Online marketing expertise

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Online marketing expertise

  1. 1. Online Marketing at The House of MarketingBart De Bodt<br />
  2. 2. Our Online Marketing Model<br />1Situation<br />Analysis<br />Where are we now ?<br />5Monitoring and testing<br />How do we monitor performance ? <br />2 Objectives<br />Continuous Improvement<br />Where do we want to go ?<br />4Execution<br />What actions do we need to take ?<br />3 Strategy<br />How do we get there ?<br />
  3. 3. Our Online Marketing Model<br />1Situation<br />Analysis<br />Online Marketing Assessment<br />5Monitoring and testing<br />2 Objectives<br />Continuous Improvement<br />4Execution<br />3 Strategy<br />
  4. 4. Online marketing assessment : Looking at the full picture from strategy to execution<br />Web analytics<br />Online objectives<br />Testing and Optimization<br />Strategy<br />ROI <br />& Value<br />Channels &<br />reach<br />Execution<br />Brand / Messageconsistency<br />Use of digital in marketing mix <br />Situation<br />Analysis<br />Vendor Management<br />Organization<br />Customer<br />Processes<br />Usability<br />Insights<br />Skills<br />
  5. 5. Our Online Marketing Model<br />1Situation<br />Analysis<br />5Monitoring and testing<br />2 Objectives<br />S5<br />S5 Objectives<br />Continuous Improvement<br />4Execution<br />3 Strategy<br />
  6. 6. S5<br />S5 helps to define what you need to deliver with online activities<br />Serve<br />Add Value<br />Customer-service tool<br />S5<br />€<br />Sell<br />Grow sales<br />Sales tool<br />Speak<br />Get closer to customers<br />Communication tool<br />Save<br />Save costs<br />Cost-reduction tool<br />SizzleExtend the brand online<br />Brand-building tool<br />Source: Chaffey & Smith, eMarketingeXcellence<br />
  7. 7. Our Online Marketing Model<br />1Situation<br />Analysis<br />5Monitoring and testing<br />2 Objectives<br />Continuous Improvement<br />4Execution<br />3 Strategy<br />P8<br />Online Marketing Mix<br />Online strategic road mapping<br />
  8. 8. Online roadmapping: Visioning the future and defining how to get there<br />Benefit<br />?<br />Long term future ? <br />?<br />Level 4:Integrate<br /><ul><li>Supplier integration
  9. 9. Customer integration
  10. 10. Advanced Personalization</li></ul>Tomorrow ?<br />Level 3:Transact<br /><ul><li>E-commerce
  11. 11. Transactions
  12. 12. Communities
  13. 13. Customer Service</li></ul>Today ?<br />Level 2:Interact<br /><ul><li>Extensive information
  14. 14. Interactivity
  15. 15. Basic personalization
  16. 16. Acquisition and lead generation</li></ul>Level 1:Inform<br /><ul><li>Basic corporate information
  17. 17. Brochures
  18. 18. Static</li></ul>Placeholder in internet<br />Channel Exploration<br />Channel Development<br />Channel Exploitation<br />Strategic Value Online Activities<br />Key Success Factor : Creating a clear future vision and objective for the organization and defining a phased approach to reach it<br />Source: Gartner Research<br />
  19. 19. 9<br />P8<br />Old school P’s are still very relevant for online marketing<br />Product<br />Processes<br />Place<br />Price<br />Promotion<br />People<br />Partnerships<br />Physical Evidence<br />Source: Boons & Bitner, 7P’s<br />
  20. 20. Our Online Marketing Model<br />1Situation<br />Analysis<br />5Monitoring and testing<br />2 Objectives<br />Continuous Improvement<br />Online Design<br />Online Conversion<br />4Execution<br />Online Footprint<br />3 Strategy<br />R3<br />R3 Model<br />Social Media<br />
  21. 21. Online design : Align business goals and user goals to define online goals and functions<br />Business goals <br />Website goals<br />User goals<br />U1<br />O1<br />Persona A<br />W1<br />U2<br />W2<br />O2<br />W3<br />U3<br />Persona B<br />W4<br />O3<br />U4<br />W5<br />W6<br />O4<br />U5<br />Persona C<br />Functionality<br />F5<br />F1<br />F6<br />F2<br />F7<br />F3<br />F8<br />F4<br />The effort will pay itself back both in development phase and end-result<br />
  22. 22. Using funnels as a powerful tool to increase online <br />conversion and reach online objectives<br />Funnel Stages<br />1<br />2<br />3<br />4<br />Repeat purchase<br />5<br />Visits<br />Shows <br />Clicks Order Button<br />Purchase<br />Activities<br /><ul><li>Display Advertising
  23. 23. Search engine optimization
  24. 24. Website pages optimization
  25. 25. Optimize check out process
  26. 26. Email follow up</li></ul>KPI’s<br /><ul><li># Clicks
  27. 27. # Visits
  28. 28. # Clicks order button
  29. 29. Value and # of transactions
  30. 30. # Views
  31. 31. # Transactions from xsell mails</li></ul>By defining the right activities and keeping track of performance we can optimize conversion rates<br />12<br />
  32. 32. Your online footprint can be either earned, rented or owned <br />Earned spacesFacebook, Twitter,Youtube, Flickr Blogs, Forums, SEO<br />Rented spaces<br />Banners, SEA, Email lists, Affiliate marketing<br />Owned spaces<br />Website, E-Mails,<br />RSS Feeds, Blogs, Vlogs,Podcasts<br />Important to find the right balance in activities across the 3 areas<br />13<br />
  33. 33. R3<br />R3 triangle will help you optimize online media investments<br />Is your message relevant for the audience and are you able to get your message across ? <br />Relevance<br />R3<br />Return<br />Reach<br />How many people of your target audience is your campaign reaching ? <br />What is the generated return like leads, contributions, sales, … ?<br />Many social media campaigns fail to deliver reach, relevance and return<br />Source: Think Train Consulting<br />
  34. 34.
  35. 35. Social media framework<br />1<br />2<br />3<br />Listen<br />Facilitate<br />Engage<br />Discovering real-time and relevant consumer conversations<br />Enabling and stimulating conversations by offering the right platforms<br />Active dialogue with customer and tracking/tagging comments for future use<br />4<br />Monitor and report<br />Monitoring, tracking and analyzing conversations<br />16<br />
  36. 36. Our Online Marketing Model<br />1Situation<br />Analysis<br />Web Analytics<br />5Monitoring and testing<br />2 Objectives<br />Continuous Improvement<br />4Execution<br />3 Strategy<br />
  37. 37. Sizzle<br />S5<br />Sell<br />Speak<br />Serve<br />Save<br />Online marketing without measurement is like going to war without a gun <br />Continuous Improvement<br />InterestClicks<br />Search<br />DesireContacts<br />Interaction<br />Action<br />Purchase<br />Share<br />LoyaltyRepeat purchase<br />Attention<br />Shows <br />1<br />2<br />0<br />3<br />Online Objectives<br />KPIs<br />Web Analytics<br />Online Surveys<br />Optimization<br />4<br />Dashboard<br />
  38. 38. To wrap up … <br />1Situation<br />Analysis<br />Online Marketing Assessment<br />Web Analytics<br />5Monitoring and testing<br />S5<br />2Objectives<br />S5 Model<br />Online Design<br />Continuous Improvement<br />Online Conversion<br />4Execution<br />Online Footprint<br />P8<br />3 Strategy<br />Online Marketing Mix<br />R3<br />R3 Model<br />Social Media<br />
  39. 39. Online Marketing requires both analytical and creative skills<br />Right Brain<br />Left Brain<br /><ul><li>Web Analytics
  40. 40. Tools and technology
  41. 41. Return on investment
  42. 42. E-commerce
  43. 43. Media Planning
  44. 44. Website design
  45. 45. Social Media
  46. 46. Online PR
  47. 47. Advertising Campaigns
  48. 48. Relationship marketing</li></ul>We will bridge the Left Brain – Right Brain gap<br />
  49. 49. Commerce is the same as it was 500 years ago. People sell and people buy-whether it's from a wagon or the Internet.<br />Jack Welch, former CEO General Electric<br />21<br />
  50. 50. For more information about online marketing contact us<br />info@thom.eu<br />+32 (015) 444 000<br />www.thehouseofmarketing.be<br />22<br />

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