Part II: Marketing and Technology Shape The Agenda Webenabling Your Business

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Part II Marketing and Technology - Shape The
AgendaWeb-enabling Your Business
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IntroductionLessons learned from Part I
_at_

• The internet as a catalyst for change and growth
  is finally happening
• 50 ( of UK population now online),
• 72 (A, B, and C1s),
• 5Bn (Xmas 2005 UK online spend),
• 19.2Bn (UK 2005 online spend)
• 24 million people shopped online last year,
• They spent over 800 each
• The internet has many potential business
  applications
• Increase sales
• Improve customer service
• Improve and increase communication
• Build brand and product awareness
• Target very specific markets
• All at a reduced cost
• It can be a great leveller

• The internet should be an integral part of your
  total go-to-market strategy and tactics
• Provable ROI - a first in marketing!
• Not a silver bullet
• Not for everybody
• You must identify what you want to achieve via
  the internet
• Get educated
• Try it

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Build a planTo address existing and emerging
market opportunities

• Treat the internet like you would any other
  investment
• Review your business and decide where internet
  marketing could fit and the value it could add
  to your organisation.
• Develop a clear vision, business plan and
  definition of success, so that you know what
  success looks like when you get there.
• Think in terms of joined up processes
• No point in generating interest or demand from
  the web if no-one will act on it!
• Justify the investment based on provable ROI
• One way or another you will be able to
  categorically prove the success or failure of the
  investment

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Get educated

• You need to understand the beast you are dealing
  with
• Get aware
• Educate yourself
• Get trained go to http//www.cim.co.uk/cim/dev/h
  tml/couCouCou.cfm
• E-marketing - A Practical Introduction to
  Marketing Using the Web (One Day Workshop)
• E-marketing - Creating a Web Marketing Plan
  (On-line course)
• E-marketing - Ensuring your Website is Accessible
  (One Day Workshop)
• E-marketing - Improving Your Results from Digital
  Marketing (One Day Workshop)
• E-marketing - Principles of Great Web Design (One
  Day Workshop)
• E-marketing - Running Effective Campaigns (One
  Day Workshop)
• E-marketing - Search Engine Marketing (One Day
  Workshop)
• E-marketing - Strategic Internet Marketing (One
  Day Workshop)
• E-marketing - Email Marketing (One Day Workshop)

Why? To maintain control and avoid getting ripped
off!
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What can you do with it?Product and services
perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• Existing products more info, value add on the
  web
• Add products low overhead
• New markets

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What can you do with it?Place and locations
perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• Internet as new business location
• Physical infrastructure
• Brand
• Portfolio
• Intended Audience

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What can you do with it?Customer service
perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• Personalisation
• Customer Support
• Self Help/Community Help
• Working relationship
• collaboration

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What can you do with it?Cost reduction
perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• Reduce costs
• Manufacturing
• Process
• Distribution
• Suppliers
• Marketing
• Customer Service
• Location

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What can you do with it?People perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• Improved administration
• Reduced costs
• Teamwork / communication
• Knowledge management
• Intranet / extranet / internet

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What can you do with it?Supplier relationship
perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• Electronic ordering
• Email
• Website / XML
• EDI
• Extranet
• Source new suppliers
• Search
• E-procurement portals

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What can you do with it?Marketing and sales
perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• Additional channel
• New markets
• New demographics
• Copy existing channels
• Enhance existing channels
• Relationship
• Personalisation
• Direct marketing
• Managed
• Affiliate marketing

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What can you do with it?Marketing and sales
perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and Sales
• Technology
• Production
• Information

• Drive traffic
• Business development
• Get them there
• Get them back
• Get them to stay longer
• 4 Cs
• Content
• Community
• Communication
• Commerce
• Automate sales
• B2B vs. B2C
• E-commerce

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What can you do with it?
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What can you do with it?Technology perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and Sales
• Technology
• Production
• Information

• Support
• Innovate
• Customer focussed

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What can you do with it?Production perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• Reduce stock level
• Automated order processing / fulfilment
• Virtualisation
• Reduce overheads

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What can you do with it?Information perspective

• Products and services
• Place and locations
• Customer service
• Cost base
• People
• Supplier relationship
• Marketing and sales
• Technology
• Production
• Information

• To
• Customers
• Markets
• From
• Collection
• Tracking
• Integration
• Unified view
• Transactions
• Interactions
• History

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What can you do with it?

• Track customer interactions, end to end from
  discovery to conversions
• Search engine / Email Web stats
• Login database
• Checkout database purchase history
• Returnees refine offerings from database
• Deliver value add a reason to return
• Online calculators, personalised facilities,
  fresh content
• Unified view of customer?
• How web / e-commerce centric are your products /
  services?
• Packaging / distribution, brand, purchase price,
  complexity, visual perception

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The internet industry is still in its infancy
Technology Integration
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Technologies at your disposal

• Website hosting, applications, e-commerce,
  stats, content management
• Email unified message, CRM
• E-Newsletters tracking, viral
• Search Engines website SEO, PPC, CPM
• Advertising banners, skyscrapers, buttons
• Blogging / Forum / Chat community input,
  customer support
• RSS Feeds enticement to return
• Webinars broadcast, bandwidth
• Link / Affiliate schemes drive traffic
• Proprietary vs. Open Source
• Supplier lock-in vs. Commercial support
• Security 65 of web serving done using Apache
• main reasons less frequent / serious security
  issues, cost it's Open Source and therefore free

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Make or BuyIssues to address

• Intellectual property / licensing
• Process ownership
• In / Out source
• Contingency planning data backup, network
• Internal champion
• Design branding, visitor journey, accessibility
• Functional Specification what will it do
• Documentation enable change of provider
• If using 3rd party suppliers
• Stability, Ability, Availability
• Bespoke vs. Off the shelf solution risk

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Case Studies

• Case study Accountancy firm Wirral
• Enquiry form on web -gt internal CRM system -gt
  launch processes within 10 seconds of enquiry
• Linux, Apache, MySQL, PHP, XML, SOAP - Web
  Service, Microsoft Server 2003, Microsoft CRM
• Case study Well known (Indian) food manufacturer
• Data provided to supermarket chains -gt imported
  to database -gt basis for product information
  across website
• Linux, Apache, MySQL, PHP, XML

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Case Studies

• Case Study Accountancy firm Blackpool
• Web based time sheet expenses system
• 400 users / week
• Average site visit time 11 minutes 24 seconds
  opportunity?
• Linux, Apache, MySQL, PHP

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Tips n Tricks

• Web Stats Hits vs. Page views
• Email Stats Be wary of 'Number viewed' stats
  images are blocked by default
• Search Engine Optimisation ask for proof
• Backup your data whether in-house supplied or
  not
• Domain names check who is the registrant
• Style Guides compromise as technologies less
  precise PDF

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ROI
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Summary and next steps

• Internet marketing is now a viable and affordable
  way to engage, interact and transact with your
  customers
• To exploit it you need to develop an
  understanding of what it can do for your
  organisation - so get yourselves educated
• Have a clear vision and plan for where it fits
  within your overall business development
  activities
• Understand the business and legal implications
  involved
• Own the concept for your internet marketing
  programmes
• Get help from external experts where
  appropriate!
• Use the most appropriate (cost-effective) ways to
  get your organisation online
• If you do so, you will experience one of the most
  dynamic forms of marketing available today

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Part II Marketing and Technology - Shape The
AgendaThank You