Ied Lesson 3 Max Ramaciotti

Lezione 3

- 72 - Max Ramaciotti

Lesson 3Define the goals

Goal Definition


Goal

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SMART Goals

SpecificMeasurableAchievableRealisticTime Sensitive

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Stategci plan 3 steps


Strategic planning, 3 steps

Situation

Target

Path 3 step process to Strategic Planning

map a possible route to the goals/objectives

evaluate the current situation and how it came

about.

define goals and/or objectives (sometimes

called ideal state)

http://en.wikipedia.org/wiki/Strategic_planning#Methodologies

http://en.wikipedia.org/wiki/Strategic_planning#Methodologies

Strategic plan Draw See Think


Draw

See Think

Plan

Strategic plan Draw-See-Think

what resources are required to execute the activities?

what is the ideal image or the desired end state?

what is today's situation? What is the gap from ideal and why?

what specific actions must be taken to close the gap between today's situation

and the ideal state?

Strategic plan Draw-See-ThinkFocus on evolving the present

Strategic plan See-Think-Draw


See

Think

Draw Strategic PlanSee Think Draw

map a route to achieving the

goals/objectives

what is today's situation?

define goals/objectives

Strategic plan See-Think-DrawFocus on designing the future

Strategic plan - process


Strategic Plan - Process

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Vision

Define the vision and set a mission statement with hierarchy of goals and

objectives

SWOT

Analysis conducted according to the desired goals

Formulate

Formulate actions and processes to be taken to attain these goals

Implement

Implementation of the agreed upon processes

Control

Monitor and get feedback from implemented processes to fully control the

operation

Discover

Design

Implement

Measure

Environment


But ….What about the ENVIRONMENT

the circumstances, objects, or conditions by which one is surrounded

From: http://www.merriam-webster.com/dictionary/environment

http://www.merriam-webster.com/dictionary/environment

Why study the environment


Why study the environment?

MeasurableAchievableRealistic

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Situation: the environment


Environment: Online

Internet users1.73 billion – Internet users worldwide (September 2009).18% – Increase in Internet users since the previous year.

738,257,230 – Internet users in Asia.418,029,796 – Internet users in Europe.252,908,000 – Internet users in North America.179,031,479 – Internet users in Latin America / Caribbean.67,371,700 – Internet users in Africa.57,425,046 – Internet users in the Middle East.20,970,490 – Internet users in Oceania / Australia.

http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/


Situation: social Online


Social media126 million – The number of blogs on the Internet (as tracked by BlogPulse).84% – Percent of social network sites with more women than men.27.3 million – Number of tweets on Twitter per day (November, 2009)57% – Percentage of Twitterʼs user base located in the United States.4.25 million – People following @aplusk (Ashton Kutcher, Twitterʼs most followed user).350 million – People on Facebook.50% – Percentage of Facebook users that log in every day.500,000 – The number of active Facebook applications.

Environment: Online Social



Ecommerce Conversion Rate


Environment: Ecommerce Conversion Rates Statistics

http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics

Overall site session (visit) conversion rate

Visitor conversion

Shopping basket conversion rate

Session search conversion rate

as reported in the Coremetrics example

ratecalculated by dividing the number of conversion events by the number of unique visitors within a defined time period.

percentage who add item to basket who convert, e.g.

(percentage of visits which include a search (notice that conversion rate and average order value (AOV) tends to be higher for these visitors

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When benchmarking conversion rate, site owners should go beyond headline conversion rates to compare these four key types of conversion rate:

http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics

Ecommerce Conversion Vaulue


http://index.fireclick.com/

Situation: Ecommerce Conversion






Situation: Ecommerce Conversion


Situation: Ecommerce Conversion 2

http://www.coremetrics.co.uk/solutions/industry-report.php

http://www.coremetrics.com/solutions/industry-report.php

US

UK

http://www.coremetrics.co.uk/solutions/industry-report.php

http://www.coremetrics.com/solutions/industry-report.php

Situation: social commerce


Luxury Institute research revealed that, of the customers who shop for high-end merchandise online, 78 percent of them did so in order to find the best price while nearly as many, 77 percent, did so to compare brands (BrandWeek, January 2010).http://www.bazaarvoice.com/resources/stats#Conversion

Customer Stories campaign drove 13,000 new prospects for La-Z-Boy. (La-Z-Boy, 2009)

http://www.bazaarvoice.com/resources/case-studies/improve-all-marketing/374-stories-lzb

Situation: Social commerce

http://www.bazaarvoice.com/resources/stats#Conversion

http://www.bazaarvoice.com/resources/case-studies/improve-all-marketing/374-stories-lzb


AttractionVisitor acquisition cost – 0.74 % change in NPVVisitor growth – 3.09 % change in NPV

ConversionCustomer conversion rate – 0.84 % change in NPVRevenue per customer – 2.32 % change in NPV

RetentionCost of repeat customer – 0.69 % change in NPVRevenue per repeat customer – 5.78 % change in NPVRepeat customer churn rate – 6.65 % change in NPVRepeat customer conversion rate – 9.49 % change in NPV

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Agrawal et al. (2001) have performed a further analysis where they modeled the theoretical change in net present value contributed by an e-commerce site in response to a 10% change in these performance drivers:

This modeling highlights the importance of on-site marketing communications and the quality of

service delivery in converting browsers to buyers and buyers into repeat buyers.

http://www.marketing-insights.co.uk/wnim0502.htm

Customer value


The target


Target: Consum - Author

Consum-Authors Future Concept Lab, February 2010

Posh Tweens (8-12 years): Expo Teens (12-20 Years): Linker People (20-35 years): Unique Sons (20-35 years): Sense Girl (25-40 years): Mind Builders (25-50 years):

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www.c4e.es/docs/FCLconsumauthors.pps

http://www.futureconceptlab.com/FCLconsumauthors

http://www.c4e.es/docs/FCLconsumauthors.pps

http://www.futureconceptlab.com/

The Target -Online


http://www.mckinsey.com/practices/marketing/ourknowledge/pdf/Solutions_AllVisitorsAreNotCreatedEqual_consumer.pdf

Target: Online Consumers

http://www.mckinsey.com/practices/marketing/ourknowledge/pdf/Solutions_AllVisitorsAreNotCreatedEqual_consumer.pdf

Online consumer behaviour


Target: Online Consumers Key Findings

Untitled


Simplifiers

Surfers

Connectors

Bargainers

Routiners

Sportsters

Online Consumer

Need "End-to-End" Convenience

Want "What's New"

use the Internet to make their lives easier, and tend to log on with a specific purpose

in mind

They access over four times as many pages as the average user, and move

quickly among the domains, continually seeking new experiences.

Thrilled by the Hunt

constitute just 8% of the active user population, but they account for 32% of

online time

Simplifiers spend just 7 hours per month on the Web, they have the longest tenure online (49% have been online for over 5

years)

Excited by the Novelty

account for 36% of the active user population

just 42% have made purchases online (versus an average of 61%)

40% of them have been online less than two years

only 8% of active online users and spend less time online than the average user,

they represent 52% of eBay visitors

Read Online, Buy Offline

Read Online, Buy Offline

Only half of Routiners have made purchases online, and just 6% have made

five or more online purchases.

Routiners want superior content and the sense they are getting "something special

Sportsters (just 4% of active online users)

focus on sports and entertainment sites.

GOAL Move them to simplifiers

What they want

a site needs cutting-edge design and

features, constant updates, a strong online brand, and an assortment of

products and services.

What they want

sites must appeal to them on both rational and emotional levels,

satisfying their need for competitive pricing, the

excitement of the "search," and the desire

for community

Target: Online Consumers behaviour

Structure of a goal


ONLINE GOALS

Target market strategies the evaluation and selection of appropriate segments and the development of appropriate offers.

Positioning and differentiation strategies.

Define online customer value proposition (OVP).

Resourcing - Internet marketing priorities

Internet will primarily complement the companyʼs other channels or primarily replace other channels

CRM focus and financial control the balance on investment on customer acquisition and retention

Attraction

Conversion

Retention

Market and product development strategies

Market penetrationsell more existing products into existing markets

Market development sell into new market

Product developmentdigital products or services

can be developed that can be delivered by the Internet.

Diversificationnew products are developed which are sold into new markets

Organisational restructuring required.

how should internal structures be changed to deliver e-marketing

how should the structure of links with other organisations be changed to achieve e-marketing objectives

Channel structure modifications.

Disintermediation (sell-direct)

Create new online intermediary (countermediation)

Partner with new online or existing intermediaries

Do-nothing!

Company goalCompany Target



Online goals in short


Objective Sell

Objective Serve

Objective Speak

Objective Save

Objective Sizzle

Define objectives for selling to the customer online

Define objectives for serving the customer online

Define objectives for speaking to the customer online

Define objectives for saving online

Define objectives for enhancing the brand online

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5 key goals of Online Marketing

http://www.davechaffey.com/E-marketing/c1-introduction-to-e-marketing

http://www.davechaffey.com/E-marketing/c1-introduction-to-e-marketing

10 online marketing goals


Improve Number of Leads -

Improve the Quality of Online Leads -

Improve the Overall Online Experience -

Improve the Engagement Rate -

Move Prospects Through the Buying Process/Funnel -

Increase the Number of Qualified Visitors to your sites -

Reduce Cost of Leads -

Increase Online Inquiries -

Promote Offline Sales -

Deliver Customer Service and Value to Your Target Market(s) -

bottom line is lead generation and improving ROI.

better leads can mean quicker and potentially more sales.

keep your users' needs first and foremost to help build lifetime value and relationship. Improving the online experience will help improve repeat visits and help generate top of mind awareness.

engaging the user with proper use of conversion triggers and calls to action can help increase the number of leads that are generated.

A key goal for B2B marketers should be to help solve the needs of their prospects by providing them with all of the information they need to make a purchase decision as they work through the buying funnel.

increasing the number of qualified visitors to your site means a greater chance for obtaining more qualified leads.

an effective online strategy can help reduce the cost of each lead that is generated.

one of the more important conversions that B2B marketers should focus on is to increase online inquiries that have the potential to become qualified leads. Depending on the phase of the buying funnel the user is at, you can use your online marketing strategy to intercept the prospect and increase the number of email requests or phone calls for additional information inqueries that the user may have.

use online to drive offline business. The majority of actual B2B transactions will take place offline.

rounding out the top 10 online marketing goals for B2B marketers is delivering value to your site visitors. No explanation is needed as providing customer interception points and delivering effective customer service online can provide positive results offline.

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Top 10 Online Marketing Goals for B2B Marketers

http://www.marketing-jive.com/2007/06/online-marketing-goals-top-10-online.html

http://www.marketing-jive.com/2007/06/online-marketing-goals-top-10-online.html

Risorse


Internet Statshttp://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/

Collectionshttp://www.rba.co.uk/sources/stats.htm

http://www.internetworldstats.com/stats.htm

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Other Resources

Luxury Online marketing Short

http://www.slideshare.net/IC_Agency/the-essentials-of-luxury-digital-marketing

! twitter.com/gleonhard

! www.mediafuturist.com

http://www.slideshare.net/gleonhard/luxury-futures-the-future-of-the-luxury-market-gerd-leonhard-luxury-interactive-london-march-17-2009

Gerd Leonhard - Luxury Futurehttp://www.mediafuturist.com/

http://www.thewritemarket.com/marketing/index.php?marketing=business-plan&title=How%20to%20Write%20a%20Marketing%20Plan

Tutorial - Marketing Plan


http://www.rba.co.uk/sources/stats.htm

http://www.internetworldstats.com/stats.htm






http://www.mediafuturist.com/




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Define which goals are the one of you companyFor each one write a little description scoping the goalFor each one define how you will measure the success

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Homework - Lesson 3

Ied Lesson 3 Max Ramaciotti

Business

Transcript of Ied Lesson 3 Max Ramaciotti