Transcript eMarketing - Rob Loy | Father – Professor – Athlete – Friend

eMarketing
Definition of Marketing: Marketing is an
organizational function and a set of processes for
creating, communicating, and delivering value to
customers and for managing customer relationships in
ways that benefit the organization and its
stakeholders.
Benefits
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Benefits to Consumers
– On their time
– Pertinent to their needs and wants
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Benefits to Businesses Wide
– Fewer stops
– Efficient use of resources
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Flexibility
– Change focus
– Experiment with messages
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Access to Global Markets
Benefits
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Creditability
– Everyone else is doing it
– Money was spent
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Two-Way communication (real-time)
– Messages can be targeted
– Message can be responded to
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Research
– Return on Investment (ROI)
– Real-time tracking
eMarketing Services
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Integration of online and
conventional marketing
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Metrics
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Branding
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Competitive Analysis
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Audience Analysis
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Search Engine Optimization
(SEO)
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Paid inclusion / Directories
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B2B / Partnerships
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Globalization
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Messaging / Tag Lines
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Pay-Per-Click (PPC) marketing
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Content Services / Management
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Syndication
Integration of online and conventional
marketing
• There needs to be ONE message going out on all facets of
marketing
• There needs to be ONE look across all communication
• Convention marketing should direct to on-line marketing resources
• On-line marketing should point to ways to see and receive
conventional collateral
Integration of online and conventional
marketing
“… launch early this year will be
supported by an $18 million yearlong marketing campaign.
The company decided to kick off
its campaign using non-traditional
viral marketing channels,
launching the zero movement on
the streets via a series of posters,
coasters and chalk drawings and a
website …
…the goal was to tease the market
and create some buzz among the
web-savvy "neos" in the twenty
something age-bracket, the
blogging community has issued its
own verdict.”
Metrics
I try to launch marketing campaigns only after I have the tools in place to
measure the results. After all, what's the point of spending the money
unless you can determine how well it performed?
• How many sold year over year
• Attitude towards product or company
• Percentage in the market place
• How often and last Purchase
• Customer Loyalty and Advocacy
Metrics
Define clear measurable market impact goals.
Estimate the expected and desired market impact of each activity (some
activities may have more than one type of market impact).
Prioritize your budget based on estimated results and cost per market
impact.
Diligently measure whatever you can. Direct all traffic to your website
and use separate landing pages and tracking codes for each activity and
source of market impact.
Estimate whatever you cannot measure directly; imperfect
measurements are still better than no measurement at all.
Branding
“… focus on creating a comfortable, intuitive, consistent and trustworthy
experience from start to finish.”
Maintain brand standards whenever possible. Invest in the creation of a
branding style guide for your company that translates to your online presence.
Use CSS (Style Sheets) to create consistency and to ease updating.
Use clear and consistent labeling from the top-level pages down through the
lower-level pages of the site.
“Chunk” similar information together on individual pages and create a
consistent manner of representing content on pages.
Content should be consistently written and presented throughout the site and
in marketing and advertising materials.
Branding
Strong branding is achieved by a consistency in your marketing tools of which
the following are examples:
Web site, Business name, Names of products or services, Company slogan,
Company logo, Style and quality of your business stationery including
brochures, business cards, letterheads, flyers, folders, Product packaging.
Branding
Value of a brand
1
2
3
4
5
6
7
7
8
9
10
COCA-COLA
MICROSOFT
IBM
GE
INTEL
NOKIA
TOYOTA
DISNEY
MCDONALD'S
MARLBORO
MERCEDES
$67B
$56B
$56B
$48B
$32B
$30B
$28B
$27B
$26B
$24B
$21B
As of 2006
http://bwnt.businessweek.com/brand/2006/index.asp
Competitive Analysis
Search Engine Optimization (SEO)
Paid inclusion / Directories
A web directory is not a search engine, and does not display lists of web pages
based on keywords, instead it lists web sites by category and subcategory.
REdmoz
Best of the Web Directory
JoeAnt
Open Directory Project / Google Directory.
Starting Point Directory
Yahoo! Directory
Paid inclusion / Directories
B2B / Partnerships
“The Gartner Group estimates B2B revenue
worldwide to be $8.69 trillion dollars by 2005.”
“B2B exceeds that of e-tailing by 10 to 1”
Company Web sites - Company sites can be thought of as round-the-clock
mini-trade exhibits. Sometimes a company Web site serves as the entrance
to an exclusive extranet available only to customers or registered site
users. Some company Web sites sell directly from the site, effectively etailing to other businesses.
Product supply and procurement exchanges - where a company
purchasing agent can shop for supplies from vendors, request proposals,
and, in some cases, bid to make a purchase at a desired price.
Brokering sites that act as an intermediary between someone wanting a
product or service and potential providers. Equipment leasing is an
example.
Globalization
Hundreds of millions of people around the world cross national
borders without a second thought…This borderless community of
Internet users comprises a virtual Eighth Continent …” - Donald A
DePalma, Business Without Borders
The amount of English content on the web is dropping year by year –
from 87 per cent in 2000 to 57 per cent in 2006 – and it is predicted
that Chinese will become the dominant language on the web.
Most people are more likely to stay on a website, make a purchase,
and generally think more positively about an organization if the site is
in their own language.
Messaging / Tag Lines
“…it's an effective way to attract attention, deliver a powerful
statement and create sharp market distinction. For your consumers,
the business slogan is the trigger to recall the brand or company
name.”
Fly the friendly skies.
Don't leave home without it.
Good to the last drop.
Reach out and touch someone.
Have it your way.
Takes a licking and keeps on ticking.
Just do it.
Where's the beef?
The king of beers.
The breakfast of champions.
We try harder.
You deserve a break today.
Snap! Crackle! Pop!"
It's the real thing.
Pay-Per-Click (PPC) marketing
Content Services / Management
Syndication
For the receiving site, content syndication is an effective way of adding
greater depth and immediacy of information to its pages, making it more
attractive to users. For the transmitting site, syndication drives exposure
across numerous online platforms.
Deliver accurate, timely and personalized information to customers.
Distribute customer-facing information through self-service publishing
Share up-to-date training and marketing materials outside the business.
Collaborate with extended channel on client projects, marketing
campaign initiatives, lead generation strategies
eMarketing Products
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Banner Advertisements
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Help / FAQ
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Press Releases
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Chat
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e-newsletter
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Live Help / Click to Talk
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Landing Pages
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Alerts
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Personalized URL (PURLS)
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Smart Pages
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Blogs
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Art / Photos / Design
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Newsgroup
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Demos
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Surveys / Polls
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On-line Presentations / CDs
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Forums / Message Boards
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Catalogs
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Affiliate Programs
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Contests / Coupons
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Viral Campaigns
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On-line Seminars
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Forums
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White Papers / Case Studies
Banner Advertisements
The web banner market is particularly attractive to advertisers, as they can
gauge their response better than for other forms of advertising mediums
and also see near instant results.
Impressions: How many people saw the banner ad
Click-Thru: How many people clicked the banner ad
Some kinds of Banners:
Pop-up Ad : Opens above the page in a DIV or new Browser
Hover Ad : Opens or expands when user mouses over
Live Ad : Content changes from a feed
Banner Advertisements
Press Releases
"After being picked-up by over 1,190 PRWeb subscribers, and ending up on
E*TRADE radio as a result, we're more than happy with the value proposition
you folks have put together. Where else can you put out a measly $200 and be
seen by such high-quality players? That's worth more than GOLD to those of us
in the stock trading business." Gary Crandall, CEO
"We have achieved as many as 106,000 page views as the result of a single
press release distributed on your service. For our money, nothing beats the
distribution and re-distribution that PRWeb creates through your quality
partners. We consider you an essential partner in any product marketing
campaign."
Press Releases
Press Release Reasons:
Launch of company or new product / service
User or Revenue milestones
New contract or affiliation
Redesign or relaunch of site or service
Employee or organization changes
e-newsletter
http://search.constantcontact.com/email-marketingsuccess/index.jsp
Landing Pages
A landing page is the page visitors arrive at after clicking on your
promotional creative. Your landing page has to convince the visitor to
stay and (depending on your goal):
Fill out a form (but people hate filling out forms)
Provide personal details (but people hate getting spammed)
Buy something (but people hate being scammed)
Read a lot of information (but people really hate reading)
Landing Pages
Define Your Conversion : Before you start to design your landing page,
define that page’s conversion activity.
Do a Little Research : Do not construct the page for general public. Be
specific.
Eliminate unneeded Elements : Strip any unneeded elements from the
page. This is not your home page.
Match the Creative : The landing page and creative should match.
Stay Focused : Avoid the urge to promote or link to other areas of your
site. The point of the landing page is to prevent your visitor from
wandering.
Important Elements Above the “Fold” : Place enough content above the
fold to allow your visitor to make a decision about continuing on the
site. Including “Convert Now!”
Personalized URL (PURLS)
Sense of ownership in the content
and the company
Very targeted marketing avenue
Greeted with a welcome message
and content they selected
Unique URL that can be shared
and maintained by the user
Precompleted forms for efficient
use of the users time
“PURLs let you generate new leads and boost campaign ROI through a
stronger, personal connection with your potential customers.”
Blogs
27 percent of adults who go online in the United States read blogs.
40,000 new blogs appear each day.
28% of journalists now rely on blogs for reporting and research.
Blogs
“Go ahead and bellyache about blogs. But you cannot afford to close
your eyes to them, because they're simply the most explosive
outbreak in the information world since the Internet itself. And they're
going to shake up just about every business -- including yours.” –
Business Week
Can be a strong source of PR. Blogs are considered grassroot
activities and the content is taken as opinion.
Can be a focus of an anti-campaign where your company or site is
bad-mouthed.
Some companies, start blogs to build loyalty and address people's
comments and concerns.
Developing relationships with the top 10 or so influential bloggers in
their area is key.
Blogs
What does Blogging Provide to Small Business?
Blog software is easy to use. Simply write your thoughts, link to
resources, and publish to your blog, all at the push of a few buttons.
Blog software companies such as, Movable Type, Blogger.com and
Typepad all offer easy blogging tools to get started.
Blogging is a low-cost alternative to having a web presence. For small
business owners without the time to learn web html or the money to
hire a designer/developer, blogging offers an inexpensive method to
get your company's name out on the Internet.
Updating the weblog is a much quicker process than contacting a web
designer with changes or doing the coding and uploading yourself.
Business blogs provide your small business with a chance to share
your expertise and knowledge
Newsgroup
Surveys / Polls
Forums / Message Boards
Affiliate Programs
Affiliate Programs
AD - Advertisement, text, banner, flash, video etc.
CJ - Commission Junction (Network)
CPA - Cost per action
CPC - Cost per click
CPL - Cost per lead
CPM - Cost per mil (mil/mille/M = latin/Roman numeral for thousand)
CPS - Cost per sale
CR - Conversion rate
CTR - Click through rate
DRM - Dynamic rich media (type of Ad, technology).
EPC - Earnings per click / earnings per 100 clicks
LS - Linkshare (Network)
OPM - (or APM) - outsourced (affiliate) program management
OSC - On site conversions. PFI - Pay for inclusion
PID - Publisher ID (Affiliate/Affiliate site ID)
Affiliate Programs
PF - Performics (Network)
PFP - Pay For performance
PPA - Pay per action
PPC - Pay per click
PPCSE - Pay per click search engine
PPI - Pay per impression
PPL - Pay per lead
PPS - Pay per sale
ROI - Return on investment
SAS - ShareASale (Network)
SE - Search engines
SEM - Search engine marketing
SEO - Search engine optimization
SERP - Search engine result page
SID - URL parameter the affiliate can pass to get tracked
Viral Campaigns
In the region of 89% of North Americans willingly share humourous
content with each other on a frequent basis, according to the results of a
recent U.S. survey of adult Internet users.
E-mails are usually shared with more than one person, with some 75%
of respondents forwarding content to up to six other recipients
Help / FAQ
Chat
Live Help / Click to Talk
Alerts
Smart Pages
Art / Photos / Design
Demos
On-line Presentations / CDs
Catalogs
Contests / Coupons
On-line Seminars
50 Tips from the AMA
1. Banner ads
2. Sponsorships
3. Interstitial ads
4. eNewsletter ads
5. Online events
6. E-mail newsletters
7. Participation in users groups and listserv
8. Join affiliate programs
9. Conduct research to better understand your market
10. Leverage traditional offline marketing strategies
11. Develop internal communication processes
12. Develop an integrated marketing plan
13. Include your URL in all corporate materials and product literature
14. Establish goals and success metrics
15. Develop partnerships
16. Navigate your entire site as though you were a first time visitor
50 Tips from the AMA
1. Corporate information including speeches and white papers
2. Public Relations press page
3. Review your Web site navigation and usability
4. Viral toys and postcards
5. Ensure that your content is fresh and adds value
6. Develop a process to ensure out dated information is deleted
7. Link to appropriate sites
8. Loyalty programs
9. Online community
10. Search engine placement – review monthly
11. Meta tags and key words
12. Security policy posted on site
13. Privacy policy posted on site
14. Develop an opt-in list
15. E-mail link to customer service department
16. Incorporate personalization and customization functionality
17. Develop a CRM
50 Tips from the AMA
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Develop response standards to e-mail inquiries
Online chat connected to customer service department
Consistency of the brand is reflected on the site
Collect visitor information
Analyze your site’s log trends
Include e-commerce capability
Register the common misspelling of your URL
Encourage employees to add your corporate URL to their e-mail
signatures
9. Ask visitors to bookmark your site
10. Include a search engine function
11. Add a FAQ (frequently asked question) section
12. Include a site map
13. Ensure that shopping carts, order forms function properly
14. Periodically check all links
15. Periodically check the upload page time
16. Build your site to accommodate your customers’ logon technology
17. Remember you are now a “global company”
White Papers / Case Studies
eMarketing eMail
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Auto-responders
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Opt-in emails
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eMail signature ads
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Mass Mailings
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HTML/Text eMails
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Database Integration
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Scrubbing