Winning Onok

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Winning on

the Web:Winning on

the Web:The Executive Pocket Guide to The Executive PocketGuide toSMARTERMARKETINGSMARTERMARKETINGGet smate on ho! the Web changes:" #and #ui$ding" Media Mix" %iect Res&onse

" 'ndestanding the ( Ps)Winning on theWeb:The Executive


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Pocket Guide toSMARTER Maketing*ontentsWhat is Smarter Marketing? .................. 3Brand Building...............................................11Media Mix ......................................................21Direct Respnse ............................................31!nderstanding the " #s................................3$.INTR+%'*TI+N

What is ,smate maketing-.Smarter marketing is simple: marketing powered by clear,relevant and actionable insightand more than likely today,the richest source of that insight comes from analyzing theactivity and behavior of customers and prospects visitingyour web site.Whether you spend none, some or most of your marketingeorts on your web site isnt the pointits likely most of

your prospects and customers are visiting your site as their!rst, or ne"t, point of interaction with you. #nd their activityon your site will deliver a wealth of $actionable insight,% orinsight that will demonstrate what actions you must take toincrease the success of their web visitsfor you as abusiness, and for them as a site visitor. Studying their website activity and behavior is simply known as web analysis.Studying this activity and behavior isn&t new to marketers.'id you ever wonder why the milk is always at the back ofthe grocery store( )t*s the science of retail analysis in action.Store e"ecutives know that you*ll walk through the aisles toget to the milk and probably see something else you need.)t*s logical, smart and built from the analysis of carefullytracked data patterns of activity and behavior.Web analysis is really +ust arketing -- with a fancier name.)ts the same set of basic concepts: audience segmentation,

cost per thousand people reached, etc. /ou track wherepeople go, what they like and what they dont likethen plan0

1he 2"ecutive 3ocket 4uide to Smate Maketing 5.strategies and campaigns or make ad+ustmentsaccordingly.)n the online world, tracking how a consumer wandersthrough a store and buys milk 6or anything else7 is termed$path analysis.% )n the o8ine world, its simply !guring outthat consumers will likely buy some cookies and other stuon their way to the milk section.Web site analysis is an absolute no9brainer to embark on,but it also creates a hurdle: without relevant information andclear, understandable reports, web site data is like all thebooks in the library dumped in one big pile on the oor. #llthe information is thereyou +ust cant !nd or use it.

So, with every marketing program 6on or o8ine7 today likelystarting with some form of analysis, the ;uestion is: Whate"actly do you analyze on the Weband how do you marketsmarter using this rich insight(


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conduct analyses and interpret the numbers, but they alsodont know what to measure and why. )t used to be thatmarketers got away with campaign e"penses that couldntalways be tied back directly to speci!c results, and ifnothing else, it was labeled $branding value.% 1oday, thatworld is gone.

= Winning on the Web:

>.With the internet, todays marketers have a really simple andpowerful way to deliver much more insight with less eortthan ever before without spending millions of dollars. ?ecausethe behavioral data from all visitors, their sessions on yoursite and every link they click is captured, marketers can easilyaccess the information they need. @owever, +ust because thedata is captured doesnt mean that every marketer is analyzingit today. Since its all so new, marketers dont know whatinsights the information is giving them and they strugglewith what actions to take.1he basics of web analysis are simple. 1here are three le%els& insight to choose from:Web ta/c e&oting tells you the basic activity information,such as how many visitors, sessions and page views yoursite is receiving.Web visito behavio ana$0sis delivers more insight intomultiple dimensions of visitor activity and behavior, such asconversion success by marketing campaign, so you can seewhere your ;uality visitors are coming from.Web custome ana$0sis gives you individual visitor andcustomer data and merges it with web site activity so you geta complete view into speci!c customers interactions withyour organization.'ecide on which level of insight you need to ensure yourmarketing success. ?ut remember: more insight leads tomore action on your part and ultimately leads to morevisitor conversions on your sitewhich means a moresuccessful site.A

1he 2"ecutive 3ocket 4uide to Smate Maketing 5INTR+%'*TI+N: W1AT IS ,SMARTER MARKETING-.

-B0.#t Cet)D Web1rends, we have embarked on a multi9prongededucational eort to get marketing folks up to speed on thepower of making decisions based on web site activity, sinceits likely the most powerful weapon in their marketingarsenal, and to educate )1 on why this is so important to theentire organization.#s a se;uel to our very popular $1he - Eeports 2veryearketer Fives Gor% 6more than 0, copies distributed7,we gladly present $Winning on the Web: 1he 2"ecutive3ocket 4uide to Smarter arketing.% 1he goal of this guideis to dispel some of the marketing myths surrounding the)nternet, as well as to educate on how basic marketingprinciples translate in the new web world. ?etween this, oureducational seminar series, $4etting Eesults with Web1rends,%

and our web9based training, we are trying to evangelize thescience of marketing based on factnot +ust gut feel orintuitionaided by powerful web analysis.S is this reall' imprtant right n(?)n talking about their highly9regarded book, CounterintuitiveMarketing: Achieve Great Results Using Uncommon Sense,marketing e"perts Hevin Ilancy and 3eter Hrieg proclaim,$Ihief marketing oJcers, advertising directors and brandmanagers tell us that their decisions are intuitively appealing.1o us this means that it is the same decision everyone elsewould make. )t&s the commonsensical thing to do. /et our


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research and e"perience suggest that decisions made onintuition alone rarely lead to successful outcomes. Weinstead )elie%e that cunterintuiti%e thinking grunded inrigrus anal'sis & unimpeacha)le data is the ke' tsuccess in marketing.

= Winning on the Web:K.So, if you are now convinced of the need for analysis to fuel

smarter marketing actions, where do you start( Well, if youaccept that the web site is increasingly the hub for marketingactivities today, then its relatively simple:*une in t 'ur R.+.D.+.R. as the prcess t &ll(E23LE1:


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have stimulated.

= Winning on the Web:O.Read' t get smarter?With this simple E.#.'.#.E. process, marketers can make atremendous dierence in their businesses with minimalbudget impact. #nd the greatest thing for you personally isthat every step forward is a learning process towards a

career9enhancing skill set. 1his is marketings future. 1hosewho know how to leverage web analysis will be in e"tremelyhigh demandand, in fact, already are.R

1he 2"ecutive 3ocket 4uide to Smate Maketing 5INTR+%'*TI+N: W1AT IS ,SMARTER MARKETING-.)= Winning on the Web:-.*1APTER +NE

#and #ui$ding/1@:1@2 W2? )S CL1 # 2')


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0essn *(- ( t kill ine )rand a(areness in asingle clickThe o&&otunit0: #nother customer on a mission. 1his time,though, she knows you. She assumes that since you are aknown player in the !eld, your site will deliver value to her.So she types www.yourbrand.com into her browser.

= Winning on the Web:-B.The visit: She hits your site, and scratches her head. /oursite is skimpy, confusing. )t doesnt seem to have what shewants, or what she !gured you would oer online. Shereects on the situation: $1hese folks dont understand whattheir web site should oer. ) guess theyre not the players )thought they were. @mmTwho else might have what ) amlooking for(%The band buste:1hough not ;uite as bad as Fesson Lne,this sort of thing doesnt e"actly give your brand a boost inthe arm. #nother mission not accomplished. While recoveryis possible with swift action, understanding the basic reasonsvisitors come to your site 6visitor scenarios7 and measuringtheir success 6visitor conversion7 ensures that your site willallow them to complete their missions satisfactorilygrowingyour brand with each conversion.

0essn *hree- ( t )uild and explit 'ur )randThe o&&otunit0: # visitor comes to your site, either from asearch engine or by typing www.yourbrand.com into hisbrowser. @e knows what hes looking for. Will he !nd it(The visit: #hhhQ 1he site is well designed and consistentwith your o8ine brand use. # clear navigation systemimmediately leads him to what hes looking for. @e startsreading your web copy. /ou are answering his ;uestionsQ/our calls9to9action ask if he wants targeted and interestinginformation. Lf course he doesQ @e clicks the link, sees abrief form and instinctively completes it, clicking $submit%cheerfullyalso choosing to opt9in to your weekly newsletter.@e gets access to advanced information and loses himself inyour content. 1ime ies by. )ts been B0 minuteshe has-0

1he 2"ecutive 3ocket 4uide to Smate Maketing 5*1APTER +NE: #RAN% #'I2%ING)to get to a meeting. ?ut, he ;uickly sets up a favoritesbookmark for this e"cellent site and closes his browser.The band bui$de: What +ust happened( # great brandbuilding e"perience. /ou delivered consistent brand usagethrough your sites graphics and design. /ou presented a sitethat delivered what he hoped forTand accomplished hismission. Eelevant, useful and engagingyou created abookmark9worthy site that he wants to return to again andagain. When your newsletter goes out in three days, it willtrigger a positive brand recollection, likely drawing himback for another visit. ?oomQ ?rand loyalty is being built clickby click.)magine this happening thousands, hundreds of thousandsor millions of times a week. 1he Web is powerfulU its reache"tensive. Lnline brand building is happening more than

ever because its interactive. 3otential customers are spendingmore time and getting more intimate with your brand onlinethan through any other medium. 3lus, they are sellingthemselvesno salesperson is working them over.

Measuing banding3 o4ine vesus on$ine1o do a branding study o8ine, you have to hire a marketresearch company and spend ;uite a bit of money. #nd whatdo you get( # snapshot of brand strength at that point intime that could change tomorrow, ne"t week or ne"t month.@ow often can you survey and take snapshots( Well, how


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large is your budget(

= Winning on the Web:->.)n the online world, there are several easier 6and cheaper7ways to gauge brand strength. Sure, its not comprehensiveacross all of your media and geographies. ?ut its close.Since the Web is worldwide and is part of most marketingeorts these days, its about as good as it gets for

understanding brand trends.So what do you watch(( a)ut starting (ith the 4uantit' & )randinteractins- the num)er & %isits %er time 5(hate%ertime perid 'u care a)ut- dail'/ (eekl'/ mnthl'6.#nd perhaps you want to compare this to another similartime period for more conte"t.@ow many individuals have you touched, or, rather, havetouched you( 1he number of uni;ue visitors will tell youthis. @ow many of these visitors keep coming back( Cewvisitor versus returning visitor metrics can clearly show ovisitor loyalty benchmarks. /ou need to decide what yourtargets are: #re you focusing on new prospects, or does yourbusiness re;uire four or !ve visits to get a $conversion%(#nd the nice thing is that all of this is available wheneveryou want it without spending more money. Vust determinehow often you want to get the analysis and which timeperiods to compare, and then see the informationdaily,weekly, monthly, etc.-A

1he 2"ecutive 3ocket 4uide to Smate Maketing 5*1APTER +NE: #RAN% #'I2%ING

-.#lso, if you dont like the results, you can do somethingabout it. /ou can analyze the situation, decide what is causingit, take action and see the reaction to your changes in amatter of daysmaybe even hours. Vust try doing 1@#1 witha print campaign.Disc%er W peple are getting t 'ur site- )ecause&/ r in spite &/ 'ur )rand?)s your brand awareness growing, with more and morepeople coming to your site by typing in your


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6number of new visitors7 'oes a new trend coincide with the ad publishing schedule(6number of visits by day of the week7,igure ut (hat 'ur %isitrs think & 'ur )rand tda'.We all know that in branding, singularity is critical: Whatsingle mental image comes to your customers minds whenthey think of your brand( )ts not too hard to get a goodsense for this, by looking at the e"act keywords and phrasesvisitors search for to !nd your site. #re they typing in your brand name to !nd you( Lr that ofone of your products( )f they are typing in multiple products, which ones aremost popular( What about your category name( )s that driving traJc toyou( 6@opefully, yes.7 #re people !nding you by searching for things youd ratherCL1 have associated with your site( )s old content drawingthe wrong customers( #re they using words and phrasesyou really dont want associated with your brand(-N


0./ou could know the answers to these ;uestions tomorrow by

understanding the activity occurring at the search enginesmost important to your site.

Seach engines can be a ma5o band bui$de3erforming better on search engines could boost your brandthrough a nice snowball eect:=-5 )f you rank higher on key search engines, more peoplewill discover and visit your site.=B5 When more people !nd your site and like it, they set up alink to it.4uess what happens ne"t(=05 Some search engines use link popularity 6the number ofpages on the )nternet linking to your site7 as their underlyingranking methodology. So as you get higher rankings acrossmore search engines, these types of engines will rank youhigher. 1hink of it as guerilla brand building.


-O.+n$ine banding eca&)f you want to build a stronger brand 6and we all mustQ7 youneed satis!ed, repeat customers. 2ven if you have this in theo8ine world, neglect it online and your brand will certainlysuer. So, your web site has to give visitors the ;ualitycontent theyre looking for, include a logical navigationsystem and be consistent with your o8ine brand. )n short,your web site has to make visitors want to come back. 1heWeb can do big things to boost your brandbut it needsinsight, analytics and action to make the magic work.-R


Whether their (e) site %isit results in a )rand)uilding r )rand erding pprtunit' depends n

'ur %isitrs7 experience n 'ur site..= Winning on the Web:B

ail2mail.*1APTER TW+

Media Mix


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/1@:1@2 W2? W)FF C22E ?2 # S)4C)G)I#C1 3)2I2LG 1@2 2')# )X.

WELC4Q,act- 8ur (e) site is alread' a critical ingredient inthe )lend.arketers for decades have been on the prowl for thefoolproof recipe for success. Start with a base of printadvertisingU add a dash of online marketing, a pinch of directmail and +ust a smidgen of radio. )n other cases, marketershave scrounged through the various media options lookingfor the silver bullet. )ts newspapers. Co, waitU its magazines,de!nitely magazines. Lr is it television( What aboutbillboards( Co, ) know. )ts the Web, stupidQ 1he Web is themarketing cure9all. 4et the I2L on the phoneU were goingto revolutionize the way we do marketingQEidiculous generalizations, right(aybe, but that shouldnt stop us from asking the broad;uestions. #re billboards more eective than television()s e9mail better than direct mail( #re newsletter sponsorshipsbetter than online banners( 1here simply is not a de!nitiveanswer to these ;uestions. @owever, if you use the generalB-

1he 2ssential 3ocket 4uide to Smate Maketing 5.guidelines outlined below and diligently analyzeeverycampaign, youll have the insight to determine the rightmedia mi" for your business.#s a starting point to every campaign, look to de!ne thesethree criteria: ob+ectives, audience and timing.

+b5ectives1his seems an obvious !rst step, but its easy to get caughtup in the details of a campaign and lose sight of the primaryob+ective. Strip it down to one thing: What are you trying toaccomplish with this campaign( #re you striving to buildbrand awareness( Lr are you trying to evoke a speci!c andimmediate response from a speci!c audience( 4et yourob+ective clear.1here are some logical advantages of dierent mediumsdepending on your speci!c ob+ectives.Gor e"ample, if broad reach brand building is your ob+ectiveand your budget is substantial, then television is a bettermedium than online newsletter sponsorships. )f leadgeneration to a niche audience is your ob+ective and youreon a shoestring budget, then targeted e9mail is likely a betteroption than a print campaign.


BB.AudienceWho is your target audience( What is the best way toreach them(Some media are better for targeted direct marketing asopposed to broad reach advertising. Gor e"ample, television,radio and outdoor media 6billboards, busboards, etc.7 are

eective means for reaching many people but are not thebest options for targeted placements. Ln the ipside, onlinemarketing options such as newsletter sponsorships andkeyword buys can be eective tools for targeted impressions.Gor e"ample, a report recently published by Gorbes.com andearketer.com shows that online marketing is the mosteective means to reach I9level e"ecutives while at work.Why( ?ecause e"ecutives are active )nternet users and KBPregard online advertising as an inuencer of what they buy.#ccording to a survey by Eesearch.net 6Geb. BB7, AAP ofI9level e"ecutives visit more than ten web sites in an average


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month in search of business and !nancial information. orethan NP of corporate e"ecutives spend more than - hoursper week online, and -AP spend more than 0 hours. )n otherwords, e"ecutives spend more time on the )nternet than withany other medium.

Timing1he element of time is two9fold.

Girst, the time frame you have to produce the campaignis important.B0

1he 2"ecutive 3ocket 4uide to Smate Maketing 5*1APTER TW+: ME%IA MI6

-.'o you have several months or +ust a few weeks toimplement the campaign( 1his can dictate your media plan.)deally, you would always have ample time for planning sothat the selection would be based primarily on ob+ective andaudience. ?ut most of us dont have this lu"ury because wework in the time9compressed world of business wheredeadlines inuence decisions. )f this is the case for you, thenthere are some advantages to online marketing based on thespeed of implementation.#n online campaign can be designed and deployed within amatter of days if needed. #lso, not only can you initiate acampaign ;uickly, you have the ability to make changes onthe y. 1his is critical in terms of optimizing your campaignsbased on analysis. )f you see that one ad has a higher con9versionrate and lower cost9per9lead than other ads youretesting, you can ;uickly shift the remaining impressions tothe campaign with the highest return for the remainder ofyour ight schedule.Secondly, the timing of your campaign ight dates,speci!cally the duration and fre;uency of impressions, isimportant.'o you want your impact to hit on a single day, or overseveral weeks or months( @ow many impressions does ittake to most eectively inuence brand awareness and recallwith your audience( ?ased on branding studies by 'ynamicFogic, four or more e"posures lead to the highest brand

awareness in multiple case studies. #lso, similar studies by'ynamic Fogic and the )nteractive #dvertising ?ureau 6)#?7showed that four e"posures lead to higher brand recall andpurchase intent.

= Winning on the Web:B>

B.Advantages o7 the WebWhat are the strengths of the Web compared to othermedia( )ts key advantages are interactivity, targeting, costand measurability.

- 9 )C12E#I1))1/1he web e"perience is proactive, compared to the passivenature of other media. 1he visitors choose where to go, whatto see and how much time to spend with you. 'espite this

being the single most over9hyped characteristic of the Web,its still true that a hyperlink provides an easy and immediatemeans to interact.

B 91#E421)C43ersonalization technology aside, the Web provides manyways to reach a speci!c target audience. Gor e"ample,implementing a keyword strategy with search engines anddirectories 6such as 4oogle, /ahoo and Lverture7 allowsyou to reach speci!c users searching for the speci!c termsand phrases youve associated with your line of business.1herefore, the precision of reaching a targeted user with


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every impression is much higher than with othero8ine media.

0 9 ILS11he Web is a cost9eective medium on a cost per thousandimpressions 6I37 basis. #ccording to the organ Stanley'ean Witter report, Y)nternet 'irect arketing Z #dvertisingServices,Y the average discounted I3 for online marketingfor B was [A 9 [-A. Iompared to newspapers at [-R andBA

1he 2"ecutive 3ocket 4uide to Smate Maketing 5*1APTER TW+: ME%IA MI6)prime time television at [-K, this is very competitive. #lso,according to research from 'igital )mpact, the average costper unit for e9mail is [.- 9 .-A, whereas the average costper unit for direct mail is [-..With all other factors such as response rates the same, thiscost advantage leads to a higher return on investment 6EL)7as measured by direct response metrics like cost9per9lead andcost9per9ac;uisition. 1he lower the marketing investment, thegreater the chance you give yourself for success withouthaving to hit a home run.> 9 2#S


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adopted by everyone, everywhere.BN

1he 2"ecutive 3ocket 4uide to Smate Maketing 5*1APTER TW+: ME%IA MI6)B 9 )C' S@#E21heres no denying that online ads are still small andnon9e"clusive to the user. eaning, your ads compete formind share with other content and ads on the same viewable

screen. /ou have to worry about !le size restrictions anddierent ad unit specs, which limit the creative. 1he sameinteractivity that makes the Web great for direct responsecreates a challenge in that your target audience could +ust aseasily ignore your message and click away to numerousother paths.Cew technology and more intrusive ad units are beingdeveloped every day, but data shows that more intrusivemay not be better. #ccording to a 'ynamic Fogic report, A0Pof users surveyed liked banners ads, but only KP likedpop9ups. So are you willing to risk long9term credibility withthe R>P who dont like pop9ups by using them based on thepromise of higher short9term response rates( 4ut feelingalone shouldnt dictate this decision. 1ake a test run anddetermine if your audience is tolerant to these intrusions andwhether you see better performance against your ob+ectives.


BO.Integated a&&oachSo whats a marketer to do( @ow do you build a smartermedia plan( 1he best approach is to build an integratedmarketing plan. Eemember, people dont interact with +ust asingle medium.?ased on your criteria, create a balanced media plan thatgives you the best opportunity to reach your audiencewhenever and wherever you can within the con!nes of yourbudget. # prevailing strategy is to use both online ando8ine vehicles for promotionand then drive responsesfrom those to your web site, where you can eectivelymeasure response.Eemember: 'evelop a set of key performance metrics for

your business and leverage web analytics to measureperformance against them.BR

1he 2ssential 3ocket 4uide to Smate Maketing 5*1APTER TW+: ME%IA MI6

, a c t - 8 u r ( e ) s i t e i s a l r e a d ' a

c r i t i c a l i n g r e d i e n t i n t h e ) l e n d .. = Winning on the Web:0.*1APTER T1REE

%iect Res&onse/1@: LCF)C2 #EH21)C4 #?SLF


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marked with a scarlet letter. What caused this misperception(1he reality is: the Web as a medium is still maturing. 'espiteits rough adolescence, theres plenty of published researchfrom the last few years that supports the position that theWeb can be a cost9eective channel for generating demandand e"ecuting direct response campaigns.0-

1he 2"ecutive 3ocket 4uide to Smate Maketing 5.Ana$08e this9#s Vames Spanfeller, president and I2L of Gorbes.com,recently wrote in the $Lnline #dvertising


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valuable when establishing trends over time and watchingfor increases or decreases in performance. 2stablishbenchmarks for your company and start evaluatingperformance against your running averages. @ave youimproved conversion this month versus last month( )s yourcost per desired action lower since you changed the creativeon your campaigns( )n terms of your own direct responsecampaigns, have you found e9mail and online marketingmore or less eective than direct mail(1he bottom line is that for you to know whether this mediumworks or not, you have to run your own test campaigns andmeasure them diligently.


0>.Set


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said: $)ntelligent management of information and the use oftechnology9supported customer interactions are among thee9marketing rules for the Cew 2conomy.% st P: PoductsWhy theyre in business isnt something most companiesever think about. 1heyre already in business and they already

sell what they sell. So how does the )nternet change this(Well, the critical thing to understand is that customers nowe"pect greater inuence in the purchasing process. 1heye"pect to inuence what you oer and how it gets presented.With online supply chains growing, production times are alsobeing dramatically shortened and consumers demand muchfaster ful!llment.Fets address our thinking about the Webs impact on yourproduct strategy on two levels:=-5/our web site as a $product% in and of itselfU and,=B5/our web site as a $product test lab$ of what consumerswant from you in products and services.Winning on the Web:0O

-

=.8ur (e) site as a prductFets start with the !rst idea: /our web site as a product.When you consider the time value of money, you ;uicklyrealize that the time your visitors spend on your site is asubstantial investment on their part.Fets do some ;uick math. Say you get -, uni;uevisitors a day, each spending on average N minutes per visit.#ssuming that each visitors time is worth [B an hour6white collar worker assumptions here7, that is [B00,000 perday in your visitors time spent on your site, or [-,K00,000per week. )f you want them to come back again, the $product%6your web site7 has to be worth itit has to ful!ll a needthey have.1his is why tracking basic statistics like new versus returningvisitors is such a critical benchmark and why tracking theupward or downward trend of time spent on your site or

number of page views is so key. 1hese can be indicatorsof whether your site is being perceived as worth furtherinvestment as a $product% by your visitors.Lbviously, if you are a content site this is even more criticalsince your site is, literally, your product. ?ut the best way tothink about the role of your web site as a product andwhether its $time investment9worthy% or not is to come upwith all of the possible reasons your visitors would want tovisit your site, i.e. their $visit scenarios.%1here are really only three types of business models fororganizations web sites today: commerce sites, content sites6media sites7 and informational sites. 1he ob+ectives of eachtype vary from both the organizations and the visitors points

1he 2"ecutive 3ocket 4uide to Smate Maketing 50R

*1APTER +'R: 'N%ERSTAN%ING T1E ( PS)of view. 1he Yvisit scenariosY of your visitors will be dierentdepending on which type of site 6or what combination of thethree7 you oer. isitors could come to your site to:Eesearch product detailsEegister for something \ brochures, collateral, newsletters,updates, sweepstakes, etc.Iheck the status of their online or o8ine orderSee when the ne"t versions of your products are coming outVoin an online community3urchase your product online3lace an order or purchase again


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Eead the $news%Iatch up on information for a special niche they followIheck out accessories to something they bought ormight buy4et tips and tricks for using a product1roubleshoot a problem they are havingSearch for customer serviceLnce you identify which of these scenarios 6or the uni;uescenarios oered by your site7 are relevant, you can use pathnavigation analysis and whats now being termed $scenarioanalysis% to track how successfully your site is working toaccommodate the scenarios. Gor the visitor, this represents amission accomplishedU for the business, its called visitorconversion. Since the Web is so measurable, every step 6orclick7 of the way can be tracked to see where visitors arefailing in their missions. 1hen, you can take action on yoursite to make their navigation easierultimately increasingconversion and satisfying more visitors.Winning on the Web:>

=.1he 2"ecutive 3ocket 4uide to Smate Maketing 5)f your site is like most, it will fail in most scenario conversionsbecause it was likely developed from your internal goals

outward, rather than letting your visitors goals drive the sitedesign and navigation. 1he good news is that its all !"able.#nd if you start tracking these critical navigation paths, youwill ;uickly !nd out what needs to be tackled !rst.

8ur (e) site as a prduct test la)Fets move on to the second level of thinking about the Websimpact on your product strategyyour site as a $product testlab.% isitors vote with their clicks about your content, lettingyou know what they like, dont like and dont even care about.


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and e"periment with placement, you can draw a pretty !rmconclusion about what is driving the interest 6or lack thereof7for products and ad+ust your strategy accordingly.)f your site is large and comple", the idea of getting toindividual product granularity may be overwhelming. )f youhave many hundreds or thousands of pages, how do youspend time discerning which speci!c products are the realinterest drivers( 1op pages viewed is important to watch, butlikely not broad enough to truly manage a large number ofproducts. 1ying together your dierent categories of contentinto $content groups% becomes critical in gauging what isworking on a higher level.1hink of content groups as a high9level rollup of yourbusiness or product categories. Gor e"ample, if you were agrocery store trying to decide where best to invest e"pansiondollars, thinking in terms of investing in individual productssuch as bags of frozen corn versus fresh chocolate croissants

=.1he 2"ecutive 3ocket 4uide to Smate Maketing 5would be too granular. /ou really need to think about it at abroader level: 'o customers value you more for your vastfrozen food selection or your fresh bakery goods( 1hesehigher level categories are content groups.Lnce you tie your web visitor behavior to the pages on yoursite in these content group categories, you can really see at amore signi!cant level which product categories are mostvaluable and worth your attention and investment.

The second P: Picing3ricing has been greatly impacted by the growth of the Web,with greater pricing uidity than ever before being part ofthe new dynamic. Lnline markets and auctions have led to abidding and negotiating mentality through business modelssuch as e?ay, and online travel sites where prices can dropto !ll seats that would generate zero revenue if left empty.#lmost limitless global competition 6a competitorsinformation is a mere click away7, increased productioneJciency and a proliferation of new channels are all certainlyhaving an impact on pricing as well.So how does a marketer ad+ust to these new dynamics andmake smarter decisions(1he good news is that the increase in information owsboth ways. Lnline, you dont have the problem of needing toset pricing far in advance so that price tags and point ofpurchase signage can be printed and shipped. )f your pricestoday arent working, you can change them almost instantlyto determine your customers price elasticity.*1APTER +'R: 'N%ERSTAN%ING T1E ( PS

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B.Winning on the Web:>>

# great thing about the Web is that you can test the impactof pricing on checkout conversion rates: 'o conversions goup if prices are dropped( ?y tweaking the price and watchingthe visitor clicks, you get a clear picture ;uickly. Fong term,you can watch paths to and from pricing information to makestrategic decisions about the role pricing plays in yoursales cycle.*he nline shpper and ine )u'erLn the Web, pricing information varies greatly with whatyou are selling. 1he closer to a commodity product, themore likely people are price comparing before buying. )f youhave o8ine stores and sell online, then you realize thatpeople often research price online, but come in and buy inyour store, so they can touch the item, discuss it with asalesperson and feel comfortable about the company theyare doing business with. Iorrelating popular items or pricing


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promotions online with results o8ine can lead to a morecomplete and accurate understanding of the impact yourweb site has on o8ine sales. 1his is where integration ofcustomer information from dierent sources can be especiallyhelpful: merging online web visit behavior with geographicsales information can show the true picture of the purchaseprocessand even the success a promotion can have indriving online visits and o8ine purchases.*he (hen and the (h & pricing#nother important role of pricing online is understandingwhen it plays a factor in a site visit. @ow ;uickly into a visitdo your visitors look at your pricing pages( )f its within the!rst few page views, this tells you a lot about your visitorssensitivity to pricing. )f you know that they should be lessprice sensitive, perhaps you are attracting the wrong

=.segment of visitors or perhaps your business category isgetting more competitive. We mentioned assigning dierentlevels of ;uali!cation criteria to visitors in the 3roductsdiscussion earlier. ?y understanding which customersegments are more price sensitive, you can determine if itsthe tire kickers who check the price page early, and more;uali!ed visitors who look at other information !rst.Remem)er- #rice is " N " 0KA visitation, you are neverclosed.

1he 2"ecutive 3ocket 4uide to Smate Maketing 5*1APTER +'R: 'N%ERSTAN%ING T1E ( PS

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0.Winning on the Web:>K

1he customer is more in charge than everproducts arebeing YsoldY less and being $bought% more. Cow, customersdictate how they want to buy. So, allowing them to buy theway they want to, is more important than ever. Iustomerself9service is now e"pected. )f they cant make a purchasedecision after a few site visits, they might go elsewhere. @owmany site visits it takes to result in a purchase, is a pretty

important thing to know today. Iustomers coming to yourweb site to accomplish a mission can be very disappointed ifyour site doesnt deliverand they may not return. Fikewise,if people e"pect that they can buy in a certain way but !ndthat they cannot, they might use the content on your site tomake their decision but !nd someone else to transact with.1hink about cars as an e"treme e"ample of the shift in powerin the purchase process. 1oday, customers can do everythingonline, even transact, and merely go to the dealer for delivery.4one are the days of the dreaded showroom visit and theback and forth haggling that took hours and left customers


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e"hausted and with buyers remorse. 1oday you often hear,$) got a great deal on this baby, and ) did it all online.%S h( des this change h( 'u sell?Watch your visitor behavior and see what they e"pect fromyour web site. #nalyze the paths they take, where they enteryour site 6bookmarked pages7 and where they leave yoursite 6mission accomplished( or mission aborted becausefrustration levels went too high(7. 2"periment with dierentpurchase options and watch which pages are most and leastpopular in this area. )f you want to know if you should set upa new dealer network as a channel, create a section online

=.1he 2"ecutive 3ocket 4uide to Smate Maketing 5that asks for input and then see if people go there. )f they do,its likely that there is interest. isitors will communicate withyou if you give them the option.D peple expect t )u' &rm 'u nline?#gain, test it. #nd dont +ust think about !rst purchases. Fikemost businesses, you probably get a hefty amount of yourrevenue from repeat customers. @ow can your web site serveyour loyal customers better( 'o customers e"pect to place arepeat order online without hassling with a salesperson(Would they like to upgrade their products automatically onyour site( @ow about adding accessories to something theyalready bought(1his insight can tell you how customers want to buy andthats getting more and more important. Iompanies that!gure this out can see a rise in market share by making theironline and o8ine places more complementary.

The 7outh P: Pomotionarketing without measurement isnt marketingits prettypictures and prayers.Fets step back and understand the role of the )nternet inpromotional strategies today. #lthough relatively fewmarketing dollars are overtly spent on online marketing asa medium, online response and promotion mechanismsare becoming the key part of most online and o8inecalls9to9action today. 2ven if youre promoting in traditional*1APTER +'R: 'N%ERSTAN%ING T1E ( PS

>N>.Winning on the Web:>O

o8ine ways such as print advertising, direct mail, broadcastads or public relations, chances are youre driving them to aweb site


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actually complete the call9to9action becomes your conversionrate. )f both the number who respond and the conversionrate are good, then you are a successful marketer.

=.1he 2"ecutive 3ocket 4uide to Smate Maketing 5


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=.1he 2"ecutive 3ocket 4uide to Smate Maketing 5

The ( Ps !a& 3s have become signi!cantly more complicated withthe rise of the )nternetbut they still apply and warrantconstant consideration. What has also changed is thewindow of time to adapt to market changes. Watching andanalyzing site traJc and visitor behavior daily will lead tomarketing success today as much as the normal diligenceand attention to the creative and prospect lists traditionallydrive promotional success. arketers today have to be ableto analyze information, translate it into decisions and takeaction. Hnowing which e"act action to take from the analysisis where e"perience separates the smarter marketers fromthe $pretty pictures people.%*1APTER +'R: 'N%ERSTAN%ING T1E ( PS

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9ntelligent management & in&rmatin and the use &technlg'=supprted custmer interactins are amngthe e=marketing rules &r the >e( cnm'.;.#hil tler/ the legendar' &ather & mdern marketing.For free roduct trials of We!"rends#leading $e! analysis solutions% or tosu!scri!e to our free% monthly We!Results

ne$sletter% visit $$$&$e!trends&com&&] BB Cet)D Iorporation, all rights reserved.3'-0AR23S6p7

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