WEB MARKETING IN 2010
Ralph Van Coillie
“Turn knowledge into revenue”
Exclusive presentation for
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
http://ca.linkedin.com/in/rvancoillie rvancoillie 2
The best practices
1. - High level strategy
2. - Management concept
3. - Marketing tactics
00:45 My best advise based on Business cases
•Marketing analytic charts and graph
Available at the end
THE ULTIMATE BUSINESS GOAL
Generate a valuable perception
AS A MARKETERS YOU HAVE
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!
…and more 8
NOW, YOU HAVE 2 OFFICES TO MANAGE!
Traditional B2B office Virtual office
AS AN ONLINE MARKETER,
WHAT ARE YOU FOCUSING ON?
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-
Search Engine Marketing
This channel is Faster, Measurable,
Personalizable & Accessible
But without identity
YES IT’S POSSIBLE TO STRATEGIZE IN THIS
1-Define your Brand 2-Map your Brand
DON’T BE LOST, KEEP IT SIMPLE!
MY SWOT/ROADMAP AT ICE;
YOUR EMARKETING ROLE IS EVOLVING AND
NEED TO BE ORGANIZED
CREATE YOUR OWN VIRTUAL COMMUNITY
Exclusive B2B on
Exclusive at LinkedIn
Monthly Event 1st
+ 859 members
MY 5 BEST PRACTICES
“TO GENERATE LEADS”
Min. 1. Think big!
2. Be honest & transparent,
3. Listen your customers
4. Be faster
5. Turn “knowledge” into revenue
THINK BIG!, BE FLEXIBLE AND ROBUST
Build a solid foundation B2B
SOA, ESB, API,
SaaS Vs Manage
SOA: service-oriented architecture, ESB: Enterprise Service Bus 27
, API: application programming interface, SaaS: Software as a Service
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,.
DELIVER MORE VALUE…FASTER
Search Engines industry Facebook vs My Space
+50K web sites in 1
TURN KNOWLEDGE INTO REVENUE
Consumer behavior Adapt your process
NO VIDEO + VIDEO
NO LIFT + X% Conv
+ Auto Play
+10M new players for free by iframe
+ 0,39% Conversion rate
LISTEN YOUR CUSTOMER
• Web Pages « Eye tracking motion »
IS IT EFFICIENT?
Look and feel is
RITH DESIGN CAN MAKE THE DIFFERENCE
+XXX 000 Unique visitors…
Do your math, 1% conversion rate at XX$
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
MARKETING –PART OF GLOBAL THE SYNERGY
Balanced scorecard by Dr. Kaplan & Northon
Financial How should you appear to your
How should you appear to you
Internal What business processes must excel at?
Learning & How will you sustain your ability to
Growth change and improve?
Drs Kaplan & Norton
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