CMA E-Marketing “Strategy & The Internet”

October 17, 2009

Are you ready?

Topics…

− Defining Strategy vs. Tactics−Why is an online marketing strategy vital?−Models and Audits

− Online Strategy > Clarifying your Online Goals

− Corporate vs. Online Strategy− Customer Goals

−Target Audience Definition, Personas

− Clarifying Your Website Strategy

Why is it important?

Why is an online marketing strategy vital?

Hardest hit will be newspapers, magazines, terrestrial radio and

print yellow pages, each expected to experience at least 9%

decreases.

Why is an online (including social) marketing strategy vital?

Why is an online (including social) marketing strategy vital?

Why is an online (including social) marketing strategy vital?

Why is an online (including social) marketing strategy vital?

− 21% of US online adults create social content− 37% react to content created by others− By the end of 2009, 85% of US online consumers will be

reading or viewing social content - Forrester

Creating a Marketing Strategy

Creating a Marketing Strategy

− Understanding the External Environment− PEST, SWOT, Competitive Analysis

− Defining the Target Market− Target Audience Definition, Segmentation, Persona creation

− Creating a Competitive Advantage− Understanding the Key Success Factors and Critical Success

Factors > Key Performance Indicators

− Developing a Marketing Mix− Strategic Integrated Marketing

Models and Audits – Media Agnostic, User-Centred

Models and Audits > Conversion Funnel

Models and Audits > Strategic Integrated Marketing

Models and Audits > Strategic Integrated Marketing

Company

Market Definition

Competitive Analysis

Market Size

PEST, SWOT, Porter, Value

Chain, Market Map

Strategic Objectives

Target Audience

Value Proposition

Critical Success Factors

Strategies

Tactics

Key Performance

Indicators

Models and Audits > Strategic Integrated Marketing

Company

Market Definition

Competitive Analysis

Market Size

PEST, SWOT, Porter, Value

Chain, Market Map

Strategic Objectives

Target Audience

Value Proposition

Critical Success Factors

Strategies

Tactics

Key Performance

Indicators

Drives traffic to websites

Campaign Optimization

Key Performance Indicators

Campaign Optimization

Traditional Media

TV Radio Direct Mail PrintOut of Home (Billboards, Transit, etc.)

Analytics & Reporting

Mobile & Emerging

Media

Email Marketing

Social Media

SEO, PPC, Display

Advertising

Websites

Models and Audits > PEST Model

Critical Success Factors

Top Management

Vision

Mission

Strategy

Internal

Marketing

Operations Finance

Human Resources

DirectingControlling

Planning Organizing

Stakeholders

Social

External

Economic

Political

Technological

Social

Models and Audits > POST Model

People

Objectives

Strategies

Technology

Models and Audits > Competitive Analysis

People

Objectives

Strategies

Technology

Forrester (www.Forrester.com) Website Review Scorecard

− Value > Does the landing page(s) provide evidence that user goals can be completed?

− Navigation > Are menu category and subcategory names clear and mutually exclusive?

− Presentation > Does the site use graphics, icons, and symbols that are easy to understand?

− Trust > Does the site present privacy and security policies in context? Does the site help users avoid and recover from errors?

− 25 questions, score (-2,-1,0,1,2)

Models and Audits > Competitive Analysis

People

Objectives

Strategies

Technology

Immersibility Index (www.useit.com, www.agency.com/) − 6 Axes, Score from 1 – 10− Accessibility > How easy is it to find the website using

common keywords?− Immersibility > How easy is it for the user to immmerse

themselves in the online experience?− Content > Depth, Breadth, Recency and Relevancy of

content− Capability > What tools are available to the user?− Community > Can the user interact with others?− Commerce/ Conversion > If applicable, how intuitive and

effective is the eCommerce engine?

Models and Audits > Competitive Analysis

People

Objectives

Strategies

Technology

Corporate vs. User Goals

− Organizational Effectiveness

− Convert sales and transactions to lower cost channels (cost per interaction)

− Lead Generation and Qualification

− Deeper Customer Insight− One-to-one Marketing

Organization Users

− Ease of Use− Clarity around how I can

accomplish my goals.− “I just want to the buy the

darn thing”− Don’t make me use more

than one channel (or experience) to accomplish my goals.

− Customer Delight

Corporate vs. User Goals > Persona Creation

People

Objectives

Strategies

Technology

Janice CHU 28 years old, married, expecting her first child,

HR manager, Calgary, AlbertaFirst – Timer

My name is Janice Chu and my husband’s name is Tom. We both grew up in Calgary and went to university here. We’ve been married for two years. I’m an HR manager for an Oil & Gas company and Tom is a pharmaceutical sales representative.

We feel that Calgary is a great place to live and raise children, but we are having trouble finding a home in Calgary’s marketplace. Since we are expecting our first child, we are now looking at the world through the eyes of our children. This includes where and how we live.

After renting an apartment downtown, we are looking to buy our first home. Since we are first – time buyers, we are a little nervous about purchasing. We also don’t know a lot about maintaining a house, so we are looking for something brand new with few hassles.

We began our search for a new home on the web, and we look for trustworthy sources, such as www.mls.ca. We have been in touch with a real estate agent who is a friend of Tom’s dad, but we are also doing our own research. We find the whole process overwhelming, so we are looking for information that is easy to understand.

We both grew up in the suburbs, so we are comfortable living outside the city center. We’ve heard some good things about McKenzie Towne, so we’re looking to buy there.

“I want to feel confident knowing that we’re

making the right decision”

Attributes:– Currently living downtown in a rented condo

– Intermediate Internet user

– Interests: friends, travelling, yoga, cooking

Goals:– Starting a family

– Owning a home without a lot of hassles

– Get the best value for money

– Get recommendations from trusted sources

– Living in a safe and fun environment

Insights:– Look for value in their purchase

– Joint decision – making process

– Need to know how their new home’s features will simplify and benefit their lives – location, safety, layout, household appointments, local amenities

Other brands in Janice’s life: Everyday brands: ‘Aspirational’ brands:

Online Marketing > ‘Field of Dreams’ is not enough

−Search Engine Optimization

−Search Engine Marketing− Pay Per Click− Display− Video

−Social Web Strategy and Tactics

−Reporting and Analytics

Suggested Readings

Suggested Readings

Strategic Integrated Marketing • http://www.sethgodin.com/sg/ • http://www.ageoftransparency.com/default.asp • http://www.zagbook.com/ • www.gladwell.com • http://www.slideshare.net/coolstuff/the-brand-gap

User Experience Design • www.boxesandarrows.com • www.adaptivepath.com • www.jjg.net • http://www.lukew.com/ff/ • www.jnd.org • www.xplane.com • www.edwardtufte.com • www.backofthenapkin.com • http://experiencematters.criticalmass.com/

Social Web • http://radarddb.wordpress.com/ • http://mediatedcultures.net/ • http://www.beingpeterkim.com/ • http://www.getelastic.com/social-media-examples/ • http://www.web-strategist.com/blog/• http://darmano.typepad.com/

Contact Me: john.hutchings@raremethod.comtwitter: @john_hutchingshttp://www.linkedin.com/in/johnhutchingswww.consultconiferous.ca

Questions

Questions