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Ketan, Here’s a traditional outline for speaking: Open 3 main points, in this case: Old versus new processes New approac

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

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Ketan, Here’s a traditional outline for speaking: Open 3 main points, in this case: Old versus new processes New approac

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  1. 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

  2. Profitably Grow Your Business throughInternet Marketing 2/26/2010

  3. 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

  4. 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

  5. Online Marketers Dillema Traditional Marketing 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 • 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

  6. Value Innovation Lower costs and increase value to create a unique value innovation Costs ValueInnovation Buyer Value Source: Blue Ocean Strategy

  7. Iterative Approach Assess Market Offers (revenue generators) Website Measure Key Conversions (KC’s) and Revenues (RPA) Personas based Search Engine Marketing Optimized Conversion Pages (KCP’s) Analyze KC’svs. expectations Map Keywords to Conversions Recommendations and Tests Improve Test Matrix (Conversion Rate, Value, Quality) Expand Content Search Optimization on Expensive keywords Evaluate Quarterly Evaluation and improvement Search Demand Analysis Persistent Marketing Opportunities Assess Measure Analyze Improve Evaluate

  8. 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

  9. EsenaSoft Results

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. Contact Thank you!

  17. Resources • Blue Ocean Strategy –W. H. Chang www.blueoceanstrategy.com • The Persuasion Architecture – Brian Eisenberg www.futurenowinc.com • Marketing Experiments – Flint McGlaughlinwww.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

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