Making the most of online business - 2005


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This is my presentation as part of October Business Month in the Darwin and Alice Springs. This was my second year presenting in the NT as part of Yellow Pages' sponsorship of the event.

The focus was online marketing. And this presentation was in 2005.

I've uploaded just to remind people that the challenges facing small to medium businesses are the same today as they were then. The technology and focus has changed, but the need to be creative, to find new business remain.

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  • Internet is just another way to maximise your marketing activity
  • People love to save time where they can People are loving to keep in touch
  • Nudie Juice Tall Tim loved fresh juices and fruit crushes and smoothies. (We call him Tall Tim because he’s tall * and his name is Tim.) But Tall Tim didn’t always have time to make his own — and no one else would make them for him. So Tim got to thinking. He thought there must be a lot of other people just like him (though not quite as tall). So Tim did some in-depth research. He asked some friends if they liked fresh smoothies and fruit juices and crushes. With nothing else added. And their answer was . . . “yes!” So Tim started experimenting in his own kitchen with different blends of fruits and different sized bottles. Then Tim got a reasonably-priced creative agency to design some little nudie logos. There were a few more steps in the process but we won’t bore you with them. If you’d like to verify the nudie story, or just want to talk nudie in general, please call our ‘Friends of nudie Party Line’ on 1-800-GO-NUDIE Emma and Tom - Boot Camps -
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  • Apple's iTunes has fended off new challengers to remain the dominant player in paid music downloads, as the market appears to have hit a plateau, a market research report shows. A survey by NPD Group, released on Wednesday, found that nearly 70 percent of music files downloaded legally between December 2003 and July 2004 were from iTunes. The share for Napster - a new legal site created after the demise of a file-swapping service - was 11 percent, while MusicMatch, RealNetworks and Wal-Mart each held six percent. "Our research suggests that at this stage of the business it's not so much about building share as it is about creating demand for paid downloads universally," said Russ Crupnick, vice president of NPD Group. "The overriding challenge for paid music download services is to first make the concept enticing to a wider audience and then to build loyalties to a specific service." NPD found the number of consumers paying for downloads reached a peak of 1.3 million in April 2004. "Over the 18 months since iTunes launched, paid music download services have been hoping for huge increases in paying customers; however, the number actually doing so has declined to about one million users per month," Crupnick said. NPD said the downturn came with the end of promotional periods offered by several of the services, in which consumers were offered trial price incentives. "Building demand for paid music download services requires even greater investment in consumer promotion, as well as broadening partnerships with traditional music retailers and consumer goods companies," said Crupnick. "We've seen that promotion works, but it's had a short-term effect so far, which is typical for traditional consumer goods. The trick is in phasing promotions, so that there is a cumulative positive effect on the target market." NPD also said between 4.7 million and 6.4 million US households still had someone using peer-to-peer (P2P) sites, which the music industry claims are centres for illegal piracy. "Consumers who have used paid music services tell NPD that they appreciate the ability to conveniently purchase individual songs," Crupnick said. "They also see benefits in quality and security compared to free peer-to-peer alternatives." AFP Large percentage of TV’s are now around $5000 Trend for dedicated cable TV - How to Channel, Lifestyle Food
  • Currently 10 million Australian’s accessing the internet 19 million mobile phone connections, new devices
  • 14 % of leisure is spent online and growing Time spent online and communicating increases with increasing speed 10 m Australians are online now 19 m Australian mobile phone connections Growth rates of connections slowing, but rich media content is growing, 3G networks allow this new delivery, can watch the cricket on the mobile Traditional media use is in decline We are into time shifting PVR, Foxtel IQ, Pod Casting, Video on Demand, Self generated content
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  • Put your links on your business card, letterhead, side of your truck Cut through the clutter, many saying the same thing Show how you are unique
  • In March this year, our IT Services Group, Invizage invested about the same amount of money into both search engine and Yellow Pages online advertising. The result was 5700 Clicks from the search engines and 77 phone calls from Yellow Pages Online A bi
  • Benefits of using the Internet to receive payment Delivery times are improved Provide better descriptions Provide detailed instructions Remove hidden costs Provide greater customer service
  • Integrate the internet as part of your complete marketing mix Research people who use your website Trial and Error Understand what customers would like to know - How often they want to deal with you Look at what others like you are doing in other locations
  • Some people will deal with you online Some people will deal with you offline, in the same way they always did. Don’t force them to deal with you online, encourage them Understand their emotional state - they need comfort and support along each leg of the buying decision making process
  • Making the most of online business - 2005

    1. 1. Making the most of Online Business David Egan
    2. 2. Marketing Your Business in the Online Environment <ul><li>Key factors changing the online landscape </li></ul><ul><li>New Technology update </li></ul><ul><li>Search is changing, more than search engines </li></ul><ul><li>Ensuring your website can be found </li></ul><ul><li>Keep them coming back to your website </li></ul><ul><li>Making your business more efficient using online tools </li></ul><ul><li>Measuring your return on investment </li></ul><ul><li>Key take-outs and questions </li></ul>
    3. 3. <ul><li>Buy more books, movies, CD’s </li></ul><ul><li>Fly more frequently </li></ul><ul><li>Drink four times more premium wine </li></ul><ul><li>Eat out at restaurants more often </li></ul><ul><li>Purchase ready made meals </li></ul><ul><li>Utilise phone and internet banking </li></ul><ul><li>Use mobile phones </li></ul><ul><li>Keep in touch more often, know when others are online </li></ul>The customer of the future
    4. 4. <ul><li>Organic Food, not just in the Health Food Shop, but in Coles and Woolworths . </li></ul><ul><li>Bottled water, your daily fruit in a bottle </li></ul><ul><li>Juice Bars, Boot Camp </li></ul><ul><li>Low Fat, Low Carb, Hi Fibre, No Flavour, GI, The Zone </li></ul><ul><li>Time is the new money: people would rather spend money than time </li></ul>Getting Healthy
    5. 5. <ul><li>Sunglasses - the average pair now costs $77. Sunglass Hut has 1,500 stores world wide </li></ul><ul><li>We now reward ourselves with treats, DVD’s, Executive Toys, Spa Treatments. </li></ul><ul><li>The annual holiday has been replaced by the quick getaway, driven by cheap airfares, access to accommodation planning </li></ul><ul><li>Register Online to find out more, prompt response via email, SMS etc </li></ul><ul><li>The iPOD - your complete record collection in your pocket! </li></ul><ul><li>The Plasma Screen, Surround Sound, Home Theatre </li></ul>Small indulgences, High Price!
    6. 6. The ageing Australian consumer <ul><li>” The haircut you have at 21, will be the same at 61!” </li></ul><ul><li>Ever heard that everything’s been around before, Star Wars </li></ul><ul><li>The median age of a Harley Davidson customer has risen to 42; ten years ago it was 34. </li></ul><ul><li>Old favourites are back- VW Beetle, Mini Cooper, Monaro, Torana </li></ul><ul><li>Rock and Roll Tours, and Stage Versions of musicals </li></ul>
    7. 7. Cocooning continues to be attractive. Consumers are therefore particularly interested in cars, home entertainment, cooking, gardening and taking control of the domestic environment. People are staying home - but spending up!
    8. 8. Key factors that are changing our behaviour <ul><li>Shifting our leisure time online </li></ul><ul><li>Not just on the PC, increasingly mobile </li></ul><ul><li>Australians are better informed, connected </li></ul><ul><ul><li>Communities, relationships </li></ul></ul><ul><ul><li>Forums sharing experiences and knowledge </li></ul></ul><ul><li>Time is the new money, scarce resource </li></ul><ul><li>Want to interact when we want to, allow permission </li></ul><ul><li>AOL Cyber Study found 58% of people would take the internet if stranded on a desert island, no longer a TV! </li></ul>
    9. 9. Key factors that are changing the online market <ul><li>Internet continues to change consumer behaviour </li></ul><ul><li>Consumers can go direct to the seller in many markets </li></ul><ul><ul><li>eg Apple, HP, Dell </li></ul></ul><ul><li>Research is challenged </li></ul><ul><ul><li>We say one thing and do the opposite </li></ul></ul><ul><ul><li>We purchase emotionally and then explain rationally </li></ul></ul><ul><li>Not only the Youth market that wants to interact </li></ul>
    10. 10. Key factors that are changing the online market <ul><li>How we communicate has changed and will continue to change </li></ul><ul><li>Where we consume information and entertainment is changing </li></ul><ul><li>Consumers are creating more content and sharing that content </li></ul><ul><li>Unlikely to be no “killer application”, integration important </li></ul><ul><li>Permission, Brand and customer knowledge is critical </li></ul>
    11. 11. Technology update – Always connected <ul><li>Email, Instant Messenger </li></ul><ul><li>SMS </li></ul><ul><li>Skype (VOIP) </li></ul><ul><li>Blogging, Mlog, Vlog </li></ul><ul><li>Podcasting </li></ul><ul><li>Forums </li></ul><ul><li>Pictures / MMS / Video </li></ul><ul><li>Time Shifting </li></ul>
    12. 12. <ul><li>Hotels </li></ul><ul><li>Motels </li></ul><ul><li>Car &/or Minibus Rental </li></ul><ul><li>Florists </li></ul><ul><li>Caravan and Tourist Parks </li></ul><ul><li>Restaurants </li></ul><ul><li>Real Estate Agents </li></ul><ul><li>Medical Practitioners </li></ul><ul><li>Holidays and resorts </li></ul><ul><li>Furniture Removals and Storages </li></ul>How do people search Yellow Pages in Alice Springs?
    13. 13. <ul><li>Hotels </li></ul><ul><li>Motels </li></ul><ul><li>Car &/or Minibus Rental </li></ul><ul><li>Restaurants </li></ul><ul><li>Florists </li></ul><ul><li>Real Estate Agents </li></ul><ul><li>Medical Practitioners </li></ul><ul><li>Hairdressers </li></ul><ul><li>Beauty Salons </li></ul><ul><li>Solicitors </li></ul>How do people search Yellow Pages in Darwin?
    14. 14. <ul><li>Too much time spent on Search Engine Marketing, and not enough on search marketing. Misses a great deal of potential customers </li></ul><ul><li>Two types of search today </li></ul><ul><ul><li>Library or general search </li></ul></ul><ul><ul><li>Commercial Search </li></ul></ul><ul><li>The aim is to target users making buying decisions right when they are being made </li></ul><ul><li>Directories and Classifieds usage is greater than search engines today, all that usage is commercial searching </li></ul>Search is changing, more than search engines
    15. 15. Benefits of Marketing Online <ul><li>Generate new customers and reach markets, lower costs, quicker billing and payment cycles, more advertising and communication options. Identifies you as a growth business. </li></ul><ul><li>Simple and quick advertising and communication options, greater access to business advice, simple process for updating product information </li></ul><ul><li>Provide reduced operational costs, improved cashflow, more time, more convenient </li></ul><ul><li>Immediate response to customer’s inquiries, accurate and up-to-date business and product information </li></ul>
    16. 16. Own Website for Advertising <ul><li>Can save on advertising costs but web sites need to be advertised. Spend more effectively </li></ul><ul><li>Set up costs can be relatively small if carefully planned </li></ul><ul><li>Return-on-investment can be measured </li></ul><ul><li>Develop a consistent way to communicate with customers </li></ul><ul><li>Improve the speed of your sales process </li></ul><ul><li>Provide 24 Hour Support to your customers </li></ul><ul><li>Deal direct with your customer </li></ul>
    17. 17. Ensuring your website can be found <ul><li>Maximise your investment in your website </li></ul><ul><li>Many opportunities, not just search engines </li></ul><ul><li>Ask your current customers how they found you, will act as a guide to where to advertise, understand their interests, what they read and watch. They will provide you with more advice than I can. </li></ul>
    18. 19. Click “Begin Registration”
    19. 20. The campaign could be a Product or Service the customer is wanting to promote Eg. “Gerties Florist” wants to promote “Wedding Flowers”
    20. 30. Enter Coupon Code
    21. 32. Measuring your return on investment <ul><li>Measure customers not clicks </li></ul><ul><ul><li>Invizage campaign </li></ul></ul><ul><ul><li>5700 Clicks from search engines </li></ul></ul><ul><ul><li>77 Calls from Yellow Pages Online </li></ul></ul><ul><li>A big win for search engines? </li></ul><ul><ul><li>Search engine business generated only 22 customers </li></ul></ul><ul><ul><li>Yellow Pages Online generated 55 customers </li></ul></ul><ul><li>Talk to your customers </li></ul><ul><li>Take a network approach, spread your advertising </li></ul>
    22. 33. <ul><li>Make sure your website “works” </li></ul><ul><li>Have links to other sites from your site and make sure links to your site link from other relevant sites </li></ul><ul><li>Place your website address everywhere you would place your phone number </li></ul><ul><li>Ensure staff know site structure and can refer them to site </li></ul><ul><li>Monitor what works and does not work </li></ul><ul><li>Ask people what they found useful, what was missing </li></ul>Ensuring your website can be found
    23. 34. Make your business more efficient using online tools <ul><li>61% of medium businesses surveyed now claim they are using the Internet to receive payment </li></ul><ul><li>78% now using the internet to do their banking </li></ul><ul><li>Email is becoming a strong sales tool </li></ul><ul><li>Email marketing tools exist to allow permission based contact with offers and information </li></ul><ul><li>SMS marketing allows instant communication, and quick response </li></ul>
    24. 35. Using Internet to Receive Payment
    25. 36. Key take-outs <ul><li>Build your own advertising network </li></ul><ul><li>Be as obsessive about your web advertising to get the best return </li></ul><ul><li>Trial different search options, put yourself where people are buying </li></ul><ul><li>Don’t dismiss existing advertising tools, they are still more frequently used than search engines today </li></ul><ul><li>Measure customers not clicks </li></ul><ul><li>Talk to your customers, they can give you the best advice you can get </li></ul>
    26. 37. Questions [email_address]