Web-based Business Marketing


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An introduction to web business marketing, its many potentials and some of its pitfalls

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Web-based Business Marketing

  1. 1. Web-based Business Marketing November 29, 2007
  2. 2. Content <ul><li>Introduction </li></ul><ul><li>Concepts </li></ul><ul><li>Web 2.0 </li></ul><ul><li>New media </li></ul><ul><li>The social web </li></ul><ul><li>The dark side </li></ul><ul><li>Conclusion </li></ul>
  3. 3. Introduction Why Web-based Marketing? <ul><li>Unprecedented opportunity for knowledge-rich organisations </li></ul><ul><li>Cost-effective to build a global brand & reputation </li></ul><ul><li>Instrument for business development </li></ul><ul><li>Many spillovers </li></ul><ul><ul><li>internal communications </li></ul></ul><ul><ul><li>Knowledge management </li></ul></ul><ul><ul><li>Market intelligence </li></ul></ul><ul><ul><li>Project management </li></ul></ul>
  4. 4. Introduction Has something changed?
  5. 5. Introduction The true nature of communication
  6. 6. Concepts Web presence has 4 layers <ul><li>Increasing visits </li></ul><ul><ul><li>Measure by web analytical package </li></ul></ul><ul><ul><li>Unique visitors, visits/visitor, pages/visit </li></ul></ul><ul><li>Assess & improve the quality of visits </li></ul><ul><ul><li>Introduce user interaction </li></ul></ul><ul><li>Measuring the effectiveness of communication </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><li>eMarketing impact/return-on-investment </li></ul>
  7. 7. Concepts Nodes <ul><li>What? </li></ul><ul><ul><li>Consider each page as a mini-campaign </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Clean url, url aliasing </li></ul></ul><ul><ul><li>http://www.leonardo-energy.org/drupal/infrared-heating </li></ul></ul><ul><li>Pros: use in e-mail, bookmark it, link from other sites, natural optimisation for search engines </li></ul><ul><li>Cons: - </li></ul><ul><li>Pitfall: maintain permanent url’s! </li></ul>
  8. 8. Concepts Tagging <ul><li>What? </li></ul><ul><ul><li>A tag is a (relevant) keyword or term associated with or assigned to a piece of information (like picture, article, or video clip), thus describing the item and enabling keyword-based classification of information it is applied to </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Functionality in most content management systems </li></ul></ul><ul><li>Pros: </li></ul><ul><ul><li>Intuitive environment for user navigation </li></ul></ul><ul><ul><ul><li>Increase page views / visit </li></ul></ul></ul><ul><ul><li>Powerful automatic meta-data for search engine optimisation </li></ul></ul><ul><ul><li>Each tag creates a content stream </li></ul></ul><ul><li>Cons: maintaining a consistent tag list; competition </li></ul><ul><li>Pitfall: overtagging </li></ul>
  9. 9. Concepts Tag cloud <ul><li>What? </li></ul><ul><ul><li>A tag cloud (or weighted list in visual design) can be used as a visual depiction of content tags used on a website </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Functionality in most content management systems </li></ul></ul><ul><li>Pros: </li></ul><ul><ul><li>An always up-to-date ‘what’s hot’ indicator </li></ul></ul><ul><ul><li>An ‘about us’ page by enumeration </li></ul></ul><ul><li>Cons: - </li></ul><ul><li>Pitfall: requires good taxonomy design </li></ul>
  10. 10. Concepts Syndication <ul><li>What? </li></ul><ul><ul><li>Web syndication is a form of syndication in which a section of a website is made available for other sites to use </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Create a machine readible content stream </li></ul></ul><ul><ul><li>Automatic in most content management systems </li></ul></ul><ul><li>Pros: </li></ul><ul><ul><li>a ‘what’s new’ service to partners, who then provide highly targeted traffic </li></ul></ul><ul><ul><li>An inbox to the internet for knowledge workers </li></ul></ul><ul><li>Cons: too many streams to choose from </li></ul>
  11. 11. Concepts Community websites <ul><li>User profiles, members list </li></ul><ul><li>Contact other users </li></ul><ul><li>Rating of content </li></ul><ul><li>User comments </li></ul><ul><li>Peer-to-peer forums </li></ul><ul><li>Quiz, FAQ, Surveys </li></ul><ul><li>Community of Practice groups </li></ul><ul><li>Interviews </li></ul>
  12. 12. Web 2.0 Web generations <ul><li>v1.0: the internet </li></ul><ul><ul><li>Resilient communication </li></ul></ul><ul><li>v2.0: the world-wide web html </li></ul><ul><ul><li>Electronic broadcasting </li></ul></ul><ul><li>v2.5: client-side interaction js, flash </li></ul><ul><ul><li>Bells & whistles </li></ul></ul><ul><li>v3.0: embedded languages php/mysql </li></ul><ul><ul><li>Communities </li></ul></ul><ul><li>v4.0: web services rss </li></ul><ul><ul><li>Distributed web applications </li></ul></ul><ul><li>V5.0: what’s next? </li></ul><ul><ul><li>virtual worlds, intelligent websites </li></ul></ul>
  13. 13. Web 2.0 RSS – Really Simple Syndication
  14. 14. Web 20.0 RSS – Really Simple Syndication
  15. 15. Web 20.0 RSS – Really Simple Syndication <ul><li>What can you do with RSS feeds: </li></ul><ul><ul><li>Readers can subscribe to them </li></ul></ul><ul><ul><ul><li>E.g. www.google.com/reader </li></ul></ul></ul><ul><ul><li>You can syndicate to other sites </li></ul></ul><ul><ul><ul><li>E.g. WBCSD syndication on http://www.leonardo-energy.org/drupal/energy_environment </li></ul></ul></ul><ul><ul><li>Automatic RSS to email convertors </li></ul></ul><ul><ul><ul><li>E.g. www.aweber.com </li></ul></ul></ul>
  16. 16. Web 2.0 Why blogging (in business)? <ul><li>Communicate with users </li></ul><ul><li>Brand & reputation building </li></ul><ul><li>Drive traffic to your website </li></ul><ul><li>Project management </li></ul><ul><li>Market intelligence </li></ul><ul><li>Knowledge management </li></ul>
  17. 17. Web 2.0 Types of blogs <ul><li>Company blog </li></ul><ul><li>CEO blog </li></ul><ul><li>Expert / guru blog </li></ul><ul><li>Crisis blog </li></ul><ul><li>Team blog </li></ul><ul><li>Product blog </li></ul>
  18. 18. Web 2.0 Beyond blogs <ul><li>Blog portal </li></ul><ul><ul><li>E.g. www.edublogs.org </li></ul></ul><ul><li>Blogs & corporate site </li></ul><ul><ul><li>E.g. www.leonardo-energy.org </li></ul></ul><ul><li>Blog, corporate site & community </li></ul><ul><ul><li>E.g. www.marketingprofs.com </li></ul></ul><ul><li>Microblogs </li></ul><ul><ul><li>E.g. www.jaiku.com </li></ul></ul>
  19. 19. New media Email marketing <ul><li>(Automatic) digest, flash alert, newsletter / electronic magazine </li></ul><ul><ul><li>Active promotion of website content </li></ul></ul><ul><li>Key success factor: </li></ul><ul><ul><li>Development of permission-based mailing lists </li></ul></ul><ul><li>Metrics: </li></ul><ul><ul><li>open rate </li></ul></ul><ul><ul><li>click-through rate </li></ul></ul><ul><ul><li>conversion rate </li></ul></ul>
  20. 20. New media Web events <ul><li>What: </li></ul><ul><ul><li>Live presentations on the web </li></ul></ul><ul><ul><ul><li>Visuals via browser </li></ul></ul></ul><ul><ul><ul><li>Sound via teleconference or audio broadcast </li></ul></ul></ul><ul><li>How: </li></ul><ul><ul><ul><li>Before the event: Promotion via website, for a & e-mail marketing (typically 5-10,000 hits) </li></ul></ul></ul><ul><ul><ul><li>Event: </li></ul></ul></ul><ul><ul><ul><ul><li>20–120 registrations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>10-40 participants </li></ul></ul></ul></ul><ul><ul><ul><li>After the event: </li></ul></ul></ul><ul><ul><ul><ul><li>Posting presentation (100 – 1000 views @ 2006) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Webcast </li></ul></ul></ul></ul>
  21. 21. New media Webcasts <ul><li>What: </li></ul><ul><ul><li>Narrated interactive presentations on the web </li></ul></ul><ul><ul><ul><li>Both visual & sound via browser </li></ul></ul></ul><ul><ul><ul><li>Not live </li></ul></ul></ul><ul><li>How: </li></ul><ul><ul><li>Speaker provides presentation & script </li></ul></ul><ul><ul><li>Audit scripts </li></ul></ul><ul><ul><li>Narrate script </li></ul></ul><ul><ul><li>Launch webcast (100-7000 views @ 2007) (100-3000 views @ 2006) </li></ul></ul>
  22. 22. New media Minute lectures (& rapid e-learning) <ul><li>What: </li></ul><ul><ul><li>Short tutorials on the web to introduce a topics </li></ul></ul><ul><ul><li>Knowledge broadening rather than deepening </li></ul></ul><ul><li>How: </li></ul><ul><ul><li>10-15 slide ppt converted to Flash </li></ul></ul><ul><ul><li>Up to 2000 views/year </li></ul></ul><ul><li>Also: FAQ lists, howto manuals, quiz, … </li></ul>
  23. 23. New media Podcast/Vidcast <ul><li>Podcast = your own radioshow “to go” </li></ul><ul><li>Vidcast = your own TV channel “to go” </li></ul>&quot;Consumers want to listen to what they want, when they want, on the device of their choosing.&quot; Forrester Research Vice President, Ted Schadler Copyright: conversation.be
  24. 24. The social web Networks <ul><li>Business networks </li></ul><ul><ul><li>LinkedIn, Xing </li></ul></ul><ul><ul><li>Facebook? </li></ul></ul><ul><li>Purpose </li></ul><ul><ul><li>Personal, organisation, industry profiling </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Intelligence </li></ul></ul><ul><ul><li>Knowledge exchange </li></ul></ul>
  25. 25. The social web Bookmarking <ul><li>What? </li></ul><ul><ul><li>Social bookmarking is a web-based service to share Internet bookmarks </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Register, bookmark, tag </li></ul></ul><ul><ul><li>Over 150 services, e.g. http://del.icio.us </li></ul></ul><ul><li>Pros: easy, highly effective for moderate use </li></ul><ul><li>Cons: uncontrolled, no self-promotion, time-consuming </li></ul><ul><li>Pitfall: check service culture </li></ul>
  26. 26. The dark side <ul><li>Low risks for knowledge-rich, legitimate, credible, authentic business organisations </li></ul><ul><li>Some issues need to be managed: </li></ul><ul><ul><li>Spam comments & registrations </li></ul></ul><ul><ul><li>Hackers </li></ul></ul><ul><ul><li>Negative blogs </li></ul></ul><ul><ul><ul><li>Rants: dignified indifference </li></ul></ul></ul><ul><ul><ul><li>Critics: engagement </li></ul></ul></ul><ul><ul><ul><li>Everything in-between </li></ul></ul></ul><ul><ul><li>The web as time machine </li></ul></ul><ul><li>Need for a company policy </li></ul>
  27. 27. Conclusion Barriers to electronic marketing <ul><li>Cultural </li></ul><ul><ul><li>Fear of change </li></ul></ul><ul><ul><li>Lack of imagination </li></ul></ul><ul><ul><li>Image of e-marketing </li></ul></ul><ul><ul><li>Change of habits </li></ul></ul><ul><ul><ul><li>Change in agenda, lifestyle </li></ul></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><li>Organisational </li></ul><ul><ul><li>Lack of resources </li></ul></ul><ul><ul><li>Lack of knowledge & skills </li></ul></ul><ul><ul><li>Integration of the new 4 P’s </li></ul></ul><ul><ul><ul><li>planning, production, publising, promotion functions </li></ul></ul></ul>
  28. 28. Conclusion The 4 + 3 P’s of marketing <ul><li>Conventional </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><li>Additional </li></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Production </li></ul></ul><ul><ul><li>Publishing </li></ul></ul>
  29. 29. Conclusion Agendas of the conventional & e-marketeer <ul><li>6h30 Leave home </li></ul><ul><li>8h00 Flight to city </li></ul><ul><li>10h30 Visit fair (5-10) </li></ul><ul><li>12h30 Lunch with client (1) </li></ul><ul><li>14h00 Seminar presentation (40) </li></ul><ul><li>15h30 Client meetings (2) </li></ul><ul><li>17h00 Leave for airport </li></ul><ul><li>21h00 Back home </li></ul><ul><li>8h30 Leave home </li></ul><ul><li>9h00 Check email (10) </li></ul><ul><li>10h00 Issue ezine (3,000) </li></ul><ul><li>11h00 Create press room on website </li></ul><ul><li>11h30 Webmeeting (7) </li></ul><ul><li>14h00 Webinar (20 + 1000) </li></ul><ul><li>15h00 Brief copywriter </li></ul><ul><li>16h00 Update social networks (3 + 100) </li></ul><ul><li>18h00 Back home </li></ul>
  30. 30. Conclusion Implications for marketing <ul><li>Media no longer have exclusivity to communicate to the market </li></ul><ul><ul><li>Also your company, employees, partners, customers can set up channels </li></ul></ul><ul><li>The market not only listens, but also responds </li></ul><ul><li>Customers find suppliers </li></ul><ul><ul><li>Be easily found </li></ul></ul><ul><li>New culture of openness, authenticity </li></ul><ul><ul><li>Showing real stories & real people </li></ul></ul><ul><ul><li>But content remains king (in business) </li></ul></ul>
  31. 31. Conclusion eTraining & eMarketing programme <ul><li>Session 0 – leveling the field </li></ul><ul><li>Blogs – cultural aspects </li></ul><ul><li>Blogs – practical aspects </li></ul><ul><li>Minute lectures </li></ul><ul><li>E-mail marketing </li></ul><ul><li>Webinars & Webcasts </li></ul><ul><li>Virtual worlds </li></ul><ul><li>New media </li></ul><ul><li>Surveys & Quiz </li></ul><ul><li>E-learning </li></ul><ul><li>Knowledge management </li></ul>