Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom

1 Enterprise Marketing 2.0 Michael Buschmann, Deutsche Telekom AG

The 360° Online

Marketing Framework


Michael Buschmann Head of Online Marketing Deutsche Telekom Products & Innovation Darmstadt 42 years 2 children (8 & 4 years)

Kirch New Media

Introducing myself

Employer history Experience (95-today)

Electronic banking

Online payments

eShop solutions

Media Websites

eCommerce

SMS/MMS/iMode/WAP Content

Mobile Content & Services

Web Search /Indexing

Online Marketing


Page Place

General interest

eCommerce / consumer electronics

Special interest / weather

Special interest / football

Special interest / lifestyle men

eCommerce / Music download

eCommerce / Video stream & download

eCommerce / software download eCommerce / games download eCommerce / microstocks

E P G

Web series & short movies

eCommerce / eBooks and eMagazines

Special interest / women

My daily work

Challenge & support a diverse portfolio of internet businesses

eMail Hosting Mediacenter/Storage Internet Security Payment Private Homepages +


Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet. . . . Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. . . . - Wikipedia -

Online marketing definition


Branding

Web 2.0

Newsletter

CRM

Social Media

SEO

SEM

Online Werbung

E-Mail-Marketing

Affiliate Marketing Cooperations

Mobile Marketing

Viral Marketing

Legal

CMS

Agency steering Integrated campaign

management

User Experience

Usability

Accessibility

Media planning

Market research

Web-Analytics Tracking

KPIs Advertising

media / graphics

Linkbaiting Web 3.0

Heatmap

Frequency Cap

User Generated Content

Contextual Advertising

Keyword-Matching

Social Bookmarking

Blogging Affiliate Rally

Bounce rates

Conversion Optimization Traffic Management

Double Opt-In

Speaking URLs

Black Hat SEO Link infusion

Page Rank

Title Tag

Widget Gadgets

Longtail

Shorttail

Deep Web

Cookie Dropping

Layer Ads

PPC

CPX

Postview

Referrer

Trackback

Redirect

Link popularity Domain popularity

Funnel Analyse

Permission Marketing

A/B Testing Multivariate

Testing

ROMI ROI

Click Fraud

Mash up

Super Affiliate

Mobile Marketing

Online Marketing

Online marketing consists of many ingredients, is strongly driven by technology and develops fast


Main goals in online marketing

DRIVE TRAFFIC Drive qualified traffic to target URL. Sources can be SEO, SEM, Affiliates, Coops, Newsletter, Re-targeting…etc.

1

2 INCREASE CONVERSION Convert incoming traffic successfully into sales or other desired action (download, upload, register, comment, share)

3 BUILD RETENTION Turn one-time-buyers into loyal customers and maximize the customer lifetime value (CLTV).


SEM SEO

Affiliate Display ads

Coops E-Mail

Social media Type-Ins (Mobile)

Traffic 1

Why traffic, conversion and retention should be managed together

70% CR 30%

CR 10% CR 1-5%

CR

•  Design/ usability •  Landing pages •  Technology •  Processes…

Conversion 2

PLAN, MONITOR & OPTIMIZE Make sure 1,2 and 3 are treated as an integrated process. Optimization is a never ending loop! Communicate the successes and make this approach become part of your culture.

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MIN Customer Acquisition Costs (CAC) KPIs

• Direct sales •  Indirect sales • Upselling/ cross-selling • Acitivation &

engagement • ECRM

Retention 3MAX Customer

Lifetime Value (CLTV) <

€


The timeline perspective


Desireable involvement of online marketing During conceptional phase

Konzeption Entwicklung Test Launch Monitoring Konzeption Entwicklung Test Konzeption Entwicklung Launch Test Konzeption Entwicklung Monitoring Launch Test Konzeption Entwicklung Monitoring Launch Testing Conception Dev. End of lifecycle

•  URL and naming of navigation, products etc. (SEO) •  Demand perception (search volume analysis) •  Platform selection (IT SEO) •  Information architecture •  „Speaking“ URLs •  Link strategy (with existing network and 3rd parties) •  Supportive features (i.e. social plug-ins) •  …



•  Impact of design on ranking (SEO) •  SEO friendly coding (IT SEO) •  Quality and density of content (SEO) •  Crawlability (i.e. 404 errors) •  IP restrictions (impacting SEO) •  Loading time optimization (SEO, CRO) •  Web analytics and tracking integration (SEA, Display, Affiliate etc.) •  Google Sitemap/ Google News Sitemap (SEO) •  …

Success in online marketing is strongly related to IT platforms


Testing is key for increasing conversion Make sure, your IT supports flexible releases


•  Set-up right measurement and KPIs (Pre-launch phase)

After launch: •  Implement A/B testing or multi-variate testing capabilities

for further frequent testing (CRO) •  Make sure you have enough releases and some flexibility in IT


Launching is just the beginning of monitoring


Pre-launch: •  Link building via online PR (SEO) •  Support launch through relevant campaigns on ATL, SEA, Display etc.

(catching the echo from branding !) •  Adapt learnings and adjust media plan , quickly!


Make sure your release planning is open to input from monitoring


•  Watch traffic sources and the specific ROI •  Watch conversion per channel •  Adjust media plan •  Make sure campaigns are linked with conversion measures •  Make sure reports and business reviews include measures that

describe marketing ability of the product / portal/ service


Even the end of lifecycle can be an oportunity


•  Think about how you can use natural traffic (type ins, SEO) for supporting other products


The organisational perspective


IT

Controlling

Process Design

HR

Product Marketing

Legal

Communication

Editorial Team

Internal dependencies

Design / Usability

Metadata

Autotagging SEO optimization (on page)

IT SEO

SEO friendly wording

Data security

Open Budgets (ROMI driven)

Seminars / Employee

development

Loading time

Information architecture

Platform selection

Establish right KPIs for steering

Release planning Testing

Online Marketing

Review requirements

Ads creation

Skills

Reporting

Privacy

Terms & conditions

Get bills paid in time (SEA)


IT

Controlling

Process Design

HR

Product Marketing

Legal

Communication

Editorial Team

Complexity is multiplied by external relationships. Web

agency

IT Solution Procvider

CMS / Shop

Vendor

Web Analysis Provider

Newsletter Marketing

SEO Agency

SEM & Affiliate Agency

Campaign Tracking

Linkbuilding

Agency

Multivariate Testing

Content Partner

PR agency

Online Marketing


IT

Product Marketing

Communication

Editorial Team

Example: Involvement in SEO

Web agency

IT Solution Procvider

CMS / Shop

Vendor

Web Analysis Provider

SEO Agency

SEM & Affiliate Agency

Linkbuilding

Agency

Content Partner

PR agency

Online Marketing

Online Marketing


LIST OF PAIN

•  Poor IT platform (not flexible, not supportive to SEO)

•  Non-sufficient information architecture

•  Slow processes do not allow quick fixing

•  Skills in online marketing are not sufficient

•  Financial process is limiting success in performance marketing

•  Reports and business reviews do not reflect online marketing levers

•  3rd party opinion not welcome

What you can expect


Take responsibility!


Make sure the organisation is enabled to support online marketing

5 SET THE BASIS: PROCESSES, STRUCTURE, TOOLS, & SKILLS This is the most difficult part, but there is no way to get around this! Each and every ingredient can potentially hide you from becoming successfull.


Integrated online marketing framework

• Direct sales •  Indirect sales • Upselling/ cross-selling • Acitivation &

engagement • CRM

€

SEM SEO

Affiliate Display ads

Coops E-Mail

Social media Type-Ins (Mobile)

4. Plan, monitor & optimize

70% CR 30%

CR 10% CR 1-5%

CR

MIN Customer Acquisition Costs (CAC) MAX Customer Lifetime Value (CLTV) <

•  Design/ usability •  Landing pages •  Technology •  Processes…

5. Systems & tools, processes, organization, skills

Performance-orientierted online marketing framework

KPIs

1. Traffic 2. Conversion 3. Retention

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The 360° Online

Marketing Framework

The 360° Online Marketing Framework incalculates all dependencies and relations that have impact on the overall success of marketing efforts.

24 01.09.2011 Deutsche Telekom AG Products & Innovation | Online Marketing | Michael Buschmann

Interplay with our business and product units Se

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Challenge & Support

Online Marketing

SEO Social Media Performance Marketing

Strategy & Projects

Web Analytics & Conversion

Opt. B2B & Mobile

  Social Media Marketing

  Web-Analysis management

  Tracking

  Conversion Optimization

  SEM & Affiliate Marketing

  B2B and affiliate exchange and development

  Mobile Marketing coordination

  SEO-management

  Operative Realization

  Online Marketing Program-Management

  Project Setup

  Strategy development

Operative Realization Coordination and subject-specific guidance

Page Place Between 2 to 5 FTE working on online marketing, PR and ATL marketing in each unit

-  Provide real expertise in all relevant areas of business -  Build framework for online marketing excellence (processes, tools, systems, skills) -  Lever synergies (conditions, redundancy)

25 01.09.2011 Deutsche Telekom AG Products & Innovation | Online Marketing | Michael Buschmann

Central success factors

  Dedicated know-how in all relevant online marketing disciplines and functions required.

  Set-up and continuous development of general online marketing know-how

1. Expertise

  “You can't control what you can't measure“   Implement and measure key performance indicators 2. Measurability

  Implementation of powerful web-analysis and tracking tool is mandatory.

  Use state-of-the-art testing tools in order to speed up optimization   Increase system’s flexibility in order to support implementation in good

time-2-market

3. Tools & Systems

  Fix related processes to support efficient online marketing   Modify structure (i.e. if 1,2 and 3 are steered by different departments)

4. Processes & Structures

  Holistic communication of requirements concerning technology and processes

  Fair teamwork and systematic support   Get commitment of management!

5. Acceptance


Thank you for listening.

[email protected]

Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom

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Transcript of Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom