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Web-based Business Marketing

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An introduction to web business marketing, its many potentials and some of its pitfalls
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Hans De Keulenaer European Copper Institute [email protected] Web-based Business Marketing November 29, 2007
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Page 1: Web-based Business Marketing

Hans De Keulenaer

European Copper Institute

[email protected]

Web-based Business Marketing

November 29, 2007

Page 2: Web-based Business Marketing

www.leonardo-energy.org

Content

Introduction Concepts Web 2.0 New media The social web The dark side Conclusion

Page 3: Web-based Business Marketing

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IntroductionWhy Web-based Marketing?

Unprecedented opportunity for knowledge-rich organisations

Cost-effective to build a global brand & reputation

Instrument for business development Many spillovers

– internal communications– Knowledge management– Market intelligence– Project management

Page 4: Web-based Business Marketing

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IntroductionHas something changed?

Page 5: Web-based Business Marketing

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IntroductionThe true nature of communication

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ConceptsWeb presence has 4 layers

Increasing visits– Measure by web analytical package– Unique visitors, visits/visitor, pages/visit

Assess & improve the quality of visits– Introduce user interaction

Measuring the effectiveness of communication– Surveys

eMarketing impact/return-on-investment

Page 7: Web-based Business Marketing

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ConceptsNodes

What?– Consider each page as a mini-campaign

How?– Clean url, url aliasing– http://www.leonardo-energy.org/drupal/infrared-heating

Pros: use in e-mail, bookmark it, link from other sites, natural optimisation for search engines

Cons: - Pitfall: maintain permanent url’s!

Page 8: Web-based Business Marketing

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ConceptsTagging

What?– A tag is a (relevant) keyword or term associated with or

assigned to a piece of information (like picture, article, or video clip), thus describing the item and enabling keyword-based classification of information it is applied to

How?– Functionality in most content management systems

Pros: – Intuitive environment for user navigation

• Increase page views / visit– Powerful automatic meta-data for search engine

optimisation– Each tag creates a content stream

Cons: maintaining a consistent tag list; competition Pitfall: overtagging

Page 9: Web-based Business Marketing

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ConceptsTag cloud

What?– A tag cloud (or weighted list

in visual design) can be used as a visual depiction of content tags used on a website

How?– Functionality in most content management

systems Pros:

– An always up-to-date ‘what’s hot’ indicator– An ‘about us’ page by enumeration

Cons: - Pitfall: requires good taxonomy design

Page 10: Web-based Business Marketing

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ConceptsSyndication

What?– Web syndication is a form of syndication in

which a section of a website is made available for other sites to use

How?– Create a machine readible content stream– Automatic in most content management

systems Pros:

– a ‘what’s new’ service to partners, who then provide highly targeted traffic

– An inbox to the internet for knowledge workers Cons: too many streams to choose from

Page 11: Web-based Business Marketing

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ConceptsCommunity websites

User profiles, members list Contact other users Rating of content User comments Peer-to-peer forums Quiz, FAQ, Surveys Community of Practice groups Interviews

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Web 2.0Web generations

v1.0: the internet– Resilient communication

v2.0: the world-wide web html– Electronic broadcasting

v2.5: client-side interaction js, flash– Bells & whistles

v3.0: embedded languagesphp/mysql– Communities

v4.0: web services rss– Distributed web applications

V5.0: what’s next?– virtual worlds, intelligent websites

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Web 2.0RSS – Really Simple Syndication

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Web 20.0RSS – Really Simple Syndication

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Web 20.0RSS – Really Simple Syndication

What can you do with RSS feeds:– Readers can subscribe to them

• E.g. www.google.com/reader

– You can syndicate to other sites• E.g. WBCSD syndication on

http://www.leonardo-energy.org/drupal/energy_environment

– Automatic RSS to email convertors• E.g. www.aweber.com

Page 16: Web-based Business Marketing

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Web 2.0Why blogging (in business)?

Communicate with users Brand & reputation building Drive traffic to your website Project management Market intelligence Knowledge management

Page 17: Web-based Business Marketing

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Web 2.0Types of blogs

Company blog CEO blog Expert / guru blog Crisis blog Team blog Product blog

Page 18: Web-based Business Marketing

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Web 2.0Beyond blogs

Blog portal– E.g. www.edublogs.org

Blogs & corporate site– E.g. www.leonardo-energy.org

Blog, corporate site & community– E.g. www.marketingprofs.com

Microblogs– E.g. www.jaiku.com

Page 19: Web-based Business Marketing

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New mediaEmail marketing

(Automatic) digest, flash alert, newsletter / electronic magazine– Active promotion of website content

Key success factor:– Development of permission-based

mailing lists Metrics:

– open rate– click-through rate– conversion rate

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New mediaWeb events

What:– Live presentations on the web

• Visuals via browser• Sound via teleconference or audio broadcast

How:• Before the event: Promotion via website, for a & e-

mail marketing (typically 5-10,000 hits)• Event:

– 20–120 registrations– 10-40 participants

• After the event:– Posting presentation (100 – 1000 views @ 2006)– Webcast

Page 21: Web-based Business Marketing

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New mediaWebcasts

What:– Narrated interactive

presentations on the web• Both visual & sound via

browser• Not live

How:– Speaker provides

presentation & script– Audit scripts– Narrate script– Launch webcast

(100-7000 views @ 2007)(100-3000 views @ 2006)

Page 22: Web-based Business Marketing

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New mediaMinute lectures (& rapid e-learning)

What:– Short tutorials on the

web to introduce a topics

– Knowledge broadening rather than deepening

How:– 10-15 slide ppt

converted to Flash– Up to 2000

views/year Also: FAQ lists, howto

manuals, quiz, …

Page 23: Web-based Business Marketing

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New mediaPodcast/Vidcast

Podcast = your own radioshow “to go” Vidcast = your own TV channel “to go”

"Consumers want to listen to what they want, when they want, on the device of their choosing." Forrester Research Vice President, Ted Schadler

Copyright: conversation.be

Page 24: Web-based Business Marketing

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The social webNetworks

Business networks– LinkedIn, Xing– Facebook?

Purpose– Personal, organisation, industry profiling– Networking– Intelligence– Knowledge exchange

Page 25: Web-based Business Marketing

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The social webBookmarking

What?– Social bookmarking is a web-based service to

share Internet bookmarks How?

– Register, bookmark, tag– Over 150 services, e.g. http://del.icio.us

Pros: easy, highly effective for moderate use Cons: uncontrolled, no self-promotion, time-

consuming Pitfall: check service culture

Page 26: Web-based Business Marketing

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The dark side

Low risks for knowledge-rich, legitimate, credible, authentic business organisations

Some issues need to be managed:– Spam comments & registrations– Hackers– Negative blogs

• Rants: dignified indifference• Critics: engagement• Everything in-between

– The web as time machine Need for a company policy

Page 27: Web-based Business Marketing

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ConclusionBarriers to electronic marketing

Cultural– Fear of change– Lack of imagination– Image of e-marketing– Change of habits

• Change in agenda, lifestyle– Customers

Organisational– Lack of resources– Lack of knowledge & skills– Integration of the new 4 P’s

• planning, production, publising, promotion functions

Page 28: Web-based Business Marketing

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ConclusionThe 4 + 3 P’s of marketing

Conventional– Product– Price– Place– Promotion

Additional– Planning– Production– Publishing

Page 29: Web-based Business Marketing

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ConclusionAgendas of the conventional & e-marketeer

6h30 Leave home8h00 Flight to city10h30 Visit fair (5-10)12h30 Lunch with client (1)14h00 Seminar presentation

(40)15h30 Client meetings (2)17h00 Leave for airport21h00 Back home

8h30 Leave home9h00 Check email (10)10h00 Issue ezine (3,000)11h00 Create press room on

website11h30 Webmeeting (7)14h00 Webinar (20 + 1000) 15h00 Brief copywriter16h00 Update social

networks (3 + 100)18h00 Back home

Page 30: Web-based Business Marketing

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ConclusionImplications for marketing

Media no longer have exclusivity to communicate to the market– Also your company, employees, partners,

customers can set up channels The market not only listens, but also responds Customers find suppliers

– Be easily found New culture of openness, authenticity

– Showing real stories & real people– But content remains king (in business)

Page 31: Web-based Business Marketing

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ConclusioneTraining & eMarketing programme

1. Session 0 – leveling the field2. Blogs – cultural aspects3. Blogs – practical aspects4. Minute lectures5. E-mail marketing6. Webinars & Webcasts7. Virtual worlds8. New media9. Surveys & Quiz10.E-learning11.Knowledge management


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