Upload
august
View
35
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Creating, Marketing, and Maintaining an Online Business in the Digital Age. What the Numbers Say. - PowerPoint PPT Presentation
Citation preview
Creating, Marketing, and Maintaining an Online Business
in the Digital Age
What the Numbers Say
• “Amid a global financial crisis, US online retail (excluding auto, travel, and prescription drugs) managed to grow 11% in 2009 to reach $155.2 billion. With a 10% compound annual growth rate (CAGR), US online retail sales are forecast to reach $248.7 billion by 2014. Growth in online retail sales will also continue to outpace growth in offline retail sales, as low prices, convenience, and selection drive more shoppers to the Web.” – Forrester Report
Small Business Statistics• 72% report having a website as their online
presence• 65% reported a desire to look credible as the
reason for website creation• 60% stated that a website is critical to success• 82% recommended creating a website• Only 21% of global business have a mobile
version• 83% of consumers research products online
before purchasing
https://www.verisigninc.com/assets/Research-small-business-september2013.pdf
The Two Types of Online Businesses
Entirely online• Ebay • Amazon
Brick and mortar with online section• Apple• Wal-Mart
Why Have an Online Business?• More viewership• Company image• Better customer support• Easily accessible information
• No building costs• The store never closes• Low start up costs• Internet is a part of culture
Why Have an Online Business?
• You can be anywhere in the world• Allows further globalization• Unique and affordable marketing
opportunities• Easier for customers
Why Have an Online Business?
Things to Consider Before Starting
• Do you have an accurate business plan?• Do you have a target market?• Are you prepared for possible success and
growth?
Creating a Website
Branding an Online Business
Online Branding
• Branding: the strategy of how, where, when, and to whom the business is going to communicate with and deliver messages.
• Creates awareness as to what the company stands for.
• Give consumers an idea to latch on to.
Branding Through Website
• Build a website that has an unique and relevant design.– Adidas– Patagonia
• Create an appropriate logo.– Helps consumers recognize your brand
Effective Branding Examples
Brand Likability and Linkability
• One of the most essential pages on your website
• This page helps to connect with your consumers
• Have staff write their own bios• Get connected using social media • Establish your brand as a credible source
How to Market Your Business
Search Engine Optimization
• keyword volume
• keyword relevance
• keyword competition
• keyword focus
Pay Per Click Advertising
Pay Per Click Cont.
• PPC ads are sold in auction
• GoogleAd Words
• Great way to get traffic quickly
What is the difference between SEO and PPC?
Social Media Integration
Importance of Social MediaAccording to Edelman’s
Consumer Marketing Study, 90% of global online consumers want brands to share their content online.
Content Plus reported 70% of consumers would rather get to know a company via content
marketing, such as sponsored articles; however, brands spend
money on ads.
PR Daily reported almost 90% of consumers skip
TV commercials, yet brands spend $19.8 billion
last year on TV sports.
Of the 2014 Super Bowl ads, only 30% translated
into actual consumer purchases as reported by
Bleacher Report.
Developing a Social Media Strategy• Determine which social
media platforms are appropriate for the brand
• Which metrics to track and how to track them
• Target market• Create a sense of brand
consistency across all media platforms
The 3 C’s
• Clarity- quality of being clear and concise
• Consistency- Having a sense of conformity
• Constancy- quality of being dependable
Anticipating Online Growth
Growing the Business
• Think big• Great service drives
growth• Forecast growth• Plan expenses first• Fixed and variable
costs
Potential Mistakes
• Lack of clarity towards target market• Do not grow just for the sake of growth• Being satisfied with the status quo
What to Expect from Future Consumers
• Complete embrace of digital technology: By 2020 retailers will have fully embraced the use of digital technology, including mining consumer data to better understand purchase behavior, fully employing social media, and leveraging two-way communication channels with the workforce, whether in-field, in-store, or during travel.
• Heightened influence of social media: Social media will influence a larger proportion of sales, driven both by consumers and emerging technologies like augmented reality, which enables consumers to "try on" products and share it with social networks for feedback. The next-generation department store: In 2020, the conventional department store will have evolved into an operation fronted by a small number of strategically-placed destination showrooms, which will showcase only the best-in-class items, but will also be able to arrange extremely swift and efficient delivery through online channels at the customer's preference.
• PricewaterhouseCooper Survey
App Development
App Development
• Successful online businesses should consider developing smartphone apps
• Similarly to website development, simple app development can be easy to learn, but difficult to use effectively
• Two major types– iOS apps– Android Apps
Android Apps• Android apps are written in the Java
programming language• Developed through Android SDK• Apps can be uploaded to App markets
immediately
iOS Apps• iOS apps are written in Objective C• Developed through iOS SDK, which can only run on OS
X systems• Releasing iOS apps requires enrollment in the iPhone
Developer Program– Costs $99 per year– Requires Apple’s approval
App Development
• Barriers to entry are higher with iOS app development
• Many people use either Android or iOS devices
• Effective apps are difficult to program• Serious online businesses need apps for
all systems
Overview
• Designing and creating a company website• Branding an online business• Marketing and promotion of online business • Integration of social media • Anticipating growth and app development
www.onlineentreprenuers.com/loginKeyword: COM301Online