eMarketing

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1、eMarketingDefinition of Marketing:Marketing is an organizational function and a set of processes for creating,communicating,and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.BenefitsBenefits to Consumers On their time

2、 Pertinent to their needs and wantsBenefits to Businesses Wide Fewer stops Efficient use of resourcesFlexibility Change focus Experiment with messagesAccess to Global Markets BenefitsCreditability Everyone else is doing it Money was spentTwo-Way communication(real-time)Messages can be targeted Messa

3、ge can be responded toResearch Return on Investment(ROI)Real-time trackingeMarketing ServicesIntegration of online and conventional marketingMetricsBrandingCompetitive AnalysisAudience Analysis Search Engine Optimization(SEO)Paid inclusion/DirectoriesB2B/PartnershipsGlobalizationMessaging/Tag LinesP

4、ay-Per-Click(PPC)marketingContent Services/ManagementSyndicationIntegration of online and conventional marketing There needs to be ONE message going out on all facets of marketing There needs to be ONE look across all communication Convention marketing should direct to on-line marketing resources On

5、-line marketing should point to ways to see and receive conventional collateralIntegration of online and conventional marketing“launch early this year will be supported by an$18 million year-long marketing campaign.The company decided to kick off its campaign using non-traditional viral marketing ch

6、annels,launching the zero movement on the streets via a series of posters,coasters and chalk drawings and a website the goal was to tease the market and create some buzz among the web-savvy neos in the twenty something age-bracket,the blogging community has issued its own verdict.”Metrics How many s

7、old year over year Attitude towards product or company Percentage in the market place How often and last Purchase Customer Loyalty and Advocacy I try to launch marketing campaigns only after I have the tools in place to measure the results.After all,whats the point of spending the money unless you c

8、an determine how well it performed?MetricsDefine clear measurable market impact goals.Estimate the expected and desired market impact of each activity(some activities may have more than one type of market impact).Prioritize your budget based on estimated results and cost per market impact.Diligently

9、 measure whatever you can.Direct all traffic to your website and use separate landing pages and tracking codes for each activity and source of market impact.Estimate whatever you cannot measure directly;imperfect measurements are still better than no measurement at all.BrandingMaintain brand standar

10、ds whenever possible.Invest in the creation of a branding style guide for your company that translates to your online presence.Use CSS(Style Sheets)to create consistency and to ease updating.Use clear and consistent labeling from the top-level pages down through the lower-level pages of the site.“Ch

11、unk”similar information together on individual pages and create a consistent manner of representing content on pages.Content should be consistently written and presented throughout the site and in marketing and advertising materials.“focus on creating a comfortable,intuitive,consistent and trustwort

12、hy experience from start to finish.”BrandingStrong branding is achieved by a consistency in your marketing tools of which the following are examples:Web site,Business name,Names of products or services,Company slogan,Company logo,Style and quality of your business stationery including brochures,busi

13、ness cards,letterheads,flyers,folders,Product packaging.Branding1COCA-COLA$67B2MICROSOFT$56B 3IBM$56B 4GE$48B5INTEL$32B 6NOKIA$30B7TOYOTA$28B7DISNEY$27B8MCDONALDS$26B 9MARLBORO$24B 10 MERCEDES$21BAs of 2006http:/ of a brandCompetitive AnalysisSearch Engine Optimization(SEO)Paid inclusion/Directories

14、A web directory is not a search engine,and does not display lists of web pages based on keywords,instead it lists web sites by category and subcategory.REdmoz Best of the Web DirectoryJoeAntOpen Directory Project/Google Directory.Starting Point DirectoryYahoo!DirectoryPaid inclusion/DirectoriesB2B/P

15、artnershipsCompany Web sites-Company sites can be thought of as round-the-clock mini-trade exhibits.Sometimes a company Web site serves as the entrance to an exclusive extranet available only to customers or registered site users.Some company Web sites sell directly from the site,effectively e-taili

16、ng to other businesses.Product supply and procurement exchanges-where a company purchasing agent can shop for supplies from vendors,request proposals,and,in some cases,bid to make a purchase at a desired price.Brokering sites that act as an intermediary between someone wanting a product or service a

17、nd potential providers.Equipment leasing is an example.“The Gartner Group estimates B2B revenue worldwide to be$8.69 trillion dollars by 2005.”“B2B exceeds that of e-tailing by 10 to 1”GlobalizationHundreds of millions of people around the world cross national borders without a second thoughtThis bo

18、rderless community of Internet users comprises a virtual Eighth Continent”-Donald A DePalma,Business Without Borders The amount of English content on the web is dropping year by year from 87 per cent in 2000 to 57 per cent in 2006 and it is predicted that Chinese will become the dominant language on

19、 the web.Most people are more likely to stay on a website,make a purchase,and generally think more positively about an organization if the site is in their own language.Messaging/Tag Lines“its an effective way to attract attention,deliver a powerful statement and create sharp market distinction.For

20、your consumers,the business slogan is the trigger to recall the brand or company name.”Dont leave home without it.Reach out and touch someone.Takes a licking and keeps on ticking.Wheres the beef?The breakfast of champions.You deserve a break today.Its the real thing.Fly the friendly skies.Good to th

21、e last drop.Have it your way.Just do it.The king of beers.We try harder.Snap!Crackle!Pop!Pay-Per-Click(PPC)marketingContent Services/ManagementSyndicationDeliver accurate,timely and personalized information to customers.Distribute customer-facing information through self-service publishing Share up-

22、to-date training and marketing materials outside the business.Collaborate with extended channel on client projects,marketing campaign initiatives,lead generation strategies For the receiving site,content syndication is an effective way of adding greater depth and immediacy of information to its page

23、s,making it more attractive to users.For the transmitting site,syndication drives exposure across numerous online platforms.eMarketing ProductsBanner AdvertisementsPress Releasese-newsletterLanding PagesPersonalized URL(PURLS)BlogsNewsgroupSurveys/PollsForums/Message BoardsAffiliate ProgramsViral Ca

24、mpaignsForumsHelp/FAQChatLive Help/Click to TalkAlertsSmart PagesArt/Photos/DesignDemosOn-line Presentations/CDsCatalogsContests/CouponsOn-line SeminarsWhite Papers/Case StudiesBanner AdvertisementsThe web banner market is particularly attractive to advertisers,as they can gauge their response bette

25、r than for other forms of advertising mediums and also see near instant results.Impressions:How many people saw the banner adClick-Thru:How many people clicked the banner adSome kinds of Banners:Pop-up Ad:Opens above the page in a DIV or new BrowserHover Ad:Opens or expands when user mouses overLive

26、 Ad:Content changes from a feedBanner AdvertisementsPress ReleasesAfter being picked-up by over 1,190 PRWeb subscribers,and ending up on E*TRADE radio as a result,were more than happy with the value proposition you folks have put together.Where else can you put out a measly$200 and be seen by such h

27、igh-quality players?Thats worth more than GOLD to those of us in the stock trading business.Gary Crandall,CEOWe have achieved as many as 106,000 page views as the result of a single press release distributed on your service.For our money,nothing beats the distribution and re-distribution that PRWeb

28、creates through your quality partners.We consider you an essential partner in any product marketing campaign.Press ReleasesPress Release Reasons:Launch of company or new product/serviceUser or Revenue milestonesNew contract or affiliationRedesign or relaunch of site or serviceEmployee or organizatio

29、n changese-newsletterhttp:/ PagesA landing page is the page visitors arrive at after clicking on your promotional creative.Your landing page has to convince the visitor to stay and(depending on your goal):Fill out a form(but people hate filling out forms)Provide personal details(but people hate gett

30、ing spammed)Buy something(but people hate being scammed)Read a lot of information(but people really hate reading)Landing PagesDefine Your Conversion:Before you start to design your landing page,define that pages conversion activity.Do a Little Research:Do not construct the page for general public.Be

31、 specific.Eliminate unneeded Elements:Strip any unneeded elements from the page.This is not your home page.Match the Creative:The landing page and creative should match.Stay Focused:Avoid the urge to promote or link to other areas of your site.The point of the landing page is to prevent your visitor

32、 from wandering.Important Elements Above the“Fold”:Place enough content above the fold to allow your visitor to make a decision about continuing on the site.Including“Convert Now!”Personalized URL(PURLS)Sense of ownership in the content and the companyVery targeted marketing avenueGreeted with a wel

33、come message and content they selectedUnique URL that can be shared and maintained by the userPrecompleted forms for efficient use of the users time“PURLs let you generate new leads and boost campaign ROI through a stronger,personal connection with your potential customers.”Blogs27 percent of adults

34、 who go online in the United States read blogs.40,000 new blogs appear each day.28%of journalists now rely on blogs for reporting and research.Blogs“Go ahead and bellyache about blogs.But you cannot afford to close your eyes to them,because theyre simply the most explosive outbreak in the informatio

35、n world since the Internet itself.And theyre going to shake up just about every business-including yours.”Business WeekCan be a strong source of PR.Blogs are considered grassroot activities and the content is taken as opinion.Can be a focus of an anti-campaign where your company or site is bad-mouth

36、ed.Some companies,start blogs to build loyalty and address peoples comments and concerns.Developing relationships with the top 10 or so influential bloggers in their area is key.BlogsWhat does Blogging Provide to Small Business?Blog software is easy to use.Simply write your thoughts,link to resource

37、s,and publish to your blog,all at the push of a few buttons.Blog software companies such as,Movable Type,B and Typepad all offer easy blogging tools to get started.Blogging is a low-cost alternative to having a web presence.For small business owners without the time to learn web html or the money to

38、 hire a designer/developer,blogging offers an inexpensive method to get your companys name out on the Internet.Updating the weblog is a much quicker process than contacting a web designer with changes or doing the coding and uploading yourself.Business blogs provide your small business with a chance

39、 to share your expertise and knowledge NewsgroupSurveys/PollsForums/Message BoardsAffiliate ProgramsAffiliate ProgramsAD-Advertisement,text,banner,flash,video etc.CJ-Commission Junction(Network)CPA-Cost per action CPC-Cost per click CPL-Cost per lead CPM-Cost per mil(mil/mille/M=latin/Roman numeral

40、for thousand)CPS-Cost per sale CR-Conversion rate CTR-Click through rate DRM-Dynamic rich media(type of Ad,technology).EPC-Earnings per click/earnings per 100 clicks LS-Linkshare(Network)OPM-(or APM)-outsourced(affiliate)program management OSC-On site conversions.PFI-Pay for inclusion PID-Publisher

41、ID(Affiliate/Affiliate site ID)Affiliate ProgramsPF-Performics(Network)PFP-Pay For performance PPA-Pay per action PPC-Pay per click PPCSE-Pay per click search engine PPI-Pay per impression PPL-Pay per lead PPS-Pay per sale ROI-Return on investment SAS-ShareASale(Network)SE-Search engines SEM-Search

42、engine marketing SEO-Search engine optimization SERP-Search engine result page SID-URL parameter the affiliate can pass to get trackedViral CampaignsIn the region of 89%of North Americans willingly share humourous content with each other on a frequent basis,according to the results of a recent U.S.s

43、urvey of adult Internet users.E-mails are usually shared with more than one person,with some 75%of respondents forwarding content to up to six other recipients Help/FAQChatLive Help/Click to TalkAlertsSmart PagesArt/Photos/DesignDemosOn-line Presentations/CDsCatalogsContests/CouponsOn-line Seminars5

44、0 Tips from the AMA1.Banner ads 2.Sponsorships 3.Interstitial ads 4.eNewsletter ads 5.Online events 6.E-mail newsletters 7.Participation in users groups and listserv 8.Join affiliate programs 9.Conduct research to better understand your market 10.Leverage traditional offline marketing strategies 11.

45、Develop internal communication processes 12.Develop an integrated marketing plan 13.Include your URL in all corporate materials and product literature 14.Establish goals and success metrics 15.Develop partnerships16.Navigate your entire site as though you were a first time visitor 50 Tips from the A

46、MA1.Corporate information including speeches and white papers 2.Public Relations press page 3.Review your Web site navigation and usability 4.Viral toys and postcards 5.Ensure that your content is fresh and adds value 6.Develop a process to ensure out dated information is deleted 7.Link to appropria

47、te sites 8.Loyalty programs 9.Online community 10.Search engine placement review monthly 11.Meta tags and key words 12.Security policy posted on site 13.Privacy policy posted on site 14.Develop an opt-in list 15.E-mail link to customer service department 16.Incorporate personalization and customizat

48、ion functionality 17.Develop a CRM50 Tips from the AMA1.Develop response standards to e-mail inquiries 2.Online chat connected to customer service department 3.Consistency of the brand is reflected on the site 4.Collect visitor information 5.Analyze your sites log trends 6.Include e-commerce capabil

49、ity 7.Register the common misspelling of your URL 8.Encourage employees to add your corporate URL to their e-mail signatures 9.Ask visitors to bookmark your site 10.Include a search engine function 11.Add a FAQ(frequently asked question)section 12.Include a site map 13.Ensure that shopping carts,ord

50、er forms function properly 14.Periodically check all links 15.Periodically check the upload page time 16.Build your site to accommodate your customers logon technology 17.Remember you are now a“global company”White Papers/Case StudieseMarketing eMailAuto-respondersOpt-in emailseMail signature adsMass MailingsHTML/Text eMailsDatabase IntegrationScrubbing