Taking Online Marketing To The Customer

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Thom. Poole

Presentation to the Advertising & Marketing Summit - May 2005

Business

taking online marketing to the customer getting your customers to interact, and to return to you, again and again Thom Poole Head of Portal Customer Interaction © Thom Poole 2005 Advertising & Marketing Summit 2005

taking online marketing to the customer getting your customers to interact, and to return to you, again and again Thom Poole May 2005 © Thom Poole 2005 Advertising & Marketing Summit 2005

agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

why i’m here ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

the internet as a business tool ,[object Object],[object Object],1 © Thom Poole 2005

the internet as a business tool ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

what is it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

benefits of entering an online market ,[object Object],[object Object],2 © Thom Poole 2005

why go online? ,[object Object],[object Object],[object Object],[object Object],[object Object],Except the cat …

online market benefits ,[object Object],[object Object],[object Object],[object Object],[object Object]

talking to your customers ,[object Object],[object Object],[object Object],[object Object],( FSB study 2003 )

entering a maturing online marketplace ,[object Object],[object Object],3 © Thom Poole 2005

market entry strategies ,[object Object],competitive advantage 1. cost leadership 2. differentiation 3a. cost focus lower cost differentiation broad target narrow target competitive scope Porter, 1985 no? ,[object Object],3b. differentiation focus ,[object Object],[object Object],[object Object],[object Object]

recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

relationships, trust and repeat business ,[object Object],[object Object],4 © Thom Poole 2005

CRM in real-time ,[object Object],[object Object],[object Object],[object Object]

friendship = trust ,[object Object],[object Object],[object Object],Trust-focused value chain (adapted from Porter, 1998)

trust lifecycle Poole (2005) adapted from Reynolds (2000)

asymmetric information flow Spremann, 2001

recognising the online growth opportunities ,[object Object],[object Object],[object Object],5 © Thom Poole 2005

growth opportunities existing products new products existing markets new markets market penetration product development market development diversification From Ansoff, 1957 entering the online market building an online market be different

integrated marketing is the way forward ,[object Object],[object Object],6 © Thom Poole 2005

rules for integrated marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thom Poole Head of Portal Customer Interaction [email_address] taking online marketing to the customer thank you © Thom Poole 2005

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Taking Online Marketing To The Customer

1. taking online marketing to the customer getting your customers to interact, and to return to you, again and again Thom Poole Head of Portal Customer Interaction © Thom Poole 2005 Advertising & Marketing Summit 2005

2. taking online marketing to the customer getting your customers to interact, and to return to you, again and again Thom Poole May 2005 © Thom Poole 2005 Advertising & Marketing Summit 2005

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18. trust lifecycle Poole (2005) adapted from Reynolds (2000)

19. asymmetric information flow Spremann, 2001

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21. growth opportunities existing products new products existing markets new markets market penetration product development market development diversification From Ansoff, 1957 entering the online market building an online market be different

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26. Thom Poole Head of Portal Customer Interaction [email_address] taking online marketing to the customer thank you © Thom Poole 2005

Taking Online Marketing To The Customer

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