eMarketing

Definition of Marketing: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to

customers and for managing customer relationships in ways that benefit the organization and its

stakeholders.   

Benefits• Benefits to Consumers

– On their time– Pertinent to their needs and wants

• Benefits to Businesses Wide– Fewer stops– Efficient use of resources

• Flexibility– Change focus– Experiment with messages

• Access to Global Markets

Benefits• Creditability

– Everyone else is doing it– Money was spent

• Two-Way communication (real-time)– Messages can be targeted– Message can be responded to

• Research– Return on Investment (ROI)– Real-time tracking

eMarketing Services• Integration of online and

conventional marketing

• Metrics

• Branding

• Competitive Analysis

• Audience Analysis

• Search Engine Optimization (SEO)

• Paid inclusion / Directories

• B2B / Partnerships

• Globalization

• Messaging / Tag Lines

• Pay-Per-Click (PPC) marketing

• Content Services / Management

• Syndication

Integration of online and conventional marketing

• There needs to be ONE message going out on all facets of marketing

• There needs to be ONE look across all communication

• Convention marketing should direct to on-line marketing resources

• On-line marketing should point to ways to see and receive conventional collateral

Integration of online and conventional marketing

“… launch early this year will be supported by an $18 million year-long marketing campaign.

The company decided to kick off its campaign using non-traditional viral marketing channels, launching the zero movement on the streets via a series of posters, coasters and chalk drawings and a website …

…the goal was to tease the market and create some buzz among the web-savvy "neos" in the twenty something age-bracket, the blogging community has issued its own verdict.”

Metrics

• How many sold year over year

• Attitude towards product or company

• Percentage in the market place

• How often and last Purchase

• Customer Loyalty and Advocacy

I try to launch marketing campaigns only after I have the tools in place to measure the results. After all, what's the point of spending the money unless you can determine how well it performed?

Metrics

Define clear measurable market impact goals.

Estimate the expected and desired market impact of each activity (some activities may have more than one type of market impact).

Prioritize your budget based on estimated results and cost per market impact.

Diligently measure whatever you can. Direct all traffic to your website and use separate landing pages and tracking codes for each activity and source of market impact.

Estimate whatever you cannot measure directly; imperfect measurements are still better than no measurement at all.

Branding

Maintain brand standards whenever possible. Invest in the creation of a branding style guide for your company that translates to your online presence.

Use CSS (Style Sheets) to create consistency and to ease updating.

Use clear and consistent labeling from the top-level pages down through the lower-level pages of the site.

“Chunk” similar information together on individual pages and create a consistent manner of representing content on pages.

Content should be consistently written and presented throughout the site and in marketing and advertising materials.

“… focus on creating a comfortable, intuitive, consistent and trustworthy experience from start to finish.”

Branding

Strong branding is achieved by a consistency in your marketing tools of which the following are examples:

Web site, Business name, Names of products or services, Company slogan, Company logo, Style and quality of your business stationery including brochures, business cards, letterheads, flyers, folders, Product packaging.

Branding

1 COCA-COLA    $67B2 MICROSOFT  $56B 3 IBM  $56B 4 GE  $48B5 INTEL  $32B 6 NOKIA $30B7 TOYOTA $28B7 DISNEY  $27B8 MCDONALD'S  $26B 9 MARLBORO  $24B 10 MERCEDES  $21B

As of 2006

http://bwnt.businessweek.com/brand/2006/index.asp

Value of a brand

Competitive Analysis

Search Engine Optimization (SEO)

Paid inclusion / Directories

A web directory is not a search engine, and does not display lists of web pages based on keywords, instead it lists web sites by category and subcategory.

REdmoz Best of the Web DirectoryJoeAntOpen Directory Project / Google Directory. Starting Point DirectoryYahoo! Directory

Paid inclusion / Directories

B2B / Partnerships

Company Web sites - Company sites can be thought of as round-the-clock mini-trade exhibits. Sometimes a company Web site serves as the entrance to an exclusive extranet available only to customers or registered site users. Some company Web sites sell directly from the site, effectively e-tailing to other businesses.

Product supply and procurement exchanges - where a company purchasing agent can shop for supplies from vendors, request proposals, and, in some cases, bid to make a purchase at a desired price.

Brokering sites that act as an intermediary between someone wanting a product or service and potential providers. Equipment leasing is an example.

“The Gartner Group estimates B2B revenue worldwide to be $8.69 trillion dollars by 2005.”

“B2B exceeds that of e-tailing by 10 to 1”

Globalization

Hundreds of millions of people around the world cross national borders without a second thought…This borderless community of Internet users comprises a virtual Eighth Continent …” - Donald A DePalma, Business Without Borders

The amount of English content on the web is dropping year by year – from 87 per cent in 2000 to 57 per cent in 2006 – and it is predicted that Chinese will become the dominant language on the web.

Most people are more likely to stay on a website, make a purchase, and generally think more positively about an organization if the site is in their own language.

Messaging / Tag Lines

“…it's an effective way to attract attention, deliver a powerful statement and create sharp market distinction. For your consumers, the business slogan is the trigger to recall the brand or company name.”

Don't leave home without it.

Reach out and touch someone. Takes a licking and keeps on ticking.

Where's the beef?

The breakfast of champions.

You deserve a break today.

It's the real thing.

Fly the friendly skies.

Good to the last drop.

Have it your way.

Just do it.

The king of beers.

We try harder.

Snap! Crackle! Pop!"

Pay-Per-Click (PPC) marketing

Content Services / Management

Syndication

Deliver accurate, timely and personalized information to customers.

Distribute customer-facing information through self-service publishing

Share up-to-date training and marketing materials outside the business.

Collaborate with extended channel on client projects, marketing campaign initiatives, lead generation strategies

For the receiving site, content syndication is an effective way of adding greater depth and immediacy of information to its pages, making it more attractive to users. For the transmitting site, syndication drives exposure across numerous online platforms.

eMarketing Products

• Banner Advertisements

• Press Releases

• e-newsletter

• Landing Pages

• Personalized URL (PURLS)

• Blogs

• Newsgroup

• Surveys / Polls

• Forums / Message Boards

• Affiliate Programs

• Viral Campaigns

• Forums

• Help / FAQ

• Chat

• Live Help / Click to Talk

• Alerts

• Smart Pages

• Art / Photos / Design

• Demos

• On-line Presentations / CDs

• Catalogs

• Contests / Coupons

• On-line Seminars

• White Papers / Case Studies

Banner Advertisements

The web banner market is particularly attractive to advertisers, as they can gauge their response better than for other forms of advertising mediums and also see near instant results.

Impressions: How many people saw the banner ad

Click-Thru: How many people clicked the banner ad

Some kinds of Banners:

Pop-up Ad : Opens above the page in a DIV or new Browser

Hover Ad : Opens or expands when user mouses over

Live Ad : Content changes from a feed

Banner Advertisements

Press Releases

"After being picked-up by over 1,190 PRWeb subscribers, and ending up on E*TRADE radio as a result, we're more than happy with the value proposition you folks have put together. Where else can you put out a measly $200 and be seen by such high-quality players? That's worth more than GOLD to those of us in the stock trading business." Gary Crandall, CEO

"We have achieved as many as 106,000 page views as the result of a single press release distributed on your service. For our money, nothing beats the distribution and re-distribution that PRWeb creates through your quality partners. We consider you an essential partner in any product marketing campaign."

Press Releases

Press Release Reasons:

Launch of company or new product / service

User or Revenue milestones

New contract or affiliation

Redesign or relaunch of site or service

Employee or organization changes

e-newsletter

http://search.constantcontact.com/email-marketing-success/index.jsp

Landing Pages

A landing page is the page visitors arrive at after clicking on your promotional creative. Your landing page has to convince the visitor to stay and (depending on your goal):

Fill out a form (but people hate filling out forms)

Provide personal details (but people hate getting spammed)

Buy something (but people hate being scammed)

Read a lot of information (but people really hate reading)

Landing Pages

Define Your Conversion : Before you start to design your landing page, define that page’s conversion activity.

Do a Little Research : Do not construct the page for general public. Be specific.

Eliminate unneeded Elements : Strip any unneeded elements from the page. This is not your home page.

Match the Creative : The landing page and creative should match.

Stay Focused : Avoid the urge to promote or link to other areas of your site. The point of the landing page is to prevent your visitor from wandering.

Important Elements Above the “Fold” : Place enough content above the fold to allow your visitor to make a decision about continuing on the site. Including “Convert Now!”

Personalized URL (PURLS)

Sense of ownership in the content and the company

Very targeted marketing avenue

Greeted with a welcome message and content they selected

Unique URL that can be shared and maintained by the user

Precompleted forms for efficient use of the users time

“PURLs let you generate new leads and boost campaign ROI through a stronger, personal connection with your potential customers.”

Blogs

27 percent of adults who go online in the United States read blogs.

40,000 new blogs appear each day.

28% of journalists now rely on blogs for reporting and research.

Blogs

“Go ahead and bellyache about blogs. But you cannot afford to close your eyes to them, because they're simply the most explosive

outbreak in the information world since the Internet itself. And they're going to shake up just about every business -- including yours.” –

Business Week

Can be a strong source of PR. Blogs are considered grassroot activities and the content is taken as opinion.

Can be a focus of an anti-campaign where your company or site is bad-mouthed.

Some companies, start blogs to build loyalty and address people's comments and concerns.

Developing relationships with the top 10 or so influential bloggers in their area is key.

Blogs

What does Blogging Provide to Small Business?

Blog software is easy to use. Simply write your thoughts, link to resources, and publish to your blog, all at the push of a few buttons. Blog software companies such as, Movable Type, Blogger.com and Typepad all offer easy blogging tools to get started.

Blogging is a low-cost alternative to having a web presence. For small business owners without the time to learn web html or the money to hire a designer/developer, blogging offers an inexpensive method to get your company's name out on the Internet.

Updating the weblog is a much quicker process than contacting a web designer with changes or doing the coding and uploading yourself.

Business blogs provide your small business with a chance to share your expertise and knowledge

Newsgroup

Surveys / Polls

Forums / Message Boards

Affiliate Programs

Affiliate Programs

AD - Advertisement, text, banner, flash, video etc. CJ - Commission Junction (Network) CPA - Cost per action CPC - Cost per click CPL - Cost per lead CPM - Cost per mil (mil/mille/M = latin/Roman numeral for thousand) CPS - Cost per sale CR - Conversion rate CTR - Click through rate DRM - Dynamic rich media (type of Ad, technology). EPC - Earnings per click / earnings per 100 clicks LS - Linkshare (Network) OPM - (or APM) - outsourced (affiliate) program management OSC - On site conversions. PFI - Pay for inclusion PID - Publisher ID (Affiliate/Affiliate site ID)

Affiliate Programs

PF - Performics (Network) PFP - Pay For performance PPA - Pay per action PPC - Pay per click PPCSE - Pay per click search engine PPI - Pay per impression PPL - Pay per lead PPS - Pay per sale ROI - Return on investment SAS - ShareASale (Network) SE - Search engines SEM - Search engine marketing SEO - Search engine optimization SERP - Search engine result page SID - URL parameter the affiliate can pass to get tracked

Viral Campaigns

In the region of 89% of North Americans willingly share humourous content with each other on a frequent basis, according to the results of a recent U.S. survey of adult Internet users.

E-mails are usually shared with more than one person, with some 75% of respondents forwarding content to up to six other recipients

Help / FAQ

Chat

Live Help / Click to Talk

Alerts

Smart Pages

Art / Photos / Design

Demos

On-line Presentations / CDs

Catalogs

Contests / Coupons

On-line Seminars

50 Tips from the AMA

1. Banner ads 2. Sponsorships 3. Interstitial ads 4. eNewsletter ads 5. Online events 6. E-mail newsletters 7. Participation in users groups and listserv 8. Join affiliate programs 9. Conduct research to better understand your market 10.Leverage traditional offline marketing strategies 11.Develop internal communication processes 12.Develop an integrated marketing plan 13. Include your URL in all corporate materials and product literature 14.Establish goals and success metrics 15.Develop partnerships16.Navigate your entire site as though you were a first time visitor

50 Tips from the AMA

1. Corporate information including speeches and white papers 2. Public Relations press page 3. Review your Web site navigation and usability 4. Viral toys and postcards 5. Ensure that your content is fresh and adds value 6. Develop a process to ensure out dated information is deleted 7. Link to appropriate sites 8. Loyalty programs 9. Online community 10.Search engine placement – review monthly 11.Meta tags and key words 12.Security policy posted on site 13.Privacy policy posted on site 14.Develop an opt-in list 15.E-mail link to customer service department 16. Incorporate personalization and customization functionality 17.Develop a CRM

50 Tips from the AMA

1. Develop response standards to e-mail inquiries 2. Online chat connected to customer service department 3. Consistency of the brand is reflected on the site 4. Collect visitor information 5. Analyze your site’s log trends 6. Include e-commerce capability 7. Register the common misspelling of your URL 8. Encourage employees to add your corporate URL to their e-mail

signatures 9. Ask visitors to bookmark your site 10. Include a search engine function 11.Add a FAQ (frequently asked question) section 12. Include a site map 13.Ensure that shopping carts, order forms function properly 14.Periodically check all links 15.Periodically check the upload page time 16.Build your site to accommodate your customers’ logon technology 17.Remember you are now a “global company”

White Papers / Case Studies

eMarketing eMail• Auto-responders

• Opt-in emails

• eMail signature ads

• Mass Mailings

• HTML/Text eMails

• Database Integration

• Scrubbing