Internet marketing integrating online and offline strategies
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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES. Chapter 4 The Direct and Database Foundations of Internet Marketing. Chapter 2 Update!. DELL PREMIER PAGE. INTEGRATED MAIL/WEB?. NON-PROFITS GOOD AT DIRECT RESPONSE. EMAIL WITH DR OBJECTIVE. EMAIL TO TRAFFIC STORES, WEBSITE.

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Internet marketing integrating online and offline strategies

INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES

Chapter 4

The Direct and Database Foundations of Internet Marketing


Dell premier page

Chapter 2

Update!

DELL PREMIER PAGE


Integrated mail web

INTEGRATED MAIL/WEB?


Non profits good at direct response

NON-PROFITS GOOD AT DIRECT RESPONSE


Email with dr objective

EMAIL WITH DR OBJECTIVE


Email to traffic stores website

EMAIL TO TRAFFIC STORES, WEBSITE


Direct action yes purchase

DIRECT ACTION, YES – PURCHASE???


Internet marketing integrating online and offline strategies

In What Ways

Is The Internet A

Direct-Response Medium/

Channel?

And Why Does It Matter?


Internet marketing integrating online and offline strategies

FOUR I’s OF INTERNET MARKETINGARE THE ANSWER


P g mass market products direct response expertise

P&G—MASS MARKET PRODUCTS - DIRECT-RESPONSE EXPERTISE


Home page and microsite

HOME PAGE AND MICROSITE


Basic direct response strategies

BASIC DIRECT-RESPONSE STRATEGIES

Retention

Conversion

Acquisition


Internet marketing integrating online and offline strategies

CRITICAL STRATEGY ELEMENTSFROM DIRECT-RESPONSE PERSPECTIVE

The Service & Support

The Offer

The (Email) List

The Creative Execution

The Media


Direct response objectives

DIRECT-RESPONSE OBJECTIVES

Direct-Response Objectives are ACTION Objectives:

  • To Remain on the Site Longer (“Site Stickiness”)

    • Well Designed Site With Much Relevant Content

  • To Request Additional Information (Sales Lead)

  • To Make a Sale (E-Commerce)


Site stickiness attention

SITE STICKINESS = ATTENTION


Top posts by attention clicks

TOP POSTS BY ATTENTION (CLICKS?)


Sites ranked by attention

SITES RANKED BY ATTENTION


Web 2 0 engagement

WEB 2.0 = ENGAGEMENT

http://wiredset.com/root/archives/008589.html


Top engagement sites

TOP ENGAGEMENT SITES


Landing page captures data

LANDING PAGE CAPTURES DATA

Figure 4-4a


Product page sells

PRODUCT PAGE SELLS

Figure 4-4b


The remaining strategy elements

THE REMAINING STRATEGY ELEMENTS

  • E-Mail List for Customer Acquisition and Retention

  • The Media

    • ANY MEDIUM Can Be Direct Response With Action Objectives

  • Creative Execution

    • Historically Less Important in Direct Response

    • Rich Media Has Increased Role on Internet

  • Customer Service and Support


Internet marketing integrating online and offline strategies

THE FRONT vs. THE BACK END

  • THE FRONT END

  • All Pre-Sale Activities

  • Marketing and Sales

  • THE BACK END

  • All After-Sale Activities

  • Includes Order Processing,

  • Fulfillment, Service, Support


What is clv and why is it so important

WHAT IS CLV –AND WHY IS IT SO IMPORTANT?

Customer Lifetime Value

Is The Net Present Value

Of The Gross Margin Minus Cost of Servicing

An Individual Or A Cohort Of Customers.

  • Reasons For Importance:

  • The Best Metric For Judging The Success Of

  • Customer Acquisition & Retention Programs

  • The Most Powerful Segmentation Criterion


The conceptual framework

THE CONCEPTUAL FRAMEWORK


A simple online tool

A SIMPLE ONLINE TOOL

http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html


Baseline clv calculation

BASELINE CLV CALCULATION

Table 4-1


Internet marketing integrating online and offline strategies

SUMMARY OF FIRST YEAR CLV


Increase from targeted marketing programs

INCREASE FROM TARGETED MARKETING PROGRAMS

Table 4-2


Effect of targeted programs on clv

EFFECT OF TARGETED PROGRAMS ON CLV

Table 4-3


The direct response test

Email Newsletter

Email Newsletter

Content Version B

Content Version A

THE DIRECT RESPONSE TEST

A/B Split is One Of Many Types of Tests


The testing process

THE TESTING PROCESS


Internet marketing integrating online and offline strategies

http://www.sitespect.com/non-intrusive-a-b-testing.shtml


Internet marketing integrating online and offline strategies

How is Testing

Different From Marketing Research?


Testing vs marketing research

TESTING vs. MARKETING RESEARCH

  • Testing Tells the Marketer WHAT WORKS.

  • Marketing Research Explains WHY IT WORKS.


Recommendation

RECOMMENDATION

Behavioral Analysis FIRST

Faster, Cheaper, Actionable

ONLY THEN Marketing Research

IF You Need to Know “Why”


Recommendation from sherpa

RECOMMENDATION FROM SHERPA


Internet marketing integrating online and offline strategies

http://www.marketingexperiments.com/images/multifiles/articulate/webclinic-06-25-08/player.html?=meblog2


Internet marketing integrating online and offline strategies

Most Viewers Guessed Wrong!


The database imperative

Marketing

Program Data

Other

Business Data

DATABASE/

DATA WAREHOUSE

Marketing

Support Data

External Data

THE DATABASE IMPERATIVE


Uses of customer database

USES OF CUSTOMER DATABASE


Benefits of customer database

BENEFITS OF CUSTOMER DATABASE

Harrah’s Casinos Increased

Revenues and Profits

By Building and Using (Mining)

a Customer Database


What is data mining

WHAT IS “DATA MINING?”

A Set of Statistical Routines

That Permit Pattern Detection

In Large Data Sets


Hierarchy of interactive strategies

HIERARCHY OF INTERACTIVE STRATEGIES


Summary

SUMMARY

  • Interactivity of Internet = Direct-Response Medium

    • Learning To Use In Branding Also (Chapter 7)

  • Use For Customer Acquisition,Conversion,Retention

  • Generate Sales, Leads, Site Stickiness

  • Judge Success By Customer Lifetime Value

  • To Increase Customer Lifetime Value Targeted, Information-Driven Marketing Is Essential

    • Data Capture Through Transactions and Customer Contact

    • Modeling, Data Mining

  • Interactive Marketing Strategies Should Increase Customer Focus and Marketing Effectiveness

  • They May Decrease In Cost As Targeting And Personalization Improve


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