Internet Marketing “love the skin you’re in”

BUSIP Program – 2 June 2005Fred Pursell

Do you know your global marketing trivia? Do you know your global marketing trivia?

In the Natural Resources section for this country, the US Dept. of State’s Country Background Notes indicates simply: None

Do you know your e-business trivia?Do you know your e-business trivia?

In the last year what share of purchases were made with various forms of electronic payment (not cash or checks)?

Arrival of the electronics payment generation Arrival of the electronics payment generation

More than $38 out of every $100 is spent with payment forms other than cash and checks

VISA alone processed over $1,000,000,000,000 worth of transactions in the last 12 months

VISA processed an average of $32,000 every second of every day over the last 12 months

Do you know your e-marketing best practices?Do you know your e-marketing best practices?

The secret is in the shoes!

Internet marketing learning objectives Internet marketing learning objectives

Explore how the Web is being used to build brands and customer relationships.

Examine online promotional strategies and tactics, what’s working and why or why not.

Evaluate ways to integrate Internet marketing with traditional marketing vehicles.

Marketing planning is critical to success Marketing planning is critical to success

By failing to plan, you’re planning to fail.

Planning is everything. The plan is nothing.

Examples of failing to plan effectivelyExamples of failing to plan effectively

Cornflakes – Japan

Ketchup – Japan

Baby diapers – Japan

Frozen foods – France

Cake mix – England

McDonalds – Holland

Kentucky Fried Chicken – Brazil

Grape soda – Chile

Topics for today’s class Topics for today’s class

Review Web usability design principles and techniques

Online marketing review process

A new model for online promotion – sponsoring “brilliant content”

e-marketing innovation; e-newsletters, Webcasts, communities, search engines, blogs

Sony case study discussion

The practice of simplicity The practice of simplicity

Web usability design = convenience, ease of use,

and efficiency.

Evaluating Web UsabilityEvaluating Web Usability

Heuristic reviews

Web usability testing

Paper prototyping

Concept and design reviews

Online surveys

User feedback mechanisms

Online polls

Best practices for Web usability designBest practices for Web usability design

Home Page Clarity

Page Title Clarity

Copy “Scannability”

Screen Real Estate Usage

Home Page Accessibility

Text and Background Contrast

Used and Unused Link Differentiation

Visibility of Links

Download Speed

Prioritizing Web usability issuesPrioritizing Web usability issues

1 – Cosmetic: will not affect usability of the site, fix if possible

2 – Minor: user can easily work around the problem, low priority fix

3 – Medium: users stumble on this, but adapt quickly, medium priority

4 – Major: users have difficulty, mandatory fix before site release, or ensure site provides feedback mechanism

5 – Catastrophic: users unable to perform tasks, high priority fix, mandatory to ensure site effectiveness

Step 1 – online marketing reviewStep 1 – online marketing review

1) Product focus

2) Promotional techniques

3) Place for activities

4) Pricing tactics

Step 2 – online marketing review Step 2 – online marketing review

DEMANDCREATION

SALESDEVELOPMENT

PRODUCTPURCHASE

DELIVERYINSTALLATION

ONGOINGSERVICES

advertising

specials

launches

partnering

articles

solutions

e-tools

education

specifications

ideas

configuration

ordering

cross selling

confirmation

set-up

customization

techniques

integration

customer care

updates

support

news

Sales Cycle Phases and Activites

images

tips

payment

help FAQs

maintenance

Step 3 – online marketing reviewStep 3 – online marketing review

Permission-based marketing

Personalization

Purchasing process automation

User-centered design

Value-added content

Affinity programs

Web metrics tools

Globalization and localization

Integrated marketing communications

Step 4 – online marketing review Step 4 – online marketing review

The home page test

Branding and customer experience

Info architecture, navigation, task workflow

User-interface design and page layout

Virtual sales tools

Phases of an Internet marketing projectPhases of an Internet marketing project

1) Enthusiasm

2) Disillusionment

3) Panic

4) Search for the guilty

5) Punishment of the innocent

6) Praise and honors for the non- participants

Big challenges launching products onlineBig challenges launching products online

Internet advertising techniques are not working

Consumers want solutions …not just product offers

Lifestyle needs & passions drive site traffic

Buying behavior integrates online & offline activities

Speed & resource requirements limit partners’ roles

A new model for online promotionA new model for online promotion

“Brilliant content” = Valuable Web-based information, resources, and tools placed where people naturally go to find it.

Lifestyle drives Web trafficLifestyle drives Web traffic

Travel &Vacation

Health &Fitness

CommunityInvolvement Crafts &

Hobbies

Entertainment& News

PersonalGrowth

Spirituality& Values

WorkProductivity

FinancialWell-being

Innovation is defining new solutionsInnovation is defining new solutions

Focus Place Need

Community involvement

Classmates.comMy life then

and now

Travel and vacation

Frommers.comMy island adventure

Crafts and hobbies

Photography.com My pet project

Creating an Online Photo Gallery

Internet partnering exampleInternet partnering example

Information, resources

Co-branded,

Content & links

Information, resources

Orders,

services

Affiliate lifestyle site

Partner hosted site

Vendorinfo.com

Vendorpurchasing.com

Web-user Progression to Qualified Lead

Sony case study discussion Sony case study discussion

1) How is Sony using technology to innovate and deliver new value to consumers?

2) What can you conclude about Sony’s target audience and market segmentation?

3) What sales processes are automated through online information, resources, and tools?

The customer is king The customer is king

Marketing is all about understanding the customer.

“The journey is the reward”

Good luck in your travels!