NetCentered: The New Marketing Paradigm

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Utilizing various media such as your website, social networks, email marketing, and traditional marketing channels to grow your business.

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  • Current research shows 85% of US adults are online (70 percent of adults age 50-64 years old are online)
  • NetCentered: The New Marketing Paradigm

    1. 1. 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
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. 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
    6. 6. NetCentered Marketing Overview
    7. 7. NetCentered Marketing Overview
    8. 8. NetCentered Marketing Overview
    9. 9. Why the Web? It is where the people are.
    10. 10. Why the Web? It is where the people are.
    11. 11. Why the Web?
    12. 12. Why the Web?
    13. 13. Why the Web?
    14. 14. Why the Web?
    15. 15. 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
    16. 16. Why the Web?
    17. 17. 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
    18. 18. 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…
    19. 19. Why the Web? It is measureable.
    20. 20. You Need a Plan "If You Don't Know Where You're Going, Any Road Will Get You There“ ~Lewis Carroll
    21. 21. The NetCentered Marketing Plan
    22. 22. The NetCentered Process
    23. 23. Profitability / Opportunity Analysis Identifying the Right Products/Services based on: • Profitability • The market opportunity • Market Size/Demand • Search Volume • Competition • Market Conditions
    24. 24. 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
    25. 25. Target Demographic
    26. 26. Target Demographic
    27. 27. Target Demographic Action Items: • Find out as much as you can about the people that need your selected products/services • Write down at least one segment for each of your selected 4 to 6. • Create an ideal customer profile for each
    28. 28. Message
    29. 29. Message Action Items: • Write down your value proposition for each segment
    30. 30. Medium
    31. 31. 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 too? • Can they be approached by a sales person? • Can they be mailed, emailed, called? • Do they meet online or offline in any form?
    32. 32. Medium Action Items: • Pick the best media to deliver your message for each segment • Online – SEO, SEM, Email Campaigns, etc… • Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…
    33. 33. Sales Path
    34. 34. 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?
    35. 35. 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.
    36. 36. Content Paths
    37. 37. 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 too.
    38. 38. Action
    39. 39. 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. • Examples: Buy online, come to your store, call you, meet you, engage in live chat, download a whitepaper, etc…
    40. 40. Analytics
    41. 41. 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.
    42. 42. Analytics
    43. 43. 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
    44. 44. 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, Bing– 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
    45. 45. 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
    46. 46. 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…)
    47. 47. 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
    48. 48. 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
    49. 49. 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
    50. 50. 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)
    51. 51. 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
    52. 52. 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
    53. 53. 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
    54. 54. 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
    55. 55. Strategy Management Strategy Management Site Content Lead Request Management Analytic Tools Management Processing Tools
    56. 56. Strategy Management Strategy Management Site Content Analytic Lead Request Management Tools Management Processing Tools
    57. 57. Strategy Management Strategy Management Site Content Lead Request Management Analytic Tools Management Processing Tools
    58. 58. Strategy Management Contact Us Strategy Management Name* Email * Phone * Comments * Send Reset Site Content Lead Request Management Analytic Tools Tools Management Processing
    59. 59. 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
    60. 60. Questions?

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