1. WEB MARKETING IN 2010
WHAT'S UP?
Ralph Van Coillie
“Turn knowledge into revenue”
May 2010
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Exclusive presentation for
2. RALPH VAN COILLIE
Visionary, pragmatic and strong leader with the ability to drive the
development and implementation of strategic online marketing and
Information Technologies activities on a global basis, capable of
establishing tactical plans and be accountable for results.
+ 20 years of extensive and creative market and Business development,
+10 years at the international level,
+14 years of optimizing and re-engineering processes,
+10 years of human resource management mainly with artists, programmers
and sales people.
+7 years of University Education, BBA, MRI & MBA
+2000 hours of training, coaching and several speeches to professional
associations.
http://ca.linkedin.com/in/rvancoillie rvancoillie 2
3. AGENDA
The best practices
1. - High level strategy
2. - Management concept
3. - Marketing tactics
00:45 My best advise based on Business cases
Min.
Appendix
•Marketing analytic charts and graph
3
Available at the end
8. SEARCH ENGINES ARE YOUR NEW ONE!
New rules to follow! New Virtual Players!
Load Time
Keyword Density/semantic
META Tags
Canonicalization
Compression
Redirect
Caching
Backlinks
XML sitemap
…and more 8
9. NOW, YOU HAVE 2 OFFICES TO MANAGE!
Traditional B2B office Virtual office
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10. AS AN ONLINE MARKETER,
WHAT ARE YOU FOCUSING ON?
00:38
Min.
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12. BUT CAN I STRATEGIZE IN THIS NEW CHANNEL?
+240M Hostnames, + 80M Web sites, +1.3B surfers
“ Online Marketing
Strategy” is long term
planning and big-
picture maneuvering”
i-marketing
web-marketing
Internet marketing
Search Engine Marketing
This channel is Faster, Measurable,
Personalizable & Accessible
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But without identity
e-Marketing
13. YES IT’S POSSIBLE TO STRATEGIZE IN THIS
NEW CHANNEL
1-Define your Brand 2-Map your Brand
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14. DON’T BE LOST, KEEP IT SIMPLE!
MY SWOT/ROADMAP AT ICE;
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25. CREATE YOUR OWN VIRTUAL COMMUNITY
Exclusive B2B on
Highlights:
LinkedIn
Montreal based
Exclusive at LinkedIn
Topic targeted
(Mobile)
Monthly Event 1st
Monday/Month
+ 859 members
25
26. MY 5 BEST PRACTICES
00:11
“TO GENERATE LEADS”
Min. 1. Think big!
2. Be honest & transparent,
3. Listen your customers
26
4. Be faster
5. Turn “knowledge” into revenue
27. THINK BIG!, BE FLEXIBLE AND ROBUST
Build a solid foundation B2B
SOA, ESB, API,
SaaS Vs Manage
service Providers
SOA: service-oriented architecture, ESB: Enterprise Service Bus 27
, API: application programming interface, SaaS: Software as a Service
28. BE HONEST AND PEOPLE WILL TALK ABOUT YOU
HONEST PRACTICES AND TRUSTWORTHINESS AS THE MOST IMPORTANT 28
FACTORS FOR A COMPANY’S REPUTATION
TOYOTA, BARAK OBAMA, JEAN CHAREST,.
30. TURN KNOWLEDGE INTO REVENUE
Consumer behavior Adapt your process
NO VIDEO + VIDEO
NO LIFT + X% Conv
Rate
+ Auto Play
+ XX%
Conv Rate
+10M new players for free by iframe
+ 0,39% Conversion rate
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31. LISTEN YOUR CUSTOMER
Apply to
• Web Pages « Eye tracking motion »
• Packaging
• Planogram
•your choice!
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39. CONCLUSION
Best Practices My best advises
1. Generate a valuable 1. Think BIG!
perception for your 3 2. Be honest & transparent,
custmers. 3. Listen your customers
2. Take the time to find
4. Be faster
the right strategy
5. Turn “knowledge” into
3. Balance your
revenue
marketing mix
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41. APPENDIX…
•Few good tools & other references
•More about social media
41 •Budget allocation and best tactics
•Few graph on Market trends
•Management, a must
76. MARKETING –PART OF GLOBAL THE SYNERGY
Balanced scorecard by Dr. Kaplan & Northon
Financial How should you appear to your
shareholders?
Your STRATEGIES
How should you appear to you
Your VISION
Customer
costumers?
Internal What business processes must excel at?
Business
Process
Learning & How will you sustain your ability to
Growth change and improve?
Drs Kaplan & Norton
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Execution%f ailure…
77. PLAN – PODC, PLAN, ORGANIZE, LEAD, CONTROL
4 Resources 4P or SIVA
1. Time 1. Product→Solution
2. People 2. Promotion→Information
3. Investment ($) 3. Price→Value
4. Technology 4. Placement→Access
Channels
77