Maturity Model For Internet Marketing Strategy


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  • Good Morning, It is a pleasure to welcome you to the “Proven Strategies for Improving Your Search Engine Marketing” Seminar. This program is brought to you through the Association of Strategic Marketing, bytes of knowledge, Centre{source}, Inc, and Work Media, LLC. My name is Michael Galo, COO for bytes of knowledge and I will be your host. 06/06/09
  • Maturity Model For Internet Marketing Strategy

    1. 1. INTERNET MARKETING A Maturity Model
    2. 2. Internet Marketing Strategy <ul><li>Setting the stage for today’s presentations </li></ul>Who are you? What compelled you to be here? Introduction 1 The Internet changes the rules 2 E Business Maturity Model (Atos Consulting) 3 Recommendations & Resources 4
    3. 3. QUICK INTRODUCTION <ul><li>Since 1995, bytes of knowledge has provided professional services to small and mid-sized businesses in the Middle Tennessee area in a decidedly different way. </li></ul><ul><li>The bok Way is to educate our clients and share our knowledge of business & technology as business partners – proactively . </li></ul><ul><li>As a one-stop technology consulting firm, bok offers a wide range of services including web design, e-commerce and Internet marketing, networking infrastructure support, custom software applications, and strategic IT consulting. </li></ul><ul><li>Our core values dictate that we simplify technology for our clients. In fact, our brand promise is hassle-free technology . As you will quickly notice, our people’s passion is evident in everything we do.  </li></ul>
    4. 4. PURPOSE <ul><li>Huge challenge for decision makers like you </li></ul><ul><ul><li>Which practices are obsolete? </li></ul></ul><ul><ul><li>What new opportunities should be pursued? </li></ul></ul><ul><ul><li>How much time & money do you have to wander along a wrong path? </li></ul></ul><ul><li>Internet marketing is not an event, it is a process. </li></ul><ul><li>How do we define success in this new scenario? </li></ul>Understanding how the Internet changes the rules of Marketing
    5. 5. Internet vs. Traditional <ul><li>Traditional marketing is a monologue </li></ul><ul><li>Companies deliver messages to the market and push customers through the consideration process. </li></ul><ul><li>The Internet changes the ways we can communicate with customers. They don’t wander by our electronic billboards… we have to pull them in, but how? </li></ul><ul><li>Traffic to your site does not mean increased sales, does it? </li></ul><ul><li>The internet is very different. If you are not knowledgeable, you can allocate budget improperly or direct efforts to an area that will not provide ROI. </li></ul>
    6. 6. New Tools
    7. 7. New tools – misunderstood. <ul><li>Is it a mistake to use new online tools to pursue traditional marketing goals? </li></ul><ul><ul><li>Driving Awareness, Consideration, Adoption, and Purchase </li></ul></ul><ul><li>Traditional marketing goals were limited by what could be accomplished with a one-way mass media process. </li></ul><ul><li>We now have two-way communication & new tools. We can accomplish: </li></ul><ul><ul><li>Affinity, Personality, Community, Co-Creation, and Advocacy </li></ul></ul>Equivalent to a billboard on the web
    8. 8. APPLYING E-BUSINESS RESEARCH <ul><li>Marketing done right is about much more than just communicating to customers—it's about shaping your company's offerings to match the needs of the marketplace. </li></ul><ul><li>The advent of Web 2.0 has shown us the following trends as reported by Gijsbert van der Sleen with Atos Consulting in the Netherlands. </li></ul><ul><li>YouTube </li></ul><ul><li>E-Business Maturity model serves as an Internet Marketing Maturity Model </li></ul>
    9. 9. Five levels of Maturity <ul><li>© 2007, Atos Consulting - Gijsbert van der Sleen </li></ul>
    10. 10. Level 1 : Initial e-business unplanned e-business initiatives are ad hoc , unplanned and even chaotic . Few processes are defined , and success depends on individual effort essentially, the organization lacks the capability to meet commitments consistently © 2007 - Atos Consulting - Gijsbert van der Sleen –
    11. 11. Level 2: Repeatable e-business aware basic e-business processes established necessary to repeat earlier successes the focus is on developing the capabilities of the organization, small central e-business group (usually part of marketing), e-business not yet part of planning process © 2007 - Atos Consulting - Gijsbert van der Sleen –
    12. 12. Level 3: Defined © 2007 - Atos Consulting - Gijsbert van der Sleen – e-business enabled central e-business strategy and planning process , towards a centralized model (IT and competences) best practices integrated into a common e-business process , deployed across the organization
    13. 13. Level 4: Managed © 2007 - Atos Consulting - Gijsbert van der Sleen – e-business integrated enterprise orientation, e-business part of department plans and review cycle , p+l organized , departmental competence centers detailed performance measures of the e-business process and applications collected , quantitatively understood and controlled
    14. 14. Level 5: Optimized © 2007 - Atos Consulting - Gijsbert van der Sleen – extended enterprise e-business focused on customers needs ( extended enterprise ), part of corporate strategy , towards decentralized e-business model continuous evaluation of e-business improvements enabled by quantitative feedback , piloting innovative ideas and technologies
    15. 15. Four Areas Contribute to Performance © 2007 - Atos Consulting - Gijsbert van der Sleen –
    16. 16. © 2007 - Atos Consulting - Gijsbert van der Sleen –
    17. 17. Recommendations New Tools: Understand them & Participate
    18. 18. <ul><li>Engagement means getting the customer involved with your company, with your products, and with your people. </li></ul><ul><li>You want your customers to get to know your organization and its values and services. </li></ul><ul><li>When customers like what they see and experience, the relationship deepens, leading to affinity. </li></ul>Engagement to Affinity There are no products, only solutions Not what customer wants, but why they want
    19. 19. <ul><li>Affinity refers to leveraging the depth and interactivity of the Internet to create a memorable relationship with the customer. </li></ul><ul><li>Some of the best techniques for building affinity include: </li></ul><ul><ul><li>Become an information resource when a customer is not buying </li></ul></ul><ul><ul><ul><li>Write helpful articles </li></ul></ul></ul><ul><ul><ul><li>Teach or advise </li></ul></ul></ul><ul><ul><li>Share your passions, your “Way” </li></ul></ul><ul><ul><li>Extend the product online closer to the customer </li></ul></ul><ul><ul><li>Create cool experiences and give your customer a voice. </li></ul></ul><ul><ul><ul><li>Blogs & Forums are places they can belong, express themselves and share with others just like them </li></ul></ul></ul>Affinity Dear Rubi bok way Every individual is unique: My Yahoo, Google Homepage MySpace, My eBay…
    20. 20. Affinity The key takeaway from this chart: price does not play a major role in achieving customer loyalty. (Marketing Sherpa, July 2008) Vendors: In the most recent case, why did a customer leave? Customers: In the most recent case, why did you leave a vendor?
    21. 21. <ul><li>Your company’s personality is how it interacts with the world </li></ul><ul><ul><li>Emotionally & Rationally </li></ul></ul><ul><li>Unlike a brand image, it can't be faked. </li></ul><ul><ul><li>Distinctive & Genuine </li></ul></ul><ul><li>Culture constrains the online personality </li></ul><ul><ul><li>A “Green” company that does not recycle its tech waste tells its employees, customers, partners, and the public that is going against its personality </li></ul></ul>Personality
    22. 22. <ul><li>Community as a marketing tool challenges almost every expectation of traditional marketing. </li></ul><ul><li>Instead of controlling the marketing process, the company hosts a social interaction in which customers develop most of the content. </li></ul>Community Users add value! User reviews Amazon, eBay, iTunes… Interaction from user contribution is the key to market dominance in the Web 2.0 era
    23. 23. <ul><li>People enjoy your product or services </li></ul><ul><ul><li>They want to build on top of something you've already done </li></ul></ul><ul><ul><li>They want to create something new that could be used with your product line. </li></ul></ul><ul><li>A fan who decides to make shoe lace charms with a school name to match the shoes you made. </li></ul><ul><li>It's the process of engaging customers online to help design the product. </li></ul>Co-Creation
    24. 24. <ul><li>Advocacy describes customers who used to be considered hobbyists </li></ul><ul><li>They're tinkering users of a product that go beyond what the normal user might do </li></ul><ul><li>They may take apart, then reconstruct, your product. They may develop companion services. They may mashup your product or services with something they developed. </li></ul>Advocacy
    25. 25. Question your current target <ul><li>Working with &quot;influencers&quot; to reach that “tipping point” </li></ul><ul><ul><li>T here's a small group of people in your pertinent population who drive all purchases </li></ul></ul><ul><ul><li>Reality is much more complex </li></ul></ul><ul><li>A new goal: Identify, care for, and train customers – your advocates </li></ul><ul><ul><li>That's very different from sending press releases to a few influential bloggers. </li></ul></ul>
    26. 26. <ul><li> </li></ul><ul><li>http:// by (Nilofer Merchant) </li></ul><ul><li> by Atos Consulting </li></ul><ul><li> (Gijsbert van der Sleen) </li></ul><ul><li> </li></ul>Resources Michael Galo , Chief Operations Officer [email_address] (615) 850-0279