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Ied Lesson 3 Max Ramaciotti

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  • 1. Lezione 3 Lesson 3 Define the goals - 72 - Max Ramaciotti
  • 2. Goal Definition Goal - 75 - Max Ramaciotti
  • 3. Untitled SMART Goals ◆ Specific ◆ Measurable ◆ Achievable ◆ Realistic ◆ Time Sensitive - 76 - Max Ramaciotti
  • 4. Stategci plan 3 steps Strategic planning, 3 steps evaluate the current situation Situation and how it came about. map a possible route Path 3 step process to to the goals/ objectives Strategic Planning define goals and/or Target objectives (sometimes called ideal state) http://en.wikipedia.org/wiki/Strategic_planning#Methodologies - 77 - Max Ramaciotti
  • 5. Strategic plan Draw See Think Strategic plan Draw-See-Think Focus on evolving the present what resources are required to what is the ideal image or execute the activities? Plan Draw the desired end state? Strategic plan Draw-See-Think what specific actions must be taken to close the gap what is today's situation? What is between today's situation Think See the gap from ideal and why? and the ideal state? - 78 - Max Ramaciotti
  • 6. Strategic plan See-Think-Draw Strategic plan See-Think-Draw Focus on designing the future See what is today's situation? map a route to achieving the Draw Strategic Plan goals/objectives See Think Draw Think define goals/objectives - 79 - Max Ramaciotti
  • 7. Strategic plan - process Strategic Plan - Process !" Vision Define the vision and set a mission Measure statement with hierarchy of goals and objectives Discover Control !" SWOT !" Monitor and get feedback from Analysis conducted according to the implemented processes to fully control the desired goals operation Implement Implement Formulate !" !" Implementation of the agreed upon Formulate actions and processes to be processes taken to attain these goals Design - 80 - Max Ramaciotti
  • 8. Environment But …. What about the ENVIRONMENT the circumstances, objects, or conditions by which one is surrounded From: http://www.merriam-webster.com/dictionary/environment - 81 - Max Ramaciotti
  • 9. Why study the environment Why study the environment? ◆ Measurable ◆ Achievable ◆ Realistic - 82 - Max Ramaciotti
  • 10. Situation: the environment Environment: Online Internet users 1.73 billion – Internet users worldwide (September 2009). 18% – Increase in Internet users since the previous year. 738,257,230 – Internet users in Asia. 418,029,796 – Internet users in Europe. 252,908,000 – Internet users in North America. 179,031,479 – Internet users in Latin America / Caribbean. 67,371,700 – Internet users in Africa. 57,425,046 – Internet users in the Middle East. 20,970,490 – Internet users in Oceania / Australia. http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/ - 83 - Max Ramaciotti
  • 11. Situation: social Online Environment: Online Social Social media 126 million – The number of blogs on the Internet (as tracked by BlogPulse). 84% – Percent of social network sites with more women than men. 27.3 million – Number of tweets on Twitter per day (November, 2009) 57% – Percentage of Twitterʼs user base located in the United States. 4.25 million – People following @aplusk (Ashton Kutcher, Twitterʼs most followed user). 350 million – People on Facebook. 50% – Percentage of Facebook users that log in every day. 500,000 – The number of active Facebook applications. http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/ - 84 - Max Ramaciotti
  • 12. Ecommerce Conversion Rate Environment: Ecommerce Conversion Rates Statistics When benchmarking conversion rate, site owners should go beyond headline conversion rates to compare these four key types of conversion rate: 1. Overall site session (visit) conversion rate a. as reported in the Coremetrics example 2. Visitor conversion a. ratecalculated by dividing the number of conversion events by the number of unique visitors within a defined time period. 3. Shopping basket conversion rate a. percentage who add item to basket who convert, e.g. 4. Session search conversion rate a. (percentage of visits which include a search (notice that conversion rate and average order value (AOV) tends to be higher for these visitors http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics - 85 - Max Ramaciotti
  • 13. Ecommerce Conversion Vaulue Situation: Ecommerce Conversion http://index.fireclick.com/ http://index.fireclick.com/ - 86 - Max Ramaciotti
  • 14. Situation: Ecommerce Conversion Situation: Ecommerce Conversion 2 US http://www.coremetrics.com/solutions/industry-report.php UK http://www.coremetrics.co.uk/solutions/industry-report.php - 87 - Max Ramaciotti
  • 15. Situation: social commerce Situation: Social commerce Luxury Institute research revealed that, of the customers who shop for high-end merchandise online, 78 percent of them did so in order to find the best price while nearly as many, 77 percent, did so to compare brands (BrandWeek, January 2010). http://www.bazaarvoice.com/resources/stats#Conversion Customer Stories campaign drove 13,000 new prospects for La-Z-Boy. (La-Z-Boy, 2009) http://www.bazaarvoice.com/resources/case-studies/improve-all-marketing/374-stories-lzb - 88 - Max Ramaciotti
  • 16. Customer value Agrawal et al. (2001) have performed a further analysis where they modeled the theoretical change in net present value contributed by an e-commerce site in response to a 10% change in these performance drivers: 1. Attraction a. Visitor acquisition cost – 0.74 % change in NPV b. Visitor growth – 3.09 % change in NPV 2. Conversion a. Customer conversion rate – 0.84 % change in NPV b. Revenue per customer – 2.32 % change in NPV 3. Retention a. Cost of repeat customer – 0.69 % change in NPV b. Revenue per repeat customer – 5.78 % change in NPV c. Repeat customer churn rate – 6.65 % change in NPV d. Repeat customer conversion rate – 9.49 % change in NPV This modeling highlights the importance of on-site marketing communications and the quality of service delivery in converting browsers to buyers and buyers into repeat buyers. http://www.marketing-insights.co.uk/wnim0502.htm - 89 - Max Ramaciotti
  • 17. The target Target: Consum - Author FCLconsumauthors http://www.futureconceptlab.com/ Consum-Authors Future Concept Lab, February 2010 1. Posh Tweens (8-12 years): 2. Expo Teens (12-20 Years): 3. Linker People (20-35 years): 4. Unique Sons (20-35 years): 5. Sense Girl (25-40 years): 6. Mind Builders (25-50 years): www.c4e.es/docs/FCLconsumauthors.pps - 90 - Max Ramaciotti
  • 18. The Target -Online Target: Online Consumers http://www.mckinsey.com/practices/marketing/ourknowledge/pdf/Solutions_AllVisitorsAreNotCreatedEqual_consumer.pdf - 91 - Max Ramaciotti
  • 19. Online consumer behaviour Target: Online Consumers Key Findings - 92 - Max Ramaciotti
  • 20. Untitled Target: Online Consumers behaviour Need "End-to-End" Convenience use the Internet to make their lives easier, and tend to log on with a specific purpose in mind Simplifiers Simplifiers spend just 7 hours per month on the Web, they have the longest tenure online (49% have been online for over 5 years) Read Online, Buy Offline Want "What's New" Sportsters (just 4% of active online users) Sportsters They access over four times as many pages as the average user, and move focus on sports and entertainment sites. quickly among the domains, continually seeking new experiences. constitute just 8% of the active user Read Online, Buy Offline population, but they account for 32% of online time Surfers Only half of Routiners have made purchases online, and just 6% have made a site needs five or more online purchases. Routiners cutting-edge Online Consumer design and Routiners want superior content and the features, constant sense they are getting "something special What they want updates, a strong online brand, and an assortment of products and Thrilled by the Hunt services. only 8% of active online users and spend less time online than the average user, Excited by the Novelty they represent 52% of eBay visitors account for 36% of the active user sites must appeal to Bargainers population them on both rational and emotional levels, satisfying their need for just 42% have made purchases online competitive pricing, the What they want Connectors (versus an average of 61%) excitement of the "search," and the desire 40% of them have been online less than for community two years GOAL Move them to simplifiers - 93 - Max Ramaciotti
  • 21. Structure of a goal Company Target Company goal Disintermediation (sell-direct) Create new online intermediary (countermediation) the evaluation and selection of Channel structure modifications. Target market strategies appropriate segments and the Partner with new online or existing development of appropriate offers. intermediaries Do-nothing! Positioning and Define online customer value proposition differentiation strategies. (OVP). how should internal structures be changed to deliver e-marketing Organisational restructuring required. ONLINE how should the structure of links with other GOALS organisations be changed to achieve e- marketing objectives Internet will primarily complement the Resourcing - Internet companyʼs other channels or primarily marketing priorities replace other channels sell more existing products Market penetration into existing markets Attraction sell into new market Market development Market and product the balance on investment on customer CRM focus and financial control Conversion digital products or services development acquisition and retention can be developed that can be Product development strategies delivered by the Internet. Retention new products are developed which are sold into new markets Diversification http://www.marketing-insights.co.uk/wnim0502.htm - 94 - Max Ramaciotti
  • 22. Online goals in short 5 key goals of Online Marketing 1. Objective Sell a. Define objectives for selling to the customer online 2. Objective Serve a. Define objectives for serving the customer online 3. Objective Speak a. Define objectives for speaking to the customer online 4. Objective Save a. Define objectives for saving online 5. Objective Sizzle a. Define objectives for enhancing the brand online http://www.davechaffey.com/E-marketing/c1-introduction-to-e-marketing - 95 - Max Ramaciotti
  • 23. 10 online marketing goals Top 10 Online Marketing Goals for B2B Marketers 1. Improve Number of Leads - a. bottom line is lead generation and improving ROI. 2. Improve the Quality of Online Leads - a. better leads can mean quicker and potentially more sales. 3. Improve the Overall Online Experience - a. keep your users' needs first and foremost to help build lifetime value and relationship. Improving the online experience will help improve repeat visits and help generate top of mind awareness. 4. Improve the Engagement Rate - a. engaging the user with proper use of conversion triggers and calls to action can help increase the number of leads that are generated. 5. Move Prospects Through the Buying Process/Funnel - a. A key goal for B2B marketers should be to help solve the needs of their prospects by providing them with all of the information they need to make a purchase decision as they work through the buying funnel. 6. Increase the Number of Qualified Visitors to your sites - a. increasing the number of qualified visitors to your site means a greater chance for obtaining more qualified leads. 7. Reduce Cost of Leads - a. an effective online strategy can help reduce the cost of each lead that is generated. 8. Increase Online Inquiries - a. one of the more important conversions that B2B marketers should focus on is to increase online inquiries that have the potential to become qualified leads. Depending on the phase of the buying funnel the user is at, you can use your online marketing strategy to intercept the prospect and increase the number of email requests or phone calls for additional information inqueries that the user may have. 9. Promote Offline Sales - a. use online to drive offline business. The majority of actual B2B transactions will take place offline. 10. Deliver Customer Service and Value to Your Target Market(s) - a. rounding out the top 10 online marketing goals for B2B marketers is delivering value to your site visitors. No explanation is needed as providing customer interception points and delivering effective customer service online can provide positive results offline. http://www.marketing-jive.com/2007/06/online-marketing-goals-top-10-online.html - 96 - Max Ramaciotti
  • 24. Risorse Other Resources 1. Internet Stats a. http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/ i. http://www.internetworldstats.com/stats.htm 2. Collections a. http://www.rba.co.uk/sources/stats.htm Luxury Online marketing Short http://www.slideshare.net/IC_Agency/the- essentials-of-luxury-digital-marketing Gerd Leonhard - Luxury Future http://www.mediafuturist.com/ ! twitter.com/gleonhard http://www.slideshare.net/gleonhard/luxury-futures-the- ! www.mediafuturist.com future-of-the-luxury-market-gerd-leonhard-luxury- interactive-london-march-17-2009 Tutorial - Marketing Plan http://www.thewritemarket.com/marketing/index.php? marketing=business-plan&title=How%20to%20Write%20a %20Marketing%20Plan - 97 - Max Ramaciotti
  • 25. Untitled Homework - Lesson 3 1. Define which goals are the one of you company 2. For each one write a little description scoping the goal 3. For each one define how you will measure the success - 98 - Max Ramaciotti

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