leander Nielsen, 2009 27