Marketing on the Internet

Whether or not you are online, 20% of the World’s population is.

• Capture and retain more customers• Sell more products and services• Reduce costs and improve efficiency• Software as a Service

Pearl Software

Maximising the power of the internet for business

Lush Longboards

ForumsExcellent for community but can be hard work!

Lush Longboards online

• Strong website for brand presence• Ecommerce sales, retail and wholesale• Forum, Facebook and YouTube• 30,000 newsletter subscribers globally• Warehouse in Easton, office in central Bristol• Bookkeepers in Bath, Accountants in London

So why online marketing?

• Huge audience potential • The cost to reach ratio is relatively low • It’s dynamic and reactive – eg product launch• Easily traceable for ROI reporting• Many of the processes can be automated

• Build a community• Collect feedback• Learn about your customers• Build statistics for intelligent decision making

Who are we targeting?

0 500 1000 1500 2000 2500

Repeat business

Sales conversion

Lead generation

Website traffic

Brand awareness

Search Engine Optimisation

• Natural listings• Making your site robot friendly• Have relevant content• Add meta page information• Use sitemaps & Product feeds• Create inbound links

• Use Google Webmaster Tools

Google Webmaster Tools

Google products & shopping

Pay Per Click

• Google Adwords, Microsoft adCenter• Cost from 1 penny to £35 a click, typically <£5• Very traceable• Needs careful keyword analysis

• Conversion rate optimisation is key

Tracking your online marketing

Use Google Analytics & CRM software

0 500 1000 1500 2000 2500

Repeat business

Sales conversion

Lead generation

Website traffic

Brand awareness

Converting this traffic to revenue

Turn marketing into revenue

• Product sales via online shop• Service sales via lead closure

• Ecommerce software• CRM software (Customer Relationship Management)

• Email marketing & Auto responders

Email marketing

News and information Auto responders

The benefits• Online, anytime, anywhere• No need for on site server• Backed up and always up to date• Cost effective monthly subscription

The risks• Outsourcing data• Dependency on internet connection• Dependency on supplier viability

Cloud computing for businessSoftware as a Service

• Hosted, web based CRM• #2 fastest growing tech company behind Google

• More than 52,000 customers• 1.1 million subscribed users• 3,300+ full time employees

• Website and ecommerce• CRM and contact management• Email marketing integration• Products and Stock control• Finance and accounting

• Online, anytime, anywhere

Pearl

Brand awareness

Traffic generation

Lead capture via website and forms

Sales closure with CRM/ecommerce

Customer retention

So what does the future hold?

• Increased use of social media for business• Reduced spend on traditional marketing• Community based viral/word of mouth

• Fully integrated website, marketing and CRM systems• A move to online software

• Better vendor transparency

Further informationPromote your site: http://www.google.com/webmastersTrack your web traffic: http://www.google.com/analytics

Email marketing: http://www.mailchimp.com

Web hosted CRM solutionshttp://www.salesforce.com http://www.thisispearl.com http://www.sugarcrm.com

From lead to sale, integrated and onlinehttp://www.thisispearl.com http://www.netsuite.com

Online marketing trends for 2009:http://www.strangecorp.com/news/view/online-marketing-trends-in-2009

Chris Tanner, Pearl Softwarewww.thisispearl.com 0845 0038935