Marketing Your Business in the Online Environment

Marketing Your Business in Marketing Your Business in the Online Environmentthe Online Environment

David EganDavid Egan

Marketing Your Business in the Online Environment

• An integrated approach will increase your success

• 7 Steps in use of the Internet and e-commerce

• Key factors changing the marketing landscape

• Benefits of Marketing Online– Using email – Searching for information– Your own website for advertising– Receiving payment

• Key take-outs and questions

Business efficiency

benefits increase

Connecting86% of small and 99% of medium businesses surveyed are connected to the Internet

Searching for information89% of small and 94% of medium businesses surveyed who are connected to the Internet search for information regularly

Advertising online and being found45% of small and 80% of medium businesses surveyed have a home page

Purchasing68% of small and 74% of medium businesses surveyeduse the Internet to make purchases

Online payments51% of small businesses and 61% medium businesses surveyed use the Internet for receiving payment

Managing my business online57% of all SMEs surveyed would like to become a “fully online” business

E-mail usage93% of small and 99% of medium businesses surveyed currently use e-mail

7 Steps In Use of the Internet and e-Commerce

Source : 2004 Sensis ® Business Index - Special Report July 2004

In July 2004, some 57% of all SMEs indicated a potential to use e-Commerce to sell their products and services.

Key factors that are changing marketing

• Every market is oversupplied with great product / services

• The buyer is educated about marketing

• The customer has control, informed

• You can go direct to the seller in many markets

• Research is challenged– We say one thing and do the opposite – We purchase emotionally and then explain rationally

• Don’t use age as a guide to peoples behaviour– Traditionalists – New consumers

• Buy more books, movies, CD’s

• Fly more frequently

• Drink four times more premium wine

• Eat out at restaurants more often

• Purchase ready made meals

• Utilise phone and internet banking

• Use mobile phones

• Keep in touch more often, know when others are online

The customer of the future

• Organic Food, not just in the Health Food Shop, but in Coles and Woolworths.

• Bottled water, your daily fruit in a bottle

• Juice Bars, Boot Camp

• Low Fat, Low Carb, Hi Fibre, No Flavour, GI, The Zone

• Time is the new money: people would rather spend money than time

Getting Healthy

• Sunglasses - the average pair now costs $77. Sunglass Hut has 1,500 stores world wide

• We now reward ourselves with treats, DVD’s, Executive Toys, Spa Treatments.

• The annual holiday has been replaced by the quick getaway, driven by cheap airfares, access to accommodation planning

• Register Online to find out more, prompt response via email, SMS etc

• The iPOD - your complete record collection in your pocket!

• The Plasma Screen, Surround Sound, Home Theatre

Small indulgences, High Price!

The ageing Australian consumer

”The haircut you have at 21, will be the same at 61!”

• Ever heard that everything’s been around before, Star Wars

• The median age of a Harley Davidson customer has risen to 42; ten years ago it was 34.

• Old favourites are back- VW Beetle, Mini Cooper, Monaro, Torana

• Rock and Roll Tours, and Stage Versions of musicals

Advertising has never been more appreciated than when it offers light hearted relief and confident assertion. People want their day brightened.

Have some fun with your Marketing

Cocooning continues to be attractive. Consumers are therefore particularly interested in cars, home entertainment, cooking, gardening and taking control of the domestic environment.

People are staying home - but spending up!

Growth of Interactivity

Mobile Phone Owners

• Mobile Phones in Australia 11.5 m

• Handsets 14.0 m

• SMS sent per week in Australia 98 m

• Telstra users who use SMS regularly 70 %

• SMS becoming the instant offer tool

– Richmond Football Club

– Magic Hand Car Wash

– Virgin Blue / Jetstar

• In 2003, 22% of international visitors used the internet for information before coming to Australia

• 26% made an internet booking, Accommodation, Airfares, Car Hire, Tours etc

• 44% of the Australia population visited a travel site in June 2004. Most popular Qantas, Virgin Blue, wotif

• 12% of Virgin Blue’s visitors, arrive from Qantas

• Registration for offers, quickly taken up, strong word of mouth.

Case Study - Travel industry

Key Insights

• Marketing is about selling more profitably now and in the future

• Marketing is about generating ideas

• Australia has an ageing demographic, a workforce with less time and a youth market more aware than ever before

• The interactive & online marketing is growing quickly

• Consumers are dealing with business on different levels and across mediums

• Mobile marketing is breaking out of the youth market

• Direct Marketing has been the growth area of advertising, however integrated “holistic” advertising is the future

Benefits of Marketing Online

Growth

• Can generate new customers and reach markets, lower costs, quicker billing and payment cycles, more advertising and communication options. Identifies you as a growth business.

Convenience

• Simple and quick advertising and communication options, greater access to business advice, simple process for updating product information

Business Efficiency & Customer Service

• Can provide reduced operational costs, improved cashflow, more time, more convenient

• Immediate response to customer’s inquiries, accurate and up-to-date business and product information

• Powerful and direct communication method with customers

• Not complex, just need a little education to understand their full potential

• E-mails become “electronic word-of-mouth” - photos, testimonials

• Enhance your marketing communication activities with customers.

• Include hyperlinks to relevant web pages on your site

• Cross-promotion of advertising

• Move from email to mobile phone - speed of response

• Use as the tactical part of your Marketing activity

Using email for your Marketing

Using email for your Marketing

Simple

Uses images

Images are links

Searching for Information

• Find out about competitor information

• Search engine features and advanced search functions, directory listings

• Become a search expert, save your business time and money

• Use search engines to monitor your businesses web presence

Own Website for Advertising

• Can save on advertising costs but web sites need to be advertised. Spend more effectively

• Set up costs can be relatively small if carefully planned

• Return-on-investment can be measured

• Develop a consistent brand

• Develop a consistent way to communicate with customers

• Improve the speed of your sales process

• Provide 24 Hour Support to your customers

• Deal direct with your customer

• How to make sure a web site “works”

• How to advertise your web site

• Submit site to search engines and monitor your “web presence”

• Consider paid listings

• Site’s pages need meta-tags, descriptions, addresses to help secure positive search results - include locations

• Have links to other sites from your site and make sure links to your site link from your company name

• Ensure staff know site structure and can refer them to site

• Monitor what works and does not work


Using Internet to Receive Payment

• Some 51% of small and 61% of medium businesses surveyed now claim they are using the Internet to receive payment.

• 78% now using the internet to do their banking

Opportunities

• Many leading vendors are specifically focussing their efforts on addressing the IT concerns of small business with products and services that are simple, affordable and intrinsically secure

• Example:-Large technology organisations such as Microsoft develop appropriate small business solutions

Using Internet to Receive Payment

Good site design for receiving payments

Key take-outs• Improve e-mail use - it is electronic “word-of-mouth”

• Become a search expert

• Advertising your web site is a must

• Cross-promotion of your website with traditional advertising is effective and drives traffic to your site without increasing your advertising spend

• Monitor advertising effectiveness

• Consistent customer communication

• Return-on-investment grows along the way

• Make Online part of your complete Marketing Mix

Questions

[email protected]

Marketing Your Business in the Online Environment

Business

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