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ONLINE MARKETING;
IT WORKS, NOW WHAT?
February 25, 2003
SPONSORS
Focus Audio Visual Services
Kinetex Media Communications
Atlas Wine Merchants
Introducing...
Mike AgerboCCO and Co-Founder Chalk Media
Online Marketing:
It Works, Now What?
Mike Agerbo
CCO and Co-Founder
Chalk Media
Agenda Background
Best Practices
Where it’s going
Conclusion
Competitive Landscape: The Noise
Competitive Landscape: The Noise
Online Marketing is still a large industry
Market is growing again
2003: Lessons Learned So Far
Internet is not a business model Net obsession and disillusion Web is a business tool Too much focus on technology Being online is not the end-all be-all
What can be achieved?
Build and solidify relationships Further understand audiences via
interaction Creates opportunities for brand
extensions and co-branding Offers the ability to block out
competition Increases the ability to attract and
retain audiences on mass scale
Best Practices
1. What are the business goals?
2. Who is the audience?
3. What is the best experience that will deliver value to the audience?
4. What are the measures of success?
Four Questions to Consider
Establishing Business Goals
Drive revenues Expand client base Increase customer retention Improve customer service Improve online brand Increase ROI
Establishing Business GoalsDrive online marketing strategy with business goals
Business Goals Audience Branding Strategy Desired Behavior
Increase client base Prospective Customer
Relationship-establishing activity Researching companyRequesting Information
Increase retention rate Existing Customer
Relationship retaining behavior Increased frequency of engagement
Deepen existing relationships
Existing Customer
Relationship deepening activity Increased points of contact
(Built for Use, Karen Donaghue, 2002)
Audit Content:
Check Suitability
Understand user environment
Video, Animation, Text
Content is Key
Audience Understand your online audiences
Technology comfort level
What form of communication is preferred
How purchases are performed
Create a suitable online experience
Use targeting and segmentation for your distribution lists
Create an expectation, then DELIVER on your value proposition
Online brand = Online EXPERIENCE
E.g. Yahoo! Finance
Cross media strategies (still viable)
Online Experience
Are you creating an experience that delivers value to your audiences?
Online Experience
Rich media and interactivity can enhance the online experience
Video and FLASH animation
Lifelike demonstrations
On-demand viewing
Bandwidth consideration
Online Experience: Streaming
Invites dialogues with consumers
Drives audiences to portals
Helps create a learning relationship
Online Experience: Email
MeasurementPrevious Metrics of the Internet Economy
Unique users
Revenues per user
Revenue per page view
Modern Business Success Metrics
Degree of engagement
Look-to-buy ratios
Mindshare
Retention Rate
Success Measurements
Set realistic goals for online marketing
Measure the right things Numbers are deceptive Establish common terminology Analyze the wealth of data
available
Online Marketing
Learning
Automation
Relationships
Focused Marketing
Where it’s going
Learning
Every interaction is a learning experience
Powerful business tool Explain your products and services Employees, customers, partners Go beyond FAQ
Automation
Helps created online brand loyalty Self service fulfillment Convenience for customers,
partners Lower cost channels Internal and External
Royal Bank Case Study
Relationships
One-to-many vs. one-to-one Personalize the experience Build loyalty and brand Customer service Takes time to build
Intel Case Study
Intel Home Computing Newsletter
Distributed every 6-8 weeks to an opt-in subscriber list
Email newsletter to reinforce relationship
Video educates how the target audience would use the product
Dynamic and Informative
Intel Case Study
Focused Marketing
User Profiling Cross and up sell customers Permission based marketing Referral based marketing Invites dialogues with audience Helps create a learning relationship
Sony Case Study
Putting it all Together
Business Objectives
Content
Technology
Business Objectives must drive your online marketing initiatives
Goals that reflect business objectives Set reasonable goals Evaluate constantly
Putting it all Together
Business Objectives
Content
Technology
Content is what will deliver relevant, compelling and engaging experiences
Online requires different content “Rich Media” enhances interaction Appropriate for audience and environment
Putting it all Together
Business Objectives
Content
Technology
Technology supports content and provides measurement
Online branding is about the online experience Technology will evolve Stay focused on audience needs
Mike Agerbo
CCO, Chalk Media
604.684.9399
www.chalk.com
Making learning a part of everyday business
ONLINE MARKETING;
IT WORKS, NOW WHAT?
February 25, 2003
Interactive Forum
UPCOMING EVENTS
March: Impact of Privacy Legislation
April: Privacy Seminar; writing policies and implementing strategies
Membership
In addition to bringing in speakers on the cutting edge of Internet business, the IIMA offers a wealth of knowledge and opportunities to share with others through a variety of events, newsletters and our web site.
Why Join The IIMA?
• Certified Internet Marketing and Business Strategist (CIMBS)
• CIMBS is the professional designation accredited to qualified Internet marketers and business strategists. Accreditation is earned through
achieving a certain level of experience and/or education as determined by the CIMBS
Committee.
