How to build successful
online strategies
for high-tech companies?

Digital
Business
Development
Arjan van Liere
International landscape

Global competition

Changing playing field,
parties and instruments
Why online?

Reach global markets
Why online?

Serve a niche
Why online?

Cost effectiveness
Back to school
Nothing new?
Increasing technological newness

Existing

Products

New

The Netherlands

Markets

Market penetration

New
...
Nothing new?
Increasing technological newness

Existing

Markets
New

Increasing market newness

Existing

Products

New
Online makes the world

transparant !
cheapest?
If not … be the best !

Are you the
What is your

competitive edge?
FOCUS !!
Explore new
markets !
Increase product
visibility !

Generate leads !
Leverage position
!

Clearly define the goal…..
Know your target
audience, the needs
and influencers…
Know the market details
- Competition
- Trends and
developments
- Client behavior and
media usage
Define the pipeline
Create multiple touchpoints

An average of 7.6
touchpoints is needed
before engineer takes action
!
Think in an integrated approach
Distribution activities

E-BLASTS

Call-to-Action (CTA)

COLLATERAL

ONLINE BANNERS

LANDI...
Use Calls To Action that trigger
Define KPI’s
-

# of email opened
# of campaign page visitors
# of campaign page returning
visitors
# of meeting requests
...
Create overview
Use proven instruments

go/no go
Objective
setting

Briefing

Message

Online
strategy

Approach

- activity 1
- activity ...
Organise channels / follow up
Nurture the leads !
Tips for success
1. Preparation and an integrated approach are key

2. Be prepared for success!
3. Analyse non-stop and be...
Centre of expertise

http://www.digitalbusinessdevelopment.org
Presentation online strategy AIMP
Presentation online strategy AIMP
Presentation online strategy AIMP
Presentation online strategy AIMP
Presentation online strategy AIMP
Presentation online strategy AIMP
Presentation online strategy AIMP
Presentation online strategy AIMP
Presentation online strategy AIMP
Presentation online strategy AIMP
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  • Cultural differences
  • Presentation online strategy AIMP

    1. 1. How to build successful online strategies for high-tech companies? Digital Business Development Arjan van Liere
    2. 2. International landscape Global competition Changing playing field, parties and instruments
    3. 3. Why online? Reach global markets
    4. 4. Why online? Serve a niche
    5. 5. Why online? Cost effectiveness
    6. 6. Back to school
    7. 7. Nothing new? Increasing technological newness Existing Products New The Netherlands Markets Market penetration New Increasing market newness Existing Product development Middle East USA Market development Product / market diversification
    8. 8. Nothing new? Increasing technological newness Existing Markets New Increasing market newness Existing Products New
    9. 9. Online makes the world transparant !
    10. 10. cheapest? If not … be the best ! Are you the
    11. 11. What is your competitive edge?
    12. 12. FOCUS !!
    13. 13. Explore new markets ! Increase product visibility ! Generate leads ! Leverage position ! Clearly define the goal…..
    14. 14. Know your target audience, the needs and influencers…
    15. 15. Know the market details - Competition - Trends and developments - Client behavior and media usage
    16. 16. Define the pipeline
    17. 17. Create multiple touchpoints An average of 7.6 touchpoints is needed before engineer takes action !
    18. 18. Think in an integrated approach Distribution activities E-BLASTS Call-to-Action (CTA) COLLATERAL ONLINE BANNERS LANDING PAGE Internal communications
    19. 19. Use Calls To Action that trigger
    20. 20. Define KPI’s - # of email opened # of campaign page visitors # of campaign page returning visitors # of meeting requests # of contest participants # of uploaded, viewed and shared videos # of participation requests # of downloads # of webinar subscriptions # of viewed showcases # of read reports # of info requests # of prequalified leads # of rates
    21. 21. Create overview
    22. 22. Use proven instruments go/no go Objective setting Briefing Message Online strategy Approach - activity 1 - activity 2 Development & products Execution Monitoring Evalution
    23. 23. Organise channels / follow up
    24. 24. Nurture the leads !
    25. 25. Tips for success 1. Preparation and an integrated approach are key 2. Be prepared for success! 3. Analyse non-stop and be pro-active on consequences (legal issues, shipping costs, etc) 4. Online strategy isn’t a project ;-)
    26. 26. Centre of expertise http://www.digitalbusinessdevelopment.org

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