Transcript
Logo client
Online Marketing at The House of Marketing
Bart De Bodt
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Where are we now ?
Where do we want to go ?
How do we get there ?
1SituationAnalysis
2 Objectives
3 Strategy
4Execution
5Monitoring and testing
Continuous Improvement
What actions do we need to take ?
How do we monitor performance ?
Our Online Marketing Model
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1SituationAnalysis
2 Objectives
3 Strategy
4Execution
5Monitoring and testing
Continuous Improvement
Our Online Marketing Model
Online Marketing Assessment
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Online marketing assessment : Looking at the full picture from strategy to execution
Online objectivesOnline objectivesWeb analyticsWeb analytics
Use of digital in marketing mix
Use of digital in marketing mix
ProcessesProcesses
Brand / Messageconsistency
Brand / Messageconsistency
Testing and OptimizationTesting and Optimization
Channels &reach
Channels &reach
SkillsSkills
Vendor Management
Vendor Management
UsabilityUsability
Execution
ROI & Value
InsightsInsights
Customer
SituationAnalysis
Strategy
Organization
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1SituationAnalysis
2 Objectives
3 Strategy
4Execution
5Monitoring and testing
Continuous Improvement
Our Online Marketing Model
S5S5 S5 Objectives
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S5 helps to define what you need to deliver with online activities
S5SellGrow salesSales tool
ServeAdd Value
Customer-service tool
SaveSave costs
Cost-reduction tool
SpeakGet closer to customers
Communication tool
SizzleExtend the brand onlineBrand-building tool
Source: Chaffey & Smith, eMarketing eXcellence
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S5S5
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1SituationAnalysis
2 Objectives
3 Strategy
4Execution
5Monitoring and testing
Continuous Improvement
Our Online Marketing Model
Online Marketing MixP8P8
Online strategic road mapping
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Level 1:Inform
• Basic corporate information
• Brochures• Static
Level 2:Interact
• Extensive information
• Interactivity• Basic personalization
• Acquisition and lead generation
Level 3:Transact
• E-commerce• Transactions• Communities• Customer Service
Level 4:Integrate
• Supplier integration
• Customer integration
• Advanced Personalization
Strategic Value Online Activities
Placeholder in internet
Channel Exploration
Channel Development
Channel Exploitation
Today ?
Tomorrow ??
Key Success Factor : Creating a clear future vision and objective for the organization and defining a phased approach to reach it
Long term future ?
Online roadmapping : Visioning the future and defining how to get there
Benefit ?
Source: Gartner Research
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Product Processes
PromotionPeople
Place
PartnershipsPhysical Evidence
Price
Old school P’s are still very relevant for online marketing
Source: Boons & Bitner, 7P’s
P8P8
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1SituationAnalysis
2 Objectives
3 Strategy
4Execution
5Monitoring and testing
Continuous Improvement
Our Online Marketing Model
Online Design
R3R3
Online Conversion
Online Footprint
R3 Model
Social Media
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Business goals
O1
O2
O3
O4
W1
W2
W3
W4
W5
W6
U1
U2
U3
U4
U5
Online design : Align business goals and user goals to define online goals and functions
Website goals User goals
F5
F6
F7
F8
The effort will pay itself back both in development phase and end-result
F1
F2
F3
F4
Persona B
Persona A
Persona C
Functionality
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Using funnels as a powerful tool to increase online conversion and reach online objectives
• Display Advertising
• Search engine optimization
• Website pages optimization
• Optimize check out process
• Email follow up
VisitsShows Clicks Order Button
PurchaseRepeat purchase
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Funnel Stages
Activities
KPI’s• # Clicks• # Visits
• # Clicks order button
• Value and # of transactions
• # Transactions from xsell mails
• # Views
By defining the right activities and keeping track of performance we can optimize conversion rates
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Owned spacesWebsite, E-Mails,
RSS Feeds, Blogs, Vlogs,Podcasts
Earned spacesFacebook, Twitter,
Youtube, Flickr Blogs, Forums,
SEO
Rented spaces
Banners, SEA, Email lists,
Affiliate marketing
Your online footprint can be either earned, rented or owned
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Important to find the right balance in activities across the 3 areas
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R3 triangle will help you optimize online media investments
R3
Return
Relevance
Reach
Is your message relevant for the audience and are you able to get your message
across ?
How many people of your target audience is your campaign reaching ?
What is the generated return like leads, contributions, sales, … ?
Many social media campaigns fail to deliver reach, relevance and return
Source: Think Train Consulting
R3R3
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Social media framework
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Listen Facilitate Engage
Monitor and report
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Discovering real-time and relevant consumer conversations
Enabling and stimulating conversations by offering the right platforms
Active dialogue with customer and tracking/tagging comments for future use
Monitoring, tracking and analyzing conversations
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1SituationAnalysis
2 Objectives
3 Strategy
4Execution
5Monitoring and testing
Continuous Improvement
Our Online Marketing Model
Web Analytics
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Online marketing without measurement is like going to war without a gun
Online Objectives KPIsWeb AnalyticsOnline Surveys
Dashboard
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S5S5Sell
ServeSave
Speak
Sizzle
Interest
ClicksSearch
Attention
Shows
DesireContacts
Interaction
ActionPurchase
Share LoyaltyRepeat purchase
Optimization33
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Continuous Improvement
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1SituationAnalysis
2Objectives
3 Strategy
4Execution
5Monitoring and testing
Continuous Improvement
To wrap up …
Online Marketing Assessment
S5S5
Online Marketing Mix
S5 Model
Web Analytics
P8P8
Online Design
R3R3
Online Conversion
Online Footprint
R3 Model
Social Media
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Left Brain Right Brain
Online Marketing requires both analytical and creative skills
• Web Analytics• Tools and technology• Return on investment• E-commerce• Media Planning
• Website design• Social Media• Online PR• Advertising Campaigns• Relationship marketing
We will bridge the Left Brain – Right Brain gap
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Commerce is the same as it was 500 years ago. People sell and people buy-whether it's from a wagon or the Internet.
Jack Welch, former CEO General Electric
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For more information about online marketing contact us
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info@thom.eu+32 (015) 444 000
www.thehouseofmarketing.be
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