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This work is licensed under the Creative Commons Attribution-NonCommercial-
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THE STARTING SITUATION OF AN ENTREPRENEUR WHO IS
PREPARING TO WRITE DOWN A MARKETING PLAN
WHO? WHO SHALL I OFFER
TO? WHO IS MY CUSTOMER?
WHAT
CUSTOMERS
DO MY
WANT?
WHICH NEEDS HAVE
THEY GOT?
HOW MUCH DO THEY PAY?
(THEY ARE WILLING TO PAY,
THEY ARE USED TO PAY FOR
FULFILMENT OF NEEDS)
WHERE DO THEY BUY?
WHERE ARE THEY USED
TO REFER TO?
HOW DO THEY GET
INFORMATION?
WHAT
AFFECTS
DECISIONS?
THEIR

Template for marketing plan
SEGMENTATION
WHAT I OFFER: MY
PRODUCT POLICY
IN EXCHANGE FOR WHAT:MY
PRICE POLICY
THROUGH
CHANNELS:
WHICH
DISTRIBUTION POLICY
MY
THROUGH
PROMOTION:
WHICH
PROMOTIONAL POLICY
MY

• Describe your product or service in sufficient detail for the audience to understand its function and differentiating characteristics.
• Pinpoint the value to your customer.
• Present current stage of development and your plans to exploit the product fully in the market.
• Describe the Life Cycle of your product, i.e., is it new, mature, a commodity? Proprietary?
Protected by patent or copyright?
4

• Demonstrate the demand for your product: how many units can you sell at what price.
• Support how you determined the above projections, e.g., market survey, current buying habits.
• Define your markets – who will buy?
e.g., individuals, businesses, government, overseas? Where are customers located?
5

• Describe how you will reach these customers, e.g., direct mail, ads, sales force, trade magazines; describe how long it will take from initial contact to completing a sale to getting revenue (sales cycle).
• Present the methods you will use to deliver your product, i.e., distribution.
• Describe how your customer will pay for the products. Will you finance?
6

• Visibility on the web
• Keywords
• Make or buy?
• Pay-per-click tools
• AdWord
• AdSense
• Google AdManager
• How to read the web results and statistics
• Exercise: define keywords
7

Direct
Navigation
64%
Search
Engines
36%
8

Include URL in other communications:
• Business cards
• E-mail signatures
• Publicity materials
• Letterhead
• Printed documents
• Radio and TV ads
• Local newspaper web site
9

• List your site with search engines and directories
95% of traffic comes from Google and Yahoo!
– bCentral.com
– WebTraffic.com
10

– eBay
– News groups
– Chat rooms
11

• Pay for search engine placement
– Overture.com
• Pay for ad clicks (PayPerClick)
– Google’s AdWords
• Lead generation and capture tools
– W5.com
• Track your traffic rank
– Alexa.com
• Improve your link popularity
12

– Web hosting company statistics
– Commercial web analytic tools
• WebSideStory
• bCentral’s Site Traffic Analysis
13

• Web writing
• From paper to web
• Professional writing for a corporate blog
• Corporate Blogs
• Internet PR and corporate reputation
• Advertising on line
• The role of web marketing in a low budget marketing strategy nonconventional marketing tools (on line and off line) cross marketing
• The interrelation between the web site and other promotional materials
14

• The need to collaborate and to share socially
• The need to express and be creative
• They expect direct access in their communications….they
sometimes seem to have more audacity in the way they want to access superiors than those from a more modern perspective
• They are driven with information and content more so than an older demographic (and can instinctively understand when they are being “sold”
• They demand flexibility and want to be worked with on their terms.
15

16

Blogs
• Blogs first emerged in 1997
• A blog created every second
• Comment modes enable interaction
• The “Blogosphere” is an incredible network with massive worldwide reach
17

• Blogger.com – owned by Google
• Most popular software – FREE!
• Here’s how to get started:
– http://blogger.com
– Choose title
– Choose design
– Create
– Configure
– Share
18

• Techo-News – begun in 2000
– Developed as a tool to share current research with students in graduate seminar
• Selected current readings for required critiques
• Ed Tech – begun at request of state board of ed
• Online Learning Update
– Turned into something more
– Reach and Impact
• Reflections – not just text
19

• iPods
– First iPod released Oct 23, 2001 – latest (?) generation is the fifth generation
– http://www.ipodreview.co.uk/#1
– http://www.md3d.com/ (6 th generation mock-up by md3d)
• Podcasting = i POD + broad CASTING (using blogs)
• iTunes version 4.9 and more recent aggregates the podcasts (using RSS) and auto-transfers them to iPod
• http://audioblogger.com
415-856-0205
20

RSS
• “Really Simple Syndication” RSS 2.0
• Xml format – concisely describes a site
• Enables a variety of tools to access and manipulate the feed
• iTunes, Sharp Reader, Yahoo, Firefox … all offer
RSS aggregation
• Have already seen dynamic web sites
• The thread that links many Web 2.0 apps
21

• The web is becoming the hub for marketing strategy
• Web marketing is often the only affordable marketing for SME
22

• Internet increases globalization
• Internet increases flexibility
• Internet can decrease the need of investments
• Internet gives access to SME
23

• Definition of e-commerce: from the window to payments
• How to decide to sell on Internet
• Marketplaces and malls on Internet
24

• To be or not be on Internet?
• How to choose among some popular type of presence on Internet
25

• Web means not only web sites, portals and vortals
26

• E-mail marketing
• Advertising on Internet
• Search engines as a marketing tool
27

• Be clear on your objectives
• Design your site
• Get the word out!
• Track your results to identify areas for improvement
28

– Define your site’s purpose
– Understand your role
– Know your customers
29

OR
Internet
Site
Intranet
Site
• Public or private?
• Sales, promotion, entertainment, information, or organizational transparency
30

Major site developer
OR
Content Contributor
31

• Who do you want to attract?
• Why do you want them there?
• Are they from within your company or outside your company?
• Are they local or global?
• Do they already know about you or are you a new player?
32

• Find a great domain name
• Design your site with traffic in mind
• Deliver valuable and usable content
33

• Company name
• Product descriptor
• Easy to remember
• Easy to spell when heard
• Have multiple names that point to your site
34

• Optimize or pack your site with keyword phrases and meta-tags
• Add a Site Map
• Develop unique and descriptive page titles, including keywords
• Don’t use frames
• Add useful Web parts
35

• Keep information up-to-date
• E-mail links to documents on your site rather than the documents themselves. Post:
– Agendas and Minutes
– Reports and Presentations
– Charts and data
• Post documents in various formats
– Onscreen and download
• Adobe Acrobat
• PowerPoint
36

• Publicize your site address
• Make search engines work for you
• Go find your customers
• Explore other Web marketing tools
37

Web 2.0
• Tim O’Reilly 09/30/05 www.oreillynet.com
38

Web 2.0: the story
• Mid 90s: big portals and e-commerce (Yahoo, Amazon, eBay, Google…)
• End of 90s: crisis of new economy
• 2000-2004: the dark
• 2005 to now:
– eBay buys Skype
– Time: the person of the year is “YOU”
• …………………………………
39

Web 2.0
What is the next BIG (or little) thing?
Web 2.0 certainly is the context of what is coming!
• It is NOT static – not the web page of the ’90s
• It is a platform that is:
– Dynamic
– Interactive
– Engaging
– Syndicated
40

Web 2.0
• Web 1.0: “commerce”
• Web 2.0: “people”
• It’s about collaboration
41

Web 2.0
• The web as a platform
• Collective intelligence
• Data is the Next Intel Inside
• End of the Software release Cycle
• Lightweight Programming Models
• Software Above the Level of a Single Device
• Rich User Experiences
• The user is in control
42

Web 2.0
• Social Networking
• Blogs
• Digg, delicious
• Flickr
• You Tube/ Daily Motion
• Wikipedia
• Rss
• BaseCamp
43

• Driving forces
1. Innovators and early adopters
2. Financial Considerations (Open Source)
3. Competition (new rules9
• Mitigating factors
1. Knowledge
2. Licensing commitments
3. Transition woes (the reluctant, hosting, support, training)
44

• This second half of the first decade
– Access, access, access – broadband via seamless mix
– Mobility – via merged devices
– Computers shrink into enhanced cell phones
– Open source rules – 3 rd party support rises
45

Enterprise 2.0?
• Is Web 2.0 useful for the enterprises?
• The Long Tail
46

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This work is licensed under the Creative Commons Attribution-NonCommercial-
NoDerivs License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/