Dana Van Den Heuvel, KIRaj Devasagayam, St. Norbert College

MBAA, March 13th, 2003

Migrating Toward a Web-Centered Marketing Strategy: Experience From the Capital Goods Marketplace

“A Web-Centered Marketing Strategy is one where marketing communiqué are centered on capturing customer interactions at a web-enabled touch point”

What is Web-Centered Marketing?

• Print• Trade and Industry Publications• Direct Marketing• Event Marketing (Trade Shows)• Public Relations• ROI – All Talk, No Action• Little Regard for Measurement &

Evaluation

Traditional B2B Capital Goods Marketing

When today’s typical business or procurement executive islooking for a new vendor or service provider, they takethree steps:

Step #1. Go to a favorite search engine and type in whatthey are looking for (60% say this is the best way to reachthem)

Step #2. Look at everything on the first page of results, freeand paid listings alike. (85% of people never go beyondThat first page.)

Step #3. Click on several (three or more) of the mostappealing links on that page in a row and decide whichsuppliers to investigate further. (50% influenced by web)

Current B2B Decision Making

A survey of 999 "business decision makers" makes it increasingly clear that the Web has begun to eclipse othermedia in its appeal and influence. Among the key findingsin the survey were:

• 60% of business decision makers surveyed said that the

Web is the best way to reach them, outpacing all othermediums surveyed.• 77% say the Web is the place to find out about newproducts and companies – more than twice as many as thenext highest medium• Nearly 50% say the Web has influenced them to make

apurchase or obtain a service for their business.• 50% have increased their Web usage in the last year.

Current B2B Decision Makers

Source:

• “Data-Rich” Operating Environment• Aggregators of Consumer Data• Wal*Mart, Kmart, Target• Nielsen, Experian, Etc.• GRPs/Tarps and R&F• Category Management Principles• Commitment to Analysis

Lessons from B2C & CPG

• “Data-Rich” Operating Environment• Customer & Prospect Data Store• House List of Customer Emails• Pay for Performance Model• Measurement & Accountability• Real-Time ROI Analysis• Fits Purchase Process

Why Web Centered?

Web-Centered Marketing

PRINT

DIRECT MAIL

WEB

RADIO & TV

TRADE SHOWS

Buyers go to the web to continue their information search.

A Web-Centered Marketing Strategy ensures measurement and reporting of this activity.

• Measure and report value of all media.

• Measure and report cost per visitor.

• Measure and report day, month ,year.

• Measure and report in real time.

• Measure and report copy/position.

1. Setting Business Objectives2. Marketing Communication Audit3. Marketing Communication Web-

Amenability Evaluation 4. Develop Channel Metrics 5. Center Marketing Communication

Channels Around the Web 6. Deploy Creative to Support a Web-

Centered Marketing Strategy

Creating a Web-Centered Strategy

• Align With Overarching Corporate Goals

• Component of Sales Goals• Support Corporate Go-to-Market

Strategy

Setting Business ObjectivesSetting Business Objectives

• Discovery Phase• Evaluate Marcom Channels• Audit All Customer Touch points• What have you missed?

Marketing Communication AuditSetting Business Objectives

Marketing Communication Audit

• Conduct With Each Channel• How “Web Friendly”?

Web-Amenability EvaluationSetting Business Objectives

Marketing Communication Audit

Communications Web-Amenability Evaluation

1. What type of channel/touch point is it? 2. Is the channel or touch point web centered? 3. If no, what will it take to make web centered?4. What is the scope of this channel or touch

point? (Internal/External, Multiple Markets)

• Effective and Illustrative Metrics• In Concert With Established Goals• Key Performance Indicators to

Ascertain Effectiveness of Efforts

Develop Channel MetricsSetting Business Objectives

Marketing Communication Audit

Communications Web-Amenability Evaluation

Develop Channel Metrics

• Measurable Web Touch points• www.you.com vs. www.you.com/ad• Support Further Learning and Purchase

Decision Phases

“Web Center” Marketing Communication ChannelsSetting Business Objectives

Marketing Communication Audit

Communications Web-Amenability Evaluation

Center Marketing Communication Channels

Around the Web

Develop Channel Metrics

• Measure and report value of all media.

• Measure and report cost per visitor.

• Measure and report day, month ,year.

• Measure and report in real time.

• Measure and report copy/position.

Deploy Supporting CreativeSetting Business Objectives

Marketing Communication Audit

Communications Web-Amenability Evaluation

Deploy Creative to Support a Web-Centered Marketing

Strategy

Center Marketing Communication Channels

Around the Web

Develop Channel Metrics

• Supports Direct, Immediate Response• Proper Placement to Garner Response• Creative is as Dynamic as Market

Conditions• Blending of Media Within Agencies and

Client Firms– XMOS Study by IAB

Web Centered Implementation

Web Centered Implementation

• Effect Purchase Decision• Measurement & Accountability• Immediate ROI measurement

– Each Campaign Assigned a CPA• Participatory and Permission Based• Immediate Tweaking & Adjustments• Seeks to Answer the

“Wanamaker dilemma”

Advantage – Web Centered Strategy

• Growing Body of Research• Corporate Mindset and Budget Shifts• Integration Not Yet Commonplace• Web Moves from “Afterthought” to

“Forethought”

Future Considerations & Trends

Suggestions?

Dana Van Den Heuvel, KIRaj Devasagayam, St. Norbert College

MBAA, March 13th, 2003

Migrating Toward a Web-Centered Marketing Strategy: Experience From the Capital Goods Marketplace