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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

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


DIRECT ACTION, YES – PURCHASE???


In What Ways

Is The Internet A

Direct-Response Medium/

Channel?

And Why Does It Matter?


FOUR I’s OF INTERNET MARKETINGARE THE ANSWER


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


HOME PAGE AND MICROSITE


BASIC DIRECT-RESPONSE STRATEGIES

Retention

Conversion

Acquisition


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 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


TOP POSTS BY ATTENTION (CLICKS?)


SITES RANKED BY ATTENTION


WEB 2.0 = ENGAGEMENT

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


TOP ENGAGEMENT SITES


LANDING PAGE CAPTURES DATA

Figure 4-4a


PRODUCT PAGE SELLS

Figure 4-4b


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


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?

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


A SIMPLE ONLINE TOOL

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


BASELINE CLV CALCULATION

Table 4-1


SUMMARY OF FIRST YEAR CLV


INCREASE FROM TARGETED MARKETING PROGRAMS

Table 4-2


EFFECT OF TARGETED PROGRAMS ON CLV

Table 4-3


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


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


How is Testing

Different From Marketing Research?


TESTING vs. MARKETING RESEARCH

  • Testing Tells the Marketer WHAT WORKS.

  • Marketing Research Explains WHY IT WORKS.


RECOMMENDATION

Behavioral Analysis FIRST

Faster, Cheaper, Actionable

ONLY THEN Marketing Research

IF You Need to Know “Why”


RECOMMENDATION FROM SHERPA


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


Most Viewers Guessed Wrong!


Marketing

Program Data

Other

Business Data

DATABASE/

DATA WAREHOUSE

Marketing

Support Data

External Data

THE DATABASE IMPERATIVE


USES 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?”

A Set of Statistical Routines

That Permit Pattern Detection

In Large Data Sets


HIERARCHY OF INTERACTIVE STRATEGIES


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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