online marketing; it works, now what? february 25, 2003

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 AgerboCCO 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 TogetherBusiness Objectives

Content

Technology

Business Objectives must drive your online marketing initiatives

Goals that reflect business objectives Set reasonable goals Evaluate constantly

Putting it all TogetherBusiness 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 TogetherBusiness 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 AgerboCCO, Chalk Media 604.684.9399mike@chalk.comwww.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.

Thank You!

Event Committee

Marcie Sayiner Randall Hicks

Steve Deller

events@iimaonline.org