The State of the Net October 2009


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AMAS presentation to the Enterprise Ireland eMarketing conference October 2009. Covers online trends, B2B marketing, social media, eMarketing, web 2.0, internet marketing, online advertising, digital trends

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  • The State of the Net October 2009

    1. 1. The State of the Net Aileen O’Toole, Managing Director, AMAS Enterprise Ireland conference, 22 October 2009
    2. 2. Presentation content <ul><li>Key Internet trends </li></ul><ul><li>Why they matter to you: </li></ul><ul><ul><li>Targeting overseas markets </li></ul></ul><ul><ul><li>Positioning your products or services </li></ul></ul><ul><ul><li>Building, or retaining, customer base </li></ul></ul><ul><ul><li>Making your marketing budget stretch </li></ul></ul><ul><li>Case studies </li></ul>
    3. 3. A brief introduction…. <ul><li>Past </li></ul><ul><li>Business journalist and editor: </li></ul><ul><li>Business & Finance </li></ul><ul><li>Co-founder, director, deputy editor: </li></ul><ul><li>The Sunday Business Post </li></ul><ul><li>Present </li></ul><ul><li>Managing Director, online consultancy AMAS </li></ul><ul><li>Non-executive directorships </li></ul><ul><ul><li>Chambers Ireland </li></ul></ul><ul><ul><li>ASH Ireland </li></ul></ul><ul><ul><li>Business in the Community </li></ul></ul><ul><li>Campaign Director, Ideas Campaign </li></ul>
    4. 4. Company profile <ul><li>AMAS: online consultancy founded 2001, vendor-independent </li></ul><ul><li>Goal – enable clients to make strategic gain from the Web </li></ul><ul><li>Services </li></ul><ul><li>Retained by leading names in public and private sectors </li></ul>Strategy Content Research Marketing Audits Outsourcing Channel management Project management
    5. 5. Key internet trends and statistics
    6. 6. State of the Net: the publication Available on
    7. 7. Broadband
    8. 8. eReadiness
    9. 9. eBusiness applications Source: ComReg
    10. 10. B2B purchase - influencing factors 1 = not important 6 = very important Source: Enquiro, Business to Business Expert Series
    11. 11. What B2B buyers want Source: Enquiro, Business to Business Survey
    12. 12. B2B sites: the facts <ul><li>Seven out of 10 B2B deals start with an Internet search </li></ul><ul><li>2-3% of website visitors will submit contact information </li></ul>Source: Leads Explorer, 2008
    13. 13. B2B buying process Importance of online resources throughout the sale Source: Enquiro B2B Expert series, data based on survey of 2000 B2B decision makers Stage Buyer intent Web activity Awareness <ul><li>Education </li></ul><ul><li>Research solutions </li></ul><ul><li>Read online articles </li></ul><ul><li>Visit vendor website </li></ul>Consideration <ul><li>Define features </li></ul><ul><li>Shortlist vendors </li></ul><ul><li>Research on “landmark” sites </li></ul><ul><li>Cross check vendor sites </li></ul><ul><li>Establish vendor credibility </li></ul>Purchase <ul><li>Drive best deal </li></ul><ul><li>Use site to cross-check </li></ul>Implementation <ul><li>Fulfil contract </li></ul><ul><li>Access buyer information </li></ul>
    14. 14. Social media gains importance in B2B relationships
    15. 15. B2B: pre-Internet <ul><li>Markets close by </li></ul><ul><li>English language only </li></ul><ul><li>Offices </li></ul><ul><li>Agents </li></ul><ul><li>Specialists </li></ul><ul><li>Brochures </li></ul><ul><li>Mail shots </li></ul><ul><li>Meetings </li></ul><ul><li>Events </li></ul><ul><li>Networking </li></ul><ul><li>Advertising, PR </li></ul>International reach Infrastructure The toolkit
    16. 16. B2B: the Web 1.0 approach <ul><li>Markets close by and further afield </li></ul><ul><li>Primarily English language </li></ul><ul><li>Offices (same or fewer) </li></ul><ul><li>Agents (same or fewer) </li></ul><ul><li>Specialists </li></ul><ul><li>Website (online brochure) </li></ul><ul><li>Email </li></ul><ul><li>Brochures </li></ul><ul><li>Meetings </li></ul><ul><li>Events </li></ul><ul><li>Networking </li></ul><ul><li>Advertising, PR </li></ul>International reach Infrastructure The toolkit
    17. 17. B2B: the Web 2.0 approach <ul><li>Global markets </li></ul><ul><li>All languages </li></ul><ul><li>Offices (fewer/none) </li></ul><ul><li>Agents (same or fewer) </li></ul><ul><li>Specialists </li></ul><ul><li>Digital portfolio </li></ul><ul><ul><ul><ul><li>Brochure(s), </li></ul></ul></ul></ul><ul><li>Meetings, virtual and physical </li></ul><ul><li>Events, virtual and physical </li></ul><ul><li>Networking, virtual and physical </li></ul><ul><li>Online marketing and PR </li></ul>International reach Infrastructure The toolkit
    18. 18. Digital portfolio Social media Content sharing Syndication Your website(s) Email newsletters Social bookmarks Blogs User-generated content Search engine profile
    19. 19. What it all means to you? What to do?
    20. 20. Why the Internet is important <ul><li>Fact: your website is the most important calling card for prospective customers </li></ul><ul><li>Fact: how you position your products or services online will determine whether you get noticed by buyers </li></ul><ul><li>Fact: it’s not only about your website, it’s your online footprint </li></ul><ul><li>Fact: online marketing and communications enable you to reach decision-makers more cost- effectively than traditional means </li></ul>
    21. 21. Benefits to an exporting business <ul><li>Used well, it can : </li></ul><ul><li>Be a flexible, cost effective way to market your business and in some businesses sell your products or services </li></ul><ul><li>Enable you to tailor your message and offers to particular target markets </li></ul><ul><li>Allow you to gain competitive advantage </li></ul><ul><li>Enable your business to punch above its weight </li></ul><ul><li>The Internet is: </li></ul><ul><li>The lowest cost channel </li></ul><ul><li>The quickest way to establish or lose credibility </li></ul>
    22. 22. Plan, plan, plan... <ul><li>How does Internet support your </li></ul><ul><li>business strategy? </li></ul><ul><li>How can your site deliver leads, raise awareness and create tangible value? </li></ul><ul><li>What else do you need in your digital portfolio? </li></ul><ul><li>Who minds your business online? </li></ul><ul><li>But remember.... </li></ul><ul><li>Not every company needs to </li></ul><ul><li>have a blog and be on Twitter </li></ul>
    23. 23. Branding can be a key differentiator – Walter Landor CEO, Lander Associates “ Products are made in the factory, but brands are created in the mind ”
    24. 24. Avoid common mistakes B2B Website Usability Study, Nielsen Norman Group Common B2B problems Visitor response Incomplete product description Scepticism Content is overwhelming, convoluted Confusion Navigation structure is confusing Impatience Marketing tactics are pushy Annoyance, distrust Registration or contact form problems Reluctance to contact
    25. 25. Content, and content sharing, are key Source: Direct Connect US
    26. 26. Use free or low-cost software
    27. 27. Don’t forget accessibility Now mainstream and good for business
    28. 28. Internet is now on the move iPhone is to mobile Internet what iPod was to the MP3 player Users accessing content, services on mobile devices
    29. 29. Case studies
    30. 30. Technical Engineering Group Before After
    31. 31. Tipperary Crystal
    32. 32. Pilot Training College
    33. 33. Ideas Campaign
    34. 34. What to do? <ul><li>Don’t ignore it! </li></ul><ul><li>Invest in online marketing and communications </li></ul><ul><li>Start with the basics </li></ul><ul><ul><li>Communicate your offer well </li></ul></ul><ul><ul><li>Help buyers to find you online </li></ul></ul><ul><ul><li>Adopt proven B2C and B2B marketing techniques </li></ul></ul><ul><ul><li>Integrate, integrate, integrate </li></ul></ul><ul><li>Don’t be afraid to innovate </li></ul><ul><li>Get expert advice </li></ul><ul><ul><li>Enterprise Ireland eBusiness Unit is a good place to start </li></ul></ul>
    35. 35. Questions?