Transcript FredPursell3

Internet Marketing
“love the skin you’re in”
BUSIP Program – 2 June 2005
Fred Pursell
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?
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
 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?
The secret is in the shoes!
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
By failing to plan, you’re planning to fail.
Planning is everything. The plan is nothing.
Examples 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
 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
Web usability design = convenience, ease of use,
and efficiency.
Evaluating 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 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 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 review
1) Product focus
2) Promotional techniques
3) Place for activities
4) Pricing tactics
Step 2 – online marketing review
Sales Cycle Phases and Activites
DEMAND
CREATION
advertising
specials
launches
partnering
articles
SALES
DEVELOPMENT
solutions
PRODUCT
PURCHASE
DELIVERY
INSTALLATION
ONGOING
SERVICES
configuration
set-up
customer care
ordering
help
FAQs
e-tools
education
specifications
ideas
images
tips
updates
cross selling
customization
support
payment
techniques
news
confirmation
integration
maintenance
Step 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
 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 project
1) Enthusiasm
2) Disillusionment
3) Panic
4) Search for the guilty
5) Punishment of the innocent
6) Praise and honors for the nonparticipants
Big 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 promotion
“Brilliant content” = Valuable Web-based
information, resources, and tools placed
where people naturally go to find it.
Lifestyle drives Web traffic
Health &
Fitness
Community
Involvement
Crafts &
Hobbies
Entertainment
& News
Travel &
Vacation
Personal
Growth
Financial
Well-being
Work
Productivity
Spirituality
& Values
Innovation is defining new solutions
Creating an Online Photo Gallery
Focus
Place
Need
Community
involvement
Classmates.com
My life then
and now
Travel and
vacation
Frommers.com
My island
adventure
Crafts and
hobbies
Photography.com My pet project
Internet partnering example
Web-user Progression to Qualified Lead
Vendor
info.com
Information,
Affiliate
lifestyle site
Partner
hosted site
Information,
Co-branded,
resources
Content & links
resources
Vendor
purchasing.com
Orders,
services
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
Marketing is all about understanding the customer.
Good luck in your travels!
“The journey is the reward”