- Advantages of eMarketing
- Challenges of eMarketing
- How eMarketing fits with your overall strategy
SESSION 2: Interaction: The Hallmark of eMarketing - Marketing has moved from a transaction to a conversation. John Deighton of Harvard, defines interactive marketing as the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us
- Case example of an interactive eMarketing campaign that increased ROMI by 25%
- Multi-media presentation of case facts
- Discussion of key strategic questions:
- What made this work?
- What lessons can product and brand managers take from the case?
- Application to your product or brand
- Caselets: Discussions of B2C successes:
- Amazon.com an e-commerce application—goods sold directly to consumers or businesses.
- Wells Fargo’s Internet Services Group is the single largest channel for the bank—more products are sold via web than in “stores” or vi direct ail and telephone—e-commerce for consumer services.
- Williams Sonoma Case—40% of transactions are completed in a channel other than the one the transaction started in—integrating eMarketing with traditional marketing
- The Customer has Escaped HBR article.
SESSION 3: Targeting based on behavior/ Targeting based on persona (designing the site for the “best customers”)
- Interactive exercise to define the strategic imperative at each stage
- Case examples for each lifecycle stage.
- What made this work?
- What lessons can product and brand managers take from each case?
- Application to your product or brand, using seven questions to evaluate the fit of new media with your strategy
SESSION 4: Positioning in the world of new media
- Interactive exercise to develop definitions
- Exercise on how to influence the customer
- Application: Answer 4 questions for your product or brand
- New Media strategies across the product or brand lifecycle
- Interactive exercise to define the strategic imperative at each lifecycle stage
- Application to your product or brand, using seven questions to evaluate the fit of new media with your strategy
SESSION 5: CRM
- CRM is not just a technology but rather a comprehensive customer-centric approach to an organization's philosophy in dealing with its customers.
- CRM strategies cover customer interaction across the entire organization.
- Caselet: ATT Propensity to buy modeling using logistic regression (no-math—just enough descriptions so you can be a good customer for the experts)
- Neural networks based buying model—a video description
- Design and execution of targeted marketing campaigns to optimize marketing effectiveness
- Design and execution of specific customer campaigns, including customer acquisition, cross-selling, up-selling, retention
- Choosing campaign recipients from the client base according to selected criteria
- Development of a campaign offer (this is often done "out-of-the-system" and is not automated)
- Assigning specific campaign offers to selected recipients
- Automatically sending offers to the selected clients via selected channels (either directly, via channels such as e-mail, or indirectly, by creating lists for use in channels such as direct mail)
- Gathering, storing, and analyzing campaign results (including tracking responses and analyzing propensities)
- Management decisions, e.g. financial forecasting and customer profitability analysis
- Prediction of the probability of customer defection (churn analysis)
- Collaborative CRM aims to get various departments within a business, such as sales, technical support and marketing, to share the useful information that they collect from interactions with customers. B2B CRM:
SESSION 6: Blogging and Social Networking
- Examples of Blogs that act as a private news interface
- Social Networking--Led by MySpace, social networking is a cultural phenomenon that is still developing a stable revenue model. Even so,marketers are spending hundreds of millions on advertising and marketing on social network sites in the US and in international markets
- Twelve characteristics of successful social networking marketing programs
- Mobile Marketing campaigns: As online networks and mobile devices converge, brands have a unique opportunity to earn enrich their relationships with their consumers, wherever they go. Seven best practices of mobile marketing.
SESSION 7: Viral Marketing - Viral marketing and viral advertising are marketing techniques that tap social networks to produce increases in brand awareness even sales, through self-replicating viral processes, analogous to the spread of pathological and computer viruses.
- Viral marketing facilitates and encourages people to pass along a marketing message voluntarily.
- Viral promotions include: video clips, interactive games, ebooks, images, or even text messages.
- The goal of marketers interested in creating successful viral marketing programs is to identify individuals That Malcolm Gladwell, called connectors in his book, The Tipping Point: How Little Things Can Make a Big Difference and create viral messages appeal to the groups the connector connects with.
- Caselets: Ray Hopewood, Presidential candidate; The Big Word Project, redefining the Oxford English Dictionary; The Dark Knight and its alternate reality game.
SESSION 8: Online Identity Management
- Online identity management (OIM) is a set of methods for generating a positive presence of a product or a person on the Internet. That presence could be reflected in any kind of content that refers to the product or person, including news, participation in blogs and forums, personal web sites, social media presence, pictures, video, etc.
- One aspect of the online identity management process has to do with improving the quantity and quality of traffic to sites that have content related to a person. In that aspect, OIM is a part of another discipline called Search Engine Optimization where the key word is the identity to be managed and the result in not necessarily a single web site.
- Another aspect is solving online reputation problems.
SESSION 9: Connecting measurements to eMarketing Strategies
- Timeless principles of connecting strategies to measurements:
- The ROMI of eMarketing
- The Customer Learning CurveTM—context for focusing your strategies and measurements
- Case example
- Application to your product or brand
SESSION 10: Getting Started
- Updating your strategic fact base: 5 key questions
- Revisiting your positioning
- Ask the most important question in strategic marketing
- The Marketer’s WorkflowTM
- Applying the six activities to integrate new media into your strategies
- What one thing must you work on to improve your business results
CLOSING