Internet Marketing “love the skin you’re in” BUSIP Program – 2 June 2005 Fred Pursell

Do you know your global marketing trivia? In the Natural Resources section for this country, the US Dept. of State’s Country Background Notes indicates simply: None

Do you know your e-business trivia? In the last year what share of purchases were made with various forms of electronic payment (not cash or checks)?

Arrival of the electronics payment generation More than $38 out of every $100 is spent with payment forms other than cash and checks VISA alone processed over $1,000,000,000,000 worth of transactions in the last 12 months VISA processed an average of $32,000 every second of every day over the last 12 months

Do you know your e-marketing best practices? The secret is in the shoes!

Internet marketing learning objectives Explore how the Web is being used to build brands and customer relationships. Examine online promotional strategies and tactics, what’s working and why or why not. Evaluate ways to integrate Internet marketing with traditional marketing vehicles.

Marketing planning is critical to success By failing to plan, you’re planning to fail. Planning is everything. The plan is nothing.

Examples of failing to plan effectively Cornflakes – Japan Ketchup – Japan Baby diapers – Japan Frozen foods – France Cake mix – England McDonalds – Holland Kentucky Fried Chicken – Brazil Grape soda – Chile

Topics for today’s class Review Web usability design principles and techniques Online marketing review process A new model for online promotion – sponsoring “brilliant content” e-marketing innovation; e-newsletters, Webcasts, communities, search engines, blogs Sony case study discussion

The practice of simplicity Web usability design = convenience, ease of use, and efficiency.

Evaluating Web Usability Heuristic reviews Web usability testing Paper prototyping Concept and design reviews Online surveys User feedback mechanisms Online polls

Best practices for Web usability design Home Page Clarity Page Title Clarity Copy “Scannability” Screen Real Estate Usage Home Page Accessibility Text and Background Contrast Used and Unused Link Differentiation Visibility of Links Download Speed

Prioritizing Web usability issues 1 – Cosmetic: will not affect usability of the site, fix if possible 2 – Minor: user can easily work around the problem, low priority fix 3 – Medium: users stumble on this, but adapt quickly, medium priority 4 – Major: users have difficulty, mandatory fix before site release, or ensure site provides feedback mechanism 5 – Catastrophic: users unable to perform tasks, high priority fix, mandatory to ensure site effectiveness

Step 1 – online marketing review 1) Product focus 2) Promotional techniques 3) Place for activities 4) Pricing tactics

Step 2 – online marketing review

Step 3 – online marketing review Permission-based marketing Personalization Purchasing process automation User-centered design Value-added content Affinity programs Web metrics tools Globalization and localization Integrated marketing communications

Step 4 – online marketing review The home page test Branding and customer experience Info architecture, navigation, task workflow User-interface design and page layout Virtual sales tools

Phases of an Internet marketing project 1) Enthusiasm 2) Disillusionment 3) Panic 4) Search for the guilty 5) Punishment of the innocent 6) Praise and honors for the non- participants

Big challenges launching products online Internet advertising techniques are not working Consumers want solutions …not just product offers Lifestyle needs & passions drive site traffic Buying behavior integrates online & offline activities Speed & resource requirements limit partners’ roles

A new model for online promotion “Brilliant content” = Valuable Web-based information, resources, and tools placed where people naturally go to find it.

Lifestyle drives Web traffic Travel & Vacation Health & Fitness Community Involvement Crafts & Hobbies Entertainment & News Personal Growth Spirituality & Values Work Productivity Financial Well-being

Innovation is defining new solutions FocusPlaceNeed Community involvement Classmates.com My life then and now Travel and vacation Frommers.com My island adventure Crafts and hobbies Photography.comMy pet project Creating an Online Photo Gallery

Internet partnering example Information, resources Co-branded, Content & links Information, resources Orders, services Affiliate lifestyle site Partner hosted site Vendor info.com Vendor purchasing.com Web-user Progression to Qualified Lead

Sony case study discussion 1) How is Sony using technology to innovate and deliver new value to consumers? 2) What can you conclude about Sony’s target audience and market segmentation? 3) What sales processes are automated through online information, resources, and tools?

The customer is king Marketing is all about understanding the customer.

“The journey is the reward” Good luck in your travels!