Post on 01-Jul-2015
description
Online Marketing
Squiz International User Conference 2010Jaco Swart, Tait Radio Communications
Online Marketing . .
Online MarketingOnline Marketing
Marketing
Get to know the real people that come to your sites
Provide the right online content (or service)
Bring the right visitors to your sites
Provide a compelling and satisfying experience Provide a compelling and satisfying experience
Dealing with the shift of Web ownership: IT to Marketing
The rules of Online Marketing The rules of Online Marketing
Online Marketing . .
Marketing is to:Marketing is to:
find out what people want, and give it to them, profitably(Malcolm Auld, Direct Marketing Made Easy)
Online Marketing . .
1 Get to know the real people that come to1. Get to know the real people that come to your sites
Who are the right people?
The buying cycle
Buyer groups
What is in it for each of them?
Rule #1: Align marketing and sales Rule #1: Align marketing and sales
Online Marketing . .
The buying cycleThe buying cycle
ResearchNegotiationResearch Negotiation
Research
Awareness PurchasePurchase
AwarenessPurchase
SupportUp-sellSupport
Up-sell
Online Marketing . .
Buyer GroupsBuyer Groups
User Buyer
Technical Buyer Coach Economic
Buyer
Online Marketing . .
User BuyerUser Buyer
Online Marketing . .
Technical BuyerTechnical Buyer
Online Marketing . .
CoachCoach
Online Marketing . .
Economic BuyerEconomic Buyer
Online Marketing . .
1 Get to know the real people that come to1. Get to know the real people that come to your sites
Who are the right people?
The buying cycle
Buyer groups
What is in it for each of them?
Rule #1: Align marketing and sales Rule #1: Align marketing and sales
Online Marketing . .
2 Provide the right online content2. Provide the right online content
Slow down: don’t jump to tactics
It’s a Business Process
Goals, requirements and content
Right content at the right time
Rule #2: know your customers intimately Rule #2: know your customers intimately
Online Marketing . .
Online Marketing is a Business ProcessOnline Marketing is a Business Process
SituationWhere are we now?
NegotiationResearch ObjectivesAnalysis
Where do we want to be?
Awareness PurchaseStrategy
ControlHow do we get there?
Is it working?
Strategy How do we get there?
SupportUp-sellTactics
ExecutionWhich channels do we use?
Who does what, how?
Online Marketing . .
Goals requirements and contentGoals, requirements and content
Goals RequirementsContent to fulfil requirements
Customer words
EconomicEconomic Buyer
Coach
Technical Buyer
User Buyer
And remember: What is in it for each of them?
Online Marketing . .
And remember: What is in it for each of them?
Right content at the right timeRight content at the right time
ResearchNegotiationResearch Negotiation
Research
Awareness PurchasePurchase
AwarenessPurchase
SupportUp-sellSupport
Up-sell
Online Marketing . .
2 Provide the right online content2. Provide the right online content
Slow down: don’t jump to tactics
It’s a Business Process
Goals, requirements and content
Right content at the right time
Rule #2: know your customers intimately Rule #2: know your customers intimately
Online Marketing . .
3 Bring the right visitors to your sites3. Bring the right visitors to your sites
Segment your market
Target your customers
Where are they playing?
Rule #3: choose your customers well!
Online Marketing . .
Segment your marketSegment your marketFit your offering
Possible to sell toReady to buy
Correct size Your market
Online Marketing . .
Target your customersTarget your customers
What is in it for each of them?
Online Marketing . .
Target your customersTarget your customers
Meet the Senior Partner
Online Marketing . .
Target your customersTarget your customers
Meet the Senior Partner
Online Marketing . .
Target your customersTarget your customers
Meet the Senior Partner’s other half
Online Marketing . .
Target your customersTarget your customers
Meet the Senior Partner’s other half
Online Marketing . .
Target your customersTarget your customers
Today is…
Online Marketing . .
Target your customersTarget your customers
Today is…
Online Marketing . .
Target your customersTarget your customers
and the Senior Partner is in…
Online Marketing . .
Target your customersTarget your customers
and the Senior Partner is in…
Online Marketing . .
Target your customersTarget your customers
Our job is to help people
We sell solutions to people’s problems
Online Marketing . .
Target your customersTarget your customers
What is in it for each of them?
Online Marketing . .
3 Bring the right visitors to your sites3. Bring the right visitors to your sites
Segment your market
Target your customers
Where are they playing?
Rule #3: choose your customers well!
Online Marketing . .
4 Provide a compelling and satisfying4. Provide a compelling and satisfying experience
Customers don’t want to be numbers
Customers want it at their place (their channels), on their own time (buying cycle)on their own time (buying cycle)
Customers want to be listened to (on their channels)
Rule #4: It’s got to be personalg p
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
Social media examplesSocial media examples
Online Marketing . .
4 Provide a compelling and satisfying4. Provide a compelling and satisfying experience
Customers don’t want to be numbers
Customers want it at their place (their channels), on their own time (buying cycle)on their own time (buying cycle)
Customers want to be listened to (on their channels)
Rule #4: It’s got to be personalg p
Online Marketing . .
5 Dealing with the shift of Web ownership5. Dealing with the shift of Web ownership from IT to Marketing
Let teams do what they’re best at, not what they want to claim
Geek teams in Marketing
Rule #5: Stop the politics and focus on the important stuff
Online Marketing . .
5 Dealing with the shift of Web ownership5. Dealing with the shift of Web ownership from IT to Marketing
Let teams do what they’re best at, not what they want to claim
Geek teams in Marketing
Rule #5: Stop the politics and focus on the important stuff
Online Marketing . .
The rules of Online MarketingThe rules of Online Marketing
#1: Align marketing and sales
#2: know your customers intimately
#3: choose your customers well!
#4: It’s got to be personal
#5: Stop the politics and focus on the important stuff#5: Stop the politics and focus on the important stuff
Online Marketing . .