NetCentered: The New Marketing Paradigm
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Transcript of NetCentered: The New Marketing Paradigm
cirrusabs.comtwitter.com/cirrusabsfacebook.com/cirrusabsyoutube.com/user/cirrusabslinkedin.com/companies/cirrus-abs
NetCentered: The New Marketing Paradigm // Matt Nickols & Mark Burke
About Cirrus ABS
• 15 Years Experience in Online Marketing and Website Development
• Hybrid company that offers the best of marketing and technology firms
• 30 employees
• Full staff of technical & creative personnel
• Client ranging from Fortune 500 to small local businesses
About Cirrus ABS
• 15 Years Experience in Online Marketing and Website Development
• Hybrid company that offers the best of marketing and technology firms
• 30 employees
• Full staff of technical & creative personnel
• Client ranging from Fortune 500 to small local businesses
About Cirrus ABS
Matthew Nickols, Founder and CEO
• Over 15 years experience in entrepreneurship & online marketing
• Creator of the Cirrus eBusiness Suite platform concept
• Recognized as a member of the inaugural group of Future 40 award winners recognizing Northeast Indiana’s most accomplished professionals under the age of 40
About Cirrus ABS
Mark Burke, Chief Operating Officer
• 20+ years experience in management and marketing support technology
• Lead Business Analyst for Cirrus ABS
• Lead infrastructure architect for Columbia House (7 yrs)• Architect of 3rd largest e-commerce operation in U.S.• Managed advanced business and marketing systems
NetCentered Marketing Overview
NetCentered Marketing Overview
NetCentered Marketing Overview
Why the Web?
It is where the people are.
Why the Web?
It is where the people are.
Why the Web?
Why the Web?
It is where the people are.
PC time now surpasses TV time with 71% of respondents using the Internet more than 2 hours per day vs. just 48%
spending equivalent time watching TV
~ recent IBM study
Why the Web?
It is more cost effective.
• Distribution of messageless about money, more about effort
• Updating of messageprinting and postage costs eliminated
• Measurement of successknow what works and eliminate waste
Why the Web?
It is interactive.
• Human/Social InteractionMore timely & reliable information
• Various Forms of MediaVideo, audio, interactive graphics, documents, etc…
• Business Processes Functionalityi.e. online banking, account creation, purchases, etc…
Why the Web?
It is measureable.
You Need a Plan
"If You Don't Know Where You're Going, Any Road Will Get You There“
~Lewis Carroll
The NetCentered Marketing Plan
Profitability / Opportunity Analysis
Identifying the Right Products/Services based on:
• Profitability
• The market opportunity• Market Size/Demand• Search Volume• Competition• Market Conditions
Profitability / Opportunity Analysis
Action Items:
• Rate your products / services by profitability
• Rate your products / services by opportunity
• Pick the top 4 to 6 with the best combination and write them down
Target Demographic
Target Demographic
Target Demographic
Take a close look at those 4 to 6 products / Services
• Find out as much as you can about the people that need these 4 to 6
• Create segments for your selected products / service
Target Demographic
Action Items:
• Write down at least one segment for each of your selected 4 to 6.
Message
Message
• Develop your value proposition to each segment
Message
Action Items:
• Write down your value proposition for each segment
Medium
Medium
• How are you going to get the pitch to the people?• What are these people looking for?• What are they interested in?• What do they read, watch, or listen to?• Can they be approached by a sales person?• Can they be mailed, emailed, called?• Do they meet online or offline in any form?
Medium
Action Items:
• Pick the best mediums to deliver your message for each segment (write down)• Online – SEO, SEM, Email Campaigns, etc…• Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio,
Telesales, Tradeshows, Events, etc…
Sales Path
Sales Path
• How do you sell this stuff?• What does the customer need to see to be convinced?• What are the steps in the sales process?
Sales Path
Action Items:
• For each segment write down each unique piece of information a customer needs to see to make a decision and take action.
Content Paths
Content Paths
• The sales path online• Each unique piece of information needs its own content area
Content Paths
Action Items:
• Online• Make sure your website has a page on each unique piece of
information identified in the sales path for each segment.• Make sure that someone from that segment can clearly navigate to
the content they need.
• Offline• Make sure that there are supporting landing pages for offline
marketing efforts to be driven to.
Action
Action
• Ok what do you want them to do after they get the message and get all the information they need?
Action
Action Items:
• For each segment “write down what you want them to do”.
• Make sure you have a call to action in each content area that is part of a sales path.• Buy online, come to your store, call you, meet you, etc…
Analytics
Analytics
• Constantly try to improve everything you do.• Measure activity in online and offline content areas
Analytics
Action Items:
• Install Google Analytics. • Setup Goals to track your online and offline marketing
efforts.• Review your results monthly and change your strategy
based on those results.
Analytics
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Search Engines
Word of Mouth/Viral
Traditional Marketing
News/Blogs Web Content
Email RSS
Social / Business Networks
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Site Content Management
ToolsAnalytic Tools Lead
ManagementRequest
Processing
NetC
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• Google, Yahoo, MSN – over 95% of searches• Represents people looking for what you do• Organic Search Results• Most trusted listings (70%-80% of clicks)• Lowest cost and highest return• Search Engine Marketing- Pay Per Click
Search Engines
Word of Mouth/Viral
Traditional Marketing
News/Blogs Web Content
Email RSS
Social / Business Networks
Outreach/Traffic Drivers
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• Online content outside your website• News sites and industry publications• Blogs and directories• Product and service reviews• Online communities & forums
Word of Mouth/Viral
Traditional Marketing
Email RSS
Social / Business Networks
Outreach/Traffic Drivers
News/Blogs Web Content
Search Engines
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• Web enables fast spreading of the word• Create compelling content, offers, and
functionality worthy of spreading• Support viral marketing through website
• Email a friend• Integration with “Buzz” services (Digg, Buzz, etc…)
Traditional Marketing
News/Blogs Web Content
Email RSS
Social / Business Networks
Outreach/Traffic DriversWord of
Mouth/ViralSearch Engines
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• Radio, TV, Print, Direct Mail, Yellow Pages, Newspaper, Outdoor, etc…• Shorten message & send to website
• Integrate performance tracking metrics• Unique website tracking URLs• Tracking phone numbers
News/Blogs Web Content
Email RSS
Social / Business Networks
Outreach/Traffic Drivers
Search Engines Traditional Marketing
Word of Mouth/Viral
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• Push Marketing• Get your message in front of clients/prospects quickly
& cost effectively• Create segmented lists with personalized messages
and content• Track delivery, open, and click thru• Cross sell, up sell, & top of mind awareness
Word of Mouth/Viral
Traditional Marketing
Social / Business Networks
Outreach/Traffic Drivers
Search Engines
News/Blogs Web Content
Email RSS
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• Access large networks of people based on geography, industry, & interests
• YouTube, Flickr, Facebook, Twitter, Friend Feed, LinkedIn
• Position your business and key people as experts in your field
News/Blogs Web Content
Email RSS
Outreach/Traffic Drivers
Search Engines Word of Mouth/Viral
Traditional Marketing
Social / Business Networks
Where’s the intent?
• tv• dm (direct mail)
• radio• newspaper• print (brochures/ads)
• email marketing• social• SEO• search marketing• tradeshows• sponsorships (nascar etc.)
• yellow pages (not shown)
Public WebsiteBrand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Publ
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• Website design, flash, content layout• Establishes your image online• Builds credibility and professionalism• First impression critical to conversion
Public Website
Apps and CMS
Web Application Framework
Publ
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• Tell your story in powerful way• Visible copy critical to search engine visibility
strategy• Use of various formats: HTML, photos,
documents, video and more
Brand Image / Graphics
Brand Message / Content
Public Website
Web Application Framework
Publ
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• Tools to manage website content built for ease of use and efficiency
• Search Engine Optimization tools• Powerful business applications for online
functionality
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Public WebsitePu
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Web
site
• Software that powers the website• Built in security, user management, analytics,
personalization, and SEO• Modular architecture for flexibility, growth,
integration, and upgradeability
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Strategy ManagementSt
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Analytic Tools Lead Management
Request Processing
Site Content Management
Tools
Strategy ManagementSt
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anag
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Lead Management
Request Processing
Analytic Tools
Site Content Management
Tools
Strategy ManagementSt
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gy M
anag
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Request Processing
Site Content Management
ToolsAnalytic Tools Lead
Management
Strategy ManagementSt
rate
gy M
anag
emen
t
Site Content Management
ToolsAnalytic Tools Lead
ManagementRequest
Processing
Send Reset
Name*
Email *
Phone *
Comments *
Contact Us
Out
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raffi
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river
sPu
blic
Web
site
Stra
tegy
M
anag
emen
t
Search Engines
Word of Mouth/Viral
Traditional Marketing
News/Blogs Web Content
Email RSS
Social / Business Networks
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Web Application Framework
Site Content Management
ToolsAnalytic Tools Lead
ManagementRequest
Processing
NetC
enter
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trateg
yNetCentered Strategy
Questions?
cirrusabs.comtwitter.com/cirrusabsfacebook.com/cirrusabsyoutube.com/user/cirrusabslinkedin.com/companies/cirrus-abs
NetCenter: The New Marketing Paradigm // Matt Nickols & Mark Burke