Emarketing strategies for success

eMarketing Strategies for Sucess
eMarketingeMarketing
strategies forstrategies for
SuccessSuccess
Gary Gopinathan, CEC, PDM (Asia Pacific)
Founder / Director of Consulting and Training
GSQM

DisclaimerDisclaimer
• Any names, brands or trademarks mentioned do not
expressively mean that we are promoting or advising
that you should adopt such practices.
• You should always consult your consultant to advise
on these measures before embarking on any
campaigns.

AgendaAgenda
• Digital world today – Globally and in Asean
• Technology Leadership
• Digital Technologies explained
– Search Engine Optimization
– Paid Search Marketing
– Podcast / VODcast / Webinar
– Video Advertising
– Digital Simulation
– Game Development
• Usage of these technologies
• Innovative creation of these technologies
• How digital technology is influencing companies today
• How can engineering faculties be ready to ride this wave of
growth
• Q & A

Trainer: Gary GopinathanTrainer: Gary Gopinathan
• Gary Gopinathan is a Marketing and Business Consultant with over 10 years of
experience in the various aspects of Accounting & Finance, Information Technology
& Software Development, e-Business and Marketing.
• Gary is a Certified eCommerce Consultant accredited by Institute of Certified
eCommerce Consultants, USA and holds a Prof Dip - Marketing (Asia Pacific). Gary
has trained over 8,000 individuals
• Gary is a Board Member of the Asia Professional Speakers Singapore and is an
Active member of the following associations:
– Marketing Institute of Singapore (MIS)
– Web Analytics Association (WAA)
– Direct Marketing Association of Singapore (DMAS)
– Asia Digital Marketing Association (ADMA)
– Search Engine Marketing Professionals Organization (SEMPO)

Digital world today –Digital world today –
• Globally
• Asean

Technology Leadership
• Technology leadership is business or
industry leadership
• World is flat

Digital Technologies explained
– Search Engine Optimization
– Paid Search Marketing
– Podcast / VODcast / Webinar
– Video Advertising
– Digital Simulation
– Gaming

History & Growth of InternetHistory & Growth of Internet

Customer Contact FundamentalsCustomer Contact Fundamentals
• Where are you touching your customers
FIRST
• Are you repeated touching your
customers and through which medium?

Introduction to eMarketingIntroduction to eMarketing
• Digital Marketing is
Applying digital technologies which form online channels to
market … (web, email, database, plus mobile / wireless and
digital TV)
to …contribute to marketing activities aimed at achieving
profitable acquisitions and retention of customers
through… recognizing the strategic importance of digital
technologies and developing a planned approach to improve
customer knowledge, then delivering integrated targeted
communications and online services that match their
individual needs

SOSTAC Planning FrameworkSOSTAC Planning Framework
Situation
Analysis
Control
Actions
Tactics
objectives
Strategy

Types of online PresenceTypes of online Presence
• Transactional ecommerce site
• Service-oriented relationship building site
• Brand building site
• Portal or media site

Alternative relationshipsAlternative relationships
EM EC
EB
E-marketing has some overlap with
e-Commerce and eBusiness
a)
b)
EM = EC = EB
EC
EM
EB
eBusiness eccompasses e-
marketing and ecommerce, but e-
marketing involves more process
than e-commerce
E-marketing is broadly
equivalent to e-
commerce and e-
business
c)

ObjectivesObjectives
• Failures due to not agreeing to clearly defined
objectives and razor sharp strategies.
– Grow Sales
– Add value
– Get closer to customer (tracking, ask questions, creating dialogue,
learning about them)
– Save costs (of service, sales transactions and admin, print and post)
– Extend brand online

ObjectiveObjective
• Sell – using the internet as a sales tool
– DELL, IBM, General Electric
• Serve – using the internet as a customer service tool
– FEDex, DHL – package tracking tool
• Speak – using the Internet as a communication tool
– Press Release
• Save – using the Internet for cost reduction
– Web based customer service, Annual report sales literature, user
manuals, cheaper phone calls (SKYPE)
• Sizzle – Using the Internet as a brand-building tool

Communication channelsCommunication channels
Online Games
SMS / MMS
email
RSS
Instant Messaging
IPTV
Outdoor
Advertising
Web
Online
Gambling
Offline media

Flat world, thomas FriedmanFlat world, thomas Friedman
#1: Collapse of Berlin Wall--11/'89: The event not only symbolized the end of the
Cold war, it allowed people from other side of the wall to join the economic
mainstream. (11/09/1989)
#2: Netscape: Netscape and the Web broadened the audience for the Internet from its
roots as a communications medium used primarily by 'early adopters and geeks' to
something that made the Internet accessible to everyone from five-year-olds to
eighty-five-year olds. (8/9/1995)
#3: Workflow software: The ability of machines to talk to other machines with no
humans involved. Friedman believes these first three forces have become a “crude
foundation of a whole new global platform for collaboration.”
#4: Open sourcing: Communities uploading and collaborating on online projects.
Examples include open source software, blogs, and Wikipedia. Friedman considers
the phenomenon "the most disruptive force of all."
#5: Outsourcing: Friedman argues that outsourcing has allowed companies to split
service and manufacturing activities into components, with each component
performed in most efficient, cost-effective way.

Flat world, thomas FriedmanFlat world, thomas Friedman
#6: Offshoring: Manufacturing's version of outsourcing.
#7: Supply chaining: Friedman compares the modern retail supply chain to
a river, and points to Wal-Mart as the best example of a company using
technology to streamline item sales, distribution, and shipping.
#8: Insourcing: Friedman uses UPS as a prime example for insourcing, in
which the company's employees perform services--beyond shipping--for
another company. For example, UPS itself repairs Toshiba computers on
behalf of Toshiba. The work is done at the UPS hub, by UPS employees.
#9: In-forming: Google and other search engines are the prime example.
"Never before in the history of the planet have so many people-on their
own-had the ability to find so much information about so many things and
about so many other people", writes Friedman.
#10: "The Steroids": Personal digital devices like mobile phones, iPods,
personal digital assistants, instant messaging, and voice over IP or VOIP.

Where is my business in thisWhere is my business in this
connected world?connected world?
Is my business connected?Is my business connected?

Is your competitor seated next toIs your competitor seated next to
you TODAY?you TODAY?
What is your competitor doing thatWhat is your competitor doing that
you are not doing?you are not doing?
What can you find out online aboutWhat can you find out online about
them?them?

Customer Acquisition strategyCustomer Acquisition strategy
• What is your current strategy
– How do you get your customer TODAY?
– How do you want acquire your customers
FROM TODAY?

Web MarketingWeb Marketing

In the “old” daysIn the “old” days
• TV, Radio, Print media were CHANNELS
– You either published or consumed media
– Social influence limited to neighbours, family, work
colleagues –“people you knew personally”
• Measurement was easy
– Count the heads of those who consumed a channel
– Stratify it into a few social groups if you’re advanced
– Simple, easy, worked fairly well

AudienceAudience
• Demographics
• What technology tools do they use
• Are they in social networks
• Do they publish a blog?
• What do they expect from your portal / site?

Along came the InternetAlong came the Internet
• Now millions participate
• Anyone can publish, comment, recommend, draw
attention, relay, shape opinions
• Social influence now reaches (and impacts)
thousands of people you don’t know –who often trusts
you more than they trust traditional publishers
• Think also NETWORK –not channels

Web 2.0 andWeb 2.0 and
Marketing New 4PsMarketing New 4Ps
Personalization
Participation
Peer-to-Peer Community
Predictive Modeling

Levraging Digital TechnologyLevraging Digital Technology
Promoting products and services using
online distribution channels to reach
consumers in a
Timely
Relevant
Personal
Cost Effective Manner

Digital MarketingDigital Marketing
mediums / networksmediums / networks
Online Games
SMS / MMS
email
RSS
Instant Messaging
IPTV
Outdoor
Advertising
Web
Online
Gambling

New MediaNew Media
Animation
Audio
Virtual Worlds
Video
ROVION Video forROVION Video for
your Web Portalyour Web Portal
www.rovion.com

Pull vs. PushPull vs. Push
Pull
Push

FeedCommerceFeedCommerce

Something to think about?Something to think about?
Who have influence in relation to an issue/brand? (Who should we influence?)
Where do they get their influence from (who listens to them)?
When the voices are weighed according to their influence on a topic,
what is actually being said?
What is our position in the influence network compared to the one we desire –
to our competitors?
What are the trends in the market?
Which features of our products/services do the different market
segments appreciate.

Weather InformationWeather Information

Application InterfacingApplication Interfacing

Feed Marketing - the benefitsFeed Marketing - the benefits
Permission
based
100% opt-in
Inexpensive
to implement
Personalized
RSS
“Web2.0”
compliant

WidgetsWidgets
• Generic web widgets (web)
• Google Gadgets (hybrid web & homepage)
• Facebook integration
• MySpace widgets (web)
• Spring Widgets (hybrid web & desktop)
• Widgetbox (web)
• Musestorm (RSS-based web)
• Pageflakes (personal homepage)
• Netvibes (personal homepage)
• Microsoft Live! (homepage)
• Yahoo Widgets (desktop)
• Apple Desktop widgets (desktop)
• Vista Desktop widgets (desktop)

Widget samplesWidget samples

Feeds and WidgetsFeeds and Widgets
[desktop][desktop]

Feeds and WidgetsFeeds and Widgets
[web][web]

Feeds & SEO –Feeds & SEO –
google basegoogle base

Customers/
Employees/
Partners
Email
Website
SMS
Call Centre
Offers
Promotions
Product
Updates
Events
Personalised
News
Performance
Metrics
Product
News
Training
Accreditation
Partners
Blog
Updates
Order
Status
Sales
Toolkit
Emergencies
“Pull” Channels
“Push” Channels
Communication
engagement is
broken!

Email
Website
SMS
Call Center
Offers
Promotions
Product
Updates
Events
Personalised
News
Performance
Metrics
Product
News
Training
Accreditation
Partners
Blog
Updates
Order
Status
Sales
Toolkit
Emergencies
Desktop Agents/
Widgets/RSS/IM
Handheld Agents
“Pull” Channels
Blended Multi-channel Push
Customers/
Employees/
Partners

The desktop:The desktop:
good “attention” real estategood “attention” real estate

A growing number ofA growing number of
channels/devices…channels/devices…
@
SMS
Next?
IM
Skype
VoIP
Desktop
AlertsWidgets
ATTENTION!

Desktop/RSS
(requires client
soft., interruption,
branding,
economical,
interactive, high
attention value)
IM
(private, cross
platform)
Email
(low attention
value, wide
adoption,
reference)
Mobile
Push
(Requires
client soft.,
portable,
high
attention
value)
SMS
(Wide adoption,
very expensive,
high attention
value, private)
Fire/Bomb
Alert 11 11 11 11 11
Traffic Alerts 11 -- -- 22 33
Time based
offers 11 -- 22 -- --
Banking Alert 33 -- -- 11 22
Tracking
Alerts 11 -- 33 22 44
Breaking
News 11 22 -- 33 44
Sports Alerts 11 -- -- 22 33
Your
notification ?? ?? ?? ?? ??
A blended multi-channel approachA blended multi-channel approach

YouTube delivers more than 100 million video views
every day with 65,000 new videos uploaded daily
Yahoo! Answers had 160 million answers posted in its
first 12 months
Myspace has 185 million registered users and
between 39 and 45 billion page views per month
Facebook has 22 million registered users who generate
40 billion page views a month
36% of online American adults consult Wikipedia
47
User-Generated Content Is Everywhere
33 million (26%) have rated a product, service, or person
using an online rating system
12 million adult American Internet users (8%) maintain
a blog and 57 million users (37%) read blogs
Blogs
Ratings & Reviews
Confidential and Proprietary. © 2006 Bazaarvoice, Inc.

48
US Customer Research Validates Market Need
• 80% of online shopping time
is spent researching products
rather than buying them
• 59% of their users considered
customer reviews to be more
valuable than expert reviews
• Online-influenced sales will
reach 40% of total U.S. retail
sales, or $1 trillion, by 2011
1. JupiterResearch 2006, 2. TechCrunch .3. JupiterResearch 2007
• 77% of online shoppers seek product
reviews before purchasing

Reviews Drive ConversionReviews Drive Conversion
49
Highly reviewed products receive more attention from both
consumers and retailers ultimately leading to higher sales
Data compiled from Bazaarvoice customers

Confidential and Proprietary. © 2006 Bazaarvoice, Inc. 50
Ratings & ReviewsRatings & Reviews
Drive Value Across All ChannelsDrive Value Across All Channels

51
After
Ratings & Reviews in RSS Drive Higher
Clickthroughs
Before
Burpee drives customer engagement by
providing featured product and
educational content via RSS.
Average daily RSS clickthroughs are
43% higher when Burpee includes
customer reviews alongside featured
products!

52 52
Reviews Enhance Offline
Marketing & Store Signage

BE USEFUL TO THEM
SEE THE WEB LIKE A SEARCH ENGINE
UNDERSTAND YOUR NETWORKS
LEARN FROM SOCIAL MEDIA’S SUCCESS

And turnaroundAnd turnaround
54 © Copyright Spannerworks 2007. All rights reserved

“Google is a
reputation
management
system.”

Match your targetMatch your target
market to the mediamarket to the media
So which social networks should you be on?
• You’re probably on them all already! It is impossible to control market
conversations about your brand. You need to consider how you
participate in these conversations to meet your objectives
• Your strategy should follow the basic principles of marketing
– Who is your target audience?
– Where can they be found on social networks?
Think about how to use these social networks to achieve your objectives
June 2007

June 2007
Define clear business goals before you doDefine clear business goals before you do
anythinganything
There is little point marketing on social networks unless you know
what you want to achieve
– Traffic to your website (what for?)
– Registrations (what will you do with them?)
– Advertising / eCommerce / Subscription revenue
– Customer Relationship Management
– Market research
– Media Publicity & PR (how will you measure?)
– Etc etc...

Marketing on social networks needs aMarketing on social networks needs a
different approachdifferent approach
• Social networking sites are places frequented by many people. You can
use them to lead people into a buying process
• Marketing on these sites can be tricky - members hate overt
commercial messages
• The key is first to create a compelling profile (through an offline
personality or character associated with your campaign, or possibly via
an employee)
• This ‘profile’ can then build a following by creating content that is right
for the audience you want to reach out to.
June 2007

Create a profile & messages to appeal to the targetCreate a profile & messages to appeal to the target
marketmarket
AmplificationofMessage
Direct
Brand
Interaction
Brand
X
MySpace discovered that the momentum effect of consumer-to-
consumer (C2C) advertising can account for 70% of a campaign's
impact on social networks.

June 2007
Myspace offers the most overt commercialMyspace offers the most overt commercial
opportunitiesopportunities

June 2007
Create compelling content targeted to yourCreate compelling content targeted to your
audienceaudience
Some things to consider re content:
• Think like your target audience - create
content that will be useful to them, don’t
just plug your products
• Brand your content & widgets – to get your
logo across the network
• Use pictures of people on your profile to
make it more personal
• Take care of your profile – keep it active and
updated, so that visitors come back
• Don’t spam – communicate offers and
commercials carefully, to avoid users
complaining so MySpace shut you down
Embedded videos
www.MySpace.com
Portable blog
www.widgetbox.com
Slide show for pictures
www.rockyou.com
Don’t forget your business objectives!

June 2007
Adidas’ profile is aAdidas’ profile is a
good examplegood example – Authentic and personal -
welcome video message
from NBA pro Gilbert.
13,500 friends on the
network
– Compelling content - users
invited to submit own
success stories and videos
on training tips – not
‘controlled by Adidas
– Branded - users can
download MySpace Skins
(page designs) and icons
– Related to business
objectives - provides
prominent links to buying
Adidas gear
www.myspace.com/Adidas
“impossible is nothing” campaign

User-generated contentUser-generated content
• IDC estimate that by 2010, 70% of web content will be
user generated.
• Indicates to web managers that they need a social
media strategy to help manage the online brand
visibility and reputation
• More UGC will inevitably mean that Internet users are
spending less time with branded content and
destination site originated content.

2007 Balanced Tipped2007 Balanced Tipped
Asia Pacific takes the global lead in some key aspects of the digital marketing mix
Internet world stats – 36% of world’s online population lives in Asia
Mobile penetration remains higher than anywhere else in the world.
HK, Aust, Taiwan, are the world’s top 3 mkts
Asian users accessing the Internet over their mobile phones
exceeds the entire Internet connected population of the US

Asia is driving the digital marketing industry
Merrill Lynch predicts – global online spend will reach US$14.5 billion in 2007
Increase of 24% from 2006
Asia will be the driving engine
Highest growth to come from China, Australia, South Korea and Japan
Asia Pac is also the leading edge of many technologies and marketing techniques

Despite all these stats – digital marketing still captures only
about 3% of all advertising dollars in the region
3% is remarkably low, considering that the web is among the top
3 consumed media types (TV, Print and Outdoor)
Younger demographics users spend the majority of their media time online and
on the mobile, often simultaneously consuming other media.

What’s in it for me?What’s in it for me?
unprecedented business opportunities for
Marketers, Advertisers and
the entire Digital Marketing “ecosystem”
of portal, mobile operators,
communication service providers,
games and entertainment companies,
handset manufacturers,
interactive agencies and the rest.

Culture in AsiaCulture in Asia
• Take NOTE of the DIVERSE culture in
Asia
• What may be feasible in one country
may not be feasible in another, i.e
mobile campaign in Philippines Vs
Mobile campaign in Vietnam

Email MarketingEmail Marketing
• Web 2.0
• Leveraging on Email Marketing
• What to DO
• What NOT to do
• Improving Conversion rates
• Checklist before sending
• Web Analytics
• Testing and Conversion Tracking

Web 2.0 andWeb 2.0 and
Marketing New 4PsMarketing New 4Ps
Personalization
Participation

Email Marketing –Email Marketing –
Pull vs. PushPull vs. Push
Pull
Push

E-mail 2.0E-mail 2.0

SAP get the sell/informSAP get the sell/inform
balance rightbalance right

Biggest mistakes withBiggest mistakes with
Email MarketingEmail Marketing
1. Not having a contact/targeting strategy
– Poor welcome strategy, use of event triggers
– Reactivation strategy, unsubscribe follow-up
2. Not using reminders sufficiently. Integration with direct
mails.
3. Not interactive – simply direct mail delivered by email
4. Not having list quality targets
– Number by segment, activity levels
5. Not enough care over from and subject line
6. Not building the email around the call-to-action
7. Not providing sufficient space above the fold
8. Not effective with images blocked
9. Not using tracking sufficiently
10. Not evaluating qualitatively (brand metrics)

How succinct are yourHow succinct are your
subject lines?subject lines?

Using Eyetracking researchUsing Eyetracking research
to improve Email marketingto improve Email marketing
1. Heading and subhead
copy critical
• First 2-3 words most important
• Make hyperlinked
2. Large fonts work well
3. Images often missed
• Use text link calls-to-action
4. Readers scan down
the left of an E-mail
5. First part of para important
• F shape eyetrack
6. Email intros skipped
• Use to personalise and engage
e.g. with hyperlinks
Need to deliver
Scannability and Skimmability
Tips: Use powerful headings
Key messages and calls-to-action on left

HP E-newsletter ticks the boxesHP E-newsletter ticks the boxes

Templates that work in the inbox –Templates that work in the inbox –
beware image blockingbeware image blocking

Is your email clear within the preview pane?Is your email clear within the preview pane?
Ensure email width < 500 pixels, key messages on left…Ensure email width < 500 pixels, key messages on left…

Skills to manage email marketingSkills to manage email marketing
Web design skills, HTML and webWeb design skills, HTML and web
technology and software application usagetechnology and software application usage

Manage ContactsManage Contacts

CreateCreate

HTML MessageHTML Message

TextText
MessageMessage
TEST!

SendSend

ReportsReports

DMAS Commercial Electronic MessagingDMAS Commercial Electronic Messaging
Compliance- Email Marketing ChecklistCompliance- Email Marketing Checklist
As of 1 June 2007As of 1 June 2007

Important elements forming anImportant elements forming an
email marketing campaignemail marketing campaign
Design & copywriting
Measurement & Analytics
Personalisation
Strategy & Campaign Planning
Segmentation

Barriers to EffectiveBarriers to Effective
Use of EmailUse of Email
Lack of Skills & Training
Lack of Budget / Finances
Lack of Strategy
Lack of Segmentation
Quality of Email Database

Barriers to EffectiveBarriers to Effective
IntegrationIntegration
Disconnected Systems / Technologies
Lack of Budget / Finances
Lack of Skills & Training
Organisation Culture

To work onTo work on
the followingthe following
Strategy & Campaign Planning
Measurement & Analytics
List / Data Quality
Segmentation
Campaign Optimization

Tips for Measuring ROITips for Measuring ROI
 Ask each customer how they found out about you.
 Invest in web analytics.Invest in web analytics.
 If you use an email marketing provider that can integrate
with your website to track orders
 Monitor other inbound channels (e.g. telephone) and use
discount codes / special offers / unique phone numbers to
label inquiries and orders.
 Some database systems make this possible without
massive investment.
 Allocate and invest time in analysing the performance of
each campaign.

Get Your OwnGet Your Own
House in OrderHouse in Order
Consolidate and integrate your email campaigns
Build effective communications strategy, including
Relevance, personalisation,
segmentation and targeting
Develop a testing strategy
Focus on List and Data quality

Choose YourChoose Your
Partners CarefullyPartners Carefully
Follow strategy not features
Use agencies for expertise
Work with partners
Choose an approach based on your set up

Think Strategically:Think Strategically:
Take the Next StepTake the Next Step
Quick wins are possible
Deliverability
Understand the barriers to
effective email integration

Search MarketingSearch Marketing

Search strategySearch strategy
• Traffic Building
• Optimization of website
• Are you found on Google, Yahoo, MSN
and other sites

Options AvailableOptions Available
Website
+
Microsite
Search Marketing
# SEO
# PPC
# Trusted Feeds
Online PR
# Media Alerting Service
Online Partnerships
# Link Building
# Affiliate Marketing
# Sponsorship
Interactive Ads
# Banners, Rich Media
# Dynamic / Behavioural
#3rd
party e-newsletters
Opt-in-email
# Cold email
# Co-branded email
3rd
party e-newsletters
Viral Marketing
# Pass along
# Prompted
# Incentivized
Offline
Communications
# Advertising
# PersonalSelling
# Sales Promotion
# PR
# Sponsorship
Offline
Communications
# Direct Mail
# Exhibitions
# Packaging
# Word of mouth

Search for FlowersSearch for Flowers

Search for booksSearch for books

How to’sHow to’s
• Search Engine Registration /
submission
– Yahoo http://submit.search.yahoo.com/free/request
– Google http://www.google.com/addurl.html
• Keyphrase analysis
– https://adwords.google.com/select/KeywordToolExternal
– http://inventory.overture.com/d/searchinventory/suggestion/

Improving your website rankingImproving your website ranking
• Frequency if occurrence in body copy
• Number of inbound links
• Inclusion in directories
• Title HTML tag
• Meta tags
• Hidden graphic text

Online PROnline PR

Web MeasurementWeb Measurement

Server CapacityServer Capacity
Kilo- Mega- Terra- Petabytes per second
Page
Speed
Fast
Nice
Fine
OK
Painful
SucksSlow Gone

Server LogsServer Logs
Transaction Records for RecoveryTransaction Records for Recovery
Surfer
http log - “server log”
What pages were served to which IP addresses & when?
Web
Server

Using Web Analytics to Measure:Using Web Analytics to Measure:
• Attention
• Navigation
• Content
• Conversion
• Customer Experience

• How good is my advertising creative?
• How good is my public relations?
• How good is my partner program?
• How good are my search engine listings?
• How good are my off-line promotions?
Measuring Clicks Reveals:Measuring Clicks Reveals:

Attracting AttentionAttracting Attention
• Organic Search
• Keyword Pay Per Click
• Banner/Email
• Offline
Where are they coming from?
What does it cost?
Is the traffic worth the expense?

Where do They Come From?Where do They Come From?
• Search engines (SEM & SEO)
• Banner ads
• Newsletter ads
• Email marketing
• Directories
• Press releases
• Partner pages

Web AnalyticsWeb Analytics
To Improve NavigationTo Improve Navigation
• What was the first page?
• What did they look at?
• How long did they stay?
• How deep did they click?
• Where/why did they leave?
• What can we learn from their behavior?

www.gsqm.com
www.garygopinathan.com
About Us
Product C
Product B
Events
Services
Web Site NavigationWeb Site Navigation
Divining by PageviewsDivining by Pageviews
Home
Products
Product A
White
Paper
Specs
Price

www.gsqm.com
Product AProducts
Product BProducts
Home
White
Paper
Products Product A
Web Site NavigationWeb Site Navigation
Divining by ClickstreamDivining by Clickstream

Content CostsContent Costs
• Write copy
• Proof copy
• Create graphics
• Format layout
• Maintain index/site map
• Maintain navigation
• Host & serve
Is it
worth it?

www.gsqm.com
• Sales
Did They Buy Anything?Did They Buy Anything?
(Conversion)(Conversion)
• Clickthroughs
• & Referrals
• Registration
• Contest entry
• Document download
• Retail coupon print
• Feedback• Leads

Emetrics - Business Metrics for the New Economy

• Likely to buy combinations
• Likely to abandon combinations
• Likely upsell
• Likely cross-sell
Shopping Cart AnalysisShopping Cart Analysis
Cookies
Cake
Peanut butter

Customer ExperienceCustomer Experience
• Brand
• Delight - Frustration
• Reputation
• Customer Satisfaction

Brand MeasurementBrand Measurement
• Unaided awareness
• Aided awareness
• Ad recall
• Message association
• Brand favorability
• Intent to purchase

Reputation ManagementReputation Management
ExamplesExamples
Amazon
– rate this book
eBay
– rate this vendor/buyer
Bizrate
– rate this vendor/product/Web site
Epinions
•rate this vendor/product/Web site

• Technology
– How do we get the data?
• Analytics –
– How do we turn the data into information? What’s useful?
• Business Manager –
– What action do we take? How do we determine the impact of
that action?
Three Skill Sets RequiredThree Skill Sets Required
Jim Sterne www.targeting.com

Culture of AccountabilityCulture of Accountability
• Continuous improvement
• Embrace risk
• Reward failure
• Numbers aren’t personal

Web Analytics is only Actionable if:Web Analytics is only Actionable if:
1. Business goals are clear
2. Tech, analytics & biz are aligned
3. Feedback loop is complete

Measure
Analyze
Report
Change
Cleanse
Internal
Interpret
Plan
Capture
The
Feedback
Loop
Loop
Gap
Effect
Feedback Loop GapFeedback Loop Gap
XX

The Road to Website SuccessThe Road to Website Success
• How do we make our website better?
• What should we measure?
It depends –
What constitutes “success”?
Who is your audience?
What are they trying to accomplish?
How well are you helping them get the job
done?

http://www.barnesandnoble.com/

gary@gsqm.com
Skype: garygopinath
Blog: bizitmktg

Emarketing strategies for success

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