Online marketing expertise

Logo client

Online Marketing at The House of Marketing

Bart De Bodt

Presentation1

– Draft –

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

Presentation1

– Draft –

1SituationAnalysis

2 Objectives

3 Strategy

4Execution




Online Marketing Assessment

Presentation1

– Draft –

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

Presentation1

– Draft –

1SituationAnalysis

2 Objectives

3 Strategy

4Execution




S5S5 S5 Objectives

Presentation1

– Draft –

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

€

S5S5

Presentation1

– Draft –

1SituationAnalysis

2 Objectives

3 Strategy

4Execution




Online Marketing MixP8P8

Online strategic road mapping

Presentation1

– Draft –

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

Presentation1

– Draft –

9

Product Processes

PromotionPeople

Place

PartnershipsPhysical Evidence

Price

Old school P’s are still very relevant for online marketing

Source: Boons & Bitner, 7P’s

P8P8

Presentation1

– Draft –

1SituationAnalysis

2 Objectives

3 Strategy

4Execution




Online Design

R3R3

Online Conversion

Online Footprint

R3 Model

Social Media

Presentation1

– Draft –

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

Presentation1

– Draft –

12

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

11

2233

4455

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

Presentation1

– Draft –

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

13

Important to find the right balance in activities across the 3 areas

Presentation1

– Draft –

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

Presentation1

– Draft –

Presentation1

– Draft –

Social media framework

16

Listen Facilitate Engage

Monitor and report

11 22 33

44

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

Presentation1

– Draft –

1SituationAnalysis

2 Objectives

3 Strategy

4Execution




Web Analytics

Presentation1

– Draft –

Online marketing without measurement is like going to war without a gun

Online Objectives KPIsWeb AnalyticsOnline Surveys

Dashboard

11 2200

S5S5Sell

ServeSave

Speak

Sizzle

Interest

ClicksSearch

Attention

Shows

DesireContacts

Interaction

ActionPurchase

Share LoyaltyRepeat purchase

Optimization33

44


Presentation1

– Draft –

1SituationAnalysis

2Objectives

3 Strategy

4Execution



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

Presentation1

– Draft –

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

Presentation1

– Draft –

21

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

Presentation1

– Draft –

For more information about online marketing contact us

22

[email protected]+32 (015) 444 000

www.thehouseofmarketing.be

mailto:[email protected]

http://www.thehouseofmarketing.be/