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The Marketing

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The Marketing & Promotional Plan. Brand Building and Marketing Online ... tailored communication. 27. CONFIDENTIAL. Building Loyalty: Site Personalisation ... – PowerPoint PPT presentation

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Title: The Marketing


1
The Marketing Promotional Plan
  • Brand Building and Marketing Online

64157 ??????????? ????????? 2002 Spring, Week 7-4
??? ?? ????? 2002/05/11
2
Pull Versus Push
  • Traditional marketing PUSH / interruptive
  • Online PULL
  • Online environment active medium
  • People use internet to DO something
  • Online marketing recommendation of usefulness

3
The Brand Experience
  • The online brand experience of brand
  • Web site IS the brand
  • Judgement based on experience of brand
  • Companies can help to develop feelings in and
    around their brand
  • Add a human touch in the computer environment
  • Only one chance to create a favourable experience

4
Traffic and Brand Value
  • Smart browsing
  • Traffic as value
  • Traffic through visibility
  • Domain branding
  • Managing your portal presence
  • Publicity and word of mouth
  • Paying for traffic
  • Alliance and co-branding
  • Online ads
  • Evaluating traffic sources

5
Smart Browsing
  • Surf Engines
  • Using personalization techniques to help to solve
    the question of where to go next.
  • Aimed at making Web navigation easier.
  • No engine can provide guidance to a newly created
    page.
  • Surf Engine Pioneer
  • Alexa Internet Services (www.alexa.com),
  • Founded in April 1996 by Brewster Kahle and Bruce
    Gilliat
  • Located in San Francisco.
  • Alexa works along with your browser to provide
    information about the Web page being viewed
    and insight about the additional places
    to visit.

6
Features of Alexa Software System
  • Real Time Information provider.
  • Using technologies of parallel computing send
    new page address back to Alexa system, then send
    new information to users computer.
  • Keeping a database of Web-surfing behavior.
  • Using data mining techniques recognize usage
    patterns, help to guide users to their desired
    information.
  • Interactive Click trails are combined with user
    rankings of web-page quality. Behavior and
    Rankings.

7
Defining the Strategy
  • WHO are the sites target audiences?
  • WHERE can these target audiences be reached?
  • HOW can they be most effectively reached?

8
Initial Activities Offline Integration
9
Initial Activities Search Engines
  • 1 in every 28 page views on the entire web is a
    search engine results page
  • Most widely travelled path on the net in march
    99 was from home.microsoft.com to
    www.altavista.com
  • 85 users find web sites through search engines

10
Initial Activities Search Engines
11
Initial Activities Directories
  • Directories compiled by humans, not robots
  • Takes time and patience to get listed often 2-3
    months at the least
  • But worth the wait in Dec 99 alone, yahoo! Had
    over 32 million visitors

12
Increasing Awareness Reciprocal Links
  • 88 of users find new sites this way
  • Reciprocate with good quality, non-commercial
    information sites
  • Reciprocal links can help develop a positive
    brand experience
  • Some search engines use the number of sites
    linked to a submitted site as a ranking mechanism

13
Increasing Awareness Advertising
  • IABs advertising effectiveness study
  • Online advertising can increase
  • Advertisement awareness
  • Brand awareness
  • Product attribute communication
  • Purchase intent

14
Increasing Awareness Affiliate programmes
  • Only pay for performance
  • Reward per click through
  • per lead
  • per sale
  • Online-only retailers generated 6 of their
    revenues from Affiliate Programmes
  • Cross promotional partnering
  • Online / offline promotional integration

15
  • Hairy

16
Traffic Value and Scarcity
  • Value is based on scarcity of supply, not
    necessarily benefits
  • The supply of web content is growing faster than
    the number of users
  • While the volume of online material provides
    ever-increasing value to network users, the
    battle for attention is severe

17
Building Web Traffic
  • Any Web site must attract visitors. The best
    designed and implemented Web site is useless if
    no one shows up!
  • The biggest challenge facing Web marketer is
    getting visitors to their site.
  • Traffic building tools
  • Advertising
  • Links
  • User habits
  • Word of mouth
  • Surf engines

18
Build Traffic
Search Directory
Domain Name/Brand
  • Acquiring traffic is expensive
  • And critical to Web marketing success
  • Make the site easy to find by new users
  • - Domain name
  • - Search Directory
  • - Publicity
  • - External Links
  • - Advertising

Destination Site
Publicity
External Links
Paid Advertising
Sources of Traffic
19
How to Develop Traffic?
  • Developing Traffic Requires Value
  • Visit duration is the online equivalent to time
    in a store
  • Long visit duration allows
  • - More time to communicate the message of the
    site
  • - Additional opportunities to engage in commerce
  • - More chances to build commitment and loyalty
  • - Exposure to more advertising or alliance
    partner
  • impression

20
Net Word-of-Mouth Technologies
  • E-mail among friends and biz acquaintances
  • Usenet groups
  • E-mail listservs
  • AOL and other online forums
  • Industry portal discussion areas
  • Online and traditional media coverage of the Net

The Net amplifies the power and accelerates the
speed of user feedback
21
Option Leaders Online
  • Opinion leaders are well-respected industry
    participants journalists, or lead users known for
    expertise
  • Reaching opinion leaders is a key success factor
    of an e-commerce strategy
  • Opinion leaders can be reached via e-mail and
    social networks

22
URL Placement
  • Integrate your domain name wherever possible
  • - Manuals, warranties, software programs
  • - Familiar advertising settings
  • Billboards, buses, bills, company brochures,
    radio
  • advertisements, public speeches, menus in
  • restaurants, park benches, shopping bags
  • To track which medium is driving traffic
  • - Use unique identifiers
  • - Use different Web addresses with different
    media
  • messages

23
Interactive Advertising
  • Banner ads are the dominant form of online
    advertising
  • - Clickable graphic images that take a user to
    another Web location
  • Pricing is usually based on the number of
    impressions
  • - Negotiated prices, volume discounts, and
    barter arrangements are common
  • - Each banner also carries a unique identifier
  • This allows a business to track the
    effectiveness of each placement in generating
    traffic

24
Retaining Traffic
  • Retaining traffic is profitable
  • Site loyalty dramatically lowers the cost of
    maintaining
  • web site traffic
  • Fewer new users must be attracted to maintain a
  • profitable user base

25
Building Loyalty
  • It costs 5 times more to sell to a new customer
  • than to sell to an existing customer

26
Building Loyalty Email
  • Email interactive and measurable
  • Content, Click through and Conversion can be
    measured and effectiveness of campaign plotted
  • One-to-One marketing
  • - profiling
  • - segmentation
  • - tailored communication

27
Building Loyalty Site Personalisation
  • Users visit personalised pages three times more
    often
  • Response rate can increase to 10-30 from 2-4
  • ROI for personalisation can be up to 300

28
Building Loyalty Site Personalisation
  • Scenarios where personalisation can be
    beneficial
  • One product / service geared to more than one
    target market
  • One target market and several products / services
  • More than one target market and several products
    / services

29
Building Loyalty Site Personalisation
  • Types of personalisation
  • Personalised information
  • Personalised web experience
  • Personalised service
  • Personalised community
  • Personalised cross selling

30
Building Loyalty Little Things
  • Reward loyalty
  • Make a visitor feel valued
  • Create a positive brand experience

31
Conclusions
  • Web sites need to be marketed to benefit from the
    investment made
  • The methods used need to be appropriate for the
    strategy, defined by WHO and WHERE
  • A positive brand experience is crucial in
    promoting loyalty
  • Judgements are made depending on how people FEEL

32
(No Transcript)
33
Waking Up Customers with Personalization
  • Introduction
  • Successful Use of Personalized Direct Mail
  • Future Plans

34
L L Bean
  • Select Comfort -


    The
    leading vertically-integrated manufacturer,
    specialty retailer and direct marketer of premium
    quality, innovative air beds.
  • Personalized comfort and support
  • 320 major mall stores nationwide
  • Database of 5 million owners inquirers
  • Four-fold sales growth in last 5 years

35
Personalization Overview
  • Prospects Mall Location
  • Inquiries Call to
    Action
    Discovery Information

  • Financing Pre-Approval
    Survey Results
  • Owners Original Bed Purchase Info

36
Prospect Lists
  • Personalize Closest Mall Location
  • Also Include Directions to Mall

37
Inquiries - Personalized CTA
  • Targeted versioning of most productive call to
    action
  • 800
  • Store location
  • Both
  • Inquiries segmented by channel preference

38
Inquiries - Direct Call to Action
39
Inquiries - Retail Call to Action
40
Inquiries - Dual Call to Action
41
Inquiries - Personalized CTA
  • Targeted versioning of most productive call to
    action
  • 800
  • Store location
  • Both
  • Inquiries segmented by channel preference
  • 24 response gain!! (dual vs single CTA)

42
Inquiries - Customer Information
  • Use information gathered in the discovery
    process to personalize the marketing message
  • Make sure its relevant
  • type, age of current bed
  • sleep issues
  • feature of interest in SC bed

43
Inquiries - Customer Information
44
Inquiries - Customer Information
  • Use information gathered in the discovery
    process to personalize the selling message
  • Make sure its relevant
  • type, age of current bed
  • sleep issues
  • feature of interest in SC bed
  • Double digit gains in response rates!!

45
Inquiries - Sleep Survey Results
  • Gather sleep survey data from inquiries
  • Take problem/solution approach to direct mail via
    personalization

46
Inquiries - Sleep Survey Results
47
Inquiries - Sleep Survey Results
  • Gather sleep survey data from inquiries
  • Take problem/solution approach to direct mail via
    personalization
  • Include collateral material in package that
    speaks to their specific sleep issue

48
Future Plans for Personalization
  • New Movers
  • Back Pain Sufferers
  • Sleep Numbers
  • The sky is the limit!!

49
Business Intelligence Challenge
  • Who are my most/ least profitable customers and
    products ?
  • To whom should I address my marketing action/
    campaign ?
  • What are the sales performances of this period
    with respect to my objectives and with respect to
    the same period last year?
  • Which are currently my best performing products
    in Germany ?
  • Which customers are about to churn, who are
    frauding ?
  • At what price should I sell my service/ product
    in Geneva ?

50
Existing Barriers
  • Data profusion, redundant and incoherent
  • Data incomplete and of bad quality
  • Culture for data transparency
  • Technology islands
  • Rapidly changing strategies and environment

51
BI Definition and Map
  • Draw the map to find your way to success
  • Business Intelligence is a set of concepts and
    methodologies to improve decision making in
    business through use of facts or fact- based
    systems

52
Three Cornerstones of Business Intelligence
Collect Data
Prepare Store Data
Analyze Data
  • Extract Data from
  • Legacy Systems
  • ERP s
  • E- Business systems
  • Archives
  • External sources
  • ...
  • Data Visualization
  • OLAP
  • EIS, MIS
  • Standard Reporting
  • Data Mining
  • Forecasting, Simulations
  • Data Staging
  • Quality control
  • Integration enrichment
  • Historization
  • Pre- aggregation
  • Model transformation

53
Examples of Business Benefits
  • More Effective Decisions
  • On- line indicators of business trends and
    ratios
  • Deep analysis capabilities down to single
    transaction
  • Greater Customer Insight
  • Fact based segmentation
  • Campaign success analysis
  • Greater Profitability
  • Resource optimization
  • Identification of most profitable customers
  • Defect ratio reduction

54
BI Architecture
55
BI Market Overview
56
What is the future?
  • Real- time solutions and full integration with
    operations
  • Collaborative BI and Workflow Integration
  • Mobile Business Intelligence
  • Strategic Business Intelligence competence center

57
Envision
We help you define your strategy at all business
levels and the tools to report, follow and
analyse your key figures
  • Key Service Offerings
  • BI Strategy and objectives
  • Is Analysis of the available Data, Systems and
    Processes
  • Identify a set of most-promising BI solutions

58
Design
Design is the time where the success of the
solution is drawn
  • Key Service Offerings
  • Architecture Design
  • Product Selection
  • Project Organization
  • Business Process
  • Organization Design

59
Delivery
With our partner or based on standard
technologies, we are always able to find a
solution that fits your needs
  • Key Service Offerings
  • Product Integration
  • Data Processing (ETL)
  • Reporting, EIS OLAP
  • Data Mining
  • Web Reporting and Analysis
  • Clickstream Analysis
  • ...

60
Improve
Business Intelligence is strongly dynamic and
sensitive to all changes in company systems,
processes and strategy
  • Key Service Offerings
  • New Data Marts
  • Data Mining
  • Optimization
  • Audit
  • New data sources
  • integration
  • ...

61
Financial and Accounting Reporting in a large Bank
  • Monthly Reporting
  • Profit and Loss
  • Reporting at Regional level
  • Group Statement
  • Corrections
  • Reporting at National Bank
  • Capital Resources
  • KMU Information
  • Optimization of needed Capital Resources
  • Ensure Reporting Obligations
  • Extern intern financial audit

62
Key Success Factors
  • Performance and parallelization to perform the
    processing for the 7th of the month
  • Ensure Data quality and coherence
  • Preserve existing investment in systems and
    personnel
  • Continuous improvement and evolutions
  • Coordination with other systems

63
Application References
  • UBS Data processing for Financial and Accounting
    Reporting
  • Postal Data Mart for Database Marketing
  • U. S. Multinational Sales performances cockpit
  • Concordia Enterprise Data Warehouse with 3 Data
    Marts and
  • Performance Management Cockpit (Balanced
    Scorecard)
  • PM Data Mart for R D Activity Reporting
  • SBB Data Mart for Train Punctuality Follow- up
    and Reporting
  • SBB Data Mart for the Global Performance
    Cockpit
  • NestlĂ© Data Mart for Travel Expenses Reporting
  • Genilem Reporting of WEB Site visitors
  • ...

64
Top 10 U. S. largest Multinationals
  • Sales and Quotas Follow- up
  • Solution Business Issue
  • Follow- up sales on a day-to- day basis
  • Client Value Delivered
  • Consistent rules of Business Tracking across
    Countries
  • Business Units Sales reporting for Country
    Managers

65
Post Services
  • Sales and Quotas Follow- up
  • Solution Business Issue
  • Identify most profitable customers and products
  • Client Value Delivered
  • Marketing campaigns
  • Sales reporting
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