The 360°  OnlineMarketingFramework Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG   1
Introducing myself                                      Experience (95-today)                                   Employer h...
My daily work           General interest                                                                          eCommerc...
Online marketing definition    Internet marketing, also known as digital marketing, web    marketing, online marketing, se...
Online marketing consists of many ingredients, isstrongly driven by technology and develops fast                          ...
Main goals in online marketing       DRIVE TRAFFIC   1   Drive qualified traffic to target URL.       Sources can be SEO, ...
Why traffic, conversion and retention should bemanaged together                      1 Traffic                            ...
The timeline perspective     Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG   8
Desireable involvement of online marketingDuring conceptional phase  Conception   Konzeption   Entwicklung                ...
Success in online marketing is strongly relatedto IT platforms  Conception   Konzeption        Entwicklung                ...
Testing is key for increasing conversionMake sure, your IT supports flexible releases  Conception   Konzeption    Entwickl...
Launching is just the beginning of monitoring  Conception   Konzeption   Entwicklung                   Dev.               ...
Make sure your release planning is open toinput from monitoring  Conception   Konzeption     Entwicklung                  ...
Even the end of lifecycle can be an oportunity  Conception   Konzeption   Entwicklung                   Dev.              ...
The organisational perspective        Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG   15
Internal dependencies                                                        Information                                  ...
Complexity is multiplied by externalrelationships.                                         Web                            ...
Example: Involvement in SEO                                                  Web                                          ...
What you can expect   LIST OF PAIN   •  Poor IT platform (not flexible, not supportive to SEO)   •  Non-sufficient informa...
Take responsibility!   Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG   20
Make sure the organisation is enabled tosupport online marketing        SET THE BASIS: PROCESSES, STRUCTURE,    5   TOOLS,...
Integrated online marketing framework                        1 Traffic                        1.                          ...
The 360°                                    Online                                  Marketing                             ...
Interplay with our business and product units        Business Units                                                       ...
Central success factors                       Dedicated know-how in all relevant online marketing disciplines and        ...
Thank you for listening.    michael.buschmann@telekom.de         Enterprise Marketing 2.0 Michael Buschmann, Deutsche Tele...
Upcoming SlideShare
Loading in …5
×

Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom

2,173 views

Published on

IMPLEMENTING 360° ONLINE MARKETING presentation at Enterprise Marketing 2.0 conference by Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom

Published in: Business, Technology
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total views
2,173
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
34
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom

  1. 1. The 360° OnlineMarketingFramework Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 1
  2. 2. Introducing myself Experience (95-today) Employer history Electronic banking Online payments eShop solutions Media Websites eCommerce SMS/MMS/iMode/WAP Content Kirch New Media Michael Buschmann Head of Online Marketing Deutsche Telekom Mobile Content & Services Products & Innovation Darmstadt Web Search /Indexing 42 years Online Marketing 2 children (8 & 4 years) Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 2
  3. 3. My daily work General interest eCommerce / Music download eCommerce / eCommerce / consumer electronics Video stream & download eCommerce / software download eCommerce / Special interest / weather games download eCommerce / microstocks Special interest / football EPG Special interest / women Web series & short moviesSpecial interest / lifestyle men Page Place and eMagazines eCommerce / eBooks + eMail Hosting Mediacenter/Storage Internet Security Payment Private Homepages Challenge & support a diverse portfolio of internet businesses Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 3
  4. 4. Online marketing definition Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet. ... Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. ... - Wikipedia - Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 4
  5. 5. Online marketing consists of many ingredients, isstrongly driven by technology and develops fast Social Bookmarking Heatmap Contextual Online Werbung Social Advertising Web 2.0 User Generated Media Linkbaiting Content Web 3.0 Conversion Blogging Media planning Longtail E-Mail-Marketing Affiliate Rally Optimizatio Frequency Cap Traffic n Funnel Analyse Usability Affiliate Managemen Market research t Marketing Link popularity CMS Gadgets Mash up Mobile Accessibility Web Deep Marketing Domain popularity Cooperations Bounce rates Web- Shorttail Widget Agency steering Analytics Trackback Black Hat SEO SEO Mobile Marketing Postview Double Opt-In Integrated campaign Link infusion management Tracking SEM Layer Ads Redirect ROMI Page Rank ROI Viral Marketing Legal CPX KPIs Newsletter Multivariate Keyword-Matching Cookie Dropping Advertising Testing PPC Super Affiliate media / graphics A/B Testing CRM Click Fraud Title Tag Speaking URLs User Experience Branding Referrer Permission Marketing Online Marketing Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 5
  6. 6. Main goals in online marketing DRIVE TRAFFIC 1 Drive qualified traffic to target URL. Sources can be SEO, SEM, Affiliates, Coops, Newsletter, Re-targeting…etc. INCREASE CONVERSION 2 Convert incoming traffic successfully into sales or other desired action (download, upload, register, comment, share) BUILD RETENTION 3 Turn one-time-buyers into loyal customers and maximize the customer lifetime value (CLTV). Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 6
  7. 7. Why traffic, conversion and retention should bemanaged together 1 Traffic 2 Conversion 3 Retention KPIs < MIN Customer Acquisition Costs (CAC) MAX Customer Lifetime Value (CLTV) SEM SEO 70% Affiliate 30% •  Direct salesCustomer Journey CR 10% CR 1-5% Display ads CR •  Indirect sales CR Coops •  Upselling/ cross-selling E-Mail •  Acitivation & engagement Social media •  ECRM Type-Ins (Mobile) •  Design/ usability •  Landing pages •  •  Technology Processes… € PLAN, MONITOR & OPTIMIZE 4 Make sure 1,2 and 3 are treated as an integrated process. Optimization is a never ending loop! Communicate the successes and make this approach become part of your culture. Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 7
  8. 8. The timeline perspective Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 8
  9. 9. Desireable involvement of online marketingDuring conceptional phase Conception Konzeption Entwicklung Dev. Testing Test Launch Monitoring End of lifecycle •  URL and naming of navigation, products etc. (SEO) •  Demand perception (search volume analysis) •  Platform selection (IT SEO) •  Information architecture •  „Speaking“ URLs •  Link strategy (with existing network and 3rd parties) •  Supportive features (i.e. social plug-ins) •  … Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 9
  10. 10. Success in online marketing is strongly relatedto IT platforms Conception Konzeption Entwicklung Dev. Testing Test Launch Monitoring End of lifecycle •  Impact of design on ranking (SEO) •  SEO friendly coding (IT SEO) •  Quality and density of content (SEO) •  Crawlability (i.e. 404 errors) •  IP restrictions (impacting SEO) •  Loading time optimization (SEO, CRO) •  Web analytics and tracking integration (SEA, Display, Affiliate etc.) •  Google Sitemap/ Google News Sitemap (SEO) •  … Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 10
  11. 11. Testing is key for increasing conversionMake sure, your IT supports flexible releases Conception Konzeption Entwicklung Dev. Testing Test Launch Monitoring End of lifecycle •  Set-up right measurement and KPIs (Pre-launch phase) After launch: •  Implement A/B testing or multi-variate testing capabilities for further frequent testing (CRO) •  Make sure you have enough releases and some flexibility in IT Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 11
  12. 12. Launching is just the beginning of monitoring Conception Konzeption Entwicklung Dev. Testing Test Launch Monitoring End of lifecycle Pre-launch: •  Link building via online PR (SEO) •  Support launch through relevant campaigns on ATL, SEA, Display etc. (catching the echo from branding !) •  Adapt learnings and adjust media plan , quickly! Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 12
  13. 13. Make sure your release planning is open toinput from monitoring Conception Konzeption Entwicklung Dev. Testing Test Launch Monitoring End of lifecycle •  Watch traffic sources and the specific ROI •  Watch conversion per channel •  Adjust media plan •  Make sure campaigns are linked with conversion measures •  Make sure reports and business reviews include measures that describe marketing ability of the product / portal/ service Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 13
  14. 14. Even the end of lifecycle can be an oportunity Conception Konzeption Entwicklung Dev. Testing Test Launch Monitoring End of lifecycle •  Think about how you can use natural traffic (type ins, SEO) for supporting other products Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 14
  15. 15. The organisational perspective Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 15
  16. 16. Internal dependencies Information Design / architecture Testing Usability Ads creation Release planning SEO optimization Product Marketing Autotagging (on page) Platform selection Metadata Editorial IT Team IT SEO Loading time Skills HR Communicati SEO friendly wording on Seminars / Employee Online development Marketing Data security Review requirements Process Legal Design Privacy Establish right KPIs for Controlling Terms & conditions steering Reporting Get bills paid in time Open Budgets (SEA) (ROMI driven) Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 16
  17. 17. Complexity is multiplied by externalrelationships. Web agency Content IT Solution Partner Procvider Product Marketing CMS / Multivariat Editorial IT Shop e Testing Team Vendor Linkbuildin Communica g HR tion PR agency Agency Online Marketing Web Campaign Process Legal Analysis Tracking Design Provider Controlling SEM & Newsletter Affiliate Marketing Agency SEO Agency Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 17
  18. 18. Example: Involvement in SEO Web agency Content IT Solution Partner Procvider Product Marketing CMS / Editorial IT Shop Team Vendor Linkbuildin Communica g tion PR agency Agency Online Online Marketing Marketing Web Analysis Provider SEM & Affiliate Agency SEO Agency Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 18
  19. 19. What you can expect LIST OF PAIN •  Poor IT platform (not flexible, not supportive to SEO) •  Non-sufficient information architecture •  Slow processes do not allow quick fixing •  Skills in online marketing are not sufficient •  Financial process is limiting success in performance marketing •  Reports and business reviews do not reflect online marketing levers •  3rd party opinion not welcome Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 19
  20. 20. Take responsibility! Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 20
  21. 21. Make sure the organisation is enabled tosupport online marketing SET THE BASIS: PROCESSES, STRUCTURE, 5 TOOLS, & SKILLS This is the most difficult part, but there is no way to get around this! Each and every ingredient can potentially hide you from becoming successfull. Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 21
  22. 22. Integrated online marketing framework 1 Traffic 1. 2 Conversion 2. 3 Retention 3. SEM MIN Customer Acquisition Costs (CAC) KPIs < MAX Customer Lifetime Value (CLTV) SEO 70%Customer Journey Affiliate CR 30% •  Direct sales CR 10% Display ads CR 1-5% •  Indirect sales CR Coops •  Upselling/ cross-selling E-Mail •  Acitivation & engagement Social media •  CRM Type-Ins (Mobile) •  Design/ usability •  •  •  Landing pages Technology Processes… € 4. 4Plan, monitor & optimize 5. 5 Systems & tools, processes, organization, skills Performance-orientierted online marketing framework Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 22
  23. 23. The 360° Online Marketing FrameworkThe 360° Online Marketing Framework incalculates all dependencies and relationsthat have impact on the overall success of marketing efforts. Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 23
  24. 24. Interplay with our business and product units Business Units Page Place Between 2 to 5 FTE working on online marketing, PR and ATL marketing in each unit Challenge & Support Online Marketing Operative Realization Web Coordination and subject-specific guidance Performance Analytics & B2B & Mobile Strategy & SEO Social Media Service Functions Marketing Conversion Projects   SEO- Opt.   B2B and affiliate   Online   SEM & Affiliate   Social Media   Web-Analysis management Marketing Marketing management exchange and Marketing development Program-   Operative   Tracking   Mobile Management Realization Marketing   Conversion coordination   Project Setup Optimization   Strategy development -  Provide real expertise in all relevant areas of business -  Build framework for online marketing excellence (processes, tools, systems, skills) -  Lever synergies (conditions, redundancy) Deutsche Telekom AG Products & Innovation | Online Marketing | Michael Buschmann 01.09.2011 24
  25. 25. Central success factors   Dedicated know-how in all relevant online marketing disciplines and functions required.1. Expertise   Set-up and continuous development of general online marketing know- how   “You cant control what you cant measure“2. Measurability   Implement and measure key performance indicators   Implementation of powerful web-analysis and tracking tool is mandatory.3. Tools & Systems   Use state-of-the-art testing tools in order to speed up optimization   Increase system’s flexibility in order to support implementation in good time-2-market4. Processes &   Fix related processes to support efficient online marketingStructures   Modify structure (i.e. if 1,2 and 3 are steered by different departments)   Holistic communication of requirements concerning technology and processes5. Acceptance   Fair teamwork and systematic support   Get commitment of management! Deutsche Telekom AG Products & Innovation | Online Marketing | Michael Buschmann 01.09.2011 25
  26. 26. Thank you for listening. michael.buschmann@telekom.de Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG 26

×