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Internet Strategy Summit Forum – Mapping the Digital Landscape: A Strategic Guide

Presented by Geoffrey Ramsey, CEO of eMarketer

Data can be made to say anything you want.  People don’t trust advertising or marketing.

The growth rate for total media spending is only 3.3%.  The growth in traditional media – radio, tv, print is negative.  All the growth is online.  eMarketer is predicting 22.2% growth in online media spending, which includes online video and rich media.

Advice: Learn about communities. Test new marketing concepts without spending much money.

73% of online americans watch video online.  27% of online americans watch full length tv shows online.  47% are more engaged in the ads and 25% more engaged in the show than with traditional tv.  However – the audience is much smaller and spends less time per day watching.

Advice: Spending on online video ads should increase. They allow more measurability, target-ability and share-ability.

There are a few ways to use online video:

  1. Post video footage of your products and services on your website.
  2. Post video ads on content video sites (YouTube, etc.).  Relevancy is key.
  3. Create webisodes (ex. Will It Blend)

30% of US marketers are using blogging as a tactic.  Watch for what people are saying about your company.  It may appear higher in search results than what you say.

Strategies for social networking:

  1. Look, Listen, Lounge, Learn
  2. Advertise – Improved Targeting
  3. Advertise on smaller niche sites – be relevant
  4. BYO (build your own) social network – remember its not about your product or service – create something of value to your customers

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Internet Strategy Forum Summit – Evolution of CRM

Presented by David Placier, VP of Marketing, Disney.com

Definition of CRM – Customer Relationship Marketing

  • Differentiating marketing treatment and/or service level for an individual or group
  • Differentiating in order to optimize customer value to company
  • ROI based
  • Targeted effort, not mass

Customer value = income you receive from an individual – expenses acquiring, servicing and marketing to individual

When CRM started isn’t clear – Local shops use CRM by giving you different suggestions and service depending on what they know about you from past purchases and visits.

Direct mail credit card acquisitions change their offer based on your credit score, your assets, your zip code, public data about you.  They change their investment and marketing treatments based on this information.

Airline customer loyalty programs give premium seats and have separate lines for their best customers.

Online

Advertising – display location – where you surf may define which treatment group you get, but site experience is not differentiated by customer value or characteristics.

Search advertising is differentiated by treatment group – what you are saying, where you are landing, what you are searching for.

Product recommendations are characterized by previous choices, but maybe not by value and this experience is available to anyone.

With social media, find opinion leaders to treat differently and they will buy more, say more and influence more.

Future of CRM

  • Personalization
  • Optimization
  • Addressability
  • Commonly available data
  • Cross device/platform continuity

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Internet Strategy Forum Summit – Internet Marketing by the Numbers

Presented by Mike Moran, Distinguished IBM Engineer

Yes, an engineer talking to you about marketing.

You need to watch what your customers are doing so you know what to do next.  While there are a lot of things out there that you can’t measure – there are about 20% that you can measure that lead to a sale.

You have a website out there which probably eventually leads to a sale.  What things do you do that lead to that sale?  What things does the customer do that leads to that sale?

Measure ROI in terms of (Gain – cost)/cost. For transactional ROI look at how many transactions you have.  What was the ROI for everything you had to do to make that transaction happen.  For relational ROI, how much did it cost you to acquire this new customer.

Take a look a direct marketers. They understand what works and doesn’t.  How?  They create multiple versions of every marketing piece and analyze the results.  They test the responses to multiple designs and adjust everything based on those results.

Apply this to your website. Define numeric objectives.  Try different approaches.  Get real feedback and constantly look at performance to see what’s working.

For example, you want to increase sales.  For your website there may be two ways to accomplish this – get more people to come or to persuade more of the people that do come to buy.  Measure based on the increase in traffic or the increase in conversions.

Sometimes it’s not clear what metric to use, so just choose one and stick with it.  You’re looking for a trend so just consistently measure the same thing.

Conclusion – Respond to your customers. Change things until you see something start to work.  Do it quickly.  Instead of trying to figure out what to do, just do something.  Let the market tell you what works and what doesn’t.

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