Marketing Your Business in the Online Environment


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This is my presentation as part of the NT Governments October Business Month in 2004.

Yes the data is out of date, but I have uploaded it just to emphasise that the business needs have not change, just the technology at their fingertips. This presentation was delivered in Alice Springs and Darwin.

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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 -
  • Rock and Roll superannuation tours - John Farnham, The Who, The Eagles
  • Humour in advertising Budget airline no frills appeal to the average consumer TV Shows Kath and Kim - Discount airfares Survivor - Boot Camps Friends - Coffee Shops
  • 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
  • Reasons for using the Internet Find out more once they decided to visit 54% Find accommodation 42% To find out about events and activities 41%
  • Design Content Frequency Style Privacy rules Customer service levels Storage planning Security Partner with existing suppliers who are in similar industries Reciprocate with links in each other’s emails Offer special discounts to encourage take up of these offers
  • Use a straight up descriptive line Use HTML animated gif to attract attention and add credibility Start with why I am contacting Short and sweet Personalise – inc address list Call to action Use direct link when talking about buying Unsubscribe option Follow up responses Monitor your volume
  • 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
  • What makes a good website Understand your audience, remember some will love to deal with you online, some will still love to deal with you offline, so provide both. Think about the design, don’t be afraid to use humour Answer Frequently Asked Questions Engage and seek questions Simple to navigate
  • 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
  • Marketing Your Business in the Online Environment

    1. 1. Marketing Your Business in the Online Environment David Egan
    2. 2. Marketing Your Business in the Online Environment <ul><li>An integrated approach will increase your success </li></ul><ul><li>7 Steps in use of the Internet and e-commerce </li></ul><ul><li>Key factors changing the marketing landscape </li></ul><ul><li>Benefits of Marketing Online </li></ul><ul><ul><li>Using email </li></ul></ul><ul><ul><li>Searching for information </li></ul></ul><ul><ul><li>Your own website for advertising </li></ul></ul><ul><ul><li>Receiving payment </li></ul></ul><ul><li>Key take-outs and questions </li></ul>
    3. 3. Business efficiency benefits increase Connecting 86% of small and 99% of medium businesses surveyed are connected to the Internet Searching for information 89% of small and 94% of medium businesses surveyed who are connected to the Internet search for information regularly Advertising online and being found 45% of small and 80% of medium businesses surveyed have a home page Purchasing 68% of small and 74% of medium businesses surveyed use the Internet to make purchases Online payments 51% of small businesses and 61% medium businesses surveyed use the Internet for receiving payment Managing my business online 57% of all SMEs surveyed would like to become a “fully online” business E-mail usage 93% of small and 99% of medium businesses surveyed currently use e-mail 7 Steps In Use of the Internet and e-Commerce Source : 2004 Sensis ® Business Index - Special Report July 2004 In July 2004, some 57% of all SMEs indicated a potential to use e-Commerce to sell their products and services.
    4. 4. Key factors that are changing marketing <ul><li>Every market is oversupplied with great product / services </li></ul><ul><li>The buyer is educated about marketing </li></ul><ul><li>The customer has control, informed </li></ul><ul><li>You can go direct to the seller in many markets </li></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>Don’t use age as a guide to peoples behaviour </li></ul><ul><ul><li>Traditionalists </li></ul></ul><ul><ul><li>New consumers </li></ul></ul>
    5. 5. <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
    6. 6. <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
    7. 7. <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!
    8. 8. 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>
    9. 9. Advertising has never been more appreciated than when it offers light hearted relief and confident assertion. People want their day brightened. Have some fun with your Marketing
    10. 10. 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!
    11. 11. Growth of Interactivity <ul><li>Mobile Phone Owners </li></ul><ul><li>Mobile Phones in Australia 11.5 m </li></ul><ul><li>Handsets 14.0 m </li></ul><ul><li>SMS sent per week in Australia 98 m </li></ul><ul><li>Telstra users who use SMS regularly 70 % </li></ul><ul><li>SMS becoming the instant offer tool </li></ul><ul><ul><li>Richmond Football Club </li></ul></ul><ul><ul><li>Magic Hand Car Wash </li></ul></ul><ul><ul><li>Virgin Blue / Jetstar </li></ul></ul>
    12. 12. <ul><li>In 2003, 22% of international visitors used the internet for information before coming to Australia </li></ul><ul><li>26% made an internet booking, Accommodation, Airfares, Car Hire, Tours etc </li></ul><ul><li>44% of the Australia population visited a travel site in June 2004. Most popular Qantas, Virgin Blue, wotif </li></ul><ul><li>12% of Virgin Blue’s visitors, arrive from Qantas </li></ul><ul><li>Registration for offers, quickly taken up, strong word of mouth. </li></ul>Case Study - Travel industry
    13. 13. Key Insights <ul><li>Marketing is about selling more profitably now and in the future </li></ul><ul><li>Marketing is about generating ideas </li></ul><ul><li>Australia has an ageing demographic, a workforce with less time and a youth market more aware than ever before </li></ul><ul><li>The interactive & online marketing is growing quickly </li></ul><ul><li>Consumers are dealing with business on different levels and across mediums </li></ul><ul><li>Mobile marketing is breaking out of the youth market </li></ul><ul><li>Direct Marketing has been the growth area of advertising, however integrated “holistic” advertising is the future </li></ul>
    14. 14. Benefits of Marketing Online <ul><li>Growth </li></ul><ul><li>Can 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>Convenience </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>Business Efficiency & Customer Service </li></ul><ul><li>Can 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>
    15. 15. <ul><li>Powerful and direct communication method with customers </li></ul><ul><li>Not complex, just need a little education to understand their full potential </li></ul><ul><li>E-mails become “electronic word-of-mouth” - photos, testimonials </li></ul><ul><li>Enhance your marketing communication activities with customers. </li></ul><ul><li>Include hyperlinks to relevant web pages on your site </li></ul><ul><li>Cross-promotion of advertising </li></ul><ul><li>Move from email to mobile phone - speed of response </li></ul><ul><li>Use as the tactical part of your Marketing activity </li></ul>Using email for your Marketing
    16. 16. Using email for your Marketing Simple Uses images Images are links
    17. 17. Searching for Information <ul><li>Find out about competitor information </li></ul><ul><li>Search engine features and advanced search functions, directory listings </li></ul><ul><li>Become a search expert, save your business time and money </li></ul><ul><li>Use search engines to monitor your businesses web presence </li></ul>
    18. 18. 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 brand </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>
    19. 19. Own Website for Advertising
    20. 20. <ul><li>How to make sure a web site “works” </li></ul><ul><li>How to advertise your web site </li></ul><ul><ul><ul><li>Submit site to search engines and monitor your “web presence” </li></ul></ul></ul><ul><ul><ul><li>Consider paid listings </li></ul></ul></ul><ul><ul><ul><li>Site’s pages need meta-tags, descriptions, addresses to help secure positive search results - include locations </li></ul></ul></ul><ul><li>Have links to other sites from your site and make sure links to your site link from your company name </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>Own Website for Advertising
    21. 21. Using Internet to Receive Payment <ul><li>Some 51% of small and 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>Opportunities </li></ul><ul><li>Many leading vendors are specifically focussing their efforts on addressing the IT concerns of small business with products and services that are simple, affordable and intrinsically secure </li></ul><ul><li>Example:-Large technology organisations such as Microsoft develop appropriate small business solutions </li></ul>
    22. 22. Using Internet to Receive Payment Good site design for receiving payments
    23. 23. Key take-outs <ul><li>Improve e-mail use - it is electronic “word-of-mouth” </li></ul><ul><li>Become a search expert </li></ul><ul><li>Advertising your web site is a must </li></ul><ul><li>Cross-promotion of your website with traditional advertising is effective and drives traffic to your site without increasing your advertising spend </li></ul><ul><li>Monitor advertising effectiveness </li></ul><ul><li>Consistent customer communication </li></ul><ul><li>Return-on-investment grows along the way </li></ul><ul><li>Make Online part of your complete Marketing Mix </li></ul>
    24. 24. Questions [email_address]