Dana Van Den Heuvel, KI Raj Devasagayam, St. Norbert College MBAA, March 13 th, 2003 Migrating Toward a Web-Centered Marketing Strategy: Experience From the Capital Goods Marketplace

“A Web-Centered Marketing Strategy is one where marketing communiqué are centered on capturing customer interactions at a web-enabled touch point” What is Web-Centered Marketing?

Print Trade and Industry Publications Direct Marketing Event Marketing (Trade Shows) Public Relations ROI – All Talk, No Action Little Regard for Measurement & Evaluation Traditional B2B Capital Goods Marketing

When today’s typical business or procurement executive is looking for a new vendor or service provider, they take three steps: Step #1. Go to a favorite search engine and type in what they are looking for (60% say this is the best way to reach them) Step #2. Look at everything on the first page of results, free and paid listings alike. (85% of people never go beyond That first page.) Step #3. Click on several (three or more) of the most appealing links on that page in a row and decide which suppliers to investigate further. (50% influenced by web) Current B2B Decision Making

A survey of 999 "business decision makers" makes it increasingly clear that the Web has begun to eclipse other media in its appeal and influence. Among the key findings in the survey were: 60% of business decision makers surveyed said that the Web is the best way to reach them, outpacing all other mediums surveyed. 77% say the Web is the place to find out about new products and companies – more than twice as many as the next highest medium Nearly 50% say the Web has influenced them to make a purchase or obtain a service for their business. 50% have increased their Web usage in the last year. Current B2B Decision Makers Source:

“Data-Rich” Operating Environment Aggregators of Consumer Data Wal*Mart, Kmart, Target Nielsen, Experian, Etc. GRPs/Tarps and R&F Category Management Principles Commitment to Analysis Lessons from B2C & CPG

“Data-Rich” Operating Environment Customer & Prospect Data Store House List of Customer s Pay for Performance Model Measurement & Accountability Real-Time ROI Analysis Fits Purchase Process Why Web Centered?

Web-Centered Marketing PRINT DIRECT MAIL WEB RADIO & TV TRADE SHOWS Buyers go to the web to continue their information search. A Web-Centered Marketing Strategy ensures measurement and reporting of this activity. Measure and report value of all media. Measure and report cost per visitor. Measure and report day, month,year. Measure and report in real time. Measure and report copy/position.

1.Setting Business Objectives 2.Marketing Communication Audit 3.Marketing Communication Web- Amenability Evaluation 4.Develop Channel Metrics 5.Center Marketing Communication Channels Around the Web 6.Deploy Creative to Support a Web- Centered Marketing Strategy Creating a Web-Centered Strategy

Align With Overarching Corporate Goals Component of Sales Goals Support Corporate Go-to-Market Strategy Setting Business Objectives

Discovery Phase Evaluate Marcom Channels Audit All Customer Touch points What have you missed? Marketing Communication Audit Setting Business Objectives Marketing Communication Audit

Conduct With Each Channel How “Web Friendly”? Web-Amenability Evaluation Setting Business Objectives Marketing Communication Audit Communications Web- Amenability Evaluation 1.What type of channel/touch point is it? 2.Is the channel or touch point web centered? 3.If no, what will it take to make web centered? 4.What is the scope of this channel or touch point? (Internal/External, Multiple Markets)

Effective and Illustrative Metrics In Concert With Established Goals Key Performance Indicators to Ascertain Effectiveness of Efforts Develop Channel Metrics Setting Business Objectives Marketing Communication Audit Communications Web- Amenability Evaluation Develop Channel Metrics

Measurable Web Touch points vs. Support Further Learning and Purchase Decision Phases “Web Center” Marketing Communication Channels Setting Business Objectives Marketing Communication Audit Communications Web- Amenability Evaluation Center Marketing Communication Channels Around the Web Develop Channel Metrics Measure and report value of all media. Measure and report cost per visitor. Measure and report day, month,year. Measure and report in real time. Measure and report copy/position.

Deploy Supporting Creative Setting Business Objectives Marketing Communication Audit Communications Web- Amenability Evaluation Deploy Creative to Support a Web-Centered Marketing Strategy Center Marketing Communication Channels Around the Web Develop Channel Metrics Supports Direct, Immediate Response Proper Placement to Garner Response Creative is as Dynamic as Market Conditions Blending of Media Within Agencies and Client Firms –XMOS Study by IAB

Web Centered Implementation

Effect Purchase Decision Measurement & Accountability Immediate ROI measurement –Each Campaign Assigned a CPA Participatory and Permission Based Immediate Tweaking & Adjustments Seeks to Answer the “Wanamaker dilemma” Advantage – Web Centered Strategy

Growing Body of Research Corporate Mindset and Budget Shifts Integration Not Yet Commonplace Web Moves from “Afterthought” to “Forethought” Future Considerations & Trends

Suggestions?

Dana Van Den Heuvel, KI Raj Devasagayam, St. Norbert College MBAA, March 13 th, 2003 Migrating Toward a Web-Centered Marketing Strategy: Experience From the Capital Goods Marketplace