WEB MARKETING IN 2010 WHAT'S UP?

Ralph Van Coillie

Exclusive presentation for

Ralph Van Coillie“Turn knowledge into revenue” May 2010

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RALPH VAN COILLIE

Visionary, pragmatic and strong leader with the ability to drive the development and implementation of strategic online marketing and Information Technologies activities on a global basis, capable of establishing tactical plans and be accountable for results.

+ 20 years of extensive and creative market and Business development, + 20 years of extensive and creative market and Business development, +10 years at the international level, +14 years of optimizing and re-engineering processes, +10 years of human resource management mainly with artists, programmers and sales people.+7 years of University Education, BBA, MRI & MBA+2000 hours of training, coaching and several speeches to professional associations.

http://ca.linkedin.com/in/rvancoillie rvancoillie 2

AGENDA

The best practices

1. - High level strategy

2. - Management concept

00:45Min.

3. - Marketing tactics

My best advise based on Business cases

Available at the end

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Appendix•Marketing analytic charts and graph

THE ULTIMATE BUSINESS GOAL

Quantitative Qualitative

Generate a valuable perception

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AS A MARKETERS YOU HAVE

3 CLIENTS!3 CLIENTS!00:44Min.

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SHAREHOLDERS ARE YOUR FIRST CLIENT

Deliver financial “ Value” to shareholders

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CUSTOMERS ARE YOUR MISSION!

Deliver the right Costumer “experience”

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SEARCH ENGINES ARE YOUR NEW ONE!

¢ Load Time

¢ Keyword Density/semantic

¢ META Tags

New rules to follow! New Virtual Players!

¢ META Tags

¢ Canonicalization

¢ Compression

¢ Redirect

¢ Caching

¢ Backlinks

¢ XML sitemap

¢ …and more 8

NOW, YOU HAVE 2 OFFICES TO MANAGE!

Traditional B2B office Virtual office

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AS AN ONLINE MARKETER, WHAT ARE YOU FOCUSING ON?

00:38Min.

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FOCUS ON WHAT YOU CAN CONTROL…

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BUT CAN I STRATEGIZE IN THIS NEW CHANNEL?

“ Online Marketing Strategy” is long term planning and big-picture maneuvering”

i-marketing

+240M Hostnames, + 80M Web sites, +1.3B surfers

Internet marketing

i-marketing

web-marketing

Search Engine Marketing

e-Marketing

This channel is Faster, Measurable, Personalizable & Accessible

But without identity12

YES IT’S POSSIBLE TO STRATEGIZE IN THIS

NEW CHANNEL

1-Define your Brand 2-Map your Brand

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DON’T BE LOST, KEEP IT SIMPLE! MY SWOT/ROADMAP AT ICE;

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YOUR EMARKETING ROLE IS EVOLVING AND

NEED TO BE ORGANIZED

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DON’T BE AFRAID TO SCORECARD YOU!

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Price

Product

Promotion

Solution

Information

Value

BALANCE YOUR

MARKETING MIX

WITH THE RIGHT TACTICS

00:25Min.

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Pipeline

Value

Access

MEASURE THE ROI FOR EACH TACTICS

Q2 2008 B2B Marketing Effectiveness Online Survey, Forrester Research

Highly Effective

1- Executive seminar, 2- Inside sale, 3- Webinars 4- PPC

Usage

1- eMail, 2- PR, 3-Trade Show

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INBOUND MARKETING IS MORE EFFECTIVE

CPL at $332

CPL at $134 (-60%)

CPL at $332

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SOCIAL MEDIA, YOUR NEW “VIRTUAL 5 TO 7”…

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MAKE SURE YOU SET THE RIGHT GOAL

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SOCIAL MEDIA, CAPITALIZE ON THE RIGHT ONE

B2C is Facebook at 68%B2B is Linkedin at 45%

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LET’S SEE THE POTENTIAL OF

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OVER 32M MEMBERS IN USA

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CREATE YOUR OWN VIRTUAL COMMUNITY

Exclusive B2B on LinkedIn

Highlights:

¢ Montreal based¢ Exclusive at LinkedIn¢ Topic targeted

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¢ Topic targeted (Mobile)

¢ Monthly Event 1st

Monday/Month

¢ + 859 members

MY 5 BEST PRACTICES

00:11Min.

MY 5 BEST PRACTICES

“TO GENERATE LEADS”1. Think big!

2. Be honest & transparent,

3. Listen your customers

4. Be faster

5. Turn “knowledge” into revenue

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THINK BIG!, BE FLEXIBLE AND ROBUST

¢ SOA, ESB, API, ¢ SaaS Vs Manage

service Providers

Build a solid foundation B2B

service Providers

SOA: service-oriented architecture, ESB: Enterprise Service Bus, API: application programming interface, SaaS: Software as a Service

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BE HONEST AND PEOPLE WILL TALK ABOUT YOU

HONEST PRACTICES AND TRUSTWORTHINESS AS THE MOST IMPORTANT

FACTORS FOR A COMPANY’S REPUTATION

TOYOTA, BARAK OBAMA, JEAN CHAREST,.

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DELIVER MORE VALUE…FASTER

Search Engines industry Facebook vs My Space

+50K web sites in 1

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TURN KNOWLEDGE INTO REVENUE

Consumer behavior Adapt your process

NO VIDEONO LIFT

+ VIDEO+ X% Conv

Rate

+ Auto Play+ XX%

Conv Rate

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+10M new players for free by iframe

+ 0,39% Conversion rate

« Eye tracking motion »

LISTEN YOUR CUSTOMER

Apply to

• Web Pages

• Packaging

• Planogram

•your choice!•your choice!

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IS IT EFFICIENT?

Mega Brands

Home page

http://www.cesart.com32

Red spot reprensents a consitent visual motion.

LET’S SEE!

http://www.cesart.com

Look and feel is too young!

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RITH DESIGN CAN MAKE THE DIFFERENCE

Bounce Rate

Do your math, 1% conversion rate at XX$

+XXX 000 Unique visitors…

Bounce Rate

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TEST AND TEST AGAIN…

+ XX% Conversion Rate 35

LISTEN YOUR COSTUMERS

Consumer Relationship Management tool

Ralph Van Coillie

Implemented in 3 months!36

TRACK THE CONSUMER IMPROVEMENT

eMail to X%!

+XX% automa-tisation vs 0%

+xx% response time

Consumer entry points

+xxk playbooks

+xx% trafic

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CONCLUSION38

-00:02Min.

CONCLUSION

1. Generate a valuableperception for your 3custmers.

1. Think BIG!2. Be honest & transparent,3. Listen your customers

Best Practices My best advises

2. Take the time to findthe right strategy

3. Balance yourmarketing mix

3. Listen your customers4. Be faster5. Turn “knowledge” into

revenue

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Your questions are welcome!

FOLLOW ME

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APPENDIX…•Few good tools & other references

•More about social media

•Budget allocation and best tactics

•Few graph on Market trends

•Management, a must

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FEW GOOD TOOLS / REFERENCES…

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+10 GREAT SOCIAL MEDIA TOOLS FOR

B2B MARKETERS

FreeBetween 50 to $2k per month

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QUALIFY YOUR SOCIAL MEDIA AUDIENCE

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TRACK YOUR CONSUMER AWARENESS

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BENCHMARK YOUR “REACH” AND YOUR

TRAFFIC TREND

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CENTRALIZE YOUR SEO TACTICS

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LOAD TIME TOOL, A KEY POINT!

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UNDERSTAND YOUR DEMOGRAPHIC VISITORS

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MORE ABOUT SOCIAL MEDIA…

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WHAT IS YOUR ADOPTION ON WEB 2.0 TOOLS?

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SOCIAL MEDIA TACTICS - 2010

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BUDGET ALLOCATION…AND BEST TACTICS

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B2B MARKETING TACTICS

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PROSPECTING TACTICS

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MARKETING TACTICS USAGES

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SOCIAL MEDIA FOR <5M$

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MARKETERS ARE BUDGETING AND

BETTING ON SOCIAL MEDIA

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BUDGET

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MOST QUALIFIED LEADS COME FROM…

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JUST GOOD TO KNOW!

Impact of your SEO B2B Budget allocation

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LEADS FROM SEO AND SEM

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B2B LEADS B2C IN THE ADOPTION OF

SOCIAL MEDIA MARKETING

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COUPONS AND DISCOUNT TACTICS

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FEW GRAPH ON MARKET TRENDS…65

ADVERTISING MARKET – MEDIA

COMPARISON 2009

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ONLINE AD REVENUE BY FORMAT

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ONLINE

ADVERTISING

FORECAST

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MOBILE IS GROWING

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US CONSUMER SPENT TIME ON

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EUROPEAN ADULTS SPENT HOURS ON…

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INTERNET…A HUGE PLAYARD!

¢ +240M Hostnames¢ + 80M Web sites¢ +1.3B surfers

Hostnames

Active

Between 1996 – April 2010

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ONLINE FRAUD

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INTERNAL FRAUD

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MANAGEMENT, …GOOD STUFF TO INTEGRATE…

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MARKETING –PART OF GLOBAL THE SYNERGY

Financial How should you appear to your shareholders?

How should you appear to you

Balanced scorecard by Dr. Kaplan & Northon

Your STRATEGIES

Drs Kaplan & Norton

Execution%f ailure…

Customer How should you appear to you costumers?

Internal Business Process

What business processes must excel at?

Learning & Growth

How will you sustain your ability to change and improve?

Your STRATEGIES

Your VISION

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PLAN – PODC, PLAN, ORGANIZE, LEAD, CONTROL

1. Time2. People3. Investment ($)

1. Product→Solution2. Promotion→Information3. Price→Value

4 Resources 4P or SIVA

3. Investment ($)4. Technology

3. Price→Value4. Placement→Access

Channels

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YOU STILL WANT MORE INFO…

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FOLLOW ME

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