NetCentered: The New Marketing Paradigm
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NetCentered: The New Marketing Paradigm

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NetCentered: The New Marketing Paradigm

NetCentered: The New Marketing Paradigm
Presented by Matt Nickols & Mark Burke for Cirrus ABS on March 30th 2010 at the NIIC in Fort Wayne Indiana.

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NetCentered: The New Marketing Paradigm NetCentered: The New Marketing Paradigm Presentation Transcript

  • NetCentered: The New Marketing Paradigm // Matt Nickols & Mark Burke cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
  • About Cirrus ABS • 15 Years Experience in Online Marketing and Website Development • Hybrid company that offers the best of marketing and technology firms • 30 employees • Full staff of technical & creative personnel • Client ranging from Fortune 500 to small local businesses
  • About Cirrus ABS • 15 Years Experience in Online Marketing and Website Development • Hybrid company that offers the best of marketing and technology firms • 30 employees • Full staff of technical & creative personnel • Client ranging from Fortune 500 to small local businesses
  • About Cirrus ABS Matthew Nickols, Founder and CEO • Over 15 years experience in entrepreneurship & online marketing • Creator of the Cirrus eBusiness Suite platform concept • Recognized as a member of the inaugural group of Future 40 award winners recognizing Northeast Indiana’s most accomplished professionals under the age of 40
  • About Cirrus ABS Mark Burke, Chief Operating Officer • 20+ years experience in management and marketing support technology • Lead Business Analyst for Cirrus ABS • Lead infrastructure architect for Columbia House (7 yrs) • Architect of 3rd largest e-commerce operation in U.S. • Managed advanced business and marketing systems
  • NetCentered Marketing Overview
  • NetCentered Marketing Overview
  • NetCentered Marketing Overview
  • Why the Web? It is where the people are.
  • Why the Web? It is where the people are.
  • Why the Web?
  • Why the Web? It is where the people are. PC time now surpasses TV time with 71% of respondents using the Internet more than 2 hours per day vs. just 48% spending equivalent time watching TV ~ recent IBM study
  • Why the Web? It is more cost effective. • Distribution of message less about money, more about effort • Updating of message printing and postage costs eliminated • Measurement of success know what works and eliminate waste
  • Why the Web? It is interactive. • Human/Social Interaction More timely & reliable information • Various Forms of Media Video, audio, interactive graphics, documents, etc… • Business Processes Functionality i.e. online banking, account creation, purchases, etc…
  • Why the Web? It is measureable.
  • You Need a Plan "If You Don't Know Where You're Going, Any Road Will Get You There“ ~Lewis Carroll
  • The NetCentered Marketing Plan
  • Profitability / Opportunity Analysis Identifying the Right Products/Services based on: • Profitability • The market opportunity • Market Size/Demand • Search Volume • Competition • Market Conditions
  • Profitability / Opportunity Analysis Action Items: • Rate your products / services by profitability • Rate your products / services by opportunity • Pick the top 4 to 6 with the best combination and write them down
  • Target Demographic
  • Target Demographic
  • Target Demographic Take a close look at those 4 to 6 products / Services • Find out as much as you can about the people that need these 4 to 6 • Create segments for your selected products / service
  • Target Demographic Action Items: • Write down at least one segment for each of your selected 4 to 6.
  • Message
  • Message • Develop your value proposition to each segment
  • Message Action Items: • Write down your value proposition for each segment
  • Medium
  • Medium • How are you going to get the pitch to the people? • What are these people looking for? • What are they interested in? • What do they read, watch, or listen to? • Can they be approached by a sales person? • Can they be mailed, emailed, called? • Do they meet online or offline in any form?
  • Medium Action Items: • Pick the best mediums to deliver your message for each segment (write down) • Online – SEO, SEM, Email Campaigns, etc… • Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…
  • Sales Path
  • Sales Path • How do you sell this stuff? • What does the customer need to see to be convinced? • What are the steps in the sales process?
  • Sales Path Action Items: • For each segment write down each unique piece of information a customer needs to see to make a decision and take action.
  • Content Paths
  • Content Paths • The sales path online • Each unique piece of information needs its own content area
  • Content Paths Action Items: • Online • Make sure your website has a page on each unique piece of information identified in the sales path for each segment. • Make sure that someone from that segment can clearly navigate to the content they need. • Offline • Make sure that there are supporting landing pages for offline marketing efforts to be driven to.
  • Action
  • Action • Ok what do you want them to do after they get the message and get all the information they need?
  • Action Action Items: • For each segment “write down what you want them to do”. • Make sure you have a call to action in each content area that is part of a sales path. • Buy online, come to your store, call you, meet you, etc…
  • Analytics
  • Analytics • Constantly try to improve everything you do. • Measure activity in online and offline content areas
  • Analytics Action Items: • Install Google Analytics. • Setup Goals to track your online and offline marketing efforts. • Review your results monthly and change your strategy based on those results.
  • Analytics
  • NetCentered Strategy Social / Outreach/ Traffic Search Word of Traditional Business Engines Mouth/Viral Marketing Networks Drivers News/Blogs Email NetCentered Strategy Web Content RSS Brand Image / Graphics Public Website Brand Message / Content Apps and CMS Web Application Framework Management Strategy Site Content Lead Request Management Analytic Tools Management Processing Tools
  • Outreach/Traffic Drivers Social / Search Word of Traditional Business Engines Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Google, Yahoo, MSN – over 95% of searches • Represents people looking for what you do • Organic Search Results • Most trusted listings (70%-80% of clicks) • Lowest cost and highest return • Search Engine Marketing- Pay Per Click
  • Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Online content outside your website • News sites and industry publications • Blogs and directories • Product and service reviews • Online communities & forums
  • Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Web enables fast spreading of the word • Create compelling content, offers, and functionality worthy of spreading • Support viral marketing through website • Email a friend • Integration with “Buzz” services (Digg, Buzz, etc…)
  • Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Radio, TV, Print, Direct Mail, Yellow Pages, Newspaper, Outdoor, etc… • Shorten message & send to website • Integrate performance tracking metrics • Unique website tracking URLs • Tracking phone numbers
  • Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Push Marketing • Get your message in front of clients/prospects quickly & cost effectively • Create segmented lists with personalized messages and content • Track delivery, open, and click thru • Cross sell, up sell, & top of mind awareness
  • Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Access large networks of people based on geography, industry, & interests • YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn • Position your business and key people as experts in your field
  • Where’s the intent? • tv • dm (direct mail) • radio • newspaper • print (brochures/ads) • email marketing • social • SEO • search marketing • tradeshows • sponsorships (nascar etc.) • yellow pages (not shown)
  • Public Website Brand Image / Graphics Brand Message / Content Public Website Apps and CMS Web Application Framework • Website design, flash, content layout • Establishes your image online • Builds credibility and professionalism • First impression critical to conversion
  • Public Website Brand Image / Graphics Brand Message / Content Public Website Apps and CMS Web Application Framework • Tell your story in powerful way • Visible copy critical to search engine visibility strategy • Use of various formats: HTML, photos, documents, video and more
  • Public Website Brand Image / Graphics Brand Message / Content Apps and CMS Public Website Web Application Framework • Tools to manage website content built for ease of use and efficiency • Search Engine Optimization tools • Powerful business applications for online functionality
  • Public Website Brand Image / Graphics Brand Message / Content Public Website Apps and CMS Web Application Framework • Software that powers the website • Built in security, user management, analytics, personalization, and SEO • Modular architecture for flexibility, growth, integration, and upgradeability
  • Strategy Management Strategy Management Site Content Lead Request Management Analytic Tools Management Processing Tools
  • Strategy Management Strategy Management Site Content Analytic Lead Request Management Tools Management Processing Tools
  • Strategy Management Strategy Management Site Content Lead Request Management Analytic Tools Management Processing Tools
  • Strategy Management Contact Us Strategy Management Name* Email * Phone * Comments * Send Reset Site Content Lead Request Management Analytic Tools Tools Management Processing
  • NetCentered Strategy Social / Outreach/ Traffic Search Word of Traditional Business Engines Mouth/Viral Marketing Networks Drivers News/Blogs Email NetCentered Strategy Web Content RSS Brand Image / Graphics Public Website Brand Message / Content Apps and CMS Web Application Framework Management Strategy Site Content Lead Request Management Analytic Tools Management Processing Tools
  • Questions?
  • NetCenter: The New Marketing Paradigm // Matt Nickols & Mark Burke cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs