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eMarketing Strategies for Sucess
eMarketing eMarketing strategies for strategies for
SuccessSuccess
Gary Gopinathan, CEC, PDM (Asia Pacific)Founder / Director of Consulting and Training
GSQM
eMarketing Strategies for Sucess
DisclaimerDisclaimer
• Any names, brands or trademarks mentioned do not expressively mean that we are promoting or advising that you should adopt such practices.
• You should always consult your consultant to advise on these measures before embarking on any campaigns.
eMarketing Strategies for Sucess
AgendaAgenda
• Digital world today – Globally and in Asean• Technology Leadership• Digital Technologies explained
– Search Engine Optimization– Paid Search Marketing– Podcast / VODcast / Webinar– Video Advertising– Digital Simulation– Game Development
• Usage of these technologies• Innovative creation of these technologies• How digital technology is influencing companies today• How can engineering faculties be ready to ride this wave of
growth• Q & A
eMarketing Strategies for Sucess
Trainer: Gary GopinathanTrainer: Gary Gopinathan
• Gary Gopinathan is a Marketing and Business Consultant with over 10 years of experience in the various aspects of Accounting & Finance, Information Technology
& Software Development, e-Business and Marketing.
• 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
• Gary is a Board Member of the Asia Professional Speakers Singapore and is an Active member of the following associations:
– Marketing Institute of Singapore (MIS)– Web Analytics Association (WAA)– Direct Marketing Association of Singapore (DMAS)– Asia Digital Marketing Association (ADMA)– Search Engine Marketing Professionals Organization (SEMPO)
eMarketing Strategies for Sucess
Digital world today – Digital world today –
• Globally • Asean
eMarketing Strategies for Sucess
Technology Leadership
• Technology leadership is business or industry leadership
• World is flat
eMarketing Strategies for Sucess
Digital Technologies explained
– Search Engine Optimization– Paid Search Marketing– Podcast / VODcast / Webinar– Video Advertising– Digital Simulation– Gaming
eMarketing Strategies for Sucess
History & Growth of InternetHistory & Growth of Internet
eMarketing Strategies for Sucess
Marketing FundamentalsMarketing Fundamentals
• 4P’s– Product | Price | Place | Promotion
• PEST– Politics | Economy | Social | Technology
• SWOT– Strength | Weakness | Opportunity | threat
eMarketing Strategies for Sucess
Customer Contact FundamentalsCustomer Contact Fundamentals
• Where are you touching your customers FIRST
• Are you repeated touching your customers and through which medium?
eMarketing Strategies for Sucess
Introduction to eMarketingIntroduction to eMarketing
• Digital Marketing is
Applying digital technologies which form online channels to market … (web, email, database, plus mobile / wireless and digital TV)
to …contribute to marketing activities aimed at achieving profitable acquisitions and retention of customers
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
eMarketing Strategies for Sucess
SOSTAC Planning FrameworkSOSTAC Planning Framework
Situation Analysis
Control
Actions
Tactics
objectives
Strategy
eMarketing Strategies for Sucess
Types of online PresenceTypes of online Presence
• Transactional ecommerce site• Service-oriented relationship building site• Brand building site• Portal or media site
eMarketing Strategies for Sucess
Alternative relationshipsAlternative relationships
EM EC
EB
E-marketing has some overlap with e-Commerce and eBusiness
a)
b)
EM = EC = EBEC
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)
eMarketing Strategies for Sucess
ObjectivesObjectives
• Failures due to not agreeing to clearly defined objectives and razor sharp strategies.
– Grow Sales– Add value– Get closer to customer (tracking, ask questions, creating dialogue,
learning about them)– Save costs (of service, sales transactions and admin, print and post)– Extend brand online
eMarketing Strategies for Sucess
ObjectiveObjective
• Sell – using the internet as a sales tool– DELL, IBM, General Electric
• Serve – using the internet as a customer service tool– FEDex, DHL – package tracking tool
• Speak – using the Internet as a communication tool– Press Release
• Save – using the Internet for cost reduction– Web based customer service, Annual report sales literature, user
manuals, cheaper phone calls (SKYPE)
• Sizzle – Using the Internet as a brand-building tool
eMarketing Strategies for Sucess
Communication channelsCommunication channels
Online Games
SMS / MMS
RSS
Instant Messaging
IPTV
Outdoor Advertising
WebOnline
Gambling
Offline media
eMarketing Strategies for Sucess
Flat world, thomas FriedmanFlat world, thomas Friedman
#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)
#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)
#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.”
#4: Open sourcing: Communities uploading and collaborating on online projects. Examples include open source software, blogs, and Wikipedia. Friedman considers the phenomenon "the most disruptive force of all."
#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.
eMarketing Strategies for Sucess
Flat world, thomas FriedmanFlat world, thomas Friedman
#6: Offshoring: Manufacturing's version of outsourcing.
#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.
#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.
#9: In-forming: Google and other search engines are the prime example. "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", writes Friedman.
#10: "The Steroids": Personal digital devices like mobile phones, iPods, personal digital assistants, instant messaging, and voice over IP or VOIP.
eMarketing Strategies for Sucess
Where is my business in this Where is my business in this connected world?connected world?
Is my business connected?Is my business connected?
eMarketing Strategies for Sucess
Is your competitor seated next to Is your competitor seated next to you TODAY?you TODAY?
What is your competitor doing that What is your competitor doing that you are not doing?you are not doing?
What can you find out online about What can you find out online about them?them?
eMarketing Strategies for Sucess
Customer Acquisition strategyCustomer Acquisition strategy
• What is your current strategy
– How do you get your customer TODAY?– How do you want acquire your customers
FROM TODAY?
eMarketing Strategies for Sucess
Web MarketingWeb Marketing
eMarketing Strategies for Sucess
In the “old” daysIn the “old” days
• TV, Radio, Print media were CHANNELS– You either published or consumed media– Social influence limited to neighbours, family, work
colleagues –“people you knew personally”
• Measurement was easy– Count the heads of those who consumed a channel – Stratify it into a few social groups if you’re advanced– Simple, easy, worked fairly well
eMarketing Strategies for Sucess
AudienceAudience
• Demographics• What technology tools do they use• Are they in social networks• Do they publish a blog?• What do they expect from your portal /
site?
eMarketing Strategies for Sucess
Along came the InternetAlong came the Internet
• Now millions participate• Anyone can publish, comment, recommend, draw
attention, relay, shape opinions• Social influence now reaches (and impacts)
thousands of people you don’t know –who often trusts you more than they trust traditional publishers
• Think also NETWORK –not channels
eMarketing Strategies for Sucess
Web 2.0 and Web 2.0 and Marketing New 4PsMarketing New 4Ps
Personalization
Participation
Peer-to-Peer Community
Predictive Modeling
eMarketing Strategies for Sucess
Levraging Digital TechnologyLevraging Digital Technology
Promoting products and services using online distribution channels to reach
consumers in a Timely
Relevant
Personal
Cost Effective Manner
eMarketing Strategies for Sucess
Digital MarketingDigital Marketingmediums / networksmediums / networks
Online Games
SMS / MMS
RSS
Instant Messaging
IPTV
Outdoor Advertising
WebOnline
Gambling
eMarketing Strategies for Sucess
New MediaNew Media
Animation
Audio
Virtual Worlds
Video
ROVION Video for ROVION Video for your Web Portalyour Web Portal
www.rovion.com
eMarketing Strategies for Sucess
Pull vs. PushPull vs. Push
Pull
Push
eMarketing Strategies for Sucess
FeedCommerceFeedCommerce
eMarketing Strategies for Sucess
Something to think about?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.
eMarketing Strategies for Sucess
Weather InformationWeather Information
eMarketing Strategies for Sucess
Application InterfacingApplication Interfacing
eMarketing Strategies for Sucess
Feed Marketing - the benefitsFeed Marketing - the benefits
Permission
based 100% opt-in
Inexpensive to implement
Personalized
RSS“Web2.0” compliant
eMarketing Strategies for Sucess
WidgetsWidgets
• Generic web widgets (web)• Google Gadgets (hybrid web & homepage)• Facebook integration• MySpace widgets (web)• Spring Widgets (hybrid web & desktop)• Widgetbox (web)• Musestorm (RSS-based web)• Pageflakes (personal homepage)• Netvibes (personal homepage)• Microsoft Live! (homepage)• Yahoo Widgets (desktop)• Apple Desktop widgets (desktop)• Vista Desktop widgets (desktop)
eMarketing Strategies for Sucess
Widget samplesWidget samples
eMarketing Strategies for Sucess
Feeds and Widgets Feeds and Widgets [desktop][desktop]
eMarketing Strategies for Sucess
Feeds and Widgets Feeds and Widgets [web][web]
eMarketing Strategies for Sucess
Feeds & SEO – Feeds & SEO – google basegoogle base
eMarketing Strategies for Sucess
Customers/Employees/
PartnersEmail
Website
SMS
Call Centre
Offers
Promotions
ProductUpdates
Events
PersonalisedNews
PerformanceMetrics
ProductNews
Training
Accreditation
Partners
BlogUpdates
OrderStatus
SalesToolkit
Emergencies
“Pull” Channels
“Push” Channels
Communicationengagement is
broken!
eMarketing Strategies for Sucess
Website
SMS
Call Center
Offers
Promotions
ProductUpdates
Events
PersonalisedNews
PerformanceMetrics
ProductNews
Training
Accreditation
Partners
BlogUpdates
OrderStatus
SalesToolkit
Emergencies
Desktop Agents/Widgets/RSS/IM
Handheld Agents
“Pull” Channels
Blended Multi-channel Push
Customers/Employees/
Partners
eMarketing Strategies for Sucess
The desktop: The desktop: good “attention” real estategood “attention” real estate
eMarketing Strategies for Sucess
A growing number of A growing number of channels/devices…channels/devices…
@SMS
Next?
IM
Skype
VoIP
DesktopAlertsWidgets
ATTENTION!
eMarketing Strategies for Sucess
Desktop/RSS(requires client
soft., interruption, branding,
economical, interactive, high attention value)
IM(private, cross
platform)
Email(low attention value, wide adoption, reference)
Mobile Push
(Requires client soft., portable,
high attention
value)
SMS(Wide adoption, very expensive, high attention value, private)
Fire/Bomb Alert 11 11 11 11 11
Traffic Alerts 11 -- -- 22 33Time based offers 11 -- 22 -- --
Banking Alert 33 -- -- 11 22Tracking Alerts 11 -- 33 22 44
Breaking News 11 22 -- 33 44
Sports Alerts 11 -- -- 22 33Your notification ?? ?? ?? ?? ??
A blended multi-channel approachA blended multi-channel approach
eMarketing Strategies for Sucess
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
47
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.
eMarketing Strategies for Sucess
48
US Customer Research Validates Market Need
• 80% of online shopping timeis spent researching products rather than buying them
• 59% of their users considered customer reviews to be more valuable than expert reviews
• Online-influenced sales will reach 40% of total U.S. retail sales, or $1 trillion, by 2011
1. JupiterResearch 2006, 2. TechCrunch .3. JupiterResearch 2007
• 77% of online shoppers seek product reviews before purchasing
eMarketing Strategies for Sucess
Reviews Drive ConversionReviews Drive Conversion
49
Highly reviewed products receive more attention from both consumers and retailers ultimately leading to higher sales
Data compiled from Bazaarvoice customers
eMarketing Strategies for Sucess
Confidential and Proprietary. © 2006 Bazaarvoice, Inc. 50
Ratings & Reviews Ratings & Reviews Drive Value Across All ChannelsDrive Value Across All Channels
eMarketing Strategies for Sucess
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.
eMarketing Strategies for Sucess
52 52
Reviews Enhance Offline Marketing & Store Signage
Confidential and Proprietary. © 2006 Bazaarvoice, Inc.
eMarketing Strategies for Sucess
BE USEFUL TO THEM
SEE THE WEB LIKE A SEARCH ENGINE
UNDERSTAND YOUR NETWORKS
LEARN FROM SOCIAL MEDIA’S SUCCESS
eMarketing Strategies for Sucess
And turnaroundAnd turnaround
54 © Copyright Spannerworks 2007. All rights reserved
eMarketing Strategies for Sucess
eMarketing Strategies for Sucess
“Google is a reputation management system.”
Clive Thompson, for Wired
eMarketing Strategies for Sucess
Match your target Match your target market to the mediamarket to the media
So which social networks should you be on?
• 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
• Your strategy should follow the basic principles of marketing
– Who is your target audience?– Where can they be found on social networks?
Think about how to use these social networks to achieve your objectives
June 2007
eMarketing Strategies for Sucess
June 2007
Define clear business goals before you do Define clear business goals before you do anythinganything
There is little point marketing on social networks unless you know what you want to achieve
– Traffic to your website (what for?)– Registrations (what will you do with them?)– Advertising / eCommerce / Subscription revenue– Customer Relationship Management– Market research– Media Publicity & PR (how will you measure?)– Etc etc...
eMarketing Strategies for Sucess
Marketing on social networks needs a Marketing on social networks needs a different approachdifferent approach
• Social networking sites are places frequented by many people. You can use them to lead people into a buying process
• Marketing on these sites can be tricky - members hate overt commercial messages
• The key is first to create a compelling profile (through an offline personality or character associated with your campaign, or possibly via an employee)
• This ‘profile’ can then build a following by creating content that is right for the audience you want to reach out to.
June 2007
eMarketing Strategies for Sucess
Create a profile & messages to appeal to the target Create a profile & messages to appeal to the target marketmarket
Ampl
ifica
tion
of M
essa
ge
Direct Brand
Interaction
Brand
X
MySpace discovered that the momentum effect of consumer-to-consumer (C2C) advertising can account for 70% of a campaign's impact on social networks.
eMarketing Strategies for Sucess
June 2007
Myspace offers the most overt commercial Myspace offers the most overt commercial opportunitiesopportunities
eMarketing Strategies for Sucess
June 2007
Create compelling content targeted to your Create compelling content targeted to your audienceaudience
Some things to consider re content:
• Think like your target audience - create content that will be useful to them, don’t just plug your products
• Brand your content & widgets – to get your logo across the network
• Use pictures of people on your profile to make it more personal
• Take care of your profile – keep it active and updated, so that visitors come back
• Don’t spam – communicate offers and commercials carefully, to avoid users complaining so MySpace shut you down
Embedded videoswww.MySpace.com
Portable blogwww.widgetbox.com
Slide show for pictureswww.rockyou.com
Don’t forget your business objectives!
eMarketing Strategies for Sucess
June 2007
Adidas’ profile is a Adidas’ profile is a good examplegood example – Authentic and personal -
welcome video message from NBA pro Gilbert. 13,500 friends on the network
– Compelling content - users invited to submit own success stories and videos on training tips – not ‘controlled by Adidas
– Branded - users can download MySpace Skins (page designs) and icons
– Related to business objectives - provides prominent links to buying Adidas gear
www.myspace.com/Adidas “impossible is nothing” campaign
eMarketing Strategies for Sucess
User-generated content User-generated content
• IDC estimate that by 2010, 70% of web content will be user generated.
• Indicates to web managers that they need a social media strategy to help manage the online brand visibility and reputation
• More UGC will inevitably mean that Internet users are spending less time with branded content and destination site originated content.
eMarketing Strategies for Sucess
2007 Balanced Tipped2007 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
eMarketing Strategies for Sucess
2007 Balanced Tipped2007 Balanced Tipped
Asia is driving the digital marketing industry
Merrill Lynch predicts – global online spend will reach US$14.5 billion in 2007Increase of 24% from 2006
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
eMarketing Strategies for Sucess
2007 Balanced Tipped2007 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.
eMarketing Strategies for Sucess
What’s in it for me?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.
eMarketing Strategies for Sucess
Culture in AsiaCulture in Asia
• Take NOTE of the DIVERSE culture in Asia
• What may be feasible in one country may not be feasible in another, i.e mobile campaign in Philippines Vs Mobile campaign in Vietnam
eMarketing Strategies for Sucess
Email MarketingEmail Marketing
• Web 2.0• Leveraging on Email Marketing• What to DO• What NOT to do• Improving Conversion rates• Checklist before sending• Web Analytics• Testing and Conversion Tracking
eMarketing Strategies for Sucess
Web 2.0 and Web 2.0 and Marketing New 4PsMarketing New 4Ps
Personalization
Participation
eMarketing Strategies for Sucess
Email Marketing – Email Marketing – Pull vs. PushPull vs. Push
Pull
Push
eMarketing Strategies for Sucess
E-mail 2.0E-mail 2.0
eMarketing Strategies for SucessSAP get the sell/inform SAP get the sell/inform balance rightbalance right
eMarketing Strategies for Sucess
Biggest mistakes with Biggest mistakes with Email MarketingEmail Marketing
1. Not having a contact/targeting strategy– Poor welcome strategy, use of event triggers– Reactivation strategy, unsubscribe follow-up
2. Not using reminders sufficiently. Integration with direct mails.
3. Not interactive – simply direct mail delivered by email4. Not having list quality targets
– Number by segment, activity levels5. Not enough care over from and subject line6. Not building the email around the call-to-action7. Not providing sufficient space above the fold8. Not effective with images blocked9. Not using tracking sufficiently10. Not evaluating qualitatively (brand metrics)
eMarketing Strategies for Sucess
How succinct are your How succinct are your subject lines?subject lines?
eMarketing Strategies for Sucess
Using Eyetracking research Using Eyetracking research to improve Email marketingto improve Email marketing
1. Heading and subhead copy critical• First 2-3 words most important• Make hyperlinked
2. Large fonts work well3. Images often missed
• Use text link calls-to-action
4. Readers scan down the left of an E-mail
5. First part of para important• F shape eyetrack
6. Email intros skipped • Use to personalise and engage
e.g. with hyperlinks
Need to deliverScannability and Skimmability
Tips: Use powerful headingsKey messages and calls-to-action on left
eMarketing Strategies for Sucess
HP E-newsletter ticks the boxesHP E-newsletter ticks the boxes
eMarketing Strategies for Sucess
Templates that work in the inbox – Templates that work in the inbox – beware image blockingbeware image blocking
eMarketing Strategies for Sucess
Is your email clear within the preview pane?Is your email clear within the preview pane?Ensure email width < 500 pixels, key messages on left…Ensure email width < 500 pixels, key messages on left…
eMarketing Strategies for Sucess
Skills to manage email marketingSkills to manage email marketing
Web design skills, HTML and web Web design skills, HTML and web technology and software application usagetechnology and software application usage
eMarketing Strategies for Sucess
Manage ContactsManage Contacts
eMarketing Strategies for Sucess
CreateCreate
eMarketing Strategies for Sucess
HTML MessageHTML Message
eMarketing Strategies for Sucess
Text Text MessageMessage
TEST!
eMarketing Strategies for Sucess
SendSend
eMarketing Strategies for Sucess
ReportsReports
eMarketing Strategies for Sucess
DMAS Commercial Electronic Messaging DMAS Commercial Electronic Messaging Compliance- Email Marketing ChecklistCompliance- Email Marketing ChecklistAs of 1 June 2007As of 1 June 2007
eMarketing Strategies for Sucess
DMAS Commercial Electronic Messaging DMAS Commercial Electronic Messaging Compliance- Email Marketing ChecklistCompliance- Email Marketing ChecklistAs of 1 June 2007As of 1 June 2007
eMarketing Strategies for Sucess
Important elements forming an Important elements forming an email marketing campaignemail marketing campaign
Design & copywriting
Measurement & Analytics
Personalisation
Strategy & Campaign Planning
Segmentation
eMarketing Strategies for Sucess
Barriers to Effective Barriers to Effective Use of EmailUse of Email
Lack of Skills & Training
Lack of Budget / Finances
Lack of Strategy
Lack of Segmentation
Quality of Email Database
eMarketing Strategies for Sucess
Barriers to Effective Barriers to Effective IntegrationIntegration
Disconnected Systems / Technologies
Lack of Budget / Finances
Lack of Skills & Training
Organisation Culture
eMarketing Strategies for Sucess
To work on To work on the followingthe following
Strategy & Campaign Planning
Measurement & Analytics
List / Data Quality
Segmentation
Campaign Optimization
eMarketing Strategies for Sucess
Tips for Measuring ROITips for Measuring ROI
Ask each customer how they found out about you. Invest in web analytics. Invest in web analytics. If you use an email marketing provider that can integrate
with your website to track orders Monitor other inbound channels (e.g. telephone) and use
discount codes / special offers / unique phone numbers to label inquiries and orders.
Some database systems make this possible without massive investment.
Allocate and invest time in analysing the performance of each campaign.
eMarketing Strategies for Sucess
Get Your OwnGet Your OwnHouse in OrderHouse 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
eMarketing Strategies for Sucess
Choose Your Choose Your Partners CarefullyPartners Carefully
Follow strategy not features
Use agencies for expertise
Work with partners
Choose an approach based on your set up
eMarketing Strategies for Sucess
Think Strategically: Think Strategically: Take the Next StepTake the Next Step
Quick wins are possible
Deliverability
Understand the barriers to effective email integration
eMarketing Strategies for Sucess
Search MarketingSearch Marketing
eMarketing Strategies for Sucess
Search strategySearch strategy
• Traffic Building• Optimization of website• Are you found on Google, Yahoo, MSN
and other sites
eMarketing Strategies for Sucess
Options AvailableOptions 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#3rd party e-newsletters
Opt-in-email# Cold email
# Co-branded email3rd 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
eMarketing Strategies for Sucess
Search for FlowersSearch for Flowers
eMarketing Strategies for Sucess
Search for booksSearch for books
eMarketing Strategies for Sucess
How to’sHow to’s
• Search Engine Registration / submission– Yahoo http://submit.search.yahoo.com/free/request
– Google http://www.google.com/addurl.html • Keyphrase analysis
– https://adwords.google.com/select/KeywordToolExternal– http://inventory.overture.com/d/searchinventory/suggestion/
eMarketing Strategies for Sucess
Improving your website rankingImproving your website ranking
• Frequency if occurrence in body copy• Number of inbound links• Inclusion in directories• Title HTML tag• Meta tags• Hidden graphic text
eMarketing Strategies for Sucess
Online PROnline PR
eMarketing Strategies for Sucess
Web MeasurementWeb Measurement
eMarketing Strategies for Sucess
Server CapacityServer Capacity
Kilo- Mega- Terra- Petabytes per second
Page Speed
Fast
NiceFine
OKPainful
SucksSlow Gone
eMarketing Strategies for Sucess
Server LogsServer LogsTransaction Records for RecoveryTransaction Records for Recovery
Surfer
http log - “server log”What pages were served to which IP addresses & when?
WebServer
eMarketing Strategies for Sucess
Using Web Analytics to Measure:Using Web Analytics to Measure:
• Attention• Navigation• Content• Conversion• Customer Experience
eMarketing Strategies for Sucess
• How good is my advertising creative?• How good is my public relations?• How good is my partner program?• How good are my search engine listings?• How good are my off-line promotions?
Measuring Clicks Reveals:Measuring Clicks Reveals:
eMarketing Strategies for Sucess
Attracting AttentionAttracting Attention
• Organic Search • Keyword Pay Per Click • Banner/Email • Offline
Where are they coming from?What does it cost?Is the traffic worth the expense?
eMarketing Strategies for Sucess
Where do They Come From?Where do They Come From?
• Search engines (SEM & SEO)• Banner ads• Newsletter ads• Email marketing• Directories• Press releases• Partner pages
eMarketing Strategies for Sucess
Web AnalyticsWeb AnalyticsTo Improve NavigationTo Improve Navigation
• What was the first page?• What did they look at?• How long did they stay?• How deep did they click?• Where/why did they leave?• What can we learn from their behavior?
www.gsqm.comwww.garygopinathan.com
eMarketing Strategies for Sucess
About Us Product C
Product B
Events
Services
Web Site NavigationWeb Site NavigationDivining by PageviewsDivining by Pageviews
Home
ProductsProduct A
WhitePaper
Specs
Price
www.gsqm.comwww.garygopinathan.com
eMarketing Strategies for Sucess
Product AProducts
Product BProducts
Home WhitePaperProducts Product A
Web Site NavigationWeb Site NavigationDivining by ClickstreamDivining by Clickstream
eMarketing Strategies for Sucess
Content CostsContent Costs
• Write copy• Proof copy• Create graphics• Format layout• Maintain index/site map• Maintain navigation• Host & serve
Is it worth it?
www.gsqm.comwww.garygopinathan.com
eMarketing Strategies for Sucess
• Sales
Did They Buy Anything?Did They Buy Anything?(Conversion)(Conversion)
• Clickthroughs• & Referrals
• Registration• Contest entry• Document download• Retail coupon print• Feedback• Leads
eMarketing Strategies for Sucess
Emetrics - Business Metrics for the New Economy
eMarketing Strategies for Sucess
• Likely to buy combinations• Likely to abandon combinations• Likely upsell• Likely cross-sell
Shopping Cart AnalysisShopping Cart Analysis
CookiesCake
Peanut butter
eMarketing Strategies for Sucess
eMarketing Strategies for Sucess
Customer ExperienceCustomer Experience
• Brand • Delight - Frustration• Reputation• Customer Satisfaction
eMarketing Strategies for Sucess
Brand MeasurementBrand Measurement
• Unaided awareness• Aided awareness • Ad recall• Message association• Brand favorability• Intent to purchase
eMarketing Strategies for Sucess
Reputation Management Reputation Management ExamplesExamples
Amazon– rate this book
eBay– rate this vendor/buyer
Bizrate– rate this vendor/product/Web site
Epinions•rate this vendor/product/Web site
eMarketing Strategies for Sucess
• Technology – How do we get the data?
• Analytics – – How do we turn the data into information? What’s useful?
• Business Manager – – What action do we take? How do we determine the impact of
that action?
Three Skill Sets RequiredThree Skill Sets Required
Jim Sterne www.targeting.com
eMarketing Strategies for Sucess
Culture of AccountabilityCulture of Accountability
• Continuous improvement• Embrace risk• Reward failure• Numbers aren’t personal
eMarketing Strategies for Sucess
Web Analytics is only Actionable if:Web Analytics is only Actionable if:
1. Business goals are clear2. Tech, analytics & biz are aligned3. Feedback loop is complete
eMarketing Strategies for Sucess
Measure
Analyze
Report
Change
Cleanse Internal
Interpret
Plan
Capture
The Feedback
LoopLoopGap
Effect
Feedback Loop GapFeedback Loop Gap
XX
eMarketing Strategies for Sucess
The Road to Website SuccessThe Road to Website Success
• How do we make our website better?• What should we measure?
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?
eMarketing Strategies for Sucess
http://www.barnesandnoble.com/
eMarketing Strategies for Sucess
http://www.barnesandnoble.com/
eMarketing Strategies for Sucess
http://www.barnesandnoble.com/
eMarketing Strategies for Sucess
http://www.barnesandnoble.com/
eMarketing Strategies for Sucess
http://www.barnesandnoble.com/
eMarketing Strategies for Sucess
http://www.barnesandnoble.com/
eMarketing Strategies for Sucess
eMarketing Strategies for Sucess