ON

LIN

E MARKE TING

BY GÜNTHER HASLBECKOVENGA MEDIA

BASICS

BEFORE WE START

THINK ABOUT THE CUSTOMER JOURNEY

DISCOVER  NEED  

RESEARCH  

RECEIVE  OFFER  

SHOP  &    BUY  

TRACK  ORDER  

RECEIVE  FILE  

READ  EBOOK  

SO SIMPLE, ISNT IT ?

SO? ALL YOU NEED IS A EMAIL TOOL AND A WEBSHOP, RIGHT?

SORRY, GOT A MESSAGE

AH, JUST A NEWSLETTER... DELETE THAT SHIT

HOW DO I KNOW

SO FAST? BEC IST"

WRITTEN"THERE!

THIS JOURNEY

DISCOVER  NEED  

RESEARCH  

RECEIVE  OFFER  

SHOP  &    BUY  

TRACK  ORDER  

RECEIVE  FILE  

READ  EBOOK  

IS TOO SIMPLE & WRONG

IT LOOKS MORE LIKE THIS

DISCOVER  NEED  

RESEARCH  

RECEIVE  OFFER  

SHOP  &    BUY  

TRACK  ORDER  

RECEIVE  FILE  

READ  EBOOK  

PRINT  

WEB  

TV  

SOCIAL  facebook..  

WORD  OF  MOUTH  

REVIEWS  

WEB  SHOP  

RETAIL  STORE  

AWARENESS   CONCIDERATION  

INTEREST  

ADS   EMAIL  

LETTERS  

CALLS  

ACTION  

BEFORE BOUGHT

AND AFTER BOUGHT?"JUST READ?

JOURNEY GOES ON AND ON...

TECHNICAL  PROBLEMS  

SUPPORT  

ALL  GOOD  

TELL  FRIENDS  READ  

EBOOK  

CALLCENTER  

SUPPORT    PORTAL  

ADVOCACY  

INTEREST  

MANAGE  &  DOWNLOAD  

AGAIN  

ACTION  SOCIAL  

facebook..  

WORD  OF  MOUTH  

MY  ACCOUNT  

WEB-­‐GROUPS  

TELL  FRIENDS  

BUY  ANOTHER  

SO MANY TOUCHPOINTS FOR (AUTOMATIC)

MARKETING

AND - WHEN MEANS: WHERE!

WAKEUP 2015: People using different DEVICES at different situations

OFFICE COUCH BED

CELLPHONE, LAPTOP, TABLET, CELLPHONE

MANY WAYS TO REACH CUSTOMER Affiliate

Applications / Widgets

Blogs + Blogging

Direct / Referring Links

Content Marketing

Comment Marketing

Display Ads

Display Advertising

Document Sharing (Slideshare)

Email

Newsletter

Letter

Forums

Inbound Marketing

Infographics

Link Building

News / PR

Online Videos

Podcasting

PPC

Presentations

Press Releases

Print / TV / Radio

Q+A Sites

Research / Whitepapers

Retargeting

SEO

Social Bookmarking

Social Networks

Telemarketing

Trade Shows

Type in Traffic

Webinars

Word of Mouth

EVEN MORE

WE NEED A STRATEGIC WAY

1. PLAN 2. REACH

3. ACT 4. CONVERT 5. ENGANGE

WHERE / HOW

REACH ACT CONVERT ENGANGE

Search  engines,  Social-­‐Networks,  Blogs  

Your  web  site,  blog,  community...  

Ecommerce  process,  product,  price  and  promoPon  

Customer  Advocacy  

TO MEET THE CUSTOMER IN STAGE:

REACH ACT CONVERT ENGANGE

EXPLORATION  

DECISION  MAKING  

PURCHASE  

ADVOCACY  

Search  engines,  Social-­‐Networks,  Blogs  

Your  web  site,  blog,  community...  

Ecommerce  process,  product,  price  and  promoPon  

Customer  Advocacy  

TO MEET THE CUSTOMER IN STAGE:

REACH EXPLORATION  

Search  engines,  Social-­‐Networks,  Blogs  

Publish and promote your content, allow sharing to other outposts, network and influencers. Draw People to your content hub... KPI: Unique Visitors, Value per Visit, Fans / Follower

TO MEET THE CUSTOMER IN STAGE:

ACT DECISION  MAKING  

Your  web  site,  blog,  community...  

Be worth finding via clear customer journeys and a content hub that is relevant, inspirational, useful and creates leads KPI: Leads, Time on Site, Shares / Comments

TO MEET THE CUSTOMER IN STAGE:

CONVERT PURCHASE  

Ecommerce  process,  product,  price  and  promoPon  

Capitalize on marketing investment usinf CRO, marketing automation and remarketing to ensure contextual relevance drives conversion KPI: Sales, Revenue/Profit, Average Order Value

TO MEET THE CUSTOMER IN STAGE:

ENGANGE ADVOCACY  Customer  Advocacy  

Thrilled Customers are key to social media marketing, social proof, repeat sales and referral, Start your marketing here! KPI: Repeat Purchase(Lifetime Value), Satisfaction and Loyalty, Advocacy

BUILD CLUSTERS

TOPIC TOPIC TOPIC

BUILD A ROADMAP

CREATE PROJECTS

CREATE TASKS

DO TASKS

YOU NEED HELP

CHECK OUR WEBSITE

OVENGA MEDIA"CAN HELP

WWW.OVENGA-MEDIA.DE