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Cairo Day1 Part2 Objectives Pub


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Cairo Day1 Part2 Objectives Pub

  1. 1. The Internet Marketing Seminar 12:30 – 13:30 | Part 2: Key objectives for your internet marketing plan and understanding internet behavior now and in the future Cairo, Egypt 16-17 December, 2009 (c) Michael Leander Nielsen, 2009 1
  2. 2. This is how we do it for the next 2 days • I talk • You listen • You ask questions • I try to answer • I ask questions • You answer • I listen • I will give you small assignments along the way • We agree that interaction is the name of the game (c) Michael Leander Nielsen, 2009 2
  3. 3. The methodology and your assignment at end of part 2 • Define your critical Objectives & Goals few internet marketing Research target objectives Measure/control group • Two people to read their objectives aloud Implement Define offering Create content/concept (c) Michael Leander Nielsen, 2009 3
  4. 4. Outside in thinking (c) Michael Leander Nielsen, 2009 4
  5. 5. Internet penetration in Egypt • 16-17 % have access to the internet • Presumed similar growth in penetration and usage patterns as in rest of Europe • Presumed similar adaption as in the rest of the world (c) Michael Leander Nielsen, 2009 5
  6. 6. Changing media landscape (c) Michael Leander Nielsen, 2008 6
  7. 7. Your mum is online Online audience demographic by age group Sh#)/ - my mum knows what I did last summer- LOL
  8. 8. Surprise – social networking Social networks are big everywhere (profiles)
  9. 9. Enormous growth in video, communities
  10. 10. Increasing amount of time spend in communities
  11. 11. Where are they spending time? • Shopping, home banking, researching, email, listening to radio, watching TV ? • Do your own research to identify what your target groups are doing when using new media • Currently more and more people • are involved in some sort of social network • are spending quite a bit of time watching videos • spend time publishing thoughts and commenting on others thoughts
  12. 12. What influences the customer buying decision? (c) Michael Leander Nielsen, 2009 12
  13. 13. People are VERY different Heavy users Yes, that’s right - I don’t want your emails – I only want your catalogue How can you identify and reach your stereotypes?
  14. 14. Think about interruption and channel intermediation • vs. Barnes & Nobles • Encarta vs. Encyclopedia Brittanica • Google maps vs. printed maps • Skype vs telecommunication corporations • Niche bank players vs. established banks • vs. ? (c) Michael Leander Nielsen, 2009 14
  15. 15. This will happen • Customers will expect to find information online • Customers will eventually expect to be able to compare services/products online • Customers will increase their e-commerce spending • Customers will be able to take their business elsewhere by the click of a button • Customers will expect offline/online integration • New competitors will try to enter if opportunity presents itself (c) Michael Leander Nielsen, 2009 15
  16. 16. How do you leverage this opportunity? • Becoming a first mover is a seriously effective strategy • You need a compelling customer focused internet marketing strategy • You need to set specific key internet marketing objectives • You need to address timing and ROMI – early adapters often have to be patient (c) Michael Leander Nielsen, 2009 16
  17. 17. What are others doing in 2010? (c) Michael Leander Nielsen, 2009 17
  18. 18. Do you know where you are going? (c) Michael Leander Nielsen, 2009 18
  19. 19. Setting your objectives • Provide a sense of direction • Take into account • Marketing opportunities (first mover, gap etc.) • Competition • Present and future • Strategic measures (c) Michael Leander Nielsen, 2009 19
  20. 20. Objectives may address any or all of the following Branding Sales Information Service (c) Michael Leander Nielsen, 2009 20
  21. 21. Example of objectives Fokus Integrated online marketing objectives are: • To provide an introduction to Fokus Integrated and our competencies to CMO’s and CEO’s in medium sized and large companies in 1) Europe 2) Middle East • Frequent updates to show the dynamics and success of the company and our consultants • To attract customers looking for the following prioritized key words ”Marketing speaker”, ”lifecycle marketing automation” and ”email marketing consulting” • Get at least four new qualified leads each month • From 2010 provide a (network) community for anyone whom have been in contact with any of our consultants • Resources, white papers, tips and tricks • Video inspiration (c) Michael Leander Nielsen, 2009 21
  22. 22. Now please write your objectives – you have 5 minutes (c) Michael Leander Nielsen, 2009 22
  23. 23. Next: Setting your goals • Business goals • Marketing goals • Service goals (c) Michael Leander Nielsen, 2009 23
  24. 24. Internet marketing metric terminologi • Unique visitors - # of unique visitors to your site • Bounce rate - # of people arriving at one page without navigating to other pages • Conversion rate - # of people converting to a certain action point (c) Michael Leander Nielsen, 2009 24
  25. 25. Examples of goals We want to… (and/or) - Attract 2.000 unique visitors pr. month - Reach 4,2 average page views pr. user - Bounce rate of no more than 25% - Attract 15 comments to our blog posts each month - Attract 4 new leads each month - Maximum cost per new customer (or cost per lead) x€ (c) Michael Leander Nielsen, 2009 25
  26. 26. Now please write your goals – You have 4,5 minutes (c) Michael Leander Nielsen, 2009 26
  27. 27. When you get home • Revisit the objectives + goals you wrote • Discuss with colleagues • Let your objectives and goals be your guiding star for your future activities (c) Michael Leander Nielsen, 2009 27