Brought to you in association with Integrated Marketing Communications

Brought to you in association with What is IMC? A new buzzword? A new pitch for clients? A new spin on the same old plan? OR: A whole new approach that involves all aspects of a company’s business?

Brought to you in association with Brief history B-to-b agencies have traditionally been doing more IMC-oriented efforts than consumer. IMC is an evolutionary step in b-to-b marketing New tools are fueling interest in IMC as marketers realize they are just that: tools

Brought to you in association with How widespread is IMC? According to our OutFront study: 57.5% of companies DO NOT have an IMC program Of the 39.1% that do, the leading companies are computer companies 82.1% of computer software companies say they have an IMC program in place

Brought to you in association with How widespread is IMC? In the manufacturing sector: 29.2% of all companies in this area have an IMC program The category with the lowest IMC penetration is furniture & fixtures at 4.9% Highest is computer hardware at 60.2%, followed by instrument & related products, 59.4%

Brought to you in association with What are marketers spending? In Business Marketing’s OutFront survey, we found that: B-to-b marcomm spending: $73 billion Overall spending was up 14.5% Online spending grew 143% On average, companies devoted 1.2% of total annual sales to b-to-b marcomm

Brought to you in association with Breaking it down Advertising: $17.7B Sales Promo. : $13.6B Trade shows: $12.6B Sales force management: $8B* *excludes compensation & commission Direct mktg.: $5.7B Online: $4.2B Market rsrch.: $3B Premiums/incentives: $2.7B

Brought to you in association with How has interactive affected marketing methods? What have marketers learned so far? Interactive and IMC

Brought to you in association with Browsers=Mosaic, Cello Only a couple hundred.com Web sites 9600 modems  Moving to – The Internet

Brought to you in association with AOL Amazon.com 14.4 modems How to make money from consumers?  Search engines  Netiquette  Build me a web site! 1996 – The Internet

Brought to you in association with Surfing is dead Failed models Stalled IPO’s Where’s the money? 1997 – The Internet

Brought to you in association with Firms see Web’s unique advantage Real revenue and ROI Have made initial commitment: The CEO/CFO listens! E-commerce is exploding 1994 – B to B makes its mark

Brought to you in association with Marketers develop Internet’s unique potential for reaching customers They’re abandoning its copycat uses 1999 – Real Maturation

Brought to you in association with Cisco Systems  $ 3 million / day Dell Computer  $ 2 million / day GE Information Systems  $ 4 billion / year Grainger  $ 35 million / year The sales reality

Brought to you in association with Marshall Industrieswww.marshall.com Cisco Systemswww.cisco.com Bay Networkswww.baynetworks.com Dell Computerwww.dell.com Compaq Computer Federal Expresswww.fedex.com IBMwww.ibm.com W.W. Graingerwww.grainger.com 3Com Corp. First Unionwww.firstunion.com The 1998 Top Ten

Brought to you in association with November 1997 Dell Web revenues: $2 million a day Cisco: 26% of its business online August 2000 Dell Web revenues: $5 million+ a day Cisco: 57% of its business online NM200 – Then and Now

Brought to you in association with The NM Top 10 are shifting from an order-taker mentality to a customer-centric focus. B-to-b Web sites are moving from a marketing and transaction focus to knowledge management and customer service. What’s changed

Brought to you in association with  60% accept orders and payments  Up from 46% in our first survey  86% use their sites to distribute product  Up from 78%  96% for customer service and support  Down from 100% A look at the Top 50

Brought to you in association with  88% distribute notices/newsletters  71% are part of intranet or extranet  Up from 42%  76% use their Web sites to recruit staff A look at the Top 50

Brought to you in association with Other findings:  These sites have undergone anywhere from 0 to 9 redesigns.  Web staff sizes range from 1 to 125.  Cisco has been doing Web marketing the longest, with more than 5 years of experience. Average site age: 31 months A look at the Top 50

Brought to you in association with  The leading Web marketers are moving quickly as the Net hits its third phase as a business tool.  Phase 1: Technophiles pester boss until they get the go-ahead to build a Web site.  Phase 2: Marketing wrestles control of Web site from IT. Site is digital replica of marketing department. Most companies still here. What we learned

Brought to you in association with  Sites are making the shift from vertical to horizontal  Instead of being vertical slices down the marketing stovepipe, smart companies are transforming their Web sites into horizontal cross-sections of their entire business operation.  Marketing shouldn’t lose control, but rather should lead this enterprise-wide transition to a customer- centric focus. Phase 3: The move to IMC

Brought to you in association with Offline marketing is a passive medium that tells customers what the brand is Online marketing is an interactive medium that allows customers to experience the brand IMC Online

Brought to you in association with Fed Ex: Allows customers to track their packages on its Web site Dell: The Configurator lets users build their own computer system MasterCard: Extends its offline “priceless” campaign to an online Seal of Approval for e-commerce sites to continue its trust/security message IMC Online

Brought to you in association with As the stakes become larger, more companies will be turning to marketing to sell their goods and services Interactive is a powerful tool when used well, but it is just one more tool Marketing will continue to tie together all the tools in its arsenal through well-organized IMC programs The Future

Brought to you in association with Reasons to join To get FREE marketing content To get free downloads To get discounts on our services To get access to our resource centre Many other Powerpoints in this series in the members area