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Dale Bentlage firstname.lastname@example.org Direct (515) 309-2738 www.globalreach.com
The Web: whats new and whats important
The Evolution of Customer Service Habits are Changing We are a self service economy
The Evolving Web People Use the Internet for: Information Entertainment Socializing (information exchange and interaction) Are you integrating these habits into your web site?
Internet Greatly Improved My Ability to 3/014/06 Do my job24%35% Shop16%32% Pursue my hobby20%33% Source: Pew Internet & American Life Project, 2006
Surfing Market Share People invest a certain amount of time in product research The more time they spend on your site, the less they spend on your competitors
Drivers of online purchasing Price - find the best price Selection - get the most options Source it - just trying to find it Convenience – easy to find, buy Research – research/evaluate options
Developing Strategic Approach Segment target markets by: –Product –Demographic –Purchasing power
Sales: Guide Prospects through these Questions Do I need I? Why should I buy it? Why should I buy yours? How much does it cost/ can I afford it?
Operations: Support Your Clients Why are people coming to your site? For information Solve their problems –Product related –Relationship related: doing business with you, etc.
Handout Driving Web Site Traffic: 20 Key Strategies Web Site Component Options List
Case Study: Daleco Equipment Manufacturing
Daleco Company Background Profile: –middle of the pack equipment manufacturer (middle price, middle quality, etc.) Objectives –Create customer loyalty, customer connection with brand –Expand to new geographic markets Problems: –Lack brand identity, differentiation –Average customer loyalty
Daleco Tactics Customer relationship –Founder blog –Best practices e-newsletter –Customer only area discussion boards Product positioning –Product comparison tool –Product discussion groups on products –Outstanding design (design = perceived value)
Daleco Tactics (p. 2) Pay attention to traffic lead sources Search engine optimization Pay-per-click ads Post comments, articles on industry segment web sites
For More Information: Dale Bentlage email@example.com Direct (515) 309-2738 www.globalreach.com
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Brand Strategy Business Process. What is a Brand? A name, term, design, or any other feature that identifies a product. How is this different than a company?
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter Nine Digital Marketing.
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