Interactive Marketing Week 3 Ethan Chazin

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Great tips, resources, best practices and how-to's on Internet Marketing esp. to plan launch and grow a wildly successful business.

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Interactive Marketing Week 3 Ethan Chazin

  1. 1. Chapter 3Chapter 3 Formulating AnFormulating An ONLINEONLINE Marketing StrategyMarketing Strategy
  2. 2. Align Marketing andAlign Marketing and Business StrategiesBusiness Strategies for Success.for Success.
  3. 3. • Effective marketing is aligned with the organization’s overall business strategy • A firm’s strategic focus (business strategy) guides the marketing strategy. • Marketing strategy needs to be aligned with business strategy on FOUR dimensions: – Goal Alignment – Resource Alignment – Activity Alignment – Implementation Alignment Aligning StrategiesAligning Strategies
  4. 4. • Are the firm’s strategic (and financial) goals consistent with the Marketing goals? • Goals can easily become misaligned due to: – Rapidly changing business goals (marketplace circumstances.) – Poor communication between Departments. – Lack of checkpoints to ensure both sets of goals are in sync. Goal AlignmentGoal Alignment
  5. 5. Aligning Goals…an ExampleAligning Goals…an Example Business GoalBusiness Goal Marketing GoalMarketing Goal Increase market share 15% Increase sales to existing clients 20% Acquire 400 new clients Acquire 1-2 competitors with 5-10% combined market share
  6. 6. • Are the resources in the business unit and allocation of marketing resources consistent? • Business allocates resources throughout the organization annually with $ for marketing arbitrarily set as a % of annual sales (typically 1-2%.) • Marketing spreads the money around as it sees fit, to help achieve the business goals. Resource AlignmentResource Alignment
  7. 7. • Do business activities such as HR, Finance, and Operations support marketing efforts? – Does the Marketing Department have the right staff? – Does the firm have a robust CRM system (ex. Salesforce.com)? – Does the company send Sales and other staff to key industry events? • Does the organization’s customer service, order fulfillment, communications, pricing, product R&D all work WITH or AGAINST the Marketing team’s various activities/functions. – Ex. TWCBC marketing needs versus preferential treatment of consumer efforts. Activity AlignmentActivity Alignment
  8. 8. • You CAN have goals, activities, and resources of business and marketing dept. aligned butbut the efforts aren’t executed wellthe efforts aren’t executed well. • Poor implementation might be caused by: – Bad timing – Poor goal-setting and/or decision-making – Weak management – Bad employee execution • Firm must always be assessing how well aligned the business and marketing efforts are and consistency between both. Implementation AlignmentImplementation Alignment
  9. 9. Marketing StrategyMarketing Strategy OVERVIEWOVERVIEW
  10. 10. • Traditional BAMs (brick and mortar) marketing consists of: – Segmentation: CRITICAL online due to rapidly changing composition of 80 million US internet users esp. seniors and pre-teens – Targeting – Positioning – Supported by the marketing program comprised of the marketing 5P & 2I mix: • Product/Packaging, Price, Place, Promotion, People • Interactivity & Individualization Key ConceptsKey Concepts
  11. 11. • Pure play (Internet-only business aka Amazon) Versus BAMs -> See Exhibit p.106See Exhibit p.106 • The Internet affects marketing strategy for new economy firms in the following 4 ways: – Finer gradations of market segmentation. – Faster cycle time for marketing strategy development. – Increased accountability for marketing. – Increased integration between marketing and business strategies. • With Pure Play businesses you still utilize online AND offline traditional marketing activities. Different Approaches
  12. 12. • STEP 1STEP 1: define the scope of the business unit. • Define the scope of the business unit strategy (its mission, goals, competitive advantage, and the revenue model.) • Create an integrated marketing strategy with activities for offline AND online business. BAMBAM Marketing
  13. 13. • For traditional firms looking to move their marketing efforts online, segmentation can lead them to 4 scenarios: – No changeNo change: moving online does NOT provide access to new segments. Reflect the BAM’s offline segments. There are new ways to target customers, such as IP address, up/downstream bandwidth, online user forum registrations. No real opportunity to increase market share. – Market reclassificationMarket reclassification: customer segments are different online. When Internet expands a company’s offering (ex. Through increased customer service or customizability.) BAMBAM Marketing
  14. 14. – Market expansionMarket expansion: same market segment but the size of the segment changes online. Ex. People buying the company’s products that live too far away to come to their store. – Reclassified expansionReclassified expansion: Customer segments can change in size and characteristics. BAMBAM Marketing
  15. 15. • Blanket targetingBlanket targeting: occurs when the firm’s online offering blankets the entire segment in the same way it does in the offline segment. • Beachhead targetingBeachhead targeting: The online segment is smaller than the offline. You establish a beachhead, so it can attack (target) its larger segment later when its other customers move online. • Bleed-over targetingBleed-over targeting: The online target includes part of your offline target customer base, and also targets a new customer segment. Types of TargetingTypes of Targeting
  16. 16. • New opportunity targetingNew opportunity targeting: the firm targets an entirely new segment online. Online targets have different needs and preferences from the firms’ offline segment(s). Typically it involves a new brand name and position. • Companies that changed their marketing strategy when they went online: – Hush Puppies – Ethan Allen – Midas – Avon Types of TargetingTypes of Targeting
  17. 17. Resources
  18. 18. Steps to Integrate StrategiesSteps to Integrate Strategies
  19. 19. Chapter 4 Setting the Customer Experience (OnlineOnline)
  20. 20. From entering your website, to navigating through while you obtain information, to selecting products in your shopping cart, to proceeding to check out, and successfully ordering products then having them ship and conducting a post- sale survey on your level of satisfaction to going back to the website again and having them recognize you, what you want, what you purchased and what interests/fascinates/inspires you. Customer Experience
  21. 21. –Objective Element –Perception Element –Encounter Element –Reactions to Stimuli Element –Sensory Element –Cognitive/Emotional Element –Relevant Element 7 Elements to User Experience
  22. 22. – Basic level of functionality is required for a website to be determined “working.” – Problems include lack of product information, organization background, poor navigation, horrible check out, no contact details, hard to read text, poor quality graphics, outdated information, etc. – Objective because almost anyone would agree the site does not function up to minimal standards. –What websites do you find LACKING? Objective Element
  23. 23. – Each individual visitor’s perceptions based on their personal experience with the organization’s website. – Every customer experience needs to be understood based on their expectations when they went to the site and what their reactions were based on those experiences. – The same person can go to the same website and experience the site DIFFERENTLY, based SOLELY on what they were looking for when they visited the website. Perception Element
  24. 24. When the visitor comes to the website to make a purchase, you have to take into account every aspect of their encounter. Sometimes, they may just be coming to your website to get information on specific products. Other times it’s to see if there are any special discounts or seasonal based information, other times it with the specific intent to make purchases. Encounter Element
  25. 25. – Customer response to music, imagery, in-store promotions, banner ads, videos, special offers/signage, Flash, etc. – Encompasses branding, chat, online forums. Reactions to Stimuli Element
  26. 26. – Include video, audio, direct engagement with customer service to discuss website information, navigation, special discounts, products and services, limited time offers, on-hand inventory, etc. Sensory Element
  27. 27. – Customer reactions can be cognitive (I think the site is easy to navigate because…) and emotional (I just hate their website and never use it!) – Cognitive reactions are more thoughtful, while emotional reactions are based on feelings, attitudes and moods of the visitors to a website. Cognitive/Emotional Element
  28. 28. – Nearly everyone has experiences navigating other websites and even making purchases online. – Their expectations, feelings and impressions of your website is based upon those prior experiences they have had on other websites. – All website experiences are compared to other experiences that people have had online. Relative Element
  29. 29.  Functionality  Intimacy  Evangelism
  30. 30. GOALGOAL Create a DESIRABLE Visitor Experience (ALWAYSALWAYS!!!!!!!)
  31. 31. – Create a very detailed description of the target customer. – Develop use-case scenarios for each target segment you are going to reach out to. – Effectively integrate the offline and online. – Articulate the stages of desired experience – Assess levels of hierarchy – Use your “Best Customers” with testimonials, Likes, reviews, endorsements, and recommendations. – Constantly monitor and adjust your site’s content, navigation, and other elements to always add value to your customers. Desirable Visitor Experience
  32. 32. Experience Hierarchy
  33. 33. – Customer experience evolves over timeCustomer experience evolves over time, from the first visit to the site and very first click all the way through converting the visitor to an evangelist / raving fan. – Start by delivering on the basics. Namely, the site should function well. – Make it easy to navigate. – Maintain standards of reliability (“up time.”) – Maintain website security. – Make it easy for media sites to download/access your content through RSS feeds. – Customization means changing your content based on each visitor. Experience Hierarchy
  34. 34. – Communication: Tells how the site communicates with visitors. – Consistency: every time the visitor comes to your site, are they impressed. – Trustworthiness: can the visitor trust your website. – Value: do you deliver new content, add value, help them solve a problem or learn something they can apply in their day to day life. – Achieves active community engagement. – Care about visitor opinions, feedback, engagement. – Continuously monitor and adjust. Experience Hierarchy
  35. 35. What do you think… honestly?
  36. 36. What do you think?
  37. 37. Online Advertising,Online Advertising, SEMSEM//SEOSEO
  38. 38. OnlineOnline AdvertisingAdvertising
  39. 39. What do you think?
  40. 40. What do you think?
  41. 41. What do you think?
  42. 42. What do you think?
  43. 43. What do you think?
  44. 44. OnlineOnline Advertising:Advertising: A case studyA case study
  45. 45. What do you think?
  46. 46. TWCBC NY 2007/2008 Online ad program • Timeframe: July–August two month test campaign as follows: Ad Source Flight Creative Total Impressions Cost Forbes 2 months Large rectangle ad 140k $4,900 ($2,450/mo.) Hispanic Business 2 months Leader board 300k $7,500 Crains NY 1 month Square banner ad 150k $7,500 NY Times 2 months Leader board ad, ROS by Zip 416k $10,000 Totals: 1,006,000 $29,900
  47. 47. TWCBC NY 2007/2008 Online ad program Key Points: • Time Warner Cable • High Speed Internet w/Blink.tv • Free trial sign up. • Offer: • High-Speed Internet Service with BusinessLink.tv • Free 30-Day Trial
  48. 48. TWCBC NY 2007/2008 Online Ad Program Details • Creative:  Campaign utilizes a blend of skyscraper, leaderboard, and rectangular/square display ads;  Mock-up’s beginning next slide… Rectangular ad High-Speed Data and Real- time TV On Your PC Leaderboard ad High-Speed Data and Real- time TV On Your PC Skyscraper ad High-Speed Data and Real-time TV On Your PC.
  49. 49. Creative: Voice (BLTV) focused messaging: FORBES Real-time TV On Your PC… Leaderboard ad (728x90) BusinessLink.tv From Time Warner Cable Free 30-Day Trial Sign Up Now! Large rectangle ad (336x280) Max file size: 25k Real-time TV On Your PC Time Warner Cable High Speed Internet & BusinessLink.tv Live Cable TV. Free 30-Day Trial Sign Up. Free Trial. Sign Up. Free Trial. Sign Up. Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go to http://www.twciptv- nyc.com/twc/iptv/model/products/iptv_home.jsp.
  50. 50. Skyscraper ad (120x600) Creative: Voice (BLTV) focused messaging: FORBES Real- time TV On Your PC. Business Link.tv From Time Warner Cable. Free 30-Day Trial. Sign Up Now! Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go to http://www.twciptv- nyc.com/twc/iptv/model/products/iptv_home.jsp.
  51. 51. Creative: Voice (BLTV) focused messaging: Hispanic Business Real-Time TV On Your PC… Leaderboard ad (728x90) High Speed Internet & BusinessLink.tv Live Cable TV. Free 30-Day Trial. Sign Up Now! Rectangle ad (336x280) Free 30-Day Trial Sign Up Now! Get Real- time TV On Your PC BusinessLink.tv From Time Warner Cable… Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go tohttp://www.twciptv- nyc.com/twc/iptv/model/products/iptv_home.jsp. Free Trial. Sign Up. Free Trial. Sign Up. Free Trial. Sign Up. Free Trial. Sign Up.
  52. 52. Skyscraper ad (120x600) Creative: Voice (BLTV) focused messaging: Hispanic Business Get Real- time TV On Your PC. Business Link.tv From Time Warner Cable. Free 30-Day Trial. Sign Up Now! Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go to http://www.twciptv- nyc.com/twc/iptv/model/products/iptv_home.jsp.
  53. 53. Creative: Voice (BLTV) focused messaging: Crain’s New York Real-Time TV On Your PC Leaderboard ad (728x90) BusinessLink.tv From Time Warner Cable Free 30-Day Trial Sign Up Now! Square ad (300x250) Live Cable TV. Free 30-Day Trial Sign Up. Maximum file size 20k gif, jpeg or animated gif. Embed tagging in ads to follow clicks on Free Trial Sign Up that go to http://www.twciptv-nyc.com/twc/iptv/model/products/iptv_home.jsp. Real-Time TV On Your PC Free Trial. Sign Up. Free Trial. Sign Up. Time Warner Cable High Speed Internet & BusinessLink.tv
  54. 54. Skyscraper ad (160x600) Creative: Voice (BLTV) focused messaging: Crain’s New York Real- time TV On Your PC. Business Link.tv From Time Warner Cable. Free 30-Day Trial. Sign Up Now! Maximum file size: 30k flash, 20k gif, jpeg or animated gif.
  55. 55. Creative: Voice (BLTV) focused messaging: New York Times Real-Time TV On Your PC Leaderboard ad (728x90) High Speed Internet With BusinessLink.tv Live Cable TV. Free 30-Day Trial Sign Up Now! Big ad (336x280) Free 30-Day Trial Sign Up Now! BusinessLink.tv From Time Warner Cable Get Real- time TV On Your PC Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go tohttp://www.twciptv- nyc.com/twc/iptv/model/products/iptv_home.jsp. Free Trial. Sign Up. Free Trial. Sign Up.
  56. 56. TWCBC NYC 2008 Online Ad Campaign Results Source Start End Impressions Reached Purchased Clicks % Tot CTR Cost CTC Hispanic Business 17-Jan 29-Feb 513,402 300,000 266 12% 0.05% $12,500 $46.99 Crains NY 14-Jan 14-Feb 318,223 300,000 129 6% 0.04% $15,300 $118.60 TheStreet.com 7-Jan 29-Feb 6,632,842 1,787,000 1,325 58% 0.02% $25,000 $18.87 Forbes 1-Feb 31-Mar 548,436 140,000 185 8% 0.03% $15,000 $81.08 NY Times 1-Feb 31-Mar 600,293 800,000 392 17% 0.07% $20,000 $51.02 Totals 8,613,196 3,327,000 2,297 0.03% $87,800 $38.22
  57. 57. NYTimes.com Date Impressions - Ldrboard # clicks CTR Impressions - Box Ad # Clicks CTR total imp tot. clicks CTR 10-Jan 11,289 5 0 11,613 1 0.01% 22,902 6 0.03% 11-Jan 11,497 8 0 11,330 6 0.05% 22,827 14 0.06% 12-Jan 11,847 8 0 12,104 15 0.12% 23,951 23 0.10% 13-Jan 12,541 9 0 12,173 12 0.10% 24,714 21 0.08% 14-Jan 11,361 9 0 11,576 11 0.10% 22,937 20 0.09% 15-Jan 11,468 9 0 11,405 6 0.05% 22,873 15 0.07% 16-Jan 12,449 5 0 11,778 6 0.05% 24,227 11 0.05% 17-Jan 11,393 7 0 11,696 4 0.03% 23,089 11 0.05% 18-Jan 10,803 11 0 11,071 11 0.10% 21,874 22 0.10% 19-Jan 11,843 10 0 11,510 6 0.05% 23,353 16 0.07% 20-Jan 11,749 5 0 10,811 11 0.10% 22,560 16 0.07%
  58. 58. Search EngineSearch Engine Marketing/SearchMarketing/Search Engine OptimizationEngine Optimization
  59. 59. Search Engine Rankings Search Terms MSN Yahoo Google Business.com AOL Search business telephone service no no no no business phone services no no no business data service no no no no business internet service no no 10 no business class phone 1, 2 & 10 1, 2 no 1, 2 business phone system no no no no cable service provider no no 3, 13 no ethernet private line service no no 8 4 metro ethernet service no no no no cable telephone service no 6 8 6, 10 high speed data provider no no no 3 no high speed data service no no no no broadband high speed data 1, 2 5 3 5 fiber based solution no no no no
  60. 60. – Information about information. – Pertains to the descriptions you use for the pages of your website, so you can increase your website’s results when being listed on search engines based on what terms people are searching for. • Google • Yahoo • Bing • AOL • MSN • Business.com META Data
  61. 61. www.Traffic-Analytics.comwww.Traffic-Analytics.com
  62. 62. www.Hubspot.comwww.Hubspot.com
  63. 63. www.Hitwise.comwww.Hitwise.com
  64. 64. John Batelle’s SearchblogJohn Batelle’s Searchblog
  65. 65. Jeff Jarvis’s BuzzMachineJeff Jarvis’s BuzzMachine

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