“The Absolute Essentials of EMarketing”
The Absolute Essentials of E-Marketing
27th of October 2000
New Media
n Encompasses:
8 The Internet 8 Interactive TV – cable, satellite, mcrowave… 8 Digital radio 8 Mobile devices – WAP 8 CD-Rom,kiosks, disks
n … can be integrated with every other existing distribution channel and communication medium
The Absolute Essentials of E-Marketing
27th of October 2000
Impact of New Media on DM
n 50% increase in UK DM expenditure on the Internet in 1998 n 33% of press ads feature web address n 17% of TV commercials carrying
8 28% of all TV ads are responsive n Of those mareketers already online 8 7% marketing budget spent online in 1999 8 Rising to 14% in 2002
The Absolute Essentials of E-Marketing
27th of October 2000
Advantages of News Channels
n Low transaction costs (e.g. the average cost of banking transaction at the branch is $1.070 compared to $0.001 on the Internet) n Low marketing costs n Just in time production n On demand delivery n Low stockholding costs n Easy price/value comparisons n Smart browsers n Smarter customers n USP for a day
The Absolute Essentials of E-Marketing
27th of October 2000
Internet – some figures
n Active Internet users by Region
(used Internet in the last 3 months)
120 100 80 60 40 20 0 active users (in million) USA/Canada Europe Asia Pacific Japan China Latin America Africa, Mid East
n Internet penetration*
8 Super League - 42.3% to 30% : Canada,Sweden, USA, Norway, Denmark, Finland and Australia 8 Next generation – 18% to 8%: UK, Belgium, New Zealand, Singapore, Japan, Taiwan, The Netherlands, France, Germany, Spain and Italy
* Source: The Institute of Direct Marketing, 1999
Source: NUA, INTECO Research, Sept 2000
The Absolute Essentials of E-Marketing
27th of October 2000
Definitions
n E-commerce: subset of e-business which includes the exchange of
money for goods and services purchased over an electronic medium such as the Internet
n E-marketing: encompasses all forms of marketing that makes use of the
Internet or other “new” electronic channels, such as interactive television
n E-business: building a transaction-based website in which all core
business processes are put online to improve service, cut costs and sell products
The Absolute Essentials of E-Marketing
27th of October 2000
Why E-marketing is different
n n n n n n Opening and closing times do not matter anymore Distance and geography are no barrier to purchase Company size is no guaranteee of advantage Cost of marketing is tumbling Costs of communication no longer the limiting factor Best ever opportunity for data gathering, tracking, targeting and n Customer relationships are the new corporate wealth
The Absolute Essentials of E-Marketing
27th of October 2000
Main benefits of E-marketing
n n n n n n Cost reductions Capability Competitive advantage Communications improvement Control Customer service improved
The Absolute Essentials of E-Marketing
27th of October 2000
Most successful online businesses offer a ROI in 1 or more of these 6 ways
n n n n n n Brand-building Direct marketing Online Sales Customer support Market research Content publishing services
The Absolute Essentials of E-Marketing
27th of October 2000
4 strategic directions offered by the Internet
n n n n Market development Diversification Market penetration Product development
The Absolute Essentials of E-Marketing
27th of October 2000
Creating an E-Marketing Business Plan 10 point plan
The Absolute Essentials of E-Marketing
27th of October 2000
Developing strategy
1. Review progress 2. Revisit the needs of your web site visitors 8 Who? How? Why? What? 3. Develop your E-marketing/web strategy as part of the marketing mix 8 ROI models; Message; Capturing data; informing other channel marketing plans; other activities support 4. Define aims and objectives (your visitors’ and yours) 5. Develop strategies to increase : 8 traffic
• DM offline; PR initiatives; search engine and directory registration; email/viral marketing; intuitive URLS; affiliation programmes; promotions; visitor generated word of mouth
The Absolute Essentials of E-Marketing
27th of October 2000
Developing strategy
8 site usage
• Up to date and new content; time saving online services /applications; fulfil expextationsencourage participation and build trust and loyalty to ultimately create a one-to-one relationship with your site users
8 encourage participation
• Provide feedback channels; create communities: polls, chats, newsgroups…
8 and build trust and loyalty to ultimately create a one-to-one relationship with your site users
• Personalised response; consistency with core values; trustworthy content; continually improve offering
The Absolute Essentials of E-Marketing
27th of October 2000
Nuts and bolts
6. Define Responsibilities 8 Business and marketing strategies; web site project management; data planning; design, content creation and management; technology; customer support services; fulfilment, PR 7. Plan internal resources 8 Project management; content collation; content creation; email; web site; testing and proofing; offline marketing and PR activity; postlaunch resources 8. Implement your plan 8 Create a brief; schedules; choose an agency; co-ordinate agency relationships; ensure delivery; testing; launch; schedule appraisals and milestones
The Absolute Essentials of E-Marketing
27th of October 2000
Nuts and bolts
9. Budget your plan 8 Phase 1 costs; maintenance; development of phase 2; agency retainers; cash flow 10. Assess results – payback time
The Absolute Essentials of E-Marketing
27th of October 2000
Creating Your web site
The Absolute Essentials of E-Marketing
27th of October 2000
Your proposition
n Objectives 8 What do you to get out this?
• Fame; increased sales; data
n Attracting your customers 8 Why might the customer visit your site? 8 Customer need
• Competing against other channels • Advantages of web
8 Other media
• Marketing • Curiosity
n Your brand 8 Values, personality; consistency with other channels
The Absolute Essentials of E-Marketing
27th of October 2000
Proper planning
n Legal reassurance n Selecting the right suppliers 8 ISP; IT supplier; Web agency n Inter-agency management n Internal resources 8 Internal communication chains: customer queries, promotions and offers, content 8 The creative process 8 Approvals 8 Testing
The Absolute Essentials of E-Marketing
27th of October 2000
Web design Stages of a web project
n n n n n n n n n n n n n Research Branding Scoping (resources, costs) Information architecture 8 Logical; 3 click rule – 75% switch off after 4 clicks; ergonomics Data planning Design Copywriting Design integration Project management User experience and CRM testing Ongoing data analysis, evaluation and testing Maintenance PR and advertising
27th of October 2000
The Absolute Essentials of E-Marketing