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ESET in Israel Business review / ISP model / online marketing

ESET in Israel Business review / ISP model / online marketing. Are you sure you know ISRAEL ?. 6 Quick facts. 20,700 . 64. 7,500,000. Small But Noisy !!. 88,440,000. startup nation. Democracy. Now let’s talk About. Comsecure. Founded in 2004 15 team members. 2004. 2012.

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ESET in Israel Business review / ISP model / online marketing

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  1. ESET in IsraelBusiness review / ISP model / online marketing

  2. Are you sure youknow ISRAEL? 6 Quick facts

  3. 20,700 64 7,500,000 Small But Noisy!! 88,440,000

  4. startup nation Democracy

  5. Now let’s talk About

  6. Comsecure • Founded in 2004 • 15 team members 2004 2012

  7. Our Spirit • “Peoplewith solutions” • Service • Communications • resellers

  8. Positioning & Market share • 1st purchased AV in HOME segment • 2stpurchased AV in SMB segment • 41% recommending NOD32 • Reputation • Popularity • Market share

  9. Distribution Channels

  10. E-shop for every reseller2012 Project

  11. What’s the situation? but no resources 90% 70% 59% So how can we help them? don’t contact

  12. What’s the idea? Offering them a branded online store • Online presence • Creating e-shop in 5 min with almost no cost • Resellers’ loyalty • Never loose a renewal

  13. How will it work? Software notification Reselleronline shop Automated Filter Email alert Include license details And resellers information eset.co.il

  14. ISP Model case study: Bezeq international

  15. Bezeq international:ISP case study 500k + Telecom January 2009 Monthly Invoiced model 24/7 support 500 representatives

  16. Bezeq international:ISP case study 6,282 sales In JAN/2012 234 Total sales In 1st month 400 Total sales In 2008 1,100 sales In JAN/2010 1,880 sales In JAN/2011

  17. Bezeq international:Key components Commercial Marketing Technical

  18. Bezeq international:ISP Case study Commercial • Monthly invoiced • No renewals ! • Greater commitment • 2. One licensing system • System integration - A must !

  19. Bezeq international:ISP Case study Commercial New users per month during 2011 4,500 Avg. CRISIS 1,500 Avg.

  20. Bezeq international:ISP Case study Commercial Crisis = opportunity Solution 3 level pricing: reaching amout of users, get price reduction Focus on 3 lic’s pack Find out what’s reallybothering (I’s not always on surface level) Less then 30,000 (JUL2011) Within 8 months 65,000users How ? Ask, communicate, meet. Don’t let go. Found it? Solve it ! Target by the end of 2012 100,000 users

  21. Bezeq international:ISP Case study Marketing TV & Radio & Internet campaign(exterior) VS. Rep. sales games(interior)

  22. Bezeq international:ISP Case study Marketing TV Campaign (+radio & internet. 3 weeks)offering free online virus scan to every internet user in Israel Objective: 20% sales growth ISP: 400,000$ Comsecure: 45,000$ Results: 114,000 scans 3,719 leads 106% sales growth The Success was beyond expectations

  23. Bezeq international:ISP Case study Marketing Representatives sales games Inner sales game with personal and team goals (1 week). Objectives: 50% sales growth Proof of sale Top of Mind Selling representatives doubled Results: 4,500 $ 350% increase in sales avg. 180% increase in 2 following weeks The Success was beyond expectations

  24. Bezeq international:ISP Case study Marketing So, what’s better? Depends on what you want to achieve. For brand awareness go for campaign, but it will kill your budget. For sales increase do games, they have better ROI.

  25. Online Marketing

  26. Online Marketing What do we focus on? User Experience improve and simplify customer-brand interactions PPC increase leads and sales SEOIncrease online presence and non-branded traffic Banner campaigns Tried that, didn’t get sufficient ROI Social media marketing Not there yet

  27. Online Marketing SEO • Ranked high for ESET-related word • Ranked low for none-branded word Starting Point Target audience • Internet users searching for: • Free AV of crack version. • Technical issues. • Slow computer or internet connectivity. Actions • Keyword survey. • Website optimization. • Improve usability (Clicktale) • Campaign maintenance

  28. Online Marketing SEO results % organic visitors from non-branded keywords April 2011 vs. April 2012 04/2011 04/2012 55% 17%

  29. Thank You

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