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CMA Calgary_Internet Marketing and Strategy


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Talk on \'101\' of Interactive Marketing Strategy for CMA E-Marketing participants.

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CMA Calgary_Internet Marketing and Strategy

  1. 1. CMA E-Marketing “ Strategy & The Internet” October 17, 2009
  2. 2. Are you ready?
  3. 3. Topics… <ul><li>Defining Strategy vs. Tactics </li></ul><ul><ul><li>Why is an online marketing strategy vital? </li></ul></ul><ul><ul><li>Models and Audits </li></ul></ul><ul><li>Online Strategy > Clarifying your Online Goals </li></ul><ul><li>Corporate vs. Online Strategy </li></ul><ul><li>Customer Goals </li></ul><ul><ul><li>Target Audience Definition, Personas </li></ul></ul><ul><li>Clarifying Your Website Strategy </li></ul>
  4. 4. Why is it important?
  5. 5. Why is an online marketing strategy vital? Hardest hit will be newspapers, magazines, terrestrial radio and print yellow pages, each expected to experience at least 9% decreases.
  6. 6. Why is an online (including social) marketing strategy vital?
  7. 7. Why is an online (including social) marketing strategy vital?
  8. 8. Why is an online (including social) marketing strategy vital?
  9. 9. Why is an online (including social) marketing strategy vital? <ul><li>21% of US online adults create social content </li></ul><ul><li>37% react to content created by others </li></ul><ul><li>By the end of 2009, 85% of US online consumers will be reading or viewing social content - Forrester </li></ul>
  10. 10. Creating a Marketing Strategy
  11. 11. <ul><li>Understanding the External Environment </li></ul><ul><ul><li>PEST, SWOT, Competitive Analysis </li></ul></ul><ul><li>Defining the Target Market </li></ul><ul><ul><li>Target Audience Definition, Segmentation, Persona creation </li></ul></ul><ul><li>Creating a Competitive Advantage </li></ul><ul><ul><li>Understanding the Key Success Factors and Critical Success Factors > Key Performance Indicators </li></ul></ul><ul><li>Developing a Marketing Mix </li></ul><ul><ul><li>Strategic Integrated Marketing </li></ul></ul>Creating a Marketing Strategy
  12. 12. Models and Audits – Media Agnostic, User-Centred
  13. 13. Models and Audits > Conversion Funnel
  14. 14. Models and Audits > Strategic Integrated Marketing
  15. 15. Models and Audits > Strategic Integrated Marketing
  16. 16. Models and Audits > Strategic Integrated Marketing
  17. 17. Models and Audits > PEST Model Critical Success Factors Top Management Vision Mission Strategy Directing Controlling Planning Organizing Stakeholders Internal Marketing Operations Finance Human Resources Social External Economic Political Technological Social
  18. 18. Models and Audits > POST Model P eople O bjectives S trategies T echnology
  19. 19. <ul><li>Forrester ( ) Website Review Scorecard </li></ul><ul><li>Value > Does the landing page(s) provide evidence that user goals can be completed? </li></ul><ul><li>Navigation > Are menu category and subcategory names clear and mutually exclusive? </li></ul><ul><li>Presentation > Does the site use graphics, icons, and symbols that are easy to understand? </li></ul><ul><li>Trust > Does the site present privacy and security policies in context? Does the site help users avoid and recover from errors? </li></ul><ul><li>25 questions, score (-2,-1,0,1,2) </li></ul>Models and Audits > Competitive Analysis P eople O bjectives S trategies T echnology
  20. 20. <ul><li>Immersibility Index ( , ) </li></ul><ul><li>6 Axes, Score from 1 – 10 </li></ul><ul><li>Accessibility > How easy is it to find the website using common keywords? </li></ul><ul><li>Immersibility > How easy is it for the user to immmerse themselves in the online experience? </li></ul><ul><li>Content > Depth, Breadth, Recency and Relevancy of content </li></ul><ul><li>Capability > What tools are available to the user? </li></ul><ul><li>Community > Can the user interact with others? </li></ul><ul><li>Commerce/ Conversion > If applicable, how intuitive and effective is the eCommerce engine? </li></ul>Models and Audits > Competitive Analysis P eople O bjectives S trategies T echnology
  21. 21. Models and Audits > Competitive Analysis P eople O bjectives S trategies T echnology
  22. 22. <ul><li>Organizational Effectiveness </li></ul><ul><li>Convert sales and transactions to lower cost channels (cost per interaction) </li></ul><ul><li>Lead Generation and Qualification </li></ul><ul><li>Deeper Customer Insight </li></ul><ul><li>One-to-one Marketing </li></ul>Corporate vs. User Goals Organization Users <ul><li>Ease of Use </li></ul><ul><li>Clarity around how I can accomplish my goals. </li></ul><ul><li>“ I just want to the buy the darn thing” </li></ul><ul><li>Don’t make me use more than one channel (or experience) to accomplish my goals. </li></ul><ul><li>Customer Delight </li></ul>
  23. 23. <ul><li>Janice CHU </li></ul>Corporate vs. User Goals > Persona Creation P eople O bjectives S trategies T echnology 28 years old, married, expecting her first child, HR manager, Calgary, Alberta First – Timer My name is Janice Chu and my husband’s name is Tom. We both grew up in Calgary and went to university here. We’ve been married for two years. I’m an HR manager for an Oil & Gas company and Tom is a pharmaceutical sales representative. We feel that Calgary is a great place to live and raise children, but we are having trouble finding a home in Calgary’s marketplace. Since we are expecting our first child, we are now looking at the world through the eyes of our children. This includes where and how we live . After renting an apartment downtown, we are looking to buy our first home . Since we are first – time buyers , we are a little nervous about purchasing. We also don’t know a lot about maintaining a house, so we are looking for something brand new with few hassles. We began our search for a new home on the web, and we look for trustworthy sources, such as . We have been in touch with a real estate agent who is a friend of Tom’s dad, but we are also doing our own research. We find the whole process overwhelming , so we are looking for information that is easy to understand. We both grew up in the suburbs, so we are comfortable living outside the city center. We’ve heard some good things about McKenzie Towne , so we’re looking to buy there. “ I want to feel confident knowing that we’re making the right decision” <ul><li>Attributes: </li></ul><ul><li>Currently living downtown in a rented condo </li></ul><ul><li>Intermediate Internet user </li></ul><ul><li>Interests: friends, travelling, yoga, cooking </li></ul><ul><li>Goals: </li></ul><ul><li>Starting a family </li></ul><ul><li>Owning a home without a lot of hassles </li></ul><ul><li>Get the best value for money </li></ul><ul><li>Get recommendations from trusted sources </li></ul><ul><li>Living in a safe and fun environment </li></ul><ul><li>Insights: </li></ul><ul><li>Look for value in their purchase </li></ul><ul><li>Joint decision – making process </li></ul><ul><li>Need to know how their new home’s features will simplify and benefit their lives – location, safety, layout, household appointments, local amenities </li></ul>Other brands in Janice’s life: Everyday brands: ‘ Aspirational’ brands:
  24. 24. <ul><li>Search Engine Optimization </li></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>Pay Per Click </li></ul></ul><ul><ul><li>Display </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><li>Social Web Strategy and Tactics </li></ul><ul><li>Reporting and Analytics </li></ul>Online Marketing > ‘Field of Dreams’ is not enough
  25. 25. Suggested Readings
  26. 26. Suggested Readings Contact Me: [email_address] twitter: @john_hutchings Strategic Integrated Marketing <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>User Experience Design <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Social Web <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  27. 27. Questions
  28. 28. Online Media 101
  29. 29. Display Advertising
  30. 30. Display Advertising
  31. 31. <ul><li>Online Advertising Landscape: Standard Sizes </li></ul><ul><ul><li>Polite download (via 3 rd party ad serving) will be used allowing a much higher weight to the banners </li></ul></ul><ul><ul><li> </li></ul></ul>728x90 300x250 160x600 <ul><li>Banner creative and messaging plays a large role in the success of any online media campaign </li></ul><ul><ul><li>Strong Call to Action </li></ul></ul><ul><ul><li>Minimal Copy </li></ul></ul><ul><ul><li>Attention grabbing animation </li></ul></ul><ul><ul><li>Medium Shift </li></ul></ul>Display Advertising
  32. 32. Banners Served via Third Party Server Banner Ads Uploaded Campaign Live Non-Biased/Independent Campaign Stats Publishers Held Accountable for Delivery and Invoicing Based on Third Party Ad Server How do you set up a Display Campaign Third Party Ad Server Publisher Websites Publisher Reported Campaign Stats Third Party Ad Server
  33. 33. Social Media 101
  34. 34. In Theory… &quot; Social software is a trend that cannot be ignored. It is bringing about fundamental change to the way people expect to communicate with one another. Companies cannot use social tools with their customers and not also allow their employees to utilize them. &quot; Jakob Neilsen
  35. 35. In Practice?… &quot; Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better. ” Avinash Kashick, Analytics Evangilist, Google
  36. 36. Which tactics are being used
  37. 37. Which tactics are being used
  38. 38. Which tactics are most trusted?
  39. 39. Interesting…
  40. 40. Interesting…
  41. 41. Interesting…
  42. 42. Ooops…
  43. 43. Ooops…
  44. 44. Ooops…
  45. 45. How does it fit together?
  46. 46. ECM, E 2.0 and Social Networking…
  47. 47. Key Drivers
  48. 48. Technology Populism…
  49. 49. E 2.0 and Cloud Computing
  50. 50. Which Model are you?
  51. 51. P eople O bjectives S trategies T echnology We have no Clue!
  52. 52. The Corporate Representative
  53. 53. Employees Blessed for Social
  54. 54. Everyone is Encouraged
  55. 55. Shut it Down!
  56. 56. Questions