The Internet Marketing Seminar

12:30 – 13:30 | Part 2: Key objectives for your

internet marketing plan and understanding

internet behavior now and in the future

Cairo, Egypt

16-17 December, 2009

(c) Michael Leander Nielsen, 2009 1

This is how we do it for the next 2 days

• I talk

• You listen

• You ask questions

• I try to answer

• I ask questions

• You answer

• I listen

• I will give you small assignments along the way

• We agree that interaction is the name of the game

(c) Michael Leander Nielsen, 2009 2

The methodology and your assignment at

end of part 2

• Define your critical

few internet marketing

objectives

• Two people to read

their objectives aloud

(c) Michael Leander Nielsen, 2009 3

Objectives & Goals

Research targetgroup

Define offering

Createcontent/concept

Implement

Measure/control

Outside in thinking

(c) Michael Leander Nielsen, 2009 4

Internet penetration in Egypt

• 16-17 % have access to the internet

• Presumed similar growth in penetration and

usage patterns as in rest of Europe

• Presumed similar adaption as in the rest of

the world

(c) Michael Leander Nielsen, 2009 5

Changing media landscape

(c) Michael Leander Nielsen, 2008 6

Your mum is online

Online audience demographic by

age group

Sh#)/ - my mum

knows what I did

last summer- LOL

Surprise – social networking

Social networks are big everywhere (profiles)

Enormous growth in video,

communities

Increasing amount of time spend in

communities

Where are they spending time?

• Shopping, home banking, researching, email,

listening to radio, watching TV ?

• Do your own research to identify what your

target groups are doing when using new media

• Currently more and more people • are involved in some sort of social network

• are spending quite a bit of time watching videos

• spend time publishing thoughts and commenting on others

thoughts

What influences

the customer

buying decision?

(c) Michael Leander Nielsen, 2009 12

People are VERY different

How can you identify and

reach your stereotypes?

Heavy

usersYes, that’s right - I don’t

want your emails – I only

want your catalogue

Think about interruption and channel

intermediation

• Amazon.com vs. Barnes & Nobles

• Encarta vs. Encyclopedia Brittanica

• Google maps vs. printed maps

• Skype vs telecommunication corporations

• Niche bank players vs. established banks

• Paypal.com vs. ?

(c) Michael Leander Nielsen, 2009 14

This will happen

• Customers will expect to find information online

• Customers will eventually expect to be able to

compare services/products online

• Customers will increase their e-commerce

spending

• Customers will be able to take their business

elsewhere by the click of a button

• Customers will expect offline/online integration

• New competitors will try to enter if opportunity

presents itself

(c) Michael Leander Nielsen, 2009 15

How do you leverage this opportunity?

• Becoming a first mover is a seriously

effective strategy

• You need a compelling customer focused

internet marketing strategy

• You need to set specific key internet

marketing objectives

• You need to address timing and ROMI –

early adapters often have to be patient

(c) Michael Leander Nielsen, 2009 16

What are others doing in 2010?

(c) Michael Leander Nielsen, 2009 17

Do you know where

you are going?

(c) Michael Leander Nielsen, 2009 18

mln@fokusintegrated.com

Setting your objectives

• Provide a sense of direction

• Take into account

• Marketing opportunities (first mover, gap etc.)

• Competition

• Present and future

• Strategic measures

(c) Michael Leander Nielsen, 2009 19

Objectives may address any or all of the

following

Branding

Sales

Information

Service

(c) Michael Leander Nielsen, 2009 20

Example of objectives

Fokus Integrated online marketing objectives are:

• To provide an introduction to Fokus Integrated and our competencies to CMO’s and

CEO’s in medium sized and large companies in 1) Europe 2) Middle East

• Frequent updates to show the dynamics and success of the company and our consultants

• To attract customers looking for the following prioritized key words ”Marketing

speaker”, ”lifecycle marketing automation” and ”email marketing consulting”

• Get at least four new qualified leads each month

• From 2010 provide a (network) community for anyone whom have been in contact

with any of our consultants

• Resources, white papers, tips and tricks

• Video inspiration

(c) Michael Leander Nielsen, 2009 21

Now please write your objectives – you

have 5 minutes

(c) Michael Leander Nielsen, 2009 22

Next: Setting your goals

• Business goals

• Marketing goals

• Service goals

(c) Michael Leander Nielsen, 2009 23

Internet marketing metric terminologi

• Unique visitors - # of unique visitors to your site

• Bounce rate - # of people arriving at one page without

navigating to other pages

• Conversion rate - # of people converting to a certain action

point

(c) Michael Leander Nielsen, 2009 24

Examples of goals

We want to… (and/or)

- Attract 2.000 unique visitors pr. month

- Reach 4,2 average page views pr. user

- Bounce rate of no more than 25%

- Attract 15 comments to our blog posts each month

- Attract 4 new leads each month

- Maximum cost per new customer (or cost per lead) x€

(c) Michael Leander Nielsen, 2009 25

Now please write your goals – You have 4,5

minutes

(c) Michael Leander Nielsen, 2009 26

When you get home

• Revisit the objectives + goals you wrote

• Discuss with colleagues

• Let your objectives and goals be your

guiding star for your future activities

(c) Michael Leander Nielsen, 2009 27