chris tanner - harnessing the power of the internet
Post on 14-Sep-2014
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BEN Event: Harnessing the Power of the Internet - 22nd Sept 2009TRANSCRIPT
Marketing on the Internet
Whether or not you are online, 20% of the World’s population is.
• Capture and retain more customers• Sell more products and services• Reduce costs and improve efficiency• Software as a Service
Pearl Software
Maximising the power of the internet for business
Lush Longboards
ForumsExcellent for community but can be hard work!
Lush Longboards online
• Strong website for brand presence• Ecommerce sales, retail and wholesale• Forum, Facebook and YouTube• 30,000 newsletter subscribers globally• Warehouse in Easton, office in central Bristol• Bookkeepers in Bath, Accountants in London
So why online marketing?
• Huge audience potential • The cost to reach ratio is relatively low • It’s dynamic and reactive – eg product launch• Easily traceable for ROI reporting• Many of the processes can be automated
• Build a community• Collect feedback• Learn about your customers• Build statistics for intelligent decision making
Who are we targeting?
0 500 1000 1500 2000 2500
Repeat business
Sales conversion
Lead generation
Website traffic
Brand awareness
Search Engine Optimisation
• Natural listings• Making your site robot friendly• Have relevant content• Add meta page information• Use sitemaps & Product feeds• Create inbound links
• Use Google Webmaster Tools
Google Webmaster Tools
Google products & shopping
Pay Per Click
• Google Adwords, Microsoft adCenter• Cost from 1 penny to £35 a click, typically <£5• Very traceable• Needs careful keyword analysis
• Conversion rate optimisation is key
Tracking your online marketing
Use Google Analytics & CRM software
0 500 1000 1500 2000 2500
Repeat business
Sales conversion
Lead generation
Website traffic
Brand awareness
Converting this traffic to revenue
Turn marketing into revenue
• Product sales via online shop• Service sales via lead closure
• Ecommerce software• CRM software (Customer Relationship Management)
• Email marketing & Auto responders
Email marketing
News and information Auto responders
The benefits• Online, anytime, anywhere• No need for on site server• Backed up and always up to date• Cost effective monthly subscription
The risks• Outsourcing data• Dependency on internet connection• Dependency on supplier viability
Cloud computing for businessSoftware as a Service
• Hosted, web based CRM• #2 fastest growing tech company behind Google
• More than 52,000 customers• 1.1 million subscribed users• 3,300+ full time employees
• Website and ecommerce• CRM and contact management• Email marketing integration• Products and Stock control• Finance and accounting
• Online, anytime, anywhere
Pearl
Brand awareness
Traffic generation
Lead capture via website and forms
Sales closure with CRM/ecommerce
Customer retention
So what does the future hold?
• Increased use of social media for business• Reduced spend on traditional marketing• Community based viral/word of mouth
• Fully integrated website, marketing and CRM systems• A move to online software
• Better vendor transparency
Further informationPromote your site: http://www.google.com/webmastersTrack your web traffic: http://www.google.com/analytics
Email marketing: http://www.mailchimp.com
Web hosted CRM solutionshttp://www.salesforce.com http://www.thisispearl.com http://www.sugarcrm.com
From lead to sale, integrated and onlinehttp://www.thisispearl.com http://www.netsuite.com
Online marketing trends for 2009:http://www.strangecorp.com/news/view/online-marketing-trends-in-2009
Chris Tanner, Pearl Softwarewww.thisispearl.com 0845 0038935