Ketan,
Here’s a traditional outline for speaking:
• Open
• 3 main points, in this case:
– Old versus new processes
– New approach (with case study)
– Deliverables/expectations of new process
•
•
•
•
•
Close
Thank you
18 slides or under
Bullet points, not paragraphs of verbiage
Handouts contain more of the “meaty” material
Profitably Grow Your Business
through
Internet Marketing
2/26/2010
Principles of “New Marketing”
“Marketing is a science. It is about
experimentation, measurement, analysis,
refinement, replication.
You must be willing to change your mind.”
Sergio Zyman
- Former CMO Coca Cola
Purpose: Sell More Product
• Strategy is the boss
• Figure out what is desirable and make what
you have to offer desirable
• Sameness doesn’t sell
• Measure each brand and marketing region
regularly and often
• Use the right yardsticks
Online Marketers Dillema
Traditional Marketing
• First What - Differentiation
– Product Features
– Service Benefits
– Solution Elements
• Then Who - Targeting
– Market Segmentation
– Ideal Customers
– Competition
• Finally How – Execution
– Develop Sales Force
– Territorial Expansion Regional
– Monitor Costs of Sales
Online Marketing
• First How – Discovery
– Search Demand
– Traffic Analysis
– Search Marketing Competition
• Then Who - Intent
– Identify Intent
– Map personas
– Establish Trust
• Then What - Offer
– Optimize Usability
– Provide Value
– Present Offers
Value Innovation
Lower costs and increase value
to create a unique value innovation
Costs
Value
Innovation
Buyer Value
Source: Blue Ocean Strategy
Iterative Approach
•
Assess
–
–
–
•
Measure
–
–
–
•
KC’s vs. expectations
Map Keywords to Conversions
Recommendations and Tests
Improve
–
–
–
•
Key Conversions (KC’s) and Revenues (RPA)
Personas based Search Engine Marketing
Optimized Conversion Pages (KCP’s)
Analyze
–
–
–
•
Market
Offers (revenue generators)
Website
Test Matrix (Conversion Rate, Value, Quality)
Expand Content
Search Optimization on Expensive keywords
Evaluate
–
–
–
Quarterly Evaluation and improvement
Search Demand Analysis
Persistent Marketing Opportunities
Use Case:
Client:
• Esenasoft develops Ipod applications and online games for kids. They have
developed over 30 games targeting the 5-11 year old market.
Problem:
• Insignificant Revenues from games developed @ established rates
• Games valued by kids however purchased by adults
Actions
• Test Add (?) supported model as alternative business model
• Create client loyalty and repeat usage through SEO
• Integrate educational value into games to incentivize parents to purchase
Results
• Traffic grew by 6500% in 6 weeks
• Downloads increased from 12k (Nov-2009) to 176k (Jan-2010)
• Increased revenues of $8k in 1 month and expected doubling within 3
months
EsenaSoft Results
Sources
Visits
% visits
11/1 – 12/20/09
32,171
62.07%
9/12 – 10/31/09
0
0.00%
% Change
100.00%
100.00%
11/1 – 12/20/09
16,813
32.44%
9/12 – 10/31/09
0
0.00%
% Change
100.00%
100.00%
(direct) ((none))
google (cpc)
fulltraffic.net (referral)
11/1 – 12/20/09
1,663
3.21%
9/12 – 10/31/09
0
0.00%
% Change
100.00%
100.00%
11/1 – 12/20/09
493
0.95%
9/12 – 10/31/09
0
0.00%
% Change
100.00%
100.00%
google (organic)
dev.ensenasoft.com (referral)
11/1 – 12/20/09
113
0.22%
9/12 – 10/31/09
0
0.00%
% Change
100.00%
100.00%
Deliverables By Phase
• Assess
– Behavioral Matrix
– Conversion Funnel
– Current Footprint
• Search Engines
• Site Traffic
• User Profiles
– Recommendations
• Key Measures
• Additional Goals
• Test Design
Assess
Market
Revenue Generators
Keywords
Website
Deliverables By Phase
• Design
– Keyword Scaffolding
– Initial SEM Campaign
– Conversion Event Test
– Site Analytics
– Goal Tracking
Measure
Key Conversions and Revenue Values
Personas based Search Engine Marketing
Optimized Landing Page
Plot Distribution for all measures
Deliverables By Phase
• Test
– $500 SEM Initial Test
– Verify User Persona and Behaviors
– Establish Base Conversion Rate
– Optimize Landing Page for Revenue
Measure
Key Conversions and Revenue Values
Personas based Search Engine Marketing
Optimized Landing Page
Plot Distribution for all measures
Deliverables By Phase
• Analyze
– SEM Performance
– Keyword Strategy
– Search Footprint
– Traffic Comparison PPC vs SEO
Evaluate
Quarterly Evaluation and improvement
Search Demand Analysis
Persistent Marketing Opportunities
Deliverables By Phase
• Improve
– Additional Revenue Events
– Optimize SEM Campaign
– Implement SEO/Content Strategy
– Test Radical Redesign
– Offer Testing
Improve
Test Matrix (Conversion Rate, Value, Quality)
Expand Content
Search Optimization on Expensive keywords
Recommendations
Innovate everything including business models
Look to meet existing customer demand
Focus on value innovation to increase profits
Market to multiple Personas to increase
conversions
Measure and Test to evolve your business
Contact
Resources
• Blue Ocean Strategy –W. H. Chang
www.blueoceanstrategy.com
• The Persuasion Architecture – Brian Eisenberg
www.futurenowinc.com
• Marketing Experiments – Flint McGlaughlin
www.marketingexperiments.com
• The Innovators Solution – Clayton Christensen
www.theinnovatorssolution.com
• The Speed of Trust – Stephen M. R. Covey
www.speedoftrust.com
• A Whole New Mind – Daniel Pink
www.danpink.com