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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES CHAPTER 10 DEVELOPING AND MAINTAINING EFFECTIVE WEBSITES

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 3 STRATEGIC PREMISE Building A Web Site For An Enterprise, Non-Profit, or Government Unit Is Not An Exercise In Either Technology Or Aesthetics. It Is An Exercise In Creating Satisfying Customer Experience In A Way That Leads To Cost-Effective Execution Of Marketing Strategy.

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 4 You may or may not like the aesthetics rs_detail.asp?yr=all&award_lev el=best&category=B2B

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 5 UNACCEPTABLE MARKETING/WEBSITE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing TEMKIN EXPERIENCE RATINGS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 7 BRUCE’S 6 LAWS OF CUSTOMER EXPERIENCE Every interaction creates a personal reaction.Every interaction creates a personal reaction People are instinctively self-centered.People are instinctively self-centered Customer familiarity breeds alignment.Customer familiarity breeds alignment Unengaged employees don’t create engaged customers.Unengaged employees don’t create engaged customers Employees do what is measured, incented, and celebrated.Employees do what is measured, incented, and celebrated You can’t fake it. customer-experience/You can’t fake it

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 8 CE ACROSS ALL CHANNELS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 9 EXPERIENCE THE SAN DIEGO ZOO

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 10 IN ALL CHANNELS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 11 THE CRM VISION

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 12 IMPORTANCE OF MULTICHANNEL

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 13 HOW DO YOU KNOW? Remember the Marketing Objectives Learn from Successful Experience in any Channel Track Best Practices and Competitor Websites LISTEN TO YOUR CUSTOMERS ON A CONTINUOUS BASIS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 14 Designing Websites For Excellent Customer Experience

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 15 THE ROLE/OBJECTIVES OF SITES To provide cost savings, especially in promotion and customer service To increase sales revenue To increase the visibility of the enterprise To advertise products and services To aid in brand development To provide customer service To generate sales leads To retain customers To build an online community. As a social media hub

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 16 OBJECTIVES MARKETERS ARE USING Marketing Programs, Not Just Websites The marketers studied considered their corporate Website the best method for achieving their top goal of reaching prospective customers. Social media and custom content and media were not far behind.

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 17 ACTIVITES THAT ARE EFFECTIVE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 18 IMPORTANCE OF REFERRAL SOURCES

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 19 WEB SITE DEVELOPMENT PROCESS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 20 ESTABLISHING SITE OBJECTIVES Enterprise/SBU Marketing Objectives The Interactive Nature Of The Internet  Communications/Branding Objectives -Awareness, Knowledge, Conviction, Purchase, Evaluation  Behavioral Objectives Role Of Web Site In Overall Marketing/ Marketing Communications Strategy

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 21 BRANDING HUB WITH EXPERIENTIAL CONTENT

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 22 HARD-WORKING SALES PAGE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 23 IDENTIFY/DESCRIBE TARGET MARKET Demographics/Lifestyles Motives for Using the Site Tasks They Wish to Complete

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 24 PRODUCT TIE-IN FOR TARGETED MARKET

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 25 SITE CONTENT/ NAVIGATION STRUCTURE What Content Do Visitors Need/Expect? How Do They Access Content? What Role Should Visuals/Graphics Play?

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 26 CONTENT DESIGN/PLACEMENT Leads to Eyetracking Map Leads to Content Priority

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 27 HEATMAP SHOWS CONTENT USE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 28 HIERARCHY > NAVIGATION STRUCTURE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 29 SITE MAP – ge.com

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 30 DESIGN ISSUES Content Navigation Color (especially background) Font Minimize Scrolling Artwork Animation/Graphics/Rich Media  How to SEO Flash

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 31 DESIGN, CONTENT & NAVIGATION

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 32 WIREFRAME > PAGE DESIGN

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 33 CONDUCT USABILITY TESTS Do the Navigational Structure and Site Content Allow Users to Complete Tasks Effectively?

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 34 DEPLOYMENT AND TUNING Uploading Site, Server/Hosting Services Raise Many Technical Issues Calibrating And Fine Tuning For Best Site Performance Highly Technical

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 35 Measuring And Improving Site Performance Is A Technical Task Measuring And Improving The Business Effectiveness Of Site Is A Marketing Task MEASURE/EVALUATE/IMPROVE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 36 Variety of Ways To Evaluate Websites

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 37 TESTING TECHNIQUES What Kind of Test Concept Tests Prototype Tests Beta Tests Customer Usability/Satisfaction Feedback When Exploratory Development In-Market Continuous

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 38 FORRESTER CRITERIA (EXPERT JUDGMENT) 4 Key Dimensions Value Navigation Presentation Trust

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 39 CMO AUDIT

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 40 HD WEBSITE SCORE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 41 SHOPZILLA FROM BIZRATE (CUSTOMER RESPONSE)

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 42 BEST ANSWER—SITE METRICS

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 43 IMPORTANCE OF MULTICHANNEL

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 44 BEST STRATEGY-CONTINUOUS IMPROVEMENT

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 45 REDESIGN-SMALL B2C SITE CEO Objectives: “Drive Revenue Usability” “Build Brand While Driving Sales”

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 46 PHASE 1 – BUILD THE SITE 1.Research - Customers, Wholesalers, Employees - Competitive Analysis, Trade Shows, etc. 2.Rebranding (Strategy & Internal) 3.Build the Site (Review Analytics, Current) - Wireframe (Usability, Branding, Product Sales) 4.Implement Research Insight - Billboard Effect, Product Assortment

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 47 PHASE 2 – MARKET THE SITE Small Budget Content Marketing  , Blogs, Social Media Customer Rewards and Incentives o 10 points for signing up for an account o one point for every dollar spent at the website o five points for every shared gift certificate redeemed - still once a week; more content/ branding, fewer promotions

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 48 THE NEW SITE

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 49 MAIN OBJECTIVE Revenue Overall revenue is up 34% (4 months)

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 50 CONVERSION METRICS Conversion o Conversion rate increased to 5.79%, a 63% increase over pre-launch numbers o Returning visitor conversion rate increased 20% -- from 6.24% up to 7.49% o New visitor conversion rate increased 17% -- from 2.77% up to 3.26% o Organic (non-paid) search traffic conversions increased 85% -- from 2.14% up to 3.98%

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 51 TRAFFIC METRICS Site Visitors o Bounce rate decreased 14.5% -- from 42.11% down to 36% o Overall number of page views increased 20% o Average page views increased 6.34% -- from 5.33 up to 5.67 o Exit rate decreased 9.62% -- from 20.37% down to 18.41%

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 52 CONTENT MARKETING METRICS Content Marketing o Days when e-newsletter were sent out, sales were 300% higher than average daily sales o 14% higher open rate for content based s over promo s: 3.56% open rate for content vs % open rate for standard promo s o Blog visits are down just 3% (Edelstein expected an increase), but value-per-visit up 350% from $.69 per visit up to $3.11 per visit -- this metric is based on Google Analytics, the dollar figure is the average amount of dollars spent per visitor to the blog

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 53 SOCIAL MEDIA METRICS Facebook-Referred Traffic o Increased by 135% o Facebook fans increased 10% since site launch

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 54 PROMOTIONAL METRICS Coupons o 13% of $5 gift certificates sent out to new customers through the refer-a-friend system were redeemed o 15% of newsletter signups were redeemed and turned into sales Website Redesign Leads to 34% Increase in Revenue Marketing Sherpa subscription content, Feb. 5, 2011

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 55 $ $ $ ? Hard to Generalize about Development  Size, Complexity of Site  Level of Internal Expertise/Availability  Cost of Outsourced Activities  Licensing Fees for Software, Content, etc. Annual Maintenance Costs  3 to 5 Times Development Cost

Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 56 SUMMARY Marketers And Technical Professionals Must Work Together To Create Customer- Effective Sites Research, Testing & Tracking All Necessary Customer Experience Is The Key Criterion Create Exceptional Experience In All Channels Practice Continuous Improvement