The Answers to All Your Online Marketing Challenges: Understanding the Customer. By Aaron Kahlow CEO, Online Marketing Connect . Who am I? . Aaron Kahlow (Facebook preferred) CEO, Online Marketing Connect “Education based media company” Online Marketing Institute
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By Aaron Kahlow
CEO, Online Marketing Connect
“Education based media company”
Understand the Foundation of a Good Website
Define your web site challenges
Solving the issues
The Web Understanding the CustomerStop & Think About Marketing Efforts …
Portal & Destination Sites
Blogs & Community Sites
Complying with minimum standards, best practices and learned conventions allow you to focus on the bigger picture challenges rather than wasting time on what is known.
Design to meet the visitors objectives first!
*Research from The Usability Company
Primary Persona Understanding the Customer
Secondary PersonaSegment Personas
Job: College Student working towards degree in Marketing
Technical Expertise: 4/5
Hours Spent on Internet / week: 8- 10
User with Expectations
Display that info
How do we display the information so that it satisfies the user’s expectations?
Universal Set of Behaviors
Audience Specific Behaviors
Current Business Architecture
(1% gain in RFQs)
..even small increases in conversion can generate substantial revenue
Customers DO NOT WANT experiences managed; want to manage themselves … now call CRM to CMR
What do they Say?
* Chris Carfi Blog
* Source: Forrester Benchmark Survey