CMA Calgary_Internet Marketing and Strategy

CMA E-Marketing “ Strategy & The Internet” October 17, 2009

Are you ready?

Topics…
Defining Strategy vs. Tactics
Why is an online marketing strategy vital?
Models and Audits
Online Strategy > Clarifying your Online Goals
Corporate vs. Online Strategy
Customer Goals
Target Audience Definition, Personas
Clarifying Your Website Strategy

Why is it important?

Why is an online marketing strategy vital? Hardest hit will be newspapers, magazines, terrestrial radio and print yellow pages, each expected to experience at least 9% decreases.

Why is an online (including social) marketing strategy vital?

Why is an online (including social) marketing strategy vital?
21% of US online adults create social content
37% react to content created by others
By the end of 2009, 85% of US online consumers will be reading or viewing social content - Forrester

Creating a Marketing Strategy

Understanding the External Environment
PEST, SWOT, Competitive Analysis
Defining the Target Market
Target Audience Definition, Segmentation, Persona creation
Creating a Competitive Advantage
Understanding the Key Success Factors and Critical Success Factors > Key Performance Indicators
Developing a Marketing Mix
Strategic Integrated Marketing
Creating a Marketing Strategy

Models and Audits – Media Agnostic, User-Centred

Models and Audits > Conversion Funnel

Models and Audits > Strategic Integrated Marketing

Models and Audits > PEST Model Critical Success Factors Top Management Vision Mission Strategy Directing Controlling Planning Organizing Stakeholders Internal Marketing Operations Finance Human Resources Social External Economic Political Technological Social

Models and Audits > POST Model P eople O bjectives S trategies T echnology

Forrester ( www.Forrester.com ) Website Review Scorecard
Value > Does the landing page(s) provide evidence that user goals can be completed?
Navigation > Are menu category and subcategory names clear and mutually exclusive?
Presentation > Does the site use graphics, icons, and symbols that are easy to understand?
Trust > Does the site present privacy and security policies in context? Does the site help users avoid and recover from errors?
25 questions, score (-2,-1,0,1,2)
Models and Audits > Competitive Analysis P eople O bjectives S trategies T echnology

Immersibility Index ( www.useit.com , www.agency.com/ )
6 Axes, Score from 1 – 10
Accessibility > How easy is it to find the website using common keywords?
Immersibility > How easy is it for the user to immmerse themselves in the online experience?
Content > Depth, Breadth, Recency and Relevancy of content
Capability > What tools are available to the user?
Community > Can the user interact with others?
Commerce/ Conversion > If applicable, how intuitive and effective is the eCommerce engine?

Organizational Effectiveness
Convert sales and transactions to lower cost channels (cost per interaction)
Lead Generation and Qualification
Deeper Customer Insight
One-to-one Marketing
Corporate vs. User Goals Organization Users
Ease of Use
Clarity around how I can accomplish my goals.
“ I just want to the buy the darn thing”
Don’t make me use more than one channel (or experience) to accomplish my goals.
Customer Delight

Janice CHU
Corporate vs. User Goals > Persona Creation P eople O bjectives S trategies T echnology 28 years old, married, expecting her first child, HR manager, Calgary, Alberta First – Timer My name is Janice Chu and my husband’s name is Tom. We both grew up in Calgary and went to university here. We’ve been married for two years. I’m an HR manager for an Oil & Gas company and Tom is a pharmaceutical sales representative. We feel that Calgary is a great place to live and raise children, but we are having trouble finding a home in Calgary’s marketplace. Since we are expecting our first child, we are now looking at the world through the eyes of our children. This includes where and how we live . After renting an apartment downtown, we are looking to buy our first home . Since we are first – time buyers , we are a little nervous about purchasing. We also don’t know a lot about maintaining a house, so we are looking for something brand new with few hassles. We began our search for a new home on the web, and we look for trustworthy sources, such as www.mls.ca . We have been in touch with a real estate agent who is a friend of Tom’s dad, but we are also doing our own research. We find the whole process overwhelming , so we are looking for information that is easy to understand. We both grew up in the suburbs, so we are comfortable living outside the city center. We’ve heard some good things about McKenzie Towne , so we’re looking to buy there. “ I want to feel confident knowing that we’re making the right decision”
Attributes:
Currently living downtown in a rented condo
Intermediate Internet user
Interests: friends, travelling, yoga, cooking
Goals:
Starting a family
Owning a home without a lot of hassles
Get the best value for money
Get recommendations from trusted sources
Living in a safe and fun environment
Insights:
Look for value in their purchase
Joint decision – making process
Need to know how their new home’s features will simplify and benefit their lives – location, safety, layout, household appointments, local amenities
Other brands in Janice’s life: Everyday brands: ‘ Aspirational’ brands:

Search Engine Optimization
Search Engine Marketing
Pay Per Click
Display
Video
Social Web Strategy and Tactics
Reporting and Analytics
Online Marketing > ‘Field of Dreams’ is not enough

Suggested Readings

Suggested Readings Contact Me: [email_address] twitter: @john_hutchings http://www.linkedin.com/in/johnhutchings www.consultconiferous.ca Strategic Integrated Marketing
http://www.sethgodin.com/sg/
http://www.ageoftransparency.com/default.asp
http://www.zagbook.com/
www.gladwell.com
http://www.slideshare.net/coolstuff/the-brand-gap
User Experience Design
www.boxesandarrows.com
www.adaptivepath.com
www.jjg.net
http://www.lukew.com/ff/
www.jnd.org
www.xplane.com
www.edwardtufte.com
www.backofthenapkin.com
http://experiencematters.criticalmass.com/
Social Web
http://radarddb.wordpress.com/
http://mediatedcultures.net/
http://www.beingpeterkim.com/
http://www.getelastic.com/social-media-examples/
http://www.web-strategist.com/blog/
http://darmano.typepad.com/

Questions

Online Media 101

Display Advertising

Online Advertising Landscape: Standard Sizes
Polite download (via 3 rd party ad serving) will be used allowing a much higher weight to the banners
www.iab.net
728x90 300x250 160x600
Banner creative and messaging plays a large role in the success of any online media campaign
Strong Call to Action
Minimal Copy
Attention grabbing animation
Medium Shift
Display Advertising

Banners Served via Third Party Server Banner Ads Uploaded Campaign Live Non-Biased/Independent Campaign Stats Publishers Held Accountable for Delivery and Invoicing Based on Third Party Ad Server How do you set up a Display Campaign Third Party Ad Server Publisher Websites Publisher Reported Campaign Stats Third Party Ad Server

Social Media 101

In Theory… " Social software is a trend that cannot be ignored. It is bringing about fundamental change to the way people expect to communicate with one another. Companies cannot use social tools with their customers and not also allow their employees to utilize them. " Jakob Neilsen

In Practice?… " Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better. ” Avinash Kashick, Analytics Evangilist, Google

Which tactics are being used

Which tactics are most trusted?

Interesting…

Ooops…

How does it fit together?

ECM, E 2.0 and Social Networking…

Key Drivers

Technology Populism…

E 2.0 and Cloud Computing

Which Model are you?

P eople O bjectives S trategies T echnology We have no Clue!

The Corporate Representative

Employees Blessed for Social

Everyone is Encouraged

Shut it Down!

Questions

http://johnhutchings.blogspot.com	33
http://communicatto.com	13
http://www.communicatto.com	2
http://johnhutchings.blogspot.ca	1

CMA Calgary_Internet Marketing and Strategy

by John Hutchings on Oct 17, 2009

Accessibility

Upload Details

Usage Rights

4 Embeds 49

Statistics

CMA Calgary_Internet Marketing and Strategy — Presentation Transcript