2. Our Online Marketing Model 1Situation Analysis Where are we now ? 5Monitoring and testing How do we monitor performance ? 2 Objectives Continuous Improvement Where do we want to go ? 4Execution What actions do we need to take ? 3 Strategy How do we get there ?
3. Our Online Marketing Model 1Situation Analysis Online Marketing Assessment 5Monitoring and testing 2 Objectives Continuous Improvement 4Execution 3 Strategy
4. Online marketing assessment : Looking at the full picture from strategy to execution Web analytics Online objectives Testing and Optimization Strategy ROI & Value Channels & reach Execution Brand / Messageconsistency Use of digital in marketing mix Situation Analysis Vendor Management Organization Customer Processes Usability Insights Skills
5. Our Online Marketing Model 1Situation Analysis 5Monitoring and testing 2 Objectives S5 S5 Objectives Continuous Improvement 4Execution 3 Strategy
6. S5 S5 helps to define what you need to deliver with online activities Serve Add Value Customer-service tool S5 € Sell Grow sales Sales tool Speak Get closer to customers Communication tool Save Save costs Cost-reduction tool SizzleExtend the brand online Brand-building tool Source: Chaffey & Smith, eMarketingeXcellence
18. StaticPlaceholder in internet Channel Exploration Channel Development Channel Exploitation Strategic Value Online Activities Key Success Factor : Creating a clear future vision and objective for the organization and defining a phased approach to reach it Source: Gartner Research
19. 9 P8 Old school P’s are still very relevant for online marketing Product Processes Place Price Promotion People Partnerships Physical Evidence Source: Boons & Bitner, 7P’s
20. Our Online Marketing Model 1Situation Analysis 5Monitoring and testing 2 Objectives Continuous Improvement Online Design Online Conversion 4Execution Online Footprint 3 Strategy R3 R3 Model Social Media
21. Online design : Align business goals and user goals to define online goals and functions Business goals Website goals User goals U1 O1 Persona A W1 U2 W2 O2 W3 U3 Persona B W4 O3 U4 W5 W6 O4 U5 Persona C Functionality F5 F1 F6 F2 F7 F3 F8 F4 The effort will pay itself back both in development phase and end-result
31. # Transactions from xsell mailsBy defining the right activities and keeping track of performance we can optimize conversion rates 12
32. Your online footprint can be either earned, rented or owned Earned spacesFacebook, Twitter,Youtube, Flickr Blogs, Forums, SEO Rented spaces Banners, SEA, Email lists, Affiliate marketing Owned spaces Website, E-Mails, RSS Feeds, Blogs, Vlogs,Podcasts Important to find the right balance in activities across the 3 areas 13
33. R3 R3 triangle will help you optimize online media investments Is your message relevant for the audience and are you able to get your message across ? Relevance R3 Return Reach How many people of your target audience is your campaign reaching ? What is the generated return like leads, contributions, sales, … ? Many social media campaigns fail to deliver reach, relevance and return Source: Think Train Consulting
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35. Social media framework 1 2 3 Listen Facilitate Engage Discovering real-time and relevant consumer conversations Enabling and stimulating conversations by offering the right platforms Active dialogue with customer and tracking/tagging comments for future use 4 Monitor and report Monitoring, tracking and analyzing conversations 16
36. Our Online Marketing Model 1Situation Analysis Web Analytics 5Monitoring and testing 2 Objectives Continuous Improvement 4Execution 3 Strategy
37. Sizzle S5 Sell Speak Serve Save Online marketing without measurement is like going to war without a gun Continuous Improvement InterestClicks Search DesireContacts Interaction Action Purchase Share LoyaltyRepeat purchase Attention Shows 1 2 0 3 Online Objectives KPIs Web Analytics Online Surveys Optimization 4 Dashboard
38. To wrap up … 1Situation Analysis Online Marketing Assessment Web Analytics 5Monitoring and testing S5 2Objectives S5 Model Online Design Continuous Improvement Online Conversion 4Execution Online Footprint P8 3 Strategy Online Marketing Mix R3 R3 Model Social Media
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. Jack Welch, former CEO General Electric 21
50. For more information about online marketing contact us info@thom.eu +32 (015) 444 000 www.thehouseofmarketing.be 22
