Deller Assoc. Internet mrktg introductory remarks . just do it marketing is listening philosophies from Cluetrain

1. Deller & Assoc. Internet mrktgintroductory remarks��.* just do it* marketing is listening* philosophies from Cluetrain* permission vs interrupt mrktg* the great leveling field* opportunity goes to those that seek

2. Internet mrktg: IS NOT Brochureware Static info F2F communication Broadcast medium (spam) Sandbox for 12 yr olds. Afterthought/parkbench for the weary shopper IS Dynamic web pages Narrowcasting Mass personalization Cookie monster Epoch of non-f2f-niche mrktg Educational & Sales tool. Aftersales support: drivers,manuals,troubleshooting,warranties, Deepening relationships Suggestive upselling Redemption Centre Referral tool Integrated with offline multichannel

3. Tools of the internet trade: Banner Ads Search Engines SEO optimization Link exchanges Opt in email lists Newsletters Contests Forums,Discussion Lists Weblogs (blogs) Microsites Referral marketing E-couponing Wireless & SMS Auctions Livechat

4. �Always Dance with the person that brung ya��Brian Mulroney � �that 80s govt�.� So who are we dancing with?

5. Broadband Demographics Mirror Internet Early Adopter

6. Utility and Communication Still Drive Usage

7. Internet Users Are Increasingly Tenured, Immune to Shakeout

8. Online Users Will Use Multiple Channels for Searching and Purchasing Internet Users Will Utilize Multi-Channels throughout their Shopping Behavior It will be increasingly important for online players to face/communicate customers at each of point of the purchasing behavior with multi-channels involved. Online users purchasing behavior consists of the three steps: needs recognition (triggering), information searching, and product/channel decision. Needs recognition (triggering): example of UNIQLO.com and jp.BOL.com. Information searching: example of kakaku.com, dealtime.co.jp, and istyle.co.jp. Product/channel decision: example of Gap.com Jupiter online consumer survey, examined over the advanced users, indicates that online users info searching channels and purchase channels will be diversified in the future. 75% of the people surveyed agreed with the statement �they search info on the internet and buy in a real store, and 61% �search info on the internet and buy at an online shopping site.� Mobile Devices Will Further Complicate Online Users� Purchase Behavior (No slides for this section)Internet Users Will Utilize Multi-Channels throughout their Shopping Behavior It will be increasingly important for online players to face/communicate customers at each of point of the purchasing behavior with multi-channels involved. Online users purchasing behavior consists of the three steps: needs recognition (triggering), information searching, and product/channel decision. Needs recognition (triggering): example of UNIQLO.com and jp.BOL.com. Information searching: example of kakaku.com, dealtime.co.jp, and istyle.co.jp. Product/channel decision: example of Gap.com Jupiter online consumer survey, examined over the advanced users, indicates that online users info searching channels and purchase channels will be diversified in the future. 75% of the people surveyed agreed with the statement �they search info on the internet and buy in a real store, and 61% �search info on the internet and buy at an online shopping site.� Mobile Devices Will Further Complicate Online Users� Purchase Behavior (No slides for this section)

9. Lets talk about the killer app:ELECTRONIC MAIL(EMAIL)

10. Low Cost Drives Marketers to Use E-mail

11. Number of E-mail Messages Consumers Receive Per Day in Personal Accounts

12. E-mail Growth Exacerbates Clutter Problem

13. Strategy: Marketers Must Test, Measure, and Optimize E-mail to Drive and Improve Performance

14. E-mail Spending Growth Exponential Through 2007

15. Objectives Not Sufficiently Geared Toward Improving Value of Existing Relationships

16. Reality Check: What is your Biggest Challenge to implementing successful email marketing campaigns?

17. Despite Ad Recession, Growth Will Continue

18. Traditional Advertiser Spending Fuels Online Growth; Auto and Financial Services Remain Greatest Opportunity

19. Traditional Advertisers Present Greatest Opportunity to Ad Sellers

20. Online Merchants Should Tackle the Elements of Navigation and Usability One by One About navigation, there are 7 specific areas that players should check up for with their sites. About usability, players should limit number of information they require from customers at the time of purchasing and registration. Set the goal time for first time purchase within 10 minutes, ask 4 pieces of info (mail address, password, name, and address), clearly label other info as option while putting it in the separate screen. The elements addressed above and elements shown in the slide do not exactly match, but I believe the slide is OK as it is. About customer services, grasp feedback rate of inquiries, and time for feedback to customers. Understand that customers who send inquiries are good customers, and treat them accordingly. Satisfied customers tend to convert to shoppers, and communicate the experience in the their community. About navigation, there are 7 specific areas that players should check up for with their sites. About usability, players should limit number of information they require from customers at the time of purchasing and registration. Set the goal time for first time purchase within 10 minutes, ask 4 pieces of info (mail address, password, name, and address), clearly label other info as option while putting it in the separate screen. The elements addressed above and elements shown in the slide do not exactly match, but I believe the slide is OK as it is. About customer services, grasp feedback rate of inquiries, and time for feedback to customers. Understand that customers who send inquiries are good customers, and treat them accordingly. Satisfied customers tend to convert to shoppers, and communicate the experience in the their community.

21. Even Without a Transaction, Companies Can and Will Gather User Data (Marketing by other means�.)

22. Stakeholders Have Failed to Sell True Value Proposition

23. Measurement: the �shock & awe� of the internet�..WebtrendsWeb Side StoryUrchinWebalizerWebhancer���..lets go exploring��

24. The critical stats� Unique Visitors @ 100,000 per year Return Visitors @ 20-25% Gross Sales @ $100,000 per year do you see correlations here? We make approx. $1.00 of gross profit on each visitor we get. To increase sales what two option do we have? (2 hints: more in = more out, better hooks catch more fish�.)

25. My Business Predicament�. The Good: Seasonal Variations Special Offers Free Greeting Cards Toll free phone number Customer Service On-site �how-to� videos (windows & mac) Refer a friend Newsletter sign up

26. My Business Predicament(II)The Bad & the Ugly (or what I could be doing):Community Building BlogNewslettersCommunity PostingContestsAuctionsLivechatMore LinksAffiliate MarketingYahoo and Ebay StoresCookie my visitorsTargeted banner campaignsTargetted OPT-IN email campaigns

27. Internet Cinderella Stories:EbayMountain Equipment CoopLands EndCanadian TireFuture ShopSears.caSnowboard.comExpedia.caTravelocity.caIntrawestepinions.com

28. Deller�s Dirty Dozen (+ or -) Never swim against the current Think big, spend small Test, test and test again Internet mrktg is like dating: permission rules Are you listening � i mean REALLY listening? Honour thy privacy (or else!) Murphy.com Retail IS Detail Work it�. Sister� and keep workin it Ye shall NOT be all things to ALL people Nich and ye shall nirvanha Always re-evaluate your processes

29. Some Resouces:www.clickz.comwww.marketingsherpa.comwww.marketingprofs.comwww.emarketer.comwww.internet.comwww.wilsonweb.comwww.webmama.comwww.e-bc.cawww.iimaonline.orgPermission Marketing: Seth GodinUnleashing the Ideavirus: Seth GodinThe Cluetrain Manifesto: Levin,Lock,Searles,etc.Marketers Commonsense Guide to e-metrics: Jim NovoDrilling Down: Turning Customer Data into Profits: Jim Novo11 Immutable Laws of Internet Branding: Al&Laura Ries

30. How can a small company look big on the internetORNo one knows you�r a dog on the internet�..ORBig is not always better�baby!��.DISCUSSION

31. 30 minute free consult on any internet marketing issue (time limited offer�..)Steve Deller604.872.7645sdeller@telus.netThank you � it was a pleasure!