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					Design


                    Corporate                         • Layout Templates
                     Identity
                                                      • HTML Templates

                                                      • Programming
                             Design
                             Design
                            Guideline                 • Interfaces
                            Guideline
                                                      • Interaction

                                                      • Functions
                Target group
                                                      • Features




ABAC - Internet Marketing           Thomas H. Jäkel                   Slide No. 68
Production of Pages




                                              •   Design
                                              •   Online Shop
                                              •   Virtual Sales Assistant
                                              •   Portals
                                              •   eMail
                                              •   Newsletters




ABAC - Internet Marketing   Thomas H. Jäkel                          Slide No. 69
Online Shop


       Presentation
   Structure, content, layout,
   catalogue, products, help,
   serach, basket, terms &
   conditions, data entry,
                                 Process Control
   order ...
                                 Navigation, interactice
                                 processes, basket control,
                                 protected data entry,
                                 transaction processing,
                                 data exchange between
                                                                    Back-End
                                 front end and back end ...
                                                              Authenitication, order
                                                              registration, availability of
                                                              goods, payment system,
                                                              integration with other
                                                              backoffice systems ...




ABAC - Internet Marketing               Thomas H. Jäkel                              Slide No. 70
Online Shop: Finding Products


                            •       Does the shop appear well organized
                                    and structured?
                            •       Can products be easily found?
                            •       Does the presentation create
                                    additional demand?
                            •       Does the presentation offer sales
                                    incentives?
                            •       Can customers easily obtain all
                                    needed information?
                            •       Does the design and application of
                                    security methods provide the
                                    impression of a secure, stabil and
                                    reliable site?
                            •       Is main web site design included in
                                    the online shop design?
                            •       Does the product display allow
                                    natural view, multiple views, detail
                                    view, „touch it“?


ABAC - Internet Marketing       Thomas H. Jäkel                      Slide No. 71
Online Shop: Order Support


                                      •       Display order process
                                      •       Complete address of provider
                                      •       Only additional: Email
                                      •       Real-time support functions
                                      •       Provide order consulting
                                      •       Provide call back service
                                      •       Provide online support
                                      •       Provide Call Center services
                                      •       Provide FAQ section
                                      •       Allow test order




ABAC - Internet Marketing   Thomas H. Jäkel                               Slide No. 72
Online Shop: Add-on Features


                                    •         Distraction
                                    •         Understanding the process
                                    •         Solid transaction process
                                    •         Remember Registered customers
                                    •         Protection against error and
                                              wrong entry
                                    •         Reaction in case of technical
                                              problems
                                    •         Credit worthiness
                                    •         Delivery options
                                    •         Delivery tracking




ABAC - Internet Marketing   Thomas H. Jäkel                                   Slide No. 73
Online Shop: Payment



                                              •   Cash on delivery
                                              •   Cheque payment
                                              •   Money transfer
                                              •   Invoice/on account
                                              •   Credit Card
                                              •   Cheque card
                                              •   Debit Entry
                                              •   Cybermoney




ABAC - Internet Marketing   Thomas H. Jäkel                            Slide No. 74
Virtual Sales Assistant


                                                                     Product
                        Customer                                    Catalogue




                                                     Advisor




                                   Shopping              Product
                                     Cart               Selection



ABAC - Internet Marketing                     Thomas H. Jäkel                   Slide No. 75
Example: Shop IBM - Start



                                               Support

     Search
                                                Offer
      Menu
                                               Picture
     Details

                                               Access
    Advisor

                                                Offer
     Access
                                              Resources
       Links

ABAC - Internet Marketing   Thomas H. Jäkel         Slide No. 76
Example: Shop IBM - Advisor




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 77
Web Portals – Virtual Shop Windows



                                              Employees
 Web Portals can be
   the ideal medium
     for companies
   making business
  over the Internet.
    Their customers                           Customers
 can use the portals
       as a virtual
 showcase allowing
         them to
  individually select
      products and                            Partners
        services.

  But not all portals
  serve such a need.

                                                Public

ABAC - Internet Marketing   Thomas H. Jäkel               Slide No. 78
Basic Considerations




 The Internet provides access to information. Users need sources which
 address his/her needs and provide context or theme related information
 without having to surf through millions of pages. The idea of a portal is
 to bundle information and provide users with immediate access to
 qualified information.

 Portals guarantee „stickiness“ – the time a user spends on the site – if
 combined with other areas of interest such as news, stock markets etc.

ABAC - Internet Marketing        Thomas H. Jäkel                      Slide No. 79
Portal Requirements

           Attractive Design                                   7/24 Availability
 Today, perfect design is a must in                      eBusiness does not know business
 the Internet. But portals must also                     hours. Portals must be available all
 provide a clear logical path and an                     the time.
 easy way to find information.
                                                          Real-time Processing
             Service Quality                             Customer satisfaction can only be
 Portals must be easy to use.                            achieved if processes are executed
                                                         promptly. Customers must always
                                                         know in what stage of the process
             Time to Market                              they are.

 Information must be provided in
 real time, eg. stock market etc.                             Personalization
                                                         Ability to create a user profile on
                                                         the site. This allows direct access
       Backend Integration                               to favorite information.
 Legacy systems, customer service,
 data warehouse must be fully                                      Security
 integrated to enable seamless                           Information and transactions must
 exchange of information.                                fully comply with highest security
                                                         standards..



ABAC - Internet Marketing              Thomas H. Jäkel                                 Slide No. 80
Example: chemdex.com




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 81
Example: msn.com




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 82
Example: sap.com




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 83
eMail
                                                   Responsibility
                                                There is no clear policy who is
                                                responsible for incoming mail,
                                                who is the deputy, resources
                                                needed to cope with the job.


      The acceptable limit is 24 hours!             Qualification
                                                The job is assigned to helpers
                                                and assistants lacking needed
                                                know-how and experience.


                                                     Information
                                                Lack of internal information
                                                sources make it difficult to
                                                cope with the job in a most
                                                professional way.


                                                  One eMail only
                                                Companies provide only one
                                                email address for all contacts
                                                without any preselection for
                                                technical, sales or financial
                                                inquiries. This causes overload
                                                and low performance.


ABAC - Internet Marketing     Thomas H. Jäkel                             Slide No. 84
eMail - Solutions




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 85
eMail – Solutions (2)

                  Performance
                  Performance                                               Advantage
                                                                            Advantage
 • Use form mail instead of simple mail to                      • Direct Communication
   allow database integration, structured                            • Use this channel for communication
   email research.                                                     with your clients
 • Answer all email within 24 hours or                               • Motivate criticism and feedback
   faster since customers feel insecure and                     • Dialog with the client
   may not come back to your site.                                   • Use guestbooks and forum as well
 • Use auto-responder to tell customers                                as mailing list or chat rooms
   that you received their message, reply                            • Provide customized information and
   within the deadline.                                                services
 • Use multiple email addresses to channel                      • Don‘t push
   email requests, eg financial, sales or                            • No unsolicited mail
   technical.                                                        • No approach without consent
 • Link workplace with enterprise system                        • Provide Added Value
   and allow your staff to access business                           • Additional information
   data as well as technical information                             • Special Services
 • Keep history of clients and contacts                              • Workshops
 • Personalize email and contents to give                            • Online conference
   customers the feeling that you are there                          • Online consulting
   for them and not doing a mass work.                               • Hot news
 • Provide email for complaints (CEO)                                • Etc.




ABAC - Internet Marketing                     Thomas H. Jäkel                                      Slide No. 86
Newsletters – The Idea
      Customers already receive lots of                           Extensive mailing activities already
    information through advertising on                             generate a flood of mails and most
  billboards, cars, bus stops, TV, radio or                     email ends up in the basket. Response
   newspapers. Provide your customers                            is very low and noone likes a flood of
      qualified news and information –                              unsolicited mail every morning!
   something they really want to know!




                                                                                    Information on
                                                                                    demand – more
                                                                                       response!



                    The keyword is:
                                                                The answer is: let the customer decide
                                                                 what he wants and what not. He will
          Permission Marketing                                  expect the mail and not simply delete
                                                                it as usual. If the content is good, you
                                                                 will tie the customer to your service.


ABAC - Internet Marketing                     Thomas H. Jäkel                                   Slide No. 87
Newsletters – Marketing Style


                              The „hunter“ style
                            marketing targets the     ✘ How can I sell my product?
                             quick deal and does      ✘ How can I find the next customer?
                            not focus on long term    ✘ What is my short-term profit?
                            customer relationship.




                                                      ✔ How can I establish the contact
                              The „farmer“ style        with my customer?
                            marketing is based on     ✔ How can I keep my customer?
                            patience, preparation     ✔ What is the „lifetime Value“?
                             and a rich harvest at    ✔ What other products can be sold to
                            the end of the season.      the customer?
                                                      ✔ How to win the trust of customers?
                                                      ✔ What does my customer want?




ABAC - Internet Marketing           Thomas H. Jäkel                                Slide No. 88
Newsletter – The Steps

                            Step 1: Establish the Dialog
                            The initial contact does not serve simple sales attempts but the
                            establishment of a relationship. You must create interest and a
                            real value for the customer (free services, bonus etc). It is
                            important to address the right target group from the very
                            beginning.


                            Step 2: Get Permission for follow-up
                            Permission marketing means that the customer really wants the
                            contact and expects your email or other deliveries. They select,
                            you deliver. It therefore is important not to focus on the actual
                            sales but catch the interest in other areas.


                            Step 3: Cultivate Contact
                            Follow-up and cultivation of contacts needs a clear strategy,
                            which should comprise at least the following:
                                 The customer learns more and more about your company,
                                 the products and servcies. In what stages will you build up
                                 such knowledge?
                                 You collect information about your customer. What are the
                                 interfaces customers can use to express their interest?
                                 All information must be stored in a database for future
                                 analysis. How can we use this to further improve the
                                 marketing approach and the acceptance?



ABAC - Internet Marketing            Thomas H. Jäkel                                  Slide No. 89
Newsletter – Customer Behavior

       60
                                                                                                              Traditional
                                                                                                              Electronic
       50



       40



       30



       20



       10



         0
             I immediately open   I am curious   I am indifferent     I open it but I   I delete it right   It violates my
                     it                                                 don't like it         away              privacy


ABAC - Internet Marketing                               Thomas H. Jäkel                                                      Slide No. 90
Implementation




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 91
Project Contents
                                              Corporate Structure

                                                                       Organizational and        Training
                                               Corporate Goals          Business Process
                                                                        Implementation          Controlling

                                              Business Processes


                                                  Functions


                                                 Master Data


                                                Reference Data        System Configuration


                                                 Authorization
                                                                                                Functional
                                                                                                   Test
                                                  Interfaces


                                                Enhancements             Customization


                                               Existing Systems            Migration

                                                                           Document
                                                  Documents
                                                                          Management

                                                Data Volumes

                                                                          Installation
                            System Outline         Network                     of            Performance Tests     Support
                                                                         Infrastructure

                       Project Organization       Hardware                                                       Optimization



                              Project             System                   System              Test and            Live
                              Setup               Analysis                  Setup            Quality Control     Operation




ABAC - Internet Marketing                                           Thomas H. Jäkel                                             Slide No. 92
Process Oriented Implementation
                                             BPR
                        Past                                                    Present
                                                  Business Processes
                                                     Order
                      Company                      Processing
                                                     Product
                                                   Development

                                                    Customer
                                                     Service

  Personnel        Devel-           Pro-
                   Devel- Marketing Pro-            Financial
                  opment   Sales   duction          Reporting

                                                                 Person- Devel-
                                                                 Person- Devel- Marketing/ Pro- Service Finances
                                                                                           Pro-
                                                                   nel   opment   Sales   duction          and
                                                                                                       Accounting

        Stable Markets                                          Competitive Markets
        Internal Goals                                          Customer-Oriented Goals
        Fixed Organizational                                    Flexible Organizational
        Structure                                               Structure
        Software Implementation by                              Process-Oriented Business
        Functional Application                                  Engineering
               Functional Structure                             Process-Oriented Structure
ABAC - Internet Marketing                    Thomas H. Jäkel                                            Slide No. 93
Controlling and Maintenance




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 94
The Internet Marketing Plan




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 95
Business Overview
       Introduction

       Company Overview
              Goals, Objectives
              Background
              Future Outlook

       Products & Services
              Products
              Services
              Sales
              Goals & Objectives
              Future Outlook

       Market and Industry
              Patterns & Trends
              Competition
              Market Share

       Summary
ABAC - Internet Marketing          Thomas H. Jäkel   Slide No. 96
Market Statistics

       Online users
                General Internet studies
                            Number of users
                            Breakdown by group
                            Browser technologies
                            Platforms
                            Purchasing Behavior
                            Revenues
                Industry-specific studies
                            Growth of Internet Business
                            Demographic Breakdown
                               By Age
                               By Gender
                               By profile
                               Others
       Summary




ABAC - Internet Marketing                      Thomas H. Jäkel   Slide No. 97
Marketing Communications Strategy




       Objectives and Goals

       Specific Strategies

       Summary




ABAC - Internet Marketing     Thomas H. Jäkel   Slide No. 98
Marketing Task Force
      Overview
      Details
                Leadership
                Current Staffing Options
                            Marketing
                            Sales
                            Customer Services
                            Technical Support
                            Others
                Temporary Personnel Agency
                Outside vendors and services
                            Internet Service Provider
                            Web Developer
                            Interactive Agencies
                            Consultants
                            Others
      Summary
                Impact
                Efficiency
                Outsourcing
ABAC - Internet Marketing                       Thomas H. Jäkel   Slide No. 99
Marketing Programm Implementation
      Overview
      Communications
              What are the tools
              Program Selection
              Coexistence of old and new
              Information Management
              Promotions
              Outsourcing
                            Advertising
                            Mail campaigns
                            Collateral Material
                            Corporate Identity
                            Market research
                            Public Relations/Promotion
                            Sales Support
                            Trade Shows
                            Measurement
                            Others
      Program Launch
      Summary

ABAC - Internet Marketing                         Thomas H. Jäkel   Slide No. 100
Marketing Budget
      Traditional Budget                                         Web Development
      Internet Marketing                                         Revenue Opportunity
                Service Costs                                       Internet Advertising
                            Setup                                   Sponsorship
                            Monthly charges                         Online Sales
                            Upgrades                                Products
                System Setup                                        Services
                            Hardware
                                                                    Subscriptions
                            Software
                            Personnel                               Others
                            Telecoms                             Summary
                            Marketing Costs
                            Advertising, mail campaigns
                            Content Management
                            Corporate Identity
                            Market Research
                            PR/ Promotions
                            Sales Support
                            Trade Shows
                            Program Launch
                            Others
ABAC - Internet Marketing                      Thomas H. Jäkel                   Slide No. 101
Marketing Plan Summary




 Recommendations:

       Why your company should execute a new or enhanced
       Internet marketing program

       Why your company should take action now: important
       timing considerations.




ABAC - Internet Marketing   Thomas H. Jäkel           Slide No. 102
End of Lecture




ABAC - Internet Marketing   Thomas H. Jäkel   Slide No. 103