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Punahou School Presentation

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Executing Instant Fulfillment On the Internet ... The Internet is boundless (national, global reach) Offers increased business penetration ... – PowerPoint PPT presentation

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Title: Punahou School Presentation


1
Web Marketing Marketing a Web Business Workshop
www.mindwind.com/fiji/fntc2003.html
2
Web Site Marketing
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

3
What is e-Business
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

4
Defining e-Commerce
  • E-Commerce allows business transactions to take
    place via telecommunications and computer
    networks, including the Internet and the World
    Wide Web.
  • As a market, electronic commerce serves as a
    digital venue for the buying and selling of
    products and services. As a means for information
    exchange, e-Commerce allows business entities
    both within an organization and/or between
    organizations to communicate effectively.
  • E-Business embraces the broadest definition of
    e-Commerce. E-Business includes customer service
    and intra- business tasks and is frequently used
    interchangeably with e-Commerce.

5
What is e-Business?
The transformation of key business process
through the use of Internet technologies.
E-Marketing
E-Commerce
Your Company
E-Operations
Apply Internet technology to streamline all
aspects of business process
6
What is e-Business?
Marketing (increase customers) Commerce (increase
sales) Operations (streamline business processes)
Traditional Business
E-Marketing E-Commerce E-Operations
E-Business
e-Business e-marketing e-commerce
e-operations
7
What is e-Business?
  • An e-Business is a company that incorporates and
    leverages
  • the Internet to adapt to constant and continual
    change. To
  • manage transitions smoothly, you have to remember
    two
  • important ideas
  • Start Simple, but expect to grow fast.
  • Build on What you have.

e-Business e-marketing e-commerce
e-operations
8
Typical Website Functionality
E-Operations
Integrate Backoffice processes
E-Commerce
Sophistication
Actively Sell Online
Actively Market Online
E-Marketing
Establish a Web presence
Get connected
Getting started
Time
Mature
9
Direct Marketing Fundamentals
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

10
Direct MarketingWhat is it?
  • Interactive - Sometimes called relationship
    marketing
  • Specifically targets the market you want to reach
    via an understanding of that audiences
    demographic
  • Response Driven
  • Segments the audience further by appealing to
    their distinct needs and reason for buying
  • Delivers a compelling message, is benefit
    focussed and provokes and inquiry or purchase

11
Types of Markets
  • World of Consumers
  • Consider purchases a personal buying decision
  • World of Business to Business
  • Consumers with additional responsibility of
    buying for their company
  • World of SOHO
  • Small office, Home office (growing quickly)
  • Has both personal and business responsibility

12
Ways to reach these markets
  • Direct Mail mailers, letters, catalogs, etc.
  • Telephone outbound telemarketing, inbound 800
  • Print Advertising newspaper, magazine, trade
    publications
  • Electronic/Interactive CDs, faxes, email,
    Internet webinar, webcast
  • Broadcast radio, TV, video, cable
  • Events seminars, tradeshows, presentations

13
The Internet Changes Everything
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

14
Marketing on the Internet
  • The Internet is boundless (national, global
    reach)
  • Offers increased business penetration
  • Changes the economics of marketing
  • Levels the playing field
  • Establishes a brand new sales channel (direct and
    supply chain models)

15
The Web Defies Traditional Logic
  • Due to technical design, websites are
    non-linear
  • Does not require a front-to-back reading style
  • Encourages movement and flexibility
  • Exposes the website visitor to everything
    simultaneously
  • The visitor is no longer directed by the
    marketer, instead the visitor does the
    directing!!!

16
Intersponding
  • A new response model
  • Visitors can respond any time along the way
    (requires proper website navigation and design)
  • Provides
  • Instant gratification
  • Total and immediate responsiveness
  • One to one communication
  • Personal correspondence
  • The ease convenience of automated response

17
Effective Marketing Websites
  • Compelling, well designed home page
  • Timely updating
  • Intuitive navigational flow
  • High-value information content
  • Response orientation
  • Fast load - Content delivery time

18
Promotional Tactics
  • Revise existing printed materials
  • Brochures
  • Collateral
  • Business Cards
  • Stationary
  • Direct Mail
  • Yellow Pages
  • All print advertising

19
Promotional Tactics
  • Link to Related sites
  • Associations, Chamber of Commerce, related or
    complementary products/services
  • Banner Ads / Cross Linking / Affiliates
  • Search Engine Optimization
  • Register with specialist in search engine
    registration

20
Marketing Synergies
  • Traditional advertising, eg. Print ads
  • Branding and style is consistent
  • Company name and domain name are consistent and
    marketable, eg. Lion Coffee
  • Interactive call to action click to purchase

21
Generating Qualified Leads
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

22
Email Lead Generation Programs
  • Inbound Inquires
  • Web response form allow better qualification
  • Outbound Email
  • Need to follow the rules - NO SPAM!
  • Always ask permission (opt in) and provide an
    opt-out ability
  • Personalize if possible
  • Reference your Website in your messages
  • Use for customer communications, follow-ups,
    major announcements, newsletters, surveys, etc.

23
Lead Generation with Offer
Young Laundry
Web design Pacific WebTech
24
Search Engines
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

25
Search Engine Economies
  • Internet search economies will supercede
    distribution economies
  • Huge efficiencies
  • Find a digital camera with 4X zoom and 500,000
    pixels
  • Online shopping vs. physical visits
  • Save consumers time!

26
Using Search Engines
  • Frequently the lowest cost way of driving traffic
    to your site
  • Drastically improves site visibility
  • Different search engines search differently,
    change is constant
  • Everyone knows it, few do it.

27
Challenges to consider
  • Listing criteria varies by search engine
  • Site ranking factors
  • External ranking factors
  • Changes regularly, dynamic search provider
    environment
  • It takes time to realize results

28
Top Search Engines
Courtesy of SearchEnginePosition.com
29
Search Engine Optimization
  • Proactive
  • The art of understanding the searching techniques
    employed by various search engines
  • Creating engine-specific page content to maximize
    the visibility with that search engine

30
How does search optimization work?
  • Multiple home pages for multiple search phrases
  • Different techniques for different engines
  • Continual monitoring adjustment where needed
  • Top 3 engines 79.5 of all searches
  • Top 5 engines 89.5 of all searches

31
How your website can be Optimized
  • Concentrate on your homepage
  • Have a strategic URL
  • Use common keywords and phrases
  • Limit your keywords and phrases
  • Continual review and submission process

32
Executing Instant Fulfillment
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

33
Benefits of Internet Based Fulfillment
  • Acknowledgement
  • Confirmation
  • Fast updates
  • Customer self-service
  • Enhanced customer service

BUT 37 of online retailers FAIL to respond to
customers online requests.
34
Enhancing Customer Relationships
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

35
Using the Internet to Create Emotional Bonds
  • Goal Create Loyal Customers
  • Personalize email thank-yous (premiums)
  • E-newsletters, opt-in offer notification
  • Tell-a-friend referrals
  • Building a community of loyal customers who have
    common interests

36
Build Customer Relations with Database
  • Adds an additional layer of personalization
  • Gives some control to content delivery
  • Can be easily and frequently updated
  • Allow for easier user tracking and data collection

37
Increased Revenue
  • New Accounts
  • New Product and Service sales
  • New Buyers
  • Fewer Product Returns

38
Typical Sales/Customer Service Cycle
Prospect Contact Lead Mgmt.
Customer Mgmt., Continued Support, Up Sell Oppty
Repeat sales
Typical Sales Cycle Everything your E-Business
should Help you do Better
Introduction, Meetings Proposal
Close Sale Order Process
39
E-Marketing Checklist
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

40
E-Marketing Readiness Checklist
41
Planning Your Next Step
  • What is e-Business
  • Direct marketing fundamentals
  • The Internet Changes Everything
  • Generating Qualified Leads
  • Search Engines
  • Executing Instant Fulfillment On the Internet
  • Enhancing Customer Relationships Using the
    Internet
  • E-Marketing Checklist
  • Planning Your Next Step

42
Things to remember
  • Evaluate your e-Marketing checklist
  • Evaluate your current site ratings
  • Determine a plan to strengthen your existing
    Marketing Plan
  • Research third party options - outsourcing
    partners
  • Build an integrated marketing plan to include
    promoting your URL in any and all marketing
    materials, ads, articles, etc.
  • Begin testing and trying new ideas

43
Case Study Examples
  • www.mindwind.com/fiji/fntc2003.html

44
Mahalo and Aloha!
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