Squiz IUC 2010 - Tait Radio - Online Marketing

Online Marketing

Squiz International User Conference 2010Jaco Swart, Tait Radio Communications

Online Marketing . .

Online MarketingOnline Marketing

Marketing

Get to know the real people that come to your sites

Provide the right online content (or service)

Bring the right visitors to your sites

Provide a compelling and satisfying experience Provide a compelling and satisfying experience

Dealing with the shift of Web ownership: IT to Marketing

The rules of Online Marketing The rules of Online Marketing


Marketing is to:Marketing is to:

find out what people want, and give it to them, profitably(Malcolm Auld, Direct Marketing Made Easy)


1 Get to know the real people that come to1. Get to know the real people that come to your sites

Who are the right people?

The buying cycle

Buyer groups

What is in it for each of them?

Rule #1: Align marketing and sales Rule #1: Align marketing and sales


The buying cycleThe buying cycle

ResearchNegotiationResearch Negotiation

Research

Awareness PurchasePurchase

AwarenessPurchase

SupportUp-sellSupport

Up-sell


Buyer GroupsBuyer Groups

User Buyer

Technical Buyer Coach Economic

Buyer


User BuyerUser Buyer


Technical BuyerTechnical Buyer


CoachCoach


Economic BuyerEconomic Buyer


1 Get to know the real people that come to1. Get to know the real people that come to your sites

Who are the right people?

The buying cycle

Buyer groups


Rule #1: Align marketing and sales Rule #1: Align marketing and sales


2 Provide the right online content2. Provide the right online content

Slow down: don’t jump to tactics

It’s a Business Process

Goals, requirements and content

Right content at the right time

Rule #2: know your customers intimately Rule #2: know your customers intimately


Online Marketing is a Business ProcessOnline Marketing is a Business Process

SituationWhere are we now?

NegotiationResearch ObjectivesAnalysis

Where do we want to be?

Awareness PurchaseStrategy

ControlHow do we get there?

Is it working?

Strategy How do we get there?

SupportUp-sellTactics

ExecutionWhich channels do we use?

Who does what, how?


Goals requirements and contentGoals, requirements and content

Goals RequirementsContent to fulfil requirements

Customer words

EconomicEconomic Buyer

Coach

Technical Buyer

User Buyer

And remember: What is in it for each of them?


And remember: What is in it for each of them?

Right content at the right timeRight content at the right time

ResearchNegotiationResearch Negotiation

Research

Awareness PurchasePurchase

AwarenessPurchase

SupportUp-sellSupport

Up-sell


2 Provide the right online content2. Provide the right online content

Slow down: don’t jump to tactics

It’s a Business Process

Goals, requirements and content

Right content at the right time

Rule #2: know your customers intimately Rule #2: know your customers intimately


3 Bring the right visitors to your sites3. Bring the right visitors to your sites

Segment your market

Target your customers

Where are they playing?

Rule #3: choose your customers well!


Segment your marketSegment your marketFit your offering

Possible to sell toReady to buy

Correct size Your market


Target your customersTarget your customers




Meet the Senior Partner



Meet the Senior Partner



Meet the Senior Partner’s other half



Meet the Senior Partner’s other half



Today is…



Today is…



and the Senior Partner is in…



and the Senior Partner is in…



Our job is to help people

We sell solutions to people’s problems





3 Bring the right visitors to your sites3. Bring the right visitors to your sites

Segment your market

Target your customers

Where are they playing?

Rule #3: choose your customers well!


4 Provide a compelling and satisfying4. Provide a compelling and satisfying experience

Customers don’t want to be numbers

Customers want it at their place (their channels), on their own time (buying cycle)on their own time (buying cycle)

Customers want to be listened to (on their channels)

Rule #4: It’s got to be personalg p


Social media examplesSocial media examples




















4 Provide a compelling and satisfying4. Provide a compelling and satisfying experience

Customers don’t want to be numbers

Customers want it at their place (their channels), on their own time (buying cycle)on their own time (buying cycle)

Customers want to be listened to (on their channels)

Rule #4: It’s got to be personalg p


5 Dealing with the shift of Web ownership5. Dealing with the shift of Web ownership from IT to Marketing

Let teams do what they’re best at, not what they want to claim

Geek teams in Marketing

Rule #5: Stop the politics and focus on the important stuff


5 Dealing with the shift of Web ownership5. Dealing with the shift of Web ownership from IT to Marketing

Let teams do what they’re best at, not what they want to claim

Geek teams in Marketing

Rule #5: Stop the politics and focus on the important stuff


The rules of Online MarketingThe rules of Online Marketing

#1: Align marketing and sales

#2: know your customers intimately

#3: choose your customers well!

#4: It’s got to be personal

#5: Stop the politics and focus on the important stuff#5: Stop the politics and focus on the important stuff


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