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Ramaciotti digital media marketing 2012 Lesson 3
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Ramaciotti digital media marketing 2012 Lesson 3


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  • 1. Lesson 3 Define the goals2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0
  • 2. Homework YOURBENCHMARK
  • 3. Goal
  • 4. SMART Goals ◆ Specific ◆ Measurable ◆ Achievable ◆ Realistic ◆ Time Sensitive
  • 5. Strategic planning, 3steps 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)
  • 6. Strategic plan See-Think-DrawFocus on evolving the present See what is todays situation? map a route to achieving the Draw Strategic Plan goals/objectives See Think Draw Think define goals/objectives
  • 7. Strategic plan Draw-See-ThinkFocus on designing the future 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 todays situation? What is between todays situation Think See the gap from ideal and why? and the ideal state?
  • 8. Strategic Plan - Process ." Vision Define the vision and set a mission Measur statement with hierarchy of goals and objectives Discove e Control ." SWOT ." r Monitor and get feedback from Analysis conducted according to the implemented processes to fully control the desired goals operationImplement Implement Formulate ." ." Implementation of the agreed upon Formulate actions and processes to be processes taken to attain these goals Design
  • 9. But ….What about theENVIRONMENT the circumstances, objects, or conditions by which one is surrounded From:
  • 10. Why study the environment? ◆ Measurable ◆ Achievable ◆ Realistic
  • 11. Royal Pingdom Royal Pingdom- Almost 8 new Internet users added w
  • 12. 4 Infographics About Online Trends, Internet Usage and Social Me
  • 13. Internet Usage Predictions [infographic] | Daily Infographic
  • 14. The History Of Internet Usage And Speeds (Infographic) | TechCru
  • 15. Environment: Online Social
  • 16. Zeitgeist is a German expression meaning "the spirit of the age". Google Zeitgeist 2011
  • 17. Google Zeitgeist 2011 Come faccio a utilizzare Google Statistiche di ricerca? - Guida di Statistiche di ricerca
  • 18. trendwatching.coms 12 Consumer Trends for 2012
  • 19. Environment: Ecommerce Conversion Rates StatisticsWhen benchmarking conversion rate, site owners should go beyond headline conversion rates tocompare 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
  • 20. Situation: Ecommerce Conversion
  • 21. Situation: Ecommerce Conversion 2 IBM 2011 Coremetrics Holiday Benchmark Reports
  • 22. Situation: Social commerceLuxury Institute research revealed that, of the customers who shop for high-end merchandise online, 78percent of them did so in order to find the best price while nearly as many, 77 percent, did so to comparebrands (BrandWeek, January 2010). Stories campaign drove 13,000 new prospects for La-Z-Boy. (La-Z-Boy, 2009) SANTA MONICA, Calif. (MarketWatch) -- Facebook, MySpace, and YouTube arent just destinations for tweens -- wealthy people frequent these sites, too. 24% of wealthy Internet users -- almost one in four -- are joining teens and twenty-somethings on social networking or "social media" sites such as Facebook and MySpace. Of this group, 69% maintain a profile on at least one site. More than half of the wealthy Internet users surveyed, or 52%, read blog postings -- and theyre commenting on them, too, according to HNWs Wealth and New Media study. In fact, 20% of respondents say theyve commented on a blog and almost one-in-five of these do so daily or weekly More than one-third of Web surfers aged 44 to 54 said they visit a social networking site, and 19% of those 55 and older said they do. The highest percentage is among those aged 18 to 44, of whom 50% said they visit such sites. Yet 72% of wealthy Web surfers aged 45 to 54 said they read blogs, compared with 69% of those aged 18 to 44 who said they do. According to the 2007 Pew Internet & American Life Project Survey, 95% of those with an annual income of $100,000 or more use the Internet. In fact, not only are high-net-worth consumers online, their mastery of new media goes well beyond email. For example, about half of wealthy people aged 45 to 64 use instant messaging, and 21% of those 65 and above IM. The biggest segment, 70%, of IM use is by those 18 to 44, but the numbers show that people across the board are more tech savvy than previously imagined. By comparison, 50% of teenagers ages 13 to 18 use instant messaging services, according to an Associated Press-AOL poll. Wealthy people tap social networking sites, comment on blogs Sophisticated Investor - MarketWatch
  • 23. Customer valueAgrawal et al. (2001) have performed a further analysis where they modeled the theoretical change in netpresent 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.
  • 24. Target: Consum - Author FCLconsumauthors 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):
  • 25. Target: OnlineConsumers
  • 26. Company Company Target 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 bechanged to deliver e-marketing Organisational restructuring required. ONLINEhow should the structure of links with other GOALSorganisations be changed to achieve e-marketing objectives Internet will primarily complement the Resourcing - Internet company’s other channels or primarily marketing priorities replace other channels sell more existing products into existing markets Market penetration Attraction sell into new market Market development Market and product the balance on investment on customer development CRM focus and financial control Conversion digital products or services 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
  • 27. 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
  • 28. 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.
  • 29. OtherResources 1. Internet Stats a. i. 2. Collections a. Luxury Online marketing Short essentials-of-luxury-digital-marketing luxuryfuturesgerdleonhardlondonmar ch172009public-090317115310- Gerd Leonhard - Luxury Future phpapp02 future-of-the-luxury-market-gerd-leonhard-luxury- interactive-london-march-17-2009 Tutorial - Marketing Plan marketing=business-plan&title=How%20to%20Write%20a %20Marketing%20Plan
  • 30. 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