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Utilizing the Web for Effective Marketing Strategies: Nordic Insights June 2005

Explore experiences and strategies from Estonia, Lithuania, Sweden, Finland, and Denmark on enhancing online marketing through customer feedback, usability, and design. Learn how to increase sales and customer satisfaction using innovative web approaches.

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Utilizing the Web for Effective Marketing Strategies: Nordic Insights June 2005

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  1. Nordic Marketing Conference June 2005The web as a marketing mediaWorkshop 7 by Lotte Buchbjerg

  2. Agenda • Presentations around the table - brief • Experiences from Statistics Denmark Experiences from: • Estonia • Lithuania • Sweden • Finland

  3. Experiences from Denmark • Background • Project in the Spring 2005 • Implementation Maj 2005 • A continuous process

  4. Background We want to establish: • a horizontal marketing group • a functional organisation • a uniform design • a customer related web site - in Statistics Denmark

  5. The spring project • project group - horizontal • schedule • steering group Main goals: • increase sales in generel • increase usability before June 2005

  6. Four project goals • Customer feedback • New page for customers • Basic templates • Plan of implementation

  7. Ask your customers • Focus group interviews • Personal contact • Actual and potentiel needs • Customer behaviour • Satisfied customers return

  8. Focus group interviews • Three interviews in January • Manuscript • Concluding Report • Follow- up procedure

  9. Focus group interviews - results • Change is needed • Cross divisional solutions • Is data for free? • Active languages • Customer service

  10. New page for customers • User friendly entrance • Images/pictures • Standardized/individual products • References

  11. 2. New customer page

  12. Subsites • Status on the existing pages • Uniformity • Crossreference/linking • Training - Courses in maj

  13. Subsite template

  14. Plan of implementation • Training of the website editors • Instruction • New structure in list of subjects • How to publish • Maintenance - updating responsability

  15. What´s next?….. • Registration of customer contact • Continuous updating/developing • Define our market • E-commerce • Customer Relationship Management • www.dst.dk/service

  16. Summary • Feedback • Organisational structure • Schedule

  17. Your turn… • Estonia www.stat.ee • Lithuania www.std.lt • Sweden www.scb.se • Finland www.stat.fi

  18. Questions • Who are your priority customers? • What do you want to sell ? • How do you sell? • Do you have a sales departement? • Have you organised your outbound sale? – and how? • Have you organised your inbound sale? – and how

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