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Ketan, Here’s a traditional outline for speaking: Open 3 main points, in this case: Old versus new processes New appro PowerPoint Presentation
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Ketan, Here’s a traditional outline for speaking: Open 3 main points, in this case: Old versus new processes New approach (with case study) Deliverables/expectations of new process Close Thank you 18 slides or under Bullet points, not paragraphs of verbiage

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Presentation Transcript
slide1

Ketan,

Here’s a traditional outline for speaking:

  • Open
  • 3 main points, in this case:
    • Old versus new processes
    • New approach (with case study)
    • Deliverables/expectations of new process
  • Close
  • Thank you
  • 18 slides or under
  • Bullet points, not paragraphs of verbiage
  • Handouts contain more of the “meaty” material
principles of new marketing
Principles of “New Marketing”

“Marketing is a science. It is about experimentation, measurement, analysis, refinement, replication.

You must be willing to change your mind.”

Sergio Zyman

- Former CMO Coca Cola

purpose sell more product
Purpose: Sell More Product
  • Strategy is the boss
  • Figure out what is desirable and make what you have to offer desirable
  • Sameness doesn’t sell
  • Measure each brand and marketing region regularly and often
  • Use the right yardsticks
online marketers dillema
Online Marketers Dillema

Traditional Marketing

Online Marketing

First How – Discovery

Search Demand

Traffic Analysis

Search Marketing Competition

Then Who - Intent

Identify Intent

Map personas

Establish Trust

Then What - Offer

Optimize Usability

Provide Value

Present Offers

  • First What - Differentiation
    • Product Features
    • Service Benefits
    • Solution Elements
  • Then Who - Targeting
    • Market Segmentation
    • Ideal Customers
    • Competition
  • Finally How – Execution
    • Develop Sales Force
    • Territorial Expansion Regional
    • Monitor Costs of Sales
value innovation
Value Innovation

Lower costs and increase value

to create a unique value innovation

Costs

ValueInnovation

Buyer Value

Source: Blue Ocean Strategy

iterative approach
Iterative Approach

Assess

Market

Offers (revenue generators)

Website

Measure

Key Conversions (KC’s) and Revenues (RPA)

Personas based Search Engine Marketing

Optimized Conversion Pages (KCP’s)

Analyze

KC’svs. expectations

Map Keywords to Conversions

Recommendations and Tests

Improve

Test Matrix (Conversion Rate, Value, Quality)

Expand Content

Search Optimization on Expensive keywords

Evaluate

Quarterly Evaluation and improvement

Search Demand Analysis

Persistent Marketing Opportunities

Assess

Measure

Analyze

Improve

Evaluate

use case
Use Case:

Client:

  • Esenasoft develops Ipod applications and online games for kids. They have developed over 30 games targeting the 5-11 year old market.

Problem:

  • Insignificant Revenues from games developed @ established rates
  • Games valued by kids however purchased by adults

Actions

  • Test Add (?) supported model as alternative business model
  • Create client loyalty and repeat usage through SEO
  • Integrate educational value into games to incentivize parents to purchase

Results

  • Traffic grew by 6500% in 6 weeks
  • Downloads increased from 12k (Nov-2009) to 176k (Jan-2010)
  • Increased revenues of $8k in 1 month and expected doubling within 3 months
deliverables by phase
Deliverables By Phase
  • Assess
    • Behavioral Matrix
    • Conversion Funnel
    • Current Footprint
      • Search Engines
      • Site Traffic
      • User Profiles
    • Recommendations
      • Key Measures
      • Additional Goals
      • Test Design
  • Assess
    • Market
    • Revenue Generators
    • Keywords
    • Website
deliverables by phase1
Deliverables By Phase
  • Design
    • Keyword Scaffolding
    • Initial SEM Campaign
    • Conversion Event Test
    • Site Analytics
    • Goal Tracking
  • Measure
    • Key Conversions and Revenue Values
    • Personas based Search Engine Marketing
    • Optimized Landing Page
    • Plot Distribution for all measures
deliverables by phase2
Deliverables By Phase
  • Test
    • $500 SEM Initial Test
    • Verify User Persona and Behaviors
    • Establish Base Conversion Rate
    • Optimize Landing Page for Revenue
  • Measure
    • Key Conversions and Revenue Values
    • Personas based Search Engine Marketing
    • Optimized Landing Page
    • Plot Distribution for all measures
deliverables by phase3
Deliverables By Phase
  • Analyze
    • SEM Performance
    • Keyword Strategy
    • Search Footprint
    • Traffic Comparison PPC vs SEO
  • Evaluate
    • Quarterly Evaluation and improvement
    • Search Demand Analysis
    • Persistent Marketing Opportunities
deliverables by phase4
Deliverables By Phase
  • Improve
    • Additional Revenue Events
    • Optimize SEM Campaign
    • Implement SEO/Content Strategy
    • Test Radical Redesign
    • Offer Testing
  • Improve
    • Test Matrix (Conversion Rate, Value, Quality)
    • Expand Content
    • Search Optimization on Expensive keywords
recommendations
Recommendations
  • Innovate everything including business models
  • Look to meet existing customer demand
  • Focus on value innovation to increase profits
  • Market to multiple Personas to increase conversions
  • Measure and Test to evolve your business
contact
Contact

Thank you!

resources
Resources
  • Blue Ocean Strategy –W. H. Chang www.blueoceanstrategy.com
  • The Persuasion Architecture – Brian Eisenberg www.futurenowinc.com
  • Marketing Experiments – Flint McGlaughlinwww.marketingexperiments.com
  • The Innovators Solution – Clayton Christensen www.theinnovatorssolution.com
  • The Speed of Trust – Stephen M. R. Covey www.speedoftrust.com
  • A Whole New Mind – Daniel Pink www.danpink.com