Punahou School Presentation

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Web Marketing Marketing a Web Business Workshop
www.mindwind.com/fiji/fntc2003.html
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Web Site Marketing

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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What is e-Business

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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Defining e-Commerce

• E-Commerce allows business transactions to take
  place via telecommunications and computer
  networks, including the Internet and the World
  Wide Web.
• As a market, electronic commerce serves as a
  digital venue for the buying and selling of
  products and services. As a means for information
  exchange, e-Commerce allows business entities
  both within an organization and/or between
  organizations to communicate effectively.
• E-Business embraces the broadest definition of
  e-Commerce. E-Business includes customer service
  and intra- business tasks and is frequently used
  interchangeably with e-Commerce.

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What is e-Business?
The transformation of key business process
through the use of Internet technologies.
E-Marketing
E-Commerce
Your Company
E-Operations
Apply Internet technology to streamline all
aspects of business process
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What is e-Business?
Marketing (increase customers) Commerce (increase
sales) Operations (streamline business processes)
Traditional Business
E-Marketing E-Commerce E-Operations
E-Business
e-Business e-marketing e-commerce
e-operations
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What is e-Business?

• An e-Business is a company that incorporates and
  leverages
• the Internet to adapt to constant and continual
  change. To
• manage transitions smoothly, you have to remember
  two
• important ideas
• Start Simple, but expect to grow fast.
• Build on What you have.

e-Business e-marketing e-commerce
e-operations
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Typical Website Functionality
E-Operations
Integrate Backoffice processes
E-Commerce
Sophistication
Actively Sell Online
Actively Market Online
E-Marketing
Establish a Web presence
Get connected
Getting started
Time
Mature
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Direct Marketing Fundamentals

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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Direct MarketingWhat is it?

• Interactive - Sometimes called relationship
  marketing
• Specifically targets the market you want to reach
  via an understanding of that audiences
  demographic
• Response Driven
• Segments the audience further by appealing to
  their distinct needs and reason for buying
• Delivers a compelling message, is benefit
  focussed and provokes and inquiry or purchase

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Types of Markets

• World of Consumers
• Consider purchases a personal buying decision
• World of Business to Business
• Consumers with additional responsibility of
  buying for their company
• World of SOHO
• Small office, Home office (growing quickly)
• Has both personal and business responsibility

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Ways to reach these markets

• Direct Mail mailers, letters, catalogs, etc.
• Telephone outbound telemarketing, inbound 800
• Print Advertising newspaper, magazine, trade
  publications
• Electronic/Interactive CDs, faxes, email,
  Internet webinar, webcast
• Broadcast radio, TV, video, cable
• Events seminars, tradeshows, presentations

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The Internet Changes Everything

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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Marketing on the Internet

• The Internet is boundless (national, global
  reach)
• Offers increased business penetration
• Changes the economics of marketing
• Levels the playing field
• Establishes a brand new sales channel (direct and
  supply chain models)

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The Web Defies Traditional Logic

• Due to technical design, websites are
  non-linear
• Does not require a front-to-back reading style
• Encourages movement and flexibility
• Exposes the website visitor to everything
  simultaneously
• The visitor is no longer directed by the
  marketer, instead the visitor does the
  directing!!!

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Intersponding

• A new response model
• Visitors can respond any time along the way
  (requires proper website navigation and design)
• Provides
• Instant gratification
• Total and immediate responsiveness
• One to one communication
• Personal correspondence
• The ease convenience of automated response

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Effective Marketing Websites

• Compelling, well designed home page
• Timely updating
• Intuitive navigational flow
• High-value information content
• Response orientation
• Fast load - Content delivery time

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Promotional Tactics

• Revise existing printed materials
• Brochures
• Collateral
• Business Cards
• Stationary
• Direct Mail
• Yellow Pages
• All print advertising

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Promotional Tactics

• Link to Related sites
• Associations, Chamber of Commerce, related or
  complementary products/services
• Banner Ads / Cross Linking / Affiliates
• Search Engine Optimization
• Register with specialist in search engine
  registration

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Marketing Synergies

• Traditional advertising, eg. Print ads
• Branding and style is consistent
• Company name and domain name are consistent and
  marketable, eg. Lion Coffee
• Interactive call to action click to purchase

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Generating Qualified Leads

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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Email Lead Generation Programs

• Inbound Inquires
• Web response form allow better qualification
• Outbound Email
• Need to follow the rules - NO SPAM!
• Always ask permission (opt in) and provide an
  opt-out ability
• Personalize if possible
• Reference your Website in your messages
• Use for customer communications, follow-ups,
  major announcements, newsletters, surveys, etc.

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Lead Generation with Offer
Young Laundry
Web design Pacific WebTech
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Search Engines

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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Search Engine Economies

• Internet search economies will supercede
  distribution economies
• Huge efficiencies
• Find a digital camera with 4X zoom and 500,000
  pixels
• Online shopping vs. physical visits
• Save consumers time!

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Using Search Engines

• Frequently the lowest cost way of driving traffic
  to your site
• Drastically improves site visibility
• Different search engines search differently,
  change is constant
• Everyone knows it, few do it.

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Challenges to consider

• Listing criteria varies by search engine
• Site ranking factors
• External ranking factors
• Changes regularly, dynamic search provider
  environment
• It takes time to realize results

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Top Search Engines
Courtesy of SearchEnginePosition.com
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Search Engine Optimization

• Proactive
• The art of understanding the searching techniques
  employed by various search engines
• Creating engine-specific page content to maximize
  the visibility with that search engine

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How does search optimization work?

• Multiple home pages for multiple search phrases
• Different techniques for different engines
• Continual monitoring adjustment where needed
• Top 3 engines 79.5 of all searches
• Top 5 engines 89.5 of all searches

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How your website can be Optimized

• Concentrate on your homepage
• Have a strategic URL
• Use common keywords and phrases
• Limit your keywords and phrases
• Continual review and submission process

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Executing Instant Fulfillment

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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Benefits of Internet Based Fulfillment

• Acknowledgement
• Confirmation
• Fast updates
• Customer self-service
• Enhanced customer service

BUT 37 of online retailers FAIL to respond to
customers online requests.
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Enhancing Customer Relationships

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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Using the Internet to Create Emotional Bonds

• Goal Create Loyal Customers
• Personalize email thank-yous (premiums)
• E-newsletters, opt-in offer notification
• Tell-a-friend referrals
• Building a community of loyal customers who have
  common interests

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Build Customer Relations with Database

• Adds an additional layer of personalization
• Gives some control to content delivery
• Can be easily and frequently updated
• Allow for easier user tracking and data collection

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Increased Revenue

• New Accounts
• New Product and Service sales
• New Buyers
• Fewer Product Returns

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Typical Sales/Customer Service Cycle
Prospect Contact Lead Mgmt.
Customer Mgmt., Continued Support, Up Sell Oppty
Repeat sales
Typical Sales Cycle Everything your E-Business
should Help you do Better
Introduction, Meetings Proposal
Close Sale Order Process
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E-Marketing Checklist

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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E-Marketing Readiness Checklist
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Planning Your Next Step

• What is e-Business
• Direct marketing fundamentals
• The Internet Changes Everything
• Generating Qualified Leads
• Search Engines
• Executing Instant Fulfillment On the Internet
• Enhancing Customer Relationships Using the
  Internet
• E-Marketing Checklist
• Planning Your Next Step

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Things to remember

• Evaluate your e-Marketing checklist
• Evaluate your current site ratings
• Determine a plan to strengthen your existing
  Marketing Plan
• Research third party options - outsourcing
  partners
• Build an integrated marketing plan to include
  promoting your URL in any and all marketing
  materials, ads, articles, etc.
• Begin testing and trying new ideas

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Case Study Examples

• www.mindwind.com/fiji/fntc2003.html

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Mahalo and Aloha!