e-marketing Strategy Across Borders

Transcription

1 e-marketing Strategy Across Borders 1

2 Hallo I m Peter Enger. I m a pracademic, thank you for having me here. About me Senior Lecturer University of Southern Denmark: e-business Strategy, e-commerce Management, e- Marketing & Digital Communication, Market Analysis, Business Plan (2001) Engergroup Internet Management Consulting: Adviser in e-strategy and management (2002) Former e-commerce Manager Danfoss, and Corporate e-business Manager Dangaard Telecom. Worked with global e-business (B2B/B2C) since 1999, with organisations such as The Danish Foreign Service, Microsoft, Tetra Pak, Siemens, Sweetdeal, Zalando, Carlsberg, LEGO, etc. Mentor and advisor in thousands of global cases. 2

3 e-business e-procurement e-commerce e-marketing September 15 3

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6 what s in it for me value proposition communication To encourage progress through the communication steps, content should create incitement to learn more, prompting the next steps of MWR s. Don t do 1 thing 100% better keep doing 100 things 1% better Communication Objective e-commerce Methodology e-activities Awareness Lead Generation Interaction Affinity Loyalty Interactive PR Creative Media Search Engine Marketing Promotions Affiliate Programs Direct Response Media Online Events Targeted Permission-based Initiatives Viral / Social Media Personalization Newsletters / RSS Feeds Brand Reinforcement Customer Relationship Mgmt. Reward Programs P-to-P Advocacy Enger e-communication model University of Southern Denmark Interactive PR, is a combination of search-optimizing press releases, blogger outreach and the use of social media to promote company news and announcements Creative media is the use of online graphic materiel from banners to video. SEM = SEO + PPC Promotions like custom white papers, video white papers, and sponsored webcasts Affiliate programs give financial motivations to affiliate for each visitor or customer brought about by the affiliate's own marketing efforts Direct response media can include Cell Phone Text messaging, , interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Online events including Webinars, Webcasts, Web Conferencing and Web Seminars. Categories include, internal events, client training, staff on-boarding, external marketing and customer communications. marketing that lets you reach only specific types of people Permission marketing and Location-based marketing is the ability to customize marketing messages through smartphones and tablets based on a prospects location and preferences. Transmission vehicles for viral messages include: pass-along based, incentive based, trendy based, and undercover based. Viral messages appeal to individuals with high social networking potential (SNP). Personalization implies that the changes are based on implicit data, such as items purchased or pages viewed. The term customization is used instead when the site only uses explicit data such as ratings or preferences. Brand reinforcement involves ensuring innovation in product design, manufacturing and merchandising and ensuring relevance in user and usage imagery. Service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service Efforts that reward, and encourage, loyal buying behavior Partner-net and Relationship E-commerce External Usability Focus Connecting Content to the Purchase Experience Constant effect monitoring through Conversion Marketing 6

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8 Communication about products, prices, discounts. Aim: Efficient order handling. Value ad for customers and dealers. More sales, less costs. Evaluation based on product specifics. Bundling based on logical packages for common buyer needs. Enhanced communication based on companies perception of its product value proposition e-marketing: Loyalty programs, e- mail marketing, personalization. Communication about Company (About us, Contact, Mission, activity links, PR, etc.) Type: Corporate portal, country portal, generic shops. Aim: Broadcasting to customers, potentials, investors, press, business partners and potentials, public. e-marketing: Limited potential Enger Matrix light version Communication about products, prices, discounts & value, B2B, B2B2B or B2B2C across the enterprise and beyond. Aim: More sales of products and Accessories. OEM product knowledge. Closer relations to strategic partners. Increasing switching costs and loyalty. Avoiding channel conflicts. e-marketing: Value chain marketing, partnerships, affiliate network, etc Communication about BA s, product lines and value adds for the customer who evaluates alternatives and suppliers. Commercial teaching. Aim: Focus on business area Communication. Efficiency of e- learning. Sales through knowledge to the market. Campaign optimization, social media zones and monitoring. e-marketing: SM, SEM, online ads, offline campaigns, etc 8

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11 Interaction company / customer High The Social Media Zones examples Polyvore Facebook LivingSocial Groupon / Sweetdeal Snipi VideoGenie TripAdvisor Payvment Social Commerce Social Publishing Blogs: Blogger, Wordpress, Blogspot, Technorati, tumblr Media Sites: Youtube, Flickr, Picasa, SmugMug, SlideShare, Scribd Bookmarking: Diigo, Reddit, Stumbleupon, Digg, Pinterest Low Come2Play Second Life MySpace Zynga ugame Ask.FM Social Entertainment Social Community Low Enger & Hollensen Social Matrix University of Southern Denmark Twitter Facebook Xing Wer-kennt-wen LinkedIn Google + StudiVZ Lokalisten High Interaction customer / customer 11

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