Web-based Business Marketing

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

1 comments

Comments 1 - 1 of 1 previous next Post a comment

  • + alysaally Alysaally 2 years ago
    Hi its very informative and nice slides. I had gone through your slide.
Post a comment
Embed Video
Edit your comment Cancel

1 Favorite

Web-based Business Marketing - Presentation Transcript

  1. Web-based Business Marketing November 29, 2007
  2. Content
    • Introduction
    • Concepts
    • Web 2.0
    • New media
    • The social web
    • The dark side
    • Conclusion
  3. Introduction Why Web-based Marketing?
    • Unprecedented opportunity for knowledge-rich organisations
    • Cost-effective to build a global brand & reputation
    • Instrument for business development
    • Many spillovers
      • internal communications
      • Knowledge management
      • Market intelligence
      • Project management
  4. Introduction Has something changed?
  5. Introduction The true nature of communication
  6. Concepts Web presence has 4 layers
    • Increasing visits
      • Measure by web analytical package
      • Unique visitors, visits/visitor, pages/visit
    • Assess & improve the quality of visits
      • Introduce user interaction
    • Measuring the effectiveness of communication
      • Surveys
    • eMarketing impact/return-on-investment
  7. Concepts Nodes
    • What?
      • Consider each page as a mini-campaign
    • How?
      • Clean url, url aliasing
      • http://www.leonardo-energy.org/drupal/infrared-heating
    • Pros: use in e-mail, bookmark it, link from other sites, natural optimisation for search engines
    • Cons: -
    • Pitfall: maintain permanent url’s!
  8. Concepts Tagging
    • What?
      • A tag is a (relevant) keyword or term associated with or assigned to a piece of information (like picture, article, or video clip), thus describing the item and enabling keyword-based classification of information it is applied to
    • How?
      • Functionality in most content management systems
    • Pros:
      • Intuitive environment for user navigation
        • Increase page views / visit
      • Powerful automatic meta-data for search engine optimisation
      • Each tag creates a content stream
    • Cons: maintaining a consistent tag list; competition
    • Pitfall: overtagging
  9. Concepts Tag cloud
    • What?
      • A tag cloud (or weighted list in visual design) can be used as a visual depiction of content tags used on a website
    • How?
      • Functionality in most content management systems
    • Pros:
      • An always up-to-date ‘what’s hot’ indicator
      • An ‘about us’ page by enumeration
    • Cons: -
    • Pitfall: requires good taxonomy design
  10. Concepts Syndication
    • What?
      • Web syndication is a form of syndication in which a section of a website is made available for other sites to use
    • How?
      • Create a machine readible content stream
      • Automatic in most content management systems
    • Pros:
      • a ‘what’s new’ service to partners, who then provide highly targeted traffic
      • An inbox to the internet for knowledge workers
    • Cons: too many streams to choose from
  11. Concepts Community websites
    • User profiles, members list
    • Contact other users
    • Rating of content
    • User comments
    • Peer-to-peer forums
    • Quiz, FAQ, Surveys
    • Community of Practice groups
    • Interviews
  12. Web 2.0 Web generations
    • v1.0: the internet
      • Resilient communication
    • v2.0: the world-wide web html
      • Electronic broadcasting
    • v2.5: client-side interaction js, flash
      • Bells & whistles
    • v3.0: embedded languages php/mysql
      • Communities
    • v4.0: web services rss
      • Distributed web applications
    • V5.0: what’s next?
      • virtual worlds, intelligent websites
  13. Web 2.0 RSS – Really Simple Syndication
  14. Web 20.0 RSS – Really Simple Syndication
  15. Web 20.0 RSS – Really Simple Syndication
    • What can you do with RSS feeds:
      • Readers can subscribe to them
        • E.g. www.google.com/reader
      • You can syndicate to other sites
        • E.g. WBCSD syndication on http://www.leonardo-energy.org/drupal/energy_environment
      • Automatic RSS to email convertors
        • E.g. www.aweber.com
  16. Web 2.0 Why blogging (in business)?
    • Communicate with users
    • Brand & reputation building
    • Drive traffic to your website
    • Project management
    • Market intelligence
    • Knowledge management
  17. Web 2.0 Types of blogs
    • Company blog
    • CEO blog
    • Expert / guru blog
    • Crisis blog
    • Team blog
    • Product blog
  18. Web 2.0 Beyond blogs
    • Blog portal
      • E.g. www.edublogs.org
    • Blogs & corporate site
      • E.g. www.leonardo-energy.org
    • Blog, corporate site & community
      • E.g. www.marketingprofs.com
    • Microblogs
      • E.g. www.jaiku.com
  19. New media Email marketing
    • (Automatic) digest, flash alert, newsletter / electronic magazine
      • Active promotion of website content
    • Key success factor:
      • Development of permission-based mailing lists
    • Metrics:
      • open rate
      • click-through rate
      • conversion rate
  20. New media Web events
    • What:
      • Live presentations on the web
        • Visuals via browser
        • Sound via teleconference or audio broadcast
    • How:
        • Before the event: Promotion via website, for a & e-mail marketing (typically 5-10,000 hits)
        • Event:
          • 20–120 registrations
          • 10-40 participants
        • After the event:
          • Posting presentation (100 – 1000 views @ 2006)
          • Webcast
  21. New media Webcasts
    • What:
      • Narrated interactive presentations on the web
        • Both visual & sound via browser
        • Not live
    • How:
      • Speaker provides presentation & script
      • Audit scripts
      • Narrate script
      • Launch webcast (100-7000 views @ 2007) (100-3000 views @ 2006)
  22. New media Minute lectures (& rapid e-learning)
    • What:
      • Short tutorials on the web to introduce a topics
      • Knowledge broadening rather than deepening
    • How:
      • 10-15 slide ppt converted to Flash
      • Up to 2000 views/year
    • Also: FAQ lists, howto manuals, quiz, …
  23. New media Podcast/Vidcast
    • Podcast = your own radioshow “to go”
    • Vidcast = your own TV channel “to go”
    "Consumers want to listen to what they want, when they want, on the device of their choosing." Forrester Research Vice President, Ted Schadler Copyright: conversation.be
  24. The social web Networks
    • Business networks
      • LinkedIn, Xing
      • Facebook?
    • Purpose
      • Personal, organisation, industry profiling
      • Networking
      • Intelligence
      • Knowledge exchange
  25. The social web Bookmarking
    • What?
      • Social bookmarking is a web-based service to share Internet bookmarks
    • How?
      • Register, bookmark, tag
      • Over 150 services, e.g. http://del.icio.us
    • Pros: easy, highly effective for moderate use
    • Cons: uncontrolled, no self-promotion, time-consuming
    • Pitfall: check service culture
  26. The dark side
    • Low risks for knowledge-rich, legitimate, credible, authentic business organisations
    • Some issues need to be managed:
      • Spam comments & registrations
      • Hackers
      • Negative blogs
        • Rants: dignified indifference
        • Critics: engagement
        • Everything in-between
      • The web as time machine
    • Need for a company policy
  27. Conclusion Barriers to electronic marketing
    • Cultural
      • Fear of change
      • Lack of imagination
      • Image of e-marketing
      • Change of habits
        • Change in agenda, lifestyle
      • Customers
    • Organisational
      • Lack of resources
      • Lack of knowledge & skills
      • Integration of the new 4 P’s
        • planning, production, publising, promotion functions
  28. Conclusion The 4 + 3 P’s of marketing
    • Conventional
      • Product
      • Price
      • Place
      • Promotion
    • Additional
      • Planning
      • Production
      • Publishing
  29. Conclusion Agendas of the conventional & e-marketeer
    • 6h30 Leave home
    • 8h00 Flight to city
    • 10h30 Visit fair (5-10)
    • 12h30 Lunch with client (1)
    • 14h00 Seminar presentation (40)
    • 15h30 Client meetings (2)
    • 17h00 Leave for airport
    • 21h00 Back home
    • 8h30 Leave home
    • 9h00 Check email (10)
    • 10h00 Issue ezine (3,000)
    • 11h00 Create press room on website
    • 11h30 Webmeeting (7)
    • 14h00 Webinar (20 + 1000)
    • 15h00 Brief copywriter
    • 16h00 Update social networks (3 + 100)
    • 18h00 Back home
  30. Conclusion Implications for marketing
    • Media no longer have exclusivity to communicate to the market
      • Also your company, employees, partners, customers can set up channels
    • The market not only listens, but also responds
    • Customers find suppliers
      • Be easily found
    • New culture of openness, authenticity
      • Showing real stories & real people
      • But content remains king (in business)
  31. Conclusion eTraining & eMarketing programme
    • Session 0 – leveling the field
    • Blogs – cultural aspects
    • Blogs – practical aspects
    • Minute lectures
    • E-mail marketing
    • Webinars & Webcasts
    • Virtual worlds
    • New media
    • Surveys & Quiz
    • E-learning
    • Knowledge management

+ Hans De KeulenaerHans De Keulenaer, 2 years ago

custom

2716 views, 1 favs, 2 embeds more stats

An introduction to web business marketing, its many more

More info about this document

© All Rights Reserved

Go to text version

  • Total Views 2716
    • 2683 on SlideShare
    • 33 from embeds
  • Comments 1
  • Favorites 1
  • Downloads 187
Most viewed embeds
  • 31 views on http://www.20four.net
  • 2 views on http://nsrivastava.blogspot.com

more

All embeds
  • 31 views on http://www.20four.net
  • 2 views on http://nsrivastava.blogspot.com

less

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

Cancel
File a copyright complaint
Having problems? Go to our helpdesk?

Categories