internet strategy summit forum

Presented by Dan Stickel, CEO of WebTrends

Let’s take a look at Google’s innovation and how they do it. They divide their efforts:

70% on core products – search quality, crawl/indexing, AdWords, AdSense, Toolbar
20% on emerging products – Blogger, Google Mini, Picasa, News, Pack
10% on break-out strategies – Offline Ads, Code, WiFi, Talk

Google also has these key ingredients in everything they do:

Focus on users
Think big
Ignore Constraints
Break the mold
The right people
Small teams
Iteration & experiment
Bottoms-up ideas & projects

Google harnesses the innovation of the entire world through easy-to-use tools.

Use some of these same ideas to turn motivated visitors to your website into customers. Listen and build a better experience.

Get a 360 degree view of visitors:

Listen – On your website, through onsite search, via surveys.
Learn – From offsite information and CRM.
Act – Email, Direct Mail, and use behavioral targeting.

Technorati Tags: customer experience, customer-centric design, internet strategy, internet strategy summit forum

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:

Post video footage of your products and services on your website.
Post video ads on content video sites (YouTube, etc.). Relevancy is key.
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:

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

Technorati Tags: social media, social network, social media strategy, internet strategy summit forum