View
1.605
Download
1
Category
Preview:
DESCRIPTION
IMPLEMENTING 360° ONLINE MARKETING presentation at Enterprise Marketing 2.0 conference by Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom
Citation preview
1 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
The 360° Online
Marketing Framework
2 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Michael Buschmann Head of Online Marketing Deutsche Telekom Products & Innovation Darmstadt 42 years 2 children (8 & 4 years)
Kirch New Media
Introducing myself
Employer history Experience (95-today)
Electronic banking
Online payments
eShop solutions
Media Websites
eCommerce
SMS/MMS/iMode/WAP Content
Mobile Content & Services
Web Search /Indexing
Online Marketing
3 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Page Place
General interest
eCommerce / consumer electronics
Special interest / weather
Special interest / football
Special interest / lifestyle men
eCommerce / Music download
eCommerce / Video stream & download
eCommerce / software download eCommerce / games download eCommerce / microstocks
E P G
Web series & short movies
eCommerce / eBooks and eMagazines
Special interest / women
My daily work
Challenge & support a diverse portfolio of internet businesses
eMail Hosting Mediacenter/Storage Internet Security Payment Private Homepages +
4 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet. . . . Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. . . . - Wikipedia -
Online marketing definition
5 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Branding
Web 2.0
Newsletter
CRM
Social Media
SEO
SEM
Online Werbung
E-Mail-Marketing
Affiliate Marketing Cooperations
Mobile Marketing
Viral Marketing
Legal
CMS
Agency steering Integrated campaign
management
User Experience
Usability
Accessibility
Media planning
Market research
Web-Analytics Tracking
KPIs Advertising
media / graphics
Linkbaiting Web 3.0
Heatmap
Frequency Cap
User Generated Content
Contextual Advertising
Keyword-Matching
Social Bookmarking
Blogging Affiliate Rally
Bounce rates
Conversion Optimization Traffic Management
Double Opt-In
Speaking URLs
Black Hat SEO Link infusion
Page Rank
Title Tag
Widget Gadgets
Longtail
Shorttail
Deep Web
Cookie Dropping
Layer Ads
PPC
CPX
Postview
Referrer
Trackback
Redirect
Link popularity Domain popularity
Funnel Analyse
Permission Marketing
A/B Testing Multivariate
Testing
ROMI ROI
Click Fraud
Mash up
Super Affiliate
Mobile Marketing
Online Marketing
Online marketing consists of many ingredients, is strongly driven by technology and develops fast
6 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Main goals in online marketing
DRIVE TRAFFIC Drive qualified traffic to target URL. Sources can be SEO, SEM, Affiliates, Coops, Newsletter, Re-targeting…etc.
1
2 INCREASE CONVERSION Convert incoming traffic successfully into sales or other desired action (download, upload, register, comment, share)
3 BUILD RETENTION Turn one-time-buyers into loyal customers and maximize the customer lifetime value (CLTV).
7 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
SEM SEO
Affiliate Display ads
Coops E-Mail
Social media Type-Ins (Mobile)
Traffic 1
Why traffic, conversion and retention should be managed together
70% CR 30%
CR 10% CR 1-5%
CR
• Design/ usability • Landing pages • Technology • Processes…
Conversion 2
PLAN, MONITOR & OPTIMIZE Make sure 1,2 and 3 are treated as an integrated process. Optimization is a never ending loop! Communicate the successes and make this approach become part of your culture.
4
Cus
tom
er J
ourn
ey
MIN Customer Acquisition Costs (CAC) KPIs
• Direct sales • Indirect sales • Upselling/ cross-selling • Acitivation &
engagement • ECRM
Retention 3MAX Customer
Lifetime Value (CLTV) <
€
8 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
The timeline perspective
9 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Desireable involvement of online marketing During conceptional phase
Konzeption Entwicklung Test Launch Monitoring Konzeption Entwicklung Test Konzeption Entwicklung Launch Test Konzeption Entwicklung Monitoring Launch Test Konzeption Entwicklung Monitoring Launch Testing Conception Dev. End of lifecycle
• URL and naming of navigation, products etc. (SEO) • Demand perception (search volume analysis) • Platform selection (IT SEO) • Information architecture • „Speaking“ URLs • Link strategy (with existing network and 3rd parties) • Supportive features (i.e. social plug-ins) • …
10 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Konzeption Entwicklung Test Launch Monitoring Konzeption Entwicklung Test Konzeption Entwicklung Launch Test Konzeption Entwicklung Monitoring Launch Test Konzeption Entwicklung Monitoring Launch Testing Conception Dev. End of lifecycle
• Impact of design on ranking (SEO) • SEO friendly coding (IT SEO) • Quality and density of content (SEO) • Crawlability (i.e. 404 errors) • IP restrictions (impacting SEO) • Loading time optimization (SEO, CRO) • Web analytics and tracking integration (SEA, Display, Affiliate etc.) • Google Sitemap/ Google News Sitemap (SEO) • …
Success in online marketing is strongly related to IT platforms
11 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Testing is key for increasing conversion Make sure, your IT supports flexible releases
Konzeption Entwicklung Test Launch Monitoring Konzeption Entwicklung Test Konzeption Entwicklung Launch Test Konzeption Entwicklung Monitoring Launch Test Konzeption Entwicklung Monitoring Launch Testing Conception Dev. End of lifecycle
• Set-up right measurement and KPIs (Pre-launch phase)
After launch: • Implement A/B testing or multi-variate testing capabilities
for further frequent testing (CRO) • Make sure you have enough releases and some flexibility in IT
12 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Launching is just the beginning of monitoring
Konzeption Entwicklung Test Launch Monitoring Konzeption Entwicklung Test Konzeption Entwicklung Launch Test Konzeption Entwicklung Monitoring Launch Test Konzeption Entwicklung Monitoring Launch Testing Conception Dev. End of lifecycle
Pre-launch: • Link building via online PR (SEO) • Support launch through relevant campaigns on ATL, SEA, Display etc.
(catching the echo from branding !) • Adapt learnings and adjust media plan , quickly!
13 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Make sure your release planning is open to input from monitoring
Konzeption Entwicklung Test Launch Monitoring Konzeption Entwicklung Test Konzeption Entwicklung Launch Test Konzeption Entwicklung Monitoring Launch Test Konzeption Entwicklung Monitoring Launch Testing Conception Dev. End of lifecycle
• Watch traffic sources and the specific ROI • Watch conversion per channel • Adjust media plan • Make sure campaigns are linked with conversion measures • Make sure reports and business reviews include measures that
describe marketing ability of the product / portal/ service
14 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Even the end of lifecycle can be an oportunity
Konzeption Entwicklung Test Launch Monitoring Konzeption Entwicklung Test Konzeption Entwicklung Launch Test Konzeption Entwicklung Monitoring Launch Test Konzeption Entwicklung Monitoring Launch Testing Conception Dev. End of lifecycle
• Think about how you can use natural traffic (type ins, SEO) for supporting other products
15 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
The organisational perspective
16 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
IT
Controlling
Process Design
HR
Product Marketing
Legal
Communication
Editorial Team
Internal dependencies
Design / Usability
Metadata
Autotagging SEO optimization (on page)
IT SEO
SEO friendly wording
Data security
Open Budgets (ROMI driven)
Seminars / Employee
development
Loading time
Information architecture
Platform selection
Establish right KPIs for steering
Release planning Testing
Online Marketing
Review requirements
Ads creation
Skills
Reporting
Privacy
Terms & conditions
Get bills paid in time (SEA)
17 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
IT
Controlling
Process Design
HR
Product Marketing
Legal
Communication
Editorial Team
Complexity is multiplied by external relationships. Web
agency
IT Solution Procvider
CMS / Shop
Vendor
Web Analysis Provider
Newsletter Marketing
SEO Agency
SEM & Affiliate Agency
Campaign Tracking
Linkbuilding
Agency
Multivariate Testing
Content Partner
PR agency
Online Marketing
18 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
IT
Product Marketing
Communication
Editorial Team
Example: Involvement in SEO
Web agency
IT Solution Procvider
CMS / Shop
Vendor
Web Analysis Provider
SEO Agency
SEM & Affiliate Agency
Linkbuilding
Agency
Content Partner
PR agency
Online Marketing
Online Marketing
19 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
LIST OF PAIN
• Poor IT platform (not flexible, not supportive to SEO)
• Non-sufficient information architecture
• Slow processes do not allow quick fixing
• Skills in online marketing are not sufficient
• Financial process is limiting success in performance marketing
• Reports and business reviews do not reflect online marketing levers
• 3rd party opinion not welcome
What you can expect
20 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Take responsibility!
21 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Make sure the organisation is enabled to support online marketing
5 SET THE BASIS: PROCESSES, STRUCTURE, TOOLS, & SKILLS This is the most difficult part, but there is no way to get around this! Each and every ingredient can potentially hide you from becoming successfull.
22 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Integrated online marketing framework
• Direct sales • Indirect sales • Upselling/ cross-selling • Acitivation &
engagement • CRM
€
SEM SEO
Affiliate Display ads
Coops E-Mail
Social media Type-Ins (Mobile)
4. Plan, monitor & optimize
70% CR 30%
CR 10% CR 1-5%
CR
MIN Customer Acquisition Costs (CAC) MAX Customer Lifetime Value (CLTV) <
• Design/ usability • Landing pages • Technology • Processes…
5. Systems & tools, processes, organization, skills
Performance-orientierted online marketing framework
KPIs
1. Traffic 2. Conversion 3. Retention
54
321
Cus
tom
er J
ourn
ey
23 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
The 360° Online
Marketing Framework
The 360° Online Marketing Framework incalculates all dependencies and relations that have impact on the overall success of marketing efforts.
24 01.09.2011 Deutsche Telekom AG Products & Innovation | Online Marketing | Michael Buschmann
Interplay with our business and product units Se
rvic
e Fu
nctio
ns
Bus
ines
s U
nits
Challenge & Support
Online Marketing
SEO Social Media Performance Marketing
Strategy & Projects
Web Analytics & Conversion
Opt. B2B & Mobile
Social Media Marketing
Web-Analysis management
Tracking
Conversion Optimization
SEM & Affiliate Marketing
B2B and affiliate exchange and development
Mobile Marketing coordination
SEO-management
Operative Realization
Online Marketing Program-Management
Project Setup
Strategy development
Operative Realization Coordination and subject-specific guidance
Page Place Between 2 to 5 FTE working on online marketing, PR and ATL marketing in each unit
- Provide real expertise in all relevant areas of business - Build framework for online marketing excellence (processes, tools, systems, skills) - Lever synergies (conditions, redundancy)
25 01.09.2011 Deutsche Telekom AG Products & Innovation | Online Marketing | Michael Buschmann
Central success factors
Dedicated know-how in all relevant online marketing disciplines and functions required.
Set-up and continuous development of general online marketing know-how
1. Expertise
“You can't control what you can't measure“ Implement and measure key performance indicators 2. Measurability
Implementation of powerful web-analysis and tracking tool is mandatory.
Use state-of-the-art testing tools in order to speed up optimization Increase system’s flexibility in order to support implementation in good
time-2-market
3. Tools & Systems
Fix related processes to support efficient online marketing Modify structure (i.e. if 1,2 and 3 are steered by different departments)
4. Processes & Structures
Holistic communication of requirements concerning technology and processes
Fair teamwork and systematic support Get commitment of management!
5. Acceptance
26 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG
Thank you for listening.
michael.buschmann@telekom.de
Recommended