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Great tips, resources, best practices and how-to's on Internet Marketing esp. to plan launch and grow a wildly successful business.
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Chapter 3Chapter 3Formulating AnFormulating An
ONLINEONLINEMarketing StrategyMarketing Strategy
Align Marketing and Align Marketing and Business Strategies Business Strategies
for Success.for Success.
• Effective marketing is aligned with the organization’s overall business strategy
• A firm’s strategic focus (business strategy) guides the marketing strategy.
• Marketing strategy needs to be aligned with business strategy on FOUR dimensions:– Goal Alignment– Resource Alignment– Activity Alignment– Implementation Alignment
Aligning StrategiesAligning Strategies
• Are the firm’s strategic (and financial) goals consistent with the Marketing goals?
• Goals can easily become misaligned due to:– Rapidly changing business goals (marketplace
circumstances.)– Poor communication between Departments.– Lack of checkpoints to ensure both sets of goals are
in sync.
Goal AlignmentGoal Alignment
Aligning Goals…an ExampleAligning Goals…an ExampleBusiness GoalBusiness Goal Marketing GoalMarketing Goal
Increase market share 15% Increase sales to existing clients 20%
Acquire 400 new clients
Acquire 1-2 competitors with 5-10% combined market share
• Are the resources in the business unit and allocation of marketing resources consistent?
• Business allocates resources throughout the organization annually with $ for marketing arbitrarily set as a % of annual sales (typically 1-2%.)
• Marketing spreads the money around as it sees fit, to help achieve the business goals.
Resource AlignmentResource Alignment
• Do business activities such as HR, Finance, and Operations support marketing efforts?– Does the Marketing Department have the right staff?– Does the firm have a robust CRM system (ex.
Salesforce.com)?– Does the company send Sales and other staff to key
industry events?
• Does the organization’s customer service, order fulfillment, communications, pricing, product R&D all work WITH or AGAINST the Marketing team’s various activities/functions.– Ex. TWCBC marketing needs versus preferential
treatment of consumer efforts.
Activity AlignmentActivity Alignment
• You CAN have goals, activities, and resources of business and marketing dept. aligned but the but the efforts aren’t executed wellefforts aren’t executed well.
• Poor implementation might be caused by:– Bad timing– Poor goal-setting and/or decision-making– Weak management– Bad employee execution
• Firm must always be assessing how well aligned the business and marketing efforts are and consistency between both.
Implementation AlignmentImplementation Alignment
Marketing StrategyMarketing Strategy
OVERVIEWOVERVIEW
• Traditional BAMs (brick and mortar) marketing consists of:– Segmentation: CRITICAL online due to rapidly
changing composition of 80 million US internet users esp. seniors and pre-teens
– Targeting– Positioning– Supported by the marketing program comprised of
the marketing 5P & 2I mix:• Product/Packaging, Price, Place, Promotion, People• Interactivity & Individualization
Key ConceptsKey Concepts
• Pure play (Internet-only business aka Amazon) Versus BAMs -> See Exhibit p.106See Exhibit p.106
• The Internet affects marketing strategy for new economy firms in the following 4 ways:– Finer gradations of market segmentation.– Faster cycle time for marketing strategy
development.– Increased accountability for marketing.– Increased integration between marketing and
business strategies.
• With Pure Play businesses you still utilize online AND offline traditional marketing activities.
Different Approaches
• STEP 1STEP 1: define the scope of the business unit.• Define the scope of the business unit strategy
(its mission, goals, competitive advantage, and the revenue model.)
• Create an integrated marketing strategy with activities for offline AND online business.
BAM BAM Marketing
• For traditional firms looking to move their marketing efforts online, segmentation can lead them to 4 scenarios:– No changeNo change: moving online does NOT provide access
to new segments. Reflect the BAM’s offline segments. There are new ways to target customers, such as IP address, up/downstream bandwidth, online user forum registrations. No real opportunity to increase market share.
– Market reclassificationMarket reclassification: customer segments are different online. When Internet expands a company’s offering (ex. Through increased customer service or customizability.)
BAM BAM Marketing
– Market expansionMarket expansion: same market segment but the size of the segment changes online. Ex. People buying the company’s products that live too far away to come to their store.
– Reclassified expansionReclassified expansion: Customer segments can change in size and characteristics.
BAM BAM Marketing
• Blanket targetingBlanket targeting: occurs when the firm’s online offering blankets the entire segment in the same way it does in the offline segment.
• Beachhead targetingBeachhead targeting: The online segment is smaller than the offline. You establish a beachhead, so it can attack (target) its larger segment later when its other customers move online.
• Bleed-over targetingBleed-over targeting: The online target includes part of your offline target customer base, and also targets a new customer segment.
Types of TargetingTypes of Targeting
• New opportunity targetingNew opportunity targeting: the firm targets an entirely new segment online. Online targets have different needs and preferences from the firms’ offline segment(s). Typically it involves a new brand name and position.
• Companies that changed their marketing strategy when they went online:– Hush Puppies– Ethan Allen – Midas– Avon
Types of TargetingTypes of Targeting
Resources
Steps to Integrate StrategiesSteps to Integrate Strategies
Chapter 4Setting the Customer Experience (OnlineOnline)
From entering your website, to navigating through while you obtain
information, to selecting products in your shopping cart, to proceeding to check
out, and successfully ordering products then having them ship and conducting a
post-sale survey on your level of satisfaction to going back to the website
again and having them recognize you, what you want, what you purchased and what interests/fascinates/inspires you.
Customer Experience
– Objective Element– Perception Element– Encounter Element– Reactions to Stimuli Element– Sensory Element– Cognitive/Emotional Element– Relevant Element
7 Elements to User Experience
– Basic level of functionality is required for a website to be determined “working.”
– Problems include lack of product information, organization background, poor navigation, horrible check out, no contact details, hard to read text, poor quality graphics, outdated information, etc.
– Objective because almost anyone would agree the site does not function up to minimal standards.
– What websites do you find LACKING?
Objective Element
– Each individual visitor’s perceptions based on their personal experience with the organization’s website.
– Every customer experience needs to be understood based on their expectations when they went to the site and what their reactions were based on those experiences.
– The same person can go to the same website and experience the site DIFFERENTLY, based SOLELY on what they were looking for when they visited the website.
Perception Element
When the visitor comes to the website to make a purchase, you have to take into
account every aspect of their encounter. Sometimes, they may just be coming to
your website to get information on specific products. Other times it’s to see
if there are any special discounts or seasonal based information, other times
it with the specific intent to make purchases.
Encounter Element
– Customer response to music, imagery, in-store promotions, banner ads, videos, special offers/signage, Flash, etc.
– Encompasses branding, chat, online forums.
Reactions to Stimuli Element
– Include video, audio, direct engagement with customer service to discuss website information, navigation, special discounts, products and services, limited time offers, on-hand inventory, etc.
Sensory Element
– Customer reactions can be cognitive (I think the site is easy to navigate because…) and emotional (I just hate their website and never use it!)
– Cognitive reactions are more thoughtful, while emotional reactions are based on feelings, attitudes and moods of the visitors to a website.
Cognitive/Emotional Element
– Nearly everyone has experiences navigating other websites and even making purchases online.
– Their expectations, feelings and impressions of your website is based upon those prior experiences they have had on other websites.
– All website experiences are compared to other experiences that people have had online.
Relative Element
Functionality Intimacy
Evangelism
GOALGOAL
Create a DESIRABLEVisitor Experience
(ALWAYSALWAYS!!!!!!!)
– Create a very detailed description of the target customer.
– Develop use-case scenarios for each target segment you are going to reach out to.
– Effectively integrate the offline and online.– Articulate the stages of desired experience– Assess levels of hierarchy– Use your “Best Customers” with testimonials, Likes,
reviews, endorsements, and recommendations.– Constantly monitor and adjust your site’s content,
navigation, and other elements to always add value to your customers.
Desirable Visitor Experience
Experience Hierarchy
– Customer experience evolves over timeCustomer experience evolves over time, from the first visit to the site and very first click all the way through converting the visitor to an evangelist / raving fan.
– Start by delivering on the basics. Namely, the site should function well.
– Make it easy to navigate.– Maintain standards of reliability (“up time.”)– Maintain website security.– Make it easy for media sites to download/access your
content through RSS feeds.– Customization means changing your content based
on each visitor.
Experience Hierarchy
– Communication: Tells how the site communicates with visitors.
– Consistency: every time the visitor comes to your site, are they impressed.
– Trustworthiness: can the visitor trust your website.– Value: do you deliver new content, add value, help
them solve a problem or learn something they can apply in their day to day life.
– Achieves active community engagement.– Care about visitor opinions, feedback, engagement.– Continuously monitor and adjust.
Experience Hierarchy
What do you think…honestly?
What do you think?
Online Online Advertising, Advertising,
SEMSEM//SEOSEO
Online Online AdvertisingAdvertising
What do you think?
What do you think?
What do you think?
What do you think?
What do you think?
Online Online Advertising:Advertising:
A case studyA case study
What do you think?
TWCBC NY 2007/2008 Online ad program
• Timeframe: July–August two month test campaign as follows:
Ad Source Flight Creative Total Impressions
Cost
Forbes 2 months Large rectangle ad
140k $4,900 ($2,450/mo.)
Hispanic Business
2 months Leader board 300k $7,500
Crains NY 1 month Square banner ad
150k $7,500
NY Times 2 months Leader board ad, ROS by Zip
416k $10,000
Totals: 1,006,000 $29,900
TWCBC NY 2007/2008 Online ad program
Key Points:
• Time Warner Cable• High Speed Internet w/Blink.tv• Free trial sign up.
• Offer:
• High-Speed Internet Service with BusinessLink.tv• Free 30-Day Trial
TWCBC NY 2007/2008 Online Ad Program Details
• Creative: Campaign utilizes a blend of skyscraper, leaderboard, and rectangular/square display ads;
Mock-up’s beginning next slide…
Rectangular adHigh-Speed Data and Real-time TV On Your PC
Leaderboard ad
High-Speed Data and Real-time TV On Your PC
Skyscraper ad
High-Speed Data and Real-time TV On Your PC.
Creative: Voice (BLTV) focused messaging: FORBES
Real-time TVOn Your PC…
Leaderboard ad(728x90)
BusinessLink.tvFrom Time Warner Cable
Free 30-Day TrialSign Up Now!
Large rectangle ad(336x280)Max file size: 25k
Real-time TV
On Your PC
Time Warner Cable
High Speed Internet & BusinessLink.tv
Live Cable TV.Free 30-Day Trial
Sign Up.
Free Trial. Sign Up. Free Trial. Sign Up.
Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go to http://www.twciptv-nyc.com/twc/iptv/model/products/iptv_home.jsp.
Skyscraper ad(120x600)
Creative: Voice (BLTV) focused messaging: FORBES
Real-time TV
On Your PC.
BusinessLink.tvFrom Time Warner Cable.
Free30-Day Trial.
SignUp
Now!
Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go to http://www.twciptv-nyc.com/twc/iptv/model/products/iptv_home.jsp.
Creative: Voice (BLTV) focused messaging: Hispanic Business
Real-Time TVOn Your PC…
Leaderboard ad(728x90)
High Speed Internet & BusinessLink.tv
Live Cable TV. Free 30-Day Trial.Sign Up Now!
Rectangle ad(336x280)
Free 30-Day TrialSign Up Now!
Get Real-time TVOn Your
PC
BusinessLink.tvFrom Time Warner Cable…
Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go tohttp://www.twciptv-nyc.com/twc/iptv/model/products/iptv_home.jsp.
Free Trial. Sign Up.
Free Trial. Sign Up.
Free Trial. Sign Up.
Free Trial. Sign Up.
Skyscraper ad(120x600)
Creative: Voice (BLTV) focused messaging: Hispanic Business
Get Real-
time TVOn
Your PC.
BusinessLink.tvFrom Time Warner Cable.
Free30-Day Trial.
SignUp
Now!
Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go to http://www.twciptv-nyc.com/twc/iptv/model/products/iptv_home.jsp.
Creative: Voice (BLTV) focused messaging: Crain’s New York
Real-Time TVOn Your PC
Leaderboard ad(728x90)
BusinessLink.tvFrom Time Warner Cable
Free 30-Day TrialSign Up Now!
Square ad(300x250)
Live Cable TV.Free 30-Day Trial
Sign Up.
Maximum file size 20k gif, jpeg or animated gif.Embed tagging in ads to follow clicks on Free Trial Sign Up that go to http://www.twciptv-nyc.com/twc/iptv/model/products/iptv_home.jsp.
Real-Time TVOn Your PC
Free Trial. Sign Up. Free Trial.
Sign Up.
Time Warner Cable High Speed Internet
& BusinessLink.tv
Skyscraper ad(160x600)
Creative: Voice (BLTV) focused messaging: Crain’s New York
Real-time TV
On Your PC.
BusinessLink.tvFrom Time Warner Cable.
Free30-Day Trial.
SignUp
Now!
Maximum file size: 30k flash, 20k gif, jpeg or animated gif.
Creative: Voice (BLTV) focused messaging: New York Times
Real-Time TVOn Your PC
Leaderboard ad(728x90)
High Speed Internet WithBusinessLink.tv
Live Cable TV. Free 30-Day TrialSign Up Now!
Big ad(336x280)
Free 30-Day TrialSign Up Now!
BusinessLink.tvFrom Time Warner
Cable
Get Real-time TV
On Your PC
Embed tagging in all ads so we can follow the people that click on the Free Trial Sign Up and go tohttp://www.twciptv-nyc.com/twc/iptv/model/products/iptv_home.jsp.
Free Trial. Sign Up.
Free Trial. Sign Up.
TWCBC NYC 2008 Online Ad Campaign Results
Source Start EndImpressions
ReachedPurchased Clicks % Tot CTR Cost CTC
Hispanic Business 17-Jan 29-Feb 513,402 300,000 266 12% 0.05% $12,500 $46.99
Crains NY 14-Jan 14-Feb 318,223 300,000 129 6% 0.04% $15,300 $118.60
TheStreet.com 7-Jan 29-Feb 6,632,842 1,787,000 1,325 58% 0.02% $25,000 $18.87
Forbes 1-Feb 31-Mar 548,436 140,000 185 8% 0.03% $15,000 $81.08
NY Times 1-Feb 31-Mar 600,293 800,000 392 17% 0.07% $20,000 $51.02
Totals 8,613,196 3,327,000 2,297 0.03% $87,800 $38.22
NYTimes.com
DateImpressions - Ldrboard
# clicks CTRImpressions
- Box Ad# Clicks CTR total imp tot. clicks CTR
10-Jan 11,289 5 0 11,613 1 0.01% 22,902 6 0.03%
11-Jan 11,497 8 0 11,330 6 0.05% 22,827 14 0.06%
12-Jan 11,847 8 0 12,104 15 0.12% 23,951 23 0.10%
13-Jan 12,541 9 0 12,173 12 0.10% 24,714 21 0.08%
14-Jan 11,361 9 0 11,576 11 0.10% 22,937 20 0.09%
15-Jan 11,468 9 0 11,405 6 0.05% 22,873 15 0.07%
16-Jan 12,449 5 0 11,778 6 0.05% 24,227 11 0.05%
17-Jan 11,393 7 0 11,696 4 0.03% 23,089 11 0.05%
18-Jan 10,803 11 0 11,071 11 0.10% 21,874 22 0.10%
19-Jan 11,843 10 0 11,510 6 0.05% 23,353 16 0.07%
20-Jan 11,749 5 0 10,811 11 0.10% 22,560 16 0.07%
Search Engine Search Engine Marketing/Search Marketing/Search
Engine OptimizationEngine Optimization
Search Engine Rankings
Search Terms MSN Yahoo Google Business.com AOL Search
business telephone service no no no no
business phone services no no no
business data service no no no no
business internet service no no 10 no
business class phone 1, 2 & 10 1, 2 no 1, 2
business phone system no no no no
cable service provider no no 3, 13 no
ethernet private line service no no 8 4
metro ethernet service no no no no
cable telephone service no 6 8 6, 10
high speed data provider no no no 3 no
high speed data service no no no no
broadband high speed data 1, 2 5 3 5
fiber based solution no no no no
– Information about information.– Pertains to the descriptions you use for the pages of
your website, so you can increase your website’s results when being listed on search engines based on what terms people are searching for.
• Google• Yahoo• Bing• AOL• MSN• Business.com
META Data
www.Traffic-Analytics.comwww.Traffic-Analytics.com
www.Hubspot.comwww.Hubspot.com
www.Hitwise.comwww.Hitwise.com
John Batelle’s SearchblogJohn Batelle’s Searchblog
Jeff Jarvis’s BuzzMachineJeff Jarvis’s BuzzMachine
