Emarketing Basics


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Emarketing Basics

  1. 1. Emarketing Basics 2003 Dawn Marie Yankeelov www.aspectx.com [email_address]
  2. 2. The Web Today: 2002 <ul><li>Total Active Web Population is 452 million worldwide; US makes up to 174 million of those users </li></ul><ul><li>52 Percent of Total are Female </li></ul><ul><li>47 Percent of Total are Aged 25 to 49 Olds </li></ul><ul><li>58 Percent of Total earn from $25,000 to $75,000; half with a high school degree and some college </li></ul><ul><li>22 Percent of Total have a College Degree </li></ul>
  3. 3. Affluent Online Users Profile <ul><li>$100,000+ incomes defines Affluent Netizens </li></ul><ul><li>More than 75 Percent Have Been Online for More Than Three Years </li></ul><ul><li>Half Have Been Online for Five Years </li></ul><ul><li>They Go Online Three to Five Times a Week </li></ul><ul><li>Number of Affluent Households in General Growing and Represents 22 Percent of Total Online Users </li></ul><ul><li>Women Head 54 Percent of Affluent Households and Make Buying Decisions </li></ul><ul><ul><li>Destination-Driven on the Web </li></ul></ul><ul><ul><li>Use it As a Resource Tool for Business News, Travel, and General Business Use (Top 3) </li></ul></ul>
  4. 4. Use the Internet <ul><li>Go beyond using the Internet for an electronic brochure outpost. </li></ul><ul><li>Find out what your competitors are doing on the web. </li></ul><ul><li>Create an Internet Business Plan and live it. </li></ul><ul><li>Don’t be inconsistent with your offline brand. </li></ul><ul><li>Email marketing works, but send to careful choices. Do not rent out your lists. </li></ul><ul><li>Be sure your website is integrated into other marketing activities. </li></ul>
  5. 5. Tune Into the Internet as a Medium <ul><li>Integrate web activity with other marketing and sales decisions. </li></ul><ul><li>Segment and target. </li></ul><ul><li>Enhance customer service with online help. </li></ul><ul><li>Make your site an information resource. </li></ul><ul><li>Do user testing and find out what is working and what is not. </li></ul><ul><li>Care about privacy. Develop a privacy policy. </li></ul>
  6. 6. Cost Savings: Email vs. Direct Mail <ul><li>The advantages of email to corporate marketers are obvious </li></ul><ul><ul><li>none of the postage, paper or printing expenses that account for about 60 percent of the cost of direct mail. </li></ul></ul><ul><ul><li>Whereas mailing a catalog usually runs 50 cents to $1 , an email costs just five cents to 10 cents to deliver . </li></ul></ul><ul><ul><li>Forrester Research expects U.S. marketers alone to send 200 billion emails in 2004. </li></ul></ul>
  7. 7. Email to the Masses <ul><li>Marketing Approaches </li></ul><ul><ul><li>People want bargains </li></ul></ul><ul><ul><li>Clients will buy “expert” counsel, so use newsletters to build expert status </li></ul></ul><ul><ul><li>A regular message is branding—send to qualified lists once or twice a month </li></ul></ul><ul><ul><li>“Free” is a great advertising word </li></ul></ul><ul><ul><ul><li>For service companies, offer a free trial or promotional period </li></ul></ul></ul>
  8. 8. Emarketing Concepts <ul><li>Think Out of the Box—Ex. Casino used a fake scratch-off in its email and got 70 Percent Click-throughs </li></ul><ul><li>Translate Urgency—Ex. Few Seats Remaining at Event </li></ul><ul><li>Shout the Guarantee—Key: Letting people know you care works on the web </li></ul><ul><li>Call to Action—Ask for the Order! </li></ul><ul><li>Speak in Terms of Needs and Wants </li></ul>
  9. 9. Manage Your Emarketing <ul><li>Drive customers to your website for demo, free offer, appointment, contact form, order entry </li></ul><ul><li>Track your results and know when to followup </li></ul><ul><li>Send out manageable batches for followup </li></ul><ul><li>Use in conjunction with other marketing mix concepts: </li></ul><ul><ul><li>Ex. To promote booth at upcoming trade show; to cite change or new product offerings at company </li></ul></ul>
  10. 10. Do the Analysis <ul><li>Use Webtrends or similar program </li></ul><ul><li>Investigate Confluent approach of Data Mining </li></ul><ul><li>Use eMarketing tools that allow tracking of clicks and opening of message </li></ul><ul><li>Evaluate Customer Service email feedback on interactions with staff </li></ul>
  11. 11. WrapUp <ul><li>Plan for a connection between online and offline activity in the company </li></ul><ul><li>Look for ways to “Keep It Simple” on Your Website </li></ul><ul><li>Investigate websites of companies you trust and evaluate what works for them—then use it </li></ul><ul><li>Look for ways to have “high touch” through the web </li></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Emarketing </li></ul></ul><ul><ul><li>Online Newsletter </li></ul></ul><ul><ul><li>Chat </li></ul></ul><ul><li>Be Dr. Freud: Analyze what works after three months </li></ul><ul><ul><li>Use analysis web tools </li></ul></ul>
  12. 12. ASPectx.com <ul><li>* Competitive Intelligence </li></ul><ul><li>* Sales Development </li></ul><ul><li>* Marketing * Public Relations </li></ul><ul><li>*Advertising * Web Consulting </li></ul>W: 502-292-2351 * F: 502-292-2364 [email_address]