Risks and rewards of customer experience on the Web.

1. Marketing Communication
Online
Risks and rewards of customer
experience on the Web
Presented by
Ward Tongen

2. A Working Definition
Online Marketing
communications are all
the communications
between the
organization and all
other parties that take
place online.

3. Functional
Differences
• Conventional media Communication
serve as a
communication
channel
• New media function Transaction
as communication,
transaction, and
distribution channels Distribution

4. Then…
“Sometimes when you
concentrate on the details
of a problem, you lose
sight of the overall picture;
in other words you focus
on the unimportant, rather
than on the important
things. You miss the big
picture.”
- Upendran

5. Now…
“Any communication or
marketing professional
needs cross-cultural
research and
communication skills to
be able to succeed in
the future.”
- Marye Tharp

6. Web Design
• User experience
• Web usability
• Make it self-evident

7. The Paradigm Shift

8. Risks

9. Kryptonite

10. 2006 Super Bowl
Search Marketing
Scorecard

11. Rewards

12. Ronaldinho

13. The Future

14. Real World
Applications
Believe in what you stand for.
Blog &/or comment
Listen to your audience
Make it easy for them
Speak in a human voice
Natural, honest, & direct.
Give them what they want!

15. Ask Me Questions
Ward Tongen
Ward@tongen.com
www.tongen.com