Turning Browsers Into Buyers


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This presentation was used when speaking to the City of Whitehorse Business forum. The focus was on ecommerce and marketing online. This presentation is from 2003. I just wanted to publish as a record of what has changed, and what has stayed the same

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  • Welcome messages. For those of you unfamiliar with Sensis, we are an advertising and media company that provides advertising solutions to over 400,000 Australian businesses - most of whom are small to medium enterprises. We do this through a range of advertising products that span print, online, voice and wireless. These products include: The Yellow Pages and White Pages print and online directories The CitySearch city guide The Sensis MediaSmart online advertising agency The Sensis WebWorks web site development solution What we will be seeking to do over the next 40 minutes is provide you with some information and experience that we hope you will find valuable in managing your businesses. We will be focusing on the areas of advertising and the Internet - in particular, how to use the Internet to make your advertising more powerful and win more customers. My presentation will look at: Consumer and business usage of the Internet The advertising opportunities created by the web How to develop a web site that meets your goals After that, we will break up into two groups. For those people who do not have a website, we will provide you with ‘hands on’ experience in planning, building and managing your own web site. Others will have the opportunity to work with us in the development of your own integrated advertising plan to ensure your online presence is incorporated in your advertising mix. We will then close with a short wrap up where the two groups will get to share some of the things they have learnt with each other.
  • I thought it would be valuable to start with a quick look at what consumers are doing online today.
  • When it all boils down, what I really want to focus on today is a relatively simple proposition. That the emergence of the Internet has lead to very significant growth in the numbers of buyers using media to research potential purchases. This provides advertisers with a great opportunity because it gives them a way of influencing these buyers and guiding them to a purchase. To do this successfully can really build the power of all your advertising, but, to do so, requires some new knowledge and expertise. It is this knowledge we hope to contribute to today. First up, it’s worth noting that the web is now well and truly a mainstream medium. Recent research from Roy Morgan shows that: Over 30% of all Australians aged 14+ go online daily - most of them more than once Almost 20% use the web a few times a week And over 60% of Australians use the web at least once per month. This is an incredibly high level of usage. In many ways, however, it’s not the numbers that are interesting, but what people are doing online. We’ll discuss that shortly.
  • I mentioned before that it is what people are doing online that is particularly interesting. I was referring to the fact that it has become a preferred medium for people looking to research purchases. Chances are you do it yourself. You want to buy a product that you need more information about, instead of spending a day shopping around different outlets, you go online, see what they have to offer and ‘short list’ those companies you will actually contact or visit. This is a great for consumers because it means they spend less time shopping around but, can actually compare more potential suppliers. As such, they can make better purchase decisions. It is also a great opportunity for you because you can use the web to reach real buyers right when they are making decisions and when they have already decided they need or want what it is they are looking for. The chart above seeks to give an indication of how much buyer traffic is being driven online. As you can see, over 2 million people use one of the top 13 search engines for what we call ‘commercial search’ each month. This doesn’t cover all searches - just those for a product, service or business. At the same time, over 1.4 million people are looking for products and businesses at YPOL, and around 1.2 million at WPOL. It is important to put these figures in perspective. While they are large numbers, print channels such as the print directories and print classified still dominate this area of advertising. For example, approximately 10 million Australians turn to the Yellow Pages print directory each month. This slide gives us a sense of just how much ‘shopping’ is going on online and how quickly it is growing. These people may not be buying online, but what they are doing on the web is having a huge impact on what they buy offline. If I can mention one brief example. There is a major home electronics retailer in the USA called Best Buy. Over Christmas 2002, they surveyed their in store shoppers and asked them if they had visited their web site before coming to the store. They found that a staggering 42% of shoppers had been to their web site and, of those, 56% said the web site had been extremely important in helping them make a decision. Top 13 Search engines:
  • In the last few minutes, I would like to touch briefly on the issue of online advertising and permission marketing. If you don’t mind, I’ll start with an analogy. Imagine building a new shop. You fill that shop with quality, highly desirable merchandise that is beautifully displayed and at really good prices. Sounds like a recipe for success. Now, imagine building that shop in the middle of the Simpson Desert and telling no-one it exists. No matter how good the shop is, you know it’s going to be a dead duck. As ludicrous as this might sound, it is exactly what a lot of businesses do when they set up a web site and fail to publicise it. If you are establishing a site that is designed to turn potential buyers into paying customers, you need to publicise it in order to maximise the number of buyers that find it. Clearly, one thing you can do is include your web site address in all your advertising - everything from business cards to TV or radio ads. If you can, there is a lot of value in trying to include not only your web site address but some form of enticement to visit. It maybe a special or it maybe valuable information or a service that buyers can access on the site. In this way, you are not only making potential buyers aware of the site, but giving them a reason to visit it. At the same time, technology has created a whole new array of powerful advertising channels that become increasingly important when you have a web site. Not only do these channels have very significant reach - as demonstrated by the statistics I provided earlier in this presentation, but they offer unique value in a number of other ways: They are directional. They target real buyers right at their point of interest. For this reason, they can be very cost effective. In fact, some online advertising opportunities are actually free. They are highly measurable. You can see, by reading reports from the provider and monitoring your web site statistics, exactly how many people found you. Okay, so you now have a web site that services the needs of visiting buyers and drives them to the point of sale. The question now is how do you maximise the number of potential buyers that visit your site.
  • As small and medium business operators you will be well familiar with the constant challenges associated with marketing ensuring your well earned dollars are best used to effectively promote your business in today's every changing market. This illustrates the current landscape of some of the tools Australians use when seeking a product or service like your own. At the top Traditional media , powerful builders of awareness and interest, Word of Mouth However when a potential customer is ready to buy they will reach for one of the growing ranges of resources to assist them in making a buying decision. Telephony: Yellow & white Pages Directories: This includes print directories such as Yellow Pages and White Pages Household Brand name Online: However there is ‘another door’ to our businesses that has become a popular medium which assists the Australian market in researching information to assist in making buying decisions. 15 million searches for products and services last month alone This market has grown massively and is known as the Internet or Online. Lets explore some of the interesting facts and information that is relevant to SME’s as a result of this shift in behaviour. Background for speaker: 1. According to the Sensis Heading Usage Study, which looks at the information sources people turn to when they are searching for a business product or service, word of mouth is the second most popular source behind Yellow Pages metro directory.
  • Turning Browsers Into Buyers

    1. 1. Turning Browsers Into Buyers Using the Internet to Empower Your Business David Egan
    2. 2. Maximising Your e-Business Investment <ul><li>There are a number of ways to maximise your Marketing activity, the Internet is just another </li></ul><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>The e-commerce journey for small businesses </li></ul><ul><ul><li>Current state of play </li></ul></ul><ul><ul><li>Benefits of participation </li></ul></ul><ul><ul><li>Opportunities for improvement </li></ul></ul><ul><ul><li>Practical examples </li></ul></ul><ul><li>Questions & discussion </li></ul>
    3. 3. 7 Steps In Use of the Internet and e-Commerce Business efficiency benefits increase Connecting 81% of small and 98% of medium businesses surveyed are connected to the Internet Searching for information 67% of small and 91% of medium businesses surveyed who are connected to the Internet search for information regularly Advertising online and being found 36% of small and 82% of medium businesses surveyed have a home page Purchasing 45% of small and 64% of medium businesses surveyed use the Internet to make purchases Online payments 32% of small businesses and 63% medium businesses surveyed use the Internet for receiving payment Managing my business online 62% of all SMEs surveyed would like to become a fully online” business; only 29% of these actually will E-mail usage 93% of small and 96% of medium businesses surveyed currently use e-mail Source : 2003 Yellow Pages ® Business Index - Special Report July 2003 In July 2003, some 49% of all SMEs indicated a potential to use e-Commerce to sell their products and services.
    4. 4. Benefits of e-Business <ul><li>Business Growth </li></ul><ul><ul><li>Can generate new customers and markets, lower costs, quicker billing and payment cycles, more advertising and communication options </li></ul></ul><ul><ul><li>Identifies you as a growth business </li></ul></ul><ul><li>Business Convenience </li></ul><ul><ul><li>Simple and quick advertising and communication options, greater access to business advice, simple process for updating product information </li></ul></ul><ul><li>Business Efficiency & Customer Service </li></ul><ul><ul><li>Can provide reduced operational costs, improved cashflow, more time, more convenient </li></ul></ul><ul><ul><li>Immediate response to customer’s inquiries, accurate and up-to-date business and product information </li></ul></ul><ul><ul><li>Open 24/7, more accurate billing and greater choice for customers </li></ul></ul>
    5. 5. The Net By Numbers What Australian Businesses and Consumers are Doing Online
    6. 6. A Third of All 14+ Australians Go Online Daily Source: Roy Morgan Single Source Australia, July 2002 - June 2003: Note total ‘ever’ usage - 72.3%
    7. 7. Buyer Traffic is Significant Source: Red Sheriff Australian Ratings Reports: July 2003: www.redsheriff.com.au
    8. 8. Advertising Your Web Site (and Your Business) Using The Web To Reach Real Buyers
    9. 9. Step 4. Own Website for Advertising <ul><li>Can save on advertising costs but web sites need to be advertised </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>
    10. 10. Step 4. Own Website for Advertising www.stonelea-landscapes.com.au
    11. 11. Step 5. Purchasing <ul><li>Opportunities </li></ul><ul><li>Convenient - reduces transaction costs </li></ul><ul><li>Participate in auctions to buy at negotiated rates </li></ul><ul><li>Use third-parties to sell unwanted stock </li></ul><ul><li>High level of security available through a range of providers. </li></ul>
    12. 12. Step 5. Purchasing www.ce.com.au
    13. 13. Step 6. Using Internet to Receive Payment <ul><li>Some 27% of small and medium businesses surveyed now claim they are using the Internet to receive payment. </li></ul><ul><li>Opportunities </li></ul><ul><li>Security issues can be managed without exposing your customers or becoming liable to them. </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>
    14. 14. Step 6. Using Internet to Receive Payment
    15. 15. Step 6. Using Internet to Receive Payment <ul><li>Businesses are more likely to sell online to other businesses – some 64% of online payment transactions were from business to business </li></ul><ul><ul><li>Improve delivery times </li></ul></ul><ul><ul><li>Improve description of products </li></ul></ul><ul><ul><li>Improve instructions sent with products </li></ul></ul><ul><ul><li>Eliminate hidden costs for customers </li></ul></ul><ul><ul><li>Improve customer service </li></ul></ul><ul><li>Example : Wishlist and eStore </li></ul>
    16. 16. Step 6. Using Internet to Receive Payment Good site design for receiving payments
    17. 17. Step 7. Full e-Commerce & e-Business <ul><li>Encourages business planning </li></ul><ul><li>Highlights your businesses strengths and weaknesses </li></ul><ul><li>Focus on service levels for customers </li></ul><ul><li>An active e-commerce plan signifies a growth prospect </li></ul>
    18. 18. Key Learnings: Empowering Your Advertising Online <ul><li>The Internet is a growing, mainstream advertising medium </li></ul><ul><li>Use traditional ‘broadcast’ advertising to build awareness and interest </li></ul><ul><li>Buyers will look for you when they are ready to buy: </li></ul><ul><ul><li>Print and online directories and classifieds </li></ul></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>Online magazines, related sites and reseller web sites </li></ul></ul><ul><li>These people are highly qualified buyers </li></ul><ul><li>To maximise your ability to reach and influence them: </li></ul><ul><ul><li>Advertise everywhere they may look </li></ul></ul><ul><ul><li>Know what they are looking for - talk to them </li></ul></ul><ul><ul><li>Deliver what they want better than your competitors </li></ul></ul><ul><ul><li>Plan and manage your site to keep it fresh and relevant </li></ul></ul><ul><ul><li>Use permission marketing for efficient, ongoing communications </li></ul></ul><ul><li>Measure the results </li></ul><ul><ul><li>Web site measurement </li></ul></ul><ul><ul><li>Talking to customers and polling store traffic </li></ul></ul>
    19. 19. ® ® ® ™ ™
    20. 20. Thank You