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What has your website done for you lately?

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  1. 1. What has your website done for you lately? Dawn Marie Yankeelov President, ASPectx [email_address] June 2002
  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. “Work It Baby”: 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. Low Budget? Get Back to Basics <ul><li>Checklist for your website </li></ul><ul><ul><li>Prominent Contact Us Section </li></ul></ul><ul><ul><li>Available Newsletter </li></ul></ul><ul><ul><li>Site Search—Website Map </li></ul></ul><ul><ul><li>Logo on Home Page </li></ul></ul><ul><ul><li>Put Up Chat or Virtual Community Components </li></ul></ul>
  7. 7. Webboard
  8. 8. Public Relations on Site
  9. 9. Explain Concepts on Your Site
  10. 10. Expect Results and Plan for Them <ul><li>Be ready for inquiries from the website. </li></ul><ul><li>Consider outsourcing website development if it is not a core strength of your company. </li></ul><ul><li>Promote your website. </li></ul><ul><li>Analyze web traffic and buy a web statistics package like Web Trends. </li></ul>
  11. 11. Remember: Top of Mind at Top of Page
  12. 12. Pushing Available Space: Ecommerce Issues
  13. 13. Ecommerce Review: Giving Back Customer Control
  14. 14. Ecommerce Analysis: Hot Deals Pay Off
  15. 15. Ecommerce Uncomplicated: Clear and Concise
  16. 16. Ecommerce Drill Down Options
  17. 17. Think Like Your Client When Designing Your Site
  18. 18. Let the Site Save You Time
  19. 19. Keep It Orderly: People Read from Left to Right
  20. 20. Personalization Approaches
  21. 21. Categorize Items and Tab
  22. 22. Breaking Apart a Winner Site Keep It Current Consistent and Prominent Branding and Customer Service Available Records Your Wants and Needs Offer Help
  23. 23. Lessons from Yahoo
  24. 24. 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>
  25. 25. 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>
  26. 26. 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>
  27. 27. 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>
  28. 28. 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>
  29. 29. Confluent Technologies Business Intelligence and Knowledge Management Solutions to Corporations, School Systems and Governmental Agencies. Confluent Technologies 11857 Commonwealth Drive Louisville, KY 40299 Tel: 502.212.4000 [email_address]
  30. 30. Confluent Technologies <ul><li>User-Friendly Client Interface Highly Visual Mouse Driven Simplifies Data Mining and Analysis Browser Based / Web Enabled </li></ul><ul><li>Delivered as Service, Not Software </li></ul><ul><li>Business Intelligence for today’s environment </li></ul>
  31. 31. Food Services Solution <ul><li>Fast Growing Restaurant Chains </li></ul><ul><li>Increase Dining Revenues </li></ul><ul><li>Competition for Internal Resources </li></ul><ul><li>Perception of “Data Poverty” </li></ul><ul><li>Need for Positive Financial Impact </li></ul>
  32. 32. Food Services Launch Page
  33. 33. Check & Margin Analysis
  34. 34. Beverage Trending
  35. 35. Financial Services Portfolio Monitoring
  36. 36. Portfolio Monitoring System <ul><li>Request: During a time of rapid growth, provide XYZ Bank team with the ability to track and manage the progress of: </li></ul><ul><li>Current Loan Portfolio </li></ul><ul><li>Deposits/Savings </li></ul><ul><li>Certificates of Deposit </li></ul><ul><li>DDA Trial Balance (checking) </li></ul><ul><li>Why: Understand portfolio balance, customer attrition profitability across accounts, and other key performance measures at all levels. </li></ul>
  37. 37. Portfolio & Asset Support <ul><li>By Bank </li></ul><ul><li>Product: </li></ul><ul><li>Avg. Net </li></ul><ul><li>Receivable </li></ul><ul><li># 2 Cycle </li></ul><ul><li>Delinquent </li></ul><ul><li>Avg. Fee </li></ul><ul><li>Size per </li></ul><ul><li>Product </li></ul>
  38. 38. Decision Support: Average Net Receivable by Product
  39. 39. Decision Support: Number of Delinquencies by Loan Officer
  40. 40. Decision Support: Portfolio Turnover <ul><li>Bar graph of maturity date of all open loans by $ size of loan </li></ul>
  41. 41. 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>
  42. 42. Aspectx <ul><li>Competitive Intelligence *Marketing * </li></ul><ul><li>Public Relations*Business Planning *Event Marketing </li></ul><ul><li>*Web Consulting </li></ul><ul><li>For more information contact: </li></ul><ul><li>Dawn Marie Yankeelov, President </li></ul><ul><li>Aspectx </li></ul><ul><li>(w) 502-292-2351 </li></ul><ul><li>(c) 502-548-1304 </li></ul><ul><li>(f) 502-292-2364 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>