NetCentered: The New Marketing Paradigm

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NetCentered: The New Marketing Paradigm
Presented by Matt Nickols & Mark Burke for Cirrus ABS on March 30th 2010 at the NIIC in Fort Wayne Indiana.

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NetCentered: The New Marketing Paradigm

  1. 1. NetCentered: The New Marketing Paradigm // Matt Nickols & Mark Burke cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
  2. 2. About Cirrus ABS • 15 Years Experience in Online Marketing and Website Development • Hybrid company that offers the best of marketing and technology firms • 30 employees • Full staff of technical & creative personnel • Client ranging from Fortune 500 to small local businesses
  3. 3. About Cirrus ABS • 15 Years Experience in Online Marketing and Website Development • Hybrid company that offers the best of marketing and technology firms • 30 employees • Full staff of technical & creative personnel • Client ranging from Fortune 500 to small local businesses
  4. 4. About Cirrus ABS Matthew Nickols, Founder and CEO • Over 15 years experience in entrepreneurship & online marketing • Creator of the Cirrus eBusiness Suite platform concept • Recognized as a member of the inaugural group of Future 40 award winners recognizing Northeast Indiana’s most accomplished professionals under the age of 40
  5. 5. About Cirrus ABS Mark Burke, Chief Operating Officer • 20+ years experience in management and marketing support technology • Lead Business Analyst for Cirrus ABS • Lead infrastructure architect for Columbia House (7 yrs) • Architect of 3rd largest e-commerce operation in U.S. • Managed advanced business and marketing systems
  6. 6. NetCentered Marketing Overview
  7. 7. NetCentered Marketing Overview
  8. 8. NetCentered Marketing Overview
  9. 9. Why the Web? It is where the people are.
  10. 10. Why the Web? It is where the people are.
  11. 11. Why the Web?
  12. 12. Why the Web? It is where the people are. PC time now surpasses TV time with 71% of respondents using the Internet more than 2 hours per day vs. just 48% spending equivalent time watching TV ~ recent IBM study
  13. 13. Why the Web? It is more cost effective. • Distribution of message less about money, more about effort • Updating of message printing and postage costs eliminated • Measurement of success know what works and eliminate waste
  14. 14. Why the Web? It is interactive. • Human/Social Interaction More timely & reliable information • Various Forms of Media Video, audio, interactive graphics, documents, etc… • Business Processes Functionality i.e. online banking, account creation, purchases, etc…
  15. 15. Why the Web? It is measureable.
  16. 16. You Need a Plan "If You Don't Know Where You're Going, Any Road Will Get You There“ ~Lewis Carroll
  17. 17. The NetCentered Marketing Plan
  18. 18. Profitability / Opportunity Analysis Identifying the Right Products/Services based on: • Profitability • The market opportunity • Market Size/Demand • Search Volume • Competition • Market Conditions
  19. 19. Profitability / Opportunity Analysis Action Items: • Rate your products / services by profitability • Rate your products / services by opportunity • Pick the top 4 to 6 with the best combination and write them down
  20. 20. Target Demographic
  21. 21. Target Demographic
  22. 22. Target Demographic Take a close look at those 4 to 6 products / Services • Find out as much as you can about the people that need these 4 to 6 • Create segments for your selected products / service
  23. 23. Target Demographic Action Items: • Write down at least one segment for each of your selected 4 to 6.
  24. 24. Message
  25. 25. Message • Develop your value proposition to each segment
  26. 26. Message Action Items: • Write down your value proposition for each segment
  27. 27. Medium
  28. 28. Medium • How are you going to get the pitch to the people? • What are these people looking for? • What are they interested in? • What do they read, watch, or listen to? • Can they be approached by a sales person? • Can they be mailed, emailed, called? • Do they meet online or offline in any form?
  29. 29. Medium Action Items: • Pick the best mediums to deliver your message for each segment (write down) • Online – SEO, SEM, Email Campaigns, etc… • Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio, Telesales, Tradeshows, Events, etc…
  30. 30. Sales Path
  31. 31. Sales Path • How do you sell this stuff? • What does the customer need to see to be convinced? • What are the steps in the sales process?
  32. 32. Sales Path Action Items: • For each segment write down each unique piece of information a customer needs to see to make a decision and take action.
  33. 33. Content Paths
  34. 34. Content Paths • The sales path online • Each unique piece of information needs its own content area
  35. 35. Content Paths Action Items: • Online • Make sure your website has a page on each unique piece of information identified in the sales path for each segment. • Make sure that someone from that segment can clearly navigate to the content they need. • Offline • Make sure that there are supporting landing pages for offline marketing efforts to be driven to.
  36. 36. Action
  37. 37. Action • Ok what do you want them to do after they get the message and get all the information they need?
  38. 38. Action Action Items: • For each segment “write down what you want them to do”. • Make sure you have a call to action in each content area that is part of a sales path. • Buy online, come to your store, call you, meet you, etc…
  39. 39. Analytics
  40. 40. Analytics • Constantly try to improve everything you do. • Measure activity in online and offline content areas
  41. 41. Analytics Action Items: • Install Google Analytics. • Setup Goals to track your online and offline marketing efforts. • Review your results monthly and change your strategy based on those results.
  42. 42. Analytics
  43. 43. NetCentered Strategy Social / Outreach/ Traffic Search Word of Traditional Business Engines Mouth/Viral Marketing Networks Drivers News/Blogs Email NetCentered Strategy Web Content RSS Brand Image / Graphics Public Website Brand Message / Content Apps and CMS Web Application Framework Management Strategy Site Content Lead Request Management Analytic Tools Management Processing Tools
  44. 44. Outreach/Traffic Drivers Social / Search Word of Traditional Business Engines Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Google, Yahoo, MSN – over 95% of searches • Represents people looking for what you do • Organic Search Results • Most trusted listings (70%-80% of clicks) • Lowest cost and highest return • Search Engine Marketing- Pay Per Click
  45. 45. Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Online content outside your website • News sites and industry publications • Blogs and directories • Product and service reviews • Online communities & forums
  46. 46. Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Web enables fast spreading of the word • Create compelling content, offers, and functionality worthy of spreading • Support viral marketing through website • Email a friend • Integration with “Buzz” services (Digg, Buzz, etc…)
  47. 47. Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Radio, TV, Print, Direct Mail, Yellow Pages, Newspaper, Outdoor, etc… • Shorten message & send to website • Integrate performance tracking metrics • Unique website tracking URLs • Tracking phone numbers
  48. 48. Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Push Marketing • Get your message in front of clients/prospects quickly & cost effectively • Create segmented lists with personalized messages and content • Track delivery, open, and click thru • Cross sell, up sell, & top of mind awareness
  49. 49. Outreach/Traffic Drivers Social / Word of Traditional Search Engines Business Mouth/Viral Marketing Networks Outreach/ Traffic Drivers News/Blogs Email Web Content RSS • Access large networks of people based on geography, industry, & interests • YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn • Position your business and key people as experts in your field
  50. 50. Where’s the intent? • tv • dm (direct mail) • radio • newspaper • print (brochures/ads) • email marketing • social • SEO • search marketing • tradeshows • sponsorships (nascar etc.) • yellow pages (not shown)
  51. 51. Public Website Brand Image / Graphics Brand Message / Content Public Website Apps and CMS Web Application Framework • Website design, flash, content layout • Establishes your image online • Builds credibility and professionalism • First impression critical to conversion
  52. 52. Public Website Brand Image / Graphics Brand Message / Content Public Website Apps and CMS Web Application Framework • Tell your story in powerful way • Visible copy critical to search engine visibility strategy • Use of various formats: HTML, photos, documents, video and more
  53. 53. Public Website Brand Image / Graphics Brand Message / Content Apps and CMS Public Website Web Application Framework • Tools to manage website content built for ease of use and efficiency • Search Engine Optimization tools • Powerful business applications for online functionality
  54. 54. Public Website Brand Image / Graphics Brand Message / Content Public Website Apps and CMS Web Application Framework • Software that powers the website • Built in security, user management, analytics, personalization, and SEO • Modular architecture for flexibility, growth, integration, and upgradeability
  55. 55. Strategy Management Strategy Management Site Content Lead Request Management Analytic Tools Management Processing Tools
  56. 56. Strategy Management Strategy Management Site Content Analytic Lead Request Management Tools Management Processing Tools
  57. 57. Strategy Management Strategy Management Site Content Lead Request Management Analytic Tools Management Processing Tools
  58. 58. Strategy Management Contact Us Strategy Management Name* Email * Phone * Comments * Send Reset Site Content Lead Request Management Analytic Tools Tools Management Processing
  59. 59. NetCentered Strategy Social / Outreach/ Traffic Search Word of Traditional Business Engines Mouth/Viral Marketing Networks Drivers News/Blogs Email NetCentered Strategy Web Content RSS Brand Image / Graphics Public Website Brand Message / Content Apps and CMS Web Application Framework Management Strategy Site Content Lead Request Management Analytic Tools Management Processing Tools
  60. 60. Questions?
  61. 61. NetCenter: The New Marketing Paradigm // Matt Nickols & Mark Burke cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs

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