Dana Van Den Heuvel, KI

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Migrating Toward a Web-Centered Marketing
Strategy Experience From the Capital Goods
Marketplace

• Dana Van Den Heuvel, KI
• Raj Devasagayam, St. Norbert College
• MBAA, March 13th, 2003

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What is Web-Centered Marketing?
A Web-Centered Marketing Strategy is one where
marketing communiqué are centered on capturing
customer interactions at a web-enabled touch
point
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Traditional B2B Capital Goods Marketing

• Print
• Trade and Industry Publications
• Direct Marketing
• Event Marketing (Trade Shows)
• Public Relations
• ROI All Talk, No Action
• Little Regard for Measurement Evaluation

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Current B2B Decision Making
When todays 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)

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Current B2B Decision Makers

• 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.

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Lessons from B2C CPG

• Data-Rich Operating Environment
• Aggregators of Consumer Data
• WalMart, Kmart, Target
• Nielsen, Experian, Etc.
• GRPs/Tarps and RF
• Category Management Principles
• Commitment to Analysis

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Why Web Centered?

• Data-Rich Operating Environment
• Customer Prospect Data Store
• House List of Customer Emails
• Pay for Performance Model
• Measurement Accountability
• Real-Time ROI Analysis
• Fits Purchase Process

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Web-Centered Marketing

• 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.

PRINT
DIRECT MAIL
WEB
RADIO TV
TRADE SHOWS
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Creating a Web-Centered Strategy

• Setting Business Objectives
• Marketing Communication Audit
• Marketing Communication Web-Amenability
  Evaluation
• Develop Channel Metrics
• Center Marketing Communication Channels Around
  the Web
• Deploy Creative to Support a Web-Centered
  Marketing Strategy

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Setting Business Objectives
Setting Business Objectives

• Align With Overarching Corporate Goals
• Component of Sales Goals
• Support Corporate Go-to-Market Strategy

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Marketing Communication Audit
Setting Business Objectives

• Discovery Phase
• Evaluate Marcom Channels
• Audit All Customer Touch points
• What have you missed?

Marketing Communication Audit

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Web-Amenability Evaluation
Setting Business Objectives

• Conduct With Each Channel
• How Web Friendly?

Marketing Communication Audit

• What type of channel/touch point is it?
• Is the channel or touch point web centered?
• If no, what will it take to make web centered?
• What is the scope of this channel or touch point?
  (Internal/External, Multiple Markets)

Communications Web-Amenability Evaluation
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Develop Channel Metrics
Setting Business Objectives

• Effective and Illustrative Metrics
• In Concert With Established Goals
• Key Performance Indicators to Ascertain
  Effectiveness of Efforts

Marketing Communication Audit

Communications Web-Amenability Evaluation
Develop Channel Metrics
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Web Center Marketing Communication Channels
Setting Business Objectives

• Measurable Web Touch points
• www.you.com vs. www.you.com/ad
• Support Further Learning and Purchase Decision
  Phases

Marketing Communication Audit

Communications Web-Amenability Evaluation

• 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.

Develop Channel Metrics
Center Marketing Communication Channels Around
the Web
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Deploy Supporting Creative

• 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

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Web Centered Implementation

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Web Centered Implementation

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Advantage Web Centered Strategy

• 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

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Future Considerations Trends

• Growing Body of Research
• Corporate Mindset and Budget Shifts
• Integration Not Yet Commonplace
• Web Moves from Afterthought to Forethought

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Suggestions?
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Migrating Toward a Web-Centered Marketing
Strategy Experience From the Capital Goods
Marketplace

• Dana Van Den Heuvel, KI
• Raj Devasagayam, St. Norbert College
• MBAA, March 13th, 2003