Maturity Model For Internet Marketing Strategy

INTERNET MARKETINGA Maturity ModelA Maturity Model

Introduction1

The Internet changes the rules2

E Business Maturity Model (Atos Consulting)3

Recommendations & Resources4

Internet Marketing StrategySetting the stage for today’s presentationsSetting the stage for today’s presentations

Who are you? What compelled you to be here?

QUICK INTRODUCTION

• Since 1995, bytes of knowledge has provided professional services to small and mid-sized businesses in the Middle Tennessee area in a decidedly different way.

• The bok Way is to educate our clients and share our knowledge of business & technology as business partners – proactively.

• As a one-stop technology consulting firm, bok offers a wide range of services including web design, e-commerce and Internet marketing, networking infrastructure support, custom software applications, and strategic IT consulting.

• Our core values dictate that we simplify technology for our clients. In fact, our brand promise is hassle-free technology. As you will quickly notice, our people’s passion is evident in everything we do.

www.bytesofknowledge.com

PURPOSE

•Huge challenge for decision makers like you•Which practices are obsolete?•What new opportunities should be pursued?•How much time & money do you have to wander along a wrong path?

•Internet marketing is not an event, it is a process.

•How do we define success in this new scenario?

Understanding how the Internet changes the rules of Marketing

Internet vs. Traditional

• Traditional marketing is a monologue • Companies deliver messages to the market and push

customers through the consideration process. • The Internet changes the ways we can communicate with

customers. They don’t wander by our electronic billboards… we have to pull them in, but how?

• Traffic to your site does not mean increased sales, does it?• The internet is very different. If you are not

knowledgeable, you can allocate budget improperly or direct efforts to an area that will not provide ROI.

New Tools

New tools – misunderstood.• Is it a mistake to use new online tools to pursue traditional marketing

goals?– Driving Awareness, Consideration, Adoption, and Purchase

• Traditional marketing goals were limited by what could be accomplished with a one-way mass media process.

• We now have two-way communication & new tools. We can accomplish:– Affinity, Personality, Community, Co-Creation, and Advocacy

Equivalent to a billboard on the web

APPLYING E-BUSINESS RESEARCHMarketing done right is about much more than just communicating to customers—it's about shaping your company's offerings to match the needs of the marketplace.

• The advent of Web 2.0 has shown us the following trends as reported by Gijsbert van der Sleen with Atos Consulting in the Netherlands.

• YouTube• E-Business Maturity model serves

as an Internet Marketing Maturity Model

Five levels of Maturity

© 2007, Atos Consulting - Gijsbert van der Sleen

Level 1 : Initial

e-business unplannede-business initiatives are ad hoc, unplanned and even chaotic. Few

processes are defined, and success depends on individual effort

essentially, the organization lacks the capability to meet commitments

consistently

© 2007 - Atos Consulting - Gijsbert van der Sleen – [email protected]

Level 2: Repeatable

e-business awarebasic e-business processes established necessary to repeat earlier

successes

the focus is on developing the capabilities of the organization, small

central e-business group (usually part of marketing), e-business not

yet part of planning process


Level 3: Defined


e-business enabledcentral e-business strategy and planning process, towards a

centralized model (IT and competences)

best practices integrated into a common e-business process,

deployed across the organization

Level 4: Managed


e-business integratedenterprise orientation, e-business part of department plans and

review cycle, p+l organized, departmental competence centers

detailed performance measures of the e-business process and

applications collected, quantitatively understood and controlled

Level 5: Optimized


extended enterprisee-business focused on customers needs (extended enterprise), part

of corporate strategy, towards decentralized e-business model

continuous evaluation of e-business improvements enabled by

quantitative feedback, piloting innovative ideas and technologies

Four Areas Contribute to Performance


RecommendationsNew Tools: Understand them & Participate

• Engagement means getting the customer involved with your company, with your products, and with your people.

• You want your customers to get to know your organization and its values and services.

• When customers like what they see and experience, the relationship deepens, leading to affinity.

Engagement to Affinity

There are no products, only solutions

Not what customer wants, but why they want

• Affinity refers to leveraging the depth and interactivity of the Internet to create a memorable relationship with the customer.

• Some of the best techniques for building affinity include:– Become an information resource when a customer is not buying

• Write helpful articles

• Teach or advise– Share your passions, your “Way”– Extend the product online closer to the customer– Create cool experiences and give your customer a voice.

• Blogs & Forums are places they can belong, express themselves and share with others just like them

Affinity

Every individual is unique: My Yahoo, Google HomepageMySpace, My eBay…

Dear Rubi

bok way

Affinity

The key takeaway from this chart: price does not play a major role in achieving customer loyalty. (Marketing Sherpa, July 2008)

Vendors: In the most recent case, why did a customer leave?Customers: In the most recent case, why did you leave a vendor?

• Your company’s personality is how it interacts with the world– Emotionally & Rationally

• Unlike a brand image, it can't be faked. – Distinctive & Genuine

• Culture constrains the online personality– A “Green” company that does not recycle its tech waste tells

its employees, customers, partners, and the public that is going against its personality

Personality

• Community as a marketing tool challenges almost every expectation of traditional marketing.

• Instead of controlling the marketing process, the company hosts a social interaction in which customers develop most of the content.

Community

Users add value! User reviews Amazon, eBay, iTunes…

Interaction from user contribution is the keyto market dominance in the Web 2.0 era

• People enjoy your product or services – They want to build on top of something you've already done– They want to create something new that could be used with your product

line.

• A fan who decides to make shoe lace charms with a school name to match the shoes you made.

• It's the process of engaging customers online to help design the product.

Co-Creation

• Advocacy describes customers who used to be considered hobbyists

• They're tinkering users of a product that go beyond what the normal user might do

• They may take apart, then reconstruct, your product. They may develop companion services. They may mashup your product or services with something they developed.

Advocacy

Question your current target

• Working with "influencers" to reach that “tipping point”– There's a small group of people in your pertinent population

who drive all purchases – Reality is much more complex

• A new goal: Identify, care for, and train customers – your advocates– That's very different from sending press releases to a few

influential bloggers.

Resources

• http://www.bytesofknowledge.com• http:// http://www.marketingprofs.com/7/new-rules-internet-

marketing-merchant.asp?sp=1 by (Nilofer Merchant)• http://the-efuture.blogspot.com by Atos Consulting• http://www.slideshare.net/gvdsleen/e-business-maturity-

model-20 (Gijsbert van der Sleen)• http://www.marketingsherpa.com

Michael Galo, Chief Operations Officer [email protected]

(615) 850-0279

Maturity Model For Internet Marketing Strategy

Business

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