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Emarketing strategies for success


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Emarketing strategies for success

  1. 1. eMarketing strategies for Success Gary Gopinathan, CEC, PDM (Asia Pacific) Founder / Director of Consulting and Training GSQM
  2. 2. Disclaimer <ul><li>Any names, brands or trademarks mentioned do not expressively mean that we are promoting or advising that you should adopt such practices. </li></ul><ul><li>You should always consult your consultant to advise on these measures before embarking on any campaigns. </li></ul>
  3. 3. Agenda <ul><li>Digital world today – Globally and in Asean </li></ul><ul><li>Technology Leadership </li></ul><ul><li>Digital Technologies explained </li></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Paid Search Marketing </li></ul></ul><ul><ul><li>Podcast / VODcast / Webinar </li></ul></ul><ul><ul><li>Video Advertising </li></ul></ul><ul><ul><li>Digital Simulation </li></ul></ul><ul><ul><li>Game Development </li></ul></ul><ul><li>Usage of these technologies </li></ul><ul><li>Innovative creation of these technologies </li></ul><ul><li>How digital technology is influencing companies today </li></ul><ul><li>How can engineering faculties be ready to ride this wave of growth </li></ul><ul><li>Q & A </li></ul>
  4. 4. Trainer: Gary Gopinathan <ul><li>Gary Gopinathan is a Marketing and Business Consultant with over 10 years of experience in the various aspects of Accounting & Finance, Information Technology </li></ul><ul><li>& Software Development, e-Business and Marketing. </li></ul><ul><li>Gary is a Certified eCommerce Consultant accredited by Institute of Certified eCommerce Consultants, USA and holds a Prof Dip - Marketing (Asia Pacific). Gary has trained over 8,000 individuals </li></ul><ul><li>Gary is a Board Member of the Asia Professional Speakers Singapore and is an Active member of the following associations: </li></ul><ul><ul><li>Marketing Institute of Singapore (MIS) </li></ul></ul><ul><ul><li>Web Analytics Association (WAA) </li></ul></ul><ul><ul><li>  Direct Marketing Association of Singapore (DMAS) </li></ul></ul><ul><ul><li>Asia Digital Marketing Association (ADMA) </li></ul></ul><ul><ul><li>Search Engine Marketing Professionals Organization (SEMPO) </li></ul></ul>
  5. 5. Digital world today – <ul><li>Globally </li></ul><ul><li>Asean </li></ul>
  6. 6. Technology Leadership <ul><li>Technology leadership is business or industry leadership </li></ul><ul><li>World is flat </li></ul>
  7. 7. Digital Technologies explained <ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Paid Search Marketing </li></ul></ul><ul><ul><li>Podcast / VODcast / Webinar </li></ul></ul><ul><ul><li>Video Advertising </li></ul></ul><ul><ul><li>Digital Simulation </li></ul></ul><ul><ul><li>Gaming </li></ul></ul>
  8. 8. History & Growth of Internet
  9. 9. Marketing Fundamentals <ul><li>4P’s </li></ul><ul><ul><li>Product | Price | Place | Promotion </li></ul></ul><ul><li>PEST </li></ul><ul><ul><li>Politics | Economy | Social | Technology </li></ul></ul><ul><li>SWOT </li></ul><ul><ul><li>Strength | Weakness | Opportunity | threat </li></ul></ul>
  10. 10. Customer Contact Fundamentals <ul><li>Where are you touching your customers FIRST </li></ul><ul><li>Are you repeated touching your customers and through which medium? </li></ul>
  11. 11. Introduction to eMarketing <ul><li>Digital Marketing is </li></ul><ul><li>Applying digital technologies which form online channels to market … (web, email, database, plus mobile / wireless and digital TV) </li></ul><ul><li>to …contribute to marketing activities aimed at achieving profitable acquisitions and retention of customers </li></ul><ul><li>through… recognizing the strategic importance of digital technologies and developing a planned approach to improve customer knowledge, then delivering integrated targeted communications and online services that match their individual needs </li></ul>
  12. 12. SOSTAC Planning Framework Situation Analysis Control Actions Tactics objectives Strategy
  13. 13. Types of online Presence <ul><li>Transactional ecommerce site </li></ul><ul><li>Service-oriented relationship building site </li></ul><ul><li>Brand building site </li></ul><ul><li>Portal or media site </li></ul>
  14. 14. Alternative relationships EM EC EB E-marketing has some overlap with e-Commerce and eBusiness a) b) EM = EC = EB EC EM EB eBusiness eccompasses e-marketing and ecommerce, but e-marketing involves more process than e-commerce E-marketing is broadly equivalent to e-commerce and e-business c)
  15. 15. Objectives <ul><li>Failures due to not agreeing to clearly defined objectives and razor sharp strategies. </li></ul><ul><ul><li>Grow Sales </li></ul></ul><ul><ul><li>Add value </li></ul></ul><ul><ul><li>Get closer to customer (tracking, ask questions, creating dialogue, learning about them) </li></ul></ul><ul><ul><li>Save costs (of service, sales transactions and admin, print and post) </li></ul></ul><ul><ul><li>Extend brand online </li></ul></ul>
  16. 16. Objective <ul><li>Sell – using the internet as a sales tool </li></ul><ul><ul><li>DELL, IBM, General Electric </li></ul></ul><ul><li>Serve – using the internet as a customer service tool </li></ul><ul><ul><li>FEDex, DHL – package tracking tool </li></ul></ul><ul><li>Speak – using the Internet as a communication tool </li></ul><ul><ul><li>Press Release </li></ul></ul><ul><li>Save – using the Internet for cost reduction </li></ul><ul><ul><li>Web based customer service, Annual report sales literature, user manuals, cheaper phone calls (SKYPE) </li></ul></ul><ul><li>Sizzle – Using the Internet as a brand-building tool </li></ul>
  17. 17. Communication channels Online Games SMS / MMS email RSS Instant Messaging IPTV Outdoor Advertising Web Online Gambling Offline media
  18. 18. Flat world, thomas Friedman <ul><ul><li>#1: Collapse of Berlin Wall --11/'89 : The event not only symbolized the end of the Cold war, it allowed people from other side of the wall to join the economic mainstream. (11/09/1989) </li></ul></ul><ul><ul><li>#2: Netscape : Netscape and the Web broadened the audience for the Internet from its roots as a communications medium used primarily by 'early adopters and geeks' to something that made the Internet accessible to everyone from five-year-olds to eighty-five-year olds. (8/9/1995) </li></ul></ul><ul><ul><li>#3: Workflow software : The ability of machines to talk to other machines with no humans involved. Friedman believes these first three forces have become a “crude foundation of a whole new global platform for collaboration.” </li></ul></ul><ul><ul><li>#4: Open sourcing : Communities uploading and collaborating on online projects. Examples include open source software, blogs, and Wikipedia . Friedman considers the phenomenon &quot;the most disruptive force of all.&quot; </li></ul></ul><ul><ul><li>#5: Outsourcing : Friedman argues that outsourcing has allowed companies to split service and manufacturing activities into components, with each component performed in most efficient, cost-effective way. </li></ul></ul>
  19. 19. Flat world, thomas Friedman <ul><ul><li>#6: Offshoring : Manufacturing's version of outsourcing. </li></ul></ul><ul><ul><li>#7: Supply chaining : Friedman compares the modern retail supply chain to a river, and points to Wal-Mart as the best example of a company using technology to streamline item sales, distribution, and shipping. </li></ul></ul><ul><ul><li>#8: Insourcing : Friedman uses UPS as a prime example for insourcing, in which the company's employees perform services--beyond shipping--for another company. For example, UPS itself repairs Toshiba computers on behalf of Toshiba. The work is done at the UPS hub, by UPS employees. </li></ul></ul><ul><ul><li>#9: In-forming : Google and other search engines are the prime example. &quot;Never before in the history of the planet have so many people-on their own-had the ability to find so much information about so many things and about so many other people&quot;, writes Friedman. </li></ul></ul><ul><ul><li>#10: &quot;The Steroids&quot; : Personal digital devices like mobile phones, iPods, personal digital assistants, instant messaging, and voice over IP or VOIP . </li></ul></ul>
  20. 20. Where is my business in this connected world? Is my business connected?
  21. 21. Is your competitor seated next to you TODAY? What is your competitor doing that you are not doing? What can you find out online about them?
  22. 22. Customer Acquisition strategy <ul><li>What is your current strategy </li></ul><ul><ul><li>How do you get your customer TODAY? </li></ul></ul><ul><ul><li>How do you want acquire your customers FROM TODAY? </li></ul></ul>
  23. 23. Web Marketing
  24. 24. In the “old” days <ul><li>TV, Radio, Print media were CHANNELS </li></ul><ul><ul><li>You either published or consumed media </li></ul></ul><ul><ul><li>Social influence limited to neighbours, family, work colleagues –“people you knew personally” </li></ul></ul><ul><li>Measurement was easy </li></ul><ul><ul><li>Count the heads of those who consumed a channel </li></ul></ul><ul><ul><li>Stratify it into a few social groups if you’re advanced </li></ul></ul><ul><ul><li>Simple, easy, worked fairly well </li></ul></ul>
  25. 25. Audience <ul><li>Demographics </li></ul><ul><li>What technology tools do they use </li></ul><ul><li>Are they in social networks </li></ul><ul><li>Do they publish a blog? </li></ul><ul><li>What do they expect from your portal / site? </li></ul>
  26. 26. Along came the Internet <ul><li>Now millions participate </li></ul><ul><li>Anyone can publish, comment, recommend, draw attention, relay, shape opinions </li></ul><ul><li>Social influence now reaches (and impacts) thousands of people you don’t know –who often trusts you more than they trust traditional publishers </li></ul><ul><li>Think also NETWORK –not channels </li></ul>
  27. 27. Web 2.0 and Marketing New 4Ps Personalization Participation Peer-to-Peer Community Predictive Modeling
  28. 28. Levraging Digital Technology Promoting products and services using online distribution channels to reach consumers in a Timely Relevant Personal Cost Effective Manner
  29. 29. Digital Marketing mediums / networks Online Games SMS / MMS email RSS Instant Messaging IPTV Outdoor Advertising Web Online Gambling
  30. 30. New Media Animation Audio Virtual Worlds Video ROVION Video for your Web Portal
  31. 31. Pull vs. Push Pull Push
  32. 32. FeedCommerce
  33. 33. Something to think about? Who have influence in relation to an issue/brand? (Who should we influence?) Where do they get their influence from (who listens to them)? When the voices are weighed according to their influence on a topic, what is actually being said? What is our position in the influence network compared to the one we desire – to our competitors? What are the trends in the market? Which features of our products/services do the different market segments appreciate.
  34. 34. Weather Information
  35. 35. Application Interfacing
  36. 36. Feed Marketing - the benefits Permission based 100% opt-in Inexpensive to implement Personalized RSS “Web2.0” compliant
  37. 37. Widgets <ul><li>Generic web widgets (web) </li></ul><ul><li>Google Gadgets (hybrid web & homepage) </li></ul><ul><li>Facebook integration </li></ul><ul><li>MySpace widgets (web) </li></ul><ul><li>Spring Widgets (hybrid web & desktop) </li></ul><ul><li>Widgetbox (web) </li></ul><ul><li>Musestorm (RSS-based web) </li></ul><ul><li>Pageflakes (personal homepage) </li></ul><ul><li>Netvibes (personal homepage) </li></ul><ul><li>Microsoft Live! (homepage) </li></ul><ul><li>Yahoo Widgets (desktop) </li></ul><ul><li>Apple Desktop widgets (desktop) </li></ul><ul><li>Vista Desktop widgets (desktop) </li></ul>
  38. 38. Widget samples
  39. 39. Feeds and Widgets [desktop]
  40. 40. Feeds and Widgets [web]
  41. 41. Feeds & SEO – google base
  42. 42. Customers/ Employees/ Partners “ Pull” Channels “ Push” Channels Communication engagement is broken! Email Website SMS Call Centre Offers Promotions Product Updates Events Personalised News Performance Metrics Product News Training Accreditation Partners Blog Updates Order Status Sales Toolkit Emergencies
  43. 43. “ Pull” Channels Blended Multi-channel Push Customers/ Employees/ Partners Email Website SMS Call Center Offers Promotions Product Updates Events Personalised News Performance Metrics Product News Training Accreditation Partners Blog Updates Order Status Sales Toolkit Emergencies Desktop Agents/ Widgets/RSS/IM Handheld Agents
  44. 44. The desktop: good “attention” real estate
  45. 45. A growing number of channels/devices… @ SMS Next? IM Skype VoIP Desktop Alerts Widgets ATTENTION!
  46. 46. A blended multi-channel approach 3 2 - - 1 Sports Alerts ? ? ? ? ? Your notification 4 2 3 - 1 Tracking Alerts 4 3 - 2 1 Breaking News - - 2 - 1 Time based offers 2 1 - - 3 Banking Alert 3 2 - - 1 Traffic Alerts 1 1 1 1 1 Fire/Bomb Alert SMS (Wide adoption, very expensive, high attention value, private) Mobile Push (Requires client soft., portable, high attention value) Email (low attention value, wide adoption, reference) IM (private, cross platform) Desktop/RSS (requires client soft., interruption, branding, economical, interactive, high attention value)
  47. 47. YouTube delivers more than 100 million video views every day with 65,000 new videos uploaded daily Yahoo! Answers had 160 million answers posted in its first 12 months Myspace has 185 million registered users and between 39 and 45 billion page views per month Facebook has 22 million registered users who generate 40 billion page views a month 36% of online American adults consult Wikipedia User-Generated Content Is Everywhere 33 million (26%) have rated a product, service, or person using an online rating system 12 million adult American Internet users (8%) maintain a blog and 57 million users (37%) read blogs Blogs Ratings & Reviews Confidential and Proprietary. © 2006 Bazaarvoice, Inc.
  48. 48. US Customer Research Validates Market Need <ul><li>80% of online shopping time is spent researching products rather than buying them </li></ul><ul><li>59% of their users considered customer reviews to be more valuable than expert reviews </li></ul><ul><li>Online-influenced sales will reach 40% of total U.S. retail sales , or $1 trillion, by 2011 </li></ul>1. JupiterResearch 2006, 2. TechCrunch .3. JupiterResearch 2007 <ul><li>77% of online shoppers seek product reviews before purchasing </li></ul>
  49. 49. Reviews Drive Conversion Highly reviewed products receive more attention from both consumers and retailers ultimately leading to higher sales Data compiled from Bazaarvoice customers
  50. 50. Ratings & Reviews Drive Value Across All Channels Confidential and Proprietary. © 2006 Bazaarvoice, Inc.
  51. 51. After Ratings & Reviews in RSS Drive Higher Clickthroughs Before Burpee drives customer engagement by providing featured product and educational content via RSS . Average daily RSS clickthroughs are 43% higher when Burpee includes customer reviews alongside featured products! Confidential and Proprietary. © 2006 Bazaarvoice, Inc.
  52. 52. Reviews Enhance Offline Marketing & Store Signage Confidential and Proprietary. © 2006 Bazaarvoice, Inc.
  54. 54. And turnaround © Copyright Spannerworks 2007. All rights reserved
  55. 56. <ul><li>“ Google is a reputation management system.” </li></ul><ul><li>Clive Thompson, for Wired </li></ul>
  56. 57. Match your target market to the media <ul><li>So which social networks should you be on? </li></ul><ul><li>You’re probably on them all already! It is impossible to control market conversations about your brand. You need to consider how you participate in these conversations to meet your objectives </li></ul><ul><li>Your strategy should follow the basic principles of marketing </li></ul><ul><ul><li>Who is your target audience? </li></ul></ul><ul><ul><li>Where can they be found on social networks? </li></ul></ul><ul><li>Think about how to use these social networks to achieve your objectives </li></ul>June 2007
  57. 58. Define clear business goals before you do anything <ul><li>There is little point marketing on social networks unless you know what you want to achieve </li></ul><ul><ul><li>Traffic to your website (what for?) </li></ul></ul><ul><ul><li>Registrations (what will you do with them?) </li></ul></ul><ul><ul><li>Advertising / eCommerce / Subscription revenue </li></ul></ul><ul><ul><li>Customer Relationship Management </li></ul></ul><ul><ul><li>Market research </li></ul></ul><ul><ul><li>Media Publicity & PR (how will you measure?) </li></ul></ul><ul><ul><li>Etc etc... </li></ul></ul>June 2007
  58. 59. Marketing on social networks needs a different approach <ul><li>Social networking sites are places frequented by many people . You can use them to lead people into a buying process </li></ul><ul><li>Marketing on these sites can be tricky - members hate overt commercial messages </li></ul><ul><li>The key is first to create a compelling profile (through an offline personality or character associated with your campaign, or possibly via an employee) </li></ul><ul><li>This ‘profile’ can then build a following by creating content that is right for the audience you want to reach out to. </li></ul>June 2007
  59. 60. Create a profile & messages to appeal to the target market MySpace discovered that the momentum effect of consumer-to-consumer (C2C) advertising can account for 70% of a campaign's impact on social networks . Amplification of Message Direct Brand Interaction Brand X
  60. 61. Myspace offers the most overt commercial opportunities June 2007
  61. 62. Create compelling content targeted to your audience <ul><li>Some things to consider re content: </li></ul><ul><li>Think like your target audience - create content that will be useful to them, don’t just plug your products </li></ul><ul><li>Brand your content & widgets – to get your logo across the network </li></ul><ul><li>Use pictures of people on your profile to make it more personal </li></ul><ul><li>Take care of your profile – keep it active and updated, so that visitors come back </li></ul><ul><li>Don’t spam – communicate offers and commercials carefully, to avoid users complaining so MySpace shut you down </li></ul>June 2007 Embedded videos Portable blog Slide show for pictures Don’t forget your business objectives !
  62. 63. Adidas’ profile is a good example <ul><ul><li>Authentic and personal - welcome video message from NBA pro Gilbert. 13,500 friends on the network </li></ul></ul><ul><ul><li>Compelling content - users invited to submit own success stories and videos on training tips – not ‘controlled by Adidas </li></ul></ul><ul><ul><li>Branded - users can download MySpace Skins (page designs) and icons </li></ul></ul><ul><ul><li>Related to business objectives - provides prominent links to buying Adidas gear </li></ul></ul>June 2007 “ impossible is nothing” campaign
  63. 64. User-generated content <ul><li>IDC estimate that by 2010, 70% of web content will be user generated. </li></ul><ul><li>Indicates to web managers that they need a social media strategy to help manage the online brand visibility and reputation </li></ul><ul><li>More UGC will inevitably mean that Internet users are spending less time with branded content and destination site originated content. </li></ul>
  64. 65. 2007 Balanced Tipped Asia Pacific takes the global lead in some key aspects of the digital marketing mix Internet world stats – 36% of world’s online population lives in Asia Mobile penetration remains higher than anywhere else in the world. HK, Aust, Taiwan, are the world’s top 3 mkts Asian users accessing the Internet over their mobile phones exceeds the entire Internet connected population of the US
  65. 66. 2007 Balanced Tipped Asia is driving the digital marketing industry <ul><li>Merrill Lynch predicts – global online spend will reach US$14.5 billion in 2007 </li></ul><ul><ul><li>Increase of 24% from 2006 </li></ul></ul>Asia will be the driving engine Highest growth to come from China, Australia, South Korea and Japan Asia Pac is also the leading edge of many technologies and marketing techniques
  66. 67. 2007 Balanced Tipped Despite all these stats – digital marketing still captures only about 3% of all advertising dollars in the region 3% is remarkably low, considering that the web is among the top 3 consumed media types (TV, Print and Outdoor) Younger demographics users spend the majority of their media time online and on the mobile, often simultaneously consuming other media.
  67. 68. What’s in it for me? unprecedented business opportunities for Marketers, Advertisers and the entire Digital Marketing “ecosystem” of portal, mobile operators, communication service providers, games and entertainment companies, handset manufacturers, interactive agencies and the rest.
  68. 69. Culture in Asia <ul><li>Take NOTE of the DIVERSE culture in Asia </li></ul><ul><li>What may be feasible in one country may not be feasible in another, i.e mobile campaign in Philippines Vs Mobile campaign in Vietnam </li></ul>
  69. 70. Email Marketing <ul><li>Web 2.0 </li></ul><ul><li>Leveraging on Email Marketing </li></ul><ul><li>What to DO </li></ul><ul><li>What NOT to do </li></ul><ul><li>Improving Conversion rates </li></ul><ul><li>Checklist before sending </li></ul><ul><li>Web Analytics </li></ul><ul><li>Testing and Conversion Tracking </li></ul>
  70. 71. Web 2.0 and Marketing New 4Ps Personalization Participation
  71. 72. Email Marketing – Pull vs. Push Pull Push
  72. 73. E-mail 2.0
  73. 74. SAP get the sell/inform balance right
  74. 75. Biggest mistakes with Email Marketing <ul><li>Not having a contact/targeting strategy </li></ul><ul><ul><li>Poor welcome strategy, use of event triggers </li></ul></ul><ul><ul><li>Reactivation strategy, unsubscribe follow-up </li></ul></ul><ul><li>Not using reminders sufficiently . Integration with direct mails. </li></ul><ul><li>Not interactive – simply direct mail delivered by email </li></ul><ul><li>Not having list quality targets </li></ul><ul><ul><li>Number by segment, activity levels </li></ul></ul><ul><li>Not enough care over from and subject line </li></ul><ul><li>Not building the email around the call-to-action </li></ul><ul><li>Not providing sufficient space above the fold </li></ul><ul><li>Not effective with images blocked </li></ul><ul><li>Not using tracking sufficiently </li></ul><ul><li>Not evaluating qualitatively (brand metrics) </li></ul>
  75. 76. How succinct are your subject lines?
  76. 77. Using Eyetracking research to improve Email marketing <ul><li>Heading and subhead copy critical </li></ul><ul><ul><li>First 2-3 words most important </li></ul></ul><ul><ul><li>Make hyperlinked </li></ul></ul><ul><li>Large fonts work well </li></ul><ul><li>Images often missed </li></ul><ul><ul><li>Use text link calls-to-action </li></ul></ul><ul><li>Readers scan down the left of an E-mail </li></ul><ul><li>First part of para important </li></ul><ul><ul><li>F shape eyetrack </li></ul></ul><ul><li>Email intros skipped </li></ul><ul><ul><li>Use to personalise and engage e.g. with hyperlinks </li></ul></ul>Need to deliver Scannability and Skimmability Tips: Use powerful headings Key messages and calls-to-action on left
  77. 78. HP E-newsletter ticks the boxes
  78. 79. Templates that work in the inbox – beware image blocking
  79. 80. Is your email clear within the preview pane? Ensure email width < 500 pixels, key messages on left…
  80. 81. Skills to manage email marketing Web design skills, HTML and web technology and software application usage
  81. 82. Manage Contacts
  82. 83. Create
  83. 84. HTML Message
  84. 85. Text Message TEST!
  85. 86. Send
  86. 87. Reports
  87. 88. DMAS Commercial Electronic Messaging Compliance- Email Marketing Checklist As of 1 June 2007
  88. 89. DMAS Commercial Electronic Messaging Compliance- Email Marketing Checklist As of 1 June 2007
  89. 90. Important elements forming an email marketing campaign Design & copywriting Measurement & Analytics Personalisation Strategy & Campaign Planning Segmentation
  90. 91. Barriers to Effective Use of Email Lack of Skills & Training Lack of Budget / Finances Lack of Strategy Lack of Segmentation Quality of Email Database
  91. 92. Barriers to Effective Integration Disconnected Systems / Technologies Lack of Budget / Finances Lack of Skills & Training Organisation Culture
  92. 93. To work on the following Strategy & Campaign Planning Measurement & Analytics List / Data Quality Segmentation Campaign Optimization
  93. 94. Tips for Measuring ROI <ul><ul><li>Ask each customer how they found out about you. </li></ul></ul><ul><ul><li>Invest in web analytics. </li></ul></ul><ul><ul><li>If you use an email marketing provider that can integrate with your website to track orders </li></ul></ul><ul><ul><li>Monitor other inbound channels (e.g. telephone) and use discount codes / special offers / unique phone numbers to label inquiries and orders. </li></ul></ul><ul><ul><li>Some database systems make this possible without massive investment. </li></ul></ul><ul><ul><li>Allocate and invest time in analysing the performance of each campaign. </li></ul></ul>
  94. 95. Get Your Own House in Order Consolidate and integrate your email campaigns Build effective communications strategy, including Relevance, personalisation, segmentation and targeting Develop a testing strategy Focus on List and Data quality
  95. 96. Choose Your Partners Carefully Follow strategy not features Use agencies for expertise Work with partners Choose an approach based on your set up
  96. 97. Think Strategically: Take the Next Step Quick wins are possible Deliverability Understand the barriers to effective email integration
  97. 98. Search Marketing
  98. 99. Search strategy <ul><li>Traffic Building </li></ul><ul><li>Optimization of website </li></ul><ul><li>Are you found on Google, Yahoo, MSN and other sites </li></ul>
  99. 100. Options Available Website + Microsite Search Marketing # SEO # PPC # Trusted Feeds Online PR # Media Alerting Service Online Partnerships # Link Building # Affiliate Marketing # Sponsorship Interactive Ads # Banners, Rich Media # Dynamic / Behavioural #3 rd party e-newsletters Opt-in-email # Cold email # Co-branded email 3 rd party e-newsletters Viral Marketing # Pass along # Prompted # Incentivized Offline Communications # Advertising # PersonalSelling # Sales Promotion # PR # Sponsorship Offline Communications # Direct Mail # Exhibitions # Packaging # Word of mouth
  100. 101. Search for Flowers
  101. 102. Search for books
  102. 103. How to’s <ul><li>Search Engine Registration / submission </li></ul><ul><ul><li>Yahoo http:// /free/request </li></ul></ul><ul><ul><li>Google http:// </li></ul></ul><ul><li>Keyphrase analysis </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  103. 104. Improving your website ranking <ul><li>Frequency if occurrence in body copy </li></ul><ul><li>Number of inbound links </li></ul><ul><li>Inclusion in directories </li></ul><ul><li>Title HTML tag </li></ul><ul><li>Meta tags </li></ul><ul><li>Hidden graphic text </li></ul>
  104. 105. Online PR
  105. 106. Web Measurement
  106. 107. Server Capacity Kilo- Mega- Terra- Petabytes per second Page Speed Fast Slow Gone Nice Fine OK Painful Sucks
  107. 108. Server Logs Transaction Records for Recovery Surfer http log - “server log” What pages were served to which IP addresses & when? Web Server
  108. 109. Using Web Analytics to Measure: <ul><li>Attention </li></ul><ul><li>Navigation </li></ul><ul><li>Content </li></ul><ul><li>Conversion </li></ul><ul><li>Customer Experience </li></ul>
  109. 110. <ul><li>How good is my advertising creative? </li></ul><ul><li>How good is my public relations? </li></ul><ul><li>How good is my partner program? </li></ul><ul><li>How good are my search engine listings? </li></ul><ul><li>How good are my off-line promotions? </li></ul>Measuring Clicks Reveals:
  110. 111. Attracting Attention <ul><li>Organic Search </li></ul><ul><li>Keyword Pay Per Click </li></ul><ul><li>Banner/Email </li></ul><ul><li>Offline </li></ul>Where are they coming from? What does it cost? Is the traffic worth the expense?
  111. 112. Where do They Come From? <ul><li>Search engines (SEM & SEO) </li></ul><ul><li>Banner ads </li></ul><ul><li>Newsletter ads </li></ul><ul><li>Email marketing </li></ul><ul><li>Directories </li></ul><ul><li>Press releases </li></ul><ul><li>Partner pages </li></ul>
  112. 113. Web Analytics To Improve Navigation <ul><li>What was the first page? </li></ul><ul><li>What did they look at? </li></ul><ul><li>How long did they stay? </li></ul><ul><li>How deep did they click? </li></ul><ul><li>Where/why did they leave? </li></ul><ul><li>What can we learn from their behavior? </li></ul>
  113. 114. Web Site Navigation Divining by Pageviews About Us Product C Product B Events Services Home Products Product A White Paper Specs Price
  114. 115. Product A Products Product B Products Home White Paper Products Product A Web Site Navigation Divining by Clickstream
  115. 116. Content Costs <ul><li>Write copy </li></ul><ul><li>Proof copy </li></ul><ul><li>Create graphics </li></ul><ul><li>Format layout </li></ul><ul><li>Maintain index/site map </li></ul><ul><li>Maintain navigation </li></ul><ul><li>Host & serve </li></ul>Is it worth it?
  116. 117. Did They Buy Anything? (Conversion) <ul><li>Clickthroughs </li></ul><ul><li>& Referrals </li></ul><ul><li>Registration </li></ul><ul><li>Contest entry </li></ul><ul><li>Document download </li></ul><ul><li>Retail coupon print </li></ul><ul><li>Feedback </li></ul><ul><li>Sales </li></ul><ul><li>Leads </li></ul>
  117. 118. Emetrics - Business Metrics for the New Economy
  118. 119. <ul><li>Likely to buy combinations </li></ul><ul><li>Likely to abandon combinations </li></ul><ul><li>Likely upsell </li></ul><ul><li>Likely cross-sell </li></ul>Shopping Cart Analysis Cookies Cake Peanut butter
  119. 121. Customer Experience <ul><li>Brand </li></ul><ul><li>Delight - Frustration </li></ul><ul><li>Reputation </li></ul><ul><li>Customer Satisfaction </li></ul>
  120. 122. Brand Measurement <ul><li>Unaided awareness </li></ul><ul><li>Aided awareness </li></ul><ul><li>Ad recall </li></ul><ul><li>Message association </li></ul><ul><li>Brand favorability </li></ul><ul><li>Intent to purchase </li></ul>
  121. 123. Reputation Management Examples <ul><li>Amazon </li></ul><ul><ul><li>rate this book </li></ul></ul><ul><li>eBay </li></ul><ul><ul><li>rate this vendor/buyer </li></ul></ul><ul><li>Bizrate </li></ul><ul><ul><li>rate this vendor/product/Web site </li></ul></ul><ul><li>Epinions </li></ul><ul><li>rate this vendor/product/Web site </li></ul>
  122. 124. <ul><li>Technology </li></ul><ul><ul><li>How do we get the data? </li></ul></ul><ul><li>Analytics – </li></ul><ul><ul><li>How do we turn the data into information? What’s useful? </li></ul></ul><ul><li>Business Manager – </li></ul><ul><ul><li>What action do we take? How do we determine the impact of that action? </li></ul></ul>Three Skill Sets Required Jim Sterne
  123. 125. Culture of Accountability <ul><li>Continuous improvement </li></ul><ul><li>Embrace risk </li></ul><ul><li>Reward failure </li></ul><ul><li>Numbers aren’t personal </li></ul>
  124. 126. Web Analytics is only Actionable if: <ul><li>1. Business goals are clear </li></ul><ul><li>2. Tech, analytics & biz are aligned </li></ul><ul><li>3. Feedback loop is complete </li></ul>
  125. 127. Feedback Loop Gap Measure Analyze Report Change Cleanse Internal Interpret Plan Capture The Feedback Loop Effect Loop Gap X X
  126. 128. The Road to Website Success <ul><li>How do we make our website better? </li></ul><ul><li>What should we measure? </li></ul>It depends – What constitutes “success”? Who is your audience? What are they trying to accomplish? How well are you helping them get the job done?
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  133. 137. <ul><li>[email_address] </li></ul><ul><li>Skype: garygopinath </li></ul><ul><li>Blog: bizitmktg </li></ul>