Emarketing strategies for success

eMarketing Strategies for Sucess

eMarketing eMarketing strategies for strategies for

SuccessSuccess

Gary Gopinathan, CEC, PDM (Asia Pacific)Founder / Director of Consulting and Training

GSQM


DisclaimerDisclaimer

• Any names, brands or trademarks mentioned do not expressively mean that we are promoting or advising that you should adopt such practices.

• You should always consult your consultant to advise on these measures before embarking on any campaigns.


AgendaAgenda

• Digital world today – Globally and in Asean• Technology Leadership• Digital Technologies explained

– Search Engine Optimization– Paid Search Marketing– Podcast / VODcast / Webinar– Video Advertising– Digital Simulation– Game Development

• Usage of these technologies• Innovative creation of these technologies• How digital technology is influencing companies today• How can engineering faculties be ready to ride this wave of

growth• Q & A


Trainer: Gary GopinathanTrainer: Gary Gopinathan

• Gary Gopinathan is a Marketing and Business Consultant with over 10 years of experience in the various aspects of Accounting & Finance, Information Technology

& Software Development, e-Business and Marketing.

• Gary is a Certified eCommerce Consultant accredited by Institute of Certified eCommerce Consultants, USA and holds a Prof Dip - Marketing (Asia Pacific). Gary has trained over 8,000 individuals

• Gary is a Board Member of the Asia Professional Speakers Singapore and is an Active member of the following associations:

– Marketing Institute of Singapore (MIS)– Web Analytics Association (WAA)– Direct Marketing Association of Singapore (DMAS)– Asia Digital Marketing Association (ADMA)– Search Engine Marketing Professionals Organization (SEMPO)

http://www.apss2007.com/


Digital world today – Digital world today –

• Globally • Asean


Technology Leadership

• Technology leadership is business or industry leadership

• World is flat


Digital Technologies explained

– Search Engine Optimization– Paid Search Marketing– Podcast / VODcast / Webinar– Video Advertising– Digital Simulation– Gaming


History & Growth of InternetHistory & Growth of Internet


Customer Contact FundamentalsCustomer Contact Fundamentals

• Where are you touching your customers FIRST

• Are you repeated touching your customers and through which medium?


Introduction to eMarketingIntroduction to eMarketing

• Digital Marketing is

Applying digital technologies which form online channels to market … (web, email, database, plus mobile / wireless and digital TV)

to …contribute to marketing activities aimed at achieving profitable acquisitions and retention of customers

through… recognizing the strategic importance of digital technologies and developing a planned approach to improve customer knowledge, then delivering integrated targeted communications and online services that match their individual needs


SOSTAC Planning FrameworkSOSTAC Planning Framework

Situation Analysis

Control

Actions

Tactics

objectives

Strategy


Types of online PresenceTypes of online Presence

• Transactional ecommerce site• Service-oriented relationship building site• Brand building site• Portal or media site


Alternative relationshipsAlternative relationships

EM EC

EB

E-marketing has some overlap with e-Commerce and eBusiness

a)

b)

EM = EC = EBEC

EM

EB

eBusiness eccompasses e-marketing and ecommerce, but e-marketing involves more process than e-commerce

E-marketing is broadly equivalent to e-commerce and e-business

c)


ObjectivesObjectives

• Failures due to not agreeing to clearly defined objectives and razor sharp strategies.

– Grow Sales– Add value– Get closer to customer (tracking, ask questions, creating dialogue,

learning about them)– Save costs (of service, sales transactions and admin, print and post)– Extend brand online


ObjectiveObjective

• Sell – using the internet as a sales tool– DELL, IBM, General Electric

• Serve – using the internet as a customer service tool– FEDex, DHL – package tracking tool

• Speak – using the Internet as a communication tool– Press Release

• Save – using the Internet for cost reduction– Web based customer service, Annual report sales literature, user

manuals, cheaper phone calls (SKYPE)

• Sizzle – Using the Internet as a brand-building tool


Communication channelsCommunication channels

Online Games

SMS / MMS

email

RSS

Instant Messaging

IPTV

Outdoor Advertising

WebOnline

Gambling

Offline media


Flat world, thomas FriedmanFlat world, thomas Friedman

#1: Collapse of Berlin Wall--11/'89: The event not only symbolized the end of the Cold war, it allowed people from other side of the wall to join the economic mainstream. (11/09/1989)

#2: Netscape: Netscape and the Web broadened the audience for the Internet from its roots as a communications medium used primarily by 'early adopters and geeks' to something that made the Internet accessible to everyone from five-year-olds to eighty-five-year olds. (8/9/1995)

#3: Workflow software: The ability of machines to talk to other machines with no humans involved. Friedman believes these first three forces have become a “crude foundation of a whole new global platform for collaboration.”

#4: Open sourcing: Communities uploading and collaborating on online projects. Examples include open source software, blogs, and Wikipedia. Friedman considers the phenomenon "the most disruptive force of all."

#5: Outsourcing: Friedman argues that outsourcing has allowed companies to split service and manufacturing activities into components, with each component performed in most efficient, cost-effective way.

http://en.wikipedia.org/wiki/Berlin_Wall

http://en.wikipedia.org/wiki/Netscape


Flat world, thomas FriedmanFlat world, thomas Friedman

#6: Offshoring: Manufacturing's version of outsourcing.

#7: Supply chaining: Friedman compares the modern retail supply chain to a river, and points to Wal-Mart as the best example of a company using technology to streamline item sales, distribution, and shipping.

#8: Insourcing: Friedman uses UPS as a prime example for insourcing, in which the company's employees perform services--beyond shipping--for another company. For example, UPS itself repairs Toshiba computers on behalf of Toshiba. The work is done at the UPS hub, by UPS employees.

#9: In-forming: Google and other search engines are the prime example. "Never before in the history of the planet have so many people-on their own-had the ability to find so much information about so many things and about so many other people", writes Friedman.

#10: "The Steroids": Personal digital devices like mobile phones, iPods, personal digital assistants, instant messaging, and voice over IP or VOIP.


Where is my business in this Where is my business in this connected world?connected world?

Is my business connected?Is my business connected?


Is your competitor seated next to Is your competitor seated next to you TODAY?you TODAY?

What is your competitor doing that What is your competitor doing that you are not doing?you are not doing?

What can you find out online about What can you find out online about them?them?


Customer Acquisition strategyCustomer Acquisition strategy

• What is your current strategy

– How do you get your customer TODAY?– How do you want acquire your customers

FROM TODAY?


Web MarketingWeb Marketing


In the “old” daysIn the “old” days

• TV, Radio, Print media were CHANNELS– You either published or consumed media– Social influence limited to neighbours, family, work

colleagues –“people you knew personally”

• Measurement was easy– Count the heads of those who consumed a channel – Stratify it into a few social groups if you’re advanced– Simple, easy, worked fairly well


AudienceAudience

• Demographics• What technology tools do they use• Are they in social networks• Do they publish a blog?• What do they expect from your portal /

site?


Along came the InternetAlong came the Internet

• Now millions participate• Anyone can publish, comment, recommend, draw

attention, relay, shape opinions• Social influence now reaches (and impacts)

thousands of people you don’t know –who often trusts you more than they trust traditional publishers

• Think also NETWORK –not channels


Web 2.0 and Web 2.0 and Marketing New 4PsMarketing New 4Ps

Personalization

Participation

Peer-to-Peer Community

Predictive Modeling


Levraging Digital TechnologyLevraging Digital Technology

Promoting products and services using online distribution channels to reach

consumers in a Timely

Relevant

Personal

Cost Effective Manner


Digital MarketingDigital Marketingmediums / networksmediums / networks

Online Games

SMS / MMS

email

RSS

Instant Messaging

IPTV

Outdoor Advertising

WebOnline

Gambling


New MediaNew Media

Animation

Audio

Virtual Worlds

Video

ROVION Video for ROVION Video for your Web Portalyour Web Portal

www.rovion.com


Pull vs. PushPull vs. Push

Pull

Push


FeedCommerceFeedCommerce


Something to think about?Something to think about?

Who have influence in relation to an issue/brand? (Who should we influence?)

Where do they get their influence from (who listens to them)?

When the voices are weighed according to their influence on a topic, what is actually being said?

What is our position in the influence network compared to the one we desire –to our competitors?

What are the trends in the market?

Which features of our products/services do the different market segments appreciate.


Weather InformationWeather Information


Application InterfacingApplication Interfacing


Feed Marketing - the benefitsFeed Marketing - the benefits

Permission

based 100% opt-in

Inexpensive to implement

Personalized

RSS“Web2.0” compliant


WidgetsWidgets

• Generic web widgets (web)• Google Gadgets (hybrid web & homepage)• Facebook integration• MySpace widgets (web)• Spring Widgets (hybrid web & desktop)• Widgetbox (web)• Musestorm (RSS-based web)• Pageflakes (personal homepage)• Netvibes (personal homepage)• Microsoft Live! (homepage)• Yahoo Widgets (desktop)• Apple Desktop widgets (desktop)• Vista Desktop widgets (desktop)


Widget samplesWidget samples


Feeds and Widgets Feeds and Widgets [desktop][desktop]


Feeds and Widgets Feeds and Widgets [web][web]


Feeds & SEO – Feeds & SEO – google basegoogle base


Customers/Employees/

PartnersEmail

Website

SMS

Call Centre

Offers

Promotions

ProductUpdates

Events

PersonalisedNews

PerformanceMetrics

ProductNews

Training

Accreditation

Partners

BlogUpdates

OrderStatus

SalesToolkit

Emergencies

“Pull” Channels

“Push” Channels

Communicationengagement is

broken!


Email

Website

SMS

Call Center

Offers

Promotions

ProductUpdates

Events

PersonalisedNews

PerformanceMetrics

ProductNews

Training

Accreditation

Partners

BlogUpdates

OrderStatus

SalesToolkit

Emergencies

Desktop Agents/Widgets/RSS/IM

Handheld Agents

“Pull” Channels

Blended Multi-channel Push

Customers/Employees/

Partners


The desktop: The desktop: good “attention” real estategood “attention” real estate


A growing number of A growing number of channels/devices…channels/devices…

@SMS

Next?

IM

Skype

VoIP

DesktopAlertsWidgets

ATTENTION!


Desktop/RSS(requires client

soft., interruption, branding,

economical, interactive, high attention value)

IM(private, cross

platform)

Email(low attention value, wide adoption, reference)

Mobile Push

(Requires client soft., portable,

high attention

value)

SMS(Wide adoption, very expensive, high attention value, private)

Fire/Bomb Alert 11 11 11 11 11

Traffic Alerts 11 -- -- 22 33Time based offers 11 -- 22 -- --

Banking Alert 33 -- -- 11 22Tracking Alerts 11 -- 33 22 44

Breaking News 11 22 -- 33 44

Sports Alerts 11 -- -- 22 33Your notification ?? ?? ?? ?? ??

A blended multi-channel approachA blended multi-channel approach


YouTube delivers more than 100 million video views every day with 65,000 new videos uploaded daily

Yahoo! Answers had 160 million answers posted in its first 12 months

Myspace has 185 million registered users and between 39 and 45 billion page views per month

Facebook has 22 million registered users who generate 40 billion page views a month

36% of online American adults consult Wikipedia

47

User-Generated Content Is Everywhere

33 million (26%) have rated a product, service, or person using an online rating system

12 million adult American Internet users (8%) maintain a blog and 57 million users (37%) read blogs

Blogs

Ratings & Reviews

Confidential and Proprietary. © 2006 Bazaarvoice, Inc.


48

US Customer Research Validates Market Need

• 80% of online shopping timeis spent researching products rather than buying them

• 59% of their users considered customer reviews to be more valuable than expert reviews

• Online-influenced sales will reach 40% of total U.S. retail sales, or $1 trillion, by 2011

1. JupiterResearch 2006, 2. TechCrunch .3. JupiterResearch 2007

• 77% of online shoppers seek product reviews before purchasing


Reviews Drive ConversionReviews Drive Conversion

49

Highly reviewed products receive more attention from both consumers and retailers ultimately leading to higher sales

Data compiled from Bazaarvoice customers


Confidential and Proprietary. © 2006 Bazaarvoice, Inc. 50

Ratings & Reviews Ratings & Reviews Drive Value Across All ChannelsDrive Value Across All Channels


51

After

Ratings & Reviews in RSS Drive Higher Clickthroughs

Before

Burpee drives customer engagement by providing featured product and educational content via RSS.

Average daily RSS clickthroughs are 43% higher when Burpee includes customer reviews alongside featured products!



52 52

Reviews Enhance Offline Marketing & Store Signage



BE USEFUL TO THEM

SEE THE WEB LIKE A SEARCH ENGINE

UNDERSTAND YOUR NETWORKS

LEARN FROM SOCIAL MEDIA’S SUCCESS


And turnaroundAnd turnaround

54 © Copyright Spannerworks 2007. All rights reserved


“Google is a reputation management system.”

Clive Thompson, for Wired


Match your target Match your target market to the mediamarket to the media

So which social networks should you be on?

• You’re probably on them all already! It is impossible to control market conversations about your brand. You need to consider how you participate in these conversations to meet your objectives

• Your strategy should follow the basic principles of marketing

– Who is your target audience?– Where can they be found on social networks?

Think about how to use these social networks to achieve your objectives

June 2007


June 2007

Define clear business goals before you do Define clear business goals before you do anythinganything

There is little point marketing on social networks unless you know what you want to achieve

– Traffic to your website (what for?)– Registrations (what will you do with them?)– Advertising / eCommerce / Subscription revenue– Customer Relationship Management– Market research– Media Publicity & PR (how will you measure?)– Etc etc...


Marketing on social networks needs a Marketing on social networks needs a different approachdifferent approach

• Social networking sites are places frequented by many people. You can use them to lead people into a buying process

• Marketing on these sites can be tricky - members hate overt commercial messages

• The key is first to create a compelling profile (through an offline personality or character associated with your campaign, or possibly via an employee)

• This ‘profile’ can then build a following by creating content that is right for the audience you want to reach out to.

June 2007


Create a profile & messages to appeal to the target Create a profile & messages to appeal to the target marketmarket

Ampl

ifica

tion

of M

essa

ge

Direct Brand

Interaction

Brand

X

MySpace discovered that the momentum effect of consumer-to-consumer (C2C) advertising can account for 70% of a campaign's impact on social networks.


June 2007

Myspace offers the most overt commercial Myspace offers the most overt commercial opportunitiesopportunities


June 2007

Create compelling content targeted to your Create compelling content targeted to your audienceaudience

Some things to consider re content:

• Think like your target audience - create content that will be useful to them, don’t just plug your products

• Brand your content & widgets – to get your logo across the network

• Use pictures of people on your profile to make it more personal

• Take care of your profile – keep it active and updated, so that visitors come back

• Don’t spam – communicate offers and commercials carefully, to avoid users complaining so MySpace shut you down

Embedded videoswww.MySpace.com

Portable blogwww.widgetbox.com

Slide show for pictureswww.rockyou.com

Don’t forget your business objectives!


June 2007

Adidas’ profile is a Adidas’ profile is a good examplegood example – Authentic and personal -

welcome video message from NBA pro Gilbert. 13,500 friends on the network

– Compelling content - users invited to submit own success stories and videos on training tips – not ‘controlled by Adidas

– Branded - users can download MySpace Skins (page designs) and icons

– Related to business objectives - provides prominent links to buying Adidas gear

www.myspace.com/Adidas “impossible is nothing” campaign


User-generated content User-generated content

• IDC estimate that by 2010, 70% of web content will be user generated.

• Indicates to web managers that they need a social media strategy to help manage the online brand visibility and reputation

• More UGC will inevitably mean that Internet users are spending less time with branded content and destination site originated content.


2007 Balanced Tipped2007 Balanced Tipped

Asia Pacific takes the global lead in some key aspects of the digital marketing mix

Internet world stats – 36% of world’s online population lives in Asia

Mobile penetration remains higher than anywhere else in the world. HK, Aust, Taiwan, are the world’s top 3 mkts

Asian users accessing the Internet over their mobile phones exceeds the entire Internet connected population of the US



Asia is driving the digital marketing industry

Merrill Lynch predicts – global online spend will reach US$14.5 billion in 2007Increase of 24% from 2006

Asia will be the driving engine

Highest growth to come from China, Australia, South Korea and Japan

Asia Pac is also the leading edge of many technologies and marketing techniques



Despite all these stats – digital marketing still captures only about 3% of all advertising dollars in the region

3% is remarkably low, considering that the web is among the top 3 consumed media types (TV, Print and Outdoor)

Younger demographics users spend the majority of their media time online and on the mobile, often simultaneously consuming other media.


What’s in it for me?What’s in it for me?

unprecedented business opportunities for Marketers, Advertisers and

the entire Digital Marketing “ecosystem” of portal, mobile operators,

communication service providers, games and entertainment companies,

handset manufacturers, interactive agencies and the rest.


Culture in AsiaCulture in Asia

• Take NOTE of the DIVERSE culture in Asia

• What may be feasible in one country may not be feasible in another, i.e mobile campaign in Philippines Vs Mobile campaign in Vietnam


Email MarketingEmail Marketing

• Web 2.0• Leveraging on Email Marketing• What to DO• What NOT to do• Improving Conversion rates• Checklist before sending• Web Analytics• Testing and Conversion Tracking


Web 2.0 and Web 2.0 and Marketing New 4PsMarketing New 4Ps

Personalization

Participation


Email Marketing – Email Marketing – Pull vs. PushPull vs. Push

Pull

Push


E-mail 2.0E-mail 2.0

eMarketing Strategies for SucessSAP get the sell/inform SAP get the sell/inform balance rightbalance right


Biggest mistakes with Biggest mistakes with Email MarketingEmail Marketing

1. Not having a contact/targeting strategy– Poor welcome strategy, use of event triggers– Reactivation strategy, unsubscribe follow-up

2. Not using reminders sufficiently. Integration with direct mails.

3. Not interactive – simply direct mail delivered by email4. Not having list quality targets

– Number by segment, activity levels5. Not enough care over from and subject line6. Not building the email around the call-to-action7. Not providing sufficient space above the fold8. Not effective with images blocked9. Not using tracking sufficiently10. Not evaluating qualitatively (brand metrics)


How succinct are your How succinct are your subject lines?subject lines?


Using Eyetracking research Using Eyetracking research to improve Email marketingto improve Email marketing

1. Heading and subhead copy critical• First 2-3 words most important• Make hyperlinked

2. Large fonts work well3. Images often missed

• Use text link calls-to-action

4. Readers scan down the left of an E-mail

5. First part of para important• F shape eyetrack

6. Email intros skipped • Use to personalise and engage

e.g. with hyperlinks

Need to deliverScannability and Skimmability

Tips: Use powerful headingsKey messages and calls-to-action on left


HP E-newsletter ticks the boxesHP E-newsletter ticks the boxes


Templates that work in the inbox – Templates that work in the inbox – beware image blockingbeware image blocking


Is your email clear within the preview pane?Is your email clear within the preview pane?Ensure email width < 500 pixels, key messages on left…Ensure email width < 500 pixels, key messages on left…


Skills to manage email marketingSkills to manage email marketing

Web design skills, HTML and web Web design skills, HTML and web technology and software application usagetechnology and software application usage


Manage ContactsManage Contacts


CreateCreate


HTML MessageHTML Message


Text Text MessageMessage

TEST!


SendSend


ReportsReports


DMAS Commercial Electronic Messaging DMAS Commercial Electronic Messaging Compliance- Email Marketing ChecklistCompliance- Email Marketing ChecklistAs of 1 June 2007As of 1 June 2007


Important elements forming an Important elements forming an email marketing campaignemail marketing campaign

Design & copywriting

Measurement & Analytics

Personalisation

Strategy & Campaign Planning

Segmentation


Barriers to Effective Barriers to Effective Use of EmailUse of Email

Lack of Skills & Training

Lack of Budget / Finances

Lack of Strategy

Lack of Segmentation

Quality of Email Database


Barriers to Effective Barriers to Effective IntegrationIntegration

Disconnected Systems / Technologies

Lack of Budget / Finances

Lack of Skills & Training

Organisation Culture


To work on To work on the followingthe following

Strategy & Campaign Planning

Measurement & Analytics

List / Data Quality

Segmentation

Campaign Optimization


Tips for Measuring ROITips for Measuring ROI

Ask each customer how they found out about you. Invest in web analytics. Invest in web analytics. If you use an email marketing provider that can integrate

with your website to track orders Monitor other inbound channels (e.g. telephone) and use

discount codes / special offers / unique phone numbers to label inquiries and orders.

Some database systems make this possible without massive investment.

Allocate and invest time in analysing the performance of each campaign.


Get Your OwnGet Your OwnHouse in OrderHouse in Order

Consolidate and integrate your email campaigns

Build effective communications strategy, including Relevance, personalisation, segmentation and targeting

Develop a testing strategy

Focus on List and Data quality


Choose Your Choose Your Partners CarefullyPartners Carefully

Follow strategy not features

Use agencies for expertise

Work with partners

Choose an approach based on your set up


Think Strategically: Think Strategically: Take the Next StepTake the Next Step

Quick wins are possible

Deliverability

Understand the barriers to effective email integration


Search MarketingSearch Marketing


Search strategySearch strategy

• Traffic Building• Optimization of website• Are you found on Google, Yahoo, MSN

and other sites


Options AvailableOptions Available

Website+

Microsite

Search Marketing# SEO# PPC

# Trusted Feeds

Online PR# Media Alerting Service

Online Partnerships# Link Building

# Affiliate Marketing# Sponsorship

Interactive Ads# Banners, Rich Media

# Dynamic / Behavioural#3rd party e-newsletters

Opt-in-email# Cold email

# Co-branded email3rd party e-newsletters

Viral Marketing# Pass along# Prompted

# Incentivized

Offline Communications

# Advertising# PersonalSelling# Sales Promotion

# PR# Sponsorship

Offline Communications

# Direct Mail# Exhibitions# Packaging

# Word of mouth


Search for FlowersSearch for Flowers


Search for booksSearch for books


How to’sHow to’s

• Search Engine Registration / submission– Yahoo http://submit.search.yahoo.com/free/request

– Google http://www.google.com/addurl.html • Keyphrase analysis

– https://adwords.google.com/select/KeywordToolExternal– http://inventory.overture.com/d/searchinventory/suggestion/


Improving your website rankingImproving your website ranking

• Frequency if occurrence in body copy• Number of inbound links• Inclusion in directories• Title HTML tag• Meta tags• Hidden graphic text


Online PROnline PR


Web MeasurementWeb Measurement


Server CapacityServer Capacity

Kilo- Mega- Terra- Petabytes per second

Page Speed

Fast

NiceFine

OKPainful

SucksSlow Gone


Server LogsServer LogsTransaction Records for RecoveryTransaction Records for Recovery

Surfer

http log - “server log”What pages were served to which IP addresses & when?

WebServer


Using Web Analytics to Measure:Using Web Analytics to Measure:

• Attention• Navigation• Content• Conversion• Customer Experience


• How good is my advertising creative?• How good is my public relations?• How good is my partner program?• How good are my search engine listings?• How good are my off-line promotions?

Measuring Clicks Reveals:Measuring Clicks Reveals:


Attracting AttentionAttracting Attention

• Organic Search • Keyword Pay Per Click • Banner/Email • Offline

Where are they coming from?What does it cost?Is the traffic worth the expense?


Where do They Come From?Where do They Come From?

• Search engines (SEM & SEO)• Banner ads• Newsletter ads• Email marketing• Directories• Press releases• Partner pages


Web AnalyticsWeb AnalyticsTo Improve NavigationTo Improve Navigation

• What was the first page?• What did they look at?• How long did they stay?• How deep did they click?• Where/why did they leave?• What can we learn from their behavior?

www.gsqm.comwww.garygopinathan.com


About Us Product C

Product B

Events

Services

Web Site NavigationWeb Site NavigationDivining by PageviewsDivining by Pageviews

Home

ProductsProduct A

WhitePaper

Specs

Price



Product AProducts

Product BProducts

Home WhitePaperProducts Product A

Web Site NavigationWeb Site NavigationDivining by ClickstreamDivining by Clickstream


Content CostsContent Costs

• Write copy• Proof copy• Create graphics• Format layout• Maintain index/site map• Maintain navigation• Host & serve

Is it worth it?



• Sales

Did They Buy Anything?Did They Buy Anything?(Conversion)(Conversion)

• Clickthroughs• & Referrals

• Registration• Contest entry• Document download• Retail coupon print• Feedback• Leads


Emetrics - Business Metrics for the New Economy


• Likely to buy combinations• Likely to abandon combinations• Likely upsell• Likely cross-sell

Shopping Cart AnalysisShopping Cart Analysis

CookiesCake

Peanut butter


Customer ExperienceCustomer Experience

• Brand • Delight - Frustration• Reputation• Customer Satisfaction


Brand MeasurementBrand Measurement

• Unaided awareness• Aided awareness • Ad recall• Message association• Brand favorability• Intent to purchase


Reputation Management Reputation Management ExamplesExamples

Amazon– rate this book

eBay– rate this vendor/buyer

Bizrate– rate this vendor/product/Web site

Epinions•rate this vendor/product/Web site


• Technology – How do we get the data?

• Analytics – – How do we turn the data into information? What’s useful?

• Business Manager – – What action do we take? How do we determine the impact of

that action?

Three Skill Sets RequiredThree Skill Sets Required

Jim Sterne www.targeting.com


Culture of AccountabilityCulture of Accountability

• Continuous improvement• Embrace risk• Reward failure• Numbers aren’t personal


Web Analytics is only Actionable if:Web Analytics is only Actionable if:

1. Business goals are clear2. Tech, analytics & biz are aligned3. Feedback loop is complete


Measure

Analyze

Report

Change

Cleanse Internal

Interpret

Plan

Capture

The Feedback

LoopLoopGap

Effect

Feedback Loop GapFeedback Loop Gap

XX


The Road to Website SuccessThe Road to Website Success

• How do we make our website better?• What should we measure?

It depends – What constitutes “success”?Who is your audience?What are they trying to accomplish?How well are you helping them get the job done?


http://www.barnesandnoble.com/


[email protected]: garygopinath

Blog: bizitmktg

Emarketing strategies for success

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