ONLINE MARKETING; IT WORKS, NOW WHAT? February 25, 2003

SPONSORS Focus Audio Visual Services Kinetex Media Communications Atlas Wine Merchants

Introducing... Mike Agerbo CCO and Co-Founder Chalk Media

Online Marketing: It Works, Now What? Mike Agerbo CCO and Co-Founder Chalk Media

Agenda  Background  Best Practices  Where it’s going  Conclusion

Competitive Landscape: The Noise

 Online Marketing is still a large industry  Market is growing again

2003: Lessons Learned So Far  Internet is not a business model  Net obsession and disillusion  Web is a business tool  Too much focus on technology  Being online is not the end-all be-all

What can be achieved?  Build and solidify relationships  Further understand audiences via interaction  Creates opportunities for brand extensions and co-branding  Offers the ability to block out competition  Increases the ability to attract and retain audiences on mass scale

Best Practices 1.What are the business goals? 2.Who is the audience? 3.What is the best experience that will deliver value to the audience? 4.What are the measures of success? Four Questions to Consider

Establishing Business Goals  Drive revenues  Expand client base  Increase customer retention  Improve customer service  Improve online brand  Increase ROI

Establishing Business Goals Drive online marketing strategy with business goals Business GoalsAudienceBranding StrategyDesired Behavior Increase client baseProspective Customer Relationship-establishing activityResearching company Requesting Information Increase retention rateExisting Customer Relationship retaining behaviorIncreased frequency of engagement Deepen existing relationships Existing Customer Relationship deepening activityIncreased points of contact (Built for Use, Karen Donaghue, 2002)

Audit Content:  Check Suitability  Understand user environment  Video, Animation, Text Content is Key

Audience  Understand your online audiences  Technology comfort level  What form of communication is preferred  How purchases are performed  Create a suitable online experience  Use targeting and segmentation for your distribution lists

 Create an expectation, then DELIVER on your value proposition  Online brand = Online EXPERIENCE  E.g. Yahoo! Finance  Cross media strategies (still viable) Online Experience

Are you creating an experience that delivers value to your audiences? Online Experience Rich media and interactivity can enhance the online experience

 Video and FLASH animation  Lifelike demonstrations  On-demand viewing  Bandwidth consideration Online Experience: Streaming

 Invites dialogues with consumers  Drives audiences to portals  Helps create a learning relationship Online Experience:

Measurement Previous Metrics of the Internet Economy  Unique users  Revenues per user  Revenue per page view Modern Business Success Metrics  Degree of engagement  Look-to-buy ratios  Mindshare  Retention Rate

Success Measurements  Set realistic goals for online marketing  Measure the right things  Numbers are deceptive  Establish common terminology  Analyze the wealth of data available

Online Marketing  Learning  Automation  Relationships  Focused Marketing Where it’s going

Learning  Every interaction is a learning experience  Powerful business tool  Explain your products and services  Employees, customers, partners  Go beyond FAQ

Automation  Helps created online brand loyalty  Self service fulfillment  Convenience for customers, partners  Lower cost channels  Internal and External

Royal Bank Case Study

Relationships  One-to-many vs. one-to-one  Personalize the experience  Build loyalty and brand  Customer service  Takes time to build

Intel Case Study  Intel Home Computing Newsletter  Distributed every 6-8 weeks to an opt-in subscriber list

 newsletter to reinforce relationship  Video educates how the target audience would use the product  Dynamic and Informative Intel Case Study

Focused Marketing  User Profiling  Cross and up sell customers  Permission based marketing  Referral based marketing  Invites dialogues with audience  Helps create a learning relationship

Sony Case Study

Putting it all Together Business Objectives Content Technology Business Objectives must drive your online marketing initiatives  Goals that reflect business objectives  Set reasonable goals  Evaluate constantly

Putting it all Together Business Objectives Content Technology Content is what will deliver relevant, compelling and engaging experiences  Online requires different content  “Rich Media” enhances interaction  Appropriate for audience and environment

Putting it all Together Business Objectives Content Technology Technology supports content and provides measurement  Online branding is about the online experience  Technology will evolve  Stay focused on audience needs

Mike Agerbo CCO, Chalk Media Making learning a part of everyday business

ONLINE MARKETING; IT WORKS, NOW WHAT? February 25, 2003

Interactive Forum

UPCOMING EVENTS March:Impact of Privacy Legislation April: Privacy Seminar; writing policies and implementing strategies

Membership In addition to bringing in speakers on the cutting edge of Internet business, the IIMA offers a wealth of knowledge and opportunities to share with others through a variety of events, newsletters and our web site. Why Join The IIMA?

Certified Internet Marketing and Business Strategist (CIMBS) CIMBS is the professional designation accredited to qualified Internet marketers and business strategists. Accreditation is earned through achieving a certain level of experience and/or education as determined by the CIMBS Committee.

Thank You! Event Committee Marcie Sayiner Randall Hicks Steve Deller