Turning Visitors into Customers: A Guide to E-Marketing

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Turning Visitors into Customers A Guide to
E-marketing
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Turning Visitors Into Customers Guide to
E-marketing

• Explore how e-marketing techniques and Customer
  Relationship Marketing strategies can convert
  your online visitors to your loyal customers.

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Agenda

• The world of marketing
• The changing landscape
• Make it happen!

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Customer Relationship Management (CRM) The
general purpose of CRM is to enable organizations
to better manage their customers through the
introduction of reliable systems, processes and
procedures for interacting with those customers.
CRM Definition

• www.wikipedia.org

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E-marketing is a type of e-commerce that can be
defined as achieving marketing objectives through
the use of electronic communications technology
such as Internet, e-mail, databases and mobile
devices.
E-marketing Definition

• www.wikipedia.org

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I know half the money I spend on advertising is
wasted, I just dont know which half
The World of Advertising

• John Wannamaker
• 1886

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The World of Advertising
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The World of Advertising
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How Effective is it Really?
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How Effective is it Really?
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The World of E-marketing

• Video on E-marketing shift

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2006 Advertising Spend in the US

• Increase by 4.2 in 2005 over the 2004 figures.
• Internet advertising led the field with an
  increase of 23 over other media categories.
• Website Improvements 39
• Search Marketing 38
• Online Ads 28
• E-mail Marketing 13

Source iMedia Connection
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The World of E-marketing
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Agenda

• The world of marketing
• The changing landscape
• Make it happen!

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The New Customer Value
The Ten Demandments 1. Guide me 2. 24/7 3.
Make it easy 4. Put me in charge 5. Inspire me 6.
Get to know me 7. Reward me 8. Stay with me 9.
Earn my trust 10. Exceed my expectations
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The Paradigm Shift

• Its here and the customer is in control
• Access
• Interface
• Media in their hand
• What is driving the shift
• Crystallization
• Collaboration
• Creation

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The Paradigm Shift

• Who is driving this shift?

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Dialogue Marketing
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E-marketing Technologies
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The Internet Population
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E-marketingGet out in front
A new survey finds that not only are small and
medium-sized businesses going online they are
depending on it more for marketing and profits.
With 53 of small businesses with Web sites
saying their sites are primarily to provide
company credibility, and 29 saying the sites
provide a critical building block for developing
the products and services, the Barometer revealed
how central Web sites are becoming for
businesses.
Source eMarketer report Oct. 2005
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Agenda

• The world of marketing
• The changing landscape
• Make it happen!

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Make It Happen!
Data
Marketing
Results
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Make It Happen!
Marketing
E-marketing Achieving marketing objectives
through the use of electronic communications
technology
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E-marketing

• Websites
• Landing Pages
• Micro sites
• Email Marketing
• SEM
• Organic
• Pay per click
• Online Advertising
• Blogs
• Podcasts

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Websites
Websites
Source Emarketer Report
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Websites
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Five Tips For Email Marketing

• Build your list
• Getting customer to Opt-in
• Piggy-Back Marketing
• Effective subject lines
• Dont neglect your email design

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Five Tips For Email Marketing

• Build your list
• Web form
• Shopping cart form
• Search engine marketing
• Refer a friend
• Getting customer to Opt-in
• Piggy-Back Marketing
• Effective subject lines
• Dont neglect your email design

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Five Tips For Email Marketing

• Build your list
• Getting customer to Opt-in
• Dont hide the link
• Dont disguise
• Home Page
• Piggy-Back Marketing
• Effective subject lines
• Dont neglect your email design

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Five Tips For Email Marketing

• Build your list
• Getting customer to Opt-in
• Piggy-Back Marketing
• Promote through other marketing efforts
• Landing Pages
• Effective subject lines
• Dont neglect your email design

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Five Tips For Email Marketing

• Build your list
• Getting customer to Opt-in
• Piggy-Back Marketing
• Effective subject lines
• Inform
• Intrigue
• Entrust
• Dont neglect your email design

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Five Tips For Email Marketing

• Build your list
• Getting customer to Opt-in
• Piggy-Back Marketing
• Effective subject lines
• Dont neglect your email design
• Design and layout is one of the easiest
  improvements
• Pull your readers through the message

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Email Marketing
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Search Engine Marketing
Source Emarketer Report
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Search Engine Marketing

• Organic Search
• Top ranking based on content, links and HTML tags
• Pay Per Click
• Pay for placement

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Search Engine Marketing
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Online Banner Ads

• Research ad networks
• Ad testing
• Size
• Location
• Creative
• Offer
• Explore alternatives
• Refine based on results

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Online Banner Ads
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E-marketing in Action
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E-marketingEngage
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E-marketingPersonalize
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E-marketingLearn More
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E-marketingEducate
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E-marketingOffer
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E-marketingCross-Sell
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Make It Happen!
Data
CRM Systems, processes and procedures for
interacting with customers.
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DataCRM Value

• Understand and predict customer needs
• Build valued and long-term customer relationships
  
• Manage customer profitability
• Improve branding and customer loyalty
• Contain delivery cost

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DataProcess
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DataProcess
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DataProcess
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DataSystems
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DataSystems
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DataSystems
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DataCustomer Interaction

• Customer Managed Relationship
• Technology has moved the control to the consumer.
  
• Must learn with every interaction
• Sort, Retain, Disseminate
• Constant feedback and stay in front
• Research, Organize and Learn

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Make it happen!
Results
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ResultsMeasurements
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ResultsDashboard
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The Future of Communication
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Sundog Interactive

• A measurable marketing company that creatively
  combines a wide range of interactive and
  traditional marketing solutions to help your
  company build brand and knowledge equity and
  create a positive return on marketing
  investments.
• To see E-marketing in action visit
  www.sundog.net/PRnet
• Eric Dukart
• VP, Customer Insights
• eric.dukart_at_sundog.net
• 701-476-2392