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Turning Visitors into Customers Guide to Marketing

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					Turning Visitors into Customers:
    A Guide to E-marketing
     Turning Visitors Into Customers:
          Guide to E-marketing

  Explore how e-marketing techniques and Customer
Relationship Marketing strategies can convert your online
             visitors to your loyal customers.
              Agenda
• The world of marketing
• The changing landscape
• Make it happen!
CRM Definition


         Customer Relationship Management
        (CRM) The general purpose of CRM is to
        enable organizations to better manage their
        customers through the introduction of reliable
        systems, processes and procedures for
        interacting with those customers.


                                        www.wikipedia.org
E-marketing Definition


           E-marketing is a type of e-
           commerce that can be defined as
           achieving marketing objectives
           through the use of electronic
           communications technology such as
           Internet, e-mail, databases and
           mobile devices.
                                    www.wikipedia.org
The World of Advertising



 “I know half the money I spend on
 advertising is wasted, I just don’t
         know which half”


          John Wannamaker
          1886
The World of Advertising
The World of Advertising
How Effective is it Really?
How Effective is it Really?
The World of E-marketing




          Video on E-marketing shift
2006 Advertising Spend in the US

  • Increase by 4.2% in 2005 over the 2004
    figures.
  • Internet advertising led the field with an
    increase of 23% over other media
    categories.
    – Website Improvements: 39%
    – Search Marketing: 38%
    – Online Ads: 28%
    – E-mail Marketing 13%

                                    Source: iMedia Connection
The World of E-marketing
              Agenda
• The world of marketing
• The changing landscape
• Make it happen!
The New Customer Value
                                        High




                                                    Vulnerable                                     Star Customers
                                                    Customers


            Customer Equity
             Capturing value from customers




                                                     Lost Causes                                   Free Riders

 The Ten Demandments:
 1. Guide me
 2. 24/7                                      Low                                                                   High
 3. Make it easy                                                      Customer
 4. Put me in charge
                                                                     Experience
 5. Inspire me                                                     Delivering value to Customers
 6. Get to know me
 7. Reward me
 8. Stay with me
 9. Earn my trust
 10. Exceed my expectations
The Paradigm Shift

 • It’s here and the customer is in control
    – Access
    – Interface
    – Media in their hand
 • What is driving the shift
    – Crystallization
    – Collaboration
    – Creation
The Paradigm Shift

 • Who is driving this shift?
Dialogue Marketing
E-marketing Technologies




                       Developing            Emerging
                  Technology Continuum
Website           Search Engine Marketing   Blogs
Extranets         Online Ad Serving         Podcasts
Email Marketing   Landing Pages             Pay per call
                  Marketing Analytics
The Internet Population
E-marketing…Get out in front

 A new survey finds that not only are small and medium-sized
 businesses going online — they are depending on it more for
 marketing and profits.
                                           RSS
                                     Podcasting
                                          Blogs
                                PPC advertising
                                 Online coupons
                      Search engine optimization
                               E-mail marketing

                                                   0%   20%   40%   60%      80%



 With 53% of small businesses with Web sites saying their sites
 are primarily to provide company credibility, and 29% saying the
 sites provide a critical building block for developing the products
 and services, the Barometer revealed how central Web sites are
 becoming for businesses.
                                                                          Source – eMarketer report Oct. 2005
              Agenda
• The world of marketing
• The changing landscape
• Make it happen!
Make It Happen!




          Marketing     Data


                  Results
Make It Happen!




               Marketing




                            E-marketing
      Achieving marketing objectives through the use of electronic
                     communications technology
E-marketing

  • Websites
    – Landing Pages
    – Micro sites
  • Email Marketing
  • SEM
    – Organic
    – Pay per click
  • Online Advertising
  • Blogs
  • Podcasts
Websites


           Websites




                      Source: Emarketer Report
Websites
Five Tips For Email Marketing

•   Build your list
•   Getting customer to Opt-in
•   “Piggy-Back Marketing”
•   Effective subject lines
•   Don’t neglect your email design
Five Tips For Email Marketing

• Build your list
    – Web form
    – Shopping cart form
    – Search engine marketing
    – Refer a friend
•   Getting customer to Opt-in
•   “Piggy-Back Marketing”
•   Effective subject lines
•   Don’t neglect your email design
Five Tips For Email Marketing

• Build your list
• Getting customer to Opt-in
  – Don’t hide the link
  – Don’t disguise
  – Home Page
• “Piggy-Back Marketing”
• Effective subject lines
• Don’t neglect your email design
Five Tips For Email Marketing

• Build your list
• Getting customer to Opt-in
• “Piggy-Back Marketing”
  – Promote through other marketing efforts
  – Landing Pages
• Effective subject lines
• Don’t neglect your email design
Five Tips For Email Marketing

•   Build your list
•   Getting customer to Opt-in
•   “Piggy-Back Marketing”
•   Effective subject lines
    – Inform
    – Intrigue
    – Entrust
• Don’t neglect your email design
Five Tips For Email Marketing

•   Build your list
•   Getting customer to Opt-in
•   “Piggy-Back Marketing”
•   Effective subject lines
•   Don’t neglect your email design
    – Design and layout is one of the easiest
      improvements
    – Pull your readers through the message
Email Marketing
Search Engine Marketing




                          Source: Emarketer Report
Search Engine Marketing


  • Organic Search
    – Top ranking based on content, links and
      HTML tags
  • Pay Per Click
    – Pay for placement
Search Engine Marketing



                     Pay-per-click




                      Organic Search
Online Banner Ads


  • Research ad networks
  • Ad testing
    – Size
    – Location
    – Creative
    – Offer
  • Explore alternatives
  • Refine based on results
Online Banner Ads
E-marketing in Action
E-marketing…Engage
E-marketing…Personalize
E-marketing…Learn More
E-marketing…Educate
E-marketing…Offer
E-marketing…Cross-Sell
Make It Happen!




                                Data




                         CRM:
   Systems, processes and procedures for interacting with
                       customers.
Data…CRM Value


 • Understand and predict customer needs
 • Build valued and long-term customer
   relationships
 • Manage customer profitability
 • Improve branding and customer loyalty
 • Contain delivery cost
Data…Process
 Customer Data

 Company        Contact
  Name           Name



                Demo-
  Address
                graphic




  Services      Privacy



 Channel Data
                                          Market Performance Framework
                 Online                      Scores
    PPC
                  Ads
                                                                    Metrics
                             Sundog
                Email
                            Marketing
 Direct Mail               Intelligence
               Marketing                                                      Measures
                             System

                 News
     TV
                 paper



 Campaign Data


    Plan        Segment




  Program        Offer




 Campaign
Data…Process
Data…Process
Data…Systems
Data…Systems
Data…Systems
Data…Customer Interaction


  • Customer Managed Relationship
    – Technology has moved the control to the
      consumer.
      • Must learn with every interaction
         – Sort, Retain, Disseminate
      • Constant feedback and stay in front
         – Research, Organize and Learn
Make it happen!




                  Results
Results…Measurements
Results…Dashboard
The Future of Communication…
            Sundog Interactive
A measurable marketing company that creatively combines a wide
range of interactive and traditional marketing solutions to help your
company build brand and knowledge equity and create a positive return
on marketing investments.

        To see E-marketing in action visit www.sundog.net/PRnet

                                 Eric Dukart
                           VP, Customer Insights
                          eric.dukart@sundog.net
                                701-476-2392

				
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