Ecopress Internetový seminár. 01 Prečo komunikovať na internete? Sam Moorthy, Icons & Images

Good or Bad, it cannot be ignored

Consumers depend on the internet.

And as smart marketers, it’s our job to understand

why and exploit that understanding.

It’s strategic. Not tactical!

Internet Marketing Seminar.Bratislava. Sep 29, 2010.

33% of the consumer’s time

In the consumer’s life, internet usage can take up 33% of their time.

What are they likely to

be doing, when they are on-line?

Other

Work

Sleep

Internet time is ‘me’ time

For information. For personal

communications. For entertainment.

For convenience (e.g. shopping).

For a feeling of belonging.

It’s a successful business model

On-line retailing. On-line financial services. On-line learning. Travel & Tourism. Research and information. Cross-border collaboration.

Internet communications ...

Low cost. Quick turnaround.

Measurable. Interactive.

It’s BTL. Fear of being left out.

... wrong reasons

Smart planning will make internet strategic

Segment •Segment consumers based on internet usage and dependence.•Look for overlaps between this and your target audience.

Task •Use this understanding to identify tasks that only internet based communications can address.

Engage •Use the internet to engage with your consumer. Not to broadcast, alone.•Make interaction the basis of the communication you plan.

Measure •Decide what you will measure to determine if the task has been achieved.•Use that measurement and your experience to refine your plans.

S

T

E

M

Segmentation of internet users (example)

Total Dependence

•People who have made their lives internet dependent

•Being on-line and connected is the same as being socially active

Convenience

Seeker

•People who believe the internet is a tool

•They can be in one place physically, and do something far away

Stay In Touch

•People who believe the internet is a gateway to the outside world

•It’s a replacement for the phone and the postal system, and not much else

2 common & 3 uncommon uses

1. Creating a fan base.

2. Direct Marketing & Communications.

3. Strengthen Brand Equity.

4. Research.

5. Build Trust.

Fan Base

These brands mean something to their loyal users, and that fan base is retained well.

Direct Marketing & Communication

Built on consumer behaviour; offering convenience, reviews, recommendations. Fantastic examples of Direct Marketing.

Strengthen Brand Equity

In the very competitive FMCG space, the internet makes meaningful differentiation possible.

Research

If the topic is engaging enough, consumers get involved beyond your wildest expectations.

Build Trust

The internet makes openness and deep connection possible. These are examples of missed opportunities.

Making it work Develop an internet segmentation.

Define an objective for the internet in your brand’s communications plan.

Measure how well the plan has worked.

Brief a specialised internet agency and follow their advice. Make the agency accountable.

It can never do everything

A part of your total communications plan.

To engage with your consumer to build or strengthen a bond.

It cannot & should not replace other means.

Engage a smart communications planner. It’s worth the money!

Thank you.

For more information : + 36 30 554 1579.sam.moorthy@icons-images.com

(Copyrights : This presentation is the intellectual property of Icons & Images Kft. All film and picture copyrights are acknowledged and belong to their respective owners.)