WEB MARKETING IN 2010
          WHAT'S UP?


Ralph Van Coillie
“Turn knowledge into revenue”
May 2010

     1




        ...
RALPH VAN COILLIE
Visionary, pragmatic and strong leader with the ability to drive the
development and implementation of s...
AGENDA
         The best practices
         1.   - High level strategy
         2.   - Management concept
         3.   - ...
THE ULTIMATE BUSINESS GOAL

        Generate a valuable perception



    Quantitative               Qualitative




     ...
AS A MARKETERS YOU HAVE
        3 CLIENTS!
00:44
Min.

    5
SHAREHOLDERS ARE YOUR FIRST CLIENT

    Deliver financial “ Value” to shareholders




                                   ...
CUSTOMERS ARE YOUR MISSION!

    Deliver the right Costumer “experience”




                                             ...
SEARCH ENGINES ARE YOUR NEW ONE!

  New rules to follow!      New Virtual Players!

 Load Time
 Keyword Density/semantic
 ...
NOW, YOU HAVE 2 OFFICES TO MANAGE!

 Traditional B2B office   Virtual office




                                         ...
AS AN ONLINE MARKETER,
         WHAT ARE YOU FOCUSING ON?

00:38
Min.

    10
FOCUS ON WHAT YOU CAN CONTROL…




                                 11
BUT CAN I STRATEGIZE IN THIS NEW CHANNEL?

                                        +240M Hostnames, + 80M Web sites, +1.3B...
YES IT’S POSSIBLE TO STRATEGIZE IN THIS
NEW CHANNEL

1-Define your Brand   2-Map your Brand




                          ...
DON’T BE LOST, KEEP IT SIMPLE!
MY SWOT/ROADMAP AT ICE;




                                 14
YOUR EMARKETING ROLE IS EVOLVING AND
NEED TO BE ORGANIZED




                                       15
DON’T BE AFRAID TO SCORECARD YOU!




                                    16
Product    Solution




          Promotion                                 Information




                      Price

 ...
MEASURE THE ROI FOR EACH TACTICS




      Usage                       Highly Effective

1- eMail,                        ...
INBOUND MARKETING IS MORE EFFECTIVE

                  CPL at $134 (-60%)




  CPL at $332




                          ...
SOCIAL MEDIA, YOUR NEW “VIRTUAL 5 TO 7”…




                                      20
MAKE SURE YOU SET THE RIGHT GOAL




                                   21
SOCIAL MEDIA, CAPITALIZE ON THE RIGHT ONE




 B2C is Facebook at 68%
 B2B is Linkedin at 45%


                          ...
LET’S SEE THE POTENTIAL OF




                             23
OVER 32M MEMBERS IN USA




                          24
CREATE YOUR OWN VIRTUAL COMMUNITY
Exclusive B2B on
                   Highlights:
LinkedIn

                     Montreal ...
MY 5 BEST PRACTICES
00:11
         “TO GENERATE LEADS”
Min.     1.   Think big!
         2.   Be honest & transparent,
   ...
THINK BIG!, BE FLEXIBLE AND ROBUST

  Build a solid foundation                             B2B

    SOA, ESB, API,
    Saa...
BE HONEST AND PEOPLE WILL TALK ABOUT YOU




                   HONEST PRACTICES   AND TRUSTWORTHINESS AS THE MOST IMPORTA...
DELIVER MORE VALUE…FASTER

Search Engines industry   Facebook vs My Space




                                  +50K web s...
TURN KNOWLEDGE INTO REVENUE

Consumer behavior               Adapt your process




NO VIDEO             + VIDEO
 NO LIFT ...
LISTEN YOUR CUSTOMER

   Apply to
• Web Pages     « Eye tracking motion »
• Packaging
• Planogram
•your choice!




      ...
IS IT EFFICIENT?

Mega Brands
Home page




                                                         32
                  ...
LET’S SEE!

Red spot
reprensents a
consitent visual
motion.




Look and feel is
too young!



                           ...
RITH DESIGN CAN MAKE THE DIFFERENCE

Bounce Rate




                                               34
+XXX 000 Unique vis...
TEST AND TEST AGAIN…




                           + XX%
                                         35
                    ...
LISTEN YOUR COSTUMERS
Consumer Relationship Management tool




     Implemented in 3 months!
                            ...
TRACK THE CONSUMER IMPROVEMENT
eMail to X%!        Consumer entry points
+XX% automa-
tisation vs 0%

+xx%
response time

...
-00:02
 Min.
         CONCLUSION
    38
CONCLUSION

Best Practices               My best advises

1.   Generate a valuable     1.   Think BIG!
     perception for...
Your questions are welcome!




                                          40




                              FOLLOW ME
APPENDIX…
     •Few   good tools & other references
     •More   about social media
41   •Budget   allocation and best tac...
FEW GOOD TOOLS / REFERENCES…

42
+10 GREAT SOCIAL MEDIA TOOLS FOR
B2B MARKETERS
                   Between 50 to $2k per
Free
                   month




...
QUALIFY YOUR SOCIAL MEDIA AUDIENCE




                                     44
TRACK YOUR CONSUMER AWARENESS




                                45
BENCHMARK YOUR “REACH” AND YOUR
TRAFFIC TREND




                                  46
CENTRALIZE YOUR SEO TACTICS




                              47
LOAD TIME TOOL, A KEY POINT!




                               48
UNDERSTAND YOUR DEMOGRAPHIC VISITORS




                                       49
MORE ABOUT SOCIAL MEDIA…


50
WHAT IS YOUR ADOPTION ON WEB 2.0 TOOLS?




                                      51
SOCIAL MEDIA TACTICS - 2010




                              52
BUDGET ALLOCATION…
     AND BEST TACTICS


53
B2B MARKETING TACTICS




                        54
PROSPECTING TACTICS




                      55
MARKETING TACTICS USAGES




                           56
SOCIAL MEDIA FOR <5M$




                        57
MARKETERS ARE BUDGETING AND
BETTING ON SOCIAL MEDIA




                              58
BUDGET




         59
MOST QUALIFIED LEADS COME FROM…




                                  60
JUST GOOD TO KNOW!

Impact of your SEO   B2B Budget allocation




                                             61
LEADS FROM SEO AND SEM




                         62
B2B LEADS B2C IN THE ADOPTION OF
SOCIAL MEDIA MARKETING




                                   63
COUPONS AND DISCOUNT TACTICS




                               64
FEW GRAPH ON MARKET TRENDS…
65
ADVERTISING MARKET – MEDIA
COMPARISON 2009




                             66
ONLINE AD REVENUE BY FORMAT




                              67
ONLINE
ADVERTISING
FORECAST




              68
MOBILE IS GROWING




                    69
US CONSUMER SPENT TIME ON




                            70
EUROPEAN ADULTS SPENT HOURS ON…




                                  71
INTERNET…A HUGE PLAYARD!

 +240M Hostnames
                                     Hostnames
 + 80M Web sites
 +1.3B surfers
...
ONLINE FRAUD




               73
INTERNAL FRAUD




                 74
MANAGEMENT, …
     GOOD STUFF TO INTEGRATE…

75
MARKETING –PART OF GLOBAL THE SYNERGY

               Balanced scorecard by Dr. Kaplan & Northon


               Financia...
PLAN – PODC, PLAN, ORGANIZE, LEAD, CONTROL

 4 Resources                4P or SIVA

 1.   Time                  1.    Prod...
78



     YOU STILL WANT MORE INFO…
FOLLOW ME




            79
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The big bang 2010_by_ralph van coillie

  1. 1. WEB MARKETING IN 2010 WHAT'S UP? Ralph Van Coillie “Turn knowledge into revenue” May 2010 1 Exclusive presentation for
  2. 2. RALPH VAN COILLIE Visionary, pragmatic and strong leader with the ability to drive the development and implementation of strategic online marketing and Information Technologies activities on a global basis, capable of establishing tactical plans and be accountable for results. + 20 years of extensive and creative market and Business development, +10 years at the international level, +14 years of optimizing and re-engineering processes, +10 years of human resource management mainly with artists, programmers and sales people. +7 years of University Education, BBA, MRI & MBA +2000 hours of training, coaching and several speeches to professional associations. http://ca.linkedin.com/in/rvancoillie rvancoillie 2
  3. 3. AGENDA The best practices 1. - High level strategy 2. - Management concept 3. - Marketing tactics 00:45 My best advise based on Business cases Min. Appendix •Marketing analytic charts and graph 3 Available at the end
  4. 4. THE ULTIMATE BUSINESS GOAL Generate a valuable perception Quantitative Qualitative 4
  5. 5. AS A MARKETERS YOU HAVE 3 CLIENTS! 00:44 Min. 5
  6. 6. SHAREHOLDERS ARE YOUR FIRST CLIENT Deliver financial “ Value” to shareholders 6
  7. 7. CUSTOMERS ARE YOUR MISSION! Deliver the right Costumer “experience” 7
  8. 8. SEARCH ENGINES ARE YOUR NEW ONE! New rules to follow! New Virtual Players! Load Time Keyword Density/semantic META Tags Canonicalization Compression Redirect Caching Backlinks XML sitemap …and more 8
  9. 9. NOW, YOU HAVE 2 OFFICES TO MANAGE! Traditional B2B office Virtual office 9
  10. 10. AS AN ONLINE MARKETER, WHAT ARE YOU FOCUSING ON? 00:38 Min. 10
  11. 11. FOCUS ON WHAT YOU CAN CONTROL… 11
  12. 12. BUT CAN I STRATEGIZE IN THIS NEW CHANNEL? +240M Hostnames, + 80M Web sites, +1.3B surfers “ Online Marketing Strategy” is long term planning and big- picture maneuvering” i-marketing web-marketing Internet marketing Search Engine Marketing This channel is Faster, Measurable, Personalizable & Accessible 12 But without identity e-Marketing
  13. 13. YES IT’S POSSIBLE TO STRATEGIZE IN THIS NEW CHANNEL 1-Define your Brand 2-Map your Brand 13
  14. 14. DON’T BE LOST, KEEP IT SIMPLE! MY SWOT/ROADMAP AT ICE; 14
  15. 15. YOUR EMARKETING ROLE IS EVOLVING AND NEED TO BE ORGANIZED 15
  16. 16. DON’T BE AFRAID TO SCORECARD YOU! 16
  17. 17. Product Solution Promotion Information Price Value 00:25 Pipeline Min. BALANCE YOUR Access MARKETING MIX 17 WITH THE RIGHT TACTICS
  18. 18. MEASURE THE ROI FOR EACH TACTICS Usage Highly Effective 1- eMail, 1- Executive seminar, 2- PR, 2- Inside sale, 3-Trade Show 3- Webinars 4- PPC 18 Q2 2008 B2B Marketing Effectiveness Online Survey, Forrester Research
  19. 19. INBOUND MARKETING IS MORE EFFECTIVE CPL at $134 (-60%) CPL at $332 19
  20. 20. SOCIAL MEDIA, YOUR NEW “VIRTUAL 5 TO 7”… 20
  21. 21. MAKE SURE YOU SET THE RIGHT GOAL 21
  22. 22. SOCIAL MEDIA, CAPITALIZE ON THE RIGHT ONE B2C is Facebook at 68% B2B is Linkedin at 45% 22
  23. 23. LET’S SEE THE POTENTIAL OF 23
  24. 24. OVER 32M MEMBERS IN USA 24
  25. 25. CREATE YOUR OWN VIRTUAL COMMUNITY Exclusive B2B on Highlights: LinkedIn Montreal based Exclusive at LinkedIn Topic targeted (Mobile) Monthly Event 1st Monday/Month + 859 members 25
  26. 26. MY 5 BEST PRACTICES 00:11 “TO GENERATE LEADS” Min. 1. Think big! 2. Be honest & transparent, 3. Listen your customers 26 4. Be faster 5. Turn “knowledge” into revenue
  27. 27. THINK BIG!, BE FLEXIBLE AND ROBUST Build a solid foundation B2B SOA, ESB, API, SaaS Vs Manage service Providers SOA: service-oriented architecture, ESB: Enterprise Service Bus 27 , API: application programming interface, SaaS: Software as a Service
  28. 28. BE HONEST AND PEOPLE WILL TALK ABOUT YOU HONEST PRACTICES AND TRUSTWORTHINESS AS THE MOST IMPORTANT 28 FACTORS FOR A COMPANY’S REPUTATION TOYOTA, BARAK OBAMA, JEAN CHAREST,.
  29. 29. DELIVER MORE VALUE…FASTER Search Engines industry Facebook vs My Space +50K web sites in 1 29
  30. 30. TURN KNOWLEDGE INTO REVENUE Consumer behavior Adapt your process NO VIDEO + VIDEO NO LIFT + X% Conv Rate + Auto Play + XX% Conv Rate +10M new players for free by iframe + 0,39% Conversion rate 30
  31. 31. LISTEN YOUR CUSTOMER Apply to • Web Pages « Eye tracking motion » • Packaging • Planogram •your choice! 31
  32. 32. IS IT EFFICIENT? Mega Brands Home page 32 http://www.cesart.com
  33. 33. LET’S SEE! Red spot reprensents a consitent visual motion. Look and feel is too young! 33 http://www.cesart.com
  34. 34. RITH DESIGN CAN MAKE THE DIFFERENCE Bounce Rate 34 +XXX 000 Unique visitors… Do your math, 1% conversion rate at XX$
  35. 35. TEST AND TEST AGAIN… + XX% 35 Conversion Rate
  36. 36. LISTEN YOUR COSTUMERS Consumer Relationship Management tool Implemented in 3 months! 36 Ralph Van Coillie
  37. 37. TRACK THE CONSUMER IMPROVEMENT eMail to X%! Consumer entry points +XX% automa- tisation vs 0% +xx% response time +xxk playbooks +xx% trafic 37
  38. 38. -00:02 Min. CONCLUSION 38
  39. 39. CONCLUSION Best Practices My best advises 1. Generate a valuable 1. Think BIG! perception for your 3 2. Be honest & transparent, custmers. 3. Listen your customers 2. Take the time to find 4. Be faster the right strategy 5. Turn “knowledge” into 3. Balance your revenue marketing mix 39
  40. 40. Your questions are welcome! 40 FOLLOW ME
  41. 41. APPENDIX… •Few good tools & other references •More about social media 41 •Budget allocation and best tactics •Few graph on Market trends •Management, a must
  42. 42. FEW GOOD TOOLS / REFERENCES… 42
  43. 43. +10 GREAT SOCIAL MEDIA TOOLS FOR B2B MARKETERS Between 50 to $2k per Free month 43
  44. 44. QUALIFY YOUR SOCIAL MEDIA AUDIENCE 44
  45. 45. TRACK YOUR CONSUMER AWARENESS 45
  46. 46. BENCHMARK YOUR “REACH” AND YOUR TRAFFIC TREND 46
  47. 47. CENTRALIZE YOUR SEO TACTICS 47
  48. 48. LOAD TIME TOOL, A KEY POINT! 48
  49. 49. UNDERSTAND YOUR DEMOGRAPHIC VISITORS 49
  50. 50. MORE ABOUT SOCIAL MEDIA… 50
  51. 51. WHAT IS YOUR ADOPTION ON WEB 2.0 TOOLS? 51
  52. 52. SOCIAL MEDIA TACTICS - 2010 52
  53. 53. BUDGET ALLOCATION… AND BEST TACTICS 53
  54. 54. B2B MARKETING TACTICS 54
  55. 55. PROSPECTING TACTICS 55
  56. 56. MARKETING TACTICS USAGES 56
  57. 57. SOCIAL MEDIA FOR <5M$ 57
  58. 58. MARKETERS ARE BUDGETING AND BETTING ON SOCIAL MEDIA 58
  59. 59. BUDGET 59
  60. 60. MOST QUALIFIED LEADS COME FROM… 60
  61. 61. JUST GOOD TO KNOW! Impact of your SEO B2B Budget allocation 61
  62. 62. LEADS FROM SEO AND SEM 62
  63. 63. B2B LEADS B2C IN THE ADOPTION OF SOCIAL MEDIA MARKETING 63
  64. 64. COUPONS AND DISCOUNT TACTICS 64
  65. 65. FEW GRAPH ON MARKET TRENDS… 65
  66. 66. ADVERTISING MARKET – MEDIA COMPARISON 2009 66
  67. 67. ONLINE AD REVENUE BY FORMAT 67
  68. 68. ONLINE ADVERTISING FORECAST 68
  69. 69. MOBILE IS GROWING 69
  70. 70. US CONSUMER SPENT TIME ON 70
  71. 71. EUROPEAN ADULTS SPENT HOURS ON… 71
  72. 72. INTERNET…A HUGE PLAYARD! +240M Hostnames Hostnames + 80M Web sites +1.3B surfers Active Between 1996 – April 2010 72
  73. 73. ONLINE FRAUD 73
  74. 74. INTERNAL FRAUD 74
  75. 75. MANAGEMENT, … GOOD STUFF TO INTEGRATE… 75
  76. 76. MARKETING –PART OF GLOBAL THE SYNERGY Balanced scorecard by Dr. Kaplan & Northon Financial How should you appear to your shareholders? Your STRATEGIES How should you appear to you Your VISION Customer costumers? Internal What business processes must excel at? Business Process Learning & How will you sustain your ability to Growth change and improve? Drs Kaplan & Norton 76 Execution%f ailure…
  77. 77. PLAN – PODC, PLAN, ORGANIZE, LEAD, CONTROL 4 Resources 4P or SIVA 1. Time 1. Product→Solution 2. People 2. Promotion→Information 3. Investment ($) 3. Price→Value 4. Technology 4. Placement→Access Channels 77
  78. 78. 78 YOU STILL WANT MORE INFO…
  79. 79. FOLLOW ME 79

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